Amanda Thomas

Marketo Summit 2016 Top 3 Sessions

Blog Post created by Amanda Thomas Champion on Jun 22, 2016

Marketo Summit 2016 was held last month, and the session recordings were released a couple weeks ago. I took home a lot of information, fresh ideas, and excitement for our company's marketing team! I've narrowed down all of that to just 3 sessions that gave me the most information, inspiration, and implementation practices to advance our start up company.

 

#1 Marketo Pro Tips 3

https://events.marketo.com/summit/2016/sessions/marketo-pro-tips-new-ideas-you-can-implement-todayCreate master templates, use content recommendation, and use flow steps to clean your data.

This session was amazing! It was a straight 40 minutes of dos and do-betters in Marketo. You don't have to be a pro, or even have a pro's budget, to implement a few of these. So far, we have created a master template for our webinars and newsletters and we're also reviewing our segments. Next quarter we plan to add a few "Content Recommendations" on our most viewed/downloaded pieces of content. It's super simple! All you have to do is match the most related piece of content to the one they just chose, throw the form on the thank you page, and watch your conversion rate rise!

Another tip from this session, clean up your data and add more data with a flow step. Maybe I'll make "APM" a thing. (Automatic Preventative Maintenance) As most campaigns run, someone fills out a form and is sent to salesforce. Well just add flow steps to clean it up before it gets there. For example, their domain ends with ".ca"; add a "Change Data" step to fill in the country as Canada. You can also do this to normalize job titles.

 

#2 Email Deliverability

Track bounces, get rid of "Chronic Inactives", and implement "Email Insights".

We already track our opens and clicks on a monthly basis, which helps us choose optimal content and timing for our target market. However, after this session, we are tracking soft and hard bounce rates as well in order to get a more accurate picture of our reach into our target market.

Another takeaway under this category was emphasis on getting rid of "Chronic Inactives". The goal here is to save money, both on Marketo cost and cost of data management. So far, we've pulled a list of all who haven't opened an email in 2 years and took them out of our campaigns. We already have a more accurate depiction of our open and click rate! I strongly encourage everyone to pull a list and get them out of your email campaigns ASAP. Also, Marketo has started batch releasing "Email Insights" to customers, which will do most of the month to month reporting for you! The entire product roadmap session presented by the amazing product management team is available here.

Since this was a University Day session there isn't a recording. However, the slides from the session are available here. Also, I put these highlights and more from this session on slide 10 of our MUG meeting presentation in community.

 

#3 The Force Awakens: Secrets To Improving Marketing And Sales Alignment

Talk on a regular basis, review scoring on a regular basis, implement contact roles and campaign workflows.

This is my bread and butter; this is my jam! (See what I did there?) My main role at Assemble is to join marketing and sales together to make the most effective operations for BIG SALES and happy customers. This session covered some topics we had down pat: having open communication, scoring, tracking lead journey, and nurture campaigns.

It was nice to receive assurance that we're doing things right, but there were a couple things that I had to tackle when I got back. When I first got back I explained the value of using contact roles in order to make sure we used them for every opportunity. You can find the actual slides I used to do this here. Convince your team today so you can track revenue to campaigns! 

Second thing to tackle was setting up cadences, or campaign workflows. This is still a work in progress on our team. We can connect revenue and campaigns to a person, but we also need to know what activities took place by sales in order to tell if those campaigns really made a difference. Let's say a lead attended a webinar, but didn't talk to a rep for two months. You would, hopefully, contribute less revenue to that campaign, but how much less?

Having a workflow of sales executed tasks around each campaign would allow you to pinpoint the actual outcome you're looking to get out of that campaign, and would allow you to measure the actual time it takes to reach that outcome. Then, you can split up revenue attribution over a timeline of tasks. A cool tool that helps you implement campaign workflows (cadences for your sales team) is Salesloft. Definitely worth checking it out. Also, having a set number of tasks per campaign will come in handy when measuring your Marketing ROI.

 

Here's to getting even more out of Marketo!

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