In case you missed my talk at Summit 2018 this year. Here is the recording of the sold out session on the Analytics that Matter: Reports for Every stage of the Funnel https://youtu.be/rR_zBG2kuA4 The real key to understanding how First-Touch and Multi-Touch Attribution is calculated in Marketo lies in this document. Nothing would be complete without some marketing homework or rather word problems. Yeah... I was that kinda TA. This is used in Program Analyzer, Performance Insights, or Advanced Report Builder (aka Revenue Explorer/RCE) After you watch the 30 min video, just take this document. Print it out. Book a room for yourself and anyone who wants to do math word problems together for 45 minutes. (Think college study group. Maybe some pizza.) Grab a pencil. Do the exercises. You don't need a Marketo login. This will be the most important 45 minutes you will ever spend if you really want to understand how attribution is calculated in Marketo. You don't even have to read the first 2-3 pages. The important thing you need to know lies in these rules below and the 20 exercises in the workbook attached. Note: FT rule #5 and MT rule #4 only holds true if you use the explicit setting in Revenue Cycle Analytics.
Hear From Kimi Heskett, 4x Marketo Champ! "Winning 2013 Marketo Champ of the Year was a great honor! Marketo champions demonstrate outstanding leadership in the Marketo Community and are loyal advocates of the Marketo brand. To know that I was a leader amongst the best is very humbling. This award helped me receive the recognition that helped me take my career and thought leadership activities to the next level and I’m very grateful for the opportunities Marketo provides to their passionate customers. I love being in the Marketo Marketing Nation!" - Kimi, Marketing Operations Manager at DuoSecurity Hear from Adam New-Waterson, 4x Marketo Champ! "Since I started using Marketo in 2009, my career has taken off. Being inducted into the first Champions group in 2011 advanced my career. Beyond the 500% increase in salary, the entire scope of my work has changed. I’ve moved from being a tactical, hands-on practitioner to becoming a strategic leader for the business. 2015 has already been a big year - winning Marketo Champion of the Year along with taking a new role as CMO of LeanData. I joke that I got a Marketo MBA, but in reality being a Champion has advanced my career like an MBA would have." - Adam, Chief Marketing Officer at LeanData Hear from Jeff Shearer, 3x Marketo Champ! "The Marketo Champion program is an incredible group of people who are rockstars at what they do. This is a group that I really look up to, and who inspire me every day. I consider it a tremendous honor to be a part of the program and to win the Champion of the Year Award at the 2014 Marketing Nation Summit. Besides the opportunity to collaborate and learn from some of the best marketing operations professionals in the world, the Champion program gives us an open line of communication with the people behind the scenes at Marketo. It’s refreshing to me as a customer to see an organization that is truly listening and delivering on the feedback from their users." - Jeff, Director of Marketing at Nintex Hear from Gary DeAsi, 2x Marketo Champ! "Being selected as a two-time Marketo Champion has been a true honor, and a very exciting and rewarding experience overall. From a professional development standpoint, it opens many doors for growth and career advancement, with valuable opportunities to demonstrate leadership and expertise in the digital marketing community. We are very proud to have three Marketo champs at SmartBear, and having this level of expertise on the team has truly elevated our marketing organization. The past two years SmartBear has been honored with back-to-back Marketo Revvie Awards in the B2B category for Most Dramatic Business Impact and Most Creative Integrated Marketing Campaign, both recognizing outstanding results our team has been able to achieve with Marketo in terms of demand generation and revenue impact. The Revvie Awards and Champion programs are cornerstone demonstrations of Marketo’s above-and-beyond commitment to the success of their customers." - Gary, Sr. Marketing Manager at SmartBear Hear from Elliott Lowe, 3x Marketo Champ! Four years ago, I switched my company from another marketing automation solution to Marketo and I've been riding the wave to success ever since. I’ve learned so much by spending a lot of time in the Community participating in the interactive discussions that provide new insights into solving complex issues and providing valuable feedback to Marketo’s product management team. As a result Marketo has recognized me as a Champion for the last 3 years, a Revvie finalist and a presenter at the Marketing Nation Summit. And my upper management has recognized me as a valuable leader who has been able to make our marketing team more productive and provide them rapid process automation solutions and metrics whenever they need. - Elliott, Director, Marketing Operations at Institute of Integrative Nutrition
About Alumni Status: Champion Alumni is a status, not a program. Any Champion (in 2016 and on) who's membership has expired for any reason (non-renewal or didn't re-apply) is automatically considered alumni and will have access to the benefits listed below. You will not have the same benefits as a current Champion and similarly you won't be expected to be at the top echelon of active customers across channels like the Marketing Nation Community. However, you are still exceptional advocates and we want to keep you involved. Benefits of being an Alum: You will still be rewarded: *Access: You will still be included in quarterly meetings with our product and marketing teams to give exclusive feedback *Previews: Given early previews and access to products, features, and new releases when available *Events: Access to event speaking opportunities such as the Champion Series at Summit. New benefits: Publicity: Community & LinkedIn badges to showcase your Alumni status AND you will be searchable under 'Champion Alumni' in our Expert Locator. Why create an Alumni status? This status was created in order to make sure we give our broader customer base the opportunity to get involved with the Nation. Now, we'll have more new Champions inducted each class, and long-time or former Champions can still stay connected. Alums can still retain some of the benefits while not being required to contribute to the Community and other channels on a daily basis. Now, a Champion can only be inducted three consecutive years and then they are automatically moved to an Alumni. Stay as involved as you can! Although you are no longer expected to be active across channels on a daily basis, we know that you are still a very loyal brand advocate of Marketo. We aim to provide you with key information and benefits to keep you up-to-date and relevant with Marketo and across the industry, such as the quarterly product calls. We encourage you to continue to engage and create content and thought leadership across all of our different channels and if you are interested in getting more involved in the future, let us know!
Here are a few great sample applications from past classes. It is recommended that you keep your submissions to 1800 or less characters (including spaces). The more concise and specific you can be about your advocacy, involvement across channels (Community, socially, at events), speaking engagements, reviews, business objectives and success metrics, passions, and of course, Marketo Certification (it's a requirement!) the better. Happy applying! As a Revvie Winner, our demand generation process is recognized as being well advanced beyond many industry peers. We have a solid model, both in ABM, RCM and for our marketing program in general, which has helped our teams to greatly increase our DG programs as recognized with our Revvie win at Summit 2016. Having been recognized for achieving a 166% lift in qualified leads, increasing marketing-influenced revenue year-over-year by 361%, and reducing the sales cycle by over 1/3 speaks for itself! I am an active advocate within the community, my peers, and in social media, as well as the two MUG groups I attend. I love to help solve problems and generate ideas. I feel that my experience with the winning team at my company will only be a case to build upon for Marketo for future users. I look forward to helping other begin and to further achieve their dreams and desires with Marketo and feel that becoming a Champion can only further help me be an advocate for the cause! Expert: 5.5 years Marketo experience & certification is up to date. Was part of certification beta testing for both MCE & RCA certification.Responsive: In community almost everyday- I believe in quality over quantity. I participate in community games/challenges (last year I won the twitter pumpkin carving contest & came 2nd place in the community costume contest). Leadership: MUG leader 2.5+ yrs. Always talk about importance of the community & encourage people to stay active. I have a positive relationship w/ Marketo enthusiasts & users in my region. I have mentored several younger Marketo users who are now active in the Marketo community & marketing automation world. Evangelism: Positive reviews on G2, TrustRadius, & App Ex. Talk to many about why they should pick/keep Marketo. Have done several reference calls for sales over the last year. I bleed purple! I also volunteer for betas when I can, & get my clients to volunteer when possible. Lastly, my son has all the Marketo baby gear! Activity: Use Twitter to enhance Marketo social reach. Always attend Marketo events. Plan to continue extending reach in local tech groups. Engagement: Spoke at session at 2012 Summit. I lead a Birds of a Feather lunch table at 2013 Summit. At 2014 Summit, I spoke at a session, worked Champion Smart Bar, & helped w/ 5K! I also helped w/ 2014 Roadshow. I beta tested new community. Submitted 3 sessions for 2016 Summit, & also worked Champion Smart Bar & Community table 4 times! I am the Marketo admin for my company and am a Marketo Certified Expert. Prior to our implementation of Marketo we used MailChimp for all our email communications to the database. We found out very quickly that MailChimp had limited scalability and analytics that we needed. Also we could no longer ignore the implications surrounding sending one off emails and immediate hand offs to our sales team. Thus we began looking for a new partner to help in our marketing automation efforts. Culture is a huge factor on my list and the companies when deciding the right partner to work with. And, there is something to be said about your company when your sales representatives are more interested in what we are doing and want to accomplish than just blindly selling a product. Not only did we read about your positive culture and support but we saw it in every individual we worked with. With the implementation of Marketo came a paradigm shift in our company. A shift that was led and supported by our CEO and executive leadership. Our marketing team knew with this implementation a change would take place in the way we nurtured our leads. What we did not expect to see was the amount of increase from the first year alone! Within the first year of integration we have seen our metric for lead obtain goals increase from 50% to 70% within the first 6 months of the year. This is largely due to the tracking we have placed on our site and the demand gen training that we have received from Marketo. I think there are two main areas I have added value to Marketo and the community. Firstly for Marketo I have spoken at many events including Summit and smaller regional events. The next one being I have tended to focus on publishing the #lessonslearned from our 5 years as growing with Marketo as a user. In the last year we have been experimenting with different ways of using Marketo's enagagement engine with specific trigger campaigns to send different pieces of related to content depending on when and where in the nurture track that lead is. We've seen a 18% increase in MQLs, that have converted into pipeline and 2x rate to previously. We are also now in a platform "optimisation" project to take what we have learned from Summit and rebuilding certain aspects of Marketo such as the balance between triggers and batch campaign, better segmentation and fewer smart lists. We are building out a complete scoring and response platform to ensure all leads are followed up within agreed SLAs by sending high value (bevahioural, content, infer signals) leads to our sales teams. Initial tests show we're increasing our conversion from MQL to pipeline by 12%; nearly $8m per year.
What is it? Champions are some of our most advanced, knowledgeable, and active customers and partners so we decided to showcase them by creating a booth at Summit for them to help others! Marketo see's a huge advantage in customers helping other customers, so the Champion Smart Bar was born a few years ago and it's been a big success. How does it work? Champions are offered time slots to sign up to work the booth, and any attendees at Summit are welcome to stop by to meet the Champions, network, connect, or get help with your toughest (or easiest) questions! A schedule of when the booth is open will be posted closer to Summit, but generally when the Expo hall is open, and sessions are not going on, you can expect someone to be there to help. Feel free to bring your laptop or tablet if you need hands on help with a specific question, and they'll be there ready. Feel free to ask them to how get involved in the Marketing Nation also! Where is it located? This year it is located in the Jive booth 117 in the Expo Hall. Jive is a great partner of ours, and they power our Marketing Nation Community so we thought this was the perfect match! Come one come all! We hope to see YOU at the Champion Smart Bar at Summit in May. Register for Summit today!
Here is some homework and additional material that goes along with this years Summit 2019 Analytics that Matter: Reports for Every Stage of the Funnel Session. To really understand how First Touch and Multi Touch are calculated in Marketo, spend about an hour working through these word problems. When you are done, you will fully understand the calculations.
The Adobe Marketo Engage Champion program represents an elite group of our most advanced users and brand ambassadors who are Adobe Marketo Engage Certified Experts (MCE) and actively share their knowledge and expertise in the Marketing Nation Community.
If you are a customer or partner interested in taking your Adobe Marketo Engage expertise and thought leadership to the next level, I encourage you to apply for the 2021 program.
CHAMPION PROGRAM BENEFITS
Eligibility to apply for the Adobe Marketo Engage Champion Leadership Committee
Exclusive Champion opportunities at Adobe Summit
Champion Spotlight in Marketing Nation Community
Exclusive contests & incentives to help drive strategic Adobe Marketo Engage programs
Exclusive Champion swag
Access to Marketo Engage product beta testing and early adopter programs
Opportunities to engage with Marketo Engage teams to provide feedback and support
Ongoing speaking opportunities year-round
Exclusive Champion badges (LinkedIn, Marketing Nation Community)
For more details on the Champion Program’s Benefits, please email email@example.com
CHAMPION PROGRAM CRITERIA & REQUIREMENTS
Customers and partners interested in participating in the Champion program must submit an application to the Adobe Marketo Engage Customer Marketing team. Champions accepted into the program will be announced during the first quarter of the calendar year. To maintain the Champion status, Champions will be expected to participate in various events and activities including the following:
Remain current with your Adobe Certified Expert in Adobe Marketo Engage certification
Attend quarterly Champion Program Calls
Attend a Adobe Marketo Engage Product Update Calls
Attend or speak at a Adobe Marketo Engage User Group 2x per year
Active participation in the Marketing Nation Community
Help grow Advocate Nation
Sign Champion Program Charter and NDA
For more details on the Champion Program’s Criteria & Requirements, please email firstname.lastname@example.org. Applications for the program will open in the Fall.
Connect with current Champions!
Read our Champion-exclusive blog!
We created the Purple Select advocate program specifically for our top customers and partners—people just like you. We want to reward you for personal achievements, company successes and sharing the Purple love! Engage With thought leaders, cutting edge innovators, and our elite power users in the Marketing Nation, while building a stronger relationship with Marketo. Standout In the Marketing Nation and beyond. Get brand exposure through awards, speaking engagements, and case studies highlighting your successes and those of your company. Grow Your digital marketing knowledge. Receive a daily dose of the latest marketing content, handpicked just for you. Access executives and key product development teams. Purple Select vs. Community...what's the difference? Purple Select is a program to enhance, showcase and grow your advocacy for Marketo, whereas the Community is a place to connect and engage with your peers and learn Marketo and digital marketing best practices. The Purple Select Group on the community will be a private space for Purple Select advocates to network exclusively with each other. Regardless of where you are in your journey, we have created a program that enables you to get involved from day one. Think you have what it takes to be on team purple? Let’s get started! Fill out this form to join! Please note, the blank form will re-load once you submit. If you have questions about your application, email email@example.com. Loading... To learn more about the new and enhanced features of our new Community view Welcome to the Marketing Nation Community!
This Champion Application announcement is out of date - check out all up-to-date information related to the 2023 Adobe Champion Program applications here!
Champions are Marketo's most advanced customers who have demonstrated outstanding leadership in the Marketo Community, are Marketo Certified Experts, are avid contributors in the social world, and are loyal advocates of the Marketo brand. Applications are currently closed for 2018 and will reopen at a later date for the 2019 Champion class.
To learn more about the program view Requirements & Benefits of the Champion Program.
Apply to be a Champion today!
JOIN THE MARKETO CUSTOMER ADVOCATE PROGRAM The goal of Marketo's Customer Advocate Program is to highlight how your organization has utilized Marketo's marketing automation solution to improve the way you run your business. Please share your story with us in the form below and we will follow up with you when an appropriate opportunity arises. Loading...