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In our first post, we discussed the concept of URLs and UTM tracking. Now that those are in place, we will dive into the setup with Marketo. Here are the high-level steps: Create the UTM fields in order to have a place to store the values Add the fields on your form pages as hidden fields, add to a landing page Setup the Marketo programs and/or smart campaigns to process them Test and check to make sure it's working Step 1 - Create UTM fields If you are setting this up for the first time, or you have inherited a Marketo instance, I recommend checking to make sure these fields are not already in place, or they exist, but are named something else. If you have access, go to Admin > Field Management, and search for any fields containing "utm" or "ppc" to see if they are there. In the screenshot below, you'll see that all 5 fields have been created and are currently mapped to the SFDC lead and contact records. *Side note: The mapping is important if you want the values for leads or contacts since SFDC treats them differently. Also, if you are creating them for the first time, make sure to do it in SFDC and wait for the fields to sync to Marketo or you'll have to get it re-mapped. ​ Step 2 - Add fields to your forms Now that you have the fields created, add them to any relevant data forms. There are two main options for this. If your website uses custom non-Marketo forms, ask your web developer to add the extra fields to the forms and make them hidden. In the field management screen, there's an "Export Field Names" button which will export all the necessary fields that you can provide to your developer. The file provides a mapping for the UTM values that need to be written to from the website form field to the Marketo field. There might be other options such as native plugins that might already accomplish this. If you are adding them to a Marketo landing page, drag those new fields onto your forms and make them hidden. In the Autofill property, choose Edit and you'll see options to chose where the field values will populate from. Choose URL Parameter and type in "none" for the default value or anything that you can filter on later to troubleshoot if it's not working. At this point, the landing page is just waiting for a referring visit with UTM values. Consider what happens when someone clicks a link, but does not sign up right away? The values from the URL parameter must be present at the time of submission in order for this to work. So if someone navigates away and the parameters disappear, then the UTM values will not be captured. To solve for this, we have created a tracking script that will store any UTM parameters it finds into a cookie. Now when a visitor fills out a form that contains the hidden UTM values on a form, the cookie will store the UTM value across the main and subdomains. *Technical Stuff: You can upload the extracted file into the images directory or on your web server. Before doing so, take note to make one change to the file and re-save it for it to work. Open the file with any text editor and looking for a line that says "domain=digitalpi.com" and change it to your domain. Once set, it won't expire for another 365 days. The script should be place where your Munchkin script is also placed. It's a simple script that does the following. If UTM parameters are present, store those into a cookie. This means if it comes from a URL and it's the first time seeing it, the script creates the cookie. If the visitor comes back by clicking another link with different UTM parameters, it will replace with the new ones and continue to do so. It's not session specific which means if the visitor closes the browser and comes back at a later date, it will still be in the cookie and keep it for 365 days. Here's a link to the tracking script: dpi-ppc-tracking-script.js.zip So that you can see this process in action, I created a simple form with visible UTM fields on a landing page. When you click on one of the sample links, you should see the UTM values in the UTM fields where they would normally be hidden. If you want to experiment with it, change any of the UTM values after the equal sign and refresh the page. You'll see the new value populated in the field that was changed. Long version: http://info.digitalpi.com/Marketo-UTM-Sample-Page.html?utm_source=blog&utm_medium=email&utm_term=utm&utm_content=utm-tracking-blog-p2&utm_campaign=blog-sub Shortened version: http://goo.gl/O6VyL9 Step 3 - Setup Marketo processing This next part is just ordinary Marketo smart campaign building. Setup the trigger filtering on UTM values. Make sure it's unique enough to process for the individual UTM parameter (campaign, source, medium, etc.). Step 4 - Test and validate Create a few URLs to your landing page and use different combinations of UTM parameters and click on your form submission. Look for the test record and in the custom fields look for the values. If they are there, it's working properly. Keep in mind these values will change each time a new set of UTM values are set. You can run reports on the different campaigns or even down to the add level if programs are setup to track that. This feature is used frequently, so we hope this article saves a lot of time and frustration. Happy Marketing!!
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Basic Nurturing Advanced Nurturing Measuring ROI Calculating the ROI of Nurturing Understanding the Engagement Dashboard Basic Reporting - (Login Required) Measuring ROI Understanding Engagement Scores Engagement Stream Performance Reports Defining Nurture How to Create a Nurturing Strategy Working with Engagement Programs (Login Required) Add Streams to Your Program Optimizing Nurture How to Test and Optimize Nurturing Engagement Engine, Scoring, and Data Management - (Login Required) Segmenting for Nurture Basic Nurturing Segmentations Segmenting for Nurture Advanced Nurture Segmentations Transition Leads Between Engagement Streams Engaging with Content How to Create Content on a Budget Content Marketing Tactical Plan Worksheet Add Content to a Nurture Stream Nurturing Across Channels Your Multi-Channel Nurturing Strategy
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Anyone can build a traditional lead nurture track – send email #1 with content offer A, wait a week and send email #2 with content off er B, and so on. But given that 94% of marketing qualified leads never close*, it’s time for marketers to switch up their nurturing playbook. Here is a doc containing a lead nurture checklist to help you take your nurturing program from okay to awesome.
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Over the last few years all these translations have been gathered together by my colleagues. One of them had kindly gathered them into this beautiful display and I thought it was worth sharing with you all. CTAs English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) German (DE) View Now 现在就查看 現在就查看 Veja agora 今すぐ見る Vea ahora 지금 보기 Read More 阅读更多 閱讀更多 Leia mais さらに読む Lea más 더 읽기 Watch Video 观看视频 觀看視頻 Assista ao video 動画を観る Vea el video 비디오 보기 Learn More 了解更多 了解更多 Aprenda mais さらに学ぶ Aprenda más 더 알아보기 Read the brochure 查看资料手册 查看資料手冊 Leia o material 小冊子を読む Lea el folleto 브로슈어 읽기 Broschüre lesen Register today 今天就注册 今天就註冊 Inscreva-se agora 今すぐ登録する Regístrese hoy 오늘 등록하기 Explore more opportunities 发掘更多机会 發掘更多機會 Explore mais oportunidades 他の機会も探る Explore más oportunidades 더 많은 기회 알아보기 Read full report 查看完整报告 查看完整報告 Leia o relatório completo 完全レポートを読む Lea el informe completo 보고서 전문 보기 Read article 阅读全文 閱讀全文 Leia o artigo 記事を読む Lea el artículo 기사 보기 Read press release 阅读新闻稿 閱讀新聞稿 Leia o release de imprensa プレスリリースを読む Lea el comunicado de prensa 보도자료 보기 View tool 查看工具 查看工具 Veja a ferramenta ツールを見る Vea la herramienta 도구 보기 View quotes 查看报价 查看報價 Veja as cotações 相場を表示する Vea las cotizaciones 시세 보기 View contract specifications 查看合约规则 查看合約規則 Veja especificações de contrato 商品仕様を見る Vea las especificaciones de contrato 상품 명세 보기 Listen to podcast 收听广播 收聽廣播 Ouça o podcast ポッドキャストを聴く Oiga el podcast 팟캐스트 보기 View presentation 查看 查看 Assista à apresentação プレゼンテーションを見る Vea la presentación 프리젠테이션 보기 Get started 开始 開始 Aprenda 今すぐ始める Comience a aprender 시작하기 View offerings 查看产品及服务 查看產品及服務 Veja ofertas 商品とサービスを表示する Vea las ofertas 제안 보기** View schedule 查看日程安排 查看日程安排 Veja programação 予定を見る Vea el programa 스케줄 보기*** Read white paper 阅读报告 閱讀報告 Leia relatório oficial 白書を読む Lea el libro blanco 백서 읽기 Read fact card 阅读事实卡 閱讀事實卡 Leia o cartão de dados パンフレットを読む lea la tarjeta de datos 팸플릿 읽기**** Download PDF 下载PDF文档 下載PDF文檔 Baixe o PDF PDFをダウンロードする Descargar PDF PDF다운로드 PDF herunterladen Items found on Research Articles English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) German (DE) View this article in PDF format. Leia este artigo em formato PDF. Ver este artículo en formato pdf. Diesen Artikel als PDF anzeigen. About the Author 关于作者 演说者简介 해설자 소개 Über den Autor Disclaimer Common Headings English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) German (DE) Resources 资源 資源 関連情報 참고 자료 View in: English 简体中文 (CN-S) 繁體中文 (CN-T) 日本語 (JA) 한국어 (KO) Português (PT) Español (ES) 语言: 語言: Ler em: 使用言語: Ver en: 언어: Key Features 主要特点 主要特點 Principais características 主な特長 Principales características 주요 특징 Key Benefits 主要优势 主要優勢 Principais benefícios 主なメリット Beneficios clave 주요 혜택 Contact Us 联系我们 联系我们 Entre em contato conosco: お問合せ先 Contáctenos: 연락처 In the News 相关新闻 相關新聞 É notícia 関連ニュース Recursos 뉴스 화제 Figure 1 图1 圖 1 Gráfico 1 図1 Figura 1 그림 1 Abb. 1 Getting Started 简介 簡介 Começando ご利用を始めるにあたって Primeros pasos 시작하기 Related Content 相关资料 相關內容 Conteúdo relacionado Contenido relacionado Forms English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) First Name 氏 氏 Primeiro nome 氏 Nombre 이름 Last Name 姓 姓 Sobrenome 姓 Apellido 성 Business email 电子邮箱 電子郵箱 Email corporativo 業務用メールアドレス Correo electrónico empresarial 이메일 Phone number 电话号码 電話號碼 Telefone 電話番号 Número telefónico 전화번호 Country 国家 國家 País 国 País 국가 Address 地址 地址 Endereço 住所 Domicilio 주소 City 城市 城市 Cidade 市町村 Ciudad 도시명 State 省 省 Estado 州・都道府県 Estado 주 Firm name 公司名称 公司名稱 Nome da empresa 会社名 Nombre de la empresa 회사명 Company Type 公司类型 公司類型 Atividade da empresa 会社の種類 Tipo de empresa 회사 유형 Job Function 工作职能 工作職能 Função 職務権限 Función del cargo 담당 업무 Comments/Specific Interest 评论/咨询 評論/諮詢 Comentários/Interesse específico コメント/質問 Comentarios/Interés específico 건의사항 또는 관심 사항 Submit 提交 提交 Enviar 送信 Enviar 제출 Regulator 监管者 監管者 Regulador レギュレータ Regulador 규제당국 Vendor 供应商 供應商 Fornecedor ベンダー Proveedor 벤더 Other 其他 其他 Outro その他 Otro 기타 Indicates required fields. 必填项 必填項 Indica campos obrigatórios 入力必須の項目です。 Indique los campos requeridos 필수 항목을 가리킴 Contact Us 联系我们 聯繫我們 Entre em contato conosco お問合せ先 Contáctenos 연락처 Must be valid email. Example@yourdomain.com 请填写有效邮箱, Example@yourdomain.com 請填寫有效郵箱, Example@yourdomain.com E-mail válido é necessário. Exemplo@seudominio.com 有効なメールアドレスでなければなりません。例: Example@yourdomain.com Debe ser un correo electrónico válido. Ejemplo@sudominio.com 유효한 이메일이어야 합니다. Example@yourdomain.com This field is required. 该项是必填项 該項是必填項 Este campo é obrigatório. この項目は必須です。 Se requiere este campo. 이 항목은 필수항목입니다. Thank you. Your message has been received. Someone will contact you shortly 您好,您的信息已收到,我们的工作人员会尽快与您联系 您好,您的信息已收到,我們的工作人員會盡快與您聯繫 Obrigado. Sua mensagem foi recebida. Você será contatado em breve. ありがとうございました。メッセージを受信いたしました。こちらよりご返信いたします。 Gracias. Hemos recibido su mensaje. En breve, una persona se pondrá en contacto con usted. 감사합니다. 귀하의 메시지가 접수되었습니다. 곧 연락 드릴 예정입니다. Executive 行政管理 行政管理 Executivo 幹部 Ejecutivo 임원 Finance 金融 金融 Finanças 財務 Finanzas 재무 Marketing 市场营销 市場營銷 Marketing マーケティング Marketing 마케팅 Research 研究 研究 Pesquisa リサーチ Investigación Research Sales 销售 銷售 Vendas 営業 Ventas 영업 Technology 技术 技術 Tecnologia テクノロジー Tecnología 전산 Trading 交易 交易 Negociação トレーディング Operaciones 운용 Other 其他 其他 Outro その他 Otro 기 Select… 选择… 選擇… Selecione... 選択してください…… Seleccionar… 선택… Submit 提交 提交 Enviar 送信 Enviar 제출 First Name: 名: 名: Nombre: 名: Primeiro nome: 이름: Last Name: 姓: 姓: Apellidos: 姓: Sobrenome: 성: Comments/Questions: 评论/问题: 評論/問題: Comentarios/Preguntas: コメント/質問: Comentários/questões: 코멘트/질문: Submit 提交 提交 Enviar 送信 Enviar 제출 Contact Us 联系我们 聯繫我們 Contacto お問合せ先 Entre em contato conosco 연락처 Welcome back, [name] 欢迎回来, [姓名] 歡迎回來,[姓名] Bem-vindo de volta, [name] 再ログインありがとうございます、 [氏名]様 Bienvenido nuevamente, [nombre] [이름]님 다시 오셔서 환영합니다. Click here if this is not you. 如果您并非所示姓名本人,请点击这里。 如您並非所示姓名本人,請按此。 Clique aqui se não for você. [氏名]様ではない場合は、ここをクリックしてください。 Haga click aquí si éste no es usted 다른 사람이시면 여기를 클릭하십시오 Topic 主题 主題 Tópico トピック 주제 Select One 请选择一个 請選擇一項 Selecione um 一つ選択してください 하나를 선택하십시오 Register for future communications 注册日后接收通讯 登記日後收取通訊 Inscreva-se para contatos futuros 今後の通知を受け取るための登録 향후 커뮤니케이션을 위해 등록하십시오 Thank you for registering. ご登録いただき、ありがとうございます。
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We use Eventbrite for smaller, local events (such as regional happy hours or lunch & learns) that our non-Marketo team members set up and run. The integration between Eventbrite and Salesforce was not allowing us to capture the data the way we wanted to, so we looked for a way to feed the data from Eventbrite into Marketo, prior to sending it into Salesforce. The solution for us was adjusting our data flow process to utilize “zaps” via Zapier. This step-by-step guide will show you how we were able to integrate our systems to capture the data we need. Side Note: Zapier offers a 14-day free trial which will allow you to test this functionality to see if it will work for your organization. WHAT YOU NEED TO GET SET UP: Admin access to Marketo, Eventbrite and Zapier Unique email address to create Zapier/Marketo connection (ex: zapierapi@yourcompany.com) Custom Field: Eventbrite ID (this may or may not already be available – just check ) PROCESS TO GET SET UP: Step 1: Add Eventbrite and Marketo to your “Connected Accounts” within Zapier Connect Eventbrite account to Zapier account Connect Marketo account to Zapier account Follow the instructions found here to obtain your Client ID, Secret and Domain Please note: You will need to create an alias email address to connect the Zapier API to your Marketo instance (ex: zapierapi@yourcompany.com) Step 2: Create Zap to capture event “registration” in EventBrite and feed the data into Marketo EVENTBRITE: Create the event in Eventbrite. Make adjustments to the “order form” as needed to ensure that the appropriate fields are being captured upon registration. If certain fields are necessary to add to your database, make sure that they are “required” fields on the order form (ex. First Name, Last Name, Company Name, Email Address, etc.). Make your event “live” and submit a test registration (you’ll be able to remove the test later). MARKETO: Create a list in your Marketo Lead Database to capture registrants. For scalability, it’s recommended that you create a “Zap Lists” folder under your “Group Lists” folder. Use a naming convention that will clearly identify which list should be associated with which event. We use the date of the event as the unique identifier (ex: 160629 NE Happy Hour - Registered) MARKETO: Create an Event program in Marketo. If you would like to use the Marketo Events app to check people in at the event, be sure that you use the appropriate channel for your program. In the “Setup” tab, be sure to add your period costs, appropriate tags, and analytics behavior. Also, be sure to “schedule” your event if you plan to use the Marketo Events App for attendee check-in. MARKETO: Create a smart campaign to add the appropriate registrants to the event program. SMART LIST: Trigger: Added to List > List Name is [insert the list name you created in Lead Database to capture registrants] Filter: Eventbrite Id > Eventbrite Id is [leave blank until you obtain the id from Zapier] FLOW: Change Program Status > Program [the program you created] New Status: [channel > registered] Please note: You can create whatever additional flow steps or smart campaigns you need to facilitate your program. The above are just the basics needed to associate the lead with the program for the Zapier dataflow process described here. ZAPIER: Once you’ve completed the items listed below, select the “Make a Zap!” button. Be sure to clearly name your Zap, so you know what event and action the Zap represents: The Eventbrite and Marketo accounts are connected The event has been created in Eventbrite The event registration list has been created in the Lead Database (Marketo) The event program has been created in Marketing Activities (Marketo) Create Step 1 of the Zap. Follow the document titled “Use Zapier for Registration” for visual guide of the following steps: Select Eventbrite for your trigger app Select “New Attendee” for your Eventbrite Trigger Select the appropriate Eventbrite account Select Event Status is “live” Select Event is [the event you created in Eventbrite] Review the details of the attendee registration to obtain the “Eventbrite ID”. MARKETO: Copy that “Event ID” and insert it into your event program smart campaign in Marketo. This will ensure that the appropriate registrants are being associated with the appropriate events. Please note: event_id = Eventbrite id Create Step 2 of the Zap. Follow the document titled “Use Zapier for Registration” for visual guide of the following steps: Select Marketo for your action app Select “Create or Update Lead” as your Marketo action Select the appropriate Marketo account Associate the fields captured via the Eventbrite order form with the appropriate fields in the Marketo database. Not all fields need to be associated. This step is unique to your organization. Email is the only “required” field and you must populate the “Eventbrite Id” field with the appropriate information. Create Step 3 of the Zap. Follow the document titled “Use Zapier for Registration” for visual guide of the following steps: Select Marketo for your action app Select “Add Lead to List” as your Marketo action Select the appropriate Marketo account To Set up Marketo Lead to List, select List = [the list you created in the Lead Database for registrants]; select Lead = Use a custom value, Custom Value for Lead ID = Step 2 ID You will be able to verify that the registration process fired appropriately by reviewing your list in the Lead Database and the event program in your Marketing Activities section within your Marketo instance. Step 3: Create Zap to capture event “check-in” in EventBrite and feed the data into Marketo The hang up we’ve run into with the Marketo Events app is that you have to use a tablet to “check in” event attendees. With Eventbrite, our reps have the ability to use their phones to check people in, which tends to be easier for our organization. This is why we set up a Zap to push “check in” data from Eventbrite into Marketo. Please note: if you’re using the Marketo Events app to track attendees, you do not need to set up a Zap to push attendee data from EventBrite into Marketo. This is only needed if you will be “checking in” attendees via the EventBrite app/platform. MARKETO: Create a List in your Marketo Lead Database section to capture event attendees. Use a naming convention that will clearly identify which list should be associated with which event. We use the date of the event as the unique identifier (ex: 160629 NE Happy Hour - Attended) MARKETO: Add a smart campaign to your event program that will listen for registrants to “check-in” to the event. SMART LIST: Trigger: Added to List > List Name is [insert the list name you created in Lead Database to capture attendees] Filter Eventbrite Id > Eventbrite Id is [same id from the “add to program” smart list created in previous steps] FLOW: Change Program Status > Program [the program you created] New Status: [channel > attended] You can create whatever additional flow steps or smart campaigns you need to facilitate your program. The above are just the basics needed to associate the lead status change with the program. EVENTBRITE: Go into your event in Eventbrite and mark your test registrant as “check-in” to update the status ZAPIER: Create Step 1 of the Zap. Follow the document titled “Use Zapier for Attendees” for visual guide of the following steps: Select the “Make a Zap!” button Select Eventbrite for your trigger app Select “New Attendee Check-In” for your Eventbrite trigger (this option may appear under “show less common options”) Select the appropriate Eventbrite account Select the correct event associated with the “check-in” for the Eventbrite Attendee Create Step 2 of the Zap. Follow the document titled “Use Zapier for Attendees” for visual guide of the following steps: Select Marketo for your action app Select “Create or Update Lead” as your Marketo action Select the appropriate Marketo account Associate the appropriate fields in Eventbrite with the fields in Marketo. For this step you only need to associate the “email address (profile email)” and the “Eventbrite id (event id)”. This lead (if new to your database) was already created in your registration zap. Create Step 3 of the Zap. Follow the document titled “Use Zapier for Attendees” for visual guide of the following steps: Select Marketo for your action app Select “Add Lead to List” as your Marketo action Select the appropriate Marketo account To Set up Marketo Lead to List, select List = [the list you created in the Lead Database for attendees]; select Lead = Use a custom value, Custom Value for Lead ID = Step 2 ID You will be able to verify that the check in process fired appropriately by reviewing your list in the Lead Database and the event program in your Marketing Activities section within your Marketo instance. Congratulations! You’re all set up. Remember to remove your test registrants/attendees from the Marketo program. You’ll also want to be sure to turn your zaps “on” before collecting registrants/attendees. Another thing to consider is that Zapier charges based on the amount of zaps being used. You may want to consider deleting the zaps once the event is completed, so you will not be charged.
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Use the Salesforce workflow engine to supercharge your marketing automation in this presentation from the Marketo Summit 2014. Presented by Delinda Tinkey and Charlie Liang.
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From Heidi Bullock is the Vice President of Demand Generation at Marketo. She has over 13 years of B2B marketing experience in high tech companies. Her expertise includes product positioning, brand strategy, product marketing, and demand generation. Now is a great time to be in marketing. Not long ago, if you were asked at a cocktail party what you did and replied, “Oh, I’m in marketing,” you were almost guaranteed a response like, “Wow, you’re the one that works on all the fun logo-covered fleece vests!” Historically, this misconception was largely due to the inability of marketers to demonstrate their impact on the business, i.e. showing the efficacy of campaigns and knowing where to invest (or not)—and clearly understanding the process the buyer takes when evaluating a product or service. But times have changed. Thanks to technology—especially marketing automation—we now have tools that help us understand the digital footprints of our buyers—how they like to be communicated with, the frequency, the message, gain visibility into which programs drive real business results and which don’t, and even ultimately help us predict buying preferences. With such powerful inputs available, marketers today are uniquely situated to understand all facets of their customers and the journey they undergo. One function that has originated as part of this new data-driven era is the role of the demand generation marketer. This role and organizational function is dedicated to driving demand and ultimately revenue. In many organizations demand generation is often associated directly with acquisition, but a better and more modern wa to think of it is as “transformative demand generation,” and this is where marketing executives need to focus. If you align your team around this concept, you’ll gain better insight into all areas of the customer journey—not just the early stages. Transformative Demand Generation Transformative demand generation is comprised of three key criteria: Having an agreed upon, shared model, set of definitions, and goals for aligning marketing and sales efforts. Creating a shared revenue model with clearly defined stages, conversion points, definitions, and service level agreements (SLAs) is critical. This is your blueprint for what marketing and sales are responsible for. A good model should be customer-centric and should model the customer’s journey.  There should be clear handoffs between marketing and sales, and ideally you can put SLAs in place to ensure consistency in response times. By doing this, you can clearly assess the health of your business, identify bottlenecks and respective fixes, and begin to predict your business outcomes.  There needs to be an ongoing focus on the model and an emphasis on iteration as learnings come in—but this is great way to make sure both teams are aligned. A focus on driving revenue first and foremost—and throughout the ENTIRE customer life-cycle. This lens must be used across all marketing programs—throughout the journey, from acquisition to retention. You should have a clear way to evaluate if a program makes sense for the business. Now a large brand initiative may be more complex to assess, but it is still important to understand. This starts with identifying goals and determining when you will measure impact, and when (what are the different points in time?).  There are times you go through this exercise and it becomes abundantly clear that a program does not make sense to continue. That learning is equally valuable. Here is a simple example: Your team may be considering a tradeshow and the goal is for acquisition. If the event costs $20K, the organizer tells you there will be 300 people attending. You estimate that the team can scan half the people, and you estimate that 30% will have the right demographics. At that rate, you are spending over $400 / lead.  That may be fine for your business—or not—but the point is you need to KNOW and then use that knowledge to evaluate the opportunity—and all opportunities with this lens. Being data-driven to measure and iterate to make the best decisions for the business . This one goes without saying—but you can’t manage what you can’t measure. The key here is being laser focused on the right things to measure for your business. It’s helpful to have a mix of performance metrics (answering how did you do?), diagnostic metrics (what’s working, how can we improve?), and lastly leading indicators (these should help you forecast how you will be doing). A key part of your planning process is to identify up-front what decisions you need to make to drive company profits, and then build your measurements to capture the right information. This means you should measure things not just because they are measurable—but rather because they will guide you towards the decisions you need to make to improve company profitability. 3 Key Benefits of Transformative Demand Generation When done well, transformative demand generation provides marketers the ability to do these 3 things: Align with sales and other key stakeholders within your organization. By establishing an agreed-upon model upfront, definitions and goals—both marketing and sales efforts are pointed in the same direction. Make the right investments for driving the desired business outcomes. It is critical to identify goals for programs (whether it’s a brand campaign or retention) and estimate upfront if your investment makes sense to achieve your desired outcome. Be forward looking—and forecast what will occur. You should be able to discuss not only what just happened, but also what WILL happen. This is one of the most critical thing marketers can do to build credibility. Today’s demand generation has fundamentally shifted. It should no longer be thought of as simple acquisition or the team that focuses at top of the funnel and only generates volume. Transformative demand generation has the power to drive revenue throughout the entire lifecycle of a buyer. Applying transformative demand generation principles will ensure your marketing organization has a framework to align with sales. It sets a new standard to employ tools to attribute, predict, plan, and benchmark campaign performance. You may start to see that half of your programs are not worth the investment—but instead of being disappointed, be glad that you know and are able to identify the gaps. Ideally, the team should be able to predict the future revenue impact of marketing dollars invested. Marketers—from executives down through the practitioner level—that work within this framework will be able to drive and show the impact across the entire buyers’ journey. These are the marketers that will succeed and, of course, have respect .
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Presentation on leveraging Demand Generation to build a great customer marketing program. Enjoy.
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I wanted to share a step-by-step on our solution to track multiple landing pages with a Person Attribute Field while using one generic form, without relying on URL UTM parameter. I hope this will be helpful to anyone looking for a solution. This solution was pieced together through some research from different sources and some trial and error. Feel free to share your thoughts or comments on it! Let's begin. [Problem] We have multiple landing pages linked to different campaigns and different assets to download. We wanted to use one generic form for all of those landing pages, and capture a Person Attribute Field to track the campaign, we didn't want long UTM parameters following our URLs or multiple forms so we built it into the page instead. [Solution] Populate a Hidden Field on your form through HTML code embedded into your Landing Page to capture campaign information. An alternate solution which doesn't use Person Attribute fields –  you can also use the "Add Constraint" option on the Fills Out Form trigger to select any form and the web pages you want to capture for the campaign, as shown below. If that's all you need, this simple solution would suffice. Step 1: Setting your Generic Form Field In your generic form, add a new Field and select the Person Attribute you're going to use to track the landing page. For our form, I used the "utm_campaign" Person Attribute because we're already tracking through that field. You can choose to use any Person Attribute that is appropriate for your Marketo instance to track campaigns. The Label doesn't matter, set Field Type to "Hidden", and set Form Pre-fill to "Disabled". Edit the Autofill , set Default Value as "utm tracking missing" (or anything similar of your choice, we'll get into why later) and Get Value from as "Use Default Value". If you don't set a default value Marketo defaults to "null" which will block changes to that field for this form. Once you're happy with your other fields, save your form. Step 2: Populating the Hidden Tracking Field through your Guided Landing Page HTML In your Design Studio , find the Landing Page Template you're using for your Landing Pages , and edit it. Note this step is only for Marketo Guided Landing Pages*. In your head section, place the following Marketo String with your meta tags (more information on Marketo Strings here) . This will allow you to easily adjust the landing page campaign later as you create more pages. Find where your Marketo form div is located, and insert the script code following the mktoForm div as shown below. This script will change your hidden "utm_campaign" field to the value indicated on your landing page. "utmcampaign"** is your Person Attribute Field name, and ${hiddencampaign} points to the Marketo String you set up. Save your Landing Page Template and you are done with this step. *Note: You can also do this step with embedded forms on non-Marketo pages using the code for setting Hidden Fields on this page. Note that you'll skip setting the Marketo String Syntax and input your desired Person Attribute value directly into the script as Marketo Syntaxes cannot be used on non-Marketo pages. **Note: You'll notice that the HTML form.vals "utmcampaign" is different from the displayed Person Attribute "utm_campaign" in your form editor and Marketo record. Sometimes the actual SOAP API value used by the backend is different from the Friendly Display value in Marketo, I will include steps on how to check the SOAP API value in the appendix at the end of this tutorial. Step 3: Create your Landing Page Once your HTML is set in your Landing Page Template , create or edit your Landing Page using that template. Set your generic form from earlier, and in your right-hand elements bar you should see a section for Variables , where you'll see the "Hidden Campaign Field" you created using the mktoString meta tag . Type in the campaign name you want to track with there. I chose "Example Campaign" for the purpose of this tutorial. Once you're happy with the rest of your landing page go ahead and save it. Your landing page form will now populate the "utm_campaign" Person Attribute for the Person with "Example Campaign" once the form is submitted. Step 4: Set your Trigger Capture Campaign Now that all the client facing elements are ready, you can create your Trigger Smart Campaign to capture and update the Person record. In your Marketo Program , create a new Smart Campaign . I've named mine "Campaign Capture" for my own organization, but you can name it whatever you want. Description is up to you, or just leave it blank. Once it's created, go to the Campaign's Smart List and add the Trigger Filter "Fills Out Form", and indicate one or more forms that feed into this campaign. Now add a Filter for "utm_campaign" and set the value to the "Hidden Campaign Field" you indicated on your landing page, in this case "Example Campaign". Insert any other Filters you want to exclude or include People that come through the program, and make sure to adjust your Smart List Rule Logic accordingly. Once you're happy with it, move onto the Flow step and set your form fill success actions. For this tutorial, we've opted to "Change Program Status" to Responded and "Send Email" confirming form success. Now "Activate" your Trigger Smart Campaign and you're ready to go! Step 5: Error Reporting No process is without errors, so now we'll set up a simple error reporting Trigger Smart Campaign to notify you when your campaign capture process fails at the form step. You'll recall that in the form, we set the Default Value for our "utm_campaign" as "utm tracking missing". This is so that in the event the HTML code in your Landing Page fails to populate the field with a value, the form sets this as the "utm_campaign" Person Attribute . To catch this error and notify myself, I set up a new Default Program with our "Operational" channel settings and named it "Tracking Error Notification". Inside it I created Smart Campaign and and an Alert Email (information on creating Alert Emails using the specific Alert Token) . In the Smart Campaign Smart List , insert a Trigger Filter for "Data Value Changes", Add Constraint "New Value" set it as the default error value, in this case "utm tracking missing" Now all that's left is to create a Flow Step to "Send Alert" (information on how here). Now you'll receive an email alert anytime the utm_campaign field fails to populate through the Landing Page form. *EDIT: A commenter recommended that the error message be cleared so that multiple exceptions can be flagged, which would be a great step. To do so, add a "Change Data Value" flow step for the Person Attribute, in this case "utm_campaign" and set the new value to "NULL", which will clear the "utm_campaign" field after the alert is sent. You're done! Now for all future Landing Pages with this generic Form , just remember to populate the "Hidden Campaign Field". I hope you've found this tutorial helpful. Cheers, Lawrence Mien Marketing Operations TigerText The Very Short Appendix So you've set your hidden Person Attribute field and indicated it in your HTML code, but the Person Attribute is still not populating correctly through the form. The issue may be that the Friendly Display Person Attribute field name is different from the SOAP API Person Attribute field for HTML. If you don't have Marketo Admin access, or don't feel like exporting the full field list, here's how you can check it: Publish or preview your Landing Page and go to it in your browser. Right-click at the bottom of the form (on Chrome) and hit Inspect. This will pull up the righthand side development panel to show you the HTML. Find the where the Marketo Form HTML is located and expand the mktoFormRow where the hidden field is. In the highlighted section below, you'll see that the SOAP API name of the Person Attribute is "utmcampaign" and not "utm_campaign". Simply drop this correct SOAP API Person Attribute name into your code back in Step 2.
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We’ve reached peak ABM hype. You’ve seen countless variations of the same presentation about how to get started with ABM, how to sell ABM internally, the ideal ABM tech stack, and on and on. And I agree that it’s time to start getting down to business and actually design ABM plays that can drive your business more revenue. But my ABM pitch is going to be a little different from the ones you’ve been hearing over and over. It also doesn’t involve having to buy the hottest, newest toy on the market. My example of an ABM campaign will be based out of Marketo. But the same setups/flows/logic should be broadly applicable to most marketing automation platforms, or even your favorite sales acceleration/cadence tools. So fire them up and follow along with this post. Step 1 — Build your target account list Earlier this year at LeanData, we identified a leaky spot in our pipeline. The timeframe between the 1st demo and what should have been the 2nd demo was a place where prospects were going dark on us. Under the guidance of Adam New-Waterson, now the vice president of demand generation at RevJet, our marketing and sales team sat down together and compiled a list of target accounts that we believed could be brought back to life. The next step was to push all the leads and contacts associated with those target accounts into our ABM campaign. We used our own product to tag all the leads and contacts associated with those target accounts with the value of “2nd demo” in a segmentation field. This step could be done a number of ways depending on the specific tools you’re working with, but the ultimate goal is to end up with some way of separating out the leads and contacts for your target accounts. In this case, we used a smartlist in Marketo filtering on the “2nd demo” value to push the list into our campaign. Step 2 — Segment the relevant stakeholders CEB research has shown that 5.4 buyers typically are involved in a typical B2B deal. Getting all of those stakeholders involved is crucial to making an ABM strategy successful. So to begin tailoring our message to those various people, the next step in our DIY ABM play was to separate out who was important and who was not important to the conversation. For us, we used Marketo’s Engagement Programs to create different streams of content/interactions for each of the five buyer personas we believe are relevant to our business. Step 3 — Set up the play Now for the fun stuff. We didn’t want to just have same boring old stream of emails with slightly varying messages to each buyer. That’s not real personalization. We always strive to create a combination of different touches across different channels, with different players from our team. Our play for the sales operations buyer persona went like this: Standard marketing email featuring a datasheet An alert to our in-house Sales Ops pro to personally reach out, along with a suggested template email Personal invitation from our VP of Sales to invite them to an event we’re hosting An alert to our social media writer to engage the prospect on Twitter Closing out with another marketing email featuring a second product datasheet. This was our playbook. But the sky’s the limit when it comes to the series of touches you can implement. It really comes down to tailoring the messages to your organization and your buyers. Here are some other ideas to get you thinking: Direct mail piece Surveys Webinars Podcasts Interactive content Results Since piloting this campaign with a small group of target accounts, we’ve seen approximately 20 percent of the targets reach back out to schedule another demo with us. An interesting, and somewhat unexpected, development was that most of the responses we received were from someone other than our initial point-of-contact. It just goes to show the importance of a true ABM strategy. You must reach out across a target account and engage with the multiple stakeholders who might be involved in a deal on their own terms. And this is the kind of play that can really lead to closed deals.
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Stephanie Meyer is the woman behind GE Healthcare's successful marketing automation initiative. Here's how her team modernized and consolidated the company’s marketing tools. By modernizing and consolidating more than 100 marketing systems across the globe, Stephanie Meyer, head of marketing operations at GE Healthcare, and her team enabled the company to touch a total of $2 billion in potential revenue and yielded $600 million in new revenue last year. This initiative was part of a big renovation in marketing processes, role clarity, and organization improvements at GE Healthcare. Previously, the company had over 100 marketing tools across its seven regions: USCAN (U.S. and Canada), EU, China, Asia-Pacific, India, EAGM (the Eastern and Africa growth markets) and LATAM (Latin America). Such variety led to many challenges, including fragmentation and confusing hand-offs. "How the job was getting done required many processes, with each requiring different efforts. This led to redundancies, dropped balls, and inefficiency," Meyer says. According to Meyer, the modernization of marketing tools consists of three pillars: People: What talent does GE Healthcare need? How should the company train employees? Platforms: What global tools will support efficiency for GE Healthcare's marketing teams? Process: How can teams be effective at all points in the communication process? In mid-2013, Meyer and her team started integrating GE Healthcare's marketing tools around the globe, consolidating more than 100 systems into just three: Zinc Ahead, Salesforce, and Marketo. Previously, it took a few months for GE Healthcare to get approval on content. Now the company uses the medical compliance software, Zinc Ahead, to review and approve content, curtailing the process by 70 percent. GE Healthcare also uses marketing automation software from Salesforce and Marketo for consumer communication and consumer engagement. These platforms have helped GE Healthcare save time and resources, according to Meyer. Meyer and her team completed the integration in approximately 18 months. "I didn't sleep or have any social life. Project managing something of this size is the biggest challenge, next to getting people to accept the changes. You need very detail oriented leaders to run the cutover, and it's critical that they work to help gain acceptance for the change and [prove] the benefits," Meyer explains. She admits that her team made a few mistakes in the integration process. During the global roll-out of Marketo, her team focused too much on regional deployment instead of products. While GE Healthcare's region marketers are aligned to specific regions and oversee the commercialization of all products relating to their consumers, product marketers are responsible for the development of product-specific content that spans across all regions. When Meyer's team rolled out Marketo, they considered commercialization to be of primary importance, so put lots of effort into training and improving the skills of region marketers. "In hindsight, we should have paralleled this training with the product marketers, because great content in this new ecosystem is of equal importance," Meyer notes. While she is very focused on advanced digital marketing tools, Meyers believes that people are more important than platforms. In her words, "Marketing is not B2B or BC2 anymore, it's B2Human." Marketers have to think about how to promote their products and services in a more human way and have control over their marketing platforms. For instance, when a brand has an email marketing tool, it can send a promotional email to a consumer a few times a day, but there's a fine line between connecting with consumers via email and spamming them. "An organization should have a control mechanism in the process and say, 'We should not contact this consumer for more than X times in a week.' Don't be tempted by the platform's shininess - good governance will be a big win for you," Meyer says. Looking forward, good content is Meyer's next big push at GE Healthcare. In 2016, her team plans to train the company's marketers to think more holistically around consumers' buying cycles and ensure that GE Healthcare's content is based on insights. "It's really about looking at consumers' behavior and engaging in different ways. My marketers now have fabulous tools, but they don't have experience as content strategists. So for 2016, I need to work on making sure our marketers understand the difference between creating content and selling something," Meyer says. Marketing in the healthcare industry is more difficult than other industries, because some of the common marketing practices that have proven to be effective are strictly prohibited. Since marketing for healthcare products and services falls under a series of laws and regulations from a variety of enforcement agencies, GE Healthcare's digital channel strategy will remain less focused on social media. Instead, it will take advantage of email and other content distribution channels. By integrating and consolidating marketing automation systems, GE Healthcare is able to minimize its content cycle and has gained a great ROI. Given that GE Healthcare is an $18 billion revenue business, Meyer's team may still have a long way to go, but they are definitely headed in the right direction. The takeaways from GE Healthcare's marketing automation initiative are: Less is more. Don't put too many marketing tools in the arsenal. Effective marketing automation takes time and effort to implement and maintain for revenue growth. People are more important than platforms. While marketing automation provides efficiency, marketers should be careful about irrelevant automated messages. Remember that while advanced marketing tools provide helpful short-term solutions, quality original content is a long-term solution and should be the main goal. A good marketing strategy requires collaboration. If one doesn't have the right process for communicating with teammates, their marketing efforts will fall apart. ABOUT THE AUTHOR Yuyu Chen is a reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013. Article originally appeared in ClickZ.
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This in-depth guide walks through the steps needed to set up a repeatable and measurable direct mail program in Marketo.
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Here are a couple campaign request form templates that were developed to capture all the information needed to build a webinar program in Marketo. I build a lot of these one-off programs and was finding myself spending too much time tracking down information from various people. The attachments are as follows: Campaign Request Form - External (used when campaigns originate from a department outside of marketing (ex. Sales)) Campaign Request Form - Internal (used when campaigns originate from a member of the marketing team) Campaign Request Form - External First tab: this is the tab that the campaign originator will complete Second tab: this is an example of what a completed webinar campaign request form will look like Third tab: this is an example of what a completed email campaign request form will look like Campaign Request Form - Internal First tab: this is the tab that the marketing team member will complete to originate the campaign Second tab: this tab contains the appropriate tokens used for emails/landing pages Third tab: this tab contains the appropriate information for GoToWebinar Fourth tab: this tab contains information need to post a portal ad The additional campaign tabs are added to the external request form once received by the marketing team. We also use a Google form for some project requests. That may be an option too!
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ABM campaigns are about making one-on-one human connections despite the impersonal barriers of big business. If you want to cut through the noise, reach your champion and sway a whole organization you need to act outside of the inbox. Direct mail works and we’ll show you how it integrates with digital channels to make your ABM campaign connect. This guide shares best practices on why and how marketers should incorporate direct mail into their ABM strategies. It includes example campaigns and tips on when to send mail, how to personalize it and how to measure its effectiveness as part of a multi-channel ABM program.
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By: Heidi Bullock Posted: July 5, 2016 | Demand Generation Often in life, more can be wonderful. For example, I like more tacos. If possible, I would like seven, not two. I would also like more Amazon Prime boxes and more NBA playoffs. Historically in B2B demand generation, more has been better too. More leads? You bet! But wait, let’s go back to college for one second. Remember the law of diminishing returns? There becomes a point when more is not more and the level of profits or benefits gained becomes less than the amount of money or energy invested. This is a very important concept to understand in marketing, especially for demand generation. More is not more, and here are three reasons why you should be wary of focusing solely on volume in demand generation: 1. 20,000 Names Is Not Winning If you bring in 20,000 names from a tradeshow or inbound marketing tactics, but the leads do not convert–so what? It’s important to remember that a name is not a lead. A name is just someone who enters your database (e.g. a student doing research or a candidate looking into your company), but a lead is someone with the right profile–specifically the right demographics and behavior, and ideally even the right account type. It is very important to have a method for making the distinction between what a name and a true lead is. So how can you distinguish the two? Define a revenue model with business rules that determine a prospect’s movement from one stage to the next and at which point a prospect should be handed from marketing to sales. At Marketo, a lead has to meet three criteria to become a lead: right demographics, right behavior, and right account profile. You can score your leads to understand their unique demographics and behaviors so that you can deliver high quality leads to your sales team. 2. Focus on the Right People and Accounts, Not Just Volume Even if you bring in leads who buy your product or service, if they ultimately churn, that is not an optimal outcome. All leads are NOT the same. Some buyers will make better customers and are more ideal for your business. These might include customers who buy additional products or upgrade their current ones, refer your company to their peers, and advocate on your behalf. So how do you determine the right leads to focus on to maximize their customer lifetime value? It’s critical to analyze your customer base to understand what attributes make up the ideal prospect. Is there a buyer persona that is more successful for your business? It may be a specific company size, vertical, buyer type, or all of these combined. You can use predictive scoring to help you identify the profile of an account or individual that is more likely to be a profitable and account-based marketing tactics to market to them in a focused, stream-lined manner. 3. Think About the Lifecycle, Not Just Acquisition Acquisition is really important, but it’s only part of the picture. Yet, many marketers are still primarily focusing their investment and activities into driving acquisition. In fact, according to a 2014 Forrester Content Marketing Benchmark online survey, only 12% of content marketers are focusing on retention, cross-sell, and upsell. That means marketers are missing out on revenue that they could generate from growth opportunities that are much more affordable. By spending the majority of their efforts on costly acquisition techniques, marketers are leaving money on the table (data from Bain & Company shows that a 5% increase in retention yields between 25%-95% increase in profits). The action here? Don’t get tunnel vision with the number of leads you acquire and spend time thinking about the right customers for your business and the programs you have in place to continue to engage, retain, and delight them. How have you tweaked your marketing strategy to focus on obtaining quality over quantity? Share your experience in the comments below!
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By: Renata Bell Posted: May 31, 2016 | Targeting and Personalization Yesterday, I received an email from a retailer suggesting that I purchase a product I already bought last month. Don’t they know me by now?! It’s amazing how we’ve gone from the transactional nature of shopping on the web to demanding a personalized experience. Small wonder, a recent Edelman report reveals that 87% percent of buyers demand meaningful, contextual, relevant experiences. Consider the department stores where the characters of Mad Men shopped. Their shopping experience was extremely personalized—they would go directly to a salesperson that knew them and their purchase history, and therefore could recommend other relevant products to them. But that experience doesn’t scale…or does it? When you think about where we are in digital marketing today, there’s no excuse to not offer your buyers personalized recommendations and conversations. A complete marketing automation solution allows you to do this with trigger workflows that listen to activity across different channels and send personalized, automated responses based on actions that they take (or don’t take). And finding the right solution that allows you to do this is well worth it. In fact, 40% of consumers shop more at brands that personalize for them, according to MyBuys. But the right solution is just the start. Here are 3 easy ways that you can get personal with your buyers: 1. Listen to What They Do, Not Just What They Say To understand what your buyers want, go beyond just listening to what they say they prefer and “listen” to their behavior across your channels. Everyone is one in a million, so consider each and every buyer you interact with as an individual. When you figure that all 18-24 year old females should like X product and send them promotional emails based on that assumption, you’ll likely be marked as spam when your communications don’t resonate. Instead, take a look at each buyer’s unique journey with your brand. Take for example their activity on your website or their interactions on your mobile app. What pages do they visit? What links do they click on? What push notifications do they tap on…or not tap on? What keyword searches brought them to the site or app? And sometimes more importantly, what are they NOT interacting with? Are there content types or product pages they never click on? Use this valuable information to inform and optimize your campaigns. 2. Go Beyond Names Yes, putting a recipient’s name in an email increases open rates and engagement, but you can do so much more! Consider using tokens and dynamic content that will update for every single email. Say you’re an owner of a pet store. You can thank your customers for buying the last product they purchased, build rapport by referencing the animal type they have, and promote offers for their preferred pet food brand. But wait, there’s more. Why not change the image in the email to match their animal as well? You know those dog lovers can’t resist a cute puppy picture! Some options for personalization include: Name Last product purchased (text or picture) Subscription end date Product interest category (text or picture) Industry (text or picture) Location Sales rep name Preferred store location Birthday 3. Nurture for Interests You may have already set up a nurture campaign to welcome new customers, but it doesn’t need to be a generic one. People engage with content they care about and they will identify with your brand more when you offer them content that’s relevant. Consider setting up separate nurture streams by product interest (ex. cars, trucks, minivans) or purchase behavior (never purchased, purchased once, repeat customer). Think of different categories of customers that are easy to identify, such as status or product interest, but also not too niche (red convertible lovers in Utah) so that the content is easier to create. Consider measuring the effectiveness and engagement with each stream to understand how to improve them down the line. In a world of information abundance, buyers are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. It’s now up to marketing, more than any other business function, to become the steward of the customer journey. So, get personal! What are some other easy-wins to get personal with your audience? Share your tips in the comments below!
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  If your organization invests more time and money in content marketing and your pipeline of marketing leads grows, is it safe to assume that your investment paid off? Not necessarily. Simply because two events — more investment and a bigger pipeline — happened doesn’t mean they’re related. But there is a way to find out: Use lead metrics to track and measure activity and attribute leads in your marketing automation system to specific pieces of content. Looking at how leads in various stages of your sales funnel interact with your content can help you hone your content strategy. Here’s how to do it: Campaign Tracking The simple do-it-yourself way of tying content to leads is to use campaign tracking in Salesforce and in a marketing automation platform that you’re already using. In Salesforce, a campaign is an object that tracks a user’s activity across Lead, Contact, and Opportunity objects. Creating a campaign for a piece of content lets you see when a user engages with that item (for instance, opening a newsletter, reading a blog post or downloading an asset).   Here are three key aspects of campaign tracking that help you attribute leads to specific pieces of content: Persistence: Once a lead is attributed to a campaign, the campaign mapping follows the lead even as the lead gets converted to other objects lower in the funnel such as a contact or opportunity. This lets you not only track how many leads a piece generates, but also if these leads result in further actions. Multiple Attribution: Under a multi-touch attribution model, a lead can be credited to more than one piece of content. Time Stamping: Lead interactions are time-stamped so that you can replay the user’s content consumption and identify the “last touch” attribution or the piece of content was consumed just before a marketing lead was converted into a sales opportunity.   How to Setup Campaign Tracking Here is a guide to setting up campaign tracking in Marketo Campaign Reporting After you’ve implemented campaign tracking, you can now view content consumption that pertains to a single lead, contact or opportunity record in your CRM.  Below is a screenshot of how we track content consumption for a lead at my company. In a single view, you can see which content was consumed, the type of the content (eBook, newsletter, webinar, etc…) the date of the consumption, and the action perfomed (downloaded, opened, etc...).  From here, your next step is to generate reports and use the analytics to help you evaluate the success of your campaign (these reports could be generated natively or using a plugin like Full Circle CRM for Salesforce). Consider questions like: How many new leads did a particular piece of content generate? How many existing leads in my database engaged with a particular piece of content? Which pieces of content were the most effective at moving leads lower into the funnel (towards opportunities and ultimately sales)? Which parts of the funnel have insufficient content support? Once you’ve tracked your campaigns and analyzed the results, you should have a better feel for whether your investment in content marketing is paying off. These measurements will help you understand where you should invest money in the future to make content even stronger. For more strategies to prove the ROI of your content marketing efforts, download my extensive eBook on the topic, The Comprehensive Guide to Content Marketing Analytics & Metrics . Author: Pawan Deshpande BIO: Pawan is the founder and CEO of Curata. His work has been recognized through the Boston Business Journal's 40 under 40 Award. He was also a finalist for MarketingProfs B2B Marketer of the Year. Pawan is a speaker at marketing conferences such as AMA, SXSW, Content2Conversion, and Content Marketing World.
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By: Ed King Let’s face it—your lead database is dirty and full of holes. It contains duplicate records, incomplete addresses, and limited segmentation. This poor data makes it difficult to create targeted campaigns and engage your users, which ultimately limits what you can achieve with your marketing automation tool. Many marketers think the only way to make their database better is to invest in getting it cleaned by a data vendor. While getting your data enriched and validated by a data vendor is always a good thing, you can make significant and rapid improvements to your data and keep it clean with inexpensive data automation solutions. Here are 6 tips to improve your data by investing just a few hours of your time with data automation technologywhich can automate the laborious tasks of data cleansing and enrichment: 1. De-duplicate records Marketers often hesitate to automate de-duplication (the process of removing duplicate leads) and prefer to eyeball duplicates and merge records manually due to fear of eliminating the wrong records. However, if the manual merge process applies a consistent logic–and it should–then that process can be automated. If the merge logic involves many arbitrary “judgment calls”, the result over a large database won’t be any better than automating a consistent logic. The shear effort required to perform manual de-duplication often results in the task never being done at all. 2. Fix bad emails Emails often fail to send because of typos, like john.doe@company,con. You can revive dead leads by fixing malformed email addresses in an automated way. Pop quiz! Question: Is this a valid email address: john.doe@company.com.ot ? Answer: If you have to even put the time into researching whether “.com.ot” is a valid email domain, you need automation. Don’t waste your valuable time on tasks that can be automated. 3. Normalize geographical data Without complete and normalized geographical data, it is difficult to run regional campaigns, plan field-marketing events, and route leads. For example, trying to build a geographically segmented leads list is difficult when you have to search for every possible variation and typos for often-misspelled state names like Massachusetts, Tennessee, and Mississippi. At a minimum, normalize state/province and country data. Instead of “Massachusetts”, “MA”, “Mass”, and endless other typos, standardize on a single value like “Massachusetts”. 4. Infer missing geographical data Some data fields have known relationships among them, so having one piece of data allows you to infer missing data. Instead of struggling with incomplete address data, have the system automatically fill in the blanks so that you can leverage these known relationships. For example: If ZIP code = 94065, then infer city = Redwood City and state = California If country code = 353, then infer country = Ireland 5. Normalize company names Another common problem with lead database is non-standardized company names. Leads from the same company can have names like “Toyota USA Inc.,” “Toyota Motor Sales USA,” and “Toyota Motors” Normalizing all company names in your leads database is difficult. Instead, focus your efforts on just customer and target account lists. Cleaning up these critical records will provide greater clarity on your pipeline report and marketing metrics overall. 6. Segment using job title data A well-segmented lead database is the foundation for personalized engagement and targeted campaigns. This includes segmentation by job function, job level, company size, industry, and location. Data services can enrich generic data, but to be effective, segmentation needs to reflect how you sell and whom you sell to. For one marketer, knowing a lead is in IT is good enough, but for another marketer, she needs to know if the lead is in networking, security, or engineering, One widely available source of segmentation data is job title. By mapping job title keywords, you can create segmentations based on job function and job level. For example: “Accounts Payable” indicates job function = Finance “CFO” and “Managing Director” indicates job level = Executive And that’s it. Six quick things you can do now to improve the quality of your leads database without spending a fortune. All you need is a few hours with a data automation tool and reference data such as state and country lists and job keyword mappings. Do you have any quick and efficient methods to add to my list? Let me know in the comments below!
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Posted on behalf of our LaunchPoint Partner Spiceworks
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