Product Documents

Posting for ​ From Summit, I made a blog post from my notes on one of the sessions. Check out the full post here: 3 Reasons for Engagement Marketing Here's the short version, though: Reason #1: Building Your Brand This is an easy one. Engaging with your leads and prospects with useful content establishes credibility for your brand. Being informative, useful, and empathetic does much more for your brand than the shotgun blast that takes lazy aim at a large list with single-target messaging. Instead, the hands-off approach builds credibility for your brand and practically guarantees good vibrations with your prospects right from the start. This harkens back to one of the most basic human characteristics: we like people that like us. Reason #2: Building Relationships with Your Leads All of the above is backstory to this central idea: Engagement Marketing helps you build effective relationships with potential customers at any stage of their buying journey. If they’re teetering on the edge of the top of your funnel, push them over the edge by serving up information that’s useful to them. Use a light touch– they’re not ready for late-stage sales messages yet. Set up some triggers to track how they interact with your emails and website so that when they exhibit further signs of interest, they’re automatically embraced into the next level of your relationship. To illustrate this point, think of the last time you met a good friend for the first time. Did they drone on and on endlessly about themselves, or show interest in your interests, needs, and desires? I’m betting on the latter. Now think about all the shenanigans and high jinks you’ve gotten into with that friend. Kind of worth it, right? Reason #3: Engagement Programs Curtail The Sales Cycle Like I said above, I work with a fairly long sales cycle. I read a recent statistic from an IDG study that claimed most B2B purchase decisions involve an average of 7.5 decision-makers in the buying process. Thinking about conversions and ROI, the faster you can get those 7.5 people to agree that you’re the one, the faster you’ll prove marketing’s value to sales… And that support doesn’t come easily. If you’ve been able to start the conversation early with an informative and useful Engagement Program, you’ve essentially made the sales teams’ job exponentially easier. Your sales team will appreciate having to do less convincing, and this will also free them up to keep turning the crank on their other accounts. Additionally, leads that believe in the value of your solutions tend to buy more. Any sales person can corroborate that story– in fact, for most businesses, it’s not about competing on price but instead about proving value. Be valuable to your leads and prospects at every touchpoint you have with them, and they’ll pay it forward. Literally, though. They’ll pay you. With money. And probably a fair amount of goodwill, too.

A good doc to keep near your desk or on your desktop.

Some key theme for Marketers to think about: Mobile, Global and Local (Mo-Glo-Lo). Lots of data here.

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.

This document was provided by our LaunchPoint partner, Sprinklr. It contains advice for using social media to turn employees into brand advocates. Plus, advice from practitioners at Entergy and EY.

This document was provided by our LaunchPoint partner, Sprinklr. This contains practical tips for assessing and handling different brand crisis situations from the occasional social media blunder to the disastrous PR nightmare.

This document was provided by our LaunchPoint partner, Sprinklr. http://launchpoint.marketo.com/sprinklr/1746-sprinklr/Landscape overview of social media content today, current challenges facing brands, tips for making your social media content stand out. Plus, articles from content marketing influencers like Joe Pulizzi (Content Marketing Institute), Jason Miller (LinkedIn), and Michael Brenner (NewsCred).

This document was provided by our LaunchPoint partner, Sprinklr. Read what these experts have to say about Customer Experience: Barry Dalton: Bigger isn't always better in the Customer Business Frank Eliason: The Role of Social Media Customer Service is Changing Andrew Grill: Customer Experience Management in the Age of Social Robert Rose: The Newly Empowered Customer Demands a New Marketing Approach Tim Walters: The Main Problem With CXM is Understanding that CXM is a Problem.

This document was provided by our LaunchPoint partner, Sprinklr. Contains stats around traditional customer service practices, reasons why brands should incorporate social media into the mix, best practices for social customer care, and advice from customer service pros like Augie Ray and Frank Eliason.

This document was provided by our LaunchPoint Partner, Sprinklr. We can't forget that there are good opportunities with paid Social ads.  This contains stats on the growing paid industry, tips for running a successful paid social campaign, and advice from paid experts at Vodafone, Castrol, and more.

Note: This playbook was provided by our LaunchPoint partner, Neustar. Omni shoppers don’t think of channels and devices when they make a purchase. To them, it’s all seamless. And engaging them requires identifying them across touch points, consistently and accurately. Research shows that 83 percent of consumers expect you to know them across channels and devices. 46 percent will purchase more when they receive targeted offers across touch points. Yet identifying high-value customers or potential shoppers across mobile, in-store, call-center and online can be a major blind spot. How do you manage your multiple channels and customer touch points?

Note: This playbook was provided by our LaunchPoint partner, Neustar. This white paper provides six simple steps for developing accurate and usable data. It's a good quick read.

Note: This playbook was provided by our LaunchPoint partner, Neustar Results from this study reveal that the practices and attitudes of marketers and publishers are aligning with consumers’ privacy concerns. For all the negative connotations around data collection, the reality is much less scary. Below are some key findings from the study, followed by a more in-depth discussion. The marketing industry still struggles to link data to create individual customer profiles. Half of the respondents said they aren’t able to do it. Complexity seems to be the overarching challenge when it comes to data collection. 25 percent said that legal issues are a challenge; 29 percent said process is a main challenge; 19 percent responded having no systems in place was a hurdle.' Traditional modes of data collection are still dominant. 71 percent told us they collect information based on phone numbers, home addresses and IP addresses; 76 percent reported collecting demographic profile data. Interestingly, only 47 percent are collecting psychographic data. Marketers and publishers believe, overwhelmingly, that consumers should know what data is being collected. Approximately 96 percent said that consumers should have complete control and be fully informed about a company’s data collection policy and have the ability to opt-out. Additionally, 89 percent said that a company is either responsible or completely responsible for respecting and protecting consumers’ privacy. Some industry executives (21 percent) believe government constrains companies too much when it comes to collecting data. There’s also an education issue; 23 percent said they’re not familiar with the current legal framework.

Note: This playbook was provided by our LaunchPoint partner, Neustar. It all comes down to getting good and accurate leads. Lead quality is critical to the success of your business. And it comes only from having an effective lead management strategy with intelligent components in place. Download the playbook and learn more.

Note: This originally appeared on our LaunchPoint partner, Elixiter's, website. Filter Operators: How to Define the Perfect Smart List String Fields Smart Lists are probably the single most important thing to learn in Marketo. They are extremely powerful and flexible. Their sole purpose is to define a group of people. Knowing how to use Marketo smart list filters and their operators will ensure you capture the exact group of people you need. An operator is part of the smart list that lets you get specific, narrowing down your group with clearly defined criteria. It lets you describe your filter or trigger in straight-forward language. The available operators are different depending on the type of field you are using. This article will cover smart list string fields, its operators and how to use them to get exactly what you need. String Fields A String field supports up to 255 characters and stores them all on a single line. A few examples of string fields are: Name Fields Email address City Company Name Job Title Industry Acquisition Program Name Lead Source Clicked on Web Page String Field Operators All string field filters have the following operators to help you define your smart list criteria: Operator Definition Is Exact match (not case sensitive) Is not Anything EXCEPT exact match Starts with First letters of string match Contains Any letters together in the string match Not contains No letters together in the string match (opposite of contains) Is empty No value (NULL) Is not empty Records with ANY value When to use Operators Knowing what operator to use to get the group of people you want is imperative. Operators directly impact smart list result. If you’re not careful, the wrong operator will include incorrect leads or exclude vital leads in your smart list. Below is a table to help you decide what string field operator to use when to use and an example of the results: Operator When to use Example Results with Job Title Field Is Use when you need only exact criteria Is “Manager” will return leads only with this title.Leads with titles such as “Senior Manager”, “Marketing Manager” or “managing” will be excluded from results. Is not Use when you need to exclude specific criteria Is not “Manager” will return leads who do not have this exact match.Leads with titles such as “Senior Manager”, “Marketing Manager” or “managing” will beincluded in results. Starts with Use when you want a group of people who have similar first letters in a string field. Best used in fields that don’t have a lot of variation. Starts with “Marketing” will return leads who have this in the first letters of their job title.Leads with titles such as “Marketing Director”, “Marketing Associate” will beincluded. “Chief Marketing Officer” and “Director of Marketing” will be excluded. Contains Use when you need a group of people who have similar letters anywhere in a string field Contains “marketing” will return leads who have this anywhere in their job title.Leads with titles such as “Marketing Director”, “Marketing Associate”, “Chief Marketing Officer” and “Director of Marketing” will all be included. Not contains The opposite of Contains. Use this when you need to exclude a specific criteria. Not Contains “Accounting” will return ALL leads that do not have this in their job title. Is empty Returns only fields who are empty (NULL). Is Empty will return only leads who do not have a job title listed on their account. Is not empty The opposite of “is empty”. Returns all leads who have any value in this field. Is not Empty will return ALL leads who have a value listed. Still having trouble with your smart list results? Contact us for assistance with a custom solution. Related How Tos: Marketo Fields: How to Translate Checkbox Fields Into Text Using Formula Fields

Relive a 2015 Marketo Summit session with Melissa Davies, Marketing Technologist from SLI Systems, and Marketo Community Champions, Mark Townsend from Eagle Creek Systems.

Note: This case study was written by and provided by our LaunchPoint partner, Annuitas. ANNUITAS partnered with PR Newswire to launch a customer-centric demand-generation program. From the very beginning, the goal was to replace PR Newswire’s tactical marketing approach with a strategically driven campaign to help turn more leads into sales and more buyers into long-term loyal customers.

Note: This survey was created by our LaunchPoint partner, Annuitas. From April 8 to June 15, 2014 ANNUITAS conducted a study to analyze current Enterprise-level B2B Demand Generation Strategies and discover key patterns, including where B2B marketers produce the best results and where they continue to struggle. This survey was unique in that it focused exclusively on the B2B Enterprise (organizations with revenues that exceeded $250M in annual revenue). More than 100 B2B enterprise marketers responded to the study.

Note: This eBook was created by our LaunchPoint partner, Annuitas. Read about the changing landscape of Demand Generation -- and learn what you need to know.