Anne_Angele1

Anne_Angele1 · ‎04-30-2019

Hi Navin Watumull - There are several agencies out there that can help with this. I manage a marketing automation consulting team and this is a service we provide often; our President actually just wrote a blog about it. We can help with strategy, implementation, and a review of how scoring is working for you and if any adjustments need to be made after the initial 60-90 days. If you have any initial questions or want to chat, feel free to send me an email! anne@spearmarketing.com

Anne_Angele1 · ‎02-12-2019

Thank you for sharing this. I'm going to poke around and see if any of our clients are experiencing that.

Anne_Angele1 · ‎02-01-2019

Manually reviewing activity logs to check for red flags (click before delivery, similar behavior from all leads at the same company, clicks but no open, etc.) and making a judgment call. There's not a perfect system, of course, but doing nothing is also unreliable. So my goal is just to get it narrowed down to a point where it's at least more reliable than with no intervention. Frankly, I haven't heard a solution that I'm thrilled with and am all ears if you've got other ideas.

Anne_Angele1 · ‎02-01-2019

I'm currently testing a bandaid for reporting and scoring. I created a smart campaign triggered off of an email click OR email delivered with filters saying the click and delivered happened in the last minute with the flow adding them to a static list called "suspected false clicks". I'm going to review the list over the next few weeks and see how accurate what we captured is. I'm debating adding a min of 2-3 clicks as well. If I can narrow it down enough, we can use it to exclude from reporting and scoring.

Anne_Angele1 · ‎01-18-2019

Congratulations to all of you!

Anne_Angele1 · ‎01-17-2019

Typically when I find reports and smart lists are running slowly in an instance, it's one of two things - a very large database OR a very large number of trigger campaigns, especially ones triggered off of "lead/person is created". When you are using a lot of processing power, it slows down everything. Do you think your instance falls into either of those categories?

Anne_Angele1 · ‎01-15-2019

Right now you have the transition triggering off of "added to engagement program" which means when a lead is added to TOFU, it will check to see if the other criteria is met (was sent email..., unsub = false, member of engagement). No one will be able to enter the MOFU stream because at the time of the check, no one will meet the criteria. Instead, you'll want to change the trigger to "email is delivered" with "email is...". You should still include your other filters and the flow is the same. Hope that helps!

Anne_Angele1 · ‎01-14-2019

Hi Elise - Can you post screen shots of your transition criteria as it is currently set up? Maybe we can find an error in the set up that way.

Anne_Angele1 · ‎01-08-2019

I've worked with a variety of different tools/approaches (PM/no PM, Jira, Asana, GoogleDrive, Basecamp, etc). Regardless of the tools they use, the companies I've seen that are most efficient all have a template or form that marketing uses to provide materials - sender name, copy, template, send date, audience, images, etc. - and have been trained to exclusively follow this process. While it's unlikely you can completely eliminate the back and forth, having a clear outline of what is needed helps a lot and little details are overlooked less often.

Anne_Angele1 · ‎01-02-2019

Do you have a gmail account you can send tests to (either work or personal)? If you open the message and select "view original" you'll get a view like this that will show that your SPF, DKIM, and DMARC passed: You can also check this in the header code if you don't use gmail, but gmail makes it really easy. I like MXToolbox for checking DNS records.

Anne_Angele1 · ‎12-27-2018

Is there other activity happening prior to the SFDC campaign removal, around the same time?

Anne_Angele1 · ‎12-27-2018

Marketo. It sounds like that's where the issue is coming from.

Anne_Angele1 · ‎12-27-2018

In most cases I've seen, the old salesperson's email is forwarded to a designated replacement (sales leader, another salesperson, etc) as a safety net to make sure nothing is missed - alerts or actual emails from prospects. Then the SFDC admin pulls a list of the salesperson's accounts/leads and a sales leader decides how they should be reassigned among the existing team and/or with a replacement hire. Then the clean up typically happens on the SFDC side, reassigning leads and accounts to the new owners.

Anne_Angele1 · ‎12-27-2018

There is no set best practice for handling country, since your scoring model can vary wildly based on your business needs. I have done some scoring models with specific countries negatively scored if they are not a target demographic, so that's definitely an option. For the Afghanistan issue, a couple of thoughts. 1. Have you considered placing your more common countries at the top of the list and the rest alphabetically afterward (e.g. United States, Canada, line break, Afghanistan, etc.)? 2. Can you set up a data normalization campaign to say if a form is filled out and the country selected = Afghanistan AND the inferred country is not blank AND the inferred country is not Afghanistan, change country to inferred country's value? If they are filling out a form, you probably have that data on them and while it's not perfect, it's more likely to be accurate than Afghanistan.

Anne_Angele1 · ‎12-27-2018

Hi DeAnna - Have you looked in the activity log of one of your leads to try to trace back why the lead source is changing? That would be my first stop.

Anne_Angele1 · ‎12-27-2018

Based on the activity log you're showing here, it looks like this person was removed from the SFDC campaign first. You'll need to figure out why that happened, because that would explain why the status was changed in the Marketo program. Have you looked at the activity details for that one?

Anne_Angele1 · ‎12-20-2018

My clients have anything from once a day to twice a week limits. Typically, I don't recommend sending more than twice a week, excluding operational emails, unless it's a short, specific email cadence (e.g. an onboarding drip, related to a free trial, etc). I also like to view the communication limits as "insurance". In a well planned and organized email marketing strategy, they are only there as a safety net, and you'd be strategically planning which emails a segment gets and when, prioritizing the content you want to get in front of them.

Anne_Angele1 · ‎12-18-2018

I would start by looking at some of the people that are members of the SFDC campaign. Search for their email address in Marketo and then work backward to find how they were pushed into that campaign.

Anne_Angele1 · ‎12-14-2018

Have you double checked that this specific program in Marketo AND this specific SFDC campaign have the correct drop down options? Every time I've seen this issue, it's been because one of those two things was set up incorrectly, usually because someone created the program in Marketo, created the SFDC campaign from Marketo, but disconnected the program from SFDC too quickly.

Anne_Angele1 · ‎12-13-2018

For me, the first time I was certified it was for the recognition and accompanying pay raise I would get with my then-employer. Just having the certification has helped immensely with finding work, I get more recruiting emails and am a better candidate for roles I am interested in. I've been using Marketo for 5ish years now and I still think the prep for the exam is useful for me. Sometimes I find new tidbits of information that have changed since my last exam or am reminded of a feature I don't use as often. As someone who hires Marketo experts, I wouldn't necessarily view MCE as a replacement for experience, but I'd wonder why someone never got certified if they had a decent amount of experience. I rarely see candidates who have more than a couple years experience who haven't taken the exam at least once, even if they don't keep it current.

Anne_Angele1 · ‎12-11-2018

Support can connect your old account to a new one. Just make sure you don't use your new account for anything until it's connected or you can end up losing history, points, etc.

Anne_Angele1 · ‎12-10-2018

In addition to all of the scenarios Jesse mentioned - have you deleted anyone from your database recently? Do you have any ongoing data management campaigns that may have?

Anne_Angele1 · ‎12-07-2018

As Floyd said, we would need to see the smart list criteria for your entry campaigns for both nurtures and ideally examples of activity logs for a person in each nurture. If you're unable to share those, the first thing I would do is double check the criteria of each entry campaign to see if there are any errors in logic (something easy to miss like AND instead of OR or IS instead of IS NOT can throw everything off). If that doesn't get me anywhere, looking into the activity log can help pinpoint how a person could have qualified when they should not have (e.g. an incorrect data management campaign changed a field and allowed them to qualify early).

Anne_Angele1 · ‎12-04-2018

There are certainly strong Marketo users that also have developer backgrounds (I have worked with a couple!) but if you don't anticipate a large need and you have an existing relationship with an agency, you may not need a FT developer/Marketo role. You may be better off looking for a strong Marketo user with other skills you'll need more frequently.

Anne_Angele1 · ‎12-04-2018

I would also recommend creating a very specific test where you control the variables as Grace mentioned. That's going to be your best option to get an apples to apples comparison. While not entirely statistically reliable, if you're tracking touch points through campaign and/or program statuses/membership, you can pull a list of leads that have been passed to sales (or leads associated with opps or whatever your success criteria is) and look at the mix you have there - e.g. how many have only received a nurture touch but NOT received direct mail, how many received both, how many received direct mail but NOT a nurture touch, etc. If nothing else, it may be a good way to build some theories to start testing.

Anne_Angele1 · ‎12-04-2018

I manage a team of consultants vs. working client side, but the concept is probably comparable - I like to have a team of people who can all do the basics (put together an email campaign, create a web content program, very basic HTML, lead scoring, etc) and then have a mix of "specializations". For example, I have a team member who is incredibly strong in coding and can build a template from scratch or deal with custom API issues. I have another who has a strong background with SFDC and can handle lots of lead management, data transfer issues, etc. This way there are several people who can handle the majority of projects we are tasked with, but when something a little trickier comes up, we have someone who we can pull in with more experience in that area.

Anne_Angele1 · ‎12-04-2018

You'll need to pull smart lists if you'd like a list of names. The report doesn't allow you to drill in to see the list.

Anne_Angele1 · ‎12-03-2018

I have used a similar process with several companies and it varies based on who needs to approve various aspects of the email: Design - who makes sure font, images, etc are all correct? That it is mobile friendly, works across various browsers, etc? Proofing - who signs off on grammar, spelling, links working correctly, tracking links, etc? Audience - who is responsible for deciding who is included and excluded? Who verifies that the technical set up for the email includes and excludes the correct people? Based on the answer for the above questions, I make an approval template for each person/dept that walks through exactly what they need to check. I usually do this as a google spreadsheet so they can physically initial/check off each item as they verify it. For the person setting it up, they should have a pre-flight checklist that includes sending tests to each of the reviewers you named above, then checking off approval from each person/dept. Send any info needed to other departments involved (e.g. sales, customer success). Once they have sign off from everyone needed, THEN approve and schedule. I hope that helps!

Anne_Angele1 · ‎11-26-2018

I'm not working on anything like this at the moment, but re: tracking - do you currently have a way of seeing in Marketo if a lead has made a self-service purchase? My first thoughts on this would be to create a small business nurture with a success status of "self-service purchase". If a lead meets the criteria (under 5 employees), put them in a separate nurture, then if they make a purchase, update the status.

Anne_Angele1 · ‎11-19-2018

From a technical perspective, I'd also recommend looking into using tokens and keep your lead score adjustments all in one program to make updating your scoring model down the road a lot easier. It's a headache to update your lead scoring model down the road and have to hunt down every place you added a lead score adjustment as a flow step. From a strategic perspective, I like to run a new lead scoring system for 30-90 days and then do a full report on how many leads crossed the MQL threshold and who those leads were, then review with the sales team to get their perspective on how they felt about quality and quantity over the last 30-90 days. That will give you a good sense of whether your scoring threshold is too high or low or if adjustments need to be made to how valuable specific actions are.

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