Champion Tips and Tricks with Kimberly Galitz
In this edition of the Champion Tips and Tricks series, we asked Marketo Champion @Kimberly_Galit1 to share her top tips for Basic Field Management in Marketo Engage.
Let us know what you think in the comments below!
Remapping blog post referenced in the video above: https://nation.marketo.com/t5/Knowledgebase/Re-mapping-SFDC-Marketo-fields/ta-p/253448
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If there’s one thing we all can agree on, it’s that 2020 has been an unusual year. Whether your company pivoted to an all-digital strategy or you picked up some new skills after experiencing job loss, 2020 has been a time for change and growth. Join Marketo Engage Champions, @Chloe_Pott , @Warren_Stokes3 , @Diederik_Marte4 as they reflect on their top lessons this year and how they’re planning ahead for 2021.
Want more 2020 Marketo Champion lessons? Check out this webinar by Grace Brebner and Josh Pickles or this webinar by Jenny Robertson, Enrico De Leon, and Christina Zuniga!
Looking for Marketo Engage resources?
[SLIDES] What a Year: 2020 Lessons from Marketo Engage Champions
Sign up for the Europe VMUG
[Blog] How to Work From Home
[Video] Leveraging Customer Feedback
MOPs PROs Online Community
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As a follow up from the What a Year: Lessons Learned from 2020 Marketo Champions webinar on December 3, 2020 featuring @enrico_deleon2 , @ChristinaZuniga , and @Jenny_Robertso7 , answers to questions that we couldn't get to during the Q&A section are located here. If you have further questions, feel free to post them in the comments section. You can watch the recording and other resources discussed in the webinar here.
What are new benchmarks for email performance metrics? What does a successful program look like now compared to pre-covid?
JR: I've ready that open rates and overall email engagement increased in the early covid days, but I don't know if that is still the case.
EDL: Not that clicks are much to go on, but in my experience, I've monitored clicks to determine how pervasive phantom-clicks have become during this pandemic. I don't know if there is much credence to this, but I don't think there are new benchmarks (at least native to Marketo), just trends when compared to benchmarks in previous years. I'm happy when I don't see a steady increase in unsubs. But my benchmark for email will always be emails as it contributes to desired behaviors (consumption of asset x, or registration in virtual event y, etc.).
Any recommendations for online Marketo training courses or resources?
EDL: Not in any particular order, but Marketo Docs (make sure you understand the expected function of a product feature first), Community (search for terms like certification study group, blog topics, etc.), and of course, Marketo University. JR: I'd just add - MUGs sometimes do MCE training if you watch out for it!
How did you adjust your in-person event platform to be virtual?
CZ: If you have an in person platform and are interested in converting it to a virtual platform I'd focus on how you use event check in vs uploads and make a good process for marking people properly. I'd review your event statuses vs. Marketo statuses to see if you'd do anything differently (my platform did not have a 'no show' status so I repurposed another status to make this work), I'd go over the event templates to see how you can alter the emails, thank you page and registration page to align with virtual events (vs. ones with a physical location – removing location, finding ways to add in a link to your webinar platform, etc.), and review your scoring model to make sure leads drop when you want them to!
How do you keep your list fresh?
EDL: Treat it like your public facemask. Wash and wash often. 🙂 Seriously, be vigilant about your data integrity. Review your database on a scheduled, periodic basis. Keep that data clean! JR: Don't be afraid to purge! Don't trash your database with bad list uploads/purchases. Occasionally run email validations - get rid of those records that are invalid or could be spam traps. Also, follow a best-practice email compliance strategy so that the records in your database that want to be emailed are getting emails!
Can you share a time when you've used an Agile approach to tackling a large project - such as a designing a new nurture program or re-imagining lead scoring?
JR: We've done several large-scale implementations, and an agile approach is very important because it both helps you deliver things faster, and also helps make sure the collaborative effort takes into account all aspects of the project and allows it to evolve. Where we can, we break it into iterations and sprints. For example, we may want to integrate a large-scale digital transformation that involves a complete lead management/scoring/lifecycle overhaul, a perpetual and dynamic nurture, a personalized and connected web experience, etc. Each of those parts have dependencies on each other, and if you want to do it all at once you'll spend a lot of time waiting on other pieces to move certain parts forward. That kind of transformation would take a lot of time - a lot of waiting for stakeholders that want to see results. We break that down into chunks to see what minimum viable pieces can launch sooner/faster to drive immediate impact now, and then work in the fuller picture and entire project later. For example, for an example large-scale project first we'll overhaul accelerator forms and lead management/RCM/scoring to improve conversions, funnel tracking, and data management improving KPI visibility. The second iteration we overhaul progressive forms, web personalization, and fulfillment nurture to ramp up funnel movement. The third iteration we launch the perpetual, automated nurture. Lastly a fourth iteration adds in a dynamic, automated eNewsletter. Each iteration has one or more sprints, and after that - optimization sprints! Now, taking that down a level to one example: a new nurture program (we'll assume it's a big one with a lot of emails). A nurture program consists of picking, and sometimes developing, which content should be included. It involves email and landing page copy and development. It involves Visio flows to determine how the program should operate (not to mention segmentations). You don't first pick and write the content, then write the copy, then develop the emails/LPs, then build the nurture program - that would take forever! Maybe first you build a nurture track for 1 persona, then you add on other tracks for other personas. Maybe first you build most of the emails, and the stragglers get added in later. Depending on your company and needs, the nurture development could be broken down into smaller chunks to get something live faster, with the full vision live later. A two sentence answer if that is all you need – I have done this several times, and I start by breaking the project down into pieces: What can be delivered sooner/faster to provide immediate value and/or lift, and do that first. Then add in the rest in sprints/iterations to accomplish the larger, longer-term goal.
What has been your experience with distributed model in Marketo as opposed to having a single operations team manage all campaigns?
CZ: There are pros and cons with each option, if you're considering each I would review: 1) team resources - a centralized team may have a lot of execution requests which takes away from strategic planning and infrastructure projects 2) support - if you have users in the tool, you need strong admins to support them in training, QA, templatizing, keeping the instance clean because people often don't follow conventions and troubleshooting 3) user resources - are people interested in building their own programs? You can build a decentralized model but if other groups refuse to use your system your plan won't get off the ground JR: Such a hard question to answer! Each has pros and cons (too many cooks in the kitchen or not enough workers on the line). Have to look at your team structures, employee skill sets, and overall org to figure out which approach is right.
What new Marketo functionality are you excited to use next year?
JR: I already started using it this year, but I'm really looking forward to getting as comfortable in the new UI as I was in the old one!
How have you utilized Marketo integrations with Social (LinkedIn or Facebook)? Any tips or tricks?
CZ: For Lead Gen Forms, I recommend that you create a template or main form in each platform and clone from there which will help you to always use the right fields you've mapped in Launchpoint, especially for hidden fields. You can't reference a form until someone has filled it out, so create a new form on the platform, fill it out as a test, wait for it to come to Marketo in history and then you can reference in smart campaigns.
Is there a roadmap of upcoming features to Marketo? Is there any way users of the tool can collaborate to add their requests to the roadmap?
JR: Users can post and vote on ideas in the community! . You can track the releases and release schedule here (but it doesn't tell you what is coming).
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If there’s one thing we all can agree on, it’s that 2020 has been an unusual year. Whether your company pivoted to an all-digital strategy or you picked up some new skills after experiencing job loss, 2020 has been a time for change and growth. Join Marketo Engage Champions, @ChristinaZuniga @Jenny_Robertso7 and @enrico_deleon2 as they reflect on their top lessons this year and how they’re planning ahead for 2021.
Want more 2020 Marketo Champion lessons? Check out this webinar by Grace Brebner and Josh Pickles!
Looking for Marketo Engage resources?
[SLIDES] What a Year: 2020 Lessons from Marketo Engage Champions
What a Year Webinar Q&A Follow Up
Champion Tips for the Next Generation Marketo Engage UI
[Summit Session] Special Events Advanced Tactics
Plan Your 2021 Demand Marketing Transformation
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Follow Marketo Champion Chelsea Kiko (@Chelsea_Kiko ) as she walks through how to create a Marketo Engage Landing Page using a Guided Landing Page Template she downloaded from the Product Docs.
Find downloadable Guided Landing Page templates here.
Still have questions? Let us know below in the comments so we can help you out!
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As a follow up from the webinar APIs for Amateurs: Getting Started with Marketo Engage APIs on August 27, 2020, below are answers to questions that we couldn't get to during the Q&A portion. These answers were provided by webinar presenters @Corey_Bayless and @Amit_Jain . If you have further questions, feel free to post them in the comments section. You can watch the recording and other resources discussed in the webinar here.
Getting Started with Marketo Engage APIs: Q&A Follow Ups
How can you refresh the authentication token without using the custom LaunchPoint? You can't manually be creating authentication tokens every hour right?
Corey: You are able to recreate the authentication token every hour or you can use the Github library and every time you make a call, the code will auto create one. This removes the need to manually have to do it. Amit: Due to time constraints, we could not cover that in the webinar. Here is how you can do it: HTTP Method: GET URL: https://<Munchkin Account ID>.mktorest.com/identity/oauth/token?grant_type=client_credentials&client_id=<Client Id>&client_secret=<Client Secret> You can read more about it here: https://developers.marketo.com/rest-api/authentication/
I know it wasn't a focus point but can you talk about Marketo's response to GET requests?
Amit: The GET response that you will receive will be in jSON format and the jSON body may vary based on which GET operation you are performing. But there are a few things that I would highlight here: 1. The "Success" key in the response will tell you if that call was successful or not. If it's "True", it means it was done successfully. 2. In case the API call was not successful, you will get an Error code and message in the response body that will help you understand what was wrong with that API call. You can read more about these error codes here: https://developers.marketo.com/rest-api/error-codes/ Corey: Marketo will return JSON data for the particular object you are trying to get information for. GET calls only get target info, no updates are made, that is a Post call.
How do we track the impact on the API Limit? What type of impact does this have on your API limit when you start using this all the time?
Amit: If you have multiple systems interacting with Marketo, you have to design your system in a way that no system overeat Marketo APIs. If you reach the API limit, your other systems will not be able to interact with Marketo, meaning no push/pull operation can be done. There will be no impact on the Marketo UI and how you use Marketo day to day. Even there will be no impact on SFDC<->Markto sync. For more best practices, please go through this doc: https://developers.marketo.com/rest-api/marketo-integration-best-practices/ Corey: API tracking can be done through cloud to understand how and what limits you're reaching. If you hit the rate limit in the API you will start to see a particular error code show up and jobs will start to fail. It usually tells you the rate limit is hit so the call will fail. Consistent use of the API will need monitoring so you can spread out your calls and ensure it is being used evenly through out the day. Marketo support can definitely help here.
Can we restore the changes we made with the same time span we created?
Corey: If you create backups then yes, if you only make changes with no backups then you won't be able to restore. Marketo does not let you version templates, once the code is approved, the page will save that version of code. Amit: There is no revert back API support. The only way to revert is, if you are taking backup before making any change, you can use that to update the asset to its previous state.
How can I access reports that exceed 20k users and download to excel using bulk export? How can we create an automated way to pull information using Bulk API but get the data periodically? If I want a whole database export, how can I do that using API?
Amit: For the large data exports, I would suggest to use BULK APIs only. You can check the Bulk extract APIs here: https://developers.marketo.com/rest-api/bulk-extract/ For an automated pull, you need support from a Developer who can write a program in any language like Python, Java etc and connect that with a database. If you are planing to have a replica of your Marketo DB outside, I would suggest to: 1. Export all the existing records as one-time exercise 2. Schedule a jobs to export the daily new created records 3. Schedule a job to export the changes made in the existing records 4. Schedule a job to mark the records which were deleted from Marketo For more detailed information, you can check out this Marketo DB reference Architecture: https://developers.marketo.com/support/Marketo_DB_Reference_Architecture.pdf Corey: Bulk APIs require 4 calls, you will need to create a program to initiate each call. This will allow you to extract or import large data sets. You can also do the export option that is made available in smart lists. 20k should still be in the range that the UI can handle.
How can we use APIs to solve the new data retention changes issue in order to store the data which will be disappear after 90 days?
Amit: You must use Marketo Activity bulk APIs for that. You can read more about that here: https://developers.marketo.com/rest-api/bulk-extract/bulk-activity-extract/ We will try if we can get a video/webinar out on that soon.
Is there any limitation in size of data (ex contact data) that we can call from Marketo using API?
Corey: The Bulk API description in the developer documentation will provide this information. Amit: There is no limitation in that way, you can export the whole database. But there are limitations on the API side. 1. If you are using the batch API, you can export max 300 leads in a single API call. You can calculate the records that you can export by multiplying 300 with your daily API limit, which is 10K by default. 2. If you are using the BULK APIs, you can export up to 500MB data on daily basis (this is default limit). The number of records in that file may very depending on the number of columns and the data in each column.
What are the topics in Python to focus on?
Corey: How Python interacts with databases. What lists, dictionaries and for loops are. Learn how to write conditional statements when looking for a specific type of data. Learn how to read and write JSON data.
How can we gather behaviour data from Marketo through API (like download somethings, click, open, etc)?
Corey: Download Activity data out of Marketo will help here. You can also use email insights and target by campaign. Amit: Marketo offers both batch APIs and bulk APIs to export this kind of data. You can read more about those here: 1. Batch Activity export APIs: https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#/Activities https://developers.marketo.com/rest-api/lead-database/activities/ 2. Bulk Activity Export APIs: https://developers.marketo.com/rest-api/bulk-extract/bulk-activity-extract/ https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#/Bulk_Export_Activities
How do I find out where are all the references of specific tokens are being used?
Corey: Download Activity data out of Marketo will help here. You can also use email insights and target by campaign. Amit: Marketo doesn't keep the reference of the tokens used inside the assets.
Can you use the API to delete hidden fields?
Amit: Currently Marketo only allow you to export the fields using API. No other operation like create/update/delete are not available through API. As of today, only Marketo support can help you deleting the fields.
For the token cloning can you set the token name from the API?
Corey: Yes, you set the name and value for the token you are creating.
If I use Forms API to add an answer choice to an existing question (of type select), will the new choice show up on all the existing forms where we use the question?
Corey: If you target by the field name then you will update what is currently there. If you use a new field name then you will get a new field type.
In Amit's example about extracting ... how can you throttle the amount of data you're pulling from Marketo?
Amit: If it's about extracting the data using Bulk APIs, Marketo has 500MB as the default export limit. When the export job is completed, Marketo tells you the file size you are exporting. You can use that to determine if you are reaching the daily export limit or not.
Corey: you can set the amount of data in the API call. Having your own built library is a recommended approach here.
Can we use the API user instead of creating a new user?
Corey: I would think so, just make sure you use the correct client secret, client id and munchkin code. The user should connect. Amit: I would recommend you use separate API users per application. Marketo allows you to create unlimited API users so don't worry about the # user limit for your Marketo instance.
Do we have any reference place that we can understand how Marketo data architecture works and how we can create dashboard based on that?
Amit: Yes, you can refer to this: https://developers.marketo.com/support/Marketo_DB_Reference_Architecture.pdfb
Using API: Can I get a list of landing page URLs, and count of signs up which happened in the page?
Corey: You are able to do this in Design Studio under landing pages. There is an option to export that data to a CSV.
If you want to clone a program into 50 different new programs, what do you put for the New Program Name?
Corey: You just need to change one character for each program name. For instance program name 1, program name 2, and so forth.
When you clone it can you also set it to synchronize and create a new campaign in Salesforce?
Corey: That would be an API call into SFDC since the systems are separate.
How do we know what the key name is for each field (e.g. "description" is for the program description)? Is that list of items in the API documentation?
Corey: You can get this by doing a GET call on a form field and looking at all the keys. These keys will also be available in the developer documentation under assets. You will be looking for form field controller.
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Efficiency has become a necessity in today’s world of increasing automation and heightened expectations for marketers. Leveraging Marketo Engage’s API capabilities can streamline a lot of the work that goes into maintaining your system and help you cut down on some of the manual tasks you perform regularly. With a basic understanding of coding, you can increase your efficiency and scalability exponentially.
Check out this on-demand webinar with Marketo Champions @Amit_Jain and @Corey_Bayless as they talk about why you should be using Marketo Engage APIs and how to get started in your instance.
An overview of API basics
Key use cases for driving efficiency with Marketo Engage APIs
Live demos of APIs use cases and coding examples
Resources from the Webinar:
Slides: Getting Started with Marketo Engage APIs [attached]
Q&A Follow Up from Getting Started with Marketo Engage APIs
Marketo Program Cloning Excel sheet
Token Cloner Python Text File [attached]
Note: Due to attachment restrictions, we had to upload this as a PDF. To turn this into a Python file, copy and paste the code into a .txt file, then change the extension to .py.
Webinar Programs CSV File [attached]
W3 Schools - Python
Jepsclan Python Library
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One of the most overlooked indicators – program status – is actually one of the most effective ways to measure campaign success. Not only can you witness an engagement happening, but you can get down in the weeds and see which statuses are influencing opportunities.
Check out this on-demand webinar with Marketo Champion @Julz_James to discover how program statuses can provide an in-depth view of a marketing campaign’s success. You'll learn how to:
Set up Marketo Engage channels and statuses using Best Practices
Report on success in Marketo Engage and SFDC
Understand when to use or not use the SFDC Campaign Sync
Looking for some additional Marketo Engage best practice resources?
Slides: Learn How to Leverage Your (Program) Status
Blog: Channel / Program Status Best Practices
Blog: Recommended Statuses and Best Practices
Video: Building Channels to Track Your Success
Video: Using Channels to Increase Business Impact
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Hi @Cathy_Fowlkes1 , as @Hayley_Sheaffer mentioned you can't nest an Email Batch program in an engagement program stream. It sounds like you were able to nest Email Batch programs within the Default Programs in your nurtures and can add people as members of that program moving forward, even though you're using a smart campaign to actually send the email long term. Is there a particular reason you'd prefer to nest the Email Batch program within the Default programs instead of simply sending from a smart campaign within a Default Program each time? It sounds like it's an unnecessary extra step?
Unfortunately I've tried moving existing Email Batch programs into Default programs and I don't think it's possible.
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In today's revenue-focused marketing landscape, marketers must be able to answer questions such as "Which programs have the highest return on investment?" and "Where can we cut costs and reallocate dollars to make better use of our budget?"
Check out this on-demand webinar with Marketo Champion @Courtney_Tobe2 to learn how you can move beyond the basics and start reporting on the full capabilities of your Marketo Engage investment. During this webinar, you will learn how to:
Track and report on the ROI and revenue impact of your Marketo Engage programs
Measure the volume and speed of leads moving through the different stages of your funnel
Identify which channels and program types are highest performing
Looking for some additional Marketo Engage Reporting best practice resources?
Slides: Beyond the Basics: Marketo Reporting
Blog: Checklist for Attribution Reporting
Blog Post: Reporting in Various Spaces
Video: #KreweChats: Advanced Reporting Best Practices
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As a follow up from the Webinar on May 21, 2020, The Nitty Gritty of Next Level Nurtures, answers to most questions that we couldn't get to during the Q&A section are located here. If you have further questions, feel free to post them in the comments section. You can watch the recording and other resources discussed in the webinar here.
What size organizations tend to have best results with these multi step nurtures?
By multi-step nurtures, I'm assuming this is referencing nurture programs with multiple streams. I think it's not so much the size of the organization, but rather the size of the database and the length of your customer journey. The larger your database, and the longer your sales cycle, the more helpful engagement programs can be . That said, most databases large enough to necessitate a system like Marketo will likely benefit from nurture programs. Multiple streams simply allow the marketer to manage, differentiate and accelerate the conversation with leads. Having multiple streams promotes differing content, cadences and sub-divisions of audience. I don't see this not providing better results for most organizations than drip programs or a single stream nurture would.
Is there a rule of thumb for how long you should wait to establish baseline metrics and then optimize/refresh your content?
Timelines for establishing base metrics will be dependent on the frequency of your casts. If your cadence is weekly, then the timeline will be accelerated compared to cadences scheduled to go every 2 or 3 weeks. Typically 3 to 4 casts should provide enough data for modifications to your content. This is with the caveat/assumption that your program has a large enough audience to provide statistically significant data. e.g. 100 leads in a nurture program are not going to provide much data.
How would you measure success at a company that doesn't gate content?
A status of 'Engaged (CTA)' is what I use on all my send or email based programs. I use the 'visited web page' metric to track all my content and typically do not gate any of it. I send them to the thank you page or the blog. post or the general content, and use the visit to track success. The only downside of this methodology is that I can't send them directly to a PDF because those are not trackable, unless I'm posting the asset on a page.
With TOF, MOF, BOF content, multiple audiences, and a desire to consistently be in contact with leads, what advice do you have for single person/small marketing teams in terms of developing enough content?
For bootstrapped teams, look for opportunities to scale. Use dynamic content wherever available, merchandise out your content (break eBooks down into smaller blogs, infographics, charts, etc.) and share those as well. Start with the content you have to get yourself up and running and work on getting content development one step ahead of exhausting content. If you have budget look for independent content developers you can outsource to via channels like Upwork and give yourself as much of a runway as possible to extend the life of your nurture programs.
If I would like to speed up email cadence after interactions (e.g. a click), but slow down the email cadence if there is no interaction, how should I set that up?
If you would like to change cadences based on engagement or lack there of, use different streams with different cadences set to modify the frequency of the email casts. Then, you can move people to different streams based on their behavior.
How can you test the program before turning on live?
You can test your engagement programs before they are live using the 'Test Stream' functionality. Marketo documentation on this process can be found here: https://docs.marketo.com/display/public/DOCS/Test+an+Engagement+Stream
If I send a one-off email to a recipient who is already in a nurture, how can I ensure they won't receive the next nurture cast the same day / too soon?
If you are sending one-off emails and want to ensure that audience members don't receive nurture emails the same day you can set your communication limits (https://docs.marketo.com/display/public/DOCS/Enable+Communication+Limits) to 1 email per day and make sure that your send is scheduled before your cast time. For more complex setups you can use a custom scoring field to count one-off sends and then create a smart campaign in your engagement program(s) that will pause members for a set period of time when the score field increases over 1 or 2. You can then set a wait step to un-pause the lead (set Engagement Program Cadence to Normal) after a certain period of time.
If we want to pause hard bounces, is it best to pause them or remove them or move them to another "inactive" stream? What is best practice?
I typically set my Engagement Program statuses to include 'Bounced' and 'Unsubscribed'. My triggered smart campaigns set the program status for people who qualify and pause them. You can also move them to a separate stream if desired. I would not remove anyone who has received even one email from the program as this will mess with your reporting and metrics.
Will people receive the same email across multiple engagement programs or is this blocked? Ie. if the same content exists in a prospect stream then they become a customer.
For repeated use of content, there are several operating rules around this. Using the same email across multiple streams in the same engagement program will limit the email send. Using the same email across multiple engagement programs does not automatically limit sends on one email. In order to limit the send you will need to use a whole program pulled in across multiple engagement programs as detailed here: https://nation.marketo.com/t5/Product-Blogs/BONUS-The-Nitty-Gritty-of-Next-Level-Nurtures-Nested-Content/ba-p/300627#M1567
Do you recommend sending leads to multiple landing pages from the nurture emails or one dedicated landing page?
Digging in on the number of CTAs per email. Typically for nurture or any email I prefer to use only one dedicated CTA. If there is related content (e.g. a blog associated with an eBook that you put as a secondary link) sometimes you can leverage both in an email, but under normal circumstances I want to send very focused emails that drive leads to connect with the purpose of that one email.
Do you see any benefit to batch up nurture by product lines vs doing each product release to individual engagement programs?
Regarding product release emails, depending on the number and frequency of product updates, you may find that it is easier to deploy these as one-off emails rather than in engagement program(s). For this type of process, if I have more that one product/product line, I keep independent programs for product announcements and create nested sent programs inside for each update that goes out. That way only the relevant audience get them and I don't have to time them against an engagement cast/cadence.
How do you set expectations around setting the nurture cadence? Sometimes the send frequency/cadence is unrealistic - As an example, every 3 business days means moving people out of one stream into another continuously (M, Th, Tu - Fri, etc.) and is not scalable when there are many emails.
When discussing setup for engagement or any program in Marketo, I think it is important to use a data driven approach. Most experts do not support over-saturation of your lead. Sending too many emails over a short period of time can contribute to a significantly higher unsubscribe rate, etc. I typically share my recommendations backed by data early and stick to them. As discussed on the webinar, you can use a single stream with a M-F schedule on the cadence and then pausing leads for 3 business days (or 4 days, etc. however long is needed). This type of setup might mitigate needing different streams to change the email frequency.
We have issues when it comes to testing the engagement program. Does the test feature rely on the cadence that the stream has. Or can you test with the test feature without having the cadence set yet?
I believe that you could test your content without having the cadence set yet. Marketo documentation seems to confirm that, however, it will appear to only send out one content asset as a test: https://docs.marketo.com/display/public/DOCS/Test+an+Engagement+Stream . You could potentially set up a seed list, then add the person(s) to the engagement program and run the program. They would receive the emails at the cadence that the program is set, it would test over several days instead of over several weeks, and if you used alias emails (e.g. firstname.lastname@example.org, email@example.com, etc.) you could test multiple streams at one time. *Caution: If you set an accelerated cadence for testing, be diligent about changing it back it before adding your active audience!
Should an email become inactive and bounce back as not an active email will it show in the stats?
Total email bounce counts will show up in Email Performance Reports. I like to use the following statuses in my nurture program: Member, Sent, Opened, Clicked, Engaged (CTA), Bounced, Unsubscribed. In this way I can use the members tab to track specific leads and see what the total performance of my nurture list is as well.
What is the best way to report on nurture performance? I use an influence smart campaign to id people who clicked on anything but our logo or footer links. I also have a static list to capture people who become a trial after campaign launch. We are new to utilizing nurtures, so I'm working on sharing information I think our sales team finds relevant.
Typically I roll this type of information into my program statuses, Engaged (if they click the CTA), and sync the program to an SFDC Campaign (if you're using Salesforce). You can surface campaign data to the lead/contact detail. To marry this data against opportunities, you'll need to make sure you're using contact roles on your opportunities in SFDC. The next level would be to use an attribution data synthesizer (Bizible, LeanData, Alignly, etc) to understand how nurture engagement impacts the longer lead journey and the impact on pipeline/revenue.
What are the metrics that make up the engagement score?
The engagement score is an average based on open, click and unsubscribe rates.
How does the nurture stream send multiple emails? Can you trigger multiple emails to send within one stream using the "wait" filter?
Nurture streams send one email for each cast. Leads will receive different emails for each cast, dependent on when they were added to the program. Over time they will receive multiple emails. No additional smart campaigns with wait steps are needed to trigger this process. If you're looking to send one email based on the cast cadence and then several more before the next cast, then you could potentially use a nested program (https://nation.marketo.com/t5/Product-Blogs/BONUS-The-Nitty-Gritty-of-Next-Level-Nurtures-Nested-Content/ba-p/300627#M1567) and then leverage wait steps and additional sends in the smart campaign.
What are the QA steps for a nurture before sending it live?
I send a sample email for every email in the stream to myself and others on my team. I want to make sure that every email is optimized. If you're not using Litmus or Email On Acid to test your templates I would also recommend this. There is also a test functionality for engagement programs: https://docs.marketo.com/display/public/DOCS/Test+an+Engagement+Stream. For nurture programs using Dynamic Content, 33mail will allow you create unlimited free aliases that I can use to see what each segmentation will see.
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Follow along as Marketo expert @Andy_Caron3 shares how to build a nested content program within an Engagement Program in Marketo Engage.
Before sure to check out the full webinar, The Nitty Gritty of Next Level Nurtures, on-demand here.
Questions or feedback? Be sure to leave them in the comments!
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We all want to build long-term relationships with our customers and prospects, and yet most brands only communicate 1-2 times after acquiring a lead. Given that only 4% of website visitors are ready to buy, it’s clear that basic drip campaigns are not a long-term strategy. However, many marketers aren’t sure where to start in their setup of Marketo Engagement Programs.
Check out this on-demand webinar with Marketo Champion @Andy_Caron3 as she walks through best practices for engagement program set up, features and tips to take your nurtures to the next level, and answers your engagement program questions. You'll learn:
Why you should be using nurtures instead of drip campaigns
Essential components of every nurture program
Tips and best practices to increase the complexity and power of your nurtures
Looking for some additional Engagement Program best practice resources?
Slides: The Nitty Gritty of Next Level Nurtures
The Nitty Gritty of Next Level Nurtures: Q&A Follow Up
Blog: Creating an Adaptable, Scalable Nurture Program Template in Marketo
BONUS: The Nitty Gritty of Next Level Nurtures - Nested Content Programs
Summit Session: Designing a “Smart” Nurture Program
Marketo Master Class: Scaling a Nurture
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If you're using Marketo Engage, you're probably nurturing your prospects through the buying journey until they're ready to seal the deal. Now nurturing doesn't have to stop once the sale is completed! Our Customer Marketing Adoption team has taken engagement programs beyond the regular sales cycle to drive customer success through regular touchpoints.
In this Summit session, you'll learn how to:
Engage your customers with relevant content, personalized to their stage and behavior
Create an integrated nurture system
Coordinate your efforts across multiple channels with Marketo Engage
@Katie_Pedroza2 and I walk through some Marketo Engage ideas and tips (with screenshots) to drive a consistent and scalable customer experience. Check out our session recording here: https://www.adobe.com/summit/2020/omnichannel-nurturing-and-customer-engagement.html
Let us know your thoughts and ideas in the comments!
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**Posted on behalf of Kelly Jo Horton - Principal Engineer, Marketing Operations & Technology at ROOM** @KellyJoHorton
Many of you have seen my Lead and Data Flow diagram and asked me for an editable version. I am finally getting around to making it available for anyone who is interested. It started with this.
This diagram was born out of necessity, when I started a new job at Docker, and after a quick audit of the Marketo instance decided to tackle the issue of the thousands of API errors I was seeing daily. I asked for an architecture diagram, so I could see all of the lead and data sources that could potentially be causing the errors, and one didn’t exist. So I decided to create one.
Creating this diagram has so many benefits:
If you’re new to a company this forces you to get to know your key stakeholders, and find out who is responsible for any platform that is integrated with Marketo, and who is responsible for any external sources sending data or activities to Marketo via the REST API.
It’s a great way to familiarize yourself with whatever new universe you just inherited. I find that mapping everything out visually really helps me evaluate and troubleshoot the current state of the stack.
It’s a great way to learn the marketing and sales processes, and understand the lead lifecycle.
The diagram was critical to me being able to troubleshoot the thousands of API errors I was seeing every day.
I have continued this tradition since I started at ROOM, using diagrams like this as a visual roadmap for my key stakeholders. I publish them to our internal Business Systems Confluence page, and invite people to comment and suggest additions or corrections. I have a “Current State” version and a “Future State” version that is a great visual when presenting the MarTech and systems roadmap to non-technical stakeholders. I also keep a technical version that shows details like the API username for each integration, a short description of the type of data being pushed to Marketo or pulled from Marketo, and a detailed diagram of any middleware flows and triggers.
This is a great exercise for a new employee, even if this diagram already exists. Have them start from scratch and create a new one. The newbie may have a different perspective!
I have created different versions of my diagrams in draw.io and Gliffy (in Confluence). Both of these tools can import multiple file formats, so hopefully one of these will work for you. You can create a free draw.io account: Take me to draw.io
You can download the .gliffy, . xml and .vdsx versions of the diagrams from Google Drive. I have more examples, but I still need to export them and add them to the folder. Keep checking the folder!
Share Lead and Data Source Diagrams
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Getting started in an inherited instance can feel overwhelming with pressure to ramp up quickly and efficiently while still being thoughtful and thorough. Generally, the best place to start is to audit your instance and now you can use this Inherited Instance audit checklist to guide you through that process!
BONUS: Want some extra tips and best practices from various Marketo Engage expert users? Sign up for the Jumpstart Inherited Instance email series to get those resources delivered to your inbox every week!
A huge thank you to all the Marketo Champions and users who helped me by providing insight on their experience with an inherited instance! Special thanks to @Grace_Brebner3, @Jessica_Kao3, @Sydney_Gordon2, @Amanda_Thomas6, @Amy_Goldfine, @Ajay_Sarpal2, @Angela_Ruggeri1, @Ashley_Langfor2 , @Natalie_Kremer , @Brooke_Bartos , @Kelly_Horton1 , @Nicholas_Hajdin, @Anonymous, and @Katie_Pedroza2 for reviewing this checklist, providing feedback, and creating content for this program! Advocates like you are the reason this Community is as fantastic as it is!
Have suggestions for more best practices? Comment on this post or message me directly!
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I know this is a little late, but I just encountered the second issue you posted in here and it turns out I was trying to send out the Champion/Challenger test through a batch campaign that was being called by a nurture stream and for some reason, Champion/Challenger tests only work through trigger campaigns in that structure. That seemed to fix the problem for us!
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Getting started with lead sources in Marketo Engage? Define your lead source criteria and smart lists beforehand with this Lead Source Champion Worksheet created by @Jessica_Kao3!
A Few Lead Source Best Practices To Get Started
Don’t be too specific with your lead source information, or you’ll end up with cluttered data. You generally want 10-15 lead source options.
Consult with the appropriate stakeholders and decide on your lead source values before implementing in Marketo Engage. You should only set them once.
Using a single operational program to assign lead sources in your instance makes the process more scalable and easy to troubleshoot.
Find more Lead Source best practices from Jess Kao in this video !
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You’ve completed your implementation, the previous system has been checked for any delta opt-out requests, all of the relevant programs and data have been migrated over and you’ve kicked off the process to begin sunsetting your old platform. So now you’re probably thinking to yourself, “What’s next?” This is where we left Naomi Liu, Director of Marketing Operations at Electronics For Imaging (EFI), in our last blog post covering her strategy to organize a global, cross-functional Marketo implementation. Naomi’s team successfully launched their new Marketo instance on July 1st, just as the contract with their old platform was set to expire. In order to ensure there was plenty of buffer time, Naomi and her team were slated to complete their migration 1 week before their old system was shut off. This helped account for any unexpected delays or challenges as well as an opportunity to perform a reconciliation as dual systems were run for a period of approximately 6 weeks. Fortunately, everything went smoothly which left her and her team facing their next big challenge: internal technology adoption and education. The Challenge Up until this point, the Marketing Operations team kept stakeholders up to date via a steering committee call, where various leaders would attend a weekly meeting and provide input on implementation decisions. Now that Marketo was live, the team had to dive deeper and educate each business unit on the parts of Marketo that were relevant to them. During this process, Naomi had 3 main objectives: Educate herself on the new tech stack capabilities Support her own Marketing Ops team as they went through training Deliver training to each of the global business units Always Start At Home Naomi’s first step was to become a Marketo subject-matter-expert. During both the evaluation and the implementation phase, she was a regular reader of the forums and poured through documentation. Post go-live, this did not slow down and she spent months reading as much as possible and regularly explored the Marketo Product Docs and Community. Throughout this process, she also developed some good tips to be as effective as possible when ramping up her own team: If you have multiple people on your marketing operations team, stagger when they attend the Core Concepts 1 and 2 courses – nobody on her team attended the same class with the same instructor. This way, team members may learn something different in their class from their specific instructor that they can share with the broader group. Use Marketo University’s on-demand free training videos . These are short, digestible, and a good place for your team to start their Marketo education. Whenever members of her team learned something new that they didn’t think the rest of the team knew, they would share them in a group setting during their weekly team calls. Once she found her footing, Naomi turned to her next big task: developing a series of EFI specific training modules which she would deliver to her marketing business partners – sixteen to be exact! Internal Training Roadshows Since Naomi was working on a global scale, she decided to go on a roadshow-style tour to bring her training to each of her marketing business partners. At each office, she conducted in-person education sessions with multiple modules which were tailored to each business unit. Each module focused on a different aspect of Marketo and had a deck associated with it. A sample of some of the modules are listed below: Session Title Objectives Marketing Operations Review · Marketing Operations team updates and responsibilities · Overview of Marketing Technology stack and processes · Campaign creation (end-to-end) · Review current processes to identify/bridge gaps Marketo Walkthrough · High level walkthrough of Marketo · Campaign types and naming conventions · Marketo + CRM integration Emails + Landing Pages · Overview of email and landing page templates · Examples of live landing pages · Email + landing page best practices Event Management · Registration pages + iPad check-in app Marketo Sales Insight · Sending and tracking emails from Marketo Sales Insight · MSI Outlook Plugin Reporting and Analytics · Reporting walkthrough · Email, landing page and program performance · Building your own reports · Email and performance Insights Content AI · Review Content AI functionality · Review assets eligible for Content AI · Map out process (when/where) to use By adding in quizzes, using recorded video where possible, and keeping track of action items from each training session, Naomi managed to run 7 separate training sessions in 3.5 months and the feedback has been phenomenal. The approach that she took was that everyone is a steward of their own success and learning – that she was not there to talk at them but was there to bring them along a journey to level-up their digital marketing knowledge. Now Naomi and her team are moving into day-to-day Marketo operations and have posted documentation for internal teams to access. How do you conduct your Marketo trainings? Comment below and let us know!
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In this edition of Peer Perspective, Marketo Champion Kyle McCormick dives deeper into his company's Marketo Engage implementation. You'll learn about the challenges he faced and his tips on how to successfully and efficiently drive your onboarding process.
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Love this, especially breaking out the archive folder! One other tip that I've found to be helpful when naming programs is to include the program ID in your naming convention to increase your efficiency (see this blog post to learn more: /blogs/marketowhisperer/2015/07/06/why-you-should-start-including-program-id-in-your-naming-convention ). Thanks for sharing, Natalie Kremer!
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Here's an example of one of our pieces of content on starting your documentation: https://nation.marketo.com/community/product_and_support/blog/2019/01/09/marketo-governance-and-documentation
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If you're interested, Lisa Forson, my team (Marketo Customer Marketing Adoption) has put together a program, Marketo Jumpstart, that sends weekly emails to send some helpful content over to users through their implementation. We also have the Marketo Success program to help users cover the basics of the Marketo solution's core features, which is probably a little less of what you're looking for, but might be helpful for other people on your team who are less familiar with Marketo Engage! Sign Up for Marketo Jumpstart Sign Up for Marketo Success
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I'm so glad this is helpful for you, Jessica! My team is in the process of creating a short 5 week email series for new users to help them ramp up and pointing them to content like this post. It should be available within the next couple weeks, but I'll let you know once that's live!
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So great to hear, Anne Citarelli! I loved learning about the process that your team went through and was very impressed by how thorough and thoughtful you were in not only your Marketo implementation planning but in how you worked across the other departments. So great to have examples like this of awesome Marketing Ops teams!
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Exactly, Amy Goldfine! What I found so compelling about EFI's story here was that they managed to coordinate this across so many teams so seamlessly. It really spoke to how thoughtful the Marketing Operations team was about how they engaged and the extensive planning they did beforehand to make this a success! A smaller company's migration to Marketo will certainly require less formal orchestration like this, but I wonder whether a scaled down version of this steering committee might still be beneficial to maintain regular communication and alignment? Did you find that to be an issue at all at your last role?
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Onboarding Challenges: Time, Resources, and Scope
When you have 6 months to get Marketo up and running before your previous solution’s contract expires, your onboarding team has to move quickly but thoughtfully. This can be a real challenge when you’re a global, enterprise company and your team has to coordinate needs and constraints across a number of business units and ensure Marketo is properly set up by the fast approaching go-live date, all while continuing to keep the lights on with all your other projects. These were the challenges Naomi Liu, the Director of Marketing Operations at Electronics for Imaging, Inc., faced as she brought Marketo on for her company. Her small but mighty team of four were tasked with standing up their new instance within 6 months, while accommodating their global business units’ requirements and learning Marketo as they worked.
While onboarding Marketo itself is a significant project, Naomi’s team had a few additional directives:
Align objectives and goals for Marketo globally across several business units
Provide customization for each team, while also ensuring the implementation is completed in a timely manner
Allow each business unit ownership over the project while still maintaining an efficient, centralized process
Steering Committee: Balancing Control and Customization
Her solution – create a steering committee with her team at the helm. Naomi established a weekly touch base meeting with her team’s Marketing Business Partners which included a representative from each business unit and regional corporate marketing lead. At each weekly meeting, she would share a 3-part deck:
A review of progress since the previous week’s meeting
Feedback items needed for the next week’s meeting
“Show and Tell” to showcase new features of Marketo that were new to the business. Some examples included: Marketo <> Webex integration, flexible landing pages, and a revamped lead management process
These leaders would then leave each meeting with “homework” to take back to their teams and fill out before the next meeting. These assignments varied based on the implementation’s focus for that week, including worksheets on which roles or titles to include in a global form picklist or lists asking which modules each team would like to see included in the Marketo email templates. This format helped individual teams own key decisions that affected their business units while ensuring the project could move forward with regular deadlines and a centralized decision-making team.
Marketo Launch and Beyond
At the 4 week countdown to go-live, Naomi and her team began working backwards through their processes and integrations to disable the old platform and turn Marketo on. Partnering closely with IT on their Salesforce and middleware integrations, with Sales Ops on their lead management flow and sales enablement, and with great support from their implementation partner DemandGen, the Marketing Ops team successfully transitioned over to Marketo as scheduled! In order to test and monitor for any potential gaps, Naomi had a “soft” go-live date for Marketo a week before they had to officially turn off their old platform. By the time the process was complete, the team had:
Rebuilt 218 unique audience segmentations
Audited 5,500 campaigns, consolidated and migrated 115 campaigns without impact to the business
Audited 3,500 forms, consolidated and migrated 360 forms without loss of data!
What’s next for the EFI Marketing Ops team? After their successful migration, they’re moving forward on training their teams in Marketo and developing training materials for their marketing business partners to showcase the “art of the possible”, featuring 20 new capabilities available to the team now that they have Marketo.
Here are a few of Naomi’s tips to maintain a clear, forward-moving process:
Determine beforehand which topics are worth bringing forward to the steering committee and which should be decided by the centralized Marketing Ops team. Keeping the topics straightforward and prioritizing which decisions go out to the larger teams will help you keep this process moving
Don’t try to do everything at once because you won’t end up doing anything well. Prioritize your task list and focus on a few items at a time.
Don’t implement something halfway that you think you’ll go back to later because it’s unlikely that you’ll have time to get back to it. It’s important to get it as close to final as you can right from the start.
Without clear boundaries, decisions that need to be made during the implementation process can be quickly de-railed. Open ended, “decision-by-committee” questions can slow down forward-moving progress. To streamline your decision-making, come prepared with a suggestion that brings the team 80% of the way there and have them fill in the blanks.
How have you aligned internally around your Marketo instance and what advice do you have for other new Marketo customers beginning their Marketo onboarding? Leave your tips and comments below!
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Is it possible to have a Marketo smart campaign (that could add a lead to a program) trigger off of the contact owner clicking into the alert email (not an actual lead clicking into a regular email)? I've just tested it and it doesn't seem to work but I'd be interested to hear if anyone else has had managed to pull that off.
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