Marketing Automation Hacks: Marketo

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@uberflip #uberwebinar MARKETING AUTOMATION HACKS: Justin Norris Senior Consultant, Perkuto @justinnorris Hana Abaza VP Marketing, Uberflip @hanaabaza

Transcript of Marketing Automation Hacks: Marketo

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@uberflip#uberwebinar

MARKETING AUTOMATION HACKS:

Justin Norris Senior Consultant, Perkuto @justinnorris

Hana Abaza VP Marketing, Uberflip @hanaabaza

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WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar ☺)

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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar ☺)

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How Uberflip & Marketo Work Together

Stay Tuned For The Demo

CONVERT, CONNECT AND UNDERSTAND LEADS

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MEET THE EXPERT

Justin Norris

Senior Consultant, Perkuto

Street Cred:

•  Startup marketer

•  Marketo & SFDC consultant

•  Marketo power-user since 2012

•  Top 20 contributor to the Marketo Community

•  #TORMUG Co-Leader

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LET’S GET HACKING!

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Hack #1: Think Like an Engineer

•  Marketo is programming with a

graphical interface

•  Marketo is a logic machine —

who/what/when + if/then/else

•  Marketo gives you complete flexibility:

you can create something awesome OR

build a fragile, unscalable system

•  Architecture matters!Credit: Isaac Wyatt, New Relic!

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Analogy: Pre-Fabricated vs. Design/Build

vs

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Start with Process •  Your MA system should be designed around your Revenue Funnel

•  How does a lead become a deal? Where do leads enter the system?

Major milestones? Interactions with sales?

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Build for Scale and Flexibility

•  Define operational systems to manage

centralized functions

•  Don’t duplicate triggers - one “controller”

can request all related steps

•  What processes can be asynchronous?

Which are dependent? Define a critical path

•  Consolidate logic into a single place

•  Make it intuitive - function should be visible

from glancing at the tree

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Hack #2: Template and Tokenize for Fast Deployment

•  Each marketing program = a distinct

marketing initiative

•  Goal: standardize programs and deploy

them as quickly as possible

•  E.g., 10 minutes for a new webinar, new

gated white paper, etc.

•  Standardized format ensures good data and

good reporting

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Use a Cascading Token Framework

•  Universal tokens defined at the top level

of the tree

•  Additional tokens at the folder level

•  More just at the program level

•  New tokens = more overhead; re-use

tokens as much as possible

•  Use the right token types

(text. vs. rich text)

•  Bonus! See the resources for a webinar

checklist

Universal Level:

{{my.CompanyName}}, {{my.CopyrightYear}}, {{my.UniversalHeader}}, {{my.GlobalCSS}}, etc.!

Folder Level:

{{my.PresenterName}}, {{my.PresenterBio}}, {{my.FolderCSS}}, etc.!

Program Level:

{{my.PresenterName}}, {{my.PresenterBio}}, {{my.WebinarDate}}, {{my.ProgramCSS}}, etc.!

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No More Editing Assets

•  Clone a program, populate tokens, and

away you go

•  Assets update dynamically (no slow

approvals)

•  Mix program and lead tokens to combine

personalization with program-specific

content

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Hack #3: Fun with Trigger Tokens

•  Trigger tokens, a.k.a. “Tokens for Interesting

Moments” have many cool uses

•  E.g., “Last form completed”, “First landing

page converted”, “Last email clicked”

•  Useful for routing and centralization — e.g., if

last form completed = x, send alert y

•  Useful for attribution — e.g., capture last

email clicked before MQL, before Oppty

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Hack #4: Token Concatenation

•  Instead of saving only “first” or “last”

values, concatenation allows you to

keep “all” data value changes

•  Use a “last touch” field plus a canonical/

historical field

•  Change data value: canonical field =

{{last touch field}}, {{canonical field}}

•  Use “contains” filters to report

•  Time-stamp optional

“@{{system.date}}: {{lead.Utm Source}}, {{lead.Utm Source Historical}}”

“@06/15/2015: Google Adwords, @03/22/2015: LinkedIn, @09/05/2014: Twitter, @09/01/2015: Partner Webinar…..”

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Hack #5: Use Segmentations for Complex Logic

•  Whenever you want to “bucket” someone

(e.g. Lead Source, Persona) Segmentations

are a good choice

•  Contain complex logic in a centralized place

•  Segment changes are triggered off of

Change Data Value, like “dynamic static

lists” — faster than smart lists

•  Limitation: no behavioural filters

•  Work around: use “Member of List” filter

(bonus hack!)

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Hack #6: Save those URL Parameters

•  URL parameters: the lifeblood of your

campaign attribution

•  What happens when leads don’t convert on

the first page?

•  Save those parameters to cookies!

•  Deploy javascript code on your website

•  Modify forms to include hidden fields pulling

values from cookies

•  Cookies persist even if the lead leaves your

site and returns later

•  Code from Marketo support https://nation.marketo.com/docs/DOC-1101

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Hack #7: Dead Man’s Switch

•  Triggers are inherently positive - they react

when something happens•  But sometimes it’s just as important to react

to what leads don’t do

•  Solution: Dead Man’s Switch

•  Simple three-part formula with many

applications

•  E.g, create task if opportunity is NOT

updated, send alert if NO web page activity,

request special campaign if

NO engagement, etc.

screenshot of last form tokens !

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Part 1: Reset Campaign

•  Contains a trigger for a specified action

•  Remove from “Wait Step” campaign,

then request it again, resetting the wait

period

•  Restrict qualification rules to once per

day to avoid race conditions

screenshot of last form tokens !

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Part 2: Wait Campaign

•  Request-able trigger

•  Waits for x days (hours, months, etc.)

•  Then requests action campaignscreenshot of last form tokens !

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Part 3: Action Campaign

•  Request-able trigger

•  Performs desired action (create task,

send alert, assign program

membership, etc.)

screenshot of last form tokens !

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RESOURCES

Marketing Automation is Engineering - Isaac Wyatt Presentation @ MarTech Conference:

www.slideshare.net/MarTechConf/marketing-automation-is-engineering-marketing-operations-is-dev-ops

The Ultimate Webinar Checklist:

perkuto.com/webinar-checklist

Tokens Cheat Sheet - Edward Unthank:

edwardunthank.com/blog/marketo-rich-text-tokens-and-marketo-text-tokens-uses-and-functionality

Javascript to convert URL Parameters to Cookies

https://nation.marketo.com/docs/DOC-1101

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We put the ability to manage and leverage the content experience in the marketer’s hands.

UBERFLIP PUTS MARKETERS IN CONTROL

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Connect your content:

To a beautiful, optimized front-end experience that is:

With built-in tools to:

RESPONSIVEDISCOVERABLE SOCIAL

CONVERT, CONNECT AND UNDERSTAND LEADS

ORGANIZED PERSONALIZED

HOW IT WORKS

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• Auto update•  Smart filters•  Scheduling

• Content score• Uberflip metrics• Marketing Automation

• Create CTAs• Gate Content• Marketing Automation

• Aggregate• Curate• Personalize

Manage Content

Generate Leads

Automate Process

Deliver Insights

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Resource Center Blog Upgrade Content Library

Sales Enablement

UBERFLIP USE CASES

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Supercharge Your Content

•  Sync Contacts

•  Progressive Profiling

•  Track Buyer Journey

•  Trigger Campaigns

•  Gate Premium Content

•  Enhance Lead Scoring

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@wistia @uberflip!

THE UBERFLIP EXPERIENCE

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QUESTION TIME!

Justin Norris Senior Consultant, Perkuto

@justinnorris

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com