marketing automation hacks: marketo
TRANSCRIPT
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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 ☺)
@uberflip#MAHacks
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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THE UBERFLIP EXPERIENCE
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QUESTION TIME!
Justin Norris Senior Consultant, Perkuto
@justinnorris
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com