Marketing Automation Hacks 2016: Marketo
Transcript of Marketing Automation Hacks 2016: Marketo
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Brian Glover Sr. Product Marketing Manager, Marketo @brianjglover
MARKETING AUTOMATION HACKS:
MARKETO
Hana Abaza VP Marketing, Uberflip @hanaabaza
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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STICK AROUND FOR A DEMO
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Meet the Expert
Street Cred (by the numbers): • 3 years at Marketo • 14 years in marketing technology • 15 years in B2B marketing Brian Glover
Marketo
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Let’s get Hacking
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Focus Areas
Nurturing Revenue Attribution
Productivity Web & Ads
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Nurturing
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Hack #1 • Set content availability • Why? Automatically expire content without having to remove it manually • Examples: event invites, seasonal content
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Hack #2
• Test lead through nurture • Why? Shows you what
content is sent out and what happens based on lead actions
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Hack #2
• Test lead through nurture • Why? Shows you what
content is sent out and what happens based on lead actions
Test Stream!
Verify Transition to Next Stream!
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Hack #3
• Use Champion/Challenger for A/B testing nurture emails • Why? Testing ensures you have the best content going out and are getting
the best results
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Hack #3
• Use Champion/Challenger for A/B testing nurture emails • Why? Testing ensures you have the best content going out and are getting
the best results
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Hack #4
• Use the Engagement Dashboard to understand how your content is performing
• Why? Continuous refinement leads to better results
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Hack #5
• Enable Communication Limits • Why? Get better engagement and avoid unsubscribes!
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Revenue Attribution
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Hack #6
• Use Program Success for each Channel tag
• Why? Revenue attribution is based Program Success (i.e. leads taking a desired action)
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Hack #6
• Use Program Success for each Channel tag
• Why? Revenue attribution is based Program Success (i.e. leads taking a desired action)
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Hack #7
• Include Period Costs on your programs • Why? Period costs are used to calculate ROI
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Hack #8
• Know when to use first touch vs. multi-touch attribution
• Why? Both are useful. • First touch tells you which
programs bring the right leads
into your database
• Multi-touch tells you which
programs move the right leads
through your marketing funnel
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Hack #9
• Use multi-touch Revenue-to-Investment to assess programs • Why? Tells you which programs are providing a good return and which ones
aren’t OK!BAD! GOOD!
Pipeline created / total cost!
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Hack #10
• Set up ad channels and campaigns as programs
• Why? • Measure revenue attribution• Compare to other channels
Screenshot Coming on
Monday!
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Productivity
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Hack #11
• Clone existing programs to create new ones • Why? Saves time and maintains data consistency
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Hack #12
• Use Tokens to update assets • Why? Saves time and
maintains consistency across all program assets
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Hack #13
• Use Program Schedule to coordinate programs with other activities • Why? Prevents overlapping communications… and saves time
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Hack #14
• Use Marketo Moments to reschedule a campaign
• Why? Because your boss said it’s not ready to go out and you’re out at dinner with some friends
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Hack #15
• Use Marketo Sales Insight to prioritize leads for reps • Why? Makes reps more efficient; boosts marketing credibility with sales
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Web & Ads
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Hack #16
• Personalize homepage content for ANONYMOUS website visitors
• Why? • 98% of visitors are
anonymous• Limited time to say
something relevant• Keep visitors longer and get
more conversions
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Hack #16
• Personalize homepage content for ANONYMOUS website visitors
• Why? • 98% of visitors are
anonymous• Limited time to say
something relevant• Keep visitors longer and get
more conversions
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Hack #17
• Use buyer stage to personalize Web content for repeat visitors • Why? People come back to your website throughout the buying process, use
the opportunity to nurture them
Solutions How To Buy Validation Education Awareness
Lead Score >100 50< Lead Score <100 20< Lead Score <50 Known Lead Score <20 Anonymous
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Hack #17
• Use buyer stage to personalize Web content for repeat visitors • Why? People come back to your website throughout the buying process, use
the opportunity to nurture them
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Hack #18
• Personalize website retargeting ads
• Why? Bring more people BACK to your site for another chance to convert
Befo
re!
Afte
r!
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Hack #19
• Leverage lead database segmentations for ad targeting • Why? More precise targeting + more personalized ads = better results/ROI • Use cases: Nurturing, Account-Based Marketing, Reactivation, Audience
Expansion
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Hack #19
• Leverage lead database segmentations for ad targeting • Why? More precise targeting + more personalized ads = better results/ROI • Use cases: Nurturing, Account-Based Marketing, Reactivation, Audience
Expansion
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Marketo Product Docs:
https://docs.marketo.com
Marketo Resources:
https://www.marketo.com/resources/
Resources
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QUESTION TIME!
Brian Glover Sr. Product Marketing Manager,
Marketo @brianjglover
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
Find out how Booker decreased theircost per lead by 71% with content.
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