If you’re not working closely with CS, HR, IT, and Finance, then you’ve barely scratched the surface of what’s possible with your marketing automation platform. Join Workato’s marketing automation expert, David Kreitter, to learn how integrating teams and tools both within marketing and cross-functionally can increase your team’s impact and earn visibility across your business. After this session, you will: - Be empowered to drive collaboration across your business using integration & automation - Get a new perspective on marketing automation by considering how you can use Marketo in other business processes like recruiting - Understand how to close the attribution gap between event lead and closed-won deals (event-to-cash)

1. © 2021 Merkle, Inc. All Rights Reserved. Confidential.
More than MOPS:
Wall-to-Wall Automations
November 10, 2021 1:00 PM ET
David Kreitter | Head of Marketing Operations, Workato

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HOUSEKEEPING
Technical Support
• Visit support.zoom.us
Slides & Recording
• This session is being recorded
• On-demand video and slides will be shared via email
with all registrants
Feedback & Survey
• Use the session chat to provide feedback and engage
with other attendees
• Tell us how we did in the post-session survey that will
pop up after the session
Questions & Chat
• Submit questions at any time via the Q&A panel
• Join in! Chat with attendees live using the chat
feature at the bottom of your Zoom screen
• Keep the conversation going on Twitter using
#MarketoTopTips

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ORDER OF OPERATIONS
1. the story so far
2. what the future holds
3. bonus: event-to-cash automation

4. 4
the story so far
David Kreitter / Workato

5. 5
the story so far
• Automation is everywhere
• Automation is confined

6. 6
the story so far
• Automation is everywhere
• Automation is confined
• Modern APIs
• Open platforms
• Closed systems

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the story so far
• Automation is everywhere
• Automation is confined

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what the future holds
David Kreitter / Workato

9. 9

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webinar automation
Ticketing, project
planning &
tracking, asset
creation
Registrants in Marketo
program pushed to
Zoom
Webinar created in
Zoom creates
program in Marketo
using Wrike details
1
Webinar
created in Zoom
after project
reaches certain
stage
Attendee & no show data
pushed to Salesforce (and
Wrike) campaign
2
3
4
Follow up sequences in
Outreach or sales notification
in Slack based on engagement
& CRM data like opp status,
target accounts, account
scoring
5
Native sync of
programs/
campaigns &
lead, contact,
account records
1-click add to Outreach
BI pipeline
for webinar
data
6 On-demand
reporting on
webinar
attendance (by
webinar,
account, etc.)
via Slack
7

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program launch automation
International events marketing team
member creates ticket w/ all event
variables (time, date, location, title, etc.)
Manager reviews &
approves
Publish
registration
pages via
AEM
📥
Email user & mgr a complete list of URLs
w/ all possible UTM permutations
Create Marketo Program; set campaign
sync; send test emails to manager;
activate/schedule campaigns
Create SFDC Campaign

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Introducing
Joshua
Chen

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about Joshua Chen
• Joshua Chen
• Global Campaign Operations Manager
at Pure Storage
• 2x Marketo Certified Expert | 8000
Hours in Marketo
• Traveling Enthusiast
• Die-Hard Laker Fan

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About Pure Storage & Campaign Ops Team
2021
• Global Demand Ops
• 8000 Tickets Per Year
• 4000 Puritans
• 100 Requesters
• 10 Agents
• 3 Agencies
2017
• America’s Demand Ops
• 1200 Tickets Per Year
• 1000 Puritans
• 40 Requesters
• 2 Agents (Joshua +
Manager)

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Build Your Workflow Automation

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Folder Structure

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Program Naming Convention
Ex. YYYY-MM-DD|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name
Ex. YYYY-QQ|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name

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Program Templates & Tokenization

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Integrated Ticking & Intake System

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Let the Automation Begin!
Ticket is submitted through
ServiceNow for Campaign,
Invite, and Landing Page
Creation. All submitted fields
will be referenced in later
steps.
Workato generates a
Campaign Name based on
our Naming Convention and
creates a new campaign in
Salesforce

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Automating Marketo
Based on various fields such as Tactic,
Start Date, Theater, Region, etc, Workato
locates a folder to save to be created
Marketo Program. If this Folder does not
exist, Workato creates this folder
Based on Tactic and Language, Workato
clones a Marketo Program template and
saves it in the folder from previous step
As a result, all Marketo emails and Landing
Pages in the Program will be fully
populated
● Invite (Multiple Versions)
● Confirmation
● Reminders
● Follow Ups
As a result, all Marketo emails and Landing
Pages in the Program will be fully populated
● Invite (Multiple Versions)
● Confirmation
● Reminders
● Follow Ups

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Bonus Automations
Workato creates an
Event Calendar in
AddEvent for Calendar
customization and adds
these links to Marketo
tokens
Workato creates a
Meeting or Webinar in
Zoom and adds these
to Marketo tokens

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Automating Marketo Cont.
Workato schedules all
batch smart campaigns
● Send test emails to
Requester
● Send Reminder Emails
and Post-Event Emails
at a specified time
Workato activates all
trigger smart
campaigns
● Fills Out Form
● Sync to SFDC
● Etc.

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One Last Touch!
Workato updates ServiceNow
ticket with all necessary
details
● Campaign Name
● Marketo Program Link
● SFDC Campaign Link
● Landing Page URL
● Etc.
Workato changes status
of ticket to Under
Review or Closed

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Key Takeaways & Benefits
• Cost Savings
• Potential Total Annual Savings: 30-50%
• Increase in Speed
• Execution from 3 Business Days to Seconds or Minutes
• Ability to Scale
• Allows us to take on new projects and requests from teams we could not
previously support
• Data Accuracy
• There are over countless steps that Agencies/humans can make mistakes on.
Workflow Automation will remove inaccuracies.
• Global Consistency
• Removes any inconsistencies with Campaign Naming and a number of other
disparate processes

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Now back to
your regular programming

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making insights actionable

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tiered enrichment
❏7 enrichment vendors
❏Batch jobs too infrequent
❏No error-handling
Challenges
Results
Reduced enrichment tool costs
Near real-time
0 Marketo API calls
Data Source First Last Email Job Title Country Phone Company
1: First Party X
2: D&B X X
3: ZoomInfo X
4: DiscoverOrg X
5: Clearbit X
6, 7, 8.. X

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taxonomies
Network Architect
❏Heavy workload for Marketo
❏Overly complex to manage
❏Batch jobs too infrequent
Challenges
Results
0 Marketo API calls
Function
Title
Function
Subfunction Subfunction Subfunction Subfunction
IT
Networking
Workato Lookup Tables

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event-to-cash
automation

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Feedback from the Events & Field Marketing team
Lackluster native integrations hamper:
a. Automation, speed & efficiency of tasks
b. Sales insight into registrant/attendee data
c. How to define revenue attribution for events
How did this start?

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What is event-to-cash?
Streamlining and automating production/execution of events and
reporting/attribution that follows, including opportunity attribution
event-to-cash overview

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challenges
● Shallow native integration
● Double-gated registration
● 10,000 registrants
● Calendar invites
● Dozens of sessions
● Manual export/import

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● 10,000+ registrants
● Registration alerts
● Meeting alerts
● SDR follow-up
● Dashboards (next slide)
early wins

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early wins - dashboards

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early wins - dashboards

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• Nothing
• Everything
• Intro: Hopin connector
What changed?

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IMPACT

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pre-event improvements
• Simplified registration
• Improved conversion

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• Streaming attendance
• Streaming insight
• Automated data flow into
dashboards
• Reusable automations
• Reduced person-hours & staff
required
sample post-event report
post-event improvements

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Keep the conversation going!
Hello@digitalpi.com

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Thank You
david.kreitter@workato.com
650.302.7566