Marketo@Marketo: How We Do What We Do (Part I)
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Ever wonder how marketers at Marketo use the Marketo platform and various applications to drive demand, cross-functional collaboration, and data insights? Watch this on-demand webinar to see real live use cases and best practices from Marketo Users just like YOU.
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Marketo@Marketo: How We Do What We Do (Part I)
- 2. Tanya Chu Sr. Marketing Ops Programs Manager The Shawshank Redemption Rick Siegfried Customer Marketing Manager Ghostbusters Mike Madden SMB Demand Gen Programs Manager Forgetting Sarah Marshall Speakers & Desert Island Movie
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Today’s Agenda • Email Deliverability (powered by 250ok) • Marketing Calendar • Revenue Cycle Explorer • Part II
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Email Deliverability
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 According to Return Path, just 79% of commercial emails land in the inbox
- 6. Set Lower Soft Bounce Thresholds
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 What’s a Soft Bounce? A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Set a lower soft bounce threshold At Marketo, if an email soft bounces more than 6 times in 30 days, we retire that email. You can set soft bounce thresholds using smart campaigns!
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Soft Bounce Management: Clean Existing Emails Smart List:
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Soft Bounce Management: Clean Existing Emails The Flow:
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Soft Bounce Management: Triggered Campaign Smart List:
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Soft Bounce Management: Triggered Campaign The Flow:
- 13. Measure and Optimize Your Email Inboxing
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Beyond Deliverability, There’s Inboxing Did you know that when an email goes to the spam folder or junk folder, it still counts as delivered? There are tools that measure inboxing, which is the percentage of delivered emails that actually hit the primary inbox.
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Does This Look Familiar?
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 What does Inboxing Look Like?
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 A closer look…
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Inboxing with Spam Filter Breakdown
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Email Rendering
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Marketing Calendar
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Marketing Calendar • What and Why is Calendar? • How we think about planning and coordination • Check the product out • Here’s the benefit
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Disconnected Calendars Hinder Coordination 70% of Marketers are still using rudimentary tools for Calendar* *Marketo Research, 2014
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 What is Marketing Calendar and Why Should You Care? Unified Track any activity Specialized Create unique views Actionable Build & modify campaigns
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 What activities are most important to you?
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Program Tagging is KEY
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Tag Values B2B or B2C B2B, B2C, Both Customer or Prospect Customer, Prospect, Both Customer Program Type Demand Gen, Retention, Informational Exec View Yes, Null Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.) Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.) Program Lead Several Region USA, EMEA, APAC, JPN, Global SMB or ENT SMB, ENT, Both Vertical Financial Services, Healthcare, Higher Education Voice of Customer Yes, Null
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 All Local Campaigns and Programs
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Also able to rename
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Program Naming Methodology…
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Program Naming Methodology… [Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year] You Are Currently a Member of… Your Program Status is… Event – Webinar – Marketo > Registered What is it? Where is it? When is it? WM – Marketo@Marketo Part I – USA – Jan 2016
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Tentative vs. Confirmed Email
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Best Practice: Approve from Control Panel
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Confirmed Event
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Voila… Event Check-in App!
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Hey Man, Nice Filter
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Entry Types
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Entry Types + Program Tags
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Entry Types + Program Tags + Workspaces
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Welcome to my home…
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Sharing is caring
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Sharing is caring
- 43. Let’s show this prehistoric calendar how we do things at Marketo
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 CALENDAR HD!!!
- 45. • Display full HD views of your programs calendar and goals on office walls • Provide visibility to sales, C-suite and business stakeholders Align Teams to Big Picture Goals
- 46. Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Let’s take a step back… how do we do this?
- 47. Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Build from the ground up
- 48. Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 What are your goals and aspirations?
- 49. Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 It’s all here…
- 50. Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Revenue Cycle Explorer
- 51. Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Revenue Cycle Model Complete view of customer lifecycle journey
- 52. Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Revenue Model = Buying Cycle • Stages aligned to buying cycle • Flow reflects sales and marketing relationship/alignment
- 53. Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Marketing’s Impact on Generating Revenue Lead Count: How many leads in each stage? Lead Conversion: What is the conversion ratio from stage to stage? Is it trending up or down? Lead Generation: How many new leads did marketing generate last month for sales? Lead Velocity: What is the average “revenue cycle” time across stages? Lead Generation: How many marketing qualified leads for a given period? Program Effectiveness: Which programs move leads through the funnel? Program Effectiveness: Which programs work best for closing business?
- 54. Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 RCE: Top 3 Reports – Program Analysis Program Cost Analysis: See the ROI for all of your programs. Program Revenue Stage Analysis: New names that have reached particular success stages within your revenue cycle model. Program Opportunity Analysis: Opportunities generated based on distribution, their revenue, and ROI.
- 55. Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Program Opportunity Report - Sample
- 56. Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 RCE: Understanding Marketing Effectiveness How did my program stack rank against all the other programs? Program Cost Program Revenue Stage
- 57. Page 57Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 RCE: Driving to Opportunity Pipeline Program Opportunity Report What opportunities and pipeline did my program create?
- 58. Page 58Marketo Proprietary and Confidential | © Marketo, Inc. 1/26/2016 Ongoing Refinement Bi-annual assessment of our model Lead status Content alignment New additional models Nurture Customer model
- 59. Thanks for being here! …Questions? Amazing Resources: docs.marketo.com marketo.com/summit (Early Bird Rate Expires 1/31 - save $200!) nation.marketo.com (sorry, customers only!)
Notas do Editor
- - Introduce self
- - Introduce self
- We will be answering the questions that marketers must ask themselves when building out their perfect calendar Entry Types are just that, the types of entries into Calendar Program Tags are a way of categorizing your programs and thus entries A clear and clean naming convention is as important as anything, because if you can’t understand what someone else has added, what is the point? Scheduling is where the action is, literally. Your ability to schedule in Calendar is what makes it such a powerful tool Icing on the cake, Calendar HD, how to present and ‘wow’ your audience with your own Calendar presentation
- So why talk about deliverability? According to Return Path, only 79% of commercial emails hit the primary inbox. That means 1/5 end up in junk, spam, hard bounce or go undelivered. If you are counting on all 100% of delivered emails to hit the inbox and 1 in 5 do not, that’s a BIG deal! Also, how many times have you ever looked in your spam folder and clicked a bunch of those emails? Probably not often. When we see that something has been determined spam, we tend to keep our distance.
- Soft bounce: a temporary problem with email deliverability that can be due to an unavailable server or full inbox. So what should you do improve your soft bounce rates?
- Set a lower soft bounce threshold In Marketo, you can set soft bounce thresholds using smart campaigns. Here at Marketo, we have automated campaigns that are listening for soft bounce thresholds to be met. We do this because if an email has soft bounced 20 times in a row, there could be another problem than a temporary server issue and just to be safe, we flag the email as invalid. We built two campaigns to manage soft bounces. I would highly recommend that you use something like these if you don’t already! Let’s dive in!
- Soft Bounce Management: Clean Up Existing Emails The first challenge we had to tackle was cleaning up all repeatedly soft bouncing emails in the past. We essentially had to clean out the junk before we could build an automated campaign that would scrub emails as we go. So we built a campaign that said if an email has soft bounced more than 10 times and went undelivered at least 5 times in the last 90 days, mark it as invalid. This removes it from all future marketing campaigns. Here we have the smart list from that campaign. You can see we are targeting Customers in filter 1, then have the soft bounce filters below.
- And here is the flow. We mark the email as “Email Invalid” and change the data value on the “Email Invalid Cause”, which is a field of ours, to “Soft Bounce > 10 times, past 90 days”. By having a centralized field like Email Invalid, we can reference the field in all of our smart lists moving forward and suppress those email addresses.
- Okay, so the last campaign was to clean up existing email addresses that have reached a high number of soft bounces. Next, we needed to build something that would capture soft bounces as they occur and mark them as invalid. In the above smart list, we listen, using a trigger, for emails that soft bounce a minimum number of 6 times and went undelivered more than twice in the last 30 days.
- The flow here is very similar to the flow from the batch clean up campaign we just reviewed. The only difference here is the email invalid cause. But that’s it. So what have we accomplished with these two campaigns? With the first batch campaign, we clean up emails in our system that had a reputation for repeatedly soft bouncing. And then with this triggered campaign, we have introduced an automated scrubbing campaign. So as we send more emails, more emails will qualify for this trigger and be scrubbed out. Bounce management methods like this are critical to managing your deliverability and list hygiene. Lastly, these are numbers that we found worked for our business and frequency of emails sent. They may not be the right numbers for you to use. If you’d like to introduce these campaigns into your instance, think about your team’s email frequency, bounce rates, and deliverability.
- Number 2: Measure and Optimize Your Email Inboxing
- Did you know that when an email goes to the spam folder or junk folder, it still counts as delivered? So you might have a 99% email deliverability rate, which seems awesome, but maybe only 50% of those emails actually hit the primary inbox. And if you’re like any business that relies on email marketing to drive revenue, 49% of your emails going to spam or junk is a BIG deal! But how would you know if that’s happening? Luckily, there are tools that measure inboxing, which is the percentage of delivered emails that actually hit the primary inbox.
- You’re probably used to seeing metrics just like this. 1,142 emails were sent, 1,124 emails were delivered and you’re deliverability rate was 98.4%. That’s a pretty great deliverability rate, but as I just mentioned, what percentage of those emails actually hit the inbox and not a spam or junk folder? This is where 250ok, Marketo’s integrated inboxing tool, becomes your new best friend!
- Here’s a screenshot from 250ok. As you can see, deliverability is broken down much more granularly than “you got 98.4% deliverability”. Each row represents a different email provider and the columns show you your inbox rate, your spam folder rate, and the rate of emails that went missing entirely. These domains can be weighted so that if 50% of your email list happens to be Gmail, you get a fair inboxing representation in this tool. The total inboxing on this campaign was 89.5%, which is very good especially since we know from Return Path that on average only 79% of emails hit the inbox.
- Here’s a screenshot from 250ok. As you can see, deliverability is broken down much more granularly than “you got 98.4% deliverability”. Each row represents a different email provider and the columns show you your inbox rate, your spam folder rate, and the rate of emails that went missing entirely. These domains can be weighted so that if 50% of your email list happens to be Gmail, you get a fair inboxing representation in this tool. The total inboxing on this campaign was 89.5%, which is very good especially since we know from Return Path that on average only 79% of emails hit the inbox.
- 250ok will also provide you with a breakdown of how your email performed at the spam filter level. Some of the most recognizable spam filters are Barracuda, Cloudmark and Spam Assassin. As you can see here, this same campaign passed all of these major spam filters. There’s even a report within 250ok that shows your email’s placement within the three Gmail tabs, which is incredibly useful because let’s face it…the best place for your email to land is in the primary tab, not the promotions tab. And if you know that 75% of your emails are landing in promotions, you can then develop campaigns targeted towards Gmail subscribers asking them to move your emails from promotions to primary to increase your inboxing.
- Lastly, what I would say is probably one of the best features of 250ok is Design Informant, featured above. It allows you to check email rendering across all mobile devices, browsers, and email clients. Are you positive your email templates are rendering correctly? This will answer that question. Additionally, you’ll get code optimization suggestions, checks on your images and links, and a full spam audit of each email. The tools here are plentiful and the value is endless. I use 250ok for every single email that I send. By following these soft bounce management strategies and tools in 250ok, you can see great results in your deliverability and inboxing in just a couple of weeks! I strongly recommend that you explore adding an inboxing tool into your marketing mix. And that is the only little sales pitch I have for you. I promise! Now, back to Rick!
- We will be answering the questions that marketers must ask themselves when building out their perfect calendar Entry Types are just that, the types of entries into Calendar Program Tags are a way of categorizing your programs and thus entries A clear and clean naming convention is as important as anything, because if you can’t understand what someone else has added, what is the point? Scheduling is where the action is, literally. Your ability to schedule in Calendar is what makes it such a powerful tool Icing on the cake, Calendar HD, how to present and ‘wow’ your audience with your own Calendar presentation
- This is the current state of affairs Be it an online tool like Google Calendar or the caveman calendar of a whiteboard with post-its A complete marketing calendar solution is something that has long been lacking in the marketplace
- - Marketo Marketing Calendar changes all of this by bringing your calendar to life and keeping teams coordinated, so they can be more productive and avoid costly mistakes. - Before I get into the meat of the webinar, let me provide a quick overview of what exactly Marketo’s Marketing Calendar is. - (1) UNIFIED - Unlike other calendar solutions, Marketing Calendar is built on your current instance of Marketo, so it instantly displays all of your emails, events, and more. - You can add other marketing activities to your calendar, like content assets, press releases, and blog posts, to create a single source of truth for marketing activities. - (2) SPECIALIZED - Marketing Calendar provides personalized views to everyone on the team and empowers them to find and resolve scheduling conflicts and gaps, and to avoid them altogether. - With Marketing Calendar, marketing teams can more easily plan, coordinate and communicate everything marketing is doing. - (3) ACTIONABLE - You can reschedule, unapproved, send tests?
- I’m going to make you ask yourself a lot of questions, so get used to it. Why do you want to have a calendar? What is it that you want to schedule that you want others to see and to have as your own source of insight
- To properly set the stage, we must cover the base of what Marketing Calendar thrives on – program tags! Program tagging is the system for categorizing your Marketo programs, think of it as tying specific category types to a program With program tags, you’re able to not just easily report on your programs with tools like Revenue Cycle Explorer, but also easily view and schedule within Marketing Calendar I’ll show that later, first, the extent of tagging
- These are the tags we use at Marketo We categorize based on audience (B2B/B2C, Region, Customer/Prospect, SMB/ENT, BOTH) – I use Both for my view of customer demand gen programs because we will run, for example, events that have “Both” customer and prospect (new business) elements. I want those to show up in my own Calendar view (which I will cover later), so I’d tag it both Also based on various program details like what product I’m cross-selling, what piece of content is used, should this show up in our Executive Calendar HD view for the 4th floor at HQ in beautiful San Mateo?
- Now back to Calendar! This is this very webinar program I can see all email programs and smart campaigns local to the event program
- When building the program, we keep the asset names simple, but rename in Calendar in order to keep consistency Once cloned, calendar name won’t affect program name and vice versa – If I decided to rename “Invite” to “Invite 1” – the Calendar entry will not be affected
- You have to know what you’re looking at and that cannot happen with everyone naming programs and campaigns whatever comes to mind, or in their own personal organized way which does no one any good but themselves How you name your programs should be easy to translate in a second, answering the basic questions What is this? Who is it for? When is it?
- The way we’ve adopted to named our programs is identifying…
- - You’re probably asking your self what the Grey and Orange boxes mean - Orange, or Confirmed, is a scheduled and approved program or campaign - Grey, or Tentative, is when a program or event is scheduled but not necessarily “confirmed” or “approved” - Approving an Email program will approve the email to go out, it is confirmed and scheduled
- - Click the “swirly icon” to verify the number of leads that will be sent the email This isn’t because you need to make sure that Marketo doesn’t send to the wrong people, it’s to make sure that you built your list correctly Once you see the final number, THEN approve
- An Event is something such as a Webinar or Road Show To get the details on an event’s schedule status, look for the Schedule view In this instance we’re looking at a field event, a holiday party. From here you’ll be able to see what day the event is scheduled on – December 3 Now that the event is confirmed…
- It shows up in the Event Check-in App! Available for iOS or Android – search “Marketo Events”
- If you’re having trouble finding what’s already scheduled/exists in the program, use the Agenda sidebar – it is your friend!
- This is where saved Filters come into play, the one in reference being ‘Customer Webinars (USA)’ A Calendar View is a saved set of filters, or parameters which dictate what is shown It is a combination of…
- Entry Types (which I mentioned before, those things that are important to you)
- Program Tags - those super important things that make program setup magical
- Workspaces – these are separate areas in Marketo that hold marketing assets like programs, landing pages, emails, etc. – this is for instances like different geographies, different product units, etc.
- As you can see, my view, Cust DG (USA), consists essentially of Emails and Events whose target is customers in the US From here, I, or any marketer, can not just see what emails and events are happening, but one can act on those emails and events Archaic planning “solutions” – if you care to call them that – can do nothing but give insight into what others have thought about doing, that is it Whether they’ve forgotten to schedule, decided to reschedule, or any of the other hundreds of random changes or human errors that can throw a wrench into your marketing team’s planning
- And they go to the URL you shared (and obviously, they have to be signed into Marketo) and save it by clicking the Save icon in the upper right They can name it however they see fit as it will now be saved in their personal instance, if you update your filter definition, they won’t see those changes
- On top of that, it’s easy as pie to share with someone your filter definition! Just click the share icon in the lower right, copy the URL, send to your buddy via whatever method you see fit
- And now, the pièce de résistance, Calendar HD With Cal HD (yeah, I am now coining that, you heard it here first, folks!), I can walk into a meeting and when greeted with the question, “so, what does customer marketing demand gen have going on?”
- I can respond with this complete view of everything that’s happening in my world.
- Teams also need to align on goals – pipeline, revenue, opps, MQLs Tracking these goals on a big screen TV via Marketo Marketing Calendar provides visibility to Sales, C-Suite and business stakeholders Everyone is in the know on the key programs program visibility to the C-suite, sales or other company stakeholders for more cross-functional alignment.
- To build this beautiful view, just go to the Presentation Builder by clicking “Presentations”
- From here you can easily drag and drop all aspects of what you want to present The different views (filter definitions) you have saved – my home view How often you want to change the views, should you decide to have the Presentation rotating in your office – since I only have one view, it doesn’t rotate, but the point is that it could! Goals, which I will cover in a moment Calendar Display, which is either by Month or 3 week blocks Background, which is any awesome picture that your heart could possibly desire
- Here you have the option to create two types of goals Smart List Goals: you set the target, and the current value is the value of a smart list Custom Goals: you set the target, you also set the current value
- Here is the final product.
- We will be answering the questions that marketers must ask themselves when building out their perfect calendar Entry Types are just that, the types of entries into Calendar Program Tags are a way of categorizing your programs and thus entries A clear and clean naming convention is as important as anything, because if you can’t understand what someone else has added, what is the point? Scheduling is where the action is, literally. Your ability to schedule in Calendar is what makes it such a powerful tool Icing on the cake, Calendar HD, how to present and ‘wow’ your audience with your own Calendar presentation
- So before getting into the RCE product I wanted to take a step back and talk about the importance of the revenue model itself. The Revenue Cycle Explorer really leverages the revenue model that you build for your organization so it is important to setup a model that best reflects how your business is run, where the marketing sales handoff occurs, and where your demand gen team can kick in with marketing efforts. The model you see is similar to one of the models that we use at Marketo in terms of some of the thought process regarding the success path and a few detours. We have had about four versions of our Marketo Revenue Modeler in the past two plus years that I have been at Marketo. Some of the changes that we have made are adding a few more intermediate stages to track nurturing efforts, changing the transition rules from one stage to another due to global business changes, lengthening the time that a sales lead in that SLA stage for specifically enterprise leads, and updating how we treat recycled leads versus disqualified leads. We still continue modifying this! =)
- I like this picture a lot because it overlays the marketing sales funnel onto the revenue model. The model that we have aligns pretty closely to the buying cycle. The reason for that is RCE is setup to run reports based off of these stages. For example, you can run a report on the number of leads in the marketing qualified stage to see the volume of leads sales has to follow up with. You can also determine conversion rates from sales qualified leads to closed/won to see how the sales team is doing in terms of closing deals.
- So back to looking at a version of our Revenue model. I’ve been asked to pull several reports to help understand the health of our business. These are just a handful of reports that can be run with having a revenue model up and running and RCE. I’ll highlight a few of these. Lead Count for example. Every month we run an inventory of the leads that are in the Target stage. We use this as a gauge to how we are filling the top of the funnel. Lead generation. Sanjay, our CMO periodically asks for the number of contacted, or marketing qualified leads, that have been sent over to the sales team. Of those that are sent to the sales team, we see which leads actually convert into sales leads to see how (1) the quality of the leads and (2) how productive the sales team is. Having the model in place helps us measure marketing’s impact along the customer buying lifecycle.
- So let’s take a quick look at RCE. When you first create a New report in RCE, you need to first choose the area of analysis that you want to hone in on. What you choose determines the fields and other criteria available to pull into the report. The top 3 reports we use at Marketo are the Program Cost Report, Program Revenue Stage Report and Program Opportunity Analysis Report. These reports are awesome because they directly tie Marketing Program activity with either Cost/the Revenue Model/or Opportunity Pipeline.
- Here is what a Program Opportunity report looks like in RCE. On the lefthand side are all the attributes available to pull in. The middle panel helps you organize how you want the data to fall in rows or columns. The top right section is a filter section and the bottom right panel is where the report will show up. Once we run these reports we usually export them to excel for further analysis.
- This is an example of a report that was run in RCE that was exported to excel for further analysis. This is a combination of the Program Cost report and the Program Revenue Stage report. The program cost helps with looking at ROI of the marketing dollars spent programs run that month. It helps our demand generation managers understand how their programs stack against one another. For example we can compare one sponsored webinar event to another sponsored webinar event and see which one brought more new names and successes. The program revenue stage report helps see how each of those programs are driving prospects down through the funnel. There is quite a bit data and our VP of demand gen constantly looks at these reports in aggregate, and with a birds eye view to catch any outliers, and watch for trends. She is constantly moving budget around to account for changes in marketing programming decisions.
- As I mentioned before, the other report that we use nearly 80% of the time is the program opportunity report which links pipeline and closed won business to programs that have run. All our demand generation managers have a version of this report for the programs they manage to help better understand which programs are more effective at driving pipeline and closing business. For all our metrics we look at first touch, which is acquisition, and multi-touch which is the many marketing touches along the buying journey.
- Lastly, I wanted to share that
- - Introduce self
- - Introduce self