Presentation -- Preparing for a Marketo Implementation & Managing Your First 30 Days (pptx)
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Plan your Marketo Implementation in your first 30 days! The presentation summarizes a simple process of Planning, Implementing, Training and Measuring the results for Data Driven Marketers who are using Marketo.
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Presentation -- Preparing for a Marketo Implementation & Managing Your First 30 Days (pptx)
- 1. Preparing for a Marketo Implementation & Managing Your First 30 Days Dan Radu President & Founder, Macro 1 © Macromator Inc. Private & Confidential
- 2. What Will You Learn Today • Why Marketo is your marketing automation solution • The Importance of Implementation and Training • Planning a successful implementation • First 30 Days: Marketo Implementation • Next 60 Days: Marketing Campaigns • Implementation pitfalls and risks to avoid 2 © Macromator Inc. Private & Confidential
- 3. Choosing a Marketing Automation Platform • Robust Salesforce CRM Integration • Enterprise features which match your needs • Ease of Use and Navigation • Technology and service partners available for help • Support Community • Support Services 3 © Macromator Inc. Private & Confidential
- 4. Why Choose Marketo • Best Salesforce CRM Integration • Best enterprise features for personalization • Large Community & User Groups • Pace of Innovation – Marketo rolls out several new features per year • Easy to use tree folder structure • Largest Ecosystem of Partners & Integrations – LaunchPoint • Free, Premiere or Elite Support Available 4 © Macromator Inc. Private & Confidential
- 5. The Importance of Implementation and Training 5
- 6. Importance of Implementation and Training 6 • Easier to bring marketing operations up to speed • Less likely to run into errors or problems • Alleviates the burden on staff • Crucial to build a solid foundation for operations • Prepares the team for unexpected issues • Team gets accustomed to best practices © Macromator Inc. Private & Confidential
- 8. S U C C E S S Marketo Success Steps 1 - Plan Who are you targeting? What campaigns will you run? Who is involved? 2 - Implement Technical Set up Template Design Salesforce Integration 3 - Train Processes Marketing User Training Sales Training Internal Marketo Champion Training Campaign Execution 4 - Measure Campaign Effectiveness Sales Results 30 Days Timeframe 8 © Macromator Inc. Private & Confidential
- 9. First Things You Need To Do • Identify measureable objectives • Establish current benchmarks • Involve all stakeholders • First 30 Days: Marketo Implementation • Next 60 Days: Marketing Campaigns • Reporting • Avoid common pitfalls 9 © Macromator Inc. Private & Confidential
- 10. Prioritize Your Objectives Priority Strategic Objective 1 More Leads 2 Better Quality Leads 3 Engagement of Existing Customers 4 Qualifying Sales Readiness 5 Nurture Leads Which Are Not Ready To Buy 6 Streamline marketing and sales operations 7 Other 10 © Macromator Inc. Private & Confidential
- 11. Questions to Ask Yourself • How do you measure your marketing success? – Is email click enough success? • What marketing tactics do you practice? – Email, web content, paid search, events etc • How do you handle marketing-to-sales lead handoff? – What is a Marketing Qualified Lead (MQL)? • How large is your database? Which leads do you need? • How do you manage forms and landing pages? – Marketo Forms vs. Embedded Forms 11 © Macromator Inc. Private & Confidential
- 12. Who Should You Involve Responsible Party How are they involved? Marketing Team • Setting objectives • Executing Marketing Campaigns • Following Brand Guidelines Web Team • Website Tracking Code • Updating the website forms IT / CRM Team • CRM Integration • Vanity domains (e.g. go.YourCompany.com) • Email Authentication ( DKIM, SPF) Sales Leadership • Working the leads provided • Using the Email Templates provided • Lead Assignment process • Coordinating Sales Training 12 © Macromator Inc. Private & Confidential
- 13. First 30 Days Project Management • Project kick-off and team alignment • Step by Step Plan • Define a lead lifecycle • Marketing Operations Roles & Responsibilities Marketing Set Up • Marketing Channels Setup • Dedicated Email IP Setup • Email Templates • Landing Page Set Up • Forms Set Up • Target Audience • Buying Persona & Scoring CRM Integration • Sales Process • Sales Dashboards Technical Set Up • Website Tracking • Create CNAME • Implement Email Authentication Training • Internal Marketo Champion • Sales Team Training 13 © Macromator Inc. Private & Confidential
- 14. Beyond Your Marketo Implementation 14
- 15. Next 60 Days Campaign Execution – What programs are in your marketing calendar? – What content do you have and what content needs to be created to fuel the marketing automation machine? Measure and Adjust – How do you measure success? – Where do your reports live? – What report is relevant for sales? 15 © Macromator Inc. Private & Confidential
- 16. Implementation Pitfalls and Risks • Too much focus on technology • Not enough focus on strategy & objectives • No measurable objectives • No clear definition of buying persona • Not investing in the right partner • Lack of internal training for all stakeholders • No clear roles and responsibilities defined 16 © Macromator Inc. Private & Confidential
- 17. Marketo & CRM Experts Better Marketing Operations Dan Radu Founder & President Macromator Inc. Marketing Operations & MarTech Agency http://MOps.Agency +1 647 760 8629 dan@Macromator.com