marketo@marketo: putting together your program palace

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Marketo@Marketo: Putting Together Your Program Palace Rick Siegfried Customer Marketing Manager, Marketo

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Page 1: Marketo@Marketo: Putting Together Your Program Palace

Marketo@Marketo:Putting Together Your Program PalaceRick SiegfriedCustomer Marketing Manager, Marketo

Page 2: Marketo@Marketo: Putting Together Your Program Palace

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Who is Rick?• Manages cross-sell demand generation efforts to Marketo’s current customer base

• Started at Marketo on February 15, 2011

• Currently located in Evanston, IL with fiancé

• Plays drums in two Chicago-area metal bands

Page 3: Marketo@Marketo: Putting Together Your Program Palace

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

What is a program?Program [proh-gram, -gruh m]: plan of action to accomplish a specified end

Page 4: Marketo@Marketo: Putting Together Your Program Palace

Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

What is a Marketo Program?A single marketing initiative. For instance…

Email Event Nurture Anything else your Marketing

Team can imagine!

Page 5: Marketo@Marketo: Putting Together Your Program Palace

Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

What is a Marketo Program?

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Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

My Marketo -> Marketing Activities

Page 8: Marketo@Marketo: Putting Together Your Program Palace

Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Ya Gotta Get Organized!

Page 9: Marketo@Marketo: Putting Together Your Program Palace

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Ya Gotta Get Organized!

Page 10: Marketo@Marketo: Putting Together Your Program Palace

Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Ya Gotta Get Templatized!

Page 11: Marketo@Marketo: Putting Together Your Program Palace

Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Ya Gotta Get Back to Getting Organized!

Page 12: Marketo@Marketo: Putting Together Your Program Palace

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Ya Gotta Get Back to Getting Organized!

Page 13: Marketo@Marketo: Putting Together Your Program Palace

Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Ya Gotta Get Back to Getting Organized!

Page 14: Marketo@Marketo: Putting Together Your Program Palace

Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Summary View

Page 15: Marketo@Marketo: Putting Together Your Program Palace

Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Naming Methodology…

[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]

You Are Currently a Member of…

WM – Program Setup – USA – Jun 2016

Your Program Status is…

Event – Webinar – Marketo > Registered

Page 16: Marketo@Marketo: Putting Together Your Program Palace

Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Naming Methodology…

[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]

You Are Currently a Member of…

WM – Program Setup – USA – Jun 2016

Your Program Status is…

Event – Webinar – Marketo > Registered

What is it? Who is it for? When is it?

Page 17: Marketo@Marketo: Putting Together Your Program Palace

Program Scheduling

Page 18: Marketo@Marketo: Putting Together Your Program Palace

Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Schedule View

Page 19: Marketo@Marketo: Putting Together Your Program Palace

Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Agenda Sidebar

Page 20: Marketo@Marketo: Putting Together Your Program Palace

Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Webinars)

Page 21: Marketo@Marketo: Putting Together Your Program Palace

Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Webinars)

Page 22: Marketo@Marketo: Putting Together Your Program Palace

Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Webinars)

Page 23: Marketo@Marketo: Putting Together Your Program Palace

Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Webinars)

Page 24: Marketo@Marketo: Putting Together Your Program Palace

Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Webinars)

Page 25: Marketo@Marketo: Putting Together Your Program Palace

Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Webinars)

Page 26: Marketo@Marketo: Putting Together Your Program Palace

Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Webinars)

Page 27: Marketo@Marketo: Putting Together Your Program Palace

Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Point of No Return

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Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Point of No Return

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Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Clear the table 123

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Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Field)

Page 31: Marketo@Marketo: Putting Together Your Program Palace

Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Scheduling Event Programs (Field)

Page 32: Marketo@Marketo: Putting Together Your Program Palace

Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Voila… Event Check-in App!

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Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Voila… Event Check-in App!

Search for ‘Marketo Events’

Page 34: Marketo@Marketo: Putting Together Your Program Palace

Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Dangers of Cloning

Page 35: Marketo@Marketo: Putting Together Your Program Palace

Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Dangers of Cloning

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Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Dangers of Cloning

Page 37: Marketo@Marketo: Putting Together Your Program Palace

Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Dangers of Cloning

Page 38: Marketo@Marketo: Putting Together Your Program Palace

Program Setup

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Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Setup Tab

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Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Tagging is KEY

Page 41: Marketo@Marketo: Putting Together Your Program Palace

Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Tag ValuesB2B 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. Web Personalization, Advanced Analytics)

Program Lead Anyone & Everyone who manages programs

Region USA, EMEA, APAC, JPN, Global

SMB or ENT SMB, ENT, Both

Vertical Specific industries we target (ex. Financial Services, Healthcare, Higher Education)

Voice of Customer Yes, Null

Page 42: Marketo@Marketo: Putting Together Your Program Palace

Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

TAG… YOU’RE IT!

Page 43: Marketo@Marketo: Putting Together Your Program Palace

Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

What’s left to set up?

Page 44: Marketo@Marketo: Putting Together Your Program Palace

Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

What’s left to set up?

Page 45: Marketo@Marketo: Putting Together Your Program Palace

Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

What’s left to set up?

Page 46: Marketo@Marketo: Putting Together Your Program Palace

Program Planning

Page 47: Marketo@Marketo: Putting Together Your Program Palace

Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

My Marketo -> Calendar

Page 48: Marketo@Marketo: Putting Together Your Program Palace

Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

What is Marketing Calendar and Why Should You Care?

UnifiedTrack any activity

SpecializedCreate unique views

ActionableBuild & modify campaigns

Page 49: Marketo@Marketo: Putting Together Your Program Palace

Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Hey Man, Nice Filter

Page 50: Marketo@Marketo: Putting Together Your Program Palace

Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Entry Types

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Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Entry Types + Program Tags

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Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Entry Types + Program Tags + Workspaces

Page 53: Marketo@Marketo: Putting Together Your Program Palace

Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Welcome to my home…

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Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Sharing is caring

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Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Sharing is caring

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Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Sharing is caring

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Program Tokens

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Page 58Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Tokens Tab

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Page 59Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Tokens

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Page 60Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Basic Info!

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Page 61Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Logistics!

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Page 62Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

.ics files!

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Page 63Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

.ics files!

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Page 64Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

And Back to Getting Organized…

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Page 65Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

A few campaign examples… Registered

Page 66: Marketo@Marketo: Putting Together Your Program Palace

Page 66Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

A few campaign examples… Registered

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Page 67Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

A few campaign examples… Attended

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Page 68Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

A few campaign examples… Attended

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Page 69Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

One more… Registered and Clicked

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Page 70Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

One more… Registered and Clicked

Page 71: Marketo@Marketo: Putting Together Your Program Palace

Page 71Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Success!

Page 72: Marketo@Marketo: Putting Together Your Program Palace

Program Reporting

Page 73: Marketo@Marketo: Putting Together Your Program Palace

Page 73Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

My Marketo -> Revenue Explorer

Page 74: Marketo@Marketo: Putting Together Your Program Palace

Page 74Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Getting Organized Again!

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Page 75Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Getting Organized Again!

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Page 76Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Cost Analysis

Page 77: Marketo@Marketo: Putting Together Your Program Palace

• Which channels/programs are generating the most successes/new names by month?

• Which channels are the cheapest for bringing in new names?

Program Cost Analysis

Page 78: Marketo@Marketo: Putting Together Your Program Palace

• Which channels/programs are generating the most successes/new names by month?

• Which channels are the cheapest for bringing in new names?

Program Cost Analysis

Quick Tip: drag in filters to narrow down your results

Page 79: Marketo@Marketo: Putting Together Your Program Palace

• What is the trend of cost per new name by channel?

Program Cost Analysis

Page 80: Marketo@Marketo: Putting Together Your Program Palace

• What is the trend of cost per new name by channel?

Program Cost Analysis

Quick Tip: change data view to graph and add trend line

Page 81: Marketo@Marketo: Putting Together Your Program Palace

Program Revenue Stage Analysis

Page 82: Marketo@Marketo: Putting Together Your Program Palace

• Where are my leads in the funnel for each channel?

Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

Page 83: Marketo@Marketo: Putting Together Your Program Palace

• Where are my leads in the funnel for each channel?

Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

Quick Tip: Get more granular by adding in Program Name

Page 84: Marketo@Marketo: Putting Together Your Program Palace

Example

How are my leads moving through the funnel?

Where are my leads getting stuck?

Which channels have the best lead to opportunity

rate?

Page 85: Marketo@Marketo: Putting Together Your Program Palace

• How fast do my leads move through the funnel?Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

Page 86: Marketo@Marketo: Putting Together Your Program Palace

• How fast do my leads move through the funnel?Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

Quick Tip: Add in conditional formatting

Page 87: Marketo@Marketo: Putting Together Your Program Palace

• FT = First Touch• Acquisition Program = 100% of the credit

• MT = Multi Touch• Programs in between acquisition and opportunity = divided

credit

Attribution – explained (FT vs. MT)

Content Syndication

Clicked on email

Attended Webinar

Attended Demo

Downloaded Definitive

Guide

Opportunity Opened ($43K)

FTProgram that generated

name (acquisition program) = 100% of credit

MTAll programs that touched

the lead and contributed to an opp = divided credit

Example customer journey: Acquisition Program Opportunity

Page 88: Marketo@Marketo: Putting Together Your Program Palace

Program Opportunity Analysis

Page 89: Marketo@Marketo: Putting Together Your Program Palace

• How are my marketing programs impacting total revenue?Program Opportunity Analysis

Total Marketing Revenue Generated

÷Total Revenue Generated

= % Revenue Marketing

Contributed

Page 90: Marketo@Marketo: Putting Together Your Program Palace

• How are my marketing programs impacting total revenue?Program Opportunity Analysis

Total Marketing Revenue Generated

÷Total Revenue Generated

= % Revenue Marketing

Contributed

Quick Tip: Pull in Opportunity Name and Cost of Opportunity to see which opps your programs influenced

Page 91: Marketo@Marketo: Putting Together Your Program Palace

Example Quick Tip: Consider which channels are driving the most revenue (FT vs. MT) AND the most new names

Page 92: Marketo@Marketo: Putting Together Your Program Palace

• What is my ROI?Program Opportunity Analysis

Revenue ÷

Cost =

ROI

Page 93: Marketo@Marketo: Putting Together Your Program Palace

• What is my ROI?Program Opportunity Analysis

Revenue ÷

Cost =

ROI

Quick Tip: Set a goal/baseline for your ROI metric to measure your success on

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Page 94Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Questions that were Answered• What is a program?• How are programs set up?• How do I organize them?• Why use programs?• Should I go see the new Ghostbusters movie?

Page 95: Marketo@Marketo: Putting Together Your Program Palace

Page 95Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Page 96: Marketo@Marketo: Putting Together Your Program Palace

Questions?More Amazing Resources:• docs.marketo.com• nation.marketo.com (sorry,

customers only!)

Page 97: Marketo@Marketo: Putting Together Your Program Palace