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Hi #MKTGNation!

 

On Friday we aired our latest #KreweChat which took us from where we left Episode 11: Email Editor 2.0 and moved into more advanced email tips and best practices.  I had the pleasure of Joe Reitz, Ande Kempf, Dory Viscogliosi, Jenn DiMaria and Geoff on the Chat with me. 

 

Email marketing and Email nurturing are a critical component to business as we know it today. Since the development of the first “electronic mail” back in the 1960s (yes, I said 60s) the use has spread from experimental to government to civilian use.  The 90s and the internet boom helped to usher in the popular use of email as we know it today. One could hardly imagine doing business today without email, instant and text messaging.

 

We cover of topics such as the parts of an email, SPF/DKIM, A/B Testing, Blacklisting and Emojii use.

 

Check it out here: #KreweChats Episode 14: Email Tips & Best Practice - YouTube

 

Please comment with any questions, suggestions for the next chat, tips or best practices that we have missed.

 

Thanks

Julz

Working with cross-channel marketing, where you have a lot of different entry points to your landing pages, it’s a good idea to keep track of which sources, campaigns, content variants and more are generating traffic and which are converting on your content.

 

One thing I noticed is that it can get quite messy to keep track of touch points, traffic sources and much more in a manner that doesn’t for example require exploring an activity log for an interesting lead, going through interesting moments for an individual, or sifting through the Opportunity Influence Analyzer (great report but requires manual follow-up).

 

Grabbing UTM Parameters in hidden form fields

This one is a pretty well-known tactic that allows you to autofill a chosen field with a value from any parameter in the query string of your URL, it will be key to set up for the following parts and more information can be found here:  Set a Hidden Form Field Value - Marketo Docs - Product Docs

 

Preparing Marketo for tracking five different UTM Parameters

The normal uses of UTM parameters are Campaign, Content, Medium, Source and Term. More information on these and their uses can be found on Google’s URL builder: Campaign URL Builder — Google Analytics Demos & Tools

 

The first step would be to create a custom field for each of these parameters in order to allow for getting the data into Marketo when a lead converts on a form. If they came in to your website through a sponsored ad, you should know what source, medium, campaign and content drove this conversion. I would recommend using a naming convention for your custom fields so as to not get them lost/forgotten or mixed up with your fields that came out of the box, more on that here: 6 tips for scalable Naming Conventions in Marketo | Avaus Marketing Innovations

 

Now instead of only tracking a lead’s last touch on a UTM parameter, I would recommend creating corresponding First and Multi-touch fields to be able to track the first touch value a lead had when converting, the last one and a log of all values (this proves to be important in the next step), looking something like this:

We use the prefix AMI for Avaus Marketing Innovations, you should decide how you want to name/structure your field names.

 

Setting up forms and a smart campaign for assigning values across fields

Once these fields are in place you should make sure to set them as hidden fields in all your forms. The ones that are needed for this are the Last Touch fields, as a form conversion will always be the last touch and a smart campaign will be used for assigning values to the first and multi-touch fields.

 

Form setup

Add all the LT fields into your form as field type Hidden, configure autofill settings for each field for the corresponding UTM parameter. From my example above, the field AMI_LT_Source would be configured with the parameter utm_source, like this:

To make this process easier it would save you time and make everything more scalable to use global forms for your different form types (content, event, newsletter sign-up, contact, etc), which you can read more about here: Scaling up Marketo - Think ahead and clone to own your production time

 

Smart Campaign setup

You will need a Smart Campaign to assign values to your First and Multi-touch fields. In order to avoid an excess of Data Value changes triggers, this can be done with 5 Smart Campaigns (one for each utm_parameter).

 

Trigger:

Data Value changes – LT field (the one used in your form) as well as a Lead is created trigger with the filter for the same field not being empty (since most times a data values changing from null to a first value does not trigger a data value change).

Flow:

 

1. If the FT field is empty, it will be populated with the LT field value, otherwise nothing will happen.

2. a) If the MT field is empty it will be populated with the System Date/time and the FT value. The system token here could get unnecessary and make the MT field quite long so it’s all up to the person making it.

2. b) If the MT field is not empty it will add the LT field first and concatenate the MT field after with a divider:

{{system.dateTime}} {{lead.AMI_LT_source}} | {{lead.AMI_MT_source}}

 

The Multi-touch field is great if you have a lot of touch points that leads run through and it can give a good overview that can be used in alerts.

 

Note: There are a few different ways of making this setup, if this does not work for you I would suggest setting up a separate smart campaign for when leads are created with a wait step and to assign values to first touch fields. Also you could optimize this by only listening for data value changes in the most common parameter/or form fills with filters and requesting other campaigns for the other fields. I will not cover this here because it requires a complex structure that is in most cases unique to your setup.

 

For more information on load balancing and slowdowns in instances, Josh Hill covered the topic in a well-written post here: Load Balancing in Marketo and Marketing Automation - Marketing Rockstar Guides

 

Auto tagging your emails with predefined UTM parameters

Now assuming you have a tagging strategy in place with naming conventions for Internal banners/CTAs on your website, Retargeting, Paid Social, Organic Social, AdWords, + more.

 

To give a holistic tracking for all your emails in Marketo (including Newsletters, Snippets, Nurturing, Events), you would want to ensure that these assets get tagged and are tracked both in Marketo on conversion but also in Google Analytics.

 

For this you would need both a set naming convention for your Marketo programs and to make some changes to your email templates.

 

Setting up local variables in your templates:

<meta class=”mktoString” id=”link-variable” mktoName=”URL” default=”#” mktoModuleScope=”true”>

<meta class=”mktoString” id=”utm-tag” mktoName=”UTM” default=”?utm_source=mkto&utm_medium=email&utm_campaign={{program.Name}}” mktoModuleScope=”true”>

 

Adding the variables to each module/link:

<a href=”${link-variable}${utm-tag}”>

 

Note: At the moment of posting, variables are not supported in text versions of emails and should be edited separately (for links) or removed (for parameters) in text versions. I have covered this in a separate post which can be found here: Email 2.0 Hack - UTM Parameters as local variables

 

This has definitely proven to be a good use-case when there are a lot of Marketers using the same instance, some work with only Newsletters, some with Content, others with Events.

 

Having the tagging in place with utm_campaign (or whichever you wish to use) with the default value {{program.Name}} gives you insights as to which programs are generating traffic to your website and is especially useful when you have goals setup in Google Analytics and even more interesting with E-commerce where you can track the exact revenue generated in your webshop from different Marketo programs.

 

Other uses for Multi-touch fields

 

Using a trigger for Program Status changed with Success = True:

You can use a LT field for populating the program name with a trigger token {{trigger.Name}}, then having a second flowstep for adding this to a MT log of program successes to see which programs a lead has converted on.

 

Creating a content download log:

Having two fields e.g. “Last Downloaded Content” and “Content Download History”, where the former is used in your program templates for downloadable content in a Change Data Value flowstep by default on conversion, “Downloaded {{my.Content Name}} on {{system.date}}”, and concatenating this value on the latter field. This creates a great log for lead alerts.

 

Hope this will help anyone who has the need to set up something similar

 

/Erik

As this is a recurrent request in this community, here are the various ways of setting up the unsubscribe links in Marketo, and when one should use them.

 

 

0-Summary

The following table summarizes the possible approaches, when to use them and what chapter you should read:

IfRecommended implementation steps
You want a quick and minimal version that works well and guarantees compliance
  1. Customize the default code (See 2)
  2. Customize the default page (See 3)
You want to properly brand your unsubscribe landing page, and continue using Marketo default or system token
  1. Create a new Unsubscribe page with your own template. Place it preferably in a marketing activities program together with it's follow-up page and any smart campaign you may need
  2. Redirect the /UnsubscribePage.html URL to your page (See 4)
  3. If you plan to use it, customize the default code (See 2)
You need various unsubscribe pages for different audiences (segments, language, ...)
  1. Create your various unsubscribe pages. Place them preferably in marketing activities programs together with their follow-up pages and any additional smart campaigns you may need
  2. Add a snippet element in a dedicated module at the bottom of your email templates (or a text element if you are still using email 1.0)
  3. Deactivate the default link (6)
  4. Create unsubscribe snippets using the customized URL (See 5 ). You can even make these snippets dynamic if the various Unsub LP's are linked to segments.

 

There are 3 ways to get the unsub link added to an email:

  1. just ignore the need. When you send an email, Marketo will detect that no unsubscribe link is included and will automatically add it's default one, that is defined in the admin -> email section and which code is:
    • <p><font face="Verdana" size="1">This email was sent to {{lead.Email Address}}. If you no longer wish to receive these emails you may <a href="%mkt_opt_out_prefix%UnsubscribePage.html?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##">unsubscribe</a> at any time. </font></p>

  2. add the {{system.unsubscribeLink}} to your emails as the href in an <a> tag. This can be done in the template (even hard coded there) or left to the user. That will be enough and Marketo will automatically understand that it should replace the token with the proper link and that it should not add the default unsubscribe link. So <a href="{{system.unsubscribeLink}}">my unsub link</a> will become <a href="http://mktolpsubdomain.company.com/UnsubscribePage.html?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##">my unsub link</a> at runtime.
  3. Add a link towards any LP in Marketo, with "?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##" at the end of the href. This will be enough for Marketo to know not to add the default link to the email.

 

2-Customize the Marketo default code

The default admin-> email code can be customized by anyone who knows some rudiments of HTML. Text, fonts, colors, layout, etc.. can be changed. Just always make sure you do not remove the "?mkt_unsubscribe=1" from the link href.

Typically:

 

<table align="center" width="600">
     <tr>
          <td style="font-family: helvetica; font-size:10px; color:#555;">
               This email was sent to {{lead.Email Address}}. In order to stop receiving our spammy emails <a href="
http://mktolpsubdomain.company.com/myniceunsubpage.html?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##">click here.</a>
          </td>
     </tr>
</table>

will work perfectly well.

 

3-Customize the Marketo Default page

By default, all Marketo instances come up with an unsubscribe page that use the ugly akward Standard free form template:

This page will be located in the design studio, and it's name will be localized in the language in which you instance was initially created.

The most obvious and simplest move is to customize this page and make it a little more looking like a page from your company

You can also move this page in a program in the marketing activities. As long as it's URL keeps being UnsubscribePage.html (see below) it will continue to work.

 

Now, maybe you would like to use another template for your landing page. Or maybe you want to replace this unsubscribe page with a thoroughly designed subscription center. But you want to keep the usability for your Marketo users, so you would like to keep the {{system.unsubscribeLink}} token or the Marketo Default driving the visitors to your nicer LP.

For this, you need to know that, whatever the config of your instance, the {{system.unsubscribeLink}} token always direct to /UnsubscribePage.html. So you will just need to have this URL reassigned to your new and nice unsubscribe page. This is again quite easy using Marketo URL tools. Once your new unsubscribe page is ready and tested:

  1. Go to your old unbsubscribe page. In Marketo UI, click the Landing Page actions -> URL Tools -> Edit URL settings:
  2. In the dialog box, change the URL to anything (I personally simply add "old" to the end of it.

    Tip: What is important here is to throw away to previous URL so that the URL becomes available
  3. Then go to your new unsubscribe page and do exactly the same thing, granting this new page the UnsubscribePage.html URL

 

To run this process, wait until a moment when no email has been sent in the past hours, since you will have no unsub page available between steps 2 and 3.

 

5-Use a different URL for the unsubscribe page

May be you want to use a different URL for this page, or even have various URLs for various contexts. In fact, nothing mandates you to always use the {{system.unsubscribeLink}} or the /UnsubscribePage.html URL. Any Marketo LP URL will do the job here, as long as it is appended with the "?mkt_unsubscribe=1" to indicate to Marketo that this is an unsubscribe link. You should also add the &mkt_tok=##MKT_TOK## to make the click on the link carry the token value and enable cookie value reconciliation. The following is a perfect unsubscribe link in an email template:

 

<tr><td>This email was sent to {{lead.Email Address}}. In order to stop receiving our spammy emails <a href="http://mktolpsubdomain.company.com/myniceunsubpage.html?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##">click here.</a></td><tr>

 

As you can see, it takes no token and not event the /UnsubscribePage.html URL.

This method will be necessary in a multi language / international roll out: you will need to have multiple, different Unsubscribe pages for each language and the Marketo default or {{system.unsubscribeLink}} token can only link to one of them.

 

Also please note that the unsub code can be added to snippets, which in turn can be added to the emails for maximum flexibility.

 

If you are sure that your email templates always include the necessary links and you want to avoid Marketo adding it's own link just replace the default unsubscribe links with HTML comments in admin->email

 

Hope this helps,

 

-Greg

Did you know that there are over 7,000 words written on the Marketo-to-Salesforce Sync changes in the Marketo Community? That's equivalent to 24 double space pages.

 

Marketo's Mike Reynolds and team has done an amazing job with the details but I'll try to simplify what you need to do.  If you want to keep your Marketo-to-Salesforce sync working like it always has and avoid a few pitfalls, just follow these below three steps.

 

Rock on Bon Jovi. What are these Changes All About?

Atripo.jpg

Marketo recently announced a change to the Marketo-to-Salesforce integration.  Like an iPhone not fully syncing to the cloud, some intelligence will be lost if certain actions aren’t taken.

 

Do you like hair band music? What if Apple announced that it was dropping sync support for 16 of the top 80s/90s bands--these bands would no longer sync across your devices but every other band would. That means you wouldn't be able to rock it out with songs from Bon Jovi, Aerosmith and others.

 

You might say "Who the heck cares?" or you might want to keep these bands syncing.

 

What's happening with the upcoming Marketo-to-Salesforce sync change is very similar. In this example, your fields are the bands and only a select 16 fields/bands are affected. You may care about some, all or none of the affected fields. All other fields sync like they always have.

 

Mike Reynolds, Jenn Dimaria , and I presented on the topic last month so feel to check out a 20 minute webinar that covers much of the content in this article.....3 Tips to Streamline the Marketo-Salesforce Sync Changes [On Demand Webinar].

 

mostbands.jpg

 

 

OK, What's Really Happening?

The new Salesforce changes affect select Marketo fields. These original 16 fields were installed as part of the Marketo AppExchange installation (Marketo Lead Management plugin). If you do nothing, the impact is that there will no longer be sync support for those specific fields and intel will no longer pass from Marketo to Salesforce for these 16 fields This change is occurring January 31, 2017.

 

marketo-and-Salesforce.jpg

 

Three Steps to Rollout

Although setup is straightforward, there are a number of things to consider before making changes to your instance. Why? Because every business operates differently. For example, you may or may not even be using some of the fields that have changed.

 

Step 1: Assess which Intelligence is Affected

This is not a game of monopoly. Please do not skip Go and jump to Step 2. With a simple question, you can avoid some future headaches.

 

The Question: Are you using any of these fields in Salesforce in the following?

  • Workflows
  • Views
  • Reports
  • Triggers
  • Calculated Fields

With the exception of the views, in most cases, the answer is no. The original Lead Score is the one used most. If any fields are in use, you will need to replace them with the new fields once they are created as part of Step 3.

 

SFfields.jpg

Example of impact:

  • If using Lead Score to trigger a Salesforce rule, that rule will no longer trigger.
  • If displaying Lead Score in lead queue views, that value will no longer update.

 

Step 2: Create Replacement Fields in Salesforce

Tell your Salesforce Admin to do these two things:

  1. Create these replacement fields with the EXACT name.
  2. Make sure to map on the Lead and Contact record.

 

Simple instructions, right? I can't tell you how many times I've seen fields not get mapped properly or get created with an incorrect character.

 

Follow the above process and Marketo will magically remap these new Salesforce fields to the proper Marketo field.

 

fieldssf.jpg

Download field Names (PDF)

 

Step 3: Confirm and Adjust

As the last step, confirm that Marketo's magic remapping worked in the Admin section. There will be a notification in Marketo that the backfill is complete.

 

Then go into Salesforce and look at a recently created lead to make sure the new Salesforce fields are populating with data.

 

As mentioned in Step 1, adjust Salesforce views, reports and workflows as needed.

 

AdminSalesforce.jpg

 

Gotchas

There aren't many but here are a few things that could complicate your changes.

  • NOT checking to see if fields are in use in Salesforce (Skipping Step 1). The impact is workflows, etc. won’t work anymore.
  • Not mapping the fields in Salesforce and/or creating with read/write access.
  • Deploying during a busy time (especially large orgs).
  • Doing Nothing. Just understand that your data will be out of sync.

 

Of course, when in doubt, contact Marketo Support.

 

Summary - Don't Let Your Sync Live on a Prayer

Congratulations, you are now back up and running keeping your intelligence in sync.

 

And for you Bon Jovi fans, your data sync will no longer be Livin on a Prayer.

Bon Jovi - Livin' On A Prayer - YouTube

 

External

FAQ w Mike Reyonds | Tips to Streamline the Marketo-Salesforce Sync Changes [On Demand Webinar]

 

Community Resources

As all of us working in Marketing Ops know, it's a challenge keeping up with the pace of change in our profession: new tech pops up every day, processes evolve, and the latest "best practices" are born (and sometimes die out just as fast). Stack & Flow is a podcast to help MOPS and MarTech pros meet that challenge.

 

Stack & Flow is a bit like a Cole's Notes for our discipline, looking at all the pieces that make up the sales/marketing stack, examining how they fit together, and covering the news, trends, and emerging practices shaping our world -- and all in a format that is easy to digest during your commute. (It's sure easier then trying to memorize Scott Brinker's MarTech landscape diagram . )

 

I like that hosts Sean and John are both practitioners themselves and have been selecting guests who work every day in the trenches and have lots of hands on expertise, including many folks in our own Marketo community. I recommend subscribing and checking out the back catalogue, especially these recent episodes with Marketo Champions Jessica Cross and Jeff Canada:

 

Jessica Cross - Aligning the Stack with the Customer Lifecycle

Jeff Canada - Getting Personal All the Way from Top of Funnel to Advocacy

 

I had the pleasure of appearing in the latest episode, which is available here, and with Sean's permission I am sharing the transcript below. Topics covered include:

  • The state of B2B advertising
  • Tech stack dysfunction and the need for unified governance
  • Is MOPS from Mars and SOPS from Venus, or will these functions converge?
  • How marketers are learning to stop worrying and love the API
  • Building out custom apps that sit on top of your core stack for extended functionality

Read the Transcript

John J. Wall: Hello and welcome to Stack & Flow. I’m John Wall.

Sean Zinsmeister: I’m Sean Zinsmeister.

John: Today our guest is Justin Norris. He’s a solutions architect at Perkuto. Justin thanks for joining us.

Justin Norris: Thanks guys. Good to be here.

John: All right. In the news today, Sean, you had a couple of articles and a few things talking about B2B advertising trends. What are you watching over there?

Sean: I’ve gotten a chance to chat with a bunch of different people just from the community about what they’re seeing from B2B advertising as well as a few analysts as well. It’s tough to drive correlations or draw correlations rather between the rise in ad blocking or if people are just not engaging with it. A lot of people are starting to see very sharp diminishing returns, especially from an acquisition standpoint on just regular B2B display ads.

Now that being said, what is interesting is now more people moving over to take advantage of the custom audience tools. This is some of the stuff, John, that Chris Penn has talked about with you over on the Marketing Over Coffee show where you have Facebook, Twitter and LinkedIn and even Google now that will actually let you exports from a different system. Then upload a custom list of email addresses or accounts, kind of match them and use that as your sort of targeting system.

I think a lot of people are starting to use that as they dive into these ABM strategies and really want to be able to hone in on how they’re exercising their ad budget.

Justin, I’m curious, because you obviously get to touch a lot of different types of clients on things like that. Anything that you’re seeing that’s interesting on the B2B ad side? Does that seem in line with what you’re seeing, or just curious if there’s anything new there?

Justin: Well there’s two thoughts that I have about that. We mostly help our clients in terms of their marketing technology stack and their operations which are not typically managing ad spend or anything like that.

The ways in which what you’re saying makes sense to me, I think there’s two challenges that companies continue to face. One of them is a lot of companies don’t yet have a basic ability to demonstrate ROI on ad spend. I think there’s huge gaps in terms of the ability to track and store data about and model the influence of these different channels. I think that could be an obstacle to continuing to invest in them.

I think that the promised land of convergence between martech and adtech isn’t fully there yet. It’s something that we’re hearing about for some time.

To your point, Sean, about being able to export custom audiences and move them over, there’s still a lot of manual steps. Even Marketo’s integration between some ad tools in your marketing automation platform, it’s still very manual. I think the level of automation and the ability to combine insights and execution around ad spend haven’t fully crystalized for a lot of companies, and that’s something else that I could see influencing that.

Sean: I think that there’s a lot of good points there, Justin, and I think that the other thing that I’m seeing is that … Especially as we enter into a new year cycle and budgets start to be scrutinized a little bit more. I think that being able to justify to your CMO or whoever is pulling the purse strings, as it were, around your marketing spend, being able to justify an overall ‘halo effect’ I think is the feel good marketing starts to be a really tough sell to make a business case for.

Versus I think that there’s a lot of people that don’t need any more convincing that retargeting belongs as an evergreen piece in your marketing mix. I think that it’s going to be interesting to see where the budgets continue to play out for sure.

John: How about as far as rolling it across to B2C too? Do you guys see the same kind of thing, diminishing returns in generic advertising? Or is it more just that people are getting more advanced? They’re doing better retargeting? They’re doing better whitelisting of their ad spend and they just don’t have the same problems? It’s not just the spray and pray people actually doing a better job.

Justin: From my perspective, we don’t have a ton of B2C clients. I think the vast majority are in the B2B space. I don’t have a ton of comment on that.

Something that might be interesting to look at, and stop me if we’ll tackle this a little bit, but something that might be interesting to look at more to the contrary of the idea of decreasing B2B ad revenues is the whole thing of ABM and outbound being cool again. The notion of targeted display, account targeted display being like an air cover type of process for an ABM strategy.

Maybe this does get at something that you were driving at, John, it could just be that people are being a bit more targeted, a bit more smart in how they’re deploying ads rather than being so broad based because they’re more focused that is creating a more efficient spend.

Sean: I think you’re spot on with that too. I also think, John, that there’s a big difference between the performance marketer that’s looking at, say, retargeting as a tried and true tool to say, “I run an ecommerce solution, okay, or a marketplace model where certain tactics likea cart abandonment retargeting and looking at following people all the way down through a, you know, a non-touch sales process makes a lot more sense than some sort of a multi-touch ABM process, which is a little bit harder to build those types of attribution models.”

I think that there’s an evolving mindset there as well where you can’t really be looking at the same metrics as you would be, especially from a B2C side or from a performance marketer that you would need to be from an ABM B2B mindset.

Justin, zooming out a little bit, tell us a little bit more about Perkuto and the work that you’re doing for those folks over there, for those who don’t know?

Justin: Sure. Perkuto is a marketing operations consultancy. We help clients build and manage their sales and marketing tech stacks. Also manage their marketing operations in terms of building out their capabilities, campaign operations, manage services, kind of all that fun stuff.

My role as a solutions architect is really to help clients who are looking to design new functionality or new capabilities, whether that’s bringing on new technologies or rolling out new capabilities within the components of the stack that they already have.It is a very tailor made role for me. I started out in-house doing sales or marketing operations at a tech startup, and I was a marketing jack of all trades. Really was drawn towards being able to build systems and string together different technologies to do cool things. That was the thing that I was always gravitating towards even though I came from a marketing background, and not necessarily a tech background.

This is kind of a tailor made role for me because that is what I do. People bring their toughest challenges, their requirements that seem very difficult to fulfill, and we look at how we solve for that using technology. It’s a ton of fun and it is a great space to be in right now.

Sean: No, absolutely. Justin, I’m curious, when you start to look at some of the clients that you get to work with, do you think that some of the success of Perkuto can be attributed to you guys are filling a gap and a need for the expertise that they’re not able to hire internally? Or is it more that they have some best practices in place, but they just want to be able to polish and move things to the next level? Curious if there’s any sort of commonalities that you see between clients about like what leads them to work with a group like Perkuto.

Justin: I think there’s a mix, but I think it is definitely biased towards the first scenario where we are technology rich and we are expertise poor as an industry or across B2B in general. They say that marketing operations is about people process and platforms or people process and tools. I think tools has gotten the lion’s share of the attention and love, and it’s certainly more bright and shiny and interesting.

What you then have is you have all this technology, this huge overhead occurring yearly subscription spend and customers that have implemented it poorly or have implemented it insufficiently. Don’t know how to get all the value out of it that they were promised during sales cycles or that they believe can be achieved.That’s a big part of the business because particularly our agency focuses exclusively on Marketo. Marketo has experienced a ton of growth, and we also work with Salesforce where Marketo is kind of the common thing that unites all of our customers.

There’s not enough people. Every client we work with has also … Very often, most clients we work with are very often trying to find somebody in-house as well to manage their system on the inside to work with us, and they’re very difficult to find. There’s one breed of client that’s like that, and then there’s another breed where people have internal talent. They are mature. They are looking for help to either take something to the next level, so reevaluate it, move themselves to the next phase of the marketing automation maturity roadmap, or to do some interesting special project.

Like they have a particular use case, whether it’s … We could talk about this a little bit more perhaps further on, but building some custom application to extend the capabilities. Stitching together different tools in interesting ways or integrating data from products from external systems and doing something more sophisticated. I personally really enjoy working on those projects. Those are kind of the two flavors that I tend to see.

Sean: What are the main buckets where you see a lot of the stitching going together? For us in recent episodes having talked to people, we know that the sales operations stuff has really increased. There’s a lot of sales tools that are coming into the mix and a lot of integration points there. Is that on the top of the list or are there other stitching together you see that’s a lot more common?

Justin: Yeah, that’s a big part of it. This is a really interesting subject and at the root of it … You guys probably remember maybe a few years ago, it was still a subject of contention. I remember like reading posts on David Raab’s blog about will the future be like where you buy your clout and you have … Like you buy Adobe’s suite of tools or you buy Salesforce’s suite of tools? Or will it be a future of best of breed where you buy the tool that you think is the best for your requirements in a specific category, and you plug them in together?

I think I would love to hear if either of you would dispute this, but I think that best of breed feels to me has indisputably won the day in terms of the format wars of how people will build their martech stacks.Interoperability is a crucial component of that. A tool that only works in isolation; it doesn’t plug into the rest of your stack. It probably feels rather inconceivable to us right now. It’s sort of become table stakes.

Where this runs into problems, speaking to your point, John, is we have an interoperable stack, but we don’t have in many cases unified governance of that stack. There is an issue with sales ops, marketing ops buying their own tools that have overlapping, but not entirely the same functionality. The probably classic example of this is like marketing is messaging people at mile a minute out of their MAP platform.

Meanwhile sales has got their new outreach.io or their SalesLoft subscription or their Yesware subscription, and they are messaging people that way. Sales is becoming their own mini communication automation coordinators. There’s a real potential for conflict there.

We don’t … Haven’t really done as many projects about that. I think that is just an emerging area of dysfunction that needs to be addressed within a lot of enterprises. A lot of the stitching together that we’ve done is more along the data collection point of view where companies have different tools that have different outbound or customer touching capabilities. Say video marketing, content hubs, tactile marketing or postcards, letters, physical goods.

They want to be able to stitch them together and automate that process and coordinate it from one central platform, which typically is Marketo and collect the data on the results back into one central platform so that they can report on it. This is an interesting challenge in some cases, but it’s getting easier and easier to do when you have an approach and a model for how it all fits together. It’s not a future that’s very far away for companies, but it is something that they, we find, tend to need help planning a strategy for how all those pieces need to fit together.

Sean: Well, Justin, one of the things we were kicking around in the pre-show before is this idea of revenue operations, which, on the Infer side and people who are looking at predictive analytics and those types of solutions, and especially looking at data reporting, forecasting, things like that. This seems to be maybe one uniting front that I’m starting to see pop up in more organizations.

I’m curious, is revenue operations the great uniter of marketing ops and sales operations? Or does it feel more like something that’s more of a sales ops with a different name type of thing? I’m curious, what are you seeing on the revenue operations side?

Justin: It’s a concept that is gaining in its relevance and currency. I think the whole ABM craze has a lot to do with this because if we move to a world where we have common strategy for generating revenue that isn’t marketing-led and then hand off to sales, but it’s marketing and sales working together. Then you need to manage this in a more unified way.

I think it’s something that people are talking about more, and I’m sure in a few very forward looking companies, this is more of a reality. The actual market out there I don’t think has nearly caught up to that, and we see everything from real division, real dysfunction where you can’t get a new field in the CRM implemented very easily. Something that would seem to be as simple as that, but it’s a real problem because, “Oh no, we’re marketing ops, sales ops controls to CRM. We can’t go there.”

To a point where probably the next step along that maturity is more like a council model where they’re still functionally independent, but we have cross functional meetings and people getting together. Actively trying to align their operations to a place where some companies have like a federated model where it actually is the same entity. We do it that way internally here at Perkuto. We’re still relatively small, so it’s easier to do that in a smaller organization. I’ve yet to see a really big organization that’s doing it really well, but it could just be that I haven’t heard about it.

I think it is a natural place for it to go, and at the same time, I think you could say contra to that, and I’m curious what you guys have seen or think about it that there are still some very natural dividing lines like territory management or compensation operation. Stuff that sales ops just has to handle it that marketing ops doesn’t fully do. Does that still need to be split out or can it still just be managed within a unified function?

Sean: Yeah, I think that part of that has been companies who really want to establish the CRO role in terms of like what does a chief revenue officer actually own? I do think that that role to me feels more like a sales centric role. I would also argue that some of the other dividing lines that I’m starting to see as well are lines of demarcation that are being drawn on the demand gen side where demand gen is now looking more like a sales development side.

I’ve definitely seen this happen more, especially with ABM and outbound becoming more popular trends for some businesses, especially in the B2B realm. Brute force sales development tactics are just the way that they’re going to break through, and the way that they’ll have the most calculable and also predictive return, if you’re looking at it from a budgetary standpoint.

I do think that there are some things that, like you said, I think territory planning is a great example that will tend to more fall on the line of sales rather than this hybrid role. I do think there’s another interesting trend to see the CRO positions on the rise and some of these even bigger companies are starting to see it more and more. It’ll be interesting to see whether that looks like more of a CMO type of role where they’re taking on some more of those responsibilities or more of a sales role. I sort of see it as more of a chief sales role, if you will. Yeah, interesting to see where that heads in the new year in particular.

John: Justin, how about as far as tool stacks that you guys work with? Obviously, Marketo is a commonality for you across all your clients, and I imagine Salesforce is probably present the majority of times. What about other tools that are in the stack? What are the trends as far as what are the other hot things to patch in there where people have seen success?

Justin: I would say the biggest additional piece of technology that we are called upon to bring into play is something to do with attribution and reporting. We have a lot of customers that are using Marketo’s own advanced analytics module. Sometimes that’s still contained within Marketo, but in a lot of other cases, people want to do reporting out of Salesforce more in a third party tool. The native capabilities of CRM are just insufficient.

We work a lot with Bizible. They are a partner of ours. Another tool that I’m a big fan of is called Path to Scale, which is a lifecycle modeling and attribution tool that lives inside Salesforce. That would be the number one because it’s still, as I mentioned before, one of the biggest gaps for a lot of companies and something that they need. We typically generally bring in an external solution for that.

Predictive is a part of it as well. I know that we have at least one common customer using Infer and a few other customers using other platforms. Predictive is a piece. I think people are predictive curious. I still feel like a surprisingly small percentage of companies are at the level of maturity where they’re ready to invest in a tool like that, which surprises me because I would have thought we would have been a bit further along in that direction right now in terms of penetration into the market.

Then ABM is becoming another big one. Marketo launched their big ABM module in the summer, and we’ve had a lot of people talking about that. They’ve priced it to be very enterprise focused, but also tools like lean data. Engagio has really emerged. We have a few common customers there, and that is one of the tools that I’m also very excited about in terms of where I see ABM heading in a more mature direction.

Sean: What do you think, looking down, even if you had to look at a couple years … It was interesting. I was running to some Google Trends reports, and I wanted to compare the hype of inbound marketing and sort of what that looked like against ABM. It actually pales in comparison about the delta between the two about how hot inbound marketing still is. ABM certainly has sort of taken off in its own right.

I think if I had to offer an opinion, I think that ABM really finds its place into your marketing mix. By that I mean as a diversified strategy from both a technological standpoint, but it’s also a sales and marketing … a go to marketing strategy as well where you don’t … I don’t like this idea of companies throwing out a leads-based model because in many regards marketing’s job is to supply leads to fill those accounts. You also can use marketing to have that upmarket strategy as well.

I’m curious, do you see that portfolio approach coming out of the normalization as the hype dies down from some of the things? Because I don’t know that anybody is really saying anything new about ABM at the moment. I think that they are looking for frameworks to help drive these strategies, which I think is why we’ve seen the rise of some of these technologies. I’m curious about what you think the output is going to look.

Justin: I’m glad you asked that. I’ve been a bit ABM skeptical from the beginning. In essence, part of that I think is I have a bit of a contrarian streak. When I saw it taking off in such a … I’m going to call it a faddish way, my internal skepticism gets kicked off a little bit. I don’t think that’s fully warranted. I think that’s unquestionable that there’s something happening, but I think we’re also seeing part of like a pendulum of inbound marketing is everything and don’t interrupt your customers. Let them come to you when they’re searching. There’s some truth in that.

Then the other swing of the pendulum is don’t just collect all of these random points of inbound interest that may not even be relevant to you. Go and decide who you want to sell to and then go and find them, meet them where they are. Fish with spears, not with nets. There’s truths in both, and anybody that is like … Not marketing; that’s 2015, and it’s all ABM now. It’s like you can’t take such a black and white mindset I think.

I think, like anything, the tenets of what are valuable in each strategy will stick around, and the dross will fall away. I think what I would sort of predict going into next year is that 2016 was the year of ABM really gaining a lot of currency in the mainstream consciousness. People feeling like, “Wow, this is really … You know, not necessarily implementing yet, but feeling like kind of ABM guilt.” Like I should be doing ABM if it’s something that’s relevant to you as a company and looking into tools. Maybe buying some tools, but not necessarily having a coherent strategy around it or a real understanding of what it means.

The most forward thinking conceptualization of what ABM could actually be, practically speaking, what is actually real about this beyond just I’m going to target accounts rather than generate leads is something that was articulated to me at least by Glen Lipka who is over at Engagio who built a product at Marketo initially and is now helping Jon Miller to build Engagio.

There are kind of foundational metaphors, this idea of a play, which is like a football play where you’ve got a football team. You have 11 people on one team, 11 people on the other team, and then you develop a play of how you’re going to approach a situation. Similarly, the thinking is like, “All right, we’ve got a range of roles on … on the marketing or sales side on the company that’s trying to go out and get business.”

There’s a range of roles that need to be involved in an ABM strategy. There’s also a range of roles over on the customer side, the prospect side that we need to talk to. How do we orchestrate all those processes, not in a completely automated way, but in a sort of automation assisted way?

Their PlayMaker tool I feel is one of the most forward thinking ABM tools that’s there today, and represents a real path forward in terms of operationalizing ABM and something real. You could do something similar without Engagio with that concept and the way that they’ve developed to assist companies in doing it. I think is where ABM has to go if it’s not just going to be something that dies off and people are like, “Ah, there’s nothing … nothing to this.” That’s how I see it actually becoming operational.

John: How about as far as best practices then? Are there any things that you see that most of your clients are doing wrong when you show up and things that you have to get them on track so that they can just function better in the future?

Justin: I think basic data and tracking is still a real challenge for a lot of companies when it comes back to reporting and things like that. The ability to capture clear and consistent data across multiple touch points for all names that are entering your database. There’s a lack of consistency in taxonomies. I’m sure this is something you guys probably see out in your necks of the woods as well, and the impact that this makes and just prioritizing technology over process.

Having tools in place and feeling like the tools are supposed to be solving our problems, but not having internally a process for, “You know, this is how we deploy a campaign. This is the … the three or four data points that need to be present, you know, in all of our links. These are hidden fields that need to be in our forms. These are scripts that need to be running here and there.”

These processes don’t exist in a lot of companies. I think people hire us sometimes to help with tools, but a lot of what we tend to end up talking about is process. Because it’s just an area where it hasn’t matured as rapidly as people have been able to buy technology.

Sean: In terms of the flow part of the sort of Stack & Flow idea, I’m curious, another thing that we were chatting about was again this interest in rise of APIs and connections and building these stacks. Are you seeing more client interest in taking advantage of APIs, or at least demanding that there is an API option available from the technologies that they select? Is this becoming more of a must have versus a nice to have?

Justin: Yeah, unquestionably, API connectivity has become something that we would consider table stakes with a new tool. I think that there’s developed a greater comfort level for marketers who are not necessarily technical marketers, but who want to extend their reach to feel okay about dealing with an API, and like that isn’t such a scary thing anymore.

The most simple expression of this that we see in our practice is a web hook. Marketo has the capability to call web books. Basically just posting a request to an external service and having that external service do something else or get data back. One of the companies that I think has done a very good job capitalizing on this is a company like Clearbit, which, to my mind, sort of developed as an API first tool where you present a very lightweight service that is accessible by an API. There’s a big license to buy. There isn’t a big implementation to do. You just send some data over here and then you get some data back. The more you use it, it will scale and the costs will increase in a variable way.

We’re seeing lots of tools like this that work in that way. Even some friends of mine in the Marketo community recently launched a new plug-in that lets you through Webhook basically pass any arbitrary JavaScript over to their service. It will perform calculations, whatever you need, whatever JavaScript can do. Even calling other external services from within that virtual environment and then passing the results back to you.

Basically, it’s like the functionalization, if you’re going to take like a computer programming mindset. Functionalization of all these capabilities where you right now have tools in your toolkit that you can just, “All right, I’m just going to call over here. Get this tool to perform this function. Bring back some data and then I’m going to act on that.” If you think about it, tools like predictive work in a similar way. We pass our data over to them. We get back predictive insights and then we drive it through our system of execution, whether that’s passing somebody over to sales, nurturing them in a different way, sending them different communications, all of that kind of stuff. That’s number one.

Then number two is something that I’ve just personally been seeing an explosion of very recently, and this could just be an anomaly or a blip. It’s just customers like more comfortable building these custom interfaces on top of the tools that they’re using. Customers that are not content to say, “All right, this is a limitation of Marketo and so that’s just it.” Or, “I need to buy another tool,” but say, “All right, let’s … Let’s invest in building not a completely custom application, but a … Let’s build an interface that lets us through the API, tap in and, you know, do more dynamic and … and targeted and customized email marketing that Marketo could do on its own.” Or, “Let’s build a tool that lets our customers talk to our other customers or lets our user group leaders …” If you’re a company that has a user group program, lets them create their own user group programs inside our Marketo instance, but without having to give them access.

Then we see tools like one of my favorite Salesforce applications is called Skuid. I don’t know if either of you guys have heard about it, but it basically lets you create custom interfaces within Salesforce in a completely drag and drop way. No code, no official force. It’s really amazing. They just launched a new feature that basically lets you use their interface building capabilities on top of any enterprise data source. You can basically bring your different data sources together, build your own interface on top of it, create your own application to do whatever you want with very little technical knowledge and skill required.

I think that’s the future, making that more accessible to people and letting them create their own applications to do what they want to do that they don’t want to wait for a native vendor to build that one feature. They go build it themselves.

Sean: How about for the upcoming year? Are there any tools or technologies that you’re watching to come around over the next 12 months? Things even for your own stack or stuff that you are excited to roll out to clients?

Justin: I think it’s a lot of the things that we’ve covered already. I think ABM just will continue to pick up with a lot of the companies that are inclined in that direction. People that have been looking will adopt technologies. People that have adopted will be seeking to implement, re-implement them or become more mature in them. I think this will also bridge the gap between what’s currently considered like sales automation. Does this become subsumed in the ABM category or are those tools hop on board and coexist alongside marketing automation and alongside onsite ABM?

Multichannel, we’re seeing a bit more interest in SMS. It’s not always fully relevant to all B2B customers, but I think more people are getting into mobile and looking at B2B applications of mobile and what does that mean. Data remains huge. Companies have data issues, particularly with ABM that lead to account patching, surprisingly, is a huge thing in like lead routing. We’ve put together stacks would need like three to four different tools just to achieve a lead routing outcome that that customer wanted.

Tools that can help kind of deduplicate, normalize data. We work with companies like RingLead and ReachForce and LeanData, and then that can match together records and help form the concept of an account more cleanly within systems. Those are also tools that I think are going to be really important.

John: Justin, if someone wants to follow up with you or find out more about Perkuto, what’s the best way to get in touch?

Justin: Well they can go to our website, perkuto.com. That’s P-E-R-K-U-T-O dot com, and I’m always happy to get an email at justin at perkuto d0t com.

John: Sean, how about if folks want to learn more about Infer and what else have you got going on?

Sean: The best way to find me is just Google Sean Zinsmeister. You can find all the good stuff that I’ve been writing about. I think Q4 for me right now has been all about going back to the writing board and getting my thoughts out there in terms of what’s coming and things like that. You can always find my latest things there, and of course infer.com. If you always want to find me on Twitter @SZinsmeister or LinkedIn is a great way to get a hold of me.

John: All right, that’s great. You can find out more from me over at marketingovercoffee.com. We’ve got a couple of episodes on artificial intelligence that have been pretty hot, and we’ll be doing our year-end wrap up. That’ll do it for us for now. Thanks for listening and we’ll see you in the stacks.

Hey #MKTGNation!

 

Last week, we held the first #KreweChats of 2017, and hit the ground running with Advanced Reporting. SVMUG leader Jessica Kao delivered a fantastic advanced reporting workshop at the latest SVMUG & CHIMUG meetings, so we definitely wanted to pick her brain on a live/recorded webcast! Krewe regulars, Rachel Egan, Ande Kempf, Dory Viscogliosi, and Juli James also lended their expertise to the conversation, and I think this was one of the best episodes we've recorded to date!

 

We covered a wide gamut of reporting best practices, from where you need to start and the questions you need to ask, all the way through to instance architecture and first touch/multi touch reporting best practices. No matter where you are on the reporting spectrum, there are definitely a few choice nuggets of wisdom to be gleaned from this episode.

 

Check it out here: #KreweChats Episode 13: Advanced Reporting - YouTube

 

Let's keep the conversation going in the comments below!

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As 2016 is coming to a close, a lot of us in marketing are winding down our schedule for the year: sending out holiday cards, making year-end articles, and building flight plans for 2017's initiatives. However, there's one common thing that can trip you up.

 

Ever looked at a website and wondered if it is still in operation? Maybe a thing or two looked like they could have been updated – and then you notice the copyright notice the in the footer. "2012. Right, this site must be dead. Let's move along."

 

Because Marketo lacks any sort of year token out of the box, it's very common for email and landing page designers to take the easy way out: simply add the year as plain text – and then as a new year rolls around, their content is stuck without updated values. But we can do better than that: let's set year dates so they're constantly up to date.

 

Setting Dates in Emails

Since Marketo only has {{system.date}} (which displays the current system date) and {{system.dateTime}} (a standard datetime stamp), we'll need to do two things: format Marketo's current date to your company's current locale, then set up the token to update in perpetuity (so we're not stuck doing this next December). To do this, we'll utilize folder tokens and Velocity scripting.

 

Need a refresher on folder tokens? Marketo Tokens: Ins and Outs and My.Tokens of Affection: Develop a Token Strategy You'll Love cover this topic at length. Remember that with something as generic as a year, you'll likely want to put this in the highest folder available.

 

You'll also want to check what timezone your Marketo instance is on--for instance, app-aba has its internal clock set to Central Standard Time, which means any datetime calculations it performs are going to be set to CST until you tell it otherwise. Now, for a year that may not matter so much to your company, but if you're sending something time-critical around the holidays or are on a very different timezone than your instance, this may not be ideal.

 

Once you're in your folder, create an Email Script Token  called  {{my.year}} with the following:

 

#set($timeZoneObject = $date.getCalendar().getTimeZone())

$date.format("yyyy", $date.getDate(), $date.getLocale(), $timeZoneObject.getTimeZone("EST"))

 

In this case, I'm setting the timezone to EST, but you should put in whatever timezone is relevant to you. From here, any emails you send with {{my.year}} that are inside this folder will correctly render the right year.

 

Setting Dates in Landing Pages

 

Thankfully, when it comes to editing dates for landing pages, the process is much more straightforward. Simply open up your template and swap out your typed date for the following:

 

<script type="text/javascript">

document.write(new Date().getFullYear());

</script>

 

Because JavaScript calculates dates on the end user's local machine, this means the year that displays will be whatever that person's current year is--whether that's 2016 or 2017, depending on the date.

I always tell people who are new to Marketo - or Marketing automation in general - you don't make mistakes with Marketo (or any other tool.) You make 60,000 mistakes, simultaneously. Yes, while we've all experienced the embarrassment of a typo or forwarding an email to a friend and forgetting there was something at the bottom of the thread they weren't meant to see, Marketo allows us to have these failures professionally in front of tens, if not hundreds of thousands of people.

 

Fear not, you're not alone. A quick scan through my Gmail at any given moment could probably snag two or three, from my gym inviting me to host my daughter's June birthday party there to a wrong price being put on a sales flier. By the way, I don't have a daughter - two sons - neither of whom have a June birthday (that was a real example.)

 

With that, I give you the ten "Oops" moments you'll have at some point or another and how you can recover from them professionally.

 

Fail early, fail often and fail forward

Look, the single most important piece of advice I can give you is this: own it, accept it, learn from it, move forward. At the 2016 Marketo summit, Will Smith said to "Fail Forward." Learn from your mistake, don't do it again, and prove that it was a valuable lesson.

 

There's a famous story about the CEO of IBM in the late 50's through early 70's. His name was Thomas Watson. He had a young exec who made some mistakes that cost the company millions - and back then, millions were like tens of millions today. So anyway, this young man shows up into Mr. Watson's office, head down, expecting to be fired and says "I suppose you're firing me."  Mr. Watson responds "Not at all, young man, we just spent a couple of million dollars educating you." (Source: Edgar Stein, Organizational Culture and Leadership)

 

We all make mistakes, we'll all continue to make mistakes. The important thing is that you don't blame anyone, don't state that someone handed you something wrong or insinuate in any way that this is someone else's fault. You're responsible, take responsibility. Own the error, even if you don't think it's on you.

 

#1 - At some point, you will send an email to your entire database.

No, you didn't mean for that email to go to your entire database. It was meant to go to MAYBE 1,000 people and your database has over 1 million records. Here are the most common reasons as to why you'll do this:

You used an OR condition (or selected "Any") when you didn't mean to.

As a parent, something I've learned is how difficult the concept of "OR" is to learn. Ask a kid "Do you want candy or video games" and they'll say "Yes" and then throw a fit when they don't get both. In database terms, OR can be one of the single most destructive forces on earth. You can craft a beautifully eloquent and complex statement and kill it by using an OR outside of parentheses.

 

You used a negative clause when you really needed to be more specific.

When you say "Show me everyone who doesn't own this product" you could very well end up with the majority of your database. What you probably meant was "Show me everyone who has expressed an interest in this product but doesn't own it."  When you build a smart campaign using a negative filter, BEWARE!!!

 

This happy little smart list will cause you to email almost your entire database. It doesn't filter it by people who RECEIVED it and didn't open it, just people who didn't open it. That is to say, almost everyone.

not opened email.PNG

 

You thought that there was already filtering expected

This can happen for a few reasons:

  • You didn't realize that smart lists and campaigns in a program aren't limited to people in the program

  • You didn't realize that smart lists and campaigns in a workspace aren't limited to people in that workspace

This simply isn't the case. You have to be VERY EXPLICIT in defining the exact rules you want used. You can't overstate it enough. If you're worried about being redundant, don't. Go ahead and use the filters in a smart list the SC references AND the SC itself. You won't hurt anything.

 

You referenced a Smart List that wasn't well formed.

Never trust a smart list you didn't build. Check it, check the number of leads it pulls, check all the lists it references. You might find that some crazy person created a smart list that's simply "Lead was created" and somehow it got plopped next to an OR in your smart campaign. These things happen, always check your references and make sure you know your lists.

 

How to protect against emailing everyone:

Ask your admin to turn on smart campaign limits.

Marketo now has a feature that will abort a smart campaign if too many people are pulled into it. Caviet: No one will get anything if it's over the limit. You can adjust this at a Campaign by Campaign basis but the Admin will set a default.  Figure out what's typically the max you should be mailing and go with that number. Maybe it's 5, 10, 100 thousand. Figure out your average list size and go with it.

 

Wait on the schedule tab till you see a number. Yes, it may take forever and it may fail.

In the case that it fails, chances are you have too complicated of a smart list. Simplify it, quit referencing smart lists that reference smart lists. These little buggers can become a virus - causing you to keep emailing people you shouldn't. If it fails time and time again, you may have too many people. Trace through it and find the defect.

 

#2 - Sooner or later, you'll get blacklisted for spamming

Here's the dirty little secret you may refuse to admit to yourself:

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I know, I know...but we're the good ones.  Still, you do things consistent with that which a person who typically sends email described by some as spam does.  And, while Marketo does a fabulous job behind the scenes of protecting the reputation of your company and your IP, there's only so much they can do after you get flagged. It's really on your to protect yo'self from these problems.

 

 

But I don't want to be a spammer!

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Create a spam suppression list!

I've written a blog post about just such a thing so I'll just post that right here:

Spam spam spam eggs spam spam spam

 

Have your admin do the whole SPF / DKIM / DMARC thing.

Courtney Grimes has written an excellent article on this: Boost Your Deliverability (and Credibility!) with DMARC

Sanford Whiteman has also blogged about DMARC and DKIM: http://blog.teknkl.com/dkim-brainteaser-answer-2/

Kiersti Esparza has contributed this article about it: Cracking the Inbox Code: Google

 

If you're new to the Nation, these three are kinda the Big Dawgs of the email credibility world. This is a difficult thing to understand but take some time to learn your trade. At its essence, it's credentials stating that Marketo has permission to send emails using your domain name and they should be accepted as your own.

 

Really talk to your users about email limits and, if necessary, enforce them

Maybe you don't keep communication limits turned on for reasons and then maybe you'll find someone who will push you to that point. I recently had a team tell me they couldn't possibly figure out any way to send a person less than 5-7 emails per week so I kicked them out of my Marketo instance and told them to learn 2 newsletter.

 

#3 - That wasn't the right link!

Oh, this one will happen and happen and happen, especially if you have casual users. I see this happen in a couple of different ways:

 

  • The link was just a placeholder link.
  • The link was copied from a previous email sent through Marketo
  • The link was copy and pasted from a webinar provider personalized email
  • The link was from the email you cloned
  • The designed ended up creating a new landing page and didn't link it.

 

Always test every single link

Before hitting send, test EVERY. SINGLE. LINK.  Read the HTML to make sure it's not already a personalized link. Make sure it goes to the right place. DO NOT LET SOMEONE TELL YOU "Just schedule it for me so I know it's set to go and I'll make the changes." This is like taking candy from strangers. This is a time bomb in your email.  Make sure your end user looks at the destination and approves it goes exactly where they expect it to go.

 

#3 - That wasn't the right email!

Eventually you'll notice that 90% of your emails are called Email 1 because you got lazy. You should really be more descriptive, but I can't dictate behavior.

 

Reduce the chance of linking to the wrong asset with this one weird trick!

 

asset number.PNG

 

If you look in the URL you'll see I highlighted a number. Every Marketo asset has a code like this. For an email, it's EMXXXXXA1LA1 (with 3, 4 or 5 numbers). If you copy those numbers and put them at the end of the name of your email you now know how to call this distinct email.  It's a good trick to learn.  Then you can just type that number into the flow step and Marketo will suggest the right email.

 

Did you know you can click on this one weird icon?

email icon.PNG

 

If you click it, it will open the email in Preview mode so you can be absolutely sure it's the right email. Go ahead and try it - it'll blow your mind. Works in regular Smart Campaigns as well as Email Send programs. Guaranteed to make sure you don't use the wrong email.

 

#4 - The personalization looks HORRIBLE!

Did you forget to change the default from "Edit Me" to "Valued Customer"?  I've seen this one happen a lot. Even the best companies make this mistake.

Tim Lamb recently shared this link in a question:  <pat on the back, Southwest guy, been there>

 

name not found.PNG

 

I'm not a fan of personalizing emails. No one really believes you personally wrote that email and if you have a prankster who uses foul language when filling out a form he now possesses an email where you're calling him a foul name. Whenever I see an email that says "Dear Robert" I know it's from a form-fill. Only judges refer to me as Robert.

 

#5 - The subject line was wrong!

There's no getting around this one. You updated the content but didn't update the subject line, now the two aren't in sync. It's highly noticeable and it looks like something went wrong to your subscribers.

 

 

Bottom Line

We all have different ways to verify our emails prior to send. Dory Viscogliosi recently told me she wants everything in writing. Juli James doesn't rely on verbal verification. She states "eye witness reports are rubbish," when it comes to getting approval and written is her choice for error-free execution. I personally do everything live via WebEx with several people on the phone and a checklist of things I run down:

  • Is the correct email linked?
  • Are all the links correct?
  • Does it display correct in Outlook / Gmail / iPhone / Android?
  • Are there any noticeable typos? (Difficult, because I sometimes work on international pieces)
  • Is this going to the correct lists?
  • Is the target size what's expected?
  • Do we have the exact right date and time scheduled?
  • Is the "From" address correct? How about the Reply To?
  • Is the subject line correct?
  • Do all personalized fields have valid defaults?

 

Ultimately if something goes wrong, it's my fault. I once was on a call with the Director of Marketing and he said "I have final approval on everything that goes out" and I said "With all respect, actually I have final approval." If anything goes wrong, it's on me since I push the button. It doesn't matter who else is on the call with me watching, it comes down to the fact that it's my job to be 100% correct. Doesn't matter if the President of the United States says "I approve this," it's your job to say "Mr. President, I'm going to make this email great again by pointing out you have 4 typos, none of your links work and you literally have garbage text in a call out box." (Those errors were actually on an email I was told was 100% approved and ready to go today - although someone far lower ranking than the POTUS.)

 

Now, these things will all happen to you at some point or another. Chances are, you'll have at least one of these once a year if you send a lot of emails. Own up to it, explain what went wrong, take the blame - you were rushing through it, you missed a step, you made an assumption (but end it there). The mistake happened.

I leave you with my favorite quote of all time.....

 

"The Moving Finger writes and, having writ, moves on:

Nor all your piety nor wit shall lure it back to cancel half a line,

Nor all your tears wash out a word of it."

--Omar Khayyam, Rubaiyat.

Hi, everyone!

 

This was the 12th and FINAL episode of #Krewechats for 2016! We'll be back next year with a full schedule of content to share and discuss, but in the meantime, check out the most recent episode here:

 

#KreweChats Episode 12: Changes You Should Know About! (2016 Year-end Edition) - YouTube

 

Last week, we discussed basic changes to the Marketing landscape that just about everyone needs to be aware of. If you don't know what CASL is and you're emailing people in Canada, the first half of this episode is for you! Beyond that, we got into the upcoming deadline regarding the Marketo Lead Management package for Salesforce CRM, as well as the "Fall" Release (that came out on the 9th day of December, in the two thousandth and sixteenth year of our Lord).

 

Special thanks to Geoffrey Krajeski, Jenn DiMaria, Ande Kempf, Dory Viscogliosi, Juli James, Rachel Egan, and Sydney Mulligan. Almost a full Krewe for the first time ever!

 

/joe

You already know that Marketo isn't going to send the same email to the same person via the Customer Engagement Program. BUT. . . those aren't the only people that you want to exclude when you are running a nurture program.  You might be promoting a piece of content across 5 different channels and using multiple different emails.

What if someone attends a Webinar on “How to Snag Cool Marketo Swag at Summit” and you want to offer the recorded webinar in your nurture stream, how do you make sure that the person who attended that webinar doesn’t get that offer AGAIN.  Here are 4 steps to make sure that doesn’t happen.

 

Here's what we are going to build:

Screen Shot 2016-12-11 at 2.36.40 PM.png

 

Step 1:  Set up a Content Program for each piece of content that you are also promoting via nurtures. 

 

In this program "Content - Webinar Cool Swag", anyone who attended the live webinar, or watched the recorded webinar already needs to be added as a member in order to exclude them from receiving a nurture email with this webinar as the offer.   This would work the same way if it was a white paper.  Anyone from any channel that has downloaded a specific white paper would live in this program.  This program can be operational or not depending on your reporting needs.  But the important thing is that everyone you want to exclude for this specific nurture email resides in this program. 

 

Step 2:  Set up a Nurture Library

 

This step isn’t actually required to make the above happened but it’s more of a best practice and helps you keep things organized.  In this operational program, you can keep all your nurture emails here so that if you choose to use the same email (by email ID) in multiple streams or multiple programs, you will guarantee that folks definitely won’t get the same email twice. 

 

Step 3:  Set up your Smart Campaign to send the Nurture email from the Content Program

 

Hold up. What!?!  Yup that’s right.  Create a Smart Campaign (ie Nurture Send) in the Content Program, the same program where the members reside where you want to exclude folks from receiving the email.  This is the part where marketo logic just got flipped on it’s head.  Just stay with me.  Smart List must be Member of Engagement Program = True, Nurture Program Name. Add another filter to exclude Member of Program = False, Content - Webinar Cool Swag.  In the flow step, Send Email - email is choose your nurture email from the Nurture library.  You do not have to turn anything on.  You do not have to schedule anything. 

 

Screen Shot 2016-12-11 at 2.37.21 PM.png

Go to the Nurture Stream where you want this email to go out and click Add, select program, select the campaign “Nurture Send” and voila that’s it. 

Screen Shot 2016-12-11 at 2.35.45 PM.png

What will happen is anyone who is a part of the Content - Webinar Cool Swag program will not receive Nurture Email 1 offering this very cool webinar, but will get the next email in the stream all is good. 

 

You may be tempted to drag other filters in the smart campaign smart list. Resist the urge.   They will not work.*  When you use other filters, member of list not in XYZ (and these folks are not members of the Content - Webinar Cool Swag program,  those people who you want to exclude will be excluded from the nurture email, BUT they will not get another email.  They will be stuck in email nurture purgatory.  You have to turn the cadence off then back on for them to leave purgatory.  There have been lots of articles written on this. 

 

Step 4: Test the Nurture Program

 

Screen Shot 2016-12-11 at 2.35.57 PM.png

 

I mean really test it, not with just the test cadence (shown above) where it just sends out an email like send sample email.  Here’s a way that I came up with to quickly test whether the right people are getting the right email and being excluded from the right nurtures. And you don’t have to wait for Marketo to send out a cast.  The shortest amount of time that the program will cast is 24 hours.  I don’t know about you but I don’t have that kind of time to just sit and wait around. 

 

Say for example you have 4 nurture emails. 

Create a test list of leads that are new to the database.  This ensures that there aren’t any gremlins that are going to mess up your testing.

 

Screen Shot 2016-12-11 at 2.42.04 PM.png

 

I have 5 test leads.  The first will proceed as normal through the flows of all 4 emails.

Each of the others, I will add 1 lead to each content program for them to be excluded.

So Jess1 will be in the content program for Nurture Email 1 so it will not get Email 1

Jess 2 will be added as a member of the content program for Nurture Email 2 so it will not get Email 2 and so forth.  The chart delineates which email will be sent to whom and it what order. 

 

Upload these 5 test leads.

Add them to the appropriate content program.

Add all 5 leads to the engagement program and nurture stream.

 

When you are ready to test, set the first cast for an immediate cast.  (Make sure you are not sending to actual real people.)  Wait for the emails. Once you’ve received the emails, you can go back in and set a new time for the first cast (ie within the next 15 minutes) and let her roll and voila you can test your nurtures pretty quickly.  

 

And there you have it. 

Hi Marketo Community!

 

Last week we hosted our latest episode of #KreweChats, which can be seen again here: #KreweChats Episode 11: Email Editor 2.0 & Audit Trail - YouTube!  I can’t quite believe we’re already up to 11 episodes.  So, for this one we looked back at some of the most sought after releases of 2016.  These were Email Editor 2.0 and Audit Trail. 

 

On the chat was Joe Reitz, Rachel Egan, Geoffrey Krajeski, Ande Kempf, Dory Viscogliosi and Myself.  It included a couple of Live Screen Shares (Thank you Joe!) to show what Email Editor 2.0 and Audit Trail look like within an instance.  We discussed the benefits and disadvantages of both new features and looked at why they were needed and how they could be improved for the next release – we wouldn’t be Champions if we didn’t always have ideas for improvements!

 

Hope you enjoy watching this eposide and we look forward to seeing you for our last epsodie of the year on 12/16/16 @ 3:30pm ET.  On this episode we will take a look back at 2016 and see how the world of Marketing, Marketo and KreweChats has grown.  Come along and get Merry with us!

 

Thanks

 

Julz

 

#KreweChats Episode 11: Email Editor 2.0 & Audit Trail - YouTube

Hey #MKTGNation!

 

Thanks for your interest in the Marketo-Fu series thus far! Personally/selfishly, having a down-to-earth video link I can share has saved me so much time in training clients or further edifying other Fathomers & Marketo-enthusiast friends. I'm also up to like $14 in ad revenue between this and #KreweChats, so I'm well on my way to my personal financial splurge goal. #LeicaLyfe #IMayRetireSoon

 

I mentioned before that there would be an intermediate/advanced track once I filled in the beginner track a bit. I've done that! So for your viewing pleasure, here's the first 10 episodes of Marketo-Fu for Intermediate/Advanced Users:

 

Marketo-Fu (Intermediate) - YouTube

 

ICYMI: Marketo-Fu (pronounced like "kung-fu") is an on-going how-to series delivered on a semi-daily basis via YouTube live. The purpose is to help you make your Marketo-Fu strong, so you can impress your management, get a raise, and have an awesome Bruce Lee-esque montage (hush, you. I'm funny, dang it...). It's super informal and genuine, and best of all you get to see me forget how to Marketo sometimes .

 

^Spoiler: anyone that tells you they don't have anything left to learn is straight-up lying to you.

 

Please feel free to post additional topics you'd like to see on this channel below, and keep the conversation going here!

 

PS: Once again, YUGE shoutout to Sanford Whiteman for his massive technical expertise!

Here's a piece I recently wrote up to share with some colleagues who felt that they needed to add a lot of custom fields to our Marketo DB for one particular product line in one particular region.  The problem here is that we have so many product lines in so many regions that giving this access to one opens up the floodgates to all.  The problem is that I'm not a fan of sparsely populated data fields - fields that have only a small records who will have something other than the default value.

 

If the field can't work for everyone everywhere, I'm not interested in adding it to the database.  With that, here's my justification for using static lists instead of custom fields.

 

 

Using Flex Fields and Static Lists to act as custom fields

 

This document will show how to use temporary fields, “Flex Fields”, on forms in place of creating custom fields and then store the data in either Static Lists of note fields for permanent, long term storage and usage.

 

Flex Fields: We allow four flex fields available for use by all Marketo users. These are called Flex Field 1, Flex Field 2, Flex Field 3 and Flex Field 4. These can be used to store any type of information temporarily – for a half hour – which is enough time to move the data to either a Note field or a Static List for segmentation purposes.

 

Types of Data: there are 3 main types of questions and data:

  • Finite Choices: These are questions that have a limited number of answers such as Yes / No or Multiple Choice
  • Scalar Data: These are data that use a number to represent a scale. Examples would be number of users, ratings, etc. If this information can be grouped – such as “From 1 to 100” or “Less than 100” or “More than 9000” it can be stored in lists for those ranges: 1-100, 101-500, 501-1000, etc. These ranges can be unique for each form and product line.
  • Free Form Text: This is data that the form respondent supplies by typing in an answer. This data is not standardized, may contain typing errors and cannot be used for reporting.

 

Fields vs. Lists:

Fields are points of data that exist on every record in every region in the database. Fields tend to be limited to data points applicable to every lead in every region or at least enough leads to compromise a significant amount, or are used by numerous product lines and regions.  While information like Name, Email Address, Phone Number, Company Name and the like are applicable to every lead some information like Number of Operating Theaters, Number of Births, Number of Doctors, Number of Beds in ICU are not used by all product lines but are used by several product lines in several regions.

 

Static Lists are lists to which we can add records to indicate having a response to a custom question. If we have a question that cannot be answered by an existing field, and that answer is multiple choice or Yes / No, we can write that record to a list to show interest.

 

Most of the existing roles can create static lists and add or remove members from the list. In combination with the Flex Fields, thousands of points of data can be collected without adding a custom field.

 

If the data is more free-form in nature, that is to say it’s information that the customer provides that is not their personal contact information, or it’s information that then needs to be passed to SalesForce, that information can be written to a note field.

 

Presentation on Forms:

 

When creating a form, add the custom field and then change the label to have the field appear like a custom question. Below is an example of a form used by Healthcare Digital for collecting specific product interest by using a Flex Field and assigning a couple of choices the form respondent can pick from.

 

Both of these questions below tie to Flex Fields (Values shown for example)

 

 

 

Storing in Static Lists:

 

Within Marketo, there is a Smart Campaign flow step called “Add to List.” Within the flow step, there is a button on the Top Right called “Add Choice” which acts as IF/THEN type of logic. Putting in multiple choices in a single step means that Marketo will look for the first time the conditions are true and then abandon the rest of the choices. Alternatively, you can add multiple flow steps.  The example below is from the Product Preference project in place for Europe, where information that maps to a single, temporary Marketo fields needs to be stored permanently. The information is delivered with multiple values at once, which then need to be separated into lists.  It’s worth noting that almost 100 static lists are used to track interest in products for Core Imaging alone.

 

Here is an example of using a Flex Field to drive a product interest into a Static List:

Storing in Notes:

 

When the information needs to be passed to SalesForce, the only mechanism is to either put in a pre-existing field or into a note field. This also works for data that cannot be used for segmentation, such as self-entered information.  An example I like to use is the number of says someone could type in “Saint Joseph’s Hospital”: St. Joseph, St Joseph’s, St. Joe’s, SJHC, etc. All of these appear as completely discrete values to a computer which would have no way to group them. This self-entered information is best put into a note field.

 

Example: In this Smart Campaign, we build a Form Lead Note.  We’ve standardized how we use the Flex Fields on these forms.

 

Since the entire new value isn’t visible, here are the New Values:

 

Flex Field 1 is always used for Product Interest on certain Healthcare Digital forms:

Lead Notes: {{lead.contact question}}; Facility Type: {{lead.Facility Type}}; Product interest: {{lead.Flex Field 1}}

 

Flex Field 4 is always used for miscellaneous purposes on Healthcare Digital forms:

Lead Notes: {{lead.contact question}}; Facility Type: {{lead.Facility Type}}; Product interest: {{lead.Flex Field 1}}; {{lead.Flex Field 4}}

These values then carry over to SFDC where they appear in the Notes field.

 

Flex Fields used in scoring campaigns

 

Sometimes for product specific scoring, we want to ask questions that are very unique to an individual product. An example here is for our Cardiology product line, which asks which kinds of labs the hospital has. We store this information in Flex Field 3 from the form. When the form is filled out, this scoring workflow is triggered:

This scoring program will only start if the person indicates they have one of the above mentioned Cardiology Lab environments, which is asked on the form.

 

Using Static Lists for Segmentation

 

Now that you’ve seen examples how to translate form questions to Static Lists, the next step is to show you how those lists can be used like custom fields.

 

A Best Practice for segmentation lists is to create a program in an Operational Programs folder. This is an Operational Type program used only to house your lists.  These can also be stored in the Lead Database, but to make things simple we’ll show how these create what we in Healthcare Digital call “Core Lists.”

Here you’ll see the Core Lists we use for Cardiology. In here are two types of lists: Static Lists and Smart Lists. A static list is basically a list of names that you decide who is on or off.  A Smart List is more like a query: you use logic to determine if someone should be a member or not.

 

Static Lists give you ultimate control over who is on the lists but need to have Smart Campaigns – workflows – to add or remove names.

 

Smart Lists constantly update themselves as records qualify or disqualify. Smart lists can use static lists as inclusion or exclusion criteria.

 

In this example, we have created lists for our various Cardiology products. Lists marked as “IB” are current customers. CCE is one version of our product, CCI, CCW and DMS are other versions. Because this product line is very volatile – new products are constantly added, product names are subject to change and product lines can be retired – having these products as unique fields is not scalable. While the product is called DMS today it could be called ABC or something completely different tomorrow. Once a field is created in Marketo and is populated with data you cannot change the field name. It is also very labor intensive to remove fields.

 

 

Building a Segment

 

In this next graphic, you’ll see how a Smart List uses several Static Lists for segmentation. The purpose of this list is to dynamically build a list of people at hospitals who own our product, who would be interested in hearing about our Perinatal product line.

 

We know that hospitals have numerous specialties that are of no interest to each other. If we were to generate a list of all hospitals who owned a product and then sent to all records working at that hospital our Unsubscribe numbers would quickly elevate. Why would a neurosurgeon or a proctologist care about Perinatal software? Likewise, as a software company, we know that executives, business analysts and IT personel will sign up for information on this product line while they are evaluating or installing the product but they have no interest in communications meant for the end users.

 

This Smart List combines all people we know who are listed as being tied to one of the 12 Perinatal products and then filters them by job title. Here were are looking for 107 values that we feel are unique to people who work in women’s health: maternity, labor and delivery, infant care, obstetrics or gynecology, etc.

 

 

If these product interests were separate fields we would have to create a very complex list saying (1 or 2 or 3 or 4 or 5 or 6 or 7 or 8 or 9 or 10 or 11 or 12 or 13) and 14 and 15 and 16 and 17 as each product would be a separate line. From experience, the concept of “OR” and parenthesis is hard to explain to an average Marketo user while just putting all of the lists into a single box is much easier. Every time we add in a product line we would have to add it to this list and then manually rewrite the Advanced Filters as points 14-17 would need to be incremented by the number of new fields added in parentheses.

 

Living From Experience:

 

Prior to 2015, Healthcare Digital had our own instance of Marketo which had been in place since 2011. When it started, the thought was that unique fields would be used as needed and every product interest could have a unique field to show interest.

 

Over 5 years, that ended up created 121 fields. Many of these are for products that never ended up being real – we prepared for them but they were canceled. Many of these product ended up being retired. Others had their names changed and we were stuck referring to them by an old name. We also made fields to show is someone owned the product or was merely interested in it. This has been difficult to work with.

 

REST API Name

AreyouanexisitingCPNcustomer

CBS-BusinessETM

CBS-PracticeManagement

SS-Periop-AnesthesiaInteractionChecking

SS_PACSIW_Services

areyouanexistingC360customer

CBS-BusinessEWS

CBS-PracticeManagement-VAR

SS-Periop-BedManager

SS_PACS_Services

AreyouanexistingCBcustomer

CBS-BusinessHPA

CBS-PracticeSolution

SS-Periop-BusinessContinuity

SS_Periop_Analytics

AreyouanexistingCCAcustomer

CBS-BusinessInformatics

CBS-PracticeSolution-VAR

SS-Periop-BusinessObjectsReporting

SS_Periop_ePREOP

areyouanexistingCentricitycustomer

CBS-BusinessMCA

CBSCEServices

SS-Periop-ClinicalInformationViewer

SS_Periop_Services

AreyouanexistingCPACScustomer

CBS-BusinessPatientProtocolManager

CBSPopHealthManagement

SS-Periop-CPAandCPM

SS_RISIC_Services

AreyouanexistingCPScustomer

CBS-BusinessPOL

CBSVARServices

SS-Periop-NursingDocumentation

AreyouanexistingCVITcustomer

CBS-EDIServices

CBS_Business_FRM

SS-Periop-PACUDocumentation

areyouanexistingDPcustomer

CBS-EMR

CBS_Business_Services

SS-Periop-PATClinic

areyouanexistingEMRcustomer

CBS-EMR-VAR

CBS_GroupManagement_Services

SS-Periop-Perioperative

AreyouanexistingGEPACSIWcustomer

CBS-EMRClinicalContent

CBS_Practice_Services

SS-Periop-PerioperativeAnesthesia

AreyouanexistingGERIScustomer

CBS-EMRDocumentManagement

SS-Analytics

SS-Periop-PerioperativeManager

AreyouanexistingGMcustomer

CBS-EMReRX

SS-CentricityClinicalArchive

SS-Periop-PerioperativeTracker

AreyouanexistingPeriopcustomer

CBS-EMRPatientPortal

SS-CPN-Analytics

SS-Periop-Scanning

areyouanexistingPopHealthcustomer

CBS-EMRSecureMessaging

SS-CPN-Connect

SS-Periop-SterileProcessingManager

AreyouanexistingUniversalViewercustomer

CBS-GroupManagement

SS-CPN-IB

SS-Periop-SupplyChain

AreyouanexistingVARcustomer

CBS-GroupManagementAnalyzer

SS-CPN-Interoperability

SS-Periop-Weblink

Are_you_an_existing_CE_customer

CBS-GroupManagementDocumentMgmt

SS-CPN-LandD

SS-RIS-IC

CBS-Business

CBS-GroupManagementEligibility

SS-CPN-NICU

SS-UniversalViewer-CPACS

CBS-BusinessAdvancedWeb

CBS-GroupManagementHostedClaimsManager

SS-CPN-Services

SS-UniversalViewer-IW

CBS-BusinessAnesthesia_Radiation

CBS-GroupManagementPatientPortal

SS-CPN-WebAccess

SS-ZFP

CBS-BusinessASP

CBS-Hardware

SS-CVIS

SSC360CaseArchive

CBS-BusinessBAR

CBS-HealthCheck

SS-CVPACS

SSC360CaseExchange

CBS-BusinessBundledCareManager

CBS-Lab-Laboratory

SS-Integration

SSCCAVAR

CBS-BusinessCBO

CBS-Mobile

SS-MobileAccess

SSCVITUV

CBS-BusinessClinicalConnectivity

CBS-Pharm-Administration

SS-Omnyx

SSGEHealthCloud

CBS-BusinessConsulting

CBS-Pharm-Pharmacy

SS-OneView

SS_AW

CBS-BusinessEDIServices

CBS-PracticeAnalytics

SS-PACS

SS_CCA_Services

CBS-PracticeDocumentManagement

SS-PACSIW

SS_CVIT_Services

 

When we migrated to the Global instance we made a decision to never make this mistake again. This wasn’t scalable, was hard to support and very hard to train when product names change or retire. All of these issues go away by using lists.

Conclusion

 

It is my experience that there are very few reasons for adding in new fields, especially product specific or region specific fields. Having given this much thought, testing and experience and conferring with other Marketo Experts, Champions and Consultants, the consensus is that static lists work very well for preserving information that is Boolean in nature, such as a product interest.

 

As a Marketo admin, my goal isn’t to reject all requests but to work with the regional users and show them how results can be achieved without disrupting the database by adding fields. Along with the other admins we carefully consider and discuss proposals for new fields and judge it on the following criteria:

 

  • Can the same results be achieved in any other way?
  • Would the requested field serve any other region or product line?
  • Is the field name going to persist for years?
  • Is the field relevant to a large portion of the database? (At least 15%)

 

If we can achieve results without adding a new field and if data is only relevant to one product line or region then we are not likely to add in the new field.

 

The reason for not adding new fields is simply scale. If we do it for one product in one region we have to offer the same opportunity for every other product in every region. This is not scalable and would be very difficult to administer. There are too many products in too many regions and in the end only a very small number of records would utilize the field.

Hi Marketing Nation!

 

Thanks for joining us for another episode of Krewe Chats. This week, we had Dory Viscogliosi, Geoffrey Krajeski (+his kids if you pay verryyy close attention ) and Jenn DiMaria together to talk about Attribution. The million dollar question when proving the value of anything you’re doing in Marketing: what’s the ROI? As a marketer, this can be a daunting question...UNLESS you have proper attribution reporting setup in Marketo. Listen as we are explore some of the ways attribution can help you prove your value as a marketer and the value marketing brings to your organization’s bottom line.

 

#KreweChats Episode 10: Attribution - YouTube

 

Well, uh, that's all. I love attribution. We like you guys. Bye!

This is the first in a series I'm titling "Big Marketo." 

 

Big Marketo Defined

Big Marketo is about how large companies think about Marketing Automation, the challenges we face and how we think through ideas that are scalable for different skill levels.  Big Marketo isn't just for large companies, it's for anyone who manages more than one or two users of Marketo.  Big Marketo is, in essence, tips and tricks that help us keep this sane in an insane world of ideas.

 

Credentials...

Having worked for seven years using Adobe Campaign (formerly Neolane) for a medium sized company I came over to GE Healthcare Digital in 2014. Since joining I've become a recognized expert across all of GE in the Marketing Automation arena and ascended to the top level at GE Healthcare to help lead and shape the Marketing Automation initiative. I've redesigned how programs are run in a way that's scalable and simple. I've utilized the power of Tokens, Landing Pages, Script and Campaigns to take the burden off of the end user.  I've written user roles in a way that's sensible, logical and safe. Is it perfect? No. Is it working? Yes.

 

I currently admin an instance of Marketo with about 160 users and growing. We have users on almost every continent and region and country- North America, Asia, India, Africa, Australia, South America, Europe, Middle East, Far East, Central America, U.S., Canada, etc. Just a couple of months ago it was out of control. We had over 19 people with Admin access, some of whom were consultants, many of whom had no experience or training. People were free to make major changes without knowing the downstream impact.  We also had about 10 different user roles that no one truly understood. Some of the roles were specific to one or two people, others were assigned to people who also had Admin access.

 

Prior to me joining the Global team, there was a completely different team in charge and all of them had left the company, leaving a large knowledge gap of why it had gotten so out of hand. Assigning blame wasn't the priority, fixing things was. This was going to be painful, we were going to reduce a lot of people's access and take away functionality.  We had seen too many things go wrong and we needed to make this error proof.

 

So why start with User Roles?

I've thought about it and I'm starting with user roles because I believe from here it will set the table for the other topics.  Everything starts with set-up and talent. You need to know who you have and what there skills are and channel them into ways that doesn't force them to take on responsibilities out of scope.  My next topic will be Program Creation, and that will really help you see how these roles work together. We'll also get into Workspaces and how to utilize them to make your instance safe. But I think the first thing to think about is User Roles, what you should allow users to do, who does what and why and how to make them all work together efficiently.

 

Let's start at the beginning....what are the core functionalities of Marketo?

Marketo, broken down, has a couple of key areas that require different skill sets. Let's break it down:

Admin -

These are Marketo experts who really know all the ins and outs of Marketo. The wield the highest level of power and use it the least. These are the people who need to make sure Marketo changes as little as possible and see the impact of people's mistakes. Admins real responsibility lies is creating new users, assigning roles, training other users and preserving the integrity and structure of Marketo.

 

Data Analysis, Scoring & Reporting

Marketo captures and creates data which are used to create reports and models for end users. Marketo has several ways to report data from smart lists to canned reports to their Revenue Cycle tools. A core functionality of your Marketo team should be business analysts who understand databases and data modeling and how to perform testing for scoring and lead lifecycle. Data is captured not only from Marketo but also from any linked CRM or other tool.  Here is where a keen eye for which data is meaningful to have in Marketo vs. which is not is crucial as it will help your instance operate proficiently and not get backed up receiving and transmitting useless data.

 

Trigger Based Automation

Marketo records a lot of data and is capable of recognizing a lot of events happening. The trick here is to know which are the significant few triggers that your business needs. Knowing how your customer base interacts with your programs is important in knowing which triggers you want to use, as is understanding what your sales and marketing people want to know about. For some, a web page visit might be an important event to note while for others this trigger could overwhelm the system if the website is highly trafficked.

 

Web / Email Design

Knowing how to design Marketo pages that integrate seamlessly with your website lies in the hands of graphic designers and web designers. Knowing how to model CSS and centralize on it to minimize updates is highly useful for big companies as the web layouts and looks can change quickly.  You want to do this right the first time so 4-5 years down the line you don't end up with hundreds of pages that need individual updates.

You also need people who understand how to design Emails. These use different rules than Web Pages and if you don't know what they are you need someone who does. The email design tool in Marketo is not indicative of how the email will look in Outlook, Yahoo, Gmail, iOS, Android, Outlook.com, mobile, tablet, PC, etc. If you think "All my customers are B2B so they all use Outlook," you're wrong.  If you're doing your layouts on a P.C. and not optimizing for mobile, you're old fashioned. You need to make sure you have a designer that knows how to build and test emails for best performance, as well as how to A/B test.

 

Web Developers

On top of design, knowing scripting will add immediate value to your Marketo initiatives. If you want to break the mold and show that your website is modern you need to know a little scripting, whether it's JavaScript, jQuery, or PHP.  It's not difficult to learn the basics but you need to be able to incorporate scripting if you really want to get the most out of your Marketo pages.

 

The Roles and their responsibilities

Your user base

Chances are your user base falls into one of two categories: I'll call the first "Field Marketing," people who are responsible for creating the message, identifying the streams and ways to promote / spread the message, and; "Marketing Operations," your technical folks who know how to make the automation happen. Both of these roles serve unique purposes and should have Marketo roles in scope with their work. With that in mind, here is how GE Healthcare crafted user roles for our instance of Marketo. We'll start with the lower role and work up.

 

Content Editor:

This is where the majority of your "Field Marketing" team will be. They have ability to clone programs, create new emails or landing pages, update content but not approve unapproved asset and launch / activate campaigns. They have access to Lead Database, Marketing Activities and Analytics but cannot change leads attributes. The main job of the Content Editor is to own the actual content, update it when necessary and create new programs based on templates without the ability to launch unsupervised.

In the next part in this series you'll understand how a Content Editor can do their job proficiently by utilizing only tokens and never needing to know the Landing Page Editor or the Email Editor. For now, just think that these are people who will generate new ideas, forge partnerships with external channels, work with product marketing and sales to identify opportunities to create new assets and then update the customer facing content when necessary.

 

Required Skillset:

Basic Marketo knowledge and experience using a WYSIWYG editor.

 

Responsibilities:

  • Create HTML content and get approval
  • Coordinate with Web team for downloadables
  • Request / schedule campaign on Marketing calendar
  • Lead import list properly requested
  • Clone Marketo program
  • Load content into Marketo asset
  • Update all relevant tokens
  • Prepare workflows to best of ability
  • Notify Marketing Approver when it is ready to launch
  • Work with CE Marketing Approver on launch checklist
  • Ultimately responsible for content and program

 

Marketing Approver

The next level of skill is your Marketing Approver. This roles has Content Editor plus the ability to approve assets and launch / activate campaigns. Has access to Lead Database, Marketing Activities and Analytics. Is typically restricted to Operation team users with Marketo training. The main reason for a Marketing Approver is that no one should be able to approve their own programs without another set of eyes on them; and prior to launch, an expert in the area of Marketing Automation should review the program to insure it adheres to local laws, company governance rules and it will work as expected.  This role has perhaps the most responsibility as they are responsible for checking every link, every email, every page, every workflow and list prior to hitting Send.

 

Required Skillsets:

Marketing Automation experience, knowledge of personal data privacy laws for their region, proven comprehension of region governance, workflows, mid-level graphic design (HTML / CSS for webpages and emails).

Responsibilities:

  • Program set-up
    • Program is in the correct folder
    • Correct program type used: default, event or email send
    • Correct channel is selected
    • Program contains only one channel (i.e. an email pointing to a landing page for a download is two separate programs: email and gated asset)
    • Forms are reused whenever possible
    • Workflows are centralized whenever possible
    • Program cost and period properly set and updated upon request
    • For Webinar, program is linked to the correct webinar platform (WebEx) and event
  • Email
    • Templates are current and active
    • Emails display as intended in different browsers / email clients (specifically test Outlook, Gmail and iPhone / Android)
    • Links are active, valid and are not personalized (if they lead to third party sites)
    • Operational / Non operational email type used correctly
    • Spelling / Grammar is acceptable (if proficient in that language)
    • Text Only version updated and formatted
    • Default values entered for personalization tokens
    • Ultimately responsible that program was executed upon approval from requestor & that protocols were followed
  • Landing Page
    • Templates are current and active
    • Pages display as intended in Chrome, IE, FireFox and mobile (Safari / Chrome)
    • Links are active, valid and are not personalized (if they lead to third party sites)
    • Correct form used and hidden fields updated
    • Head tags populated (content is responsibility of Content Editor user)
    • Spelling / Grammar is acceptable (if proficient in that language)
    • Token codes are not visible on rendered pages
    • Upon form fill, expected page is reached
  • List
    • List criteria matches persona entered on request form
    • For email, list is under 10,000 recipients
    • Unsubscribes, invalid emails, hard-bounce replies, blacklisted email addresses are removed
    • List contains people for whom the information is relevant and expected
  • Workflow
    • Proper list is used / created in Smart Campaign
    • Flow steps are tested to ensure expected results are achieved
    • Values / tokens used in flow steps are correct for the product and program
    • Note field updates are formatted properly and append to previous notes and do not wipe out data
    • Activities written to CRM fields are formatted properly
    • Leads score as expected and can PQL
    • Program Status Updates happen only to people for whom the program is the last program with which they interacted
    • Debug improper workflows & update/maintain as needed
  • Reporting
    • Reports are properly built, as requested, in the program
    • Report subscriptions (either report or smart list) are only created for approved people
    • Subscriptions are deactivated when no longer needed

 

Region Admin -

Not every company will have this role and not every company will have a separate role for Region Admin / Marketing Approver, however there are functions that a Region Admin owns that are crucial towards success of marketing automation.  If your instance is differentiated by region you need to have a regional expert who natively understands the region and can act as an evangelist of that regions users. They also need to be part of the Marketing Operations Round Table, representing that region's needs and their knowledge of the users. The RA is the main point-of-contact for the region, providing training and Tier 1 support. This role does not have Admin access but has access to "secret" workspaces where critical-to-quality workflows are housed, out of reach of the Marketing Approvers. I'll cover more on this in one of my next posts about Big Marketo.

 

Your Region Admin has access to Lead Database and can change data directly when necessary. They have access to the Design Studio and can create and update templates for Email and Web Pages as well as Forms. (Look for an upcoming post about how Centralization Is Your Friend.) They can update scoring programs and the Lead Lifecycle.  The Region Admin is a powerful role and requires someone who works closely with Sales and Marketing leadership and understands business needs and how to continuously improve programs.

 

Responsibilities:

  • Maintenance, creation, activation and deletion of all region specific workflows
  • Attention to notification logs to proactively find issues and correct
  • Escalation to Admin for issues that are affecting or affected by other regions
  • Communication with other Region Admins for proposed workflows or programs that may be considered Best Practices
  • Coordination with other region admins to schedule large imports or complex batch programs that will slow down the campaign queue
  • Training and support for users within that region
  • Assessment and feedback to Admin of potential up or downgrading of Marketing roles
  • Make changes to templates and batch update assets
  • Add / maintain centralized forms and workflows
  • Level 1 troubleshooting for the region

 

Admins -

These are the highest, most proficient Marketo users. The requirement is that they be a Marketo Certified Expert to even be considered, be part of the core Marketing Operations team, have clearly defined knowledge of Markeo and share a unified vision for preserving the integrity of Marketo. This group should have an extremely conservative mindset when it comes to altering Marketo.  Requests for new fields need to be scrutinized for unanimous agreement that there's no alternative for storing data. They need to know how to write webhooks, how to partner with organizations looking to utilize APIs and how to troubleshoot integrations.

 

You should limit your Admins to as few people as possible, with an eye on spreading out responsibilities across timezones to provide around-the-clock support. For GE Healthcare, there are 4 admins: 2 in India, 1 in Australia and 1 in the U.S. We work closely together an act as one mind.  We listen to the needs of others and work to create solutions. We do not utilize our Admin powers often and we also act as Region Admins and Marketing Approvers.

 

Responsibilities

  • Changes that will affect the entire Marketo instance:
    • Field additions or name changes
    • Program statuses
    • Tags
  • Opportunities to improve the Marketo instance performance and reliability (i.e. SPF / DKIM)
  • User Roles and User Accounts, including LaunchPoint
  • Proactively search logs for issues affecting performance / integrations and coordinate with RA for fixes
  • Involved in new API / Webhook connections
  • Work with designers / RA to test and approve templates
  • Create support tickets if issues cannot be resolved with internal resources
  • Activate new features and create training plan for RAs
  • Work on implementing new features / modules of Marketo and create documentation and training materials

 

Now, there are two other roles worth mentioning:

  • API User

    • A role for APIs wishing to integrate with Marketo. Mandatory for the creation of an API account
  • Agency

    • Hybrid roles created based on the reason and skillset of the Agency.  Typically an Agency will never have access to the Lead Database, Admin Functions or be able to approve or execute a program without vetting from the Admins for skill, understanding of business and security.

 

These are the roles we utilize at GE Healthcare. All of our 160+ users fit into one of these roles and can perform the duties that their job requires to the fullest.  This is also thanks to the program structures and centralization techniques we're utilizing to keep the instance sane.

 

Now it's also worth noting that these roles are only most crucial in a Production environment.  We often have Content Editors or Marketing Approvers who want to model changes or new programs which may require new fields. We require all work of this manner to be performed in a UAT / Sandbox environment and have reviews by the Region Admins and Admins prior to migration to Production.  This is where the Admins have the opportunity to train users on how to accommodate programs without the addition of new fields, or come to consensus on whether or not to add new fields as well as provide rigorous testing on proposed new programs or changes.  This is where Admins, who have knowledge of what other regions are doing, can be of most benefit by using on region's innovation to benefit others.

 

So ends Pat one on Big Marketo.  Let me know what you thought, how you'd improve on what I've detailed or what you'd like to see in a future installment.

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