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2016

Hello members of the Marketing Nation!

 

As you may have noticed when you logged in today, the homepage is slightly different. We hope you like it!

We are always trying to make it easy for you, our customers and partners, to navigate the Community and easily find what you need to be successful. We even did some research in June to get your feedback. SeeWhat are your top 10 pages in Community?

 

Here is what has changed :

 

  • Hero: As you can see the large image at the top (what we call the hero) has remained. We will continue to promote important events, announcements and opportunities in this spot regularly.
  • 6 CTAs: We tried to simplify these CTAs based on your feedback and based on key areas of the site that will help you navigate Community as well as get started with Marketo. These buttons are to help all levels of Marketo users as well as newbies to Community find what they need. We chose only 6 (opposed to the 10 I got feedback on) to make the page cleaner.
    • NOTE: Don't forget to utilize the top global navigation and the super ball drop down to find important pages also!
  • 3 smaller buttons: If you remember, these were larger stock images used to promote other announcements, opportunities and events, like upcoming webinars. We decided to adjust the real estate these CTAs were using to put more focus on the 6 CTAs above, but we will still use them to promote secondary events and announcements. Some may stay more constant than others, such as Join a User Group.

 

If you have feedback, please feel free to provide it here in the comments!

I was recently reminded about a great session from Summit called:

 

Mo Marketo, Mo Money

How to grow your career with Marketo

by Inga Romanoff and Jason Seeba

 

If you want to know be reminded about why you put in all those hours learning Marketo, then you need to watch this presentation.

 

You can find the video recording here: Mo-Marketo Mo-Money Video

You can find their slides here: Mo-Marketo-Mo-Money

 

Inga and Jason are leaders of the New York and Silicon Valley Marketo User Groups for a hip-hop themed look at how you can use Marketo to grow your expertise, influence and ultimately your career. We’ll put the East Coast-West Coast rap feud to bed and share three tangible ways you can immediately step up your game. You'll learn:

  • How to quickly deepen your Marketo experience - “(I) Get Around” (2Pac)
  • How to easily get plugged into the Marketo Community - “Get Involved” (Q-Tip)
  • How to simply understand your worth in the market and maximize it “Get Money” (Biggie)

[We create/share this news so you can share it with your peers and executives, which will show that you are on top of the latest happenings in the industry]

 

MARKETO IN THE NEWS

U.S.

Marketo Inspires Student Success Through Second-Annual Global Volunteer Month

Press release

Month of service mobilizes nearly 1,000 employees worldwide on a mission to support education and career pathways for underserved students

 

The evolution of marketing platforms: From automation to journeys

Marketing Land

The next generation of marketing automation is emerging, and it’s more focused on machine-informed journeys than rule-based campaigns. Shankar is quoted with a reference to Project Orion.

 

What Marketers Need to Know About Project Orion

Customer Think

Considering the influence Marketo has on the marketing world in general, this was not an announcement to take lightly as Project Orion represents a major upgrade to Marketo’s existing platform, one that looks to capitalize on recent advances made in big data and predictive analytics.

 

EMEA

Fight the skills shortage: SME relies on training

Wirtschafts Woche (Germany)

More mileage out of Sanjay’s interview with one of Germany’s leading business pubs. The article quotes him on mining for internal talent.

 

CDO, CMO or someone else? Who is responsible for digital?

Emerce (Netherlands)

Article quotes Sanjay's Information Age article on CDOs.

 

JAPAN

Press Release: Nisha Printing - Marketo Customer

 

Businesses looking ahead with marketing automation (translated)

IT Media (Japan)

Coverage from Summit in Vegas.

 

ABM, predictive analytics -- is this the way for tomorrow's marketer to live? (Translated)

IT Media (Japan)

Additional Summit coverage from Vegas.

 

Dentsu look to digital establishment, of the marketing industry "super diversification" (translated)

Huffington Post Japan

Pick-up of Digiday Dentsu Japan article.

 

THE MARKETING NATION SUMMIT 2016-Event Report

·       Article 1

·       Article 2

·       Marketo VP Chandar Pattabhiram’s Interview Report@Japan Summit2016

 

CUSTOMERS & PARTNERS IN THE NEWS

Customers

How customer insight and content are helping this Aussie fintech startup to flourish

CMO Australia

Prospa's first CMO talks about how he's tackling strategic marketing, mentioning his use of Marketo.

 

Insights from the chief marketing technologist of an $18B firm

Customer Think

Scott Brinker interviews Duane Schulz, Chief Marketing Technologist at Xerox and a member of the Marketo Executive Council. Duane gives Marketo a shout out.

 

GE and Microsoft work together on IoT services in the cloud

CIO

GE's Predix software has come to Microsoft's Azure cloud platform.

 

Talend CEO: Businesses seek simplicity and control with a new “centres of mass” approach to analytics and cloud

Computer Business Review

Mike Tuchen, CEO, Talend, told CBR that increasingly businesses are building ecosystems around a Salesforce, SAP, NetSuite, or Marketo.

 

Box moves telephony, Web conferencing to the cloud

CIO

Box's CIO mentions how the company is using data from Marketo in its quest to build a new data management architecture to support real-time analytics and insights, a key ingredient for identifying new customer leads and improving operational efficiencies.

 

RIAs boost profitability while gaining clients, Charles Schwab study shows

Investment News

Profitability rose about 4% last year and is up 27% since 2011 as firms become more efficient through technology, according toCharles Schwab's RIA benchmarking study.

 

Interview: Synching up with dropbox

Fortune

Video interview with Dropbox’s Dennis Woodside at Fortune's Brainstorm Tech.

 

Combining Data Sources to Drive Smarter Decisions

Inside BIG DATA

David Abramson, Director of Product Management at Logi Analytics, discusses how the advent of new and disparate data sources means we must rethink the way we manage data, with a mention of Marketo.

 

The Digital Disruption In Industrial Sales And Marketing

Industrial Distribution

A recent report from the respected global consulting firm, Bain & Company, interviewed 370 marketing and sales executives working in the industrial and technology sectors. The numbers are impressive. Almost half of those surveyed said that digital capabilities have significantly changed their customer’s behavior. The report estimates that nearly two-thirds of all industrial B2B buyer research is now done online, meaning that customers have access to more information, and as a result, more power than in the past.

 

Steve Rotter Named OutSystems CMO to Expand Leading Low-code Platform

Press release

Having led innovative marketing teams for more than 20 years, Rotter established himself as a brand champion at technology companies such as Brightcove, Adobe and Motorola. As a marketing trailblazer, Steve has been recognized as one of the top 100 influencers in content and online marketing, received a CMO ROI award from IDC, and a prestigious “Stackies Award” from ChiefMarTec.

 

ReachLocal Enhances Marketing Analytics Features for ReachEdge

Press release

With ReachLocal's new analytics features, ocal businesses can see which specific websites and campaigns drive results, and they can use that insight to guide online marketing investments that will grow their business.

 

Amplero Raises $8 Million In Series A Funding

Press release

Leading Venture Capitalists Invest in Amplero's Vision & Differentiated Approach to Machine Learning-based Marketing; Funds Will Accelerate Go-to-Market Strategy.

 

The makings of a great marketer

CMO Innovation

Nutanix CMO professed that he had always been fascinated with storytelling, noting how the best sales, marketing and business people are phenomenal story tellers.

 

How to Drive B-to-B Loyalty by Celebrating Customers

Advertising Age

CMO Spotlight: Stephanie Anderson, Time Warner Cable Business Class

 

Snowflake Computing Extends Executive Team and Board of Directors to Support Growing Business Demands

Press release

Snowflake Computing Appoints Denise Persson Chief Marketing Officer; Adds Altimeter Capital's Kevin Wang to Board of Directors.

 

Webgility's Unify for Infusionsoft Simplifies e-Commerce Data Management -- Streamlining Workflows, Saving Money, and Stopping All Data Entry

Press release

Unify for Infusionsoft Automatically Syncs e-Commerce Sales Data to QuickBooks or Xero, Dramatically Increasing Financial Accuracy and Reducing Workload for SMBs

 

Fishbowl and MonkeyMedia Software Announce Strategic Partnership

Press release

Fishbowl's Intelligent Marketing Solutions integrates with MONKEY™, The #1 Cloud Platform for Takeout, Delivery and Catering for major restaurant chains

 

Amazon Just Bought This Hot Cloud Startup

Fortune

The retail giant’s cloud-computing arm, Amazon Web Services, bought a small startup called Cloud9 that specializes in software development tools.

 

How brands are tackling the emotional heart of customer experience

CMO Australia

Marketing and customer support leader from new customer Uber share their approach to improving customer experience through ease, effectiveness and emotion.

 

'Founder's Mentality' Is a Company's Best-Kept Secret, Bain Chiefs Argue

Fortune

Bain strategy chiefs explain key traits that tie companies’ performances to their founders’ roles.

 

Viewpost Receives Highest Enterprise-Ready Rating from the Skyhigh CloudTrust™ Program

Press release

Viewpost announced today that it has been awarded the highest Skyhigh CloudTrust rating of enterprise-ready for its innovative B2B network for electronic invoicing, payments and real-time cash management.

 

Customers/Partners

eBay Agrees to Acquire SalesPredict

eBay News Team

The acquisition will support eBay's artificial intelligence, machine learning and data science efforts to support its structured data plan.

 

ANNUITAS and its Clients Named Finalists for Content Marketing Awards

Press release

Awards recognize ANNUITAS and PR Newswire for some of the best Content Marketing projects in the industry.

 

New data shows how Facebook and Instagram users are different

Marketing Dive

In a Facebook blog post, lead IQ researcher Vicki Molina-Estolano outlined core differences between how Facebook and its companion social media platform’s users are different. The key finding was Facebook’s users are satisfying a need for empowerment, recognition and connection, while Instagram users are satisfying a need for fun, relaxation and discovery.

 

Facebook Blames Lack of Available Talent for Diversity Problem

The Wall Street Journal

Many observers say talent pipeline isn’t primary factor for Facebook.

 

Native videos posted by publishers’ Facebook Pages average 268% more shares than article links

Marketing Land

Our analysis of Facebook data, sourced from NewsWhip, hints that the latest News Feed tweak may mean more native videos, fewer links from publishers' Pages.

 

Google launches new visual search ads for retailers

Marketing Dive

Google is launching a new ad format called Showcase Shopping ads, which are designed to help retail brands reach people searching for broad product terms with visual displays of their products.

 

Google’s Programmatic Video Biz Is Growing Like A Weed

AdExchanger

Google's programmatic video revenues are growing fast, thanks in part to its decision to turn on exchange-based monetization of YouTube's TrueView ad formats.

 

Five ways to reverse advertising’s ‘Less for more’ trend

Deloitte CMO

Deloitte says advertising is less effective every year, but brands that rethink creativity can still break through the clutter.

 

Microsoft’s UK CMO on artificial intelligence and his visionary inspiration

Marketing Week

Microsoft’s Paul Davies talks about what it takes to be a visionary and his expectations for the industry in the next ten years.

 

Centrify Strengthens Executive Team with Appointment of Chief Marketing Officer

Press release

Rhonda Shantz, award winning marketing executive, brings depth of experience to lead Centrify to next stage of growth.

 

Partners

Interview with Daniel Incandela, SVP Global Marketing at Return Path

MarTech Advisor

Interview with head of marketing at Return Path.

 

Built.io Flow Bridges Glaring Gap Between Zapier and MuleSoft to Deliver Instant Integration for ISVs and Enterprises

Press release

Built.io Unveils New Features, Customer Wins and Partnerships for Integration Platform-as-a-Service (iPaaS) Built.io Flow

 

Inside the Agency: Razorfish's sleek New York headquarters

Digiday

A look at Publicis company Razorfish's digs.

 

5 Ways MA Can Help Your Enterprise Grow-1.png
These days, growth-oriented, ambitious companies increasingly have the opportunity to gain the upper hand in the market because they are taking advantage of digital tools to maintain and even amplify their competitive edge. As prospective customers determine their own purchase journey, emerging enterprises must use digital tools to build personal relationships with them, win their business, and grow that business—and those relationships—over time.

 

The cornerstone of building your digital competitive advantage is an engagement marketing platform—a marketing automation platform that includes all the applications and solutions you need to engage your prospects and customers at the right time, in the right place, and with a relevant and personal message.

 

Download this ebook to learn five ways that you can use an engagement marketing platform to outsmart the competition—even those with a much biigger presence and budget.

 

Ebook: Best Practices for Mobile Marketing: How to Acquire, Engage, and Retain Users

 

 

Website Description:

 

As a mobile marketer, you need to deliver the cohesive experience that your audience expects and that’s no small challenge as you work to acquire, engage, and retain users across a variety of platforms. So how do you earn and keep your consumers' attention with so many apps competing for their attention?

 

The key is cutting through an exceedingly noisy world to engage individuals continuously, in a meaningful and personalized way, across channels and devices?

 

Download this ebook to learn how you can ensure you’re driving deep engagement with users wherever they are by delivering relevant, cross-channel experiences through the entire mobile customer lifecycle.

I get to experience all the effort and time that we marketers spend on building awesome content and creative assets for emails, crafting perfect subject lines and investing hours on building reports that reflect our efforts on Open Rates, Clicks Through Rates and hopefully having an impact in Conversions.

As a user, what surprises me is that I receive dozens of emails with lots of small errors that only inspire me to delete them. I delete those unwanted emails from my mobile phone so I will never see the result of those long hours of work. Maybe your audience is doing the same with the emails that you craft.

If your emails are not being opened... where is all that hard work going?

Let's see what are the most common mistakes from marketers when building emails.   Ideally you would be able to see what your readers see and do the extra bit of work that will make the difference between having  your emails opened or deleted. 

These are some of my good, bad and ugly examples that I have gathered. Hopefully they could help you spot the mistakes that you are making. Small changes on the details below will make huge differences. Believe me!

Let's get started...

1. The Good. This is a perfect example of how emails for mobile should be crafted.  This email has a very clear Call to Action for their subject line ("Become a Journalist", they also mention an "Exclusive..." Offer? Maybe?") The preview is greatly crafted. It describes a benefit of their offer, something that is important for a person considering to become a journalist ("You can become a freelance journalist in as little as 12 weeks. No pre-requisites...). 

2. The bad.  Startups.co.uk normally crafts beautiful content for entrepreneurs. On email #2 we can see that sender and subject line are really good, short, clear and specific but as you can observe the preview element was not properly looked after.  (How horrible it looks for the reader to see this message: "This email was sent as HTML...").

3. The ugly. The preview on email 3 is ugly: code, code, ugly slashes? Inviting?  No! Even when the subject line is inviting, it is a shame that this preview encourages me to delete this one.

4. The bad and ugly.  I get an email from someone called 'anil' - all small letters?.  The subject line sounds spammy and the preview? Not inviting?

So, can you tell how many of these emails were opened?

Let's talk about the small details that you should pay attention to when building your email if you want to increase your Open Rates on mobile.

1. Check your preview content.  It could make the difference on having your emails opened. Avoid the bad and the ugly!

2. Test your emails on different devices.  Make sure you like how your emails look on the most popular devices. You can use www.emailonacid.com to test them.

3. Think as a receiver: What would encourage your readers to open that email that took you so long to build and get approved.

I believe that understanding some basic facts about triggers is really useful.

 

Let's talk about some facts about triggers:

 

1. Triggers listen

 

Triggers are there listening for actions to occur. If we set up triggers as part of smart campaign, a trigger will be there listening. It is in the flow where we define what we want Marketo to do once that action takes place.

 

A common example and use of triggers is the auto-responder: Once a lead fills in the form (Fills Out Form) we want Marketo to send out an Email that includes the link to our PDF.

 

 

2. Triggers are ORs.  They are not ANDS. 

If we use multiple triggers, triggers act as ORs.  Marketo is listening for action to occurs and if we go back to our previous example Marketo will execute the flow action as soon as one of the actions that we list in our smart list takes place. 

 

 

What does this mean?

 

Let's say that our Flow Step in this case is Send Email

If I set up a campaign that includes 3 different triggers like:

 

- Opens Email

- Fills out form

- Program Status is changed

 

What will happen?

 

Marketo will send the selected email to whoever fills opens an email, fills out a form or has a change in program status.

Whatever happens first.

 

Let's say:

- Marie opens the selected email -> Marie will receive my test email

- John fills out a from -> John will receive my test email

- Sandra has a change in program status -> Sandra will receive my test email.

 

I have observed that there is a confusion on how multiple triggers work and in my opinion this is one key element that we need to understand so our campaigns are set up properly and they perform the actions that we need.

 

Fact 3. Multiple triggers do not mean that multiple things have to happen.

 

I have see this as common misunderstanding, multiple triggers do not mean that multiple things need to happen.

 

Using this example, it doesn't mean that we the 3 actions need to occur so Marketo could send that email out.

 

Fact 4. Triggers speak Present Tense

You can observe that triggers always speak present tense:

-Is

-Opens

-Clicks

 

Fact 5. Campaigns using Triggers get activated

 

This means that we need to make sure that we are happy with the flow steps that we have defined because as soon as someone qualifies with the rule the action will take place. Let's say we said. Fills Out Form -> Send Email.  As soon as someone fills out a form that email will be sent.

Hot off the press: New eBook:

  • True business growth comes from more than acquisition; it’s sustained by keeping your customers happy and introducing them to complementary products. According to eMarketer, it costs 10 times more to acquire new customers than to sell to the ones you already have. Yet most marketers still focus their investment and activities primarily on driving acquisition. Today, more than ever, marketers must focus on providing value through the entire customer lifecycle.
  • Check it out

Screen Shot 2016 07 08 at 9.46.23 AM

I believe this is an idea worth trying: Set up program statuses as part of your lead scoring model.

 

You need to  creete a new program that would be your Lead Scoring Program.

 

They way we normally set up lead scoring is through an operational program, therefore it could be tricky to define status.

So this is my recommendation on how program statuses could be used in combination with Lead Scoring.

 

1. Create a lead scoring channel

Go to Admin / Tags / Channels

Create new Channel:  Lead Scoring (Make that applicable to your default program)

When you create the channel choose Operational from Analytical Behavior

 

2. Define your different steps

Step 10: Membership

Step 20: Score over 50

Step 30: Score over 100

 

 

4. Define your success step.

In this case my success step would be Score over +50

 

 

Screen Shot 2016-05-10 at 3.27.17 PM.png

 

3. Set up your campaigns that will change the Program Statuses depending on your score values.

I would build this campaigns in the same program.

Back by popular demand. Joe Reitz talk to the Nation about @

Check it out.

We just launched a new Virtual User Group:

Certification Study Group

The group is in beta so check it out, add content and make suggestions. Here are the Tutors / Leaders of the group

 

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