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2016

Nation:


As some of you know, this is my last week at Marketo

 

Before I disappear, however, I wanted to thank you all for enabling me to have a great Marketo Experience. 

 

As some of you know, I was hired 2.5 years ago to help Elizabeth Oseguera move the Community to this new platform and to make the Nation a place to not only ask questions about Marketo products, but also to learn more about Digital Marketing. As I told Liz the other day, this community would not be where it is today without all of you.. without the Champions, User Groups Leaders, The Marketo Whisperers, The Support Team, the Marketo Admins, the Newbies, the Partners and more.  So thank you for helping build out this Marketing Nation Community.

 

Even though I am moving on, please let me know if I can help you out anyway. After all, we are all in this digital marketing world together.

 

Thank you,

 

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Scott

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This was originally posted on LinkedIn on August 23, 2016.

It is a big day for me.  Bittersweet is somehow not the right word, but I can’t find the exact correct one.  With 3+ years of airplanes twice a week – and an unbelievable 6+ year journey (that started with the CEO role at Crowd Factory before the acquisition), I had been thinking for some time about succession and planning for an opportunity to spend more time with my family. After much consideration, I have decided that as Marketo starts this next great phase of growth as a Vista company, this juncture is the right time for me to pass the baton as CMO of Marketo.  I am thrilled at the prospect of spending more time with my wonderful wife and children in the beautiful environs of Bend, Oregon that we call home.  I am equal parts excited and proud, as well, to announce Chandar Pattabhiram as Marketo’s new CMO. Chandar has been a terrific leader here these past two years and, I know, will help take our team and our company to new heights.

I say to people – when I am on stage and off – that these years have been the great privilege of my career.  I have had the remarkable opportunity to help shape and participate in the early transformation of an industry; I have had the opportunity daily to speak with and learn from the smartest CMOs and marketers around the world; I have had the opportunity to help scale an iconic company; and I have had the opportunity to work with the most creative, inspiring, and collaborative marketing team on the planet.  So, in this same moment, I am melancholy because I will miss these people. I will miss working with my partner in crime, David Cain – who, truly, is not only one of the best marketers in world, but, one of the best people in the world – period. I will miss this Marketo team, deeply. I am incredibly proud of the results and leadership that this team created. I have been even more proud of *how* they have done it – always Aspiring to Be Great, always taking care of each other as One Team.

For this great privilege and these great opportunities, I want to say “thank you” to Phil Fernandez and the entire Marketo team and the entire Marketing Nation.  I am grateful and proud to have been on this journey together. I thank you for your collaboration and your friendship. And, to be clear, I will always be Purple, and I will always be part of the Marketing Nation! From here at the start of my new chapter, I look forward to watching the next set of wonderful achievements and innovations in this great space.

*****Originally Published on Grazitti website*****

 

What’s In It For Me?

  • Risks involved when enabling the new email editor.
  • Ideal way to make the full use of the new editor.
  • Experience of marketers who have started using the new Email Editor 2.0

 

Since the launch of Marketo’s new Email Editor 2.0, I have seen many marketers talking about it in detail. Without a doubt, the new email editor makes editing emails easy for every “hands-on” marketer. Some of the interesting features in the new email editor include:

  • Advanced Email Editor with Modules & Elements: The new editor makes it easy for you to manage different sections in your emails. If you have been using the guided templates for landing pages in Marketo, you would see many similarities in the new email editor. The editor allows you to add, remove, and reorder different sections in your email. And within each module, the elements help you edit colors, fonts, text etc.
  • Template Picker: This includes some templates from Marketo’s own library. Some of us may find these helpful while others may not. Since many marketing teams need an email template designed as per their specifications, they would need new templates. With that said, Marketo templates can be really helpful when you need to try a new email layout without spending time on getting a new email template designed.
  • Built in Pre-Header Text: For those of us who have been using a code snippet in our emails to personalize the preview text in Gmail or Outlook, this is a helpful feature. Pre-header texts can help you improve your email open rates.

 

While you see everyone is thrilled about the new email editor from Marketo, here are some of the questions still hitting many marketing teams:
  • Should we just turn on the new email editor and start exploring?
  • What are the risks of the new editor?
  • How can we edit our old emails in the marketing programs?
  • What kind of templates do we need to make the full use of the new editor?
  • What has been the experience of marketers with the new editor?
  • When can we train and help our regional marketing teams with the new email editor?

 

While working with different clients across the globe, here are some of our learning points:

 

1. Should we just turn on the new email editor and start exploring?
Depends on the size of your marketing team. If you are in a small group using Marketo in your company, and your fellow marketers are in the same room, you can turn it on and start exploring. However, if you are working with marketing teams in different continents or you have different workspaces, it is critical to get everyone on the same page before you enable the new editor. It can cause some discomfort to the marketing teams sitting far if they start seeing errors when trying to edit their old emails after the new editor is enabled.

 

 

 

2. What are the risks of the new editor?
Did you hear that a fellow marketer was able to migrate to the new editor without a single glitch? Fancy that!
When the new email editor was launched, there were some bugs reported. You can see a detailed explanation by Gregoire Michel on the Marketo Community here. When we started migrating the assets, we did run into challenges with the old emails. Even after doing a thorough code review and updating the code of our existing templates, we had to reach out to the Marketo Support for some help. However, Marketo team has been able to iron out many of the issues.
The process and effort for migrating to the new templates depend on 2 factors – the number of old templates you want to continue using after the migration, and the quality of the code of your existing templates. If you want to use your existing templates in the new editor, you might have to get the whole template recreated to match the syntax that supports the new editor.

 

3. How can we edit our old emails in the marketing programs?
After you enable the new email editor, Marketo gives you an option to disable it and use the old editor. However, we do not recommend doing this unless you have a critical business need. While you can open your email in the new editor and try to make edits, you may see an error when trying to approve the email after the edits. If you get an error, something needs to be fixed on the template level. Unless the code on the template is updated, you would not be able to approve the email.
If you want to use your existing templates after the migration, you should get a code review done for the templates to ensure they are seamlessly supported in the new email editor.

 

4. What kind of templates do we need to make the full use of the new editor?
You can continue using your existing email templates once they are made compatible with the new email editor. Additionally, I would recommend getting a master email template created. Here’s an example of a master email template.
A master email template is designed to cover different modules which a marketer might need when designing a new email for a campaign. Using the master email template, you can easily hide, un-hide, or re-order the sections you need in the email. With a single master email template, you can limit the number of email templates created in your Marketo instance. Your different marketing teams from different regions can simply use the master email template to get an email layout as required, without asking for a new email template.
Most of us may feel that a marketer will have to turn off all the elements they don’t need in the email when using the template. An easy way is to create an email using the master template with all sections turned off and the marketing team can simply clone the email and turn on the sections they need.

 

5. What has been the experience of marketers with the new editor?
Yes. We have implemented it for many of our customers. For some customers, we have implemented this in Marketo Sandbox to streamline the transition process without making any updates directly on the production instance of Marketo.
Here’s an observation of Jason Antony from the TRI Pointe Group and it includes the feedback from Amy Bui from PICS Auditing.
Marketo Community Feedback
Moreover, Marketo will stop supporting the old email editor after a few upgrades for the old email editor. When that happens, you will have to migrate to the new editor. I recommend you start the migration process now.

 

 

6. When can we train and help our regional marketing teams with the new email editor?
The regional marketing teams using the same workspace or different workspace should be able to start using the new editor when you enable it. You may have to train and support them for using the new editor.
While the learning curve for the new editor is not steep, it can take a few days for the team to start using the new editor effectively. I would recommend getting a new master email template and then a detailed instructions document which you can pass on to your teams.

 

Marketo Email Editor 2.0 is really promising, but there are areas which need to be improved. Stay tuned for more details on possible bugs and ideas related to the editor.

I hope you found this article useful. Feel free to share your thoughts in the comments.

 

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Check out our new The Definitive Guide to Social Media Marketing

 

(Note:You will have to provide your name, company name, etc.)

 

The guide focuses on social media marketing best practices and offers practical tips for marketers.  As with all our definitive guides, we want to establish Marketo as a thought leader in marketing to drive brand preference and engagement throughout the entire customer lifecycle.

 

This guides addresses:

  • How do I create a social media strategy?
  • How should I define my social media goals?
  • How do I choose what social media platforms are right for my brand?
  • How do I advertise on social media?
  • What kind of content should I create for social media? How often should I post on social media (how to create an editorial calendar)?
  • Who do I need on my team to execute my social media strategy?
  • How do I integrate social media into my other marketing channels?
  • How do I measure the effectiveness of my social media campaigns?

 

So... click here, download, read and execute!

 

 

 

Posted on behalf of our LaunchPoint Partner Socedo.

 

Social media listening (or social media monitoring) is quickly becoming an important customer intelligence tool. They are very popular with B2C brands who want to understand customer sentiments around their brand, their competitors, and gather feedback on their products. 

 

As a modern B2B marketer, you’re responsible for the entire funnel, from generating qualified leads to deliver to your sales team to retaining existing customers and influencing upsell opportunities. You’re wondering: how does social listening help me with my objectives?

 

Up to this point, social listening tools have primarily been used to understand consumer sentiment at the aggregate level. Of course, you can set up streams to track certain keywords in your social media management platform and see who is engaging with these keywords. However, you’d probably catch a random set of people and companies and have no way of knowing which ones are potential prospects or existing customers.

 

But if you could get social insights at the individual lead or customer level within your marketing automation system, social data suddenly becomes a lot more actionable.

 

If you could see what your leads and customers say about your brand and your space, you can use social to help you in all stages of the customer life cycle, from generating new leads, to nurturing existing leads, to re-engaging with cold leads, to closing deals, to expanding into existing accounts. 

So, how exactly do you use social listening and social data in a more strategic way?

 

Below, we offer six reasons for why you should use incorporate social activities data in your marketing mix

 

1.  You can generate new leads on social

People are sharing their interests and doing research on companies on social networks. Twitter and LinkedIn are two networks used heavily in the professional context. Thanks to their open nature, you can identify people who are about to enter your buying cycle based on the keywords they used in their posts, and reach out to these people proactively to engage them in conversations.

 

You know that social networks are great places to attract new prospects to your brand. What you may not realize is that many of the leads who engaged with your content (i.e. webinars, ebooks, etc.) actually first engaged with you on social. You may not be giving social the credit it deserves.

One of our technology customers with a large social media following recently started tracking how their existing leads are interacting with their Twitter brand handles. They discovered that they had misattributed their lead source in many cases: Many of their leads who registered for webinars had interacted with one of their Twitter handles a week or two in advance of the webinar.

 

To use social to find more qualified prospects, start by identifying the keywords your target buyers are using on social. Then, follow up with these leads with relevant direct messages, offering resources aligned to their interest. By using Twitter’s direct message feature, you can enable personalized communications and let people know why you’re reaching out. With certain solutions like Socedo, you sync the contact info of your Twitter prospects direct into your Marketo instance. 

 

2.    You can use social data to customize messages to new leads 

Once you’ve got new leads in your marketing automation system, you can track their social media activities, see if they’re engaging with topics, keywords or hashtags, or Twitter handles relevant to their business, and get this data appended on your lead records in your marketing automation system whenever someone engages with one of your tracked keywords. (full disclosure: Socedo provides a social lead monitoring solution that does this).

 

This way, whenever someone tweets about a relevant keyword, you can trigger a campaign to engage them with a specific, relevant offer.

 

Here’s an example. Because my company sells to demand generation marketers, we’ve decided to use our own social lead monitoring solution to track leads who engage with hashtags like “#demandgen” and “#leadgen” and reach out to them with targeted messages.  

 

We identify these leads with Smart Lists in Marketo, by listening for people whose social media messages mention our target keywords.

 

 

To us, anyone who engages with our CEO Aseem is going to be a lead for us. We set up a campaign for this type of lead and send them an intro email 24 hours later.  We keep this email plain text, and it comes from a real person. We mention that we had first connected with them on Twitter, quickly explain what we do and send them a top of the funnel e-book to read.

 

We’ve found that this email has a 44% open rate and a 6% click through rate, which is very high for a marketing email, especially since it’s sent to people who’ve only interacted with our brand on Twitter.

 

3. You can create tighter email segments to increase conversions 

The tighter the segments you create, the more likely you’ll see high conversions on your emails.

 

With social data, you can discover a lead’s job title, company and interests, and set up nurture programs around specific job functions and topics to increase conversions on your emails. 

 

One great thing about social profiles is that they tend to have the most current, accurate job-related information about people. Even though people change jobs, get promotions, and move frequently, you can generally get accurate job-related info about your leads from social networks like LinkedIn and Twitter.

 

At Socedo, we’ve created a specific nurture program just for leads who tweeted specific keywords that we think are especially relevant to Socedo (i.e. #demandgen, #leadgen). We consider anyone using these hashtags and who has a job with demand generation responsibilities to be a middle of the funnel lead. We send this group of leads to our “active interest” nurture stream to receive more product-specific content instead of the more educational content we typically send to top-of-the-funnel leads.

 

In our experience, we’ve found that socially engaged leads are ready for product-focused content sooner than other leads, and they move faster through our sales cycle.

 

4.    You can develop a more robust and accurate lead scoring model

The concept of lead scoring isn’t new. At its core, it’s based on the simple idea that if someone fits your buyer persona (i.e. has a job title your business is interested in, works at a company in the right industry, and is located in a place your business can service), and they’re actively engaging with your content right now, they’re much more likely to buy from you than someone who has not engaged with you recently.

 

Social media is another avenue for prospects to engage with your brands. By incorporating social engagement data into your lead scoring model, you can detect warm leads sooner and send more qualified leads to your sales team.

 

You’re probably already incorporating website visits, registrations for webinars and eBooks, and email clicks in your lead scoring model. You can apply the same principles when adding social activities: You might decide to score someone who follows your brand on Twitter the same way as someone who opens one of your emails. You could score someone who is actively responding to your corporate Twitter handle the same way as someone who registers for a webinar or downloads an e-book on your website.

 

Don’t be limited in only using interactions with your brand handle in your lead scoring model. Tracking mentions of your CEO, senior executives, competitors, industry hot topics, and influencers on Twitter will help you develop a more robust model. 

 

Once you’ve come up with points for different social actions, run this model through your existing leads retroactively and see how many marketing qualified leads you would get, compared to your existing definition. You won’t get the model right the first time. Watch the quality of leads closely once you go live with this new model and get qualitative feedback from your sales team.

 

5.    You can provide social insights to your sales team to move leads through the sales cycle

Collecting data on leads’ social interactions with your brand or others in your space can help sales reps understand how a lead feels about your brand, their top of mind issues and support more focused conversations.

 

For example, if your company sells a Hadoop-based database, and you’ve found that a lead has recently tweeted about #bigdata and #Hadoop, a sales rep could reach out with a personalized email that mentions this specific tweet, and offer a resource (e.g. an e-book) on how companies using Hadoop-based database technologies are increasing efficiency and reducing time to insights. 

 

At Socedo, we are tracking anyone who mentions SocedoApp (our Twitter handle), with a lead status that indicates they’re being worked by sales.

 

Our Marketo admin creates an “interesting moment” so that the sales rep can see what was the last tweet someone created that mentions Socedo, and leverage this data in their next call.

 

We also set up alert email to the sales rep with a message like this: “Your contact from [company name] has been engaging with our Twitter handle. Now might be a good time to reach back out. [include the lead’s last Twitter message].”

 

This way, our sales reps can craft personal messages to engage with their leads and get a higher response rate.

 

6.    Use social data to figure out when it’s a good time to re-engage with cold leads

As much as we want all of our leads to convert to customers, the reality is that some of them just aren’t ready to make a purchase decision within our timeframe. Don’t let your hard work in capturing these leads go to waste. Instead, use social media to re-engage with cold leads and remind them that you’re there to help. 

With social activities data on your lead records, you can set up a program in your marketing automation system to identify cold leads who haven’t engaged with your brand via email or visited your website in a while, but are active on social networks.

 

At Socedo, we have a Marketo program set up to find people who are marketing accepted leads, who were created in the last quarter, who have not opened any of our emails in the last 30 days, and who have not visited our website in the past two weeks. We listen to see if they’re still talking about certain topics we care about on social media, for example, our brand handle.

 

From there, there’s a couple of things you can do. You can choose to retarget these leads on the social network they’re active on with an ad. You can also alert your social media team to reach out to these leads organically.

 

With social activities data integrated into your marketing automation system, you can identify and engage sales-ready leads directly in your marketing automation system, and start to see measurable ROI from your social media investment.

 

Jingcong Zhao is the Content Marketing Manager at Socedo, a Marketo LaunchPoint partner that provides a social demand generation solution that helps B2B marketers to discover, engage and qualify leads through social media to increase revenue at scale.

They are back. The next episode of #KreweChats! is live. This week, they delve into Data Management best practices and welcome guest chatter Sydney Mulligan in addition to Geoff krajeski, @Julz_James, Jennifer DiMaria, Joe Reitz, andEnrico deLeon.

 

Check it out. These guys rock!

 

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