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The Complete Guide to Marketo Roadmap Features from Summit 2017

Another year, another Marketo Summit in the books. And like last year, Cheryl Chavez and her team dropped some significant product updates and new features to the delight of both new and experienced users in the annual Marketo Roadmap (a.k.a. Customer Love) session. Here’s a quick recap of the new bells and whistles Marketo announced this year.

Core Experience – What’s Next With Project Orion?

It is no secret that Marketo wants to position themselves as the platform of choice for enterprise companies. Last year, Marketo announced Project Orion with this in mind. They focused on improving performance with Next Generation Munchkin to capture high volume web data and activities without restriction, and accelerated processing for things like Smart List membership, trigger campaign evaluation, list imports, and web activity reports.

Faster Campaigns

While Project Orion is being rolled out to customers, performance is still a focus on the Big Data Architecture Roadmap. Knowing that their most sophisticated customers rely heavily on trigger campaigns to execute in-the-moment engagement, their next phase on the performance roadmap is to have faster, elastic and scalable campaigns.

In his deep dive session, Ajay Awatramani, Marketo Sr. Director of Product Management, described the improvements using an analogy of trains in Grand Central – essentially, increasing the number of train tracks to increase the volume of campaigns (trains) being handled by the system.


Credit: Ajay Awatramani, Sr. Director Product Management, Marketo

Platform Insights

To give more visibility to users on their instance’s performance, Marketo also unveiled Platform Insights, giving marketers a self-serve overview of campaign health. They added features that help surface performance issues such as trigger execution bottlenecks and CRM sync throughput as well as preventative notification to provide performance impact as campaigns are being created.

Bulk APIs

Acknowledging that customers are looking for more API capabilities, there will also be updates to the API such as Simplified Bulk Data Transfer for moving person and activity data asynchronously. This update will include the capabilities to extract lead records by data range, static list, or smart list and activity records by date range and activity type. Use cases for these APIs include moving data into business intelligence systems, external data archiving and custom CRM synchronization. 

Analytics

CMO Insights

This year the Marketo team wanted to make it easier for customers to show marketing influence to the C-Suite. They involved a CMO advisory board focused on identifying metrics that are important to executive teams and created CMO Insights. The new dashboard provides visibility into the strategic programs driven by the marketing team.

Credit: Marketo Summit 2017, Product Keynote

Marketing Performance Insights

Marketo wanted to provide analytics for every role in marketing. To help marketers show return on investment they created Marketing Performance Insight to optimize channel mix, identify best channels for acquisition and conversion, and to surface trends.


Credit: Marketo Summit 2017, Product Keynote

Benchmarking

Want to know how you are performing against others in your industry? Marketo will soon provide benchmarking where you’ll be able to see how your data compares to other companies.

Web Insights

With the practitioner in mind, Marketo has reimagined the web activity dashboard. This gives users the ability to understand the audience and performance of their web marketing efforts. What are your best paths to conversion? What are your best converting sources? Web Insights aims to show you this information from both a known and anonymous perspective.

Credit: Christina Fuentealba, Lead Product Manager – Analytics Juice Up Session

ToutApp

Looking to expand their customer engagement platform, Marketo acquired ToutApp just before Summit. ToutApp integrates CRM, phone and email to help the Sales team prospect and manage accounts. It has capabilities to send templated emails and follow a workflow of sales engagement (they call this Tout Campaigns).  It will be interesting to see how the ToutApp acquisition and its similar feature set will affect future development of Marketo’s Sales Insight Platform (none were announced at Summit). Could we see MSI replaced by ToutApp and being sunsetted in future?

Account Based Marketing

Marketo continues to update its new Marketo ABM product this year. You can have account hierarchies that allow you to mirror those in your CRM, and custom fields that allow you to sync data between CRM and Marketo ABM.

Account Insights

To help sales reps take a more account-based approach to their prospecting, Marketo released the Account Insights browser plug-in. It highlights recent activity by account and provides engagement & pipeline metrics and interesting moments while browsing an account’s website. It can even surface the most active person on an account and their most recent activity. 

Credit: Marketo Summit 2017, Product Keynote

Next Generation User Experience

Last, but not least, and certainly garnering the most oohs and ahhs during the product keynote, Cheryl Chavez unveiled the new user experience.  They focused on making the design consistent across all of Marketo and took the time to make the UI more intuitive especially helpful for new users.

 

Credit: Marketo Product Team, User Experience Summit Session 2017

My Marketo

 The update will include a new reimagined My Marketo that allows you to customize the tiles and layout that you want see when you login.  It will even include the ability to engage with the support team right from the My Marketo and in the future the ability to add Partner widgets.

Marketing Activities

Marketing Activities will have an updated tree navigation that loads the most recently created or modified assets in real time and will include search options for tags (a lot of applause for this one), filtered views, and program types. They have included Mass Action Asset Expiry which means that you’ll be be able to schedule the deactivation of smart campaigns or unpublish landing pages.

 Credit: Marketo Summit, Product Keynote

Engagement Programs

The Engagement Program type has also gotten some great updates like supporting irregular cadence. You will have the ability to set the first piece of stream content to send right away or have different wait times between emails in the same stream. 

Blink and you missed it: Cheryl gave us a quick peek of a new feature called Adaptive Nurture. With the click of a button, you can set the engagement stream to automatically decide the best to content to send, when to send it (cadence) and on which channels.

Credit: Marketo Summit, Product Roadmap

Other new features include:

  • Tags – available for use on assets other than programs, such as emails, landing pages etc.
  • My Token Enhancements – token folders, image/link token types and enhanced search
  • Day/Week Schedule View for the Program Schedule View
  • Deliver in Time Zone for marketers who manage campaigns across global database  

In summary, the new user experience will appeal to both new and old users. Newbies will have an easier time learning and navigating the platform, and veterans will be happy to see that many of their ideas and wish list features have been developed. 

Wrapping Up

I’m looking forward to using these updates as they are released throughout 2017.  While I am excited to see the Marketo user experience facelift, as a long time user of Marketo, I am most eager to see platform performance improvements.  Did I miss any product updates that you are excited about?  Let me know! 

Stay on top of new developments in the Marketo Roadmap and the rest of your MarTech stack. Subscribe to the Perkuto blog now.

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Tips and Ideas for Using Webhooks

If you’re ready to unlock one of the most powerful tools in the Launch Point Ecosystem, start integrating webhooks. Webhooks are a data interaction tool that gives marketers the power to create custom flow actions based on a network of hundreds of pre-existing and user-defined databases. Consultants Justin Norris and Adam Hodgden recently shared helpful information about web hooks during one of our free Office Hour sessions.

Use of Webhooks

Justin believes that webhooks are not used frequently enough. Webhooks push or pull data from another URL when a user takes action, creating an engagement or enriching your database, automatically. In response to specific actions when using marketing automation, some users have set up webhooks to:

  • trigger tactile marketing moments
  • send gift packages, thank-you cards and post cards
  • automatically send a text message to sales representatives when a prospect or client attends an event
  • push lead data directly to an external analytics platform or Salesforce

ClearBit and CrunchBase integration aggregates user data from public social media profiles and other external sources. Imagine using big data to see that a large portion of your most loyal clients were cigar enthusiasts. Information like that might impact your decision to publish a lung cancer article on your company blog or place ads directly targeting cigar smokers. A bigger tool kit broadens your horizons. Instead of analyzing revenue cycles intuitively, you can use data to tweak your pipeline and funnel, maximizing what works best and minimizing what’s ineffective. With just a few clicks, you can create visual timelines of engagement. For an individual client, your organization looks professional and organized. For large groups of clients, you can ensure that your process is meeting their needs. If 40% of your users in Minneapolis decide to purchase or unsubscribe after reading the week 3 email, you’d want to know about it.

Get More from Webhooks

For search engine marketing, social campaigns, and online advertising, webhooks really shine. You can measure ROI from demand generation media campaigns, retrieve a list of new users and their Klout score, optimize media programs based on their highest converting parameters, and improve lead quality by providing early insight into potential data issues. Make the most of available data on your current users, and future prospects by integrating webhooks with your marketing and customer relationship experience. Watch the video clip to hear more from their conversation:  

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Centralized Programs for Lead Source and UTM Tracking

In a recent Office Hour session, the Perkuto team was asked about having a centralized program for lead source tracking and multi-touch UTM tracking.

Lead Source Tracking

First, Justin Norris, Solutions Architect at Perkuto, discussed the option of building or buying a tracking infrastructure. An out-of-the-box solution works well for the majority of businesses.  With the build-your-own model, custom tracking scripts can be deployed and converted to cookies in a user’s system, using that data to sort potential clients and users into campaigns. While the customization possibilities are enormous in that environment, a marketer would still need analytic software to process the data. Justin recommends Visible Analyst because the tracking is built into every touch point. It’s like having Google Analytics plugged into every step of your campaign. Unfortunately, however, the reports aren’t robust enough to manipulate the data and tie the results into your life cycle. So it works well for tracking but the data it serves isn’t  always useful for strategic planning. Different tools have their own distinctive features and benefits. Other popular options are:

  • Marketo RCE
  • Salesforce
  • BrightFunnel

Lead Processing

On the topic of centralized lead processing, Justin says that it’s important to have a working model of the life cycle of each lead, so that each event triggers the next logical event in the process. Justin gives a typical example of a lead processing life cycle:

The lead is created, a web hook retrieves additional data to enrich the lead’s profile, a lead is scored, and then routed to the CRM. If those processes are occurring in the wrong order, sales staff can receive incomplete data. Each of those processes needs to be daisy-chained together in a way that makes sense and makes it easy for the sales team to do their job.

A rigorous testing grid should be applied before the system is determined functional. Life cycle processing is the heart of your system and little things that don’t work can snowball into missed opportunities. Here’s a short video that captured part of the conversation: 

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How Perkuto & Uberflip Migrated from Hubspot to Marketo in Three Weeks

Challenge

Uberflip is a platform for marketers to create, manage, and optimize content experiences, so that content can be fully leveraged by all company stakeholders at every stage of the buyer journey. By providing marketers with the tools they need to boost engagement, generate leads, and fuel demand generation, they can better leverage content to meet their goals.

Several years ago, Uberflip had selected Hubspot as their marketing automation platform. HubSpot was a great tool to start building processes for campaigns, but as Uberflip marketing got more complex, certain limitations were hit. These limits prevented the Uberflip team from being able to execute their marketing vision fully in the system. It also decreased their efficiency and ability to rapidly deploy campaigns as they scaled the volume of marketing initiatives.

Uberflip:

  • Had outgrown Hubspot
  • Needed more customization
  • Desired a deeper integration with Salesforce
  • Needed scalability to meet the needs of a growing company

Solution

After a competitive selection process involving both Marketo and Pardot, Marketo was chosen as Uberflip’s new marketing automation platform. With 90,000 records in the contact database, a marketing team of four, and the Hubspot license expiring in a month, it was clear that migration help would be needed. 

 “We recruited Perkuto to help us manage the project and minimize team disruption, since our team still had our regular demand generation programs to run,” said Shannon Dougall, VP Marketing at Uberflip. “With a project of this scale, we had to ensure the business and operations kept running while we slowly switched things over on the back end.”

Why Perkuto:

  • Long-standing partnership
  • Experience with multiple migrations
  • Expertise (Multiple MCSAs, MCEs and Marketo Champions on staff)
  • Commitment to deliver project within near-impossible timeline 

Results

Migration kicked off with a discovery session between Uberflip and Perkuto, walking through the operational workflows, scoring models, landing page templates, email templates, hand-off processes, data schema, sales processes, and general business roles in Salesforce and HubSpot.

Based on discovery, the Perkuto team put together a Technical Design Document (TDD) that served as the bible for the migration. The TDD acted as a project management document, and also detailed a strategy of Minimum Viable Project (MVP): the minimum to migrate for normal functionality while hitting the deadline. The MVP scope included migrating the database, campaign templates, and operational workflows. Full funnel nurtures, more templates, and in-depth scoring models would come later.

Usually migrations of this scale take a few months to complete, but with Perkuto’s strategic guidance and extra hands, along with the MVP strategy and team dedication, Uberflip was up and running in three weeks. As Kamil Ali Rextin, Growth & Demand Generation at Uberflip, recounts, “I still remember Perkuto saying, “Typically a migration takes months, three weeks is unheard of!” 

For more detail, please visit Uberflip’s post “Migrating from HubSpot to Marketo — How We Did It in Just Three Weeks” on the inbound.org blog.

Perkuto services provided:

  • Hubspot to Marketo Migration
  • Marketo Strategy
  • Technical Documentation
  • Project Management
  • Extra Marketo Expertise

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Best Practices for Setting up Lead Scoring in Marketo

During Perkuto’s Public Office Hour, Senior Consultants Lindsay Khan, Ashley Gordon, and Caryl Mostacho were asked about the current best practices for setting up lead scoring in Marketo.  Lead scoring is a shared sales and marketing process for identifying the hottest leads for future sales, based on qualities you define as success indicators. Many companies struggle with lead scoring, but it’s wise to get the most out of your Marketo and CRM integration and scoring increases your sales team’s efficiency and effectiveness. It’s an important aspect of sales and marketing automation strategies.

Lead Scoring in Marketo

Caryl explains that this is often one of the first and most important questions new clients ask and all three consultants agreed that it was fun. She says that new clients are right to be eager to begin scoring each new subscriber as soon as they engage with content.  However, she cautions that lead scoring should be as centralized and as consolidated as possible. It should be its own dedicated program, and she recommends leveraging myTokens, which allows you to easily change the value of each variable as you go, to keep your program flexible and responsive to real users.

Marketo offers a best practice program that can be downloaded and applied to your first Marketo instance, which will give you a feel for how this is set up and Ashley recommends this as a good starting point for users who are unfamiliar with how lead scoring works. Also, in the Marketo community, there are implementation resources, guides and tons of advice for things you can score, including demographics brought in from other databases via web hooks, or based on user behavior and specific engagement patterns that you recognize or are alerted to in analytics. The Marketo resources include a Lead Scoring Cheat Sheet, The Definitive Guide to Lead Scoring, The Big List of Lead Scoring Rules and also The Who, What, Why, How of Lead Scoring.  Spend some time exploring these resource materials  for a better understanding of how lead scoring in Marketo works and how you can optimize Tokens for more effective scoring.

Caryl advises users to periodically review the tokens that you’ve put into place and make sure that the sales team is involved in the conversation, since they’re the ones using the score. Don’t be afraid to make changes based on what you’re learning about your users.

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Dealing with Duplicated Leads During SFDC to Marketo Sync

During a recent Office Hour webinar, the Perkuto team was asked:

“When we upload lists in Marketo, does it not check to see if an email already exists? Could it allow duplicate records to be created?”

The individual that asked the question suspected that sync errors are the source of his duplicate contacts and hopes to find a solution during this call.

Duplicate Leads

Justin clarified that Marketo should be eliminating duplicates when a SFDC database is being uploaded, but that the parameters for de-duping need to be clarified. Adam offered insight about the source of the duplication and offered suggestions for setting up the process of removing the duplicates.

It may be that a contact in SFDC with no email address listed in the primary field isn’t being recognized as a duplicate. Marketo ignores contacts with no email address, since the purpose of it is to send emails.  Additionally, SFDC allows contacts to have multiple email addresses, and in the database one will be a “primary” while the second will be an “alternate.” Marketo ignores the “alternate” email address and retains only the primary email address.  If a subscriber opts in with an alternate email address, Marketo will not realize that it’s a duplicate entry because the email address is different. There are plenty of people in the world with the same first and last name.

De-Duplication

Justin also says that Marketo can be programmed to de-dupe based on additional input lines, so that if you’re syncing a database with multiple variables, you can set it up to respond to multiple sources of input. This is beneficial when your SFDC and email campaigns are being used for multiple product lines, filtering contacts into more than once mailing list.

Troubleshooting sync issues can be a major issue and there are a wide range of factors to consider. Data handling can be amazing when it’s working flawlessly, but getting everything set up isn’t always fun. Designing a functional sync flow is one of Perkuto’s specialties. Seamless communication between SFDC and Marketo makes data analysis more accurate and helps users fine-tune their marketing efforts. Watch the video for more: 

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Dealing with Plain-Text Email Recipients

Lindsay Khan, Ashley Gordon and Caryl Mostacho, all Senior Consultants at Perkuto, responded to user questions during Perkuto Public Office Hour. Amarjit asked them how to manage plain text emails. Amarjit reports that the html links are being stripped, probably on the client-side server, as a security measure, for example, when subscribers have a government email address. They receive the emails but aren’t able to click through. 

Plain Text Emails

Caryl hasn’t seen this happen personally, so she recommends that the full URL be placed in the content, since she doesn’t know what mechanism is stripping the links on the user’s end.  Ashley has experienced this and says that whenever you’re emailing users at government domains, put the URL in brackets for a registration page or download page instead of placing a hyperlink so they still have the information. Amarjit, however, is concerned about this solution. He doesn’t want the email to look ugly or unprofessional for subscribers who are able to see the html version. Caryl agrees, and says it’s going to be tough to get around. She recommends leveraging things like dynamic contents so that the non html users can get a different version of the email that has a different format so that the call-to-action is legible and clearly defined in the absence of hyperlinks.

In addition to Caryl and Ashley’s responses, it’s worth noting that one of the main difficulties in marketing to clients who can only access plain-text emails is that tracking pixels aren’t accessible, so marketers won’t know if an email has been read.  Setting up a separate list for plain-text recipients may mean creating custom URLS to track their activity once they click through.  Marketo allows you to set up tracked links for text-only recipients, and it does take a little more time to manage a separate list but if a significant portion of your clients are on servers that strip the html content from their emails, then it may be worth the extra steps to create plain-text versions for those clients. 

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Are Your People & Processes Setting the PACE of Engagement?

The goal of marketing – whether it’s focused on demand gen, account based, or revenue – is engagement. Getting prospects engaged at every level helps move them closer to a sale. It’s imperative that your marketing is moving in the same direction. But is your team setting the pace?

Four ways to help your people and processes increase your pace of engagement:

  1. Track time spent on campaign or task delivery to determine which tasks take the most time but add the least value
  2. Unveil those processes that are bottlenecks and consider leveraging an outside source of skills to assist with delivery and alignment
  3. Consider where you should centralize or decentralize marketing functions
  4. Relieve your team from “the clutter” and encourage a more productive environment

What is your team’s current pace of engagement?

Take the Engagement Marketing Maturity Model (EM3), a fast and easy tool that allows you to self-assess your marketing team on their marketing processes. 

EM3 Results are rendered as engagement stages using the acronym PACE:

  • Passive
  • Active
  • Coordinated
  • Engaging

Results also include tips and benefits to increasing your PACE. So set your PACE of engagement marketing. Take the EM3 now.

 

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Is Your Marketing Automation Engaging?

Your marketing automation tool has a lot of features, but it has one goal: to engage your prospects – from the time they are captured, through opportunity, and after. But are you using it in the best way? Does your lead scoring work? Is nurturing moving people down the funnel? Are your emails and landing pages responsive to all devices and sizes? Is your marketing automation platform engaging your prospects?

You know your marketing automation platform is engaging your prospects when:

  1. Your campaigns integrate multiple channels, including emails, social media, and retargeting.
  2. Your marketing has blossomed from creating display ads and datasheets to a fully-realized member of the revenue team.
  3. The personas you spit-balled at first are proven to be on target.
  4. You can watch your KPIs increase in your dashboards.

Is Your Marketing Engaging?

Take the Engagement Marketing Maturity Model (EM3), a fast and easy self-assessment to measure your marketing team on their use of your marketing platform. Answer a few questions and discover your level of engagement in five different dimensions.

EM3 Results are rendered as engagement stages using the acronym PACE:

  • Passive
  • Active
  • Coordinated
  • Engaging

Results also include tips and benefits to increasing your PACE. So set your PACE of engagement marketing. Take the EM3 now.

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Best Practices for Email Marketing on Mobile Devices

The scales have tipped. For years, mobile devices were capturing people’s attention in ways that threatened the sovereignty of desktops. Now it’s official: Today, more people open their email on mobile devices than on desktops, and the gap between desktops