Tag: Marketo Tips


5 Tips for Wonderful Webinars

Webinars are a great marketing tool, allowing you to connect with your audience without requiring travel or significant financial investment. Webinars provide you with a stage to demonstrate your expertise in specific areas, interact with your audience in real time and drive great conversations. In order to ensure you host a successful and engaging webinar, here are some tips you should always follow:

Choose the Right Speakers for your Audience

We recently released a blog post about how to manage events with Marketo and the benefits of incorporating events into your marketing mix. To make your webinars appealing to your audience and enhance their experience, we recommend having two speakers lead a webinar. Multiple speakers allows for additional conversation and different opinions and insight into a topic.

Think of the people you consider to be great presenters and session speakers at a conference. When selecting webinar speakers, consider your audience and find a speaker that is a fit for them. Select subject matter experts that are engaging and entertaining to hold your audience’s attention and enable them to learn during the webinar session.

Choose the Right Webinar Platform

There are a number of Webinar Platforms on the market. Some of them offer different features and support different audience sizes, so you will have to select a tool that best meets your needs. You will also want to consider the platform’s ability to integrate with your marketing automation tool. Once connected to your marketing automation tool, there are many webinar platforms available that will automatically sync registration and attendance information to the program, reducing the need for manual work, such as list uploads. We are currently using GoToWebinar at Perkuto to set our Office hours webinars every week.

Here’s a look at some of the Webinar platforms that are Marketo Launchpoint partners:

Webinar Platforms

Use Tokens

Tokens allow you to dynamically insert information into emails and landing pages in Marketo. Tokens can be leveraged to help you save time when creating a webinar program, as you can use lead and program specific tokens to automatically update content – significantly reducing the amount of time it takes you to build the program and its assets. As always, automation is key!

Webinar AssetsWebinar Tokens

What’s cool about tokens is that anytime you need to program a recurring webinar or display it on-demand, you will be able to use your Webinar templates and change your tokens for speakers, dates, links, pictures, etc.

Plan for live and on-demand versions

Webinars and especially On-demand Webinars is a great way to have gated content. Among the follow-ups, you better keep an option for people who couldn’t attend live and send them the link to the recorded webinar.

Thus, you could also make this content gated and available to other leads that weren’t even registered to the original event. You will have to create a separate program that makes the recorded webinar available, through form fill, to leads who never actually registered to the original event.

Checklist for a Successful Webinar

A lot of work goes into coordinating a webinar. There are a lot of moving pieces and you want to ensure that the entire event runs smoothly for your audience. For a complete checklist of items to review and address when preparing and hosting a webinar, download our ultimate webinar program checklist. This eBook contains checklists for all aspects of a webinar, including:

  • Planning
  • Promotion
  • Execution
  • Measurement

Six Tips to Get the Most Out of Your First Marketo Summit

2014 was my first trip to the Marketo Summit – and it did not disappoint! The Summit had some of the best keynote presentations I’ve ever attended, and the skills that I acquired were extremely useful and applicable to my day to day work. I had gone into the Summit hoping to get some answers to questions I had and to see how other companies were managing similar programs (life cycle, scoring, webinars, content, etc.) in Marketo. The session speakers were very knowledgeable and were easy to connect with. To this day I still refer back to the things I learned at last year’s Summit and the best practices have stuck with me ever since.

For Marketo users who haven’t been to the Marketo Summit before, I definitely recommend going. Here are some tips to help you get the most out of your first trip to Marketo Summit:

Select Sessions in Advance:

Look at the agenda well in advance and start deciding which sessions you want to attend. There are a ton to choose from and some of the ones you want to attend may overlap. It’s nice to have a list of sessions prepared in advance because space can fill up quickly, so if you already have an idea of where you need to be from session to session, you can guarantee yourself a seat.

You can find the agenda here and the speaker sessions here (the dates and times for the sessions are not yet available). The Summit sessions have also been organized into different tracks, that way you can select sessions based on the track that best suits your needs or goals (filter by ‘Series’ when viewing the sessions).

Arrive Early for the Keynotes:

Hillary

Hillary during her keynote speech in 2014.

In 2014, Hillary Rodham-Clinton was one of the keynote speakers and the line to get into the session was massive. The second keynote was delivered by now former Marketo CEO Phil Fernandez and Beth Comstock, Chief Marketing Officer, GE. The messages shared during both sessions really made the audience think and I found them very relevant to many of the things we as marketers deal with, or have encountered on a regular basis. You want to make sure you arrive early because you don’t want to miss a single second of these sessions.

Get Social:

Not surprisingly, there are a ton of opportunities to expand your social network at the Marketo Summit:

  • Tweet from the sessions and from the expo hall
  • Instagram the fun
  • Use the Summit hashtags – #MKTGNATION

By using the hashtags and tweeting from sessions, you’ll gain more Twitter and Instagram followers, allowing you to connect with even more people at Summit. You might get a chance to meet some of them in person, but if not, it’s another connection to have. These are people that you find might be the ones replying to you with advice or a solution if you have a Marketo question that you tweet out from the office months after Summit is over.

Take Your Certification Exam:

With sessions running all day, every day, it’s easy to complete your certification exam during the Summit. The space is already set up for the exam, it removes some of the hassle of having to find the time to travel to a site, or take it online and find someone to supervise. This year I plan to take my exam as early as possible so that it can be crossed off my list and I don’t have to worry about it while trying to squeeze in sessions and other events.

Attend the Events:

Beautiful views from last year's fun run

Marketo has done a great job at making sure people have fun at the Summit. If running is your thing (and even if it isn’t), consider registering for the 5k Marketo Fun Run on Monday morning. Last year there was a great turnout for the run and it was a beautiful morning to be outside along the water. The run is free to attend, but there’s also an opportunity to make a charitable donation when registering.

It’s also worth planning to attend the launch party and the gala event. The events are a great place to connect with other Marketo users that can become valuable members of your network.

Be Prepared with Essentials for the Day:

You want to make sure you get the most out of your Summit experience, not spend it tethered to an outlet, or running back to your accommodations for something. Suggested items to bring during the day are a portable charger for your cellphone or tablet, business cards, and perhaps a couple of pens, light jacket, and a bag to carry some of that swag from the expo floor.

Have you ever been to the Marketo Summit before? If so, what are some additional tips that you would recommend to someone who is attending for the first time? Please feel free to share your advice in the comment section below.

PS: Perkuto is exhibiting at the 2017 Marketo Summit. Stay tuned for more info!

you can follow Lindsay at @lindsaybkhan 

 


Practical Tips for Managing Events in Marketo

Events are excellent ways to engage with your audience. Events, whether online or in person, add an increased level of engagement with you audience, helping build stronger relationships with them. Events such as webinars and trade shows are also a great way to position your company and display the knowledge of your team on a range of topics. Marketing automation tools, like Marketo, can be used to help you manage and promote your event.

Managing Events in Marketo:

From program setup to reporting, here are some practical tips and strategies for managing events in Marketo:

Plan Your Event Wisely

Events will be successful if you offer the right message, delivered by the right speakers, to the right people. Choose a speaker or speakers that are known to the audience and have a reputation for being a thought leader on the topic of the event – this is critical in the case of webinars and speaking sessions at conferences and other live events. If you are planning a webinar, include multiple speakers, as it will make for a more engaging conversation and you will likely hold the audience’s attention for a longer period of time.

Choose a day or days, and time that gives you enough time to plan your event and promote it properly. If people have to travel to the event, consider adding additional time between the initial promotion of the event and the event date, as people have to make additional arrangements in order to attend. Webinars can be attended remotely and generally require less time between the initial promotion and the event date. Also in regards to webinars, choose a time that isn’t too late or too early in the day for your audience. Consider the main time zones of the potential attendees, and if needed, hold different sessions at different times so that people in all areas of the world can attend at a time that is better for them.

Marketo Program Setup

Before creating your event program in Marketo, review the available program channels. You want to ensure that the program statuses available within the channel are reflective of the journey that someone would take throughout the program. You can add and remove statuses to meet your needs – especially when it comes to program reporting. Here are some common program statuses for different types of events:

Webinar:

  • Invited
  • Registered
  • No Show
  • Show
  • Attended on-demand

Live Event:

  • Invited
  • Registered
  • No show
  • Attend

Trade Show:

  • Invited
  • Attended show
  • Visited booth
  • Engaged
  • Influenced

Assets and Campaigns:

Before you can begin promoting your event, and once you have finalized the event topic, date/time and speakers, you can begin creating the necessary assets. The assets involved often include a landing and thank you/registration confirmation page, a registration form and multiple emails – invites, reminders, additional event details and follow up emails, to name a few. Once you have created your assets and approved them, you can move on to building the campaigns for the event program. Campaigns often include:

  • Initial invite – send the invite email to a defined audience.
  • Confirmation – send a confirmation email to those who register.
  • Reminders – these can consist of reminders to register and reminders of the upcoming event.
  • Followups – send emails to those who attend and to this who were not able to.
  • Alerts – if there are certain activities or leads you want to follow up with, create a campaign that would send alert emails to specific members of your team.

Reporting and ROI

Planning for an event also means that you have to take ROI into consideration. After the event has taken place:

  • Provide real-time insights and reporting
  • Optimize the sales and marketing follow-up process ultimately leading to faster buying cycles
  • Accurately report on sales and revenue results linked to specific event activities
  • Prove the value of the event
  • Make necessary improvements to future events for all stakeholders

By analyzing your investments in all of your marketing activities – new names generated, opportunities created, opportunities influenced, revenue won, etc., you can determine where to allocate future marketing budget by investing in the events that bring you the greatest return.

For more information of event marketing, check out Marketo’s Definitive Guide to Event Marketing.