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Marketo@Marketo:Putting Together Your Program PalaceRick SiegfriedCustomer Marketing Manager, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Who is Rick?• Manages cross-sell demand generation efforts to Marketo’s current customer base
• Started at Marketo on February 15, 2011
• Currently located in Evanston, IL with fiancé
• Plays drums in two Chicago-area metal bands
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
What is a program?Program [proh-gram, -gruh m]: plan of action to accomplish a specified end
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What is a Marketo Program?A single marketing initiative. For instance…
Email Event Nurture Anything else your Marketing
Team can imagine!
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What is a Marketo Program?
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My Marketo -> Marketing Activities
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Ya Gotta Get Organized!
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ya Gotta Get Organized!
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ya Gotta Get Templatized!
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Ya Gotta Get Back to Getting Organized!
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ya Gotta Get Back to Getting Organized!
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ya Gotta Get Back to Getting Organized!
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Program Summary View
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Program Naming Methodology…
[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]
You Are Currently a Member of…
WM – Program Setup – USA – Jun 2016
Your Program Status is…
Event – Webinar – Marketo > Registered
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Program Naming Methodology…
[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]
You Are Currently a Member of…
WM – Program Setup – USA – Jun 2016
Your Program Status is…
Event – Webinar – Marketo > Registered
What is it? Who is it for? When is it?
Program Scheduling
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Program Schedule View
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Agenda Sidebar
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Webinars)
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Webinars)
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Webinars)
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Webinars)
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Webinars)
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Webinars)
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Webinars)
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
The Point of No Return
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
The Point of No Return
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Clear the table 123
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Field)
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Scheduling Event Programs (Field)
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Voila… Event Check-in App!
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Voila… Event Check-in App!
Search for ‘Marketo Events’
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
The Dangers of Cloning
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
The Dangers of Cloning
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
The Dangers of Cloning
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The Dangers of Cloning
Program Setup
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Program Setup Tab
Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Program Tagging is KEY
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Tag ValuesB2B or B2C B2B, B2C, Both
Customer or Prospect Customer, Prospect, Both
Customer Program Type Demand Gen, Retention, Informational
Exec View Yes, Null
Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)
Product Products and Services (ex. Web Personalization, Advanced Analytics)
Program Lead Anyone & Everyone who manages programs
Region USA, EMEA, APAC, JPN, Global
SMB or ENT SMB, ENT, Both
Vertical Specific industries we target (ex. Financial Services, Healthcare, Higher Education)
Voice of Customer Yes, Null
Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
TAG… YOU’RE IT!
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What’s left to set up?
Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
What’s left to set up?
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What’s left to set up?
Program Planning
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My Marketo -> Calendar
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What is Marketing Calendar and Why Should You Care?
UnifiedTrack any activity
SpecializedCreate unique views
ActionableBuild & modify campaigns
Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Hey Man, Nice Filter
Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Entry Types
Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Entry Types + Program Tags
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Entry Types + Program Tags + Workspaces
Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Welcome to my home…
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Sharing is caring
Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Sharing is caring
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Sharing is caring
Program Tokens
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Program Tokens Tab
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Tokens
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Basic Info!
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Logistics!
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.ics files!
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.ics files!
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And Back to Getting Organized…
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A few campaign examples… Registered
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A few campaign examples… Registered
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A few campaign examples… Attended
Page 68Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
A few campaign examples… Attended
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One more… Registered and Clicked
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One more… Registered and Clicked
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Program Success!
Program Reporting
Page 73Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
My Marketo -> Revenue Explorer
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Getting Organized Again!
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Getting Organized Again!
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Program Cost Analysis
• Which channels/programs are generating the most successes/new names by month?
• Which channels are the cheapest for bringing in new names?
Program Cost Analysis
• Which channels/programs are generating the most successes/new names by month?
• Which channels are the cheapest for bringing in new names?
Program Cost Analysis
Quick Tip: drag in filters to narrow down your results
• What is the trend of cost per new name by channel?
Program Cost Analysis
• What is the trend of cost per new name by channel?
Program Cost Analysis
Quick Tip: change data view to graph and add trend line
Program Revenue Stage Analysis
• Where are my leads in the funnel for each channel?
Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
• Where are my leads in the funnel for each channel?
Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
Quick Tip: Get more granular by adding in Program Name
Example
How are my leads moving through the funnel?
Where are my leads getting stuck?
Which channels have the best lead to opportunity
rate?
• How fast do my leads move through the funnel?Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
• How fast do my leads move through the funnel?Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
Quick Tip: Add in conditional formatting
• FT = First Touch• Acquisition Program = 100% of the credit
• MT = Multi Touch• Programs in between acquisition and opportunity = divided
credit
Attribution – explained (FT vs. MT)
Content Syndication
Clicked on email
Attended Webinar
Attended Demo
Downloaded Definitive
Guide
Opportunity Opened ($43K)
FTProgram that generated
name (acquisition program) = 100% of credit
MTAll programs that touched
the lead and contributed to an opp = divided credit
Example customer journey: Acquisition Program Opportunity
Program Opportunity Analysis
• How are my marketing programs impacting total revenue?Program Opportunity Analysis
Total Marketing Revenue Generated
÷Total Revenue Generated
= % Revenue Marketing
Contributed
• How are my marketing programs impacting total revenue?Program Opportunity Analysis
Total Marketing Revenue Generated
÷Total Revenue Generated
= % Revenue Marketing
Contributed
Quick Tip: Pull in Opportunity Name and Cost of Opportunity to see which opps your programs influenced
Example Quick Tip: Consider which channels are driving the most revenue (FT vs. MT) AND the most new names
• What is my ROI?Program Opportunity Analysis
Revenue ÷
Cost =
ROI
• What is my ROI?Program Opportunity Analysis
Revenue ÷
Cost =
ROI
Quick Tip: Set a goal/baseline for your ROI metric to measure your success on
Page 94Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
The Questions that were Answered• What is a program?• How are programs set up?• How do I organize them?• Why use programs?• Should I go see the new Ghostbusters movie?
Page 95Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Questions?More Amazing Resources:• docs.marketo.com• nation.marketo.com (sorry,
customers only!)
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