Preparing for a Marketo

Implementation & Managing Your

First 30 Days

Dan RaduPrincipal Consultant

Macromator Inc.

+1 647 760 8629dan@macromator.com

© Macromator Inc. 1

What Will You Learn Today

• Why Marketo is your marketing automation solution

• Planning a successful implementation

• First 30 Days: Marketo Implementation

• Next 60 Days: Marketing Campaigns

• Implementation pitfalls and risks to avoid

© Macromator Inc. 2

Choosing a Marketing Automation Platform

• Robust Salesforce CRM Integration

• Enterprise features which match your needs

• Ease of Use and Navigation

• Technology and service partners available for help

• Support Community

• Support Services

© Macromator Inc. 3

Why Choose Marketo

• Best Salesforce CRM Integration

• Best enterprise features for personalization

• Large Community & User Groups

• Pace of Innovation

– Marketo rolls out several new features per year

• Easy to use tree folder structure

• Largest Ecosystem of Partners & Integrations

– LaunchPoint

• Free, Premiere or Elite Support Available

© Macromator Inc. 4

Marketo Success Steps

© Macromator Inc. 5

S

U

C

C

E

S

S

Marketo Success Steps

1 - Plan

Who are you targeting?

What campaigns will you run?

Who is involved?

2 - Implement

Technical Set up

Template Design

Salesforce Integration

3 - Train

Processes

Marketing User Training

Sales Training

Internal Marketo Champion Training

Campaign Execution

4 - Measure

Campaign Effectiveness

Sales Results

30 Days Timeframe

© Macromator Inc. 6

First Things You Need To Do

• Identify measureable objectives

• Establish current benchmarks

• Involve all stakeholders

• First 30 Days: Marketo Implementation

• Next 60 Days: Marketing Campaigns

• Reporting

• Avoid common pitfalls

© Macromator Inc. 7

Prioritize Your Objectives

Priority Strategic Objective

1 More Leads

2 Better Quality Leads

3 Engagement of Existing Customers

4 Qualifying Sales Readiness

5 Nurture Leads Which Are Not Ready To Buy

6 Streamline marketing and sales operations

7 Other

© Macromator Inc. 8

Questions to Ask Yourself

• How do you measure your marketing success?– Is email click enough success?

• What marketing tactics do you practice? – Email, web content, paid search, events etc

• How do you handle marketing-to-sales lead handoff?– What is a Marketing Qualified Lead (MQL)?

• How large is your database? Which leads do you need?

• How do you manage forms and landing pages? – Marketo Forms vs. Embedded Forms

© Macromator Inc. 9

Who Should You Involve

Stakeholder Description of Involvement

Marketing Team Responsible for marketing campaigns

Website Team

IT / CRM Admin

Sales Leadership

Responsible Party How are they involved?

Marketing Team • Setting objectives• Executing Marketing Campaigns• Following Brand Guidelines

Web Team • Website Tracking Code• Updating the website forms

IT / CRM Team • CRM Integration • Vanity domains (e.g. go.YourCompany.com)• Email Authentication ( DKIM, SPF)

Sales Leadership • Working the leads provided• Using the Email Templates provided• Lead Assignment process• Coordinating Sales Training

© Macromator Inc. 10

First 30 Days

Project Management• Project kick-off and team alignment• Step by Step Plan• Define a lead lifecycle• Marketing Operations Roles &

Responsibilities

Marketing Set Up• Marketing Channels SetUp

• Dedicated Email IP Setup

• Email Templates

• Landing Page Set Up

• Forms Set Up

• Target Audience

• Buying Persona & Scoring

CRM Integration• Sales Process

• Sales Dashboards

Technical Set Up• Website Tracking

• Create CNAME

• Implement Email Authentication

Training• Internal Marketo Champion

• Sales Team Training

© Macromator Inc. 11

Beyond Your Marketo

Implementation

© Macromator Inc. 12

Next 60 Days

• Marketing Programs

– What is your marketing calendar?

– What content do you have to fuel the marketing automation machine?

• Measure and Adjust

– How do you measure success?

– Where do your reports live?

– What report is relevant for sales?

© Macromator Inc. 13

Implementation Pitfalls and Risks

• Too much focus on technology

• Not enough focus on strategy & objectives

• No measurable objectives

• No clear definition of buying persona

• Not investing in the right partner

• Lack of internal training for all stakeholders

• No clear roles and responsibilities defined

© Macromator Inc. 14

Dan RaduFounder @ Macromator Inc.

Marketo Consulting

Salesforce Consulting

+1 647 760 8629

dan@macromator.com

www.Macromator.com@Macromator

© Macromator Inc. 15