How to Leverage Workflow Rules and Formulas to Empower Your Marketing

Robust Business Logic: How to Leverage Workflow Rules and Formulas

Charlie LiangDemand Gen Manager, Tintri

Replace area with partner/customer logo(Remove if not needed)

Delinda TinkeySales and Marketing Automation Manager, Evolve IP

Page 2 © 2014 Marketo, Inc. #mktgnation14

What are workflows?

• In the marketing automation world, they are ways to automate standard business procedures:• Messaging• Alerts• Field Updates• Calculations• Scheduling


Where can I set up workflows?

• Marketo• CRM

Workflows: An Example


Workflow Use Cases and Best Bets

Marketo CRM

Email Nurturing Calculations

Scoring Advanced Logical Functions

Lists/Segmentation Custom Objects

Multi-Step Flows Text Manipulations

Time-Based Flows Date/Time

Logical Functions


Examples of Workflows Best for CRM• Write to the Campaign Member or other objects for

reporting• Track your lead source history• Calculate project timeframe• Parse area codes


Writing to the Campaign Member Object

CampaignCampaign Member

Lead

Contact


Benefits

• Reportable in SFDC• Visible to anyone with a SFDC license• Just say “no” to new fields


Example

Set up a server-side post: https://community.marketo.com/MarketoResource?id=kA650000000GsXXCA0

https://community.marketo.com/MarketoResource?id=kA650000000GsXXCA0

https://community.marketo.com/MarketoResource?id=kA650000000GsXXCA0


Case Study


Step 1 – Lead/Contact Field


Step 2 – Campaign Member Field


Step 3 – Create Workflow Rule #1

LeadCampaign Member


Step 3 – Create Workflow Rule #1 - Details• Object: Campaign Member• Description: Transfer campaign notes from a lead to

the campaign member object when a lead is added to a campaign

• Evaluate rule when record is created• Run the rule if the following formula evaluates to true: ISBLANK(ContactId ) && ISBLANK( Campaign_Notes__c )• Add a field update to the Campaign Member Notes

field (on the campaign member) using this formula:Lead.Web_Lead_Comments__c


Step 4 – Create Workflow Rule #2

ContactCampaign Member


Step 4 – Create Workflow Rule #2 - Details• Object: Campaign Member• Description: Transfer campaign notes from a contact

to the campaign member object• When the following formula is true:NOT(ISBLANK(ContactId )) && ISBLANK( Campaign_Notes__c ) && NOT(ISBLANK( Contact.Web_Lead_Comments__c ))

• Update Campaign Notes field using this formulaContact.Web_Lead_Comments__c


Step 5 – In Marketo


Things to remember…

• Is your program synced with a campaign?

• Is your form nested within your program?


Example


Example

REFERRAL SUBMITTED BY Name: {{lead.Referral First Name}} {{lead.Referral Last Name}} Company: {{lead.Referral Company}} Email: {{lead.Referral Email}} Phone: {{lead.Referral Phone}}


Bonus: Conquer Concatenation



• Use Excel Macro to concatenate a range of data into one cell• Press ALT+F11 to open the visual basic editor• Copy and paste the code on the next slide in the box that

appears



Function ConCat(Delimiter As Variant, ParamArray CellRanges() As Variant) As StringDim Cell As Range, Area As VariantIf IsMissing(Delimiter) Then Delimiter = ""For Each Area In CellRangesIf TypeName(Area) = "Range" ThenFor Each Cell In AreaIf Len(Cell.Value) Then ConCat = ConCat & Delimiter & Cell.ValueNextElseConCat = ConCat & Delimiter & AreaEnd IfNextConCat = Mid(ConCat, Len(Delimiter) + 1)End Function



• Use your new function!• Example: =ConCat (“-”, A1:C1, “MUS14”, D1:F1)

• “-” in the first argument is the delimiter and is required. You may choose to leave it blank, but keep the comma there as a placeholder




Intro - Tintri

Enterprise storage optimized for virtualization

Founded in 2008 HQ in Mountain View, CA

200 employees


Intro – Tintri

Appsdrive business

1

Infrastructure exists to support apps

2

IT infrastructure must learn and adapt

3

IT staff should manage apps

4

What we believe


Keep Track of Your Lead Source(s)

• Use Case: Lead Source attribution• Types:

• First touch• Last touch• Multi-touch• Weighted Multi-touch

Replace area with partner/customer logo

(Remove if not needed)



• What you’ll need:• Lead Source History fields• 2 Sets of Workflows & Field Updates



if(ischanged( Source )=true, PRIORVALUE(Source _history__c ) & " " & "|" & " " & Source, Source_history__c )






Calculate Prospect Timeframe



• These were relevant in 2005!• How do you avoid being stuck in 2005?



What? Who are you??

I’m ready to buy in 2 months!

2014Hi there, I see you’re ready to buy in 2 months!

2005??

??



• Solution: There’s a workflow for that• You’ll need 3 fields:

• Timeframe Date Submitted (date)• Project Timeframe Days (number)• Project Timeframe (formula)





• Form Submission Replace area with partner/customer logo


Project Timeframe (days) = 75



• Use a Marketo Workflow to set timeframe submitted = today





• Project Timeframe formula: Replace area with partner/customer logo


if(or( ISBLANK( Timeframe_date_submitted__c ) , ISBLANK( Timeframe_days__c )),"", case(month(Timeframe_date_submitted__c + Timeframe_days__c), 1,"Jan", 2,"Feb", 3,"Mar", 4,"Apr", 5,"May", 6,"Jun", 7,"Jul", 8,"Aug", 9,"Sep", 10,"Oct", 11,"Nov", 12,"Dec","")&" "&text(year(Timeframe_date_submitted__c + Timeframe_days__c)) )



• Output: Replace area with partner/customer logo



Parse Area Codes



+1 408-555-55551408-555-5555(408) 555-5555408-555-55554085555555408.555.55551.408.555.5555

011 1 408-555-55551 408 555 55551 (408) 555-5555408/555-55551/408/555-55551-408-555-5555+1408/555.5555


Parse Area Codes




Parse Area Codes



if(and(not(len(State)=2),not(or(upper(Country)="US",Country="CA",contains(Country,"Canada"),upper(Country)="U.S.",upper(Country)="UNITED STATES OF AMERICA",upper(Country)="USA",upper(Country)="U.S.A.",upper(Country)="US OF A",upper(Country)="AMERICA"))),"", if(or(Phone="unknown",isblank(Phone)),"", if(and(isnumber(left(Phone,1)),left(Phone,1)<>"0"),left(Phone,3), if(and(isnumber(mid(Phone,2,1)),mid(Phone,2,1)<>"0"),mid(Phone,2,3), if(and(isnumber(mid(Phone,3,1)),mid(Phone,3,1)<>"0"),mid(Phone,3,3), "ERR")))))

• Area Code Formula Field


Parse Area Codes


(Remove if not needed)• Baseball, not dumpsters


Q&A

• Charlie Liang, Tintri• [email protected]

• Delinda Tinkey, Evolve IP• [email protected]

mailto:[email protected]

mailto:[email protected]

Thank You!