1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
New York Marketo User Group Meeting
9/10/13
Presenters:
Inga Romanoff
Elliott Lowe
Sheila Baker
Sponsors:
Reachforce
Jeff Chamberlain
Haresh Gangwani
NYMUG Host:
Conductor, Inc.

2. Page 2
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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3. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Guest Speaker Presentation

4. Lead Nurturing Best Practices Design
& Marketo Customer Engagement
NY Marketo User Group: September 10, 2013
Sheila Baker
Opine Consulting
sheila@opine.com

5. Questions
• Are using Marketo for nurturing today?
• What audience(s) are you nurturing to?
– Prospects
– Customers
– Partners
– Role (decision maker, influencer)
– Buying stage (early, mid, late)
– Industry
– Solution
– Product

6. Questions
• Would you consider your nurturing programs simple or
complex?
• Have you setup some form of traffic cop in your
instance?
• Was it setup by internal resources or did you have a
consultant help you?
• Have you implemented the Customer Engagement
Module?

7. What is Nurturing?
Nurturing is the process of building
trusted relationships in a way that is both
consistent and relevant to the audience
with the goal of earning/continuing to
earn their business.

8. Five Steps of Nurturing
1. Set the goal(s) for the nurture campaign
2. Define the audience
3. Decide on type/timing
4. Target a variety of content
5. Implement
Measure & Adjust

9. 1. Set Goal(s) for a Specific Nurturing Campaign
• What are you trying to achieve? For example:
– To convert raw sales inquiries into qualified prospects
– To automatically identify “in profile” leads
– To convert free trial downloads to paying customers
– To further qualify, and collect more information from, inbound sales
leads
– To educate, or build goodwill amongst a list of existing prospects
– To build thought leadership awareness with prospects
– To “stay in touch with” existing prospects so they call us when the
need arise
– To acquire more business from existing customers
– To turn dormant accounts back into active accounts
– To drive customer renewals
• Set metrics, if you can.

10. 2. Define the Audience
• Are you targeting prospects, customers, partners
• What additional segmentation(s) will you use
– Role (decision maker, influencer)
– Buying stage (early, mid, late)
– Industry
– Solution
– Product
The more targeted the audience, the more
specific your message => better response

11. 3. Decide on Type and Timing
• Drip Campaigns
– Emails are sent out over a fixed time
in a fixed order.
• Accelerator Campaigns
– Triggered by specific behavior in an
attempt to move leads through the
buy cycle faster (aka “Behavioral
Campaigns”)
Sales
Process

12. 4. Target Variety of Content
• Content must be relevant & interesting
• Use different types of content (white paper, video, article)
• Content should be easy to digest
• Take existing content and make it bite-size – allows to
stretch the content you already have
• Make content valuable, not self-promotional
– Use links to 3rd party content as well as your own
• Aim is to develop a relationship — not pushy
• Start with the content you already have or can reference –
then add to it as you go
• 411 messages… 4 educational/1 soft sell/1 hard sell

13. 5. Implement
• Use email and landing page best practices
• Watch for cross campaign content issues (skip content if already
offered)
• Limit number of emails sent across Marketo in a given timeframe
• Prioritize your nurturing campaigns/streams
• Test before you turn it on
• Monitor closely
• Review content at least quarterly
Managing multiple nurturing campaigns
with the new Customer Engagement
Module is much easier!

14. Customer Engagement Module

15. Engagement Program Overview
• New type of program with “brains”
• Stream sends content (cast) based on:
– Cadence
– Priority
– Availability
– Whether or not the lead has already received the
content
• Dashboard – Is my content working?
– Operational metrics
– Engagement Score

16. Terminology
• Engagement Program
– is a program type that is able to accomplish complex nurturing with great
ease.
• Stream
– is a pool of prioritized content that the engagement program will use to
nurture leads.
• Cast
– is the event of sending emails from an Engagement Program.
• Stream Cadence
– Is the schedule of when the cast (content) will go out.
• Lead Cadence
– is a status that defines a lead’s ability to receive content from an engagement
program. Values are: Paused or Normal
• Transition Rules
– is the trigger and filters that pull a lead into a stream

17. Engagement Program Packaging
• Spark
– 4 Programs/1 Stream each program
• Standard
– 4 Programs/1 Stream each program
– Add-on option (get everything Select gets)
• Select/Enterprise
– 15 Streams per program
– 100 programs per subscription
– Communication Limits
– Trending data (Select or Enterprise w/RCA)

18. Leads in Programs & Streams

19. Engagement Stream Features –
Spark & Standard
• Set Stream Cadence
• Add Content –
emails or programs
• Edit Stream Name
• Archive Content
• Activate Content
• Schedule Content
Availability

20. Engagement Stream Features –
Select, Enterprise, Add-On
• Multiple Streams per program (up to 15)
• Additional Features:
– Add Stream – e.g. early, mid, late
– Clone Stream – great for testing Streams
• Cadence cleared
– Delete Stream – complete removal of Stream
from program
– Transition Rules

21. Multiple Stream Engagement Program

22. Dashboard with Trending Data
Select, Add-on or Enterprise with RCA

23. Dashboard with w/o Trending Data
Spark, Standard without Add-on
Custom Status 100
Member 1,800
Engaged 1,500

24. Reporting
• Spark, Standard without Add-on
– Dashboard is snapshot of current status
– Engagement Stream Analytics report
• Standard with Add-on, Select, or Enterprise with
RCA
– Dashboard show trending data for
• Engagement Score
• Emails Sent
• Changes in Content
– Engagement Stream Analytics report

25. Reporting Terminology
• Exhausted
– When a lead has received every piece of content in
the stream it is currently assigned to
• Engagement Score
– is a 0 to 100 point score that Marketo will give your
content
– It is benchmarked against drip and nurture style
emails to give an average of 50 across all Marketo
customers
– Engagement score is calculated 72 hours after each
cast (only once)

26. Steps for Implementation
1. Create Engagement Program
2. Create Streams
– Add emails OR
– Add programs
3. Create Transition Rules
4. Create Control Campaigns
– Add leads into Engagement program
– Pause leads in Engagement program
– Resume leads in Engagement program
– Mark leads engaged
5. Test
6. Reporting

27. Engagement Program Demo
• What do you most want to see?

28. Questions
• Thank you!
• Feel free to contact me:
sheila@opine.com

29. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Wrap Up & Housekeeping Items

30. Page 30
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Housekeeping Items
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and more!
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city and you’ll be added to the list!
#NYMUG

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
AppExchange Challenge
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Brews and Reviews

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
Your New York Marketo User Group leaders
Inga Romanoff
ingaromanoff@yahoo.com
(617) 901-4945
Elliott Lowe
elowe@conductor.com
(212) 213-6275
Tweet with us!
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