1. Lead Nurturing Automation
Silicon Valley User Group
February 2013
Jason Seeba, Bloomreach
Ryan Vong, SVMUG
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

2. Housekeeping Items
• Marketo User Summit: Save the Date! April 8 – 10, 2013 at Hilton
Union Square in San Francisco. #MUS13
• Register using this $50 discounted city code (FDDSVCA) by April 1st
and the city with the most registrants will win a VIP experience at
our Summit Gala!
• Birds of a Feather Lunch at Summit: April 9th from 12-1pm.
Interested in leading a discussion table? Email
elizabethc@marketo.com
• Certification. Become Market Certified at Summit 2013.
• Community Engagement. Stay tuned for awesome contests in
Community. You can win cool prizes and points and unique contest
badges in your profile!
• Give the gift of Marketo. Marketo will donate our product to 12 non-
profits a year. Submit your favorite non-profit by March 15th here.
• Be Social. Tweet out the groups own hash tag #SVMUG.
#SVMUG
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

3. Certification Benefits
• Benefits
• Validates Marketo knowledge and skills
• Motivates and inspires to expand expertise
• Boosts resume and earning potential
• What you get
• Badge and reputation points in Marketo community
• Logo for personal use on social sites
• Membership in exclusive LinkedIn group
• E-certificate
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

4. Certification Exam
• Exam covers core Marketo admin and practitioner
functionality common to ALL editions
• 100 multiple-choice items; 90 minute maximum
• No pre-requisites, but recommended study path is
available in the Certification Roadmap
• Re-certification required after one year
• Exam re-takes allowed after 2 weeks; then after 6
weeks
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

5. How to Take the Exam
• Summit 2013 (San Francisco)
• Sunday 4/7 from 3-5pm
• Monday 4/8 from 1-3pm
• $125 for the exam (no re-takes at Summit)
• Sign up at http://summit.marketo.com/2013/
• After Summit
• $175 for the exam
• $175 to re-take the exam
• $175 for annual re-certification
• Availability and registration details forthcoming
• For more information
• http://summit.marketo.com/2013/marketo-university/#Certification
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

6. Jason Seeba, Bloomreach
Advanced Lead Nurturing
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

7. The Building Blocks for Advanced Nurturing
• Programs
• Progression Statuses
• Program Logic
• Program Organization
• Lead Flow
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

8. Programs
• A Program in Marketo manifests as a collection of
Child (Smart) Campaigns for a specific purpose and
with a specific goal, measured by existing lead
success or the acquisition of new leads.
• Examples
• Email Blast
• Tradeshow
• Webinar
• Nurturing
• For more: https://community.marketo.com/MarketoTutorial?id=kA250000000KyogCAC
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

9. Progression Statuses
• A Channel is the type of program
• Progression Statuses define the stage a lead is in
within a program
• Example Progression Statuses for a tradeshow
• Invited
• Attended Show
• Engaged ***
• Visited Booth ***
*** = Success in a Program
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

10. Progression Statuses
• Find it under Admin > Tags
• Define all of your channels and
progression statuses
• Create all SFDC campaigns from
Marketo first
• Get all of Marketo’s internal channels and statuses here:
https://community.marketo.com/MarketoArticle?id=kA0
50000000L5zfCAC
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

11. Advanced Lead Nurturing
Source: Eric Hollebone - http://test.hollebone.ca/marketo-advanced-lead-nurturing-with-traffic-cop-and-programs/
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

12. Program Logic – Traffic Cop
• Triggered Campaign
• Listens for changes to leads
• Lead status
• New lead created
• Account type change
• Directs leads to most
relevant nurturing track
• Calls Gatekeeper
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

13. Program Logic - Gatekeeper
• Gatekeeper checks to see what nurturing campaign is
assigned
• If empty, tags with current campaign
• Calls Master
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

14. Program Logic - Master
• Master checks to see if lead has been sent each email,
starting with the most current/first in campaign
• If hasn’t been sent, then calls the Send campaign for
that specific email
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

15. Program Logic - Send
• Send campaign double-checks that lead has not been
sent email before
• Sends email, then calls Wait Step
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

16. Program Logic – Wait Step
• Wait Step waits a specified amount of time
• Checks to see if Nurturing Campaign Assigned is the
current one
• Calls the Master campaign to begin flow again
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

17. Program Logic – Exhausted Content
• When a lead exhausts all of the content in the
nurturing campaign, the last step in the Master
campaign adds the lead to the Exhausted Content list
• You can check this manually or set up an alert to let
you know that it’s time to add new content
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

18. Program Organization - Assets
• Campaigns – Received
• Smart list to add people to Received Lists
• Campaigns – Send
• Triggered Campaigns (Campaign is requested) to send
emails
• Emails
• Approved emails for the campaign
• Forms
• Use local forms to auto-set Acquisition program
(important especially for RCA)
• Landing Pages
• Landing pages referenced in emails
• Lists
• List by email of who has received each one
• List of people who have exhausted the content in the
campaign
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

19. Program Organization – Measure
• Email
• Smart campaigns to track bounces, undelivered,
unsubscribes, invalid emails
• Progression Lists
• Smart lists for each of the progression steps
• Success
• Smart campaigns to move leads to success steps
• Nurture
• Triggered Campaigns (Campaign is requested)
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

20. Stay Organized – Progressions / Successes
• Set up smart campaigns to
move each lead through
your progression steps
• Be sure to check for leads
that have exhausted all
content in the campaign
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

21. Lead Flow
• How to best segment your leads
• How to get marketing and sales aligned
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

22. Ryan Vong, SVMUG
Not So Advanced Lead Nurturing
@RyanVong
ryan.vong@gmail.com
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

23. Requirements (WIP)
• Notes from meeting
• Key questions
• Who – Audience
• What they get
• When
• How
• Success criteria
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

24. Structure
• Master Nurture Control
• Determines to which track a
lead belongs
• Determines exit criteria
• Members based on local
smart list
• Each track is part of a
program with assets and
action
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

25. Reporting
• Reporting can be broken
into specific tracks or
report as a whole
program. Master should only
• Each nurture program change when track
has own success criteria progression changes to
• Master nurture control success.
has success of all
nurture programs.
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

26. Thank you!
© 2012 Marketo, Inc. Marketo Proprietary and Confidential