Bad data, technical debt, admin turnover, and disjointed campaigns are resulting in inefficiencies, misalignment, and poor reporting for your marketing team. So, how do you get your Marketo back on track? Where do you start? In this session, gain insights based on lessons learned from hundreds of Digital Pi client projects: - Learn which key areas of Marketo should be reviewed to scale efficiently - Create a prioritized roadmap to drive short and long-term success - Build internal alignment around Marketo and process changes across the organization—an often-overlooked and essential step - Pinpoint strengths and weaknesses… so you can get rid of the weaknesses Get results today with several tips you can implement after the session Who is this webinar for? Marketo Practitioners – practitioners are often in the weeds and need a clear plan of how to prioritize Marketo optimization, leave the webinar knowing where to look for issues and how to address them. MOps Team Leaders – MOps team leaders may not be aware of the complexities involved with looking under the hood of the marchitecture in their system to understand which investments are paying off, we will cover that too! Presented by: Madelyne Oliver, Senior Director of Client Strategy, Digital Pi Jenna Borrelli, Senior Manager of Client Services, Digital Pi

1. © 2021 Merkle, Inc. All Rights Reserved. Confidential.
WEBINAR
MAKE FRIENDS
WITH MARKETO
April 14, 2022

2. 2
Housekeeping • This session will be recorded and shared with all
attendees
• We will have time for questions at the end. Please put
questions in the Question box at the bottom of your
GoToWebinar panel at any time
• If we don’t answer your question live, someone will get
back to you directly

3. 3
3
Intros…

4. 4
AGENDA
01 WHY ARE WE HERE
02 WHAT’S A MARKETO DEEP DIVE
03 5 COMMON PROBLEMS TYPICALLY DISCOVERED
04 WHAT’S NEXT?

5. 5
01
THE BIG PICTURE

6. 6
6
Digital Pi
Digital Pi helps companies
build, manage and optimize
their marketing automation on
a global scale.
Build Optimize
Manage

7. 7
7
What Today Isn’t
Today is not about diving into tips and
tricks, we are going deep into why
Marketo IS or ISN’T working the way
you believe it should.
What Today Is
We all know MARKETO CAN BE
BETTER – lets discus HOW!

8. 8
02
WHAT IS A MARKETO
DEEP DIVE?

9. 9
9
What is a DEEP
DIVE?
• Strategic Planning
• Organizational Alignment
• Marketing Tactics
• Data Management
• Engagement Framework
• Global Lifecycle
• Global Scoring
• Systems Configuration
• Marchitecture
• Lead Gen Process
• Segmentation/Targeting
• Revenue Attribution

10. 10
10
Who is on the “diving
team?”
People
process/Stakeholders/the
human aspect is just as,
and often times, more
important than the
technology.

11. 11
03
FIVE COMMON
PROBLEMS

12. 12
12
ACME
ACME is a B2B company selling project management software to
clients around the world. Their seeing a lot of growth with the
increased remote workforce.
Tracey
Director of Marketing
Kim and Justin
Marketing Ops Team

13. 13
13
ACME PROBLEM 1: LEAD SOURCING
ACME lead sourcing was way off, Justin told us in
stakeholder interviews that leads were often passed
through the system with no source or wrong source. But
most importantly, the data revealed more about how lead
source and sourcing details for marketing efforts were
incorrectly managed.
SCREEN S
What we
reviewed
What was revealed Impact Recommendations
• Lead source
• Lead
management
process
• Volume of new
leads to database
• over 100 different lead source
values in uses
• 159,049 records did not have
source detail
Sourcing was not being
managed at the global level
and there were too many
source values.
List of source values should be well-
defined and narrow in scope (think “large
buckets”). Further detail can be recorded in
the source detail field (text field), with
structured naming conventions for values.

14. 14
14
ACME PROBLEM 2: SYSTEM CONFIGURATION
Nobody on the current team is sure how the instance was
configured, was it ever done right?
SCREEN S
What we
reviewed
What was revealed Impact Recommendations
• CRM sync
• Data updates
• Other
foundational
settings
• Field-level sync between
Marketo and Salesforce is
overburdened
• High number of fields that are
not in use or not even
necessary to marketing
operations
One of the leading causes of
poor system performance
leading to long sync times and
failures is an over-abundance
of unused fields that are
synced between the two
platforms.
Optimize the SFDC Sync User Profile and
change the field level security settings for
the fields. A secondary exercise should
also be performed to hide the fields in
Marketo, so they are no longer visible to
operators.

15. 15
15
ACME PROBLEM 3: MARCHITECTURE
Tracey is under a lot of pressure to prove ROI from all
marchitecture investments and has asked Kim and Justin to
do a review of integrations and success. This was
problematic as they have sync issues.
SCREEN S
What we
reviewed
What was revealed Impact Recommendations
• Key technologies
and sync
• 24 technologies that tie into
Acme Solutions Marketo
instance
PFL (Direct Mail) - Sync is
connecting between PFL &
Marketo; however, we do not
notice any active programs
tracking direct mail activity
Confirm that ACME is still working with PFL
and work through the sync process
between Marketo and Salesforce

16. 16
16
ACME PROBLEM 4: DATABASE CLEAN UP
Tracey keeps asking her team to “clean up the database
and pay attention to database health” but they don’t know
exactly where to start. We usually start by addressing the
second biggest allotment of person records in your
database: the unmarketable records. Thisis where all the
‘clean up’ happens.
SCREEN S
What we
reviewed
What was revealed Impact Recommendations
• Marketability
• Mailability
• Other data
elements
• 32K bounced email
addresses
• 182K unsubscribes
• 134K marketing suspended
For ACME the impact was high
as it did put pressure on their
database size, inching them
closer to the limit.
• Strong bounce management
strategy/clean up protocol in place
• Review current strategy/protocol for
marketing records as marketing
suspended

17. 17
17
ACME PROBLEM 5: LEAD LIFECYCLE
The team knows that leads are not moving through the
funnel correctly and are concerned that they are losing
leads because it’s taking too long to reach them. They’re
desperate to optimize the lead lifecycle.
SCREEN S
What we
reviewed
What was
revealed
Impact Recommendations
• Lead lifecycle
process
• Lifecycle
inventory as
defined by
Marketo
• ACME had no
active mode
• Lack of visibility into Lifecycle Stage
and lack of defined process or Program
structure to facilitate lifecycle
movement due to missing lifecycle.
• Without a Marketo Revenue Cycle
Model (RCM) up and running, there are
no funnel reports to analyze.
Get a basic lifecycle & Revenue Cycle
Model (RCM) up and running so you can
begin to analyze and understand the end-
to-end funnel velocity (SOW for this is
currently in progress). Analyze how Status
values are used by sales, and review
lifecycle model for potential updates -
consolidate, simplify and align with Sales
process points

18. 18
04
WHAT’S NEXT?

19. LESSONS LEARNED
• It can never hurt to have a deep dive look at your Marketo
instance
• Reminder about the 12 areas to look at yourself, or with the
assistance of an agency
• In the case of ACME, Tracey, Kim and Justin were thrilled to have
a detailed report/outline about what their key issues were and
how they were impacting their business. It gave them direction as
a team, and the MOPs leader supporting data to share with the
company what they were focusing on as a team and why. This
goes a long way with higher-up stakeholders.
• Showcasing how your MOPs team can drive net new leads and
revenue is part of proving Marketing ROI – and a healthy
database and active clean lifecycle are essential building blocks
to doing just that

20. 20
20
HOW AN AGENCY
CAN HELP!
An internal or agency assisted
assessment gives you clarity on
what’s working, what’s not, and
guidance on how to move the needle
forward.
• A review can provide justification
to move forward with a project plan
• In the case of ACME - to Kim and
Justin’s delight, Tracey realized the
value that an additional investment
in Marketo services would bring to
help them overcome these
challenges without adding/finding
an additional full-time team
member and after the assessment,
they became DP clients!

21. 21
21
As attendees we will send you our
new Assessment Guide Book!
Reach out to us at
HELLO@digitalpi.com with any
additional questions

22. 22
QUESTIONS?

23. © 2021 Merkle, Inc. All Rights Reserved. Confidential.
© 2021 Merkle, Inc. All Rights Reserved. Confidential.