Marketing Automation Hacks 2016: Marketo
•
7 j'aime•2,233 vues
If you’re already using Marketo, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential. In this presentation, Brian Glover, Sr. Product Marketing Manager at Marketo, will reveal various hacks for getting better results out of Marketo.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Marketing Automation Hacks 2016: Marketo
Similaire à Marketing Automation Hacks 2016: Marketo (20)
Plus de Uberflip
Plus de Uberflip (20)
Dernier
Dernier (20)
Marketing Automation Hacks 2016: Marketo
- 1. @uberflip#MAHacks Brian Glover Sr. Product Marketing Manager, Marketo @brianjglover MARKETING AUTOMATION HACKS: MARKETO Hana Abaza VP Marketing, Uberflip @hanaabaza
- 2. @uberflip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 4. @uberflip#MAHacks Meet the Expert Street Cred (by the numbers): • 3 years at Marketo • 14 years in marketing technology • 15 years in B2B marketingBrian Glover Marketo
- 8. @uberflip#MAHacks Hack #1 • Set content availability • Why? Automatically expire content without having to remove it manually • Examples: event invites, seasonal content
- 9. @uberflip#MAHacks Hack #2 • Test lead through nurture • Why? Shows you what content is sent out and what happens based on lead actions
- 10. @uberflip#MAHacks Hack #2 • Test lead through nurture • Why? Shows you what content is sent out and what happens based on lead actions Test Stream! Verify Transition to Next Stream!
- 11. @uberflip#MAHacks Hack #3 • Use Champion/Challenger for A/B testing nurture emails • Why? Testing ensures you have the best content going out and are getting the best results
- 12. @uberflip#MAHacks Hack #3 • Use Champion/Challenger for A/B testing nurture emails • Why? Testing ensures you have the best content going out and are getting the best results
- 13. @uberflip#MAHacks Hack #4 • Use the Engagement Dashboard to understand how your content is performing • Why? Continuous refinement leads to better results
- 14. @uberflip#MAHacks Hack #5 • Enable Communication Limits • Why? Get better engagement and avoid unsubscribes!
- 16. @uberflip#MAHacks Hack #6 • Use Program Success for each Channel tag • Why? Revenue attribution is based Program Success (i.e. leads taking a desired action)
- 17. @uberflip#MAHacks Hack #6 • Use Program Success for each Channel tag • Why? Revenue attribution is based Program Success (i.e. leads taking a desired action)
- 18. @uberflip#MAHacks Hack #7 • Include Period Costs on your programs • Why? Period costs are used to calculate ROI
- 19. @uberflip#MAHacks Hack #8 • Know when to use first touch vs. multi-touch attribution • Why? Both are useful. • First touch tells you which programs bring the right leads into your database • Multi-touch tells you which programs move the right leads through your marketing funnel
- 20. @uberflip#MAHacks Hack #9 • Use multi-touch Revenue-to-Investment to assess programs • Why? Tells you which programs are providing a good return and which ones aren’t OK!BAD! GOOD! Pipeline created / total cost!
- 21. @uberflip#MAHacks Hack #10 • Set up ad channels and campaigns as programs • Why? • Measure revenue attribution • Compare to other channels Screenshot Coming on Monday!
- 23. @uberflip#MAHacks Hack #11 • Clone existing programs to create new ones • Why? Saves time and maintains data consistency
- 24. @uberflip#MAHacks Hack #12 • Use Tokens to update assets • Why? Saves time and maintains consistency across all program assets
- 25. @uberflip#MAHacks Hack #13 • Use Program Schedule to coordinate programs with other activities • Why? Prevents overlapping communications… and saves time
- 26. @uberflip#MAHacks Hack #14 • Use Marketo Moments to reschedule a campaign • Why? Because your boss said it’s not ready to go out and you’re out at dinner with some friends
- 27. @uberflip#MAHacks Hack #15 • Use Marketo Sales Insight to prioritize leads for reps • Why? Makes reps more efficient; boosts marketing credibility with sales
- 29. @uberflip#MAHacks Hack #16 • Personalize homepage content for ANONYMOUS website visitors • Why? • 98% of visitors are anonymous • Limited time to say something relevant • Keep visitors longer and get more conversions
- 30. @uberflip#MAHacks Hack #16 • Personalize homepage content for ANONYMOUS website visitors • Why? • 98% of visitors are anonymous • Limited time to say something relevant • Keep visitors longer and get more conversions
- 31. @uberflip#MAHacks Hack #17 • Use buyer stage to personalize Web content for repeat visitors • Why? People come back to your website throughout the buying process, use the opportunity to nurture them Solutions How To BuyValidationEducationAwareness Lead Score >10050< Lead Score <10020< Lead Score <50Known Lead Score <20Anonymous
- 32. @uberflip#MAHacks Hack #17 • Use buyer stage to personalize Web content for repeat visitors • Why? People come back to your website throughout the buying process, use the opportunity to nurture them
- 33. @uberflip#MAHacks Hack #18 • Personalize website retargeting ads • Why? Bring more people BACK to your site for another chance to convert Before!After!
- 34. @uberflip#MAHacks Hack #19 • Leverage lead database segmentations for ad targeting • Why? More precise targeting + more personalized ads = better results/ROI • Use cases: Nurturing, Account-Based Marketing, Reactivation, Audience Expansion
- 35. @uberflip#MAHacks Hack #19 • Leverage lead database segmentations for ad targeting • Why? More precise targeting + more personalized ads = better results/ROI • Use cases: Nurturing, Account-Based Marketing, Reactivation, Audience Expansion
- 36. @uberflip#MAHacks Marketo Product Docs: https://docs.marketo.com Marketo Resources: https://www.marketo.com/resources/ Resources
- 37. @uberflip#MAHacks QUESTION TIME! Brian Glover Sr. Product Marketing Manager, Marketo @brianjglover Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com