Uberflip + Marketo - Marketing Automation Hacks
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Take a look at these slides to learn some must-do Marketo hacks on lead nurturing, attribution, productivity and web/ad personalization!
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Uberflip + Marketo - Marketing Automation Hacks
- 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 ☺)
- 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 stream • Why? Allows you to produce and verify the end user experience
- 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 • Channel Tags and Program Success • 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 ROI to assess true value of programs • Why? Tells you which programs are providing a good return and which ones aren’t OKBAD GOOD Pipeline created (multi-touch) / total cost
- 21. @uberflip#MAHacks Hack #10 • Set up ad channels and campaigns as programs • Why? • Measure revenue attribution • Compare to other channels Example: Channel Type = Pay-per-click Channel = Google Campaign = Heathcare Region = US
- 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 Example: {{my.EventDate}}
- 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 BeforeAfter
- 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