Marketo's Secrets to Automating Campaigns
•Télécharger en tant que PPTX, PDF•
9 j'aime•7,160 vues
Curious to see how the Marketo Demand Generation team uses Marketo to automate campaigns? Sometimes the best way to understand marketing automation is to actually see it. Watch Mike Madden, Sr. Marketing Manager as he broke down five common use cases marketers encounter and showed you firsthand how to solve them using marketing automation!
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Marketo's Secrets to Automating Campaigns
Similaire à Marketo's Secrets to Automating Campaigns (20)
Plus de Marketo
Plus de Marketo (20)
Dernier
Dernier (20)
Marketo's Secrets to Automating Campaigns
- 1. Marketo’s Secrets to Automating Campaigns Mike Madden Sr. Marketing Manager Marketo
- 2. Proprietary & ConfidentialPage 2© Marketo, Inc. Proprietary & Confidential Housekeeping Page 2© Marketo, Inc. 11/8/2017 Proprietary & Confidential • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar
- 3. Proprietary & ConfidentialPage 3© Marketo, Inc. Proprietary & Confidential Triggered Campaigns for Web Visits 1 Form Abandonment 2 Bounce Management Campaigns 3 Mini-Nurture Conversations 4 Scalable Programs 5 Agenda Page 3© Marketo, Inc. 11/8/2017 Proprietary & Confidential
- 4. Page 4© Marketo, Inc. Proprietary & Confidential I n t r o TYPES OF EMAILS
- 5. Page 5© Marketo, Inc. Proprietary & Confidential Types of Emails – Batch Batch Emails – Also known as “batch and blast”. No email “intelligence” built in, just gather a list of customers and send them the same email. A great example of this is your company newsletter.
- 6. Page 6© Marketo, Inc. Proprietary & Confidential Types of Emails – Nurture Nurture Emails – The lifeline of drip campaigns. This is a series of targeted emails based on personas (e.g. by location, product interest, intent). Nurture emails are primarily used to push prospects through their buyer journey.
- 7. Page 7© Marketo, Inc. Proprietary & Confidential Types of Emails – Trigger Trigger Emails – Personalized emails delivered based on your audience’s actions. Some range of email “intelligence” is built in based on behavior. Example would be a customer put a pair of shoes in their cart and then leaves – they receive an email about their shoes.
- 8. Page 8© Marketo, Inc. Proprietary & Confidential Email Performance – All Email Performance - All • Trigger emails performs 3x better than any other email type • Nurture emails perform about the same as batch emails 2016 Q3 Quarter of Sent Date 2016 Q4 2017 Q1 2017 Q2 2017 Q3
- 9. Page 9© Marketo, Inc. Proprietary & Confidential 1 TRIGGER CAMPAIGNS FOR WEBSITE VISITS
- 10. Page 10© Marketo, Inc. Proprietary & Confidential
- 11. Page 11© Marketo, Inc. Proprietary & Confidential
- 12. Page 12© Marketo, Inc. Proprietary & Confidential Marketo.com - Products
- 13. Page 13© Marketo, Inc. Proprietary & Confidential Marketo.com - Solutions
- 14. Page 14© Marketo, Inc. Proprietary & Confidential Marketo.com – Why Marketo, Customer Stories
- 15. Page 15© Marketo, Inc. Proprietary & Confidential Marketo.com – Why Marketo, Customer Stories
- 16. Page 16© Marketo, Inc. Proprietary & Confidential Email Product Page Trigger Flow If a known subscriber visits the Email Product Page… And that subscriber is: • Marketable • Target Status (Target) • Not was any email in past 30 minutes • Meets vertical specific criteria Organic Behavior Segmentation Action Wait 4 Minutes
- 17. Page 17© Marketo, Inc. Proprietary & Confidential Triggered Email for Page View
- 18. Page 18© Marketo, Inc. Proprietary & Confidential Automated Website Trigger Results How Much Better Are These Emails Than Standard Batch Emails? 261% higher open rates 157% higher click to open rates 833% higher click through rates 7,675% more efficient at generating an opportunity with our sales team
- 19. Page 19© Marketo, Inc. Proprietary & Confidential 2 FORM ABANDONMENT
- 20. Page 20© Marketo, Inc. Proprietary & Confidential What is Form Abandonment? Page 20© Marketo, Inc. Proprietary & Confidential
- 21. Page 21© Marketo, Inc. Proprietary & Confidential
- 22. Page 22© Marketo, Inc. Proprietary & Confidential
- 23. Page 23© Marketo, Inc. Proprietary & Confidential Inside the Abandonment Campaign – THE WHO
- 24. Page 24© Marketo, Inc. Proprietary & Confidential Inside the Abandonment Campaign – THE WHAT
- 25. Page 25© Marketo, Inc. Proprietary & Confidential Additional Add-Ons You Might Consider • Restrict Alerts to your target buyer (Demographics, Firmographics, Score) • Consider sending a triggered email to the form abandoner • Add form abandoners to a list and then retarget to them • If you don’t think certain buyers are ready, give them something else
- 26. Page 26© Marketo, Inc. Proprietary & Confidential 3 BOUNCE MANAGEMENT CAMPAIGNS
- 27. Page 27© Marketo, Inc. Proprietary & Confidential Email Deliverability = Total Emails Delivered / Total Emails Sent Email Deliverability
- 28. Page 28© Marketo, Inc. Proprietary & Confidential Getting Your Email Delivered is Tougher
- 29. Page 29© Marketo, Inc. Proprietary & Confidential According to Return Path, just 79% of commercial emails land in the inbox
- 30. Page 30© Marketo, Inc. Proprietary & Confidential Quick Definitions Soft Bounce: A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox. Hard Bounce: A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid or blocked. Spam Trap: A spam trap is an email address traditionally used to expose illegitimate senders who add email addresses to their lists without permission. But they are also set up to identify email marketers with poor permission and list management practices.
- 31. Page 31© Marketo, Inc. Proprietary & Confidential Sender Reputation Sender Reputation Unique Clicks Open Rate Positive Engagements Spam Complaints & Spam Trap Hits Hard Bounces Blacklists Negative Engagements
- 32. Page 32© Marketo, Inc. Proprietary & Confidential Email Inboxing If you had 98.5% email deliverability but a sender score of 60, your email inboxing rates will decline.
- 33. Page 33© Marketo, Inc. Proprietary & Confidential Continuously Bouncing Emails
- 34. Page 34© Marketo, Inc. Proprietary & Confidential Soft Bounce Management Campaigns We created two campaigns: • Batch Clean Up: For any email that has soft bounced a minimum number of 10 times in the past 90 days, mark it as invalid. • Trigger Clean Up: For any email that soft bounces a minimum number of 6 times in the past 30 days, mark it as invalid. We had emails that would repeatedly soft bounce in our database. We needed better bounce management to help manage business risk and increase open rates.
- 35. Page 35© Marketo, Inc. Proprietary & Confidential Bounce Type Audit
- 36. Page 36© Marketo, Inc. Proprietary & Confidential Bounce Category Management Campaigns We built campaigns to clean up specific soft bounce categories that could be detrimental to our sender reputation in the future. We built two campaigns: • Batch clean up to scrub all existing emails that have poor soft bounce categories (3, 4 and 9) • Trigger clean up campaign to catch them as we go
- 37. Page 37© Marketo, Inc. Proprietary & Confidential Deliverability & Open Rates – Jan 2015 through Sep 2015 10% 11% 12% 13% 14% 15% 16% 17% 18% 90% 91% 92% 93% 94% 95% 96% 97% 98% 99% 100% % Delivered % Opened Deliverability Rate Open Rate
- 38. Page 38© Marketo, Inc. Proprietary & Confidential Deliverability & Open Rates After Bounce Management 10% 11% 12% 13% 14% 15% 16% 17% 18% 90% 91% 92% 93% 94% 95% 96% 97% 98% 99% 100% % Delivered % Opened Introduced Bounce Management Deliverability Rate Open Rate
- 39. Page 39© Marketo, Inc. Proprietary & Confidential 4 CREATING CONVERSATIONS, NOT CAMPAIGNS
- 40. Page 40© Marketo, Inc. Proprietary & Confidential Batch Emails Aren’t Going Away Page 40© Marketo, Inc. Proprietary & Confidential
- 41. Page 41© Marketo, Inc. Proprietary & Confidential Here’s a Standard Batch Email Program in Marketo Program Components: 02 – Clicked Campaign: This triggered smart campaign tracks clicks on the email in real time, which attributes that person to the program. Invite: This is the email. Invite List: This is the smart list for the program. The list built by filters that updates in real time based on the audience that meets the criteria.
- 42. Page 42© Marketo, Inc. Proprietary & Confidential But Let’s Add in Automation! Additional Program Components: 03 – Send Trigger: This triggered smart campaign lists for a subscriber to download the promoted asset from the first email, and then sends a complimentary piece. Trigger: This is the triggered email.
- 43. Page 43© Marketo, Inc. Proprietary & Confidential Program Assets – The Invite Email
- 44. Page 44© Marketo, Inc. Proprietary & Confidential The Invite Email Points to This Landing Page
- 45. Page 45© Marketo, Inc. Proprietary & Confidential Program Assets – The Triggered Email
- 46. Page 46© Marketo, Inc. Proprietary & Confidential Inside the Triggered Campaign – THE WHO
- 47. Page 47© Marketo, Inc. Proprietary & Confidential Inside the Triggered Campaign – THE WHAT Program Name Email Name
- 48. Page 48© Marketo, Inc. Proprietary & Confidential The Results of These Semi-Automated Campaigns More efficient batch emails Better overall performance than website triggers Accelerates subscribers towards late buying stages 9-12% more overall program engagement
- 49. Page 49© Marketo, Inc. Proprietary & Confidential 5 PROGRAMS THAT TRULY SCALE
- 50. Page 50© Marketo, Inc. Proprietary & Confidential Tired of Tedious & Manual Processes? Page 50© Marketo, Inc. Proprietary & Confidential
- 51. Page 51© Marketo, Inc. Proprietary & Confidential Let’s Revisit This Email Program Right click on program and clone!
- 52. Page 52© Marketo, Inc. Proprietary & Confidential Create an Approved Program Template Right click on program and clone!
Notes de l'éditeur
- And with that let’s get going!
- And with that let’s get going!
- UNCLEAR SUBJECT LINES
- Batch Emails – Also known as “batch and blast”. No email “intelligence” built in, just gather a list of customers and send them the same email. A great example of this is your company newsletter.
- Nurture Emails – The lifeline of drip campaigns. This is a series of targeted emails based on personas (e.g. by location, product interest, intent). Nurture emails are primarily used to push prospects through their buyer journey.
- Trigger Emails – Personalized emails delivered based on your audience’s actions. Some range of email “intelligence” is built in based on behavior. Example would be a customer put a pair of shoes in their cart and then leaves – they receive an email about their shoes.
- Here’s the data, top is average click rate, bottom is average click to open rate. The blue lines are batch, green are nurture, and orange are trigger. This is the average across all Marketo customers emails for 1 year. Trigger emails perform 3x better than any other email type. This shouldn’t come as a surprise to anyone that’s done trigger emails. The power of personalized messages based on behavior is powerful. Imagine looking at a pair of shoes online, you add it to the shopping cart but decide not to buy, an hour later you get an email for 25% off that exact pair of shoes! Serendipity telling you to buy those shoes? No, sorry, just intelligent marketing. Nurture emails perform around the same as batch emails. This one is surprising. My initial guess would have been that nurture emails performed much better than batch (especially for click-to-open) simply due to the fact that they are targeted towards a specific audience for a specific buying stage. But then I thought about how my past companies did nurturing; basically forcing a target audience down a pre-determined linear funnel, rinse and repeat. This is no different than a series of segmented, pre-timed batch emails, and the data shows it.
- The first challenge we will tackle is how to create relevant campaigns that are triggered off of website activities. It’s likely that we all have websites that are responsible for a great deal of revenue and if we can capitalize on organic behavior, we can start 1-1 conversations with web visitors that actually drive revenue.
- Here is a screenshot of our homepage. Think of your homepage as if someone was standing on the curb in front of a store like Target. Once they walk in through those front doors, there are dozens of isles they can walk down and thousands of items they can view. If you could figure out exactly what they were looking it, you’d be able to have a personal conversation with them like “Hey, I’m looking for a lamp too. Which one do you like?” Now I know that’s a silly example, but it’s similar to a website in that just like Target, your website has pages and pages where you can listen for visitors and then create relevant, engaging conversations.
- Within immediate view, we have 5 main pieces of navigation and a carousel banner than changes every few seconds. These are the doorways to deeper, more important webpages. Today, we’re going to review a few of them and walk through a triggered campaign process.
- Here is our products tab with 9 different products that a visitor can view.
- Here’s our solutions tab showing 5 of our core offerings of lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing. All of these are what we would consider extremely high value pages, for both marketing and sales.
- Lastly, we have our customer stories pages where we have a collection of customer case studies and references across verticals and industries. For me, I’d like to know which visitors look at these pages because it would indicate a propensity to buy our product or at least consider it.
- If we did actually click on the why marketo customer stories section, you’d arrive at this page. You’ll notice that we have case studies on business services, technology, financial services and higher education. So let’s say for instance that a higher education professional visited this page and clicked on the George Washington University case study. That’s the kind of action that we would like to listen for, trigger an email, alert our sales team, and try to get this prospect on the phone immediately. Let’s look at an example.
- For our email product page, this is the campaign flow. If a known subscriber visits the email product page and do so as an organic behavior, meaning they haven’t just visited the page because I sent them an email containing a link to the page, they will run through this campaign with additional filters. They need to be marketable (opted in), be a target status of target (right demographic fit), not was sent an email in the past 30 minutes (helps make sure this an organic visit), and may or may not meet a vertical specific criteria just in case we need to tailor the messaging. If all of these are met, we wait 4 minutes and then send an email. Here’s the email.
- The goal here is to create an email that is conversation and maintains similar language to the email product page they just visited. We don’t actually say something like, “hey mike, we know you just visited this page so here we are!” because that would be a little creepy. But we do keep the same product messaging then tie it into an asset that compliments the page view. In this instance, we hyperlink our Definitive Guide to Engaging Email Marketing. We also include a link to watch a demo on Marketo’s email marketing capabilities. All of this sends from the Marketo sales rep to add a personalized touch. Should the prospect reply to the email, it goes directly to our sales rep. Now let’s look at the results.
- Well, the best example of this would be shopping cart abandonment. I’m sure most of you have experienced this before but let’s say you are shopping for new shoes on Amazon. You find the perfect pair in the right size, add it to your shopping cart, and then at the last minute, you get pulled away by something else and need to shut down the internet. From here, you may experience emails from Amazon letting you know there are still items in your shopping cart. If you open a browser and visit a website other than Amazon, you’ll find Amazon is retargeting you with banner ads showing you that very same pair of shoes that you have yet to purchase. And I’ll be honest with you…these types of engagements work for me. If they are personalized and relevant to my experience, I’m in. But we aren’t all Amazons of the world. On this webinar, we have folks that work at both B2B and B2C companies and I’m sure you are challenged by very different forms of form abandonment. What I hope to show you next will influence how you view form abandonment on any high value page, whether you are selling shoes, marketing ebooks, whitepapers, demos, or anything else you can think of.
- Let’s go back to the Marketo homepage again. One of the most high value sets of pages we have on our site is our demo pages, which can be found underneath our Resources tab. The link here points to 5 live demos that are either customer or prospect facing. I own the prospect facing demos, which are run weekly. Let’s look at that page.
- Regardless of the business you run, you likely have a page on your website that would indicate someone’s propensity to buy if they land on it. Now let’s be honest…when I see a page like this, it is easy to solely think about the number of form completions, which are registrations that we have for the upcoming demo. And I would want to focus all my attention on driving as many registrations as possible because a late stage buying activity like this adds revenue. And as marketers, we tend to focus on what people do. But what about what they DON’T do? Couldn’t you say that someone landing on this page and NOT completing the form is just as valuable as someone who completes the form? I’d argue that the answer is YES. Let’s dive into the campaign that solves this conundrum.
- Alright, so this is the inner workings of an automated campaign within Marketo. Right now, we are looking at the WHO, which is the audience affected by this campaign. The top bar here in orange is the trigger. It’s job is to listen for a specific activity occurring in real time. The green bars are then filters, which filter down that activity to a more defined group of individuals. Here’s what this campaigns says… If someone visits the demo page in the past 48 hours AND they are the right Lead Status (this just means they are someone who we’d want to talk to), AND they did not fill out the form that sits on the demo page in the past 3 days, AND they aren’t already an open opportunity with our sales team (this ensures we aren’t stepping on the toes of our sales folks). If all of these criteria are met in the moment, that individual gets processed in a campaign flow. Let’s look at that.
- This is the campaign flow, which I’m calling “The What”, as in what happens to those individuals in the audience. Here’s what this says… First, we wait 10 minutes. Why? Well, that’s because of the next step in this flow. Since there may be a lag time between when someone visits the page and actually completes the sign up form, we want to wait to give them enough time to take action. If they actually complete the form, the second step here will remove them from the flow of this campaign. And it’s a little difficult to see, but the way we do that is we have an additional smart list that looks for anyone that might have actually completed the form. So if after the 10 minute wait they did in fact complete the form, we scrub them out before any other actions can affect the individual. But if they did abandon, they go to step three, which changes them to what we call a “Call Now”. This just means that a sales rep needs to call them within a certain time frame, otherwise they would fall out of the SLA. Step four is adding in a Call Now Reason, which gives the sales rep visibility into why marketing is saying “call this person”. The final step on the right hand side is sending an alert to the sales rep that owns the relationship with that contact. Essentially, this campaign gives our sales team insight into what prospects ARE NOT doing and can leverage that information to create a relevant touch point. If you’re a B2C company without a sales team, think about how you’d be able to use similar logic to retarget form abandoners in a digital ad campaign or how you could send a triggered email asking them to come back and complete the form. What I’m getting at is that there are all types of behaviors, positive ones and negative ones just like form abandonment. Marketing automation allows marketers to cover all of their bases regardless of the activity type. And here’s the most important part. You can still be relevant while you do it!
- Restrict Alerts to your target buyer (Demographics, Firmographics, Score) Consider sending a triggered email to the form abandoner Add form abandoners to a list and then retarget to them If you don’t think certain buyers are ready, give them something else
- Bounce Management Campaigns
- It doesn’t take a mathematician to solve it. Email deliverability is the total number of delivered emails over the total emails sent.
- Getting your email delivered is tougher. Much tougher. Five years ago, getting your email delivered was a matter of having the right email address and that the email was not super obvious spam. By that, I mean your email didn’t say FREE in all caps 50 times. But in today’s world, avoiding spammy words isn’t enough to hit the inbox. Big internet service providers have followed Gmail’s push towards an engagement model. What does that mean? You may have noticed that Gmail now has tabs: one for primary email, another for social, and a third for promotions. Hitting that primary inbox is increasingly difficult because now Gmail looks at several things: Continuously opened emails Unique clicks as well as multiple clicks Scrolling Frequency of engagements (does the recipient open emails and engage with them regularly) To be placed in the true inbox, your email recipients need to be highly engaged with your emails. But if 50% of your email list is classified as inactive, that can make it much tougher for your engaged recipients to receive your email in the primary tab.
- According to Return Path, only 79% of commercial emails hit the primary inbox. That means 1/5 end up in junk, spam, hard bounce or go undelivered. If you are counting on all 100% of delivered emails to hit the inbox and 1 in 5 do not, that’s a BIG deal! Also, how many times have you ever looked in your spam folder and clicked a bunch of those emails? Probably not often. When we see that something has been determined spam, we tend to keep our distance.
- Soft Bounce: A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox. Hard Bounce: A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid or blocked. Spam Trap: A spam trap is an email address traditionally used to expose illegitimate senders who add email addresses to their lists without permission. But they are also set up to identify email marketers with poor permission and list management practices. Inactive email addresses can turn into hard bounces and spam traps, which is why it’s important to identify your subscribers that still want to hear from you and those who don’t. In the population of subscribers you allegedly don’t want to hear from you anymore, there are likely to be emails that will soon hard bounce or become spam traps.
- A sender reputation is the reputation you have as an email sender. Return Path has a tool called Sender Score which rates your IP addresses based on your email sending practices and gives you a score of 1-100. You sender reputation is the #1 deliverability reason why you should run reactivation campaigns. Due to many recent filtering tactics of ISPs, one thing is very clear; consistently sending emails to inactive subscribers without getting them to re-engage with your brand will have adverse effects on both inbox placement and your sender reputation. There are many factors that affect your sender reputation, but the most common ones are subscriber engagement like opens and clicks, positive and negative engagement signals like whitelisting an email addresses or marking an email as spam, hard bounces, if you are listed on a blacklist, spam trap hits, and spam complaints. So being able to manage all of those and keep them to a minimum will help keep your reputation high! If you are sending emails to all of your subscribers, both active and inactive, the frequency of positive engagements compared to negative engagements is much lower than if you were JUST sending to your engaged population. This is important to note for your sender reputation.
- Your sender reputation effects your email inboxing. Inboxing is the percentage of delivered emails that actually hit the primary inbox, not the spam folder or junk folder. In the example above, if you have 98.5% deliverability but a sender reputation score of 60, you might only see 58.8% inboxing on your emails, meaning that over 40% of your emails that you thought were delivered actually just went to the junk folder, spam folder, or went undelivered entirely. That means that about 8,000 emails were not delivered.
- So with all that being said, let’s talk about a deliverability use case that marketers often encounter. As our database grows and ages, marketers will typically see email bounce rates go up for both soft bounces and hard bounces. So the question becomes, how can we use marketing automation to solve deliverability issues, improve inboxing rates, and create better database hygiene? The answer is soft bounce management campaigns. Let’s take a look.
- So within our database, we had emails that would repeatedly soft bounce. We needed better bounce management to help manage business risk of these soft bounces become something worse like a spam trap, which at the same time would also help our open rates. We created two campaigns: Batch Clean Up: For any email that has soft bounced a minimum number of 10 times in the past 90 days, we marked it as invalid. Triggered Clean Up: For any email that soft bounces a minimum number of 6 times in the past 30 days, we mark it as invalid. Thanks to this trigger campaign, the more we email, the cleaner our database becomes. That means we are emailing addresses that we know are more likely to receive and open our emails.
- Then we took it one step further and looked into the types of hard and soft bounces we were seeing in our system. If we could determine which types of bounces we see the most by bounce code, we could run additional clean up campaigns to catch the ones that are the most harmful to our sender reputation.
- What we found was that there was a set of bounce codes that could be categorized into three different categories within Marketo. So, we built campaigns to clean up those specific soft bounce categories that could be detrimental to our sender reputation if we continued to email them. We created two campaigns: Batch clean up campaign to scrub all existing emails that have poor soft bounce categories (3,4 and 9), then mark it as invalid. Trigger clean up campaign to catch them as we go We saw really great success with these campaigns. It gave us a way to ensure our deliverability would remain high and open rates would climb. Let’s look at a case study. One of our customers reached out to us asking for help with their email deliverability. They are a high volume email sender and were worried that their dropping deliverability rate was impacting their open rates. So we took a look.
- Here we have their deliverability rate in orange and open rate in purple. From January 2015-September 2015, both deliverability rates and open rates have steadily declined. Remember that open rate is defined as emails opened/emails delivered. So not only are they delivering fewer emails, but also seeing a lower percentage of those delivered emails being opened. This could have something to do with sender reputation and poor email list hygiene. So, we took the same types of smart campaigns that we use at Marketo to introduce bounce management for this customer and the results are very telling.
- The bounce management campaigns were introduced at the very end of September 2015. Since that point in September, deliverability rates went from 93% to 99% and open rates climbed from 13.5% to 17.3%, which is a 28% increase! Needless to say, this data is awesome. With all of the same email marketing creative, meaning same subject lines and copy, open rates increased nearly 30%. If you didn’t think deliverability rates and open rates had any correlation to each other, think again. And not only did the percentage of opens increase but so did the raw number of opens. Why? Two words: Sender Reputation.
- NO ENGAGEMENT SEGMENTATION
- No matter how much we talk about automation in this presentation, there’s one very true statement that we need to address. Batch emails aren’t going away and why should they? When someone begins their subscribership with your brand, they are likely opting into communications about products, ebooks, newsletters, events, webinars, and other important topics and you can’t simply wait for someone to hit your website to communicate those. You’ll have to do a mass blast, which of course can still be tailored to specific segments, buyers, verticals, or whatever else you could target. But what if we could combine a batch and blast email with a triggered email to create a small scale, behavior based conversation? Well, good news! You can and I’m going to show you how.
- Unfortunately, we’ve all been there. Too much to do and not enough time to do it. Your boss askes you to build 10 email programs this week for this, that and the other thing. Each one needs to be built from scratch every time because you don’t have the right tools or process to scale. That means redoing email lists, creative, copy, and tags over and over again, which feels a lot like the definition of insanity if you ask me. And in a world where marketers are pushed to be increasingly relevant and conversational in campaigns, how can we be segmented, thoughtful and targeted when it takes forever and day to get programs out the door? That’s where cloning and program templates can become your best friend! Within Marketo, just about everything can be cloned and it helps you scale programs like nobody’s business.
- So if we think back to a few slides ago, I showed you how to create an email program with an added layer of automation. Let’s say that this program was very successful from the way the list was set up to the email template to the delivery of the triggered email. Rather than going in and creating your next program from scratch, you can actually just right click and clone this entire program. The program will clone over with an updated program name of your choice and keep all of the underlying assets the same. This allows you to make minor changes to the copy, the list, or the campaigns that deliver emails without having to start over. The simple ability to clone a program and all of it’s assets makes creating those ten emails a much less daunting task.
- But let’s say you needed to create a program from scratch because it was a little more complex or had strict processes around it. Rather than running around asking everyone how it should be build, why not just create a program template library with all of the assets pre-built and pre-approved for use? This allows you to standardize the process and increase efficiency when creating new programs. On the left, you’ll see a few program template examples. You can build out every program type with the underlying campaigns, assets and tags which should help streamline the new program creation and reporting. I have expanded the template view of the Display Ad Template to show you three assets: the campaign that captures new names, the campaign that captures anyone that fills out the form, and targets created, which are just the right new names. In the end, a process like this takes out the guesswork and should increase a marketers productivity dramatically.
- Alright, that’s all I have for you. Before I answer a few questions, I’d like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future. Now on to the questions! What tools are out there to measure email inboxing? How do you keep track of all the automated programs? Do you worry about programs interfering with other programs in a way that your communications are no longer relevant? Is there a way for you to track email replies within Marketo?