Post on 13-Jan-2017
Marketo’s Journey: Marketing CalendarRick SiegfriedCustomer Marketing Programs Manager, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Who is Rick?• Manages cross-sell demand generation efforts to Marketo’s current customer base
• Started at Marketo on February 15, 2011
• Currently located in Evanston, IL
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Who is Rick?• Manages cross-sell demand generation efforts to Marketo’s current customer base
• Started at Marketo on February 15, 2011
• Currently located in Evanston, IL
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Why does Marketing need a calendar?“It was on the calendar, but
never happened.”“It happened, but was not on the calendar.”
“I spend too much time figuring out what’s really
scheduled.”
“Every new campaign interferes with others already planned.”
“It’s hard to coordinate all the activities in flight across teams & regions.”
“I’m sending overlapping messages to customers &
prospects.”
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Disconnected Calendars Hinder Coordination70% of Marketers are still using rudimentary tools for Calendar*
*Marketo Research, 2014
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What is Marketing Calendar and Why Should You Care?
UnifiedTrack any activity
SpecializedCreate unique views
ActionableBuild & modify campaigns
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Setting Expectations…
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Today’s Agenda• Entry Types: What you want in your calendar
• Program Tags: How to get what you want into your calendar
• Naming Conventions: How to understand what you see
• Scheduling: How to interact with what you see
• Calendar HD: How to leverage what you see
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What activities are most important to you?
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This is in Marketo so let’s start there…
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What ELSE do you want to see?
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Program Tagging is KEY
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Tag ValuesB2B or B2C B2B, B2C, Both
Customer or Prospect Customer, Prospect, Both
Customer Program Type Demand Gen, Retention, Informational
Exec View Yes, Null
Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)
Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.)
Program Lead Several
Region USA, EMEA, APAC, JPN, Global
SMB or ENT SMB, ENT, Both
Vertical Financial Services, Healthcare, Higher Education
Voice of Customer Yes, Null
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Tag ValuesB2B or B2C B2B, B2C, Both
Customer or Prospect Customer, Prospect, Both
Customer Program Type Demand Gen, Retention, Informational
Exec View Yes, Null
Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)
Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.)
Program Lead Several
Region USA, EMEA, APAC, JPN, Global
SMB or ENT SMB, ENT, Both
Vertical Financial Services, Healthcare, Higher Education
Voice of Customer Yes, Null
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TAG… YOU’RE IT!
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Program Naming Methodology…
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Program Naming Methodology…[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]
You Are Currently a Member of…WM – Marketing Calendar Journey – USA – Nov 2015
Your Program Status is…Event – Webinar – Marketo > Registered
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Program Naming Methodology…[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]
You Are Currently a Member of…WM – Marketing Calendar Journey – USA – Nov 2015
Your Program Status is…Event – Webinar – Marketo > Registered
What is it? Who is it for? When is it?
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Program Organization
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Program Asset Organization
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All Local Campaigns and Programs
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Also able to rename
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Tentative vs. Confirmed Email
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Best Practice: Approve from Control Panel
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Confirmed Event
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Voila… Event Check-in App!
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Best Practice: Prevent Schedule Clash
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Now everyone knows what’s happening!
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Hey Man, Nice Filter
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Entry Types
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Entry Types + Program Tags
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Entry Types + Program Tags + Workspaces
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Welcome to my home…
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Welcome to my home…
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Sharing is caring
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Sharing is caring
Let’s show this prehistoric calendar how we do things in Marketo
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CALENDAR HD!!! #calhd
• Display full HD views of your programs calendarand goals on office walls
• Provide visibility to sales,C-suite and business stakeholders
Align Teams to Big Picture Goals
Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Let’s take a step back… how do we do this?
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Build from the ground up
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What are your goals and aspirations?
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It’s all here…
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Review of Today’s Agenda• Entry Types: What you want in your calendar
• Program Tags: How to get what you want into your calendar
• Naming Conventions: How to understand what you see
• Scheduling: How to interact with what you see
• Calendar HD: How to leverage what you see