Marketo implementation & Managing Your First 30 Days

© Macromator Inc. 1

Preparing for a Marketo Implementation & Managing Your First 30 Days

Dan RaduPrincipal Consultant

Macromator Inc.

+1 647 760 [email protected]

mailto:[email protected]


What Will You Learn Today

• Why Marketo is your marketing automation solution• Planning a successful implementation• First 30 Days: Marketo Implementation• Next 60 Days: Marketing Campaigns• Implementation pitfalls and risks to avoid


Choosing a Marketing Automation Platform

• Robust Salesforce CRM Integration• Enterprise features which match your needs• Ease of Use and Navigation• Technology and service partners available for help• Support Community• Support Services


Why Choose Marketo

• Best Salesforce CRM Integration• Best enterprise features for personalization• Large Community & User Groups • Pace of Innovation– Marketo rolls out several new features per year

• Easy to use tree folder structure• Largest Ecosystem of Partners & Integrations– LaunchPoint

• Free, Premiere or Elite Support Available

http://launchpoint.marketo.com/


Marketo Success Steps


SUCCESS

Marketo Success Steps

1 - Plan

Who are you targeting?What campaigns will you run?Who is involved?

2 - Implement

Technical Set upTemplate DesignSalesforce Integration

3 - Train

ProcessesMarketing User TrainingSales TrainingInternal Marketo Champion TrainingCampaign Execution

4 - Measure

Campaign EffectivenessSales Results

30 Days Timeframe


First Things You Need To Do

• Identify measureable objectives• Establish current benchmarks• Involve all stakeholders• First 30 Days: Marketo Implementation• Next 60 Days: Marketing Campaigns• Reporting• Avoid common pitfalls


Prioritize Your Objectives

Priority Strategic Objective

1 More Leads

2 Better Quality Leads

3 Engagement of Existing Customers

4 Qualifying Sales Readiness

5 Nurture Leads Which Are Not Ready To Buy

6 Streamline marketing and sales operations

7 Other


Questions to Ask Yourself

• How do you measure your marketing success?– Is email click enough success?

• What marketing tactics do you practice? – Email, web content, paid search, events etc

• How do you handle marketing-to-sales lead handoff?– What is a Marketing Qualified Lead (MQL)?

• How large is your database? Which leads do you need?• How do you manage forms and landing pages? – Marketo Forms vs. Embedded Forms


Who Should You Involve

Stakeholder Description of Involvement

Marketing Team Responsible for marketing campaigns

Website Team

IT / CRM Admin

Sales Leadership

Responsible Party How are they involved?

Marketing Team • Setting objectives• Executing Marketing Campaigns• Following Brand Guidelines

Web Team • Website Tracking Code• Updating the website forms

IT / CRM Team • CRM Integration • Vanity domains (e.g. go.YourCompany.com)• Email Authentication ( DKIM, SPF)

Sales Leadership • Working the leads provided• Using the Email Templates provided• Lead Assignment process• Coordinating Sales Training


First 30 Days

Project Management• Project kick-off and team alignment• Step by Step Plan• Define a lead lifecycle• Marketing Operations Roles &

Responsibilities

Marketing Set Up• Marketing Channels SetUp• Dedicated Email IP Setup• Email Templates• Landing Page Set Up• Forms Set Up• Target Audience• Buying Persona & Scoring

CRM Integration• Sales Process• Sales Dashboards

Technical Set Up• Website Tracking• Create CNAME• Implement Email Authentication

Training• Internal Marketo Champion• Sales Team Training


Beyond Your Marketo Implementation


Next 60 Days

• Marketing Programs– What is your marketing calendar?– What content do you have to fuel the marketing

automation machine?• Measure and Adjust – How do you measure success?– Where do your reports live?– What report is relevant for sales?


Implementation Pitfalls and Risks

• Too much focus on technology• Not enough focus on strategy & objectives• No measurable objectives• No clear definition of buying persona• Not investing in the right partner• Lack of internal training for all stakeholders• No clear roles and responsibilities defined


Dan RaduFounder @ Macromator Inc.

Marketo ConsultingSalesforce Consulting

+1 647 760 [email protected]

www.Macromator.com @Macromator



http://www.Macromator.com/

http://twitter.com/Macromator

Marketo implementation & Managing Your First 30 Days

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