Marketo Portfolio Overview

Heidi Ramich

2018 - 2019

• High Level Assessment of Marketing Maturity with Marketo

• Campaign Examples including Nurture Campaigns

• Drift Chat and Process Flow

• Landing Page Template with Content

• Forms and Subscription Center

• Marketo Sales Insight

• Marketo Modeler and Funnel Management (Sirius Decisions)

Table of Contents

The Marketing Maturity CurveMarketing Automation & Alignment

TraditionalMarketing

Email BlastsDirect Mail

Website Occasional Tradeshow

Demand Generation

Focus on ContentBasic Drip Campaigns

Automation & AlignmentBasic ScoringTrigger CampaignsCRM Integration

Integrated Marketing

Marketing MixOmni ChannelSocial Marketing

Automation & AlignmentAdvanced ScoringNurturingCRM Integration Cross Functionally Aligned

Revenue Performance

Marketing

Marketing MixCross ChannelSocial Marketing

Automation & AlignmentPredictive ScoringNurturingCRM Integration Cross Functionally AlignedGlobally AlignedContinuous Analysis & Optimization

2017 Eloqua

2018 Marketo

2019 Marketo

Create Engaging Customer ExperiencesUnderstand Performance Across the Demand Waterfall

Outbound & Inbound

TriggeredCampaigns

Automate andNurture

Reporting & Measurement

Smart ListsCreate an emailLPs, and formsRun A/B Test

Schedule & sendcampaigns

Execute quickly.

Trigger emails based on web

behaviors. Validate interests and

optimize engagement.

Automate process.

Improve segmentation,

automate nurturing and

scoring based on user behaviors. More relevant.

Better understand success.

Sync campaign results to SFDC for

reporting and analytics (KPIs). More Revenue.

Email CampaignsMarketo Templates

More Campaigns

Nurture Campaign

Drift Chat Integration for Prospect EngagementIn the proof of concept prospects engaging with Carbon Black interested in a demo resulted in confirmation of a Sales Qualified lead within 3-5 days.

Sales Qualified leads via Drift resulted in a 35% reduction in deal cycle time.

Learning: People want to be sure that they will be able to quickly “chat” with a live sales person and not be guided by AI (artificial intelligence).

Drift Chat Process Flow

10

Landing Page via Marketo Template

11

Integrated Marketo Forms & Preference Center

Marketo Sales InsightSee Interesting Moments and Web Activity

Smart ListsCreate an emailLPs, and formsRun A/B Test

Schedule & sendView Results

Execute quickly.

Trigger emails based on web

behaviors. Validate interests and

optimize outbound marketing.

Automate process.

Improve segmentation and automate nurturing and

scoring based on user behaviors. More relevant.

Better understand success and use campaign results

to adjust in minutes based

on KPIs. More Revenue.

Marketo Sales InsightSee Demographic/Behavioral Scoring & Campaign Engagement

Smart ListsCreate an emailLPs, and formsRun A/B Test

Schedule & sendView Results

Execute quickly.

Trigger emails based on web

behaviors. Validate interests and

optimize outbound marketing.

Automate process.

Improve segmentation and automate nurturing and

scoring based on user behaviors. More relevant.

Better understand success and use campaign results

to adjust in minutes based

on KPIs. More Revenue.

Marketo Sales InsightNot in Use: Teams Outlining Sales Outreach Process and Tools

Smart ListsCreate an emailLPs, and formsRun A/B Test

Schedule & sendView Results

Execute quickly.

Trigger emails based on web

behaviors. Validate interests and

optimize outbound marketing.

Automate process.

Improve segmentation and automate nurturing and

scoring based on user behaviors. More relevant.

Better understand success and use campaign results

to adjust in minutes based

on KPIs. More Revenue.

New Sirius Decision Revenue ModelMarketo Processing Campaigns to Manage Lifecycle Status

Smart ListsCreate an emailLPs, and formsRun A/B Test

Schedule & sendView Results

Execute quickly.

Trigger emails based on web

behaviors. Validate interests and

optimize outbound marketing.

Automate process.

Improve segmentation and automate nurturing and

scoring based on user behaviors. More relevant.

Better understand success and use campaign results

to adjust in minutes based

on KPIs. More Revenue.

GDPR was enabled for Carbon Black in three weeks.

Enabling GDPR with Marketo

16

Tech Stack Considerations for GDPRDefinition of Sources of Data for Emails Managed by Marketo

Smart ListsCreate an emailLPs, and formsRun A/B Test

Schedule & sendView Results

Execute quickly.

Trigger emails based on web

behaviors. Validate interests and

optimize outbound marketing.

Automate process.

Improve segmentation and automate nurturing and

scoring based on user behaviors. More relevant.

Better understand success and use campaign results

to adjust in minutes based

on KPIs. More Revenue.

Marketo SFDC

UeX

Bi-directional data syncLead, Contacts, Accounts,

Opportunities, Campaigns, Activities and Custom Fields

WebsiteCompany website containing forms feed and cookie data preferences to MKTO

Portal

Training

GainSight

MKTO LPs & Forms

Contact Records added to SFDC

TreeHouse(Channel)

Lead & Contact Records added to SFDC, these are excluded from MKTO sync

GoToWebinar

List ImportsUS, EMEA, APAC

Use secure APIs to import data to MKTO via webhook. Post May 25, 2018

Data Integrations

LinkedIn, ZoomInfo, Rainking

Lead Records added to SFDCDefault to Opt-Out/Do Not Call for EMEA & APJ until Consent = Yes.

Enable GDPR - Phase 1Utilize Marketo Programs & SFDC Fields to Manage Consent

Phase 1

MKTO Email GDPR Opt-in Program Pre May 25, 2018

MKTO New Lead/Contact

Email Program GDPR Opt-in

What Does it Do?

Sends email to leads & contacts in the MKTO database using a SmartList to people with country or inferred country data EMEA and APJ. Two touches are planned before May 25th. Takes person to a Preference Center to opt-in and consent to receive Company Email and select what they would like to received from Company. Develop separate messages for Customers, Prospects & Partners. If someone does not consent to processing rules to update the Do Not Call flag in SFDC will need to be updated.

Has same function as MKTO Email GDPR Opt-in Program, but will continuously look for new Leads/Contacts added to SFDC or MKTO after May 25, 2018 for the EU and send a opt-in email to new people that have not provided consent. Company will send 3 touches over 3 months to achieve GDPR consent. If we do not obtain consent the assumption is that they will be treated as an Opt-Out to email and phone contact.

SFDC/MKTO Fields to Create

GDPR Consent to Process: Yes or NoConsent to process = No will update the Opt-out field and Do Not Call field (check box) in SFDC on lead and contact records for EMEA and APJGDPR Consent Date mm/dd/yyyy(history will be collected via Qlik/Data Warehouse date TBDGDPR Consent Notes: descriptionfield that captures detail on acceptance or decline of consentGDPR Consent Expires: mm/dd/yyyy(Calculated field in SFDC to 12 months after Consent date)

NOTE on activity within 2 years:GDPR Contact w/in 2 yrs will update GDPR Consent fields in SFDC.

Example (MKTO):

Privacy Policy Management - Phase 1Utilize Marketo Program & Field to Manage Privacy Policy

Phase 1

CB Privacy Policy Acceptance &

MKTO Munchkin Do Not Track

Program

What Does it Do? MKTO Fields to Create

Cookies Accepted: Yes or NoCookies Accept Date: mm/dd/yyyyCookies Accepted Notes: string

Privacy Policy Accepted: Yes or NoPrivacy Policy Date: mm/dd/yyyyPrivacy Policy Notes: string In MKTO only

MKTO Do Not Track:changes munchkin code setting

Captures the acceptance of the Company privacy policy including date, time and IP address that issued the acceptance. Company Website and MKTO Landing page will display message for consent to use cookies. For people that do not consent to use cookies MKTO will change the munchkin code tracking setting. This function has been programmatically enabled by the MKTO platform. This is a MKTO only field to control munchkin code.

Communication Subscription Center PlanEnable for GDPR Requirements and Expand in 2019