Working with Workspaces
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Working with Workspaces
description
Marketing Analytics Empress, Kristen Malkovich, and Marketo's Product Marketing Monarch, Brian Glover, present: - What exactly a workspace is - The nuances of marketing to global audiences and sub-brands - The ability to grow your marketing in any direction, all within Marketo - How workspaces can make YOU a rockstar at your organization
Transcript of Working with Workspaces
Working with Workspaces
Brian Glover
Sr. Product Marketing Manager
Marketo
Kristen Malkovich
Marketing Analytics Empress
Valeant Pharmaceuticals
Business Complexity = Marketing Complexity
• Regional teams
• Multiple divisions/brands
• Channel partners
What Are Workspaces & Partitions?
Workspaces
What Are Workspaces & Partitions?
Partitions
Workspaces
Workspaces & Partitions Are Flexible
Partitions
Workspaces
Workspaces & Partitions Are Flexible
Partitions
Workspaces
Workspaces & Partitions Are Flexible
Partitions
Workspaces
Workspaces & Partitions Are Flexible
Partitions
Workspaces
Prevent unwanted campaigns from touching designated people (leads/contacts/consumers)
Create a more relevant for experience for your Marketo users
Simplify reporting and data management
Why Workspaces & Partitions?
My Role – Marketing automation consultant for Valeant Pharmaceuticals, working specifically with the aesthetic division. Product lines include: Solta Medical and IfMarketing.
Solta Medical is an aesthetic medical device company specializing in both invasive and non-invasive treatments for skin-resurfacing, body-contouring and acne. Solta Medical is a division of Valeant Pharmaceuticals.
IfMarketing is a division of Solta Medical. They assist practices in marketing their treatment offerings through a variety of print and digital assets that are customized for each physician’s patient demographic.
Background
Structure and Strategy
Valeant Pharmaceuticals
Dermatology Divsion
Aesthetics Division
(Skin Care, Injectables, Medical
Devices, Implants, etc.)
Solta Medical
(Medical Devices)
If Marketing
Valeant Pharmaceuticals is an international
pharmaceutical company with a variety of
divisons and product lines including neurology,
dermatology and infectious disease.
Their growth strategy is based in acquisitions
of medical and pharmaceutical companies.
It is the largest pharmaceutical company in
Canada and was valued at $29.2 billion in May
2013.
2014: Valeant acquired Solta Medical.
2014: Solta Medical acquired If Marketing
Acquisition Issues & How We UsedWorkspaces
If Marketing has: o Different leads
Own Salesforce CRM and previous automation platformo Different lead flow model
Sales process is quicker for If Marketing than for medical devices Leads are passed to inside sales only; leads come from fewer sources
than Solta Medical modelo Different marketing programs
Workspaces solves:o Headache of separating leads until new opt-into Solta Medical databaseo Allows company to continue to acquire new companies and integrate into
Marketo
Other Use CasesEasy wins:
o Testing environment Test all campaigns with a
designated seed list Removes all test smart
campaigns from reporting Especially helpful when
testing nurture campaigns prior to execution
o Sales Rep/Internal mailings Allows reporting on internal
communications Removes employees from
reporting on campaign and email performance without a smartlist filter :)
Organizational Impacts
● Enables easier reporting by product line; thorough view of performance in RCA
● Lead flow can change per workspace, allowing for customized treatment of each lead and a different scoring model
● With marketing calendar, see a high level view of what’s going on internally by workspace
Fireside Chat
Q&A
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 11/25/2014
Understanding workspaces and lead partitions• https://community.marketo.com/MarketoArticle?id=kA0500
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Sample workspaces and lead partitions• https://community.marketo.com/MarketoArticle?id=kA0500
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Workspaces and lead partitions quick start• https://community.marketo.com/MarketoArticle?id=kA0500
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Additional Resources in Marketo Community
Thank You!Kristen Malkovich
Marketing Analytics Empress
Brian Glover
Sr. Product Marketing Manager
