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1
Supercharge Your Customer Engagement
II How to Increase Customer Engagement
Table of Contents
Introduction 1
Scenarios11Some Common Roadblocks on the Path to Seamless Customer Engagement
13 Syncing Marketo with Your CRM
Easy upload to Marketo
16
Moving Marketo Data to a Data Warehouse for Analytics
17
Integrating Multiple Marketo Instances
18
I
Customer Stories19Marketing Workflow Automation in Action
21 B2B: Box
B2C Considered Purchase: Laureate International
Universities
25
B2C Core: American
Kennel Club
29
B2B: H20.ai33
B2B: Edible Blooms37
2 How to Increase Customer Engagement
Engagement with a Panoramic View
“Without IT support, I needed a platform that allowed me to do duplicate-free marketing automation between Marketo and my other apps. Workato was like a gift from God. If I hadn’t found it, I would have had to go way over budget to hire someone to do the integration.”
Tara Humphries
Head of Digital Marketing
WavHello
1 The Ultimate Guide to Workflow Automations Across Marketing Apps 3
Introduction
Marketing is about
listening to, learning
about, and engaging with
customers.
While there are hundreds of apps in the marketing tech stack designed to help marketers do a great job in all 3 of these categories, no one app can provide the 360° view and multiple engagement styles each customer needs.
23%Premium of customers who
are fully engaged, in terms of
wallet, profitability, revenue, and
relationship growth compared with
the average customer.
Source: Gallup
58%Of all revenue is generated by
segmented and targeted emails.
Source: The Direct Marketing
Association (2015)
Engagement with a Panoramic View 2
4 How to Increase Customer Engagement
The full potential for a marketing app is only realized when it can access needed information from other apps (e.g. 360 touchpoint info for your marketing leads from all the apps where information on that leads is present).
Integrating across a company’s martech stack gives the marketing team the customer information they need in one place, in real-time.
Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, compared with 33% for companies with weak omnichannel strategies.
Source: Aberdeen GroupCustomers Retained
Strong omnichannel engagement strategies
Weak omnichannel engagement strategies
89%
33%
3 The Ultimate Guide to Workflow Automations Across Marketing Apps 5
Without integration,
customer information
exists in lots of
disconnected app silos;
marketing, customer
service, and sales teams all
cannot get a 360° view of
a customer because their
data exists in different
programs.
It’s also more difficult to market to customers at scale, because marketers can’t readily identify trends within the data they have. And forget about intelligently engaging with customers -- a company can’t personalize its marketing efforts if it can’t easily understand what appeals to each individual!
Ultimately, a lack of integration impacts your business.
A marketing campaign is only as good as the revenue it generates, but it’s impossible to optimize your team’s marketing performance when reporting is incredibly labor-intensive.
Integrating business apps and automating marketing workflows not only makes things easier for the marketing team, it also means enhanced customer experience and accelerated sales.
Everyone should be doing it, so why isn’t it a given?
Engagement with a Panoramic View 4
6 How to Increase Customer Engagement
Changing the Way People Think about Integration
Gartner predicts that
beginning this year, 2017,
CMOs will spend more on
technology than CIOs --
and for good reason.
There has been a huge increase in the amount of Marketing Applications on the market each year. According to Scott Brinker’s Marketing Technology Landscape Supergraphic series, marketers watched the number of apps available to them increase from 150 marketing solutions to 4000 marketing solutions in just five years!
51%Of organizations use 21 or more
digital marketing solutions
Source: Econsultancy
9%Of companies have a complete, fully
utilized martech stack
Source: Ascend2 (2015)
5 The Ultimate Guide to Workflow Automations Across Marketing Apps 7
With so many new products to choose from, each better at certain tasks than others, it’s only natural that marketing teams are adding more and more apps to their Martech stack in order to do their jobs better.
A 2015 report found that 51% of organizations use 21 or more digital marketing solutions—a 42% increase from three years ago (Econsultancy) and there’s no doubt this number has gone up in 2017.
However, with this increase in apps used and the increased frequency of change, the biggest need for all marketing departments now is an agile, dynamic integration solution.
Source: Scott Brinker
Year
20110
1,000
2,000
3,000
4,000
2012 2013 2014 2014
# of
Mar
keti
ng A
pps
Engagement with a Panoramic View 6
8 How to Increase Customer Engagement
The word integration can carry a negative connotation, often conjuring images of projects that demand astronomical resources, months and months to implement, and are not agile enough to change as marketing processes change.
This is no longer the case. Workflow automation can be done by anyone now, not just specialists.
Just as a marketer chooses their own marketing apps (from Marketo, to Eventbrite or Intercom) a marketer should be able to orchestrate their own workflow automations.
The marketing team needs new workflow automations done in a
short time to support new marketing campaigns or programs -- these need to be fast, powerful integrations across various apps.
It is essential marketers can create their own automations instead of waiting for IT or going through a long setup process because campaigns, and thus workflows, need to change based on the data coming back from the campaign.
Only 9% of companies had a complete, fully utilized martech stack, according to a 2015 report (Ascend2).
It’s time to increase that percentage.
7 The Ultimate Guide to Workflow Automations Across Marketing Apps 9
According to Scott Brinker’s Market-
ing Technology Landscape Supergraphic series, marketers
watched the number of apps avail-able to them increase from 150
marketing solutions to 4000 marketing solutions in
just 5 years.
Engagement with a Panoramic View 8
10 How to Increase Customer Engagement
At Workato, our mission is to change the words that people associate with integration from slow, static, and expensive to powerful, agile, and affordable.
We make it easy to connect cloud apps and automate workflows via recipes ie. plain English instructions for getting work done between apps.
Over 18,000 businesses are already using Workato to transform their operations and increase productivity.
This book highlights some of our most popular
Marketo integrations, as well as real-life examples of marketers who use them -- for example, how to easily connect Marketo to a data warehouse or CRM apps, and how the Laureate International Universities use Workato and Marketo to run SMS campaigns.
But remember: this book isn’t a comprehensive manual; it’s simply an inspirational guide.
Our community offers thousands more pre-made recipes to choose from, and anyone can also create their own.
CRM Apps
11
Integration & Automation platform
Engagement platform
API CallsWeb HooksCustom Objects
Automated Partner Onboarding 2-way SMS Marketing
Auto-Loyalty EngagementClosed Loop Marketing
Communication Apps
Other Business Apps
Seamless Lead Enrichment
6 How to Increase Customer Engagement
Some Common Roadblocks on the Path to Seamless Customer Engagement
Scenarios
11 The Ultimate Guide to Workflow Automations Across Marketing Apps 7
Syncing Marketo with Your CRM
In This Section:
Integrating Multiple Marketo Instances
Easy Upload to Marketo
Moving Marketo Data to a Data Warehouse for Analytics
Some Common Roadblocks on the Path to Seamless Customer Engagement
12
8 How to Increase Customer Engagement
Syncing Marketo with Your CRMMarketo should work hand-in-hand with your CRM, but too often lead information exists with-in separate silos.
The CRM tracks the sales cycle, but it doesn’t contain any relevant marketing information that could help close a deal.
13 The Ultimate Guide to Workflow Automations Across Marketing Apps 9
With Workato, you can:
Propagate and sync leads between both apps
bidirectionally. Any changes made in
your CRM are synced to
Marketo, and vice-versa.
Equip your sales team to close deals. Any lead activity recorded
in Marketo -- whether they
opened an email or signed
up for a webinar -- is also
noted in the CRM.
Stay on top of key customer touchpoints. Information recorded in
the CRM about a lead’s
progress -- such as a
sales demo or questions
the customer had about
upgrading -- is also synced
to Marketo.
1
3
2
Some Common Roadblocks on the Path to Seamless Customer Engagement
14
10 How to Increase Customer Engagement
Build seamless marketing workflows. Imagine, for example, that a lead comes in
through a landing page. With a Workato
recipe, you can automatically fetch
more information about the lead from
FullContact and then add the lead to the
correct segment, populate the information
into your CRM, and assign it to the right
sales rep.
Move Qualified Leads from Marketo to Salesforce with custom objects. In other words, when you have a Qualified Lead in Marketo, you can automatically
enrich that lead and then create the lead
in Salesforce. To achieve this, Workato
would enrich the lead in Marketo by
triggering something like Clearbit, then
add the lead to Salesforce with all the
custom objects. And voila! A fully enriched
lead in Marketo is automatically moved to
Salesforce.
4
5
15 The Ultimate Guide to Workflow Automations Across Marketing Apps 11
Easy Upload to Marketo
For marketers, getting your leads where you want them, when you want them can be a major roadblock to productivity.
Beyond eliminating manual CSV file export and import, you also need those leads to be duplicate free -- a task that is easier said than done when you have multiple lead sources. Workato makes it easy to send your new leads to Marketo in real-time, with built in duplicate checks from every source,
whether it’s Eventbrite, a webinar, purchased contacts, or ad campaigns.
If you still need to use spreadsheets, Workato lets you bidirectionally sync changes between those spreadsheets and Marketo.
Or, if you want to automatically upload new lists from a CSV or Excel sheet into Marketo, Workato can pick up any new files when you add them to Dropbox, Box, Google Drive etc.
Event Apps
Landing Pages
Purchased Contacts MARKETO
Some Common Roadblocks on the Path to Seamless Customer Engagement
16
12 How to Increase Customer Engagement
Moving Marketo Data to a Data Warehouse for AnalyticsTraditional data integration (ETL) solutions move data at scheduled intervals, which can make downloading bulk leads from Marketo frustratingly slow.
With Workato, you can transfer data from Marketo to your data warehouse in real time or in batches; it’s much easier to move data for reporting and analytics.
By reducing latency, Workato empowers your business to analyze leads, campaign data, and customer data more quickly, allowing you to respond to opportunities faster.
17 The Ultimate Guide to Workflow Automations Across Marketing Apps 13
Integrating Multiple Marketo Instances
Sometimes, businesses use multiple instances of Marketo.
For example, different units within your business could subscribe to different Marketo packages -- such as lead management, email marketing, or mobile marketing.
If you do use multiple instances of Marketo, automation might seem
daunting. Integrating one instance seems complicated enough, and if you have four -- well, that just seems impossible!
But regardless of the reason or specific number of instances, Workato can automate workflows across multiple Marketo instances -- within the same recipe.
Some Common Roadblocks on the Path to Seamless Customer Engagement
18
14 How to Increase Customer Engagement
Marketing Workflow Automation in Action
Customer Stories
19 The Ultimate Guide to Workflow Automations Across Marketing Apps
Noun
An integration between apps.
A set of plain-language steps that Workato follows to get work done between your apps.
1.
2.
15
Workato supports multiple apps in one recipe
A trigger describes when a recipe starts
Actions are a set of steps that will run after the trigger fires
Marketing Workflow Automation in Action - Box 20
16 How to Increase Customer Engagement
“The efficiency these two automations are able to drive is really powerful, because Workato is such an easy tool to deploy and then modify and expand over time.”
B2B: Box
Julien Bassan,
Senior Manager
Business Development team,
Box
300%Increase in efficiency
21 The Ultimate Guide to Workflow Automations Across Marketing Apps 17
When Box, the popular
online file sharing and content management service for businesses, started their new Partner Program, they immediately experienced an overwhelming number of applicants.
Julien Bassan, the Senior Manager of the Business Development team was suddenly slammed with new partners to onboard, which was a tedious and time-consuming process, involving many back-and-forth conversations.
They quickly determined that they needed to integrate Marketo,
SalesforceIQ, and Box. But finding a solution that could be implemented quickly -- and that could easily keep up with the demand of new partner applications -- was a challenge.
Box couldn’t wait for an integration that would take a few months to set up. And because their desired workflow would inevitably require modifications, they needed an enterprise-grade platform that was still easy to tweak and required no code.
Marketing Workflow Automation in Action - Box 22
18 How to Increase Customer Engagement
BOX
Box chose Workato, which took their 12 step onboarding process down to only 4.
MARKETO
Partner program onboarding process
Marketo forms for new applications
The process begins with a Marketo form to
collect new applications; Workato allows them
to automatically move the applicant information
into SalesforceIQ as accounts, contacts, and
opportunities. Bassan can accept or reject an
application right from SalesforceIQ by changing
its status from pending to “accepted” or
“unaccepted”.
Changing a lead’s status triggers the next Workato
recipe.
“When I change their status, it kicks off a follow
up email to the partner via Workato. If they are
not accepted, we send an email asking for more
information; if they are accepted, then Workato
automatically creates a Box folder for the partner
and adds the partner as a collaborator. This
folder has all the information materials for new
partners, and they can also upload their sales
collateral,” explains Bassan.
23 The Ultimate Guide to Workflow Automations Across Marketing Apps 19
BOX
Previously, it took Box roughly five hours to onboard a new partner because of all the manual data transferring and one-on-one communication. Now they can bring a partner onboard in less than an hour.
“The efficiency these two automations are able to drive is really powerful, because Workato is such an easy tool to deploy and then modify and expand over time. You can start out with one kind of
recipe and as other tools become relevant, you can just modify the recipes to connect further upstream or downstream.
The Workato automation enables us to be more efficient with our time so we can more effectively work with all of our partners. We can take care of all the admin work and focus on the important stuff, like go-to market activities and partner enablement, which is better for us and our partners. It’s been a huge success so far.”
SALESFORCE
SalesforceIQ; accounts, contacts & opporrtunities
Marketing Workflow Automation in Action - Box 24
20 How to Increase Customer Engagement
The universities originally created by Sylvan Learning Systems fully automated their text outreach, using Workato to parse the responses and change the status of the lead inside Marketo based on the content of the response text. Workato parses 100-300 texts per day for Laureate.
B2C Considered Purchase: Laureate International Universities
25 The Ultimate Guide to Workflow Automations Across Marketing Apps 21
Laureate International
Universities, a group of universities originally created by Sylvan Learning Systems, are targeting high school seniors, but found email was not as effective with this age group as with other demographics.
To better reach them Laureate wanted to create a great mobile marketing process using Marketo to send SMS messages to
prospective students.
However, they couldn’t find an efficient way to transfer prospects’ SMS responses into Marketo and to parse those responses without human intervention. Without a return path for SMS messages, Laureate couldn’t use mobile marketing to increase engagement -- it was a one-sided conversation.
Marketing Workflow Automation in Action -
Laureate International Universities26
22 How to Increase Customer Engagement
To solve this problem for Laureate, Marketo teamed up with Workato.
Now Laureate uses Marketo to send SMS messages to new prospects, but replies are logged in Twilio, with Workato as a bridge between the two apps.
MARKETO TWILIORetrieves SMS reply from Twilio
Puts it into Marketo
Reads message
Response SMSSMS
Changes lead status
PROSPECTIVE STUDENT
27 The Ultimate Guide to Workflow Automations Across Marketing Apps 23
Workato not only moves
replies from Twilio into
Marketo but also identifies the phone number a
response came from,
matching it with the
corresponding lead in
Marketo. Workato then
uses text formulas and
logic to change the lead
status in Marketo, based on
the content of the message.
300%Increase in lead qualification
Workato has parsed an average of 100 to 300 text message responses per day for Laureate -- proving an amazing response to Laureate’s mobile marketing campaign and the automated interpretation of the SMS response to update the lead status -- saving hours of manual work.
Marketing Workflow Automation in Action -
Laureate International Universities28
24 How to Increase Customer Engagement
B2C Core: American Kennel Club
“Workato’s Shopify-Marketo integration makes it possible to measure the full impact of our marketing campaigns without a CRM. That’s a huge step forward, and Workato made the configuration easy for our team.”
Elihn Glass
Senior Manager of eCommerce
29 The Ultimate Guide to Workflow Automations Across Marketing Apps 25
Having a 360-degree view of marketing insights is an important factor in B2C core, and American Kennel Club (AKC), one of the best known purebred dog registries, wanted to optimize those insights.
To do so, they needed to move their customer purchase information from their POS/eCommerce platform (Shopify) into Marketo. But they struggled to find an integration that could move all line items and
customer objects into Marketo.
They needed a platform that was affordable and quick to deploy but still powerful enough to move customer objects.
The AKC found Workato, creating a recipe between Shopify and Marketo, which helped move all new purchases along with all relevant information into Marketo.
Marketing Workflow Automation in Action -
American Kennel Club30
26 How to Increase Customer Engagement
This integration provides a clear view of their customers’ purchase histories, enabling enhanced reporting. It also allows AKC to use Marketo as their workflow hub instead of a CRM.
Now AKC can measure their marketing campaigns by calculating their actual revenue earned, rather than clicks.
Workato provided a flexible, fast, no-code platform -- without compromising on power or potential complexity.
“Workato’s Shopify-Marketo integration makes it possible to measure the full impact of our marketing campaigns without a CRM. That’s a huge step forward, and Workato made the configuration easy for our team,” said Elihn Glass, Senior Manager of eCommerce.
31 The Ultimate Guide to Workflow Automations Across Marketing Apps 27
Customer purchase information
MARKETO
SHOPIFY
Segmented emails
Custom objects
Advanced campaign reporting
Measure by revenue,not clicks
Marketing Workflow Automation in Action -
American Kennel Club32
28 How to Increase Customer Engagement
B2B: H20.ai
“Workato saves us time, eliminates manual data entry, and saves money. We’ve cleansed thousands of leads with our automation workflows.”
Marc Mastrocola
Director of Marketing Operations
H20.ai
33 The Ultimate Guide to Workflow Automations Across Marketing Apps 29
H2O.ai is the #1 open source platform for AI and machine learning; they are targeting businesses like CapitalOne, Macy’s and other companies who need predictive analytics.
Marc Mastrocola, Director of Marketing Operations at H2O.ai and his team gather leads from multiple apps – Intercom, Eventbrite, and Dropbox.
Using Workato, the data
from these sources is
automatically put into
one place (Marketo), and
the workflow continues by feeding information from
Marketo to an employee
and back to Marketo
-- finishing by pushing information into Slack by
category.
Driving traffic to a landing page might seem like the most important element of growth hacking. But according to Marc, intelligent follow-ups have the largest impact on the conversation rate to paying customer.
Marketing Workflow Automation in Action - H20.ai 34
30 How to Increase Customer Engagement
The growth hacking team at H2O.ai uses Marketo to automate lead scoring, create landing pages and forms, and manage programs and emails.
Though an incredible amount of information about each lead has already been transferred to Salesforce and synced to Marketo, Marc created a way to cleanse the leads and add further information on each lead using a native Workato app called People Task.
Marc has asked People Task to request further
information on each lead.
First, an employee will determine if this is a real
lead or spam.
Then she will fill in more information on the lead that will be useful for the team, such as the lead’s
LinkedIn profile URL, their job title, industry, and city.
This human review process not only cleanses the lead pool of bad leads, but enriches the available data.
All of these preliminary pieces of information are things that a salesperson might individually research before a phone call, but this automates the information gathering process so that it is always on hand and
35 The Ultimate Guide to Workflow Automations Across Marketing Apps 31
MARKETO SALESFORCE
SLACK WORKBOT
DROPBOX INTERCOM
EVENTBRITE
New Lead Alert
360° view across Salesforce, Intercom, Eventbrite+
New Qualified Lead Alert
Upsell Qualified Lead AlertProduct Usage
Enrichment
Triage
Review
Conference Leads
New Chat Contacts
New MessagesProduct Usage
Marketing Workflow Automation in Action - H20.ai 36
32 How to Increase Customer Engagement
digitally recorded for more powerful data comparison.
Ultimately, by connecting Marketo with Salesforce, all the information is automatically up to date and is available for the customer service team.
This automation not only makes the growth team’s job easier, but it also increases their efficiency, making sure they can leverage every bit of information about that customer.
In just 3 months, they have cleansed 4.6 thousand leads with Workato – a system that saves H2O.ai five to ten hours every week.
3 months
5-10 hours saved every week
4600leads cleansed in
37 The Ultimate Guide to Workflow Automations Across Marketing Apps 33
Workato’s people task app and flexible recipe building platform allow Marc’s team to use custom integrations to perform tasks like data cleansing and product usage recording without an IT team.
“Without our recipes, we would either have to hire people to integrate our apps for us, or pay for an traditional solution – which is a lot more expensive.”
Marketing Workflow Automation in Action - H20.ai 38
34 How to Increase Customer Engagement
B2B: Edible Blooms
The Australian version of Edible Arrangements achieved a 900% increase in revenueusing Workato to set up Lifestyle Marketing campaigns in Marketo targeting buyers on a yearly cycle.
39 The Ultimate Guide to Workflow Automations Across Marketing Apps 35
Edible Blooms, an Australian flower and gift company, wanted to integrate Marketo with their eCommerce platform, Magento.
They worked with consultants at Hoosh Marketing to make it happen. Ediblew Blooms wanted to capitalize on repeat customers and realized many customers send their products as a gift for a birthday or another annual event, like an anniversary.
In order to remind them to buy again, Edible Blooms wanted to send an email to customers every year right before the event they bought for the previous year occurred. This was nearly impossible to do manually.
Hoosh used Workato to
create automatic daily
campaigns on a timer.
Marketing Workflow Automation in Action - Edible Blooms 40
36 How to Increase Customer Engagement
Every day, the recipe searches Magento for all the customers who made a purchase one year and ten days ago. The recipe then moves
those customers into a new
Marketo campaign, and it
sends out the email.
Eight days later -- 2 days
before the anniversary or
birthday -- the recipe sends
a follow-up email.
MARKETOMAGENTO
All the customers who purchased one year + 10 days ago
Targeted email campaign
From this one integration alone, Edible Blooms saw a 900% increase in revenue in just a few weeks.
Not only does it allow them to cultivate repeat business with appropriately targeted email campaigns, but it also gives them a way to growth hack recurring events and loyalty marketing.
41 The Ultimate Guide to Workflow Automations Across Marketing Apps 37
Fab Capodicasa, founder of Hoosh Marketing, describes Workato’s integration as, “simple and genius.”
900%Increase in revenue
Marketing Workflow Automation in Action - Edible Blooms 42
38 How to Increase Customer Engagement
Ready to supercharge your engagement with workflow automation?
To get started, visit
www.workato.com/marketo
42 The Ultimate Guide to Workflow Automations Across Marketing Apps 39
Or simply scan the QR code below:
43
2 How to Increase Customer Engagement
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