how to send instant holiday gifts using marketo

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How To

Send Instant Holiday Giftsusing Marketo A Step-by-Step Guide

INTRODUCTIONThe holidays are an excellent opportunity to make your customers feel appreciated. Sending a gift is a great way to

nurture these relationships and stand out among the flood of generic holiday greetings your customers will receive and

duly ignore. This is key while you are closing Q4 sales and setting the stage to grow your pipeline in the New Year.

This eBook will give you step-by-step guidance for building a digital gifting experience that makes your brand shine

and creates the customer engagement opportunities your sales team needs.

This approach is great because…

• Everyone loves getting versatile gifts like Amazon or Panera gift cards

• You can thank all of your customers and still stay within budget! Gifts are available for as low as $5

• Gifts are delivered instantly and are formatted to showcase your brand

Marketo’s marketing automation and Rybbon’s digital gifts make it easy to create effective holiday campaigns.

Let’s Get Started.

ContentsStep 1: Identify Gift Recipients & Gifts ………………………………….4

Step 2: Create Recipient Lists In Marketo……………………………...6

Step 3: Create The Holiday Gift Email ………………….……………….8

Step 4: Order Your Gifts..…………………………………………………..11

Step 5: Add Gifts To Holiday Emails..…………………………………..12

Step 6: Use Smart Campaigns To Send Gift Emails ..………………13

Step 7: Create Follow-up Sales & Marketing Actions ………….....15

5How To Send Instant Holiday Gifts using Marketo

Step 1: Chapter 1:

Targeting the right people is key to an effective holiday campaign. To

accomplish this, think about who you should target and what you want to

accomplish by reaching out to them. Instant gifts are great for thanking:

Bottom-of-the-funnel prospects: These are customers that have already

short-listed or selected your product and are likely to buy from you before the

end of the year.

Middle-of the-funnel prospects: These are prospects that are actively

evaluating your product.

Existing customers: These are up-sell and cross-sell targets.

Advocates: Customers you want to build relationships with so they provide

you with references and recommendations.

Partners: Companies you want to thank for what they do for you and your

customers.

Tip:

Work with sales,

customer success and

partner teams at your

company to identify and

confirm recipients in

each category.

Identify Gift Recipients & Gifts

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How To Send Instant Holiday Gifts using Marketo

Step 1: Identify Gift Recipients & Gifts

Next, choose a gift brand and value that is appropriate for each

segment.

For example, a small $5 Panera card may be appropriate for

treating prospective customers to a coffee. A 6-month Hulu Plus

subscription would get your customer advocates excited about

continuing to support you into the new year. Your partners would

benefit from Amazon gift cards and Visa eCards work well for

international recipients, since they can be used in almost any

country.

With Rybbon, you will be able to easily purchase all of these gifts

in one place.


Step 2:

Create Recipient Lists In Marketo

Chapter 1:

CREATE THE MARKETO PROGRAM

We will create a Marketo program to manage all the assets, lists and

smart campaigns needed to execute our holiday gift campaign.

In Marketo, create a new program and choose Email as the Program

Type. Then, select Email Send as the Channel.

CREATE THE RECIPIENT LISTS

Under the program, create a list for each distinct combination of

segment and gift. For example, say you’ve decided to send a $50

Amazon gift card to your top customers in the US and a $50 Visa eCard

to your top international customers. In this case, you should create two

separate lists – one for Top US Customers and another for Top

International Customers.

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Step 2: Create Recipient Lists In Marketo

There are two types of Lists you can create for your holiday gift campaign:

List: This is a static list that is populated manually. You should use static lists for

gift recipients that are hand picked individually. A static list can be populated by

looking up names in the Leads database and then adding them to the list using

Lead Action > Marketing > Add To List. You can also import records into a static

list using a spreadsheet.

Smart List: This is a dynamic list that is populated by defining a criteria like “Leads

from Opportunities Scheduled To Close in Q1 and Q2”. Use this type when the gift

recipient criteria can be specified as a set of conditions and filters.

Tip:

Have a large Smart List with a few exceptions? Combine the two approaches! Create a Smart List.

Export it to a CSV file. Remove the exceptions. And import the file back into a Static List.


Step 3:

Create The Holiday Gift Email

Chapter 1:

Our instant holiday gifts will be delivered via email. They can be

created in Marketo and sent using Marketo Smart Campaigns.

THE DESIGN

Since these will be regular Marketo emails, you can customize the

email design to make an unforgettable impression. Be creative and

craft a design that is:

1.Memorable

2.Reflects your brand

3.Is appropriate for your target audience

Be sure to design your emails so that they are optimized for mobile

devices as well as desktops.

“The manner of giving is worth more than the gift.

” ~ Pierre Corneille, Le Menteur

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Step 3: Create The Holiday Gift Email

THE MESSAGE

You do not have to use flowery language or emulate a Hallmark

greeting card to come up with a sentimental message. What

matters most is that the message is relevant and sincere. To craft

a message that connects with the recipient:

1.Create separate gift emails for each segment and customize

the message for each audience.

2.Be direct and be specific about why you want to thank the

recipient

3.Mention the gift graciously

The email message is also a good opportunity to highlight what

the recipient can look forward to from a relationship with you in

the New Year.

Tip:

Confused about Seasons

Greetings or Season’s Greetings?

See this helpful blog post about

correct holiday greeting

grammar, spelling and

capitalization rules.

http://blog.ketchum.com/how-to-write-10-common-holiday-greetings/

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Step 3: Create The Holiday Gift Email

CREATE MARKETO EMAIL ASSETS

Add these emails as local assets under the ‘Holiday Greetings With

Gift’ program we created earlier. Then create an Email Template

under Design Studio and then create local email assets based on

that template. Creating separate local email assets allows you to

reuse the visual design of the holiday email and customize the

message and the gift for each segment.


Step 4:

Order Your Gifts

Chapter 1:

You are ready to order gifts when your recipient lists are set up

and complete. The size of your recipient lists indicates how many

gifts you need to order.

With Rybbon, you are able to easily purchase all of the gifts you

need in one place. Simply sign into Rybbon and purchase the

holiday gifts you need in just a few minutes with our 1-Click

ordering system.

Rybbon will notify you when your gifts are ready to be sent.


Step 5:

Add Gifts To Holiday Emails

Chapter 1:

Rybbon makes it easy to add gifts to any Marketo email:

1.Simply use ‘Edit Draft’ to open a gift email in the email editor.

2.Position the cursor in the email body where you want to place the gift

3.Select and insert the token for the Rybbon gift you want to send

That’s it! The magic of Rybbon’s Marketo integration will turn this

token into an elegant gift when this email is sent out using a Smart

Campaign.

Tip:

Use Rybbon’s test gift features to check how the gifts will look in your emails before you insert the

actual gifts.


Step 6:

Use Smart Campaigns To Send Gift Emails

Chapter 1:

Next, we will create Marketo Smart Campaigns to send out the emails

containing our holiday gifts. Follow these steps for each recipient list

you created:

1.Under the holiday program, create a new Smart Campaign

2.In the Smart List tab of the campaign, choose the filter ‘Member of

List’ or ‘Member of Smart List’, depending on the type of list you

created.

3.Specify the List Name

4.In the Flow tab, add the ‘Send Email’ action and select the gift email

you created for the list.

5.In the ‘Schedule’ tab, edit the Settings to run each lead through the

campaign flow ‘only once.’

Your campaign is now ready to run!

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Step 6: Use Smart Campaigns To Send Gift Emails

RUNNING THE CAMPAIGNS

To run the campaign, simply click ‘Run Once’ from the Schedule

tab of the campaign. You can choose to run the campaign

immediately or at a scheduled time.

ADDING NEW RECIPIENTS TO A LIST

Did you run the campaign and realize you forgot to add someone

to the recipient list? Don’t worry! Simply make your changes to

the list and run the campaign again. Thanks to the ‘Each lead can

run through the flow once’ setting, new gift emails will only be sent

to new additions to the list.

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ChatStep 6: Use Smart Campaigns To Send Gift Emails

Timing Your Gifting Campaign:

December 5 to Dec 20 is a good time to send holiday

gift emails. Any sooner may feel too soon. Any later

and you will miss out on a lot of people that take

time off during the last couple of weeks of

December.

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Step 7:

Create Follow-up Sales & Marketing Actions

Chapter 1:

Personalized holiday gift emails are sure to get your

recipients’ attention and create good will. Here are a few

ways in which you can turn the attention you’ve gained

into engagement. To implement these recommendations,

you will use the Marketo lead activity logged by Rybbon

when a recipient claims a holiday gift.

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Step 7: Create Follow-up Sales & Marketing Actions

GIVING SALES THE OPPORTUNITY TO FOLLOW-UP WHEN A HOLIDAY GIFT IS CLAIMED

“I just wanted to check in and say that I hope you will enjoy the gift we sent!” is a great way for a sales representative to reach

out to a prospective or existing customer. Personal and direct communications like this one are key to nurturing

relationships and keeping deals on track. Follow these steps to give your sales team the opportunity to follow-up when a

holiday gift is claimed:

•Create a Smart Campaign that triggers when a Rybbon activity is logged

•Use the ‘Sent Alert’ flow action to alert the Lead Owner that the Holiday Gift was claimed.

•Or, use the ‘Interesting Moment’ flow action to create an interesting moment. Sales managers will be able to see these

Interesting Moments in the Marketo Sales Insight app for Salesforce.com and SalesForce1.

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Step 7: Create Follow-up Sales & Marketing Actions

SEND RELEVANT MARKETING CONTENT

The 24-72 hours after a gift is claimed is the perfect time to offer your recipients relevant content such as:

•2016 Planning Tools

•Reminders to register for Q1 events and webinars

•New eBooks and Case Studies

•Partner Resources and Training Schedules

To do this, for each recipient list, create Smart Campaigns that trigger when a Rybbon gift claim is logged.

Use the flow action to email content that is relevant to the recipient’s segment.

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