marketo forms - advanced use cases

Marketo Forms – Advanced Use Cases

1/24/2017 WWW.DEFINITIVE-RESULTS.COM |1-855-MKTGDOC (658-4362) 1

About Me

15+ years marketing management, strategy, and operations experience

Marketo Certified Expert

Worked with companies of all sizes from $1M - $350B in revenue

Lives in Nashville, Tennessee

Enjoy movies, music, travel and camping with my husband and our Basset Hound Fred.


Agenda

Forms 2.0 Use Case for Conditional Fields and Field Sets

o Conditional Field Visibility

o Field Sets that Include Conditional Visibility

Do You Really Need that field?

o How to use a Flexible Field to store temporary data and then clear it out.


The Ask

1. Create a multi-step, conditional form utilizing pick lists for fields that didn’t exist in an instance of Marketo that was not integrated with a CRM system.

2. Do not show the entire form at once (i.e. multi-step)

3. Send separate alerts based on conditional responses.

4. Ability to clear out single use data upon program completion.


Barriers to Success

1. Can’t create a “universal” picklist field directly in Marketo.

2. We didn’t have the option of using fields that would eventually map to CRM because an integration project was underway and the client wanted to keep those fields clean. Unfortunately, we couldn’t wait for Integration completion.

3. One of the form questions asked for one time use data – T-shirt size. We needed to come up with a way to store this data for a finite period of time and automatically clear it out later.


Our Big Bright Idea

1. Create four “flex” fields to capture the data, one of which would be temporary for T-Shirt.

2. Make the first question universal and all other questions would be conditionally visible based on that initial answer.

3. Create Smart Campaigns to Route Leads based on certain conditions.

4. Create a Smart Campaign to clear out the temporary data.


How We Did it – The Flex Fields and picklists

Prerequisite: Create 5 fields called Flex Field 1, Flex Field 2, Flex Field 3, Flex Field 4, Flex Field 5.

1. Flex Field 1 = Product of Interest

2. Remove the Field Label

3. Select Radial Buttons and add Values

o Product 1

o Product 2

o Product 3


2

3

How We Did it – The Flex Fields and Picklists

1. Flex Field 2 = Product 1 Interest

2. Remove the field label all together

3. Select Radial Buttons

4. Edit Values

o I am interested in purchasing Product 1

o I am interested in becoming a Product 1 Reseller

o I am interested in manufacturing Product 1

5. Repeat for Flex Field 3 = Product 2 Interest

6. Repeat Flex Field 4 = Product 3 Interest


2

3

4

How We Did it – Field Containers

1. In the Field Details section of the form we created 3 Field Containers

Tell Us About Your Interests

What about this Product Interests You?

Tell Us How to Reach You

2. Within each container, we dragged the appropriate Flex Field or Fields.


How We Did it – Conditional Parameters

The second container is where it gets tricky. This is where the bulk of the conditional parameters reside.


How We Did it – Contact Details


Remember that Temporary field we talked about in the beginning? Flex Field 4 = T-shirt Size

Putting it all together on the page


How We Did it – Autoresponder


How We Did it – Sales Alerts


A Sales Alert had to be created for each potential scenario. There were 3 potential outcomes for each product line resulting in 9 Sales Alerts. A 10th alert was created for all form submits and sent to the person responsible for sending out the T-shirt.

Below is an example:

1. Smart List > Trigger: Form Submit; Filter: Flex Field 2 is Purchase

2. Flow: Send Email

3. Repeat for Resell

4. Repeat for Manufacture

Bonus Tip – Flex Fields and Temporary Data


T-Shirt Size is likely not going to be data you want to keep in your instance of Marketo long term. At the end of the campaign period, we created a smart campaign to clear out that the contents of that field.

Questions?Carly SchragerCEO and FounderDefinitive Results, LLC703-624-7285

Margaret AngellSenior Marketing Automation ConsultantDefinitive Results, LLC615-426-0648