marketo's secrets to automating campaigns
TRANSCRIPT
Marketo’s Secrets to Automating Campaigns
Mike Madden
Sr. Marketing Manager
Marketo
Proprietary & ConfidentialPage 2© Marketo, Inc. Proprietary & Confidential
Housekeeping
Page 2© Marketo, Inc. 11/8/2017 Proprietary & Confidential
• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.
• Have a question? Use the chat box and I’ll get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
• There is a brief survey after the webinar
Proprietary & ConfidentialPage 3© Marketo, Inc. Proprietary & Confidential
Triggered Campaigns for Web Visits
1
Form Abandonment
2
Bounce Management Campaigns
3
Mini-Nurture Conversations
4
Scalable Programs
5
Agenda
Page 3© Marketo, Inc. 11/8/2017 Proprietary & Confidential
Page 4© Marketo, Inc. Proprietary & Confidential
Intro
TYPES OF EMAILS
Page 5© Marketo, Inc. Proprietary & Confidential
Types of Emails – Batch
Batch Emails – Also known as “batch and blast”. No email “intelligence” built in, just gather a list of customers and send them the same email. A great example of this is your company newsletter.
Page 6© Marketo, Inc. Proprietary & Confidential
Types of Emails – Nurture
Nurture Emails – The lifeline of drip campaigns. This is a series of targeted emails based on personas (e.g. by location, product interest, intent). Nurture emails are primarily used to push prospects through their buyer journey.
Page 7© Marketo, Inc. Proprietary & Confidential
Types of Emails – Trigger
Trigger Emails – Personalized emails delivered based on your audience’s actions. Some range of email “intelligence” is built in based on behavior. Example would be a customer put a pair of shoes in their cart and then leaves – they receive an email about their shoes.
Page 8© Marketo, Inc. Proprietary & Confidential
Email Performance – All
Email Performance - All
• Trigger emails performs 3x better than any other email type
• Nurture emails perform about the same as batch emails
2016 Q3
Quarter of Sent Date
2016 Q4 2017 Q1 2017 Q2 2017 Q3
Page 9© Marketo, Inc. Proprietary & Confidential
1 TRIGGER CAMPAIGNS FOR WEBSITE VISITS
Page 10© Marketo, Inc. Proprietary & Confidential
Page 11© Marketo, Inc. Proprietary & Confidential
Page 12© Marketo, Inc. Proprietary & Confidential
Marketo.com - Products
Page 13© Marketo, Inc. Proprietary & Confidential
Marketo.com - Solutions
Page 14© Marketo, Inc. Proprietary & Confidential
Marketo.com – Why Marketo, Customer Stories
Page 15© Marketo, Inc. Proprietary & Confidential
Marketo.com – Why Marketo, Customer Stories
Page 16© Marketo, Inc. Proprietary & Confidential
Email Product Page Trigger Flow
If a known subscriber visits the Email Product Page…
And that subscriber is:
• Marketable
• Target Status (Target)
• Not was any email in past 30 minutes
• Meets vertical specific criteria
Organic
Behavior
Segmentation Action
Wait 4 Minutes
Page 17© Marketo, Inc. Proprietary & Confidential
Triggered Email for Page View
Page 18© Marketo, Inc. Proprietary & Confidential
Automated Website Trigger Results
How Much Better Are These Emails Than Standard Batch Emails?
261% higher open rates
157% higher click to open rates
833% higher click through rates
7,675% more efficient at generating an opportunity with our sales team
Page 19© Marketo, Inc. Proprietary & Confidential
2 FORM ABANDONMENT
Page 20© Marketo, Inc. Proprietary & Confidential
What is Form Abandonment?
Page 20© Marketo, Inc. Proprietary & Confidential
Page 21© Marketo, Inc. Proprietary & Confidential
Page 22© Marketo, Inc. Proprietary & Confidential
Page 23© Marketo, Inc. Proprietary & Confidential
Inside the Abandonment Campaign – THE WHO
Page 24© Marketo, Inc. Proprietary & Confidential
Inside the Abandonment Campaign – THE WHAT
Page 25© Marketo, Inc. Proprietary & Confidential
Additional Add-Ons You Might Consider
• Restrict Alerts to your target buyer (Demographics, Firmographics, Score)
• Consider sending a triggered email to the form abandoner
• Add form abandoners to a list and then retarget to them
• If you don’t think certain buyers are ready, give them something else
Page 26© Marketo, Inc. Proprietary & Confidential
3 BOUNCE MANAGEMENT CAMPAIGNS
Page 27© Marketo, Inc. Proprietary & Confidential
Email Deliverability = Total Emails Delivered / Total Emails Sent
Email Deliverability
Page 28© Marketo, Inc. Proprietary & Confidential
Getting Your Email Delivered is Tougher
Page 29© Marketo, Inc. Proprietary & Confidential
According to Return Path, just 79% of commercial emails
land in the inbox
Page 30© Marketo, Inc. Proprietary & Confidential
Quick Definitions
Soft Bounce: A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.
Hard Bounce: A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid or blocked.
Spam Trap: A spam trap is an email address traditionally used to expose illegitimate senders who add email addresses to their lists without permission. But they are also set up to identify email marketers with poor permission and list management practices.
Page 31© Marketo, Inc. Proprietary & Confidential
Sender Reputation
Sender Reputation
UniqueClicks
Open Rate
Positive Engagements
SpamComplaints
& Spam Trap Hits
Hard Bounces
Blacklists
Negative Engagements
Page 32© Marketo, Inc. Proprietary & Confidential
Email Inboxing
If you had 98.5% email deliverability but a sender
score of 60, your email inboxing rates will decline.
Page 33© Marketo, Inc. Proprietary & Confidential
Continuously Bouncing Emails
Page 34© Marketo, Inc. Proprietary & Confidential
Soft Bounce Management Campaigns
We created two campaigns:
• Batch Clean Up: For any email that has soft bounced a minimum number of 10 times in the past 90 days, mark it as invalid.
• Trigger Clean Up: For any email that soft bounces a minimum number of 6 times in the past 30 days, mark it as invalid.
We had emails that would repeatedly soft bounce in our database. We
needed better bounce management to help manage business risk and
increase open rates.
Page 35© Marketo, Inc. Proprietary & Confidential
Bounce Type Audit
Page 36© Marketo, Inc. Proprietary & Confidential
Bounce Category Management Campaigns
We built campaigns to clean up specific soft bounce categories that could be detrimental to our sender reputation in the future.
We built two campaigns:
• Batch clean up to scrub all existing emails that have poor soft bounce categories (3, 4 and 9)
• Trigger clean up campaign to catch them as we go
Page 37© Marketo, Inc. Proprietary & Confidential
Deliverability & Open Rates – Jan 2015 through Sep 2015
10%
11%
12%
13%
14%
15%
16%
17%
18%
90%
91%
92%
93%
94%
95%
96%
97%
98%
99%
100%% Delivered
% Opened
Deliverability
Rate
Open Rate
Page 38© Marketo, Inc. Proprietary & Confidential
Deliverability & Open Rates After Bounce Management
10%
11%
12%
13%
14%
15%
16%
17%
18%
90%
91%
92%
93%
94%
95%
96%
97%
98%
99%
100%
% Delivered
% Opened
Introduced Bounce Management
Deliverability
Rate
Open Rate
Page 39© Marketo, Inc. Proprietary & Confidential
4 CREATING CONVERSATIONS, NOT CAMPAIGNS
Page 40© Marketo, Inc. Proprietary & Confidential
Batch Emails Aren’t Going Away
Page 40© Marketo, Inc. Proprietary & Confidential
Page 41© Marketo, Inc. Proprietary & Confidential
Here’s a Standard Batch Email Program in Marketo
Program Components:
02 – Clicked Campaign: This triggered smart campaign tracks clicks on the email in real time, which attributes that person to the program.
Invite: This is the email.
Invite List: This is the smart list for the program. The list built by filters that updates in real time based on the audience that meets the criteria.
Page 42© Marketo, Inc. Proprietary & Confidential
But Let’s Add in Automation!
Additional Program Components:
03 – Send Trigger: This triggered smart campaign lists for a subscriber to download the promoted asset from the first email, and then sends a complimentary piece.
Trigger: This is the triggered email.
Page 43© Marketo, Inc. Proprietary & Confidential
Program Assets – The Invite Email
Page 44© Marketo, Inc. Proprietary & Confidential
The Invite Email Points to This Landing Page
Page 45© Marketo, Inc. Proprietary & Confidential
Program Assets – The Triggered Email
Page 46© Marketo, Inc. Proprietary & Confidential
Inside the Triggered Campaign – THE WHO
Page 47© Marketo, Inc. Proprietary & Confidential
Inside the Triggered Campaign – THE WHAT
Program Name Email Name
Page 48© Marketo, Inc. Proprietary & Confidential
The Results of These Semi-Automated Campaigns
More efficient
batch emails
Better overall performance than website
triggers
Accelerates subscribers
towards late buying stages
9-12% more overall
program engagement
Page 49© Marketo, Inc. Proprietary & Confidential
5 PROGRAMS THAT TRULY SCALE
Page 50© Marketo, Inc. Proprietary & Confidential
Tired of Tedious & Manual Processes?
Page 50© Marketo, Inc. Proprietary & Confidential
Page 51© Marketo, Inc. Proprietary & Confidential
Let’s Revisit This Email Program
Right click on program and
clone!
Page 52© Marketo, Inc. Proprietary & Confidential
Create an Approved Program Template
Right click on program
and clone!
Questions?
https://www.linkedin.com/in/michaelmadden824