1. 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Media Lead Generation & Tracking with Marketo Presented by: @mventurelli #SVMUG

2. @mventurelli #SVMUG #MKTOUGPage 2 2014 Marketo, Inc. Marketo Proprietary and Confidential Housekeeping Items Community. Want to collaborate with other Marketo users on a daily basis? Log into the community and see what others are talking about. Start small and vote on an idea you like! LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more! Not receiving MUG invites? Make sure Marketo User Events is checked in your Email Subscription Center. #SVMUG 3. @mventurelli #SVMUG #MKTOUGPage 3 2014 Marketo, Inc. Marketo Proprietary and Confidential Want to learn more about Marketo Real-Time Personalization? Login to the Community Thursday, May 8th from 8 11am PST and David Myers, Product Manager, RTP at Marketo, will be online to answer your question. Click here for more details: http://bit.ly/1hY9wJz 4. @mventurelli #SVMUG #MKTOUGPage 4 2014 Marketo, Inc. Marketo Proprietary and Confidential Sign up for our Virtual Event on May 15th! Register Here http://pages2.marketo.com/Road-to-Success-Registration.html 5. @mventurelli #SVMUG #MKTOUGPage 5 2014 Marketo, Inc. Marketo Proprietary and Confidential Review us on G2 Crowd and/or Trust Radius and email reviews@marketo.com to claim your Community Reward! Write a Review! 6. @mventurelli #SVMUG #MKTOUGPage 6 2014 Marketo, Inc. Marketo Proprietary and Confidential Do you want to be a Marketo Champion? Champions characteristics: Expertise Marketo Certified Expert Responsiveness Leadership Evangelism Activity in the and on other social channels Engagement - Represent Marketo at events like Summit. For the Summer 2014 class, apply by June 15th by visiting marketo.com/champion To view a list of current Champions, click here. 7. @mventurelli #SVMUG #MKTOUGPage 7 2014 Marketo, Inc. Marketo Proprietary and Confidential Become a Marketo Certified Expert Visit community.marketo.com/MarketoCertification for details 8. @mventurelli #SVMUG #MKTOUGPage 8 2014 Marketo, Inc. Marketo Proprietary and Confidential Tweet With Us! #MKTOUG #SVMUG 9. @mventurelli #SVMUG #MKTOUGPage 9 2014 Marketo, Inc. Marketo Proprietary and Confidential Hi! Fun Facts: Fleetwood Mac & Jay-Z, Nickname: Montana, Nike shoe designer Social Media for 8 years: HopeLab, ADP, Cisco, WhiteHat Security 10. 2014 Marketo, Inc. Marketo Proprietary and Confidential Figure out this social media lead generation thing. Holy $#*% 11. @mventurelli #SVMUG #MKTOUGPage 11 2014 Marketo, Inc. Marketo Proprietary and Confidential For Today Using Marketo for social media lead tracking Net new leads Re-engaged leads Social scoring MQL stamping Live webinar registration Reporting Organizing Social Media in Marketo Social Media advice What would be cool! 12. @mventurelli #SVMUG #MKTOUGPage 12 2014 Marketo, Inc. Marketo Proprietary and Confidential Some Quick Definitions Social channel Twitter, Facebook, LinkedIn, etc MQL lead score 50 or greater Lead any body who fills out a form Net new leads new people in our data base Re-engaged leads people already in our data base Lead source the source where the lead originated (social) Lead source detail social channel Last interaction the last interaction a lead had (social) Last interaction detail the social channel Social engagement anytime someone fills out a social form Processor Marketo Smart Campaign 13. @mventurelli #SVMUG #MKTOUGPage 13 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 14. @mventurelli #SVMUG #MKTOUGPage 14 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 15. @mventurelli #SVMUG #MKTOUGPage 15 2014 Marketo, Inc. Marketo Proprietary and Confidential Total Social Leads UTM parameters utm_source = lead source / last interaction utm_medium = lead source detail / last interaction detail Net new - set up a global lead source processor Re-engaged happens on the form level 16. @mventurelli #SVMUG #MKTOUGPage 16 2014 Marketo, Inc. Marketo Proprietary and Confidential 17. @mventurelli #SVMUG #MKTOUGPage 17 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 18. @mventurelli #SVMUG #MKTOUGPage 18 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 19. @mventurelli #SVMUG #MKTOUGPage 19 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Scoring How many leads (net new and re-engaged) are we getting from each social channel? Who is most involved on social and from what channel? Build: New lead fields for each channel Build: Net new social lead processor for each channel Build: Re-engaged social lead processor for each channel 20. @mventurelli #SVMUG #MKTOUGPage 20 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Scoring List View 21. @mventurelli #SVMUG #MKTOUGPage 21 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 22. @mventurelli #SVMUG #MKTOUGPage 22 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 23. @mventurelli #SVMUG #MKTOUGPage 23 2014 Marketo, Inc. Marketo Proprietary and Confidential Social MQL Stamping This will tell us how many net new leads from social are becoming MQLs and when quality. How many re-engaged leads are become MQLs because of social engagement and when. Build: two new fields: Social MQL, Social MQL date Build: Net new processor Build: Re-engaged processor 24. @mventurelli #SVMUG #MKTOUGPage 24 2014 Marketo, Inc. Marketo Proprietary and Confidential Social MQL Stamping 25. @mventurelli #SVMUG #MKTOUGPage 25 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 26. @mventurelli #SVMUG #MKTOUGPage 26 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 27. @mventurelli #SVMUG #MKTOUGPage 27 2014 Marketo, Inc. Marketo Proprietary and Confidential Using the Potted-Plant Understand quality Build: Nurture campaign Build: Each program is a separate channel Build: Each program has their own processors All programs use the same form 28. @mventurelli #SVMUG #MKTOUGPage 28 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Channels vs. Email Program Channel Total Members New Names New Names % Success Success % Total Cost (USD) Cost per Member (USD) Cost per New Name (USD) Cost per Success (USD) .Social Webinar - Bypassing IEs Anti-XSS Filter - twitter Social - Webinar 70 50 71.4% 70 100.0% $100.00 $1.43 $2.00 $1.43 .Social Webinar - Bypassing IEs Anti-XSS Filter - facebook Social - Webinar 3 2 66.7% 3 100.0% $100.00 $33.33 $50.00 $33.33 .Webinar - Bypassing IEs Anti-XSS Filter - Mar 2014 Webinar 27521 20 0.1% 157 0.6% $100.00 $0.00 $5.00 $0.64 Social Webinar - Bypassing IEs Anti-XSS Filter - linkedin Social - Webinar 10 7 70.0% 10 100.0% $100.00 $10.00 $14.29 $10.00 Total 27604 79 52.0% 240 75.0% $400.00 $11.19 $17.82 $11.35 29. @mventurelli #SVMUG #MKTOUGPage 29 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 30. @mventurelli #SVMUG #MKTOUGPage 30 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information? 31. @mventurelli #SVMUG #MKTOUGPage 31 2014 Marketo, Inc. Marketo Proprietary and Confidential Total Net New Social Leads Q2 14 32. @mventurelli #SVMUG #MKTOUGPage 32 2014 Marketo, Inc. Marketo Proprietary and Confidential Total Social Leads for Q2 14 33. @mventurelli #SVMUG #MKTOUGPage 33 2014 Marketo, Inc. Marketo Proprietary and Confidential Opportunities from Social 34. @mventurelli #SVMUG #MKTOUGPage 34 2014 Marketo, Inc. Marketo Proprietary and Confidential Organizing Marketo Webinars Use social plus the name of the channel when naming the program Use master in the potted plant name Only master program gets synched to SFDC Create channel Recordings, White papers, etc. Use social in the name of the program Build specific program for each piece of content Add a cost associated Sync to SFDC Create appropriate channel 35. @mventurelli #SVMUG #MKTOUGPage 35 2014 Marketo, Inc. Marketo Proprietary and Confidential @mventurellis Social Media Advice Social Media lead gen posts funnel Measure RTs, reach, etc., monthly / quarterly Try to relate your brand to pop culture Schedule lead gen posts for the month Live tweet from webinars (impressions on lead gen) (entire audience) (lead gen posts) (net new leads) (re-engaged) (MQLs) $ 36. @mventurelli #SVMUG #MKTOUGPage 36 2014 Marketo, Inc. Marketo Proprietary and Confidential What Would Be Cool! Knowing who your customers and prospects are online. For instance SFDC Contact name = Joe Smith Twitter handle is @haxAlot LinkedIn profile is linkedin.com/joesmith Thanking people via the social channel they used Filled out a form via Twitter, well send you an automatic tweet thanking you. 37. 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! @mventurelli @whitehatsec #SVMUG 38. @mventurelli #SVMUG #MKTOUGPage 38 2014 Marketo, Inc. Marketo Proprietary and Confidential Sources What Are UTM Tracking Codes? [FAQs] http://blog.hubspot.com/marketing/what-are-utm- tracking-codes-ht Google URL builder https://support.google.com/analytics/answer/103386 7?hl=en