As part of our soon-to-be-released eBook on Best Practices for an Enterprise Marketo Implementation, I was asked to contribute tips on how to run an effective integrated marketing campaign. I’m fortunate to have worked with our enterprise clients (+$1B in annual revenue) crafting marketing campaigns that show results. Now, I’m bringing those insights to you, before the eBook launches, because, when done well, leveraging a holistic strategy, a marketing campaign leads to surprisingly uncommon results. But make no mistake! Managing multi-channel, integrated marketing campaigns isn’t for the faint of heart. The key to measuring the impact is knowing how to leverage Marketo, an Adobe Company and the marketing tools in your toolkit. Here are four tips to help you manage your next marketing campaign like a boss!
Start with a Campaign Playbook
Just like you would use a cookbook (or…Pinterest) to make your favorite recipe, enterprise organizations should use a marketing campaign playbook to run campaigns. A marketing campaign playbook is your guide to creating repeatable, go-to-market campaigns.
At a high-level, a marketing campaign playbook helps you ideate, strategize, plan, develop, launch, and optimize your integrated campaigns. It goes deep into the who, what, where, when, why, and how of marketing campaigns!
Because large enterprise organizations often have multiple roles, departments, business units, and sometimes global divisions, having a centralized playbook creates consistent campaigns organization-wide. A major benefit of this, beyond less headaches and wasted time, is consistent reporting.
A playbook will also help get your marketing campaigns up and running with greater speed and agility, which means more time for campaigning in general throughout the year. Greater speed to market = quick impact on the bottom line.
Create a Center of Excellence
A center of excellence (COE) is defined as a physical or virtual center of knowledge concentrating existing expertise and resources in a discipline or capability to attain and sustain world-class performance and value [Gartner]. In a marketing campaign context, COEs house the tools, such as landing pages, emails, and smart campaigns, to launch your campaigns in Marketo easily, while allowing room for customization. But it doesn’t have to be limited to just Marketo program templates! It can include sales scripts, sales enablement strategy, reporting frameworks, and more.
In fact, many enterprise CMOs struggle with how to communicate the key initiatives and business impact of marketing internally, to cross-functional teams, leadership, and to the Board of Directors. JT Bricker, LeadMD’s Chief Strategy Officer, shares that a key factor most commonly missing is definitions and process agreement across cross-functional teams.
“Aligning on those areas is precisely what Centers of Excellence accomplish and why the best CMOs we’ve seen and worked with use them.” [Learn more about how to get started and what your COE(s) should look like]
Everything Starts and Ends at Reporting
With our strategic elements finalized, let’s talk about the execution in Marketo. Integrated marketing campaigns have a lot of moving parts. We’ve helped clients implement multi-channel, integrated campaigns that span over three months of strategy, planning, and development followed by months of launching and optimizing. What seems like a series of straight-forward touchpoints can quickly cascade into a confusing series of data points, when prospects and/or customers actually begin interacting. What if a person engages with every element of your campaign? How will you report their successful activity in order to understand what truly worked vs. did not?
Marketing Campaign Management Example
Consider this example: Let’s say you want to promote a quiz to ultimately drive new leads to the database. You promote through third-party websites, direct mail campaigns, fax (hey, you’ve got to go where you’re audience is!), FB ads and retargeting, and at tradeshows. Once a person takes the quiz and gets in the database, they will enter an email nurture and be passed to your BDR team for follow-up. In addition, sales reps may visit the prospects in person and need a way for them to take the quiz without entering the nurture after. Also, you’re promoting the quiz to your existing database of qualified prospects.
Pop Quiz: How many Marketo programs would you need for the above example?
Before you answer, consider your end goal. What is the goal of these campaigns? How will you measure success? Will you report the effectiveness of the overall campaign in pipeline sourced? Perhaps you need to report ROI on each tactic. If you want some tips on how to better make these types of decisions, check out this webinar with our CEO and marketing leaders from Engagio, PathFactory and Allocadia about when and why to use attribution vs. ROI.
Setup Marketo for Accurate Reporting
In order to track attribution, pipeline, and revenue, your Marketo programs need to be set up in a way that tracks that attribution appropriately. From assigning new people to the right program to indicating their successful response (as attending the tradeshow vs. coming to your booth for your free swag vs. having a meaningful conversation with a rep at the booth are all really different levels of engagement) you’ll want to ensure your Marketo data is meticulously planned and cared for.
Without that, your organization will never truly be able to optimize and make intelligent marketing decisions about future campaigning efforts.
To get the most out of your reporting, start with setting up a program for every marketing channel you have in your campaign. Yes, even offline channels that tend to be more difficult to track can and should be set up as a program in Marketo.
For the example above (an actual client example) we ended up building 12 paid advertising programs, three direct mail programs, one offline advertising program (fax), one email program, one engagement/nurture program, one website resource program, and one sales generated program, for a grand total of 20 programs in Marketo. I’ll repeat that: for one multi-channel campaign we built 20 Marketo programs! Whew! The key to tracking all of these properly also included a UTM parameter strategy. For more on the power of UTM parameters, check out Jamie Kirmess’s post on Marketo attribution here.
Integrate 3rd Party Tools
Marketo, and Adobe Company offers many out-of-the-box integrations through their partner portal LaunchPoint. There are partners in pretty much any category you can think of – from campaign management, analytics, consent management, data enrichment, data science, content, social media, ABM, webinars, etc.
Connecting your tech stack together can help you increase visibility to performance and activity to things that reside outside of Marketo or your CRM. The benefit of this endeavor? You will have a more complete picture of your buyer, allowing you to tell a better story about the impact of your marketing performance.
To get started, look at your marketing tech stack and map out any current integrations. Next, identify any gaps where siloed data puts you in front of your Excel spreadsheet for hours on end. Finally, if there is a native connector to Marketo, set up that connector through LaunchPoint. Or, if there isn’t a native connector, explore if an integration through a webhook or API may make sense.
Sometimes it may also make sense to integrate tech with Salesforce.com and let it sync back to Marketo. Ultimately, explore the best solution for your organization based on the goals you’re looking to achieve.
Integrated Marketing Data Example
For example, let’s say you use Oktopost to manage and schedule social media. You’re in luck! Oktopost has a native integration with Marketo where you can see activity behavior on people clicking social links, mentioning your company in social, and more. Or maybe you’re running a live webinar through GoToWebinar or WebEx. They, too, have a native integration with Marketo. These native connectors help provide greater visibility, increased automation, and thus a better picture into the overall customer experience journey.
At the bare minimum, all enterprise orgs should be integrating relevant tools in these areas:
- Social media tool (like Oktopost or Hootsuite)
- Webinar tool (like GoToWebinar or Zoom or On24)
- Event registration tool (like Cvent or Splash)
- Content tool (like Uberflip)
- Blog management tool (like Digesto)
- Video management tool (like Vidyard or Brightcove or Wistia)
- Attribution tool (like Bizible)
- ABM tool, if applicable (like Madison Logic or Engagio)
- Advertising campaign management (like AdRoll, LinkedIn Lead Gen, Facebook Lead Ads)
- Online chat tool (like Drift)
- Sales enablement platform (like Showpad)
Integrations also allow for enhanced segmentation and lead scoring within Marketo. This helps move someone along in the sales funnel as well as create more targeted campaigns and nurture programs. You can also explore tools that help normalize data, like Integrate.
Conclusion – Campaign Management
In conclusion, much of campaign management in an enterprise organization comes down to process. You likely have a lot of people and a lot of technology. Executing well on campaign management in many ways is simply about how you leverage both. Shameless plug, that’s our specialty. So, if you need help, hit us up!
Meet Joy Martinez
Joy Martinez is a Sr. Marketing Consultant at LeadMD, a Marketo Certified Solutions Architect, and a five-time Marketo Certified Expert. She’s also a business owner and former podcast host! With almost 15 years of experience in marketing, marketing automation and digital marketing, Joy enjoys transforming marketing from good to great and playing a key role in driving organizational success with marketing automation. She’s worked in all kinds of industries from food & beverage (broker and manufacturer), financial services, information security, transportation, and has consulted in dozens of other industries.