As a Marketo expert, I’ve seen just about everything, from the use of Marketo as a glorified email marketing tool to qualifying leads too quickly and inundating your sales reps with non sales-ready leads. In order to get the most out of your Marketo efforts, there are a few simple rules to follow – along with a few things you never should do. Here are three bad Marketo habits to break that most Marketo users probably don’t even realize they’re doing.
1. Ongoing disorganization of folders and naming conventions.
Something as simple as a logical organization of your folders and naming conventions can make your life so much easier. I tend to see a lack of organizing proper folders and naming conventions, which leads to a chaotic Marketo instance. The best way to build out a folder structure is to create folders that align with your channels. For instance, there should be separate folders for email blasts, tradeshows, webinars, and your website content. You can take this a step further and create sub-folders within each parent folder to break your efforts out by segments in your database. As for your naming conventions, I recommend appending the month and year to the beginning of every program. That way you can see in Marketo the order in which your marketing efforts occurred.
The end goal? Reporting, of course! By using consistent folder structures and naming conventions, you can quickly and easily pull reports to see the results for subsets of your marketing efforts. For example, let’s say you’d like to pull a report on all your marketing efforts for the month of August. You can pull a program report and select all the programs that start with 08/2015 and get the quick and dirty view on everything that took place in August. Or, maybe you want to see how all your website content is performing. Again, you can create a program report, pull in the programs filter and select the folder that contains all your website content. Using naming conventions, you can quickly sort your report to put all your whitepapers vs. case studies vs. eBooks in one place.
My final thought: Whatever folder structure and naming conventions you choose to use, stay consistent and make sure the standards are communicated to your entire marketing team. That way, your Marketo instance stays neat and you get the most out of your reporting.
2. Sending alerts for everything!
Okay, so I know you’re excited. This Marketo thing is really cool and just because you can now let your sales reps know every time a lead downloads a whitepaper doesn’t mean you should. Alerts are meant to inform your sales reps when an immediate action is required of them to follow up on a lead. What happens when you send alerts for everything? The sales reps begin to ignore them. Trust me – I’ve seen it happen. One too many whitepaper download alerts and your sales reps will stop taking you seriously. So instead of the alerts, use interesting moments! This allows the sales rep to view these highly valuable actions in Salesforce.com via Sales Insight to see all the interesting moments for any given lead.
Not only are you going to keep your sales reps from losing interest, but you’ll also save yourself some headaches later on down the road. I’ve seen Marketo instances that had alerts sprinkled into every program in the instance, so trying to consolidate them was quite the undertaking. If you’re saying to yourself right now, “oh my Gosh, that’s me!” – don’t fret. Have you seen the nifty little tool called Campaign Inspector? To activate it, you’ll need to go to the admin section of your Marketo instance, click on treasure chest and enable it. Once enabled, go back to your Marketing Activities and select Campaign Inspector at the top of the page. What this gives you is a full list of all your smart campaigns and what flow steps are being used in them. This list can be exported so you can quickly sort and organize it to know exactly where those pesky alerts live and give you the ability to go in and remove them.
3. Overlooking putting your campaigns into programs!
I’m still seeing instances where all the campaigns are living outside of programs. Eek! Guess what you’re NOT getting by doing it this way? Granular success metrics, cost association and insight to the ROI of all your Marketing efforts. Let’s start with the success metrics. Wouldn’t it be nice to see on one page how many people visited the page asset download page, filled out the form, clicked the download link in the auto responder, or shared the content? This is where you can really assess where your leads are getting stuck. Do you get a lot of visits to the page but not very many form fill outs? Maybe you need to take another look at the design of your landing page.
In addition to the success metrics, you’ll want to associate cost to each of your programs. This can be done in the “set up” section of the program. Associating costs will lead to seeing the ROI of your marketing efforts. So you’ve attended the same trade show every year for the past three years and maybe it’s led to a lot of new additions to the database. But how much did each new name cost you? How does this trade show compare to the ROI of your other trade shows? Don’t know? Start adding costs to your trade show programs and you will.
Following these three tips will get you on track to tap into the power of Marketo (not to mention huge kudos from the boss). Not sure how to get started or need a little help? Contact us and let the LeadMD experts be your guide!
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.