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12-11-19 Marketo User Group - Brisbane

J
James Gunn

The document outlines the agenda for the Brisbane Marketo User Group meeting in November 2019. The agenda includes introductions, two speaker presentations on driving digital marketing transformation and using Zoom webinars with Marketo, a session on form pre-fill tips and tricks, and concludes with networking. It also provides details on the user group leaders, James Gunn and Sam Krauser, and outlines the purpose of user groups.

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Brisbane Marketo User Group Nov 2019
2 Agenda 8:30 - 8:40 Introductions, housekeeping & agenda 8:40 - 9:25 Driving digital marketing transformation with a marathon mindset - Ben Scott, Senior Digital Marketing Manager, Grant Thornton 9:25 - 9:40 How we use Zoom webinars with Marketo - Sam Krauser, Database Marketing Specialist, Console 9:40 - 10:00 Tips & tricks - Form pre-fill 10:00 Close - followed by networking
3 Meet your User Group Leaders JAMES GUNN MARKETING OPERATIONS PARTNER, TECHNOLOGYONE james_gunn@technologyonecorp.com https://www.linkedin.com/in/jnkgunn/ SAM KRAUSER DATABASE MARKETING SPECIALIST, CONSOLE | MARKETO CERTIFIED EXPERT skrauser@console.com.au https://www.linkedin.com/in/sam-krauser-1686869a/
4 The point of user groups is to Create a sense of community Share knowledge, valuable insights and actionable learnings Champion people in our region who are doing awesome things Help you strengthen our knowledge of the platform Help you make connections that will push you forward in your career Whats this whole thing about, anyway?
5 You do not talk about the Marketo User Group. The first rule of User Group is 1. Spread the word if you know someone whos interested let them know! 2. Youre among friends speak up, no question is a dumb question. 3. Be respectful to speakers and other members please put your phone on silent. 4. Share your feedback this is our party and well talk APIs if we want to. 5. Participation is the lifeblood of our user group 6. No soliciting - but, do feel free to reach out to agencies and consultants after todays session 7. On MUG days we wear purple.
息2019 Grant Thornton Australia Limited. All rights reserved. Ben Scott Grant Thornton Australia Driving digital marketing transformation with a marathon mindset
息2019 Grant Thornton Australia Limited. All rights reserved.息2019 Grant Thornton Australia Limited. All rights reserved.2 Toogoolawah 12:00pm | 0km
息2019 Grant Thornton Australia Limited. All rights reserved. 3 Grant Thornton Australia Over 135 Countries US$5bn Global Turnover (FY 2018) 50,000 People Globally $248.4m National Turnover (FY 2018) 6 Offices Nationwide 1,160+ People Nationally Over 700 Offices Globally 5 Integrated service lines 170+ Partners Nationally 14 Core industries
息2019 Grant Thornton Australia Limited. All rights reserved. Tax Business planning Corporate advisory Employment taxes Expatriate taxes Fringe benefits tax GST & indirect taxes International tax Research & development Risk management Transfer pricing Audit & Assurance Compliance audits & reviews Expert opinions External audits Internal audits IFRS advice and training Reviews of financial reports Systems & controls reviews Private Advisory Business planning Compliance services Outsourced accounting Private wealth advisory Tax advisory services Financial Advisory Capital markets Insolvency Financing Due diligence Family law Financial modelling Initial Public Offerings Investigations IT forensics Mergers & acquisitions Restructuring & turnaround Risk management Grant Thornton Consulting Business risk services Leadership talent & culture Performance improvement Public sector advisory Technology advisory Full service support designed for mid-sized businesses
息2019 Grant Thornton Australia Limited. All rights reserved. Marketing technology stack - July 2015 5
息2019 Grant Thornton Australia Limited. All rights reserved. What were the problems we were trying to solve? 6 Connecting our marketing and sales efforts Extremely difficult to prove return on investment (ROI) Converting leads to opportunities Lack of sales information and quality data Compliance with GDPR and APPs
息2019 Grant Thornton Australia Limited. All rights reserved.7 What was our approach to solving these problems? 1. Technology 2. Standardise process 3. Team support based around 1 and 2
息2019 Grant Thornton Australia Limited. All rights reserved. One foot in front of the other. Repeat as often as necessary to finish. Haruki Murakami 8
息2019 Grant Thornton Australia Limited. All rights reserved. Its a marathon 9 July 2015 July 2016 July 2017 July 2018 July 2019
息2019 Grant Thornton Australia Limited. All rights reserved.10 息2019 Grant Thornton Australia Limited. All rights reserved.10 Esk 2:45pm | 19 km
息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 11 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Marketing automation pilot launched Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 Social media policy created
息2019 Grant Thornton Australia Limited. All rights reserved.12 息2019 Grant Thornton Australia Limited. All rights reserved.12 Coominya 6:05pm | 42.5 km
息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 13 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Social media policy created Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 New CMO appointed CRM vendor workshops CMS update Website DQM launched Brand refresh and template update (responsive) Some milestones ticked, still feeling good but a long way to go! Podcasts introduced Marketing automation pilot launched
息2019 Grant Thornton Australia Limited. All rights reserved.1414 息2019 Grant Thornton Australia Limited. All rights reserved.14 Fernvale 9:30pm | 62.5 km
息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 15 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Social media policy created Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 CRM vendor workshops CMS update Website DQM launched Some milestones ticked, still feeling good but a long way to go! Launch of marketing automation (all campaigns and events run through system) CEO social media mentoring iPad check-ins introduced for events First marketing supported webinar in marketing automation CRM approved and funded Keep going, youre into unchartered territory. Follow the torch light. Brand refresh and template update (responsive) Podcasts introduced New CMO appointed Marketing automation pilot launched
息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 16 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Social media policy created Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 CRM vendor workshops CMS update Website DQM launched Some milestones ticked, still feeling good but a long way to go! CEO social media mentoring iPad check-ins introduced for events CRM approved and funded Keep going, youre into unchartered territory. Follow the torch light. CRM launched Lead scoring introduced LinkedIn Sales Navigator launched Campaign ROI, Attribution and Funnel reporting Legacy email system turned off and marketing automation introduced for all events nationally New preference centre GDPR workflows Sales Cycle launched Push through, youre nearly there! Brand refresh and template update (responsive) Podcasts introduced Cvent integrated New CMO appointed Launch of marketing automation (all campaigns and strategic events run through system) First marketing supported webinar in marketing automation Marketing automation pilot launched CRM/Marketing automation integration
息2019 Grant Thornton Australia Limited. All rights reserved. 17 Grant Thornton Australia Improved client experienceBetter qualified leads More insightful data on our clients Knowledge of where clients sit in the funnel True marketing ROI for the first time APPs/GDPR compliance Less admin and more value for Partners More efficient marketing
息2019 Grant Thornton Australia Limited. All rights reserved. GDPR compliance and workflows New contact added to Salesforce Email requesting consent sent to contact Contact clicks consent button Marketo updates and syncs information to Salesforce Confirmation email sent to contact confirming consent given with link to update preferences 24 hour wait 18 Contacts are added to an Opportunity as a Contact Role Opportunity Stage is changed to Closed Won Update Marketing Consent field on Contact Roles attached to the Opportunity to equal True Wait step 10 business days Send email to Contacts notifying them of change including a link to opt- out if they wish and link to preference centre Contacts are added to an Opportunity as an XXXX Opportunity Stage is changed to Closed Won Update Marketing Consent field on Contact attached as XXXX to equal True Send email to Contacts notifying them of change including a link to opt- out if they wish and link to preference centre Wait step 10 business days
息2019 Grant Thornton Australia Limited. All rights reserved. Data normalisation 19 Field: Job Title Field: Job Function Field: Job Level + = Field: Industry Field: Annual Revenue Field: No. of Employees + =
息2019 Grant Thornton Australia Limited. All rights reserved. In the minds of our Partners, theyre starting to get why this technology can help themand how the technology supports the process and supports them winning more in the marketplace - Fraser McNaughton, CMO What have been the challenges? Using technology weve never had or used before Launching Salesforce on its own initially without the other integrations Communicating the value to Partners 20
息2019 Grant Thornton Australia Limited. All rights reserved. Completely connected marketing and sales team Full ROI reporting and a greater focus on tracking activity Visibility of sales pipeline One true source of data What have been the outcomes? 21
息2019 Grant Thornton Australia Limited. All rights reserved. Marketing technology stack - July 2019 22
息2019 Grant Thornton Australia Limited. All rights reserved.2323 息2019 Grant Thornton Australia Limited. All rights reserved.23 Ipswich 1:30am | 87.5 km
息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 24 CRM launched Lead scoring introduced LinkedIn Sales Navigator launched Campaign ROI, Attribution and Funnel reporting New preference centre GDPR workflows Sales Cycle launched Push through, youre nearly there! Cvent integrated July 2018 July 2019 Implementation of lead lifecycle/RCM Salesforce alerts Automated lead routing model Website personalisation EPiServer/Marketo integration Marketo Sky Update your preferences campaign July 2020 Here we go again! Digital marketing coordinator joined CRM/Marketing automation integration Legacy email system turned off and marketing automation introduced for all events nationally
息2019 Grant Thornton Australia Limited. All rights reserved. If we push on, we begin to feel a vague, tingling sense of who, or what, we really are. Its a powerful feeling, strong enough to have us coming back for more, again and again. Adharanand Finn 25
How we use Zoom Webinar with Marketo Tips & Tricks
Webinars at Console Tech Zoom Webinars (1000 attendees limit) Marketo API integration (new and no longer clunky) Stats Quarterly release webinars 120 registrants OCT18 > 754 registrants OCT19 ~50% attendance rate ~5% conversion rate to MQL
Audio Setup Microphone x2 Mixer x1 Boom Arm/Stand x2 XLR Cable x4 USB A to USB cable Headphones (Monitoring Audio) ~$920 Total. Ask me for the gear list if interested
The form pre-fill upgrade A summary of changes to form pre-fill behaviour
So what happened? In April, Marketo made a change to the way forms pre-populate: Old form behaviour Marketo landing pages would rely on Munchkin tracking cookies to identify known person records Marketo forms would pre-fill based on that cookie New form behaviour Forms only pre-fill if the URL used to navigate to the Marketo landing page contains a valid mkt_tok URL parameter value
This parameter is added to tracked links in Marketo emails The form will pre-fill as expected mkto_tok
Navigating to a Marketo page directly Clicking through from a sample email Refreshing a Markto page Navigating to a non Marketo page with an embedded form Navigating to a non-Marketo page that includes an <iframe> pointing to a Marketo Landing Page that includes a form with pre-fill enabled Visiting a Marketo page with a mkt_tok that Marketo Munchkin cookie that dont match the same person Copying a Marketo tracked link from an email and sharing Scenarios - Will the form pre-fill? If youre tricky
Security Users on a shared computer, or those that were incorrectly cookied could be shown personal information relating to another person Now only the recipient of the email will get the pre-fill experience Unless they forward it Why the upgrade?
Closing remarks
Spread the word mugs.marketo.com is the new site for Marketo User Groups - Also, this is where we will post todays slides
Dont forget the resources available to you!
Whos next?

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12-11-19 Marketo User Group - Brisbane

  • 1. Brisbane Marketo User Group Nov 2019
  • 2. 2 Agenda 8:30 - 8:40 Introductions, housekeeping & agenda 8:40 - 9:25 Driving digital marketing transformation with a marathon mindset - Ben Scott, Senior Digital Marketing Manager, Grant Thornton 9:25 - 9:40 How we use Zoom webinars with Marketo - Sam Krauser, Database Marketing Specialist, Console 9:40 - 10:00 Tips & tricks - Form pre-fill 10:00 Close - followed by networking
  • 3. 3 Meet your User Group Leaders JAMES GUNN MARKETING OPERATIONS PARTNER, TECHNOLOGYONE james_gunn@technologyonecorp.com https://www.linkedin.com/in/jnkgunn/ SAM KRAUSER DATABASE MARKETING SPECIALIST, CONSOLE | MARKETO CERTIFIED EXPERT skrauser@console.com.au https://www.linkedin.com/in/sam-krauser-1686869a/
  • 4. 4 The point of user groups is to Create a sense of community Share knowledge, valuable insights and actionable learnings Champion people in our region who are doing awesome things Help you strengthen our knowledge of the platform Help you make connections that will push you forward in your career Whats this whole thing about, anyway?
  • 5. 5 You do not talk about the Marketo User Group. The first rule of User Group is 1. Spread the word if you know someone whos interested let them know! 2. Youre among friends speak up, no question is a dumb question. 3. Be respectful to speakers and other members please put your phone on silent. 4. Share your feedback this is our party and well talk APIs if we want to. 5. Participation is the lifeblood of our user group 6. No soliciting - but, do feel free to reach out to agencies and consultants after todays session 7. On MUG days we wear purple.
  • 6. 息2019 Grant Thornton Australia Limited. All rights reserved. Ben Scott Grant Thornton Australia Driving digital marketing transformation with a marathon mindset
  • 7. 息2019 Grant Thornton Australia Limited. All rights reserved.息2019 Grant Thornton Australia Limited. All rights reserved.2 Toogoolawah 12:00pm | 0km
  • 8. 息2019 Grant Thornton Australia Limited. All rights reserved. 3 Grant Thornton Australia Over 135 Countries US$5bn Global Turnover (FY 2018) 50,000 People Globally $248.4m National Turnover (FY 2018) 6 Offices Nationwide 1,160+ People Nationally Over 700 Offices Globally 5 Integrated service lines 170+ Partners Nationally 14 Core industries
  • 9. 息2019 Grant Thornton Australia Limited. All rights reserved. Tax Business planning Corporate advisory Employment taxes Expatriate taxes Fringe benefits tax GST & indirect taxes International tax Research & development Risk management Transfer pricing Audit & Assurance Compliance audits & reviews Expert opinions External audits Internal audits IFRS advice and training Reviews of financial reports Systems & controls reviews Private Advisory Business planning Compliance services Outsourced accounting Private wealth advisory Tax advisory services Financial Advisory Capital markets Insolvency Financing Due diligence Family law Financial modelling Initial Public Offerings Investigations IT forensics Mergers & acquisitions Restructuring & turnaround Risk management Grant Thornton Consulting Business risk services Leadership talent & culture Performance improvement Public sector advisory Technology advisory Full service support designed for mid-sized businesses
  • 10. 息2019 Grant Thornton Australia Limited. All rights reserved. Marketing technology stack - July 2015 5
  • 11. 息2019 Grant Thornton Australia Limited. All rights reserved. What were the problems we were trying to solve? 6 Connecting our marketing and sales efforts Extremely difficult to prove return on investment (ROI) Converting leads to opportunities Lack of sales information and quality data Compliance with GDPR and APPs
  • 12. 息2019 Grant Thornton Australia Limited. All rights reserved.7 What was our approach to solving these problems? 1. Technology 2. Standardise process 3. Team support based around 1 and 2
  • 13. 息2019 Grant Thornton Australia Limited. All rights reserved. One foot in front of the other. Repeat as often as necessary to finish. Haruki Murakami 8
  • 14. 息2019 Grant Thornton Australia Limited. All rights reserved. Its a marathon 9 July 2015 July 2016 July 2017 July 2018 July 2019
  • 15. 息2019 Grant Thornton Australia Limited. All rights reserved.10 息2019 Grant Thornton Australia Limited. All rights reserved.10 Esk 2:45pm | 19 km
  • 16. 息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 11 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Marketing automation pilot launched Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 Social media policy created
  • 17. 息2019 Grant Thornton Australia Limited. All rights reserved.12 息2019 Grant Thornton Australia Limited. All rights reserved.12 Coominya 6:05pm | 42.5 km
  • 18. 息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 13 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Social media policy created Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 New CMO appointed CRM vendor workshops CMS update Website DQM launched Brand refresh and template update (responsive) Some milestones ticked, still feeling good but a long way to go! Podcasts introduced Marketing automation pilot launched
  • 19. 息2019 Grant Thornton Australia Limited. All rights reserved.1414 息2019 Grant Thornton Australia Limited. All rights reserved.14 Fernvale 9:30pm | 62.5 km
  • 20. 息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 15 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Social media policy created Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 CRM vendor workshops CMS update Website DQM launched Some milestones ticked, still feeling good but a long way to go! Launch of marketing automation (all campaigns and events run through system) CEO social media mentoring iPad check-ins introduced for events First marketing supported webinar in marketing automation CRM approved and funded Keep going, youre into unchartered territory. Follow the torch light. Brand refresh and template update (responsive) Podcasts introduced New CMO appointed Marketing automation pilot launched
  • 21. 息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 16 Social media roadshow series Firm's first digital marketing strategy Google Analytics & UTM tracking introduced Social media policy created Social media monitoring introduced SEO monitoring introduced Fresh legs, easy wins, feeling good July 2015 July 2016 July 2017 July 2018 July 2019 CRM vendor workshops CMS update Website DQM launched Some milestones ticked, still feeling good but a long way to go! CEO social media mentoring iPad check-ins introduced for events CRM approved and funded Keep going, youre into unchartered territory. Follow the torch light. CRM launched Lead scoring introduced LinkedIn Sales Navigator launched Campaign ROI, Attribution and Funnel reporting Legacy email system turned off and marketing automation introduced for all events nationally New preference centre GDPR workflows Sales Cycle launched Push through, youre nearly there! Brand refresh and template update (responsive) Podcasts introduced Cvent integrated New CMO appointed Launch of marketing automation (all campaigns and strategic events run through system) First marketing supported webinar in marketing automation Marketing automation pilot launched CRM/Marketing automation integration
  • 22. 息2019 Grant Thornton Australia Limited. All rights reserved. 17 Grant Thornton Australia Improved client experienceBetter qualified leads More insightful data on our clients Knowledge of where clients sit in the funnel True marketing ROI for the first time APPs/GDPR compliance Less admin and more value for Partners More efficient marketing
  • 23. 息2019 Grant Thornton Australia Limited. All rights reserved. GDPR compliance and workflows New contact added to Salesforce Email requesting consent sent to contact Contact clicks consent button Marketo updates and syncs information to Salesforce Confirmation email sent to contact confirming consent given with link to update preferences 24 hour wait 18 Contacts are added to an Opportunity as a Contact Role Opportunity Stage is changed to Closed Won Update Marketing Consent field on Contact Roles attached to the Opportunity to equal True Wait step 10 business days Send email to Contacts notifying them of change including a link to opt- out if they wish and link to preference centre Contacts are added to an Opportunity as an XXXX Opportunity Stage is changed to Closed Won Update Marketing Consent field on Contact attached as XXXX to equal True Send email to Contacts notifying them of change including a link to opt- out if they wish and link to preference centre Wait step 10 business days
  • 24. 息2019 Grant Thornton Australia Limited. All rights reserved. Data normalisation 19 Field: Job Title Field: Job Function Field: Job Level + = Field: Industry Field: Annual Revenue Field: No. of Employees + =
  • 25. 息2019 Grant Thornton Australia Limited. All rights reserved. In the minds of our Partners, theyre starting to get why this technology can help themand how the technology supports the process and supports them winning more in the marketplace - Fraser McNaughton, CMO What have been the challenges? Using technology weve never had or used before Launching Salesforce on its own initially without the other integrations Communicating the value to Partners 20
  • 26. 息2019 Grant Thornton Australia Limited. All rights reserved. Completely connected marketing and sales team Full ROI reporting and a greater focus on tracking activity Visibility of sales pipeline One true source of data What have been the outcomes? 21
  • 27. 息2019 Grant Thornton Australia Limited. All rights reserved. Marketing technology stack - July 2019 22
  • 28. 息2019 Grant Thornton Australia Limited. All rights reserved.2323 息2019 Grant Thornton Australia Limited. All rights reserved.23 Ipswich 1:30am | 87.5 km
  • 29. 息2019 Grant Thornton Australia Limited. All rights reserved. Our journey 24 CRM launched Lead scoring introduced LinkedIn Sales Navigator launched Campaign ROI, Attribution and Funnel reporting New preference centre GDPR workflows Sales Cycle launched Push through, youre nearly there! Cvent integrated July 2018 July 2019 Implementation of lead lifecycle/RCM Salesforce alerts Automated lead routing model Website personalisation EPiServer/Marketo integration Marketo Sky Update your preferences campaign July 2020 Here we go again! Digital marketing coordinator joined CRM/Marketing automation integration Legacy email system turned off and marketing automation introduced for all events nationally
  • 30. 息2019 Grant Thornton Australia Limited. All rights reserved. If we push on, we begin to feel a vague, tingling sense of who, or what, we really are. Its a powerful feeling, strong enough to have us coming back for more, again and again. Adharanand Finn 25
  • 31. How we use Zoom Webinar with Marketo Tips & Tricks
  • 32. Webinars at Console Tech Zoom Webinars (1000 attendees limit) Marketo API integration (new and no longer clunky) Stats Quarterly release webinars 120 registrants OCT18 > 754 registrants OCT19 ~50% attendance rate ~5% conversion rate to MQL
  • 33. Audio Setup Microphone x2 Mixer x1 Boom Arm/Stand x2 XLR Cable x4 USB A to USB cable Headphones (Monitoring Audio) ~$920 Total. Ask me for the gear list if interested
  • 34. The form pre-fill upgrade A summary of changes to form pre-fill behaviour
  • 35. So what happened? In April, Marketo made a change to the way forms pre-populate: Old form behaviour Marketo landing pages would rely on Munchkin tracking cookies to identify known person records Marketo forms would pre-fill based on that cookie New form behaviour Forms only pre-fill if the URL used to navigate to the Marketo landing page contains a valid mkt_tok URL parameter value
  • 36. This parameter is added to tracked links in Marketo emails The form will pre-fill as expected mkto_tok
  • 37. Navigating to a Marketo page directly Clicking through from a sample email Refreshing a Markto page Navigating to a non Marketo page with an embedded form Navigating to a non-Marketo page that includes an <iframe> pointing to a Marketo Landing Page that includes a form with pre-fill enabled Visiting a Marketo page with a mkt_tok that Marketo Munchkin cookie that dont match the same person Copying a Marketo tracked link from an email and sharing Scenarios - Will the form pre-fill? If youre tricky
  • 38. Security Users on a shared computer, or those that were incorrectly cookied could be shown personal information relating to another person Now only the recipient of the email will get the pre-fill experience Unless they forward it Why the upgrade?
  • 40. Spread the word mugs.marketo.com is the new site for Marketo User Groups - Also, this is where we will post todays slides
  • 41. Dont forget the resources available to you!