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18-03-20 Marketo User Group - Brisbane (virtual event)

J
James Gunn

際際滷s from the first Brisbane Marketo User Group of 2020. This was a virtual event. The agenda is as follows: [Session 1] How to create dynamic video with Marketo Be inspired by the possibilities of connecting a dynamic video platform with Marketo. Gary from Nous will take us through the process of connecting Vidyard with Marketo and leveraging data to personalise the video experience. [Session 2] Marketo geekery: Creating an Interesting Moment history field Interesting Moments are fantastic but they tend to get lost in a person's activity history. In this short session James from TechnologyOne will show you how you can save Interesting Moments to a history field so that the information is easily accessible. [Session 3] Things you can do in Marketo Sky today! Have you spent much time exploring Sky yet? Veronica from RMS will showcase some of the cool features available in the new Marketo interface that are available for us to use right now.

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Brisbane Marketo User Group March 2020
2 Agenda 8:30 - 8:40 Introductions & housekeeping 8:40 - 9:00 How to create dynamic video with Marketo - Gary McCarthy-James, Nous 9:00 - 9:20 Marketo geekery: Creating an Interesting Moment history field - James Gunn, TechnologyOne 9:20 - 9:40 Things you can do in Marketo Sky today! - Veronica Holmes, RMS 9:40 Close closing remarks
3 BRITTNEY KENWARD DIGITAL MARKETING MANAGER, GRANT THORNTON brittney.kenward@au.gt.com https://www.linkedin.com/in/brittneyken ward/ SAM KRAUSER DATABASE MARKETING SPECIALIST, CONSOLE skrauser@console.com.au https://www.linkedin.com/in/sam- krauser-1686869a/ JAMES GUNN MARKETING OPERATIONS MANAGER, TECHNOLOGYONE james_gunn@technologyonecorp.com https://www.linkedin.com/in/jnkgunn/ Meet your User Group Leaders
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.
How to create dynamic video with Marketo Marketo User Group Brisbane 18 MARCH 2020
/7 What is the value of video?
/8 People pay attention to video and skim or multitask written content and podcasts Sample: 3010 consumers in the US, Germany, Columbia and Mexico 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Podcasts Online long-format content Blog articles Infographics eBooks Online classes Email content Social photos Researchposts Social media posts Multimedia articles News articles Videos When it comes to content, what do you closely pay attention to and what do you skim? Consume thoroughly Skim
/9 In the future, people want more video content Sample: 3010 consumers in the US, Germany, Columbia and Mexico 0 10 20 30 40 50 60 Podcasts Online long format content Blog articles Inforgraphics eBooks Email content Online classes In depth articles featuring video, audio or graphics Social photos Researchreports Social media posts News articles Videos In general, what content types do you want to see more of in the future?
/10 10 video marketing statistics that you need to know in 2020 Source: https://au.oberlo.com/blog/video-marketing-statistics 85% watch online video content monthly 54% want more video content 87% of marketeers use video 66% more qualified leads 88% more time on site 8/10 have purchased 408 minutes per week watching video 82% of global traffic from video streaming in 2022
/11 Show, dont tell.
/12 The sales cycle
/13 Personalised video used in the sales cycle
/14 Personalised video used in the sales cycle
/15 Personalised video used in the sales cycle
/16 Personalised video used in the sales cycle
/17 Case Study: Marketo
/18 Marketo Case Study Source: https://www.vidyard.com/customers/marketo-video-enabled-business-case-study/ 1,103% Increase in conversion rate from 4-minute demo 6x Increase in the speed at which new leads MQL 144% Increase in CTR on personalised video email
/19 Marketo Case Study Source: https://www.vidyard.com/customers/marketo-video-enabled-business-case-study/ 1. Increase website conversions 2. Accelerate leads through the marketing funnel 3. Increase sales conversions 4. Turn webinars into data factories 5. Profile visitors based on the testimonials they view 6. Improve the in-product journey with videos 7. Drive customer adoption through Marketo university 8. Engage accounts through video newsletters 9. Share Marketo Champions tips and tricks 10. Drive action using personalised video at scale
/20 Marketo Personalised Video Example
/21 Case Study: Bond University
/22 Bond University utilises personalised video during close stage of recruitment process
/23 Process Creative Vidyard Player Setup Marketo Setup Implement Report
/24 Demo See recording
Marketo geekery: Creating an interesting moment history field James Gunn, Marketing Operations Manager TechnologyOne
26 Registers for webinar Arent Interesting Moments great?! Attends an event Submits form on website Visits us at a tradeshow
27 Arent Interesting Moments great?!
28 Use case: MQL alerts - We generate Marketing Qualified Leads - Some are generated using Lead scoring - i.e. when a persons score reaches 100 points - Our Marketo Lead Process kicks in and sends an alert - PROBLEM: Where is the context for the salesperson to follow up?
Demo See recording
30 References - TEKNKL Blog - Sanford Whiteman Dark Marketo Alleys: Creating a line break token for history fields - Joe Reitz - Marketo Fu Marketo-Fu - Episode 22: Linebreaks for Text Area Fields - Marketing Nation Creating a New Line Program Token to Organize a History Field
Things you can do in Marketo Sky today! Veronica Holmes, Principal Consultant Resolution Marketing Services
32Proprietary and Confidential | 息 Marketo, Inc. Blue (Marketo!) Sky Thinking Using Marketo Sky right now
Agenda Who should be using Marketo Sky? Whats different in Marketo Sky? New ways of working explained Note Im ONLY showing features everyone has! (So avoiding things like Event Caps which is an add-on feature)
First thing to remember Marketo Sky is NOT a test/sandbox environment. Its your live system with live data! You can launch campaigns from Sky, and changes made in Sky will immediately reflect in Classic (and vice versa).
Who Should be Using Marketo Sky? Marketo says everyone. I disagree! Admin (or experienced) staff only. Most new functionality is released in Sky Odd user experience - new features (YAY!), but not enough total features yet to use it without going back and forth, which will confuse inexperienced users.
How do I access Marketo Sky? Either through the Marketo Sky tile on the My Marketo screen, or through the Main Superball Menu. If the tile isnt there, you dont have access.
How do I go back to Marketo Classic? Through the Main Menu (it will now say Marketo Classic). Notes: 1. If you opened Sky from the My Marketo tile it will have opened in a new window with Marketo Classic still sitting in the background. 2. If you click on any Main Menu item not yet available in Sky, it will open Marketo Classic instead.
My Marketo Views and Widgets Only useful one at the moment is Expiring Soon
Saved Rules Smart Lists These rules are like List Views for now they are YOURS alone, you cant share them
Saved Rules Smart Lists
Saved Rules Flows These rules are like List Views for now they are YOURS alone, you cant share them
Saved Rules Flows Particularly great if you have LOTS of Add Choices in a flow step, and want to clone/reuse the whole thing in a new smart campaign!
Asset Tagging (Labels) Add labels to ANY asset type to make them easy to find!
Sort the Tree Date Ranges and Program/Campaign/Asset Types https://help.marketo.com/hc/en-us/articles/360003197473-Use- Filters-to-Sort-the-Tree
Sort the Tree Labels https://help.marketo.com/hc/en-us/articles/360003197473-Use- Filters-to-Sort-the-Tree
Local Assets Set Expiration Date Set expiration for Triggers, Landing Pages, and Recurring Batch Campaigns
Local Assets Mass Approve/Unapprove Only works at the program level! Under the Assets tab.
Priority Override for Trigger Campaigns
Priority Override for Trigger Campaigns - Setting
Priority Override for Trigger Campaigns View in Classic
Priority Override for Trigger Campaigns https://help.marketo.com/hc/en-us/articles/360010183814-Priority- Override-for-Trigger-Campaigns Limited to 25 business critical smart campaigns. Needs Edit Trigger Campaign Priority permission enabled in your role.
Image Editing Highlight any image in the image library
Image Editing (2) Edit images inside Marketo great for when your image doesnt quite fit the space in your email template Adobe Photoshop (lite!) tools integrated into Marketo with no need to actually own a Photoshop license.
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
Adobe Summit is around the corner!
Whos next? Wed love to hear your Marketo story - big or small Contact me at james_gunn@technologyonecorp.com or https://www.linkedin.com/in/jnkgunn/

More Related Content

18-03-20 Marketo User Group - Brisbane (virtual event)

  • 1. Brisbane Marketo User Group March 2020
  • 2. 2 Agenda 8:30 - 8:40 Introductions & housekeeping 8:40 - 9:00 How to create dynamic video with Marketo - Gary McCarthy-James, Nous 9:00 - 9:20 Marketo geekery: Creating an Interesting Moment history field - James Gunn, TechnologyOne 9:20 - 9:40 Things you can do in Marketo Sky today! - Veronica Holmes, RMS 9:40 Close closing remarks
  • 3. 3 BRITTNEY KENWARD DIGITAL MARKETING MANAGER, GRANT THORNTON brittney.kenward@au.gt.com https://www.linkedin.com/in/brittneyken ward/ SAM KRAUSER DATABASE MARKETING SPECIALIST, CONSOLE skrauser@console.com.au https://www.linkedin.com/in/sam- krauser-1686869a/ JAMES GUNN MARKETING OPERATIONS MANAGER, TECHNOLOGYONE james_gunn@technologyonecorp.com https://www.linkedin.com/in/jnkgunn/ Meet your User Group Leaders
  • 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. How to create dynamic video with Marketo Marketo User Group Brisbane 18 MARCH 2020
  • 8. /8 People pay attention to video and skim or multitask written content and podcasts Sample: 3010 consumers in the US, Germany, Columbia and Mexico 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Podcasts Online long-format content Blog articles Infographics eBooks Online classes Email content Social photos Researchposts Social media posts Multimedia articles News articles Videos When it comes to content, what do you closely pay attention to and what do you skim? Consume thoroughly Skim
  • 9. /9 In the future, people want more video content Sample: 3010 consumers in the US, Germany, Columbia and Mexico 0 10 20 30 40 50 60 Podcasts Online long format content Blog articles Inforgraphics eBooks Email content Online classes In depth articles featuring video, audio or graphics Social photos Researchreports Social media posts News articles Videos In general, what content types do you want to see more of in the future?
  • 10. /10 10 video marketing statistics that you need to know in 2020 Source: https://au.oberlo.com/blog/video-marketing-statistics 85% watch online video content monthly 54% want more video content 87% of marketeers use video 66% more qualified leads 88% more time on site 8/10 have purchased 408 minutes per week watching video 82% of global traffic from video streaming in 2022
  • 13. /13 Personalised video used in the sales cycle
  • 14. /14 Personalised video used in the sales cycle
  • 15. /15 Personalised video used in the sales cycle
  • 16. /16 Personalised video used in the sales cycle
  • 18. /18 Marketo Case Study Source: https://www.vidyard.com/customers/marketo-video-enabled-business-case-study/ 1,103% Increase in conversion rate from 4-minute demo 6x Increase in the speed at which new leads MQL 144% Increase in CTR on personalised video email
  • 19. /19 Marketo Case Study Source: https://www.vidyard.com/customers/marketo-video-enabled-business-case-study/ 1. Increase website conversions 2. Accelerate leads through the marketing funnel 3. Increase sales conversions 4. Turn webinars into data factories 5. Profile visitors based on the testimonials they view 6. Improve the in-product journey with videos 7. Drive customer adoption through Marketo university 8. Engage accounts through video newsletters 9. Share Marketo Champions tips and tricks 10. Drive action using personalised video at scale
  • 22. /22 Bond University utilises personalised video during close stage of recruitment process
  • 25. Marketo geekery: Creating an interesting moment history field James Gunn, Marketing Operations Manager TechnologyOne
  • 26. 26 Registers for webinar Arent Interesting Moments great?! Attends an event Submits form on website Visits us at a tradeshow
  • 28. 28 Use case: MQL alerts - We generate Marketing Qualified Leads - Some are generated using Lead scoring - i.e. when a persons score reaches 100 points - Our Marketo Lead Process kicks in and sends an alert - PROBLEM: Where is the context for the salesperson to follow up?
  • 30. 30 References - TEKNKL Blog - Sanford Whiteman Dark Marketo Alleys: Creating a line break token for history fields - Joe Reitz - Marketo Fu Marketo-Fu - Episode 22: Linebreaks for Text Area Fields - Marketing Nation Creating a New Line Program Token to Organize a History Field
  • 31. Things you can do in Marketo Sky today! Veronica Holmes, Principal Consultant Resolution Marketing Services
  • 32. 32Proprietary and Confidential | 息 Marketo, Inc. Blue (Marketo!) Sky Thinking Using Marketo Sky right now
  • 33. Agenda Who should be using Marketo Sky? Whats different in Marketo Sky? New ways of working explained Note Im ONLY showing features everyone has! (So avoiding things like Event Caps which is an add-on feature)
  • 34. First thing to remember Marketo Sky is NOT a test/sandbox environment. Its your live system with live data! You can launch campaigns from Sky, and changes made in Sky will immediately reflect in Classic (and vice versa).
  • 35. Who Should be Using Marketo Sky? Marketo says everyone. I disagree! Admin (or experienced) staff only. Most new functionality is released in Sky Odd user experience - new features (YAY!), but not enough total features yet to use it without going back and forth, which will confuse inexperienced users.
  • 36. How do I access Marketo Sky? Either through the Marketo Sky tile on the My Marketo screen, or through the Main Superball Menu. If the tile isnt there, you dont have access.
  • 37. How do I go back to Marketo Classic? Through the Main Menu (it will now say Marketo Classic). Notes: 1. If you opened Sky from the My Marketo tile it will have opened in a new window with Marketo Classic still sitting in the background. 2. If you click on any Main Menu item not yet available in Sky, it will open Marketo Classic instead.
  • 38. My Marketo Views and Widgets Only useful one at the moment is Expiring Soon
  • 39. Saved Rules Smart Lists These rules are like List Views for now they are YOURS alone, you cant share them
  • 40. Saved Rules Smart Lists
  • 41. Saved Rules Flows These rules are like List Views for now they are YOURS alone, you cant share them
  • 42. Saved Rules Flows Particularly great if you have LOTS of Add Choices in a flow step, and want to clone/reuse the whole thing in a new smart campaign!
  • 43. Asset Tagging (Labels) Add labels to ANY asset type to make them easy to find!
  • 44. Sort the Tree Date Ranges and Program/Campaign/Asset Types https://help.marketo.com/hc/en-us/articles/360003197473-Use- Filters-to-Sort-the-Tree
  • 45. Sort the Tree Labels https://help.marketo.com/hc/en-us/articles/360003197473-Use- Filters-to-Sort-the-Tree
  • 46. Local Assets Set Expiration Date Set expiration for Triggers, Landing Pages, and Recurring Batch Campaigns
  • 47. Local Assets Mass Approve/Unapprove Only works at the program level! Under the Assets tab.
  • 48. Priority Override for Trigger Campaigns
  • 49. Priority Override for Trigger Campaigns - Setting
  • 50. Priority Override for Trigger Campaigns View in Classic
  • 51. Priority Override for Trigger Campaigns https://help.marketo.com/hc/en-us/articles/360010183814-Priority- Override-for-Trigger-Campaigns Limited to 25 business critical smart campaigns. Needs Edit Trigger Campaign Priority permission enabled in your role.
  • 52. Image Editing Highlight any image in the image library
  • 53. Image Editing (2) Edit images inside Marketo great for when your image doesnt quite fit the space in your email template Adobe Photoshop (lite!) tools integrated into Marketo with no need to actually own a Photoshop license.
  • 55. Spread the word mugs.marketo.com is the new site for Marketo User Groups - Also, this is where we will post todays slides
  • 56. Adobe Summit is around the corner!
  • 57. Whos next? Wed love to hear your Marketo story - big or small Contact me at james_gunn@technologyonecorp.com or https://www.linkedin.com/in/jnkgunn/