Scalable Marketo Webinar Programs
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This document discusses how to create scalable webinar programs using Marketo. It provides details on integrating webinar service providers, setting up local assets like emails and landing pages, using templates and tokens to streamline program creation, and best practices for capturing data and maximizing ROI from webinar programs. Key steps include setting up consistent email formats, templates, and tokens; creating programs in the event partner and Marketo; syncing with Salesforce campaigns; and ensuring attendee data is passed correctly.
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Ad
Scalable Marketo Webinar Programs
- 1. Scalable Marketo Webinar Programs October 30, 2014
- 2. Event Partner Integrations Maintain corporate branding Control invitations and signup pages Leverage automation All major webinar service providers integrate Automatically passes attendee/no show information1
- 3. Webinar Program Local Assets Emails Invitation x 3 (T 3 weeks, 1 week, 2 days) Confirmation Reminder x 3 (T 1 week, 1 day, 1 hour) Followup x 3 (followup requests, attended, no show) Landing Pages Registration page Thank you page Webinar calendar (optional)
- 4. Campaigns & Smart Lists Campaigns Invitations Reminders Registration Registration Error Alerts Bounce Alerts Followups Smart Lists (optional) Registered Attended No Show On Demand Requested Followup
- 5. Unique Webinar Program Creation PROS Unique asset messaging Unique asset formatting or branding CONS High time investment (~20 hrs)
- 6. Webinar Templates Clone and modify existing webinar programs Use {{my.tokens}} for maximum scalablility Initial set-up takes approx ~4 hours Clone and modify < 1 hour
- 7. Asset Set-Up Create a consistent format for emails Break that format into sections/tokens Consider paragraph text with different format requirements as separate segments/tokens Repurpose sections/tokens across your different assets
- 8. Setting Up Your Tokens
- 9. Calendar File Used to add webinar to calendar Hyperlink text is what will display in the asset when token is used Do not use formatting or rich text tokens2
- 10. Show Marketo Programs & Assets
- 11. Creating A Webinar Program Create in Event Partner Program first3 Ensure you set it up for Marketo to send emails Clone your template and rename Copy webinar data into your tokens Sync to SFDC Campaign (create new)4 Test your emails and activate campaigns
- 12. Post Webinar (Required Activities) Ensure data pushed over correctly5 Update recording links Redirect registration page to recording page6 Test followup emails Activate campaigns
- 13. Maximizing Webinar ROI Data capture Registered vs attended Questions asked Poll answers Followup requests Engagement scores Score based on Attended/No Show Engagement score) Communicate to sales via SFDC tasks
- 14. Appendix 1. Attendee/No Show data is passed after the completion of the webinar. If you accidentally start/stop the webinar before its actually over (i.e. while testing), you will need to manually refresh data from the Marketo Program 2. In calendar files, you cannot use formatted text from rich text tokens. If you do, the HTML code for the formatting will show in the calendar file. 3. Assumes integration between your event provider and Marketo is already set up. If not, search the community for the name of your event partner and then download and follow the integration instructions. 4. Creating your SFDC campaign from Marketo will ensure that the program/campaign statuses are aligned. This is critical for optimizing communication with your sales team. 5. If attendee data does not update post webinar, it requires manual refresh from the Marketo Program 6. Some companies will edit their registration page to host the recording post webinar.
Editor's Notes
- #3: 1Attendee/No Show data is passed after the completion of the webinar. If you accidentally start/stop the webinar before its actually over (i.e. while testing), you will need to manually refresh data from the Marketo Program
- #9: Calendar file used for confirmation and reminder emails allows recipient to add the event to their calendar Description email: webinar description formatted to match email body Description LP: webinar description formatted to match landing page body Event date: Token for the date of the webinar used for reminder and invitation smart campaigns flow steps Recording hyperlink: updated post-webinar Links to page hosting recording Automatically populates followup emails Registration page: URL of the registration landing page Automatically populates registration links in invitation emails Title: Webinar title used in subject lines and calendar file Title form header: Webinar title Formatted to landing page form header
- #10: 2In calendar files, you cannot use formatted text from rich text tokens. If you do, the HTML code for the formatting will show in the calendar file.
- #12: 3Assumes integration between your event provider and Marketo is already set up. If not, search the community for the name of your event partner and then download and follow the integration instructions. 4Creating your SFDC campaign from Marketo will ensure that the program/campaign statuses are aligned. This is critical for optimizing communication with your sales team.
- #13: 5May require manual refresh from the Marketo Program 6Many companies will edit their registration page to host the recording post webinar.