Plan your Marketo Implementation in your first 30 days! The presentation summarizes a simple process of Planning, Implementing, Training and Measuring the results for Data Driven Marketers who are using Marketo.

1. Preparing for a Marketo
Implementation & Managing
Your First 30 Days
Dan Radu
President & Founder, Macro
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2. What Will You Learn Today
• Why Marketo is your marketing automation solution
• The Importance of Implementation and Training
• Planning a successful implementation
• First 30 Days: Marketo Implementation
• Next 60 Days: Marketing Campaigns
• Implementation pitfalls and risks to avoid
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3. Choosing a Marketing Automation
Platform
• Robust Salesforce CRM Integration
• Enterprise features which match your needs
• Ease of Use and Navigation
• Technology and service partners available for help
• Support Community
• Support Services
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4. Why Choose Marketo
• Best Salesforce CRM Integration
• Best enterprise features for personalization
• Large Community & User Groups
• Pace of Innovation
– Marketo rolls out several new features per year
• Easy to use tree folder structure
• Largest Ecosystem of Partners & Integrations
– LaunchPoint
• Free, Premiere or Elite Support Available
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5. The Importance of
Implementation and Training
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6. Importance of Implementation and
Training
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• Easier to bring marketing operations up to speed
• Less likely to run into errors or problems
• Alleviates the burden on staff
• Crucial to build a solid foundation for operations
• Prepares the team for unexpected issues
• Team gets accustomed to best practices
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7. Marketo Success Steps
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8. S
U
C
C
E
S
S
Marketo Success Steps
1 - Plan
Who are you
targeting?
What campaigns
will you run?
Who is involved?
2 - Implement
Technical Set up
Template Design
Salesforce
Integration
3 - Train
Processes
Marketing User
Training
Sales Training
Internal Marketo
Champion Training
Campaign
Execution
4 - Measure
Campaign
Effectiveness
Sales Results
30 Days Timeframe
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9. First Things You Need To Do
• Identify measureable objectives
• Establish current benchmarks
• Involve all stakeholders
• First 30 Days: Marketo Implementation
• Next 60 Days: Marketing Campaigns
• Reporting
• Avoid common pitfalls
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10. Prioritize Your Objectives
Priority Strategic Objective
1 More Leads
2 Better Quality Leads
3 Engagement of Existing Customers
4 Qualifying Sales Readiness
5 Nurture Leads Which Are Not Ready To Buy
6 Streamline marketing and sales operations
7 Other
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11. Questions to Ask Yourself
• How do you measure your marketing success?
– Is email click enough success?
• What marketing tactics do you practice?
– Email, web content, paid search, events etc
• How do you handle marketing-to-sales lead handoff?
– What is a Marketing Qualified Lead (MQL)?
• How large is your database? Which leads do you need?
• How do you manage forms and landing pages?
– Marketo Forms vs. Embedded Forms
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12. Who Should You Involve
Responsible Party How are they involved?
Marketing Team • Setting objectives
• Executing Marketing Campaigns
• Following Brand Guidelines
Web Team • Website Tracking Code
• Updating the website forms
IT / CRM Team • CRM Integration
• Vanity domains (e.g. go.YourCompany.com)
• Email Authentication ( DKIM, SPF)
Sales Leadership • Working the leads provided
• Using the Email Templates provided
• Lead Assignment process
• Coordinating Sales Training
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13. First 30 Days
Project Management
• Project kick-off and team alignment
• Step by Step Plan
• Define a lead lifecycle
• Marketing Operations Roles &
Responsibilities
Marketing Set Up
• Marketing Channels Setup
• Dedicated Email IP Setup
• Email Templates
• Landing Page Set Up
• Forms Set Up
• Target Audience
• Buying Persona & Scoring
CRM Integration
• Sales Process
• Sales Dashboards
Technical Set Up
• Website Tracking
• Create CNAME
• Implement Email Authentication
Training
• Internal Marketo Champion
• Sales Team Training
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14. Beyond Your Marketo Implementation
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15. Next 60 Days
Campaign Execution
– What programs are in your marketing calendar?
– What content do you have and what content needs to
be created to fuel the marketing automation machine?
Measure and Adjust
– How do you measure success?
– Where do your reports live?
– What report is relevant for sales?
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16. Implementation Pitfalls and Risks
• Too much focus on technology
• Not enough focus on strategy & objectives
• No measurable objectives
• No clear definition of buying persona
• Not investing in the right partner
• Lack of internal training for all stakeholders
• No clear roles and responsibilities defined
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17. Marketo & CRM Experts
Better Marketing Operations
Dan Radu
Founder & President Macromator Inc.
Marketing Operations & MarTech
Agency
http://MOps.Agency
+1 647 760 8629
dan@Macromator.com