Marketo s, Automation, and Drip Campaigns User Guide

Transcription

1 Marketo s, Automation, and Drip Campaigns User Guide Setup campaigns are a basic function of a marketing program. While you don t need a lot of planning to do a simple campaign, several components are required: creative Mailing list or lists Smart Campaign to run the mailing Listening campaigns for tracking Best Practice: When creating assets, include in their names a unique code, such as the tracking numbers used for campaigns in EMEA and NA, to make finding them more easily in Marketo s search-based menus. Basic templates for these components are present in our program templates, so clone the one that is appropriate to what you are promoting. For most non-event product promotions, the Website Promotion template is the right choice. Corporate Marketing advises that the Alert or Notification template should be used only rarely, but it may be the right choice for an operational or transactional to a client. Once your new program is set up, you can create your new components from scratch or clone them from another program. Refer to Corporate Marketing guidelines for naming, and be sure to use one of the official SCORE names listed here: All Information Solutions campaigns will fall within one of the Talent categories. You can score for two or more categories by listening them all, separated by a space, at the start of your program name. For example: Talent_Mobility Talent_Leadership Webcast Leadership and Global Mobility ANZ Guide to Marketo for Information Solutions 1 November 2014

2 Creatives You can use Marketo s editor to create s, or you can make them externally with an HTML editor. Some may prefer to author externally in order to have a backup and a file that can be repurposed as an OFT for personal use by consulting staff, while others may prefer the simplicity of using Marketo s WYSIWYG editor. Depending how you make them, your editing options will differ. Cloning may be the simplest option for most uses. The source will likely contain all the pieces you need. Mercer Corporate Marketing has numerous templates with required footer info for legal compliances. Some s use Snippets to divide an creative into various editable chunks for the header, body, and footer. Other s have all components in a single HTML block. To start from scratch, right-click anywhere in your program and select New Local Asset from the menu. From here, choose . Name your new . Remember to make it specific! You can rename your later, if need be. Choose the Template option Blanks (IPS) for a completely blank template. To enable other templates to Guide to Marketo for Information Solutions 2 November 2014

3 be appear here, you must build them first in the Design space. Note that when building from scratch, you must include a standard Mercer footer with an opt-out link for legal compliance. Click the Operational box for a transactional mailing. Transactional mailings, pertaining to the delivery of a paid service or product, are the only acceptable use of this function. Pictured below is the editor. Most fields are self-explanatory. Unlike ExactTarget, you can specify the sender and reply addresses and names at setup, and they will not change unless you change them. You can use an acceptable mercer.com address, as long as you have permission to do so. Guide to Marketo for Information Solutions 3 November 2014

4 You can also use variables for the sender and reply info (and also the subject line) by dragging the Token icon over them and selecting one of the fields from the list. For mail merges with variable sender info, use these field variables: {{lead.custom-fromsendername}} {{lead.custom-from address}} {{lead.custom-reply address}} Remember to provide valid default values for these in the event the corresponding value in the database is absent. Also, you will need to include these fields in the CSV spreadsheet you will upload with your mailing list. To edit the body of the , mouse over the top of the body area until the outline appears. Click to reveal the gear widget on the right side, then click it to open the editor. (You can also click the edit_text_1 in the sidebar to access it, in this template. If using another template, additional content areas may be listed in this sidebar.) Guide to Marketo for Information Solutions 4 November 2014

5 This opens the editor dialog window. You can edit directly in this window, but in most cases when using this method, you will want to click the HTML button so that you can insert the code you have prepared in an external editor. After you have insert the HTML, you can make simple text edits, if needed, in the WYSIWYG editor. Guide to Marketo for Information Solutions 5 November 2014

6 Although not widely needed anymore, it is advisable to create a text-only version. To do that, simply click the Copy from HTML button and edit. Save your changes to close this window. Use the Actions menu > Send Sample to send a test to yourself or other reviewers. Lists You can send a mailing to one or more static lists or to a dynamic Smart List. To create a new static list, right-click on your program to select New Local Asset, then List. Name your new list. Remember to include your unique project code to make finding it easier later! Separately, in Excel, prepare your list for upload. At minimum you must have an address column. Generally, your upload will go fastest if you delete everything but the column, but you can retain some for use in mail merges. There are numerous fields in Marketo with similar names, but the safe ones to use for merges (the ones that won t be overwritten by automatic synchronization with MercerForce) are: First Name-Local Language Last Name-Local Language Custom-FromSenderName Note that we are blocked from uploading the First, Last, and Company fields to Marketo, so do not rely on those for mail merges. Guide to Marketo for Information Solutions 6 November 2014

7 Your list must be save as CSV for upload to Marketo. When ready, use the List Actions menu to upload the list. You will see a series of dialogs during the upload process. Select as appropriate for your mailing. Guide to Marketo for Information Solutions 7 November 2014

8 Note: If your List Name isn t automatically populated in Step 3, your sender rights may not permit you to upload the lists. These must be enabled by Rod Wiberg or Cynthia Chang. The upload process can take up to several minutes if the list is very large. Guide to Marketo for Information Solutions 8 November 2014

9 Listening Campaigns Listening Campaigns are a kind of Smart Campaign for tracking opens, clicks, and unsubscribes. These must be configured and activated prior to sending an , or not stats will be gathered. While this is a hassle, if done correctly these campaigns can apply to any within the same program, so you may need do it only once for multiple campaigns. Select one of the Listening Campaigns built into the template and then click the Smart List Tab. In the Opens trigger box, change is to contains and then select only the program name, not your specific name. This will make the listening campaign track any you create within this program. In our example, the trigger dialog looks like this: Continue on the Flow tab. Generally you will not need to alter anything here, and it will look like this: Finally, click the Schedule tab and select the Activate button to turn on the listening campaign. Guide to Marketo for Information Solutions 9 November 2014

10 Repeat this process for other two listening campaign components. The lightbulb icons will appear lit when all are properly activated. In this illustration, only the Listen for opens campaign is activated: Smart Campaign There is at least one Smart Campaign in every new program cloned from a template, usually named 1. Send . It is a good idea to change this to something more specific. To do that, select the Smart Campaign and select its name in the main window on the right, then type the new name and save. Use the Smart List tab to select the mailing list or list. This is where having a unique code in your list name helps! It can narrow the menu from thousands of choices to one. Use the green + button to add more than one list. If you have a list to exclude, drag another Member of List filter from the list on the right and change in to not in. When using exclusion lists, the default choice to use ALL filters must be selected. If you change this to ANY, you will instead send to the people you want to exclude. Use the Flow tab to select your . Again, having a unique name for you asset helps. Also, the must be approved to appear in this list. It should not be necessary to change any setting in Flow step 2. Guide to Marketo for Information Solutions 10 November 2014

11 Advance to the Schedule tab and select Run Once to send immediately or set a future time for the campaign to run. Results After a campaign runs, you can a snapshot of the stats by selecting the Smart Campaign icon, then the tab on the right. These stats can also be accessed from the Analytics section, for those who have access only to that area. If you want to look at specifics results, such as who were the people who clicked a link on the , create a Smart List. The setup for that is as simple as this: Guide to Marketo for Information Solutions 11 November 2014

12 An advantage of the Smart List is that you can use it later for a follow-up mailing to just those recipients. You can also make it part of an automated program, as we will discuss later. Tips for Restricting the Number of s Someone Receives Marketo s tools can help you prevent multiple mailings to an individual in a limited time period. For example, some of our survey participants may receive multiple updates because they contribute to more than one survey. You can use exclusion filters and lead flow restrictions to prevent this. Simple Suppression To perform a suppression, go to the Smart List tab of your smart campaign. Drag another member of list tab into the workspace, mark the lead as not in and select your suppression list. Guide to Marketo for Information Solutions 12 November 2014

13 Filters A notable section is the filters tab, which allows further options. You can choose for all of the requirements be met, any of them be met, or a combination of the two. In the image below, the ALL option is selected, thus all the requirements must be met. Leads that are in the first tab and are not in the second will receive the . If the ANY tab would be selected, leads that are in the first tab, or not in the second, would be sent the . In the example below, it would be a poor idea to choose OR with a lead not in tab. It would more appropriately be used with lead in tabs. A combination of the two filters can be used by clicking the advanced options and putting like tabs in parenthesis. Ex: (1 and 2 and 3) or 4 (1 and 2) or (3 and 4) If there is a red bar underneath the equation, it will not function correctly. Guide to Marketo for Information Solutions 13 November 2014

14 Delayed suppression To hedge against clients receiving multiple s in a certain timeframe, suppress against the other campaign(s) as shown above and send. Afterwards, delete the suppression tab, then reschedule for a later date of your choosing. The caveat is that the Smart List Settings on the schedule page MUST be set to the default Each lead can run through the flow once. This allows those addresses suppressed from receiving the to pass through, while those who have received the will not receive a duplicate . Guide to Marketo for Information Solutions 14 November 2014

15 Planning For more involved campaigns, featuring multiple mailings, lists, forms, and automation, it is essential to have an overview of the steps in a marketing campaign in order for it to be fully automated. You do not need finished materials for each step, but you do need to know, at the start: The event that triggers the program steps (e.g., filling out a form) What the following steps will be (e.g., the number of follow-up mailings) When each of this steps should occur (relative to the triggering event) What supporting assets will be required and when they need to be ready (e.g., landing pages) Example: If you wish to have a campaign that starts when someone fills out a contact form and consists of a sequence of four follow-up s, you need a Smart Campaign for each of the four follow-up mailings. Each of these Smart Campaigns must be activated at the time your campaign launches. Important: The Smart Campaigns that control each step in the process must be configured and activated prior to the initial event that triggers the sequence of follow-up action. You can configure them with unfinished creative assets and Smart List and flow parameters and update these later, but you must activate the Smart Campaign itself prior to your program launch. Guide to Marketo for Information Solutions 15 November 2014

16 Below is a diagram that illustrates an elaborate program to acquire leads and narrow them down. Your program need not follow this example, but it may give you an idea of all the steps to consider when planning how yours will work. Drip Campaign Setup The most common trigger for an automated campaign is filling out a form. Your promotional campaign may also include steps prior to this trigger, such as an online ad campaign or an to a large number of known prospects. When a lead volunteers information on a form, it indicates engagement and a willingness to receive communications from us (in some locations, such as Canada, explicit opt in is also required). Therefore we will use a form as the triggering action in the following examples. A form can be as simple as a contact form, such as sign up for a mailing list, or it might be used as gateway to gather lead information before granting access to something, such as free report. What the form leads to may be specified with the form element or landing page element. In the below sample, we have set up a form and a landing page, which displays the form element plus explanatory text and branding. You can use a Marketo landing page to host the form, or you can embed Guide to Marketo for Information Solutions 16 November 2014

17 it in a mercer.com page or an HTML page but not, at present, on an imercer.com content page. At the end of this document are more details on forms and landing pages in Marketo. You will need to configure and activate a listening campaign (a kind of Smart Campaign) to monitor the form s activity. Here is a basic Smart List setup for a form listening campaign, using the trigger Fills Out Form : Guide to Marketo for Information Solutions 17 November 2014

18 In the Flow step, you specify what actions the form will trigger. You could make that an automated thank-you for filling out the form, or it could apply lead scoring, or it could add the contact to a list, or do multiple things. Finally, activate the listening campaign in the Schedule step. Guide to Marketo for Information Solutions 18 November 2014

19 With the form s listening campaign activated, you can now use form activity for your automated followup steps. In this example, we will have four Smart Campaigns. Step 1: sends as soon as form completed. Step 2: sends a week later, during the business week. Step 3: sends two weeks after filling out the form, during the business week. Step 4: sends final , three weeks after filling out the form, during the business week. Remember, all assets used in a Smart Campaign must be approved, so you need s for each in order to activate them. You can use a draft or placeholder if everything is not ready at launch time and change it later, but remember that the Smart Campaigns for each step must be activated prior to the first time someone fills out the form. Here is Step 1: Guide to Marketo for Information Solutions 19 November 2014

20 For step 2, you would follow the same setup as step 1, but add a Wait Step in the Flow to force a delay of one week. You can add a constraint to force the mailing to occur during the business week or other restriction, using the Duration widget. Note the day-of-the-week constraints will be relative to the US Eastern Time Zone, or GMT-5 or -4, depending on the season. Repeat for step 3: Guide to Marketo for Information Solutions 20 November 2014

21 And again for step 4: When step 4 is activated, your entire automated drip campaign will be working and ready to process leads. The campaigns will remain active until you deactivate them. Other Automation Tactics You may wish to narrow the field of leads down to the ones who seem most interested. Instead of having all steps based on just filling out a form, you might make a step dependent on how the lead responded to the prior step. For example, let s say 1 happens to everyone who fills out the form. You could limit step 2 only to those who clicked an important link in 1. To add that condition to the Smart Campaign for step 2, use the Clicks Link in filter and use the Add Constraint widget to specify which link. Guide to Marketo for Information Solutions 21 November 2014

22 You could modify this for later steps to narrow the leads down the most interested. The behavioral scores for these leads should reflect that engagement by being higher than the unengaged leads. Sending Alerts You can also send internal alerts in Marketo when a lead does something (again, usually filling out a form). These alerts can incorporate any lead info gathered from your form. Use the token widget in the composer to add those data fields from the form to the alert. Guide to Marketo for Information Solutions 22 November 2014

23 Most of the program templates include a folder called Send alerts, with a Smart Campaign called Send alert to CTP. This campaign uses by default the trigger for Program Status is Changed. For this to work, the form you use to trigger automation must have a Flow step that changes the program status to correspond to this alert s trigger. If your form doesn t have that step, either add it, or substitute the Fills Out Form trigger here and delete the Program Status is Changed filter. The Flow step is where you set up the internal . Specify your alert template, and add your recipient addresses to the To Other s field. Separate multiple addressees with a comma and space. Activate your alert campaign to finish the setup. Note: By request of Corporate Marketing, leave the Send To field to None. Compiling the Data You Gather To keep track of everyone who fills out the form in this sample, you can either create a static list to store them or create a Smart List, which would let you apply additional filters, or both. Guide to Marketo for Information Solutions 23 November 2014

24 To use a static list, create the list, and then add the Add to List step to the flow of your form s listening campaign. Marketo retains form activity indefinitely, but using the Add to List step will provide you a more or less permanent record of activity. (If you use this method to track web page visits, it will also record anonymous leads.) For a more dynamic way to work with the lead info you have gathered, create a new Smart List that uses completing the form as a condition. By default Marketo constrains the list to 30 days prior, but you can change this time period or delete the constraint. Guide to Marketo for Information Solutions 24 November 2014

25 You can add other filters to this Smart List. For example, you may wish to filter out any competitors or internal staff who have completed the form. Tip: Use the green + button to add multiple conditions in the same filter. Guide to Marketo for Information Solutions 25 November 2014

26 Alternative Internal Send Alert In the event a large amount of responses are expected, the individual alerts can be consolidated to one subscription that has a campaign overview. Another use for this would be broadly monitoring multiple campaigns including leads or landing pages. Go to the Analytics section Create a report. Note that there are different attributes depending on which folder you create a new campaign from. For example, the reports within the landing page folder have attributes pertinent to landing pages, the lead folder for leads, etc. Guide to Marketo for Information Solutions 26 November 2014

27 Select the campaign(s) campaign to monitor and the timeframe for the data. Narrowing down the results further can be done in the Smart List tab similar to the smart list setting up an . Schedule your subscription in the Subscription tab. You can choose the addresses and interval. Guide to Marketo for Information Solutions 27 November 2014

28 Finally, verify the report data is what you wish to receive at the report section. example: Guide to Marketo for Information Solutions 28 November 2014

29 Integrated Example Once you understand the basics, you can see the potential for building programs with several integrated components with a consistent user experience. Landing Page This program used a targeted online ad campaign to draw leads to a landing page created in Ion. This landing page in turn directed leads to a Marketo page with a form that delivered the free download and also triggered an with additional information. You could also use imercer or marketo to host the landing page. Guide to Marketo for Information Solutions 29 November 2014

30 Marketo Landing Page with Form In this example, we have a Marketo Landing Page with an embedded form. Building a basic landing page in Marketo is easy, but it may take some practice to master the formatting tools. You can also embed a form in a mercer.com page or any HTML page, but at present embedding Marketo forms in an imercer.com ASP content page is not supported. Guide to Marketo for Information Solutions 30 November 2014

31 Marketo Triggered This corresponding to the above landing page and form is triggered at the time a lead fills out the form. It duplicates the link to the free download and also serves as an easy reference, in case the lead decides to act on the promotion later. Guide to Marketo for Information Solutions 31 November 2014

32 More on Forms, Alerts, and Analytics There are two form options in Marketo that Mercer uses. The newer option, called Forms 2.0, is the default and is better for almost every use. Tip: If you need to gather country info, use the field called Country (C) in the form builder. It includes a pre-populated list of every country and will not conflict with the country data stored for some contacts in MercerForce. This form builder is also where you can specify what the form does (this can also be determined, or superceded, by instructions in a Marketo landing page the form is embedded in). If you want to ask questions on this form that are not among the standard contact data fields, you may need to request an additional contact field be added to the database. Contact Cynthia Chang to arrange this. Guide to Marketo for Information Solutions 32 November 2014

33 Here is a Marketo form placed, with its embed code, in an HTML file and hosted on imercer.com. You can get this code in the form builder. If you want to use this option, the action done by the submit button must be defined in the form builder. Some Marketo users are limited to the Analytics section. This internal alert directs them to page in Analytics with a relevant report. For more on this feature, contact Ryan Kuhl. Guide to Marketo for Information Solutions 33 November 2014

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35 Questions and Support Contact either Tom Wallace or Ryan Kuhl for assistance on program features and setup. For user access or feature access, contact Cynthia Chang or Rod Wiberg Guide to Marketo for Information Solutions 35 November 2014