Marketo Helps Us Reach Our Marketing Goals

Marketo is being used on our marketing and customer success teams. The marketing team uses it to reach out to prospects to promote pieces of downloadable content and events (in-person and webinars). The customer success team uses it to reach out to customers regarding important product information and for upsell opportunities.

Marketo has allowed us to set up multiple nurture streams to stay in touch with prospects based on their specific industries and job functions. This nurture program runs seamlessly, so we can rest assured that people in our database are being contacted by us periodically without us having to do any manual work beyond the set up of the nurture flow.

With that said, there are a lot of nuances with Marketo that you need to learn in order to ensure your programs are running smoothly. Be sure to map out what you want your flow to look like, then test and test again.

We've begun using Marketo to set up our interest scoring model. This varies from our overall lead scoring in that we're specifically taking a look at which pages and content contacts are most interested in, so we can better tailor our messaging based on their particular interest. We're still in the early stages of this process, but we're hoping to be able to further segment our lists based on interest, in additional to demographics (job role, industry, location, etc).

Do the trainings! There's so much Marketo can do and there are multiple ways to do things so it can be a little overwhelming at first, but take advantage of their free online courses.

Make sure you test everything you're doing in Marketo to ensure it's meeting your goal of that particular campaign (adding people to lists, updating statuses, etc).

Don't be afraid to try new things in Marketo (play around with Smart Campaigns, utilize tokens, etc). Marketo can help you streamline a lot of processes, but you need to take the time to learn how to set everything up correctly. It'll be worth it in the end!

I turn to the Marketo community multiple times a week. A lot of times if I'm having trouble with something in Marketo or if I have a question, someone has already asked that question and Marketo experts have responded with their possible solutions. You can ask questions on the functionality of Marketo or even which tools people are integrating into their Marketo instance to make the most out of it.

For example, I just went to Marketo today to try to troubleshoot some integration issues I'm having with Zoom webinars. I found a post that helped me determine next steps and I'm much closer to finding a solution.

Use tokens in your programs (beyond personalization of first names). If there's a process you duplicate regularly (i.e. an event/webinar), you can set up programs in Marketo and take advantage of tokens to automate the process and fill in each event's information and insert links and information specific to that event.