Marketo Lead Management. User Guide Version 1.0

(1)

Marketo Lead

Management

User Guide Version 1.0

(2)

CONTENTS SETUP AND CONFIGURATION ... 6

Setting up Salesforce.com Integration ... 6

Required Salesforce Permissions for the Salesforce Sync Account ... 11

Default Salesforce Field Mapping ... 12

Installing the Marketo AppExchange Application to Salesforce ... 14

Customizing Marketo Landing Pages with Your Domain (CNAME) ... 19

Adding JavaScript Tracking Code to your Website (Munchkin) ... 23

Setting up SPF for your emails ... 24

GETTING STARTED WITH MARKETO ... 25

Main Sections of the Marketo Web Application ... 25

Marketo User Interface ... 26

Key Concepts ... 33

ADMIN SECTION ... 36

Managing Marketo Users ... 37

Admin Salesforce Sync Status ... 40

Landing Page Settings ... 42

Changing the default email address ... 43

Changing the unsubscribe text for your emails ... 44

Munchkin Setup ... 45

Field Management ... 46

Finding All Field Names Within Marketo ... 51

(3)

LEAD DATABASE ... 54

Smart Lists ... 54

Lead and Flow Actions ... 64

Data Management ... 67

Working with Duplicates ... 68

Finding Junk Leads ... 70

Finding Competitors ... 72

Data Cleanup ... 74

Static Lists ... 76

Import Leads... 79

Export a List ... 83

Getting to the Lead Detail Page ... 85

DESIGN STUDIO: FORMS ... 88

Creating a Basic Form ... 88

Adding Fields to a Form ... 91

Editing Field Properties ... 91

Making a Field Required ... 92

Making a Field Hidden on a Form ... 94

Progressive Profiling ... 97

Adding a Date Picker to a Form ... 100

Advanced Form Field Options ... 102

Adding or changing values in Select boxes and Radio Buttons ... 103

Mapping Select Boxes and Values ... 104

(4)

DESIGN STUDIO: LANDING PAGES ... 106

Creating Landing Pages ... 106

Adding Rich Text ... 108

Uploading an Image ... 108

Adding a Rectangle Shape ... 110

Adding Forms to the Landing Page ... 111

Changing the Follow Up Page for a Landing Page Form ... 112

Using the Rich Text Editor ... 113

Landing Page Test Groups ... 119

Creating a Test Group ... 119

Cloning a Landing Page Test Group ... 123

Web Developers Only ... 125

Creating a new landing page template ... 125

Editing a Marketo Landing Page Template ... 127

Adding Custom HTML to a Marketo Landing Page ... 129

Changing the Color of the Submit Button in a Single Landing Page ... 130

UTF-8 Support ... 132

DESIGN STUDIO: EMAILS ... 133

Working with Email Templates ... 133

Creating Marketo Emails ... 133

Editing Text ... 135

Adding Links ... 137

Adding Images and Files ... 138

(5)

Include a Plain Text Version of Your Email ... 140

Sending a Test Email... 141

Downloading the HTML of an entire Email ... 142

Approving an Email ... 143

Sending Emails from the Lead Owner ... 144

Email Design Best Practices ... 145

Web Developers Only ... 148

Creating a New Email Template ... 148

Making Sections of Your Template Editable ... 150

Sending a Test Email... 152

Disable Decoration for an Email Link ... 154

Removing the Border from Email Image Links ... 155

Troubleshooting Tips ... 156

What to do if you did not receive an email ... 156

Sent email doesn't look like preview ... 157

How Marketo Tracks Email Activity ... 158

Images and Files ... 160

Uploading Files to Marketo ... 160

Grabbing images from web pages ... 161

Get the URL for an uploaded image or file ... 163

Search uploaded images and files ... 164

Delete an uploaded image or file ... 165

MARKETING ACTIVITIES ... 166

(6)

Smart Campaigns ... 167

Creating a Smart Campaign ... 168

Using Static Lists in Smart Lists and Campaigns ... 175

Using Filter Sets ... 176

Multiple Triggers ... 180

Advanced Flows ... 181

Using Add Choice... 182

How the "Sync Lead to SFDC" Flow Action Works ... 185

Using Send Alert ... 186

Campaign Qualification Rules ... 189

Customizing Batch Campaign Schedules ... 190

How Campaign Processing Works ... 191

Speed Expectations for Common Actions ... 193

Getting a List of Bounces from an Email Campaign ... 193

Basic Campaign Flows ... 195

Creating a Program ... 195

Drip Campaigns ... 199

Tagging Campaigns ... 204

Scoring Campaigns ... 206

Inactivity Filters and Campaigns ... 211

Named Account Alerts ... 214

A/B Testing Campaigns and Emails ... 216

ANALYTICS ... 219

(7)

SETTING UP SALESFORCE.COM INTEGRATION

Marketo provides a robust, bi-directional integration with Salesforce.com which keeps both Marketo and Salesforce in sync all day, every day.

When you perform the following steps, Marketo will pull down a copy of your Salesforce.com database including objects and custom fields.

Important: No changes to the data are made during this step. Marketo just pulls down a copy

of the database.

The initial sync may take all day, depending on the size of your database. Once complete, Marketo will continuously maintain sync with Salesforce with 5 minute intervals between syncs. Follow the steps in this article to set up your Salesforce integration.

Click the Admin link at the top of the Marketo UI. You must have Administrator permissions to access this link.

Click Salesforce.com in the tree on the left.

You need to provide your Salesforce login and security token to enable the sync.

Important Note: The Salesforce account you use in Marketo must have specific permissions

enabled. Without these permissions, the sync will fail and turn off. Most customers give the supplied credentials admin access.

(8)

Integration, please see the following section: Required Salesforce Permissions for Marketo Integration.

Best Practice: We recommend that you use a dedicated Salesforce account such as

"marketo@yourcompany.com". This lets you know distinguish between changes made by Marketo versus other Salesforce users. If you prefer not to use a separate Salesforce account for this, you can use any other Salesforce account instead.

Enter your credentials and click the Sync Fields button.

If you don't know your Salesforce.com security token, follow these instructions to reset it: 1. Log in to Salesforce using the browser to request your security token.

2. Go to Setup > My Personal Information > Reset Security Token.

3. Click the Reset Security Token. You'll soon receive an email with a new security token. 4. Copy the token from the email and paste it in the Token field in Marketo.

(9)

summary:

At this point, you can either use Marketo's automatic field mapping or customize the mapping yourself. We automatically map fields when they are named the same. If you're interested, this article explains the default mappings in more detail:

Example: If you have a custom field called "Eye Color" on a lead and one called "Eye Color" on

a contact, Marketo will create one field called "Eye Color" shared by leads and contacts. This will allow you to search for matching leads and contacts at the same time.

If your fields are named "Eye" on a lead and "Eye Color" on a contact, you'll need to manually map those together. If so, click Edit Mappings and continue to the next step.

To use the automatic mappings, click Start Salesforce Sync to begin importing your Salesforce.com data into Marketo. You can continue to use Marketo while the sync is happening.

Editing field mapping

If you want to edit the default mapping, click the Edit Mappings button. You'll see a list of mapped and unmapped Salesforce and Marketo fields.

You cannot remap the built-in fields, but you can remap the custom fields. To remap a field, drag the Salesforce field (with the Salesforce icon) onto the Marketo field (with the Marketo icon) you want to map it to.

(10)

When you're done, click Finish Mappings, then click Start Salesforce Sync on the approval page to begin the data import. You can continue to use Marketo during the sync process.

Sync Activities

You have the option of pushing certain Marketo events to Salesforce.com. When these activities happen in Marketo, a Salesforce Activity History record is created for that lead or contact.

To access these settings, click the Edit Sync Options button.

Check the boxes for the fields you want to push to Salesforce.com. Click Save when you're done.

Additionally, you can check Sync SFDC Campaigns. If you use SFDC Campaigns, you will probably want to enable this sync.

(11)

Event Description

Filled out form The lead filled out any Marketo form

Added to list The lead was added to a static list

Email sent The lead was sent an email Email delivered The lead received an email

Email opened The lead opened the email for viewing

Clicked link in email The lead clicked on a link in an email sent by Marketo

Removed from list The lead was removed from a static list

Remove from flow The lead no longer proceeds through a campaign's flow

Sales email sent The lead was sent an email sent through Marketo Sales Insight

Sales email opened The lead opened an email sent through Marketo Sales Insight

Clicked link in sales email The lead clicked a link in an email sent through Marketo Sales Insight

Sales email received The lead received an email sent through Marketo Sales Insight

Tip: Email opened is a poor metric to use because email clients often block images. We suggest

you use Clicked link in email as a better indicator of interest.

What about other activities?

Enable Add to List notification in SFDC. When leads trigger the activity of interest, add those leads to the static list; the Add to List event will be created as a task. This is useful for complex activity criteria.

Note: Each activity type is pushed to Salesforce no more than once per day for each lead. This

is to reduce noise for your sales reps and to keep storage use down. If you're interested in getting more Marketo information into Salesforce, check out our Marketo Sales Insight product.

(12)

Only one Salesforce account is used in Marketo for your entire organization. These are the minimum permissions required on that Salesforce account.

You can check these permissions in Salesforce by opening the Profile for that user account (Administration Setup -> Manage Users -> Profiles -> Edit).

The following must be checked:

 API Enabled

 Manage Public Templates

 Edit HTML Templates

Read/Write access on the following objects:

 Task

 Event

 Opportunity

 Opportunity Contact Role

 Contact  Lead  Account  Account Type  Lead Status  User  Campaign  Campaign member

(13)

 Task

 Contact

 Lead

 Folder

Best Practices: Marketo recommends that you create a new Salesforce account, such

as marketo@yourcompany.com. This will help you monitor Marketo modifications to Lead and Contact records in Salesforce.

DEFAULT SALESFORCE FIELD MAPPING

When you initially sync your Marketo account with Salesforce, Marketo automatically makes these associations between your built-in Salesforce and Marketo fields. Marketo will also sync your custom fields on your Leads, Accounts, Opportunities, and Contacts.

Contact fields

Account fields

SFDC field Marketo field SFDC field Marketo field

Birthdate Date of Birth Annual Revenue Annual Revenue

Created Date SFDC Created Date Billing City City

Contact

Description Person Notes Billing Country Country

Email Email Address Billing Zip/Postal

Code Postal Code

Business Fax Fax Number Billing

State/Province State

First Name First Name Billing Street Address

Email Opt Out Unsubscribed Created Date SFDC Created Date

(14)

Last Name Last Name Industry Industry

Lead Source Lead Source Deleted SFDC Is Deleted

Lead Score Lead Score Account Name Company Name

Mobile Phone Mobile Phone

Number Employees Num Employees

Business Phone Phone Number Account Phone Main Phone

Salutation Salutation SIC Code SIC Code

Title Job Title Account Site Site

Account Type SFDC Type

Website Website

Lead Fields

SFDC field Marketo field SFDC field Marketo field

Annual

Revenue Annual Revenue Last Name Last Name

City City Lead Source Lead Source

Company Company Name Lead Score Lead Score

Converted Date SFDC Converted

Date Mobile Phone

Mobile Phone Number

Country Country Employees Num Employees

(15)

INSTALLING THE MARKETO APPEXCHANGE APPLICATION TO SALESFORCE

Installing the Marketo AppExchange application into Salesforce allows you to:

 Add Marketo as a tab to Salesforce.

 Put the Marketo Lead Score and Original Source information fields into your Salesforce page layouts

Note: If you've previously installed the application to get the Lead Score field, you need to

reinstall it to get the Original Source info fields.

You should also check out Marketo Sales Insight for additional Salesforce integration. Go to the Marketo App Exchange page and click Get it Now.

Description Person Notes Zip/Postal Code Postal Code

Email Email Address Rating Lead Rating

Fax Fax Number Salutation Salutation

First Name First Name State/Province State

Email Opt Out Unsubscribed Status Lead Status

Industry Industry Street Address

Converted SFDC Is Converted Title Job Title

(16)

implementation. Click OK

(17)

On the upgrade details page, select Continue.

Click Next to Approve the Package API Access. This allows Marketo to sync with your Salesforce implementation.

Select Grant Access to All Users and click Next.

Caution: Do not select Admin Access Only. You can restrict access by page layouts (referenced

(18)

You'll receive an email confirmation when the application is installed. After getting that email, you'll need to map the new Lead fields to their corresponding Contact fields.

In Setup, under App Setup, select Customize > Leads > Fields. Click the Map Lead Fields button (towards the bottom of the page).

(19)

 Inferred City

 Inferred Company

 Inferred Country

 Inferred Metropolitan Area

 Inferred Phone Area Code

 Inferred Postal Code

 Inferred State Region

 Original Referrer

 Original Search Engine

 Original Search Phrase

 Original Source Info

 Original Source Type Click Save when you're done.

Finally, you'll need to add the new fields to the Lead and Contact detail pages.

In Setup, under App Setup, select Customize > Leads > Page Layouts. Select the name of your page layout and click Edit.

Find the Lead Score field in the Fields box on the top of the page. Drag the Lead Score field to the location where you want it on the Lead page. Repeat this with any or all of the original source and inferred fields.

Click Save when done.

When you're done, repeat this process on your Contact pages to add these fields to that page. Congratulations! You should have the Marketo AppExchange application installed on your system. If anything went wrong, contact support@marketo.com.

(20)

CUSTOMIZING MARKETO LANDING PAGES WITH YOUR DOMAIN (CNAME)

This article explains how to incorporate your landing page within your domain.

Caution: This is a REQUIRED STEP for using Marketo. Without this step, Marketo Landing Pages

will not work properly and you will lose lead data.

 You must have access to your DNS system.

 You may need to work with your IT or Network administrator.

 Also, depending on your IT environment, you may need to make this change on your internal and external DNS systems.

Marketo hosts web pages for you that supplement your existing website. These pages need to have a URL that is similar to your existing website. Setting this up takes a network admin a couple of minutes and is called a CNAME.

Example URL: http://SOMETHING.yourcompany.com

Ask your domain administrator to add a CNAME record to your DNS with this CNAME: 1. CNAME: http://SOMETHING.yourcompany.com (replace SOMETHING to fit your needs) 2. POINTS TO: [Account String].mktoweb.com

To find your Company nickname, click the Admin link in the top right corner of the Marketo UI.

(21)

Example:

Company Website: http://www.acme.com CNAME: http://info.acme.com

Account String: acme

Here is the request you would send to your IT network admin: Dear IT Network Admin,

The marketing team would like to request that you add a new CNAME to our organization’s DNS server (internal and external), which will be used for our online marketing campaigns.

Specifically, please add the CNAME "info" (info.acme.com) which should point to acme.mktoweb.com.

Detailed Instructions:

1. Log in to your domain registrar's site, and locate the 'Zone File Settings', 'DNS Manager' or similar area of your control panel.

2. Create a CNAME record called info that points to acme.mktoweb.com. You will generally see three fields:

1. Alias: This is the prefix that you want to go before the yourcompany.com in the URL which is info (info.acme.com). 2. Type: Must be 'CNAME' (indicating that you would like to point to

Marketo by using its name)

3. Must point to: acme.mktoweb.com Thanks for your help,

(22)

Note: Before sending this email, make sure to replace the details with your desired URL.

Once your network admin completes the request to add a CNAME, go back to the Admin section and click Landing Pages in the left tree.

Click the Edit Domain Settings in the menu.

Put your alias in the Domain name for Landing Pages field. In the future, if you want to add more aliases, enter them one at a time in the Domain Aliases field and click Add Alias. In the Fallback Page field, put the URL where you want people to go if your landing pages are down or if they enter an unknown page.

Put your company URL in the Homepage field. Marketo will retrieve your favicon from that URL.

(23)

part of the Admin section and update the Unsubscribe HTML and Unsubscribe Text with the new CNAME. Click Save Changes when you're done.

Check to make sure your landing pages are visible by going to the Design Studio. Go to the Design Studio and search for your Unsubscribe Page.

Check that the displayed URL matched the alias you entered. Click the View Approved Page button to see the live page.

(24)

ADDING JAVASCRIPT TRACKING CODE TO YOUR WEBSITE (MUNCHKIN)

Marketo's tracking code looks at all visitors to your website so you can track individuals and react to their visits with automated marketing campaigns. Even anonymous visitors are tracked along with their IP addresses and other information.

Caution: This is a required step to use Marketo. Without this tracking code, you will not be able

to use behavioral marketing.

Click the Admin link at the top right inside your Marketo subscription. Click Munchkin Setup in the tree on the left.

Copy the two lines JavaScript in the Tracking Code field and send them to your webmaster to put on your website.

Place the tracking code right before the </body> tag. This is generally in the same location as your web analytics (i.e. Google Urchin).

You don't need to put this on your landing pages; Marketo landing pages automatically include the Munchkin tracking code.

Best Practice: For the maximum benefit, you should put the tracking code on all of your web

(25)

SETTING UP SPF FOR YOUR EMAILS

One quick method to improve your email delivery rates is to incorporate SPF, or the Sender Policy Framework, into your DNS settings. With this addition to your DNS entries, you're telling recipients that you've authorized Marketo to send emails on your behalf. Without this change, your email has a higher chance of being marked as spam since the email was addressed from your domain but was sent from an IP address with a Marketo domain.

You'll need your network administrator to make this change in your DNS record.

If you DON'T have an SPF record on your domain

Ask your network admin to add the following line to your DNS entries. Replace [domain] with the main domain of your website (ex. "company.com") and [corpIP] with the IP address of your corporate email server (ex. "255.255.255.255"). If you send emails from multiple domains through Marketo, you should add this to each domain.

[domain] IN TXT v=spf1 mx ip4:[corpIP] include:mktomail.com ~all

If you DO have an SPF record on your domain

If you already have an SPF record in your DNS entry, just add the following to it: include:mktomail.com

(26)

MAIN SECTIONS OF THE MARKETO WEB APPLICATION

The main sections of the Marketo UI are described below.

My Marketo

Access your most recently used Marketo assets. When you log in, this section is selected by default.

Marketing Activities

Build and organize your Smart Campaigns and Programs. Marketo's marketing automation handles batch email sends and triggered events among other activities.

Design Studio

Create marketing assets including landing pages, forms, and emails. You can design and publish them without the need for a web developer or UI designer.

Lead Database

Segment and view your leads. Use Smart Lists to answer questions like, "Show me all the leads who ____," or to find duplicate leads for merging.

Analytics

View reports to see how your Marketing is impacting your company's bottom line. Reports can be customized with different grouping, timing, and Smart List filtering.

Admin

Set up your Marketo subscription and integration. Only users with Administrator rights have access to the Admin link and options.

(27)

MARKETO USER INTERFACE

This article is about how to use and navigate the Marketo Lead Management user interface.

URLs and Bookmarks

Each page in the Marketo web application has a unique URL that changes as you navigate through the application. If you want to go back or forward through the pages you've viewed, use the Back and Forward buttons in your browser.

Because URLs are unique, you can bookmark your current page so you can return to it quickly in the future; you can also send URLs to others so you can share content and information with them. For example, this URL will take you straight to the Analytics section:

http://app.marketo.com/#AR

Main Sections of the Interface

The user interface is split into three major sections:

 Top (Global Navigation)

 Tree

(28)

Top

The top of the application has two main parts: navigation and status. The navigation menu has links to the major parts of the application:

 My Marketo

 Marketing Activities

 Design Studio

 Lead Database

 Analytics

The section you're in is highlighted. Click on any of the labels to go to that part of the application.

In the upper right, you'll see your name so you know what account you're logged in as. You can click:

 Logout to sign out of the application.

 Admin to go to the configuration section of the application. This is available only for users

with Administrator access

(29)

Tree

You can right click on anything in the tree to view a context menu for that item. The menu has links and actions to help you accomplish your goals faster.

Notice when you right click, many menus have View options. These allow you to jump to a section quickly.

The Quick Find is a powerful search feature at the top of the Tree. It works the same no matter where you are in the application.

(30)

Marketo application for objects that match that word. The search results are displayed in a window to the right of the tree.

If you click on any of the search results, the UI takes you to that object.

If you click the binoculars with nothing in the Quick Find box, it will give you a list of recently viewed items.

(31)

Canvas

The canvas is the general work area when you are looking at any object in Marketo. This area changes depending on the part of Marketo you're using.

Palette

Sometimes, you will see a tree on the right of the canvas with a dotted box on the left. This is a special user interface in Marketo.

The tree on the right is called a palette, and the dotted box is called the target. You can drag items from the palette onto target.

Notice how the palette has a Find box. Start typing in the box to filter the items in the palette, just like the Quick Find.

(32)

Grids

A grid displays information in a table view. You'll find grids throughout the application including in the Lead Database, Activity Log, and Campaign Results.

Below is a quick overview of what you can do in a Marketo grid. Grids vary slightly throughout the application, so not all functions are available in every grid:

Grid Section Description

A. Filter Results Open the Filter Results menu to pick a filter set, or pick Custom to create your own. See Using Filter Sets..

B. Pagination Go to the first or last page of a grid, go forward or back one page, or go to an arbitrary page.

C. Refresh Reload the contents of the table. Use this instead of reloading the whole page.

D. Export Download the content of the grid as an Excel-compatible spreadsheet. E. Quick Find Show only the grid items that match your search terms.

F. Column Sorting

Click the header row, then pick this to change the columns in view. Click the header of the column you want to sort, then pick Sort

(33)

Ascending or Sort Descending to sort the column.

G. Columns/Column Chooser

Click the header row, then pick this to change the columns in view.

H. Column Reordering Drag and drop a column header to change the order of the columns.

I. Grouping Toggle grouping with the Show in Groups checkbox. Pick the column to group by with the Group By This Field option.

J. Row Count View the total number of rows across all pages and the set of rows you're viewing.

You can also interact with the rows of some grids:

 Single click: select a row

 Double click: displays detailed information about that row

 Control+click: adds that row to your selection. If it's already selected, remove the row from the selection

 Shift+click: selects all rows from the selected to the clicked row

Getting Help

If you ever need help when using the application, click the Help button in the upper right corner for help with the page you're using. For additional help options, open the Help menu.

(34)

KEY CONCEPTS

SaaS (Software as a Service)

Marketo is a SaaS application. You don't have to install software with Marketo. Just login at

http://app.marketo.com to access your subscription.

Leads and Contacts

Marketo contains a full Marketing Database. You can have this sync'd with your Salesforce subscription on your first day with Marketo. We take both contacts and leads in SFDC and treat them as individual human beings which we call Leads. A lead in Marketo could be mapped to a Salesforce contact or a Salesforce lead. Marketo automatically figures out which is which and makes the correct assignment.

Many customers put leads initially into Marketo and wait to push them to Salesforce until they are qualified. Qualification is defined by you and is very easy to set up.

Anonymous Leads

When a person visits your website, we cookie that person using a small piece of JavaScript. We then track that person wherever they go on your site and whatever they click on. We will know a lot about them and make that information available in web activity reports.

When the person clicks a link in an email or fills out a form then they are automatically converted into a "known lead". Known leads can be emailed in subsequent campaigns. You can run lots of campaigns on anonymous leads (scoring, for example) before you even know who they are. When they are converted into a known lead, you will have a rich history about them right away.

Marketing Automation

When we talk about Automation, we mean several different areas of functionality.

Batch and Drip Campaigns

Marketo gives you the ability to send out a large mailing (batch campaigns), and then follow up with subsequent emails days or weeks later based on a schedule (drip campaigns). These drip campaigns can be controlled easily or stopped in mid-drip, if desired.

The key concept here is that the flow of the mailings (and other actions) is automated. That is, Marketo automatically remembers each lead's status and whether they should get the next mailing.

(35)

Behavioral Marketing

This is a critical area of Marketing's frontier. You want to be able to score leads or change their status based directly and immediately on their behavior. If a user clicks a link in an email or if they visit a particular page on a website, you want to be able to take action right

away. Marketo allows this sort of automation with an easy to use interface.

Business Workflow

Marketo also gives you automated controls over your own data and workflow. You can send out alerts or change fields based on simple or complex criteria. It's all up to you. We give you simple building blocks that you can automate your entire marketing-sales workflow.

Scoring

One of Marketo's most useful purposes is to score leads so that the sales team can act on the most qualified leads first. This increases conversion rates significantly and will yield more profit for your organization. Scoring is an exciting new field for the marketing department, but it is essential it becomes integrated into the overall company revenue pipeline.

Landing Pages

When an end-customer searches on Google, they are presented with a series of links; some paid (AdWords) and some organic. The best practice is to use wording in your ad that will be specific to their search keyword. Additionally, if you bring them to a specific page that follows up on the specific phrase of their search, you will further enforce the idea that you are exactly what they need. These are called Landing Pages.

Landing pages typically are time consuming and annoying because you have to get a web developer and IT involved. Marketo gives the power of landing pages directly to the

marketer. Using a PowerPoint like interface, the marketer can make their own landing pages including a slew of highly interactive components.

Building landing pages is one of the best things you can do to improve conversion rates for your AdWords spend. This is why Marketo spent so much time trying to make it easy to do without IT support.

(36)

Emails

The modern marketer needs to use emails for a variety of reasons:

 The first reason is to send out interesting materials to unqualified leads. This is a key technique to generate some demand. It is important to make sure that your list is clean so that you are not spamming uninterested users. Marketo has a built-in unsubscribe feature that helps keep your list clean and spam-free.

 Another use of emails is as an auto-responder. When a customer fills out a form, they often should have an email sent to them right away. These are called auto-responders. In

Marketo, we differentiate between these types of emails versus normal unsolicited marketing emails.

Data Management

Marketo can actually be used for a host of data management functions. Marketo can:

 Clean up duplicates

 Clean up errant field values

 Re-assign leads based on complex criteria.

This can all be done in our Lead Database section of the application. Many customers start with data management activities before they send out their first mail.

Summary

Marketo is the home for your marketing activities. It integrates seamlessly with Salesforce and covers a wide gamut of things you want to do as a marketing professional. With these key concepts, you are ready to get started with Marketo.

(37)

You can change the application settings, manage users, and more in the Admin section of Marketo.

Accessing the Admin section

Get to the admin section by clicking the Admin link in the upper right corner of the application.

If you don't see the Admin link, then you don't have administrative permission in Marketo. Contact your Marketo administrator to change your account settings.

Parts of the Admin section

The admin section is divided into several sections. You can access each one by clicking it in the tree on the left:

Section Description

My Account Your name, password, email, and other account details Marketo Subscription Change your time zone

Users Add, remove, or change other

users' Marketo accounts Salesforce Enable synchronization with

Salesforce.com

Sales Insight Manage your Marketo Sales Insight subscription

Landing Pages

Change your landing page domain and company homepage

Email Edit default email author and

(38)

MANAGING MARKETO USERS

Manage your Marketo users in the Users section of the Admin page. You can:

 create accounts

 delete accounts

 reset passwords

 change permissions and edit user info

Getting to the Users section

Click the Admin link in the upper right corner of the app (to the left of "Logged in as:"). If you don't see the Admin link, you don't have Administrator access to Marketo. Talk to your Marketo administrator for help.

Once in the Admin page, click on Users in the tree. The Users grid will appear with a list of all Marketo users in your account.

Munchkin Setup

Get the Munchkin JavaScript code and enable the JavaScript API

Field Management

View, hide, and change settings for your database fields

(39)

 A date -- this is an active user

 Pending -- the user was sent an invitation but hasn't completed registration

 Expired -- the user was sent an invitation but it expired

Inviting a new user

To add a new user to Marketo, click the Invite New User button in the menu bar.

In the window that appears, enter the user's first name, last name, and email address. In the Role dropdown, pick the user's access permissions:

 Administrators have access to all of Marketo including the Admin section

 Users have access to all of Marketo except the Admin section.

Optionally, you can change the invite Message. If you do change the text, you must include the invite link token -- {{LoginToMarketoLink}} -- or the invitation won't work.

When you're done, click Invite.

The recipient will get the invitation by email shortly; the new account will not be activated until the recipient clicks the link in the email and follows the remaining registration steps.

(40)

Deleting a user

To delete a user, select the user's row from the grid. Then click the Delete User button in the menu.

A deleted user cannot log into Marketo. If you accidentally delete a user, send them a new invitation by following the instructions above.

Editing a user

To edit a user, double click the user's row in the grid.

In the dialog that appears, you can edit the user's name, email address, and role. When you're finished editing the person, click Save.

Change a user's permissions

To change a user's permissions in Marketo, follow the instructions above to edit a user. In the dialog that appears, change the Role value to User or Administrator. Click Save when you're done.

Administrators have access to all of Marketo.

(41)

Reset a user's password

To reset someone's password, double click their entry in the grid. In the dialog that appears, click the Reset Password button at the bottom.

The user will get an email containing instructions to reset the password.

ADMIN SALESFORCE SYNC STATUS

Here's how to check a customer's Salesforce sync status in more detail.

Check a customer's sync

Log in with the customer's ghost account, the go to the Salesforce page in the Admin section. Check the upper-right corner of the view:

If there's a problem, the text will be red, say "Failed" at the end, and clickable; click it to find out the problem.

The Error Log

The second tab in the Salesforce admin panel -- the Error Log -- shows system-wide problems that prevented a sync from happening such as login failure (as opposed to record-specific

(42)

The Progress log

This tab shows the sync steps for this customer along with any errors that occurred during that step. This is not customer visible.

A new sync starts with sync schema operations.

Check the Status column and Failed Items column for problems. When Status is blank, everything is ok. When it's not blank, check it for any errors that occurred. A status of

incomplete usually means it ran out of memory; the sync will abort then restart in the next

available sync slot.

The New, Updated, Deleted, and Failed Items columns show you how many records were touched during the operations. Failed items will be retried.

Finally, Push Lead to Sales events are not logged here -- they happen immediately.

(43)

LANDING PAGE SETTINGS

Once your network admin completes the request to add a CNAME, go back to the Admin section and click Landing Pages in the left tree.

Click the Edit Domain Settings in the menu.

Put your alias in the Domain name for Landing Pages field. In the future, if you want to add more aliases, write them one at a time in the Domain Aliases field and click Add Alias.

In the Fallback Page field, put the URL where you want people to go if your landing pages are down or if they enter an unknown page.

Put your company URL in the Homepage field. Marketo will retrieve your favicon from that URL.

(44)

CHANGING THE DEFAULT EMAIL ADDRESS

In the Admin section, you can change the default From email address and label for all your emails. These will automatically be added when you create a new email.

Note: This will only change the default address on future emails. Your existing emails will not

be updated.

First, go to the Email section of the Admin page.

Change the From email and From label to any address you want. Click Save Changes when you're done.

(45)

CHANGING THE UNSUBSCRIBE TEXT FOR YOUR EMAILS

If you want to change the unsubscribe links for your emails, you can do that in the Email section of the Admin page.

Warning: If you change the link URL, you must leave on the URL parameters or your

unsubscribe links will not work correctly.

Make any changes you want in this section, then click Save Changes when you're done.

(46)

MUNCHKIN SETUP

Marketo's tracking code looks at all visitors to your website so you can track individuals and react to their visits with automated marketing campaigns. Even anonymous visitors are tracked along with their IP addresses and other information.

Click the Admin link at the top right inside your Marketo subscription. Click Munchkin Setup in the tree on the left.

This is the munchkin the tracking code which should be added to your website (right before the </body> tag). This is generally in the same location as your web analytics (i.e. Google Urchin). You don't need to put this on your Marketo landing pages; Marketo landing pages

(47)

FIELD MANAGEMENT

In the Field Management section, you can:

 view Marketo to CRM field mappings

 customize your lead detail custom tab

 hide fields from view in Marketo

 block updates to fields

 change field names

Getting to the Field Management interface

Go to the Admin section of the application and click Field Management in the list on the left.

Note: Only users with Administrator permissions have access to the Admin section. View Fields

On the right, you'll see a list of all the fields in Marketo and your CRM (if you've synced your Marketo account to a CRM).

(48)

Field detail Description

Type data type of this field

Preview in Form how it appears by default in a Marketo form SFDC Field Map which SFDC fields this Marketo field maps to Block Updates From sources which cannot update this field

Field Used By design studio assets which use the field (click them)

Hide a field

If you want to hide a field in the Marketo UI, select the field in the tree on the right, then click the Hide Field button.

You can only hide fields that are not used elsewhere in Marketo (such as in emails or

forms). Once you hide it, it will be invisible everywhere except the Hidden Fields folder of the Field Management UI.

If you want to unhide a field, select it in the Hidden Fields folder then click the Unhide Field button.

Block Field Updates

You can limit field updates to specific sources. This is useful for fields like Lead Source that you want to set once and disallow future updates.

If a field is empty, Marketo will always allow updates to that field -- regardless of any blocked sources. Once the field is set, Marketo will stop the selected sources from updating the field; unselected sources can still make changes to the field.

(49)

Fill the checkboxes for each source that you want to disallow updates. When you're done, click

Ok.

Input source When checked

Munchkin API Prevent changes from the Munchkin Javascript API Import list Prevent changes from a list import

Form fillout Prevent changes from a user completing a web form Flow change data value Prevent changes from the flow step "Change Data Value" Salesforce sync Prevent changes from Salesforce.com

(50)

Export Fields

You can download a spreadsheet of all your Marketo fields by clicking the Export Fields button. The spreadsheet also has a column with the names of the fields for use in the Munchkin Javascript API.

Change field names

To change the name of a field, just click the name of the field.

You can change the field name and add an optional description. Click Save when you're done.

(51)

View all field mappings

Click the Field Mapping tab. You'll see a complete list of all your fields and how they're mapped in Marketo.

You can search for fields using the Find... box at the bottom of the list. Click Export to download a spreadsheet of the mapping.

Merging fields

If you have two fields that should appear as one in Marketo, contact Marketo Support to help you merge those fields.

Converting a number field to a score

If you have a custom field (in Salesforce or Marketo), you can convert it to a score field.

1. Select the field in the Fields list of the Field Management interface Click Change Type in the menu.

(52)

Your integer field will now be available in the Change Score flow step. FINDING ALL FIELD NAMES WITHIN MARKETO

You can export a list of all your Marketo fields from the Field Management portion of the UI. Go to the Field Management page of the Admin section. You must have Administrator permission in Marketo to open this page.

Click the Export Fields button in the menu. Soon after, you'll be prompted to download a spreadsheet of your fields; that spreadsheet has your list of fields and their names for use with the Munchkin JavaScript API.

Alternatively, you can get a list of your fields by exporting leads from your lead database; the fields will be the columns in the exported list.

(53)

If you find yourself digging through the lead detail tabs trying to find the same information over and over, the custom lead detail tab offers a quick solution to end your searching.

First, go to the Field Management portion of the Admin section. Choose the Custom Layout

Designer tab.

(54)

left.

When you're done, open up a lead detail page. It will open to your custom tab by default.

If you need to delete a field from your custom view, right click it in the Custom Layout Designer and choose Delete in the menu that appears.

(55)

SMART LISTS

A Smart List answers questions in the form of, "who are all the leads that...?" For instance, you may want to see all leads from California or all leads who filled out a certain form.

Smart Lists are dynamic so that the list membership is always up to date. If your Smart List shows you California leads, then it will always be up to date with all your California leads; you don't need to do anything to find new California leads.

Smart Lists saved so you can reuse or edit them later. In fact, Smart Lists are used throughout the Marketo Lead Management application. Understanding Smart Lists is essential to

mastering Marketo's functionality.

Go to the Lead Database, then look at the top of the tree for the System Smart Lists. These are Smart Lists that Marketo provides to you out-of-the-box.

Click on any of those to view the list members. The lists are:

List name Shows...

All leads All leads and contacts

Unsubscribed Leads Leads who chose not to receive your emails, maps to SFDC opt out Marketing Suspended Leads who you chose not to receive your marketing emails

Blacklist Leads who will not receive any emails

(56)

Possible Duplicates Leads who might be duplicated in Marketo and your CRM

Smart List Interface

In the tree, click on the Unsubscribed Leads list. When the list loads, you'll see all leads who opted out of receiving your emails. This is the list view for this Smart List.

Notice the Smart List indicator at the top right of the list. This shows you that this is a filtered list. To view the filters in detail, click that indicator or the Smart List tab at the top of the list.

A Smart List is made up of filters that pare down your leads based on their criteria. In this list, we're looking for all leads with their unsubscribed flag set to true. This Smart List isn't editable; you can view the System Smart Lists but cannot change them.

Making your own Smart Lists

Filters, like the Unsubscribed filter above, look at a lead's fields and history to help you target

the right set of people. Filters fall into one of three categories:

 Behavior - Actions the leads take including web page visits, form completion, or email

opens

 Demographics - Fields from your CRM including job title, company, and location

 Metadata - Other lead characteristics including list membership and creation date

Filters can be mixed together to create your own Smart Lists. Let's create a few Smart Lists to understand how they work:

 Find all leads from California

 Find all leads from California and New York

(57)

Creating a Smart List

Open the New menu and select New Smart List.

In the Add New Smart List dialog, enter a List Name. Let's call this list "CA Leads." Then click

Add.

The Smart List will open automatically.

Introducing the Palette

Look at the Palette on the right; it shows you the list of all filters you can add as search criteria for the Smart List. To the left is the Canvas where you'll assemble your filters.

(58)

typing "state" in the Find... box. You should see the "State" filter under the Company Attributes folder.

Drag and drop the "State" filter from Palette to the Canvas -- the dotted box to the Palette's left.

When you're done, your Smart List will look like this:

Take a closer look at the input boxes in the filter. These control how the filter works -- one for the match criteria and one for the search value.

(59)

Match Criteria Returns leads who...

is Exactly match that state

is not Do not exactly match that state

starts with Have a state that starts with the given value

not starts with Have a state that does not start with the given value contains Have the given value anywhere in the state field

not contains Do not have the given value anywhere in the state field

is empty Do not have a state

is not empty Have any state For now, leave "is" as the selected criteria.

The "Select..." box is where you type what you're looking for. If you start typing, the

autosuggest will show you matches for that value. Type "c" in the box and see how it returns all state values that have "c" in it.

Pick CA in the list.

(60)

the Smart List is shown at the top of the list and the total number of leads at the bottom.

Multiple Values

Now let's find all leads who are in New York and California. In the tree, right click the Leads in CA list and pick Clone List. By cloning a list, you can make a new list with a copy of the original list's Smart List.

Call this list "Leads in NY and CA" and create it.

When the Smart List opens, note the green + in the state filter's Select... box. This lets you know that the filter accepts multiple values. Click on the + to enter the values:

The Multiple Value Chooser dialog will appear. This lets you enter multiple values in a single filter. You can either

 Type or paste values in the Selected Values box separated by enter

(61)

Your filter should look like this when you're done.

And when you click back to the grid view on the first tab, you'll see your new Smart List results.

Multiple Filters

Now let's see how you can use multiple filters in a Smart List. Multiple filters in a Smart List can work in one of two ways -- either show the leads who match all the filters (AND) or show the leads who match any single filter (OR).

(62)

Clone your NY and CA Smart List; call the new one "Tech Leads in NY and CA." For this Smart List, we want all rules to apply, so let's leave it on All Rules.

Find the "Industry" filter in the palette. Drag it into your Smart List, then pick "Technology" in the Select... field.

Your Smart List should look like this when you're done:

And when you go to the leads grid, you'll see only the leads from California and New York in the Technology industry.

If you go back to the Smart List and change it from ALL filters to ANY, you would get a list of all California and New York leads as well as all Technology industry leads.

Constraints

Some filters come with Constraints -- extra limitations that you can impose on the filter. For example, you might want to see a list of visitors who came to your website in the last

week. Here’s how to build it.

Create a new Smart List called "Web visitors in the last week."

In the Palette, find and drag in the "Visited Web Page" filter. Let’s use any web page – change "is" to "is any."

(63)

Not all filters have constraints; those that do have constraints usually have:

 Within time frame: find matching events between today and a while ago

 Min. Number of Times: if the event happened fewer times, don't show the lead

Other constraints are specific to the filter you’re using. For example, the Visited Web Page filter lets you constrain the results to leads with a client IP address, query string on the URL, referrer, browser, search engine, or search query.

For this smart list, let’s constrain the Visited Web Page filter to show only leads who visited in the last 7 days. In the Constraints menu, click "Within Time Frame" and type "7 days" in the box that appears.

Now go back to the first tab and see which leads have visited your website in the last week.

Organizing Smart Lists in Folders

By default, new Smart Lists are placed in the Lead Database under the folder where you created them.

(64)

might want a group of Smart Lists for tracking leads with key web activities or for searching leads by region.

To create folders for your Smart Lists, right click the My Smart List folder and select New

Folder.

The new folder will appear. Give it a name and hit enter.

Now you can drag and drop other Smart Lists or folders into the folder. To create a new Smart

List in that folder, right click the folder and choose New Smart List in the menu. Smart Lists throughout Marketo

Smart Lists are used all over the place in the application:

Reports -- Smart Lists are used to segment the reports in the Analytics section of the

application. For instance, you can look at email statistics for leads within a certain sales rep's territories. You'll learn how to do this in the Analytics section of the QuickStart.

Campaigns -- Smart Lists power batch events (like mailings) and triggered events (like

auto-responders) in Smart Campaigns. Later in the QuickStart, you'll use Smart Lists to create Smart Campaigns just like those.

Other Smart Lists -- You can re-use Smart Lists in other Smart Lists. This is useful if you're

frequently reusing the same Smart List criteria. Drag on the "Member of Smart List" filter and pick the Smart List in the pull-down. Depending on whether you pick "in" or "not in," only those people will appear in the results.

(65)

LEAD AND FLOW ACTIONS

This article explains how to perform a number of flow actions on leads.

Flow actions are changes that can be applied to one or more of your leads. For example, you can send an email to a set of leads or add leads to a static list. You can take these actions on one, several, or all leads in a list in the Lead Database or leads who qualify for a Smart

Campaign.

Using Flow Actions

Open any list of leads in the Lead Database. Then select the leads you want to affect. To select:

Selection Selection Method

An individual lead click that row

All leads in a list use Select All in the menu bar

Several consecutive leads select one lead (click), then hold shift and click the last lead Several non-consecutive leads hold control, then click the leads

Pick any number of leads. When you're done, click Lead Actions and open the Flow Actions submenu. This is the list of actions you can take on the selected leads. You can also open this menu by right clicking any lead in the list.

(66)

Flow Actions Explained

The actions in the Lead Actions in the Lead Database versus the Flow Actions in Smart

Campaigns are almost identical. Here's what they mean:

Action Description

Add to List Add the selected lead(s) to a static list Change Data

Value Change the value of a single field for the selected lead(s) Change Owner Change the lead owner for the selected lead(s)

Change Score Change a score value, such as the Lead Score, by increasing it ("+5"), decreasing it ("-10"), or setting it to a specific value ("=30")

Convert Lead Convert the lead(s) to contact(s) and, optionally, change the lead owner Create Task Create a task in your CRM for the lead owner

Delete Lead Delete the selected lead(s) from Marketo. If you set Remove from Sales to true, you can delete the lead from your CRM as well

Delete Lead From Sales

Delete the lead(s) from your CRM. To delete the lead from Marketo as well, set Delete from Marketo to true

(67)

Sales Push a lead to your CRM. Use the Assign To field to select the lead owner Remove From

Flow

Remove a lead from a campaign. This will remove the lead from all campaigns containing the exact phrase you enter

Send Alert Send an alert email to the lead owner and/or other individuals with information about key lead activities

Send Email Send a Marketo email to the selected lead(s)

Wait Pause before executing the next flow step. This is available only in the Flow of a Smart Campaign

The Lead Database has additional actions you can take:

Action Description

View Lead Details Open the Lead Detail view for the selected lead Merge Leads Combine the selected leads into one lead

New Lead Under the New menu, create a new lead with name, email, and company name

(double click a row)

Open the lead's Lead Detail page

Preview Email in a Flow Step

If you're using the Send Email flow step, you can open the email for preview from the flow step by clicking the email icon at the right of the pull-down:

(68)

DATA MANAGEMENT

It is common that customers come to Marketo with duplicate leads and data with inconsistent formats. One of Marketo's strengths is its ability to help you understand and clean up your data. In this section you will see many ways to segment and act on your database.

Duplicates

Duplicates can be a serious problem for your marketing and sales teams. If you have a duplicate lead, then the sales rep may be looking at one version and Marketo is updating another. Getting rid of your duplicates is a key to making the flow between sales and marketing smooth.

Let's Try It!

Follow the steps in this section to search for duplicates in your Lead Database. Login to Marketo and click the Lead Database tab at the top of the screen.

On the left-hand column, click Possible Duplicates.

The grid appears on the right in about 5-15 seconds. These are called Smart Lists. They work very quickly and give all kinds of information. We will discuss them in more detail in the "Using Smart Lists to Organize your Leads" step.

Check out the number of duplicates at the bottom right. This is a real indication of the number of duplicates that you have in Salesforce.

(69)

ability to sort.

When you sort, you will see the duplicates next to each other. WORKING WITH DUPLICATES

Salesforce.com does not automatically de-duplicate leads; when Marketo syncs with Salesforce, Marketo will put those duplicates into your Marketo database. Thankfully, you can easily find and fix these duplicates.

This is an important issue; using a Marketing automation system means that you will be updating a specific lead. If you update one lead and the sales rep is looking at the duplicate, the sales rep will miss those updates.

When a new lead enters Marketo from a form being filled out or from an Import, Marketo automatically searches for a lead with the same email address. If that lead exists, the lead is updated instead of creating a duplicate.

Selecting multiple leads

Select two leads that have matching email addresses. You can do this by holding the "control" key down while clicking on the two different leads. (You can merge more than two at a time, but start with two.)

Tip: Sometimes clicking too fast will make the grid select incorrectly. Click slowly for better

results.