Flashcards
Marketo Flashcards
Cards in this deck (58)
- 1Marketing AutomationA category of software that steamlines, automates, and measures marketing tasks and workflows so that organizations can increase operational efficiency and grow revenue faster.
- 23 Essential Capabilities for Marketing Automation SoftwareEngagment Hub
Automation Engine
Analytics Engine - 3Engagement Hub/DatabaseCapture everything you learn about your customers across all channels and touchpoints
- 4Automation Enginecreate and trigger campaigns across channels
- 5Analytics Engineleverage data and the engagement hub to measure the impact of your campaigns and channels, and provide metrics about the customer journey
- 6Lead Nurturingsystem of developing qualified leads until they are sales ready
- 7Demographic Lead Scoringscoring system that helps find customers that match your ideal buyer profile
- 8Behavioral Lead Scoringscoring system that helps find customers displaying buying behaviors that indicate they are ready to engage with you and make a purchase
- 9Lead Managementthe process of generating revenue from leads by collecting, qualifying, and interacting with them throughout the buying process
- 10Marketo Revenue Cycle Modelertool that allows you to create customer revenue lifecycle models, and visualize how quickly customers are progressing
- 11Reasons to create marketing Goals & StrategiesDefine a vision, mission, goals, and outline a plan of action to achieve them
Build a strong reputation for your products
Target products and services to the people who are most likely to buy
Create powerful ideas to raise awareness and sell your products - 124 Core Elements of Marketing StrategyWhat to promote
Who to promote your product to
Where to promote it
How to promote it - 13Marketing Strategy vs. Marketing PlanMarketing Strategy - Sets overall vision for your marketing.
Marketing Plan - outlines specific actions you will take to implement your marketing strategy - 14What does and effective Marketing strategy help you define?Vision
Mission
Business Goals - 15S.M.A.R.T. Method goal-setting criteriaS - Specific
M - Measurable
A - Achievable
R - Relevant
T - Time-Bound - 16Steps for developing successful marketing goals & strategies1. Think Strategically
2. Include Stakeholders
3. Research your market
4. Monitor market - pivot if conditions change
5. Profile Potential Customers
6. Profile Competitors
7. Define Goals
8. Develop KPIs
9. Develop Marketing Strategies
10. Create Cross-Channel Strategy
11. Use the 7 P's of Marketing - 177 P's of Marketing1 - Product
2 - Price
3 - Promotion
4 - Place
5 - People
6 - Process
7 - Physical Evidence - 18KPIsKey Performance Indicators - measures of an activity that provides insight into your return on investment in that activity.
- 193 Types of KPIs1 - Tactical
2- Strategic
3 - Operational - 20Tactical KPIsKPIs used by marketers to determine how well their initiatives are performing in a specific channel (e.g. email, mobile, social, web, etc.)
Measure centers around buyer behavior (e.g. opens, clicks, page visits, content downloads, form submissions, etc.) - 21Strategic KPIsKPIs focused on results as opposed to buyer behaviors. They help determine overall marketing performanace rather than specific behaviors.
Stragic KPIs can determine how many new opportunities were created. - 22Operational KPIsKPIs that indicate alignment between cross-functional teams. They can help pinpoint areas for improvement in the sales and marketing funnel. (e.g. leads that because sales-qualified leads)
- 23Goals vs. StrategiesGoals - desired results for the business that you want to achieve.
Strategies - how you acheive your goals. - 243 Best Practices for Marketing Organizations to Stay Ahead of the Curve1. Stay Relevant & Current
2. Improve & Refine
3. Structure Horizontally - 253 Types of Talent that Help Build a Successful Marketing Organization1. Thinkers
2. Feelers
3. Doers - 26ThinkersPeople who can make sense of data customers leave behind. Thinkers are introspective, thoughtful, very concerned with facts, logic, and details. They are most likely to spend time studying data to find solutions for problems.
- 27FeelersPeople who can intuit meaning from customer actions and behaviors. Feelers want to make a difference. They want to know how actions can affect people. They encourage and celebrate the success of others. They spend most of their time gathering meaning from customer interactions and behaviors.
- 28DoersPeople who execute on content creation and project management. Doers are extroverted, energetic and makes things happen. They work in speed and spontaneity rather than process. They tend to learn as they go, and spend most of their time accomplishing tasks.
- 29ProgramA container that defines a marketing initiative and organizes its elements.
- 30AssetIn Marketo, the assets a program uses are the elements that your audience will interact with, such as emails, forms, and landing pages.
- 31AutomationThe automation is what runs the program. You'll define who the program should act on, what it should do, and when. Example automation would be to send a specific email to a website visitor if they viewed your pricing page 3 or more times in the past day. Automation is defined in smart campaigns.
- 32SuccessBecause success for your program could be literally anything, you need to tell Marketo what that is for each program so it can track and report accurately. Often success is defined as responding to the call to action in a landing page or in an email.
- 33Smart CampaignsAutomated marketing logic that tells your program what to do when someone interacts with an Asset.
- 344 Types of Marketo Programs1. Email
2. Engagment
3. Event
4. Default - 35Email ProgramsUsed to send out a one-time email to a group of people on a specific date at a specific time.
- Support advanced A/B testing.
- Can be nested within event or default programs - 36Engagement ProgramUsed to execute lead nurturing strategy.
- Allow you to automate communications and nurture leads on a periodic schedule.
- Allow you to define multiple content paths based on a person's position in the sales funnel.
- Smart Programs transition people from one content path to another or to a different Engagement Program based on the criteria you define. - 37Event ProgramsHelp you coordinate, facilitate, and live and online events.
- They sync with Marketo Event Check-In mobile app and integrate with a variety of 3rd-party event platforms - 38Default ProgramsDefault programs are often used to build out initiatives focused on web promotions, list purchases, online advertising, and social media. They can also be used for internal and operational initiatives, such as lead
scoring and data management. - 393 Ways to Evaluate Program Success in Marketo1. Dashboard or Summary
2. Costs
3. Tags - 40Evaluating Program Success with the Dashboard or SummaryEach program has either a Dashboard or Summary that provides you with quick information about the success of the program, with statistics and an Engagement Score to show you how your program is doing.
- 41Evaluating Program Success by CostsYou can also track how much it costs you to create the program, and calculate your return on investment, or ROI. Marketo calls these period costs because you record them at regular periods as they are incurred for the program.
- 42Evaluating Program Success by TagsTags are a way to describe your program to organize your reports. There are two kinds, Channel and Custom.
Channel tags define the type of program (email, webinar, web content, etc) and the standard for success for that type of program (opens email, attends webinar, clicks link).
Custom tags are set up by your Marketo admin, and can be anything that you want to track, like regions or products. - 43Marketo Engagement PlatformMarketing automation designed specifically to deliver personalized customer engagement at scale.
- 443 Functional Areas of the Marketo Engagement Platform1. Engagement Hub
2. Marketo Apps
3. Partner Apps - 45Engagement HubThe Engagement Hub contains customer identities and data. It also includes the automation and analytics engines powering customer insights and enabling the platform's applications. Also contains APIs to bring data into and out of the platform.
Also includes the automation, analytics, and adaptive engines that power customer insights and enable execution across the platform's applications. - 46Marketo AppsMarketo Engagement Applications give you the ability to create, manage, and execute personalized engagement at scale across every touchpoint: email, web, mobile, and more.
Include marketing automation, account-based marketing, and predictive content. These let you manage programs, coordinate teams, and optimize performance. - 47Partner AppsPartner Applications leverage Marketo's open and extensible architecture and are available through LaunchPoint partners.
- 48The 3 stages a customer goes through after navigating the sales funnel to become customers1. Retention
2. Growth
3. Leverage - 49Marketo Adoption Plan 4 PhasesPhase 1 - Point-in-Time Single-Channel Programs
Phase 2 - Continuous Campaigns
Phase 3 - Personalized Multi-Channel Conversations
Phase 4 - Lifelong Relationships - 50Marketo Adoption Plan Phase 1: Point-in-Time Single-Channel ProgramsThese simple programs consist of elements like emails, landing pages, forms, simple segmentation, and integrating data from your CRM and other sources. Other basic information includes website visitor tracking and ad hoc reporting functions.
- 51Marketo Adoption Plan Phase 2: Continuous CampaignsWhen you start implementing automation - for example, sending an email when a form is filled out - you increase your productivity and find ways to do more with your current team. Additional activities at this level include email personalization, event tracking, basic nurture campaigns, and account-based marketing efforts.
- 52Marketo Adoption Plan Phase 3: Personalized Multi-Channel ConversationsFinding ways to use Marketo to coordinate personalized campaigns across multiple different channels is the next phase. This is where you can look at introducing predictive web content, advanced nurturing campaigns, and behavioral segmentation efforts. Getting to this level means you have the data you need to start showing revenue attribution models and analyze programs and campaigns for peak performance.
- 53Marketo Adoption Plan Phase 4: Lifelong RelationshipsCustomers for life are the goal of every company - when you’re using Marketo at this highest level, you can nurture every client through every stage of the customer lifecycle, and show customers what they want to see on coordinated across every channel, and supported with revenue analytics to prove the value of your efforts.
- 54Content MarketingContent marketing is technique used to create valuable content like blog posts, photos, podcasts, videos or social media posts and share it with your customers across various traditional or social channels.
- 55Benefits of Content MarketingWith content marketing, you can build awareness for your brand, gain loyal customers, and save money on marketing efforts.
- 56Measuring the Value of Content MarketingHow many times has your content been shared? How does your web traffic look? What does your conversion rate look like? Are you generating quality leads? It’s critical to analyze the effectiveness of your content in order to reach your marketing goals.
- 57Content Marketing Strategy Steps for SuccessGet to know your audience
- 58Popular Content TypeseBooks
White Papers
Videos
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- CME Marketo Flashcards on Marketo Flashcards, created by Michael Bleb on 22/09/2021.
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- Michael Bleb
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