51黑料不打烊

Transcript

All righty. Get our cameras sorted. Let鈥檚 see. So, everyone, Welcome very much to our final my camera session of the year. Today we have two fantastic presenters, Kate Kolbert and James Letham, who will be going through some of your questions today that we received in the registration process, as well as live in this session today. These webinars are designed to be interactive, so especially in this Ask Me Anything format. So we encourage you to ask questions in the question box throughout the presentation. Just go ahead and type them in there. And we鈥檝e set aside the last ten minutes or so for that live Q&A. And we will do our best to answer as many of those questions for you as we can. Just to quickly go over a few of the housekeeping items before we get started. We are presenting an 51黑料不打烊 Connect today and we are live. But don鈥檛 worry, this session is being recorded and it will be able to be viewed on demand and shared with other members of your team at a later time. You鈥檒l get the recording for this event, in an email from us tomorrow afternoon. I鈥檇 also like to point out that the top of your screen there is a black bar and an icon with a hand on it. There you can drop down and find actions that you can utilize throughout the presentation. So if you like what you see, feel free to, you know, applaud, laugh, like and so on. You know, we鈥檇 love to see your engagement throughout the event. So please, we encourage you to utilize that feature.

Finally on the final screen, there will be a handout available for download. From there, you鈥檒l see some exciting Marketo related webinars that will be happening next week. So be sure to download that and take it with you. So as we鈥檙e closing out this webinar, we鈥檒l also have a few survey questions at the bottom of your screen. If you can just take an extra minute or so to answer those questions, we would greatly appreciate it. With that, I鈥檇 like to introduce myself. My name is Fabian Castillo and I am a new face in these 51黑料不打烊 webinars, but I鈥檓 mildly seasoned veteran here at 51黑料不打烊 with about five years collective experience. I myself joined 51黑料不打烊 through Marketo and was a former Marketo user in my previous roles working in demand generation. So I love how valuable these webinar sessions can be with our experts today. So if you have any questions or comments about today鈥檚 event or just about your experience with 51黑料不打烊 Connect or any of our customer exclusive events, please reach out to me and I鈥檒l get back to you as soon as I can. With that, I鈥檇 like to hand it over to Kate and James to introduce themselves.

Sure, I can go first. Like you said, my name is Kate Calvert. I鈥檓 here on 51黑料不打烊鈥檚 business advisory team. January will mark eight years with 51黑料不打烊.

And let鈥檚 see. I鈥檝e been on the business advisory team for about two years now. Before that, the other six ish years were on the consulting team. I came to 51黑料不打烊 by way of the visible. Or. Now let鈥檚 Marketo measure, acquisition back in, 2018 and kind of ever since then started working in Marketo engage as well.

I based in Seattle and yeah, that鈥檚 a little bit about me.

So you will hear me. Okay. Looks like my mics going off. Great. I鈥檓, I鈥檓 James, so my experience was helping admin. Marketo. Marketo. So as our internal dogfood, either of the dogfood that we sold and, as well as, Marketo measure internally as well. So I came into the Marketo acquisition, left for a brief sabbatical and then came back recently as a technical advisor. So Kate and I worked very closely with customers, and best practices and, you know, gotchas and why you should do this and maybe not that. So, we鈥檙e always happy to to answer questions. And we both presented at, 51黑料不打烊 Summit this last March. So, I鈥檓 excited to, to be next to Kate again.

Awesome. Thank you both. With that, I think we can go ahead and get right into it.

So we鈥檙e going to start off with, the registration questions we received, starting with the first one, regarding webinar optimization. The question was, I鈥檝e noticed when I鈥檝e registered for some Marketo events, it sends me a calendar invite as my confirmation. Would love to learn how that is done. Could you to show us to that? Yeah. For sure. I can take a lead on that one if you want.

I think my blanket, advice for that has kind of always been like, turn on the the webinar registration confirmation from the actual webinar platform, whether that be like 51黑料不打烊 Connect or, or zoom or on 24 or whatever it is.

They have a lot of functionality within those confirmations. This is your link to join. This is your your calendar file, things like that. It can be hard to get, like Apple calendar files, like different ICS files. On top of that, you can also send or, webinar registration confirmation for Marketo that has a save the date if you鈥檇 like. You can tokenize everything in that too. I think that, just from my personal experience, the when you register for a webinar like the branded email that you get might be, you know, the links might be hidden in that, when I would register for a webinar, I鈥檓 always looking for that, like operational, no frills confirmation email that just says, like, this is how you join, add it to your calendar. I think the webinar platform forms do a really good job of, categorizing a lot of that for you. So I would say do do both. Or just just do the webinar confirmation from the platform. But yeah, that鈥檚 that鈥檚 where I would go. You can get creative with some coding within Marketo as well. It just takes a little bit of like development work to get those, like the Google Calendar links in there with like the right times and dates and time zones and, and everything else. So yeah, that鈥檚 my thought, my thoughts on this.

Yeah, I feel like James covered that pretty well. I would just add something that鈥檚, similar. Just try to send out reminders periodically, kind of ramping up towards the event. I mean, there鈥檚 a lot of webinars out there. There鈥檚 a lot of things going on in general. And like for me personally, sometimes I鈥檒l sign up for things and kind of forget about it. So it鈥檚 nice to be reminded, like a week of a few days out. So you make sure that you can show up as you intended.

Great. Thank you both. Yeah. Next question is how to quickly set up and update programs that need to be changed over the new year.

Yeah I can that鈥檚 a that鈥檚 a timely question since we鈥檙e approaching the end of the year.

I mean, I think that like the first thing that comes to mind for me is obviously it鈥檚 going to be a different calendar year. So you want to make sure that your, you know, your copyright, all that is updated to 2025. And, you know, as time goes on. So, I think in that specific example, a good way to do that is with tokens, you can actually kind of code into the token. A way to update the current year so that you don鈥檛 have to always go in and, you know, change it to 6 to 7. It鈥檒l run that for you automatically. So, tokenizing that is great. You can also build that into your, like your email templates or your landing page templates to kind of take it a step further.

But kind of like beyond that, I would say like the, like the overall kind of idea here would kind of come back to having program templates for changing, like everything or more things, not everything. You鈥檙e probably not changing everything year to year. But if you have program templates that you can clone for, let鈥檚 say, your webinars or your nurtures, and maybe next year you鈥檙e going to try something different with, what you count as success or when you鈥檙e going to trigger the emails, for example, if you have it in the program template, that鈥檚 very scalable so that you don鈥檛 have to click into everything or like rebuild.

So that鈥檚 kind of what I think of when we think about a new year. James, is there anything that you would add? I think you nailed it. I think the the like the get your scripting that you can put into a, a landing page template or an email templates. Really helpful to not have to worry about that. But you did say something that kind of, like, piqued my interest there with, when you鈥檙e doing reporting. Sometimes those milestones change. So, for example, like we have a, we have like a customer marketing adoption nurture where we want people to adopt Marketo. Obviously, if you use Marketo more Marketo engage more, you have a higher likelihood of, of renewing, which is what we want you to do. And so if that if all of a sudden, you know, the rising tide lifts all ships, all of a sudden everyone else is a little higher. Maybe you move that bar a bit, to get people to adopt more, whatever that score may be. So it鈥檚 good context. I mean, data is only as good as the story that you tell around it. So it鈥檚 a it鈥檚 a great thing to, to document, make sure that you explain.

Yeah. What is next for us. Let鈥檚 see next session we got is what are some features not often utilized in Marketo but should be. Can you touch on that. I have a slide for this actually. But Kay if you want to go first and then I can talk about the slide that I have.

I mean I feel like there鈥檚 a lot of things that are not used, you know, person to person. So you have visual. Let鈥檚 see that. That鈥檚 probably exciting. And then I can kind of I. Do have a visual. My ideas. And I do have a visual. Let me let me pull that up and see what go here. It should be this slide cuz we鈥檙e seeing this with random samples. So, this is a we got a couple of these questions in before, and I built this, right after hearing this because I think that, you know, between all the add ons for Marketo, obviously, you know, there鈥檚 like ABM stuff, your content personalization, your RCA, your Marketo measure, all that. I think that within the platform that comes in like natively in in the actual platform itself, random sample is something that I love to use. And it can be, you know, you can put a random sample as like a filter. So basically that would say, as we see here, it would be that we are my, my smart list. This is just like a scoring example. Let鈥檚 say we want to change something about scoring. We want to see if, people who download, pieces of content, or maybe they register for a webinar or event or some any form fill that someone has, but not a demo. I mean, demo kind of. They鈥檙e like AP1 mql they get sent immediately.

If we want to change their score from this from 40 to 50, what I would do in this is, there鈥檚 a couple things here. So like the smart list is basically the same form fill and the flow would say that we change everybody鈥檚 score to 40 plus for person score. You can tokenize things within your scoring program. But then the next thing would say random samples 50. That鈥檚 taking 50% of all the people that come through here, which really what ends up working in here, if you look at the results, is that every other person gets taken out. You could do 25%, which would just say 25, 50% get taken out of this flow. They鈥檝e had the, the the person score increase of 40. That鈥檚 great. The other 50% that stay get added to this static list that says scoring tests. And then we add another ten points. So what I would do with this is let it run for, you know, a quarter or so and then take all those people that are on that list and see if the increase in score is, like if you do some sort of linear regression. Look, if that鈥檚 actually a valuable increase. It鈥檚 always helpful to know that what you鈥檙e scoring on is, is actually like a higher propensity to buy the product.

And this is all this is all assume that, you know, one form filled doesn鈥檛 end up as, an mql. Let鈥檚 say in this scenario, a 50 or 75 for a score would be our mql threshold.

So certain engagements, you want to push them Q automatically, but random sample is great. It鈥檚 also if you have like 50,000 people that you need to update something on, but you want to do it in batches for a random sample, it鈥檚 ten, and it鈥檚 going to do 5000 people at a time. And then you can, you can just up that each time it runs, to make sure you clear up that 50,000. You don鈥檛 do them all at once. So it鈥檚 an easy way to, like, parse out certain parts of your database.

I feel like, that鈥檚 one that鈥檚 been around for a little bit, but kind of you forget about. Or at least I don鈥檛 often think about random sample. So I think that鈥檚 a great thing to remember is available.

What comes to mind for me, is maybe like the newer features that everybody now has access to, which is really exciting. Interactive webinars, for example, and then also dynamic chat. Everybody has access to them. So it鈥檚 kind of, you know, you might as well try them. Even if like taking interactive webinars, for example, even if you already have a current platform, you could still kind of try this out and see if you like it. You know, if maybe this can help you cut costs with the other provider or supplement if there鈥檚 a use case for that. Or, you know, maybe you aren鈥檛 currently doing webinars. This could be an easy way to try to experiment with something. And then, you know, maybe maybe it goes, well, maybe, you know, it鈥檚 great results and everybody鈥檚 excited about it. And you want to add, webinars as a, you know, new channel to engage with. So same kind of, thing with dynamic Chat where, you know, if you already have a provider or you鈥檙e not doing it already, you can, you know, try it out, see if you like it or, you know, start doing it. So yeah, I kind of think that there, there鈥檚 not really like a reason not to, to see, how it goes for you.

So I would definitely look into trying to use both of those. I think. Yeah. Oh, and I see, a question that just popped up in the question pod. How many interactive webinars is the limit since this is related? Let鈥檚 address those right now. I am not super involved with the contracts, but I think it is 12. Is that. Does that sound right, James? Yeah, I believe it鈥檚 12 per year. And, this is with like the with like the free like almost like a freemium. Like the free piece. That, it鈥檚 12 per year and then none can, consecutively or not consecutively. I鈥檓 forgetting the same time. At the same time. Yeah. So, Yeah. You can鈥檛 run. I think that there鈥檚, there鈥檚 certain, like, tiers of, add on for, like, a purchase if you want, but, yeah, it鈥檚 the other thing is that you get a lot of that data into Marketo without having to do, like, special API calls and coding to, to action off of afterwards. So especially with surveys and things like that, that can be really helpful.

Yeah. Perfect. Thank you for catching that. And, yeah. And, keep sending in those questions into the chat. We鈥檒l get to the, the full ones on near the end and then anything that relevant will catch them on. Right. Right away is that鈥檚 what we did here. Okay. So for the next registration question, we received, do we need to warm up our domain before sending emails, as we typically do? Or is domain warm up? Not necessarily. When you鈥檙e using Marketo.

So definitely if you have I mean, the answer is yes. But it鈥檚 a little nuanced for if you are on a dedicated or a shared IP, absolute, if you have a dedicated IP, you want to take the time to create an IP warming plan and be really careful, because you鈥檙e the only one responsible for the health of that domain. So you need to kind of slowly ramp it up so that it can, you know, start sending at at your normal capacity. So you鈥檒l you鈥檒l definitely want to have a plan and stick to that strictly with a shared IP. It鈥檚 it鈥檚 a little less intensive or extensive.

Shared IPS themselves are usually already warm from the all the other brands, the other senders using the. So the actual IP doesn鈥檛 need to be warmed itself. But your new domain to it. It鈥檚 a good idea to warm that up to kind of introduce the new domain to the IP. So, I mean, I feel like I feel like this is a little bit of a controversial thing on, on the internet, people feel differently. I feel like it鈥檚 good to, to still warm it. But I don鈥檛 think that it necessarily needs to be as extensive as if you were doing a dedicated IP.

Yeah. And how would you define like warming an IP? Yeah. So, I mean, warming an IP you don鈥檛 want to, like, get out there and just start sending to a lot of people and a lot of non engage people, for example. So when you鈥檙e warming it you want to you want to start small. You want to start with your most engaged records. That already you know appreciating hearing from you essentially. And then over time you want to increase how many you鈥檙e sending, in terms of the volume of emails, but also the amount of recipients. So it鈥檚 much more nuanced than that. That鈥檚 kind of like the short of it in my mind. We also, I should mention we have deliverability consultants who can help with a IP warming plan. It is a paid engagement. I should, set that that expectation. But yeah, that鈥檚. Yeah, I mean, that鈥檚 how I define it as well. I think back in, you know, when I started out, people were talking warming IP and I was like, listen, I don鈥檛 know what that means. But, yeah, especially if you鈥檙e migrating from maybe another platform to Marketo. I would do your best to, to migrate and send emails to the most engaged individuals first. Who鈥檚 opened your emails? Who鈥檚 going to your emails? Who hasn鈥檛 unsubscribed or hasn鈥檛 ignored you for a while? And and then move out from there like in a phased approach. So just I mean, that鈥檚 exactly what you just said. Okay. But that. Yeah, that from especially from migrations, I think it鈥檚 I think it鈥檚 really helpful.

Perfect. Thank you for that. See, next question from the registrations is what are some best practices around duping are you can share with us? I can take that one to start if you want.

I think that, I would say use, so especially if you use Salesforce or Dynamics, I know a large percentage of Marketo users also have Salesforce. Marketo kind of snaps to the architecture that you have in Salesforce. So if you have duplicates in Salesforce, you鈥檙e going to have to get some Marketo. Marketo basically just see that Salesforce is sending a lead over. It鈥檚 not going to look to an end to based on if Salesforce sends a lead. So if Salesforce sends a lead over Marketo, Marketo was like you say, it鈥檚 new lead to new lead for us to.

So because of that, if you do your do you do things through third party tools, lean data, chili, chili pepper.

Specifically in your CRM, your Marketo instance is also going to mirror that and respect that merge. So that鈥檚 one big thing. You know, like I鈥檓 a big fan of lean data. I think lean data is great. That鈥檚 what I鈥檝e always used in the past. I know that there鈥檚 competing tools. Don鈥檛 just take my word for it. They don鈥檛 pay me to say that I, but I just I love their product. And you can look to leads and contacts if there鈥檚, like, a new lead in contact and through a flowchart, like, merge them to existing individuals.

I think that鈥檚 one thing. I think the other thing I would really say is, like, it鈥檚 almost like a whack a mole, and sometimes you just have to sit down with a big old pot of coffee and just, like, grind through it and look at where, where did this duplicate come from? Who created this duplicate? Was it an API user in Marketo? Was it, manually added by a sales rep? Was it, you know, like you have to go through the way that that duplicate came in and then solve that issue first, or else you鈥檙e just going to be essentially playing whac-a-mole at that point where you鈥檙e just like merging and do merging and do merging and do and not looking at how they got out into the system.

Yeah. I mean, it鈥檚 a it鈥檚 a really common issue. And you just have to have a lot of like operational rigor around, around duplicates and what can and can鈥檛 happen in systems.

Yeah. Duplicates. I mean, I don鈥檛 think there鈥檚 a company out there that doesn鈥檛 have some struggle with duplicates at, like, some scale. But I agree, I think like understanding very clearly how duplicates can arise is important for prevention. And like James mentioned, just staying on top of it. Yeah. It鈥檚 not the most fun thing in the world to go. And, you know, mainly merge them or however you鈥檙e going to tackle it. But staying on top of it is really important so that when you do have to get in there, it鈥檚 not as like soul crushing, like not a huge volume.

And James would say this, but just like, really echoing you, you want you don鈥檛 want to keep digging yourself out of the same hole. You want to investigate what is causing these duplicates and like, stop the bleeding. You want to you want to fix it. For example, maybe, maybe a lot of them are coming from Salesforce, which is pretty common. And maybe you need to, you know, train the sales team that, hey, it鈥檚 really important to search for a record first, as opposed to creating it. Things like that. So yeah, staying on top of it, finding the causes, alleviating them. Yeah. For sure. They鈥檙e definitely an important step to. Yeah. Getting through and then keep it moving. Let鈥檚 see, the next question we have is how can we restrict user permissions to someone was able to edit the program. So we send send test emails to about 4 to 5 people but not mass emails.

I saw I was on the I was like, I have like, my dog is here and he can hear everything that happens all over the world. So he likes to market things. I鈥檓 just making sure, I always like to use an example. Let me look at the participants. We don鈥檛 have a Jeff in here. That鈥檚 great. I always say, like Jeff on the content team. Maybe you don鈥檛 want Jeff sending out the email to your whole database. You know, if it can happen, it it probably will happen. So I think that, I think that鈥檚 one thing that you want to be sure of. So you can create, like, a different role, for Jeff from the content team. You know what I鈥檓 talking about. When I said, Jeff, everyone has that person and they鈥檙e like, oh, yeah, it鈥檚 actually, you know, Sally or something like that.

But, everyone has a Jeff. You鈥檙e right. Robin. And so you want to create, like, it鈥檚 a specific role for Jeff essentially to not be able to execute smart campaigns. So that means that Jeff won鈥檛 be able to enable a campaign to send, Jeff also won鈥檛 be able to, you know, activate or deactivate a trigger campaign, things like that. So you鈥檒l have to have your power user come in and double check Jeff鈥檚 work. This also could be someone who maybe is interning for you, and you want to teach them Marketo and have them start building out programs, or they鈥檙e, like, a bit more junior in their role. I think that, you know, those the systems of checks is, is super helpful. And the other thing you can do also is, is enforce campaign limits. So if you put, on the admin level, you put a campaign limit of, 10,000 so Jeff can send an email to provided that Jeff is in a power user role, Jeff can send an email to 9999 people as soon as that either batch campaign or smart campaign gets update gets over that 10,000 limit, you鈥檒l have, either an admin or maybe we call like admin, like like a regional admin. Go in and edit that for the send specifically, and then bump it back down. So there鈥檚 a few ways to go about that. I think user roles are actually like the the most important way or like the most effective way to, to manage that. Okay. Did you have anything to add on that one? I think you covered that pretty well. The only thing that I was thinking is, you know, even if you don鈥檛 have a Jeff that you鈥檙e particularly concerned about, I still think that smart campaign limits are a great thing to set up regardless, just as kind of like a safety net, like a failsafe. Everybody can do it. It鈥檚 in the admin section of the Marketo account. You basically just put in like, a hard like a, a hard coded number. You know, you鈥檒l want to kind of think about what makes the most sense for you. But our general rule of thumb would be like 25% of the database. So, yeah, just recapping, it鈥檚 even if you鈥檙e not worried about somebody going crazy, it鈥檚 a nice thing because accents do happen.

I mean, yeah, if you don鈥檛 put a smart filter in a smart campaign and it just pulls everyone through, you definitely want to fail safe there. Like if even if it鈥檚 like 100,000 people and your database is like 150,000, that would at least stop the that specific thing from happening.

Good to know. Classic Jeff. See the next question is is Marketo recommended for cold email marketing or is it primarily suited for other types of email campaigns? I would not recommend Marketo for cold email marketing, especially if you鈥檙e on a dedicated IP. Definitely. Marketo would be is more geared towards working with your engaged people. And you also want to keep in mind that, in, in like the contract that you sign, like you, you agree that you鈥檙e not going to, email me like purchase lists, which that鈥檚 kind of where my mind goes with cold email marketing. So we we would strongly recommend that you鈥檙e kind of taking consent, like agreement into consideration and only emailing the people that have consented, that have agreed to receive your corresponding.

Yeah. Yeah. Agreed on that. I think like that kind of leads into, you know, in anything with with like GDPR, Castle canned spam, things like that, like in a preference center. I think all of those are pretty essential for, like, you. Yeah. You have to have consent to email someone. Now. Yeah. The I think the only thing outside of that is and this is all like, we also got a question about, about GDPR and, and doing, preference centers, which are we can totally chat about that. The I think one of the most important things is talk to your legal team like you, like, you know, can people call the email? Sure. Can sales reps do it? Sure can they like, is that like a different type of communication? Probably. Can your marketing team do it? That鈥檚 I mean, you talk to your legal team. What case said about purchasing lists like there鈥檚 we do have some like some strict boundaries around that. But yeah, other than that totally echo say okay. Yeah. And, I didn鈥檛 even think about it from a like a legal perspective. And I鈥檓 not a lawyer, but, like but the legal definition between cold email and spam is, is a little, a little murky. So it鈥檚 definitely something to to be, fearful about. Sure. Sure. Good call. Let鈥檚 see, does Marketo use its own software for sending emails, or is the volume of emails sent depending on the strength of the sending domain? Speaking of emails. It鈥檚 definitely a question for James being on the marketing team at one point.

Yeah. So I mean, I鈥檓 no longer in the marketing team, for for 51黑料不打烊 or Marketo. But we yeah, we, we did, and I and we still do, we have a lot of large, enterprise customers who, who utilize Marketo as well, who have databases in the tens of millions. So there鈥檚 certainly, yeah, there鈥檚 there鈥檚 certainly customers who do it. A lot of them are on dedicated apps. Probably all of them, if they鈥檙e ever in like that big of a range. But Marketo certainly has a processing power to do that. I don鈥檛 think that they鈥檙e we鈥檝e really had any issues outside of that. I think I think a big piece of that is like sending to people who you have consent to send to so that you don鈥檛 get marked as spam.

Because the more that that, like, you can get some domain hits that essentially are not great.

So I think, I think that鈥檚 a big piece of it. However, like processing power, Marketo shouldn鈥檛 have an issue with that. If you鈥檙e looking at, databases in the tens of millions, you鈥檙e probably a good candidate for like, performance tier increases to make sure that or being on like a dedicated pod, you know, you can share it and you can share pods, for, like server pods, for instance. So as you move up and want to be able to scale a lot of that and process more and more and send more and more emails, I think definitely, something to look at, if you鈥檙e in that realm. But I mean, single digit millions for database. No problem. It鈥檚 an interesting question. I feel like I鈥檓 always curious to know if different, you know, companies are using their own softwares. Yeah. I mean, and there鈥檚 some of, that, like, some of our add ons are really good for, really good for like more small to medium businesses. And some of them are great for for like enterprise businesses and we鈥檙e very honest about that. I think that, you know, we鈥檝e just we鈥檝e just switched, a few of our technologies, actually, and there鈥檚 going to be challenges, obviously, with the like a the bigger a corporation is, the more like red tape and the more things that you have to go through. Whereas if you鈥檙e a 100 person tech company and you鈥檙e like moving fast and breaking things and improving on those things that you broke and then like, that鈥檚 kind of the the nature, then I think that there鈥檚 there鈥檚 a lot more opportunity to like, use things in-house. But that鈥檚 not to say we don鈥檛 use it because we absolutely do.

Perfect. And to kind of go along with that, we received a question in the chat, I think could be relevant for that as well. The question is we implemented dynamic chat early this year, but we saw low engagement. Do you have any recommendations to increase engagement with the chat bot? I love to hear that your, that you implemented it. That鈥檚 great. Yeah, I think I think it depends. I mean, without knowing more about, like what? How you鈥檙e using it and what the low engagement is. But I would start there. I would kind of look at, you know, what pages are we using it on? Are there more optimal pages that we could be trying this? What am I, asking for in the chat? Am I keeping it simple? Maybe just asking for their email? With, like, a strategy of trying to get the other pieces, you know, later on, maybe from forums or what have you. So kind of like, are we are we asking for too much? Is it too much of a, a barrier to entry? I don鈥檛 know if that鈥檚 the right term. When are like, when are we flagging it or is it immediate? Are we letting them, you know, read for a little bit? Who are we sending it to? Are we or, like, deploying that to I mean, like, is it is it appropriate for our customers or not so much. And it鈥檚 more appropriate for prospects. So I think, I know that鈥檚 maybe not the most, like, concrete helpful answer, but I think it鈥檚 investigating what鈥檚 happening and kind of experimenting with different ways to optimize. Yeah, I know that was a live question. So I don鈥檛 know, James, if you had any different thoughts. The only not different spots is just an addition, like, probably considering like, what does low engagement look like? Sometimes it鈥檚 the nature of your, your audience as well. Like when I worked for K through 12 at Tech Company, a lot of our the people who visit our site were teachers. Teachers don鈥檛 buy our products. IT directors do. So it was like we would get good engagement from teachers. But that doesn鈥檛 help us entirely because they鈥檙e not the ones that make those decisions.

Especially for, you know, a whole school district鈥檚 technology. So I think that there鈥檚 there鈥檚 certain things to think about, like, do you have low engagement with, like, influencers in your buying cycle, or do you have low engagement with the decision makers? What are some industry benchmarks? What were you expecting to have for engagement, like conversions and things like that? But yeah. And then another thing is like, you could be setting them straight to the bottom of the funnel, like, here, check out this demo. Or request a live demo that鈥檚 personalized to you when they鈥檙e like, hey, I just want to know a little bit more high level about, like, what your company does and, and about this industry. So it could be a good thing to change up the, the, the offering and like the delivery with that. And see if that might help.

Awesome. Thank you. Let鈥檚 see next on the registration questions. Kind of a general one here, but what what do you have? What best practices do you have in terms of keeping a database clean? Yeah, because this was a pre-registration question. I think you we were able to put in a little visual for this, so I think it鈥檚 easier to, for you than to kind of like, work on on you. Let鈥檚 see if I鈥檓 able to work this UI to get to my slide.

Okay. So hopefully you can see this. Okay. It is, a big image. So I know it鈥檚 maybe a little hard to break to, to read. But backing up. So it鈥檚 definitely important to, to take data management serious in your Marketo instance. And you need to have, data management. Or you should have a data management program, kind of an operational program that鈥檚 helping maintain the cleanliness of your instance. So what I have on the screen right here, we as of about a year ago, we have a brand new best practice library available for all customers where you can import program templates directly into your Marketo instance. There鈥檚 I think 19 of them.

This one is operational, but we also have like trade shows, more like marketing efforts. Anyway, back to the the matter at hand here. This one is a great starting place if you don鈥檛 already have something.

I don鈥檛 know how to make it bigger for me. Okay, there we go. So you can see that in here. There鈥檚 some smart campaigns for capturing person source, which is really important for understanding your database and reporting. There鈥檚 also smart campaign for normalization. For example, there鈥檚 the United States because you don鈥檛 want your data to, you know, want James to be listed as the United States and need to be listed as U.S. So you can kind of use these as examples and grow from there. So for example, maybe you, have a lot of mismatch in job titles or states like Washington or TWA, things like that. You can expand on this using it as an example.

There鈥檚 record management block listed as a system field where if you set a record to block listed, they will not receive anything, even if it鈥檚 an operational email. So maybe you want to do that for your competitors or, I don鈥檛 know if I see people on social media that you don鈥檛 want to add any fuel to the fire. There鈥檚 also a smart campaign for setting to partner because it鈥檚 nice to have, like a field to isolate your partners because maybe they don鈥檛 need certain funds.

So really, what I鈥檓 what I鈥檓 saying here is you definitely want to have a program because some of these things are not going to happen automatically. And, you can you can start with this even if you already have something, you can import it and maybe, you know, steal some pieces, that you don鈥檛 have.

But yeah, I think I love that this question was asked because definitely your mind is in the right spot of trying to be proactive and and keeping everything nice and tidy. Yeah. You get out of this. James, is there anything that you want to add aside from the program library? Yeah. Program libraries. Good. I think you have to consider what your CRM and. But, like, integrated technologies except as data. So, like, as you said, with like your state is WA instead of Washington. That might fail a Salesforce sync because Salesforce has a restricted picklist and you can鈥檛 like, override it. So those are things to keep an eye on. But yeah, it can just affect that down down funnel. Like you get a really qualified lead in and then all of a sudden like it鈥檚 through like the Facebook integration, they put someone in in Facebook, it like defaults to the two letter. And and then Salesforce wants the full name. So you just have to really be careful with that. And, and then you鈥檙e into the like you鈥檙e off to the races essentially with like this race condition of like this lead came in, we鈥檙e passing it to Salesforce. What happens in that like ten minutes and it鈥檚 presence in in Marketo. There鈥檚 a comment in the chat. Always always check with your Salesforce admin. Yes. Absolutely. Right. Yeah. You don鈥檛 already have a relationship with the admin. You鈥檙e definitely going to want to start one. Yeah, totally. Take them out to lunch every week if you can. It鈥檚 you鈥檙e you鈥檙e going to ask them for so much. So.

I鈥檓 going to get all Salesforce admin Jeff. Same. Next session we have this I would like to know how the experts organize their lifecycle stages and funnel and what programs they use to move people through that funnel.

Could you walk us through that? Yeah, yeah I can. So, that that was what, I built in, in our internal Marketo instance for selling Marketo. So, you know, I think the, I think the lifecycle is something that, it鈥檚 really hard to get it right and perfect. And it鈥檚, similar to a lot of other technologies and pieces like scoring. Like, you have to do it a couple times to know, okay, this is why I don鈥檛 do something like that. So I think the first thing and, I mean, I could spend forever on this, and I won鈥檛, but, try to keep it for, like, a couple minutes. The first thing I would look at is like a will never buy bucket. And that鈥檚, going with what Kate was talking about with the I mean, essentially, those are like people who can鈥檛 literally can鈥檛 buy your product. So for Marketo, it could be like students.

It could be competitors, it could be employees. They just they don鈥檛 work for a company that can buy your products. So put them in the will never buy a bucket. And then when you reach your compliance limit, for the number of leads you have, look at that bucket first and see can we just delete these people? The answer is probably yes. The second piece is I like to create a, a default program that essentially has a status in that program within your channel tags, of every single status in the life cycle. That way you can see is there a mismatch between like if someone is in an opportunity and their leads statuses, their contact status is opportunity. But we don鈥檛 recognize that they鈥檙e in they鈥檙e in an opportunity in our life cycle program that would indicate that we鈥檙e missing something, that we鈥檙e not triggering off of the right thing. That鈥檚 coming over from the CRM, whether it鈥檚 Salesforce or Dynamics. So things like that. And I think the last piece that I鈥檒l mention with that is to have, I mean, you want to have a success path. So that鈥檚 like the ideal path of a lead getting created. They engage, you become qualified lead, they get accepted, they get pushed into an opportunity and they鈥檙e close one. So now they鈥檙e a customer. So that鈥檚 a success path. And you don鈥檛 want people move backward in that path. If they get accepted they couldn鈥檛. They can鈥檛 go back to Mql from there they can get recycled. So they can drop out of that and like get disposition or the opportunity, let鈥檚 say, is close loss. And they get pushed over to recycled from that. They can then bubble back up after a certain amount of time. But you really want to have that success path defined and not allow people to go backwards in that, because that鈥檚 when you start messing with the date fields. You know, if you have a date field, you should have a date field for each of those stats. And so you can see how long does it take for someone to go from Mql to Sal, for example? You know, is that six days too long, like you reps should be able to take a look at that and work within an SLA of like a couple days or a few hours, whatever it is like. We send you a lead, you determine whether you鈥檙e going to be calling this lead or not. And then from that to qualified, like, how long does it take for a lead to be qualified? Can we speed that up? Do we need to slow down. So really like it鈥檚 hard to do it right. I would say if you haven鈥檛 done it before and you need to implement it, it鈥檚 really worth spending like a bit of your budget if you have one. I know that鈥檚 like a lofty expectation that people have budgets. A lot of people in Mops don鈥檛, but spend that some of that budget on an expert to do your life cycle. We if you have any questions of who to recommend, I have tons of recommendations, but, it鈥檚 definitely something that has a lot of gotchas. So that鈥檚 what. That鈥檚 what I would recommend. Okay. I know you鈥檝e looked at a lot of life cycles. I hope I kept that been a certain amount of time. Yeah. I mean, life cycles are that it鈥檚 definitely not a one size fits all. So we can鈥檛 really be like, have these stages have these be the criteria because it does. It varies by industry. But even within industry it varies by different businesses and how they how they run and what their kind of their funnel is. So it鈥檚 hard to kind of give a prescriptive recommendation there. But I think it comes, you know, back down to just really sitting down and mapping out what that journey is and being in agreement, not just within marketing, but with sales as well. Right. Because if you can鈥檛 be in disagreement on what an Mql is, right, that鈥檚 just going to cause friction and and problems. So a lot of partnership and defining what that is before you even start building, if you don鈥檛 have your life cycle built out, in Marketo already.

So I think just taking the time and like understanding that it鈥檚 not going to be the type of task that you just sit down and bust out in an afternoon, it鈥檚 going to take a little bit more thought and a little bit more time. And that鈥檚 okay because but because it is worth it.

Awesome. Thank you. Let鈥檚 see. This question we have is what is the maximum number of emails we can send through a single email account in Marketo? It鈥檚 makes me wonder what what this person is planning.

So, the, the kind of the, the benchmarks for this, if you will. They are published online on 51黑料不打烊鈥檚 website. But generally, unless you鈥檝e purchased, a higher performance tier, I think is how we refer to it generally. Best case scenario, it would be a max of 1 million, emails per per hour. Is kind of the the general, I can鈥檛 think of the word, but general rate. We鈥檒l use that word. Yeah. I mean. We are we have some very large customers.

I think as you, as you said there, we have a lot of that published online. We have, if it鈥檚 a concern, we have, higher limits that can be purchased for, like, batch, emails. I like 3 to 5 million per hour. But if you鈥檙e sending more than a million per hour, I think that there鈥檚 hopefully there鈥檚 nothing wrong with the lists. First of all. But that鈥檚 a pretty big that鈥檚 a pretty big list. I would say. Also makes me think of dedicated IPS, if you are, you know, sending that money, you might want to be on a dedicated IP or like at least be talking about it.

Okay. For sure. Let鈥檚 see. We have blocked a lot of clients from our instance, as we do not want them receiving marketing emails. Can we set up a separate work area that doesn鈥檛 keep the same suppression list, so that we can email clients? Yeah, I have a slide for this one as well. Which is pretty, I mean, it has like a dumpling on it and I鈥檓 hungry, so, but, this is, this is something that I had, presented on previously, but I generally think that there鈥檚 three buckets of people in your database that email, you have your marketing communications. So it鈥檚 like, hey, we鈥檙e doing a webinar. Hey, come join us at this event. Download this piece of content, whatever it is that you鈥檙e sending off, marketing, and then you have your customer messaging. So, hey, we need to, basically let you know that we鈥檙e doing this, this and this, or we are we鈥檙e excited that you鈥檙e on board. We want to send you in an adoption nurture. And then you have your urgent operational, alerts. So if, let鈥檚 say your, Marketo goes down or something like that, we need to email people that are Marketo admins and say, hey, market is down. We鈥檙e looking into it. I don鈥檛 care if you鈥檝e unsubscribed. We have a business relationship and I have an obligation to send you urgent messaging. So I think that, there鈥檚 a few things you basically want to build your marketable lists around that鈥檚 like your marketing communications. They could be customers, they could be prospects, but they鈥檙e not unsubscribed. They have a valid email address. They鈥檝e opted into your communications. You have the consent to reach out to them. And then your customer messaging is like their customer and they鈥檙e not unsubscribed. And, we鈥檙e sent. It鈥檚 just a completely different message. Essentially, that you鈥檙e sending them because you don鈥檛 want to send that message. The prospects. And then obviously your urgent operational alerts are marketing emails operational. So even if they鈥檙e unsubscribed, you know, even if they鈥檙e, they鈥檙e email invalid or marketing suspended, whatever it may be, we鈥檙e still going to send them that email.

That, you know, I think that I鈥檝e worked in organizations where there is another bucket of people that you never contact, which I was also trying to, like, delete them from Marketo if that was the case. But it was it was like, this is an organization. They鈥檝e asked us this part of the contract who wrote it into. We never emailed them for marketing urgent alerts. Whatever it is like our CSM is handling that relationship. Do not email them at all. I would probably will email Marketo just so you don鈥檛 mess anything up.

So yeah, exactly. Give them the boot. But yeah, I think in general, like these are the three buckets that people can, can, can fall into. Okay. Would you, would you add anything on this? I would just, highlight the marketing suspended. You mentioned that, but I would just kind of double down on that is another system field and Marketo, in case anybody鈥檚 not, familiar. But basically, if you set somebody as marketing suspended, that tells Marketo that they will not receive any, you know, promotional, any marketing emails, but they would still receive any emails that are, that are marked as operational. So kind of Jim鈥檚 was talking about like emergency use. But even like beyond that, like, like transactional emails, like, you know, maybe they, they sign up for a webinar. They鈥檙e, they鈥檙e obviously expecting to hear from you. Right. So if you鈥檙e not taking advantage of the marketing suspended system field, it sounds like this would be, would be helpful in this situation. It was described in the question.

Yeah. I think the, the only other thing I would add to this is don鈥檛 build this into a segment, because you can have people in, like the customer messaging and a marketing communication bucket. It鈥檚 more of like a Venn diagram between those two. An example being like you want to send, and I guess you could build it into a segmentation, but someone鈥檚 going to fall in, you know, you have to be able to, to prioritize that, like with the waterfall appropriately. But if you鈥檙e let鈥檚 say we鈥檙e doing a Denver event, we鈥檙e doing a happy hour. We want prospects and customers to join for that. So if you want to send to one segment for that, then that would be, because segments are mutually exclusive from one another. So, yeah, I think just like be really careful how you build that out.

Awesome. Thank you. Right. We鈥檙e nearing time, so I think we have time for one more question, and we鈥檒l use that to ask. What are some best practices you have to improve the Marketo Salesforce Sync.

Classic. A big question for the last four minutes. I mean take it away James. Yeah. Thanks. I brevity is not my strong suit. So we get this, we get this question a lot. We work with our customers a lot. If you have an issue with the sync and you want us to, like, help you out with that and kind of point you in the right direction, reach out to your CSM or your Sam, solution account manager. We鈥檙e happy to chat about it. I think, the high level is to, don鈥檛 give the Marketo sync user and Salesforce admin access. That means that they鈥檒l be able to see all the fields and all objects, and it鈥檚 just like a complete flooding of data into your Marketo instance. They need to have their own profile so that you can effectively, effectively select which fields they have access to. You know, the more data that gets changed in Salesforce, if it鈥檚 a if it鈥檚 not a formula field, but it鈥檚 an actual field that gets updated, market is going to bring that over. So you鈥檒l see if you go, let鈥檚 say it鈥檚 I mean in this scenario it鈥檚 SDC if you go to admin and then Salesforce and sync status, if you see that some of those objects are pulling in like 10,000 or 9000, updates, that means you likely have a backlog and you need to hide some fields in the Marketo sync user. Because it鈥檚 it鈥檚 unsustainable to let that backlog go through.

That鈥檚 all I鈥檒l say on that. But let鈥檚 if you ask that question and you want to chat further about it, I鈥檓 super happy to.

Anything to add. On? Okay. I think I鈥檓 gonna leave. Leave that one untouched. It鈥檚 it鈥檚 pretty broad. But yeah, I think, you know, reach out. Also, something that I, that we haven鈥檛 said is, that nation, the kind of the community where people post that, like, I鈥檓 really impressed how active it is there. So you can always maybe your questions been asked. But if not, definitely put it out there. Like a lot of people really love to respond. I think it鈥檚 kind of like competitive in a sense. So definitely don鈥檛 don鈥檛 accept that. Yeah. Let them continue over you. Yeah. Or or like or like try to answer your own question with the wrong answer. Because people like people like correcting others. I saw that somewhere, and I was like, so smart.

Yeah, for sure. There鈥檚 some legends in the community there. Yeah, a lot of really smart people.

Awesome. Speaking of smart people. Thank you both for joining us today. And while you screw all of these questions that we see from everybody, so I want to just quickly wrap us up for today, on this screen. There we go. On this screen, we have some resources for you in the weblink section. And you鈥檒l also find the white paper. So please don鈥檛 forget to download that on your way out, as well as fill out our survey questions below. Let us know if you鈥檇 like more info on Marketo and if any of the features that we talked about today in the presentation. Any questions there? Any questions we weren鈥檛 able to get, to today? Please feel free to reach out to your solutions account manager. If you鈥檙e not sure who that is, you can reach out to me directly and I will put you in touch with the correct person.

And as a reminder, you鈥檒l receive a recording of today鈥檚 webinar and an email from us in 24 hours.

That鈥檚, honestly, that鈥檚 all for us today. Thank you all for attending. Thank you so much again. Kane and James, for joining us today. And, leading us here and for everyone in attendance and listening at home. Have a great day, and we look forward to seeing you at one of our upcoming events. Thank you very much. Thank you. See you later.