How we run the marketing engine and how it is powered by data

Thanks for reaching out and taking the time to discuss how to become data-driven. The idea of this landing page is to show you step by step how we work. And as you are reading this you have experienced the first steps already, so let me explain.

I will use Ecster as an example. We had a meeting at D-Congress discussing marketing and being datadriven. In regards to the discussion and the questions, let´s say we consider Ecster as a SQL (Sales Qualified Lead = there is a challenge and a need articulated that we at Valtech can solve, and there is a clear intrest for further discussions). This means we will plan a targeted follow-up activity. So to not just explain we have also put you in a follow-up activity like that for you to experience.

Below you will find a step by step description on how do that.

Everything is pre-defined by selecting the right program template

In Marketo we set up everything inside Programs which is used to keep all assets of the activity while at the same time it keeps track of who's being engaged and how they have progress in the funnel of the activity. 

In this example we'll be using a micro nurture which automatically reacts to how the recipient is engaging with the content.

Depending on the activity the corresponding Program Template is selected which could be a white paper, on-demand video, webinar, event, nurtures or one-offs like newsletters and push campaigns. 

Automatic Salesforce Campaign creation

As everything is integrated Marketo has already created the Campaign inside Salesforce with the correct Member Statuses. The statuses are used to define the funnel for the selected program.

Member Statuses inside Salesforce are managed by Tags in Marketo which is set up on the Channel type. In Marketo it's possible to set up that you can only move forward in the funnel.

As you can see in the screenshot our naming convention takes account for the funnel having the starting point "00 Member". This makes reporting inside Salesforce more straight forward as you don't need to know the order of the statuses for each funnel.

All campaign logic is predefined in the template inside of Marketo

As we are using pre-defined Program templates we do not need to make any modification to the campaign logic which can be set live as soon as the content has been uploaded. In this specific case we had more requirements than what is offered out-of-the-box. 

The naming convention of the flows follow the Member Statuses of Salesforce, which makes it easier to see what flow handles what step of the funnel. 

Campaign logic is inherited by the template meaning all emails and Member Status has already been mapped when the template was selected and the Campaign in Salesforce created.

Adding your personalised content to Marketo

All emails within the Program Template is updated with new relevant content together with personalization fields like who the email is sent from and their name. 

In this case the email is drafted as if it was sent from the Lead Owner's own email to increase the perception of personalization together with the personalization fields for the Lead Owner as seen in the screenshot.

Automatically requesting to follow-up on leads

Depending on how leads are reacting to the emails this will create different type of follow-ups on the lead and notify the Lead Owner.

The Lead Owner is managed by Salesforce who's notified as soon as either there's an reaction to the content or if the lead didn't react to any of the emails. Marketo will both create a task inside Salesforce, which is shown in all the dashboards so we can keep track of all tasks related to leads, and directly notify the Lead Owner when this happens.

Get an instant overview of all activities in the Go-To-Market Dashboard

Everything inside the Sales funnel is visualised from where Marketing and Sales created detailed plans for following up on individual leads and accounts. 

This is also where potential gaps are identified, where new campaigns are designed and where all tasks for follow-ups are reviewed. 

Triggering the micro nurture directly from Salesforce

Simply by selecting the related Campaign in Salesforce will automatically trigger the micro nurture in Marketo.

There are multiple types of Campaigns in Salesforce but more or less all of them are related to a specific Program in Marketo. Adding a Lead to any micro nurture program will automatically trigger an email to be sent.

Visualizing the full pipe of activities

All marketing and sales activities are visualized using Microsoft Power BI. This is visualised within a sales funnel where we keep track of our total pipe from UQL to SQL and opportunities supported by marketing versus purely sales driven opportunities.  

All activities from marketing, sales and our delivery teams are consolidated within the same ecosystem. This makes it possible to visualize any metrics and KPI, but even more important, it makes it possible to identify the underlying segment and create new campaign activities which targets that specific segment.

To summarize, I hope this is inspirational and valuble for you in your work. This is an example from how we work when it comes to using the full Martech ecosystem. We talked about setting up a meeting here at Valtech to go through the set-up more in depth and since we included you in a follow-up activity we will be able to look att data from this activity as well.

If you have questions please don´t hestiate to reach out.

Mattias