Marketo's Journey: Marketing Calendar

Join Marketo's own Rick Siegfried as he guides you through the epic journey to a fully aligned marketing organization. He'll lead you through:
- Building programs optimized for Calendar
- Creating a digestable naming convention for the whole team
- Personalized views to focus on what matters to you
- Leveraging Calendar HD for high-level and in-the-weeds meetings

1. Marketo’s Journey: Marketing Calendar Rick Siegfried Customer Marketing Programs Manager, Marketo

2. Who is Rick? Manages cross-sell demand generation efforts to Marketo’s current customer base Started at Marketo on February 15, 2011 Currently located in Evanston, IL

3. Who is Rick? Manages cross-sell demand generation efforts to Marketo’s current customer base Started at Marketo on February 15, 2011 Currently located in Evanston, IL

4. Why does Marketing need a calendar? “It was on the calendar, but never happened.” “It happened, but was not on the calendar.” “I spend too much time figuring out what’s really scheduled.” “Every new campaign interferes with others already planned.” “It’s hard to coordinate all the activities in flight across teams & regions.” “I’m sending overlapping messages to customers & prospects.”

5. Disconnected Calendars Hinder Coordination 70% of Marketers are still using rudimentary tools for Calendar* *Marketo Research, 2014

6. What is Marketing Calendar and Why Should You Care? Unified Track any activity Specialized Create unique views Actionable Build & modify campaigns

7. Setting Expectations…

8. Today’s Agenda Entry Types: What you want in your calendar Program Tags: How to get what you want into your calendar Naming Conventions: How to understand what you see Scheduling: How to interact with what you see Calendar HD: How to leverage what you see

9. What activities are most important to you?

10. This is in Marketo so let’s start there…

11. What ELSE do you want to see?

12. Program Tagging is KEY

13. Tag Values B2B or B2C B2B, B2C, Both Customer or Prospect Customer, Prospect, Both Customer Program Type Demand Gen, Retention, Informational Exec View Yes, Null Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc. ) Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.) Program Lead Several Region USA, EMEA, APAC, JPN, Global SMB or ENT SMB, ENT, Both Vertical Financial Services, Healthcare, Higher Education Voice of Customer Yes, Null

14. Tag Values B2B or B2C B2B, B2C, Both Customer or Prospect Customer, Prospect, Both Customer Program Type Demand Gen, Retention, Informational Exec View Yes, Null Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc. ) Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.) Program Lead Several Region USA, EMEA, APAC, JPN, Global SMB or ENT SMB, ENT, Both Vertical Financial Services, Healthcare, Higher Education Voice of Customer Yes, Null

15. TAG… YOU’RE IT!

16. Program Naming Methodology…

17. Program Naming Methodology… [Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year ] You Are Currently a Member of… WM – Marketing Calendar Journey – USA – Nov 2015 Your Program Status is… Event – Webinar – Marketo > Registered

18. Program Naming Methodology… [Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year ] You Are Currently a Member of… WM – Marketing Calendar Journey – USA – Nov 2015 Your Program Status is… Event – Webinar – Marketo > Registered W hat is it? Who is it for? When is it?

19. Program Organization

20. Program Asset Organization

21. All Local Campaigns and Programs

22. Also able to rename

23. Tentative vs. Confirmed Email

24. Best Practice: Approve from Control Panel

25. Confirmed Event

26. Voila… Event Check-in App!

27. Best Practice: Prevent Schedule Clash

28. Now everyone knows what’s happening!

29. Hey Man, Nice Filter

30. Entry Types

31. Entry Types + Program Tags

32. Entry Types + Program Tags + Workspaces

33. Welcome to my home…

34. Welcome to my home…

35. Sharing is caring

36. Sharing is caring

37. Let’s show this prehistoric calendar how we do things in Marketo

38. CALENDAR HD!!! # calhd

39. Display full HD views of your programs calendar and goals on office walls Provide visibility to sales, C-suite and business stakeholders Align Teams to Big Picture Goals

40. Let’s take a step back… how do we do this?

41. Build from the ground up

42. What are your goals and aspirations?

43. It’s all here…

44. Review of Today’s Agenda Entry Types: What you want in your calendar Program Tags: How to get what you want into your calendar Naming Conventions: How to understand what you see Scheduling: How to interact with what you see Calendar HD: How to leverage what you see

45. Fine, let’s get serious… Questions? [email protected] @ RickGrind