Congrats on Your Engagement!

Congratulations, you’re engaged… with your audience! This weeks PiPointer from Rachel Noble is all about engagement programs in Marketo. She walks us through some tips and tricks for getting to know your audience better so you can engage with them in the most effective and meaningful way. Whether you want to engage with prospects in a specific geography or send a message only relative to CTO’s… this weeks PiPointer will set you up for success.

Summer is Over, Huddle Up for Strong 4th Quarter

It’s football season and everyone is getting their weekly lineups together. Returning players know the plays, the coaches, the ins and outs of the season. Rookies however are still learning the team strategy, working hard to feel comfortable on the field, and figuring out what it takes to score big. They’re getting an education in these first few weeks of the season.

This same concept applies to bringing new marketing professionals up to speed when they come aboard, or are “Onboarding.” Take a break from setting your fantasy lineup and check out this blueprint for a new employee. Not only will it help the marketer, but it might also provide some new insights for your coaching staff, or marketing team.

The Onboarding Blueprint

  1. Give the Overview – Bring new employees up to speed on the basics: what the company does, its size, its target market, which marketing channels it uses, etc. Sound familiar? This is probably your corporate deck. Invest an hour or two and walk through it with your new marketing person.
  2. Review Success Metrics – Train on the KPIs that Marketing is responsible for and explain how those apply to the new hire. For example, if monthly MQLs are what the CMO uses to benchmark success, make sure the new webinar manager is creating webinars that push new leads to MQL.
  3.  Introduce the Employee to Sales – Giving Marketing the perspective of Sales helps build the ever important alignment.  Maybe have the new hire sit in for some sales calls and meet with 3-4 Sales reps, including the business development reps and the outside team.
  4. Train on Marketing Technology Platforms- Do a run-through of the marketing automation software and other digital marketing technologies such as webinar management tools to give the new employee an idea of technologies used at the organization.
    • Ease the fear of creating new emails or target lists by bringing in your marketing operations guru to provide the overview. The idea here is not to go deep with training but to provide an overview of all the technologies the marketing team utilizes. This helps promote cross functional expertise.
  5. Shadow Someone – Have the new employee spend a day or half a day with an experienced marketing employee in the same department. This should give the new hire a comfort level with the job function he or she will be performing.
  6. Deep Dive into Training – After the first five steps, the new employee should have a pretty decent idea of what is happening at the organization. Now it’s time to dive deeper into the new hire’s specific function. The new hire should review any documentation on processes and begin diving into the day-to-day technologies. For example, a new marketing operation manager would dive into the marketing automation platform to learn how to import lists, set lead scoring, adjust nurturing and more. Many digital marketing technology providers offer some online training, so make sure the new employee takes advantage of that.
  7. Review and Reinforce Goals – After a week plus of training, the new hire will feel like he or she is drinking from a fire hose. The new marketer will not retain everything so now is a good time to provide a refresher on goals, KPIs and other top points. As a manager, this step offers you the peace of mind to trust your new hire to follow process accurately.

In order to successfully bring your new employees on board, training is needed. Whether you use a blueprint like above, or create your own, set up your employee for success with proper training.

And next time someone on your team makes a “rookie mistake” try to remember everything they’re learning and cut them some slack!

 

Jeff Coveney

Avoid This Webinar Mistake and Be A Marketing Hero!

Imagine this: you are going to host a webinar on a platform that is integrated with Marketo. You build beautiful landing pages, set up emails, create a flawless registration process for your Marketo program. You get hundreds, no thousands of registrants. Miraculously 90% of them attended the webinar and let you know that they love your content. The sales team parades you around the office in your chair hoisted up on their shoulders chanting something like “Who do we love? Marketing! Why do we love them? Too many reasons to list!”

Then you snap back to reality from your daydream and realize that while all of that may in fact have been true, you’re faced with the minor inconvenience of the [silly] people who register for the webinar after the event has taken place. (Come on people, do you not look at the dates?). While this doesn’t seem like a huge deal, and really it’s not, it can still mess with your membership data (why are there 2 people sitting in the “registered” status when everyone else is distributed between “attended” and “no show”?), and it can cause those [silly] people to get a little annoyed that they can’t actually attend the live event.

While Marketo did promise landing page expiration settings at last year’s Summit, we’re still waiting for that feature so, in the meantime, here’s a simple way to manage your registration pages after a live event. The solution does require some time and planning but, if you incorporate it into your regular program checklist process, you really won’t notice a difference in the time it takes to optimize your events.

Some people’s first instinct is to edit the registration landing page copy as soon as the event is over to reflect some verbiage like, “sorry, this event has taken place”. We hesitate to make any changes to a registration page, because if you ever wanted to go back and assess what made this particular page have that killer conversion rate, or clone it for a future webinar’s page, you’ve lost all original copy. Instead, create a landing page in design studio that is a generic “sorry this event has already taken place” page, with a link to your on-demand recordings, resource library, whatever makes the most sense for your business. Then, set a reminder on your calendar for the day of the event and create a redirect rule in Admin from your registration page to this generic post-event page. (Note: to create a redirect rule, go into Admin>Landing Pages>Rules>New>New Redirect Rule).

The result is that you’ve prevented people from registering post-event, provided them a direct link to access recordings of other webinars (or even this one if you’re quick to post after the event is done!), and retained all original copy and layout of the registration page for reference. Now I’ll leave you get back to your daydreams about sales throwing confetti as you regally strut down the red carpet between cubicles…

– Vivi Gehan

PiPointer – Why Managing Bounced eMails is Like Herding Cats

If managing your Marketo database feels like herding cats don’t worry, there’s good news ahead in this week’s PiPointer! Digital Pi’s Jenn DiMaria explains how you can get it under control by implementing a few simple tactics. Control the chaos and learn how to manage invalid bounced emails and get all the neighborhood cats together for a picture (just kidding about the cats, sorry!)

Skinning Schrodinger’s Cat: Fearless Marketing When You Don’t Know What You Don’t Know