MARKETO QA session Webex meeting Marketo team Week

MARKETO Q&A session (Webex meeting) Marketo team Week 26 – June 29 th, 2016

PROGRAM LOCALISATION Reminder June 2016 - Week 26 Marketing Meeting - Strictly Confidential 2

PROGRAM LOCALISATION For all the program localisation, please remember to: § Localise all emails in your language § Check the smart lists § Put the emails in the campaigns § Set up report subscriptions ü For automotive: add Suzanne Bussy and Rosie Clifton Van Vliet to all report subscriptions, as well as Sherralynn for all leather e-mails ü For furniture: add Ketty Le Henaff-Pillet, Marie Monteil and Audrey Faussane to all report subscriptions Don’t forget to inactivate these reports at some point All User guides are available on the Lectra Users Group, so please read it carefully and use the ‘To do’s’ inside of them. • This will speed up the testing and send-out process and get better results in certification evaluation! Marketo Q&A - Strictly Confidential June 2016 Week 26 3

WHERE TO FIND THE USER GUIDES? Marketo Meeting - Strictly Confidential June 2016 Week 22 4

MARKETO TAGS June 2016 - Week 26 Marketing Meeting - Strictly Confidential 5

MARKETO TAGS Principles Do not forget to set up program tags when you localize it. Those tags will be helpful for reporting purposes. To set up tags, click on the program name, then on ‘Setup’. Drag and drop tags on the ‘Summary’ field Marketo Q&A - Strictly Confidential June 2016 Week 26 5

MARKETO TAGS Principles • Country: Select the ‘Country’ tag and your workspace name It’s not a multiple choice. If you have more than one country, do not use this tag. Marketo Q&A - Strictly Confidential June 2016 Week 26 5

MARKETO TAGS Principles • Period Cost: We use this tag to help calculating ROI. Select the ‘Period Cost’ tag, set up the ‘Program Month’ and add a ‘Period Cost” of 1€ as Default, or if you have a real cost, just add it. 1 If your program run on several months, drag and drop this tag as needed (1 tag per month). Marketo Q&A - Strictly Confidential June 2016 Week 26 5

MARKETO TAGS Principles 2 new tags are now used on program’s setup: Program category Content type to differentiate Inbound (capture), Outbound (push) and Operational (Admin Marketo)programs on reports to specify the type of document your are promoting (if necessary) Marketo Q&A - Strictly Confidential June 2016 Week 26 5

MARKETO TAGS Principles • Program category: Select the ‘Program Category’ tag and the type of your program Inbound: refers to marketing activities that bring visitors in = capture contacts/leads coming from the Internet = visible and attractive. Outbound: gathers all pushed initiatives, for example, sending an email. It helps to start a conversation and drive interactions with customers and prospects. Operational: mainly Corp, to create and set up program for Marketo to run Marketo Q&A - Strictly Confidential June 2016 Week 26 5

MARKETO TAGS Principles • Content type: Select the ‘Content type’ tag and the type of your document (to use only when you are sending a document to leads) Marketo Q&A - Strictly Confidential June 2016 Week 26 5

DESIGN STUDIO Files and images uploaded June 2016 - Week 22 Marketing Meeting - Strictly Confidential 12

FILES AND IMAGES • Please upload images and files with the right naming and size in Marketo • Images size are not the same between Emails and Landing Pages, so you need to upload 2 different images in Marketo for one program. • Width cannot be change regarding the guidelines given for each market template. • Height can be change but we recommend you to limit the size of the banner. The shorter the better to avoid scrolling. Think about that BEFORE the upload. • Do not forget to add image’s size in the naming. Marketo Meeting - Strictly Confidential June 2016 Week 22 13

FILES & IMAGES Exemple: Marketo Meeting - Strictly Confidential June 2016 Week 22 14

TRANSLATED FORMS Contact, registration and download content June 2016 - Week 22 Marketing Meeting - Strictly Confidential 15

TRANSLATED FORMS Contact, registration and content download forms are now available in 16 languages: DE, EN, ES-MX, FR, IT, JA, KO, PT-BR, PT-PT, RO, RU, TR, CN-ZH, CN-TW You can find all the forms in the Share WS. - Clone this program in your WS. - You will be able to use any form inside your programs by just cloning them. - Please review all forms before using them, to make sure translations are correct. RESPECT THE NAMING OF FORMS Marketo Q&A - Strictly Confidential June 2016 Week 22 16

LECTRA TRADESHOW Program template June 2016 - Week 22 Marketing Meeting - Strictly Confidential 17

LECTRA TRADESHOW Macro Process SALESFORCE / MARKETO Targeting Invitation send out OPTIONAL Thank you / Miss you send out Database & lead status update OPTIONAL MARKETING QUEUE IN SFDC* Marketo Q&A - Strictly Confidential June 2016 Week 22 18

LECTRA TRADESHOW Micro Process ed nc u bo BOUNCE No show Invitation Clicks EVENT. Pdf to localize Lectra booth List import to tag attendees We missed you Attended Thank you Internal alert for registered Unreachable (no activity) Marketo Q&A - Strictly Confidential June 2016 Week 22 19

LECTRA TRADESHOW In Marketo Fashion & Apparel Automotive Furniture Marketo Q&A - Strictly Confidential June 2016 Week 22 20

NAMING INTERESTING MOMENT June 2016 - Week 22 Marketing Meeting - Strictly Confidential 21

Naming Interesting Moment Marketing Initiatives Email Event Interesting moments automatically created in Marketo Sales Insight Examples Clicks link in Email Opened Sales Email Attended an event Registered to an event Downloads any. pdf in email Downloads any. pdf on webpage Milestone Email is Invalid (bounced) Unsubscribed Member of Nurturing program Milestone: Nurturing: Was added to the program NU. 1606. CORP. FU. Awareness. And. Consideration. EN Fills out a contact form on any website Fills out any form (except contact) Web Visits a multiple-page microsite Visits a one-page microsite Visits at least 2 lectra. com / lectra. cn pages in 2 days Marketo Meeting - Strictly Confidential June 2016 Week 22 22

SUMMER WORK Data cleansing June 2016 - Week 22 Marketing Meeting - Strictly Confidential 23

Data cleansing - Market > 500 leads with a lead status higher than “Marketing Qualification” with “Market is empty“ Our targeting are based on the market field, so all our leads must have a market in Marketo, especially the “hot” leads. Please update leads market … and check duplicates! Marketo Meeting - Strictly Confidential June 2016 Week 22 24

Data cleansing – Lead Department A Fashion Campaign is coming… We are currently working on the targeting, and we found out that a lot of fashion leads don’t have a lead department. (2, 079 worldwide) We need you to work on qualifying those leads by adding their lead department (most of them have job title – 1, 795 worldwide – so it should be easy to dispatch!) so they will receive the right content. Marketo Meeting - Strictly Confidential June 2016 Week 22 25

Q/A June 2016 - Week 22 Marketing Meeting - Strictly Confidential 26

June 2016 - Week 22 Marketing Meeting - Strictly Confidential 27