2. Smash the Data Silos: Use
Marketo to Create a Single
Source of Customer Truth
Courtney Grimes, Martech Solutions Engineer, DemandLab
Eric Hollebone, Chief Marketing Technologist, DemandLab
Gary DeAsi, Director of Marketing, Demand Generation, Pointillist

3. courtneygrimes
@cougrimes
erichollebone
@erichollebone
garydeasi
@gDAZ
Courtney Grimes
Martech Solutions Engineer
DemandLab
Eric Hollebone
Chief Marketing Technologist
DemandLab
Gary DeAsi
Director of Marketing, Demand Generation
Pointillist
Who are you?

4. Why should I care?
Because Marketing
Reporting Sucks.
(seriously)

5. Why should I care?
AND IT COULD
SUCK LESS

6. · “Do the people who go through my help and support areas of my
website longer file less support tickets?
· “What’s my return on online ad spend? I’m not selling with an
online store, and the sales cycle can take several months.”
· “Why do anonymous visitors drop off at the contact us form—and
what prevents them from becoming known leads?”
We All Have Big Questions.

7. Leverage Big Data, Get Big Insights
Big Data Customer Insight
Integrate and unify
data across all tools
& systems in your
tech stack
Take a journey-based
approach to
marketing
measurement

8. Scaling Analytics
with the Data Lake

9. Today’s Marketing Stack Realities
System of
Record
(your CRM)
System of
Action
(Marketo)
System of Engagement (your customer ecosystem)

10. Today’s Marketing Stack Realities
You’ve got Marketo…
You’ve got Marketo
partners and integrated
solutions…
…and you’ve got
everything else
you’re using in your
organization.

12. If you can Pivot in Excel…
Using VLOOKUP, pivot tables or other
Excel features, you can generate:

13. … you can build your own data lake

14. Build a data model that connects

15. You Can Do This: Let’s Connect Analytics
Use case: Landing Pages
1. Update your analytics setup
to enable their User/Visitor ID
2. Edit your landing page
template or tag manager to
add the following (GA):
3. Setup JavaScript firing order:
best done in your tag
manager.
Use case: Your Website
Extending User/Visitor ID to the
rest of your online infrastructure
depends on configuration, the
webserver and using Marketo’s
REST API.

16. Real-World Example:
Show me closed won
opportunities where
someone filled out a form
and were tagged in my
online advertising
campaign.
Take the total revenue of
those opportunities and
divide it by the cost of my
advertising campaigns to
give me Return on
Advertising Spend.
You Can Do This: Solve a Big Question
• Advertising info
• Marketo cookie ID
and/or User ID
• Marketo form
• Web analytics ID
• Advertising ID
• Advertising info
• Ad costs
Online Ad Online
Analytics
MarketoCRM
• Marketo
cookie and/or
User ID
• Marketo form
• CRM ID
• CRM ID
• Opportunity info
• Revenue gained

17. Part 2
Customer Journey Analytics:
So you have all your data in one
place…now what?
Gary DeAsi
Director of Marketing, Demand Generation
Pointillist

18. 67%of marketing leaders say
creating a connected customer
journey across all touchpoints
and channels is critical to the
success of their overall
marketing strategy

19. Customer Journeys Without Data Data Without Insights

20. What is Customer Journey Analytics?
An analytics practice that combines
quantitative and qualitative data
to analyze customer behaviors and motivations
across touchpoints and over time
to optimize customer interactions
and predict future behavior.

21. 4 Core Components of Customer Journey Analytics
Data Fusion
Journey
Design &
Planning
Journey
Testing &
Optimization
Journey
Automation &
Orchestration
Data unification,
journey discovery
& analysis
Journey mapping
Prioritize initiatives,
test hypotheses
Workflows &
engagement across
channels + platforms

22. Free Trial
+Product Usage
Sales Demo
+Completed
Implementation
+Adoption
Journey Milestones
Understand the Critical Steps in the Path
Defining lifecycle & journey stages, milestones & metrics

23. How Are Customers Progressing Through the Journey?
Lifecycle flow / success path analysis
ü Set benchmarks
Known
Engaged
Lead
Sales Lead
Opp
Won
üWaterfall reporting
Where are they
getting stuck?

24. Acquisition (FT)
Influenced (MT)
Velocity
Touchpoints
Milestones
Engagement
Demographic/Firmographic
Known Sales Lead OpportunityFirst Visit
? ? ? ? Won
Why Do Some Journeys Succeed and Others Fail?
Journey success/fail analysis

25. Emails
Programs
Campaigns
Activities
Page Visits
Blog Visits
Emails
Programs
Campaigns
Activities
Page Visits
Blog Visits
Analyze Cross-Channel Touchpoints
& Interactions at Every Stage
First Visit Lead Created Sales Lead Opportunity Created Won

26. Emails
Programs
Campaigns
Activities
Page Visits
Blog Visits
Emails
Programs
Campaigns
Activities
Page Visits
Blog Visits
How do your most valuable
customers begin their
journey? What is working?
All Prospects Closed Won
Marketo Programs
Pre-MQL
Marketo Programs
Pre-MQL

27. Emails
Programs
Campaigns
Activities
Page Visits
Blog Visits
Emails
Programs
Campaigns
Activities
Page Visits
Blog Visits

28. Journey to Closed Won Dashboard

29. Journey to Closed Won Dashboard

30. Analyze Journeys at the Individual Account Level
Marketo Opportunity Influence Analyzer

31. Campaign Influence: Not Just Who, What, Where, But WHEN
Campaign Reporting by Journey or Lifecycle Stage

32. Why do some buy after they try and others not?
Start Trial Activate Purchase
Direct to Trial
Free Tool
Content
Cross-Sell
Opportunity
Trial Success
Journey to Trial Journey to Trial Success Journey to Purchase
?

33. Why do some buy after they try and others not?
Start Trial Activate Purchase
Product Usage
Nurture Training/Demo
Help/Support
Direct to Trial
Free Tool
Content
Documentation
& Tutorials
Sales
Interactions
Cross-Sell
Opportunity
Journey to Trial Journey to Trial Success Journey to Purchase
Success Metric

34. Post-Purchase: The Journey is Just Beginning!
Billing
& Payment
Product
Usage
Technical
Support
Customer
Community
Sales
Interactions
NPS, CSAT
Marketing’s view of customers
Customer
Service
VOC

35. Customer Experience Value Matrix

36. Take Aways
Data Lake Journey Analytics
• Infrastructure doesn’t matter
(in the beginning) – getting
started does.
• Initially integrate your big
three (GA, Marketo, CRM)
• Linking IDs are critical to
flexible reporting
• Usually leads to some
unexpected insights
• Start thinking in journeys!
Beyond single channel or
stage
• Set journey-based metrics
• and KPIs
• Insights must be shared
across functions and teams
• Not just insight alignment,
action alignment!

37. One last thing…
Marketo has announced updating its data retention
policies as of August 15, 2018.
If you are a long sales cycle organization, a data lake
can help retain marketing activities.
https://nation.marketo.com/docs/DOC-5761-marketo-activities-data-retention-policy-overview-faq#jive_content_id_Activities_with_90Day_Retention_Period
High volume activities – 90 Days
Change Score, Visit Webpage Page clicks, Click Link on Webpage, etc.
Medium volume – 25 Months
Click Email, Email Delivered, Add to Opportunity, SFDC Activity etc.