Marketo Engage Rockstars

Now, onto our rock star session. So, this is the part of the program that is all about bringing you the best and the brightest MyKetto users, sharing insights and ideas that will help you tackle the trickiest problems and create campaigns that set you apart from your competitors. The best bit is that at the end of the three segments, you’ll be able to vote for your competitors. And we’ll review the golden nuggets across all of our presentations today. So, first rock stars up are Niril Patel and Carl Sutton from Bank of New Zealand. They have excellent tips about UTM strings for a more consistent and efficient reporting. Niril and Carl, over to you. Kia ora koutou. I’m Niril and I’m a marketing automation lead at BNZ. I’m a certified MyKetto expert and have been on the tools for about two years now. Currently work in the geeky end of marketing, helping design and deliver data-driven customer communications. In my spare time, I enjoy reading, staying fit and exploring our local cafes in Aotearoa. And I’m Carl. I’m also a marketing automation lead at BNZ. I’m a certified MyKetto expert with around four years of marketing automation experience. I love using MyKetto to help others solve and automate decisions and campaigns. In my free time, I enjoy doing some sort of art project or you may find me in the wilderness planting New Zealand native trees. So working together, we both bring a unique point of view in problem solving. So with our powers combined, we represent the power of marketing automation. Thanks Niril. So today we’ll be covering what UTMs are and why they’re important. The specific business challenge that we’re trying to solve. Setting up your UTM parameters. And finally, a step-by-step process in order to automate your UTMs using MyKetto. So with that on board, let’s get into the detail of what UTMs are. Thanks Carl. So it’s a well known fact that what gets measured gets managed. Now this applies more than ever for companies today. Without measuring the impact of your marketing, you can neither optimize it nor use it as a proof of your marketing success. So this is where UTMs really come into play. In order to accurately track email behavior, every link in an email should have a unique tracking link. A Nurchin Tracking Monitor, better known as a UTM, is a simple code that can be added to the end of any custom URL. This particular code tracks how the traffic has been sent to your page. As a result, your analytics reporting tool can essentially track marketing performance. Now these codes can help calculate the impact of your campaigns. So if you’ve ever struggled with marketing attribution, UTM codes will really come in handy. So what can you track using UTMs? For effective tracking, you’ll need to include the following elements for every tagged URL at the very least. Source, which allows you to track where the traffic has originated from. Medium, which tracks what type of traffic the visitors originated from, whether that’s CPC, email, or social. Campaign, so which specific campaign is driving the traffic to your page. And content, the specific content type that drove your traffic to the page, whether that’s CTA, button, or image. So now that we know why they’re important, let’s go and have a look at our specific business challenge. Thanks, Neryl. So the challenge that we were experiencing at BNZ was the process to create a UTM was very manual and laborious and had to be done one link at a time. Such a slow and tedious process in a high-performing, high-demand work environment resulted in human errors, like different naming conventions and sometimes UTMs completely missing. When UTMs aren’t complied consistently, it does impact your ability to effectively report across all your campaigns. Putting our heads together, we’ve identified that Marketo could easily automate this manual process as well as standardizing our naming conventions to help improve our reporting. So how do we set this up? Reiterating that consistency is key to always using UTMs, having a robust naming convention will go a long way. So when coming up with your naming convention, you should consider the business reporting needs. The filters and groups you want in your report should be reflected in the naming convention of your different UTM parameters. You should avoid really long campaign names or long descriptions, as it makes it really hard to see it in the analytics tool that you’re using. It’s also okay to use acronyms, but only if they make sense to you and others. And more importantly, once you implement your naming convention, it’s really important that you stick to it. So any small variants like caps or no caps can have a dramatic impact on the reporting. So for BNZ, we have the following naming conventions for the below parameters. Source, EDM, Medium, Email, Campaign. BNZ uses a six digit campaign ID that is attributed to a specific campaign. Content, we use acronyms for the different content types, so IMG for image and BTM for button. So you can see on the bottom of the slide how the different parameters make up the whole UTM string. Thanks, Carl. So let’s get on to the build. First, you want to locate the appropriate folder that will enable you to use the tokens across all your program folders. Next, you want to click on my tokens and create a new program token. We have to create three program tokens per content type to represent the unique UTM strings for button, image and link. Next, in the edit script token window, paste your UTM string that you’ve created. It’s important that you stick to the format shown above, in particular the use of and and the equal sign as this will join your elements together. Drag your campaign specific parameter, in our case it’s campaign underscore group underscore ID from the standard objects in place where relevant. If you don’t have the campaign specific field, you can update the script to replace this token with a code at the program level. And this can be changed per program similar to the content types. Given the previous steps, you now have the ability to create this for any content type you wish to track. So once you’ve created your tokens, let’s add them to an email. So number one, of course you need to select an email or you can edit or create an existing one. Locate the content element you would wish to add the URL and the UTM to. In this example, we have selected an image, so we would use an image UTM token. Paste URL into your appropriate area and then copy and paste the UTM program token directly after. Make sure not to leave any spaces between them and this will break the URL. It should look like what we have shown in the red box in this slide. So once you’ve made the update, I would strongly recommend that you preview the email and test all the links. Paying special attention to the naming convention, like campaign and content parameters, and also that the URL is not broken and it goes to the correct page. Thanks Karl. Another scenario that we might run into is if we’ve got an email with duplicate URLs and content types. For example, if you have two images using the same link, we want to ensure that we’re able to track which image the traffic is coming from. So all we do is simply add a unique identifier after the UTM token for each image. Thanks for listening to our tip on how to automate UTMs in Marketo. We hope this is helpful. Ka kite! Talk about power players. What a great tip to kick off our Rockstar session. You’re definitely right as well, Nirul and Karl. What gets measured gets managed. Thank you for sharing your tips for UTMs and how you can plug this into Marketo program tokens to automate and scale channel measurement. Now don’t forget, I hope you’re following along because we will be voting for our favorite Rockstar tip at the end of this session. Next up, we’ve got Selena Leung from Prosper, an online leader for small business owners. She has wonderful tips about how to integrate MSI with Salesforce CRM to empower sales teams. So Selena, the stage is yours.

Thank you for tuning in. My name is Selena. Just a brief intro on me. So I’m actually a psychologist trained turned customer experience marketer. In about eight years of my career, I’ve been using marketing automation tools. In about five years, I’ve been using Marketo and it’s been predominantly in the B2B space in the service sector. And right now I’m at a company called Prosper. We’re an online lender who looks after small businesses across EU and NZ. So what I’m going to be talking to you about today is how to enhance your sales and marketing alignment, in particular reference to Salesforce CRM and Marketo in with reference to the Marketo Sales Insight, which I will refer to as MSI. So how our approach it today is sort of talking through how we’ve used the technology to help with some of some marketing and sales challenges. So at Prosper, this is a general customer lifecycle journey. So a lead comes through, you nurture them to become a customer, and then you might welcome and onboard them. And then you might have some retention campaigns that about upselling and cross selling. And then on some of the odd occasions, you might need to have a campaign to win them back. How we utilize sale at Prosper is not just at the bottom of that funnel, but we use them throughout the lifecycle. We use them like a channel like every other type of channel like email and SMS. So they could pop in and out of the customer experience at different stages and their role is also could be a different purpose as well. So that comes up with three challenges that we want to address today. So the first one is alignment in activity. We want to make sure that sales and marketing are seen from the same song sheet, ensuring that we’re targeting the same cohort of customers with the same message. Secondly, we want to be consistent and compliant. So as I mentioned, we’re in a financial sector where we’re highly regulated, sometimes we get audited. So we need to ensure that we’ve got that consistency throughout all of our channels, and that we’re all saying the one thing, you know, a little change in word could be a difference of us being seen as giving advice versus not giving advice. And then the third challenge that I’ll touch upon is transparency and tracking across both channels. We want to make sure that we’re set up to deliver an activity at an optimal state and we want to be able to improve. And then we also want to be able to validate each other’s role in that particular business objective. So we’ll deep dive in now onto the first challenge, alignment in activity. What we really want to do is sort of just answer those questions at scale when sales ask the marketing, what did we say to our customer? What we really wanted to avoid here is in this cartoon, you know, marketing may have picked up a data point that might have been calling the customer wallet, but the sales knowing their relationship, that their name is actually Walter. So we want to avoid that if we can. So how are we doing it? Like I mentioned, we agree at a high level with sales, what different programs there are in the different life cycle stages of the customer that talks to one objective. And then we build one program to align to that one objective. So it’s very clear. And then we sync that program to our Salesforce CRM as Salesforce Campaign. So as you can see here as an example, under the Marketo program, we’ve synced it to a Salesforce Campaign, just called End of Loan as an example. And then we use the triggers to update the statuses. So Marketo has a variety of ways of how you can target and customize your program templates, and then also customize the statuses throughout those programs. But because what we’re trying to do here is sort of at a high level, bring relevant information to the sales, we don’t want to overwhelm them with the detail here. So what we do with these particular programs is really just bring to light the statuses that tell two things. One thing is the level of interest in the customer, and then whether we’ve successfully achieved the objective of that program. So for example, we’ve got an email campaign levels of interest could be shown by opens and clicks and unsubscribes. And then you could then say that they’ve been converted, which is a success metric. And then they can produce a report, see it on their account owner level, and then just know exactly who they need to target for the day for their outbound campaign. And then if they want to go into detail, they can with the Marketo Sales Insight widget that we’ve embedded into our Salesforce CRM campaign. So it’s all on the leads and the contacts, and then they can see exactly the activity that’s been sent, the engagement that the opens have been attributed to. And we’ve also logged a historical view under the activity in Salesforce as well. So if they want to get into more detail, sometimes we might do a program where we set set criteria in the smart list to pick up certain customers that qualify for that particular business objective that we’re trying to achieve. And the data doesn’t always cover everything. There’s sometimes anomalies. So what we’ve also used Marketo Sales Insight for is to allow the individual agent to show that they understand their accounts very well. And that sometimes if the data doesn’t pick them up, they can then manually push the individual through the program, or they can also access all the emails that are in the program to on-send to their customer. So something that probably a lot of people are suffering through at the moment is the constant changes of the spam algorithms in emails. So sometimes you might send an email to a customer, but it might go into the junk box, so they never really got it. Making sure that all the emails in your programs, the most current asset is available in MSI. One gives the ability to the sales agent to know exactly what was said to the customer, and two, it gives them also the ability to send the email to them again. And then that also means that when we’re building perpetual programs, the emails don’t stay static. You can involve them through time. You can make sure that they’ve got the most current information in there, and then you can change the content to be relevant to today’s market so you can be agile. And then that way your sales team can be agile with you. We can also use the MSI with their interesting moments. So what we’ve done at a high level is agree with sales, you know, what are the milestones and the different touch points that we really want to know about and highlight to the sales team. And we build those interesting moments throughout the flow of the campaign, which then feeds through into the MSI widget in the Salesforce CRM space. So for example, an interesting moment could be that if you’re trying to welcome and onboard a customer and they’ve clicked a particular content piece that might indicate they’re having trouble, that would be an interesting moment that a sales agent would want to know. And then they could use that to further personalise and change the approach of the call that they’re going to make with the customer. And then if your campaign is not email based, it’s maybe a little bit more about website traffic. We’ve also got munchkins tracking all their activity and what they see on website, either through a Marketo landing page or on our own website. So what’s the great thing here in terms of aligning activity between marketing sales is that we can first show at a high level what they need to know without overwhelming a sales agent with the detail, because it’s all about one to one communication. You want to be very targeted, you want to be very personalised, but you don’t necessarily need to surface all that detail to the sales agent straight away. But then for different sales agents that in certain circumstances, they want to get into the detail, they can see exactly what’s gone out to the customer. And on top of that, they also have the flexibility to adjust that journey with the customer. So you’re both working together with the same objective. So moving to the second challenge that we constantly get. So this is what we’re trying to avoid. We don’t want sometimes you might get a sales agent that might want to go a little rogue and then send out so many emails to your customer that you might be in breach of spam. So we want to make sure, especially because I mentioned we’re in a financial sector, we want to make sure we’re compliant and we’re also on brand. So additional thing with being in the finance sector is that we’re dealing with people’s money and especially in the small business owners, business is like their baby. So we want to make sure that we come across trustworthy and credible. There are loads and loads of phishing emails out there that are trying to impose to be somebody else. So anything that doesn’t line up in terms of branding, if there’s a typo in the address, it could trigger potentially that they’re getting phishing emails, but is it actually a legitimate email from our company? So we want to make sure that we show up no matter from what channel as one company. So here we’re using MSI for that as well, and also the MSI integration in Outlook because we use Outlook. So the first thing is we’ve enabled a process, a standardized process where all sales and marketing emails must be executed through the MSI widget in the sales scores. That way, one, they can access all the email templates and we’ve got all of our emails templated with tokens and snippets, which I could go through another whole session about, I’m not going to today. But the good thing about going through the MSI widget is that one, we ensure that subscriptions have been adhered to, you know, we’ve got a little flag on our contacts in the CRM, but it’s very easily missed. So if an agent does send on an email, at least we’ve got Marketo as our safety net to ensure that it doesn’t go out. We’ve also can have communication limits so that we don’t over send communications to a customer and that is also within the control of the marketer within Marketo. And then we can also track for auditing. So here in Australia, we need to have a record of up to seven years for the financial stuff that you have to deal with. So having that record in the system is very important. And then we’ve also provided that Outlook plugin, as you can see here in every individual agent’s Outlook, which is great because it doesn’t mean that they have to go into another system to access what we can give them, such as templates. So we’ve got a very set process in that if it’s anything to do with sales and marketing type messages, they have to go through the MSI widget inside Salesforce. But if it’s just a generic message, say for instance, wanting to send a customer the product features because the customers asked for the details and they don’t want to constantly be typing that out, providing that template inside Outlook means that one, we’re communicating the product features all in the same way and it’s easily accessible in their Outlook without having to navigate to a different system. So that way as well, because we’ve got our emails standardized with templates, with tokens and snippets, we can also mass update. So if we do change an address, you know, when we started from a startup, we had 50 or five employees and now we’re about 250, we changed offices. So we needed to be able to update our address. We needed to update our product features, anything that changes within the market, we can do it at scale. And then we can also ensure that the sales always have things up to date. Like I said before, compliance is super important here. So anything from not having one word or admittance of a word or an addition of a word could really change the way a customer receives and interprets the message, which can be risky for us. So ensuring that we have these templates means that everything’s been pre-approved by legal and then we’re all communicating in a safe space. The other thing is the great control that we can have. So within the Salesforce CRM, we have locked in certain things such as brand. So logo doesn’t change. You’re not able to change the images in there. Maybe the header doesn’t change, but then there are certain bits like maybe the intro paragraph that we’ve allowed the ability to edit. So that way the salespeople don’t also feel like that we’re dictating and we are again working together collaboratively where they can add in that personalized note. And for the end customer who receives that communication, it’s also a great customer experience because it’s relevant. We’ve added a personalized touch to the conversation as well. So having that ability to have control but flexibility within the same thing has been great to ensure that we’ve got a consistent messaging and that we’re compliant across all of our channels. And thirdly, the last challenge I’m talking about is transparency and tracking. So what we don’t want to do is we’re a commercial business. We all have a business objective or commercial outcome that we want to achieve at the end of the day. So we want to make sure that the activity that we’ve put in place does achieve that. Does the activity work? Is sales role in the particular part of the customer journey where it should be or should it be earlier or should it be later? This is stuff that we want to put in place so that we can be able to better assess later on down the track. Like I mentioned before, we use the trigger status updates in our program tags so that we can identify what the success is. So for example, you agree at a high level before you set your program what the indication of its success is going to be and then you can tag with the status update. And then that way sales knows that with this particular customer and this particular objective, we’ve already achieved it and we don’t need to potentially hound them anymore. But then what’s great about MSI and the Outlook plugin is that for those particular emails that have a call to action where it’s like reply back to this email or maybe call a particular number, we lose the traditional tracking such as opening clicks and because it becomes offline. So we have that log with Marketo button with our Outlook plugin, which is fantastic because it just means at an easy click of a button that sales can feed back into the system that a customer has actually responded. And that way we can use that as a trigger or a feedback loop within our programs. We could, if we have indicated that a log of a receiving a sales email means that they’ve successfully converted, then we can take them out of the program and we don’t need to put them through any additional steps. But maybe it could also mean that the sentiment of the customer has changed because they had to reply and then we could put them down a different path of communication. So that way we can see from both ends what’s happening without having a myriad of meetings and a myriad of individual conversations. In summary, I would say align your programs to one single objective and use statuses to highlight at a high level what the interest levels are and the conversion success metrics for the sales team and then enable all your current assets in the programs for MSI so that the sales have access to use them and also see what’s going out. Implement a standard process so to when you should be using MSI and when you should be using the one that’s integrated in your CRM or the one that’s integrated into your email platform and then agree on success indications in the program so that you’ve got feedback from both channels and you’re continually communicating via the tech and can communicate at scale. So thank you and I hope that my solutions today has helped you enhance your sales and marketing alignment within your organization. Thank you, Selena. I couldn’t agree more how important it is to have sales and marketing aligned. Thank you for sharing your tips on how to ensure communications from sales teams and marketing are consistent, compliant and successful using MSI and Salesforce CRM integration. Now last but definitely not least, James Gunn from Technology One with Interesting Moments 101 highlighting a powerful feature of Marketo that will allow you to expand into new applications. Show us what you’ve got, James.

Hello everyone and welcome to my session today. My name is James Gunn and I’m the Marketing Operations Manager at Technology One. So we are a global SaaS ERP software business based out of Brisbane in Queensland, Australia. If you don’t know what ERP is, think of the systems that a business use to basically run their organization such as financial management software, HR, payroll, asset management, business analytics and a whole bunch of other stuff. Now I’ve been working with marketing automation for just over 10 years now but specifically with Marketo since 2015 and that’s when we first installed Marketo at Technology One and we started off with pretty humble beginnings. So back then we were just sending simple emails and event programs but now we’ve come a long way and I’ve had the fun of building that instance up from the ground. Right now we’re running multiple integrations into Marketo so things like our CRM, our website, webinar platform and we’ve got a bunch of new integrations on the way. We’re also running multiple engagement programs, lead scoring and our lead management processes handled by Marketo. Now in addition to that I’m the co-leader of the Brisbane Marketo User Group. So thanks for joining us. Today I’m going to talk about how we can make interesting moments work harder for us. So if you don’t know, interesting moments are an awesome feature of Marketo and if you stick around for my session you’ll see how we can extend the functionality of those and use them in all sorts of new places and new applications. So if you’re using the native sync between Marketo and your CRM or if you’re a Marketo Sales Insight customer then hopefully you know all about interesting moments. But just as a starter, basically what they are is a way of recording pretty much anything about your customer, anything that’s of interest that is. So to set them up it’s really simple. All you need to do is drag across the dedicated flow step and drop that into your flow. Next you’d select a type and you can do that by selecting from the drop down menu or if you have a custom type just type it in and then input the description. And once someone flows through that what will happen is that that data will get recorded against their person record and their activity history and Marketo will maintain that for 25 months. Now at TechnologyOne we are heavy users of interesting moments. We use them all the time and some examples of that would be things like for when someone registers for a webinar, perhaps they fill out a form on the website and we want to communicate that to sales or maybe we’re at a trade show and they came and visited our booth. But there’s lots of other applications as well. So some examples could be things like someone visiting the careers page of your website. You could stamp an interesting moment in that situation and that could serve the purpose of communicating that maybe this person isn’t such a hot prospect or if someone unsubscribes stamp an interesting moment in that case as well to indicate that this person maybe isn’t very engaged and maybe we need to try other channels. So there’s lots of different use cases. Really any interesting customer interaction that you’d like to record interesting moments is the perfect tool to use. And a pro tip, they work with tokens as well so make sure you get your program and your lead tokens involved for interesting moments. Now the problem with interesting moments, although they are fantastic, is that as more and more interesting moments occur they tend to get a bit lost in someone’s activity history and this is the problem that we’re looking to solve today. Now really the only interesting moment that Marketo stores at the lead level is the most recent interesting moment and if you’ve been active around your system you probably have noticed a series of fields called the last interesting moment fields and that’s the purpose they serve. As soon as someone has an interesting moment those fields are stamped but then at the next interesting moment they’re overwritten. But the good news is that we can use those fields to store someone’s interesting moment history beyond the most recent interesting moment. So let’s take a look. Now if you’re a Marketo Sales Insight customer you might be thinking what’s all the fuss about? I mean as soon as you go into your CRM and you look at Marketo Sales Insight you’re hit with a whole list of interesting moments and that’s fantastic. Marketo Sales Insight is a great tool. But what if you’re not using Marketo Sales Insight or what if you want to use those interesting moments in a different context? Wouldn’t it be great to be able to package those up so that you can use them for different applications and make them more accessible? Well that’s what I’m about to show you. And I want to dive into a use case which prompted all this to come about. So TechnologyOne is a B2B software company and what we do as a marketing department is generate marketing qualified leads for the sales organisation. So some of these leads are generated using lead scoring. Now when someone interacts with our marketing material their lead score goes up and eventually they will hopefully get to the lead scoring threshold. Once that happens our lead process kicks in and it fires off an alert to the relevant sales person to follow up. Now here lies the problem. When sales people were receiving these alerts they were thinking hey great it’s good that I’ve got a new lead. Someone to call and hopefully sell more software to. But there wasn’t much on context and this is where we needed to make our interesting moments work harder. So here I could see that I’ve got a new lead, I can see the details of the lead but there’s no context as to why this was a marketing qualified lead and there’s no real talking points in front of me as to how I should frame a phone call. And sure the sales person could click through to the CRM and look at Marketo Sales Insight and do a bit of research there but as marketers we want to make sales jobs as easy as possible so wouldn’t it be better to just put that information right in front of them? Now this isn’t my first attempt at trying to solve this problem. What I’ve done in the past is I created a single interesting moment history field and each and every time someone had an interesting moment I’d have a smart campaign that would fire and that smart campaign would put the details of the most recent interesting moment and append it to the front of this field. And the intent was that there’d be a long string of interesting moments for someone to look at in one field and see someone’s history right in front of them. But the problem was people have a lot of interesting moments and that field gets very full very quickly and it ended up just being a confusing mess of data and wasn’t really serving the intended purpose. So enter the second attempt. So instead of creating a single field what I did was to create a series of interesting fields one for every interesting moment that I wanted to record. The beauty of doing this solution is that you end up with a lot of lead tokens that we can use throughout the platform. Now the way this is intended to work is that as someone has an interesting moment the first field is populated. Then as subsequent interesting moments occur that interesting moment moves down the chain of fields and eventually when there’s no room left it just drops off the end and is replaced by more recent interesting moments. So let me show you how to set it up. The first thing you’re going to need to do is create a set of fields. Now for our use case I’ve opted for five fields because that’s how many interesting moments I wanted to record. But depending on your organization you may decide to opt for less maybe three is enough for you or maybe you want more data as much as you can handle so maybe 10 or more. Who knows it’s up to you really. When you’re setting up those fields use the field type of string that works fine for this application. Next what you’ll need is an automated smart campaign which is going to do all the updating for you so you never have to worry about these fields again. So with a smart campaign we always start with the smart list and in this instance we’re just going to drag across the trigger has interesting moment. The type will be set to is not empty and that’s it. Very simple nothing more we need to do for that setup. But if we take a look at the flow next this is where things get a bit more interesting. So what you’ll need to do here is add five change data value flow steps. One for each of your interesting moment fields. So if you’re using more than five which is what I’m using you’ll need more steps if you’re using less you’ll need less steps it’s up to you. Now if you take a look at the first flow step I’ve got here you’ll see that what I’m doing is updating the field interesting moment five with the value from interesting moment four. Going down to the next flow step you’ll see that I’m updating the field interesting moment four with the value from interesting moment three. And so on it goes down the chain until we get to the first one which is last on the list here interesting moment one. And what I’m doing here is I’m going to update this field with the most recent interaction which is what triggered the smart campaign to fire in the first place. So if you look in the new value area you’ll see that I’m stamping this field firstly with the last interesting moment date. So you remember those system fields I talked about earlier. And then I’m updating the last interesting moment description. Now you could if you wanted to put in the last interesting moment type as well that’s up to you I’ve decided not to do that in this instance. Now that’s pretty much us done the only things left to do are update the smart campaign settings and you want to make sure that this is set to allow people to flow through every time. And finally you’ll want to activate it and there you go. Now the smart campaign will run and will trigger each and every time someone has an interesting moment. Those fields will get populated with the most recent data. You’ll start off with no data because obviously you’re just kicking off the program but over time this will fill out and hopefully a large portion of your database will have the five most recent interesting moments recorded for you to use as lead tokens. So let’s jump back to that use case that I introduced earlier. So you remember that MQL alert that sales are receiving. For now thanks to lead tokens based off interesting moment fields I’m able to add details about someone’s recent activity history and you’ll see that area highlighted in the screenshot on the screen now. So you remember that use case I showed you earlier. Well now let’s take another look at that MQL alert. Thanks to those lead tokens I’m now able to insert someone’s most recent interesting moments and effectively what I have is a recent activity history for my lead. Now the salesperson has the context as to why this is a lead and they can even use these as talking points when they do their follow up. But you don’t need to stop there. Email alerts is one use case but if you’re using tasks in your CRM you could just as easily insert the lead tokens there and using tasks instead of emails or both. It’s up to you really. And finally if you’re not using Marketo Sales Insight in your CRM what you could do instead is create a series of dedicated fields. One on the lead object and on the contact object and these would relate to the interesting moment fields that you’ve created in your Marketo instance. All you need to do then is sync them to your CRM and you’ll always have on hand those recent interesting moments so they can be used by marketing or sales or whoever’s using your CRM. Now that’s just a few examples. I’m sure all the smart people on this call can come up with all sorts of interesting use cases. It’s up to you and hopefully you’ll find some value beyond the examples that I’ve shown you. So thanks folks. I hope you enjoyed my session today. What I wanted to finish off with was one final screenshot. So just to make sure that you’re paying attention please check the detail. What I hope to show you today was that interesting moments are a really powerful feature of Marketo. We use them a lot and there’s some really awesome use cases. And with the tip that I’ve shown you today, hopefully you can expand your usage of interesting moments beyond what’s out of the box and come up with all sorts of new applications. Now if you enjoyed this I hope that you can vote for me for the best tip and I hope to see you around at a user group coming up soon. Thank you James. You definitely caught my interest with that tip. Our marketing team doesn’t want to make life easier for their sales team. I love that you’re providing more context to MQLs with the unique use of interesting moments. So now it’s time to vote for your favorite rock star tip. Who gave us the tip? Was it Niril Patel and Carl Sutton from BNZ, Selena Loong from Prosper or was it James Gunn from Technology One? Have a think who you think had the most useful, the most powerful and the absolute rock star tip. Voting is now open.

Thanks guys. I will apologize just quickly as I do believe some of you might not have seen our actual rock stars from today’s session and some of you would have. So with the results that we did get in, drum roll please. The winner is James Gunn from Technology One. Congratulations you’ve taken out our 2021 Marketo Rockstar competition. It’s always hard to choose just one as you are all amazing.