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Using Rybbon to Send Gift Cards Automatically

March 29, 2017 By Josh Hill

rybbon-campaign-setup5

We all like gifts. Whether it’s from a family or a vendor, gifts are appreciated.

Vendors of all types send each other gifts from time to time. Sometimes it’s a small annual token for doing business together, sometimes it’s an outright gift for just listening to a pitch (ahem, martech vendors). Or an incentive for filing out a survey. Whatever the reason, you may be wondering how to automate giftcard sends.

Why send gift cards to clients and prospects?

  • Survey Incentives for completing surveys
  • Thanking advocates
  • Holiday gifts for Customers
  • Thank you for patience or apologies.

I’m not going to comment on the ethics or efficacy of this type of gift. This article is just about automating the gifting process.

Gift card sending is tedious because you must go through a lot of process because it’s a cash payment and small, untraceable physical items tend to disappear. I managed this process once for a survey incentive and spent more time ensuring the cards didn’t go missing than anything else. If you do this regularly, you might:

  1. Go to Finance to get approval.
  2. buy the cards.
  3. log all the cards.
  4. Pull together the list of recipients, addresses, etc.
  5. Confirm the recipients should receive a card.
  6. Match the card number to the recipient.
  7. Do a mail merge (yours or a vendor).
  8. Figure out if the recipient will have to reject it.
  9. Collect and log returned items.
  10. And you’re really sure if the person received it.

Why go through all this when you can automate the whole process while maintaining the right records?

If you’ve received a small gift card from a vendor recently, it might have been through a service called Rybbon, founded by Jignesh Shah. I had a chance to speak with Jignesh, go through a demo, and test out the service. (I did not receive any gifts from Rybbon). I did enjoy the setup and gift process because it’s surprisingly simple. I barely read the directions to get a campaign working; and when I can successfully send a $5 giftcard in a test with minimal help, I know it’s simple.

What is Rybbon?

It’s a point service that allows anyone to send gift cards electronically and in a traceable way to one or more recipients. The service is only for gift cards and does not currently offer fulfillment of other items. Rybbon offers a wide selection of US and international e-gift cards.

How is Rybbon Priced?

Rybbon’s pricing levels are interesting. After the free version, there are more features and a 10% processing fee per card. Rybbon also refunds all unclaimed gifts, which is a big plus since unused physical gift cards create issues for compliance. You can try the service out for free, up to 100 cards in the US only.

Setup in Rybbon

Once you have an account, adjust the settings to personalize Rybbon for your brand.

rybbon-settings-page

 

How it Works from a CSV file in Rybbon (Direct Method)

There are two ways to use your Rybbon account. The first is what I call the “Direct Method” which is to use Rybbon as a standalone service. Just create a Rybbon Campaign and upload leads. The second way is to integrate Rybbon with Marketo or another tool.

Step 1: Choose a gift card and options

rybbon-campaign-step1

rybbon-campaign-step2

Step 2: Upload Names

rybbon-campaign-setup3 upload

rybbon-campaign-setup4

Notice that whether you add an email by hand or import a CSV, deduping happens automatically. This was nice, because I didn’t realize the system had accepted the first name, so I typed it in again.

Step 3: Customize the Email

rybbon-campaign-setup5

Note that you can go into Settings and adjust the From Email and Domains used so the branding is consistent and Spam filters will view this as a legitimate email. I did not do that here because it’s a demo account.

You can also further customize the email by clicking the Edit icon in the middle right.

Step 4: Customize the Page

rybbon-campaign-setup6

Step 5: Pay

rybbon-campaign-setup7

This was a test account. Note that you can Save in the upper right corner if you aren’t ready to deploy this campaign. You do receive a receipt immediately, however, unsent cards can be refunded immediately. Unclaimed cards are automatically refunded after your chosen claim period ends. This is helpful because you never quite know how many people will claim, or be able to claim, your cards.

rybbon-campaign-post-setup8

Step 6: Watch the reports

rybbon-campaign-review-page

One way to use this page is to collect data on an AB test of gift cards. Do Amazon cards work better than Best Buy? Depends.

Remember, you only pay for cards claimed by the recipients.

How it Works from Marketo

In Marketo, you can use Rybbon through an Email Script Token (Velocity Script) that you get from your Rybbon campaign and then insert into your Email. If you’re afraid of Velocity Scripts, don’t be. I don’t know the script language at all, so I copied the code, pressed a couple of buttons and it worked. This can be a great gateway to learning Velocity Scripting. The nice thing is you can use this Script in a Batch or Trigger flow!

Now, there is a feature in Rybbon where you can receive back info if the Lead accepted your gift. This requires the REST API and integration. It’s not hard if you’re an Admin. I did not test this feature. I’ve used a similar feature from PFL and it works well to trigger flows based on Delivered.

So how do you get that Script in there?

While Velocity Scripting brings up the imagery of “hard,” it turns out it isn’t. The script template I received from the Rybbon campaign setup renders the image and a link back to the Rybbon claim site. It doesn’t even need an API connection.

Step 1: Create a Marketo Campaign in Rybbon

marketo-setup1

To get here is similar to the Step 1 in the Direct method, just choose Marketo.

Step 2: Get the Marketo Token for the Campaign

marketo-setup2

You can get the token during the Setup process too.

Step 3: Copy Script

Step 4: go to Marketo Program

Step 5: Create Marketo Email Script Token

marketo-setup3

Step 6: Paste in Script and select the 4 fields: Company Name, Email Address, First Name, Last Name

Step 7: Add Email Script token to your email.

marketo-setup4

Step 8: Test the Email with a Lead sample.

You must follow this carefully if you want to deploy a Test. Failure to connect the Sample to a test Lead will cause it to fail.

marketo-setup5

Step 9: Approve and Go Live (Batch or Trigger)

marketo-setup6
(Shameless plug for me).

What if I want to have Sales trigger a gift card send?

The script won’t work if you expose the email to Sales Insight. The better way is to create a Trigger flow with the Campaign is Requested from Sales Insight feature. Then train your reps to use the Add to Marketo Campaign feature in SFDC. Other integrations include SurveyMonkey.

marketo-setup7-msi

If you’re concerned about Sales using up a limited budget, there are a few ways to control this:

  • Setup a Program with Requested or Wait List Program Status.
    • Review and Change Status to Approved – Send (with a trigger/batch to Send).
  • Just let the cards run out and shut off the Campaign when the budget is at $0.

Conclusions

Rybbon is an easy to use, solid solution to gift card sending and processing. Whether you use it standalone or with Marketo, Rybbon makes gift carding fast. In terms of ease of use, it’s simple. There’s no real need even for the API connection with Marketo if it’s not that important to you for logging acceptance. I picked up the key parts within a few minutes. There are a few other gift card tools out there, some are limited to sending coffee, or require more complex setup. Rybbon seems to have struck the right balance of simple, scalable, and powerful for marketers.

Interested in learning more about Marketo? Subscribe for big news in April.

Filed Under: Marketo User Guide

How to Break into Marketing Technology at Any Age

March 1, 2017 By Josh Hill

About once a week I receive a note from a subscriber asking about how to learn marketing automation, Marketo, or martech. Often, the question is about learning Marketo without access to an instance. However, Marketo isn’t necessary to learn marketing operations or technology or automation. What’s required is a mindset to learn new things.

Marketing Automation Rockstar – a marketer who works at the intersection of Sales, Marketing, and Technology; marketer who uses marketing automation well.

The real reason people ask about the learning martech is because they want a job or a better job. As I’ve suggested before, this is a good career decision for a marketer looking for accelerated advancement.

From experience, your path might look a bit like this:

Today, Without Knowing Marketo After Learning Marketo Basics
Making $80k or less On the way to breaking $100k
Cost to your manager Revenue center your boss needs
Just a marketer Demand generator and marketing automation expert
Your team is barely functioning to put out campaigns with Marketo Well oiled machine with multiple Marketo power users.
Marketing specialist or Manager – forever? Accelerated career and options at multiple companies.
Sales hates you and the leads you came in with. Salespeople take you out to dinner and it’s not even a trade show.

I strongly believe that everyone can operate Marketo well enough to do their marketing job. Technology is not something to be afraid of. Yes, you will make some mistakes. Yes, it takes some time to learn the best ways to do things with the tool.

All marketers can benefit from learning the concepts behind Marketing Automation. Brand marketers, direct marketers, designers, and coders can all learn something. Today, marketing technology is in a rapid explosion and marketers who refuse to join the party are going to be left behind. Yes, even if you are “just a creative type” you will lose out to colleagues who understand the interaction of marketing automation components and what they do. For example, I have been hiring staff to handle coding and love it when someone comes in with any experience of a MAP because they understand the issues I face when building templates and coding across systems.

How do you learn a system like Marketo, Eloqua, HubSpot, or others?

The most important thing to know is to keep learning and playing. Any martech tool, whether it is analytics, a datamart, a DMP, or a microservice can be learned effectively within weeks or months. You do not need to be a techie, nerd, or computer geek to grasp these tools or know how they could be used at your company. Let’s go through some of the steps to learn and how you can do this at any age (or stage of your career).

What does a Marketing Rockstar do well?

Rockstars know how to think

Do you know how to think through a project or a task you do in Marketing? Good! You are on your way.

Rockstars understand basic logic

Marketo Boolean LogicLogic sounds complex. It sounds a bit like that math class we never quite aced. Or maybe we slept through that class.

The good news is you do not need to learn complex logic like Aristotle or Einstein. All you need to know are the key Boolean logic operators: And, Or, Not.

These operators are the foundation to successful marketing.
Logic is used to select leads and other data in the powerful databases martech relies on. Logic is used to make decisions about how to react to a lead’s behavior. Logic is used to design the process charts for nurturing. Whether you use artificial intelligence or not, there is logic you need to build out before the computer handles the job.

Rockstars “Play” to learn

Each person learns differently. Successful marketers largely “play to learn.” They test new ideas; they implement small changes rapidly; they do regular AB testing of content and distribution. I bet you learned your current job through a non-deliberate journey – trying out ideas on colleagues or your boss; receiving instruction from your manager or others. Learning a new software tool follows the same path – but only if you are willing to fail a little by testing.

I spend a lot of time on the Marketo forums. I do my best to show people the way or answer clearly how to do something in Marketo. The biggest mistake I see people making is not to try first. Someone will ask a questions like “How do I run an AB test for time zones?” which they could have figured out themselves had they only spent a few minutes with the docs or just looking around.

Here is a critical question to ask when learning any tool:

I want to do X, and I know this should be possible, so where is the button that says “XYZ”?

Even if you do not find the exact button, then you can go to the documentation or do a search to see if someone else tried to do that too. Once you are done, you will either have

  • The Answer
  • A path to solving it yourself
  • A clear question to ask everyone else

Remember, until you turn on a workflow or see a red “Are you sure?” dialog, nothing bad can happen. So just try things!

Rockstars understand tools are all similar

Do you understand other technologies used in Marketing or at the office? Think of the tools you use in your job and how they are similar to other technologies.

  • AdobeCS
  • FinalCutPro
  • MS Office
  • Windows
  • MacOS
  • Internet
  • SEM
  • SEO

Any of the marketing disciplines use tools that could be considered martech or just technology. Guess what? Martech like MAPs, etc… are just another application or tool to learn. They are a “third screen” as some thought leaders have said.

Rockstars make time to learn

Will you take the time to learn how to become a marketing rockstar technologist?

Learning new tools can take time. Where can you take that time? Is it–

  • Part of your job?
  • Taking a course online?
  • Asking a colleague?
  • Finding blogs and videos online
  • Participating in user forums and events.

Rockstars help others get up to speed, and share their knowledge

The best marketing technologists I know of share their knowledge freely on forums, blogs, user groups, and more. They help others up and into this amazing new world. You can share knowledge of your tools anytime. If you are a marketer and you aren’t blogging or sharing your experience in some fashion, then you may not be seen as a marketer one day.

If no one knows you’re an expert, are you an expert?

Learn martech today. You’re already using it.

What if I’m a __________ Marketer? I don’t need martech.

Martech is typically associated with demand generation and marketing operations, however, building a customer experience relies heavily on developers, html designers, html coders, copywriters, event marketers, branding, content, and more to make it successful.

Every day I see new postings for marketers working at the intersection of different areas. I work at the intersection of “Sales-Marketing-Technology,” which is great for Marketing Ops and Demand Gen. I also see postings that need Developer-Marketing-Design or Business Intelligence-Databases-Marketing; or Brand-Technology-Graphic Design. The point is – there’s a role for you in martech no matter where you begin.

The more you know about how the customer lifecycle (or journey) works and is impacted by what you do in your role, the more your company will value your contribution.

Filed Under: Marketing Careers

Interview with Infer on Predictive and ABM

February 22, 2017 By Josh Hill

infer-logo

nikhil-infer-headshotI had the opportunity to discuss the use of predictive scoring with Infer’s Nikhil Balaraman, Director of Product Marketing and Sean Zinsmeister, VP of Product Marketing. I asked them to challenge my thinking on the adoption of Predictive tools as well as explain more about how Infer and predictive can help firms improve marketing ROI.

Josh: In the Martech Maturity Model I wrote about, I placed Predictive tools at Stage 6 – the very end of the 24-36 month implementation timeframe for firms to build out martech. Do you agree or disagree, and why?

Waiting until the end of a martech implementation is certainly one approach to adopting predictive tools, however, I’d argue that in most cases there’s no need to wait that long before getting a leg up on your competition. In fact, many of our customers start with predictive fit scoring prior to implementing marketing automation (MAP). Here are a few key use cases for predictive that we’ve seen at early stages of the Martech Maturity Model:

  • Stage 0 (Marketing Transformation): Most companies don’t start building their sales and marketing stack by selecting a MAP vendor — their first step is usually to purchase a CRM system like Microsoft Dynamics or Salesforce to store sales data. At this juncture, the business challenge is to filter and prioritize leads so that sales knows which ones to work, which is a great use case for a predictive solution like Infer. As long as a company has captured sales data on at least 100 or so conversions in their CRM system, we can build and deploy a statistically accurate model for them that same day. Additionally, we can build Market Development Models for companies. These models are based solely on lists of their target companies, and helps them more efficiency enter new markets or roll new products out to market. In both scenarios, adoption is usually quite fast, since Infer Scores can be easily integrated into pre-existing CRM workflows, such as lead assignment and routing.
  • Stage 1 (Automation): Once a company has started the marketing transformation process and adopted a MAP as system of record, predictive behavior models can accelerate the impact and simplify the rest of the stages by providing a system of intelligence with insights and actionable intelligence for reps and marketers. These predictive models assign an immediate quantitative measure of value to each lead and account based on a machine learned model and trained on historical data; therefore, the score not susceptible to human bias in the same way as rules-based scores. This intelligence should be a considered part of every decision a company makes across their funnel.
  • Stage 2 (Lead Quality Management): At this stage, we’ve seen great results from predictive with customers like Nitro. The company had a “champagne problem” of so many leads that they were breaking their marketing automation system. Since their reps could only work a tiny percentage of their leads, Nitro needed to implement predictive scoring immediately so that they weren’t wasting time chasing low quality leads. Infer also helped the company determine which leads to keep in their marketing automation system.
  • Stage 3 (Nurturing in Sales Context): Here, companies should use predictive fit scoring to identify which prospects are not a good fit for their business, and won’t convert into revenue. These types of leads can be funneled into low touch nurture tracks. In addition, predictive behavior scoring can help monitor all prospects in these nurture tracks and push highly engaged prospects back into sales reps’ hands.

We don’t believe predictive is a single point solution to only be implemented at the end of a 3-year marketing transformation.

Josh: Interesting. While I agree that predictive can support Nurturing, I’ve found firms in these Stages aren’t ready to consider powerful tools because they are still learning how to use Marketing Automation, Nurturing, and sales-marketing alignment.

Josh: How does Infer think about ABM+Predictive? What’s different about ABM+predictive vs. statistically correlated lead scoring?

infer-logoAccount-based marketing and predictive are highly complementary strategies for go-to-market. ABM is all about targeting key accounts, but the reality is that reps today are typically assigned hundreds of accounts. This begs the question: how do you build those lists in the first place, and how do reps know where to start? At the end of the day, ABM needs to begin with predictive, otherwise you are choosing accounts in the dark.

With predictive fit scoring, you can begin by scoring all the accounts and showing reps those that are most likely to generate revenue. With account-based fit models, you first select a target outcome—such as “Accounts with closed won opportunities”— then a tool like Infer will build a predictive model using thousands of data points such as semantic analysis of the website, annual revenue, or technologies in use at each account.

Even if a company does not have enough data to build a predictive fit model, say for a new vertical or market, that company can still benefit from predictive by using a Market Development Model to identify its top account list. From there, many companies layer on account-based behavior scoring, which uses MAP data to show reps which of their accounts are most engaged with the account-based campaigns that marketing is running. In addition, predictive sales intelligence tools (like Infer Glance) provide sales context directly to reps within Salesforce across the Lead, Account, Contact and Opportunity levels. This saves them valuable time since they don’t need to open multiple tabs to do research on their prospects.

Josh: What are the common issues your customers come up against when implementing ABM/Predictive? What do they wish they knew before they started?

We see a broad range of sales and marketing challenges that our customers are looking to solve with ABM and predictive.

Challenges stem from simply not knowing where to begin. Sometimes, there might be a fear of wasting resources on something so new because the opportunity cost is not known (e.g. pipeline generated by events, email campaigns, virtual events, etc.). Without a good initial sense of how much impact ABM will drive, our customers tend to approach this framework cautiously. To find clarity, we instruct them to begin by answering the following questions:

  • How should I score accounts to determine their fit for my business?
  • Do I have a way to measure both lead and account engagement to understand which accounts are activated?
  • Do I have a way to acquire net-new contacts and accounts that look like my best customers?
  • Do my reps have the right information on these accounts, and where are the gaps?

For these reasons, Infer customers like Yesware, Nitro, InsightSquared, Rapid7 and Druva infused predictive intelligence into their ABM programs to accomplish the following goals:

  • To find an objective way to identify top accounts in their system, and assign them to reps in a fair and transparent manner
  • Identify and target high-potential accounts in new regions and verticals where they did not have enough data for a predictive scoring model
  • Align sales and marketing on the top accounts based on an objective measure to ensure everyone agreed on the ranking mechanism
  • Measure the impact of their ABM programs and campaigns in real-time by tracking engagement scores to ensure that their dollars are being well spent

We often hear early on how helpful it can be to take a moment to zoom out and understand which issues your business is trying to solve. Many companies get caught up in the buzz of ABM, but there might not always be a “there there.” Once you’ve identified the market problem and honed your focus, it’s important to audit your tech stack to determine whether your backend, operations, and workflows will actually support your ABM strategy. For example, do you have a way to A) automatically match leads to their respective accounts, then B) score those leads?

To get started, we recommend our customers use an ABM framework to guide their approach: start by mapping your current database, adding new leads, and completing your total addressable market (TAM) analysis and target account list. Prioritize and activate your best accounts, then measure success with predictive behavior scoring.

Josh: When vendors discuss ROI of their product, they speak of the vision that could be attained, rather than the time savings involved with, say, automation of lead routing. As a buyer of ABM tools, what would you really want to hear about the ROI of ABM?

We see the most important ROI measures for ABM and predictive as those that have a clear impact on the bottom line. For example, do your strategies result in a measurable increase in deal sizes or ACV? Infer customers such as ZipRecruiter have told us that when they focus their effort on the prospects (or accounts, leads, contacts) with the highest fit scores, they increase deal sizes and conversion rates as a result.

Pipeline velocity is another important metric for sales teams, since increased velocity allows the team to work more accounts and close more deals with the same number of people. With account-based behavior scoring, Infer surfaces the most engaged accounts to the reps, which allows them to reach out to prospects when they look like they’re ready to make a purchasing decision, rather than waiting around for the prospect to call. By working accounts when they’re ready to convert, time to close goes down.

For example, if a rep is able to identify when an account is showing heightened interest before they even engage with an inbound channel, the rep can prospect into the account and proactively begin a conversation. As a result, engagement happens earlier than it typically would in a standard sales process because the rep no longer has to wait for the lead to first ‘raise their hand.’ In this case, the rep is able to close this deal faster than they would otherwise, then quickly move onto the next account in their target list that is showing interest.

Josh: Which types of firms are most ready for predictive tools? Which are not?

We have seen predictive platforms adopted by organizations across the spectrum — from eight-person companies that don’t even have a CRM to multinational companies that run their entire business through products such as Salesforce and Marketo. Even when companies think their process of passing good leads to sales is as efficient as possible, we’ve seen gains from sales intelligence tools that helps reps plan their conversations. Additionally, customers with “dirty” or incomplete data are also a great fit for predictive solutions like Infer Glance and Infer Smart Signals, which can take an input such as email address and identify the company that the prospect works for, then provide the rep with valuable firmographic and technographic signals directly in Salesforce.

For example, we’ve found that basic data such as a company name, website, and email address tends to be fairly complete and high quality across systems. For the most part, data quality tends to decrease around data points that reps are expected to proactively gather and manually enter themselves, including fields like employee count, revenue, or complementary technologies in use. To remedy this pain point, we use matching abilities to further expand the account record. With only a company name, website, or email address, we’re able to determine additional details about a company, such as website technologies in use or social media presence, as well as standard firmographic signals. Then, we push the data back into the customer’s system or record at the Lead, Contact, Account and Opportunity levels where it is continually kept up-to-date with Infer’s data cloud.

The most important trait for a company interested in predictive is a desire to harness advances in technology in order to accelerate growth. This typically requires a corporate culture that rewards those who take intelligent risks, is data-driven, or even is simply trying to do more with less. Businesses that find the most success with predictive tend to have a single pain point that can be alleviated with a predictive use case like filtering leads, prioritization, demand generation, or nurturing. This is because they grasp the value of predictive even before the model is live in their system, and are able to champion the solution across their company.

Josh: Thank you Nikhil and Sean for your time and viewpoint.

Filed Under: Marketing Technology

Automate Email Reply Management with Siftrock and Marketo

February 3, 2017 By Josh Hill

Create or edit a workflow.

Since I started using Marketo, I’ve seen quite a few people ask if Marketo can automatically handle Out of Office replies to mass emails. Email replies can be mined for valuable list building details, including new leads, bad leads, or organizational changes. Which salesperson doesn’t want a “Let’s chat” reply? Wouldn’t Marketing love to record a reply as a Success in a Program?

With thousands of email replies each day or week, there’s no way to keep up. Salespeople filter them out, never bothering to look. Marketers have other things to do after filtering unsubscribes. Whether you use an email alias with a proxy box to manage “marketing@yourfirm.com” or you use Lead Owner Email Address, reply management can become a real problem for everyone.

Reply types often include:

  • Out of Office (with or without Please contact…)
  • Left Company or Retired
  • Unsubscribe or hate replies.
  • Human replies such as “I’d love to chat…” or “Let’s talk in a few months”
  • Spam Filter – click here to verify you aren’t a bot/spammer.
  • Soft Bounce – temporary error.
  • Hard Bounce – permanent error such as User Not Found, etc.

There are undoubtedly other categories and if a human has to go through a few hundred, or a few thousand per day, there is no opportunity to scale your system.

Why look at replies in the first place?

It turns out automated replies from your audience can be helpful to your sales efforts. Each category can help generate a new lead, or help you clean your list. RingLead coined this process as “re-bound marketing.” Salespeople often use the replies in this way or to expand the buying team while someone is away. I know as a Salesperson, I would scramble if I suddenly saw my key buyer left the company!  I also received a lot of forwards from our marketing alias that turned into great opportunities.

The challenge, of course, is if you send thousands or millions of emails per day, or month, or per year, how can you reasonably manage the volume? Enter a tool called Siftrock.

[Disclosure: I was given a trial account for this How To and have purchased Siftrock for an employer.]

Reply Type Use Cases

Before we delve into the setup of Siftrock, let’s create a few common use cases for reply management.

Type of Reply Action to Take Notes & Considertions
Hard Bounce If Hard Bounce, Email Invalid=T  Hard bounces can vary in type, such as User Not Found, Left Firm, or “Your domain is marked as a spammer.”
Soft Bounce Marketing Suspend for 14 days  Usually a temporary error or OOO reply.
Out of Office Marketing Suspend for 14 days

Extract new leads

Would be great to identify date they return, but that’s in the future.

Can we extract other contacts from their reply, and is that legal?

Vacation Marketing Suspend for 14 days

Extract new leads

Would be great to identify date they return, but that’s in the future.

Can we extract other contacts from their reply, and is that legal?

Left Company or Retired Email Invalid=T

Lead Status=Left Company

Revenue Stage=Junk

Extract new leads

Can we find out who replaced them?

Can we extract other contacts from their reply, and is that legal?

System or Unknown Human to review Check the Siftrock Inbox
Human Human to review Forward to Sales Rep or check Siftrock Inbox

Siftrock System Setup

When setting up Siftrock for the Trial or paid version, you need to ask IT to do several DNS changes. From experience, I recommend not starting your Trial until the DNS changes are fully verified. Siftrock did keep extending the trial until this part was setup. Siftrock now has a “quick start” option to receive forwards from an existing box, however, I did not test this feature.

Step 1: decide on a CNAME that will route replies back to Siftrock’s SMTP server. If your IT Security team has concerns about this, then discuss it with Siftrock’s team. As long as you carefully follow the DNS steps, you should be ok. Let’s say you use:

reply.marketingrockstarguides.com

Step 2: Technical Setup – go through the steps on your DNS record.

Step 3: DKIM/SPF – yes, you should do this. While this isn’t 100% necessary to start, you will experience the same deliverability pitfalls you would when asking Marketo to send on your domain’s behalf. Setup DKIM/SPF for your Siftrock CNAME and test it with a Gmail account and other tools.

Step 4: Marketo Integration – Siftrock does require API access to at least the key email management fields like Unsubscribe. However, if you decide to allow Siftrock to add new Leads based on the reply parsing, Siftrock will need full API access. Remember, Siftrock won’t take actions you don’t ask it to. Siftrock also integrates directly with Act On, HubSpot, and Eloqua.

Deliverability Questions

When testing, I did not see any impact to deliverability, with several small tests from 500 to 2000, then to 100,000 per send. Sub-domains typically take on the reputation of the main domain or the actual sender IP. The sender IP is still your Marketo (or Eloqua) instance IP, however, the Reply To IP will be Siftrock. This should work as intended as long as DKIM/SPF are properly handled inside Marketo.

Updating an Email Asset in Marketo

As part of the setup process, I recommend creating a test program and to clone a real email asset which can be tested in the wild.

Modify the Email From and Email Reply To to use something like

hello@reply.marketingrockstarguides.com

in both fields. Any replies will go directly to Siftrock’s server for processing. You will not see a reply to your corporate inbox. There is no need to create such a box at your firm’s email server.  I felt a bit weird not having a box on my server, so think of Siftrock as your new email box for these aliases. You will have the opportunity to review all Human or Unknown replies within Siftrock.

Siftrock Workflows and Types

Using our Use Case table above, we’ll create a few workflows to tell Siftrock what to do with each reply type. In this post, we’ll discuss the Marketo version, although other connectors may have similar functions. It’s important for you to review Siftrock’s reply type list because it constrains the workflow creation even though you can create branching and filtering logic once you choose a Reply Type.

Before you Begin

I recommend using the above Reply Type Table to map against Siftrock’s types as well as to determine how to treat each Type. In Marketo, you will want to create a Program to contain all of the Static Lists to use for each Scenario. You may also need to create Siftrock mirror fields or even trigger flows as you decide how to handle incoming data. Do this first.

Marketo Reply Type Management
Siftrock relies on Marketo lists and triggers for the final steps for each Reply Type.

For example, Siftrock won’t assign a lead to the Sales Rep, so if you create a New Contact from a Reply, you’ll need a workflow in Marketo to pass this lead back to SFDC. It is possible to leverage a mapped “Lead Owner” field that exists in Marketo to Siftrock, then create a forwarding rule in Siftrock to route the email to the correct person, or a shared Sales Alias.

Create a New Contact from a Reply

This use case can be a powerful aid in building a list. There are some concerns I personally have with how legal it is to just add new people to your list. I’d consider simply forwarding such leads to Sales, or at least Suspending them and sending to Sales. Siftrock walks you through this case, but here’s a summary.

Reply Type
Choose a Reply Type and decide if you want to create a new contact (lead) or work the Sender’s Email Address
Choose a Static List
For Marketo, you must choose a Static List to use. Be sure to create the List in advance
Use Fields
For New Contacts, you have to match the SIftrock Fields to Marketo fields. Siftrock recommends using Mirror Fields for most situations. Under Static Field Mapping, you can choose to update a Marketo field’s value whenever you receive this Reply Type.
Filter out leads
Only now do you decide if you want to Include or Exclude certain values from entering this flow. You can use things like Reply Text or others. Marketo fields are not available here.

Keep in mind you can go to the Inbox or New Contact list to review flagged leads for export or other needs.

Unsubscribe a Lead from a Reply (Human)

This was my original reason to get Siftrock up and running. I am a bit surprised there isn’t a default Type for this. It’s easy enough to setup.

Create or edit a workflow.
Create or edit a workflow.
Choose what you want siftrock to do
Choose what you want siftrock to do
Choose a smart list
Choose your smart list filters. Note I got this wrong and the Include should be filled in.
Summary of Siftrock Workflow
Now see a summary of the active workflow. Be sure to click back on Workflow to Pause if you aren’t sure.

Other Human or Unknown Replies

Also a powerful aid in list management. The replies that fall in here will be ones that aren’t clear to the machine, or are clearly human replies. You will also find non English languages in this inbox. If you are heavily non-English, you may consider creating a lot of custom filters or branching based on the email alias used.

Handling Lead Owner Email Address Replies

I haven’t tested this myself yet. A lot of firms rely on the Lead Owner Email Address that’s tied to Lead/Contact Ownership in SFDC. This allows marketing to send out emails that look like they come from Sales Reps. With the advent of Account Based Marketing (think tools like Yesware, Outreach, Engagio, and Salesloft), some reps already have some level of reply management. For marketers who still own this nurture, however, it’s important to still have the leads matched to the right rep, yet be able to send personalized emails at scale. To take the reply burden from Sales, Siftrock can be used.

From SalesOps’s point of view, it isn’t practical to reconfigure SFDC to have the User’s email address changed to be “josh@reply.company.com”. Instead, use a formula field in SFDC to pass back the Siftrock friendly email that you can use as a token. Roughly, here’s what to do:

  1. Create a new field in SFDC on Lead and Contact, and make sure it is visible to Marketo.
  2. In SFDC, add the the Formula:
if Lead Owner Email Address is josh@company.com, then field value=josh@reply.company.com

then take that token and replace it inside each Email Asset. Then test it before going at scale. In some cases, you may need to tweak the process to ensure Marketo sees the field or values properly.

You will go through all of this setup to ensure you can automatically take any Human reply to forward directly to the Salesperson. Both Marketing and Sales benefit tremendously from the automation.

Drawbacks of the System

The only concerns I had when using Siftrock is the Workflow interface is not immediately obvious. It’s not hard per se, but it’s not organized in the same way Marketo flows are or in a clear “If Reply is of Type X, then do this.” Yes, it does work like that, but interface doesn’t make it clear. The confusion is related to the use of colors and icons. For example, I accidentally cloned or edited workflows without intending to. It’s not immediately clear which workflows are On or Off, or if there are errors with them. When creating Workflows, Siftrock automatically turns them On, which may not be desirable with a fully live system.

There are a few use cases Siftrock is working on because of natural language processing complexities. While their processing is good, the reality is no computer is 100% at identifying subtleties in language the way a human would. This is more about setting your expectations if you are thinking of using Siftrock or a competitor. If your company works with a lot of non-English email, this tool will have limits. I’m pretty sure it will be easy to setup a lot of non-English rules using the Human/Unknown Reply Types. I don’t know if Siftrock plans to add other languages in the near future.

Terminology is a little muddled with Siftrock. For example, they say a Reply Type of “Bounce” means “soft bounce,” while  Marketo uses “Bounce” as “Hard Bounce.” The word “General” means “Any Out of Office not otherwise classified.” There are a few other examples where we had to clarify precisely what was happening.

None of these drawbacks were critical to deploying the tool at all. Siftrock has been very helpful throughout the process.

Conclusions

Tools like Siftrock are a solid martech stack add on that helps marketing ops scale systems for just a few hours of setup work. Pricing is based on reply volume, which may not be a typical metric, so Siftrock estimates 2-3% of total send volume will have a reply. Those with very high email volumes may want to start with 1.5% as a minimum volume estimate. I recently read that human replies for B2B are at .02%.

Depending on your email volume and internal need for testing, you may want to ramp up slowly using certain types of emails. Unlike some vendors, Siftrock will warn you of overages before making price adjustments.

I recommend Siftrock to any marketing ops team. Humans should not spend hours filtering email replies – it’s not scalable. Siftrock’s support is solid, they are open to suggestions, and the product works.

[Updated Feb 3 for minor grammar changes; updated reply data]

Filed Under: Marketing Automation

Careers in Marketing Automation and Technology

January 12, 2017 By Josh Hill

While I love sharing what I’ve learned about Marketo with you, a few blog posts aren’t enough to make you an expert, let alone help you build a new implementation. I can show you a path to becoming a marketing operations and Marketo expert. I hope you will join me on this journey. It’s one I made myself over the past 8 years of hard work.

Back in 2008, I moved from Sales to Marketing. From day one I was asked to deliver leads whether that meant inbound trial requests or scraping Fortune 1000 sites manually. (I’ll let you in on a big secret – I hate manual data work).

So guess what? I said there had to be a better way. And I slowly made my way toward it. I developed content-based events and webinars, only to find deduping leads was painful, taking 8 hours after each event (just ask my colleague!). There had to be a better way.

I aligned with Sales to route leads better and rank them…manually. I sent emails out and achieved my registration targets, yet lost valuable emails to unsubscribes and spam. There had to be a better way! Then we moved to a freemium model and 200,000 leads came through, sometimes over 300 to route each day. This situation was not sustainable, so I found Marketo and changed my work-life and my career.

Back then, there wasn’t much in the way of training or tested methods for handling a lead lifecycle or whitepaper collectors. Each of us had to learn on our own until the Marketo Nation came online. Over the next few jobs and my consulting work, I learned more and more efficient methods to designing and building in Marketo to make everyday life faster. And let’s face it – faster deployment in Marketo means faster to market, which means faster to the revenue vision your CMO wants.

What I found along this journey was I had become one of the experts at Marketo. I also found that teaching others and sharing my knowledge so new users could work better and faster was very rewarding. This is what I want for you: for you to become an expert at Marketo. Of course, this won’t happen overnight it requires hard work and a place to start.

Don’t rely on just me and my story. There are many marketing technologists who have taken interesting paths. For example, I am delighted to share my friend Jessica Cross’s marketing tech origin story:

“I was working as a market development rep (think SDR) for PowerReviews. I was bit-by-bit taking on projects from the marketing team to try and wiggle my way out of being in Sales and doing 80 dials a day.

Then one day, the VP of Marketing told the marketing team that he purchased Marketo and needed to get it installed asap. (My reaction was, Marketo? Don’t they only have 20 employees? Ouch!).

As I was the only marketer on the team with SFDC admin access, the VP gave me the gift of integrating Marketo and turning it on for the first time. I think he literally forwarded me a welcome email with a couple links and told me to go at it. I watched a bunch of videos, read over a “getting started” document 17 times and started clicking buttons and installing apps. I was extremely nervous initiating the sync between our Salesforce and Marketo as there are a number of warnings of once you complete this step there is no going back!

And they were right, there was no going back.  Since that point I’ve been using Marketo continuously for 6+ years.”

So How Do I Get Into Marketing Operations?

There are many paths to marketing operations. There are a few common threads as well as backgrounds that seem to work well.

  • Marketer who loves working with logic and technology. You started working with your CRM team a lot or working with the database to ensure better programs in SEM, SEO, or Email. And then someone asked you to take on marketing automation or setup Marketo. You loved it so much you never went back to shipping boxes to events.
  • “Failed” engineers who switched to business or marketing. Sorry if this sounds harsh, but it’s true. I’m a bit of a failed engineer who dabbled in programming, basic coding, building computers, websites, etc…and realized I never loved it or was good enough to make it pay the bills. What I did find is my ability to understand many of the key concepts made it easier to help others with the first level technical issues and work with the engineers to find solutions. Translating between the technical and non-technical is a valuable skill too.
  • Salespeople who become Marketers. Yes, I do “work at the intersection of sales, marketing, and technology,” so I am biased. I find that some of the best marketers used to do sales in the past. It may be that the best demand generation marketers worked in Sales, as well as some of the top marketing automation experts. Salespeople do appreciate someone who can speak their language and process, make it better, and deliver.
  • Engineers who want to get involved in other parts of the business. Perhaps you were a front end developer, a growth product engineer, or whatever. And you just wanted a change of pace. Building custom journeys and experiences requires a lot of backend work to make it seem like magic to the audience. Being a part of a marketing ops team will expose you to creative area that requires that programming skill you have.

Update: Jun 10, 2018: read Scott Brinker’s article on how to be great at Martech.

What are some of the Roles in Marketing Operations?

Marketing operations has been around under various guises for at least 20 years. You may still come across roles like:

  • Database/CRM Marketer (Email marketer or Marketing Automation Manager equivalent)
  • Email Database Marketer

In fact, Salary.com still uses these older terms so you will have to make an effort to understand how your role compares to what is out there now. Although I would be wary of any company that still posts for Database Email Marketers; they may not be too forward looking.

These days, you are likely to see a few roles:

  • Marketing Automation Manager
  • Marketing Operations Manager
  • Marketing Automation Campaign Manager (less time administering the system)
  • Marketing Technology Manager
  • Marketing Systems Manager or Developer
  • Demand Generation Manager, etc: in some smaller firms, or firms new to martech, this will be a hybrid role.

With the exception of the more technical Systems/Developer role, the typical Marketing Operations staffer will expect to be responsible for some or all of the following tasks during a given week:

  • Marketing Automation platform (if an Admin)
  • Data quality, processing, deduping.
  • Vendor negotiation and selection.
  • Martech add-on tools
  • Building campaign workflows or journeys.
  • Helping align the systems to the strategy.
  • Working with sales and other teams on aligning work.
  • Running reports on tactics and often strategic funnel.
  • Ensuring the lead funnel is working and reports are correct.
  • Email marketing (some companies, more or less)
  • Email reputation and deliverability
  • Connections between systems (Website, third party tools, lead databases, reporting tools, CRM)

Learning marketing technology is more about the mindset that matters to doing the operational role. You have to know the logical and technical side just as much as how and why you market. We’re responsible for the infrastructure underlying the buyers’ journey. If you aren’t able to understand the overall marketing goals, you will provide poor advice to your peers on making the journey a reality for your audience.

Even as a Director of Marketing Operations, most firms will ask you to be responsible for the above, with a team, or without. Teams with larger martech stacks have opportunities to spend more time on strategy and interesting technical projects. Ultimately, the MOPS team delivers the funnel and buyers’ journey infrastructure.

Key Skills to Consider Building for marketing operations

There are many skills that go into a successful marketing automation leader. There are several core skills that you should expect to have and build over your career in martech. Each role in marketing ops tends to be unique for the company. Some roles are more marketing than automation, while others demand detailed SQL knowledge. Do you need them all? No, but these are the ones I typically look for in some combination.

  • Understanding of “technology” – how does a computer work?
  • Understanding of how the internet works. Really.
  • Basic HTML, CSS, or better.
  • Database concepts – you don’t need to be a pro at SQL, but dabbling helps
  • Reporting and metrics for marketing
  • Project management
  • Set logic, Boolean logic, logical steps
  • Process flow charts
  • System Administrator understanding
  • How email works
  • How landing pages work
  • Inbound vs. Outbound marketing and sales.
  • How the sales funnel works
  • Content marketing
  • URL parameters
  • MS Excel

Skills that can make you stand out, or open other roles in the future, include:

  • Ability to code emails and landing pages
  • Javascript, JQuery, SQL
  • People management
  • Large scale projects
  • Sales operations and CRM administration
  • Team facilitation
  • MS Excel master (more than just pivots)

More Resources for Learning About Marketing Operations

  • Marketing technologists and recruiters.
  • Terms and things you should know
  • How Marketo Structures MOPS 
  • MOPS Team Structures
  • What MOPS does for you 
  • The MOPS Team and your CMO
  • KPIs you should know 

As a reader, I am sure you are involved in marketing technology. What’s your story? Share below.

Filed Under: Marketing Careers

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