How to Leverage Workflow Rules and Formulas to Empower Your Marketing

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Information about How to Leverage Workflow Rules and Formulas to Empower Your Marketing
Marketing

Published on April 25, 2014

Author: CharlieLiang1

Source: slideshare.net

Description

How robust business logic via CRM workflow rules helps you get the most out of your Marketo instance.

April 9, 2014 @ Marketo Summit 2014 by Charlie Liang.

Robust Business Logic: How to Leverage Workflow Rules and Formulas Charlie Liang Demand Gen Manager, Tintri Replace area with partner/customer logo (Remove if not needed) Delinda Tinkey Sales and Marketing Automation Manager, Evolve IP

Page 2 © 2014 Marketo, Inc.#mktgnation14 What are workflows? • In the marketing automation world, they are ways to automate standard business procedures: • Messaging • Alerts • Field Updates • Calculations • Scheduling

Page 3 © 2014 Marketo, Inc.#mktgnation14 Where can I set up workflows? • Marketo • CRM Workflows: An Example

Page 4 © 2014 Marketo, Inc.#mktgnation14 Workflow Use Cases and Best Bets Marketo CRM Email Nurturing Calculations Scoring Advanced Logical Functions Lists/Segmentation Custom Objects Multi-Step Flows Text Manipulations Time-Based Flows Date/Time Logical Functions

Page 5 © 2014 Marketo, Inc.#mktgnation14 Examples of Workflows Best for CRM • Write to the Campaign Member or other objects for reporting • Track your lead source history • Calculate project timeframe • Parse area codes

Page 6 © 2014 Marketo, Inc.#mktgnation14 Writing to the Campaign Member Object Campaign Campaign Member Lead Contact

Page 7 © 2014 Marketo, Inc.#mktgnation14 Benefits • Reportable in SFDC • Visible to anyone with a SFDC license • Just say “no” to new fields

Page 8 © 2014 Marketo, Inc.#mktgnation14 Example Set up a server-side post: https://community.marketo.com/MarketoResource?id=kA650000000GsXXCA0

Page 9 © 2014 Marketo, Inc.#mktgnation14 Case Study

Page 10 © 2014 Marketo, Inc.#mktgnation14 Step 1 – Lead/Contact Field

Page 11 © 2014 Marketo, Inc.#mktgnation14 Step 2 – Campaign Member Field

Page 12 © 2014 Marketo, Inc.#mktgnation14 Step 3 – Create Workflow Rule #1 Lead Campaign Member

Page 13 © 2014 Marketo, Inc.#mktgnation14 Step 3 – Create Workflow Rule #1 - Details • Object: Campaign Member • Description: Transfer campaign notes from a lead to the campaign member object when a lead is added to a campaign • Evaluate rule when record is created • Run the rule if the following formula evaluates to true: ISBLANK(ContactId ) && ISBLANK( Campaign_Notes__c ) • Add a field update to the Campaign Member Notes field (on the campaign member) using this formula: Lead.Web_Lead_Comments__c

Page 14 © 2014 Marketo, Inc.#mktgnation14 Step 4 – Create Workflow Rule #2 Contact Campaign Member

Page 15 © 2014 Marketo, Inc.#mktgnation14 Step 4 – Create Workflow Rule #2 - Details • Object: Campaign Member • Description: Transfer campaign notes from a contact to the campaign member object • When the following formula is true: NOT(ISBLANK(ContactId )) && ISBLANK( Campaign_Notes__c ) && NOT(ISBLANK( Contact.Web_Lead_Comments__c )) • Update Campaign Notes field using this formula Contact.Web_Lead_Comments__c

Page 16 © 2014 Marketo, Inc.#mktgnation14 Step 5 – In Marketo

Page 17 © 2014 Marketo, Inc.#mktgnation14 Things to remember… • Is your program synced with a campaign? • Is your form nested within your program?

Page 18 © 2014 Marketo, Inc.#mktgnation14 Example

Page 19 © 2014 Marketo, Inc.#mktgnation14 Example REFERRAL SUBMITTED BY Name: {{lead.Referral First Name}} {{lead.Referral Last Name}} Company: {{lead.Referral Company}} Email: {{lead.Referral Email}} Phone: {{lead.Referral Phone}}

Page 20 © 2014 Marketo, Inc.#mktgnation14 Bonus: Conquer Concatenation

Page 21 © 2014 Marketo, Inc.#mktgnation14 Bonus: Conquer Concatenation • Use Excel Macro to concatenate a range of data into one cell • Press ALT+F11 to open the visual basic editor • Copy and paste the code on the next slide in the box that appears

Page 22 © 2014 Marketo, Inc.#mktgnation14 Bonus: Conquer Concatenation Function ConCat(Delimiter As Variant, ParamArray CellRanges() As Variant) As String Dim Cell As Range, Area As Variant If IsMissing(Delimiter) Then Delimiter = "" For Each Area In CellRanges If TypeName(Area) = "Range" Then For Each Cell In Area If Len(Cell.Value) Then ConCat = ConCat & Delimiter & Cell.Value Next Else ConCat = ConCat & Delimiter & Area End If Next ConCat = Mid(ConCat, Len(Delimiter) + 1) End Function

Page 23 © 2014 Marketo, Inc.#mktgnation14 Bonus: Conquer Concatenation • Use your new function! • Example: =ConCat (“-”, A1:C1, “MUS14”, D1:F1) • “-” in the first argument is the delimiter and is required. You may choose to leave it blank, but keep the comma there as a placeholder

Page 24 © 2014 Marketo, Inc.#mktgnation14 Bonus: Conquer Concatenation

Page 25 © 2014 Marketo, Inc.#mktgnation14 Intro - Tintri Enterprise storage optimized for virtualization Founded in 2008 HQ in Mountain View, CA 200 employees

Page 26 © 2014 Marketo, Inc.#mktgnation14 Intro – Tintri Apps drive business 1 Infrastructure exists to support apps 2 IT infrastructure must learn and adapt 3 IT staff should manage apps 4 What we believe

Page 27 © 2014 Marketo, Inc.#mktgnation14 Keep Track of Your Lead Source(s) • Use Case: Lead Source attribution • Types: • First touch • Last touch • Multi-touch • Weighted Multi-touch Replace area with partner/customer logo (Remove if not needed)

Page 28 © 2014 Marketo, Inc.#mktgnation14 Keep Track of Your Lead Source(s) • What you’ll need: • Lead Source History fields • 2 Sets of Workflows & Field Updates Replace area with partner/customer logo (Remove if not needed) if(ischanged( Source )=true, PRIORVALUE(Source _history__c ) & " " & "|" & " " & Source, Source_history__c )

Page 29 © 2014 Marketo, Inc.#mktgnation14 Keep Track of Your Lead Source(s) Replace area with partner/customer logo (Remove if not needed)

Page 30 © 2014 Marketo, Inc.#mktgnation14 Calculate Prospect Timeframe

Page 31 © 2014 Marketo, Inc.#mktgnation14 Calculate Prospect Timeframe • These were relevant in 2005! • How do you avoid being stuck in 2005? Replace area with partner/customer logo (Remove if not needed) What? Who are you?? I’m ready to buy in 2 months! 2014 Hi there, I see you’re ready to buy in 2 months! 2005

Page 32 © 2014 Marketo, Inc.#mktgnation14 Calculate Prospect Timeframe • Solution: There’s a workflow for that • You’ll need 3 fields: • Timeframe Date Submitted (date) • Project Timeframe Days (number) • Project Timeframe (formula) Replace area with partner/customer logo (Remove if not needed)

Page 33 © 2014 Marketo, Inc.#mktgnation14 Calculate Prospect Timeframe • Form Submission Replace area with partner/customer logo (Remove if not needed) Project Timeframe (days) = 75

Page 34 © 2014 Marketo, Inc.#mktgnation14 Calculate Prospect Timeframe • Use a Marketo Workflow to set timeframe submitted = today Replace area with partner/customer logo (Remove if not needed)

Page 35 © 2014 Marketo, Inc.#mktgnation14 Calculate Prospect Timeframe • Project Timeframe formula: Replace area with partner/customer logo (Remove if not needed) if(or( ISBLANK( Timeframe_date_submitted__c ) , ISBLANK( Timeframe_days__c )),"", case(month(Timeframe_date_submitted__c + Timeframe_days__c), 1,"Jan", 2,"Feb", 3,"Mar", 4,"Apr", 5,"May", 6,"Jun", 7,"Jul", 8,"Aug", 9,"Sep", 10,"Oct", 11,"Nov", 12,"Dec","")&" "&text(year(Timeframe_date_submitted__c + Timeframe_days__c)) )

Page 36 © 2014 Marketo, Inc.#mktgnation14 Calculate Prospect Timeframe • Output: Replace area with partner/customer logo (Remove if not needed)

Page 37 © 2014 Marketo, Inc.#mktgnation14 Parse Area Codes Replace area with partner/customer logo (Remove if not needed) +1 408-555-5555 1408-555-5555 (408) 555-5555 408-555-5555 4085555555 408.555.5555 1.408.555.5555 011 1 408-555-5555 1 408 555 5555 1 (408) 555-5555 408/555-5555 1/408/555-5555 1-408-555-5555 +1408/555.5555

Page 38 © 2014 Marketo, Inc.#mktgnation14 Parse Area Codes Replace area with partner/customer logo (Remove if not needed)

Page 39 © 2014 Marketo, Inc.#mktgnation14 Parse Area Codes Replace area with partner/customer logo (Remove if not needed) if(and(not(len(State)=2), not(or(upper(Country)="US",Country="CA",contains(Country,"Canada"), upper(Country)="U.S.",upper(Country)="UNITED STATES OF AMERICA",upper(Country)="USA",upper(Country)="U.S.A.",upper(Count ry)="US OF A",upper(Country)="AMERICA"))),"", if(or(Phone="unknown",isblank(Phone)),"", if(and(isnumber(left(Phone,1)),left(Phone,1)<>"0"),left(Phone,3), if(and(isnumber(mid(Phone,2,1)),mid(Phone,2,1)<>"0"),mid(Phone,2,3), if(and(isnumber(mid(Phone,3,1)),mid(Phone,3,1)<>"0"),mid(Phone,3,3), "ERR"))))) • Area Code Formula Field

Page 40 © 2014 Marketo, Inc.#mktgnation14 Parse Area Codes Replace area with partner/customer logo (Remove if not needed) • Baseball, not dumpsters

Page 41 © 2014 Marketo, Inc.#mktgnation14 Q&A • Charlie Liang, Tintri • charlie.c.liang@gmail.com • Delinda Tinkey, Evolve IP • dtinkey@evolveip.net

Thank You!

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