Marketo Tips

Marketo tip #05 - Use your CRM Business Model in Marketo for a better Customer Marketing

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August 30, 2021 customer marketing, integration, marketing automation, marketo, marketo tip
🔮✨👑 [Marketo Tip #05 - Using your business model in Marketo] 👑✨🔮

Hello everyone, this is Sylvain Davril from Merlin/Leonard! Today we have a story worthy of a Camelot tale to illustrate the power of Custom Objects in Marketo.

Imagine King Arthur, ruler of our lands, facing an unprecedented drought. He needs wizards who can make it rain to save his crops. As king, he has an impressive CRM of wizards and their spells at his disposal, but how can he target only those who have mastered the rain spell?

🌦️ Here's how Marketo and Custom Objects come to King Arthur's rescue:

1️⃣ First, Arthur creates a "Spells" Custom Object in Marketo, attaching all the relevant details such as the spell's name, power, duration, and more, and which wizard has mastered it

2️⃣ Then, our king uses an Excel file or an integration between his CRM and Marketo to load the information about the wizards and their spells into Marketo.

3️⃣ With Custom Objects in place, Arthur can now create filters to specifically target wizards who have mastered the rain spell.

4️⃣ Using Marketo's Triggers, Arthur can even trigger specific actions, such as sending a summons email to those wizards when the need for rain arises.

5️⃣ Finally, with these actions, our king can effectively manage his list of wizards, ensure rain for his lands and save his crops!

With Marketo and Custom Objects, even a task worthy of a king becomes manageable! Whether you're a medieval ruler or a 21st century entrepreneur, you can use Marketo to target and communicate with your audience more accurately and efficiently.

For more Marketo tips, stay tuned for our next Marketo Tip. Long live King Arthur and effective data management! 🏰🧙‍♂️💼

Find more magical content on our website: https://merlinleonard.com/ressources/!

And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.

View transcript

Hi, guys. In today's Marketo Tip, we will talk about the Custom Object; Custom Object, or how to incorporate your business model into Marketo. For instance, if you are a boat seller, you want to be able to target the boats that have been sold and that have been delivered so that you can send a personalised campaign to your prospects or your customers. I am Sylvain Davril, Founder of Merlin/Leonard and certainly the (team's Leonard), and this is a new Marketo Tip. Custom Objects are managed in the Admin part of Marketo. Here I'm in the Marketo Custom Objects menu and we see here that I've created a number of Custom Objects, and for instance, this Custom Object here will be useful for my today's Marketo Tip; it's Bateau, boat, in French. Let's imagine I'm a company producing boats like Bénéteau, for instance, in France, and I want to store in Marketo the boats that have been sold to my customer. I will create here a Custom Object Boat. The constraint here is that I need to attach this object to either the person or the company. So here I've decided in the Link Field to link my boat to the lead through the ID I've created on my table. So I've got this PersonId on the boat table so that we can link a boat and a person and I can create freely all the fields I need for my boat. So here – sorry, it's in French – it's the boat category, order date, delivery date, the gamme – I'm not sure how to translate that, but it's a subcategory – length, brand, the model, the name, the boat number and the brochure URL. Once you've created your object, how do you upload data into that? I will show you an example with an Excel spreadsheet, but obviously you don't want to do that in the long run, but it's maybe practical to start with that. Obviously, you will create an integration between either, for instance, your website, back office, your CRM, your (data wear), and you will push data regularly into Marketo, in the Custom Object. Marketo proposes APIs to do that, so it's very easy to do. That's something we usually do. So here I've created this Boat file with the ID of the boat, the ID of the person, the category, the subcategory, the length, the model and boat number here. I've saved that as a CSV file, UTF-8 obviously, and I will be able in the Database part here… If I go here to the top menu of the Database part, I've got the Import Custom Object Data here that will, just like a person import, ask for the file. Then I need to say on which Custom Object I want to upload that data and how we will dedupe that. So I've put an ID in my file so we'll use that. Then we have the mapping part exactly as the person. Here, this is the person ID. I've already done an import. So here Marketo has remembered the exact mapping I've done. Then I just put my email here, and it's done. Once those boats are uploaded, you will see them on a personal profile in the Database part. You see the traditional tabs you have here; Custom, Info, Company. If you have a CRM, you see Opportunity and here Salesforce Standard and Custom fields. And here I've got my Custom Objects tab where I can choose one Custom Object. So here I choose the Boat and I will see that Pierre LeMarin has two boats, exactly with the information I have just uploaded. This allows me to target, for instance, the people who have boats. Let's see that right away. Here, I'm in a Smart List in the Database part, a test Smart List, and I have a number of filters Marketo has added for me related to boats. I've got Was Added to Boat here, so people who in the past have been added who have a boat. Let's imagine that I want the person who has acquired a boat in the past 30 days, that will be done with this filter. So whether they have a boat now or not, they may have acquired a boat, but if my integration also deletes the boat when the person sells a boat, I will have the person who acquired the boat in the past even if they don't have a boat now. If I want to target the person who has a boat now, I will use the Has Boat filter. And again, I've got all the fields as constraints here. For instance, I can ask I want people who have an engine boat compared to the other categories, and I will get all the people here who have boats. So that would give me only Pierre, I think. Only Pierre has got one. Right, so it is Pierre LeMarin. And as usual, Marketo has also created an Inactivity filter. So if I want the person who has not purchased any boats in the last year, I can use this filter. So it's great to target people who, for instance, have a boat and you have created a new model of the boat and you want to promote your new model to the people who have already purchased one. We also have the Triggers. Here I've got Added To Boat and Boat Is Updated. So either I want to deliver a welcome message to any person who purchases the boat. I will use this one, for instance. That will trigger the campaign in the future, as soon as a person acquires a boat, as soon as a boat arrives into Marketo. And we can, for instance, differentiate the campaign based on any fields we have, again, in the database. So we could create a campaign specifically for motorboats and another one for sailing boats. And we have the Boat Is Updated trigger which, for instance, will be useful if we want to trigger a campaign as soon as the delivery date is decided. Here I would say as soon as the delivery date here changes and the value is not empty, meaning that we have decided the date and we have put the date into the database, we could send a notification email to the customer so that we can set up a meeting with him at the nearest dealer. So it's very useful for the customer marketing because customer marketing needs to be very precise regarding services or products that the person has already viewed, purchased, used. That's great for creating such campaigns. I hope it will be useful to you and see you soon for a new Marketo Tip. Bye, guys.