3 Lessons from Marketo mktgnation2014
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3 Lessons from Marketo #mktgnation2014

4 minute read
Tom Murphy avatar

To help, CMSWire dropped into three well-attended sessions at Marketo's MarketingNation Summit in San Francisco today to find out what you need to know about video,real time personalization and user testing.

None fell into the category of rocket science, yet each drew 200 to 300professional marketers who listened intently, then asked lots of questions. Hereare some of the highlights.

Get Video Now

Mike Litt (shown above), CEO of Vidyard,the video marketing platform, got at early start at 8 am, saying video helpsexplain more than what you do. It shows why you do it and alsosays a lot about your company culture.

"We believe the play button is the most powerful call to action on theweb," he said. "If you're not marketing with video today, you will betomorrow."

To drive home his point, he noted that if he had said in 2006 that marketingdepartments would have dedicated social media teams today, nobody would havebelieved him. "Get on video now," he said.

Litt surprised some audience members by presenting highly effective videoscreated for just $50 or $150 and offered several helpful tips:

  • Keep videos as short as they can be to effectively communicate yourmessage.
  • As you move down the marketing funnel, expose interested prospects tolonger videos.
  • Use an animated gif in emails to invite readers to watch a video, linkingback to a video player that has links to your site.
  • Analyze videos to gauge the audience's sentiment throughout the video.Choose a frame that intrigues them most as your title image. Such tools areincluded  in Vidyard's service, which starts at $25 per video a monthand scales downward as the volume of videos increase.

Get Personal

We've all heard a great deal about personalization. Mike Tellem, vicepresident for product marketing at Marketo, showed off his company's add-onservices, emphasizing the importance of tuning your website to suit each newvisitor.

2014-08-April-Mike Tellem.jpg

Almost all marketing materials -- ads, newsletters, white papers -- areintended to drive prospects to the website, so the site should be adjusted asthe visitors arrive to give them what they're looking for, he said. If it's abanker, for example, it's good to replace default content with content gearedtowards the financial services industry.

Marketo's service, which starts at $999 a month, also ties into the company'sother marketing tools so that emails can be directed to someone visiting thesite, or so that the website can be tailored to someone arriving from a link ina newsletter.

When does personalization get creepy? Tellem said the goal should be to helppeople find what they're looking for, not to greet visitors by their first name.

Learning Opportunities

Before Your A/B Tests

Atanasio Segovia, the user experience designer at Marketo, teamed up withChris Hicken, COO of User Testing, to suggest that marketers apply some of thelessons of UX testing before conducting in-depth tests or blasting an email outto 30,000 people. Often, it will uncover easily fixed flaws, they said.

2014-08-April-Atanasio Segovia Chris Hicken.jpg

Segovia began by suggesting the use of "hallway testing," which isnothing more than showing a preliminary design to people you can approach in thehallway down from your office.

"If you're getting a lot of questions, maybe you're heading down thewrong path," he said. "Do not do any more testing" until afteryou fix the problem.

Echoing a theme heard earlier in Litt's video session, Hicken explained thatweb analytics will tell you what people are doing on your site, but usertesting will help you understand why they're doing it.

He played several video clips from user testing sessions to help show thekinds of simple problems that surface.

In one, a woman who wanted to buy avacuum cleaner couldn't figure out which department would have it on aretailer's website. In another, a man had trouble figuring out how to registeron the site due to poor design. In a third, a woman refused to go through withher purchase because the website could not guarantee that her data was secure. Allthree problems were remedied before the sites went public.

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