With Usermind, you can integrate SaaS applications with your database and

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1 CONNECTING MARKETO TO USERMIND (AND THE REST OF YOUR TECHNOLOGY STACK) With Usermind, you can integrate SaaS applications with your database and other systems, and orchestrate complex journeys involving data and actions from any connected system all without coding. THE USERMIND SOLUTION Dynamic Integrations Data Mapping Journey Orchestration Process Optimization Connect your SaaS apps, CRM, databases, and other systems to unify data and processes across teams. Easily map and define key business entities like customers, products, and partners across all of your systems. Apply business logic and define workflow rules to create automated processes that span applications and teams. Analyze the impact of end-to-end journeys, and take immediate action to optimize those business processes. All rights reserved Usermind, Inc 1

2 BENEFITS OF CUSTOMER JOURNEY ORCHESTRATION Using behavioral data from Mixpanel, webhooks, or your own product database, you can finally apply the power of automation to complex workflows across your entire tech stack You can automate more personal outreach from your team, through realtime notifications and task creation With contextual data from other systems guiding your Marketo programs and full customer lifecycle data enriching actions taken by your sales and customer success teams you can finally deliver a more seamless, relevant customer experience You can do all this, without monopolizing months of engineering and development time HOW TO CONNECT MARKETO F irst, you ll create a Custom Service for Usermind in your Marketo admin panel (we ll help you with that part!) then use the provided login credentials when authorizing Marketo in Usermind. All rights reserved Usermind, Inc 2

3 NOW LET S BUILD A JOURNEY FOR BEHAVIOR-DRIVEN NURTURE Here are the steps to building a journey in Usermind: 1. Identify the business process you want to orchestrate, and the objects, data, and actions involved 2. Map the data for related objects like leads, accounts, and user IDs between Marketo, Salesforce, and other systems like billing, analytics, help desk, and communication tools 3. Define your milestones conditions that need to be met to trigger a rule 4. Create your rules If A has Condition B, then run Action C 5. Validate and publish your journey 6. Analyze the end-to-end processes you ve orchestrated, and make improvements in real-time Identify your business process For this example, let s use a customer s behavior on our website to add them to Marketo lists, update their lead program status, update their Salesforce record, and create a notification and a task for the lead owner. All rights reserved Usermind, Inc 3

4 Map data between systems Here s how easy it is to relate customer data between systems. For this example, we ll link Marketo lead to Salesforce lead or contact, Mixpanel profile_id, and their user ID in your database, and we ll make sure that your sales rep s Salesforce account is also connected to their Slack username. Define your milestones In Usermind, milestones are the conditions that must be met before firing off a rule. For example, our starting milestone will be a whitepaper download from our website, tracked with Mixpanel (you could also use a Marketo Activity as a trigger). All rights reserved Usermind, Inc 4

5 Create your rules Usermind journeys consist of milestones (conditions that need to be met to progress to the next stage) and rules (conditions and subsequent actions). So if a customer has a certain interaction on your site or in your product, then trigger a specific action or set of actions. For this example, our events will be a whitepaper download and watching a demo video, both tracked through Mixpanel. When they download the whitepaper, we ll update their browsing activity in a custom Salesforce field, then add them to a list in Marketo. So what happens if a customer then takes further actions? All rights reserved Usermind, Inc 5

6 With Usermind, it s easy to use real-time behavior to change program status, lead status, and trigger actions in connected systems. Let s say our customer then goes on to watch a video of our product. We can change their lead program status in Marketo, add them to a new list, and trigger a task for the appropriate sales rep to make a 1:1 outreach call. Here s how easy that is: Because Usermind supports all of your customizations in Salesforce, Marketo, and other applications, the sky s the limit when it comes to automating and orchestrating your customer journey. Validate and publish your journey When you re ready to publish your journey, you can test it first against new records in our shadow mode. Shadow mode allows you to run a sample of your new records through your journey, milestones, and rules to view a simulation of what the output would be. All rights reserved Usermind, Inc 6

7 This is helpful if you want a safe way to see what would be done without negatively impacting your production data. When everything looks good, you can publish the journey to go live. When your journey is on, you can view, export, and share reports. See an exportable perspective of travelers, milestones, and actions, and view individual travelers with our traveler timeline. All rights reserved Usermind, Inc 7

8 Analyze how the new process is affecting customer progress Analyze the Journeys using our analytics dashboards, compare segmented journeys or cohorts for better understanding of which are your highest performing orchestrations. Shadow mode allows you to run a sample of your new records through your journey, milestones, and rules to view a simulation of what the output would be. Ready to connect important contextual data to each step of your customer journey, and automate better journeys across disconnected apps and teams? Request a demo here All rights reserved Usermind, Inc 8