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15 Marketo Protips: Advice You Can
Implement Today
Jeff Shearer
Acquisition Marketing
Manager, Egencia
Page 2 © 2014 Marketo, Inc.#mktgnation14
How this presentation came to be
#1: Folder Organization
Page 4 © 2014 Marketo, Inc.#mktgnation14
Folder Organization Disaster
What the heck is
“New Names A”?
Page 5 © 2014 Marketo, Inc.#mktgnation14
#2: Asset Naming Convention
Page 7 © 2014 Marketo, Inc.#mktgnation14
Naming Convention: Keep it Simple
Page 8 © 2014 Marketo, Inc.#mktgnation14
Naming Convention: Keep it Simple
Page 9 © 2014 Marketo, Inc.#mktgnation14
Naming Convention: Keep it Simple
#3: Sales Insight Email Organization
Page 11 © 2014 Marketo, Inc.#mktgnation14
Organizing your Published Emails
Page 12 © 2014 Marketo, Inc.#mktgnation14
Your View:
Their View
#4: Global Forms
Page 14 © 2014 Marketo, Inc.#mktgnation14
Global Forms: How it’s done
Page 15 © 2014 Marketo, Inc.#mktgnation14
Triggers made easy
Without global forms:
With global forms
#5: Global Emails
Page 17 © 2014 Marketo, Inc.#mktgnation14
90% of alerts are for one of these purposes:
• Do they need to be contacted?
• D...
Page 18 © 2014 Marketo, Inc.#mktgnation14
Page 19 © 2014 Marketo, Inc.#mktgnation14
Autoresponders, done globally
#6: Tokenized Programs
Page 21 © 2014 Marketo, Inc.#mktgnation14
What goes into an average webinar?
Webinar
Program
EmailsInvite
Reminder (1
week...
Page 22 © 2014 Marketo, Inc.#mktgnation14
Tokenized Programs
Page 23 © 2014 Marketo, Inc.#mktgnation14
Tokenized Programs
#7: Program Templates
Page 25 © 2014 Marketo, Inc.#mktgnation14
Program Templates
#8: Centralized Content Programs
Page 27 © 2014 Marketo, Inc.#mktgnation14
Centralized Content
Paid Search
Display
Advertising
Content
Syndication
Social
M...
Page 28 © 2014 Marketo, Inc.#mktgnation14
Centralized Content
Triggers to track
downloads from
various sources
These are t...
#9: Picklist everything
Page 30 © 2014 Marketo, Inc.#mktgnation14
Page 31 © 2014 Marketo, Inc.#mktgnation14
Picklist ALL THE THINGS
#10: Triggers for Standardizing Data
Page 33 © 2014 Marketo, Inc.#mktgnation14
Standardize your data
#11: Segmentations as Smart List Filters
Page 35 © 2014 Marketo, Inc.#mktgnation14
Segmentations
#12: Lead Source Tracking with URL
Variables
Page 37 © 2014 Marketo, Inc.#mktgnation14
Lead source
Page 38 © 2014 Marketo, Inc.#mktgnation14
Info.yourcompany.com/yourlandingpage.html?utm_source=social
Info.yourcompany.com...
Page 39 © 2014 Marketo, Inc.#mktgnation14
#13: Tokenized Lead Scoring
Page 41 © 2014 Marketo, Inc.#mktgnation14
Building a Scoring Program
Page 42 © 2014 Marketo, Inc.#mktgnation14
#14: Tokens in Interesting Moments
Page 44 © 2014 Marketo, Inc.#mktgnation14
Interesting Moments
Page 45 © 2014 Marketo, Inc.#mktgnation14
Interesting Moments
#15: Folder Tokens
Page 47 © 2014 Marketo, Inc.#mktgnation14
Setting and assigning folder tokens
Page 48 © 2014 Marketo, Inc.#mktgnation14
Folder Tokens
Individual Program
Tokens
Local Country
Address
Copyright, Global
...
Questions?
Jeff Shearer
Acquisition Marketing Manager,
Egencia
@TheJeffShearer
jshearer@egencia.com
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  • Transcript of "15 Marketo Protips: Advice You Can Implement Today"

    1. 1. 15 Marketo Protips: Advice You Can Implement Today Jeff Shearer Acquisition Marketing Manager, Egencia
    2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 How this presentation came to be
    3. 3. #1: Folder Organization
    4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Folder Organization Disaster What the heck is “New Names A”?
    5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14
    6. 6. #2: Asset Naming Convention
    7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
    8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
    9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
    10. 10. #3: Sales Insight Email Organization
    11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Organizing your Published Emails
    12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Your View: Their View
    13. 13. #4: Global Forms
    14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Global Forms: How it’s done
    15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Triggers made easy Without global forms: With global forms
    16. 16. #5: Global Emails
    17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 90% of alerts are for one of these purposes: • Do they need to be contacted? • Did they do something interesting? • Did you miss this lead?
    18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14
    19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Autoresponders, done globally
    20. 20. #6: Tokenized Programs
    21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 What goes into an average webinar? Webinar Program EmailsInvite Reminder (1 week) Reminder (1 Day) Thank You Sorry We Missed you Landing Pages Registration Thank You Page Recap/On- Demand Smart Campaigns Invite Blast Registration Confirmation Trigger Reminder Triggers Follow up triggers
    22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Tokenized Programs
    23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Tokenized Programs
    24. 24. #7: Program Templates
    25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Program Templates
    26. 26. #8: Centralized Content Programs
    27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Centralized Content Paid Search Display Advertising Content Syndication Social Media Organic Traffic Email from Sales Rep
    28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Centralized Content Triggers to track downloads from various sources These are the only assets that reference the content Engagement programs call this program, too
    29. 29. #9: Picklist everything
    30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14
    31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Picklist ALL THE THINGS
    32. 32. #10: Triggers for Standardizing Data
    33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 Standardize your data
    34. 34. #11: Segmentations as Smart List Filters
    35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Segmentations
    36. 36. #12: Lead Source Tracking with URL Variables
    37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 Lead source
    38. 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 Info.yourcompany.com/yourlandingpage.html?utm_source=social Info.yourcompany.com/yourlandingpage.html?utm_source=display Info.yourcompany.com/yourlandingpage.html?utm_source=homepage Lead Source by URL Variable
    39. 39. Page 39 © 2014 Marketo, Inc.#mktgnation14
    40. 40. #13: Tokenized Lead Scoring
    41. 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Building a Scoring Program
    42. 42. Page 42 © 2014 Marketo, Inc.#mktgnation14
    43. 43. #14: Tokens in Interesting Moments
    44. 44. Page 44 © 2014 Marketo, Inc.#mktgnation14 Interesting Moments
    45. 45. Page 45 © 2014 Marketo, Inc.#mktgnation14 Interesting Moments
    46. 46. #15: Folder Tokens
    47. 47. Page 47 © 2014 Marketo, Inc.#mktgnation14 Setting and assigning folder tokens
    48. 48. Page 48 © 2014 Marketo, Inc.#mktgnation14 Folder Tokens Individual Program Tokens Local Country Address Copyright, Global HQ Address Top Level Folder US Folder Program A Program B Canada Folder Program C Program D
    49. 49. Questions? Jeff Shearer Acquisition Marketing Manager, Egencia @TheJeffShearer jshearer@egencia.com
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