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15 Marketo Protips: Advice You Can Implement Today

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Jeff Shearer

The document outlines 15 Marketo protips provided by Jeff Shearer of Egencia. The protips include recommendations for folder organization, asset naming conventions, organizing sales insight emails, using global forms and emails, program templates, centralized content programs, picklisting fields, triggers for standardizing data, using segmentations as smart list filters, lead source tracking with URL variables, tokenized lead scoring, using tokens in interesting moments, and folder tokens. The protips are designed to help users implement best practices for organizing and standardizing their Marketo implementations.

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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? • Did they do something interesting? • Did you miss this lead?
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) 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
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 Media Organic Traffic Email from Sales Rep
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
#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/yourlandingpage.html?utm_source=display Info.yourcompany.com/yourlandingpage.html?utm_source=homepage Lead Source by URL Variable
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 HQ Address Top Level Folder US Folder Program A Program B Canada Folder Program C Program D
Questions? Jeff Shearer Acquisition Marketing Manager, Egencia @TheJeffShearer jshearer@egencia.com

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15 Marketo Protips: Advice You Can Implement Today

  • 1. 15 Marketo Protips: Advice You Can Implement Today Jeff Shearer Acquisition Marketing Manager, Egencia
  • 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 How this presentation came to be
  • 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Folder Organization Disaster What the heck is “New Names A”?
  • 5. Page 5 © 2014 Marketo, Inc.#mktgnation14
  • 6. #2: Asset Naming Convention
  • 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
  • 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
  • 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
  • 10. #3: Sales Insight Email Organization
  • 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Organizing your Published Emails
  • 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Your View: Their View
  • 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Global Forms: How it’s done
  • 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Triggers made easy Without global forms: With global forms
  • 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. Page 18 © 2014 Marketo, Inc.#mktgnation14
  • 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Autoresponders, done globally
  • 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. Page 22 © 2014 Marketo, Inc.#mktgnation14 Tokenized Programs
  • 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Tokenized Programs
  • 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Program Templates
  • 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Centralized Content Paid Search Display Advertising Content Syndication Social Media Organic Traffic Email from Sales Rep
  • 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
  • 30. Page 30 © 2014 Marketo, Inc.#mktgnation14
  • 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Picklist ALL THE THINGS
  • 32. #10: Triggers for Standardizing Data
  • 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 Standardize your data
  • 34. #11: Segmentations as Smart List Filters
  • 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Segmentations
  • 36. #12: Lead Source Tracking with URL Variables
  • 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 Lead source
  • 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. Page 39 © 2014 Marketo, Inc.#mktgnation14
  • 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Building a Scoring Program
  • 42. Page 42 © 2014 Marketo, Inc.#mktgnation14
  • 43. #14: Tokens in Interesting Moments
  • 44. Page 44 © 2014 Marketo, Inc.#mktgnation14 Interesting Moments
  • 45. Page 45 © 2014 Marketo, Inc.#mktgnation14 Interesting Moments
  • 47. Page 47 © 2014 Marketo, Inc.#mktgnation14 Setting and assigning folder tokens
  • 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. Questions? Jeff Shearer Acquisition Marketing Manager, Egencia @TheJeffShearer jshearer@egencia.com

Editor's Notes

  1. A bit about myself