Tell Us About Yourself My name is _________. I work at ___________. I have used Marketo for ________ (time). I would like to _________.
Using Marketo Programs Sheila Baker Opine Consulting firstname.lastname@example.org
Using Marketo Programs What are the benefits of using Programs? When/Why would you use a Program? Creating Programs Elements of a Program Program Reporting Simple Program Examples
Program Benefits & Usage Benefits ◦ Asset management ◦ Easy cloning ◦ Reporting ◦ Other benefits? Usages ◦ Webinar ◦ Content ◦ Nurturing ◦ Tradeshows ◦ Other examples?
Program Basics Type: Event vs. Default ◦ Event for specific date or if there is an “event partner” Channels ◦ Change default channels or add new ones ◦ Defines what program type the Channel is available in ◦ Step # matters – can’t go backwards ◦ Will you be automating SFDC Campaign integration? Tags ◦ Only comes into play with reporting ◦ Can always add/change tags Tokens ◦ Use for values that are static within a program but are likely to have a different value for each program
Program Elements Assets ◦ Smart Campaigns ◦ Emails ◦ Lists Membership Progression ◦ Important for control and reporting ◦ Can’t go backwards! Program Costs ◦ Hint: Always set even if $0 – otherwise won’t sync to Revenue Explorer Integration with Salesforce Campaigns ◦ Channel Steps and SFDC Campaign Status must match Reporting ◦ Standard Program Performance Reports ◦ Lots more available in RCA/Revenue Explorer!
Bringing It All Together Program Examples ◦ Content Delivery Uses Tokens and Tags for quick cloning ◦ Tradeshows Import/Follow-up emails ◦ Webinars Integrated with WebEx ◦ Nurturing Automated entry or sales rep entry Simple: ◦ Send email, wait X days, send email…. ◦ Remember to have a way to remove a lead from nurturing
Next Steps Take what you learned. Apply, rinse, repeat. Next Meeting? Frequency? Location? Ideas for topics/speakers? Join our LinkedIn group. Questions/Comments about the format email me (email@example.com) or post on LinkedIN.
Announcements Marketo User Summit May 22 – 24, 2012 in San Francisco, CA Community wants to hear you ideas. Questions/Comments: firstname.lastname@example.org