This document discusses how to create scalable webinar programs using Marketo. It provides details on integrating webinar service providers, setting up local assets like emails and landing pages, using templates and tokens to streamline program creation, and best practices for capturing data and maximizing ROI from webinar programs. Key steps include setting up consistent email formats, templates, and tokens; creating programs in the event partner and Marketo; syncing with Salesforce campaigns; and ensuring attendee data is passed correctly.

1. Scalable Marketo Webinar Programs
October 30, 2014

2. Event Partner Integrations
• Maintain corporate branding
• Control invitations and signup pages
• Leverage automation
• All major webinar service providers integrate
• Automatically passes attendee/no show
information1

3. Webinar Program Local Assets
Emails
• Invitation x 3 (T – 3
weeks, 1 week, 2 days)
• Confirmation
• Reminder x 3 (T – 1
week, 1 day, 1 hour)
• Followup x 3 (followup
requests, attended, no
show)
Landing Pages
• Registration page
• Thank you page
• Webinar calendar
(optional)

4. Campaigns & Smart Lists
Campaigns
• Invitations
• Reminders
• Registration
• Registration Error Alerts
• Bounce Alerts
• Followups
Smart Lists (optional)
• Registered
• Attended
• No Show
• On Demand
• Requested Followup

5. Unique Webinar Program Creation
PROS
• Unique asset messaging
• Unique asset formatting
or branding
CONS
• High time investment
(~20 hrs)

6. Webinar Templates
• Clone and modify existing webinar programs
• Use {{my.tokens}} for maximum scalablility
• Initial set-up takes approx ~4 hours
• Clone and modify < 1 hour

7. Asset Set-Up
• Create a consistent format for emails
• Break that format into sections/tokens
• Consider paragraph text with different format
requirements as separate segments/tokens
• Repurpose sections/tokens across your different
assets

8. Setting Up Your Tokens

9. Calendar File
• Used to add webinar to
calendar
• Hyperlink text is what
will display in the asset
when token is used
• Do not use
formatting or rich
text tokens2

10. Show Marketo Programs & Assets

11. Creating A Webinar Program
• Create in Event Partner Program first3
• Ensure you set it up for Marketo to send emails
• Clone your template and rename
• Copy webinar data into your tokens
• Sync to SFDC Campaign (create new)4
• Test your emails and activate campaigns

12. Post Webinar (Required Activities)
• Ensure data pushed over correctly5
• Update recording links
• Redirect registration page to recording page6
• Test followup emails
• Activate campaigns

13. Maximizing Webinar ROI
• Data capture
• Registered vs attended
• Questions asked
• Poll answers
• Followup requests
• Engagement scores
• Score based on
• Attended/No Show
• Engagement score)
• Communicate to sales via SFDC tasks

14. Appendix
1. Attendee/No Show data is passed after the completion of the webinar. If you accidentally
start/stop the webinar before it’s actually over (i.e. while testing), you will need to
manually refresh data from the Marketo Program
2. In calendar files, you cannot use formatted text from rich text tokens. If you do, the
HTML code for the formatting will show in the calendar file.
3. Assumes integration between your event provider and Marketo is already set up. If not,
search the community for the name of your event partner and then download and follow
the integration instructions.
4. Creating your SFDC campaign from Marketo will ensure that the program/campaign
statuses are aligned. This is critical for optimizing communication with your sales team.
5. If attendee data does not update post webinar, it requires manual refresh from the
Marketo Program
6. Some companies will edit their registration page to host the recording post webinar.