At best, campaign operations can be time-consuming busywork. At worst, it leaves a lot of room for error, and it doesn't scale across global teams. Learn how Josh Chen of Pure Storage is automating campaign operations, forecasting a six-figure annual cost savings.

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San Francisco
Marketo Engage
User Group
February 10, 2021

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slido.com | #SFMUGFeb2021
Welcome!
Loren Robeck Amy Goldfine

3. Marketo Engage User Group House Rules
•In order to ensure our MUGs stay user-
focused and a safe space for members of the
Marketing Nation to learn, network, and
problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind
is permitted at MUG events
• Don’t contact people outside of the User
Group without their consent
• If MUG members share their use case at
the User Group, please don’t share that
information without their consent

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Upcoming Opportunities
for MUG Members

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slido.com | #SFMUGFeb2021

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Upcoming Virtual MUG Meetings
Feb 4 Auckland: Office Hours
Feb 8 Tokyo: Reviewing & Planning
Feb 9 Charlotte: Digital Events
Feb 10 Montreal: Website Impact
Feb 10 NYC: Office Hours
Feb 16 Paris: Tokens
Feb 17 SLC: 2021 Predictions
Feb 17 NYC: Office Hours
Feb 18 Houston: Interest Scoring
Feb 24 Tokyo: Inside Sales
Feb 24 NYC: Office Hours

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Join our Slack!
Send a Chat to Amy with your email address and
we’ll send you an invite!

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Slido!
Ask questions at any time at slido.com
using event code #SFMUGFeb2021

9. Joshua Chen | David Kreitter
Slido.com | #SFMUGFeb2021
Automating Your
Marketing
Automation

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About Me
• Joshua Chen
• Global Campaign Operations Manager at
Pure Storage
• 2x Marketo Certified Expert | 8000
Hours in Marketo
• Traveling Enthusiast
• Die-Hard Laker Fan

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About Pure Storage & Campaign Ops Team
2021
• Global Demand Ops
• 8000 Tickets Per Year
• 4000 Puritans
• 100 Requesters
• 10 Agents
• 3 Agencies
2017
• Americas Demand Ops
• 1200 Tickets Per Year
• 1000 Puritans
• 40 Requesters
• 2 Agents (Myself and
Manager)

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Build Your Workflow Automation

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Folder Structure

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Program Naming Convention
Ex. YYYY-MM-DD|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name
Ex. YYYY-QQ|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name

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Program Templates & Tokenization

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Integrated Ticketing & Intake System

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Let the Automation Begin!
Ticket is submitted through
ServiceNow for Campaign,
Invite, and Landing Page
Creation. All submitted fields
will be referenced in later
steps.
Workato generates a
Campaign Name based on
our Naming Convention and
creates a new campaign in
Salesforce

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Automating Marketo
Based on various fields such as Tactic, Start
Date, Theater, Region, etc, Workato locates
a folder to save to be created Marketo
Program. If this Folder does not exist,
Workato creates this folder
Based on Tactic and Language, Workato
clones a Marketo Program template and
saves it in the folder from previous step
As a result, all Marketo emails and Landing
Pages in the Program will be fully populated
● Invite (Multiple Versions)
● Confirmation
● Reminders
● Follow Ups
Workato maps all the fields from the ticket
and updates all Marketo Program tokens

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Bonus Automations
Workato creates an
Event Calendar in
AddEvent for Calendar
customization and adds
these links to Marketo
tokens
Workato creates a
Meeting or Webinar in
Zoom and adds these
to Marketo tokens

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Automating Marketo Cont.
Workato schedules all
batch smart campaigns
● Send test emails to
Requester
● Schedule Reminder
Emails and Post-Event
Emails at a specified
time
Workato activates all
trigger smart
campaigns
● Fills Out Form
● Sync to SFDC
● Etc.

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One Last Touch!
Workato updates ServiceNow
ticket with all necessary
details
● Campaign Name
● Marketo Program Link
● SFDC Campaign Link
● Landing Page URL
● Etc.
Workato changes status
of ticket to Under
Review or Closed

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Key Takeaways & Benefits
• Cost Savings
• Potential Total Annual Savings: 30-50%
• Increase in Speed
• Execution from 3 Business Days to Seconds or Minutes
• Ability to Scale
• Allows us to take on new projects and requests from teams we could not previously
support
• Data Accuracy
• There are over countless steps that Agencies/humans can make mistakes on.
Workflow Automation will remove inaccuracies.
• Global Consistency
• Removes any inconsistencies with Campaign Naming and a number of other
disparate processes