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.

1. 15 Marketo Protips: Advice You Can
Implement Today
Jeff Shearer
Acquisition Marketing
Manager, Egencia

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How this presentation came to be

3. #1: Folder Organization

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Folder Organization Disaster
What the heck is
“New Names A”?

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6. #2: Asset Naming Convention

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Naming Convention: Keep it Simple

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Naming Convention: Keep it Simple

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Naming Convention: Keep it Simple

10. #3: Sales Insight Email Organization

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Organizing your Published Emails

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Your View:
Their View

13. #4: Global Forms

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Global Forms: How it’s done

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Triggers made easy
Without global forms:
With global forms

16. #5: Global Emails

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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?

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Autoresponders, done globally

20. #6: Tokenized Programs

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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

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Tokenized Programs

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Tokenized Programs

24. #7: Program Templates

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Program Templates

26. #8: Centralized Content Programs

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Centralized Content
Paid Search
Display
Advertising
Content
Syndication
Social
Media
Organic
Traffic
Email from
Sales Rep

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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. #9: Picklist everything

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Picklist ALL THE THINGS

32. #10: Triggers for Standardizing Data

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Standardize your data

34. #11: Segmentations as Smart List Filters

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Segmentations

36. #12: Lead Source Tracking with URL
Variables

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Lead source

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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

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40. #13: Tokenized Lead Scoring

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Building a Scoring Program

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43. #14: Tokens in Interesting Moments

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Interesting Moments

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Interesting Moments

46. #15: Folder Tokens

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Setting and assigning folder tokens

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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