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15 Marketo Protips: Advice You Can Implement Today

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15 Marketo Protips: Advice You Can Implement Today

  1. 1. 15 Marketo Protips: Advice You Can Implement Today Jeff Shearer Acquisition Marketing Manager, Egencia
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 How this presentation came to be
  3. 3. #1: Folder Organization
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Folder Organization Disaster What the heck is “New Names A”?
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14
  6. 6. #2: Asset Naming Convention
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
  8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
  9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Naming Convention: Keep it Simple
  10. 10. #3: Sales Insight Email Organization
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Organizing your Published Emails
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Your View: Their View
  13. 13. #4: Global Forms
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Global Forms: How it’s done
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Triggers made easy Without global forms: With global forms
  16. 16. #5: Global Emails
  17. 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. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14
  19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Autoresponders, done globally
  20. 20. #6: Tokenized Programs
  21. 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. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Tokenized Programs
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Tokenized Programs
  24. 24. #7: Program Templates
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Program Templates
  26. 26. #8: Centralized Content Programs
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Centralized Content Paid Search Display Advertising Content Syndication Social Media Organic Traffic Email from Sales Rep
  28. 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
  29. 29. #9: Picklist everything
  30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14
  31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Picklist ALL THE THINGS
  32. 32. #10: Triggers for Standardizing Data
  33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 Standardize your data
  34. 34. #11: Segmentations as Smart List Filters
  35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Segmentations
  36. 36. #12: Lead Source Tracking with URL Variables
  37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 Lead source
  38. 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. 39. Page 39 © 2014 Marketo, Inc.#mktgnation14
  40. 40. #13: Tokenized Lead Scoring
  41. 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Building a Scoring Program
  42. 42. Page 42 © 2014 Marketo, Inc.#mktgnation14
  43. 43. #14: Tokens in Interesting Moments
  44. 44. Page 44 © 2014 Marketo, Inc.#mktgnation14 Interesting Moments
  45. 45. Page 45 © 2014 Marketo, Inc.#mktgnation14 Interesting Moments
  46. 46. #15: Folder Tokens
  47. 47. Page 47 © 2014 Marketo, Inc.#mktgnation14 Setting and assigning folder tokens
  48. 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. 49. Questions? Jeff Shearer Acquisition Marketing Manager, Egencia @TheJeffShearer jshearer@egencia.com

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