Most Marketo admins only think about setting up domain name and their brand identity when they first create their instance. But how many firms work with more than one domain name for a brand extension, a line extension, a joint venture, or even an acquisition. In this session, Michael Tucker from The Conversion Store covers everything you need to set up Marketo to work with multiple brands including domain name registration, to branded campaign operations, to lead routing rules, to analytics and reporting.

1. Operating at the intersection of
prospects and customers
Marketo for Multiple Brands
Michael Tucker, Marketo Certified Expert
Direct: 704-469-5137
Email: Michael@ConversionStore.com
Web: www.ConversionStore.com

2. Where adding a new brand becomes useful
• General Mills launches Cheerios
Brand Extensions
• Cheerios offers a new Honey Nut Cheerios flavor
Line Extensions
• General Mills and Wal-Mart create a cereal under its private label Great Value brand
Joint Ventures
• General Mills buys another company and begins marketing its brands
Acquisition

3. Branding with Sales Channel Partners
Manufacturer Distributor Dealer
Value Added
Reseller
End User
Leading the Sales Channel allows you to:
 Decrease time-to-market
 Predict fulfillment requirements
 Create Marketing Communication to address
challenges

4. Marketo Elements needed in a Brand
Logos
Domain
Names
Trade
Dress
Landing
pages
Email
Addresses
Personnel
Brand
Lead
Routing
Reporting
AdvertisingLifecycle
Marketing
Activities
Activities

5. Potential Conflicts between Brands
 Can two brands in the same business compete against each other?
 Should sales personnel responsible for each brand see only their
own data? Are there any situations where they should have access
to other branded data?
 Are there third-party agencies that require access to your Marketo
instance? How do you ensure that they have access to architect
creative in a way that preserves the brand rules you’ve set in
Marketo?
 IP Warming: Does your Marketo instance have a dedicated, static IP
address? Which brand should handle warming responsibilities?

6. Platform Operations
for Multiple Brands

7. Workspaces and Partitions
 Partition cannot have duplicate
leads in them so different brands
might still need the same
partition if their industries overlap
at all
Enterprise
General Mills
Brand A
Cheerios
Brand B
Blue Buffalo
Marketing
Blue Buffalo
Sales
Blue Buffalo
General Mills
Cheerios
Blue Buffalo
Cinnamon Toast Crunch

8. User Access by Brand
Enterprise
General Mills
Sales
General Mills
Marketing
General Mills
Brand A
Cheerios
Brand B
Blue Buffalo
Cheerios
Blue Buffalo
Cinnamon Toast Crunch

9. Channels and Tags

10. Custom Fields
 Attribution Tracking by Brand
 Sales Routing
 Interesting Moments

11. Your Domain Name
 DNS Server Entries
 SPF (include MktoMail.com)
 DKIM (include Marketo Key)
 Branding Domain CNAME
 Landing Page CNAME
 Verify your records in Marketo
 Email Deliverability
 Branding Domain (What is your
primary domain?)

12. Cheerios.com
CinnamonToastCrunch.com
BlueBuffalo.com
GeneralMills.com

13. Connected Stack Resources
 SFDC Campaigns
 All campaigns visible to Marketo Sync User
 Split by Roles Hierarchies for SFDC users responsible for different brands
 Social Media Campaigns
 Facebook Business Manager Partner Accounts for Marketo instance
 Other Elements
 NPS Surveys?
 Event Marketing Tools
 Webinar platforms

15. Social Media Campaigns
 Facebook Business Manager
Partner Accounts for Marketo
instance
 Authorize a Facebook
account that is a Partner
org to the different brands
in Facebook Business
Manager

16. Marketing Operations
for Multiple Brands

17. Database Updates
 Global Smart Lists
 Internal Stakeholders
 Total Addressable Market
 Other frequently used
audiences
 Segmentations
 Only when leads can be owned
by one location at a time.

18. Branded Design Studio Assets

19. Branded Tokens Template
For a copy of this template visit:
www.ConverionStore.com/Branding

20. Brand Rules for Email Templates

21. Dynamic Branded Snippets
For leads with only one store owner at a time

22. Marketing Activities
 Types of Programs typically used in branding folders or workspaces
 Inbound - Website Content
 Outbound – Email Programs
 Social - Remarketing
 Operational - Lead Routing / Attribution / Lifecycle
 Engagement Programs

24. Reporting for each entity
 Program Analyzer
 Filter Tags
 Person Performance
 Custom Fields – BU
Acquisition Date
 Marketing Calendar
 Filter by Workspace
 Email Insights
 Filter by Workspace or
Program

25. Reporting by Business Unit

26. Brand Reporting by Leads

27. Operating at the intersection of
prospects and customers
Thank you
For More Information:
www.ConversionStore.com/Indy2020