Morag Keirns Chad Currie

1. MARKETO REBRAND
Morag Keirns - ThoughtWorks
Chad Currie - Smith & Robot
GLOBAL ROLL OUT

2. INTRODUCTIONS
Morag Keirns, ThoughtWorks
● Online Marketing Manager, Digital Team
● Global IT Consulting Company - 13 countries, 26 offices
● Marketo user from Dec 2012
Chad Currie, Smith & Robot
● Creative Director
● Austin-based creative technology agency
● Working with ThoughtWorks since 2012

3. SCOPE OF THE PROJECT
Implement the new Visual
Rebrand
New landing page samples
New email templates
New responsive layouts
Update the existing programs
with new landing pages and e-
mails
Roll out Litmus Testing
Roll out training to the regions
EMPOWER THE REGIONS

4. HOW WE DID IT
Techniques, Workflow, Challenges

5. RETOOLING FOR MOBILE
Responsive design is the practice of letting our page
automatically rearrange itself to the size of the screen.

6. MAKING LANDING PAGES RESPONSIVE
Marketo Page Editor
Custom
JavaScript
Code
User
We override the default drag-and-drop position of page
elements with JavaScript built into the templates.

7. ADJUSTING OUR WORKFLOW
Before: New pages begin with a blank
template.
After: New pages begin by cloning a
sample page from a catalog of layouts.
Before: Layout is created by dragging
and dropping content onto the canvas.
After: Marketers enter content into
page elements provided in the sample.
The template handles layout.
Before: Marketers control font, color
and style with Marketo editor.
After: Marketers provide copy and
images. The template overrides styling
with brand standards.

8. LANDING PAGE RESULTS
Before After

9. MAKING EMAIL RESPONSIVE
Email is simpler. Marketo offers responsive templates. But we
built our own for the new band.

10. THE EMAIL WORKFLOW SWEETSPOT
Lots of editable
zones
Offer limited
author control
over layout
Require little
understanding of
responsive
practices
Few editable
zones
Offer lots of
author control
over layout
Train authors on
responsive and
testing best
practices

11. CHANGING EXPECTATIONS
● We all agreed not to edit the core set of samples.
● Authors can no longer “express themselves” with page
designs. The focus is on great (on brand) content.
● Agree as an organization to make mobile a priority,
accepting that “what you see is not what you get”.

12. QUALITY CONTROL
Supporting multiple
devices requires
some way to verify
our work.
We chose
Litmus.com because
it offer dozens of
virtualized devices
and clients so we
can test every email
and landing page.

13. ROLLOUT
● 2 Trainers
● Melbourne, Bangalore, Beijing, Austin, New York, San Francisco, London,
Quito, Johannesburg (pending)
● 2 day Workshop
● Training Manual
NOV 2013 DEC 2013 JAN 2014 Feb 2014
• Scoped the project
• Determined
resources
• Design Comps
• Spiked Responsive
Code
• Stakeholder Calls
• Naming
conventions
determined
• Approved comps
coded and
delivered
• Existing Programs
Updated with 2014
assets
• Litmus purchased
• Code tested,
revised
• Training Materials
Created
• Program owners
receive updated
program assets for
review
• Training begins
• Image Assets
uploaded
• Snippet code built
out
• Global Training
Continues
• Decommission old
assets and push
new ones live (+150
landing pages and
emails)

14. TRANSITION TO NEW ASSETS
60programs
85emails
75landing pages

15. WHATS NEXT
● Localized Content
● Onboarding training
● Ongoing Training and Support for advanced campaigns,
reporting and analytics
● Maintaining and refining library of assets
● Developing new programs, nurtures and personalization

16. QUESTIONS

17. THANK YOU
For questions or suggestions:
Chad Currie
Smith & Robot
chad@smithandrobot.com