Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)

Elevate Your Marketing Ops:
Expert Tips to Save You Time in
2024

© 2023 Adobe. All Rights Reserved. Adobe
Confidential.
Adobe 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

Confidential.
This MUG Meeting is being Recorded.
▪ To ensure that we are abiding by the MUG Code
of Conduct, we are informing all user group
attendees at the North America Virtual MUG
meeting on February 6 at 10 am CT that this
meeting will be recorded and posted on the MUG
YouTube Channel to promote training, education,
and future learning.
▪ If you do not wish to participate in a LIVE
recorded session, please feel free to watch the
recording at a later time, which will be linked after
the meeting concludes, and send us any questions
you may have to Advocacy@adobe.com.

Confidential.
Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo
Engage User Groups!
▪ Step 1: Navigate to
https://mugs.marketo.com/north-america-virtual-mug/
▪ Step 2: Create an account using the email associated with
your Adobe Marketo Engage Account
Once you’ve joined the chapter you’ll receive notifications and
reminders about new events that the chapter has posted!

Upcoming Opportunities for
Chapter Members

Confidential.
The Digital Experience Conference
March 26-28, 2024 | Las Vegas and online
March 25, 2024 | Preconference
Innovation and inspiration are just the beginning.
Uplevel your skills, spark inspiration, and make connections that empower you to drive experience-led growth.
Save $200 on an in-person pass when you sign up by Feb 13th
.
Sign up and save at summit.adobe.com

Confidential.
Upcoming User Group Meetings Calendar (North America)
DATE MUG CHAPTER FORMAT TOPIC
02-01 Seattle MUG In Person Meeting Seattle Marketo User Group: Feb 1st at Adobe HQ
02-02 Charlotte MUG In Person Meeting CLT MUG | GROUNDHOG DAY EVENT
02-06 North America Virtual MUG Virtual Meeting Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
02-07 Marketo Measure User Group Virtual Meeting Marketo Measure User Group - February 7, 2024
02-07 New York MUG Virtual Meeting 'Ask Me Anything' with Inga Romanoff and Sandy Whiteman (Zoom)
02-07 Higher Education VMUG Virtual Meeting We Belong Together: Connecting Email Analytics and Web Data
02-08 Champion Office Hours MUG Virtual Meeting February 2024 Marketo Champion Office Hours
02-22 Denver MUG In Person Meeting MUG Study Group: Prep for your Business Practitioner Exam!
04-17 Atlanta MUG In Person Meeting April 2024 ATL MUG
RSVP HERE

Confidential.
Upcoming User Group Meetings Calendar (International)
DATE MUG CHAPTER FORMAT TOPIC
02-06 Brasil Marketo User Group Virtual Meeting Sessão de Q&A
02-06 London MUG In Person Meeting RevOps Special | Forget St Valentine, let's Report on Pipeline!
02-06 Marketo User Group Portugal In Person Meeting Everything you need to know about lead scoring
02-07 Netherlands MUG In Person Meeting Netherlands-Belgium MUG at Planon's Innovation Campus
02-07 Japan MUG - KANSAI In Person Meeting KANSAI MUG - お客様に寄り添うコンテンツ制作のポイント
02-15 Japan - Marketo Foundation MUG In Person Meeting
世界のAdobe Marketo Engage Champion 山田たいしから学ぶ「マーケティング担当
者の基本動作」@東京
02-21 India Virtual MUG Virtual Meeting Deep Dive into Adobe Marketo Engage and CRM Integration
02-22 Sydney Marketo User Group In Person Meeting Elevate Your Career in Sydney: Discover the New Horizons with Adobe Marketo!
02-22 Japan MUG In Person Meeting
レガシー製造業の皆さん集まれ！製造業のマーケターがぶつかる壁あるあるとその乗
り越え方
02-29 Paris MUG Virtual Meeting Unlocking Marketo's Potential: Beyond Native Integrations - Virtual User Group
03-06 Auckland Marketo User Group In Person Meeting Personalisation, Pineapple Awards and Prizes
RSVP HERE

Our Speakers
Speaker Topic
Chloe Pott Templates outside of a MAP
Lucas Machado Folder Structure, Organization, Tokens
Courtny Edwards-Jones
Naming Conventions with Program
ID/Form ID
Sydney Mulligan Monitoring Reports

Templates outside of a MAP
Chloe Pott, Marketing Operations Lead, Lokalise

Confidential.
Hi, everybody 👋👋
🌎 American expat
󰏃 France is my home
󰔡 Two kids who keep me young
🧠 Psychology & French
👥⚙💻 Marketing Operations has been my jam for
close to 15 years
🎖💙 Helping folks be more efficient using
processes and technology
Chloe Pott
Marketing Operations Leader
Lokalise

Confidential.
Request forms

Confidential.
Data // List Imports

Confidential.
Campaign Categorization

Confidential.
Decision Frameworks

Confidential.
Overall goal for templating anything
▪ Keep things clean
▪ Easy to find
▪ Increase self sufficiency of everyone

Folder Structure, Organization, Tokens
Lucas Machado, Marketing Automation Specialist, RP

Confidential.
Introducing me
🎓 Academic Background: Specialized in Applied and
Computational Mathematics.
💻 Tech Toolkit: Skilled in Python, Javascript, and
adept with APIs.
🧩 Problem Solver: Passionate about challenges and
puzzle-solving.
🌎 From: São Paulo, Brazil.
🥦 In the kitchen: Proud vegetarian
💣 In my life: Very chaotic, that is why I use a
background
Lucas Machado
Marketing Automation Specialist
Revenue Pulse (RP)

Confidential.
Ground Rules
1. Go from Macro to Micro
2. Keep on the top the things you will use the most
3. A folder can only contain one “type of thing”:
a. Folders
b. Programs (of one specific type)
c. Assets (of one specific type)
d. Smart Campaign
4. Maximize Token efficiency!

Confidential.
Getting started
Have a Active Marketing Initiatives folder at the top
- Brand/company related tokens and year token
Create folders in the same level for Templates, Operations,
Learning/Testing and Archive
Inside Active Marketing Initiatives create folders for each
initiative type (Webinars, Events, Emails, Engagement, etc)
- Program type related tokens

Confidential.
Going deeper
Inside each program type folder you can use different
approaches
It is always recommended to have time defined folders (for
year and quarter/month)
You can have folder levels to split by brand, audience type or
region, whichever will maximize efficiency
Keep the same structure for all program type folder

Confidential.
Finding the right balance
Each organization has its own reality and needs
If you over engineer your marketo structure it
might take too long to get to the right program
If you under engineer it can make it hard to find
programs and lead to inefficiency with tokens
Design your folder structure thinking of the future
(not 10 years, but 3~4 years)

Naming Conventions with
Program ID/Form ID
Courtny Edwards-Jones, Marketing Operations Manager, Zuora

Confidential.
Introductions
I live in Manchester, UK
‘Music Capital of the UK’
MA International Development - Peace
& Conflict Studies
Worked in Sierra Leone
“Fell into” Marketing Operations
MarTech, integrations, organizational
change mgmt, project mgmt, analytics
2024 Goals:
Run - Couch to Eras Tour
Read 25 books
Learn Python
Courtny Edwards-Jones
Marketing Operations Manager
Zuora

Confidential.
Why have a naming convention?
▪ Consistency
▪ Organization
▪ Efficiency
▪ Clarity
▪ Scalability
▪ Analysis & Reporting
▪ Compliance & Governance

Confidential.
FY24Q1_NOAM_FMM_WBN_BPO_REV_NB_IBM_1234_Example
CAMPAIGN NAMING CONVENTION
Fiscal Year &
Quarter
Region
Requester
Campaign
Type
Motion
Business
Group
Short Description
Marketo Program ID
“_” Underscores separate each attribute
“-” Dashes are used to indicate a space
within an attribute
Fiscal
Year/Qtr
Region Requesting
Team
Campaign
Type
Business
Group
Product Motion Partner Marketo
Program ID
Short Description
2024/1 NOAM Field
Marketing
Webinar BPO Rev New
Business
IBM 1234 This is an Example
Product
Partner
Anatomy of a naming convention

Confidential.
Do yourself a favor … include Program ID
▪ This unique code is available in the
browser URL
▪ 1st - Create the program
2nd - Copy from the URL
3rd - Edit the program name to include
the 4 or 5 digit Program ID
▪ Can include it in the prefix area of
naming convention - others as a suffix to
the description
▪ Include before you sync to your CRM
▪ Update campaign name generator

Confidential.
Benefits of adding the Program ID
▪ Easy to search and find in your program tree, or when building smart list or flow steps (ie.
looking at program membership or adding emails into a flow)

Confidential.
Benefits of adding the Program ID
▪ Streamlines reporting ▪ Many platforms require the Program ID to
sync metrics or program member statuses

Confidential.
Form IDs
▪ Asset IDs (ie. Form IDs)
are separate from the
Program ID
▪ Many of the same
benefits - efficiencies
and less chance for
error
▪ Great if using 3rd party
tool for asset creation

Monitoring Reports
Sydney Mulligan, Co-founder, Emmie Collective

Confidential.
Introductions
I live in New York City with 2 small kids,
my husband, and sometimes Taylor
Swift.
Accidentally majored in Marketing
Operations before that was a thing -
dual degree in PR and Computer
Science
Co-founder of EMMIE Collective, a MOPs
agency for freelancers
My goal for this year is to perfect my
chocolate chip cookie recipe and
memorize it
I know I talk too fast and I’m sorry. Just
pretend you’re watching Gilmore Girls,
or watch the recording of this meeting
at half speed.
Sydney Mulligan
Co-founder, EMMIE Collective

Confidential.
Why do I need monitoring reports?
▪ How do you know if something is
broken today?
▪ Don’t wait for your SDRs to yell at
whine to know there’s a problem
▪ Be proactive! Get promoted
▪ No lead left behind

Confidential.
Proactive Monitoring Reports
▪ “Zero Out” reports - if everything is
working, these reports should be
empty
▪ Always have a Default choice - no
silent failures
▪ Create Smart Lists that would qualify
something you don’t want to happen
▪ Ask yourself: “how do I know it’s
working?” then build a list to check for
the opposite

Confidential.
Proactive Monitoring Reports ▪ Smart List subscriptions are hard
to check at a glance
▪ Create a Person Performance
Report summarized by Email
Address - the report will only add
an attachment if people qualify
▪ If you use Slack, you can easily
create an email alias that sends
messages to a Slack Channel.
Send your reports here for
collective monitoring and
collaboration.
▪ Add Notification Subscriptions to
the same channel!

Confidential.
Proactive Monitoring Reports
▪ Be thoughtful about what subscriptions you
set up - keep it limited to critical, actionable
errors to avoid alarm fatigue
▪ Create a system for shared responsibility with
members of your team for who is checking
these and following up on errors
▪ Discourage leadership or non-technical
team members from being part of this
channel - if they don’t understand the error
messages, it’s easy for them to panic

Closer slide – end every
presentation with this
(after deleting this note)

Confidential.
Title and content – Light airy. Header: Adobe Clean ExtraBold, 28pt
▪ Bullet 1 – Adobe Clean SemiLight, 22pt
This is the new 2020 content slide
The text area is smaller and the bullets are spaced further apart by default to encourage
better readability and more of a clean, open and airy look. Rather than reduce the point size,
try to reduce the amount of content on each slide so that the whole slide can be read in
under 10 seconds.

Confidential.
Content slide (Legacy light). Header: Adobe Clean ExtraBold, 28pt
This layout is meant to be backwards compatible with the previous template so that minimal
rework is needed when transferring legacy content over.
Going forward, try to use the next layout (2020 Light or Dark) for presented slides.

Confidential.
Confidential.
Title and content – Dark airy. Header: Adobe Clean ExtraBold, 28pt
This is the new 2020 dark content slide
The text area is smaller and the bullets are spaced further apart by default to encourage
better readability and more of a clean, open and airy look. Rather than reduce the point size,
try to reduce the amount of content on each slide so that the whole slide can be read in
under 10 seconds.

Confidential.
Confidential.
Content slide (Legacy dark). Header: Adobe Clean ExtraBold, 28pt
This layout is meant to be backwards compatible with the previous template so that minimal
rework is needed when transferring legacy content over.
Going forward, try to use the next layout (2020 Light or Dark) for presented slides.

Agenda
Speaker Name Section Time
John Reese Analyzing Data in the Field 9:00a-9:30a
Joss Carter Governance and Regulations 9:30a-10:00a
Harold Finch
Data Aggregation via Alt
Sources
10:00a-11:30a
Break 11:30a-12:30p
Carl Elias Networking and Organization 12:30p-2:00p
Zoe Morgan Customer Loyalty 2:00p-4:00p

Confidential.
Agenda slide
Either reuse the agenda slide above, or:
1. Choose the Agenda Layout from the Layout menu
2. Click the icon to insert a new table
3. The table will come in like this due to limitations of PowerPoint table defaults:
4. Click the table and choose the Table Tools>Design menu
5. First pick a pen color (far left gray second from the bottom is a good start)
6. Pick a size (1/2 pt is usually enough)
7. Choose “No Borders” from dropdown to clear all borders
8. Choose “Inside Horizontal Border”
9. Make the header row Adobe Clean ExtraBold
2
3
4
5
6
7
8
1

Confidential.
How to save this as a template within PowerPoint
1. Click the File Tab (With this template open)
2. Choose Save As
3. Leave the Location Field Alone
4. In the “Save as type” dropdown, choose
PowerPoint Template (*.potx)
5. Click Save

Confidential.
How to change layouts
To change a slide’s layout (Mac or Windows):
1. Make sure you are in the Home tab
2. Click the Layout button
3. Select a Layout
To change a slide’s layout (Windows Only):
1. Right-click the slide thumbnail
2. Mouse-over Layout
3. Choose the layout you want for that slide

Confidential.
Single image with title

Confidential.
Full bleed image – No title
required

Confidential.
Image on right
▪ Text goes here

Confidential.
Tall column image on right
▪ Text goes here

Confidential.
Two columns: Images with headers
Column Title
1
Column Title
2

Confidential.
Two columns: Images with headers and descriptive text
Descriptive text goes here. Keep this to a bare
minimum
so that the attention is focused on your talk track.
Descriptive text goes here. Try to make sure any
people
in the images are as diverse as possible
Column Title
1
Column Title
2

Confidential.
Three columns: Images with headers
Column Title
1
Column Title
2
Column Title
3

Confidential.
Three columns: Images with headers and descriptive text
Descriptive text goes here. The
more columns you have the less text
you should have.
Text shouldn’t drop below 16 point.
Reduce the amount of text instead.
Images should all be a similar style
and feel like they’re in the same
family.
Column Title
1
Column Title
2
Column Title
3

Confidential.
Four columns: Images with headers
Column Title
1
Column Title
2
Column Title
3
Column Title 4

Confidential.
Four columns: Images with headers
Descriptive text goes
here.
There should be very little
text in a 4-column layout.
One sentence will usually
suffice. Two should be
considered the max.
Try to avoid going below
16pt text.
Column Title
1
Column Title
2
Column Title
3
Column Title 4

Confidential.
Six-up, images only

Confidential.
Six-up, images with column titles
Column Title
1
Column Title
2
Column Title
3

Confidential.
Six-up, images with titles in the middle
Title
1
Title 2 Title 3
Title 4 Title 5 Title 6

Confidential.
Two columns | Bullets with icons
Column Title
1
Column Title
2
When using bullets with icons, do
not use text bullet points.
Using separate text boxes for each
bullet makes it easier to line things
up.
Use the gray icons for this type of
slide. Do not recolor the icons.
Top align single-line boxes.
Icon size depends on how much
text you have and how many
bullets.
Text shouldn’t drop below 16pt.
Reduce the amount of text instead.

Confidential.
Three columns | Icons
▪ Descriptive text goes here.
The more columns you have
the less text you should
have.
▪ Try not to have more than
three bullets.
▪ Headers should not drop below 18pt.
▪ Text shouldn’t drop below 16pt.
▪ Icons shouldn’t be larger than 1.5”.
▪ Columns should be denoted by
whitespace, not with divider lines.
▪ Bullet text is left justified, headers are
centered to the icons.
Column Title
1
Column Title
2
Column Title
3

Confidential.
Stat slide
Stats should have red
numbers and black text
Shorten Millions to M,
Billions to B, etc.
100
%
$
2.1
M
$
500
B
Currency symbols should
be superscript (see next
slide)
Units should be ~80% of
the point size of the
number
Left justify all text
31
M
1.21G
W
~
50-6
0
Numbers are Clean
ExtraBold, descriptors
are Clean SemiLight

Confidential.
Creating a two column layout with an image on the right
1. Turn on Guides by right-clicking in an empty area,
choosing Guides (Mac) or Grid and Guides (Win),
and then Guides.
2. Drag this text box in from the right so that’s on the
other side of the centerline with a little space to
breathe.
3. Bring in an image and place it on the right side.
Make it larger than the area defined by the
gridlines.
4. Double-click the image, or choose the “Format”
tab.
5. Select the crop tool right next to the height/width
fields and use the black handles to crop the image
to fit the 6” tall by 6.67” area defined by the guides.

Confidential.
Tall right column
The image may also go off the top of the slide, but
the slide title must be short enough so it does not
overlap. Here’s another way to get the size exact:
1. Roughly crop the image to the right-hand content
area plus the top header area.
2. Right-click the image and choose “Format Picture”.
3. In the Format Picture pane on the right, choose the
“Picture” icon (last one on the right), and roll down
the “Crop” section.
4. Set the Crop Position values to Width (6.67”),
Height (7.05”), Left (6.67”), Top (0”).

Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)

Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)

Recommended

Recommended

More Related Content

Similar to Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)

Similar to Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2) (20)

Recently uploaded

Recently uploaded (20)

Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)