This document provides an agenda and overview for setting up marketing programs in Marketo and Salesforce to coordinate an event where emails will be sent and leads passed to Salesforce CRM. It discusses setting up programs in Marketo, including smart campaigns, naming conventions, and tagging. It also covers list building, blacklisting, marketing suspension. For Salesforce, it outlines setting up campaigns, member statuses, custom list views, reports, and dashboards to facilitate lead handoff to sales. Performance tracking tips include email best practices, A/B testing, and using smart lists and analytics in both systems.

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Speakers
u Melissa McCready
u Senior Director, Business Intelligence, Cylance
u Melissa McCready brings over 16 years of experience in the Customer Relationship
Management (CRM) and Marketing Automation (MA) arenas helping all-sized organizations
strategize and translate their customer-facing business processes into increased and
accelerated revenue, profitability, and expansion through people, process and
technologies. She has been a speaker at the Marketo Summit and Silicon Valley User Groups.
She participates in global RevTech Think Tanks, will write the occasional best practice article
(when she has time), is feature by Forrester in a more recent CMO thought leadership study, and
enjoys mentoring.
Melissa has worked with all-sized businesses in B2B and B2C spaces including Fortune 500
companies like Logitech, Plantronics, GE, and Glassdoor to name some. She is from Chicago,
spent the last 17 years in Silicon Valley, and recently moved with her family to Orange County to
work for Cylance, one of the fastest growing AI Security companies on the planet.

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Agenda
Focus: How to navigate using operational best practices to set up for an
event where emails will be sent and leads will need to be passed over into a
CRM (in this example, SFDC) for Inside Sales to do a pre-event call out.
u Setting Up Marketo Programs
u Smart Campaigns v Emails v Streams
u Naming conventions and Tagging
u List Build Considerations
u Things to Know About Blacklisting
u Using Marketing Suspend
u Setting Up SFDC
u Campaign Management
u Member Statuses
u Making It Easy for Sales
u List Views
u Reports
u Dashboards
u Emailing Considerations
u Best Practices
u A | B Testing
u Performance Reporting
u Smart Lists v Analytics
u SFDC Reporting
GETTING STARTED MAKE IT VISIBLE TRACKING PERFORMANCE

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Getting Started u Setting Up Marketo Programs
u Smart Campaigns v Programs
u Naming Conventions and Tagging
S M A R T C A M P A I G N S V P R O G R A M S
Type Description
Event Program Events have a specific time and date. They help you coordinate, facilitate, and track your live
and online events.
Engagement Program Drip Nurturing is used to nurture people at a set periodic schedule.
Email Program The classic mail blast. It has cool built-in features like A/B testing and Email Head Start.
Default Program A default program is anything that is not an event, engagement, or email program. Get
creative.
Smart Campaign A Smart Campaign has 3 main areas: The Smart List, Flow and Schedule tabs. It does
not allow for the same reporting as a program.
REF: http://docs.marketo.com/display/public/DOCS/Understanding+Programs

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Getting Started u Setting Up Marketo Programs
u Smart Campaigns v Emails v Streams
u Naming Conventions and Tagging
N A M I N G C O N V E N T I O N S :
Using consistent Naming
Conventions on your Marketo
programs, campaigns and Smart
Lists will save you and your
colleagues time finding things
later!
Campaign Type Code
Advertising ADV
Cold Calling List CC
Content CNT
Email Blast EM
List Import LP
Nurture NUR
Tradeshow TS
Video VD
Web Form WBF
Webinar WBN
Example:
YYYY-MM-DD | Campaign Type | Campaign Name/Details | # of records
2017-06-25 | WBN | ABC Webinar | 2323

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Getting Started u Setting Up Marketo Programs
u Smart Campaigns v Emails v Streams
u Naming Conventions and Tagging
Best practice tag categories include:
⚐ Channel
⚐ Content type
⚐ Primary Audience
⚐ Primary CTA
⚐ Geo
W H Y U S E T A G G I N G :
Tagging increases your ability to report
depth on programs. Use consistent
tags to optimize!
TIP: Utilize Quick Tagging Mode!
Using Programs, Channels, Statuses, and Tags

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Getting Started: u List Build Considerations
u Things to Know About Blacklisting
u Using Marketing Suspend
Marketing Suspend Setup:
TIP: Make sure to have an operational
program set up to tag records to
suspend or unsuspend marketing.
https://nation.marketo.com/blogs/marketowhisper
er/2017/06/26/data-management-strategies-
setting-marketing-suspended-to-false
Things to Know About Blacklisting:
TIP: Make sure to have an operational
program set up to automate blacklist
updates based on inactivity, soft
bounce, email opt out, competitors,
junk email.
https://nation.marketo.com/blogs/marketowhisper
er/2017/06/26/data-management-strategies-
setting-marketing-suspended-to-false

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MAKE IT VISIBLE u Setting Up SFDC
u Campaign Management
u Member Statuses
Utilize SFDC Campaigns
to track information and
to project manage your
campaigns. Make a
sales-specific page
layout and assign to the
sales team with Call to
Action (CTA) for Sales,
links to the list view.
Here is a sample
Campaign Page
layout…

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MAKE IT VISIBLE u Setting Up SFDC
u Campaign Management
u Member Statuses
Have a consistent set of
Campaign Member
Statuses by Campaign
Type in template
campaigns in SFDC. Be
sure to only use these to
sync to get get nice,
consistent reporting
across both Marketo and
SFDC.
Here is a sample matrix
mapping the Gampaign
Type with the Campaign
Member Statuses…

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MAKE IT VISIBLE u Making It Easy for Sales
u List Views
u Reports
u Dashboards
Creating Custom List Views
Dashboards and Reporting Overview
Dashboard and Report Types
ü Utilize SFDC list views, reports and dashboards as a part of the
handover process to Sales.
ü Use a template in SFDC to generate a pre-defined email to send to
Sales including the relevant campaign information including the links
to the reports/list views.
ü Provide Sales with weekly status reports regarding events, emails,
webinars, new content, MQL stats and a link to a dashboard that
contains reports they need to keep up on their lead call outs.
ü Publish a campaign calendar in SFDC.
ü Most importantly, engage with Sales to gather feedback to define
these items and to find out from them what is working for them and
expand on the success!

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TRACKING PERFORMANCE u Emailing Considerations
u Best Practices
u A|B Testing
Mailer Mailer Email Benchmark Annual Report:
https://www.mailermailer.com/resources/metrics/index.rwp
https://www.marketo.com/webinars/test-for-success-
ab-testing-tips-for-emails-and-landing-pages/
Performance Documentation:
ü Audience – geo, industry, account status
ü Send times/day of week - include time zone
ü Subject lines
ü CTAs
ü Social
ü A|B test results
ü Send results
ü Links to Marketo and SFDC setup

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TRACKING PERFORMANCE u Performance Reporting
u Smart Lists v Analytics
u SFDC Reporting
I Want To… Smart List Analytics
See who is in my campaign/program
See a total number of sends
See a % of click throughs
See email/program performance
Export a list of records sent
S M A R T L I S T S
V
A N A L Y T I C S

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TRACKING PERFORMANCE u Performance Reporting
u Smart Lists v Analytics
u SFDC Reporting
Key KPIs Using SFDC Reports:
ü Net New leads by Source/Lead Status
ü Net New leads by Campaign (lead created v campaign
member add date)
ü MQLs by Source
ü MQLs by Campaign
ü MQLs to SQLs Source (include $ added to pipe)
ü MQLs to SQLs by Campaign (include $ added to pipe)
ü MQLs to Win by Lead Source and Campaigns
ü MQLs to Loss by Lead Source and Campaigns
ü Net New Velocity to MQL
ü MQL Velocity to Pipe
ü MQL Velocity to Win/Loss

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Top Tips Takeaways
u Use Programs when sending a series of emails
u Be consistent with set up- naming conventions
are your friends!
u Make sure to set up insurance policy programs for
email send and data quality
u Document, Test, Report (Lather, Rinse, Repeat!)
u Involve sales in campaigns where there will be a
Sales CTA
u Leverage SFDC list views, reports and dashboards
to increase value visibility
u Make your boss, your marketing org, and yourself
look great by having key KPIs at your finger tips
u Keep a performance deck up to date week over
week with baseline versus actuals- show
Marketing’s value from start to end of a period of
time