This document outlines an agenda for a Marketo User Group meeting in Silicon Valley on February 29th, 2012. The meeting includes introductions, a discussion on using Marketo programs led by Sheila Baker from Opine Consulting, and an open discussion period. The discussion of Marketo programs covers benefits, usage examples, program basics like types and elements, and brings it all together with program examples. Next steps discussed include applying the lessons, setting future meeting details, and announcing an upcoming Marketo User Summit.

1. Marketo User Group –
Silicon Valley
February 29th, 2012

2. Agenda
 Introductions
 Using Marketo Programs

3. Tell Us About Yourself
 My name is _________.
 I work at ___________.
 I have used Marketo for ________ (time).
 I would like to _________.

4. Using Marketo
Programs
Sheila Baker
Opine Consulting
sheila@opine.com

5. Using Marketo Programs
 What are the benefits of using Programs?
 When/Why would you use a Program?
 Creating Programs
 Elements of a Program
 Program Reporting
 Simple Program Examples

6. Program Benefits & Usage
 Benefits
◦ Asset management
◦ Easy cloning
◦ Reporting
◦ Other benefits?
 Usages
◦ Webinar
◦ Content
◦ Nurturing
◦ Tradeshows
◦ Other examples?

7. Program Basics
 Type: Event vs. Default
◦ Event for specific date or if there is an “event partner”
 Channels
◦ Change default channels or add new ones
◦ Defines what program type the Channel is available in
◦ Step # matters – can’t go backwards
◦ Will you be automating SFDC Campaign integration?
 Tags
◦ Only comes into play with reporting
◦ Can always add/change tags
 Tokens
◦ Use for values that are static within a program but are
likely to have a different value for each program

8. Program Elements
 Assets
◦ Smart Campaigns
◦ Emails
◦ Lists
 Membership Progression
◦ Important for control and reporting
◦ Can’t go backwards!
 Program Costs
◦ Hint: Always set even if $0 – otherwise won’t sync to
Revenue Explorer
 Integration with Salesforce Campaigns
◦ Channel Steps and SFDC Campaign Status must match
 Reporting
◦ Standard Program Performance Reports
◦ Lots more available in RCA/Revenue Explorer!

9. Bringing It All Together
 Program Examples
◦ Content Delivery
 Uses Tokens and Tags for quick cloning
◦ Tradeshows
 Import/Follow-up emails
◦ Webinars
 Integrated with WebEx
◦ Nurturing
 Automated entry or sales rep entry
 Simple:
◦ Send email, wait X days, send email….
◦ Remember to have a way to remove a lead from nurturing

10. Open Mic

11. Next Steps
 Take what you learned.
Apply, rinse, repeat.
 Next Meeting?
Frequency? Location?
 Ideas for topics/speakers?
 Join our LinkedIn group.
 Questions/Comments
about the format email
me
(ryan.vong@gmail.com)
or post on LinkedIN.

12. Announcements
 Marketo User Summit
May 22 – 24, 2012 in
San Francisco, CA
 Community wants to
hear you ideas.
 Questions/Comments:
lcourter@marketo.com