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Marketo Pro Tips 3
New Ideas You Can Implement Today
Adam New-
Waterson
CMO, LeanData
@RevTechCMO
Jeff Shearer
Director of Marketing
Automation, Nintex
@TheJeffShearer
This is just a preview
Original 15
Protips
Protips II:
The Token
Strikes Back
Scalable
Lead Alerts
Bulletproof
list imports
Burner fields
Video view
tracking
Program templates
Let’s talk about headaches
It got a little confusing
First identify your key use cases
Events Webinars Simple Contact
Pages
Newsletters Content Downloads
Next build out every asset you might
need
Invites
Landing Pages
Smart Campaigns
And power them with {{my.Tokens}}
Step 3: Tokenize wherever possible
The new process
Request Clone
Template,
customize
tokens
Review Launch
We’ve cut our program turnaround
time in half
We look consistent around the world
Content Recommendations
I had conversion envy
No budget to allocate to improvements
Had to get creative
Content Recommendations
Create Segmentation
Create Snippet
Dynamic Content in Email or Landing Page
Results – 80% became Closed Won
Results – 5716% return on investment
New Lead Processing Queue
We had some data problems
Which caused some sync problems
Imagine a trip to the airport
Process leads like airport travelers
What do you want to happen for every
new lead in your database?
Clean up bad or missing data
Call external services and tools
Assign leads to nurture streams
These two are the key
Daisy chained smart campaigns control
the order
Don’t forget wait steps before any CRM
syncing
New Lead – Fills out
Registration Form Wait 3 Minutes
Change Program
Status
New Lead Processing Queue
Program status changes,
when synced to a
salesforce campaign
Anything that forces
a CRM sync
Keeping Data Tidy
I don’t like dirty data
Avoid embarrassing interactions with
customers and prospects
Slinky Campaigns
Prevent errors caused by sync
Slinky Campaign
Slinky Campaign
Deleted in Marketo
Sync made me want to pull out my hair
Deleted in Marketo
Fallback Page Alert
Pro Tip 4
Lost money & time
Fallback Page Alert
Catch problems before they hurt
BONUS PROTIPS
Little things to make you happy
Burner Fields – One-time use data
Throwaway Smart Lists
Tear Down This Wall (Mr. Gorbachev)
Original 15
Protips
Protips II:
The Token
Strikes Back
Scalable
Lead Alerts
Bulletproof
list imports
The Ultimate
Guided
Landing
Page
Video
Tracking
Programs
bit.ly/MarketoTips
Page 69 #MKTGNATION
Thank You!
@THEJeffShearer & @RevTechCMO

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