This document provides marketing automation tips and best practices for Marketo users. It discusses using tokens to customize content, building templates for common use cases like webinars and content downloads, and setting up lead processing queues to clean data and sync leads. Specific tips include using burner fields for one-time data, fallback page alerts to catch problems, and daisy chaining smart campaigns to control lead flow. Implementing these tips can reduce program turnaround time, improve consistency, and prevent issues caused by dirty or missing data.

1. Marketo Pro Tips 3
New Ideas You Can Implement Today
Adam New-
Waterson
CMO, LeanData
@RevTechCMO
Jeff Shearer
Director of Marketing
Automation, Nintex
@TheJeffShearer

2. This is just a preview

3. Original 15
Protips
Protips II:
The Token
Strikes Back
Scalable
Lead Alerts
Bulletproof
list imports
Burner fields
Video view
tracking

4. Program templates

5. Let’s talk about headaches

7. It got a little confusing

8. First identify your key use cases

9. Events Webinars Simple Contact
Pages
Newsletters Content Downloads

10. Next build out every asset you might
need

11. Invites
Landing Pages
Smart Campaigns

13. And power them with {{my.Tokens}}

14. Step 3: Tokenize wherever possible

15. The new process
Request Clone
Template,
customize
tokens
Review Launch

16. We’ve cut our program turnaround
time in half

17. We look consistent around the world

18. Content Recommendations

19. I had conversion envy

20. No budget to allocate to improvements

22. Had to get creative

24. Content Recommendations

25. Create Segmentation

26. Create Snippet

27. Dynamic Content in Email or Landing Page

28. Results – 80% became Closed Won

29. Results – 5716% return on investment

30. New Lead Processing Queue

31. We had some data problems

32. Which caused some sync problems

33. Imagine a trip to the airport

34. Process leads like airport travelers

35. What do you want to happen for every
new lead in your database?

36. Clean up bad or missing data

37. Call external services and tools

38. Assign leads to nurture streams

39. These two are the key

40. Daisy chained smart campaigns control
the order

42. Don’t forget wait steps before any CRM
syncing

43. New Lead – Fills out
Registration Form Wait 3 Minutes
Change Program
Status
New Lead Processing Queue

44. Program status changes,
when synced to a
salesforce campaign
Anything that forces
a CRM sync

45. Keeping Data Tidy

46. I don’t like dirty data

48. Avoid embarrassing interactions with
customers and prospects

49. Slinky Campaigns

50. Prevent errors caused by sync

51. Slinky Campaign

52. Slinky Campaign

53. Deleted in Marketo

54. Sync made me want to pull out my hair

56. Deleted in Marketo

57. Fallback Page Alert
Pro Tip 4

58. Lost money & time

60. Fallback Page Alert

61. Catch problems before they hurt

63. BONUS PROTIPS
Little things to make you happy

64. Burner Fields – One-time use data

65. Throwaway Smart Lists

66. Tear Down This Wall (Mr. Gorbachev)

68. 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

69. Page 69 #MKTGNATION

70. Thank You!
@THEJeffShearer & @RevTechCMO