The document discusses how to build a subscription center in Marketo without coding by using various Marketo features like custom fields, forms, smart lists, campaigns and landing pages. It provides step-by-step instructions on setting up custom fields to capture opt-in/opt-out preferences, creating forms to collect this information, adding logic to direct subscribers to confirmation pages, setting up smart lists to track opt-in/opt-out status, and building campaigns to handle list transfers when preferences change. The goal is to allow potential subscribers to select topics of interest and opt-out preferences and then manage the subscription process without requiring technical skills.

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Subscription Center
How to build without coding experience
Edward Masson,
http://www.edwardmasson.com/

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What do you have?
• How many people have this?

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Subscription Center
• Ingredients
• Custom fields for topics
• Operational Program
• Confirmation Email
• 1 x Form/LP
• 2 x Confirmation LPs
• Smart Campaigns

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Custom Fields
• Create custom fields to capture opt-in/opt out
intent based on your company topics
• Type = Checkbox

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The Form
• Use new Form 2.0
• Drag and drop your
custom fields to the form
• Field Type = select or
check box

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The Form
• Space out Opt Out field away from the other fields by
adding Rich Text

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The Form
• Rich Text, same WYSIWYG editor we’ve all used before
• Create a few hard returns

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Adding Logic to the Form
• Advanced Thank You Page
• In Settings, select Landing
Page, add choice,
If Unsubscribed is Yes,
Follow up with
Opt-Out Confirmation LP
• Everything else is
default, follow up
with Opt-In
Confirmation LP

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Confirmation Landing Page
• Opt In Confirmation
• Subscribing to ‘YourCompany’ confirmation LP

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Confirmation Landing Page
• Opt Out Confirmation
• Confirmation Landing Page for Opt-Out/Unsubscribed:

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Smart & Static Lists
• Smart List Opt IN Filters:
• Education = True
• Events = True
• Newsletters = True
• Product Information = True
• Thought leadership = True
• Smart List Opt OUT Filters:
• Education = False
• Events = False
• Newsletters = False
• Product Information = False
• Thought leadership = False

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The Engine
• Build smart campaigns to listen for changes to added
static lists
• If a change, we move them out of Opt-IN to Opt-OUT

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Add to Opt-IN Static Lists

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Add to Subscription Lists

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Remove From Opt-IN Static Lists

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Remove From Opt-IN Static Lists Continued

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Subscription Confirmation Email

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Localized - Workspaces

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Thank You
Any questions?
@edwardmasson
LinkedIn.com/in/edwardmasson
www.edwardmasson.com