Unlock the Power in Your Marketo Programs

@demandgen Copyright © 2015 | DemandGen® International, Inc.
Unlock the Power in Your
Marketo Programs

Welcome!
Your hosts for today’s session:
David Lewis
CEO
DemandGen
david.lewis@demandgen.com
Nova Kopitar
Sr. Solutions Architect
DemandGen
nova.kopitar@demandgen.com

Programs
The Work Horse of Marketing Automation
Marketo
Program

Programs
The Work Horse of Marketing Automation
Manage Event
Registrations
Track
Downloads
Send Email

More than a way to get from
Point A to Point B

Agenda
• How to leverage tokens and templates to support content creation
and design templates
• How to effectively use channels, tags and tracking campaigns to
deliver accurate program conversion and opportunity impact
reporting
• How to integrate marketing programs with global operational
programs for streamlined system setup and improved system
performance
• A phase-by-phase approach to applying best practices to your
current program setup

TOKENS & TEMPLATES
Unlock the Power in Your Marketo Programs

Tokens
More than Just a Way to Say Hello {{lead.First
Name}}
• Improve program engagement and
conversion
• Increase development efficiency
• More manageable program and system
maintenance

Tokens
Level One
• Use lead tokens to
personalize email /
landing pages with first
name and other profile
information
– Dear {{lead.First Name}}
– Sincerely, {{lead.Lead
Owner}}

Tokens
Level Up
• Uses program level tokens and
templates to:
– Define content across all
program assets at once (i.e.
email, landing pages, hidden
form fields)
– Define template creative (colors,
images, one template for to
maintain, maximum flexibility)
– Define asset content, simplifies
setup, create consistency in
program setup

Example
Program tokens modify template design
6-alphanumeric color code is
entered into the token field

Example
entered into the token field,
template color is “purple”

Example
changed in the token field, template
color is updated to “greenish blue”

Example
Layered tokens enable consistency across programs
Folder Tokens
Level 1: Region
Level 2: Sub-region / Business Group (footer addresses, general web URLs)
Level 3: Brands (product name, product specific URLs)
Level 4: Quarters
Level 5: Program Type
Program Tokens
Program specific content, images, URLs
Lead Tokens
Lead profile data for personalization

Example
Inherited from folders, default values
maintained

Example
Inherited from folders, default values
overridden

Example
Local to program, values defined
every time

Example
Program tokens,
start with {{my.
Lead tokens for
personalization

Example
Hidden form fields updated with
program token values

CHANNELS & TRACKING
CAMPAIGNS

Channels & Tracking Campaigns
The Keys to Insightful Reporting
• Track leads beyond standard, tactical measures
• Gain more insightful data to drive improved
decision making
– How many leads scored up to an MQL
– How many program members converted to
opportunities

Level One
• Use standard
channels to track
leads as they move
through common
program statuses
– Tactical program
statuses: Opens,
Clicks, Page Visits,
Registrations

Level Up
• Leverage program channels and tracking
campaigns to:
– Track more strategic statuses (i.e. Lead
Conversion, Opportunities, MQLs)
– Enable reporting to measure program impact
on the lead lifecycle

Example
Nested Programs for Content and Channel Reporting

Example
• Parent: Engagement
Program: Offer
– Contains common landing
pages tied to global forms
• Child: Default Programs:
Channel Tracking
– Contains channel specific
assets (emails)
– Contains tracking
campaigns based on form
fills

Example
Nested Programs for Content and Channel
Reporting
Common landing page hosted in the
parent program
Landing page is connected to the global
form, Follow-up Page is connected to the
common confirmation page

Example
Nested Programs for Content and Channel
Reporting
When using a local landing page,
reference specific page in the tracking
campaigns

Example
Program Status is updated for the
specific channel program, this would also
trigger the update for the Offer program

Example
Nurture MQL impact reporting

Example
Tracking campaign triggers when a
lead is synced to SFDC through the
centralized MQL lifecycle campaign

Example
Program status updated for
segmentation and reporting

GLOBAL INTEGRATION

Global Integration
Streamline system setup and maintenance
• Centralize operational programs for
consistency
• Minimize number of unique assets that will
need to be maintained
• Ensure order of operations is followed

Global Program Integration
Level One
• Use program campaign
flows contains steps to
support standard global
processes
– Change Lead Score
– Sync to SFDC
– Set standard data values
(i.e. Lead Source)

Global Program Integration
Level Up
• Use programs to support centralized
global processes
– Lead Scoring
– Lead Lifecycle / Lead Routing
– Data Normalization
– Global Forms

Example
Lead Scoring Integration
Program can be set up globally to
trigger when any program has that
particular status updated

Example
Lead Lifecycle
Program statuses give marketing
managers the option to fast track
leads to an MQL

Example
Data Normalization and Order of Operations
When a lead becomes an MQL, the
first step is to validate if it has been
through Data Normalization

Example
Global Form Integration
Hidden fields are essential when using
global forms, since different programs
would track different values

Example
Global Form Integration
To ensure proper tracking, the
specific page with the form must be
defined

Getting to the Next Level
Tokens
Utilize program tokens in
templates that have
standardized content (i.e.
event roadshow, webinar
series)
Channels
Incorporate key milestones
(i.e. converted, MQL) into
channels and program
tracking campaigns
Utilize new statuses in
program reporting within
Marketo or to feed more
specific statuses to SFDC
campaigns
Global Integration
Centralize scoring, routing
and data management
processes
Create global templates
(emails, forms, landing
pages) that utilize tokens to
define elements

A
Q &
Thank You!
David Lewis
CEO
david.lewis@demandgen.com
Nova Kopitar
Sr. Solutions Architect
nova.kopitar@demandgen.com

APPENDIX

Marketo Program Types
Default
This is Marketo’s standard program type. It is most commonly used for content, email or operational
programs.
Event
This program type allows for integration into other applications and systems including Marketo’s
Check-in App and webinar providers like Adobe Connect, GoToWebinar, On Demand and Webex.
Email
This program type provides a quick way to send out an email or conduct an email test. Note: emails
must be scheduled and sent in a very specific way through this program type and cannot be strung
together in a drip series of emails.
Engagement
This program type provides a way to easily manage communications that are going out various
audiences on a regular basis. This program type is commonly used for nurture programs that are sent
on a weekly or monthly basis. Note: this program is not ideal for nurture programs where
communications must be sent on specific days or a specific number of days apart.

Email Programs
• Program type that streamlines
setup and testing of emails
• Advanced testing features
include
– Test subject, whole email, or
from information
– Easily schedule sends and test
timeframes
– Manage test results and
dynamically select a winner
based on specified criteria
• Email dashboard for improved
summary reporting

Engagement Programs
• Program type that
streamlines the setup and
management of long-term
engagement programs
• Streams ensure leads are
only in one path at a time
• Flexible content options
make it easy to add,
rearrange, set availability
of content
• Engagement dashboard
for improved summary
reporting

Setting Up a Program
Create a New Program
 Program Channel
 Program Name
 Program Tags
 Create Local Assets
 Create Smart Campaigns
 Activate / Schedule Program
Clone an Existing
Program
 Update Program Tags
 Update Content / Local Assets
 Remove Leads
 Activate / Schedule Program

Backupify Program Setup
New programs should be saved in proper program folder based
on program offer / type
• Campaigns Folder: Content that is promoted as a campaign with both
inbound and outbound channels
• Communications Program: Newsletters, Nurtures, and Promotional
Eblasts that are not part of a campaign
• Continuously Running: Paid programs that are not tied to a campaign
(i.e. Google Adwords)
• Events: Events that are not part of a campaign
• Offer Programs: Operational programs for our offers (Contact Us,
Demo, GApps Free Trial, etc.)
• Operational Programs: Operational programs that run in the
background to make some of our reporting work (Ad Source
Campaigns, Lead Source Stamping, Demand Funnel, etc.)
• Partner Program: Partner program like events that partners have and
we participate in, partner registration, deal registration, etc.
• Website, Blog, In-App: Website landing pages, blog landing pages,
and in-app promotion that are not tied to a specific campaign
• _TEMPLATES: Templates for emails, landing pages, emails, etc.

Key Components of a Program
Local Assets Smart Campaigns
PROGRAM
• Emails
• Landing Pages
• Forms
• Smart Lists
• Static Lists
• Local Reports
• Send Email
• Sync to SFDC
• Add to a List
• Change Data Value
• Send Alert
• Create a Task
• Etc.

Program:
– A program is a container for all
components and information + allows
reporting
– Typically aligns to an SFDC campaign
Smart Campaign:
– Smart Campaigns are the part of a
program that performs logic
 Send Email, Update Status, Remove
from Program, etc.
 Scheduled or Triggered
Programs vs. Smart Campaigns

• Defines who becomes a
member of the program
– Triggers: in real-time will add
members that take a specific
action after the trigger is
activated
– Filters: adds members who
match the specific list criteria
based at the point in time the
campaign is run
• Filters can also be combined
with a trigger to include only
specific people that take a
particular action
Smart Campaigns
Smart List

Smart Campaigns
Flow Actions
The send email flow action can be used as part of campaigns or as
single flow actions to send emails to your leads.
Pause the lead in a Smart Campaign flow and then continue the flow
after a certain number of days or specific date.
Add leads to a static list.
Remove leads from a static list.
Give your sales team visibility into their lead’s email, web and
milestone activities.
Send an email alert with lead information to anyone; the lead owner, a
partner or someone else.
Add, decrease or change a lead’s score value.
Update the value of any field to a specific value or token value.

Smart Campaigns
Flow Actions
Manage your program members statuses for future reporting.
Set a program member’s success to true or false.
Add leads into a specific engagement program and stream.
Temporarily pause nurturing for the lead in an existing engagement
program.
Delete a lead from Marketo (and SFDC). Use with CAUTION.
Give credit to the referrer using different methods: Referred Visits;
Referred Sign-Ups; Smart List Trigger
Pass leads from one campaign to another.
Remove leads from a campaigns flow.
Move leads manually from one stage to another in an existing Revenue
Model.
Manually move leads from one stream to another, overrides
transition rules.

Smart Campaigns
Flow Actions
Insert Marketo created leads into your Salesforce CRM.
Create tasks to help sales know what they should do and when they
should do it.
Convert a lead to a contact in Salesforce, to send a notification to the
owner and to set a converted status.
Reassign an existing lead to a new owner.
Remove a specific set of leads from Salesforce but leave them in
Marketo.
Add leads to a Salesforce campaign. If the lead does not yet exist in
Salesforce, they will automatically be synched over, then added to the campaign with the
specified status.
Change the Salesforce campaign member status of leads.
Remove leads from a Salesforce campaign.
Send/receive information from a 3rd party source by calling a
webhook in a smart campaign flow.

Smart Campaigns
Schedule
• Scheduling options based
on smart list type
– Triggers: activate to respond
to all leads from that point
forward
– Filters: schedule to run one at
a specific date / time or on a
recurrence
• Schedule rules determine
how often a lead can go
through a campaign if they
qualify multiple times

Unlock the Power in Your Marketo Programs

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