Whether you are a seasoned Marketo practitioner or a eager beginner the topic of keeping your instance well organized and clean never gets old. Learn best practices on how to organize your Marketo instance, from folder structure, to forms and naming conventions.

1. Best Practices to Organize Your
Instance: Forms, Naming
Conventions, Folder Structure,
and More
Speakers: Carey Picklesimer, Iryna Zhuravel
October 25, 2017

2. Carey Picklesimer
Marketo Consultant

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Most important rule in keeping your instance clean and
organized
Build for Scale
• Imagine that your team will one day be much larger –
how will they know where to go and what to do?
• If you won the lottery and moved to a tropical island,
would your team know how to keep Marketo running?

4. Forms

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Forms
• Less is more with forms. It’s better to use a view global
forms than a local one in each folder.
•Why?
• A single form can be used on Marketo Landing pages and embedded on your
website and still provide you with the detail of who is filling out the form on
which pages (More on that later)
• If you ever decide to add an additional field to your forms, it will be better to
have less fields to manage
• Every form is an entry point to your database, which is an asset and a liability.
It’s like doors to your house. The more you have, the harder it is to tell if the
door is locked properly.
• Too easy to miss forms in flow steps if you have too many

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Forms
• How do you track which page a form is filled out on?
• 2 Different constraints, depending on if the form is on a Marketo landing page or
embedded on your site
•Marketo Landing page: Use Constraint > Web Page is
• Embedded Form: Use Constraint > Referrer is

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All form names should have 2 parts

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Form Type
Some Examples of Form Types
Gated-Form: Someone fills this out in order to access a specific piece of content
Optin-Form: Someone fills this out in order to receive future content updates
Contact-Form: Someone fills this out expecting to be contacted by your company
Demo-Form: Someone fills this out expecting access to your product or a direct sales call
Reg-Form: Someone fills this out to register for an event, such as a webinar or training event
The form type should be based on the form CTA (call to action) and what should happen in Marketo
once a form is filled out.

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Form ID
This is especially helpful if you embed forms.

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Why does this help so much with embedded
forms?
• It allows you to see which form is embedded on which page.
How do you do it?
• Launch your website (or specific landing page) where your form is
embedded.
• View the Page Source and do a search for “mktoform” to locate the
code and the form ID for the embedded form.

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Global Form Caveats
• Attribution program is only captured automatically if the form is local to the program.
Make sure you have a flow step in the local program that adds the acquisition program.
Use a system token for speed and scalability:
• If you have “Acquisition Program” blocked from updates (specifically from ‘Flow change
data value’), you should not need to have the constraint in this flow step.

13. Global vs Local

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When should you use a global campaign versus a local
campaign?
• I recommend you have global programs for things that are evergreen, such as form fills.
• Call out your global programs separately, such as OP-Global Form Fill program, than
handles everything for all your global form fills (contact forms, opt-in forms)
• Go local when the call to action is date-specific (ex. Webinar or Tradeshow) or asset-
specific (such as gated content)
• Make sure the folders and program names make it clear what each program is doing.
You want to know where to look if/when there is a problem.

15. Naming Conventions

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What’s in a name?
Why do naming conventions matter to you?
• Keep your instance free from clutter
• Find things quickly
• Easily select groups of Programs/Assets
• Accelerate your pick lists
• Make reports easy to sort and read.

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Program Naming Conventions
A good naming convention…
• Is as short as possible, and as long as necessary
• Makes Programs easy to find and identify
• Allows easy referencing groups of programs based on common strings
• Allows sorting reports based on Program Type, Date, and other characteristics.

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Naming Conventions
• Keep your main marketing folders
streamlined to make it easy to find things
• Create your own Marketing Program
templates for re-usable items, such as
webinars and gated content. Build, verify and
then clone.
• Separate learning and archive from
everything else
• Using a Z in front of Archive keeps it at the
bottom always

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When to archive?
To archive your programs, put them into an archive folder. What does exactly does that
mean?
• The folder and assets are no longer visible in search results. If you search for a Program
or Event that’s inside an archived folder, the results return a collapsed view of the
archived folder
• The assets in the folder no longer appear in auto suggest
• Archived templates are not available when creating an email or landing page in Design
Studio
• Archived pages can’t be used in landing page test groups
http://docs.marketo.com/display/public/DOCS/Understanding+Folders

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Follow suit within your programs
• Order your campaigns and assets for easy
navigation
• Chose and USE a consistent naming convention
(such as [YYYY]-[MM]-[Optional DD] [Brief
Description] [Type]
• Remember that Marketo prepends the name of
the campaign, so your local assets can have
shorter names, such as Invitation or
Confirmation (which looks like “2017-11
Customer Webinar [WBN].Invitation”

21. Iryna Zhuravel
Sr Marketing Automation Manager

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Document and Outline Everything You Can
Plan before you build!
•Allows to create much more robust flows and
infrastructure
• Helps remember the logic and share it with others

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Examples of what’s worth flowcharting
Worksapce, partitions and SFDC sync management
Complex campaign flows

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Asset/Folder Structure - Break the Walls
• No folders inside programs (you should absolutely keep
all other folders)
•Append asset type to the name , e.g. instead of
“Invitation” and “Reminder” name your email “Email:
Invitation” and “Email: Reminder”, this will group all
assets of the same type alphabetically

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Flowchart + No Folders = OCD Robust Instance

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Add Program Number to Program Name
Search by asset name …

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Add Program Number to Program Name
Vs search by program number

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Add Program Number to Program Name
• Save hours on searching and referencing assets
• Reduce admin anxiety (never add a wrong email to your campaign again)

29. Thank you!