Marketo Best practices for Program Building and Execution

Marketo Proprietary and Confidential | © Marketo, Inc. 1/25/2016
20 January 2016
Partner Engaged
“Running Marketo like a Manager”
Robert Gavin
Director of Channels and Alliances
EMEA
Tania O’Connor
Solutions Consultant
EMEA

TODAY’S TOPICS
1. Marketo RKO Update
2. EMEA Updates
3. Run Marketo like a boss

Marketo RKO:
Themes
Best Automation company
Drive Customer Success
Transformation to Engagement Hub
New Website
Launch Friday the .com
Align with Solution offering
Pricing and Application offerings
Giving the customers what they want

© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/25/2016
Enterprises 1,000+ Employees
Source: Trust Radius, Nov’15
Customers have
rated Marketo #1
for Enterprise
companies!
Rating: 8.4
Rating: 7.7

Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 1/25/2016 Source: Trust Radius, Nov’15
Rating: 8.5
Rating:
8.4
Rating: 7.5
Mid-sized 51 to 1,000+ Employees
Customers have
rated Marketo #1
for Mid-sized
companies!

CHALLENGERS LEADERS
VISIONARIESNICHE PLAYERS
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ABILITYTOEXECUTE
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Tops in CRM
Lead
Management

VALUE
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ADVOCACY
Matching expectations with
the customer experience
Drive up engagement
across all segments
Adoption for new
solutions
Brand impact and the
Marketing Nation
Target customers who will be
successful during the Sales
cycle
Develop a reliable,
effective 2 and 3rd
Solutions in customersReimagine & rebuild the
in-product experience
Grow the influence of our
advocates within the
Nation
Success & Growth

Marketo EMEA:
Partner Engaged Webinar – 17 Feb
“Running Marketo Like a Manager”
Partner Enablement Day
10 March 2016 (London)
Partner Engaged Webinar – 23 March
“Marketo Applications”
MCC 14 & 15 April (London)
EMEA Partner Marketing
sharleen_tuite@marketo.com (+353 1 242 3041 )

Marketo Certified Consultant (MCC)
- 14 & 15 April – London
http://pages2.marketo.com/Become_a_Partner.html
THANK YOU!

Marketo Program Best Practices:
Run Marketo like a Boss
January 20, 2015

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tania O’Connor
Lead Consultant, Marketo EMEA
• Before Marketo: 17 years of marketing
experience, from copywriting and marketing
communication through to Marketing Director
• Originally from: San Diego, CA
• Living and working in Germany, Ireland, and the
UK since 1997
• Did my BA at UC Berkeley, and my MBA at
Oxford University
• Part of the Marketo EMEA office in Dublin,
Ireland since spring 2013
• A cat person!

Types of Marketo Programs
EngagementEmail Event Default

• Use the email program type to quickly and easily send an email to
group of people.
Marketo Email Program
Email
Email Program Benefits
A/B Testing
Reporting Dashboard
Track Membership
Track Program Success
Report Program ROI

Dashboard: Email Program

What Is A/B Testing?
A process to identify which variables in an asset increase, or maximize, your desired
outcome.
Example: Two variations of an email are sent, and after a set amount of time has
passed, the two emails are compared to see which “performed” better.
Common analytics used to determine a winner:
• Open Rate
• Click Rate
• Bounce Rate
• Unsubscribe Rate
• Conversion Rate (Landing Page A/B Testing)

Variables to use in A/B Testing
• Day of the week
• Time
• Subject Line
• From Name
• From Email Address
• Length of email
Best Practice
Isolate a single variable as your test variable
and be sure your audience size is large enough to test properly.
• Number of links in email
• HTML vs. Text-Only
• Offer: Example: 50% off versus $200 Off!)
• Button Text
• Call-To-Action placement
• Graphics vs. No Graphics

• Use the event program type to manage and track your in-person
and online events.
Marketo Event Program
Event Program Benefits
Integration with Marketo’s webinar partners
iPad check-in app for in-person events
Track Membership
Report Program ROI
Event

• Great for cloning!
Events – build with Program tokens!

• Consider inherited tokens when you design foldering
structure:
• Top level (Marketing activity): Copyright dates, Corporate
address, Security notice, etc
• Local level (Regional) Translated versions of the above, local
info
http://www.grazitti.com/blog/universal-tokens-in-marketo/
Other notes on tokens:

• Use the engagement program type to manage and track your
nurturing/engagement activities.
Marketo Engagement Program
Engagement Program Benefits
Engagement score determines how prospects and
customers are responding to a piece of content
Track Membership
Report Program ROI
Engagement

• Are the emails being sent out on a regular cadence?
• Can the audience be split up into clearly defined groups?
• If individuals can change cadence or emails partway through the
journey, does this happen based on an action?
If the answer to all questions is yes, you can use the engagement program.
Choosing to use Engagement…

• Go to Marketo
BP Nurturing example

• Use the default program type to manage and track all other
activities (e.g. Gated Content Forms, Contact Us Forms, Data
Management Programs)
Marketo Default Program
Default Program Benefits
Track Membership
Report Program ROI
Default

• Go to Marketo
BP Web Content (default) example

Marketo Program Assets and Smart
Campaigns – Some general Best
Practices and technical stuff

• Check your tags
• Add a period cost! Even for emails.
Program Setup Best Practices

• Try to create as few forms as possible
and use global forms on many
registration landing pages.
Form Best Practices

• No! Always add the “web page” constraint.
Doesn’t using master forms interfere
with attribution?

• The way you build your smart lists can have a
dramatic impact on how well they perform.
Sometimes you can accomplish the same
thing significantly faster simply by changing
the order of the items in your list.
• The basic principles of smart list performance:
• Simpler filters run faster.
• Fewer filters run faster.
• Fewer choices within filters run faster.
Tips for Improving Smart List
Performance

• Keep the number of Add Choices in a given
flow step to less than 25 for best
performance.
• Limit the number of add choices in a send
email flow step for fastest sending; consider
using static lists and separate smart
campaigns
• Keep the total number of flow steps in a
single smart campaign to less than 25
Best Practices for Smart Campaigns

• Try to use batch campaigns scheduled for nights and
weekends when possible
• Utilize the Campaign Inspector and Campaign Queue to
monitor smart campaign activity and performance
• Be aware that Marketo automatically deactivates unused
triggers after 6 months
• Archiving does not turn off triggers!

• When using a Data Values Changes trigger, remember
that changing from a null/empty value does not count as
a change.
• Triggers are always OR.
• Advanced filters do not apply to triggers, only to filters.
• Minimize the use of contains/not contains with more
than 100 choices.
• When using triggers and filters in the same smart
campaign, make sure that the filter criteria will already
be met before moment of the trigger.

Channel Best Practices
Channels, Analytics Behavior and Tags

• Email Send (with the new Email program type)
• Email (consider changing to “multiple emails”)
• Operational (for data management programs, lead
lifecycle, etc.) – Programs which don’t need to appear in
reporting
• Web (Contact Us, Subscription, Gated and Un-Gated
Content)
• Nurture
Highly Recommended Channels

• Officially you only need membership
and success statuses for each
program
• Add additional statuses for things
you want to report on that aren’t
available by default
Determining Statuses within Channels

MKTO Standard Channel:
Example:
Customised Chan

• Don’t!
• Creating too many triggered
smart campaigns may slow
down the performance of
Marketo
Tracking Opens and Clicks as Program Statuses

• Ask yourself “What’s the objective
of this program” “How do I know if
this program did well or not”
• Remember: you don’t want to
• Be so strict that you are hardly ever
“successful”
• Remember: you DO want to
• Give credit where credit is due for a
marketing success
Deciding on Success

• Geography (region or country)
• Program owner/creator
• Product or business unit
• Theme/campaign
• Audience (e.g. customer, prospect, partner)
It is best practice to create all tags before starting to
create any programs.
You can add tags to programs later… but that can be a
pain.
Consider These Tags for all Program Types

Naming
Programs, Smart Campaigns, Forms

• When deciding on order, consider reporting:
Easy to sort Not easy to sort
• Suggest you go from highest level reporting down to most specific, e.g. Region-
Year-Program Type-Description (NA-2014-EV-Marketo-Summit)
• Dashes are preferred over underscores since underscores become hard to see
when hyperlinked
Program Naming

• Number them in the order they run
• 01
• 02
• Don’t repeat program name
• Describe what the campaign does (with a verb)
• Be generic (so you don’t need to rename when you clone)
Smart Campaign Naming

• Make sure you’ve given due consideration to the
Admin factors (Tags, Channels, Success)
• Enforce best practices on everyone using
Marketo 
• Sit down with Sales and other people from the
business and review whether you instance in set
up in such a way that it supports your goals
• Make yourself (and Marketing in general) visible!
Subscribe stakeholders to the Marketo reports.
In Summary

Thank you!
Run Marketo like a Boss!

Marketo Best practices for Program Building and Execution

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