Marketo Best practices for Program Building and Execution

Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

20 January 2016

Partner Engaged “Running Marketo like a Manager”

Robert GavinDirector of Channels and Alliances EMEA

Tania O’ConnorSolutions ConsultantEMEA

TODAY’S TOPICS

1. Marketo RKO Update2. 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 offeringsGiving the customers what they want

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Marketo EMEA:Partner Engaged Webinar – 17 Feb“Running Marketo Like a Manager”

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http://pages2.marketo.com/Become_a_Partner.html

THANK YOU!



Marketo Program Best Practices:Run Marketo like a BossJanuary 20, 2015


Tania O’ConnorLead 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!


Marketo Program Types

Types of Marketo Programs

Engagement

Email Event Default

• Use the email program type to quickly and easily send an email to group of people.

Marketo Email Program

Email

Email Program BenefitsA/B TestingReporting Dashboard Track MembershipTrack Program SuccessReport Program ROI

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Dashboard: Email Program

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Dashboard: A/B Test

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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)

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Variables to use in A/B Testing

• Day of the week

• Time

• Subject Line

• From Name

• From Email Address

• Length of email

Best PracticeIsolate 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 BenefitsIntegration with Marketo’s webinar partnersiPad check-in app for in-person eventsTrack MembershipTrack Program SuccessReport 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 BenefitsEngagement score determines how prospects and customers are responding to a piece of contentTrack MembershipTrack Program SuccessReport 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

https://app-e.marketo.com/#NP1078A1

Questions?

• 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 BenefitsTrack MembershipTrack Program SuccessReport Program ROI

Default

• Go to Marketo

BP Web Content (default) example

https://app-e.marketo.com/#PG1068A1

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

x

• 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.


Questions?

Channel Best PracticesChannels, 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 Channel:

• 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

NamingPrograms, 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

In Summary…

• 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

Any other questions?

Thank you! Run Marketo like a Boss!