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Marketo User Group – Silicon Valley
February 29th, 2012
Agenda
IntroductionsUsing Marketo Programs
Tell Us About Yourself
My name is _________. I work at ___________.I have used Marketo for ________ (time). I would like to _________.
Using Marketo Programs
What are the benefits of using Programs?When/Why would you use a Program? Creating ProgramsElements of a ProgramProgram ReportingSimple Program Examples
Program Benefits & Usage
Benefits◦Asset management◦Easy cloning◦Reporting◦Other benefits?
Usages◦Webinar◦Content◦Nurturing◦Tradeshows◦Other examples?
Program Basics
Type: Event vs. Default◦ Event for specific date or if there is an “event partner”
Channels◦ Change default channels or add new ones◦ Defines what program type the Channel is available in◦ Step # matters – can’t go backwards◦ Will you be automating SFDC Campaign integration?
Tags◦ Only comes into play with reporting◦ Can always add/change tags
Tokens◦ Use for values that are static within a program but are likely to
have a different value for each program
Program Elements Assets
◦ Smart Campaigns◦ Emails◦ Lists
Membership Progression◦ Important for control and reporting◦ Can’t go backwards!
Program Costs◦ Hint: Always set even if $0 – otherwise won’t sync to Revenue
Explorer Integration with Salesforce Campaigns
◦ Channel Steps and SFDC Campaign Status must match Reporting
◦ Standard Program Performance Reports◦ Lots more available in RCA/Revenue Explorer!
Bringing It All Together
Program Examples◦Content Delivery
Uses Tokens and Tags for quick cloning ◦Tradeshows
Import/Follow-up emails◦Webinars
Integrated with WebEx◦Nurturing
Automated entry or sales rep entry Simple:
◦ Send email, wait X days, send email…. ◦ Remember to have a way to remove a lead from nurturing
Open Mic
Next Steps Take what you learned.
Apply, rinse, repeat. Next Meeting? Frequency?
Location? Ideas for topics/speakers? Join our LinkedIn group. Questions/Comments
about the format email me ([email protected]) or post on LinkedIN.
Announcements Marketo User Summit
May 22 – 24, 2012 in San Francisco, CA
Community wants to hear you ideas.
Questions/Comments: [email protected]
