10 marketo hacks to simplify your day
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Marketo User Group10 Marketo Hacks To Simplify Your Day
April, 2015
Introductions:
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Kyle ChandlerManager, Demand Generation
kchandler@hileman.biz | @projectchandler
Alex GregerEmail Marketing Specialist
agreger@hileman.biz | @AlexMGreger
10 Marketo Hacks To
Simplify Your Day
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# Topic Difficulty
1 Process Templates for Commonly Used Programs Easy
2 Leverage Tokens for Commonly Used Items Easy/Mid
3 Hidden Form Fields To Help Differentiate Campaigns Mid
4 Tokens as Part of Flow Steps Mid
5 Drag and Drop Editor for Simple Updating Easy
6 Leveraging Alert Tokens Easy
7 Tokens Used in CSS Styles Hard
8 Smart List and Data Normalization Programs Easy
9 Utilizing Constraints To Better Filter Leads Easy
10 Adding Tokens inside of Tokens for Flexibility Hard
1. Process Templates for Commonly Used Programs
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Description: Similar to cloning an email or a landing page, you can also clone entire programs. By building out default programs such as events, webinars or basic nurture process programs they can be reused over and over. This library of process templates allows you to clone and launch a new program in the matter of hours NOT days.
What To Do: Build a series of smart campaigns and assets that can be duplicated, renamed and ready to be activated. The only step then is to update the campaign content to reflect the new campaign then go live.
2. Leverage Tokens for Commonly Used Items
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Description: Utilize custom Tokens built into email and landing page templates so content can easily be updated program to program. Utilizing tokens for certain sections of a template will allow you to make updates to these pieces yet keep this as part of the template and not a editable section of the page or email.
Example Include: Copyright lines, dates, legal copy, office location, from email addresses
{{my.TOKEN NAME:default=DEFAULT VALUE}}
3. Hidden Form Fields To Help Differentiate Campaigns
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Description: Utilizing hidden form fields in your form can help catch query string values and give attribution reporting on campaigns.
Setting form fields to be hidden and capturing tracking snippets or additional information can help you better analyze inbound campaigns.
Knowing which ads or campaigns are driving conversions deep in your nurture campaigns helps you better understand what types of leads your inbound initiatives are driving.
Example Include: UTM link tracking, lead source, to differentiate the same form across multiple landing pages
4. Tokens as Part of Flow Steps
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Description: Utilizing Tokens as part of Flow Steps can help make campaigns more efficient. Updating smart campaigns that leverage this approach is as easy as updating a single token.
This is also a great way to dynamically send alerts if your Marketo account is not tied to a CRM and does not use the default “Lead Owner” field value.
5. Drag and Drop Editor for Simple Updating
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Description: Marketo’s new landing page and email editor updates are more intuitive and user friendly allowing you to quickly make updates easier than previously before.
Some Examples include:• In the landing page editor you can easily drag and
drop items if you wish for them to appear above or below other assets when viewing on a mobile device. You can also easily turn off assets if you wish them to be hidden on a mobile device.
• In the email or landing page editor, rather than copy and pasting an image URL you can drag and drop to get an image selector.
5. Drag and Drop Editor for Simple Updating
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6. Leveraging Alert Tokens
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Description: Utilizing Marketo System Token {{SP_Send_Alert_Info:default=edit me}} allows you to give more insight to your sales team without them having to ask or dig through any sort of Marketo Records.
This token is added to alerts sent to your sales team and links to a leads profile within Marketo. This DOES NOT give the sales member access to Marketo just a read only dashboard of all the information and lead activity you have on that lead.
If a CRM is integrated with your Marketo account: This token can help your sales team be more efficient by deep linking to the lead/contacts profile within a CRM.
6. Leveraging Alert Tokens
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7. Tokens Used in CSS Styles
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Description: Utilizing Tokens within CSS styles on your landing pages or emails can help make your templates more dynamic from program to program.
Background Image on Landing Page: Traditionally you would have to build a new template if you wanted to change this out because it is not apart of the editable area. Adding the style as a Token allows you to change this per program without creating new templates.
Dynamic columns in email: Adding the width of columns as Tokens allow you to adjust the columns from program to program without having to create new templates.
8. Smart List and Data Normalization Programs
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Description: Marketo’s Smart List and Smart Campaigns are great tools to help normalize data. Most marketing departments have multiple data entry points such as List Purchases, Event Booths, Inbound Tactics, etc. With all of these different entry points data can get messy pretty quickly.
The Smart List allows you to filter and target the specific leads you wish to update. Then you can easily update data points to all leads within this by selecting all and changing a value.
Listener Smart Campaign allows you to wait for leads to be added/updated and adjust a specific data point at this time.
Sample: Country data point looking for variations of United States
9. Utilizing Constraints To Better Filter Leads
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Description: Smart List constraints and flow steps choices allow you to filter lead based activities, history, and attributes.
For Example: Smart list have Constraints that can be added to give more granular filtering based on dates, specific browsers used, min number of activities and many other filters.
9. Utilizing Constraints To Better Filter Leads
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Description: Smart List constraints and flow steps choices allow you to filter lead based activities, history, and attributes.
For Example: Flow steps also have the ability to segment further using choices. If you have a single smart campaign and based on a data value you wish a lead to receive one of two emails. The choice allows you to add conditions to your steps.
10 –Adding Tokens inside of Tokens for Flexibility
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Description: When needing more complex forms, flows or campaigns built in Marketo, using Tokens built into other Tokens through out the campaign can help make things more efficient. Bringing in IT or development sometimes can be a several month process to put together a complex form or program. This is a way to utilize Marketo’s platform to build more advance logic without getting IT or development involved.
Updating tokens based on other Token values through the flow step can help take a advanced development project and make it a simple automated marketing task.
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