marketo programs: how to utilize templates, tokens and analytics
DESCRIPTION
Marketo Programs: How to Utilize Templates, Tokens and Analytics. Andrew Hull, President & Founder. Marketo Program Templates. Benefits: “Clone Me” Concept Best Practice Format Across Regions/Groups Repeatable Process Increased Creation Speed Decreased Error Margin - PowerPoint PPT PresentationTRANSCRIPT
© 2013 Elixiter, Inc.© 2013 Elixiter, Inc.
Marketo Programs: How to Utilize Templates, Tokens and Analytics
Andrew Hull, President & Founder
© 2013 Elixiter, Inc.
Marketo Program Templates
Benefits:“Clone Me” Concept
Best Practice Format Across Regions/Groups
Repeatable Process
Increased Creation Speed
Decreased Error Margin
Location for Global Improvements
© 2013 Elixiter, Inc.
Marketo Program Templates
Folder StructureMaintains structure across programs
Groups by asset type
Allows for easy auditing
© 2013 Elixiter, Inc.
Marketo Program TemplatesCommon Program Templates
Webinars
Live Events
Email Blasts
Pay-Per-Click (PPC/Google Ad Words)
Engagement Programs
Programs Typically Not Converted to TemplatesOperational
Data Hygiene/Data Management
Scoring
Lead Lifecycle
© 2013 Elixiter, Inc.
Marketo My Tokens
Campaign Folder Level: My tokens created at this level will inherit down to all Programs contained within the Campaign folder
Program Level: My tokens created at this level will overwrite the inherited value (if existent at the campaign level)
Usage:Visual elements in emails and landing pages
Logic usage in forms and smart campaigns
© 2013 Elixiter, Inc.
Marketo My Tokens Benefits
Ease of cloning
Update time reduced
Ability to enhance program templates
Once implemented, easier for new Marketo users to create programs
© 2013 Elixiter, Inc.
Marketo My Tokens Case Study
Avectra Case Study: Dynamic My Tokens Decrease Workload, Increase Success
The Results50%+ time saved per webinar setup
37 integrated webinars over 9 months
6 sponsors per partner webinar
3 Marketo program templates
14 Tokens used per program
Registration source tracking via partners, web, social, and email
© 2013 Elixiter, Inc.
Marketo My Tokens TypesToken Type Details/Use Case Notes
Event Add to Calendar Only renders on live emails
Oct 29, 2013 Keeps same format
Multi-asset downloads Requires Velocity scripting knowledge
Numerical digits only Limited to 8 characters
Stylized Text or graphics Used most often
+20, -5, =50, etc. Used for scoring updates
Connects to SFDC Campaigns
Renders in logic, interesting moments, and tasks
Non-Stylized Text No graphics or styles, often used in logic
© 2013 Elixiter, Inc.
Marketo My Tokens
© 2013 Elixiter, Inc.
Email Scripting Token
Newly released by Marketo
Requires Velocity scripting language knowledge
Can pull from Custom Objects, API Calls, and Custom fields
Simplest use case: Multi-asset download requests
Marketo Community Article: http://community.marketo.com/MarketoArticle?id=kA050000000LB9MCAW
© 2013 Elixiter, Inc.
Marketo My Tokens (Emails)Draft Mode Live Mode
© 2013 Elixiter, Inc.
Marketo My Tokens (Landing Pages)Draft Mode Live Mode
© 2013 Elixiter, Inc.
Marketo My Tokens Reminders
If you change the name of a token, it does not automatically reflect this change where the token is used.
If you delete a token, the use of the token does not disappear.
You cannot view a list of where each token is being used.
Only stylize tokens where they are used, not on the program level. This is due to the multiple use of each token.
© 2013 Elixiter, Inc.
Marketo Program Analytics
Program ReportsReports held within individual programs
Used for reports based on a single program
Global ReportsReports held in Analytics Tab
Used for global reporting based on multiple programs
*Note- After cloning, you still have to edit each report manually to reflect newest program assets.
© 2013 Elixiter, Inc.
Marketo Program Analytics
Marketo ReportsLimited to certain parameters and views
Only provides counts of individuals
Allows for subscriptions
Marketo Smart Lists for ReportingFlexible for reporting on specific behaviors
Displays actual individuals who qualify
Allows for view options for lead attributes
Does not allow for subscriptions
© 2013 Elixiter, Inc.© 2013 Elixiter, Inc.
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