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Marketo Programs: How to Utilize Templates, Tokens and Analytics

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

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Marketo Programs: How to Utilize Templates, Tokens and Analytics

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  1. Marketo Programs: How to Utilize Templates, Tokens and Analytics Andrew Hull, President & Founder

  2. 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

  3. Marketo Program Templates • Folder Structure • Maintains structure across programs • Groups by asset type • Allows for easy auditing

  4. Marketo Program Templates • Common Program Templates • Webinars • Live Events • Email Blasts • Newsletters • Pay-Per-Click (PPC/Google Ad Words) • Engagement Programs • Programs Typically Not Converted to Templates • Operational • Data Hygiene/Data Management • Scoring • Lead Lifecycle

  5. 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

  6. 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

  7. Marketo My Tokens Case Study • Avectra Case Study: Dynamic My Tokens Decrease Workload, Increase Success • The Results • 50%+ 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

  8. Marketo My Tokens Types

  9. Marketo My Tokens

  10. 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

  11. Marketo My Tokens (Emails) Live Mode Draft Mode

  12. Marketo My Tokens (Landing Pages) Live Mode Draft Mode

  13. 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. • Sales Insight does not support tokens in the email subject lines

  14. Marketo Program Analytics • Program Reports • Reports held within individual programs • Used for reports based on a single program • Global Reports • Reports 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.

  15. Marketo Program Analytics • Marketo Reports • Limited to certain parameters and views • Only provides counts of individuals • Allows for subscriptions • Marketo Smart Lists for Reporting • Flexible for reporting on specific behaviors • Displays actual individuals who qualify • Allows for view options for lead attributes • Does not allow for subscriptions

  16. Open Q&A for Andrew & Morgan To reach out to either of us: andrew@elixiter.com morgan@elixiter.com

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