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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 Structure Maintains structure across programs Groups by asset type Allows for easy auditing © 2013 Elixiter, Inc.
Marketo Program Templates Common Program Templates Webinars Live Events Email Blasts Newsletters Pay-Per-Click (PPC/Google Ad Words) Engagement Programs Typically Not Converted to Templates Operational 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 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 © 2013 Elixiter, Inc.
Marketo My Tokens Types Token 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 © 2013 Elixiter, Inc. No graphics or styles, often used in logic
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/Marketo. Article ? id=k. A 050000000 LB 9 MCAW © 2013 Elixiter, Inc.
Marketo My Tokens (Emails) Draft Mode © 2013 Elixiter, Inc. Live Mode
Marketo My Tokens (Landing Pages) Draft Mode © 2013 Elixiter, Inc. Live Mode
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 © 2013 Elixiter, Inc.
Marketo Program Analytics Program Reports held within individual programs Used for reports based on a single program Global Reports held in Analytics Tab Used for global reporting based on multiple programs © 2013 Elixiter, Inc. *Note- After cloning, you still have to edit each report manually to reflect newest program assets.
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 © 2013 Elixiter, Inc.