© 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

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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.

Open Q&A for Andrew & Morgan

To reach out to either of us:

andrew@elixiter.com

morgan@elixiter.com