Cloudwords for Marketo Overview - Marketo UK user group event
Marketo Summit 2015 - Architecting a Robust and Scalable Marketo setup
Transcript of Marketo Summit 2015 - Architecting a Robust and Scalable Marketo setup
April 15, 2015
Edward UnthankFounder and Lead Marketing Technology Consultant@EdwardUnthankEtumos
Architecting a Robust and Scalable Architecting a Robust and Scalable Marketo InstanceMarketo Instance
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etumos.com/Summit2015?utm_campaign=hi+edward
Goals of a Robust & Scalable System
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• Minimize clicks and time
• Minimize overall errors
• Make reporting obvious and easy to use
• Scale from 1 to 10 FTE MOPS
• Scale from 1k leads to 10m leads
• Scale from 100 daily visitors to 100k daily visitors
Two Duties of a MarTech
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EFFICIENCY: EFFECTIVENESS:
Reaching task completion with as little time, energy, and money as possible (returns equal).
Achieving the greatest conversion rate possible (investment input equal).
Token Framework
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[CATEGORY] – [SUBCATEGORY]_SPECIFICS
• Hierarchy Level:• Universal• Folder• Content
• Subcategory Examples:• Asset• LP• TY
Token Framework
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TYPES AND USES:•On-screen content•Meta tags•Operational elements•Web development•Analytics•Conversion pixels•Miscellaneous
[Category] - [Subcategory]_[Specifics]
Master Routing Programs
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• Uses complex filtering to route leads
to the appropriate smart campaigns• Run by smart list membership• Tokenized exception reporting email• “Master” smart campaign routes leads
to individual smart campaign for next
flow steps
Master Routing Programs
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• Consolidating your triggered steps into
one organized location.
• Daisy-chained programs together,
each hooking in another processing
program.
Master Routing E.G.: SFDC Sync Backup
Number
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• Need for more API-call efficient sync
to SFDC, while still having timely
backup
• If a lead isn’t synced after 30 minutes
via a program, manually sync the lead!
Miscellaneous Tips
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• Build and write to the templates• “But Edward, I don’t want to over-optimize at the expense of effectiveness!”• High quality is the bar. Your job here is to get the fastest and cheapest route
to that high quality bar.
OPTIMIZATION COMES FROM AUTOMATION AND STREAMLINING PROCESSES.
Folder structure
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• !Universal
• 1. Prospect Marketing
• 2. Customer Marketing
• 3. Partner Marketing
• ZOP – Operational
• ~Archive