Post on 13-May-2015
15 Marketo Protips: Advice You Can Implement Today
Jeff ShearerAcquisition Marketing Manager, Egencia
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How this presentation came to be
#1: Folder Organization
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Folder Organization Disaster
What the heck is “New Names A”?
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#2: Asset Naming Convention
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Naming Convention: Keep it Simple
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Naming Convention: Keep it Simple
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Naming Convention: Keep it Simple
#3: Sales Insight Email Organization
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Organizing your Published Emails
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Your View:
Their View
#4: Global Forms
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Global Forms: How it’s done
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Triggers made easy
Without global forms:
With global forms
#5: Global Emails
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90% of alerts are for one of these purposes:
• Do they need to be contacted?• Did they do something interesting?• Did you miss this lead?
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Autoresponders, done globally
#6: Tokenized Programs
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What goes into an average webinar?
Webinar
Program
EmailsInvite
Reminder (1 week)
Reminder (1 Day)
Thank You
Sorry We Missed you
Landing Pages
Registration
Thank You Page
Recap/On-Demand
Smart Campaig
ns
Invite BlastRegistration Confirmation
Trigger
Reminder Triggers
Follow up triggers
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Tokenized Programs
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Tokenized Programs
#7: Program Templates
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Program Templates
#8: Centralized Content Programs
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Centralized Content
Paid Search
Display Advertisin
g
Content Syndicatio
n
Social Media
Organic Traffic
Email from Sales
Rep
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Centralized Content
Triggers to track downloads from various sources
These are the only assets that reference the content
Engagement programs call this program, too
#9: Picklist everything
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Picklist ALL THE THINGS
#10: Triggers for Standardizing Data
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Standardize your data
#11: Segmentations as Smart List Filters
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Segmentations
#12: Lead Source Tracking with URL Variables
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Lead source
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Info.yourcompany.com/yourlandingpage.html?utm_source=socialInfo.yourcompany.com/yourlandingpage.html?utm_source=displayInfo.yourcompany.com/yourlandingpage.html?utm_source=homepage
Lead Source by URL Variable
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#13: Tokenized Lead Scoring
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Building a Scoring Program
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#14: Tokens in Interesting Moments
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Interesting Moments
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Interesting Moments
#15: Folder Tokens
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Setting and assigning folder tokens
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Folder Tokens
Individual Program Tokens
Local Country Address
Copyright, Global HQ Address
Top Level Folder
US Folder
Program A
Program B
Canada Folder
Program C
Program D
Questions?
Jeff ShearerAcquisition Marketing Manager, Egencia@TheJeffShearerjshearer@egencia.com