Marketo Pro Tips 3New Ideas You Can Implement Today

Adam New-Waterson

CMO, LeanData@RevTechCMO

Jeff ShearerDirector of Marketing Automation, Nintex

@TheJeffShearer

This is just a preview

Original 15 Protips

Protips II: The Token

Strikes Back

Scalable Lead Alerts

Bulletproof list imports Burner fields Video view

tracking

Program templates

Let’s talk about headaches

It got a little confusing

First identify your key use cases

Events Webinars Simple Contact Pages

Newsletters Content Downloads

Next build out every asset you might need

Invites

Landing PagesSmart Campaigns

And power them with {{my.Tokens}}

Step 3: Tokenize wherever possible

The new process

Request Clone Template, customize

tokens

Review Launch

We’ve cut our program turnaround time in half

We look consistent around the world

Content Recommendations

I had conversion envy

No budget to allocate to improvements

Had to get creative

Content Recommendations

Create Segmentation

Create Snippet

Dynamic Content in Email or Landing Page

Results – 80% became Closed Won

Results – 5716% return on investment

New Lead Processing Queue

We had some data problems

Which caused some sync problems

Imagine a trip to the airport

Process leads like airport travelers

What do you want to happen for every new lead in your

database?

Clean up bad or missing data

Call external services and tools

Assign leads to nurture streams

These two are the key

Daisy chained smart campaigns control the order

Don’t forget wait steps before any CRM syncing

New Lead – Fills out Registration Form Wait 3 Minutes

Change Program Status

New Lead Processing Queue

Program status changes, when synced to a salesforce campaign

Anything that forces a CRM sync

Keeping Data Tidy

I don’t like dirty data

Avoid embarrassing interactions with customers and prospects

Slinky Campaigns

Prevent errors caused by sync

Slinky Campaign

Slinky Campaign

Deleted in Marketo

Sync made me want to pull out my hair

Deleted in Marketo

Fallback Page AlertPro Tip 4

Lost money & time

Fallback Page Alert

Catch problems before they hurt

BONUS PROTIPSLittle things to make you happy

Burner Fields – One-time use data

Throwaway Smart Lists

Tear Down This Wall (Mr. Gorbachev)

Original 15 Protips

Protips II: The Token

Strikes Back

Scalable Lead Alerts

Bulletproof list imports

The Ultimate Guided Landing

Page

Video Tracking Programs

bit.ly/MarketoTips

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Thank You!@THEJeffShearer & @RevTechCMO