Marketo Programs: How
to Utilize Templates,
Tokens and Analytics
Andrew Hull, President & Founder
© 2013 Elixiter, Inc.
© 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
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
© 2013 Elixiter, Inc.
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
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
© 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
Reports held within
individual programs
Used for reports
based on a single
program
Global Reports
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.
Open Q&A for Andrew & Morgan
To reach out to either of us:
andrew@elixiter.com
morgan@elixiter.com
© 2013 Elixiter, Inc.