© 2013 Elixiter, Inc.© 2013 Elixiter, Inc.

Marketo Programs: How to Utilize Templates, Tokens and Analytics

Andrew Hull, President & Founder

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Marketo Program Templates

Benefits:“Clone Me” ConceptBest Practice Format Across Regions/GroupsRepeatable ProcessIncreased Creation SpeedDecreased Error MarginLocation for Global Improvements

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Marketo Program Templates

Folder StructureMaintains structure across programsGroups by asset typeAllows for easy auditing

© 2013 Elixiter, Inc.

Marketo Program TemplatesCommon Program Templates

WebinarsLive EventsEmail BlastsNewslettersPay-Per-Click (PPC/Google Ad Words)Engagement Programs

Programs Typically Not Converted to TemplatesOperationalData Hygiene/Data ManagementScoringLead 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 folderProgram 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 pagesLogic usage in forms and smart campaigns

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Marketo My Tokens Benefits

Ease of cloningUpdate time reducedAbility to enhance program templatesOnce 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 setup37 integrated webinars over 9 months6 sponsors per partner webinar3 Marketo program templates14 Tokens used per programRegistration source tracking via partners, web, social, and email

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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

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Marketo My Tokens

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Email Scripting Token

Newly released by MarketoRequires Velocity scripting language knowledgeCan pull from Custom Objects, API Calls, and Custom fieldsSimplest use case: Multi-asset download requestsMarketo Community Article: http://community.marketo.com/MarketoArticle?id=kA050000000LB9MCAW

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Marketo My Tokens (Emails)Draft Mode Live Mode

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Marketo My Tokens (Landing Pages)Draft Mode Live Mode

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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 ReportsReports held within individual programsUsed for reports based on a single program

Global ReportsReports held in Analytics TabUsed 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 viewsOnly provides counts of individualsAllows for subscriptions

Marketo Smart Lists for ReportingFlexible for reporting on specific behaviorsDisplays actual individuals who qualifyAllows for view options for lead attributesDoes 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.commorgan@elixiter.com