Marketo - Sophisticated Marketing

Marketo is being used for our all our marketing initiatives. It is where we go for all of our email campaigns and lead nurturing. It is being used by marketing and sales. Marketo automates and streamlines the process of almost all marketing projects.

Marketo has helped us launch a wide array of marketing campaigns like content, social, and paid. Some of the most important lessons i've learned along the way are to reference the Marketo Community. The online forum is an incredible tool and reference for best practices and trouble shooting.

We us Marketo to launch our integrated campaigns, one piece of content fired through 3 different channels.

The online community is your best friend. Search any questions on there because you'll prob find the answer quicker than waiting for a response from marketo themselves.

Marketo has a lot of functionality and it's great to reference the community whenever you run into road bumps. There's a lot outside the online education Marketo has that is on the forum. Stay active and share your own advice!

Keep your instance organized. Stick to a naming convention.

This has given us greater insight on the source of an opportunity or what leads are associated with the opportunity. Tremendous value in assessing the value of our programs/campaigns and aids with lead management. We have axed underperforming campaigns and invested more in ones that drove more leads thanks to this tool.

My organization uses channels to define the top level categories of our programs. Channels are a specific marketing activity, describing what kind of program we want to run. This is based a lot on the activity of the program. If it's an ad the channel can be a social ad, online ad, print ad etc.

We utilize list segmenting a lot in Marketo. It is a great way to find exactly the audience we want to target. We often take advantage of all 9 segmenting possibilities. It is super easy and allows you to target your messaging to whatever group you are running the program for.

Smart campaigns are essentially automation rules in most cases. We will implement a smart campaign when we need to exclude records in campaigns (ex. do not want to mail to). We start y creating a single Smart Campaign to remove the records from other Smart Campaigns ensures the selected records are removed without messing with any of the other records already in.

The form capabilities are much like any other automation system. It is super quick and easy to set up, does not take much training to do so. You can use forms in your landing pages. We always use marketo forms for demo pages, event registrations, downloads of content. Forms have captured valuable leads for us.

Marketo has a ton of ready to use tempaltes. You can customize them according to you company theme or colors. It is very easy to edit and add more text boxes, image slots, etc. The creative capabilities are much more advanced compared to systems like pardot, where it is very hard to build a template within the system.