Marketo Pro Tips 3
New Ideas You Can Implement Today
Adam New-
Waterson
CMO, LeanData
@RevTechCMO
Jeff Shearer
Director 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 Pages
Smart 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 Alert
Pro Tip 4

Lost money & time

Fallback Page Alert

Catch problems before they hurt

BONUS PROTIPS
Little 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

Page 69 #MKTGNATION

Thank You!
@THEJeffShearer & @RevTechCMO