This document provides guidance on best practices for using various Marketo features to optimize marketing campaigns and ensure they scale effectively. It recommends: 1) Using static lists instead of request campaigns to better manipulate lead data and make troubleshooting easier. 2) Creating workspaces only as needed, such as for field marketing teams, and avoiding overcomplicating permissions and lead routing rules. 3) Not using Salesforce campaign auto-sync due to potential lead overload and lack of campaign hierarchy; manually syncing campaigns instead. 4) Applying mandatory program tags to all programs to organize efforts, only tagging certain channels, and making tags permanent but broadly applicable.

2. Kristen Malkovich
Solutions Architect
Perkuto
The Godfather
Rick Siegfried
Customer Marketing Manager
Marketo
Ghostbusters
Speakers & Desert Island Movie

3. Rebuilding Your Foundation
Does it Scale?
• Request campaign
• Workspaces
• Salesforce Campaign Sync
• Program Tags
• Web Personalization
• Account-Based Marketing
Disclaimers: This information is controversial and I love Tom Silva

4. Request Campaign
The Problem
• The more you have, the longer it takes for the system to process
• Any programs utilizing request campaigns don’t scale for larger instances
• In terms of how Marketo ‘sees’ the campaign, it is deprioritized
• Triggered campaigns are prioritized over request campaign

5. Request Campaign Rebuild
The Solution
• Use static lists! Have a static list per program status
• Create custom program statuses; better to have additional channels with custom
statuses than request campaigns
• DON’T FORGET: if people need to flow through the program multiple times, make sure you remove and
re-add them
• Benefits: Manipulate the data in a more robust/seamless manner for reporting
• Best Benefit: makes troubleshooting easy

6. When to use them
Request Campaigns are great for:
• API Integrations
• Salesforce 1 (allows reps to directly add leads to Marketo campaigns)
• Program examples:
• Long-term nurture (not purchasing in the even-borderline-near future)
• Reps removing leads from emails during buying cycle
…other than that, just don’t do it.

7. Workspaces & Partitions
What they are:
• Workspace: Micro-instance of Marketo with separate user permissions
• Partition: A gigantic lead list that does not sync with CRM
When you need them:
• Field marketing teams
• International marketing teams
• Contact record reaching close to 1 million
• Multiple product lines
• Sub-companies/recently purchased companies

8. Workspace Faux-Pas
Don’t…
• Create a lot of lead partitions with complicated routing rules
• Create unnecessary workspaces; create them as needed for specific reasons
• Make it complicated! Workspaces should only enhance your marketing, not
make anything or anyone’s job more difficult
• Create too many permission based rules

9. Workspaces & Partition Nuances
• When to use partitions
• Lead lists that require additional vetting before CRM
• Examples: Purchased lists, web crawlers
• Intentional duplicates
• Examples: user groups, multiple product lines/practices, specialized/targeted marketing campaigns
• Moving leads between partitions
• Logic can live in admin section or inside of workspace associated with partition
• Best practices
• Admin section for regional assignments (IE--obvious ones!)
• Otherwise, build within programs inside of workspace
• Don’t move leads around a lot; keep your assignments (and reasons!) simple

10. Salesforce Campaign Auto-Sync
Don’t. Use. It.
• With high lead volume, it will sync unnecessary leads to campaigns
• Rep miscommunication
• Doesn’t build in campaign hierarchy
• Sloppy
• Prevents you from using accurate and simplified campaign based reporting
When you can:
• Operational campaigns… Go hog wild!

11. SFDC Campaign Auto-Sync Overhaul
• Create campaign templates in SFDC
• All statuses should match program statuses
• Create parent campaigns!
• Think along the lines of how you want to report
• Add SFDC sync steps to all program templates
• For current SFDC campaigns, turn off expired active campaigns;
aim to implement the following quarter
Bada-bing, bada-boom..
Beautiful Campaign-Based Reporting!

12. PROGRAM TAGS
How to Screw Them Up
• Create tags that don’t scale
• Example: team member, quarter, year
• But if you plan on growing your Marketo team this doesn’t work long term and is overall annoying.
• Create tags that are only applicable for a short period of time
• Not use them!
Most notable thing…
they are permanent!

13. PROGRAM TAGS
When to use them:
• Every program!
• Even without Advanced Analytics, they assist with organizing
your marketing efforts
• Examples:
• Team, Program Type (grouping custom channel types that are related), Theme
(obvi), Identifying target accounts, Account-Based Marketing
• Best practices:
• Make them required
• Only apply them to certain channels; each tag doesn’t have to be across all
channels

14. Web Personalization
What it’s great for:
• Creating targeted campaigns for identified
demographics/personas
• Personalized user-experience
• Integrating marketing campaigns with website
• Account-Based Marketing!
• Targeted Ad-retargeting
• Content suggestions and reporting
Takes your marketing campaigns outside of the inbox, and creates
homogenous user-experiences...with reporting included!

15. Account-Based Marketing (ABM)
When and How to…
High-value, large, enterprise companies are comprising an ever-
expanding portion of your sales
• Segment your database, identify which programs will be targeting these demographics
• Even can create a tag for programs specific to ABM!
• Blow up your profiling; create a profiling/scoring strategy that flows over ad is specific
to accounts

16. ABM Fear Of Missing Out
Don’t…
• Think you need to implement ABM just because “everyone” else is
• Implement unless you ARE targeting enterprise
• It’s expensive!
• Tactics are different
• It’s time consuming
• It’s good to have another team working specifically on ABM
• Have FOMO about not implementing it

17. Marketo Account-Based Web Marketing + SFDC Account Based Scoring
• Step 1: Create field to identify ABM contacts in SFDC Marketo
• Step 2: Remove them from traditional lead scoring program
• Step 3: Score them based off ABM interactions only
• targeted web pages, and programs inside of marketo
• Step 4: Use APEX code on account create account score
• can weigh or create average; test both to see which works best
• Use your account based score to:
• Tell enterprise reps which accounts to target first
• Use in your campaign influence reporting
• Compare to your overall program success

18. Questions?
More Amazing Resources:
• docs.marketo.com
• marketo.com/summit
• nation.marketo.com (sorry, customers only!)