Marketo

Rishikesh kore
What is Marketing Automation tool…?
• A Marketing automation tool is a software platform that helps businesses to automate their
marketing tasks and workflows.

• These tools are designed to improve overall efficiency.

Why do we need Automation in Marketing…?

• Time Efficiency

• Lead Scoring

• Cost saving

• Consistency in communication
Popular Marketing Automation tools…
 HubSpot - Small and Medium Enterprises

 Marketo -

 Pardot

 GetResponse

 SharpSpring
What are Marketo Programs..?
• A Program represents single marketing initiative. Used to organize and manage
marketing campaigns.

• We can think program is a container with two main components.

Assets and Smart campaigns.

Assets: An Asset is an item that serves as content in your Marketo instance.

ex: email, landing page, smart campaign, etc.

Local asset: The Local asset is an asset that is utilized within a specific program.
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Global asset: The Global asset is created in the Design Studio for use in programs across
your Marketo instance.
Smart Campaigns…
• It is automated marketing logic that tells program what to do when someone interacts with
an asset.

• Smart List - define who you want to target with your smart campaign

• Flow - Determine what action should be taken when a person interacts with a program.
Ex: Sending Email, changing position in sales funnel.

• Schedule – Define when action should perform, either based on user activity or on specific
date and time.
 Batch Campaign
 A batch campaign launches at a specific time and affects a specific set of people all at
once.

Ex: Sending an email to all people in California

 Batch Campaign will only have filters within the smart list section.

 Can be scheduled for recurrences.

  This is batch campaign with Filter.

 The smart campaign with only filters in

smart list is scheduled as “Batch”.
 Trigger Campaign
 A Trigger Campaign affects one person at a time based on triggered event.

Ex: Clicking a link in an email.

 Cannot be scheduled for recurrences.

 They can only be set to Active or Inactive.

 We can use both Filters and Triggers with Smart Campaigns.

 If a smart campaign uses at least one Trigger within smart list then it is a Trigger
Campaign.

 This is Triggered Smart Campaign

 In a Smart Campaign with both triggers

and filters, the triggers go at the top and
when triggered, only people who satisfy
the filter criteria go through the flow..
Channels:
• Think of a channel as a specific marketing activity, describing what kind of program
you will be running

• Channels are standard and required field for all program types

• We can use channels as filters in reporting.

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Tags:
 Tags are used to describe
programs.

 We use tags to group program types

in reporting ????????????????????

 Each tag type will have values to

choose from.
Period Cost:
 Period costs refer to the money you spend in a specific month on a program

 The primary purpose of cost reporting in Marketo is to enable comparisons

between programs.

Segmentation:
 Segmentation allows you to group people into distinct

profiles for reporting and dynamic content.

Tokens
 A Token is a variable.
 Tokens are special strings which are replaced by piece of data at run time.

 Program Tokens
 Trigger Tokens
 System Tokens
 Campaign Tokens
 Company Tokens
 Person Tokens
Types of programs in Marketo

Email

Event

Engagement

Default
 Email Program
• Create a scheduled email

• Create personalized
newsletter email

• Create triggered email

campaigns

• Create A/B Test

 Scheduled Email Flow

Create a 1
Create an email 2
Define target 3
Create an email
campaign folder program audience from a template

Schedule &
Design & add 5
Send a sample 6
approve the 7
Track program
content to email email email for success
sending
 Create email Create email, Use tokens to
program target Audience, personalize
Personalized Newsletter select template

Personalize with Preview, Track success

dynamic content schedule,
approve
Triggered Email Campaigns
Automatically send emails to audience who met predefined conditions.

Triggered Email
Campaigns

Send a
Send a welcome Send a follow-up
Send an alert Send a gated registration
email to new email based on
email to sales content email confirmation
customers web visit
email
Flow for every triggered email campaign

• New program

• Smart program

• Filters(list, flow)

• Activate
 Create A/B Test

A/B Test Test Settings Winner Schedule

Lines criteria
 Event Program
Think of Event Program as anything that Webinar
has attendees at a specific date and Conference
time. Trade show

Marketo doesn’t have built-in capabilities for hosting live events or virtual
conferences.

We need to integrate Marketo with dedicated event platform or webinar tool .

 Engagement Program

• Engagement programs are designed to market to

new people by presenting content to them in a
systematic way.
• A stream is a pool of prioritized content that the
engagement program will use to nurture people.
• We should set the stream cadence i.e flow of the
stream
 We can add programs inside an Engagement program

• Send an email to subgroup of people in the stream.

• To use a smart campaign.

Once a person has received every piece of content in a

stream, we call the person Exhausted.
The engagement score makes it easy to see how
effective the content in your engagement program is.
The score ranges from 0 to 100.
 Default Program

This is a generic program. We use this when none of the 3 programs meets the
requirement.

Examples:

• A campaign consisting of a landing page with a form to gate the content, plus multiple
email send to promote it.

• If you are planning to send emails more than once

Reports
Campaign Email & Email Performance Report
To see how well emails are performing with stats like
delivered, opened, clicked etc.

 Hard Bounce

 Soft Bounce

 Pending

 Clicked link

 unsubscribe
Email Link Performance Report
Shows how well the links in your emails are performing.

 Clicks

 %Clicks

 People

 %People
Landing Page Performance Report
 See how many people filled out the forms in your landing pages, and
how many of them were new.

 This report also tells you the

number of visits that originated
from various social media
platforms.

 Total views
 Conversions
 Conversion %
 New Names
Web page Activity Report
Web page activity report is dependent on you embedding
the Munchkin code from your Marketo instance to your company website.

We can either display know people or unknown people, but not both on a same report.

 Lead
 First Visit
 Page Views
 HTTP Referer
 Entry Page
Campaign Activity Report
 Create this report to see how smart campaigns are
. performing.
 It will tell you how many people run through those campaigns
and the current status of those campaigns

 Batch Run Count

 Total People Processed
 People in wait step
 Removed from flow
 Last Activity
Program Performance Report
 This report provides stats on your programs

 Filters can be applied to display either specific program

or any program with particular channel.

 Channel

 New Names

 Success

 Total cost
People Performance Report
 Use this report to measure database growth over
time.

 You can see how many people you added, and when.
 By default report is grouped by month
created

 Created At

 Total People
Engagement stream performance Report
 This report tells you how your engagement content within
an engagement program is performing.

 We can see the Engagement score for each email and the
columns similar to standard email performance report.

 Engagement Score