Tip of the YEAR! | Community
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A
Anonymous
December 20, 2017
Question

Tip of the YEAR!

  • December 20, 2017
  • 23 replies
  • 9599 views

Share one thing you learned to do in Marketo that was a game changer. Something that rocked your marketing world perhaps or saved you time and headaches...The Marketing Nation Community wants to hear from you!  Spread your wealth of knowledge.

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    23 replies

    Amanda_Thomas6
    Amanda_Thomas6
    Level 8
    December 20, 2017

    I just started this year at new company taking on an existing instance. I did an audit of the instance and review of the database, and I plan to continue to do this every year. I think it's a great "tip" to share with others and encourage them to do the same. It really helps you evaluate

    1. If what is running is necessary, or built in the most optimal way.

    2. If what you are running is benefiting the departmental and company goals.

    3. If you're lacking in leads for a particular audience or excelling in an audience that you're not fully marketing to yet.

      Shayla_McKnight
      Shayla_McKnight
      Level 2
      December 20, 2017

      Tokenized templates!! Saves so much time.

        Fernando_Garci1
        Fernando_Garci1
        Level 2
        January 18, 2018

        I've been a Marketo customer on and off for well over 7 years, and every year, at EOY, I re-create and update a set of templates (email and landing pages), and make sure all tokens are updated. It makes for the easiest year when I can go from concept to content to send in less than 10 minutes. It usually takes longer to get approvals than it does to prep entire programs.

        J
        Community Advisor
        JDNelson1Community Advisor
        Community Advisor
        December 20, 2017

        Taking the time to put modules and variables in the email 2.0 templates have really saved me headaches with my marketers messing up code. It streamlines content options, preserves code, and can get pretty darn fancy. I now have one email template with modules for all channels (instead of unique templates per channel/layout).

          ChristinaZuniga
          ChristinaZuniga
          Level 9
          December 20, 2017

          While training new users, use training not only to teach but to set up your instance in a way that helps you. I use a custom unsubscribe field so in Analytics the Unsubscribe number is not accurate and users run reports and then get confused. Instead, I teach new users to 'hide' fields in Analytics (hide column) and I have them hide unsubscribe. Once it was off of their reporting, they stopped being confused and reaching out. #GameChanger!

            E
            EricWo4
            Level 2
            December 20, 2017

            Cloning programs to make things easier and quicker to set up!

              Amy_Goldfine
              Amy_Goldfine
              Level 9
              January 3, 2018

              Make sure you're cloning templates, not existing programs. Will save you headaches!

              Amy GoldfineMarketo Champion & Adobe Community Advisor
                J
                jkyles
                Level 4
                December 20, 2017

                Created several email template variations using email 2.0 templates!

                  Daniel_Ferenc
                  Daniel_Ferenc
                  Level 2
                  December 20, 2017

                  Leveraging velocity scripting in order to display data from custom objects is really important, as this is the only way to show that data to the users.

                    A
                    Anonymous
                    December 28, 2017

                    @Daniel Ferenc​, would you mind sharing examples? We have a lot of important data on related (Salesforce) objects. I can target on those objects, but I we can't see the specific values within Marketo. Our struggle has been that those are all 1:many relationships (lead can have many related cases and we have to reference a couple values, such as type and status to know which case has values we care about). I'm wondering if you're talking about Salesforce objects or Marketo custom objects and if this could work in a 1:many scenario. Also wondering where exactly you're showing that data. I've heard of velocity scripting for merging values into emails for example but I'm curious what you mean by 'show that data to the users'. Thanks in advance!

                    Dave_Cunningham
                    Dave_Cunningham
                    Level 4
                    January 5, 2018

                    I'd be curious to learn more about this as well. We have a bunch of CRM custom objects (Microsoft Dynamics) that we use velocity script with for our emails, but what Marketo end users can see / report on in the UI is very limited. We're basically only able to trigger/filter on the custom objects' (and their fields) GUIDs.

                    Chris_Saporito
                    Chris_Saporito
                    Level 7
                    December 21, 2017

                    Stop emailing to inactive prospects in your database! By removing or no longer marketing to inactive people in your database, you will improve your sender reputation and ultimately help to increase your delivery rates. The people no longer engaging with emails could end up becoming spam traps and hurting delivery rates and sender reputation.

                      Nicholas_Hajdin
                      Nicholas_Hajdin
                      Level 5
                      January 3, 2018

                      On this note, I would recommend running a Decay program that captures all inactive users and then pushes them through a re-activation program to try and re-engage your audience, while also directing to a preference center. This will allow for a final opportunity to "win back" your audience before completely halting comms. If the subscriber does not engage with the campaign, you can choose to:

                      1. Pause communications and save for a future reactivation campaign
                      2. Purge from your system, effectively keeping your database clean, while also keeping your contact volume down (saving you money on your Marketo contract!).
                        Emily_Allison
                        Emily_Allison
                        Level 2
                        January 5, 2018

                        Thanks for the tip! We are working on a big database cleanup project and this would be a great way to clean out inactive users in our Marketo database. Have you had success running this program? What was the preference center you pushed the audience to or was it more of an opt-out of communications Y/N preference?

                        Chelsea_Kiko
                        Chelsea_Kiko
                        Level 4
                        December 21, 2017

                        For my old organization, it was setting up and utilizing MSI to its full potential - we had way too many one off email blasts that were going out on behalf of a sales member, rather than educating on MSI. So, meeting with sales over and over to present and educate how to use MSI and promoting to use MSI with every big campaign/event promotion really cut down on my team's work. Sales was excited to use the tool and see insights from their leads/contacts.

                          A
                          Anonymous
                          December 22, 2017

                          I started using Snippets and Tokens in my Nurture emails to indicate the email sender as the lead's sales rep, and then when one sales rep quit, replacing the "From" name and email signature on alllllll those emails was a snap!

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