You’ve already purchased Marketo, so you know what a great tool it is and how it can take your marketing to new heights. But where to start?
Here are a few tips on how to dip a toe (or 4) into this deep pool of complex software before you dive in.
7 Tips for Naming Your Marketo Programs the Right Way
Whether you’re part of a team of 20+ marketers for a major enterprise or the lone marketer for an ambitious start up, we all have dreams of a more organized and manageable Marketo instance. Having a good program naming convention is one way to clean things up, and it can also do wonders for your reporting.
Since programs are automatically sorted chronologically in folders and reports, consistent naming conventions will also make it easier to search for programs, add an asset to a smart list or flow step, and filter by “program name” in an RCE report.
Having worked with hundreds of customers on optimizing their Marketo instances myself, here are my top 7 must-follow tips for naming Marketo programs: Read more
Get the Nurture Results Your Team Actually Needs
It’s a brand new quarter, and chances are your Demand Gen team is hungry to launch an engagement program. As it turns out, they even have the proposed program outlined, including how they will determine success—5 unique clicks across different email assets.
You think about the possible ways to track this, and your first instinct is to set up a “clicks link” email trigger in Marketo. From there, you would just add the right link and the minimum number of time constraints possible. Done, right?
Well, not quite.
The constraint parameter you’ve added in this instance doesn’t actually account for unique clicks. Crap. Lucky for you (and the rest of us Marketo users out there), there’s another way to do this by using a custom field. Let’s set one up for this hypothetical situation together.
How to Tell if Your Content Deserves a Crown (or Exile)
I know you hear it.
That not-so-subtle chant of “Content is king!” ringing in your ears. But I won’t bother reminding you why content should be the driving force of your overall marketing (and marketing automation) strategy, because you already know.
Instead, I’d like to discuss the real topic at hand: How to spot the really great content from the “just OK” stuff.
Whether you produce your content internally or outsource it, telling the difference between the good, the bad and the just plain ugly copy isn’t always easy. To help you determine whether or not your content is deserving of its kingly status, or needs some lessons in royal behavior, here’s a few questions you can ask: Read more
The Fathers of Decision Analysis and A Warning For Marketers
When I travel, I read… a lot.
It’s really my only quiet time to catch up on all of the articles, books and blog posts that I’ve flagged to read during my almost non-existent downtime. And, to be honest with you, I LOVE Vanity Fair. The writing is superb and the storytelling takes me on a journey, usually teaching me something new and interesting too.
I was recently catching up on the December 2016 issue, and came across a story titled, “Bond of Brilliance.” Written by the author of Moneyball, this article predated even that tale. You know…the one about how the Oakland A’s used statistics to come from behind and form a winning team? Or maybe you know it better as “that one baseball movie with Brad Pitt”?
Either way, the article outlines how the Moneyball methodology works (and can work) for a while, but ultimately fails. It explores the topic of why relying on data only, in place of human intelligence and intuition, almost always leads to failure in the long run.
I found this subject so fascinating that I read the article twice, especially since it contradicted my own personal mantra as a digital marketer, that data is the only “real” truth that I can rely on in my work. Read more
How to Prepare for Marketo’s New MCE
So word on the street is that this year’s Marketo Certified Expert exam is a doozy! Its questions are rumored to be more scenario-based, which means that test takers have to REALLY understand the platform to pass.
Here’s 4 things guaranteed to help you get prepped and (hopefully) ace the test the first time:
Read more
Import Your Lists the Easy Way
You’ve just returned to work after a successful trade show—awesome! And chances are, you’ve acquired a long list of promising leads. So, now what?…
It’s time to get those leads into Marketo and follow up with every last one of them A.S.A.P, especially while you and your company are still fresh on their minds. Read more
2017 Summit Survival Guide: What you Need to Know, Bring and Look For
That’s right folks, it’s that time of year again…Marketo’s annual Marketing Nation Summit is just around the corner! Whether you’re manning a booth, presenting, taking notes or were just lucky enough to receive a last-minute invite, it’s going to be epic.
But this doesn’t mean you should plan on attending without a strategy in place. In fact, even just wandering the floor can require clever survival tactics. To help you “Summit” like a boss, we’ve gathered some tips and tricks based on our own attendance experience over the years. Read more
Marketo & HTML: What You REALLY Need to Know
Marketo has become increasingly more user-friendly over the past few years, but it can still stump even a seasoned professional if they don’t have the right coding skills. Let’s explore the basics of HTML, so you can look like the king or queen of code in front of your Marketo peers with your impeccably designed emails. Read more
3+1 Things We Learned in Boston
Last week, Maneeza and I had the pleasure of presenting for the Boston Marketo User Group (BMUG) during two days of Everything ABM. And it was awesome! Read more
