1. Marketo Programs: How to Utilize Templates, Tokens and Analytics
Andrew Hull, President & Founder

2. Marketo Program Templates
Benefits:
“Clone Me” Concept
Best Practice Format Across Regions/Groups
Repeatable Process
Increased Creation Speed
Decreased Error Margin
Location for Global Improvements

3. Marketo Program Templates
Folder Structure
Maintains structure across programs
Groups by asset type
Allows for easy auditing

4. Marketo Program Templates
Common Program Templates
Webinars
Live Events
Blasts
Pay-Per-Click (PPC/Google Ad Words)
Engagement Programs
Programs Typically Not Converted to Templates
Operational
Data Hygiene/Data Management
Scoring
Lead Lifecycle

5. Marketo My Tokens
Campaign Folder Level: My tokens created at this level will inherit down to all Programs contained within the Campaign folder
Program Level: My tokens created at this level will overwrite the inherited value (if existent at the campaign level)
Usage:
Visual elements in s and landing pages
Logic usage in forms and smart campaigns

6. Marketo My Tokens Benefits
Ease of cloning
Update time reduced
Ability to enhance program templates
Once implemented, easier for new Marketo users to create programs

7. Marketo My Tokens Case Study
Avectra Case Study: Dynamic My Tokens Decrease Workload, Increase Success
The Results
50%+ time saved per webinar setup
37 integrated webinars over 9 months
6 sponsors per partner webinar
3 Marketo program templates
14 Tokens used per program
Registration source tracking via partners, web, social, and

8. Marketo My Tokens Types
Token Type
Details/Use Case
Notes
Event Add to Calendar
Only renders on live s
Oct 29, 2013
Keeps same format
Multi-asset downloads
Requires Velocity scripting knowledge
Numerical digits only
Limited to 8 characters
Stylized Text or graphics
Used most often
+20, -5, =50, etc.
Used for scoring updates
Connects to SFDC Campaigns
Renders in logic, interesting moments, and tasks
Non-Stylized Text
No graphics or styles, often used in logic

9. Marketo My Tokens

10. Email Scripting Token Newly released by Marketo
Requires Velocity scripting language knowledge
Can pull from Custom Objects, API Calls, and Custom fields
Simplest use case: Multi-asset download requests
Marketo Community Article:

11. Marketo My Tokens (Emails)
Draft Mode
Live Mode

12. Marketo My Tokens (Landing Pages)
Draft Mode
Live Mode

13. Marketo My Tokens Reminders
If you change the name of a token, it does not automatically reflect this change where the token is used.
If you delete a token, the use of the token does not disappear.
You cannot view a list of where each token is being used.
Only stylize tokens where they are used, not on the program level. This is due to the multiple use of each token.

14. Marketo Program Analytics
Program Reports
Reports held within individual programs
Used for reports based on a single program
Global Reports
Reports held in Analytics Tab
Used for global reporting based on multiple programs
*Note- After cloning, you still have to edit each report manually to reflect newest program assets.

15. Marketo Program Analytics
Marketo Reports
Limited to certain parameters and views
Only provides counts of individuals
Allows for subscriptions
Marketo Smart Lists for Reporting
Flexible for reporting on specific behaviors
Displays actual individuals who qualify
Allows for view options for lead attributes
Does not allow for subscriptions

16. Open Q&A for Andrew & Morgan
To reach out to either of us: