Marketo Case Study
Campaign/Program Naming Convention
Naming a campaign/program has always been challenging for various reasons. There are unnecessary spaces, no proper formatting or consistency (using sentence case, title case, lowercase), etc.
We saw some of our clients facing challenges while reporting, and attribution and we built this naming convention tool for a couple of our clients with very specific needs. The client can use the tool as it is if they follow the same naming convention, the page can be customized as per the specifics used by the client marketing team. We can also host it on the client’s CMS platform and as it is live, it is accessible by the team as and when needed.
The tool below is an example to create a process implemented across the organizations=
https://www.kawalmops.org/marketo-naming-convention-test/
This has been useful for many teams. The logic applied in the tool can also be useful for other processes like UTM link generator, etc.
Please note that everything on the tool can be customized.
ACTION- PLAN
Digital Di Consultants got into a series of meetings with key stakeholders to understand the current status of marketing operations, objectives about Marketo deliverables, and current skill sets within the team.
Operational Set-Up
Lead Life Cycle
It helps us understand the different stages of the buyer journey and what stage it should be passed to the sales team. The scoring model helps in giving insights into these leads and their stages of the journey
GDPR readiness
Opt-In Invite
These people will be sent an invite if they fill out a form, but do not check the Opt-In box.
Double Opt-In or confirmed Opt-in
Germany is the only country that technically requires it but it is a good practice for all of the EU countries subject to GDPR.
Implied Opt-In Allowed
This list should contain all the locations where you want to allow an “Implied Opt-In”. For example, you might wish non-California United States people to be categorized as “Implied Opt-In” when they fill out a form, even if they do not specifically Opt-In.
Explicit Opt-In or Preferences
If a Preference Center is used, and your policy views a given preference as an Opt-in, then list all the preference fields in this list.
Training
We conducted a week-long workshop training with the team to provide basic insights into Marketo instances, best practices, and advanced learning through hands-on experience. We covered numerous topics like all types of Programs, Reporting, smart campaigns, LP editor. We also assisted the client in developing program templates, create a process that will help implement brand standards across the responsive email and landing pages.
Run Book
We provided a complete and easy-to-understand run book that includes accepting the requests, program-set up, reporting analytics, and day-to-day activities.
CONCLUSION
A correct training program and documentation designed in line with the client’s needs was key here. It needed a combination of strategic and managed services to get things up and running which included training, CRM database management, creating lead scoring tracking, building responsive program templates, and a lot more.