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Champion Program

2 Posts authored by: Natalie Kremer Champion

If you’re just getting started with Marketo it’s easy to put folders and naming conventions in place, but even if your existing instance is a mess, you can still use these tips and tricks to get organized. You might have folders that don’t make sense or vague campaign names, but you can follow these steps to help add structure to Marketo, no matter what stage you’re at in your usage.

 


 

FOLDER STRUCTURE

Start by thinking about how your business is structured and how it makes sense to group your campaigns for your folder structure. Depending on the complexity of your business, you may have only a handful of folders or 100s.

 

Think as granular as you can – is it by Business Unit or Department? In our case we have a few high-level folders for Central Marketing, Product Marketing, Platform Marketing, etc. and a more granular breakdown within that.

 

Then think by time frame to break it down even further. It makes sense for us to break the year into two key parts – Spring and Fall – since we work with higher education institutions and that’s how our campaign seasons run. Depending on your company and the amount of campaigns you’re going, it might make sense to categorize on a monthly, quarterly, or annual basis.

 

Here is an example of one of our folders and the internal structure:

 

We also have two other key folders within each of these main folders:

  • Archive Folder - By breaking out the year into sections, it’ll make it easier to find your campaigns and archive them as they are completed. Click here to learn more about how to archive your folders.
  • On-Going Folder – We keep an on-going folder to separate those campaigns that are always running like website forms, landing pages and reporting.

 

PROGRAM NAMING CONVENTIONS

Think about how Program Naming conventions can work with your folder structure.

 

First, make sure your naming conventions are easily searchable and identifiable. A Program named “Sale Campaign” probably won’t jog your memory if you have to go back and search for it. But one called “CM19F – End of Year Close Out Sale” will help you find when it was created and what it’s about.

 

For our naming conventions, we use the same Business Unit and Time Period from our folder name, along with the Campaign Name used when it’s submitted.

 

  • Example: CM19F – Back-to-School Instructor Campaign

 

You could also add specific codes to your naming conventions to identify certain types of emails or even exclude certain emails from your reporting:

 

  • “AR” for auto-responder
  • “EM” for a standard email
  • “OPER” for an operational email

 

If you want to have more advanced naming conventions including things like region, channel, etc. you could also use a Google Sheet or Microsoft Excel document with formulas to input your campaign values and have your Program name generated.

 

How are you using Folders and Naming Conventions? Share your ideas and best practices in the comments!

The Marketo-Qualtrics Integration provides a great framework for sending your survey invites out of Marketo, tracking the results as custom activities in Marketo, and triggering Marketo campaigns off those responses.

 

SET THE GROUNDWORK

Before you get started there’s some key components that need to be set-up in Marketo and Qualtrics. Follow the steps in the Marketo Integration Basic Overview to set-up the integration, create a new API user, and more.

 

SEND YOUR SURVEY INVITES

Once the integration is set-up, you can start Sending Invites Through Marketo. By sending your survey invitations through Marketo you ensure the email observes your communication limits and all opt-out regulations are followed.

 

As a part of this process you can set-up personal links for your survey. This allows you to embed certain Marketo fields as Embedded Data within the personalized URL and send it behind the scenes to the Qualtrics survey. This means you no longer need to waste precious survey fields on information you already have like:

 

  • First Name
  • Last Name
  • Company Name
  • Email Address

 

 

SET UP CUSTOM ACTIVITIES

In addition to sending your survey with Marketo, you are also able to set-up Custom Activities in Marketo to store your survey results in Marketo. This allows for your complete survey results to get pushed into Marketo and you can trigger additional actions off the completion of the survey or a specific answer.

 

TRIGGERING CAMPAIGNS BASED ON RESULTS

Think about how you can use your survey results to provide the customer with a better experience:

 

  • Is there something you can alert Sales or the survey owner of?
  • Is there additional information you can provide the customer?
  • Are there other ways you want to provide sales feedback based off the results?
  • How can you use the information for future campaigns?

 

There are three filters you can use in your Smart List:

 

Here are some ways you might use your survey data in Marketo:

 

Send Alert

Send an automated alert to Sales or the survey owner to let them know of an account that may need attention or an answer that may need specific follow-up.

 

Send the Customer Additional Information

Based on a customer’s response, you can send them an additional email with more information or enter them into a specific marketing campaign catered to their needs.

 

Add Information to Salesforce

If a customer’s response doesn’t require action, you can add an Interesting Moment to SFDC or push them to a specific Salesforce Campaign, which will allow the rep to see that someone completed the survey as a part of their activity with your campaigns.

 

Segment for Future Campaigns

You can use the information on the customer’s survey for future campaigns. This could be as simple as sending anyone who completed a survey a specific email or capturing the answer to a specific question to build a list of customers based on that interest.

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