Need a little Folder Structure in your life?

Version 2

      150828 - Folder Structure Best Practices (MEME).png

     

    Whether you’re new to Marketo or trying to clean up a mess, you may wonder what you can do to keep your Marketing Activities organized within your instance. Through hiccups and hair pulling, our team has finally discovered a great way to keep ourselves organized, which has enabled us to work more efficiently.

     

    Take a look at what we’ve done and determine if it’s the right fit for your organization.

     

    In the Marketing Activities section of our Marketo instance, our main folders are set up to represent different activities that are performed in Marketo.

     

    Example:

    >Active Marketing Programs

    >Demand Generation Programs

    >Customer Support / Operational Activities

    >Operational

    >Archive Folder

    >Learning Folder

     

    Within those folders, we have additional folders that are broken out by the various channels we use.

    *Active Marketing Programs example below

     

    Example:

    >Active Marketing Programs

    > Digital Ads

    > Email Blasts

    > Events

    > Newsletter

    > PPC

    > Website

     

    Within those folders, we've create more descriptive folders for the various campaigns running in each channel.

    *Event example below

     

    Example:

    >Active Marketing Programs

    > Digital Ads

    > Email Blasts

    > Events

                    > Trade Shows

                    > Webinars

    > Newsletter

    > PPC

    > Website

     

    We have several campaigns running in each channel, so we've built out folders to specify by a specified time frame (year and quarter).

    *Webinars example below

     

    Example:

    >Active Marketing Programs

    > Digital Ads

    > Email Blasts

    > Events

                    > Trade Shows

                    > Webinars

                                    > 2015 Webinars

                                                    > Q1 – 2015 Webinars

                                                    > Q2 – 2015 Webinars

                                                    > Q3 – 2015 Webinars

                                                    > Q4 – 2015 Webinars

    > Newsletter

    > PPC

    > Website

     

    Within the specified time frame folder is where we house our individual campaign folders that contain our programs and other local assets for the campaign. For these folders, I’ve found it helpful to follow a very structured naming convention. This helps to ensure that our instance stays organized and everyone working in our instance knows how to label items.

     

    My recommendation would be to use the channel type, the date (YYMMDD) and brief description of the program (for our webinars we use the time of the webinar, the service name we're promoting, and the target audience of the campaign).

     

    Below is an example of our webinar folder structure.

     

    Example:

    >Active Marketing Programs

    > Digital Ads

    > Email Blasts

    > Events

                    > Trade Shows

                    > Webinars

                                    > 2015 Webinars

                                                    > Q1 – 2015 Webinars

                                                                    > Webinar – 150205 11 AM SERVICE A – PERSONA 3

                                                    > Q2 – 2015 Webinars

                                                    > Q3 – 2015 Webinars

                                                    > Q4 – 2015 Webinars

    > Newsletter

    > PPC

    > Website

     

    This folder houses our event program for the webinar (the event program has the same naming structure as the folder). We also use the same naming structure for our SFDC Campaign Name. Check with your Sales team to see if that’s a viable option for your organization. The folder also houses our "granular channel programs" that we use to attribute success to the various channels we use to drive traffic to the webinar event (such as PPC, email, social, etc.).

     

    Happy Building!