One of the (many) things that makes Marketo such a great and powerful tool for businesses is its ability to be very flexible to adapt to your evolving business needs. I worked with a company that had the unique challenge of representing multiple brands existing under a larger brand within the company. As you can imagine, this created quite a few headaches and last minute campaign re-brands when the branding needs changed. We also had to manage multiple program templates for each brand, meaning that if I made a change to the webinar template for Brand A, I had to remember to also make that change for Brand B's webinar template. My very smart and talented co-Marketo users and I came up with a really awesome way to use folder level and program level tokens to adapt to a different brand's standards on the fly. This is not a novel concept - Edward Unthank has a popular blog post and Marketo Summit talk discussing the merits of using universal, folder, and program level tokens.
We adapted this strategy with some modifications for our brand structure, which enabled us to use a common set of program templates and clone them to a different brand folder, adapting the emails and landing pages to the applicable brand standards.
Advantages of this approach:
Without further ado... I present to you our Super Awesome Multi-Brand Foldering Structure (SAMBFS):
The universal tokens consist of the year, address, phone number - basically anything that is applicable across brands.
Nested under the Universal folder is the brand level folders. There should be one folder for each brand, and each folder should have these tokens:
Within each brand level folder, you have some amount of flexibility to do what you want. We created a sub-folder for each program type (Advertising, Email, Nurture, Website Content, etc) but you can really do what makes the most sense for you. We did not build folder level tokens on these sub-folders. Within each sub-folder, the program-level folder had its own tokens, as most programs do. Because of the token hierarchy, if we did need to override a certain element that existed at the brand level, such as the secondary color, we could replicate the token at the program level and it would override the value of the folder level. Similar to how CSS hierarchy works.
Within the CSS of each email template and landing page template, we referenced tokens where we normally would have referenced image URLs or rgb/hexadecimal color codes. This way the branding is inherited from the tokens.
There you have it! Let me know in the comments how you could adapt this for your Marketo instance!
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