Last Updated Date: June 5, 2023
Having good organization is a key piece of a successful Marketo Engage instance as it sets the groundwork for easy navigation, intuitive Programs and accurate reporting. Whether you are just setting up your new Marketo Engage instance or cleaning up a messy instance, a folder structure and naming conventions will keep you organized and set up for success.
The first step to organizing your instance is to set-up a folder structure house your Program in an easy to find and orderly manner.
Here are some considerations when devising your folder structure strategy:
Now that we’ve talked through some of these considerations, here are some examples of these tips in practice.
Team or Region Example:
This example would be for organizations who have a Team or Region-based approach to their marketing efforts.
Top Level Folder Example:
This example could be used when the organization does not have a Team or Region-based approach and may need to set -up folders according to Business Unit, Initiatives or others.
Time Based Folder Structure Example:
If your organization campaigns in unique time periods, you could include this in your folder structure. In a previous role I worked in higher education and our campaign cycle was based on a semester schedule, so we set-up our folder structure to support this:
Depending on your Marketo Engage instance’s maturity, there are two additional folders that could be helpful and will live outside of the above campaign hierarchy.
As a part of your folder structure, you’ll also want to think through how often you will archive past campaigns and their folders. As a best practice, your MOPs team should plan to archive folders at least once a year. By having an annual folder for each Campaign Type, it becomes easy to deactivate any running Smart Campaigns and archive the entire folder.
In each of your Campaign Type folders, you can include a Z.Archive folder to move any archived folders and to keep your current campaign folder in order.
Next, we’ll talk about Naming Conventions and how they can work with your Folder Structure. There are a few key components of a strong Program naming convention in Marketo Engage that will be easily searchable and identifiable:
In practice, your naming convention could look something like this:
Formula: [PROGRAM TYPE] - [DATE] [CATEGORY]: [SHORT DESCRIPTION]
Example: WB - 05.23 Monthly Webinar: New Product Features
Based on your organization, there are other items you may want to consider in your naming conventions, so Programs are easily searchable and assist efficient reporting:
You could also add specific abbreviations to your asset naming conventions to quickly identify certain types of emails or exclude certain emails from your reporting. Some examples include:
Depending on your naming convention, you could use a Google Sheet or Microsoft Excel with formulas to input your campaign values and have your Program name auto generated.
Now that we’ve covered best practices for optimizing your Marketo Engage instance organization, let’s review your next steps for getting started.
How are you using Folders and Naming Conventions? Share your ideas, best practices and unique use cases in the comments!
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