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Foundation Build Workshop
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Prerequisites:
• New to Marketo on demand
• Quick Wins in Community
Learning Goals
1: Manage Customer Data
Learn how to get people into the database and manage information associated with each record. Then target your audience by creating Smart Lists
• Field Mgmt and Custom Fields
• System Smart Lists
• Creating My (Static) Lists
• Cleaning Data, Single Flow Actions
• Targeting Your Audience
• My Smart Lists
2: Marketing Programs: Content
Teaches all you need to start building out your first Marketo Email Program, including managing images, designing emails and landing pages, creating a form and A/B testing.
• Images and Files
• Forms—progressive profiling, hidden fields
• Landing Pages
• Emails
• Testing Digital Assets
3: Email Program
Learn how to choose which program you should use, create automated campaigns, score people for a maximum win rate.
• Channels, Tags, and Costs for Reporting
• Email Program with a/b testing
• Test the Program
• Foldering and Cloning
• Tokens
Time Available in CLASSROOM ONLY:
Social Buttons
• Create
• App Settings & Share Flow
• Add to Page
Facebook Publishing
• Import Template
• Publish Page
• Change Tab Image
Social Form Fill
• Available Fields
• Add Social Form Fill to a form
• Testing with different Social Networks
4: Engagement Program and Basic Scoring
Nurture your customers with the Engagement Program, and learn how to use standard reports in Marketo.
• Content
• Streams
• Lead Scoring
• Behavior and Demographic Lead Scoring
• Build Lead processing campaigns that work with Lead Scoring protocol
• Data Management : Create Data Management program, e.g. Blacklist, Marketing Suppression
Email Deliverability
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
Prerequisites:
• None
Learning Goals
• Evaluate the use of email deliverability
• Identify ways to improve email deliverability
• Explain email and privacy laws
• Identify best practices for adhering to privacy laws and standards
Landing Page with a Simple Form
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
• None
Learning Goals
• Create a very simple Form
• Create a Landing Page – pick a template and use the properties sheet
• Add Assets to the Page – add images, apply a form, position assets, change colors
• Publish Your Page
Email Editor
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
• None
Learning Goals
• Basic Set Up
• Modifying text
• Placing, modifying and linking images
• How and when to use tables
• Add the Forward To a Friend Link
• Proofing tools.
Forms 2.0
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
None
Learning Goals
• Creating a Form
• Form Settings
• Choosing a Form Theme
• Adding custom CSS to a form
• Understanding General Settings of a Form
• Progressive Profiling
• Custom HTML
• Advanced Than You pages
• Using Social Form Fill Thank You page
• Field Details
• Understanding Field Details display area
• Field Properties
• Field Behavior
• Approve and Close a Form
Email Program
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Delivery Types:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
None
Learning Goals
• Audience- list import and smart lists
• Basic Email creation
• Schedule the email send
• Approving the program
• Resend Campaign
• Reporting Dashboard
Engagement Program
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
None
Learning Goals
• Create a Program
• Add Content
• Manage Content
• Add People to the Program
• Use the Reporting Dashboard
Programs Channels and Tags
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
• Level: Advanced
Learning Goals
• Why Programs?
• Program Types
• Tags & Channels
• Reporting
Multi Stream Engagement and Champion Challenger
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
• Level: Advanced
Learning Goals
• Create a Multi-stream Engagement
• Exercise on Building an Engagement Program with campaigns
• Other Options and Solutions for Engagement that may fit your company: Drip Nurtures, Additional Campaigns
• Basic Nurture Reports: Successes, Channel, Opps
• Key Takeaways and Tips
Personalizing with Dynamic Content
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
• On-Demand
Prerequisites:
• Level: Advanced
Learning Goals
• Dynamic Content Overview: what is dynamic content, what can you do with and some ways to help you think about how you might use it.
• Segmentations: learn how to use the new leads segmentation feature to create dynamic content targets.
• Snippets: creating little bits of content, either images file or text, to use across all Marketo programs
• Dynamic Emails and Landing Pages: how to build your emails and landing pages, adding in Dynamic Content Elements based
• Lastly, you will learn how to Modify an Email Template for Dynamic Content.
Tokens System Lead and Program
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Delivery Method:
• Instructor Led Online (Premium – Subscription only)
Prerequisites:
• Level: Advanced
Learning Goals
• What are Tokens?
• Personalization Tokens
• System Tokens
• My Tokens and a good My Token Strategy
• Token Overall Strategy
IBM Email Deliverability Tool
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Delivery Method:
• On-Demand only
Prerequisites:
• Must have IBM Email Deliverability package
• Level: easy-ish
Learning Goals
• Learn the email preview function
• What is an Email Score?
• How to interpret deliverability stats
• Controlling test sends to remain in-budget
Scoring and Score Tokens
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Delivery Method:
• Instructor Led Online
• On-Demand
Prerequisites:
• None
Learning Goals
• Two Basic Types of Scores
• Common Campaigns
• Program Import Library
• Scoring Tokens
Lifecycle
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Delivery Method:
• Instructor Led Online
• On-Demand
Prerequisites:
• None
Learning Goals
• What is the Funnel?
• Pushing Qualified Leads to Sales
• Lifecycle Campaign vs Marketing Campaigns
• Setting Up Sales Alerts
Basic Reports
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Delivery Method:
• Instructor Led Online
• On-Demand
Prerequisites:
• Have run several programs to have data to analyze
Learning Goals
• Program Dashboards
• Reports in Programs
• Reports in Analytics
• Customizing Reports
• Report Subscription
Acquisition and Attribution
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Delivery Method:
• Instructor Led Online
• On-Demand
Prerequisites:
• Have run several programs to have data to analyze
• Experience in Basic Reports
Learning Goals
• Uncover which nurturing/acquisition programs to continue to invest and which to discontinue/make changes
• Learn why is this important & how to make it happen
• Determine what is effective in generating and closing opptys
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