With a really important summer 2020 product update release happening to Marketo tomorrow, today's Throwback Thursday takes us back to the Summer 2016 release. There are so many features that we take for granted today, but one of the features that we've been talking about lately has been Multiple Branding Domains.
Multiple branding domains allow you to change the links in your outbound emails
It's not the sexiest product feature, but if you're an enterprise that has more than one brand it's likely you'll want to send an email from those different domain names. More specifically, when you create an email in Marketo the software automatically goes through all of the links, adds the subdomain name that you originally pointed to MktoMail.com when you configured your primary domain name. to work with Marketo, along with a ?mkto=***** query string parameter. This is what allows the software to track which audience members are clicking on links for your Email Performance Reports or Link Performance Reports.
A Real World Example: General Mills
Not following? Let's use a real world fictitious example with a well known consumer brand. General Mills is in the food manufacturing business and owns some of the world's most beloved brands that you'll instantly recognize when you walk down your grocery store aisle. One of those brands is Cheerios breakfast cereal .
The company needs two different domain names here. One for General Mills itself for it's B2B interactions with suppliers, employees, shareholders, and media relations at www.GeneralMills.com,
General Mills homepage at www.GeneralMills.com
General Mills' homepage at www.GeneralMills.com
The second domain name is for Cheerios to interact with it's B2C consumer base and it's different target audience personas at www.Cheerios.com. These personas may be health-conscious middle aged adults looking to lower their cholesterol looking for Original Cheerios or families with young children who like the playful bee on the cover of a box of Honey Nut Cheerios. In addition to setting up a different domain name, we would create separate segmentations for each of these personas to personalize their email and website experience with Dynamic Content and Real Time Personalization.
Cheerios homepage at www.Cheerios.com Cheerios homepage at www.Cheerios.com
In Marketo each of these domain names would be configured to point to the software and have its own subdomain name specifically for outbound email. Once those names are set up and verified in Marketo you can build marketing campaigns for both the parent company and all of its products in their own unique branding. To go a step further, you can set up a unique workspace for each business and create users for the marketing departments responsible for each brand. But, alas, that's a separate conversation.
Connecting multiple domain names to Marketo workspaces
Michael Tucker runs The Conversion Store, a Marketing Technology Consultancy based in Charlotte, North Carolina that specializes in helping firms migrate and deploy marketing automation software. He is the Global Leader of the Marketo Manufacturing Virtual User Group, and a Marketo Certified Expert.
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A huge marketing need that's coming up quickly as we approach the end of Stay at Home orders nationwide is this question: "How do we safely reopen our retail businesses?"
Today, Stephanie Sweetland from CVENT was our guest speaker at the Marketo Virtual User Group for Manufacturing. Rather than talk about abstract details around marketing technology, we wanted to dive into a real-world example of how a business like a Chevy dealership might use their Marketing Automation and Event Marketing tools in the new marketplace.
So we grabbed an example of a 2013 Lee Brice concert at Carl Black Chevy Buick GMC dealership in Kennesaw, GA. Here are a few takeaway lessons that we address during this session:
Create event programs that keep track of attendance capacity to preserve social distancing standards
Create nurture streams that push dynamic content that attracts people to nested events within their program
Prepare for inclement weather situations by using a webhook between Marketo and AccuWeather APIs to prevent a tornado or a rain out from ruining your event program
Connect CVENT with Marketo to capture event ticket purchases using QR code readers on tablet and smartphone apps
Push relevant, high-value, qualified leads that attend the event to Salesforce CRM
Watch a recording of the Marketo Virtual User Group meeting
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What am I missing here? Using the API, your service could be brought down by exceeding your daily limits as well, but this is avoidable with proper monitoring and paying for more API requests if needed. I see this as a scaling concern, not a DoS vulnerability.
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Hi Courtney Grimes, How do we implement the invisible ReCAPTCHA for multiple websites? I repeated the process you outlined above for one website 1 and it is working great. However, for a different website (website 2) I created a new webhook and it is failing with the website 2 secret key. Do you have any advice? Thanks!
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Hi Eleanor, You know, I never did resolve the ability to post on this specific question. I've been able to post since then, but Sanford Whiteman resolved this question so I just moved on... If you're really stuck, I'd ping Janet Dulsky who has been extremely helpful in resolving any issues I've had with the Marketo Nation platform. Does that help? Michael
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