If you're using Marketo Engage, you're probably nurturing your prospects through the buying journey until they're ready to seal the deal. Now nurturing doesn't have to stop once the sale is completed! Our Customer Marketing Adoption team has taken engagement programs beyond the regular sales cycle to drive customer success through regular touchpoints.
In this Summit session, you'll learn how to:
Engage your customers with relevant content, personalized to their stage and behavior
Create an integrated nurture system
Coordinate your efforts across multiple channels with Marketo Engage
@Katie_Pedroza2 and I walk through some Marketo Engage ideas and tips (with screenshots) to drive a consistent and scalable customer experience. Check out our session recording here: https://www.adobe.com/summit/2020/omnichannel-nurturing-and-customer-engagement.html
Let us know your thoughts and ideas in the comments!
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**Posted on behalf of Kelly Jo Horton - Principal Engineer, Marketing Operations & Technology at ROOM** @Kelly_Horton1
Many of you have seen my Lead and Data Flow diagram and asked me for an editable version. I am finally getting around to making it available for anyone who is interested. It started with this.
This diagram was born out of necessity, when I started a new job at Docker, and after a quick audit of the Marketo instance decided to tackle the issue of the thousands of API errors I was seeing daily. I asked for an architecture diagram, so I could see all of the lead and data sources that could potentially be causing the errors, and one didn’t exist. So I decided to create one.
Creating this diagram has so many benefits:
If you’re new to a company this forces you to get to know your key stakeholders, and find out who is responsible for any platform that is integrated with Marketo, and who is responsible for any external sources sending data or activities to Marketo via the REST API.
It’s a great way to familiarize yourself with whatever new universe you just inherited. I find that mapping everything out visually really helps me evaluate and troubleshoot the current state of the stack.
It’s a great way to learn the marketing and sales processes, and understand the lead lifecycle.
The diagram was critical to me being able to troubleshoot the thousands of API errors I was seeing every day.
I have continued this tradition since I started at ROOM, using diagrams like this as a visual roadmap for my key stakeholders. I publish them to our internal Business Systems Confluence page, and invite people to comment and suggest additions or corrections. I have a “Current State” version and a “Future State” version that is a great visual when presenting the MarTech and systems roadmap to non-technical stakeholders. I also keep a technical version that shows details like the API username for each integration, a short description of the type of data being pushed to Marketo or pulled from Marketo, and a detailed diagram of any middleware flows and triggers.
This is a great exercise for a new employee, even if this diagram already exists. Have them start from scratch and create a new one. The newbie may have a different perspective!
I have created different versions of my diagrams in draw.io and Gliffy (in Confluence). Both of these tools can import multiple file formats, so hopefully one of these will work for you. You can create a free draw.io account: Take me to draw.io
You can download the .gliffy, . xml and .vdsx versions of the diagrams from Google Drive. I have more examples, but I still need to export them and add them to the folder. Keep checking the folder!
Share Lead and Data Source Diagrams
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Getting started in an inherited instance can feel overwhelming with pressure to ramp up quickly and efficiently while still being thoughtful and thorough. Generally, the best place to start is to audit your instance and now you can use this Inherited Instance audit checklist to guide you through that process!
BONUS: Want some extra tips and best practices from various Marketo Engage expert users? Sign up for the Jumpstart Inherited Instance email series to get those resources delivered to your inbox every week!
A huge thank you to all the Marketo Champions and users who helped me by providing insight on their experience with an inherited instance! Special thanks to @Grace_Brebner, @Jessica_Kao3, @Sydney_Gordon2, @Amanda_Thomas6, @Amy_Goldfine, @Ajay_Sarpal2, @Angela_Ruggeri1, @Ashley_Langfor2 , @Natalie_Kremer , @Brooke_Bartos , @Kelly_Horton1 , @Nicholas_Hajdin, @Tori_Forte1, and @Katie_Pedroza2 for reviewing this checklist, providing feedback, and creating content for this program! Advocates like you are the reason this Community is as fantastic as it is!
Have suggestions for more best practices? Comment on this post or message me directly!
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I know this is a little late, but I just encountered the second issue you posted in here and it turns out I was trying to send out the Champion/Challenger test through a batch campaign that was being called by a nurture stream and for some reason, Champion/Challenger tests only work through trigger campaigns in that structure. That seemed to fix the problem for us!
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Getting started with lead sources in Marketo Engage? Define your lead source criteria and smart lists beforehand with this Lead Source Champion Worksheet created by @Jessica_Kao3!
A Few Lead Source Best Practices To Get Started
Don’t be too specific with your lead source information, or you’ll end up with cluttered data. You generally want 10-15 lead source options.
Consult with the appropriate stakeholders and decide on your lead source values before implementing in Marketo Engage. You should only set them once.
Using a single operational program to assign lead sources in your instance makes the process more scalable and easy to troubleshoot.
Find more Lead Source best practices from Jess Kao in this video !
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You’ve completed your implementation, the previous system has been checked for any delta opt-out requests, all of the relevant programs and data have been migrated over and you’ve kicked off the process to begin sunsetting your old platform. So now you’re probably thinking to yourself, “What’s next?” This is where we left Naomi Liu, Director of Marketing Operations at Electronics For Imaging (EFI), in our last blog post covering her strategy to organize a global, cross-functional Marketo implementation. Naomi’s team successfully launched their new Marketo instance on July 1st, just as the contract with their old platform was set to expire. In order to ensure there was plenty of buffer time, Naomi and her team were slated to complete their migration 1 week before their old system was shut off. This helped account for any unexpected delays or challenges as well as an opportunity to perform a reconciliation as dual systems were run for a period of approximately 6 weeks. Fortunately, everything went smoothly which left her and her team facing their next big challenge: internal technology adoption and education. The Challenge Up until this point, the Marketing Operations team kept stakeholders up to date via a steering committee call, where various leaders would attend a weekly meeting and provide input on implementation decisions. Now that Marketo was live, the team had to dive deeper and educate each business unit on the parts of Marketo that were relevant to them. During this process, Naomi had 3 main objectives: Educate herself on the new tech stack capabilities Support her own Marketing Ops team as they went through training Deliver training to each of the global business units Always Start At Home Naomi’s first step was to become a Marketo subject-matter-expert. During both the evaluation and the implementation phase, she was a regular reader of the forums and poured through documentation. Post go-live, this did not slow down and she spent months reading as much as possible and regularly explored the Marketo Product Docs and Community. Throughout this process, she also developed some good tips to be as effective as possible when ramping up her own team: If you have multiple people on your marketing operations team, stagger when they attend the Core Concepts 1 and 2 courses – nobody on her team attended the same class with the same instructor. This way, team members may learn something different in their class from their specific instructor that they can share with the broader group. Use Marketo University’s on-demand free training videos . These are short, digestible, and a good place for your team to start their Marketo education. Whenever members of her team learned something new that they didn’t think the rest of the team knew, they would share them in a group setting during their weekly team calls. Once she found her footing, Naomi turned to her next big task: developing a series of EFI specific training modules which she would deliver to her marketing business partners – sixteen to be exact! Internal Training Roadshows Since Naomi was working on a global scale, she decided to go on a roadshow-style tour to bring her training to each of her marketing business partners. At each office, she conducted in-person education sessions with multiple modules which were tailored to each business unit. Each module focused on a different aspect of Marketo and had a deck associated with it. A sample of some of the modules are listed below: Session Title Objectives Marketing Operations Review · Marketing Operations team updates and responsibilities · Overview of Marketing Technology stack and processes · Campaign creation (end-to-end) · Review current processes to identify/bridge gaps Marketo Walkthrough · High level walkthrough of Marketo · Campaign types and naming conventions · Marketo + CRM integration Emails + Landing Pages · Overview of email and landing page templates · Examples of live landing pages · Email + landing page best practices Event Management · Registration pages + iPad check-in app Marketo Sales Insight · Sending and tracking emails from Marketo Sales Insight · MSI Outlook Plugin Reporting and Analytics · Reporting walkthrough · Email, landing page and program performance · Building your own reports · Email and performance Insights Content AI · Review Content AI functionality · Review assets eligible for Content AI · Map out process (when/where) to use By adding in quizzes, using recorded video where possible, and keeping track of action items from each training session, Naomi managed to run 7 separate training sessions in 3.5 months and the feedback has been phenomenal. The approach that she took was that everyone is a steward of their own success and learning – that she was not there to talk at them but was there to bring them along a journey to level-up their digital marketing knowledge. Now Naomi and her team are moving into day-to-day Marketo operations and have posted documentation for internal teams to access. How do you conduct your Marketo trainings? Comment below and let us know!
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In this edition of Peer Perspective, Marketo Champion Kyle McCormick dives deeper into his company's Marketo Engage implementation. You'll learn about the challenges he faced and his tips on how to successfully and efficiently drive your onboarding process.
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Love this, especially breaking out the archive folder! One other tip that I've found to be helpful when naming programs is to include the program ID in your naming convention to increase your efficiency (see this blog post to learn more: /blogs/marketowhisperer/2015/07/06/why-you-should-start-including-program-id-in-your-naming-convention ). Thanks for sharing, Natalie Kremer!
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Here's an example of one of our pieces of content on starting your documentation: https://nation.marketo.com/community/product_and_support/blog/2019/01/09/marketo-governance-and-documentation
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If you're interested, Lisa Forson, my team (Marketo Customer Marketing Adoption) has put together a program, Marketo Jumpstart, that sends weekly emails to send some helpful content over to users through their implementation. We also have the Marketo Success program to help users cover the basics of the Marketo solution's core features, which is probably a little less of what you're looking for, but might be helpful for other people on your team who are less familiar with Marketo Engage! Sign Up for Marketo Jumpstart Sign Up for Marketo Success
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I'm so glad this is helpful for you, Jessica! My team is in the process of creating a short 5 week email series for new users to help them ramp up and pointing them to content like this post. It should be available within the next couple weeks, but I'll let you know once that's live!
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So great to hear, Anne Citarelli! I loved learning about the process that your team went through and was very impressed by how thorough and thoughtful you were in not only your Marketo implementation planning but in how you worked across the other departments. So great to have examples like this of awesome Marketing Ops teams!
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Exactly, Amy Goldfine! What I found so compelling about EFI's story here was that they managed to coordinate this across so many teams so seamlessly. It really spoke to how thoughtful the Marketing Operations team was about how they engaged and the extensive planning they did beforehand to make this a success! A smaller company's migration to Marketo will certainly require less formal orchestration like this, but I wonder whether a scaled down version of this steering committee might still be beneficial to maintain regular communication and alignment? Did you find that to be an issue at all at your last role?
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Onboarding Challenges: Time, Resources, and Scope
When you have 6 months to get Marketo up and running before your previous solution’s contract expires, your onboarding team has to move quickly but thoughtfully. This can be a real challenge when you’re a global, enterprise company and your team has to coordinate needs and constraints across a number of business units and ensure Marketo is properly set up by the fast approaching go-live date, all while continuing to keep the lights on with all your other projects. These were the challenges Naomi Liu, the Director of Marketing Operations at Electronics for Imaging, Inc., faced as she brought Marketo on for her company. Her small but mighty team of four were tasked with standing up their new instance within 6 months, while accommodating their global business units’ requirements and learning Marketo as they worked.
While onboarding Marketo itself is a significant project, Naomi’s team had a few additional directives:
Align objectives and goals for Marketo globally across several business units
Provide customization for each team, while also ensuring the implementation is completed in a timely manner
Allow each business unit ownership over the project while still maintaining an efficient, centralized process
Steering Committee: Balancing Control and Customization
Her solution – create a steering committee with her team at the helm. Naomi established a weekly touch base meeting with her team’s Marketing Business Partners which included a representative from each business unit and regional corporate marketing lead. At each weekly meeting, she would share a 3-part deck:
A review of progress since the previous week’s meeting
Feedback items needed for the next week’s meeting
“Show and Tell” to showcase new features of Marketo that were new to the business. Some examples included: Marketo <> Webex integration, flexible landing pages, and a revamped lead management process
These leaders would then leave each meeting with “homework” to take back to their teams and fill out before the next meeting. These assignments varied based on the implementation’s focus for that week, including worksheets on which roles or titles to include in a global form picklist or lists asking which modules each team would like to see included in the Marketo email templates. This format helped individual teams own key decisions that affected their business units while ensuring the project could move forward with regular deadlines and a centralized decision-making team.
Marketo Launch and Beyond
At the 4 week countdown to go-live, Naomi and her team began working backwards through their processes and integrations to disable the old platform and turn Marketo on. Partnering closely with IT on their Salesforce and middleware integrations, with Sales Ops on their lead management flow and sales enablement, and with great support from their implementation partner DemandGen, the Marketing Ops team successfully transitioned over to Marketo as scheduled! In order to test and monitor for any potential gaps, Naomi had a “soft” go-live date for Marketo a week before they had to officially turn off their old platform. By the time the process was complete, the team had:
Rebuilt 218 unique audience segmentations
Audited 5,500 campaigns, consolidated and migrated 115 campaigns without impact to the business
Audited 3,500 forms, consolidated and migrated 360 forms without loss of data!
What’s next for the EFI Marketing Ops team? After their successful migration, they’re moving forward on training their teams in Marketo and developing training materials for their marketing business partners to showcase the “art of the possible”, featuring 20 new capabilities available to the team now that they have Marketo.
Here are a few of Naomi’s tips to maintain a clear, forward-moving process:
Determine beforehand which topics are worth bringing forward to the steering committee and which should be decided by the centralized Marketing Ops team. Keeping the topics straightforward and prioritizing which decisions go out to the larger teams will help you keep this process moving
Don’t try to do everything at once because you won’t end up doing anything well. Prioritize your task list and focus on a few items at a time.
Don’t implement something halfway that you think you’ll go back to later because it’s unlikely that you’ll have time to get back to it. It’s important to get it as close to final as you can right from the start.
Without clear boundaries, decisions that need to be made during the implementation process can be quickly de-railed. Open ended, “decision-by-committee” questions can slow down forward-moving progress. To streamline your decision-making, come prepared with a suggestion that brings the team 80% of the way there and have them fill in the blanks.
How have you aligned internally around your Marketo instance and what advice do you have for other new Marketo customers beginning their Marketo onboarding? Leave your tips and comments below!
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Is it possible to have a Marketo smart campaign (that could add a lead to a program) trigger off of the contact owner clicking into the alert email (not an actual lead clicking into a regular email)? I've just tested it and it doesn't seem to work but I'd be interested to hear if anyone else has had managed to pull that off.
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I wanted to share another awesome channels resource from Summit 2019: Abby Ryan's talk, "Time to Change the Channel and Increase Your Business Impact". Some really great insights into which channels to consider, how to set them up, and how to use them in reporting! Adobe Summit 2019—The Digital Experience Conference | March 24–28, 2019
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That's a wonderful idea, Beth Massura! Having that charter align across shared objectives will help spread accountability, so it's not just on your Marketo team to enforce the rules you set up. Has your organization started that process already? I'd love to hear any advice from you on bringing those learnings out to your teams and/or keep those processes updated as your organization's objectives shift.
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A majority of customers find their consultants to be their most valuable resource during their Marketo onboarding. However, we also know your time with them is limited. Check out the following advice - most of it sourced from Marketo consultants themselves - on how to optimize your onboarding experience right from the get go. What are some of the pitfalls I should look out for during onboarding? Users that don’t look at Marketo learning resources or take Marketo-recommended trainings before working with their consultant will often end up spending valuable consulting hours trying to understand basic Marketo concepts. Take some time to check out the Marketo University free trainings , Marketo University Online , or purchase the Marketo Core Concepts course . Start thinking long-term about content you’ll be using for your Marketo programs. Which type of email and landing page assets will you need? Are you producing creative assets from scratch or repurposing content from previous marketing campaigns? Creating those Marketo program may seem far away now, but waiting on creative assets can often be an unforeseen bottleneck. Build out your Marketo documentation as you set your instance up instead of trying to document it all after your implementation. This makes the task of recording your Marketo admin choices much easier and helps you make informed decisions throughout your implementation. Because Marketo often pulls in data from a CRM (and sometimes pushes out to it, too), data quality can have a huge impact on your Marketo implementation. If you have the time and resources available, clean up your data before integrating with Marketo. Many companies don't have clearly defined, consistent processes to manage lead handoffs between marketing, telemarketing and sales. If they do, they often only have them for prospects, and not for existing customers that research additional products. Take the time to connect with other teams and map these strategies out while you’re building in Marketo to ensure you will get the most out of your use of the platform. Be sure to involve your leadership in the implementation right from the start. Leaders that are hands-off won’t always understand the capabilities of Marketo, whereas leaders who are involved and invested in Marketo can help set you up for long-term success. How do I make the most of my consulting hours? Be sure to complete the recommended Marketo trainings before getting started with your consultant. That way, you can spend your time working through your implementation and not on Marketo basics. Submit support tickets on your own - it’s good practice, plus you won’t be using your consulting hours for this. Make sure you’ve contacted the teams that need to get involved early. You don’t want to get on a call with your consultant and be waiting on a deliverable from IT or Sales Ops because they didn’t know they had a role in onboarding Marketo. Set some time aside to do a bit of learning on your own each week. Check out the Marketo Product Docs and Marketo University videos . Where should I go if I need help during my onboarding? Ask your consultant for instance-specific questions. Note: Asking your consultant for help outside of your regular meetings will generally eat into your consulting hours Submit a Support ticket on the Marketing Nation Community. Note: You’ll need to have your authorized contacts configured in order to communicate with Support. Check out the: Marketo Product Docs - how-to guides on Marketo features Marketing Nation Community - open forum with blog posts, product discussions, Q&A with fellow users, and the Support portal Support Office Hours - available to customers with the appropriate Marketo Launch Pack; regularly scheduled time to bring your questions to Marketo consultants Note: These are only available to customers who have purchased a Marketo Launch Pack. You must register before each session in order to attend these office hours. Partner Blogs - our extensive partner ecosystem is a huge asset for Marketo users. Search through Marketo Partners’ sites and blogs for additional tips Peer Content - sometimes typing out your question in Google will bring up some awesome content from other Marketo users! A huge thank you to the Marketo Professional Services Consulting team for sharing their knowledge and advice with customers!
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Absolutely, Amy! I love how specific this advice is and re CRMs it really makes a huge difference if you're thoughtful about which fields you're integrating into Marketo and plan it out beforehand. For anyone working on that process, the lovely Juli James has made this helpful template to map your CRM fields to Marketo.
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While there's no perfect recipe for success for your Marketo implementation, most Marketo users can agree on two things that'll make the process a whole lot smoother: 1. Plan ahead of time: It's always a good idea to keep a plan or timeline around your implementation so you can make sure you're hitting your goals and pulling together the resources you'll need well in advance. Remember that implementation is an ongoing process and building some flexibility into your plans will help you stay realistic about your plan. 2. Get your leadership involved: Leadership buy-in and support is a huge differentiator for long-term Marketo success. Keeping your internal stakeholders aware of your goals and up to date on your onboarding process will make sure they feel invested in the process and in Marketo. Whether you're scheduling regular meetings with them or sending out an update email each week, maintaining regular contact will make sure they're on the same page as you and will help them manage their expectations around your organization's Marketo onboarding. Check out the attached resources to help you get started: 1. Onboarding Milestones Template: Use this template to outline some specific milestones during your onboarding and identify the teams and resources you'll need to engage before you go live. 2. Internal Communications Guide and Template: Once you have your milestones laid out, use this guide to draft regular updates to your key stakeholders. Have a couple tips or implementation advice of your own? Help your peers out and share them in the comments below!
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This is really useful, Amy Connor! I know even my team struggles with keeping track of changes in our Marketo instance and I think having a log like this is incredibly valuable. Thanks so much for sharing!
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Sanford Whiteman our Marketing Ops team actually found the error! Turns out I had created the email in one program, which had the correct (naked) URL, but the test smart campaign was based out of a different program, which still had the additional " https:// " in the token. I took that out and it works now!
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Sanford Whiteman I'm actually having the same issue as this one, but I'm the only one who's touched the tokens with the URL and they're naked (without the https:// ). I can't figure out why this is working appropriately in a sample email to myself but not in a test email sent to myself through a smart campaign. Any thoughts?
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“Imagine you win the lottery today and quit your job tomorrow. Would someone be able to step right in and take over your Marketo instance?” This is the mindset Tori Forte, Marketo consultant extraordinaire, recommends as you’re thinking about documenting your Marketo instance. In fact, good documentation can be nearly as important as the actual implementation itself. Keeping track of changes and decisions you’ve made during your instance setup can help you:
More easily train additional users in a scalable way
Build more efficiently in Marketo long-term
Maintain the health and hygiene of your instance moving forward
Make the transition process much smoother for a new Marketo admin if your team experiences any turnover
There are a couple different types of documentation you can produce. A governance guide outlines your instance setup in detail with topics such as program/folder structures, communication limits, and more. This would be a living document that users would turn to in order to identify your specific best practices and governing standards for your Marketo instance, and would mainly be for your Marketo admin or main user. In addition to a governance guide, your team may need supplemental enablement documents or training materials to help them get up to speed with Marketo. These could include exercises to practice working with the platform, quizzes to pass before being granted access, or a list of what your users are allowed to do in Marketo. These would be aimed at all Marketo users in your organization. Whether you’re putting together a full blown governance guide or are simply documenting the key aspects of your setup to start, writing down the decisions you make during onboarding will help you and your team be successful with Marketo. Getting Started on Your Documentation
Having trouble getting started on your guide? Tori suggests first focusing on the most important aspect of your Marketo documentation: your Admin Setup. “Make sure you’re writing down all of your behind-the-scenes decisions so if anyone needs to take over your Marketo instance, they’ll be able to understand how and why your instance was set up the way it is.” It’s crucial, Tori points out, that you “ don’t just document what was built, but why it was built that way .” This helps a future admin (or even future you) avoid repeating decisions that didn’t work out or wasting time going down dead ends.
Another recommendation from Tori to establish the success of your documentation is to “ensure every rule you make has an owner to enforce it down the line. Lack of enforcement makes writing those rules moot .” Check in with your team and put a process in place to make sure this documentation will continue to adapt and stay relevant, as well as stay top of mind for your users. Tips and Tricks
Whether you’re documenting a new/existing instance or creating training resources for your organization’s Marketo users, consider these tips from one of our resident Marketo experts, Kylie Peters :
“ Over-document, over-communicate, over-test! If it feels like you’re doing enough, you might not be doing enough.” You never know what might be useful to you or your team in the future, so be sure to add in details and keep other teams in the loop!
“ Be ‘new-hire-minded’. Write the documentation for someone who’s never used this technology before.” Once you become familiar with Marketo it can be easy to take a lot of background knowledge for granted. Make sure you’re creating your enablement and governance documentation with the most basic user in mind. Consider including some definitions and best practices directly into your training documentation if they’ll help new users get up to speed.
“ People have different ways of processing and understanding information so it helps to use a combination of written points, pictures, videos, and hands-on exercises in your trainings.” Instead of just writing a block of text to send out to your team, include some interactive content or a couple different formats within your enablement documentation and training.
“ Run the documentation by someone who’s never seen Marketo before and ask them if they have any questions.” Not sure if your governance and enablement documentation is clear? Ask someone who’s never used Marketo to take a look and see if they can follow your trainings. This will give you a good fresh perspective on what you’ve put together and how you can improve it.
“It’s important to remember that training documents are very different based on your needs and your instance .” Unlike governance guides, which should be as comprehensive as possible, enablement documents should be produced based on your organization’s need. Keep in mind that what might be important to document in detail for one instance or one user could be less relevant for others. You should know your instance and users best, so create your training documentation accordingly.
Marketo Documentation Sample Topics
Use these topics to guide your initial Marketo governance documentation plan. It may help to take it slow and start with a few topics that are important to your particular instance, then expand from there.
What is Marketo and what are its purposes for our organization
Purpose of this Documentation
Process to Maintain/Make Changes to Governance Guide
Administrative Set Up
Workspaces and Partitions
User Roles and Responsibilities
Smart Campaign/Email/Program Settings
Building In Marketo Instance
Center of Excellence (COE)
How does the sync work
GDPR & Compliance
Check out an example of Channel Documentation here .
Start documenting your instance today! Be sure to involve your whole team - whether that’s just you or a team of 10 - and revisit these docs every month to keep it up to date as your use of your Marketo instance grows.
To regularly receive content to help you through your Marketo onboarding and implementation, sign up for the Marketo Jumpstart series.
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Are you getting ready to integrate your CRM with Marketo? To make the process smoother, be sure to map out your fields and their relationships before you connect the two systems. Check out this worksheet put together by the one and only Juli James to get started! To regularly receive content to help you through your Marketo onboarding and implementation, sign up for the Marketo Jumpstart series .
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Thanks, Lynn Ray Pardo! I learned a whole lot while putting it together. Glad to hear it's helping your team members! Don't hesitate to let us know if you come across more terms you'd like to see on there!
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