I think most of us are leveraging system-level tokens and lead-level tokens to personalize content for their prospects, and many are even using program-level tokens (aka "my.tokens") to further customize and make dynamic the content inside of their programs. But some of you are taking it to the next level, placing tokens into folders into "waterfalls" of local and then inherited tokens that cascade into each program. See an excellent blog post on this approach here.
Why take this kind of token folder structure approach? There are a lot of advantages - just to name a few:
Sounds awesome, right? But a little intimidating? It doesn't have to be - it just takes some time and planning.
Grab a variety of the emails and landing pages you are leveraging today. Compare them and mark up what elements, if any, are shared across the assets - or could be with edits to layout and/or content. What is shared at say, the corporate level v. the brand level or channel level v. specific programs? (I find color coding useful for this.)
You'll almost certainly find that your highest-level headers and footers have commonalities across the board. But you'll probably find that content associated with certain brands and/or channel types also tend to leverage identical or nearly identical content - imagery, calls to action, brand messages. This is, in essence, your token plan.
If I can get a program down to two or three local or overridden tokens, with the rest cascading down from the folders above it, then a) I feel a real sense of accomplishment because I'm a total Marketo geek like that but b) I know that I've just drastically reduced the number of touches a Marketo user has to make to a program to get it out the door - that's a huge win.
I have seen Marketo programs go from taking 60 minutes to clone and edit to literally 10 minutes (including testing!) with use of tokens and shell programs that leverage folder-level tokening. That's a metric any marketing organization can feel good about!
In what other ways are you using tokens and how have tokens helped you optimize your marketing operations?
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.