The best setups in Marketo are robust and scalable, allowing you to minimize the amount of effort required to create marketing programs. This presentation will walk you through how to architect Marketo for a best-practice setup, using a lead processing program as the primary driver, creating programs with hooks that latch in, and allow you the most flexibility in creating programs quickly and with the appropriate amount of energy. In this presentation, see how you can create a well-architected Marketo instance that's easy to use, easy to report on, and easy to innovate. Never ask yourself 'what does that do' again, and never worry about accidentally breaking programs again.

1. April 15, 2015
Edward Unthank
Founder and Lead Marketing Technology Consultant
@EdwardUnthank
Etumos
Architecting a Robust and ScalableArchitecting a Robust and Scalable
Marketo InstanceMarketo Instance

2. Agenda
• Goals
Page 2
• Token Madness
• Daisy Chains
• Lifecycle Processing: Hooks and more

3. Download
all the things
LOTS OF THINGS TO WRITE DOWN?
Here’s where you can get all the resources!
Page 3
etumos.com/Summit2015?utm_campaign=hi+edward

4. Goals of a Robust &
Scalable System
Page 4
• Minimize clicks and time
• Minimize overall errors
• Make reporting obvious and easy to use
• Scale from 1 to 10 FTE MOPS
• Scale from 1k leads to 10m leads
• Scale from 100 daily visitors to 100k daily visitors

5. Two Duties of
a MarTech
Page 5
EFFICIENCY: EFFECTIVENESS:
Reaching task completion with as little
time, energy, and money as possible
(returns equal).
Achieving the greatest conversion rate
possible (investment input equal).

6. Token
Framework
Page 6
[CATEGORY] – [SUBCATEGORY]_SPECIFICS
• Hierarchy Level:
• Universal
• Folder
• Content
• Subcategory Examples:
• Asset
• LP
• TY

7. Token
Framework
Page 7
TYPES AND USES:
•On-screen content
•Meta tags
•Operational elements
•Web development
•Analytics
•Conversion pixels
•Miscellaneous
[Category] - [Subcategory]_[Specifics]

8. Page 8

9. Page 9

10. Page 10

11. Master Routing
Programs
Page 11
• Uses complex filtering to route leads
to the appropriate smart campaigns
• Run by smart list membership
• Tokenized exception reporting email
• “Master” smart campaign routes leads
to individual smart campaign for next
flow steps

12. Master Routing:
Cascading Logic
Page 12

13. Master Routing
Programs
Page 13
• Consolidating your triggered steps into
one organized location.
• Daisy-chained programs together,
each hooking in another processing
program.

14. Master Routing E.G.:
SFDC Sync Backup
Number
14
• Need for more API-call efficient sync
to SFDC, while still having timely
backup
• If a lead isn’t synced after 30 minutes
via a program, manually sync the lead!

15. Combination Example:
Demo Gating
Page 15
DEMO SCORING: DAISY CHAIN

16. Tokenized
Exception Email
Page 16
DEMO GATING:
MASTER ROUTING

17. Miscellaneous Tips
Page 17
• Build and write to the templates
• “But Edward, I don’t want to over-optimize at the expense of effectiveness!”
• High quality is the bar. Your job here is to get the fastest and cheapest route
to that high quality bar.
OPTIMIZATION COMES FROM AUTOMATION AND STREAMLINING PROCESSES.

18. Folder
structure
Page 18
• !Universal
• 1. Prospect Marketing
• 2. Customer Marketing
• 3. Partner Marketing
• ZOP – Operational
• ~Archive

19. Thank You!Thank You!
etumos.com/Summit2015?utm_campaign=bye+edward