Is your craftsman Marketo house ready for a remodel? We’ll work from the foundation up, taking a look at key product and program features including: Request Campaign, Workspaces, Campaign Sync, Tags, Reporting and Real-Time Personalization. We’ll give you the power tools to overhaul your programs without collapsing the overall structure. Then, we’ll drill into campaign structures and reinforce them to increase their load-bearing capabilities. You’ll be left with a fully renovated instance, so put on your hard hat and let’s get to work!

1. 1
This Old House:
The Marketo Mansion Instance
Audit
Kristen Malkovich
Solutions Architect | Marketo Champion

2. 2
Rebuilding Your Foundation
Does it scale?
• Request campaign
• Workspaces
• Salesforce Campaign Sync
• Tags
• Real-Time Web Personalization
• Account-Based Marketing
Disclaimers: This information is controversial and I love Tom Silva

3. 3
Request Campaign
The problem:
• The more you have, the longer
it takes for the system to
process
• Any programs utilizing request
campaigns don’t scale for
larger instances
• In terms of how marketo ‘sees’
the campaign, it is deprioritized
• Triggered campaigns are
prioritized over request
campaign

4. 4
Request Campaign Rebuild
Solution:
• Use static lists! Have a static list per program status
• Create custom program statuses; better to have additional
channels with custom statuses than request campaigns
• Don’t forget: if people need to flow through the program
multiple times, make sure you remove and re-add them
• Benefits: Manipulate the data in a
more robust/seamless manner for
reporting
• Best benefit: makes troubleshooting
easy

5. 5
When to use Request Campaign
Request Campaigns are great for:
• API Integrations
• Salesforce 1 (allows reps to directly add leads to Marketo
campaigns)
• Program examples:
• Long-term nurture (not purchasing in the even-borderline-
near future)
• Reps removing leads from emails during buying cycle
Other than that, just don’t do it.

6. 6
Workspaces & Partitions
What they are:
• Workspace: Micro-instances of Marketo with separate user
permissions
• Partition: A gigantic lead list that does not sync with CRM
When you need them:
• Field marketing teams,
International marketing teams,
contact record reaching close
to 1mil, multiple product lines,
sub-companies/recently
purchased companies

7. 7
Workspace Faux-Pas
Don’t:
• Create a lot of lead partitions with complicated routing rules
• Create unnecessary workspaces; create them as needed for
specific reasons
• Make it complicated! Workspaces should only enhance your
marketing, not make anything or anyone’s job more difficult
• Create too many permission
based rules

8. 8
Workspaces & Partition Nuances
• When to use partitions:
• Lead lists that require additional vetting before CRM
(Purchased lists, web crawlers)
• Intentional duplicates
• Examples: user groups, multiple product lines/practices,
specialized/targeted marketing campaigns
• Moving leads between partitions
• Logic can live in admin section or inside of workspace
associated with partition
• Best practice:
• Admin section for regional assignments (IE--obvious ones!)
• Otherwise, build within programs inside of workspace
• Don’t move leads around a lot; keep your assignments
(and reasons!) simple

9. 9
Salesforce Campaign Auto-Sync
Don’t. Use. It.
• With high lead volume, it will sync unnecessary leads to
campaigns
• Rep miscommunication
• Doesn’t build in campaign hierarchy
• Sloppy
• Prevents you from using accurate and simplified campaign
based reporting
When you can:
• Operational campaigns.
Go hog wild.

10. 10
SFDC Campaign Auto-Sync Overhaul
• Create campaign templates in SFDC
• All statuses should match program statuses
• Create parent campaigns!
• Think along the lines of how you want to report
• Add SFDC sync steps to all program templates
• For current SFDC campaigns, turn off expired active
campaigns; aim to implement the following quarter
Bada-bing, bada-boom
beautiful campaign-based
reporting!

11. 11
TAGS: How to Screw Them Up
Most notable thing: they are permanent!
• Create tags that don’t scale
• Example: team member, quarter, year
• But if you plan on growing your Marketo team this doesn’t
work long term and is overall annoying.
• Create tags that are only applicable for a short period of
time
• Not use them!

12. 12
TAGS
When to use them:
• Every program!
• Even without RCA, they assist with organizing your
marketing efforts
• Examples:
• Team, Program Type (grouping custom channel types that are
related), Theme (obvi),
Identifying target accounts,
ABM
• Best practices:
• Make them required
• Only apply them to
certain channels;
each tag doesn’t have to
be across all channels

13. 13
Web Personalization
What it’s great for:
• Creating targeted campaigns for identified
demographics/personas
• Personalized user-experience
• Integrating marketing campaigns with website
• Account-Based Marketing!
• Targeted Ad-retargeting
• Content suggestions and reporting
Takes your marketing campaigns
outside of the inbox, and creates
homogenous user-experiences…
with reporting included!

14. 14
Account-Based Marketing: When and How To
High-value, large, enterprise companies are
comprising an ever-expanding portion of your sales
• Segment your database, identify which programs will be
targeting these demographics
• Even can create a tag for programs specific to ABM!
• Blow up your profiling;
create a profiling/scoring
strategy that flows over
and is specific to
accounts

15. 15
ABM FOMO
Don’t:
• Think you need to implement ABM just because “everyone”
else is
• Implement unless you ARE targeting enterprise
• It’s expensive!
• Tactics are different
• It’s time consuming
• It’s good to have another team working specifically on ABM
• Have FOMO about not implementing it

16. 16
ABM Marketo/SFDC Account Based Scoring
• Step 1: Create field to identify ABM contacts in SFDC
Marketo
• Step 2: Remove them from traditional lead scoring program
• Step 3: Score them based off ABM interactions only
• targeted web pages, and programs inside of marketo
• Step 4: Use APEX code on account create account score
• can weigh or create average; test both to see which
works best
• Use your account based score to:
• Tell enterprise reps which accounts to target first
• Use in your campaign influence reporting
• Compare to your overall program success

17. 17
THANKS!
Kristen Malkovich
Solutions Architect | Marketo Champion
Kristen@Perkuto.com
twitter.com/kristen_malk