Scaling up Marketo – Think ahead and clone to own your production time

scaling-marketo

When starting operations in Marketo (or other Marketing Automation platforms) it is common to focus first on producing exactly what is needed and disregarding future implications of the assets. This leads to quite a large amount of single-use assets being created for a sole purpose.

Continuing like this for a few months can lead to an abundance of assets (e.g. Forms & Emails) that are only being used in one or two places and possibly leading to more work and headaches in producing new assets. A common misconception is producing static assets, e.g. autoresponder or alert emails for a sole purpose when creating a program for a piece of content or an event.

Sure, you will be able to clone it and replace texts images and links but the time needed for this will add up over time (and is completely unnecessary).

Create global assets to cut production time

The way to prevent this and to help achieve true scalability of your marketing efforts is to create global assets within the Design Studio. As a first priority, you should not be creating new forms for every landing page, instead create up to 10 standard forms in the Design Studio that will act as Global Forms and trigger based on constraints, for example:

A global content form can be used for your gated content containing approximately 10 fields with progressive profiling used for every landing page related to downloadable content. Every trigger for filling out this form should have a constraint for the landing page on which it is placed.

Benefits include:

  • Standardized form with clear purpose to be reused
  • Progressive profiling collects unknown/new information on every form fill out
  • Minimizes production time of creating new forms

Set up your email with program tokens

Instead of creating a new email for a sole purpose you can create one email in the Design Studio with predefined local tokens for: content link, content image, content name, preheader, call to action, etc.

Using these two methods together as a start will allow for having a content program template with these assets:

  • A landing page (can also be tokenized)
  • Relevant smart campaigns (e.g. Fills out form and program statuses for interactions filtering for the program the lead is in)

This program can be cloned with local tokens replaced to accommodate according to your content or call to action.

Getting your cloneable Marketo process running

  • A clear naming convention for marketing assets
  • A strategy of which fields to be used for specific purposes (to prevent e.g. new fields/forms being created for event sign-ups)
  • Local Tokens to allow for personalizing a global asset – for example {{my.Content Link}} or {{my.Content Image}} – you can read more about these tokens here
  • Internal guidelines for your team to follow – Scaling up requires everyone to be on the same page

The more time put down to making your program template as thought out for production as possible will help a lot when you scale up.

If you would like to know more about this or need some tips send over an email to erik.heldebro@avaus.se.