“Times change’.” With more people working from home than ever before, in-person events are being replaced with digital experiences, budgets are slashing, and brands are more focused on serving than selling. It is a time of reflection for many personally and professionally. It’s also an opportunity to pause, take stock, and prepare for the new normal that is quietly emerging.
In most organizations, programs just starting out with marketing automation are more technical than strategic. Marketo Engage is the Ferrari of marketing automation with a wealth of features designed to streamline operations and deliver valuable insights beyond clicks, views and registrations.
Here are three ways you and the marketing operations team can use Marketo Engage to increase efficiency. This leaves more time for strategy development and advancement to the next level.
1. Think about scalability and growth
Marketo is a robust marketing automation platform. One of the main functions is standard program templates and tokens. Basically, programs include tasks for completing and managing event registration, tracking downloads, or sending email campaigns. A central set of design assets helps to avoid redundancy and duplication in your company worldwide. When set up correctly, Marketo program templates and tokens will help your marketing organization become more rational, efficient, and save time and money. At the same time, you can answer important questions about how you can better address your market and improve conversion rates.
Marketo tokens are widely used to personalize emails and landing pages with the recipient’s name. However, they can also be used to improve conversion and efficiency, and make maintenance more manageable. With program tokens you can reach a higher level within a program and not just fill a field with information from the lead file.
Program tokens allow you to define content at the program asset level for emails, landing pages, and other items simultaneously. For example, define creative elements for your templates such as colors and images to make setting up new programs easier and increasing the consistency of all your programs.
You heard right! Marketo tokens allow you to set the format to manage the look and feel of your email design across multiple products or regions with one template, while leaving all other elements of the template unchanged.
Then there are layered tokens:
Inherited: inherited from folder token; Default values are retained
Overridden: Inherited default values are changed for a specific program
Local: Unique to a specific program; can be updated as new tokens are created
A use case for using layered tokens would be if you had a high volume of programs across multiple regions and products. The layered tokens would help you define numerous parameters such as: B. Footer information based on region, product URLs, and other key elements. This would include a folder structure with layered tokens, eliminating the need for multiple design templates for each region.
Marketo has more than 100 tokens to help you with almost every aspect of your programs. For example, tokens also allow you to track hidden form submissions so that you can collect lead information on specific content instead of asking users to fill out forms. This makes for a better user experience and useful tracking and reporting of your program results with assets tied to them.
To successfully apply this strategy, you need a good understanding of what your organization can centralize and how other programs can use these centralized processes and resources. Once you’ve outlined your needs, you’re sure to see scalability at its peak.
2. Prove the contribution to the marketing spend
Although we started this article with “The Times They Change,” one thing has not changed. Increasingly, marketers need to demonstrate the value and impact of programs on the business. The times how many clicks have passed and how many MMS have been created and how many have been converted. Channels and Tracking Campaigns are the basis for reporting on the Marketo program.
By defining and tracking the right status, you can measure the impact of your programs beyond tactical measures like click-throughs and downloads to study MQL conversion and the business impact of your programs. As they say, “What you can’t measure, you can’t track” and Marketo Engage makes it a breeze when set up right.
3. Think globally to start with to increase business impact
When creating your first Marketo Engage templates and programs, consider how you can integrate them globally across regions in order to eliminate redundancies in processes or to reduce inconsistencies in lead processing and to maintain your programs and assets over the long term. You will not regret it!
Through a centralized global standardization approach such as changing lead scores, synchronization with your CRM provides consistent treatment of a lead.
The Center of Excellence is key here and it’s powerful yet easy to do with Marketo Engage.
Time to rise
Don’t set it and don’t forget. Perform an overall assessment regularly so that you can be proactive rather than spending valuable time reactively extinguishing fires. Take the time to review lead scoring, programs, key metrics, and business growth. Run key metrics to analyze and reevaluate how you can get the most from your Marketo Engage investment.
And don’t think that you have to do everything yourself! Part of a good strategy It’s about leveraging those with the expertise and experience you may not have and providing you with the resources you need when you need them.