New Instance Best Practices: Marketing Activities Checklist new-instance-best-practices-marketing-activities-checklist
Marketing Activities houses all the assets and content that make up your automated marketing programs. As you set up a new Marketo Engage instance, a clean and clear organization ensures all users can easily find and manage various programs.
Remember to download the checklists and track your progress.
Organization organization
- Define a consistent naming convention for your subscription prior to building out a folder structure.
- Build a consistent and easily navigable folder structure by referencing this example.
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Create program templates for each channel you've created in your admin section. You can start by importing programs from the Program Library. See specifics in the "Assets" table below.
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Determine which flow steps of the Smart Campaigns can be in a global program vs. a local program.
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Include acquisition, membership, and success tracking as part of your program template to standardize the process.
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Determine a policy on when to archive programs and assets.
- Subscribe to Notifications
Assets assets
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Understand the four program types.
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Import program templates from the Program Library to start.
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Create an Interactive Webinar, the built-in webinar platform, using an Event Program and associate a room with the Interactive Webinar program.
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Set up scoring programs to watch for buying signals on your website and with your content.
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Set up Tokens.
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Use tokens in regularly used program types to increase efficiency. Consider implementing tokens that the organization regularly needs in the global folder.
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Set up Batch Smart Campaigns with filters in the Smart List section.
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Schedule the Smart Campaigns for recurrences such as daily, weekly, and monthly.
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Set up Trigger Smart Campaigns by using at least one trigger within the Smart List section.
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Activate the Smart Campaigns in the 'Schedule' tab to run the campaign actions.
- Create a free-form Landing Page template or a guided Landing Page template for program use.
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Define your forms strategy for global forms vs. local forms.
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To use global forms, use Smart Campaigns to set Acquisition Program for reporting, and use referrer details to assign people to programs/campaigns appropriately.
- Set up Smart List subscriptions in Marketing Activities or the Database for reports you'd like to receive daily, weekly, or monthly (e.g., email performance, person performance, etc.).
- Set up report subscriptions in Marketing Activities or Analytics to basic reports or Revenue Cycle Explorer reports.
Operational Programs operational-programs
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Implement a tokenized lead/person scoring program. Breakout both behavior and demographic scores from the general Person Score.
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Import a scoring program from the Marketo Program Library to start.
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Create a centralized program that assigns values to lead/person source in System Managed fields.
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Import an Operational Data Management program from the Marketo Program Library to start.
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Create a centralized program to standardize incoming data.
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Import an Operational Data Management program from the Marketo Program Library to start.
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Create an Operational program for bounce management to capture all bounce details.
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Import a Deliverability Management program from the Marketo Program Library to start.
- Create programs to ensure you're compliant with data privacy and spam laws such as GDPR, CASL, CAN-SPAM, CCPA, etc.
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Create a program to move leads through your Lead Lifecycle by updating the values for Person Status.
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Import a Lead Management program from the Marketo Program Library to start.
- Create a centralized Smart Campaign that communicates relevant information to your sales team via the Marketo Sales Insights app.
- Learn the benefits of setting up a Subscription/Preference Center.
- Create an Email Performance Report for monitoring email sends and the deliverability trends.