Inherited Instance: Marketing Activities Checklist inherited-instance-marketing-activities-checklist

• Do your programs have a consistent naming convention?

• Do you have a consistent and easy-to-navigate folder structure?

• Are similar program types consistently structured?

• Are period costs put in place?

• Are all programs synced to SFDC Campaigns (if applicable)?

• Do you have flow steps assigning an acquisition program to people?

• Is there a central location set up for program templates?
       If not, choose from several pre-built program examples from the Marketo Engage Program Library.

• Are older programs archived?

• How often does your company review and archive old programs?

TIP: It's good to perform a review every year.

• Are there any campaign errors in the Notifications tab at the top of your instance?

• Are you subscribed to notifications to stay on top of any errors that may arise in the future?

• Are there ongoing Smart List subscriptions in your instance? If yes, who are they going to?

TIP: Consider setting up Smart List subscriptions to go to a team alias rather than an individual. This covers you in case individuals are out of the office.

• Are tokens being used in your most commonly used program types?
       If not, you should consider using them to increase efficiency.

• If tokens are implemented, are there global folder tokens? How are they being used?

• Are there live Engagement Programs running?

• How many people are exhausted?
       If there are many exhausted people, consider adding content.

• Are people engaging with the content?
       If not, consider updating it and/or A/B testing.

• Have you encountered any people in multiple engagement programs? Should they be in more than one?

• How many recurring Batch Campaigns are there?

• Should any of them be deactivated/archived?

• How many Trigger Campaigns are there?

• Should any of them be deactivated/archived?

• Should any Trigger Campaigns be changed to Batch Campaigns to improve processing efficiency?

• How many programs have local forms? Should these forms be turned into global forms?

• Are they capturing appropriate data for your Marketing and Sales teams?

TIP: Limit the number of local forms to ease updating and alignment to changes with data privacy and opt-in/opt-out policies. When creating a form, what questions need to be asked? If the information gathered doesn't change and advanced form functionality doesn't shift, consider a global form instead of a local form.

• Where do you use global forms? (Marketo Engage Landing Pages vs. non-Marketo Engage Landing Pages)

• How do your global forms point users to a thank you page (via hidden form field or within your CMS' page template)?

• Are there form fields that you should consider adding or removing?

• Are there picklist values that you should change?

• Do you need to consider progressive profiling?

• Are all your required fields for CRM sync and marketing needs included?

• Do your global forms consider your data privacy & legal requirements for opt-in strategy and management?

• Do you have a centralized person scoring program in place?

• Does your person scoring both increase and decrease scoring?

• Do you have a centralized program assigning values to person source fields?

NOTE: Marketo Engage automatically gathers data in a source field regardless of operational programs.

• Do you have a centralized program in place to standardize incoming data?

• Do you have a centralized program to deal with people that bounce?

• Do you have programs to ensure you're compliant with data privacy and spam laws?
       Consider GDPR, CASL, CAN-SPAM, CCPA, etc.

TIP: Remember to always consult your Legal team on these issues. Ask your team about previous initiatives to maintain compliance before making any changes.

• Do you have a program to move people through your Person Lifecycle?

• What values are available for person status?

• Pull an Email Performance Report for sends in the past few months. How does email deliverability look?

• If your email deliverability isn't as strong as you'd like, consider investigating and implementing email deliverability best practices such as SPF and DKIM.

• Are you reaching out to your full marketable audience?

• Do you have a Subscription/Preference Center set up? Is it operating as it should?

• Do you have a program or flow steps in programs to send Interesting Moments to Salesforce appropriately?