How to Administer a Marketing Automation System
As an administrator of Marketo, or any marketing automation system, you have power to do many things. The wise use this power carefully, delegating some of it to trusted marketers. Security and Users of Marketing Automation Administrators must decide on the Roles and Users to be allowed access. If you have ever administered a CRM…
How to Use Marketo Analytics Effectively
When people begin using Marketo, they very often ignore the Analytics section for awhile. This makes sense because there isn’t much data there the first month or two. But then the Director or the CMO comes by and asks, “How are our leads doing this month?” So what do you do when the reporting system…
Marketo Forms 2.0 Tutorial
On January 24, Marketo released the long awaited “Forms 2.0” creator, which changes the game for many of us non programmers. Instead of having to find a JQuery and Javascript programmer to assist with iFrames or making fancy looking forms, you can do nearly all of that yourself from the comfort of your own screen….
Using Marketo Interesting Moments vs. Tasks
This is a post about how to use Marketo Sales Insight’s interesting moments and when Salesforce Tasks/Activities might be better. I cannot tell you definitively if one is always better than the other. There are good reasons to use both, even if you do not technically have Sales Insight running on Salesforce. First, a bit…
Email Deliverability and the Law – A Quick Rant
I came across a question about auto-subscribing leads to a company blog. I was very surprised at the question this late in the game. Here it is, without names: Is it appropriate, best practice to auto subscribe leads to your company blog then give them the option to unsubscribe or is it better to introduce…
Marketing Automation Lets You Build a CRM for Your Business
Marketers and salespeople often complain their CRM is limiting them. Salesforce and MS Dynamics and Sugar CRM all pressuppose a particular progression from Prospect to Sale. No doubt that the system is based on 120 years of sales research best practices. But what about your business? Does the Lead > Contact > Account > Opportunity…
Marketo Email Tips & Tricks
Emails are a basic component to any marketing automation tool, especially Marketo. Since there is already so much documentation on how to create an email, I thought I’d share a few of the harder to find tips and tricks here. Organization and Naming Emails While this was covered earlier, I want to make sure you…
Marketo Landing Page Tips and Tricks
I put together a short list of cool things you can do with Marketo Landing Pages. Take a look. Favicons These are cool little icons you see on web page bookmarks and browser tabs. See mine up above? They are useful for brand recognition as well as helpful reminders of what is going on in…
Deduping Leads in Marketo
Marketo can automatically dedupe leads based on email address. The dedupe works only when you enter new leads into Marketo from: List Import Marketo Form (iFrame or Marketo Page is ok) Direct creation in Marketo database. Direct creation through API. Thus you should do your best to create new leads using the above methods. How…
Care and Maintenance of Marketo
Marketo can get cluttered and confusing–even break–if you do not regularly maintain your system. Clutter is true for other marketing automation systems as well and builds up over time, just like papers on your desk or junk in the garage. In particular, Sales Insight is a major culprit of clutter in Marketo. Remember to remove…
