Using Tokens to Create Marketo Campaigns Efficiently

June 21, 2013

(Originally posted on yesler.com)

In any Marketo setup we’re involved with, we use tokens for all of both email and landing page content. Responsive design pages allow your content to adjust to your reader’s browser or device width—no horizontal scrolling or zooming required—but they also require skills far beyond using a WYSIWYG editor like the Marketo Landing Page Designer.

We wanted the benefits of responsive design but we also needed to create landing pages without creating a bottleneck in the production process.

Enter tokens. For those unfamiliar, Marketo tokens are variables for dynamic content that reference the content specific to each individual campaign.

Marketo tokens provide scalability.

The landing page editor in Marketo relies on absolute positioning. That makes it easy for users with rudimentary HTML skills to create landing pages but responsive design breaks the WYSIWYG styling. Our tokenized responsive landing page templates fix that by bringing in all the content—pictures, buttons, value propositions, titles, links, and text—with tokens.

This had two major advantages:

  1. Consistent style guides. Using the WYSIWYG from a design perspective brings dangers of imperfect alignment. The grid in the WYSIWYG editor is a suggestion more than a perfect tool, and slight pixel differences in positioning puts an entire page out of harmony. Token use means that elements don’t have special size variations, and margins can be precisely 1 em as opposed to “that looks about right.”
  2. Scalability. Now when we create a new campaign, we just clone an existing tokenized, responsive campaign, and then change the appropriate tokens. We don’t even touch the WYSIWYG editor. The beauty of this is that we can eliminate the bottleneck altogether—now an account manager can make a new campaign with appropriate landing pages, thank you pages, and email responses, just by changing tokens. No HTML/web design/web development skills necessary after the original setup.

Creating campaigns used to be a tedious process, requiring someone to create a unique landing page, follow-up email, and thank you page. Now we simply clone a similar campaign, edit tokens on the top level, and all of the changes are populated instantly. We can publish responsive landing pages while saving hours with each new campaign. With the saved time and energy this allowed, we (and our clients) can focus on optimizing our marketing automation and creating better collaboration between marketing and sales teams.

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