MARKETO PROGRAM LAUNCH CHECKLIST

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2 Naming conventions and proper folder structure used Proper program channels & tags (required & optional) selected Period Costs Defined (even if it is $0) Progression Statuses: Include Progression Status Campaigns in every Program Progression status defined in Program Flow Program Success defined in Program Flow Assets: Appropriate template is used Tokens are updated All asset links include proper tracking code ie utm parameters such as Medium, Source, Campaign, Content, Keyword Spell check, links work, mobile friendly Asset is approved Smart Lists: Appropriate list permissions and suppressions selected Appropriate Any/All/Advanced filter selected Scheduled count appears as expected 2

3 s: Appropriate From Line & used Appropriate Can SPAM-compliant footer Follows best practices Used Litmus or another deliverability tool if needed Text version updated and previewed Test, proofread and check links (especially unsubscribe link) prior to approval Approve asset Appropriate template is used Tokens are updated All asset links include proper tracking code Use Preview Options in the Marketing Activities Tab: All assets and campaigns have been reviewed and are approved without a draft Preview your s, landing pages, and campaign members Double check that smart campaigns refer to the appropriate program and assets Test your Within the Designer, click the Actions button near top of screen, and select Send Test Type out desired address(es) that you would like to send tests to, and click Send 3

4 Test your program: Confirm you are a lead in Marketo Clone your campaign and swap out your smart list filter for your address Run the campaign sending to yourself, proofreading your materials, checking links and assuring the proper flow and progression statuses are working, and any CRM syncs are working Review the program summary, results tab and your lead record s activity tab Repeat, sending to a list of internal colleagues and including TEST in the subject lines Once tests are complete, delete or archive the test programs to clean up your folder Schedule your campaign: Ensure that the number of recipients looks correct Ensure all campaigns are activated Select the appropriate option for how often a lead can run through the flow Ensure that non-operational s will be blocked if a lead exceeds communication limits Ensure that the schedule s time and recurrence are correct 4

5 ABOUT PERKUTO Perkuto implements, customizes and manages Marketo and Salesforce for businesses like yours. Perkuto has assembled a team of certified marketing automation consultants and process optimization experts to assist clients in all areas of marketing automation. Perkuto was cofounded in 2013 by Alexandre Pelletier, a Certified Marketo Expert and Certified Salesforce.com Administrator and Youcef Bouayad, a Lean Six Sigma Blackbelt. The vision for the company: eliminating waste in sales and marketing processes. Perkuto offers a wide range of services, including: Marketo implementation Marketing automation consulting Marketo API integration services Creative services Salesforce consulting Perkuto has also developed Digesto, a tool that makes it possible to use blog posts, or any other RSS feed, to create new content for Marketo campaigns. 5