MARKETO CHECKLIST. All users are setup within Marketo with the appropriate roles and permissions.

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1 Setup Users & Roles All users are setup within Marketo with the appropriate roles and permissions. Smart Campaign Settings Limit set to abort smart campaigns if number of qualified leads exceeds this limit Settings Settings for including tracking link, to and from label, branding domain, unsubscribe text and view webpage text. Communication Limits Configures the maximum number of times a person may be contacted. Munchkin Tracking Code Installed General Marketo tracking code should be installed on every web page of your site to ensure visitor and prospect tracking can occur. Personas A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. A buyer persona is a representation of your ideal customer based on market research and real data about your existing customers. You can optimize your marketing programs to target specific personas, but you will need to customize your Marketo platform to do that. Contact us to find out how! /06

2 Integration CRM Integration Integrate your CRM with either standard or custom installation through Sync leads in real time. Set tasks, trigger automation, and keep your sales team informed with lead intelligence from Marketo. CRM integrated with standard or custom installation. Sales Insights Enable this app and install in Marketo and your CRM to provide visual icons to your sales team, showing the hottest leads and opportunities with a clear and simple sales dashboard. Web Services Configure all API information in this section where you can control daily limits and where keys are requested. LaunchPoint Synchronize your LaunchPoint with any other services you are utilizing, like GoToWebinar or Facebook. You can create custom webhooks in Marketo to automate virtually anything? Contact us to find out how you can send a text message to a sales rep when a lead registers for an event or find out if an address is deliverable before sending a message. /04

3 Content Images and Files Host relevant, reusable images and files - like your company logo. Templates Create templates that can be used within Marketing Activities for sending HTML s to various campaigns. These should be based on different types of s that have unique styles, like mass communication, one-on-one messages, nurture campaigns, surveys, and auto-responder follow-ups. Landing Page Templates Create landing page templates that can be used within Marketing Activities for specific programs. Make sure to identify which parts should be editable when creating a landing page and which areas should not be changed. Snippets Identify a content area that uses duplicate content (like a landing page and corresponding ) and create it as a Snippet. If you update the snippet, all the assets (landing pages or s) using the snippet will be automatically updated. SEO Set up your SEO Dashboard to enhance SEO and SEM efforts. You can add your competitors URL s to the SEO Dashboard to compare your keyword ranking. Contact us to find out how you can start using competitor trends to improve your Search Engine Marketing! /05

4 Programs Landing Pages Customize landing pages from templates for specific programs and goals. Integrate a form and eye-catching graphics from the Marketo Images and Files library. s Create s for various purposes and programs. Customize the from name and address, reply-to address, subject line, and personalization tokens. SmartCampaign Set workflows to automate the steps of your marketing program. Make sure to identify whether the SmartCampaign should be set as Batch or Trigger, and how many times each lead can run through the flow. Forms Build standard, repeatable forms to be used for multiple campaigns. Because Marketo forms allow you to collect information, gate content and automatically get contact and lead information into your COS and potentially CRM, forms should be built for downloading resources, registering for events, contacting your company, etc. Lead Scoring Design a lead scoring guide to customize what scores are assigned based on marketing activities, then implement in Marketo. Marketo has A/B testing functionality within any program. You can test various parts of the with customized criteria used to determine a winner. You can even test an real time to part of your audience and use the metrics to send the winning to the rest of your audience for optimal performance! /05

5 Lead Database SmartLists Create SmartLists within the Lead Database that reflects various segmentation expressed through contact properties. These lists are dynamic and the leads included are subject to change based on the filter criteria. Contact Import Import relevant contacts into Marketo through a static list to add them to your database. Once imported, contacts are shown in this static list but are accessible across the platform. Custom Fields Develop any necessary custom fields to collect additional information not offered out of the box. Segmentation Build a segmentation based on a smart list rule that will differentiate specified content to show leads within a specific segmentation customized content. As an example, a segmentation could be built based on company industry, then those in the manufacturing industry would see manufacturingrelevant content on a general landing page. Sales enablement is a part of marketing strategy that is commonly overlooked. Marketo can incorporate your personalized sales enablement strategy into their marketing automation capabilities! /04

6 Analytics Reporting Customize basic reports available out of the box: Program Analyzers, Opportunity Influence Analyzers, and Ad-Hoc Reports Google Analytics Add your Google Analytics tracking code across Marketo templates to enable advanced tracking. Google AdWords Integrate Google AdWords with LaunchPoint and the Revenue Model to map conversions across platforms and easily understand which ad clicks resulted in qualified leads. Revenue Modeler Map your buyer s journey and define your company s revenue cycle stages to monitor how leads flow through the model and trigger corresponding alerts and campaigns. You can plan lead-generation re-marketing campaigns with Google Analytics, Google AdWords, and real-time personalization from Marketo. Contact us to find out how your conversion rate could improve with Marketo and remarketing! /04

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