Marketo Lead Management. User Guide Version 1.0

Transcription

1 Marketo Lead Management User Guide Version 1.0

2 CONTENTS SETUP AND CONFIGURATION... 6 Setting up Salesforce.com Integration... 6 Required Salesforce Permissions for the Salesforce Sync Account Default Salesforce Field Mapping Installing the Marketo AppExchange Application to Salesforce Customizing Marketo Landing Pages with Your Domain (CNAME) Adding JavaScript Tracking Code to your Website (Munchkin) Setting up SPF for your s GETTING STARTED WITH MARKETO Main Sections of the Marketo Web Application Marketo User Interface Key Concepts ADMIN SECTION Managing Marketo Users Admin Salesforce Sync Status Landing Page Settings Changing the default address Changing the unsubscribe text for your s Munchkin Setup Field Management Finding All Field Names Within Marketo Creating a Custom Tab for a Lead Marketo, Inc. All rights reserved. Version 1.0 1

3 LEAD DATABASE Smart Lists Lead and Flow Actions Data Management Working with Duplicates Finding Junk Leads Finding Competitors Data Cleanup Static Lists Import Leads Export a List Getting to the Lead Detail Page DESIGN STUDIO: FORMS Creating a Basic Form Adding Fields to a Form Editing Field Properties Making a Field Required Making a Field Hidden on a Form Progressive Profiling Adding a Date Picker to a Form Advanced Form Field Options Adding or changing values in Select boxes and Radio Buttons Mapping Select Boxes and Values Select Boxes and Multiple Values Marketo, Inc. All rights reserved. Version 1.0 2

4 DESIGN STUDIO: LANDING PAGES Creating Landing Pages Adding Rich Text Uploading an Image Adding a Rectangle Shape Adding Forms to the Landing Page Changing the Follow Up Page for a Landing Page Form Using the Rich Text Editor Landing Page Test Groups Creating a Test Group Cloning a Landing Page Test Group Web Developers Only Creating a new landing page template Editing a Marketo Landing Page Template Adding Custom HTML to a Marketo Landing Page Changing the Color of the Submit Button in a Single Landing Page UTF-8 Support DESIGN STUDIO: S Working with Templates Creating Marketo s Editing Text Adding Links Adding Images and Files Adding Tokens Marketo, Inc. All rights reserved. Version 1.0 3

5 Include a Plain Text Version of Your Sending a Test Downloading the HTML of an entire Approving an Sending s from the Lead Owner Design Best Practices Web Developers Only Creating a New Template Making Sections of Your Template Editable Sending a Test Disable Decoration for an Link Removing the Border from Image Links Troubleshooting Tips What to do if you did not receive an Sent doesn't look like preview How Marketo Tracks Activity Images and Files Uploading Files to Marketo Grabbing images from web pages Get the URL for an uploaded image or file Search uploaded images and files Delete an uploaded image or file MARKETING ACTIVITIES Programs Marketo, Inc. All rights reserved. Version 1.0 4

6 Smart Campaigns Creating a Smart Campaign Using Static Lists in Smart Lists and Campaigns Using Filter Sets Multiple Triggers Advanced Flows Using Add Choice How the "Sync Lead to SFDC" Flow Action Works Using Send Alert Campaign Qualification Rules Customizing Batch Campaign Schedules How Campaign Processing Works Speed Expectations for Common Actions Getting a List of Bounces from an Campaign Basic Campaign Flows Creating a Program Drip Campaigns Tagging Campaigns Scoring Campaigns Inactivity Filters and Campaigns Named Account Alerts A/B Testing Campaigns and s ANALYTICS MARKETO GLOSSARY Marketo, Inc. All rights reserved. Version 1.0 5

7 SETUP AND CONFIGURATION SETTING UP SALESFORCE.COM INTEGRATION Marketo provides a robust, bi-directional integration with Salesforce.com which keeps both Marketo and Salesforce in sync all day, every day. When you perform the following steps, Marketo will pull down a copy of your Salesforce.com database including objects and custom fields. Important: No changes to the data are made during this step. Marketo just pulls down a copy of the database. The initial sync may take all day, depending on the size of your database. Once complete, Marketo will continuously maintain sync with Salesforce with 5 minute intervals between syncs. Follow the steps in this article to set up your Salesforce integration. Click the Admin link at the top of the Marketo UI. You must have Administrator permissions to access this link. Click Salesforce.com in the tree on the left. You need to provide your Salesforce login and security token to enable the sync. Important Note: The Salesforce account you use in Marketo must have specific permissions enabled. Without these permissions, the sync will fail and turn off. Most customers give the supplied credentials admin access Marketo, Inc. All rights reserved. Version 1.0 6

8 If you have questions in regards to the required Salesforce permissions for the Marketo Integration, please see the following section: Required Salesforce Permissions for Marketo Integration. Best Practice: We recommend that you use a dedicated Salesforce account such as "marketo@yourcompany.com". This lets you know distinguish between changes made by Marketo versus other Salesforce users. If you prefer not to use a separate Salesforce account for this, you can use any other Salesforce account instead. Enter your credentials and click the Sync Fields button. If you don't know your Salesforce.com security token, follow these instructions to reset it: 1. Log in to Salesforce using the browser to request your security token. 2. Go to Setup > My Personal Information > Reset Security Token. 3. Click the Reset Security Token. You'll soon receive an with a new security token. 4. Copy the token from the and paste it in the Token field in Marketo Marketo, Inc. All rights reserved. Version 1.0 7

9 Marketo will pull down your fields from Salesforce.com. When it's finished, you'll see a summary: At this point, you can either use Marketo's automatic field mapping or customize the mapping yourself. We automatically map fields when they are named the same. If you're interested, this article explains the default mappings in more detail: Example: If you have a custom field called "Eye Color" on a lead and one called "Eye Color" on a contact, Marketo will create one field called "Eye Color" shared by leads and contacts. This will allow you to search for matching leads and contacts at the same time. If your fields are named "Eye" on a lead and "Eye Color" on a contact, you'll need to manually map those together. If so, click Edit Mappings and continue to the next step. To use the automatic mappings, click Start Salesforce Sync to begin importing your Salesforce.com data into Marketo. You can continue to use Marketo while the sync is happening. Editing field mapping If you want to edit the default mapping, click the Edit Mappings button. You'll see a list of mapped and unmapped Salesforce and Marketo fields. You cannot remap the built-in fields, but you can remap the custom fields. To remap a field, drag the Salesforce field (with the Salesforce icon) onto the Marketo field (with the Marketo icon) you want to map it to. If you want to unmap the fields, select the field and click Break Mapping Marketo, Inc. All rights reserved. Version 1.0 8

10 To reset your mapping or rescan your Salesforce fields for changes, click Reset Schema. When you're done, click Finish Mappings, then click Start Salesforce Sync on the approval page to begin the data import. You can continue to use Marketo during the sync process. Sync Activities You have the option of pushing certain Marketo events to Salesforce.com. When these activities happen in Marketo, a Salesforce Activity History record is created for that lead or contact. To access these settings, click the Edit Sync Options button. Check the boxes for the fields you want to push to Salesforce.com. Click Save when you're done. Additionally, you can check Sync SFDC Campaigns. If you use SFDC Campaigns, you will probably want to enable this sync. The ones in bold are ones that we use in our own account: 2011 Marketo, Inc. All rights reserved. Version 1.0 9

11 Event Filled out form Added to list sent delivered opened Clicked link in Removed from list Remove from flow Sales sent Sales opened Description The lead filled out any Marketo form The lead was added to a static list The lead was sent an The lead received an The lead opened the for viewing The lead clicked on a link in an sent by Marketo The lead was removed from a static list The lead no longer proceeds through a campaign's flow The lead was sent an sent through Marketo Sales Insight The lead opened an sent through Marketo Sales Insight Clicked link in sales The lead clicked a link in an sent through Marketo Sales Insight Sales received The lead received an sent through Marketo Sales Insight Tip: opened is a poor metric to use because clients often block images. We suggest you use Clicked link in as a better indicator of interest. What about other activities? Enable Add to List notification in SFDC. When leads trigger the activity of interest, add those leads to the static list; the Add to List event will be created as a task. This is useful for complex activity criteria. Note: Each activity type is pushed to Salesforce no more than once per day for each lead. This is to reduce noise for your sales reps and to keep storage use down. If you're interested in getting more Marketo information into Salesforce, check out our Marketo Sales Insight product. Events that you push to Salesforce appear in the Activity History for the lead or contact like this: 2011 Marketo, Inc. All rights reserved. Version

12 REQUIRED SALESFORCE PERMISSIONS FOR THE SALESFORCE SYNC ACCOUNT Only one Salesforce account is used in Marketo for your entire organization. These are the minimum permissions required on that Salesforce account. You can check these permissions in Salesforce by opening the Profile for that user account (Administration Setup -> Manage Users -> Profiles -> Edit). The following must be checked: API Enabled Manage Public Templates Edit HTML Templates Read/Write access on the following objects: Task Event Opportunity Opportunity Contact Role Contact Lead Account Account Type Lead Status User Campaign Campaign member Campaign member status 2011 Marketo, Inc. All rights reserved. Version

13 Create/edit/delete privileges for the following objects: Task Contact Lead Folder Best Practices: Marketo recommends that you create a new Salesforce account, such as marketo@yourcompany.com. This will help you monitor Marketo modifications to Lead and Contact records in Salesforce. DEFAULT SALESFORCE FIELD MAPPING When you initially sync your Marketo account with Salesforce, Marketo automatically makes these associations between your built-in Salesforce and Marketo fields. Marketo will also sync your custom fields on your Leads, Accounts, Opportunities, and Contacts. Contact fields Account fields SFDC field Marketo field SFDC field Marketo field Birthdate Date of Birth Annual Revenue Annual Revenue Created Date SFDC Created Date Billing City City Contact Description Person Notes Billing Country Country Address Billing Zip/Postal Code Postal Code Business Fax Fax Number Billing State/Province State First Name First Name Billing Street Address Opt Out Unsubscribed Created Date SFDC Created Date Deleted SFDC Is Deleted Account Description Company Notes 2011 Marketo, Inc. All rights reserved. Version

14 Last Name Last Name Industry Industry Lead Source Lead Source Deleted SFDC Is Deleted Lead Score Lead Score Account Name Company Name Mobile Phone Mobile Phone Number Employees Num Employees Business Phone Phone Number Account Phone Main Phone Salutation Salutation SIC Code SIC Code Title Job Title Account Site Site Account Type Website SFDC Type Website Lead Fields SFDC field Marketo field SFDC field Marketo field Annual Revenue Annual Revenue Last Name Last Name City City Lead Source Lead Source Company Company Name Lead Score Lead Score Converted Date SFDC Converted Date Mobile Phone Mobile Phone Number Country Country Employees Num Employees Created Date SFDC Created Date Phone Phone Number 2011 Marketo, Inc. All rights reserved. Version

15 Description Person Notes Zip/Postal Code Postal Code Address Rating Lead Rating Fax Fax Number Salutation Salutation First Name First Name State/Province State Opt Out Unsubscribed Status Lead Status Industry Industry Street Address Converted SFDC Is Converted Title Job Title Deleted SFDC Is Deleted Website Website INSTALLING THE MARKETO APPEXCHANGE APPLICATION TO SALESFORCE Installing the Marketo AppExchange application into Salesforce allows you to: Add Marketo as a tab to Salesforce. Put the Marketo Lead Score and Original Source information fields into your Salesforce page layouts Note: If you've previously installed the application to get the Lead Score field, you need to reinstall it to get the Original Source info fields. You should also check out Marketo Sales Insight for additional Salesforce integration. Go to the Marketo App Exchange page and click Get it Now Marketo, Inc. All rights reserved. Version

16 In the dialog that appears, select Production or Sandbox, depending upon your Salesforce implementation. Click OK Next, read the terms and conditions, check the box to agree to them, and click Install Marketo, Inc. All rights reserved. Version

17 You'll need to verify your password. Enter it in the box and click Submit. On the upgrade details page, select Continue. Click Next to Approve the Package API Access. This allows Marketo to sync with your Salesforce implementation. Select Grant Access to All Users and click Next. Caution: Do not select Admin Access Only. You can restrict access by page layouts (referenced later in this guide) Marketo, Inc. All rights reserved. Version

18 It's ready to install. Click Install to begin. You'll receive an confirmation when the application is installed. After getting that , you'll need to map the new Lead fields to their corresponding Contact fields. In Setup, under App Setup, select Customize > Leads > Fields. Click the Map Lead Fields button (towards the bottom of the page). Find the Lead Score field and select "Contact Lead Score" in the adjacent pull-down Marketo, Inc. All rights reserved. Version

19 Do the same for the Original Source and Inferred fields: Inferred City Inferred Company Inferred Country Inferred Metropolitan Area Inferred Phone Area Code Inferred Postal Code Inferred State Region Original Referrer Original Search Engine Original Search Phrase Original Source Info Original Source Type Click Save when you're done. Finally, you'll need to add the new fields to the Lead and Contact detail pages. In Setup, under App Setup, select Customize > Leads > Page Layouts. Select the name of your page layout and click Edit. Find the Lead Score field in the Fields box on the top of the page. Drag the Lead Score field to the location where you want it on the Lead page. Repeat this with any or all of the original source and inferred fields. Click Save when done. When you're done, repeat this process on your Contact pages to add these fields to that page. Congratulations! You should have the Marketo AppExchange application installed on your system. If anything went wrong, contact 2011 Marketo, Inc. All rights reserved. Version

20 CUSTOMIZING MARKETO LANDING PAGES WITH YOUR DOMAIN (CNAME) This article explains how to incorporate your landing page within your domain. Caution: This is a REQUIRED STEP for using Marketo. Without this step, Marketo Landing Pages will not work properly and you will lose lead data. You must have access to your DNS system. You may need to work with your IT or Network administrator. Also, depending on your IT environment, you may need to make this change on your internal and external DNS systems. Marketo hosts web pages for you that supplement your existing website. These pages need to have a URL that is similar to your existing website. Setting this up takes a network admin a couple of minutes and is called a CNAME. Example URL: Ask your domain administrator to add a CNAME record to your DNS with this CNAME: 1. CNAME: (replace SOMETHING to fit your needs) 2. POINTS TO: [Account String].mktoweb.com To find your Company nickname, click the Admin link in the top right corner of the Marketo UI. Click the Landing Pages link Marketo, Inc. All rights reserved. Version

21 Record the name of the Account String. Example: Company Website: CNAME: Account String: acme Here is the request you would send to your IT network admin: Dear IT Network Admin, The marketing team would like to request that you add a new CNAME to our organization s DNS server (internal and external), which will be used for our online marketing campaigns. Specifically, please add the CNAME "info" (info.acme.com) which should point to acme.mktoweb.com. Detailed Instructions: Thanks for your help, You 1. Log in to your domain registrar's site, and locate the 'Zone File Settings', 'DNS Manager' or similar area of your control panel. 2. Create a CNAME record called info that points to acme.mktoweb.com. You will generally see three fields: 1. Alias: This is the prefix that you want to go before the yourcompany.com in the URL which is info (info.acme.com). 2. Type: Must be 'CNAME' (indicating that you would like to point to Marketo by using its name) 3. Must point to: acme.mktoweb.com 2011 Marketo, Inc. All rights reserved. Version

22 Note: Before sending this , make sure to replace the details with your desired URL. Once your network admin completes the request to add a CNAME, go back to the Admin section and click Landing Pages in the left tree. Click the Edit Domain Settings in the menu. Put your alias in the Domain name for Landing Pages field. In the future, if you want to add more aliases, enter them one at a time in the Domain Aliases field and click Add Alias. In the Fallback Page field, put the URL where you want people to go if your landing pages are down or if they enter an unknown page. Put your company URL in the Homepage field. Marketo will retrieve your favicon from that URL. Click Save when done Marketo, Inc. All rights reserved. Version

23 Next, you need to update your unsubscribe link with the new CNAME. Go to the part of the Admin section and update the Unsubscribe HTML and Unsubscribe Text with the new CNAME. Click Save Changes when you're done. Check to make sure your landing pages are visible by going to the Design Studio. Go to the Design Studio and search for your Unsubscribe Page. Check that the displayed URL matched the alias you entered. Click the View Approved Page button to see the live page Marketo, Inc. All rights reserved. Version

24 ADDING JAVASCRIPT TRACKING CODE TO YOUR WEBSITE (MUNCHKIN) Marketo's tracking code looks at all visitors to your website so you can track individuals and react to their visits with automated marketing campaigns. Even anonymous visitors are tracked along with their IP addresses and other information. Caution: This is a required step to use Marketo. Without this tracking code, you will not be able to use behavioral marketing. Click the Admin link at the top right inside your Marketo subscription. Click Munchkin Setup in the tree on the left. Copy the two lines JavaScript in the Tracking Code field and send them to your webmaster to put on your website. Place the tracking code right before the </body> tag. This is generally in the same location as your web analytics (i.e. Google Urchin). You don't need to put this on your landing pages; Marketo landing pages automatically include the Munchkin tracking code. Best Practice: For the maximum benefit, you should put the tracking code on all of your web pages Marketo, Inc. All rights reserved. Version

25 SETTING UP SPF FOR YOUR S One quick method to improve your delivery rates is to incorporate SPF, or the Sender Policy Framework, into your DNS settings. With this addition to your DNS entries, you're telling recipients that you've authorized Marketo to send s on your behalf. Without this change, your has a higher chance of being marked as spam since the was addressed from your domain but was sent from an IP address with a Marketo domain. You'll need your network administrator to make this change in your DNS record. If you DON'T have an SPF record on your domain Ask your network admin to add the following line to your DNS entries. Replace [domain] with the main domain of your website (ex. "company.com") and [corpip] with the IP address of your corporate server (ex. " "). If you send s from multiple domains through Marketo, you should add this to each domain. [domain] IN TXT v=spf1 mx ip4:[corpip] include:mktomail.com ~all If you DO have an SPF record on your domain If you already have an SPF record in your DNS entry, just add the following to it: include:mktomail.com 2011 Marketo, Inc. All rights reserved. Version

26 GETTING STARTED WITH MARKETO MAIN SECTIONS OF THE MARKETO WEB APPLICATION The main sections of the Marketo UI are described below. My Marketo Access your most recently used Marketo assets. When you log in, this section is selected by default. Marketing Activities Build and organize your Smart Campaigns and Programs. Marketo's marketing automation handles batch sends and triggered events among other activities. Design Studio Create marketing assets including landing pages, forms, and s. You can design and publish them without the need for a web developer or UI designer. Lead Database Segment and view your leads. Use Smart Lists to answer questions like, "Show me all the leads who," or to find duplicate leads for merging. Analytics View reports to see how your Marketing is impacting your company's bottom line. Reports can be customized with different grouping, timing, and Smart List filtering. Admin Set up your Marketo subscription and integration. Only users with Administrator rights have access to the Admin link and options Marketo, Inc. All rights reserved. Version

27 MARKETO USER INTERFACE This article is about how to use and navigate the Marketo Lead Management user interface. URLs and Bookmarks Each page in the Marketo web application has a unique URL that changes as you navigate through the application. If you want to go back or forward through the pages you've viewed, use the Back and Forward buttons in your browser. Because URLs are unique, you can bookmark your current page so you can return to it quickly in the future; you can also send URLs to others so you can share content and information with them. For example, this URL will take you straight to the Analytics section: Main Sections of the Interface The user interface is split into three major sections: Top (Global Navigation) Tree Canvas 2011 Marketo, Inc. All rights reserved. Version

28 Top The top of the application has two main parts: navigation and status. The navigation menu has links to the major parts of the application: My Marketo Marketing Activities Design Studio Lead Database Analytics The section you're in is highlighted. Click on any of the labels to go to that part of the application. In the upper right, you'll see your name so you know what account you're logged in as. You can click: Logout to sign out of the application. Admin to go to the configuration section of the application. This is available only for users with Administrator access Help button to get help for this page, or open the help menu for other help options 2011 Marketo, Inc. All rights reserved. Version

29 Tree You can right click on anything in the tree to view a context menu for that item. The menu has links and actions to help you accomplish your goals faster. Notice when you right click, many menus have View options. These allow you to jump to a section quickly. The Quick Find is a powerful search feature at the top of the Tree. It works the same no matter where you are in the application. If you type in the Quick Find box, it filters the tree so you can quickly find what you want Marketo, Inc. All rights reserved. Version

30 If you click the binoculars with something typed in the Quick Find box, it searches all of the Marketo application for objects that match that word. The search results are displayed in a window to the right of the tree. If you click on any of the search results, the UI takes you to that object. If you click the binoculars with nothing in the Quick Find box, it will give you a list of recently viewed items Marketo, Inc. All rights reserved. Version

31 Canvas The canvas is the general work area when you are looking at any object in Marketo. This area changes depending on the part of Marketo you're using. Palette Sometimes, you will see a tree on the right of the canvas with a dotted box on the left. This is a special user interface in Marketo. The tree on the right is called a palette, and the dotted box is called the target. You can drag items from the palette onto target. Notice how the palette has a Find box. Start typing in the box to filter the items in the palette, just like the Quick Find Marketo, Inc. All rights reserved. Version

32 Grids A grid displays information in a table view. You'll find grids throughout the application including in the Lead Database, Activity Log, and Campaign Results. Below is a quick overview of what you can do in a Marketo grid. Grids vary slightly throughout the application, so not all functions are available in every grid: Grid Section A. Filter Results B. Pagination C. Refresh Description Open the Filter Results menu to pick a filter set, or pick Custom to create your own. See Using Filter Sets.. Go to the first or last page of a grid, go forward or back one page, or go to an arbitrary page. Reload the contents of the table. Use this instead of reloading the whole page. D. Export Download the content of the grid as an Excel-compatible spreadsheet. E. Quick Find Show only the grid items that match your search terms. F. Column Sorting Click the header row, then pick this to change the columns in view. Click the header of the column you want to sort, then pick Sort 2011 Marketo, Inc. All rights reserved. Version

33 Ascending or Sort Descending to sort the column. G. Columns/Column Chooser Click the header row, then pick this to change the columns in view. H. Column Reordering Drag and drop a column header to change the order of the columns. I. Grouping J. Row Count Toggle grouping with the Show in Groups checkbox. Pick the column to group by with the Group By This Field option. View the total number of rows across all pages and the set of rows you're viewing. You can also interact with the rows of some grids: Single click: select a row Double click: displays detailed information about that row Control+click: adds that row to your selection. If it's already selected, remove the row from the selection Shift+click: selects all rows from the selected to the clicked row Getting Help If you ever need help when using the application, click the Help button in the upper right corner for help with the page you're using. For additional help options, open the Help menu Marketo, Inc. All rights reserved. Version

34 KEY CONCEPTS SaaS (Software as a Service) Marketo is a SaaS application. You don't have to install software with Marketo. Just login at to access your subscription. Leads and Contacts Marketo contains a full Marketing Database. You can have this sync'd with your Salesforce subscription on your first day with Marketo. We take both contacts and leads in SFDC and treat them as individual human beings which we call Leads. A lead in Marketo could be mapped to a Salesforce contact or a Salesforce lead. Marketo automatically figures out which is which and makes the correct assignment. Many customers put leads initially into Marketo and wait to push them to Salesforce until they are qualified. Qualification is defined by you and is very easy to set up. Anonymous Leads When a person visits your website, we cookie that person using a small piece of JavaScript. We then track that person wherever they go on your site and whatever they click on. We will know a lot about them and make that information available in web activity reports. When the person clicks a link in an or fills out a form then they are automatically converted into a "known lead". Known leads can be ed in subsequent campaigns. You can run lots of campaigns on anonymous leads (scoring, for example) before you even know who they are. When they are converted into a known lead, you will have a rich history about them right away. Marketing Automation When we talk about Automation, we mean several different areas of functionality. Batch and Drip Campaigns Marketo gives you the ability to send out a large mailing (batch campaigns), and then follow up with subsequent s days or weeks later based on a schedule (drip campaigns). These drip campaigns can be controlled easily or stopped in mid-drip, if desired. The key concept here is that the flow of the mailings (and other actions) is automated. That is, Marketo automatically remembers each lead's status and whether they should get the next mailing Marketo, Inc. All rights reserved. Version

35 Behavioral Marketing This is a critical area of Marketing's frontier. You want to be able to score leads or change their status based directly and immediately on their behavior. If a user clicks a link in an or if they visit a particular page on a website, you want to be able to take action right away. Marketo allows this sort of automation with an easy to use interface. Business Workflow Marketo also gives you automated controls over your own data and workflow. You can send out alerts or change fields based on simple or complex criteria. It's all up to you. We give you simple building blocks that you can automate your entire marketing-sales workflow. Scoring One of Marketo's most useful purposes is to score leads so that the sales team can act on the most qualified leads first. This increases conversion rates significantly and will yield more profit for your organization. Scoring is an exciting new field for the marketing department, but it is essential it becomes integrated into the overall company revenue pipeline. Landing Pages When an end-customer searches on Google, they are presented with a series of links; some paid (AdWords) and some organic. The best practice is to use wording in your ad that will be specific to their search keyword. Additionally, if you bring them to a specific page that follows up on the specific phrase of their search, you will further enforce the idea that you are exactly what they need. These are called Landing Pages. Landing pages typically are time consuming and annoying because you have to get a web developer and IT involved. Marketo gives the power of landing pages directly to the marketer. Using a PowerPoint like interface, the marketer can make their own landing pages including a slew of highly interactive components. Building landing pages is one of the best things you can do to improve conversion rates for your AdWords spend. This is why Marketo spent so much time trying to make it easy to do without IT support Marketo, Inc. All rights reserved. Version

36 s The modern marketer needs to use s for a variety of reasons: The first reason is to send out interesting materials to unqualified leads. This is a key technique to generate some demand. It is important to make sure that your list is clean so that you are not spamming uninterested users. Marketo has a built-in unsubscribe feature that helps keep your list clean and spam-free. Another use of s is as an auto-responder. When a customer fills out a form, they often should have an sent to them right away. These are called auto-responders. In Marketo, we differentiate between these types of s versus normal unsolicited marketing s. Data Management Marketo can actually be used for a host of data management functions. Marketo can: Clean up duplicates Clean up errant field values Re-assign leads based on complex criteria. This can all be done in our Lead Database section of the application. Many customers start with data management activities before they send out their first mail. Summary Marketo is the home for your marketing activities. It integrates seamlessly with Salesforce and covers a wide gamut of things you want to do as a marketing professional. With these key concepts, you are ready to get started with Marketo Marketo, Inc. All rights reserved. Version

37 ADMIN SECTION You can change the application settings, manage users, and more in the Admin section of Marketo. Accessing the Admin section Get to the admin section by clicking the Admin link in the upper right corner of the application. If you don't see the Admin link, then you don't have administrative permission in Marketo. Contact your Marketo administrator to change your account settings. Parts of the Admin section The admin section is divided into several sections. You can access each one by clicking it in the tree on the left: Section My Account Marketo Subscription Users Salesforce Sales Insight Landing Pages Description Your name, password, , and other account details Change your time zone Add, remove, or change other users' Marketo accounts Enable synchronization with Salesforce.com Manage your Marketo Sales Insight subscription Change your landing page domain and company homepage Edit default author and unsubscribe text 2011 Marketo, Inc. All rights reserved. Version

38 Munchkin Setup Field Management Get the Munchkin JavaScript code and enable the JavaScript API View, hide, and change settings for your database fields MANAGING MARKETO USERS Manage your Marketo users in the Users section of the Admin page. You can: create accounts delete accounts reset passwords change permissions and edit user info Getting to the Users section Click the Admin link in the upper right corner of the app (to the left of "Logged in as:"). If you don't see the Admin link, you don't have Administrator access to Marketo. Talk to your Marketo administrator for help. Once in the Admin page, click on Users in the tree. The Users grid will appear with a list of all Marketo users in your account Marketo, Inc. All rights reserved. Version

39 In the User since column, you'll see one of: A date -- this is an active user Pending -- the user was sent an invitation but hasn't completed registration Expired -- the user was sent an invitation but it expired Inviting a new user To add a new user to Marketo, click the Invite New User button in the menu bar. In the window that appears, enter the user's first name, last name, and address. In the Role dropdown, pick the user's access permissions: Administrators have access to all of Marketo including the Admin section Users have access to all of Marketo except the Admin section. Optionally, you can change the invite Message. If you do change the text, you must include the invite link token -- {{LoginToMarketoLink}} -- or the invitation won't work. When you're done, click Invite. The recipient will get the invitation by shortly; the new account will not be activated until the recipient clicks the link in the and follows the remaining registration steps Marketo, Inc. All rights reserved. Version

40 Deleting a user To delete a user, select the user's row from the grid. Then click the Delete User button in the menu. A deleted user cannot log into Marketo. If you accidentally delete a user, send them a new invitation by following the instructions above. Editing a user To edit a user, double click the user's row in the grid. In the dialog that appears, you can edit the user's name, address, and role. When you're finished editing the person, click Save. Change a user's permissions To change a user's permissions in Marketo, follow the instructions above to edit a user. In the dialog that appears, change the Role value to User or Administrator. Click Save when you're done. Administrators have access to all of Marketo. Users have access to everything except the Admin section of the application Marketo, Inc. All rights reserved. Version

41 Reset a user's password To reset someone's password, double click their entry in the grid. In the dialog that appears, click the Reset Password button at the bottom. The user will get an containing instructions to reset the password. ADMIN SALESFORCE SYNC STATUS Here's how to check a customer's Salesforce sync status in more detail. Check a customer's sync Log in with the customer's ghost account, the go to the Salesforce page in the Admin section. Check the upper-right corner of the view: If there's a problem, the text will be red, say "Failed" at the end, and clickable; click it to find out the problem. The Error Log The second tab in the Salesforce admin panel -- the Error Log -- shows system-wide problems that prevented a sync from happening such as login failure (as opposed to record-specific problems -- see the progress log for those). This is not customer visible Marketo, Inc. All rights reserved. Version

42 The Progress log This tab shows the sync steps for this customer along with any errors that occurred during that step. This is not customer visible. A new sync starts with sync schema operations. Check the Status column and Failed Items column for problems. When Status is blank, everything is ok. When it's not blank, check it for any errors that occurred. A status of incomplete usually means it ran out of memory; the sync will abort then restart in the next available sync slot. The New, Updated, Deleted, and Failed Items columns show you how many records were touched during the operations. Failed items will be retried. Finally, Push Lead to Sales events are not logged here -- they happen immediately Marketo, Inc. All rights reserved. Version

43 LANDING PAGE SETTINGS Once your network admin completes the request to add a CNAME, go back to the Admin section and click Landing Pages in the left tree. Click the Edit Domain Settings in the menu. Put your alias in the Domain name for Landing Pages field. In the future, if you want to add more aliases, write them one at a time in the Domain Aliases field and click Add Alias. In the Fallback Page field, put the URL where you want people to go if your landing pages are down or if they enter an unknown page. Put your company URL in the Homepage field. Marketo will retrieve your favicon from that URL. Click Save when done Marketo, Inc. All rights reserved. Version

44 CHANGING THE DEFAULT ADDRESS In the Admin section, you can change the default From address and label for all your s. These will automatically be added when you create a new . Note: This will only change the default address on future s. Your existing s will not be updated. First, go to the section of the Admin page. Change the From and From label to any address you want. Click Save Changes when you're done Marketo, Inc. All rights reserved. Version

45 CHANGING THE UNSUBSCRIBE TEXT FOR YOUR S If you want to change the unsubscribe links for your s, you can do that in the section of the Admin page. Warning: If you change the link URL, you must leave on the URL parameters or your unsubscribe links will not work correctly. Make any changes you want in this section, then click Save Changes when you're done Marketo, Inc. All rights reserved. Version

46 MUNCHKIN SETUP Marketo's tracking code looks at all visitors to your website so you can track individuals and react to their visits with automated marketing campaigns. Even anonymous visitors are tracked along with their IP addresses and other information. Click the Admin link at the top right inside your Marketo subscription. Click Munchkin Setup in the tree on the left. This is the munchkin the tracking code which should be added to your website (right before the </body> tag). This is generally in the same location as your web analytics (i.e. Google Urchin). You don't need to put this on your Marketo landing pages; Marketo landing pages automatically include the Munchkin tracking code Marketo, Inc. All rights reserved. Version

47 FIELD MANAGEMENT In the Field Management section, you can: view Marketo to CRM field mappings customize your lead detail custom tab hide fields from view in Marketo block updates to fields change field names Getting to the Field Management interface Go to the Admin section of the application and click Field Management in the list on the left. Note: Only users with Administrator permissions have access to the Admin section. View Fields On the right, you'll see a list of all the fields in Marketo and your CRM (if you've synced your Marketo account to a CRM). Click any field on the right. You'll see its details in the canvas: 2011 Marketo, Inc. All rights reserved. Version

48 Field detail Type Preview in Form SFDC Field Map Description data type of this field how it appears by default in a Marketo form which SFDC fields this Marketo field maps to Block Updates From sources which cannot update this field Field Used By design studio assets which use the field (click them) Hide a field If you want to hide a field in the Marketo UI, select the field in the tree on the right, then click the Hide Field button. You can only hide fields that are not used elsewhere in Marketo (such as in s or forms). Once you hide it, it will be invisible everywhere except the Hidden Fields folder of the Field Management UI. If you want to unhide a field, select it in the Hidden Fields folder then click the Unhide Field button. Block Field Updates You can limit field updates to specific sources. This is useful for fields like Lead Source that you want to set once and disallow future updates. If a field is empty, Marketo will always allow updates to that field -- regardless of any blocked sources. Once the field is set, Marketo will stop the selected sources from updating the field; unselected sources can still make changes to the field Marketo, Inc. All rights reserved. Version

49 Select the field you want to modify from the list, then click the Block Field Updates button. Fill the checkboxes for each source that you want to disallow updates. When you're done, click Ok. Input source Munchkin API Import list Form fillout When checked Prevent changes from the Munchkin Javascript API Prevent changes from a list import Prevent changes from a user completing a web form Flow change data value Prevent changes from the flow step "Change Data Value" Salesforce sync Lead detail update Prevent changes from Salesforce.com Prevent changes from the lead detail page 2011 Marketo, Inc. All rights reserved. Version

50 Your changes will appear in the Field Management interface: Export Fields You can download a spreadsheet of all your Marketo fields by clicking the Export Fields button. The spreadsheet also has a column with the names of the fields for use in the Munchkin Javascript API. Change field names To change the name of a field, just click the name of the field. You can change the field name and add an optional description. Click Save when you're done Marketo, Inc. All rights reserved. Version

51 View all field mappings Click the Field Mapping tab. You'll see a complete list of all your fields and how they're mapped in Marketo. You can search for fields using the Find... box at the bottom of the list. Click Export to download a spreadsheet of the mapping. Merging fields If you have two fields that should appear as one in Marketo, contact Marketo Support to help you merge those fields. Converting a number field to a score If you have a custom field (in Salesforce or Marketo), you can convert it to a score field. 1. Select the field in the Fields list of the Field Management interface Click Change Type in the menu Marketo, Inc. All rights reserved. Version

52 2. In the dialog, select Score in the pulldown. Click Change. Your integer field will now be available in the Change Score flow step. FINDING ALL FIELD NAMES WITHIN MARKETO You can export a list of all your Marketo fields from the Field Management portion of the UI. Go to the Field Management page of the Admin section. You must have Administrator permission in Marketo to open this page. Click the Export Fields button in the menu. Soon after, you'll be prompted to download a spreadsheet of your fields; that spreadsheet has your list of fields and their names for use with the Munchkin JavaScript API. Alternatively, you can get a list of your fields by exporting leads from your lead database; the fields will be the columns in the exported list Marketo, Inc. All rights reserved. Version

53 CREATING A CUSTOM TAB FOR A LEAD If you find yourself digging through the lead detail tabs trying to find the same information over and over, the custom lead detail tab offers a quick solution to end your searching. First, go to the Field Management portion of the Admin section. Choose the Custom Layout Designer tab. The custom lead detail page has two columns represented by the dotted boxes Marketo, Inc. All rights reserved. Version

54 Create your custom view by dragging fields from the palette into either of the columns on the left. When you're done, open up a lead detail page. It will open to your custom tab by default. If you need to delete a field from your custom view, right click it in the Custom Layout Designer and choose Delete in the menu that appears Marketo, Inc. All rights reserved. Version

55 LEAD DATABASE SMART LISTS A Smart List answers questions in the form of, "who are all the leads that...?" For instance, you may want to see all leads from California or all leads who filled out a certain form. Smart Lists are dynamic so that the list membership is always up to date. If your Smart List shows you California leads, then it will always be up to date with all your California leads; you don't need to do anything to find new California leads. Smart Lists saved so you can reuse or edit them later. In fact, Smart Lists are used throughout the Marketo Lead Management application. Understanding Smart Lists is essential to mastering Marketo's functionality. Go to the Lead Database, then look at the top of the tree for the System Smart Lists. These are Smart Lists that Marketo provides to you out-of-the-box. Click on any of those to view the list members. The lists are: List name Shows... All leads Unsubscribed Leads Marketing Suspended Blacklist All leads and contacts Leads who chose not to receive your s, maps to SFDC opt out Leads who you chose not to receive your marketing s Leads who will not receive any s Bounced Addresses Leads with an undeliverable address or hard bounce 2011 Marketo, Inc. All rights reserved. Version

56 Deleted in Sales Possible Duplicates Leads deleted in your CRM Leads who might be duplicated in Marketo and your CRM Smart List Interface In the tree, click on the Unsubscribed Leads list. When the list loads, you'll see all leads who opted out of receiving your s. This is the list view for this Smart List. Notice the Smart List indicator at the top right of the list. This shows you that this is a filtered list. To view the filters in detail, click that indicator or the Smart List tab at the top of the list. A Smart List is made up of filters that pare down your leads based on their criteria. In this list, we're looking for all leads with their unsubscribed flag set to true. This Smart List isn't editable; you can view the System Smart Lists but cannot change them. Making your own Smart Lists Filters, like the Unsubscribed filter above, look at a lead's fields and history to help you target the right set of people. Filters fall into one of three categories: Behavior - Actions the leads take including web page visits, form completion, or opens Demographics - Fields from your CRM including job title, company, and location Metadata - Other lead characteristics including list membership and creation date Filters can be mixed together to create your own Smart Lists. Let's create a few Smart Lists to understand how they work: Find all leads from California Find all leads from California and New York Find all leads from California and New York in the technology industry 2011 Marketo, Inc. All rights reserved. Version

57 Creating a Smart List Open the New menu and select New Smart List. In the Add New Smart List dialog, enter a List Name. Let's call this list "CA Leads." Then click Add. The Smart List will open automatically. Introducing the Palette Look at the Palette on the right; it shows you the list of all filters you can add as search criteria for the Smart List. To the left is the Canvas where you'll assemble your filters Marketo, Inc. All rights reserved. Version

58 To quickly find a filter, start typing its name in the Find... box at the top of the palette. Try typing "state" in the Find... box. You should see the "State" filter under the Company Attributes folder. Drag and drop the "State" filter from Palette to the Canvas -- the dotted box to the Palette's left. When you're done, your Smart List will look like this: Take a closer look at the input boxes in the filter. These control how the filter works -- one for the match criteria and one for the search value. The match criteria are: 2011 Marketo, Inc. All rights reserved. Version

59 Match Criteria Returns leads who... is is not starts with not starts with contains not contains is empty is not empty Exactly match that state Do not exactly match that state Have a state that starts with the given value Have a state that does not start with the given value Have the given value anywhere in the state field Do not have the given value anywhere in the state field Do not have a state Have any state For now, leave "is" as the selected criteria. The "Select..." box is where you type what you're looking for. If you start typing, the autosuggest will show you matches for that value. Type "c" in the box and see how it returns all state values that have "c" in it. Pick CA in the list. Your filter should look like this when you're done: 2011 Marketo, Inc. All rights reserved. Version

60 Click the Leads tab. You'll see all leads who match the filter criteria in the list. Also note that the Smart List is shown at the top of the list and the total number of leads at the bottom. Multiple Values Now let's find all leads who are in New York and California. In the tree, right click the Leads in CA list and pick Clone List. By cloning a list, you can make a new list with a copy of the original list's Smart List. Call this list "Leads in NY and CA" and create it. When the Smart List opens, note the green + in the state filter's Select... box. This lets you know that the filter accepts multiple values. Click on the + to enter the values: The Multiple Value Chooser dialog will appear. This lets you enter multiple values in a single filter. You can either Type or paste values in the Selected Values box separated by enter Pick values from the "Select..." box (just like in the filter) then click Add > 2011 Marketo, Inc. All rights reserved. Version

61 Add NY and CA to the Selected Values field by either method. When you're done, it should look like this. Click Ok when you're done. Your filter should look like this when you're done. And when you click back to the grid view on the first tab, you'll see your new Smart List results. Multiple Filters Now let's see how you can use multiple filters in a Smart List. Multiple filters in a Smart List can work in one of two ways -- either show the leads who match all the filters (AND) or show the leads who match any single filter (OR) Marketo, Inc. All rights reserved. Version

62 You can toggle between the two with the filter rules option at the top of the list. Clone your NY and CA Smart List; call the new one "Tech Leads in NY and CA." For this Smart List, we want all rules to apply, so let's leave it on All Rules. Find the "Industry" filter in the palette. Drag it into your Smart List, then pick "Technology" in the Select... field. Your Smart List should look like this when you're done: And when you go to the leads grid, you'll see only the leads from California and New York in the Technology industry. If you go back to the Smart List and change it from ALL filters to ANY, you would get a list of all California and New York leads as well as all Technology industry leads. Constraints Some filters come with Constraints -- extra limitations that you can impose on the filter. For example, you might want to see a list of visitors who came to your website in the last week. Here s how to build it. Create a new Smart List called "Web visitors in the last week." In the Palette, find and drag in the "Visited Web Page" filter. Let s use any web page change "is" to "is any." 2011 Marketo, Inc. All rights reserved. Version

63 Click the Add Constraint button. You ll see the constraints available on this filter. Not all filters have constraints; those that do have constraints usually have: Within time frame: find matching events between today and a while ago Min. Number of Times: if the event happened fewer times, don't show the lead Other constraints are specific to the filter you re using. For example, the Visited Web Page filter lets you constrain the results to leads with a client IP address, query string on the URL, referrer, browser, search engine, or search query. For this smart list, let s constrain the Visited Web Page filter to show only leads who visited in the last 7 days. In the Constraints menu, click "Within Time Frame" and type "7 days" in the box that appears. Now go back to the first tab and see which leads have visited your website in the last week. Organizing Smart Lists in Folders By default, new Smart Lists are placed in the Lead Database under the folder where you created them Marketo, Inc. All rights reserved. Version

64 As you create more Smart Lists, you should organize them within folders. For example, you might want a group of Smart Lists for tracking leads with key web activities or for searching leads by region. To create folders for your Smart Lists, right click the My Smart List folder and select New Folder. The new folder will appear. Give it a name and hit enter. Now you can drag and drop other Smart Lists or folders into the folder. To create a new Smart List in that folder, right click the folder and choose New Smart List in the menu. Smart Lists throughout Marketo Smart Lists are used all over the place in the application: Reports -- Smart Lists are used to segment the reports in the Analytics section of the application. For instance, you can look at statistics for leads within a certain sales rep's territories. You'll learn how to do this in the Analytics section of the QuickStart. Campaigns -- Smart Lists power batch events (like mailings) and triggered events (like autoresponders) in Smart Campaigns. Later in the QuickStart, you'll use Smart Lists to create Smart Campaigns just like those. Other Smart Lists -- You can re-use Smart Lists in other Smart Lists. This is useful if you're frequently reusing the same Smart List criteria. Drag on the "Member of Smart List" filter and pick the Smart List in the pull-down. Depending on whether you pick "in" or "not in," only those people will appear in the results Marketo, Inc. All rights reserved. Version

65 LEAD AND FLOW ACTIONS This article explains how to perform a number of flow actions on leads. Flow actions are changes that can be applied to one or more of your leads. For example, you can send an to a set of leads or add leads to a static list. You can take these actions on one, several, or all leads in a list in the Lead Database or leads who qualify for a Smart Campaign. Using Flow Actions Open any list of leads in the Lead Database. Then select the leads you want to affect. To select: Selection Selection Method An individual lead All leads in a list Several consecutive leads click that row use Select All in the menu bar select one lead (click), then hold shift and click the last lead Several non-consecutive leads hold control, then click the leads Pick any number of leads. When you're done, click Lead Actions and open the Flow Actions submenu. This is the list of actions you can take on the selected leads. You can also open this menu by right clicking any lead in the list Marketo, Inc. All rights reserved. Version

66 If you go to a Smart Campaign, you'll see a similar list in the palette of a Flow tab: Flow Actions Explained The actions in the Lead Actions in the Lead Database versus the Flow Actions in Smart Campaigns are almost identical. Here's what they mean: Action Add to List Change Data Value Change Owner Change Score Convert Lead Create Task Delete Lead Delete Lead From Sales Add the selected lead(s) to a static list Description Change the value of a single field for the selected lead(s) Change the lead owner for the selected lead(s) Change a score value, such as the Lead Score, by increasing it ("+5"), decreasing it ("-10"), or setting it to a specific value ("=30") Convert the lead(s) to contact(s) and, optionally, change the lead owner Create a task in your CRM for the lead owner Delete the selected lead(s) from Marketo. If you set Remove from Sales to true, you can delete the lead from your CRM as well Delete the lead(s) from your CRM. To delete the lead from Marketo as well, set Delete from Marketo to true 2011 Marketo, Inc. All rights reserved. Version

67 Push Lead to Sales Remove From Flow Send Alert Send Wait Push a lead to your CRM. Use the Assign To field to select the lead owner Remove a lead from a campaign. This will remove the lead from all campaigns containing the exact phrase you enter Send an alert to the lead owner and/or other individuals with information about key lead activities Send a Marketo to the selected lead(s) Pause before executing the next flow step. This is available only in the Flow of a Smart Campaign The Lead Database has additional actions you can take: Action View Lead Details Merge Leads New Lead (double click a row) Description Open the Lead Detail view for the selected lead Combine the selected leads into one lead Under the New menu, create a new lead with name, , and company name Open the lead's Lead Detail page Preview in a Flow Step If you're using the Send flow step, you can open the for preview from the flow step by clicking the icon at the right of the pull-down: 2011 Marketo, Inc. All rights reserved. Version

68 DATA MANAGEMENT It is common that customers come to Marketo with duplicate leads and data with inconsistent formats. One of Marketo's strengths is its ability to help you understand and clean up your data. In this section you will see many ways to segment and act on your database. Duplicates Duplicates can be a serious problem for your marketing and sales teams. If you have a duplicate lead, then the sales rep may be looking at one version and Marketo is updating another. Getting rid of your duplicates is a key to making the flow between sales and marketing smooth. Let's Try It! Follow the steps in this section to search for duplicates in your Lead Database. Login to Marketo and click the Lead Database tab at the top of the screen. On the left-hand column, click Possible Duplicates. The grid appears on the right in about 5-15 seconds. These are called Smart Lists. They work very quickly and give all kinds of information. We will discuss them in more detail in the "Using Smart Lists to Organize your Leads" step. Check out the number of duplicates at the bottom right. This is a real indication of the number of duplicates that you have in Salesforce Marketo, Inc. All rights reserved. Version

69 Click the column head in the Lead database grid. Notice the menu that gives you the ability to sort. When you sort, you will see the duplicates next to each other. WORKING WITH DUPLICATES Salesforce.com does not automatically de-duplicate leads; when Marketo syncs with Salesforce, Marketo will put those duplicates into your Marketo database. Thankfully, you can easily find and fix these duplicates. This is an important issue; using a Marketing automation system means that you will be updating a specific lead. If you update one lead and the sales rep is looking at the duplicate, the sales rep will miss those updates. When a new lead enters Marketo from a form being filled out or from an Import, Marketo automatically searches for a lead with the same address. If that lead exists, the lead is updated instead of creating a duplicate. Selecting multiple leads Select two leads that have matching addresses. You can do this by holding the "control" key down while clicking on the two different leads. (You can merge more than two at a time, but start with two.) Tip: Sometimes clicking too fast will make the grid select incorrectly. Click slowly for better results. When you have two rows selected or highlighted, click the Merge Leads button in the toolbar Marketo, Inc. All rights reserved. Version

70 The Merge Dialog A dialog will appear showing you all the fields that differ between the two leads. You need to pick which values to keep in the merged lead. Not every field is displayed -- just the ones that you need determine appear. By default, the values from the most recently updated lead will be selected (with a check and highlighted yellow). To pick a different value for the merged lead, click the checkbox next to that value. If you want to enter your own values for the merged lead, click the Custom field for that row then type in your own value: When you're done, click Merge. The winning values will be kept in the merged lead; the other values will be discarded. Important Clicking merge will instruct Salesforce to merge the records properly. All Salesforce and Marketo activities are merged into the remaining lead. Nothing is lost. Campaign History is also kept. Duplicate pattern matching You will notice that the Possible Duplicates list has a Smart List tab. Click on the Smart List and you will see it's using the "Possible Duplicates" filter on the " Address" field. You can change this filter to search other fields for duplicates. Click the little green plus in the definition Marketo, Inc. All rights reserved. Version

71 Tip: You should use only one Duplicate Fields filter in your Smart Lists. If you want to check multiple fields, always use the green plus button to add multiple fields; don't drag in a second filter. When you change the Duplicate Fields filter, you should sort the Leads grid by the column you're checking to put the duplicates next to each other. Easy Merge Marketo's Easy Merge process allows you to de-duplicate your lead database based on rules you provide. You get to pick: who is and isn't a candidate for merging which field conflicts should be handled manually which fields need manipulation (ex. ALL CAPS to All Caps, counts or sums) when merging, which lead's fields should take priority If you're interested in Easy Merge, please contact support@marketo.com for more information. FINDING JUNK LEADS Marketo has built-in spam lead filtering for leads who fill out Marketo forms on your landing pages. However, junk leads may still get into your Lead Database. You can use a Smart List to find these junk leads or other leads who you might not want in your database. Here are some examples of leads you might not want: missing company name or last name address bounced has a personal address (like yahoo.com) 2011 Marketo, Inc. All rights reserved. Version

72 Say you wanted to find all leads who use a personal address. You could build a Smart List that looks using the Address and check for leads whose address contains a noncommercial domain: Common personal domains gmail.com hotmail.com live.com msn.com rocketmail.com yahoo.com ymail.com sbcglobal.com comcast.com aol.com netzero.com After that, it's up to you how you want to handle those leads. You could: ask them to provide a commercial address (with an , landing page, and form) stop their s with Marketing Suspended or Blacklisted (using Change Data Value) delete those leads (using Delete Lead) 2011 Marketo, Inc. All rights reserved. Version

73 You can build similar Smart Lists to find potential junk leads such as: undeliverable addresses -- filter on Invalid is true missing a company name -- filter on Company Name is empty FINDING COMPETITORS Here are a few strategies for finding and handling your competitors if they get to your website or in your lead database. Finding them The best ways to find your competitors are form fill-outs and inferred data. You can use filters of these fields to find matching leads already in your lead database. Use the Data Value Changes trigger with these fields to catch these leads as they enter your system. Inferred company This is the best way to spot anonymous competitors visiting your web site. Try using the Inferred Company field to see if Marketo identified them by their IP address information. address There's a chance your competitors use their company address when filling out your form. Search for the domains of your competitors using the Address filter with the "contains" operator Marketo, Inc. All rights reserved. Version

74 Company name Like address, this is a straightforward way to catch your competitors as they enter their information in your forms. Handling them You have a few choices for handling your competitors once you find them. Blacklist them Changing these leads' Blacklisted flag to true will ensure that they don't receive any more s from you. This is a good way to keep those leads in your database and ensure that they're not part of your campaigns. This campaign will spot those leads and blacklist them should they appear: Smart List: Trigger on Data Value Changes where Address contains [your competitors domains] Flow: Change Data Value -- Blacklisted to true Send an alert You may find it useful to get alerted when your competitors visit your website. Try this campaign: Smart List: o Trigger on "Visit Web Page" o Filter on "Inferred Company contains [your competitors]" Flow: Send Alert with an that includes a Send Alert Info token. Schedule: Change the Qualification Rules to 1 per day Tip: Don't delete your competitors. Deleting these leads was probably your first reaction, but you probably shouldn't. Instead, look at their Activity Log to find out what pages and offers they were viewing. Also, if they return to your site, their subsequent activity will be added to that activity log (as opposed to being added to a new, anonymous lead) Marketo, Inc. All rights reserved. Version

75 DATA CLEANUP With a Change Data Value flow action in the Lead Database, you can quickly update or cleanup your leads' data. Typical examples include: normalizing data (ex. "USA" instead of "US" or "United States") mass changes (ex. if a company changes address) correcting information For example, let's say you want to make sure all leads have "USA" for their country instead of "US" or "United States." First, go to the Lead Database and create a new Smart List. Drag in a Country filter into the Smart List. Then click the green "+" The Multiple Value Chooser dialog will appear. Type variations on "USA" in the box. Click OK when you're done Marketo, Inc. All rights reserved. Version

76 Go to the list results and you'll see all the matching leads. Click Select All to pick all the matching leads. Then open the Lead Actions menu. Pick Flow Actions then Change Data Value. In the dialog that appears, change the Attribute and New Value appropriately. Click Run Now when you're ready to make the change Marketo, Inc. All rights reserved. Version

77 STATIC LISTS Static lists are containers for a set of leads. At Marketo, we often use these lists for tagging leads who we want to track as a group, such as people who filled out a specific request form or leads we met at a conference. You might use static lists to store newsletter subscribers, create random test groups, or track product interest. How is a Smart List different than a static list? When you open a Smart List, the list members update automatically based on the list's filters and triggers. Static list membership is manual; you have to add leads manually to the list, and they remain in the list until you explicitly remove them. Here are ways you can create lists and manage leads in them. Creating Static Lists From the Lead Database, right click on My Lists and select New List... from the menu. Give the list a name and, optionally, a description then click Create. The new list will open automatically in the canvas. You can add a lead to that list as many times as you like, but they ll only appear once. The lead will remain in the list until removed from the list Marketo, Inc. All rights reserved. Version

78 Adding Leads: Smart Campaigns If you re selling multiple products and have an individual landing page + form for each product, you can use static lists in combination with Smart Campaigns to capture the leads and their specific request. In the Flow tab of a campaign, drag in an Add to List step. In the List Name text pull-down, pick the list where the leads should be added. When the campaign executes, this step will add the lead(s) to that list. Returning to the example, if you use the Add to List flow step in your campaigns with a separate static list for each product, you can quickly capture and find leads who requested information that particular product. Adding Leads: Single Flow Actions In the Lead Database, you can quickly add leads from one list to another list through menu options. In the grid, select the leads you want to move. Then choose Add to List... under the Lead Actions menu. Pick the target list and run the flow; all the selected leads will be copied into the target list. An indicator in the upper right corner will let you know when it s done. The Add to List... option also appears in the context menu when you right click a lead Marketo, Inc. All rights reserved. Version

79 Adding Leads: Drag and Drop Also in the Lead Database, you can add leads to a list by selecting them and dragging them to a static list. If you drag from a static list and hold the control key, the leads will be copied to the new list. If you don t hold control, the leads will be moved from the source to the target list. Note: When dragging from a Smart List, leads are always copied into the static list. You cannot copy leads into a Smart List. Adding Leads: List Import Another way to get leads into a Static List is to import a list of leads from a spreadsheet. Remove from list: Smart Campaigns Removing leads from a list is just like adding leads to a list. In a Smart Campaign, you can use the Remove from List flow step to accomplish this. Drag the step into the flow, then pick the list that the lead should be removed from. When the flow step is executed, the lead will be removed from the list. Remove from list: Single Flow Action In the Lead Database, you can select one or more leads then use the Remove from List item in the Lead Actions menu to remove them from the list. This command is also available when you right click a lead Marketo, Inc. All rights reserved. Version

80 Organizing Static Lists You can organize your static lists into folders. To create a folder, right click My Lists in the tree and pick New Folder in the menu. Give the folder a name, then you can drag-and-drop lists and other folders into the new folder. IMPORT LEADS Here's how to import a list of new or updated leads into Marketo. Before you begin: If a lead already exists (with the same address), Marketo will update the lead's fields using values from the imported file. o Otherwise (if no lead has the same address) Marketo creates a new lead record with values from the imported list. Column names in your import file must match the field names Marketo is expecting The " Address" field is required for all leads in your import list Prepare the list Marketo expects the import list to match a certain format. The field names must be in the first row, each matching a field in Marketo. Each lead should be in its own row following the header row. Marketo accepts tab-separated text files (.TXT) or comma-separated value (.CSV) files. We recommend that you use.csv files because they're well supported by desktop and CRM applications Marketo, Inc. All rights reserved. Version

81 Create or get the list of leads you want to export, then put this file on your desktop or somewhere you can edit it. Leads must have an address otherwise they cannot be imported. Next, change the field names in your import file to match the names Marketo is expecting. To get a list of these field names Marketo is expecting, export a list of leads from the lead database. The field names will be in the first row of the exported list. Tip: For the sake of speed and to capture just a header, export a list with a small number of leads, such as a static list with a single lead. Then open the two lists and change your import list field names to correspond with those in the exported list. Tip: Only include the columns that you want to insert/update in Marketo. The fewer the columns you have, the faster the import will go. When you're done, save your spreadsheet (as a.txt or.csv). Start the List Import Go to the Lead Database. Your leads will be imported into a static list. If you want to import the leads to a new list, create a New List from the New menu and follow the instructions in the dialog that appears Marketo, Inc. All rights reserved. Version

82 Now open the New menu again and pick Import List. A dialog box will appear asking for the list to import. Click Browse to select the file you want to import, leave the file format as "<Auto-detect>," and pick the static list where the leads will be imported to in the List Name pull-down. When you're done, click Import. Next, you'll see the Import Preview dialog. It shows you: 2011 Marketo, Inc. All rights reserved. Version

83 Section Description A. Records to import Count of leads found in the import file B. Field names Field mapping between the import file and Marketo C. Ignored fields Count of fields in the import file that don't match Marketo fields D. Sample value How a lead from the import file maps to Marketo's fields Check to make sure that the mapping is correct between the spreadsheet and Marketo fields. First check for any ignored or red fields; those fields will not be imported. If this occurs, go back to your import spreadsheet and make sure the column headers match those in the exported Marketo list. Even if there were not errors, check that the import fields map to the correct Marketo fields by checking the Sample Value column. If any are wrong, go back and correct the errors in your import spreadsheet then restart the process. If everything looks right, click Import to start the import process. The import process will begin, and you'll see a notification dialog in the upper right of the screen. Marketo can import roughly 20,000 leads per hour, depending on system load and the number of columns in your spreadsheet: Once finished, the notification dialog will change: 2011 Marketo, Inc. All rights reserved. Version

84 Now you can open the static list in the Lead Database to view the imported leads: EXPORT A LIST Any grid in Marketo can be exported as a spreadsheet for Excel and similar programs. Exporting is a little different if the list is in the Lead Database versus any other list in the application. Lead Database Export From the tree in the Lead Database, right click the list you want to export and select Export List. If you already have the list selected, choose Export List from the List Options menu. In the dialog that appears, choose the Comma Separated Values (.CSV) format for maximum compatibility. When you're done, click the Export button Marketo, Inc. All rights reserved. Version

85 A notification dialog will appear in the upper right of the page. When Download Now appears, click that link to save your list. If you close the dialog or your browser, you can reopen the notification by right clicking the list and choosing Show Export Status. Other List Exports For other lists in Marketo, you'll find an Export button at the bottom of the table. Click it to download the table as a spreadsheet Marketo, Inc. All rights reserved. Version

86 GETTING TO THE LEAD DETAIL PAGE The Lead Detail page has valuable information about a lead. It's easily accessible from several places: From the Lead Database In any static or Smart List in the Lead Database, double click a row to open the lead detail page for that lead. From Campaign Results Tab When viewing the Results tab for a Smart Campaign, click the lead's name to open the lead detail page. From Web Activity Reports Click any lead's name in a Web Activity Report (either in Marketo or via ) to view that individual's detail page. The link in a web activity report will open the lead detail in a read-only view Marketo, Inc. All rights reserved. Version

87 From an Alert When you receive an Alert that contains the Send Alert Info block, you can click the lead's name to open a read-only version of that person's lead detail page. Using the Lead Detail Page You can find all the information Marketo knows about a lead on the Lead Detail page. The tabs in the Lead Detail page are organized by the different categories of your lead's information: 2011 Marketo, Inc. All rights reserved. Version

88 Tab Contains Custom Lead Info Company Info Opportunity Info Your custom view, if you created one Contact info and lead custom fields Company info and address Opportunities (if any) SFDC Custom Fields Custom fields imported from Salesforce (if any) Activity log All events done by and to the lead Editing Lead Fields The lead fields are displayed in each tab -- label to the left, value to the right. Most of the fields are editable. To edit a field, simply change its value to whatever you'd like, then click somewhere on the page background to save. Some information is not editable including: Company Information and Opportunities for SFDC Contacts Some Marketo-specific fields are not editable such as Created Date or Original Source Type Activity Log No information is editable on a Lead Detail when you clicked to it from a Send Alert or Web Activity Report Marketo, Inc. All rights reserved. Version

89 DESIGN STUDIO: FORMS As part of your integration, you need to replace your existing forms, including Web-To-Lead forms, and s with Marketo forms and s. Most new Marketo customers begin with a marketing workflow similar to that pictured below. It's prone to problems like duplicate leads, manual processes, and need for web development resources. Using Marketo, you can manage your marketing workflows and assets from a single source, then push only the leads ready for sales to your CRM. Additional benefits include rich campaigns, built-in automation, automatic de-duplication, and no need for web development resources. CREATING A BASIC FORM This article explains how to create forms for your Marketo landing pages. It shows you how to change the properties of individual fields on the form, or the properties of the form as a whole. You can get leads into Marketo in ways besides Marketo forms on Marketo landing pages. The Munchkin API offers JavaScript methods for integrating your existing forms with Marketo. You can also embed Marketo Forms on non-marketo Landing Pages Marketo, Inc. All rights reserved. Version

90 Getting Started From the Marketo UI, go to the Design Studio and click the Create New Form button. In the dialog that appears, give the form a name then click Create. After you click the Create button, two things happen: First, the name of the form appears in a list in the tree under "Forms." 2011 Marketo, Inc. All rights reserved. Version

91 Second, the Form Designer window opens up in a separate browser or tab with the form. Note: Sometimes a popup blocker stops this window from opening. Make sure to allow popups from Marketo. You can launch the editor by clicking the "Edit form" button. About the Form Designer When you first create a form, it appears in the Form Designer window. Like many sections of the Marketo UI, this area is divided into two sections, the palette on the right and the canvas on the left. The palette consists of the following accordion sections: Form Properties Template Form Fields These are clickable. They expose two different parts of the form editing. Form Properties contains configuration you can set for the form and its fields. Template Form Fields contains draggable fields that you can use in a form Marketo, Inc. All rights reserved. Version

92 ADDING FIELDS TO A FORM Add fields to the form by clicking the Template Form Fields section in the palette, grabbing a field, and dragging it to the canvas. For the purpose of this QuickStart, add in "First Name, Last Name, and Company". Note: Salesforce.com requires that Last Name and Company be filled out in order to create a lead. Marketo suggests adding to this list so that you can contact the lead via as a response. EDITING FIELD PROPERTIES Once you drag on a field, you will see your form coming together. Click on a specific field name to highlight that field and get additional configuration options in the Form Properties section. 1. Make sure the Form properties section is open in the right column. 2. Select (Click) a field on the form in the canvas. 3. The Field Specific menu appears for that field on the form at the bottom of the right column. When you select a different field, the Field Specific menu changes and displays the properties for the new field Marketo, Inc. All rights reserved. Version

93 MAKING A FIELD REQUIRED You can make a field required, so that your users must fill it out before they submit the form. 1. From the Form Designer window, highlight a field in the form. 2. In the Field specific properties menu, find the line called Is Required and check the box to the right. 3. Click the Apply Change button to see the results Marketo, Inc. All rights reserved. Version

94 Editing Global Form Properties After you have added all of your form fields, you may want to make some global changes to the form using the Whole Form configuration n options. The Whole Form menu fields are defined as follows: Name - The name of the form. Description - The description for the form. Progressive Profiling - If enabled, allows you to use forms in Marketo to gather information over time during repeat visits by a user. Since Marketo remembers when a visitor has completed a Marketo form, it will present only those fields the user did not fill out and the ones you specify you always want to show. Layout - Allows you to put the field labels above or left of the fields. The center option allows you to center the fields and the label on the form Label Width - Defines how wide a label can be for a field. Field Width (px) - Defines how how wide a field can be. Gutter Width (px) - Distance between the label and the field on the form. Show Reset Button - Adds or removes the Clear button from the form. Submit Button Label - Allows you to change the name of the Submit button on the form. Reset Button Label - Allows you to change the name of the Reset button on the form. Font Family - Sets font family for the labels on the form. Font Size - Sets font size for the labels on the form. Font Color - Sets font color for the labels on the form. Extra Line Space - Sets the line space between fields. Caution: Make sure you click the Apply Change button to save and apply your changes Marketo, Inc. All rights reserved. Version

95 MAKING A FIELD HIDDEN ON A FORM Hidden form fields let you collect information in a form but keep it invisible from the submitter. The hidden information can come from: set to default value passed from a URL parameter read from a cookie This example uses the Lead Source field, which is a best practice to capture and is why it is used in this example; however, you can hide any field that you would like. Adding a hidden field to a form Create a new form or open an existing form for editing. Drag the Lead Source into the form (if it's not already in the form). Click the Lead Source field in the form. Then go to the Form Properties menu on the right and scroll down to the Field Specific section. Change the Input Type setting to "hidden." Click Apply changes change when you're done. The page will refresh Marketo, Inc. All rights reserved. Version

96 After the page reloads, go back to the Field Specific section for the Lead Source field and click the Edit Settings... link under Field Value. Now you need to tell Marketo what value to pass into that field: a default value, a URL parameter, or a cookie value Set a hidden field to a default value In the top field of the form, enter or use the pull-down to pick the Default Value for the field. The Get Dynamic Value option should be set to Use Default Value by default. Click Save when you're done. The field in the form will update with the new default value Marketo, Inc. All rights reserved. Version

97 Set a hidden field from a URL parameter You can capture values passed as URL parameters to your landing page such as: Set the Get Dynamic Value field to Get Value from URL Parameter. In the Parameter Name field, enter the name of the URL parameter to read -- just the parameter, no equals sign (=) or question mark (?). Make sure to set a default value in the Default Value field. This value will be used if the URL parameter isn't found on the URL. Click Save when you're done. The field in the form will update to let you know that it's reading from an URL parameter. Set a hidden field from a Cookie You can also retrieve a value from a cookie and use that as your hidden form field value. A couple of caveats first: The cookie's domain must be ".yourdomain.com" and not on any subdomain (otherwise it cannot be read) The cookie must be set before the user hits the landing page. If you set or change the cookie after the landing page loads, you'll need to use JavaScript to set the form field value. Change the Get Dynamic Value field to Get Value from Cookie. In the Parameter Name box, type the name of the cookie to read Marketo, Inc. All rights reserved. Version

98 Make sure to set a default value in the Default Value field. This value will be used if the cookie isn't found. Click Save when you're done. The field in the form will show you what cookie value it's reading. PROGRESSIVE PROFILING Progressive profiling allows you ask new questions each time a lead fills out a form. Best Practice: To increase conversions, keep your form lengths to a minimum. If a field is optional, leave it out or capture it with progressive profiling. When you use progressive profiling, a lead may fill out a form like this: 2011 Marketo, Inc. All rights reserved. Version

99 Then at a later time on another landing page, he's presented a slightly different form: In Marketo, the same form is being used on two landing pages. Some fields appear on every form, like his name and address. Other form fields display only when they're blank so you can get new information on subsequent form completions. This is the benefit of using Progressive Profiling -- you can get more information from your leads while keeping your forms short. Building a progressive profiling form Here's how to create your own progressive profiling form. Go to the Design Studio and open a form for editing. You can create a new form or edit an existing one. Drag in all the fields you want your leads to complete. Set the required flags as you see fit Marketo, Inc. All rights reserved. Version

100 In Form Properties in the right column, click the link next to Progressive Profiling link -- "disabled..." by default In the popup, set Progressive Profiling to enabled. Next, pick the Always Show fields. (Skip the Blank Fields for now.) These fields will always appear in a form whether or not the lead has completed them. Now set the Number of Blank Fields. This is the maximum number of additional blank fields that will be added to each form. For example, if you have 3 Always Show fields selected and 3 Blank Fields, a lead will see up to 6 fields on the form. The actual number of fields a lead sees in a form depends on the number of remaining blank fields. If it's set to 3 but a lead has only 2 remaining, then only 2 Blank Fields will appear on the form. If all the Blank Fields are filled out, then only the Always Show fields will appear in the form. Click Save when you're done Marketo, Inc. All rights reserved. Version

101 Note: Required fields set to Always Show must always be filled out by a lead. All other required fields are only required when visible to a lead filling out the form. Close the form. Finally, publish a landing page with that form. If it's a new form, create a landing page with the form. If the form is already in use, re-approve the landing pages which use it. Best Practice: When using a progressive profiling form on your landing page, remember that the form length will vary depending on the Number of Blank Fields. Make sure your landing page looks good with all form lengths. ADDING A DATE PICKER TO A FORM Follow these steps to add a graphical date picker to your form date fields. When you're done, it will look something like this: First, you need a form with at least one date field. In the Form Editor, date fields appear with a date icon in the Template Form Fields list. Drag one into your form if you haven't already Marketo, Inc. All rights reserved. Version

102 Next, edit a landing page that uses the form (or create a new one and add the form). Click the form and make sure the box around it has some padding, shown below. If the padding is too small, the calendar icon next to your date field will wrap onto the next line. Now add this custom JavaScript to your webpage as a Custom HTML element: <link type="text/css" href="/js/public/css/redmond/jquery-ui custom.css" rel="stylesheet" /> <script type="text/javascript" src=" <script type="text/javascript" > google.load("jquery", "1"); google.load("jqueryui", "1"); </script> <script type="text/javascript"> var $jq = jquery.noconflict(); $jq(".mktformdate").datepicker({showon: 'both', buttonimage: '/images/icons16/calendar_31.png', changemonth: true, changeyear: true, buttonimageonly: true}); }); </script> Finally, preview your page and click the calendar icon next to the date field. The graphical calendar will appear below the field Marketo, Inc. All rights reserved. Version

103 ADVANCED FORM FIELD OPTIONS Input Types You can change the input type of your form fields in the Form Designer. Start by opening an existing form or creating a new form. Click the form field you want to change. Open the Form Properties tab on the right and scroll down to the Field specific section. You'll notice an Input Type field; that's where you can change how the field displays. The Input Type options are described below. Depending on the type of the field, not all Input Type options may be available: Input Type When you want Sample hidden hidden from users checkbox true/false Subscribe to our newsletter? text small text textarea lots of text Comments? 2011 Marketo, Inc. All rights reserved. Version

104 Annual marketing budget: radio buttons one of a few values Less than $1 million $1 to $5 million $5 to $10 million more than $10 million select box - single one of many values Industry: Advertising & Media select box - multiple several values I would like to receive information on: Marketing Automation Lead Nurturing Lead Scoring Reporting and Analytics Sales Insight ADDING OR CHANGING VALUES IN SELECT BOXES AND RADIO BUTTONS You can add or change the values displayed in a select box or set of radio buttons. These values will display in the form; when the form is submitted, the selected value will be put in that field. If you want to map the display values to different submit values (for instance, display "$1 million" and submit " "), see the next section. First, select the field in your form and go to the Field settings on the right. Look for the Value list option in the Field specific section Marketo, Inc. All rights reserved. Version

105 The values are separated by commas. To remove an option, delete the option. To add a row, add a comma and the option. For example, if you wanted to add "value 4" to this list: value 1,value 2,value 3 You would put it right after "value 3" like so: value 1,value 2,value 3,value 4 It should look like the image below when you're done. Click the Apply Change button to save the new values. MAPPING SELECT BOXES AND VALUES Let's say you want your Annual Revenue field to appear like this: Annual revenue: Less than $1 million However, the Annual Revenue field takes integers, not text. You need to tell Marketo how to map the pull-down options to numbers. If you don't, that field won't get saved. In the Form Designer, select the field and go to the Value List in the Field specific settings. Separate the display text from the submit value with "::" and separate each pair with a comma: Text that should display::value sent to Marketo,Next option::next Value For the example above, let's set Annual Revenue to 0 when it's less than $1mm, for $1-2mm, and so on. Set the Value List to this. Your change should take effect immediately: Less than $1 million::0,$1-2 million:: ,$2-5 million:: ,more than $5 million:: Marketo, Inc. All rights reserved. Version

106 SELECT BOXES AND MULTIPLE VALUES A select box is the only input that supports sending multiple values for a single field. You can change the single/multiple behavior with these two Field specific parameters: Allow multiple selections: toggle between single or multiple values for this field Visible lines: display this many rows in the field Tip: If you want users to pick only one field, leave Allow multiple selections unchecked and Visible lines set to 1. If you want them to pick several, set Allow multiple selections to true and Visible lines to 5 or more. This allows the user to pick multiple selections from a pull-down menu Marketo, Inc. All rights reserved. Version

107 DESIGN STUDIO: LANDING PAGES CREATING LANDING PAGES Create a New Landing Page From the Design Studio tab, click the Create New Landing Page button. Enter the name of your landing page. Select a template for your landing page. Click Create Marketo, Inc. All rights reserved. Version

108 About the Landing Page Editor On the right tree of the landing page are drag and drop elements which you can use to add the following to the landing page: Rich Text - Add and format text for your landing page Images - Select images from your image library Forms - Add forms you created using the Design Studio Rectangle - Add a shape and color around your landing page Custom HTML - Add custom HTML to your landing page Each of these drag and drop elements has its own property sheet, which allows you to manipulate the element. The Actions button in the Landing Page Editor allows you to: Grab images from a web page Edit your landing pages meta tags Upload images you want to add to your image library to use on your landing page We will show you how to add each of these components to a landing page Marketo, Inc. All rights reserved. Version

109 ADDING RICH TEXT Drag the Rich Text Element to the landing page canvas. A rich text editor dialog will appear. Put any text you want in the box, then click Save. Your text will appear on the landing page. UPLOADING AN IMAGE Click the Actions button in the upper right of the editor and select Upload image file... in the menu. In the dialog that appears, click Browse and pick an image on your computer. Click the Upload button when you're done Marketo, Inc. All rights reserved. Version

110 You'll see a confirmation dialog to let you know that the image has been added to your Marketo images database. To add images to the landing page, drag the Image element into the page. Select an image from your image database. Click Insert. The image will appear in the page. Note: You can use the filter to quickly find an image if you know its name Marketo, Inc. All rights reserved. Version

111 To resize the image or any other page element, click and drag the squares at the sides and corners of the element. To move a page element, click in the middle of the image and drag it around. If you want to delete the element, click the red X next to it. If you want to grab images from your web page, see our article on uploading files and images. ADDING A RECTANGLE SHAPE To add a rectangle shape to the landing page, drag the rectangle to the landing page canvas. Resize the rectangle by dragging the boxes on the top, bottom, sides, or corners. You can change its color in the Property Sheet in the right column when it's selected Marketo, Inc. All rights reserved. Version

112 ADDING FORMS TO THE LANDING PAGE Drag the Forms Element to the landing page canvas. In the dialog that appears, select the form you want to insert. Also, pick the follow up page where users go after submitting the form. The pull-down has Marketo landing pages; to use a non-marketo page, click the Use non-marketo Landing Page link and type in the URL. Click Insert when you're done. Your form will appear on the page Marketo, Inc. All rights reserved. Version

113 CHANGING THE FOLLOW UP PAGE FOR A LANDING PAGE FORM Each form has the ability to take users to a follow up page when they are done completing the form. This follow up page can be another Marketo landing page or any other web page. First, open the landing page in the Landing Page Editor. Drag a form onto the landing page if there isn't one already. Click the form, then click the pencil and paper icon on the top right of the form. In the dialog that appears, you can pick one of three options for the Follow up page: Pick a Marketo landing page in the pull-down Pick "Stay on this page" in the pull-down Click "Use non-marketo landing page" to enter an arbitrary URL Click Save when you're done. Best Practice: Follow up pages should have navigation to show customers more about your company and keep the ball rolling. They should also inform the leads if they will receive an or other contact Marketo, Inc. All rights reserved. Version

114 USING THE RICH TEXT EDITOR The Rich Text Editor is what you use to edit text in an HTML Element of a Landing Page or in an editable DIV of an . Here's the skinny on how to use it. Editing text The text editor works just like your favorite word processor application. Select the text you want to format, and then click the toolbar button to change the text. The formatting buttons are in the first two rows of the toolbar. If you don't know what a button does, hold the mouse over the button to view a description of the button's function. When you're done making changes to the text, click OK at the bottom of the dialog. Managing links To add a link in your text, first highlight the text with your mouse. Then click the Insert/Edit Link button in the toolbar Marketo, Inc. All rights reserved. Version

115 In the box that appears, enter the Link URL of the link. Click Insert when you're done. The text will appear linked in the editor. If you want to edit the link, select the linked text and click the Insert/Edit Link button. To remove the link select the linked text and click the Unlink button. Adding images To add an image in the HTML editor, you need the image's URL. If you want to use an image that you've added to Marketo, select the image from the Images and Files section of the Design Studio and copy the URL to your clipboard Marketo, Inc. All rights reserved. Version

116 In the Rich Text Editor, put the cursor where you want to add the image, then click the Insert/Edit Image button. When the dialog appears, add the Image URL and an Image Description. Click Insert to add it to the page. If you want to change how the image is laid out with the text, go to the Appearance tab and change the Alignment setting. The preview on the right shows you how the image will appear with text. Click Insert when you're done Marketo, Inc. All rights reserved. Version

117 The image will appear in the text editor. If you want to edit it, select it in the editor and click the Insert/Edit button again. Building tables To add a table, click the Insert Table button in the third row. A dialog will appear where you can edit the table settings. Change the number of columns and rows as you want, then click Insert when done. Your new table will appear in the editor Marketo, Inc. All rights reserved. Version

118 When you're editing a cell or have the table selected, the table toolbar buttons will activate including add or delete columns or rows, merge cells, and row and cell properties. You can mouse-over each one for a description. Spell check To check the spelling in the Custom HTML editor, first click the spell check button in the toolbar. Words that are misspelled will appear with a jagged, red underline in the editor. Right click on a misspelled word to display suggestions, then click any of the suggestions to replace the selected word. You also have the option to ignore this word or ignore all words with this spelling Marketo, Inc. All rights reserved. Version

119 By default, the spellcheck uses English; to change the language, click the pull-down arrow next to the right of the spell check button. Editing HTML source Through the editor, you have access to directly edit the HTML tags by hand. Warning: If your HTML has any errors, your landing page or may break. First, click the HTML button in the toolbar. In the window that appears, add your HTML. Click Update when done Marketo, Inc. All rights reserved. Version

120 Your new HTML will appear in the text editor window. LANDING PAGE TEST GROUPS Using landing page test groups, you can test multiple landing pages to see which have the best conversion rates. A test group works like other landing pages. It has a URL, it can be approved and unapproved, and it can be used in Smart Lists and campaigns. But when you view the test group's URL, it will randomly display one of several tested pages. Marketo tracks the number of page views and form completions on each tested page. You can use the test results to decide which landing page design, copy, or offer is the most compelling for your leads. CREATING A TEST GROUP Step One: Build landing pages to test First, create the landing page variations that you want to test. When you begin, use at least two pages so you can compare which design worked better. You can always add or remove pages in the group at any time. Tip: To get the most benefit of a test group, put a Marketo form on the test page. The test group results count completions based on whether or not a lead completed a form; if you don't have a form, you may not be able to determine the best landing page variation. Step Two: Create the test group Next, go to the Design Studio, click the New button, and select New Test Group in the menu Marketo, Inc. All rights reserved. Version

121 In the dialog that appears, fill in the details for your new test group. 1. Fill in the New Test Group Name. The Page URL will update automatically; optionally you can change that and add a Description. 2. Add your landing pages to the test group here. Click on one of the Available Landing Pages on the left, then click the rightward-pointing arrow to add it to the test group. Repeat this for each page you want to add. 3. When you're done, click the Create button. The dialog will disappear, and the test group details will display in the canvas. Step Three: Approve and test When you're ready to launch your test page, open the Test Group Actions menu and pick Approve Test Group. This will also approve all landing pages in the group Marketo, Inc. All rights reserved. Version

122 To test the page, click the View Approved Page button. This will open the test page in a new window. The page URL is just above the button. If you refresh the page, you should see your different tested landing pages. Note: Landing pages in a test group appear randomly. You may need to refresh a few times to see all the pages in the group. Test group results The Group Members grid shows you the results of your test groups. The columns are: Column Description Page Name Name of the tested landing page Approved Is the page approved (green), approved with draft (yellow), or draft (blank) 2011 Marketo, Inc. All rights reserved. Version

123 Views Conv Total page views for this page Conversions -- number of form completions on this page Rate % Conversion Rate as a percent -- Conversions divided by Views times 100 To change the reporting time frame, click the text below Group Members ("All Time" in the image) or the Report Settings button in the menu Clicking Refresh will reload the table with the most recent data available. Click Export to download the results table as an Excel-compatible file. Click the page name of a tested page to go to that page's Landing Page Detail. If you select a row in the grid then click Tested Page Actions, you can take action on it from here like clone, edit, delete, or unapprove. Adding and removing tested pages To add a page to a test group, open the Test Group Actions menu and select Edit Group Members. In the dialog, select the page you want to add in the left column (Available Landing Pages), then click the rightward-pointing arrow. Press the Select button when you're done. To remove a page from a test group, select the page in the right column (Tested Landing Pages), then click the leftward-pointing arrow. Click Select when you're done Marketo, Inc. All rights reserved. Version

124 CLONING A LANDING PAGE TEST GROUP Follow these steps to clone a test group including all of its tested landing pages. In the Design Studio, find the test group you want to duplicate. Clone each landing page by right clicking then selecting Clone Page. Give them each a new name. The cloned pages will appear in that test group. Right click the test group and select Edit group members. Select the cloned pages in the Tested Landing Pages list (on the right), then click the arrow between the lists that points left. This will move them out of the test group and into the Available Landing Pages list. Move all of the cloned pages out of the test group in this way Marketo, Inc. All rights reserved. Version

125 When you're done, click the Select button at the bottom right. Now create a new test group by clicking New and picking New test group. In the Create New Landing Pages dialog, enter the New Test Group Name. At the bottom of the dialog, select the cloned pages in the Available Landing Pages list and click the arrow pointing right to include it in the test group. Do this for all the landing pages you want in this group. When you're done, click Create and you'll be done with your new cloned test group Marketo, Inc. All rights reserved. Version

126 When you're ready to launch the test group, right click the group in the tree and pick Approve Test Group. WEB DEVELOPERS ONLY CREATING A NEW LANDING PAGE TEMPLATE To make a new Landing Page Template in Marketo, first go to the Design Studio, then pick New Landing Page Template from the New menu. (You can also start by cloning an existing landing page template.) Give the template a name and, optionally, a description. Click Create when you're done: 2011 Marketo, Inc. All rights reserved. Version

127 A window will open with your new landing page template. Click the HTML Source tab. The HTML Source tab is where you make changes to the template. Changes only the sections marked with EDIT THIS SECTION; if you change other sections, you may break your template. For example, your body HTML should go in this section: <!-- START TEMPLATE HTML - EDIT THIS SECTION --> <div id="mktcontent" class="mkteditable"> <!-- Base of Landing Page Content --> </div> <!-- END TEMPLATE HTML --> Click the Preview tab to view what the finished template looks like: When you're done, close the window and return to the Design Studio. Open the template's detail view by clicking on it in the tree. You'll need to approve this template before you can use it; pick Approve from the Template Actions menu: 2011 Marketo, Inc. All rights reserved. Version

128 Now your landing page template is ready for use. EDITING A MARKETO LANDING PAGE TEMPLATE Editing a Landing Page Template is similar to editing any other Design Studio asset: make your changes, then approve the item. First, go to the Design Studio and open the item you want to edit. From the Template Actions menu, pick Edit Draft: In the window that appears, make your template changes on the HTML Source tab Marketo, Inc. All rights reserved. Version

129 Remember to limit your edits to those sections with comments that say it's ok for you to edit: <!-- START TEMPLATE HTML - EDIT THIS SECTION -->... <!-- END TEMPLATE HTML --> Click the Preview tab to view the finished template. When you're done, click Save and Close in the upper right of the window. Back in the design studio, Approve the landing page from the Template Actions menu. Finally, you'll need to re-approve any landing pages using that template for the template changes to take effect. You can re-approve them all at once from the main Landing Pages section Marketo, Inc. All rights reserved. Version

130 ADDING CUSTOM HTML TO A MARKETO LANDING PAGE First, go to the Design Studio and open the Landing Page for editing. Click and drag the Custom HTML element from the right hand menu into the landing page where you want it to appear. Tip: If you're adding non-rendering code (like JavaScript or CSS), put the HTML element somewhere memorable like the top right corner or beneath your company logo. In the dialog that appears, paste your custom HTML code. Click Save when done. Resize the HTML content as you want to using the corner controls. Make any other changes you need on the page. When you're done, return to the Design Studio to approve and publish the changes Marketo, Inc. All rights reserved. Version

131 CHANGING THE COLOR OF THE SUBMIT BUTTON IN A SINGLE LANDING PAGE How to alter colors of the Submit button for a landing page. We'll assume you already have a landing page with a form that you want to pretty up. Go to the Design Studio and upload the image using these instructions: Uploading Files to Marketo. In the Images and Files section, find the newly uploaded image in the list and click its name to open the detail view. (Sort by Last Updated Date to find it faster.) Copy the URL field to your clipboard. Now go to your landing page and edit the page. Paste in the following in a Custom HTML box, replacing imageurl with the path of the image you uploaded (highlighted below, ex. /rs/accountname/images/button.gif): <script language="javascript" src="/js/public/jquery-latest.min.js" type="text/javascript"></script> <script> var $jq = jquery.noconflict(); // Use jquery via $jq(...) $jq(document).ready(function(){ $jq("#mktfrmsubmit").wrap("<div class='buttonsubmit'></div>"); $jq(".buttonsubmit").prepend("<span></span>"); }); </script> <style> /* Start fancy button */ div.buttonsubmit { position:relative; float:left; 2011 Marketo, Inc. All rights reserved. Version

132 } div.buttonsubmit input, div.buttonsubmit span { background-image:url(imageurl); background-position:right 0px; background-repeat:no-repeat; border:0px none; color:#ffffff; cursor:pointer; float:left; font-weight:bold; height:36px; margin:0px; padding:0px 15px 2px; position:relative; z-index:5; } div.buttonsubmit span { background-position:left -36px; left:0px; padding:0px; position:absolute; top:0px; width:4px; z-index:10; } div.buttonsubmit input { width:auto; padding-left: 10px!important; padding-right: 10px!important; } #mktfrmsubmit{ color: #FFFFFF!important; } div.buttonsubmit:hover input { background-position: right -72px;} div.buttonsubmit:hover span { background-position: left -108px;} /* end fancy button */ </style> 2011 Marketo, Inc. All rights reserved. Version

133 UTF-8 SUPPORT Marketo supports the UTF-8 character set for storing characters in foreign languages. You can use UTF-8 characters in your landing pages and lead fields, and your leads can submit form information using special (non-english) characters. All Marketo landing pages are UTF-8 by default. This line in the <head> of an HTML page tells the browser to interpret and send data in UTF-8: <meta http-equiv="content-type" content="text/html; charset=utf-8" /> UTF-8 and landing page templates By default, all Marketo landing pages are set to UTF-8 with the above meta tag. If you make changes to your landing page templates, make sure that you leave that tag unedited in your page. Changing this may cause errors with your form submissions. UTF-8 and external forms If you're using Marketo forms on non-marketo pages, your page must use UTF-8 encoding or you may lose submission information. Check that the above meta tag is in the <head> of your web page. If the charset is something other than UTF-8, change it to UTF Marketo, Inc. All rights reserved. Version

134 DESIGN STUDIO: S A Marketo is made of two parts: an template for layout and formatting a specific based on a template with content for a specific mailing You can start creating your own s right away with the default templates included in your account, or you can create your own templates if you know HTML or have a designer. WORKING WITH TEMPLATES Marketo has developed templates that have been tested in over 40 clients. It is important to ensure that your s will look good no matter where you send them. Additionally, these s have been crafted to reduce spam scores and increase deliverability. Feel free to use these templates. They have all the markup you need to get started right away. 1. Curved Paper 2. Curved Paper with Sidebar 3. Round Corners 4. Round Corners with Sidebar CREATING MARKETO S These instructions show you how to take an template and create an that's ready for customers. s are one of the most important communication vehicles in online marketing. Each should be specifically targeted at your audience and reinforce the message from your advertising and landing pages. A Marketo is a combination of an template and content specific to this mailing. The template is something you should design once then use across multiple mailings. With a template in hand, the creation process is a simple matter of writing this 's content Marketo, Inc. All rights reserved. Version

135 Creating an From the Marketo UI, click Design Studio. Click New Enter the name of the (required). The name appears in the left tree, under s, in the Design Studio. 2. Select an template (required). The template defines the basic look and feel of your . Choose Blank if you are planning on using your own pre-made Click Create Marketo, Inc. All rights reserved. Version

136 Important Note: The term Operational in this dialog is asking what kind of this will be. See the following definitions: Operational: These s bypass the unsubscribe process. They are for messages that are not optional. One example of this might be an auto responder. There is no need to unsubscribe from an that the customer requested at that moment. Non-Operational: These s cover all of the other situations. They are bound by the unsubscribe policy and can be blocked from delivery. Make sure you choose the correct type so that your s are processed according to CAN- SPAM rules. The Editor window opens. EDITING TEXT 1. From the Editor, click the Designer tab. 2. Click Show Edits. The areas in yellow are editable (as defined by your template editor). Click Show Edits again to remove the yellow background Marketo, Inc. All rights reserved. Version

137 Alternatively, roll your cursor over an area that you think is editable. The area, if editable, shows a red dotted border. Click any area with a red border to show the editor. The HTML editor window appears Marketo, Inc. All rights reserved. Version

138 The HTML editor window allows you to edit ONLY the area of the text outlined by the red box you clicked in. The top bar of the HTML editor window has editing tools that will allow you to format the text. Important Note: The HTML button (shown below) allows you to edit the raw HTML of that section. Make your edits in the selected section. Click OK when you are done. The changes you made are reflected in your immediately. ADDING LINKS To add a link, first highlight the portion you want linked in the text editor, then click the Add/Edit Link button. In the window that appears, enter the Link URL in the dialog. Click Insert when you're done Marketo, Inc. All rights reserved. Version

139 Sometimes, you may not want a link tracked; Marketo's link tracking can interfere with some websites such as SurveyMonkey. If you don't want the link tracked, go to the Advanced tab of the link editor and add a class of mktnotrack. ADDING IMAGES AND FILES You can drag and drop images or files you have added to Marketo to the editable areas of your . From the Editor, open the Images and Files folder in the Palette. Click an editable area of the . The HTML editor window opens Marketo, Inc. All rights reserved. Version

140 From the Palette, search for the image using the Quick Find box. Drag an image from the Palette to the HTML editor window. Click OK in the HTML Editor window when you are done. The image has been added to the . ADDING TOKENS One of the best features about Marketo s using dynamic tokens; these tokens are automatically replaced with the recipient's information making the personalized and more effective. To use a token, first open an editable section by clicking on it. Then find the field you want to add in the right hand tree Marketo, Inc. All rights reserved. Version

141 Drag that field from the tree to the spot in the editor where you want it to appear. We'll use "first name" in this case: When the lead has a value for that field, the field will be automatically replaced when the is sent. If the lead has no value for that field, the default value will display instead. Change the default text after the equals sign -- "edit me" by default. Add other tokens to the , then click OK in the editor dialog when you're done. Your is now personalized! INCLUDE A PLAIN TEXT VERSION OF YOUR To decrease your spam score, you should make sure to include a text-version of your . These are rarely used, but are important nonetheless. From the Editor window, click Copy to Text Version. The Editor saves a text version of your . Click the Text Version tab to see it Marketo, Inc. All rights reserved. Version

142 Adding To, From, and Subject Headings From the Editor, click the Settings tab. This allows you to customize the Subject and From Address. You can also re-state if an is operational or not. Important note: This setting determines if the unsubscribe links are included in the . SENDING A TEST 1. From the Editor window, click the Designer tab. 2. Click Send Test . The Send Test window appears Marketo, Inc. All rights reserved. Version

143 Enter a valid address in the Send To field. Separate multiple addresses with a comma (,). If you've used it before, you can click the pull-down to select from a list of the ten most recently used recipients. Click the "Also send text-only version" box if you want to receive both HTML and text-only versions as separate s. Click the Send button. The should take a few seconds to arrive. It may take longer depending upon how it is processed by your mail server. DOWNLOADING THE HTML OF AN ENTIRE 1. From the Editor, click the Designer tab. 2. From the HTML Tools menu, select Download HTML. A download window appears. Choose a location on your desktop to download the HTML version of your . You may want to do this so that you can send the to a third party service Marketo, Inc. All rights reserved. Version

144 APPROVING AN When you are done with your changes to the , you can close the editor window. From the Editor, just above the Palette, click Save & close to close the . Note: You do not have to click Save & close to save the . Marketo saves the automatically while you are working on it. In the following example, the saved is called QS Example . The has not yet been approved. Until it is approved, it cannot be used by the system. To approve the 1. Click the Design Studio tab. 2. Right-click the in the left tree. 3. Select Approve Draft. Look at the in the Design Studio in the left tree. Approval is indicated by a check next to the name Marketo, Inc. All rights reserved. Version

145 SENDING S FROM THE LEAD OWNER Here's how to make your s look like they came from a lead owner. First, open the for editing. Click on the Settings tab. (If you don't see the Settings tab, you've opened the template, not the .) In the right hand column, search for "lead owner" in the filter box. You'll see the lead owner tokens that are available for entering in our . Delete any text in the From address text box. Then drag the Lead Owner Address field from the right into the From address text box. Next, clear the From label box. Drag in the Lead Owner First Name into that box. Put a space after the token, then drag in the Lead Owner Last Name field. Firefox users: Before you drag on the last name field, select all the text in the box and copy it to the clipboard (ctrl+c in Windows, option+c in OSX). Then drag in the last name. Finally, put the text cursor at the front of the last name token and paste in the clipboard (ctrl+v or option+v). Finally, you need to edit the default labels for each of those tokens. By default, they say "edit me." Replace that text in the three tokens with the first name, last name, and address that should display if the lead doesn't have a lead owner. When you're done, it should look similar to this: 2011 Marketo, Inc. All rights reserved. Version

146 DESIGN BEST PRACTICES Here are some design practices we follow that you can use to improve your designs and clickthru rates. Test in several clients The best way you can improve your design is to make sure your looks correct in the major clients; an that looks wrong will certainly be ignored by the recipient. To the right is an as it rendered in Gmail that could have been caught with trivial testing; click it to view in full size. You should especially test if you built your with Microsoft Word, Dreamweaver, or other HTML or word processing applications. Those applications add CSS and styles that are unsupported by many clients. See this article to learn more about how clients render HTML and CSS: Below is a list of the top five clients. Send test s to each of these, then check that your renders correctly in each. For the web-based s services, try them with IE 6, IE 7, and Firefox 3. Outlook 2003 Outlook 2007 Hotmail Yahoo! Mail Gmail Design for images on and images off As a best practice, you should design your s to render correctly whether or not images are enabled. Take a look at these two s. If you have images disabled in your client, you're likely to ignore the one on the left entirely Marketo, Inc. All rights reserved. Version

147 As a best practice, your should look good without images and even better with images. Put the content in the text, and use images for cosmetic effects only. Optimize your images Make sure images in your are optimized for resolution and file size. Resizing images through the editor can seriously degrade the image quality, cause rendering problems, and, if you started with a large image, may cause your recipients to download an unnecessarily large image. Take your image into an editing application and resize it to the correct resolution. Save it as a PNG or JPG for the best results. If you're using Photoshop, use the Save for Web & Devices option (control-alt-shift-s). Include a text-only version The easiest way to improve your deliverability rate is to include a text-only version in every you send. In the Designer, you can do this with the Copy to Text Version button and the Text Version tab. A text-only version significantly reduces your spam score, meaning more of your s will land in the recipients' inbox. Also, some clients only display the text version of an ; if you don't include a text version for those leads, they'll get a blank . One clear call to action Always make sure your clearly indicates what you want the reader to do. Usually, your goal is to get the person to click a link or image in the ; that object needs to be displayed prominently in your . Use color, font size, font style, and spacing to emphasize the call to action. Use a single call to action if possible; the more targets you add to an , the lower your clickthru rate will be Marketo, Inc. All rights reserved. Version

148 A/B Testing Try different messages and designs to see which work best. Build two or more s, then use Add Choice Random Sample in the Send flow step to send different s to different groups. To see which one was the most effective, view the tab of a Smart Campaign summary. You can also check the Performance report in the Analytics section with an appropriate smart list (try the Member of Smart Campaign filter). Personalize s that are personalized for the recipient get a higher clickthru rate than generic s. Use tokens such as "First Name" and "Last Name" to make the feel like it was specifically crafted for the recipient. Don't forget to set the default values for the tokens. The default value gets used when a lead doesn't have a value for that token. Design for width Build your s to render correctly in the recipient's screen resolution. In particular, you should make the width narrow enough to fit without a horizontal scroll bar. If you want to be on the safe side, aim for a width of about 600px; that should fit most clients without scrolling, regardless of the recipient's client. Design for height You also need to build your s with compelling content at the top of the so the recipient wants to read the rest. Some client layouts only show the first 200 pixels of an . (In Outlook, try View -> Reading Pane -> Bottom.) Be aware of this when designing your s, especially if you're using images and no text at the top of the Marketo, Inc. All rights reserved. Version

149 WEB DEVELOPERS ONLY CREATING A NEW TEMPLATE This article describes how to use Marketo templates. Templates allow you to "write once, publish many times." copy writers can use a single template for s, ensuring that you, as the template editor, have control over the structure of s. Important: You should be proficient with HTML before you create Marketo templates. Customers have the option of bypassing templates and paste in fully made s into the editor directly. If would rather not use the Marketo template system, you can replace your template s html by following the instructions later in this guide. Creating a New Template From the Marketo UI, click Design Studio. In the tree, click the + sign next to s. Right-click Templates and select New Template Marketo, Inc. All rights reserved. Version

150 The Create New Template window opens. 1. Enter the name of the template (required) and a description of the template (optional). 2. Click Create. The Template Editor opens in a new window, showing the Preview tab Marketo, Inc. All rights reserved. Version

151 From the Template Editor window, click the HTML Source tab. Replace the HTML in this window with the HTML for your template. Click the Preview tab to see what your template looks like. MAKING SECTIONS OF YOUR TEMPLATE EDITABLE Right now, the content of the template is NOT editable. You will want to make sections of the editable for the copy writer to update. While at the same time, you will want to keep sections of the unchangeable, like a company logo, headers and footers, style elements, etc. Use the following HTML syntax around the area of the text you want to make editable: <div class="mkteditable" id="somethinguniquewithnospaces"> Content you want to be editable. "Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum." </div> IMPORTANT NOTE: You must use a <div> or a <span> tag to wrap your text. All other tags may cause errors. Always use a unique ID for each section Marketo, Inc. All rights reserved. Version

152 After you add this HTML around the area of the text, go to the Preview tab and click the Show Edits button in the menu bar. The editable text should be highlighted in yellow. You can make additional sections editable also, but make sure you assign each one of them a unique id in your HTML. Copy writers will be able to use this template to create their s. Validating the HTML Before you send the , you should make sure you are using valid syntax with no errors. Important note: HTML Errors will cause your spam score to go up. Ensure deliverability with valid markup. A common error is to miss an alt="alternate text for an image" attribute in an image. Most clients block images, so this is a critical error to avoid. From the Template Designer, click Validate HTML. The HTML Validation Summary window appears Marketo, Inc. All rights reserved. Version

153 In this particular example, the template is missing a </div> tag in line 7 column 5 of your template, so the window shows a syntax error. 1. Click the OK button. 2. Go back to the HTML Source tab and fix the error. 3. Click the Validate HTML tab again. If you fixed the HTML syntax error, you should see the following window: SENDING A TEST From the Template Designer, click Send Test . The Send Test window appears. Enter a valid address in the Send To field Marketo, Inc. All rights reserved. Version

154 You can send to multiple addresses by separating each address with a comma (,) or semi-colon (;). Click the Send button. The should take a few seconds to arrive. It may take longer depending upon how it is processed by your mail server. Approving the Template When you are done with your changes to the template, you need to save it. From the Template Editor, just above the Palette, click Save & close to close the template. Note: You do not have to click Save & close to save the template. It saves automatically while you are working on it. In the following example, the saved template is called QS Test4. The template has not yet been approved. Until it is approved, it cannot be used by any copy writers. To approve the template: 1. Click the Design Studio tab. 2. Right-click the template in the left tree. 3. Select Approve draft Marketo, Inc. All rights reserved. Version

155 Look at the template in the Design Studio in the left tree. Approval is indicated by a check next to the template name. Your template is now ready to go. DISABLE DECORATION FOR AN LINK Marketo's link decoration can sometimes interfere with websites that you link to. To disable this, add a class of mktnotrack to the link like this: <a href=" class="mktnotrack">your link text</a> Note: This also disables cookie identification for a lead and form auto-completion when they click that link. If the link is in an template 1. Open the template for editing 2. Find the link in the body of the 3. Add class="mktnotrack" in the <a> tag (as above) If the link is in the (in an editable section) 1. Open the for editing 2. Click the section that has the link to open the rich text editor 3. Select the link text and click the Insert/Edit Link button. 4. Click the Advanced tab in the link dialog. Enter mktnotrack in the Classes field Marketo, Inc. All rights reserved. Version

156 5. Click Insert or Update (if you're adding or updating the link, respectively) REMOVING THE BORDER FROM IMAGE LINKS Here's how you can remove the border from an image that has a link. The instructions depend on whether the image is in your template or an editable section of an . Template 1. In the Design Studio, open the template for editing. 2. Click the HTML Source tab. 3. Find the <img> tag for the image. 4. Add border="0" to the tag like so: <img src="/images/xyz.jpg" border="0" /> 1. In the Design Studio, open the for editing. 2. Click the editable section of the that has the image. 3. Click the HTML button in the bottom row of buttons. 4. Find the <img> tag for the image. 5. Add border="0" to the tag like so: <img src="/images/xyz.jpg" border="0" /> 2011 Marketo, Inc. All rights reserved. Version

157 Here is a before and after example of an image: TROUBLESHOOTING TIPS WHAT TO DO IF YOU DID NOT RECEIVE AN If you sent an from the Lead Database (as a Single Flow Action), as part of a campaign, or as a test but didn't receive it, here are some tips. See if the mail was sent If you sent the as part of a campaign or Single Flow Action, check the campaign's Results tab or your lead detail page to see if that mail was already sent to you. If it hasn't been sent yet, try waiting a little while longer. Check your Junk Mail In your client, check your Junk Mail or Spam folder to see if the mail landed there. If it did, you should change the content of your . Check your corporate spam filter Your corporate mail server may have blocked s from Marketo; you should contact your IT department to see if this is the case. We recommend that you do not whitelist Marketo's servers; you should be aware of delivery problems as soon as they occur. Try sending to a different recipient If you sent the original mail to your corporate account, try sending to a personal account on Yahoo or Gmail. If you sent it to a personal account, try your corporate mail account. Use Marketo's Deliverability product With Proofing and Delivery Monitor, can warn you when your mail is being rejected because of its content and help you identify junk mail pitfalls. Also, using Domain Keys, Sender- ID, and SPF improve the chances of your landing in your leads' inboxes Marketo, Inc. All rights reserved. Version

158 SENT DOESN'T LOOK LIKE PREVIEW Sometimes when you send an , it won't look the same as when you previewed it in Marketo. Here's some advice to prevent this from happening. Use the Marketo templates We've created some templates that we've vetted with our Deliverability tools to ensure they render correctly in all major clients and in our editor. They're included in your account under your Templates folder in your Design Studio. They're also available on this site: Sample Templates. With some small changes, you can put your branding and colors in those s. After editing, you should test them to make sure they look correct in your own client. Avoid HTML pitfalls HTML clients are very finicky about what HTML and CSS they accept. If you're intent on creating your own s or heavily modifying the pre-packaged templates, you should seek out online information on what tags do and don't work such as: (Hint: Avoid CSS classes and DIVs. Use tables and inline styles.) Word, Dreamweaver, and HTML editors Some HTML editors -- Dreamweaver, MS Word in particular -- produce HTML that does not render correctly in most clients. If you absolutely must use an editor, make follow the HTML pitfalls advice above and test your s thoroughly. Validate your HTML A single bad tag can break your whole , so run your 's HTML through a validation tool like HTML Tidy. When editing an template, you can click the Validate HTML button to launch a validation tool. When editing an , download the HTML (in the HTML Tools menu) then validate the HTML file. Use Marketo's Deliverability tools Marketo's Proofing tools let you preview your across dozens of clients and hosts. This is included as part of our Deliverability packs. If you're interested in this, contact your Marketo Sales Executive 2011 Marketo, Inc. All rights reserved. Version

159 Test, Test, Test For a quick check, test your s in these clients first. They represent about 90% of the client market, and each renders s differently than the others: Outlook 2003 Outlook 2007 Hotmail Yahoo! Mail Gmail For web based services, remember to test with different browsers -- Internet Explorer 6, Internet Explorer 7, and Firefox 3. If you have time, check Apple Mail and Thunderbird clients as well as Safari browser. HOW MARKETO TRACKS ACTIVITY Here are some details about how Marketo s are sent and tracked. Before sending your We make a couple of additions to your before sending it: Replace all the tokens with their database or default values Wrap all links with Marketo tracking information Add an invisible image to track opens With those changes complete, Marketo will attempt to deliver your to the recipient. sends and delivers Once the is sent from Marketo's servers, a Send event is added to the lead's activity log. If the mail was successfully delivered, we log an Delivered event. Sometimes an can't be delivered. We categorize these bounces into two categories: Soft bounce Sometimes an isn't deliverable right now, but might be ok later - for example, if the recipient's mailbox is full. This is a soft bounce and is logged as an Bounced Soft event. Marketo attempts to deliver the message up to 3 times, trying each MX server, with an increasing timeout between attempts Marketo, Inc. All rights reserved. Version

160 Hard bounce Sometimes an cannot be delivered no matter what, usually because the address is wrong. This is a hard bounce and is logged as Bounced. Marketo sets the lead's Invalid field to true and will not this lead again until the address changes. opens When a recipient views an , her client retrieves the invisible image from Marketo's servers. This triggers an Open event, no matter how long or short the view was. The open count is not the same as the number of times the was read. In fact, nuances of clients can make the open event unreliable: Multiple opens If a recipient is scrolling one-by-one through her inbox and keeps opening your , each one of those views is logged as an Open . In that person's activity log, multiple Open events might occur at the same time. No opens Some clients block images embedded in s. Marketo cannot track opens for those recipients. Lag time Due to Marketo's distributed architecture, open events may be delayed a couple of minutes between when they occur and when they appear in the leads' activity log. click links The links in an are wrapped by Marketo with special tracking codes. When a recipient clicks on one of those links, the Marketo servers are informed about the click, and a Click event is logged to the recipient's activity log. A person who clicks one of these links also gets cookied by Marketo; this makes him a known lead and causes his subsequent web activity (on Munchkin-enabled pages) to appear in his activity log Marketo, Inc. All rights reserved. Version

161 IMAGES AND FILES UPLOADING FILES TO MARKETO Marketo allows you to upload and store your creative content, including PDFs, images, Flash files, and JavaScript files. The file size limit is 50MB for a single file. You can upload any number of files of any type to Marketo. You have two options for adding the files -- upload them one at a time or grab them from a web page. Uploading a single file From the Design Studio, open the New menu and select Upload image or file. In the dialog that appears, click "Browse" and pick the file you want to upload. When you're done, click the "Upload" button to upload the image Marketo, Inc. All rights reserved. Version

162 When it's done, you'll see a confirmation dialog letting you know it completed successfully. From here, you have the option of uploading another file or closing the dialog. GRABBING IMAGES FROM WEB PAGES You can quickly populate your image library by grabbing images from a web page such as your company's home page. From the Design Studio, open the New menu and pick Grab Images from Web Page 2011 Marketo, Inc. All rights reserved. Version

163 In the dialog that appears, enter the URL of the web page you want to scrape and click Next. You'll see a list of all the images referenced on that web page. Click the ones you want to upload to Marketo, then click Next. You'll see a confirmation message showing you the images imported into Marketo. Click Close when you're done Marketo, Inc. All rights reserved. Version

164 GET THE URL FOR AN UPLOADED IMAGE OR FILE To get the URL of a file or image you uploaded, go to the Design Studio and open the Images and Files section. In the grid, find the file you want and click its name. The URL will appear in the detail page. Click to select it, then copy it to your clipboard (controlc in Windows) Marketo, Inc. All rights reserved. Version

165 SEARCH UPLOADED IMAGES AND FILES In the Design Studio (alt-d), click Images and Files. The grid shows you all files and images you've uploaded to Marketo. To find a specific one, type its name in the search box at the bottom then hit Enter or click the magnifying glass icon. Only matching files will display. To reset the search, click the X next to the search box Marketo, Inc. All rights reserved. Version

166 DELETE AN UPLOADED IMAGE OR FILE To delete a file or image you uploaded, first go to the Design Studio and open the Images and Files section. Select a file or files you want to delete in the grid. Then open the File Actions menu and click Delete. You can also delete an individual file on the file detail page (which opens after you click a file name in the grid) Marketo, Inc. All rights reserved. Version

167 MARKETING ACTIVITIES PROGRAMS Programs are collections of Smart Campaigns in the Marketing Activities section of Marketo. They're just like folders on your computer; you can use them to group your campaigns for organization and reporting. Creating Programs In the Marketing Activities section, click the New Program button in the toolbar. In the dialog that appears, give the program a name, then click Add. Your new program will appear in the tree. Organizing Campaigns And Programs To add a campaign to a program, simply drag the campaign into the program folder, just like you would drag a file into a folder on your computer. To move a campaign out of a program, click and drag it to a different program. You can also move programs into and out of other programs for nesting and hierarchies. Program Summary If you click on any program in the Marketing Activities tree, you'll be presented with information about that program's campaigns including brief summaries of the campaigns' flows and smart lists (the default view) Membership information on the execution status of the campaigns a list of Combined Results showing all leads and their activities in these campaigns 2011 Marketo, Inc. All rights reserved. Version

168 Program Analytics In the Analytics section of the application, view the Leads by Program report. This shows you a summary of your programs and their effectiveness in generating opportunities and sales. SMART CAMPAIGNS You can automate your lead generation by using Smart Campaigns. What is a Smart Campaign? A Smart Campaign is a series of automated actions taken on a certain set of your leads. Some common examples include: sending a drip campaign to your leads auto-responding with an after a lead completes a form notifying your sales team when a lead is ready for a phone call A Smart Campaign is comprised of: Smart List - who the campaign should affect Flow - what should happen to those leads Scheduling - when the campaign should launch Results - wow yourself with the campaign progress 2011 Marketo, Inc. All rights reserved. Version

169 Finding your Smart Campaigns Your Smart Campaigns are all under the Marketing Activities tab. You'll see them listed in the tree on the left hand side of the screen. Smart Campaigns are listed with a light bulb icon. Active campaigns have a lit light bulb icon. Deactivated campaigns have a dimmed bulb. Campaigns that have an error blink red. Programs are like folders; you can use them to group your campaigns for organization and reporting. Click the +/- to open or collapse programs in the tree. To organize programs or campaigns, drag-and-drop them anywhere in the tree. To find a specific campaign, type its name in the search box at the top of the tree; all campaigns and programs that have a matching name will be shown in the tree. CREATING A SMART CAMPAIGN From the Marketing Activities section, click the New menu item and pick New Smart Campaign (left). You can also create new campaigns by right clicking a Program folder in the tree (right) Marketo, Inc. All rights reserved. Version

170 Give it a name and click the Add button. If you don't have a campaign in mind, call this campaign "Promotional ." Smart Lists and Campaigns Types Smart Campaigns come in two varieties: triggered campaigns and batch campaigns. The type of Smart Campaign is determined by what's in the campaign's Smart List. A batch campaign is one that you schedule to launch at a specific time and affects a specific set of leads. For example, you may launch an batch campaign to leads who you met at a trade show last month. Batch campaigns have no triggers in their Smart List; they use only filters. When you launch the campaign, Marketo finds all leads who match the Smart List criteria then sends them through the Flow steps Marketo, Inc. All rights reserved. Version

171 A triggered campaign launches automatically when a specific action occurs. For example, you can use a triggered campaign to automatically send an to a lead after she completes a form. Triggered campaigns have at least one trigger in their Smart List. When the lead activates a trigger and passes through the other filters in the Smart List (if you have any), the lead will immediately proceed through the campaign's Flow. In a Smart Campaign, the Smart List palette contains a separate folder with Triggers. These are the events you can use to activate your triggered campaigns. Note: Be careful when using multiple triggers. If you use two or more in a campaign, any single trigger can activate the campaign. Read more about it here: Multiple Triggers. Building a Batch Campaign First, let's make a batch campaign to a small set of leads. This example uses the Lead Status filter, but you can use any filter that you see fit. To find a trigger or filter quickly, type its name in the Find... field at the top of the list. Find the Lead Status filter and drag it into the Smart List. Change the filter to select only your open leads Marketo, Inc. All rights reserved. Version

172 Flow In the Flow tab, you define what happens to leads during the campaign. A flow is divided into steps; each step dictates a different action that Marketo will take against that lead -- send an , change the lead score, send an alert, and so on. To build a Flow, drag a Flow Step from the Palette (the list on the right) into the canvas (the dotted box on its left). Fill in any empty fields to complete the step. Let's send an with this sample campaign; drag in the Send flow step and pick one of your s, or design your own flow for this campaign. Flow steps can be reordered by dragging them up and down in the list. You can delete a step with the X in the upper right corner Marketo, Inc. All rights reserved. Version

173 Scheduling - Qualification Rules Go to the Schedule tab. This is where you launch campaigns and choose how often leads can go through the flow. You can choose how many times a lead can run through this campaign with the Qualification Rules. For example, if you're increasing the lead's Lead Score for each web page visit, you probably want the campaign to run every time. If this is an drip campaign, you may want to limit the lead to run through only one time. For our sample campaign, we'll leave it set to the default -- run only once. Now the campaign is ready to run. Scheduling - Running batch campaigns Before you run a batch campaign, you can preview a list of the leads it will affect by clicking the X existing leads link in the Smart List Status. When it's ready to go, you have a choice about when it runs: launch it immediately by clicking Run Campaign schedule it to run in the future by clicking Customize 2011 Marketo, Inc. All rights reserved. Version

174 If this is a triggered campaign and it's ready to go, just click the Activate button. From then on, any leads who activate the trigger (and other filters, if any) will run through the flow steps. For the campaign you're building, don't run it now; we've just been using this for a demonstration. Feel free to keep playing with the different triggers, filters, and flow steps to understand what's available. Results The results tab of the campaign show you what happened to who during this campaign. Like other grids, you can search and filter the results to find the exact people and events you're interested in. For additional results information, you can view additional statistics in the campaign's first tab (labeled with the campaign's name). This includes a graph of the membership trend for this campaign, a chart of the members by week, and statistics on the s sent from this campaign Marketo, Inc. All rights reserved. Version

175 More Examples This covers the basics of creating your own Smart Campaigns. However, we've barely scratched the surface of what you can do with them. There are specific kinds of campaigns you can create which are described separately in this guide under Common Campaigns. Tagging Campaign The goal of a tagging campaign, also known as a cookie campaign, is to identify as many visitors to your website as you can. You can do this with a simple and the right incentive. Scoring Campaign A lead score is a rough measure of a lead's interest in your offer. You can use the lead score to identify and target leads who are ready for your sales process. Drip Campaign Drip campaigns send your leads a series of s spread out over several weeks to maintain their interest in your product(s). As leads step forward and respond to your marketing, you can follow up with a more powerful offer such as a call from your sales team. Alert Campaign You might want to alert your sales team as your leads take certain actions such as spending lots of time on your website in one day. To do this, you'll need to set up an alert which contains that special event information. Push to Sales Campaign Ideally, you should have only one campaign that pushes leads to sales. This should be triggered when their lead score hits a certain lead score, meaning that this lead has expressed strong interest in your product (and you have a strong interest in following up with them) Marketo, Inc. All rights reserved. Version

176 USING STATIC LISTS IN SMART LISTS AND CAMPAIGNS Once you've created a few static lists, here are some ways you can use them in Marketo. Static List Members The Member Of List filter will return all leads who are currently "in" or "not in" a list you specify. For example, you might use this to send a thank you note to leads you met at a trade show (after uploading a list of those leads into a static list). Another way to use this is to maintain a subscription list of newsletter recipients; if the lead is in the static list of newsletter recipients, send them the newsletter. List Membership History If you want to check the history of a list s membership, you can use the Was Added to List or Was Removed from List filters. These will return all leads who were ever members of or removed from the given lists. One way to use this is to maintain a static list of subscribers to your newsletter. As leads opt in or out to receive your newsletter, you can add or remove them from the newsletter static list. The Was Added to List and Was Removed from List filters let you look back at newsletter subscription over time. These filters also have corresponding Not Was Added to List and Not Was Removed from List to find leads who were never part of or never removed from a list. Static List Triggers You can trigger campaigns when leads are added or removed to lists. In the Smart List of a Smart Campaign, drag in the Removed from List or Added to List triggers, then pick the list to monitor. The campaign will be executed on any leads added to or removed from that list, respectively Marketo, Inc. All rights reserved. Version

177 For example, when a lead opts in to your newsletter subscription list, you could use this trigger to send a welcome after being added to the list. USING FILTER SETS In a lead's activity history, Smart Campaign results tab, or Program results tab, you can use filter sets to narrow down the amount of activities you see. Changing filter sets If a list can be filtered with filter sets, you'll see the filter button at the top left of the list: To change from one set to another, click the filter button and pick your new filter set in the menu: 2011 Marketo, Inc. All rights reserved. Version

178 Creating a new filter set If you want to create a new filter set, click the filter button and pick Custom in the menu. This will open the filter set customization menu. Using the checkboxes, select the activities that you want to view. When you're done, click the Save As button. In the dialog that appears, name your new filter set and click Save Marketo, Inc. All rights reserved. Version

179 Finally, click the Apply button to switch to your new filter set. The view will immediately change to the new filter. Editing a filter set To edit a filter set, first click the filter button and pick Custom in the menu. In the pull-down at the top of the dialog, select the filter set you want to edit. Using the checkboxes, change the items that you want to see in the filter set. When you're done, click Apply. The view will update immediately Marketo, Inc. All rights reserved. Version

180 Deleting a filter set To delete a filter set, first click the filter button and pick Custom in the menu. In the pull-down at the top of the dialog, select the filter you want to delete: Click the X to the right of the pull-down: In the dialog that appears, click Remove to confirm that you want to delete the filter: 2011 Marketo, Inc. All rights reserved. Version

181 MULTIPLE TRIGGERS This article describes how to use multiple triggers in a campaign. Using multiple triggers is an advanced technique. If you drag two or more triggers into a campaign Smart List, the campaign will be triggered when any one of the triggering events occur. If any trigger occurs, the remaining triggers will be ignored. The filters in the Smart List are then evaluated using the ANY/ALL Filters settings. The ALL/ANY Filters setting only applies to the filters, not the triggers. For example, these two campaign Smart Lists are identical in Marketo: Campaign 1: Trigger: Visited Web Page: "is any" Trigger: Filled Out Form "is any" Filter: "is not empty" Rules: ANY Filters Campaign 2: Trigger: Visited Web Page: "is any" Trigger: Filled Out Form: "is any" Filter: "is not empty" Rules: ALL Filters While these would produce different results (note the additional filter): Campaign 1: Trigger: Visited Web Page: "is any" Trigger: Filled Out Form "is any" Filter: "is not empty" Filter: Phone number "is not empty" Rules: ANY Filters Campaign 2: Trigger: Visited Web Page: "is any" Trigger: Filled Out Form: "is any" Filter: "is not empty" Filter: Phone number "is not empty" Rules: ALL Filters 2011 Marketo, Inc. All rights reserved. Version

182 ADVANCED FLOWS This section covers advanced concepts when designing your campaign flows. You need to be familiar with Smart Campaigns before reading this section. Auto-responder Priority If you have a campaign that sends an following a form being filled out, ensure that the Send flow step comes first. You can put other flow steps after that. People who complete a form expect a quick response. If you put the Send first, Marketo will assume this is an auto-responder campaign and thus needs to be prioritized higher. Marketo processes the flow in the designated order. If you put the Send step later in the flow, your campaign may be prioritized lower causing the response to be delayed. Add Choice The Add Choice option in a flow step lets you execute flow steps based on a specific condition. Say you're building a scoring campaign based on the lead's job title points for a CEO, 8 for a VP, 6 for Director, and so on. Instead of building a separate campaign for each title, you can use Add Choice to put this in one flow step. Create a new campaign called "Job Title Scoring." In the Smart List, trigger the campaign to launch when the Job Title changes: Open the Flow tab and drag in the Change Data Value step. Then click the Add Choice button. This adds a "Choice 1" and "Default Choice" to the flow step Marketo, Inc. All rights reserved. Version

183 In the "If:" part of the choice, you can pick which field should be checked for what value(s). In the example below, the lead's Job Title field will be checked to see if it matches CEO. If so, the lead will get +5 points. Otherwise, the default choice will run -- no score change. USING ADD CHOICE To add a choice to any flow step, click the Add Choice button. This lets you execute a flow step based on a specific condition. Add Choice in action Say you're building a scoring campaign based on the lead's job title points for a CEO, 8 for a VP, 6 for Director, and so on. Instead of building a separate campaign for each title, you can use Add Choice to put this in one flow step. Create a new campaign called "Job Title Scoring." In the Smart List, use the Data Value Changes trigger to launch the campaign when the Job Title changes: 2011 Marketo, Inc. All rights reserved. Version

184 Open the Flow tab and drag in the Change Score step. Then click the Add Choice button. This adds a "Choice 1" and "Default Choice" to the flow step. In the "If:" part of the choice, you can pick which field should be checked for what value(s). Check if the lead's Job Title matches CEO. If so, give the lead +10 points. Otherwise, don't change the score: Click Add Choice again to add a second choice and set it up to add 8 points if the lead has "VP" in the title. Add the remaining flow steps. Below, you can see how it might look like when you're done. If you ever want to get rid of a choice, click the X to the right of that choice Marketo, Inc. All rights reserved. Version

185 This example used only Job Title in the choice, but each choice can use different fields. Choices can also use multiple values using the "+" just like Smart List filters and triggers. When multiple choices apply Let's say that a lead changes his job title to "Senior Director" when filling out a form. In the Change Score step above, the lead matches both Choice 3 ("Director") and Choice 4 ("Senior"). When this happens, only the first choice will be applied to the lead. In this case, the "Director" choice comes first, so the lead will have his score bumped up by 6 points. Other uses for Add Choice Besides scoring, you can use Add Choice in other ways. In a drip campaign, use it to send a different if the lead opened an sent earlier in the flow: 2011 Marketo, Inc. All rights reserved. Version

186 Use the Random Sample filter to do A/B testing on different designs. This tests two s with a 50/50 split: HOW THE "SYNC LEAD TO SFDC" FLOW ACTION WORKS The Sync Lead To SFDC flow step pushes a lead to Salesforce. For leads already in Salesforce, their fields are updated in Salesforce when they go through this flow step. If the leads don't exist in Salesforce, new leads are created in Salesforce with their fields set appropriately. This flow step also assigns the lead to a lead owner. In the pull-down, you can choose to: use your Salesforce auto-assignment rules assign the lead to a lead owner assign the lead to a queue 2011 Marketo, Inc. All rights reserved. Version

187 USING SEND ALERT The Send Alert flow step can immediately alert you and your team as your leads take key actions on your website and landing pages. Why Send Alert? Best Practice: You should follow up with your leads as soon as possible after they express an interest in your offer. The longer you wait, the colder the lead becomes. Send Alert is different from Send ; Send always goes to the lead while Send Alert goes to the Lead Owner or any other recipients you choose. By default the alert info contains the following information. You can add other fields to the as well: lead name the campaign that triggered the event the date a link to the lead's detail page in Marketo a link to the lead's Salesforce page, if the lead is in Salesforce Creating the Send Alert First, create an alert for the Send Alert step. Go to the Design Studio and create a new using the "blank" template called "Alert ." Edit the body. Then find and drag the "Send Alert Info" token into the body. When the alert is sent, this will get replaced with some basic information about the lead, campaign, and event Marketo, Inc. All rights reserved. Version

188 Feel free to add any other fields to the such as Inferred Company, Inferred State, and Inferred City. Remember to give the a subject in the Settings tab. Then save and close the . You can add this alert to any campaign. For now, create a new campaign called "Form fill-out alert." Here are the campaign details: Smart List: Trigger on Fills Out Form -- is any Flow: Send Alert with your Alert , sent to the Lead Owner Schedule: leave the default values (run every time) Activate the campaign when you're ready. From now on, your lead owner will get an like this after someone fills out the form. If the lead is in Salesforce, the alert info will also include a link to that person's Salesforce page Marketo, Inc. All rights reserved. Version

189 Other Send Alert Ideas You should use a Send Alert when you want to respond immediately following a lead's actions. Here are some examples that you might want to use: Lead action Lead requests a demo Trigger on Fills Out Form Smart List constraint on the Web Page that has the form Qualification Rules default (every time) Many web visits in one day Trigger on Visits Web Page is any constraint on Within Time Frame is 1 day Min. Number of Times is 30 once per day Hot lead visits your website Trigger on Visits Web Page is any Filter on lead status is hot once per day Alerts and anonymous leads Sometimes an anonymous lead may trigger an alert which may not be useful to you and your sales team. You can suppress these alerts by adding an "Is anonymous" filter on your Smart List set to "false" like this: 2011 Marketo, Inc. All rights reserved. Version

190 CAMPAIGN QUALIFICATION RULES In a Marketo campaign, you have the option of limiting how many times a lead can run through the campaign. For a drip campaign, you probably want to limit leads to one pass through the campaign so a lead receives only one copy of your s. For an auto-responder on a form fill out, you probably want a lead to receive a confirmation every time. You can change this behavior with the campaign qualification rules. When a lead qualifies for a campaign (by triggering a triggered campaign or when you run a batch campaign), the qualification rules tell Marketo whether or not the lead should run through the flow. In the Schedule tab of a campaign, click the link next to the Qualification Rules label ("Run flow once" by default): A dialog will appear with the qualification rule settings. Change it as you see fit, then click Save. The change takes effect immediately. Setting Run flow once Run flow every time Run flow once every X Description a lead can go through the flow once and only once a lead goes through the flow every time the campaign is run or triggered for example if it's one day, after a lead goes through the flow, he cannot go through the flow again until one day has passed (a blackout period) 2011 Marketo, Inc. All rights reserved. Version

191 CUSTOMIZING BATCH CAMPAIGN SCHEDULES For Batch campaigns, you can run them immediately or schedule them to run at a future date and time. Scheduling a campaign run By default, a campaign will run immediately when you click the Run Campaign button in the Schedule tab. If you want the campaign to start at a specific time instead: 1. Click Customize in the Schedule to Run line 2. Set the time and date you want the campaign to run. When you're done, click Run Campaign and follow the steps to launch the campaign 2011 Marketo, Inc. All rights reserved. Version

192 Adding and removing runs Once you run the campaign, you can add additional runs by clicking the Add New Run button. You can also delete an existing run by clicking the red x next to the date/time that you want to skip. Key Concept: Scheduling Batch campaigns is useful, but keep in mind that large blasts (tens or hundreds of thousands) will often take hours to complete. Not all leads will receive the at the exact moment of scheduling, but the campaign will start at the time you schedule it. HOW CAMPAIGN PROCESSING WORKS Marketo campaign queues work like a mall parking lot. We accommodate average and even above average loads. But if it's Christmas, you may have to wait a while for a spot. The campaign execution queue When a flow is launched, Marketo assigns it a priority then queues it for execution. This priority is based on how the campaign was launched (batch, trigger, resume from Wait) and what's in the flow: Priority level High Priority criteria most triggered campaigns (including SFDC actions, Send Alert/ ) Medium Low batch campaigns campaigns resuming from a wait step triggered campaigns with only Change Score or Change Data Value Marketo then executes campaigns based on priorities. High priority campaigns run first in the order they were added to the queue. Once those are finished, the next highest priority campaigns are executed in time order and so on down until all have completed. If the queue contains only low priority campaigns and a new high priority campaign comes in, the high priority campaign will jump to the head of the line and run next Marketo, Inc. All rights reserved. Version

193 "Why is my campaign running slow?" Several factors determine how fast and when your campaign will run. In general, campaign execution time depends on: the number of leads in your campaign the number of flow steps in your campaign other customers' campaigns in the queue the campaign's priority Even though Marketo can execute many campaigns simultaneously, campaign execution resources are shared among all customers on the same server. If several customers trigger high priority campaigns at the same time, lower priority campaigns in the queue will have to wait for the high priority campaigns to complete. Also, certain campaign flow steps are slow. The flow steps below take longer than most, and you may notice that difference when executing your campaigns: Send Delete Lead Sync Lead to Sales Add Lead to SFDC Campaign Speeding up your campaigns Here are some tips to speed up how and when your campaigns are executed: Do essential flow steps first If this is an auto-response or notification campaign, put the Send or Send Alert flow step first. Absolutely do this if you're using two slow steps in a row (Send followed by Sync Lead to Sales) so that the goes out with the highest priority. Don't start with a "Wait" step If you need to delay the launch of your batch campaign, use the batch campaign scheduler. Rethink any triggered campaigns that start with a "Wait" step because it will be prioritized lower; you probably don't need to include it anyway Marketo, Inc. All rights reserved. Version

194 SPEED EXPECTATIONS FOR COMMON ACTIONS As a SaaS application, speed is of the utmost importance. Marketo is constantly improving performance on many levels. The following estimates should help you get a feel for how quickly a specific operation will take inside Marketo. List Imports Marketo imports leads at around 10-20k per hour For fastest performance, import CSV files with only the columns you want added/updated Delivery Performance Marketo sends at most 75k s per hour Soft bounces are automatically retried Salesforce.com Sync Initial sync may take several hours o This includes your contacts, leads, opportunities, accounts, campaigns, and custom fields Future syncs occur appx. 5 minutes after the completion of the most recent sync GETTING A LIST OF BOUNCES FROM AN CAMPAIGN These instructions describe how to get the bounces for a specific campaign. If you're interested in getting a list of all bounces or bounces for a specific across all campaigns, use the Bounced filter in a Smart List. Building a list of bounces for a campaign From Marketing Activities, open the campaign that you're interested in. Then go to the Results tab of the campaign. Open the Filter menu and pick Custom in the dropdown Marketo, Inc. All rights reserved. Version

195 In the menu that appears, check Bounced. Make sure everything else is unchecked then click Apply. When you close the Filter Options menu, the table will automatically refresh with your list of bounces. Export the Bounces for a Campaign If you want to export the list to a file on your computer, click Export at the bottom of the Results grid. This will export the entire campaign results set into an Excel-compatible file Marketo, Inc. All rights reserved. Version

196 BASIC CAMPAIGN FLOWS CREATING A PROGRAM Key Concept: Think of a program as a container for your campaigns, a way or organizing them. You can create programs that reflect different types of campaigns you want to run, making it easier to find the campaign as the number of your campaigns multiply. Follow the steps in this section to create a holding program folder for your campaigns. Click the Marketing Activities tab. In the toolbar, click New Program. In the Program Name field, enter the name of your folder and click the Add button. Note: You cannot rename a program. Name your program wisely. If you need to rename the program, you can clone the program and change the name during the cloning process Marketo, Inc. All rights reserved. Version

197 Once you have a home for a campaign, click New Smart Campaign. Enter the name for your campaign name and click the Add button. This is a Smart Campaign. It is broken into a few major sections. Basic information about the Smart Campaign. Smart List: Defines who this Smart Campaign should pay attention to. Flow: Defines the automated steps to perform. Schedule: Turns on the campaign or schedules it to run. Results: After a campaign is running, you can see the details of who has been treated by it. Tip: The Smart List defines the who, the Flow defines the what, and the Schedule defines the when part of your campaign. Let's set up our first Smart Campaign. Click the Smart List tab. There are many filters that you can drag over to define this campaign. Additionally, there is a type of item represented with small lightning bolts. These are called Triggers Marketo, Inc. All rights reserved. Version

198 Key Concept: A trigger is different than a filter. A trigger works on a lead the very second that the action happens and is always on. A filter can accept many leads at once but is run in a onetime batch or repeating batches for all leads which qualify at that time. You may notice the difference in the grammar used. (e.g. Fills out form vs. Filled out form). Triggers are waiting for an action or activity to take place (such as hitting a web page, filling out a form, or having a status change) accepting one lead at a time. This is one of the most powerful concepts in Marketo. Type Status in the search box on the right column. Notice how it filters the choices instantly. This is extremely useful to find the filters or trigger you are looking for. Always use the find box to speed up your use of Marketo. Drag the "Fills Out Form TRIGGER to the middle of the screen. This dotted outlined area is called the "canvas". You can specify any number of forms to pay attention to. Notice the first drop down box has many different operators you can use to get just the right set of forms to look at. For this case, we want to look at all of the forms. In the Form Name drop-down, click is any Marketo, Inc. All rights reserved. Version

199 Click the Flow tab at the top of the window. Drag the Change Score flow action on to the canvas. In the Score Name drop down, choose "Lead Score." Marketo comes with one scoring field. In the Change select box type "+50." This will give an extra 100 points to any lead who is treated by this Smart Campaign. You can reward points (i.e. +5), take away points (i.e. -5), or specify an exact score number (i.e. =5). Click the Schedule tab. In order for a campaign to run, you must activate it Marketo, Inc. All rights reserved. Version

200 Change the Qualification Rules to Run Flow Every Time and Click the Activate Button. DRIP CAMPAIGNS Marketo provides you the tools to build and execute drip campaigns -- maintaining your leads' interest until they're ready for your sales cycle. What is a Drip Campaign? A drip campaign is a method for nurturing leads through regular touches, generally via . For instance, you may want to use a new white paper to 'turn up the heat' on warm leads. The first step of a drip campaign sends him an with a link to your landing page with a form. After he fills out the form, he'll receive the white paper by . Not everyone will respond to the first call to action. So after a week or two passes, you send him another . You can reuse the first or rework the message to reflect that he got the first one. You can add more wait/send cycles, especially if you have more than one piece of collateral to grab your prospects' interest. That's a drip campaign in a nutshell -- keep up the lead's interest until he's ready to move forward in your sales cycle Marketo, Inc. All rights reserved. Version

201 Create assets Before you begin, you should already be familiar with creating Marketo assets -- s, forms, and landing pages. You'll need several Design Studio assets to create this drip campaign. Create and approve: a landing page with o a form that someone fills out o thank you page the lead is brought to for filling out the form o an offer related to the content a thank you landing page one or more s with o your marketing material o a link to the landing page a thank you for filling out your form (for an auto-responder) Best Practice: If you are offering a whitepaper or other download with this drip campaign, put the link to that asset in the thank you . This ensures you have the correct address for the lead. With those assets completed and approved, you can now create the drip campaign. Create the drip campaign This drip campaign is made up of two Smart Campaigns -- one for the initial discovery mailing and one auto-responder after a lead fills out your form. The first campaign sends discovery s to see if your customers are interested in the offer. Before you build this, give some thought to the set of leads you want to target. In this example, we'll use leads who have already expressed some interested -- where "Lead Status is warm." You should use different filters to target an appropriate set of your own leads. Build the following Smart Campaign in the Marketing Activities section: Smart List: "Lead Status is warm" (or whatever segment you chose) 2011 Marketo, Inc. All rights reserved. Version

202 Flow: o Send - a new white paper or special offer o Wait - 1 week o Send - same as the first or different, your choice o add additional Wait and Send steps as you need Schedule: Leave this alone for now Don't launch the campaign yet; you still have more work to do. Create the auto-response campaign As customers respond to your s (by completing the form), you'll want to take them out of the drip, send them an auto-response , and maybe take other actions. Best Practice: you should always remove the lead from the drip campaign and send an autoresponse . Sometimes you'll want to take extra actions such as bumping up the lead score or sending an alert to the lead's owner for follow-up Marketo, Inc. All rights reserved. Version

203 Use the following campaign as the basis for your own form auto-responder. The campaign will trigger every time a person completes the form. Add in your own flow steps as you see fit. If you use the Send Alert step, you'll need to create a Send Alert . Smart List: "Fills Out Form is form name" (trigger -- not filter!) o Add Constraint on "Web Page is [your landing page]" Flow: o Remove from Flow - [the drip campaign] o Send - [Auto-response ] o Send Alert - [a Send Alert ] Schedule: Change the Qualification Rules to run every time. Then activate the campaign. With that done, you can now test the drip campaign Marketo, Inc. All rights reserved. Version

204 Test the campaign Before you launch the campaign, you should test it with yourself first. 1. Add yourself as a lead in the Lead Database (New -> New Lead). 2. If needed, edit your lead's fields to make sure you'll qualify for the drip campaign's Smart List 3. Clone your drip campaign by right-clicking it in the tree and selecting Clone 4. Add an filter to the cloned campaign: " Address is [your address]" 5. Again in the cloned campaign, change all wait times to 5 minutes 6. Run the cloned campaign. You should get the first shortly. 7. Click your landing page link in the Complete the form on the landing page. 9. Wait for the auto-response . You should receive it shortly after submitting the form. 10. Wait to make sure you don't get any more s from the drip. If it worked, then you can run the real campaign at any time. If it didn't work, review your campaigns' flows and Smart Lists, check the campaign Results tab to make sure it ran, or, if all else fails, contact support@marketo.com Launch the campaign Go to the campaign's Schedule tab then run it immediately or set it to run in the future. To run it now, click Run Campaign and confirm you want to launch it in the dialog that appears. To launch the campaign in the future, click the Schedule to Run field and change the launch time, then run the campaign Marketo, Inc. All rights reserved. Version

205 TAGGING CAMPAIGNS A tagging campaign, also known as a cookie campaign, is designed to entice your leads to click your s. Once they do that, you can track their future web activities. You can also use it to scrub your mailing lists of leads who don't want to receive your marketing material. The hardest part is coming up with an offer that encourages them to click your . What's in a tagging campaign? At a high level, you'll need: An offering a prize for people who click o Include a link to unsubscribe people to clean out your DB A thank you landing page for people who click through A smart campaign to send the s mailing A smart campaign to handle the unsubscribe clicks As leads click through the , they get cookied so that all their subsequent web activity is tracked (whether they enter or unsubscribe). Include the unsubscribe link so you can get uninterested leads off your mailing lists. The campaign is quick to set up, fun for your recipients, and great for you to identify anonymous leads. Pick a hook First, choose a prize that people can win if they click through your . Some examples of offers that get high click-through rates include: Prize Only Example: "Hi, we are giving away a free ipad. Click here to enter to win!..." Note: When executing contests and offering prizes, be sure to consult with your internal counsel. Cleaning up DB Example: "Hi, we are cleaning up our DB. If you want to receive updates from us, click here. Otherwise, click no thanks." (Either one they click is a cookied customer) Best Practice: It is more important to have a cookied customer than one who is subscribed to receive marketing s Marketo, Inc. All rights reserved. Version

206 Create the assets You'll need to create and approve a few Design Studio items to make this work: use the hook you picked in the first step Landing Page: a Thank You page relevant to your offer o Prize: "Thank you for entering!" -- you don't even need an entry form! o Cleaning up DB: One for, "thanks for your continued support." Another for, "we'll unsubscribe you immediately." Create the campaign(s) Pick any segment of your lead database to receive the . Send Smart List: (pick any DB segment) Flow: Send -- [your ] You may need some other campaigns to handle your prize/unsubscription. For example: Prize -- create a static list called "Prize Entries" Smart List: Trigger on "Clicks link in -- [your ]" constraint on Entry Link Flow: Add to List -- Prize Entries Cleaning up DB Smart List: Trigger on "Clicks link in -- [your ]" constraint on Unsubscribe Link Flow: Change Data Value: Unsubscribed is True That's all you need to do in Marketo. A week or two later, if you're giving away a prize, use the Random Sample filter to select a lead to receive the prize Marketo, Inc. All rights reserved. Version

207 SCORING CAMPAIGNS A Lead Score is a measure of a lead's interest in your product. You can use a lead score to send qualified leads automatically from Marketo to your sales team while the leads are hot. Lead scoring is not an absolute measure but an accumulated estimate of interest based on: Demographics: Lead information like job title, industry, time to purchase, or annual revenue. Give higher scores to your target audience or people who match key sale indicators. Behavior: Lead activities like visiting web pages, opening s, and responding to offers. Visiting a pricing page shows stronger interest than visiting your careers page. In Marketo, you use trigger campaigns to create these scoring campaigns. Here, we'll build three campaigns -- one for demographic scoring, one for behavioral scoring, and one to push leads to sales when they're qualified. Go to Marketing Activities and create a new program by right clicking the All Programs folder. Name the program "Scoring Campaigns" 2011 Marketo, Inc. All rights reserved. Version

208 Next, you'll create a new campaign in the "Scoring Campaigns" program called "Visit Web Page" Right click on the "Scoring Campaigns" program and select New Smart Campaign: Name the campaign "Visit Web Page", add any description you'd like, and then click Create: Click the Smart List tab in your new campaign. Drag the Visits Web Page trigger into the list. Then change "is" to "is any" Marketo, Inc. All rights reserved. Version

209 Click the Flow tab. Drag the Change Score flow step into the list. Choose Lead Score for the score name and "+1" (or whatever score you gave it in the Scoring Worksheet) for the change. Click the Schedule tab, then click the link next to Qualification Rules. We want to bump the score every time someone hits a web page, so change the rule to Run Flow Every Time. Click Save. Click Activate to launch it: Now create a new campaign called "Job Title" First, right click on the "Scoring Campaigns" program and select New Smart Campaign. Name the campaign "Job Title", add any description you'd like, and then click Add Marketo, Inc. All rights reserved. Version

210 In the Smart List tab, drag in the Data Value Changes trigger and change the Attribute to "Job Title" In the flow, drag the Change Score step into the list. Click Add Choice in the upper right corner of the step and add choices based on the job titles you want to score. Change the titles and scores as you see fit. Go to the Schedule tab. We'll leave the qualification rules in the default to run only once -- it will score the title only the first time that it changes. Click Activate when you're satisfied with the settings. Create any other scoring campaigns that you'd like now. Use your scoring worksheet as a guide for what to build Marketo, Inc. All rights reserved. Version

211 Now we'll create a campaign to push leads to sales based on their lead score. Right click on the "Scoring Campaigns" program and select New Smart Campaign Name the campaign "Push Lead to Sales", add any description you'd like, and then click Add In the Smart List tab. add the Score is Changed trigger. Set it to trigger off Lead Score, and add a constraint that the score must be at least 100. Click the Flow tab, then add the Sync Lead to SFDC step. You can use the Assign To pull-down to assign it to a specific person, queue, or use the SFDC auto-assign rules (default). Go to the Schedule tab and click Activate to launch the campaign Marketo, Inc. All rights reserved. Version

212 INACTIVITY FILTERS AND CAMPAIGNS A lead score is a measure of interest in your products and offers. Typically, you use lead scoring to bump up leads' scores as they actively engage with your marketing materials. A best practice in lead scoring is to handle the opposite case -- decrease their scores as leads become non-responsive to your marketing efforts. This keeps you from promoting uninterested leads into your sales cycle. In Marketo, inactivity filters and campaigns can help you accomplish this goal. Inactivity Filters Inactivity filters are the opposite of activity filters. There's an inactivity filter for each trigger and activity event -- activity, Salesforce activity, web activity, and more. They're all listed in the Inactivity Filters section of the filter list: For example, this Visited Web Page filter shows you all leads who visited the selected web page: 2011 Marketo, Inc. All rights reserved. Version

213 While this Not Visited Web Page inactivity filter shows you all leads who did not visit the selected page -- the exact opposite group: Inactivity Campaign How can you use this to find and lower scores for uninterested leads? First, you need to have scoring campaigns already in place for lead activities like web visits, form fillouts, and opens. Second, you need to drive leads to those assets through drip campaigns, landing pages, and auto-responders. This ensures that your lead scores are a good measure of lead interest. With lead scoring campaigns already in place, try this inactivity campaign. Create a new Smart Campaign called "Decrease Score - Inactivity" with the Not Score was Changed filter in your Smart List. You may want to add other filters to remove leads who are already in your sales cycle (ex. "Lead Status is not" filter): For the flow, we'll use Change Score to drop the lead score slowly over time, being careful not to eliminate leads too soon: 2011 Marketo, Inc. All rights reserved. Version

214 In the schedule tab, set the leads to qualify once a month (every 4 weeks) then run the campaign every week with additional scheduled runs. Check back occasionally to add more scheduled runs as the old ones pass: And that's it -- you've just created and launched a campaign to decrease your lead scores as they stop showing interest in your offers. Other uses for inactivity filters Here are some other ways you can use inactivity filters: Use Was Sent with the Not Clicked Link in to see which leads are getting but not responding to your s 2011 Marketo, Inc. All rights reserved. Version

215 Try Visited Web Page with Not Filled Out Form to see leads who saw a landing page but didn't convert NAMED ACCOUNT ALERTS Even if they don't fill out a form, you can receive notifications when key accounts visit your website based on their inferred information. First, create a new smart campaign called "Named Accounts Alert." Build the following Smart List: Trigger on "Visit Web Page is Any" Filter on "Inferred Company contains [click multiple choice]" 2011 Marketo, Inc. All rights reserved. Version

216 In the Multiple Value Chooser dialog, enter the names of your key accounts then click OK: In the Flow tab, use Send Alert, Change Data Value, or Interesting Moment to flag these leads appropriately. For the Schedule tab, leave the settings as default ("Run flow once"), then click Activate to start the campaign Marketo, Inc. All rights reserved. Version

217 A/B TESTING CAMPAIGNS AND S Here are a couple of different methods for A/B Testing your s and campaigns. To A/B test one mailing, use Random Sample as an Add Choice To A/B test campaigns or multiple mailings, divvy your leads into random lists A/B testing a single flow step Say you have a campaign that sends one but you want to A/B test a couple of designs. You can use a Random Sample in a flow step as an Add Choice to accomplish this. Drag in any flow step, then click the Add Choice button. In the If: field, pick Random Sample, then on the right enter the percent of leads you want to execute that step. The remaining leads will go on to other choices or the default step. Here's an example of a smart list that will pick one of four s. Each will go to 25% of the leads who go through that step. The Random Sample choice works in both triggered and batch campaigns. To check the results of the s, go to the s section of the summary tab for that campaign and compare the statistics Marketo, Inc. All rights reserved. Version

218 A/B Testing Smart Campaigns Say you want an even more complicated A/B test -- a drip campaign that sends two s and you want to test three s in the first mailing and two in the second: Send A, B, or C Wait Send D or E One way to do this is to build a static list for as many variations as you want, then run a campaign for each variation. Best Practice: Why should you use separate campaigns? It's the best way to track and analyze the results of your testing. You can take advantage of Marketo's built-in campaign and tracking to determine the best individual and combination. First, go into the Lead Database and set up a static list for each variation you want to test. This example requires six lists: Test Group A-D Test Group A-E Test Group B-D Test Group B-E Test Group C-D Test Group C-E 2011 Marketo, Inc. All rights reserved. Version

219 Next, build a Smart List in the lead database -- the same Smart List you would use if it was a single mailing. Then Select All leads and use the Add to List flow action with a Random Sample choice to spread the leads into the static lists: Now create your six campaigns with the Member of List filter. Here's an example of one of them. You can clone and edit it to build the remaining five: Smart List: Member of List "Test Group A-D" Flow: o Send A o Wait o Send D When you want to check how the campaigns compare against each other, try the Analytics section: Use the Performance report to see how the designs fared Use the Leads by Campaign report to see which combination of s produced the most sales 2011 Marketo, Inc. All rights reserved. Version