Transcript Marketo Training

Marketo Training
Questions: Jeff Barrus
[email protected]
Contents
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Introduction – 3
Logging Into Marketo – 8
Marketo Dashboard – 11
Marketo Programs – 13
Setting up an Event Invitation – 24
Sending an Email Newsletter – 75
Introduction
• Marketo is the Wilson Center’s new marketing
automation system. It is used for the following
functions:
– Sending email newsletters
– Sending event invitations, as well as automating
registration and check-in
– Tracking contact (or lead) engagement
Leads
• Marketo is built around around a database of
contacts or leads.
• The email address field is used as a unique
identifier for leads – a lead can be in the
system multiple times if they register through
multiple email addresses.
• Marketing communication is automatically
suspended for leads with invalid email
addresses.
Lists
• Lists are the primary means of sending email
communications through Marketo.
• Leads are segmented into multiple lists based on a
nearly unlimited set of criteria.
• Some lists can be self-subscribing, so users can add
and remove themselves at-will through an online form.
• Other lists are static, meaning that the lists are curated
by Wilson Center Staff.
– Note: Can-spam laws state that leads must always be
given the option of unsubscribing themselves from ALL
Wilson Center communications, even from static lists.
Email Newsletters
• The term “email newsletter” is used to describe
any marketing email sent to promote Wilson
Center research and activities.
• A newsletter can be a short email that includes
links to download Wilson Center content, or
longer emails featuring more detailed
information about Wilson Center activities.
• Email newsletters must always include clear calls
to action (Download Now, View Now, etc.).
Event Invitations
• Event invitations are emails sent with the
purpose of inviting a contact to attend an
event.
• The single call to action in an event invitation
is to RSVP NOW.
• A series of automated follow-up emails have
been created to increase the likelihood of
event attendance.
Logging Into Marketo
• Marketo is accessed by logging in through
http://www.marketo.com:
Entering Your Credentials
• If you don’t have a Marketo login, Please
contact [email protected] for a
Marketo invitation:
Please Do Not Share Your Login
• We ask that Wilson Center staff do not share
their login credentials with interns or other
staff.
• All Marketo users must be given their own
Marketo login, including interns.
The Marketo Dashboard
• Although there are many areas available in the Marketo Dashboard,
most work is done under the Marketing Activities tab:
Campaign Folders
• Each Wilson Center program or institute
should have its own Marketo campaign folder.
It’s here that you’ll be doing most of your
work:
Marketo Programs
• Automated marketing activities in Marketo are
referred to as “programs.”
– These are not to be confused with Wilson Center
programs.
• Although there are many types of programs in
Marketo, the Wilson Center uses the following:
– Default (for general email blasts)
– Event
• Marketo programs reside inside of campaign
folders.
Marketo Programs
Make Things Happen
• As stated before, programs are automated
marketing activities. They allow you to:
– Send a simple blast email
– Send an event invitation, as well as automated
follow-ups
– Register leads for events
– “Drip” out content to leads over a specified period
of time based on how those leads engage with the
Wilson Center
Default Marketo Programs
• Several out of the box Marketo program
templates have already been created for your
Wilson Center program or institute:
– Event Invitation – Panel with Keynote
– Event Invitation – Panel without Keynote
– Event Invitation – Single Speaker
– Newsletter – Single Column
Additional Marketo Programs
• If you don’t see a Marketo program that fits
your needs, please contact
[email protected].
• We can create a program for almost any
marketing activity you can think of – we will
work with you to make sure you have all the
program templates you need to send your
marketing communications.
When All Else Fails …
• If you are not comfortable running Marketo
programs yourself, the COMM’s team is always
happy to assist you.
Inside Marketo Programs
• There are several directories and files inside of
a Marketo program:
Program Directories: Assets
• Program Assets include all of the file types used
to distribute content and collect information from
leads:
– Emails: all of the emails in the program
– Forms: all of the forms used to collect information
from leads
– Landing pages: the Marketo web pages where leads
go to download content or fill out forms
– Lists: the dynamic lists of leads used to send emails
and track engagement throughout the program
Marketo Event Programs: Emails
• The following emails are included in most event
programs:
– Invitation 1: the initial invite sent out to the entire list
– Invitation 2: the second invite sent out as a reminder to
members of the list who have not registered
– Confirmation: a confirmation email sent to list members
who have registered for the event
– Reminder: Email reminder for registered attendees of an
event
– Follow-up for Not Attended: post-event email with links to
media and resources
– Follow-up for Attended: post-event email with links to
media and resources
Marketo Event Programs: Forms
• All event programs contain a registration form
for the event. The included fields are First
Name*, Last Name*, Email Address*, Title
and Organization.
• Marketo uses dynamic forms – if we already
have information on a lead in the default
fields, it will automatically swap them for
empty fields.
– * denotes required fields
Marketo Event Programs: Landing
Pages
• Each Marketo event program contains the
following landing pages:
– Registration: the page that contains the
registration form for the event
– Confirmation: the confirmation page that
automatically loads after a lead registers for an
event
Program Directories: Campaigns
• Smart campaigns are composed of the automation
“logic” that allows the programs to run.
• Usually smart campaigns are built out in a series of
steps, located in the Progressions directory:
1. 01.Send Invitations – sends the initial email blast along
with any follow-up communications
2. 02.Registered – used to register a lead for an event
3. 03.Attended – used to change the lead to an “attended”
status and send a follow-up email after the event.
4. 04.Not Attended – used to change the lead to a “not
attended” status and send a follow-up email after the
event.
Setting Up an Event Invitation
• Find the program template in your directory
that fits your current marketing goal.
• For this exercise, we’ll choose an event with a
single speaker:
Clone the Program Template
• Right-click the program template you want to
use and select Clone from the menu:
Clone Event: Clone to Location
• Choose A Campaign Folder in the Clone To
drop-down list:
Clone Event: Folder
• For Folder select your Wilson Center program
folder for events:
Clone Event: Name
• Enter a name and date for your event:
Clone Event: Create
• When you are satisfied with the new event’s
settings, click “Create”:
Event Creation
• The new event and all of its assets and
campaigns will now appear in your directory:
Setting Up Your Event
• In Marketo, content and design are completely
separate – you will not edit the HTML of your
emails or landing pages.
• Event details are stored in fields called
“Tokens” – these fields automatically populate
the program emails and landing pages with
content and preserve the format of the
original template.
Token Checklist
• Before you begin setting up your programs in Marketo, you first need to
have all the information necessarily to fill out the token fields:
1.
2.
3.
4.
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6.
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8.
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10.
11.
12.
13.
14.
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17.
Subject line for Invitation 1
Subject line for Invitation 2 (invitation 2 is sent to leads who did not register when the first invitation was sent)
Event Title
Event Description
Event Date (in this format: Monday, January 1, 2020)
Event Time (in this format: 10am – 12:30pm)
Event Location – the room at the Wilson Center where the event will take place
Intro Speaker
Intro Speaker Title
Event Speaker
Event Speaker Title
Moderator
Moderator Title
RSVP Link – this is the link to the Marketo landing page – we will show you how to get this on the next page.
Link to Wilson Center Event Page – the link to the event page on the Wilson Center web site.
Post Event Resources – the resources you expect to be available following the event (Transcript, video, audio podcast, etc.)
Current Year
Access My Tokens
• Once you have all your content in the token
checklist, click on the My Tokens tab in your
current Marketo program menu:
Enter Your Event Information
• Double-click on each token field and enter the
requested information:
Check Your Assets
• Once all the information has been entered
into the tokens, click on each email and
landing page and choose “Preview” to make
sure all the event information is correct:
Campaign Progressions
• There are four progression steps in the campaign
progression:
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01. Send Invitations
02. Registered
03. Attended
04. Not Attended
• The only two steps you need to be concerned
with now are the Send Invitations and Registered
steps.
• Attended and Not Attended are both used after
the event.
Activating Registered Step
• Registered must always be activated first.
• The Registered step is what enables the
event’s registration form to work. If it is not
activated, the campaign will not work
correctly once the email is sent.
• To activate, click on Registered inside the
Campaigns > Progressions folder.
Setting Up Email Reminder for
Registered Attendees
• Every registered attendee should receive an
email reminder for the event.
• You will need to manually set the day and
time the email is sent to registered attendees.
• To do this, first click on the Flow tab:
The Marketo Flow Tab
Understanding Flow
• The flow tab shows every step the campaign will
execute after the lead fills out the registration form:
• Step 1: The lead’s program status changes from invited
to registered.
• Step 2: After the lead’s status changes to registered,
they receive a confirmation email.
• Step 2: The system waits a pre-determined period of
time (it defaults to 1 week).
• Step 3: The system sends a reminder email to every
registered attendee one week after they register.
Changing the Wait Step
• We don’t want the registered attendee to
receive a reminder email a week after they
register, because that week could be after the
event actually occurs.
• We want to send a reminder email to every
registered attendee 48 hours before the event
is scheduled to occur.
Changing the Wait Step (Continued)
• To do this, click on the cog icon next to the
duration of the wait step:
Setting the Wait Time
• Enter a date and time 48 hours before the
start of the event
– Under duration type, select Date
– For date, select a day 48 hours before the start of
the event:
Setting Wait Time (Continued)
• For the time field, have the email go out at
8:00am and click save:
Activating Registered Step
• With the email set to send, you can now
activate the Registered step.
• Select 02.Registered in the file tree and click
on the Schedule tab in the dashboard:
Activating Registered (Continued)
• Click the “Activate” button:
Activating Registered (Continued)
• Click “Activate” in the dialogue box that pops
up:
Verifying “Registered” is Activated
• The light bulb icon next to 02.Registered
should now be lit, indicating that the
campaign has been activated:
Sending a Test Campaign
• Before you send your final invitation, you
should first test the campaign to make sure it’s
working correctly.
• To do this, you should make a test version of
01.Send Invitations.
Copy “01.Send Invitations”
• To create a test copy, right-click on 01.Send
Invitations and select Clone:
Copying 01.Send Invitations
(Continued)
• Select Same Program in Clone To select list.
• Name campaign: 00.Test Send Invitations
Copying 01.Send Invitations
(Continued)
• Click Clone:
Sending Test Campaign
• First we need to adjust the smart list so it is
not sending to leads and only to you.
• Do this first by clicking on Smart List in the
campaign dashboard for 00.Test Send
Invitations:
Remove Smart List Filter
• Delete the Member of Smart List filter by
clicking on the “X” icon:
Add Email Address filter
• Drag over the Email Address filter to the
pasteboard from Filters > Lead Attributes >
Email Address on the right side of the
dashboard.
Enter Your Email Address Into the
Filter
• Enter your email address in the “Email
Address” field of the filter (you will need to
make sure it auto-populates from the
database):
Update the Wait Time in the Flow
• In order to test the second invitation, we will
need to update the Wait step in the flow tab:
Change Wait Time to 3 Minutes
Activate the Test Campaign
• The moment we’ve been waiting for – it’s time
to activate the test campaign.
• Click on the Schedule tab:
Run Campaign Once
• Click the Run Once icon just below the list of
tabs:
Run Now
• Make sure Run Now is selected in the
dialogue box and click Run:
Fill Out Registration Form
• Once the email arrives, wait three minutes for
the second invitation.
• Once the second invitation arrives, click the
RSVP link and register.
• Please confirm that every step works correctly
before moving on to the final version of the
campaign.
Prepare Target Audience Smartlist
• It’s time to prepare your list for sending -- click
on Target Audience List in the Lists folder:
Target Audience (Continued)
• Click on the Smart List tab:
Target Audience (Continued)
• You will see a list of filters that is used to segment
the database:
• Please DO NOT adjust the settings for the
“Unsubscribed” filter. This prevents the email
from being sent to leads who have unsubscribed
from our database and should not be changed.
Target Audience (Continued)
• Click on the right drop-down list in the
Member of List filter and select the list you
would like to target:
Target Audience – Adding More Lists
• If you would like to target additional lists, drag the Member of List filter
(located under Special Filters) onto the paste board from the filters list on
the right side of the dashboard:
Target Audience – Adding Additional
Lists
• You can add as many target lists as you want.
• Any duplicate leads will only receive the email
once.
– Note: Please make sure to check with another
program before targeting members of one of
their lists.
Setting Up 01.Send Invitations
• Now we’re ready to set up the 01.Send
Invitations campaign.
• Click on 01.Send Invitations:
Preparing 01.Send Invitations
• Click on “Smart List” tab and confirm that the
campaign will be sending to the correct
smartlist:
– Event Program Name.Target Audience List
Preparing the Invitation Flow
• Just as with the Registration campaign, we
must also adjust the flow for the Invitation
campaign.
• The invitation sends out two emails – the first
is the initial invite, the second is an additional
invite for individuals who have not registered.
• Just as before, the default is to wait one week
between sending the first and second
invitations.
Event Flow
• The flow for your event should look like this:
Wait a Week or Use a Custom Date
and Time?
• If you have sufficient time, it is acceptable to
leave the flow as is and wait a week between
sending invitations.
• However, if you have less than a week between
the day the invite is emailed and the date of the
event, then you will need to set an alternate wait
time.
• If you decide to enter a custom wait period,
please refer to the example of how it was done
with the Registration campaign progression.
Launch Final Campaign
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Click on 01.Send Invitations
Click on Schedule tab
Click Run Once
Select the run time (either Run Now, or
schedule at a later date)
• Click Run.
Sending an Email Newsletter
• To create an Email Newsletter, first locate
Newsletter – Single Column program
template in your program’s newsletters folder:
Clone Newsletter Template
• Right-click on the newsletter program and
click on Clone:
Fill Out Clone Program Dialogue Box
• Chose A Campaign Folder from the Clone to
drop-down.
• Select your program newsletter folder in the
folder drop-down select list.
• Fill out the name and date of the newsletter
in the name field.
Dialogue Box - Completed
• The dialogue box should look like this:
• Click Create
Populate With Content by Filling Out
My Tokens
• Click on the new campaign you just cloned.
• Click on the “My Tokens” tab.
• Fill out the token fields:
Activate Campaign Progressions
• Open the Campaigns > Progressions folder
• Inside there are two campaigns:
– 01 Opened Email
– 02 Clicked Email Link
• These are progression campaigns that help
track recipient actions. They will both need to
be activated.
Activate Campaign Progressions
(Continued)
• One at a time, click on each of the two
progressions
• Click on the Schedule tab for each:
Click Activate for Each
• On the Schedule tab, click the activate button:
Confirm Progressions Active
• Once both progression steps are active, the
lightbulb next to each name will be lit:
Send a Test Email
• Before mailing to the entire list, you will want
to send a test email. To do this, you will need
to create a test campaign.
Creating a Test Campaign
• Right-click on Campaigns > Send Email
• Select Clone from the menu options:
Creating a Test Campaign (Continued)
• Make sure Same Program is selected in the
Clone To drop-down menu
• Enter “Test Send Email” as the campaign
name.
Creating a Test Campaign (Continued)
• Click Clone
Update Smart List for Test Send
• Select the new Test Send Email campaign and
click on the Smart List tab:
Remove the Previous Member of
Smart List Filter
• Remove the Member of Smart List filter by
clicking on the “X” icon in the top right corner:
Find the Email Address filter
• Drag the Filters > Lead Attributes > Email
Address filter from the list of triggers and
filters on the right side of the dashboard to
the pasteboard:
Enter Your Email Address
• Enter your email address in the filter’s email
field (you will need to make sure it
autopopulates from the database):
Run Test Campaign
• Click on the Schedule tab:
• Click Run Once:
Check Your Email
• Check your email to see if the email was
delivered correctly.
• Click on any links in the email to make sure
they’re working.
• If there are any problems, make corrections in
your tokens and run the Test Send Email
campaign again.
Prepare Target Audience List
• Click on Target Audience list
• Click on Smart List tab
• Select your list from the Member of List dropdown menu:
Target Audience – Adding More Lists
• If you would like to target additional lists, drag the Member of List filter
(located under Special Filters) on to the paste board from the filters list on
the right side of the dashboard and select the list you would like to add:
Schedule the Email
• Now we’re ready to send. Click on the Send
Email campaign in the program directory:
Schedule the Email (Continued)
• Click on the Schedule tab:
• Click Run Once:
Run the Campaign
• Select when you want to run the campaign
(Run Now, or enter a date and time)
• Click Run:
Questions or Issues?
• Please contact the COMM’s team if you have
any issues or questions regarding Marketo:
– [email protected]
– x4041