TEMPLATE Marketo Program Playbook

Marketo Program Playbook – <company name> <your logo here>
©2011 Marketo Inc. Page | 1
11111 Street Name
City, State 11111
First Last
Title
email@email.com | 111-1111-1111
<company name>Marketing Programs Lead/Primary User
First Last
Title
<company name>Executive Sponsor
First Last
Marketo Account Executive
email@email.com | 111-111-1111
The following document was updated on: ## Month ####
By: Frist Last

PLEASE NOTE: Links in this document redirect to the Marketo Community site and will require a Marketo
Login. Please contact your Marketo Administrator to request access to the system.
Table of Contents
EXECUTIVE OVERVIEW OF YOUR REVENUE PERFORMANCE MANAGEMENT PROGRAM...................................................3
COMPONENTS OF MARKETING INITIATIVES ............................................................................................................3
<COMPANY NAME> LEAD LIFECYCLE .....................................................................................................................3
Revenue Cycle Modeler (Insert screenshot of Revenue Cycle Modeler here).........................................3
<COMPANY NAME> TEAM ..................................................................................................................................4
EDUCATION & TRAINING REQUIREMENTS..............................................................................................................5
<COMPANY NAME> PROCESS FOR CREATING SMART CAMPAIGNS, PROGRAMS OR EVENTS............................................6
Approval Process...................................................................................................................................6
Campaign Checks and Balances............................................................................................................6
SUPPORT..........................................................................................................................................................7
Marketo Support (See Contacts & Resources section of this document for additional information).....7
<company name> Support .......................................................................................................................7
PROJECT TIMELINES ...........................................................................................................................................7
DATABASE MANAGEMENT ..................................................................................................................................7
SFDC Best Practices ..................................................................................................................................7
Marketo Lead Management Best Practices..............................................................................................7
STYLEGUIDE .....................................................................................................................................................8
CONTACTS & RESOURCES ...................................................................................................................................9
<company name> Contacts......................................................................................................................9
Marketo Contacts & Resources................................................................................................................9
APPENDIX....................................................................................................................................................10
MARKETO USER ROLES & PERMISSIONS..........................................................................................................10
GLOSSARY TERMS .......................................................................................................................................10
<COMPANY NAME> PRIVACY POLICY ..................................................................................................................10
<COMPANY NAME> OPT-IN OPT OUT POLICY ......................................................................................................10
HOW TO IMPROVE EMAIL DELIVERABILITY .......................................................................................................10

EXECUTIVE OVERVIEW OF YOUR REVENUE PERFORMANCE MANAGEMENT PROGRAM
Program Goal (Business and Marketing Goals)
Why we have it (mission statement)
Expectations
COMPONENTS OF MARKETING INITIATIVES
Email Marketing – (insert short description here)
Online Advertising – (insert short description here)
PPC/SEO – (insert short description here)
Thought Leadership – (insert short description here)
Direct Mail – (insert short description here)
Social Media – (insert short description here)
Events – (insert short description here)
Conference
Roundtable
Speaking engagements
Webinar
<COMPANY NAME> LEAD LIFECYCLE
Revenue Cycle Modeler(Insert screenshot of Revenue Cycle Modeler here)
A revenue cycle modeler is a representation of your process for moving leads from anonymity to
generating revenue. This includes your qualification phases and your rules for moving leads
down the path to marketing and sales success.
o Pre-marketing qualified: Leads you're nurturing and are not ready for your sales team
 Examples of nurturing campaigns
o Marketing qualified: Leads who marketing has decided are ready for sales qualification
 List qualifiers (how leads move from Pre to MQL)
o Sales accepted Leads who qualify for your sales process that the sales team will work
 List qualifiers (how leads move from MQL to this stage)
o Sales qualified An opportunity has been identified
 List qualifiers (how leads move from Pre to SQL)
o Closed/won An opportunity was won and completed
Reference Marketo Community Article:
Revenue Cycle Modeler Overview
http://community.marketo.com/MarketoArticle?id=kA050000000KyvF
Creating Phases in the Revenue Stage Modeler
http://community.marketo.com/MarketoArticle?id=kA050000000KyvU

<COMPANY NAME>TEAM
List member of each team and their roles within the program with their permission status within
Marketo (See Appendix Section for example)
o Segment by U.S. National and Non-U.S. (Regional/Country)
o Lead for each function/region
o Provide definition of Marketo roles/permissions(See Appendix Section for example)
o Owner or go to for that function in Marketo
Cross-Functional Roles

EDUCATION &TRAINING REQUIREMENTS
New Users MUST complete the following:
o Marketo Lead Management Fundamentals - New to Marketo? Get started learning the
key concepts of Revenue Performance Management and using the key capabilities of
Marketo Lead Management by completing this course.
Reference Marketo Link:
http://community.marketo.com/MarketoArticle?id=kA050000000KyuT
(Classes are offered both as live, group virtual sessions and on demand)
o Marketo Sales Insight Fundamentals- In this session, you will learn key Marketo Sales
Insight concepts and share practical examples you can incorporate into your marketing
campaigns and processes. You will create "Interesting Moments" campaigns to pass
relevant information to your sales team and "Sales Available" campaigns for Salesforce.
http://community.marketo.com/MarketoArticle?id=kA050000000KyuW
o Marketo NEXT Learning Center- An interactive site with Knowledge Base article, how to
videos and step-by-step instructions on our latest Marketo release.
Reference Marketo Link: http://community.marketo.com/marketocommunitynexthome
o Marketo Masters: Day In the Life of a Sales Rep (Marketo Sales Insight) - Learn to use
Marketo Sales Insight to prioritize, focus on, and interact with the hottest leads and
opportunities. You will hear from Scott Edmonds, Marketo Sales Representative, to get a
real-life salesperson's perspective on "How I use Sales Insight?"
http://community.marketo.com/MarketoArticle?id=kA050000000KyuE
Users with Admin roles who will be using Revenue Cycle Explorer must complete the following:
o Marketo Revenue Cycle Modeler Fundamentals - In this session, you will learn to create
a model to visually represent your marketing and sales business processes and define
how your leads move through the marketing funnel. You will also learn to activate your
model so the Marketo application will capture data about your lead movements and
apply best practices to manage the model after it is activated. Reference Marketo Link:
http://community.marketo.com/MarketoArticle?id=kA050000000KyuP
o Marketo Revenue Cycle Explorer Fundamentals - Learn to use Marketo Revenue Cycle
Explorer, a component of Revenue Cycle Analytics, to measure, understand, and optimize
your revenue performance with customized dashboards and interactive reports.
http://community.marketo.com/MarketoArticle?id=kA050000000KzDN
Upon completion of the fundamentals training each user will create the following in a test folder
o Test batch campaign
o Test trigger campaign
o Program
o Event
Reference the Marketo Video Libraryfor short how to guides on new features:
http://community.marketo.com/MarketoVideoLibrary

Learn the Marketo task you need to for your role (Campaign Manager, Marketing Director, Web
Developer, IT/SFDC Manager and Executive)
http://community.marketo.com/MarketoTutorialRoles
<COMPANY NAME>PROCESS FOR CREATINGSMART CAMPAIGNS, PROGRAMS OR EVENTS
Naming convention
File Organization (where to file it)
Folder creation
Map each campaign to a business goal
o Possibly in the description of the campaign
o Will help in over communicating
Include screen shots of Master Campaigns for each Initiative
Approval Process
Create a shared calendar of all upcoming email blasts and program dates
o Conduct weekly meetings with your team to discuss the calendar and upcoming
activities to ensure everyone is on the same page should a program or campaign be
rescheduled.
Prior to release, at minimum two team members will need to review the distribution list,
campaign and asset(s).
o A written approval from each team member must be collected prior to release.
Campaign Checks and Balances
Establish and create common segmentation groups (customers, EMEA, marketers, etc…)
o When possible, add negative filters to lists that remove people who may have
previously received the offer.
o Use redundancy whenever possible.
 If there are three ways to exclude people from a list (for example: was added to
opp, lead status is opp, account field: # of Open opps), include all three to the
list just in case one of those fields is out of date.
o Pay very close attention to the number of affected leads on the scheduling tab, and
then very closely review the individual members. This helps remove assumptions
about who we think the email is going to verse who it is really going to.
Reference Marketo Community Article:Running a Smooth Campaign and Eliminating Campaign
Errorshttp://community.marketo.com/MarketoArticle?id=kA050000000KzSY

SUPPORT
Marketo Support (See Contacts & Resources section of this document for additional information)
SLA when ticket is created
Reference Marketo Community Article:Getting Help from Marketo
Supporthttp://community.marketo.com/MarketoArticle?id=kA050000000Kyrb
<company name> Support
Request from Marketing
List of marketing lead for each campaign (if applicable)
PROJECT TIMELINES
Protocol for each type of project (example: modeler stage approval/update, scoring change or
update, etc…)
Update to scoring model
DATABASE MANAGEMENT
SFDC Best Practices
<insert internal company best practices policies and procedures>
Marketo Lead Management Best Practices
Reference Marketo Community Article: Data Management in the Lead
Databasehttp://community.marketo.com/MarketoArticle?id=kA050000000Kysv
Inactive leads: Identify the people who are not interacting with your company - not opening or
clicking emails, not visiting the web page, not attending events, etc. Build an inactive smart list
using ALL filters:
o Lead was created date (at least 12 months ago)
o not visited web page is any, constraint date of activity in past 12 months
o not filled out form is any, constraint date of activity in past 12 months
o not clicked link in email is any, constraint date of activity in past 12 months
o not opened email is any, constraint date of activity in past 12 months
o Options for inactive leads:
1.Remove leads from data base
2.Add inactive leads to a marketing suspend campaign
3.Opt in path - Create and release an email to inactive list with the following
sample copy: We have not heard from you in a while. Would you like to continue
to receive messages?

STYLEGUIDE
Examples of <company name>standard templates
o Include screen shots
o Copy examples
Protocol to request or update template
Reference Marketo Community Articles:
Landing Page Optimization
http://www.marketo.com/b2b-marketing-software/landing-page-optimization.php
Marketo Masters: Mastering the Elements of Design Studio
http://community.marketo.com/MarketoArticle?id=kA050000000KzMa
Working with Marketo Email Templates
http://community.marketo.com/MarketoArticle?id=kA050000000KyqN

CONTACTS & RESOURCES
<company name> Contacts
Name Email Phone
Marketo Contacts & Resources
Customer Support -For troubleshooting issues related to system problems, unexpected behavior,
technical questions and urgent requests. To submit a ticket or to contact support please visit
https://app.marketo.com/homepage/success?task=ticket. To help expedite your support issue,
please include as much detail as possible. A complete list of Support Services can be found at
http://community.marketo.com/MarketoArticle?id=kA050000000Kyrb
Customer Success Team
The team helps you navigate the available Marketo resources and teams and provides best
practices advice, all with the goal of helping you take your marketing to the next level and ensure
your continued success with Marketo. To request assistance please email success@marketo.com.
Renewals & Product Upgrades
Please contact renewals@marketo.com.
Professional Services -Marketo’s consultants provide a wide range of professional services for all
aspects of revenue performance management. This includes asset design and creation, lead
scoring, lead lifecycle management, custom software development and custom training programs.
To request services, please contact Carlyn Manly at carlyn@marketo.com .
Marketo Community:http://community.marketo.com/MarketoCommunityHome
o A platform created to give our customers the ability to:
o Get product answers quickly
o Connect and share resources with other Marketo peers
o Suggest features for the Marketo Roadmap
Marketo University - An education center of excellence whose purpose is to enable partners and
help customers accelerate user adoption, drive success, and extend the customer’s value of
Marketo solution through relevant and effective training at the right time.
http://community.marketo.com/MarketoUniversityHome
Marketo User Group - You’ll have an opportunity to get answers to the top questions on your
mind, gain new insights into how other companies are taking advantage of Marketo and network
with other marketers.
The Marketo Masters Webinar Series - Marketo University offers ongoing, continuous training to
help you get the most out of Marketo and further your marketing success. Join Marketo Masters
with our series of advanced training webinars. Led by a Marketo expert, we will help you gain and
put advanced knowledge into practice. View past sessions at
http://community.marketo.com/MarketoArticle?id=kA050000000KyuQ

APPENDIX
MARKETO USER ROLES & PERMISSIONS
Name Division Region *Role Permission
**<company> Business
Function/Title
*Sample Roles
Admin
Standard User
Marketing User
Web Designer
Analytics User
**Sample Business Function
Marketing Manger
Marketing Specialist
Marketing Research Analyst
Business Systems Analyst
For a complete description of roles and permissions please reference the knowledge base article
Introduction to User Roles and Permissions:
http://community.marketo.com/MarketoArticle?id=kA050000000Kyp2
GLOSSARY TERMS
Marketo
o Marketo's Glossary - In this glossary, you will find definitions for words that are used
throughout the application.
Reference Marketo Article:
http://community.marketo.com/MarketoArticle?id=kA050000000Kyrf
o Programs & Events Glossary - This glossary defines all of the terms that are used in the
programs and events functionality.
o Reference Marketo Article:
http://community.marketo.com/MarketoArticle?id=kA050000000KzcO
<company name>
o Glossary Terms -
o Differences between the two
<COMPANY NAME> PRIVACY POLICY
<COMPANY NAME> OPT-IN OPT OUT POLICY
HOW TO IMPROVE EMAIL DELIVERABILITY
Reference Marketo Community Article: Strong Mail 20 Tips for e-Mail
Programshttp://community.marketo.com/MarketoArticle?id=kA050000000KzEa

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