1. MarketoUserGroup
10Marketo HacksToSimplifyYourDay
April, 2015

2. Introductions:
2
Kyle Chandler
Manager, Demand Generation
kchandler@hileman.biz | @projectchandler
Alex Greger
Email Marketing Specialist
agreger@hileman.biz | @AlexMGreger

3. 10 Marketo Hacks To
Simplify Your Day

4. 4
# Topic Difficulty
1 Process Templates for Commonly Used Programs Easy
2 Leverage Tokens for Commonly Used Items Easy/Mid
3 Hidden Form Fields To Help Differentiate Campaigns Mid
4 Tokens as Part of Flow Steps Mid
5 Drag and Drop Editor for Simple Updating Easy
6 Leveraging Alert Tokens Easy
7 Tokens Used in CSS Styles Hard
8 Smart List and Data Normalization Programs Easy
9 Utilizing Constraints To Better Filter Leads Easy
10 Adding Tokens inside of Tokens for Flexibility Hard

5. 1. Process Templates for Commonly Used Programs
5
Description: Similar to cloning an email or
a landing page, you can also clone entire
programs. By building out default programs
such as events, webinars or basic nurture
process programs they can be reused over
and over. This library of process templates
allows you to clone and launch a new
program in the matter of hours NOT days.
What To Do: Build a series of smart
campaigns and assets that can be
duplicated, renamed and ready to be
activated. The only step then is to update
the campaign content to reflect the new
campaign then go live.

6. 2. Leverage Tokens for Commonly Used Items
6
Description: Utilize custom Tokens built into email and landing page templates so content
can easily be updated program to program. Utilizing tokens for certain sections of a
template will allow you to make updates to these pieces yet keep this as part of the template
and not a editable section of the page or email.
Example Include: Copyright lines, dates, legal copy, office location, from email addresses
{{my.TOKEN NAME:default=DEFAULT VALUE}}

7. 3. Hidden Form Fields To Help Differentiate Campaigns
7
Description: Utilizing hidden form fields in
your form can help catch query string values
and give attribution reporting on campaigns.
Setting form fields to be hidden and capturing
tracking snippets or additional information can
help you better analyze inbound campaigns.
Knowing which ads or campaigns are driving
conversions deep in your nurture campaigns
helps you better understand what types of
leads your inbound initiatives are driving.
Example Include: UTM link tracking, lead
source, to differentiate the same form across
multiple landing pages

8. 4. Tokens as Part of Flow Steps
8
Description: Utilizing Tokens as part of Flow Steps can help make campaigns more efficient.
Updating smart campaigns that leverage this approach is as easy as updating a single token.
This is also a great way to dynamically send alerts if your Marketo account is not tied to a
CRM and does not use the default “Lead Owner” field value.

9. 5. Drag and Drop Editor for Simple Updating
9
Description: Marketo’s new landing page and email
editor updates are more intuitive and user friendly
allowing you to quickly make updates easier than
previously before.
Some Examples include:
• In the landing page editor you can easily drag and
drop items if you wish for them to appear above
or below other assets when viewing on a mobile
device. You can also easily turn off assets if you
wish them to be hidden on a mobile device.
• In the email or landing page editor, rather than
copy and pasting an image URL you can drag and
drop to get an image selector.

10. 5. Drag and Drop Editor for Simple Updating
10

11. 6. Leveraging Alert Tokens
11
Description: Utilizing Marketo System Token {{SP_Send_Alert_Info:default=edit me}} allows
you to give more insight to your sales team without them having to ask or dig through any sort of
Marketo Records.
This token is added to alerts sent to your sales team and links to a leads profile within Marketo.
This DOES NOT give the sales member access to Marketo just a read only dashboard of all the
information and lead activity you have on that lead.
If a CRM is integrated with your Marketo
account: This token can help your sales
team be more efficient by deep linking to
the lead/contacts profile within a CRM.

12. 6. Leveraging Alert Tokens
12

13. 7. Tokens Used in CSS Styles
13
Description: Utilizing Tokens within CSS styles on your landing pages or emails can help make your
templates more dynamic from program to program.
Background Image on Landing Page: Traditionally you would have to build a new template if you
wanted to change this out because it is not apart of the editable area. Adding the style as a Token
allows you to change this per program without creating new templates.
Dynamic columns in email: Adding the width of columns as Tokens allow you to adjust the
columns from program to program without having to create new templates.

14. 8. Smart List and Data Normalization Programs
14
Description: Marketo’s Smart List and Smart Campaigns are great tools to help normalize data.
Most marketing departments have multiple data entry points such as List Purchases, Event
Booths, Inbound Tactics, etc. With all of these different entry points data can get messy pretty
quickly.
The Smart List allows you to filter and target the specific leads you wish to update. Then you
can easily update data points to all leads within this by selecting all and changing a value.
Listener Smart Campaign allows you to wait for leads to be added/updated and adjust a specific
data point at this time.
Sample: Country data point looking
for variations of United States

15. 9. Utilizing Constraints To Better Filter Leads
15
Description: Smart List constraints and flow steps choices allow you to filter lead based
activities, history, and attributes.
For Example: Smart list have Constraints that can be added to give more granular filtering
based on dates, specific browsers used, min number of activities and many other filters.

16. 9. Utilizing Constraints To Better Filter Leads
16
Description: Smart List constraints and flow steps choices allow you to filter lead based
activities, history, and attributes.
For Example: Flow steps also have the ability to segment further using choices. If you have
a single smart campaign and based on a data value you wish a lead to receive one of two
emails. The choice allows you to add conditions to your steps.

17. 10 –Adding Tokens inside of Tokens for Flexibility
17
Description: When needing more complex forms, flows or campaigns built in Marketo, using
Tokens built into other Tokens through out the campaign can help make things more efficient.
Bringing in IT or development sometimes can be a several month process to put together a
complex form or program. This is a way to utilize Marketo’s platform to build more advance logic
without getting IT or development involved.
Updating tokens based on other Token values through the flow step can help take a advanced
development project and make it a simple automated marketing task.

18. Questions?

19. Lunch:
About Hileman Group

20. Who We Are
20
Hileman Group specializes in smart digital solutions by
working at the intersection of Marketing, Creativity and
Technology to help our clients implement real measurable
solutions.
We do this by:
• Leveraging an approach that integrates multiple disciplines across Marketing,
Creativity and Technology to provide custom solutions for our client’s business
needs
• Partnering with our clients to help manage the growing complexity and the
industry’s velocity of change
• Measuring the solution to understand performance and its impact on the client’s
business needs with continued optimization to ensure optimal performance

21. What We Do
21
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& Creation
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22. We combine our marketing, creativity & technology expertise to deliver the
most impactful end solutions.
HOW WE DO IT
22
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25. 25
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