Marketo, Marketo naming conventions, Marketo design studio, Marketo campaigns, marketo assets, marketo setup, marketo implemenation, marketo campaign

1. Marla P. Chupack
Insurance Company
Sample Marketo Implemenation
First 60 Days

2. Marla P. Chupack
Implementation Steps
1. Identify Marketing Goals
2. Create Lead Scoring
3. Identify Campaign Content Assets
4. Institute Marketing Standards for Each Type of
Campaign
5. Setup/Architecture (create tree structure and naming
conventions)
6. Data Management and Lead scoring name
conventions
7. Transfer of assets from existing ESP to Marketo
8. Create/Modify Checklists
9. Implement Preference Center

3. Marla P. Chupack
Identify Marketing Goals (for 60 day period)
Examples:
• Underwriter awareness - of agent interest
• Recruit new agents
• Create lead generation system/flow to existing agents
• New product, service or feature promotion
• Ongoing agent education

4. Marla P. Chupack
Create Lead Scoring
Examples:
• identify weights put on recipients action
– opens
– click-throughs
– Unsubscribe - send auto-email to try to re-engage
or point them to other Insurance Company resources

5. Marla P. Chupack
Identify Campaign Content Assets
Examples: (that can be used for call to action to gather
info from the landing page web form):
• Slide Share Presentations (Great for searchabilty - Company
should have their own page)
• Webinars
• White Papers
• Photo-Galleries
• Info-Graphs
• YouTube Video or Video's stored elsewhere (but
recommend a YouTube channel for better visibility and
searchability)
• Archived Agent eNews Issues

6. Marla P. Chupack
Institute Marketing Standards for Each Type of
Campaign
Examples:
• List(s) - Audience segment(s) selection
• Personalization: Dynamic snippets
• Based on lead scoring or action - What triggers alert notification
• Alert notifications routing (are special instructions needed in the
alert notification emails that go to the pre-specified individuals)
selection
• What auto-respond emails go to individuals who show interest in
content (there should always be an additional call to action in
these emails)
• Assets (standard) on emails and notifications (headers, footers,
logo, web address, contact info)
• What metrics/reports are needed to gauge campaign success

7. Marla P. Chupack
Setup/Architecture (create tree structure and
naming conventions)

8. Marla P. Chupack
Types of Naming Conventions/Structures to Set Up
Examples:
• Data Management and Lead Scoring
• Email Templates
• Emails
• Landing pages
• Design Studio
– Documents
– Signatures
– Headers
– Footers
– LogosImages
• Lead Lists

9. Marla P. Chupack
Transfer Assets from Existing ESP to Marketo
Examples:
• Lists
• Images
• Documents
• Copy
• Landing pages

10. Marla P. Chupack
Create Checklists
Examples:
• Landing Page Checklist (should include linking page to Google
Analytics, and putting in keywords)
• Webinar Checklist
• Live Event Checklist
• Whitepaper Download Checklist
• Importing a List Checklist
• Email Testing (should include hooking into Marketo IBM email
testing suite)