Marketo Summit 2015 - Architecting a Robust and Scalable Marketo setup
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The document outlines the strategies for architecting a robust and scalable Marketo instance, focusing on minimizing clicks, errors, and making reporting efficient. It includes the framework for tokens, master routing programs, and optimization tips for marketing technology effectiveness. Overall, the aim is to streamline processes while achieving high-quality outcomes in marketing operations.
![Token
Framework
Page 6
[CATEGORY] – [SUBCATEGORY]_SPECIFICS
• Hierarchy Level:
• Universal
• Folder
• Content
• Subcategory Examples:
• Asset
• LP
• TY](https://image.slidesharecdn.com/bounthankapr15v2-final-150415163307-conversion-gate01/85/Marketo-Summit-2015-Architecting-a-Robust-and-Scalable-Marketo-setup-6-320.jpg)
![Token
Framework
Page 7
TYPES AND USES:
•On-screen content
•Meta tags
•Operational elements
•Web development
•Analytics
•Conversion pixels
•Miscellaneous
[Category] - [Subcategory]_[Specifics]](https://image.slidesharecdn.com/bounthankapr15v2-final-150415163307-conversion-gate01/85/Marketo-Summit-2015-Architecting-a-Robust-and-Scalable-Marketo-setup-7-320.jpg)
Marketo Summit 2015 - Architecting a Robust and Scalable Marketo setup
- 1. April 15, 2015 Edward Unthank Founder and Lead Marketing Technology Consultant @EdwardUnthank Etumos Architecting a Robust and ScalableArchitecting a Robust and Scalable Marketo InstanceMarketo Instance
- 2. Agenda • Goals Page 2 • Token Madness • Daisy Chains • Lifecycle Processing: Hooks and more
- 3. Download all the things LOTS OF THINGS TO WRITE DOWN? Here’s where you can get all the resources! Page 3 etumos.com/Summit2015?utm_campaign=hi+edward
- 4. Goals of a Robust & Scalable System Page 4 • Minimize clicks and time • Minimize overall errors • Make reporting obvious and easy to use • Scale from 1 to 10 FTE MOPS • Scale from 1k leads to 10m leads • Scale from 100 daily visitors to 100k daily visitors
- 5. Two Duties of a MarTech Page 5 EFFICIENCY: EFFECTIVENESS: Reaching task completion with as little time, energy, and money as possible (returns equal). Achieving the greatest conversion rate possible (investment input equal).
- 6. Token Framework Page 6 [CATEGORY] – [SUBCATEGORY]_SPECIFICS • Hierarchy Level: • Universal • Folder • Content • Subcategory Examples: • Asset • LP • TY
- 7. Token Framework Page 7 TYPES AND USES: •On-screen content •Meta tags •Operational elements •Web development •Analytics •Conversion pixels •Miscellaneous [Category] - [Subcategory]_[Specifics]
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- 11. Master Routing Programs Page 11 • Uses complex filtering to route leads to the appropriate smart campaigns • Run by smart list membership • Tokenized exception reporting email • “Master” smart campaign routes leads to individual smart campaign for next flow steps
- 13. Master Routing Programs Page 13 • Consolidating your triggered steps into one organized location. • Daisy-chained programs together, each hooking in another processing program.
- 14. Master Routing E.G.: SFDC Sync Backup Number 14 • Need for more API-call efficient sync to SFDC, while still having timely backup • If a lead isn’t synced after 30 minutes via a program, manually sync the lead!
- 15. Combination Example: Demo Gating Page 15 DEMO SCORING: DAISY CHAIN
- 16. Tokenized Exception Email Page 16 DEMO GATING: MASTER ROUTING
- 17. Miscellaneous Tips Page 17 • Build and write to the templates • “But Edward, I don’t want to over-optimize at the expense of effectiveness!” • High quality is the bar. Your job here is to get the fastest and cheapest route to that high quality bar. OPTIMIZATION COMES FROM AUTOMATION AND STREAMLINING PROCESSES.
- 18. Folder structure Page 18 • !Universal • 1. Prospect Marketing • 2. Customer Marketing • 3. Partner Marketing • ZOP – Operational • ~Archive
Editor's Notes
- #20: Update with new cover from visual brand deck.