Successful Marketo Campaigns Operations are all about preparation
Executive Overview
- Like an executive chef running a high end commercial kitchen, preparation is crucial to scale your Marketing Operations
- Your key ingredients in a Marketo instance are templates... Email Templates, Landing Page Templates, and Program Templates connected within a Center of Excellence will allow you to execute marketing campaigns at a faster pace and with better reporting capabilities
- Update multiple pieces of marketing collateral simultaneously using Local Tokens and Lead Tokens within a Program Template for faster production processes
- For advanced users, incorporate Generative AI into your content creation processes using Marketo's robust REST API capabilities
It's about being prepared
Have you ever been to a fancy restaurant where you had a superior experience? The food was flavorful, the table was set perfectly, your favorite cocktail was prepared just the way that you wanted It, and you had a choice of a variety of different appetizers and entrees that all tasted just as wonderful as they were described on the menu?
Why can’t you create this exact same experience every night at home?
The secret that makes this all possible? Preparation.
In a well-run restaurant, everyone has a set of tasks that they’re required to do hours before the restaurant opens its doors to serve guests their meal service.
The Chefs are busy prepping ingredients and recipes… prepping marinades for your favorite protein or sauces for your side entrees.
The servers are usually meeting to discuss tonight’s menu and the different ingredients to answer questions about allergies. A sommelier helps to describe the selection of wines available and which ones pair best with tonight’s meals.
Marketing is the successful result of preparation
Your digital marketing – and likely your own business –has the same amount of preparation involved in making it successful too.
When we first start working with a Marketo instance we often start by looking at three things:
- What is the list of Program Channels built into your instance and how many programs exist for each type of Channel?
- What do the Program Templates (or the Center of Excellence) look like?
- What do the Email Templates and the Landing Page Templates in your Design Studio look like?
Here’s a secret: there are a large amount of data-driven marketing capabilities that the Marketo Champions like to talk about for enterprise-driven firms.
But really, if you haven’t already prepped your instance to match your branding and your marketing communications needs, having the best data – with the most normalized database model – doesn’t matter. Because it will take so long to send out messaging to your target audience about the great value that your products or services provide.
So work on your branding first. Understand that marketing is an iterative function… Robert Oglevie decreed in the 1960s that you needed at least 7 impressions before someone would consider buying your product or service. And that number is much larger with the broader media choices available.
So prep your Marketo instance to effectively communicate your brand to your audience today.
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