How to set up a basic program template in Marketo

When starting operations in Marketo (or other Marketing Automation platforms) it is common to focus first on producing exactly what is needed and disregarding future implications of the assets. This leads to quite a large amount of single-use assets being created for a sole purpose.

Continuing like this for a few months can lead to an abundance of assets. You may only be using forms and emails in one or two places. This will lead to more work and make it harder to keep track of your assets. A common misconception is producing static assets, e.g. autoresponder or alert emails for a sole purpose when creating a program for a piece of content or an event.

Sure, you will be able to clone it and replace texts images and links but the time needed for this will add up over time (and is completely unnecessary).

Producing assets in Marketo without thinking of scalability will hurt you in the long run. Here are some tips for creating program templates.

Create global assets in Marketo’s Design Studio to cut production time

The way to prevent this and to help achieve true scalability of your marketing efforts is to create global assets. Instead of creating new forms for every landing page, create up to 10 standard forms in the Design Studio. These will act as Global Forms and trigger based on constraints.

Take an example:

A global content form for your gated content containing approximately 10 fields with progressive profiling. Use the form for every landing page related to gated content. Every trigger for filling out this form can use a unique constraint for the landing page on which it used.

Benefits include:

  • Global form with clear purpose to re-use
  • Progressive profiling collects unknown/new information on every form fill out
  • Minimizes production time of creating new forms

Set up triggered Marketo emails with program tokens

Instead of creating a new email every time, you can create one email in the Design Studio with predefined local tokens for: content link, content image, content name, preheader, call to action, etc.

Using these two methods together as a start will allow for having a content program template with these assets:

  • A landing page (With Tokens)
  • Relevant smart campaigns (e.g. Fills out form and program statuses for interactions filtering for the program the lead is in)

You can clone this program with local tokens as placeholders for your content or call to action.

Getting your cloneable Marketo process running

  • A clear naming convention for marketing assets More about naming conventions here
  • Create a strategy of which fields to use for specific purposes (to prevent creating new fields or forms)
  • Local Tokens to allow for personalizing a global asset – for example {{my.Content Link}} or {{my.Content Image}} – you can read more about these tokens here
  • Internal guidelines for your team to follow – Scaling up requires everyone to be on the same page

The more time put down to making your program template as thought out for production as possible will help a lot when you scale up.

If you would like to know more about this or need some tips let me know and I’d be happy to help out!