0% found this document useful (0 votes)
95 views95 pages

Marketo Core Concepts I

Uploaded by

vasu camma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
95 views95 pages

Marketo Core Concepts I

Uploaded by

vasu camma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 95

Exercise Guide Marketo Core Concepts I

© 2019 Marketo, Inc. All rights reserved. Version 4.

Every effort was made to ensure that the information in this document was complete and accurate at the time
of printing. However, information is subject to change and Marketo cannot assume responsibility for any errors
or omissions. Changes or corrections to the information contained in this document may be incorporated in
future issues.

This copyrighted guide along with other materials for this course may not be recorded, reproduced, duplicated,
reverse engineered or adapted unless copyright, duplication and use rights have been separately licensed from
Marketo.

Training is intended only for those individuals who have registered and paid for it; training access URLs, user
names and passwords, or material or platform access of any kind may not be shared.

This document and other materials for this course are Marketo confidential and proprietary information which
must be retained in confidence by the recipient.

Marketo, the Marketo logo, Spark, Marketing First, Marketing First Nation and LaunchPoint are either registered
trademarks or trademarks of Marketo in the United States and other countries.

©2019 Marketo Inc. Page ii


Exercise Guide Marketo Core Concepts I

Contents
Lesson 0: Course Setup: Add Self to the Database................................................................................................ 6
Activity 0.1 Add Self to the Database ............................................................................................................... 6
Activity 0.2 View and Update Self in the Database ........................................................................................... 6
Lesson 1: Deploy a Monthly Email Newsletter ..................................................................................................... 8
Activity 1.1 Create an Email Program ............................................................................................................... 8
Activity 1.2 Add a Period Cost ........................................................................................................................ 10
Activity 1.3 Define Your Audience via a List Import......................................................................................... 11
Activity 1.4 Create an Email and Send a Sample to Review ............................................................................. 13
Activity 1.5 Schedule the Email to Send at a Specific Date and Time ............................................................... 17
Activity 1.6 Measure Success Using a Smart Campaign................................................................................... 18
Activity 1.7 Approve Your Program ................................................................................................................ 19
Activity 1.8 View the Email Dashboard ........................................................................................................... 20
Instructor Demo 1.1: Clone and Update Your Email Program ......................................................................... 21
Lesson 2: Announce a Newly Released Product or Service ................................................................................. 24
Activity 2.1 Create a Group Smart List ............................................................................................................ 24
Activity 2.2 Create an Email Program ............................................................................................................. 25
Activity 2.3 Add a Period Cost ........................................................................................................................ 26
Activity 2.4 Define Your Audience with a Smart List ....................................................................................... 27
Activity 2.5 Create an Email (Using Tokens) and Send a Sample to Review ..................................................... 27
Activity 2.6 Set Up an Email A/B Test ............................................................................................................. 31
Activity 2.7 Approve Your Program ................................................................................................................ 33
Activity 2.8 Measure Success Utilizing a Smart Campaign ............................................................................... 34
Activity 2.9 Create a Local Email Performance Report .................................................................................... 35
Lesson 3: Promote a Special Offer ..................................................................................................................... 36
Topic 3.1 Learn About Segmentations and Dynamic Content ......................................................................... 36
Instructor Demo 3.1 Create a Segmentation .................................................................................................. 36
Activity 3.1 Create an Email Program ............................................................................................................. 39
Activity 3.2 Add a Period Cost ........................................................................................................................ 40
Activity 3.3 Define an Audience Using a Smart List ......................................................................................... 40
Activity 3.4 Create a Dynamic Email and Send a Sample to Review................................................................. 41
Activity 3.5 Schedule the Email to Send at a Specific Date and Time ............................................................... 47
Activity 3.6 Approve Your Program ................................................................................................................ 47
Activity 3.7 Measure Success Utilizing a Smart Campaign ............................................................................... 47
Activity 3.8 Create a Local Email Link Performance Report ............................................................................. 48

©2019 Marketo Inc. Page iii


Exercise Guide Marketo Core Concepts I

Lab Exercises ..................................................................................................................................................... 50


Lab Exercise 3.1 Create a New Content Release Program ............................................................................... 50
Lab Exercise 3.2 Provide a Real-Life Work Scenario in Which You Would Use the Email Program ................... 51
Lesson 4: Nurture New Prospects ...................................................................................................................... 52
Topic 4.1 Learn About Lead Nurturing Strategy .............................................................................................. 52
Topic 4.2 Learn When to Use the Engagement Program Type ........................................................................ 53
Activity 4.1 Create an Engagement Program .................................................................................................. 53
Activity 4.2 Add a Period Cost ........................................................................................................................ 54
Activity 4.3 Create Content (Emails) for Your Program ................................................................................... 54
Activity 4.4 Add Content to a Single Stream ................................................................................................... 55
Activity 4.5 Activate Content in Your Stream .................................................................................................. 56
Activity 4.6 Edit Availability of Stream Content .............................................................................................. 56
Activity 4.7 Set Stream Cadence..................................................................................................................... 57
Activity 4.8 Reprioritize Stream Content ........................................................................................................ 58
Activity 4.9 Add People to Your Program Using a Smart Campaign ................................................................. 58
Activity 4.10 Measure Success and Pause Program Cadence Using a Smart Campaign.................................... 59
Activity 4.11 Change Program Status to On .................................................................................................... 61
Activity 4.12 Review the Engagement Dashboard........................................................................................... 61
Activity 4.13 Create a Local Engagement Stream Performance Report and Set Up a Report Subscription ....... 62
Lab Exercises ..................................................................................................................................................... 64
Lab Exercise 4.1 Update Your New Prospects Engagement Program [Time-Permitting] .................................. 64
Lab Exercise 4.2 Provide a Real-Life Work Scenario in Which You Would Use the Engagement Program [Time-
Permitting] .................................................................................................................................................... 64
Lesson 5: Encourage People to Download a New Brochure ................................................................................ 65
Activity 5.1 Create a Default Program ............................................................................................................ 65
Activity 5.2 Add a Period Cost ........................................................................................................................ 66
Activity 5.3 Upload Files (Images and a PDF) .................................................................................................. 66
Activity 5.4 Create a Global Form ................................................................................................................... 68
Activity 5.5 Create a Follow Up (Thank You) Landing Page.............................................................................. 76
Activity 5.6 Create a Promotional Landing Page ............................................................................................. 80
Activity 5.7 Create an Auto-Response Email ................................................................................................... 82
Activity 5.8 Trigger an Auto-Response Email Using a Smart Campaign ............................................................ 85
Activity 5.9 Measure Success Using a Smart Campaign................................................................................... 86
Activity 5.10 Test Your Web Content Program ............................................................................................... 87
Activity 5.11 Create a Local Landing Page Performance Report ...................................................................... 88

©2019 Marketo Inc. Page iv


Exercise Guide Marketo Core Concepts I

Activity 5.12 Create a Local Program Performance Report ............................................................................. 88


Appendix: Lab Exercises Solution Guide............................................................................................................. 90
Solution: Lab Exercise 3.1 Create a New Content Release Program ................................................................ 90
Solution: Lab Exercise 4.1 Update Your New Prospects Engagement Program ................................................ 93

©2019 Marketo Inc. Page v


Exercise Guide Marketo Core Concepts I

Lesson 0: Course Setup: Add Self


to the Database
Before you begin Lesson 1, you’ll first want to add yourself to the Marketo database.

Activity 0.1 Add Self to the Database


MANUALLY ENTER SELF INTO DATABASE
1. Log into Marketo.
2. From the home dashboard screen, click the Marketo superball (the Marketo logo in the upper left
corner of your screen). A drop-down menu appears.
3. In the drop-down menu, click Database. Marketo displays the Database section of the platform.
4. To the right of the navigation tree (the white menu section on the left side of your screen), click New in
the gray menu bar. A drop-down menu appears.
5. Click New Person in the drop-down menu. The New Person dialog box appears.
6. In the New Person dialog box, enter your First Name, Last Name, Email Address and Company in the
appropriate fields.
7. Click Create. Marketo adds you to the database.

Activity 0.2 View and Update Self in the Database


SEARCH FOR SELF IN THE DATABASE
1. In the Database, locate the Quick Find box in the center canvas (the area to the right of the navigation
tree).
2. Enter your email address in the Quick Find field.
3. Click the magnifying glass icon. Marketo displays all records that match your email address in the
People tab within the canvas.

©2019 Marketo Inc. Page 6


Exercise Guide Marketo Core Concepts I

VIEW AND UPDATE SELF DETAILS IN THE DATABASE


1. Locate your record in the search results and double-click your name. Marketo opens the Person Details
section in a new browser window.
2. In the Info tab, view all person-level fields associated with your record.
3. Click in the Job Title field and enter your job title. Once you click out of the field, Marketo auto-saves
your changes.
4. Click in the Country field and enter the country in which you live using the two-digit ISO country code
(for example, the United States’ two-digit ISO country code is US).
5. Click the Company Info tab.
6. Click in the Industry field and enter the industry in which you work (i.e. Healthcare).
7. Click in the Num Employees field and provide the approximate number of employees within your
company.
8. Click the Activity Log. View all changes to your record thus far, in a time and date ordered list.
9. Click Close in the upper right corner of your screen. Marketo closes the Person Details browser window.

©2019 Marketo Inc. Page 7


Exercise Guide Marketo Core Concepts I

Lesson 1: Deploy a Monthly Email


Newsletter
In Lesson 1, you’ll learn how to create and schedule an email send to a list of people. In this scenario, you are
sending out a monthly newsletter to an imported list of people. You will complete the following activities:
• Create a new email program
• Define your audience via a list import
• Create an email and send a sample to review
• Schedule the email to send on a specific date and time
• Add a period cost
• Measure success utilizing a smart campaign
• Approve your program
• Review the Email Dashboard
• Instructor Demo: Clone and Update Your Email Program

Activity 1.1 Create an Email Program


CREATE A CAMPAIGN FOLDER
The campaign folder organizes your Marketo instance by keeping your programs grouped in one place. For Core
Concepts training, you will have your own learning folder, where you will house your programs.
1. Log into Marketo.
2. From the home dashboard screen, click the Marketo superball (the Marketo logo in the upper left
corner of your screen) and then click Marketing Activities in the drop-down menu. Marketo displays the
Marketing Activities section of the platform.
3. In navigation tree (the white menu section on the left side of your screen), right-click Marketing
Activities, and select New Campaign Folder.

©2019 Marketo Inc. Page 8


Exercise Guide Marketo Core Concepts I

4. Name the folder your Learning-your student number-your initials. Press Enter on your keyboard.
Marketo creates a new folder for the programs you will create during training.

CREATE AN EMAIL PROGRAM


Now that you have a campaign folder, you can create an email program inside the folder.
1. Right-click your Learning folder.
2. In the drop-down menu, select New Program. The New Program dialog box appears.
3. In the Campaign Folder field, leave the folder name as-is (this auto-populates).
4. In the Name field, name your program the following:
NL-year-month-day-Important News-your student number-your initials
(i.e. NL-2019-10-15-Important-News-01-JK)
Note: No two programs can have the same name. It is recommended that your organization use a
naming convention that ensures alpha-numeric sorting and grouping by program type/channel and date.
5. In the Program Type field, select Email from the drop-down menu.
6. In the Channel field, select Newsletter from the drop-down menu.
7. In the Description field, type a description for your program (i.e. Corporate Monthly Newsletter).
8. Click Create. Marketo creates the program and displays the Control Panel view, with the following four
tiles:
a. Audience
b. Email
c. Schedule
d. Approval

©2019 Marketo Inc. Page 9


Exercise Guide Marketo Core Concepts I

In the navigation tree, you should see the program housed within your Learning folder.

CREATE EMAIL PROGRAM SUBFOLDERS


Because Marketo programs can have many assets (emails, forms, landing pages, etc.) and smart campaigns (the
automated marketing logic that runs your initiative, it is best practice to create subfolders within your programs
to keep your assets and campaigns organized.

1. Right-click the program name in the navigation tree. A drop-down menu appears.
2. Click New Folder. A new folder appears in your navigation tree.
3. Name the new folder Assets and press Enter.
4. Right-click the program name in the navigation tree. A drop-down menu appears.
5. Click New Folder. A new folder appears in your navigation tree.
6. Name the new folder Campaigns and press Enter.

Activity 1.2 Add a Period Cost


Period cost refers to the amount spent on a program. Period costs permit you to assign development costs to
every program you build and allow you to measure return on investment (ROI). A period cost is measured in
month-increments and can cover one or more months. The currency standard (for example, United States
dollar) is defined by your Marketo Admin.
1. Click the Setup tab.
2. In the right-side menu, drag the Period Cost icon into your canvas. The New Cost dialog box will appear.

©2019 Marketo Inc. Page 10


Exercise Guide Marketo Core Concepts I

3. For Program Month, click the calendar icon. Select the month and year that you incurred the cost in the
drop-down menu (i.e. 10/2019).
4. For Period Cost, type in 200.
5. For Note, type in a description of the cost, such as Copywriting Fees.

6. Click Save. Marketo adds your period cost to the program.

Activity 1.3 Define Your Audience via a List Import


Now you will need to define your audience for your monthly newsletter. In this scenario, you will be provided
with a list of people that you need to import into your program.

LOCATE A LIST
1. Right-click the name of your program in the navigation tree. A drop-down menu appears.
2. In the drop-down menu, click New Local Asset. The New Local Asset dialog box appears.
3. Click List. The New List dialog box appears.
4. In the Name field, enter Newsletter-List-your student number-your initials. (i.e. Newsletter-List-01-JK)
Note: List names must be unique.
5. In the Description field, enter a description of your list (i.e. Monthly Corporate Newsletter List).
6. Click Create. Your list now appears within your program in the navigation tree.
7. In the gray menu bar of your canvas, click List Actions. A drop-down menu appears.
8. In the drop-down menu, select Import List. The Import List dialog box appears.
9. To the left of the File field, click Browse.
10. Locate the Core_Concepts_Example_List.csv file (provided by your instructor and saved on your
computer at the beginning of class) and click Open.
11. In the File Format field, select Auto Detect.
12. In the List Import Mode field, select Default (Fast Import).
13. Click Next. Marketo displays the Import Preview step.
14. In the first drop-down menu, map the Num of Employees field in the .CSV file (List Column) to the
Number of Employees field (Marketo Field).
15. Click Next. Marketo displays the Import Options step.
16. In the List Name field, keep your list name so that it follows the naming convention Newsletter-List-your
student number-your initials.
17. Type your email address in the Send Alert To field.

©2019 Marketo Inc. Page 11


Exercise Guide Marketo Core Concepts I

18. Click Import. Marketo imports the list and displays the People tab, which shows all people who are on
your list. In the navigation tree, you will see the list within your program.

19. Marketo sends an email alert to your inbox notifying you that the list import is complete.

DEFINE YOUR AUDIENCE WITH A SMART LIST


1. Click the name of your program in the navigation tree. The email control panel appears.
2. Click the Smart List tab.
3. In the right-hand filter menu, search for the filter Member of List.
4. Select the Member of List filter and drag it into your canvas.
5. Within the filter, find your list in the Select drop-down menu so that the filter is pulling any person who
is a member of your Newsletter List.

6. Click the summary tab (the first tab) to return to the control panel. In the Audience tile, a green check
appears in the upper right corner to indicate that the audience for your email send has been identified.

CALCULATE YOUR AUDIENCE


Now, you will want to see how many people can receive your email by calculating your audience.

©2019 Marketo Inc. Page 12


Exercise Guide Marketo Core Concepts I

1. In the center of the Audience tile, click the refresh button (represented by the two arrows in the shape
of a circle). Marketo calculates the number of people who are on your list and the number of people
blocked from receiving emails.

In this scenario, 250 people are on the list, and 38 people will not receive the email because they are
Blocked. People may be blocked because they are Unsubscribed, Marketing Suspended, Blacklisted or
because they have invalid or empty email addresses. Therefore, 212 people will be sent the email. You
will learn more about Unsubscribed, Marketing Suspended and Blacklisted people in Lesson 2.

Activity 1.4 Create an Email and Send a Sample to Review


With your program created and your target audience defined, you can now create the email that you will send
to your audience

CREATE THE EMAIL AND SELECT THE TEMPLATE


1. In the Email tile of the control panel, click New Email. Marketo displays the template picker in a new
browser tab.
2. In the Name field at the top of the screen, enter Email.
3. In the Description field, enter Corporate Newsletter.
4. In the template area, scroll down to the Newsletter section and select the Flatiron template.
5. Click Create. Marketo displays the Email Editor screen.

ENTER AN EMAIL SUBJECT LINE


1. Click in the subject line field.
2. Type Exciting Important Updates.

UPDATE THE FROM NAME


1. Click in the From field.
2. Type Marketo.

UPDATE THE EMAIL HEADER


1. Click the header (top portion) area of the newsletter.

©2019 Marketo Inc. Page 13


Exercise Guide Marketo Core Concepts I

2. Double-click the Date element (current placeholder date of Sept. 15, 2016). Marketo displays the Date
element editor.
3. Change the date to deployment date of the newsletter (i.e. October 15, 2019).
4. Using the mouse, highlight the date you just changed, and then change the double-space drop-down
menu to single-space.
5. Click Save at the lower right to save your changes. Marketo returns you to the Email Editor screen.
6. In the header, double-click the logo image. Marketo displays the Swap Image screen.
7. Click the Design Studio radio button. Marketo displays the images that are in the Design Studio.
8. In the Find field, type Logo.
9. Click the image titled Logo.
10. In the Alt Text field, type Logo.
11. In the Link URL field, type www.marketo.com.
12. Click Swap. Marketo replaces the previous logo with your selected logo and returns you to the Email
Editor.

REPLACE THE HERO IMAGE


1. Click the large image below the header (known as the hero image).
2. In the content menu bar on the right, click Background Image. Marketo displays the Swap Image screen.
3. Click the Design Studio radio button. Marketo displays the images that are in the Design Studio.
4. In the Find field, type News.
5. Click the image titled News.
6. Click Swap. Marketo replaces the previous image with your selected image and returns you to the Email
Editor.

REPLACE THE HERO TITLE AND SUBTITLE COPY


1. Click the hero image.
2. Hover over the placeholder title copy and double-click. The editor appears.
3. Update the placeholder copy with your own title, such as IMPORTANT NEWS!
4. Highlight the new title.
5. In the menu bar, hover over the Text Color button (represented by the letter A with a bold line under it)
and select the color black.
6. Click the Bold button (represented by the bolded letter B).
7. Click Save.
8. In the hero image, hover over the placeholder sub-title copy and double-click. The editor appears.
9. Update the placeholder sub-title copy with your own sub-title, such as Don’t miss out on this month’s
industry updates, company news and much more!
10. Highlight the new subtitle.
11. In the menu bar, hover over the Text Color button (represented by the letter A with a bold line under it)
and select the color black.
12. Click the Bold button (represented by the bolded letter B).
13. Click Save.

©2019 Marketo Inc. Page 14


Exercise Guide Marketo Core Concepts I

UPDATE THE HERO BUTTON


1. Click the hero image.
2. In the content menu on the right side, navigate to Button Background Color and click in the field. Select
a color from the drop-down menu, or type purple, and press Enter. Marketo updates the button color.
3. In the content menu on the right side, navigate to Button Text and click in the field. Delete the
placeholder copy and type LEARN MORE. Marketo replaces the button text.
4. In the content menu on the right side, navigate to Button Link and click in the field. Delete the
placeholder link and type in a website URL such as www.marketo.com. Marketo updates the button to
link to www.marketo.com.

UPDATE ADDITIONAL COPY


1. Hover over the text section, known as the Title 2 module, below the hero image and click.
2. Double-click the pre-title copy. The editor appears.
3. Delete the placeholder copy and type new copy, such as Exclusive Information for Our Valued Friends in
its place.
4. Click Save.
5. Double-click the title copy. The editor appears.
6. Delete the placeholder copy and type new copy, such The 3 Topics You Need to Succeed.
7. Click Save.

REMOVE MODULES
Some templates may have modules that you don’t need in your newsletter. In this scenario, we will remove 5
modules from our newsletter.
1. Click the section below Title 2, called Text module. A gear icon appears in the upper right corner of the
module.
2. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Text module.
3. Scroll further down the email template using the scroll bar on the right. Find the large surfer placeholder
image, known as Free-image module and click it. A gear icon appears in the upper right corner of the
module.
4. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Free-image module.
5. Click the module with a play button in it, called Video module. A gear icon appears in the upper right
corner of the module.
6. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Video module.
7. Click the module with sign-off copy, called Text 2 module. A gear icon appears in the upper right corner
of the module.
8. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Text 2 module.
9. Click the module with the representative contact information, called Sign. A gear appears in the upper
right corner of the module.
10. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Sign module.

Your newsletter has now been updated to have only the following modules: Header, Hero, Title 2, 3 articles
(Photo | Photo |2 and Photo |3) and BigCTA.

©2019 Marketo Inc. Page 15


Exercise Guide Marketo Core Concepts I

REPLACE ARTICLE CONTENT


1. Click the first article section, known as Photo | module.
2. Click the image. A gear icon appears in the upper right corner of the module.
3. Click the gear icon. In the drop-down menu, select Edit. The Swap Image dialog box appears.
4. Select the Design Studio radio button.
5. In the Find box, type Microscope.
6. Select the Microscope image.
7. In the Alt Text box, type Microscope.
8. In the Link URL box, type www.marketo.com.
9. Click Swap.
10. Click the Photo | module title section, known as Right Article title. A gear icon appears.
11. Click the gear icon. In the drop-down menu, select Edit. The editor appears.
12. Replace the copy with new text, such as Fascinating Industry Secret.
13. Click Save.
14. Click the Photo I muddle text section, known as Right Text. A gear icon appears.
15. Click the gear icon. In the drop-down menu, select Edit. The editor appears.
16. Replace the copy with new text, such as Scientists have discovered how to turn rocks into gold. Learn
more about this life-changing news!
17. Highlight the words Learn More.
18. In the menu bar, select the Insert/Edit Link button (which is represented by a chain icon). An Insert Link
dialog box appears.
19. In the URL field, type www.marketo.com.
20. In the Title field, type Marketo Homepage.
21. Click Insert.
22. A dialog box will appear asking if you want to add the required http:// prefix to the URL. Click Apply.
23. In the editor, click Save.

REORDER MODULES
1. Click the first article section, known as Photo | module. A gear icon appears in the upper right corner of
the module.
2. Click the gear icon. In the drop-down menu, select Move Down. Photo | module is now moved below
Photo |2 module.

UPDATE CALL TO ACTION BUTTONS


1. At the bottom of the newsletter, click the button section, known as BigCTA module.
2. In the content menu on the right side, click Button Background Color. Select a new color from the menu
option, or type in a color name, such as purple, and press Enter. Marketo updates the button color to
purple.
3. In the content menu on the right side, click Button Text. In the field, type Visit Website. Marketo
updates the button text.
4. In the content menu on the right side, click Button Link. In the field, type www.marketo.com. Marketo
links to the button to www.marketo.com.

©2019 Marketo Inc. Page 16


Exercise Guide Marketo Core Concepts I

ADD A PREHEADER
A preheader is the short summary text after the subject line when emails are viewed in your inbox. In some
email clients, recipients will see this copy before they open the email. It is recommended that your preheader is
no longer than 80 characters.
1. In the gray menu bar at the top of your screen, click Email Settings.
2. Select the Preheader checkbox.
3. Replace the text with new pre-header text, such as Newly released exclusive info – in this newsletter
only!
4. Click Save.

PREVIEW THE EMAIL


1. Click Preview at the upper right of the screen to preview the email. Marketo updates the Email Editor to
preview mode. You are viewing the newsletter as a computer user.
2. Click the phone icon at the left to preview the newsletter as a mobile user.
3. Click Text at the bottom center of the screen to preview the newsletter as text (non-HTML).

SEND YOURSELF A TEST


1. In the top left of the screen, click Preview Actions.
2. In the drop-down menu, click Send Sample. The Send Sample Email dialog box appears.
3. In the field at the bottom, below Send To, type your email address.
4. Check the Also send text-only version box.
5. Click Send. Marketo sends 2 samples to your inbox (an HTML version and a text version).
6. Check your inbox. Open and review your email samples.

APPROVE THE EMAIL


1. In the top left of the screen, click Preview Actions.
2. In the drop-down menu, click Approve and Close. Marketo approves the email and closes the Email
Editor browser tab. In your Marketo instance, your email (with a green check on it) is within your
program in the navigation tree. The canvas displays the email summary tab.
3. To verify that the email is approved, check the Status field in the email summary tab; it should read
Approved.
4. In the navigation tree, drag your Email into the Assets subfolder.
5. Click your program name in the navigation tree to return to the control panel. The email tile now has a
green check in the upper right corner indicating that the email is ready.

Activity 1.5 Schedule the Email to Send at a Specific Date and Time
Now that the email is complete, you need to tell Marketo when to send it.
1. In the control panel, navigate to the Schedule Tile. Select the Calendar icon in the first field. A drop-
down menu of calendar dates appears. Select the deployment date of the newsletter (i.e. 10/15/19).
2. In the second field, click the drop-down menu arrow. Select 10:45 AM.

©2019 Marketo Inc. Page 17


Exercise Guide Marketo Core Concepts I

3. Check the Recipient Time Zone box.


This will send the email to recipients at the deployment time in their respective time zones.
4. Check the Head Start box.
Note: When you choose a date/time for an email program, it determines when the program will begin
processing. If you want your emails to launch at the selected time, Head Start gives you that option by
processing the program twelve hours in advance.
5. Your email is now scheduled to be sent.

Activity 1.6 Measure Success Using a Smart Campaign


Smart campaigns are the automated logic that run your program; they are the true automation functionality of
Marketo. They define:
• Who will quality for your program (in the Smart List)
• What actions Marketo will take (in the Flow)
• When the campaign is active (in the Schedule)
To measure the true effectiveness of your program, you will want to identify your ultimate goal. In this scenario,
the success metric for our newsletter is if the recipient clicks any link in the email. Then, you will be able to later
pull reporting that shows how many people engaged with your program and how many people reached your
success metric (as defined by the program channel). You will tell Marketo what constitutes program success by
setting up a smart campaign.
1. In your navigation tree, right-click the program name.
2. In the drop-down menu, select New Smart Campaign. The New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign, such as 01-Success.
4. In the Description field, type a description of this smart campaign, such as If recipient clicks any link in
email, then change program status to Influenced (success).
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the summary tab.
6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the Search box and type Clicks Link in Email. A Clicks Link in Email trigger
will appear in the menu.
8. Drag the Clicks Link in Email trigger into your canvas.
9. In the Select Email box, select your Email from the drop-down menu.

©2019 Marketo Inc. Page 18


Exercise Guide Marketo Core Concepts I

Your trigger appears as follows:

10. To identify what actions Marketo will take in response to those who qualify, click the Flow tab.
11. In the right-hand menu, select the Change Program Status option. Drag Change Program Status into
your canvas.
12. In the New Status field, select Newsletter > Influenced from the drop-down menu.
Your flow appears as follows:

13. To schedule your campaign so that it measures success, click the Schedule tab.
14. Click Activate. The Activate Triggered Campaign dialog box will appear.
15. Click Activate. Marketo turns on your smart campaign and returns you to the summary tab. Your smart
campaign is in your navigation tree with a yellow lightbulb indicating it is active. When a recipient clicks
any link in your email, their program status will be updated to Influenced (success).
16. In the navigation tree, drag 01-Success smart campaign into the Campaigns subfolder.

Activity 1.7 Approve Your Program


The final step in the process is to approve the email program.
1. In the control panel, navigate to the Approval tile.
2. Click Approve Program.
When the send email time arrives, the program sends out the newsletter email to each recipient in the
audience who meets the targeted criteria.

©2019 Marketo Inc. Page 19


Exercise Guide Marketo Core Concepts I

Activity 1.8 View the Email Dashboard


You can view email metrics for your email send in the Email Dashboard, which shows important data including
opens, clicks, and unsubscribes. Once the email is sent, the control panel view will automatically update to the
Dashboard view. However, you can manually change the view mode at any time.
1. The view is currently set to the control panel. To change to the Dashboard, click the small green arrow next
to View: Control Panel in the gray menu bar.
2. In the drop-down menu, select Dashboard. Marketo displays the Email Dashboard. Email metrics will
populate after the email send.
Below is an example of the Dashboard with populated metrics:

©2019 Marketo Inc. Page 20


Exercise Guide Marketo Core Concepts I

Instructor Demo 1.1: Clone and Update Your Email Program


CLONE YOUR PROGRAM
Cloning is making a copy of something in Marketo; it ensures efficiency so that you don’t have to create an item
from scratch. Once cloned, you can easily customize the item for a new initiative. Marketo enables you to clone:
• An individual asset (email, landing page, form)
• A snippet (used as dynamic content blocks)
• A presentation (from the Marketing Calendar HD)
• A report
• An entire program (including all its assets and smart campaigns)
In this scenario, now that you’ve completed a newsletter (i.e. for October 2019), the instructor will demonstrate
how to clone the entire program to use for the following month’s newsletter (i.e. November 2019). The new

©2019 Marketo Inc. Page 21


Exercise Guide Marketo Core Concepts I

cloned program is a copy of your original program; you can update the clone rather than creating a new email
program from scratch.
1. Right-click your newsletter program in the navigation tree. A drop-down menu appears.
2. Click Clone in the drop-down menu. The Clone Email Batch Program dialog box appears.
3. In the Clone To field, select A Campaign Folder from the drop-down menu.
4. In the Name field, name your cloned program in accordance to the program naming convention (i.e. NL-
2019-11-15-Important-News-01-JK).
5. In the Folder field, select your Learning folder from the drop-down menu (i.e. Learning-01-JK).
6. In the Description field, type a description of the new program (i.e. Monthly Corporate Newsletter).
7. Click Create. Marketo creates a clone of your program and places it in your Learning folder within the
navigation tree.

Now that your cloned program is created, you can make updates to modify the newsletter for the following
month’s deployment.

ADD A PERIOD COST


When a program is cloned, the period cost from the original program does not carry over to the cloned program.
Remember to always add a period cost to a cloned program.
1. Click the cloned program name in the navigation tree.
2. In your canvas, click the Setup tab.
3. Add at least one period cost to your cloned email (i.e. $100 for Proofreading Fees in 11/2019), as
learned in Activity 1.2.

EDIT YOUR EMAIL DESIGN


1. In the navigation tree, right click your Email. A drop-down menu appears.
2. In the drop-down menu, select Edit Draft. The Email Editor opens in a new browser window.
3. Make content (i.e. text and image) updates to your cloned email, as learned in Activity 1.4.
4. Click Email Actions in the gray menu bar. A drop-down menu appears.
5. Select Approve and Close.

SCHEDULE THE EMAIL TO SEND


1. Click the Marketo superball. A drop-down menu appears.
2. Click Marketing Activities. Marketo returns you to the Marketing Activities section of the platform.
3. Click the cloned program name in the navigation tree.
4. In the control panel, update the date and time of your cloned email’s send (i.e. 11/15/19 at 10:45 AM in
the recipient’s time zone with head start enabled), as learned in Activity 1.5.

UPDATE SMART CAMPAIGN TO MEASURE FOR SUCCESS


1. Click the cloned program’s smart campaign 01-Success in the navigation tree.
2. Review the Smart List tab and Flow tab and update, if necessary, to measure the success of the cloned
program, as learned in Activity 1.6.
3. Click the Schedule tab.

©2019 Marketo Inc. Page 22


Exercise Guide Marketo Core Concepts I

4. Click Activate.

APPROVE CLONED PROGRAM


1. Click the cloned program name in the navigation tree.
2. In the control panel, navigate to the Approval tile.
3. Click Approve Program.

Now, you’ve seen how cloning can help you efficiently create a program based on a previous initiative. Once
cloned, program updates, such as edits to design, period cost, schedule and success, can be made quickly.

©2019 Marketo Inc. Page 23


Exercise Guide Marketo Core Concepts I

Lesson 2: Announce a Newly


Released Product or Service
In Lesson 2, you’ll learn how to take your email sends to the next level by utilizing more smart list features to
identify your audience, adding personalization and system tokens to your email, setting up email A/B testing and
viewing the Email Performance Report. In this scenario, the goal of your new program will be to announce a
newly released product (i.e. a computer) or service. You will complete the following activities:
• Create a group smart list
• Create an email program
• Define your audience via a smart list
• Create an email (utilizing tokens) and send a sample to review
• Set up an email A/B test
• Add a period cost
• Measure success utilizing a smart campaign
• Approve your program
• Create a local Email Performance Report

Activity 2.1 Create a Group Smart List


1. Click the Marketo superball. A drop-down menu appears.
2. In the drop-down menu, select Database. Marketo displays the Database section of the platform.
3. In the navigation tree, right-click the Group Smart Lists folder. A drop-down menu appears.
4. In the drop-down menu, select New Folder. Name the folder Smart-Lists-your student number-your
initials (i.e. Smart-Lists-01-JK) and press Enter.
Note: Subfolder names must be unique.
5. Right-click your Smart List subfolder. A drop-down menu appears.
6. In the drop-down menu, select New Smart List. The New Smart List dialog box appears.
7. In the Folder field, select your Smart List folder.
8. In the Name field, type the name of the list: Product-Announcement-List-your student number-your
initials (i.e. Product-Announcement-List-01-JK).
Note: Group smart list names must be unique.
In the Description field, type a description of your list (i.e. Targeted audience, based on Industry and Job
Title, for new product announcements.).
9. Click Create. Your smart list is created in your Smart List folder and the canvas updates to the Smart List
tab.
10. In the filter menu search box on the right side of the screen, search for the filter Industry.

©2019 Marketo Inc. Page 24


Exercise Guide Marketo Core Concepts I

11. When the Industry value appears in the menu, drag it into your canvas.
12. In the Industry operator menu, select contains from the drop-down menu.
13. In the Industry Select box, click the green plus sign symbol. The Multiple Value Chooser dialog box
appears.
14. In the Selected Values box, type the following industries, each on their own line: Business Services,
Finance, Insurance, Software.
15. Click OK.
16. In the filter menu search box on the right side of the screen, search for the filter Job Title.
17. When the Job Title value appears in the menu, drag it into your canvas.
18. In the Job Title operator menu, select contains from the drop-down menu.
19. In the Job Title Select box, click the green plus sign symbol. The Multiple Value Chooser dialog box
appears.
20. In the Selected Values box, type the following job titles, each on their own line: Manager, Director,
President, CTO, CFO, CEO.
21. Click OK. Your smart list appears as follows:

This smart list targets any person in the database partition who is in one of the following industries:
Business Services, Finance, Insurance or Software and whose job title contains the word Manager,
Director, President, CTO, CFO or CEO.
22. To see the number of people who qualify for this smart list, click the People tab. The list of all people
who meet the smart list criteria appears, with the total number in the lower right corner.
23. To view a summary of your smart list, click the summary (first) tab.

Activity 2.2 Create an Email Program


CREATE AN EMAIL PROGRAM
1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, select Marketing Activities. Marketo displays the Marketing Activities section
of the website.
3. In the navigation tree, right-click your Learning folder. A drop-down menu appears.
4. In the drop-down menu, click New Program. The New Program dialog box appears.
5. In the Campaign Folder field, leave the folder name as-is (this auto-populates).
6. In the Name field, name your program the following:

©2019 Marketo Inc. Page 25


Exercise Guide Marketo Core Concepts I

ES-year-month-day-Product-Release-your student number-your initials


(i.e. ES-2019-10-09-Product-Release-01-JK)
7. In the Program Type field, select Email from the drop-down menu.
8. In the Channel field, select Email Send from the drop-down menu.
9. In the Description field, type a description for your program (i.e. New Computer Release
Announcement).

10. Click Create. Your program appears in the navigation tree, and the canvas displays the email control
panel.

CREATE EMAIL PROGRAM SUBFOLDERS


1. Right-click the program name in the navigation tree. A drop-down menu appears.
2. Click New Folder. A new folder appears in your navigation tree.
3. Name the new folder Assets and press Enter.
4. Right-click the program name in the navigation tree. A drop-down menu appears.
5. Click New Folder. A new folder appears in your navigation tree.
6. Name the new folder Campaigns and press Enter.
7. Right-click the program name in the navigation tree. A drop-down menu appears.
8. Click New Folder. A new folder appears in your navigation tree.
9. Name the new folder Reports and press Enter.

Activity 2.3 Add a Period Cost


1. Click the Setup tab.
2. In the right-side menu, drag and drop the Period Cost icon into your canvas. The New Cost dialog box
will appear.
3. For Program Month, click the calendar icon. Select a month in the drop-down menu (i.e. 10/2019).
4. For Period Cost, type in 350.
5. For Note, type in a description of the cost, such as Product Photography.
6. Click Save. Marketo adds your period cost to the program.

©2019 Marketo Inc. Page 26


Exercise Guide Marketo Core Concepts I

Activity 2.4 Define Your Audience with a Smart List


1. In your control panel, click Edit Smart List within the Audience tile. The Smart List tab appears.
2. In the filter menu search box on the right side of the screen, search for the filter Member of Smart List.
3. When the Member of Smart List value appears in the menu, drag it into your canvas.
4. In the Member of Smart List select box, select your Product Announcement List in the drop-down menu.
Your smart list appears as follows:

5. Click the summary tab (the first tab) to return to the control panel. In the Audience tile, a green check
appears in the upper right corner to indicate that the audience for your email send has been identified.
6. In the center of the Audience tile, click the refresh button (represented by the two arrows in the shape
of a circle). Marketo calculates the number of people who are on your list and the number of people
who are blocked from receiving emails.

Activity 2.5 Create an Email (Using Tokens) and Send a Sample to Review
CREATE THE EMAIL AND SELECT THE TEMPLATE
1. In the Email tile of the control panel, click New Email. Marketo displays the template picker in a new
browser window.
2. In the Name field at the top of the screen, enter Email.
3. In the Description field, enter New Computer Announcement.
4. In the template area, scroll down to the Newsletter section and select the Mission Control template.
5. Click Create. Marketo displays the Email Editor screen.

ENTER AN EMAIL SUBJECT LINE


1. Click in the Subject field.
2. Type Just Released: Amazing New Computer!

ADD A SYSTEM TOKEN


A token is a simple variable. Think of tokens as placeholders for values. They permit personalization on a mass
scale. Tokens are displayed in the following format: {{type of token.name of token}}.
A system token is tied to Marketo setup, such as automatically inserting a date or adding a web view link in your
email.
1. Click the hero image.
2. Hover over the placeholder pre-title (currently “Your Brand Proudly Presents”) and double-click. The
Editor appears.
3. Delete the placeholder copy.
4. Type Released Today:

©2019 Marketo Inc. Page 27


Exercise Guide Marketo Core Concepts I

5. To add a system token that will display the date of the email send, place your curser after Released
Today: and click the Insert Token button (represented by the following: {…}) in the menu bar. The Insert
Token dialog box appears.
6. In the Token field, select {{system.date}} from the drop-down menu.
7. In the Default Value, leave the field blank.

8. Click Insert. Your system token is added to your pre-title copy.


9. Highlight your text.
10. Click the Text Color button (represented by the bold underlined A). A drop-down menu appears.
11. In the drop-down menu, select Black as the new text color.
12. Click the Text Spacing button. A drop-down menu appears.
13. In the drop-down menu, change the text-spacing to Single Space.
14. In the editor, click Save.

REPLACE THE HERO TITLE


1. Click the hero image.
2. Hover over the placeholder title copy and double-click. The editor appears.
3. Update the placeholder copy with a new title announcing the new computer, such as 2019’S BEST NEW
COMPUTER!
4. Highlight the new title.
5. Click the Text Color button (represented by the bold underlined A). A drop-down menu appears.
6. In the drop-down menu, select the color Black as the new text color.
7. Click the Bold button (represented by the bolded letter B).
8. Click the Text Spacing button. A drop-down menu appears.
9. In the drop-down menu, change the text-spacing to Single Space.
10. Click Save.

ADD A PERSONALIZATION TOKEN


A personal token is tied to a person or company attribute (field in the database), such as a person’s first name
(First Name field) or a company’s industry (Industry field).
1. In the hero image, hover over the placeholder Text copy (below the title) and double-click. The editor
appears.
2. Delete the placeholder text copy.
3. Type Hi.
4. To add a personalization token that will display the first name of the recipient, place your curser one
space after Hi and click the Insert Token button (represented by the following: {…}) in the menu bar. The
Insert Token dialog box appears.

©2019 Marketo Inc. Page 28


Exercise Guide Marketo Core Concepts I

5. In the Token field, select {{lead.First Name}} from the drop-down menu.
6. In the Default Value field, type Friend. This default value will only appear if the recipient does not have a
value in their First Name field.

7. Click Insert. Marketo adds the token to your copy.


8. Add a comma after the token.
9. Press Enter.
Add the following text on the new line:
The highly-anticipated Computer Model 100 is available today. Don’t miss out!
10. Highlight all of the new text (both lines).
11. In the menu bar, hover over the Text Color button (represented by the bold underlined A) and select the
color Black.
12. Click the Bold button (represented by the bolded letter B).
13. Click the Text Spacing button. A drop-down menu appears.
14. In the drop-down menu, change the text-spacing to Single Space.
15. Click Save.

UPDATE THE HERO BUTTON


1. Click the hero image.
2. In the content menu on the right side, navigate to Button Text and click in the field. Delete the
placeholder copy and type GET MORE INFO. Marketo replaces the button text.
3. In the content menu on the right side, navigate to Button Link and click in the field. Delete the
placeholder link and type in a website URL such as www.marketo.com. Marketo updates the button to
link to www.marketo.com.

REPLACE THE HERO IMAGE


1. Click the large image below the header (known as the hero image).
2. In the content menu bar on the right, click Background Image. Marketo displays the Swap Image screen.
3. Click the Design Studio radio button. Marketo displays the images that are in the Design Studio.
4. In the Find field, type the word Computer.
5. Click the image titled Computer.
6. Click Swap. Marketo replaces the previous image with your selected image and returns you to the Email
Editor.

©2019 Marketo Inc. Page 29


Exercise Guide Marketo Core Concepts I

REMOVE MODULES
Some templates may have modules that you don’t need in your email. In this scenario, we will remove 5
modules from our email.
1. Click the module below Hero, called Half module. A gear icon appears in the upper right corner of the
module.
2. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Half module.
3. Click the next module, called Half2 module. A gear icon appears in the upper right corner of the module.
4. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Half2 module.
5. Click the next module, called Paragraph module. A gear icon appears in the upper right corner of the
module.
6. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Paragraph module.
7. Scroll further down the email template using the scroll bar on the right. Find the large switchboard
placeholder image, called Free-image module. Click the Free-image module. A gear icon appears in the
upper right corner of the module.
8. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Free-image module.
9. Click the module with a play button in it, called Video module. A gear icon appears in the upper right
corner of the module.
10. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Video module.
11. Click the whitespace, called Blank Space module. A gear icon appears in the upper right corner of the
module.
12. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Blank Space module.
13. Click the next whitespace, called Blank Space2 module. A gear icon appears in the upper right corner of
the module.
14. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Blank Space2 module.
15. Click the next whitespace, called Blank Space3 module. A gear icon appears in the upper right corner of
the module.
16. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Blank Space3 module.
17. Click the module with the product description, called Free-text. A gear appears in the upper right corner
of the module.
18. Click the gear icon. In the drop-down menu, select Delete. Marketo deletes the Free-text module.

Your newsletter has now been updated to have only the following modules: Header, Hero, 3 articles (Photo-l,
Photo-r and Photo-l2), Separator, Call to Action and Contacts.

ADD A PREHEADER
1. In the gray menu bar at the top of your screen, click Email Settings.
2. Select the Preheader checkbox.
3. Replace the text with new pre-header text, such as Computer Module 100 is available today!
4. Click Save.

PREVIEW THE EMAIL


1. Click the Preview at the upper right of the screen to preview the email. Marketo updates the Email
Editor to preview mode. You are viewing the email as a desktop computer user.

©2019 Marketo Inc. Page 30


Exercise Guide Marketo Core Concepts I

2. Click the phone icon at the left to preview the email as a mobile user.
3. Click Text at the bottom center of the screen to preview the newsletter as text (non-HTML).

SEND YOURSELF A TEST


1. In the gray menu bar at the top left, click Preview Actions. A drop-down menu appears.
2. In the drop-down menu, click Send Sample. The Send Sample Email dialog box appears.
3. In the Person field, type your email address. This will allow the tokens to populate using your record’s
data (i.e. your First Name field).
4. In the Send To field, select your email address.
5. Check the Also send text-only version box.
6. Click Send. Marketo sends 2 samples to your inbox (an HTML version and a text version).
7. Check your inbox. Open and review your email samples. Your first name should appear in place of the
first name token.

APPROVE THE EMAIL CONTENT


1. In the gray menu bar at the top left, click Preview Actions.
2. In the drop-down menu, click Approve and Close. Marketo approves the email and closes the Email
Editor browser tab. In your Marketo instance, your email (with a green check on it) is within your
program in the navigation tree. The canvas displays the email summary tab.
3. To verify that the email is approved, check the Status field in the email summary tab; it should read
Approved.
4. In the navigation tree, drag your Email into the Assets subfolder.
5. Click your program name in the navigation tree to return to the control panel. The email tile now has a
green check in the upper right corner indicating that the email is ready.

Activity 2.6 Set Up an Email A/B Test


A/B testing is a process to identify which variable in an asset increases your desired outcome.
In an email A/B test, a random sample of the audience is sent two different versions of the email (half the
sample receives version A and the other half receives Version B). After an amount of time, the two emails’
results are compared against each other. The better performing version is sent to the remainder of the
audience.
In Marketo, you can conduct A/B tests based on subject line, date/time of send, from name/address or design.
You determine the winning criteria, such as opens, clicks, custom conversions, etc.
In this scenario, you will add an A/B test to your product announcement email. The test will compare two
different subject lines for your email, and the winning results will be based on which version gets more opens.

ADD A/B TEST TO YOUR EMAIL PROGRAM


1. In the email control panel, navigate to the Email tile.
2. Click Add A/B Test in the lower left corner of the tile. Marketo opens the A/B Testing Editor in a new
browser window. The screen displays the first setup step, Test Settings.

©2019 Marketo Inc. Page 31


Exercise Guide Marketo Core Concepts I

DEFINE TEST SETTINGS


Now you will define the test type, the variants and the sample size of your audience for your A/B test.
1. In the Test Type field, select Subject Line from the drop-down menu.
2. In the Email field, select Email from the drop-down menu.
3. In the Subject Line A field, Marketo will automatically populate the subject line that you added to Email:
Just Released: Amazing New Computer!
4. In the Subject Line B field, provide an alternate subject line for the test, such as New Computer Model
100 Available Today!
5. In the Test Sample Size slider, click to move the slider bar so that the 20% of the sample receives the
test.
Your Test Settings appear as follows:

6. Click Next. The Winner Criteria setup step appears.

DEFINE WINNER CRITERIA


Now you will define which criteria the emails will be compared against (in this case, which subject line gets more
opens) and if you want Marketo to automatically deploy the winning version to the remainder of your audience
after the test timeframe is complete.
1. Under Winner Criteria, click the Opens radio button.
2. Under Declare Winner, click the Automatic radio button.
3. Click Next. The Schedule setup step appears.

DEFINE SCHEDULE
Now you will define the testing timeframe (when the test will be sent to the random sample, followed by when
the winning version will be sent to the remainder of your audience).
1. Under Send Test, select the date that the test will send to the random sample of your audience (i.e.
10/09/19).
2. Under Send Test, select the time that the test will send to the random sample of your audience (i.e. 9:00
AM).

©2019 Marketo Inc. Page 32


Exercise Guide Marketo Core Concepts I

3. Under Send Winner, select the date that the winning email will send to the remainder of audience (i.e.
10/11/19).
4. Under Send Winner, select the time that the winning email will send to the remainder of your audience
(i.e. 9:00 AM).
5. Under Send Notification To, type your email address. Once the test is complete, Marketo will send you
an automatic email notifying you of the results.
6. Click Next. The Finish setup step appears with a summary of your results.
Your summary appears as follows:

7. Click Close. Marketo closes the A/B Testing Editor browser window. The Email tile is updated to reflect
the Test Type of Subject Line. In the Audience tile, a green check appears in the upper right corner to
indicate that the send time for both the test and winning version of your email has been identified.

Activity 2.7 Approve Your Program


Now, you need to approve the email program.

©2019 Marketo Inc. Page 33


Exercise Guide Marketo Core Concepts I

1. Click the name of your program in the navigation tree.


2. In the control panel, navigate to the Approval tile.
3. Click Approve Program.

When the test date and time arrives, the program sends out the product announcement email to a random
sample of your audience. Then two days later, the remaining portion of your audience receives the version of
the email that won the A/B test.

Activity 2.8 Measure Success Utilizing a Smart Campaign


Now you will create a smart campaign to measure the success of the email program. In this scenario, you want a
recipient to achieve Influenced (success) status if they click a specific link in the email.
1. In your navigation tree, right-click the program name. A drop-down menu appears.
2. In the drop-down menu, select New Smart Campaign. The New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign, such as 01-Success.
4. In the Description field, type a description of this smart campaign, such as If recipient clicks
www.marketo.com in email, change program status to Influenced (success).
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the summary tab.
6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the search box and type Clicks Link in Email. A Clicks Link in Email trigger
will appear in the menu.
8. Drag the Clicks Link in Email trigger into your canvas.
9. In the Select Email box, select your product announcement email from the drop-down menu.
10. In the upper right corner of the trigger, click Add Constraint. A drop-down menu will appear.
11. Select the Link constraint. A Link field is added to your trigger.
12. In the Link Select box, select http://www.marketo.com from the drop-down menu.
Your trigger appears as follows:

13. To identify what actions Marketo will take in response to those who qualify, click the Flow tab.
14. In the right-hand menu, select the Change Program Status option. Drag Change Program Status into
your canvas.
15. Under New Status, select Email Send > Influenced from the drop-down menu.
Your flow appears as follows:

©2019 Marketo Inc. Page 34


Exercise Guide Marketo Core Concepts I

16. To schedule your campaign so that it measures success, click the Schedule tab.
17. Click Activate. The Activate Triggered Campaign dialog box will appear.
18. Click Activate. Marketo turns on your smart campaign and returns you to the summary tab. Your smart
campaign is in your navigation tree with a yellow lightbulb indicating it is active. When a recipient clicks
www.marketo.com in your email, their program status will be updated to Influenced (success).
19. In the navigation tree, drag and drop your 01-Success smart campaign into the Campaigns subfolder.

Activity 2.9 Create a Local Email Performance Report


To see metrics beyond those in the Email Dashboard, you may want to create an Email Performance Report,
which dives into further email data, such as the number of hard bounces, soft bounces, pending emails, date of
last activity, etc. When you create a report within your program (called a local report), it automatically pulls all
data for that initiative.
1. Right click the name of your program in the navigation tree. A drop-down menu appears.
2. In the drop-down menu, select New Local Asset. The New Local Asset dialog box appears.
3. Click Report. The New Report dialog box appears.
4. In the Program field, leave the name of your program as-is (this auto-populates).
5. In the Type field, select Email Performance Report from the drop-down menu.
6. The Name field automatically updates to the type of report. You can update the name if you choose.
7. In the Description field, type a description of your report, such as Metrics for Computer Model 100
Announcement Email.
8. Click Create. Marketo creates your report in the navigation tree and displays the summary tab in your
canvas.
9. Click the Setup tab.
10. In your canvas, double-click Date of Activity. The Date of Activity dialog box appears.
11. In the Date of Activity field, update the range for when you want Marketo to pull metrics for this
program by selecting a new range from the drop-down, such as Last 90 Days.
12. Click Save.
13. Click the Report tab. Once your email has been sent, metrics will populate and keep-up-to-date in the
canvas.
14. Click the Export to Excel button (represented with an Excel sheet and arrow icon) at the bottom of your
screen. Marketo downloads the report in your browser in Excel format.
15. In your navigation tree, drag the Email Performance Report into the Reports subfolder.

©2019 Marketo Inc. Page 35


Exercise Guide Marketo Core Concepts I

Lesson 3: Promote a Special Offer


In Lesson 3, you’ll learn how to further personalize your emails by making them dynamic so that recipients see
different content based on who they are. You’ll also learn how to create a local Email Link Performance Report.
In this scenario, you want to announce a special offer on your website. Recipients will see different content
(subject line, imagery) depending on their industry. You will complete the following activities:
• Learn About Segmentations and Dynamic Content
• Instructor Demo: Create a Segmentation
• Create an email program
• Add a period cost
• Define audience using a smart list
• Create a dynamic email and send a sample for review
• Schedule the email to send at a specific date and time
• Measure success using a smart campaign
• Approve the email program
• Create a local Email Link Performance Report

Topic 3.1 Learn About Segmentations and Dynamic Content


Dynamic content enables you to customize how different people see an email or landing page.
First, you’ll need to divide your audience into subgroups. This is called segmentation. Segmentation categorizes
your audience into different subgroups based on a smart list rule. These subgroups are called segments. For
example, if you have a segmentation called Industry, some of the segments could be: Automotive, Education,
Healthcare, Technology, etc.
Once you’ve created your segments, you can add dynamic content blocks to your email. This tells Marketo that
part of the email will be different depending on which recipient receives it. For example, a person in the
Healthcare industry would see a hospital image in the email, whereas a person in the Education industry would
see a school image in the email. With this process, you build and send one email, but Marketo serves different
content to recipients based on their segmentation.

Instructor Demo 3.1 Create a Segmentation


In this scenario, you want to create one special offer email. The email will be deployed to people across
industries, so you want the subject line and some imagery to be dynamic based on the industry of the recipient.
The offer will be especially promoted in the following two industries: Healthcare and Finance. Therefore, you
want to create three versions of the email: one for Healthcare, one for Finance, plus a generic (default) version

©2019 Marketo Inc. Page 36


Exercise Guide Marketo Core Concepts I

for people who are not in either of those industries. The special offer will promote a 20% website discount on
Computer Model 100s for people across industries.

CREATE THE SEGMENTATION


1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, click Database. Marketo displays the Database section of the platform.
3. In your navigation tree, right-click the Segmentations folder. A drop-down menu appears.
4. In the drop-down menu, select New Segmentation. The New Segmentation dialog box appears.
5. In the Name field, type the name of your segmentation (i.e. Industry).
6. In the Description field, type a description of your segmentation, such as Targeting based on Industry
attribute.
7. In the blue menu bar, click Add Segment. A new segment is added.
8. Name the segment Healthcare and press Enter.
9. In the blue menu bar, click Add Segment. A new segment is added.
10. Name the segment Finance and press Enter.
Your New Segmentation dialog box should appear as follows:

11. Click Create. Your segmentation draft appears in the navigation tree and the segmentation summary tab
appears in your canvas.

DEFINE THE SEGMENTS


1. In your navigation tree, click Healthcare within your segmentation Draft folder. The canvas updates to
the Healthcare segmentation smart list.
2. In the filter menu bar on the right side, search for Industry. The Industry filter appears in the menu.
3. Drag the Industry filter into your canvas.
4. In the Industry select box, type Healthcare. Your setup appears as follows:

©2019 Marketo Inc. Page 37


Exercise Guide Marketo Core Concepts I

5. In your navigation tree, select Finance within your segmentation Draft folder. The canvas updates to the
Finance segmentation smart list.
6. In the filter menu bar on the right side, search for Industry. The Industry filter appears in the menu.
7. Drag the Industry filter into your canvas.
8. In the Finance select box, type Finance. Your setup should appear as follows:

APPROVE THE SEGMENTATION


1. In the navigation tree, right-click Industry (the name of your segmentation). A drop-down menu
appears.

2. In the drop-down menu, click Approve. Marketo finalizes the segmentation by putting all people in your
database into one of the segments. Those who do not meet the criteria of one of the two defined
industries (Healthcare or Finance) will be placed in the Default segment. This may take a few minutes,
depending on the size of your database. Once approved, the canvas will update so that the status is
listed as Approved and the number of people in each segment is listed:

©2019 Marketo Inc. Page 38


Exercise Guide Marketo Core Concepts I

Activity 3.1 Create an Email Program


CREATE AN EMAIL PROGRAM
1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, select Marketing Activities. Marketo displays the Marketing Activities section
of the platform.
3. In the navigation tree, right-click your Learning folder. A drop-down menu appears.
4. In the drop-down menu, click New Program. The New Program dialog box appears.
5. In the Campaign Folder field, leave the folder name as-is (this auto-populates).
6. In the Name field, name your program the following:
ES-year-month-day-Special-Offer-your student number-your initials
(i.e. ES-2019-10-11-Special-Offer-01-JK)
7. In the Program Type field, select Email from the drop-down menu.
8. In the Channel field, select Email Send from the drop-down menu.
9. In the Description field, type a description for your program (i.e. Website Offer: 20% discount on
Computer Model 100s).

©2019 Marketo Inc. Page 39


Exercise Guide Marketo Core Concepts I

10. Click Create. Your program appears in the navigation tree, and the canvas displays the email control
panel.

CREATE EMAIL PROGRAM SUBFOLDERS


1. Right-click the program name in the navigation tree. A drop-down menu appears.
2. Click New Folder. A new folder appears in your navigation tree.
3. Name the new folder Assets and press Enter.
4. Right-click the program name in the navigation tree. A drop-down menu appears.
5. Click New Folder. A new folder appears in your navigation tree.
6. Name the new folder Campaigns and press Enter.
7. Right-click the program name in the navigation tree. A drop-down menu appears.
8. Click New Folder. A new folder appears in your navigation tree.
9. Name the new folder Reports and press Enter.

Activity 3.2 Add a Period Cost


1. In your canvas, click the Setup tab.
2. In the right-side menu, drag the Period Cost icon into your canvas. The New Cost dialog box appears.
3. In the Program Month field, click the calendar icon. From the drop-down menu, select the month and
year that you incurred costs for this program (i.e. 10/2019).
4. In the Period Cost field, enter 400.
5. In the Note field, enter a description of the cost, such as Imagery Licensing Rights.
6. Click Save. Marketo adds your period cost to the program.

Activity 3.3 Define an Audience Using a Smart List


Once your segmentation is approved, Marketo creates a custom filter named after your segmentation. This filter
can be used in a smart list to define your audience. In this scenario, we want to use the Industry Segment filter
to indicate that the special offer email should be sent to all segments: Healthcare, Finance, and Default.
1. In your control panel, click Edit Smart List within the Audience tile. The Smart List appears.

©2019 Marketo Inc. Page 40


Exercise Guide Marketo Core Concepts I

2. In the filter menu search box on the right side of the screen, search for the filter Industry Segment. The
Industry Segment appears in the search results. (If you don’t see the Industry Segment filter, refresh
your browser.)
3. Drag the Industry Segment filter into your canvas.
4. In the Industry Segment select box, click the green plus icon. The Multiple Value Chooser dialog box
appears.
5. In the Add New Values drop-down menu, you will see all your Industry segments. Click Add All>> to add
them as Selected Values.

6. Click OK. Your smart list should appear as follows:

This smart list defines your audience as every person that is in the selected Industry segments:
Healthcare, Finance and Default.
7. Click the summary tab (the first tab) to return to the control panel. In the Audience tile, a green check
appears in the upper right corner to indicate that the audience for your email send has been identified.
8. In the center of the Audience tile, click the refresh button (represented by the two arrows in the shape
of a circle). Marketo calculates the number of people in your smart list and the number of people who
are blocked from receiving emails.

Activity 3.4 Create a Dynamic Email and Send a Sample to Review


With your program created and your target audience defined, you’ll now create the dynamic email based on the
industry of the recipient.

CREATE THE EMAIL AND SELECT THE TEMPLATE


1. In the Email tile of the control panel, click New Email. Marketo displays the template picker in a new
browser window.

©2019 Marketo Inc. Page 41


Exercise Guide Marketo Core Concepts I

2. In the Name field at the top of the screen, enter Email.


3. In the Description field, enter Website Offer: 20% discount on Computer Model 100s.
4. In the template area, navigate to the Basic section and select the Skeleton template.
5. Click Create. Marketo displays the Email Editor.

MAKE THE SUBJECT LINE DYNAMIC


1. Click in the subject line field.
2. Type Save 20% on the Computer Model 100! This is the subject line for your default version of the
email. People who are not in the Healthcare or Finance industry will receive the email with this subject
line.
3. Keep your cursor in the subject line field. To the right of the subject line field, click the Make Dynamic
button, which is represented by two overlapping boxes.

The Segment By dialog box appears.


4. In the Segmentation field, select Industry from the drop-down menu.

5. Click Save. Marketo makes the subject line dynamic. The Content menu on the right-side updates to
show the dynamic elements of the email.

6. Click Healthcare in the Dynamic menu bar.


7. Click in the subject line field and update the Healthcare version of the email to have the following
subject line: Save 20% on the Computer Model 100s for Healthcare!
8. Click Finance in the Dynamic menu bar.
9. Click in the subject line field and update the Finance version of the email to have the following subject
line: Save 20% on the Computer Model 100s for Finance!

©2019 Marketo Inc. Page 42


Exercise Guide Marketo Core Concepts I

MAKE THE HERO IMAGE DYNAMIC


1. Click Default in the Dynamic menu bar.
2. Click in the first module (called Image) of the email (which has an image icon in it).

A gear icon appears in the upper right corner of the image module.
3. Click the gear icon. A drop-down menu appears.
4. In the drop-down menu, click Edit. The Insert Image dialog box appears.
5. Click the Design Studio radio button.
6. In the Find search box, type Default Industry.
7. In the search results, select the Default Industry image.
8. In the Alt Text field, type Computer Model 100s.
9. In the Link URL field, type www.marketo.com.

10. Click Insert. Marketo adds the Default Industry image to your email. This is the image that people in the
Default segment will see in the email.
11. Click the image in your email. A gear icon appears in the upper right corner of the image.
12. Click the gear icon. A drop-down menu appears.
13. Click Make Dynamic. The Segment by dialog box appears.
14. In the Segmentation field, select Industry.

©2019 Marketo Inc. Page 43


Exercise Guide Marketo Core Concepts I

15. Click Save. The Content menu on the right-side updates to show the dynamic elements of the email.

16. Click Healthcare in the Dynamic menu bar.


17. In your email, click the hero image. A gear icon appears.
18. Click the gear icon. A drop-down menu appears.
19. Click Edit. The Swap Image dialog box appears.
20. Click the Design Studio radio button.
21. In the Find search box, type Healthcare.
22. In the search results, select the Healthcare Industry image.
23. In the Alt Text field, type Computer Model 100s.
24. In the Link URL field, type www.marketo.com.
Click Swap. Marketo adds the Healthcare image to your email. This is the image that Healthcare
recipients will see in the email.
25. Click Finance in the Dynamic menu bar.
26. In your email, click the hero image. A gear icon appears.
27. Click the gear icon. A drop-down menu appears.
28. Click Edit. The Swap Image dialog box appears.
29. Click the Design Studio radio button.
30. In the Find search box, type Finance.
31. In the search results, select the Finance Industry image.
32. In the Alt Text field, type Computer Model 100s.
33. In the Link URL field, type www.marketo.com.
Click Swap. Marketo adds the Finance image to your email. This is the image that Finance recipients will
see in the email.

©2019 Marketo Inc. Page 44


Exercise Guide Marketo Core Concepts I

REMOVE MODULES
Some templates may have modules that you don’t need in your special offer email. In this scenario, we will
remove two modules from our email.
1. In the Dynamic menu bar on the right side of your screen, click All at the top of the menu.
2. Click the module below the hero image, called Video module. A gear icon appears in the upper right
corner of the module.
3. Click the gear icon. A drop-down menu appears.
4. In the drop-down menu, select Delete. Marketo deletes the Video module.
5. Click the module below the CTA (Call to Action) button, called Two Columns module. A gear icon
appears in the upper right corner of the module.
6. Click the gear icon. A drop-down menu appears.
7. In the drop-down menu, select Delete. Marketo deletes the Two Columns module.

REPLACE COPY
1. Below the hero image, click the Text module. A gear icon appears in the upper right corner of the
module.
2. Click the gear icon. A drop-down menu appears.
3. In the drop-down menu, click Move Up. Marketo moves the text copy above the hero image.
4. Click the text section within the Text module. A gear icon appears in the upper right corner.
5. Click the gear icon. A drop-down menu appears.
6. In the drop-down menu, click Edit. The Editor appears.
7. Delete the placeholder copy and type copy promoting your special offer, such as:
Limited Time Offer!
20% Discount on the new Computer Model 100!
8. Highlight your new copy.
9. Click the Font Size menu button and select the font size of 20px from the drop-down menu.
10. Click the B icon to make your copy bold.
11. Click the Alignment icon and select Align Center from the drop-down menu.
12. Click Save.

UPDATE THE HERO BUTTON


1. Click the Call to Action button in your email.
2. In the Content menu on the right side of your screen, click in the Button Label field. The field becomes
editable.
3. Delete the placeholder copy and type LEARN MORE in the Button Label field.
4. In the Content menu on the right side of your screen, click in the Button Link field. The field becomes
editable.
5. Delete the placeholder URL and type www.marketo.com in the Button Link field.

©2019 Marketo Inc. Page 45


Exercise Guide Marketo Core Concepts I

PREVIEW THE EMAIL


1. Click the Preview button in the upper right corner of the screen to preview the email. Marketo updates
the Email Editor to preview mode. You are viewing the Default version of the email as a desktop
computer user.
2. Click the phone icon at the left to preview the Default email as a mobile user.
3. To view the other dynamic versions of the email, click View By in the gray menu bar. A drop-down menu
appears.
4. In the drop-down menu, select Segmentation. A segmentation field appears.
5. In the drop-down menu, select Industry. A segment menu appears.
6. Click the blue arrows to the right and left of the segment menu to view the different versions of the
email.

7. Click the blue arrow on the right to view both the Healthcare and Finance versions of the email.

SEND YOURSELF A SAMPLE OF A SPECIFIC DYNAMIC VERSION OF THE EMAIL


1. To send yourself a sample of a version of the email, select the version you want to receive as a test from
the gray menu bar. Use the blue arrow to navigate to the Healthcare version.
2. Click Send Sample in the gray menu bar.

The Send Sample Email dialog box appears.


3. In the Send To field, select your email address from the drop-down menu.
4. Click Send. Marketo sends the Healthcare version of the email as a sample to your inbox.

SEND YOURSELF A SAMPLE USING YOUR RECORD


1. To send yourself a sample of how you as the recipient would receive the email, click Send Sample in the
gray menu bar. The Send Sample Email dialog box appears.
2. Click the Person radio button.
3. In the Person field, type your email address. This will send you a sample of the email dependent upon
which segment you are in (i.e. if your Industry value in the database is Finance, you will receive the
Finance version of the email.).
4. In the Send To field, select your email address from the drop-down menu.
5. Check the Also send text-only version box.

©2019 Marketo Inc. Page 46


Exercise Guide Marketo Core Concepts I

6. Click Send. Marketo sends the version of the email (dependent upon your segment) as a sample to your
inbox.

APPROVE THE EMAIL


1. In the gray menu bar at the top of your screen, click Preview Actions. A drop-down menu appears.
2. In the drop-down menu, click Approve and Close. Marketo approves the email and closes the Email
Editor browser tab. In your Marketo instance, your email (with a green check on it) is within your
program in the navigation tree. The canvas displays the email summary tab.
3. To verify that the email is approved, check the Status field in the email summary tab; it should read
Approved.
4. In the navigation tree, drag your Email into the Assets subfolder.
5. Click your program name in the navigation tree to return to the control panel. The email tile in the
control panel now has a green check in the upper right corner indicating that the email is ready.

Activity 3.5 Schedule the Email to Send at a Specific Date and Time
1. In the control panel, navigate to the Schedule Tile. Select the Calendar icon in the first field. A drop-
down menu of calendar dates appears. Select the deployment date of your email (i.e. 10/11/19).
2. In the second field, click the drop-down menu arrow. Select 1:00 PM. A green check appears in the
upper-right corner of the Schedule tab.
3. Check the Recipient Time Zone box and/or the Head Start box.

Activity 3.6 Approve Your Program


1. Click the name of your program in the navigation tree.
2. In the control panel, navigate to the Approval tile.
3. In the lower right corner of the Approval tile, click Approve Program.

Activity 3.7 Measure Success Utilizing a Smart Campaign


In this scenario, the success metric for our special offer email is if the recipient clicks www.marketo.com in the
email.
1. In your navigation tree, right-click the program name. A drop-down menu appears.
2. In the drop-down menu, select New Smart Campaign. The New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign, such as 01-Success.
4. In the Description field, type a description of this smart campaign, such as If recipient clicks
www.marketo.com in email, then change program status to Influenced (success).
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the summary tab.

©2019 Marketo Inc. Page 47


Exercise Guide Marketo Core Concepts I

6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the Search box and type Clicks Link in Email. A Clicks Link in Email trigger
will appear in the menu.
8. Drag the Clicks Link in Email trigger into your canvas.
9. In the Select Email box, select your Email from the drop-down menu.
10. In the upper-right corner of the trigger, select Add Constraint. A drop-down menu appears.
11. In the drop-down menu, check the Link box. A Link field appears in your trigger.
12. In the Link Select field, select http://www.marketo.com from the drop-down menu.
Your trigger appears as follows:

13. To identify what actions Marketo will take in response to those who qualify, click the Flow tab.
14. In the right-hand menu, select the Change Program Status flow step.
15. Drag Change Program Status flow step into your canvas.
16. In the New Status field, select Email Send > Influenced from the drop-down menu.
Your flow appears as follows:

17. To schedule your campaign so that it measures success, click the Schedule tab.
18. Click Activate button. The Activate Triggered Campaign dialog box appears.
19. Click Activate. Marketo turns on your smart campaign and returns you to the Summary tab. Your smart
campaign is in your navigation tree with a yellow lightbulb indicating it is active. When a recipient clicks
www.marketo.com in your special offer email, their program status will be updated to Influenced
(success).
20. In the navigation tree, drag your 01-Success smart campaign into the Campaigns subfolder.

Activity 3.8 Create a Local Email Link Performance Report


The Email Link Performance Report shows metrics on the individual links in your email, such the number of
times a link was clicked and by how many people. When created locally (at the program level), the report
automatically pulls metrics for all links within the emails in your program.
1. Right-click the name of your program in the navigation tree. A drop-down menu appears.
2. In the drop-down menu, click New Local Asset. The New Local Asset dialog box appears.
3. Click the Report icon. The New Report dialog box appears.
4. In the Program field, leave the name of your program as-is (this auto-populates).
5. In the Type field, select Email Link Performance from the drop-down menu.

©2019 Marketo Inc. Page 48


Exercise Guide Marketo Core Concepts I

6. The Name field automatically updates to the type of report (Email Link Performance). You can update
the name if you choose.
7. In the Description field, type a description of your report, such as Link metrics for Computer Model 100s
special offer email.
8. Click Create. Marketo creates your report in the navigation tree and displays the summary tab in your
canvas.
9. Click the Setup tab.
10. In your canvas, double-click Date of Activity.
11. In the Date of Activity field, update the range for when you want Marketo to pull metrics for this
program by selecting a new range from the drop-down menu, such as Last 30 Days.
12. Click Save.
13. Click the Report tab. Once your email has been sent, link metrics will populate and will remain up-to-
date in the canvas.
14. Click the Export to Excel button (represented with an Excel sheet and arrow icon) at the bottom of your
screen. Marketo downloads the report in your browser in Excel format.
15. In your navigation tree, drag the Email Link Performance Report into the Reports subfolder.

©2019 Marketo Inc. Page 49


Exercise Guide Marketo Core Concepts I

Lab Exercises
Now that you’ve created three different email programs (a newsletter, a product announcement and a special
offer), you’ll work on two activities independently. These activities should take you approximately 20 minutes to
complete. Once complete, your instructor will discuss the lab exercises and walk through the steps with you.

Lab Exercise 3.1 Create a New Content Release Program


In this exercise, you’ll create an email program to promote newly released content on your website. The
purpose of this exercise is to challenge yourself to set up an email program. Try to complete Lab Exercise 3.1 on
your own. However, if you need assistance, please refer to the Appendix: Lab Exercise Solutions Guide for step-
by-step instructions.

SCENARIO
Your organization just released a new e-book on your website. The e-book is filled with useful industry news,
case studies, best practices and recommendations for your US-based audience, specifically for people who work
for large companies with at least 3,000 employees. You want to announce the e-book’s release with an email
deployed 4 weeks from today at 10 AM in the recipient’s time zone.

INSTRUCTIONS
• Create a Marketo email program using the Email Send channel. Remember to use the example program
naming convention.
• Add a period cost of $100 for Copywriting Fees.
• Define the audience as people whose:
o Country is US
o Num Employees is at least 3000
• Create an email using the Snowbunny email template.
o Email Name: Email
o Subject Line: Newly Released Industry E-Book!
• Approve the email.
• Schedule the email for deployment 4 weeks from today at 10:00 AM using the Recipient Time Zone
functionality.
• Approve your email program.
• Create a smart campaign so that people’s status is changed to Influenced when they click any link in the
email.

©2019 Marketo Inc. Page 50


Exercise Guide Marketo Core Concepts I

Lab Exercise 3.2 Provide a Real-Life Work Scenario in Which You Would Use
the Email Program
In a short paragraph, provide a real-life work scenario in which you could apply today’s lessons. Describe the
audience of your email and how you would measure program success.

©2019 Marketo Inc. Page 51


Exercise Guide Marketo Core Concepts I

Lesson 4: Nurture New Prospects


In Lesson 4, you’ll learn how execute lead nurturing utilizing the engagement program type, which will allow you
to communicate regularly with your audience to build trust and brand loyalty. In this scenario, you’ll want to
provide useful content to new prospects (non-customers) in your database. You will complete the following
activities:
• Learn about lead nurturing strategy
• Learn when to use the engagement program type
• Create an engagement program
• Create content (emails) for your program
• Add content to a single stream
• Activate content
• Edit availability of stream content
• Set stream cadence
• Reprioritize stream content
• Add a period cost
• Add people to your program using a smart campaign
• Measure success and pause program cadence using a smart campaign
• Change program status to On
• Review the Engagement Dashboard
• Create a local Engagement Stream Performance Report and set up a report subscription

Topic 4.1 Learn About Lead Nurturing Strategy


Lead nurturing facilitates the audience getting to know your business—it’s essentially courtship before marriage.
With lead nurturing, you spend time establishing a relationship with your audience and building trust. As a
result, when you communicate with your audience, you are welcomed instead of being regarded as intrusive.
Without effective lead nurturing, communicating with your audience can feel like an awkward first date, full of
mistrust and hesitation.
With this in mind, engagement programs were designed to support marketers’ needs to methodically
communicate with their audiences. Engagement programs provide an automation framework where you can
structure clear communication paths that target a lead with the right content at the right time.

©2019 Marketo Inc. Page 52


Exercise Guide Marketo Core Concepts I

Topic 4.2 Learn When to Use the Engagement Program Type


The engagement program type is used to communicate with your audience at a set periodic schedule, such as
once per week, or every third week, or once every other month.
When assessing if you should use this program type for your nurture initiatives, ask yourself these questions:
• Are the emails being sent out at a set periodic schedule?
• Can the audience be split up into clearly defined groups who receive marketing messages based on a
standardized set of rules?
• If individuals can change cadence or emails partway through the journey, does this happen based on an
action?
If the answer to all questions is yes, you should use the engagement program type.

Activity 4.1 Create an Engagement Program


CREATE AN ENGAGEMENT PROGRAM
1. Right-click your Learning folder.
2. In the drop-down menu, select New Program. The New Program dialog box appears.
3. In the Campaign Folder field, leave the folder name as-is (this auto-populates).
4. In the Name field, name your program the following:
NUR-year-month-day-New-Prospects-your student number-your initials
(i.e. NUR-2019-10-01-New-Prospects-01-JK)
5. In the Program Type field, select Engagement from the drop-down menu.
6. In the Channel field, select Nurture from the drop-down menu.
7. In the Description field, type a description for your program (i.e. Nurturing for new prospects (non-
customers)).
8. Click Create. Marketo creates the program and displays the summary tab.

CREATE ENGAGEMENT PROGRAM SUBFOLDERS


1. Right-click the program name in the navigation tree. A drop-down menu appears.
2. Click New Folder. A new folder appears in your navigation tree.
3. Name the new folder Assets and press Enter.
4. Right-click the program name in the navigation tree. A drop-down menu appears.
5. Click New Folder. A new folder appears in your navigation tree.
6. Name the new folder Campaigns and press Enter.
7. Right-click the program name in the navigation tree. A drop-down menu appears.
8. Click New Folder. A new folder appears in your navigation tree.
9. Name the new folder Reports and press Enter.

©2019 Marketo Inc. Page 53


Exercise Guide Marketo Core Concepts I

TURN OFF ENGAGEMENT PROGRAM DURING INITIAL SETUP


When you first create an engagement program, its status is On, meaning it can send out content while you are
setting up your initiative. For new learners, it is best practice to turn off the engagement program while you
work on building the program, and then turn it back on prior to launch.
1. Click the Setup tab.
2. In the canvas under Settings, double-click Program Status. The Program Status dialog box appears.
3. Click the Off radio button.
4. Click Save. Marketo turns off the engagement program. A red stop box appears over the plant icon in
the navigation tree.

Activity 4.2 Add a Period Cost


1. Click the Setup tab.
2. In the right-side menu, drag the Period Cost icon into your canvas. The New Cost dialog box appears.
3. For Program Month, click the calendar icon. From the drop-down menu, select the month that you
incurred costs for this program (i.e. 9/2019).
4. For Period Cost, type in 200.
5. For Note, type in a description of the cost, such as Stock Photography.
6. Click Save. Marketo adds your period cost to the program.

Activity 4.3 Create Content (Emails) for Your Program


CREATE AN EMAIL
1. Right-click your program name. A drop-down menu appears.
2. In the drop-down menu, select New Local Asset. The new Local Asset Dialog box appears.
3. Click Email. Marketo opens the template picker in a new browser window.
4. In the Name field, type 01-Email.
5. In the template section, under Newsletters, select the Sophia template.
6. Click Create. Marketo opens the Email Editor.

ENTER AN EMAIL SUBJECT LINE


1. Click in the subject line field.
2. Type Top 10 Best Practices for Successful Marketing.

UPDATE A CALL TO ACTION BUTTON


1. Click the first article module, called Article.
2. In the content menu bar on the right side, navigate to the Right Button Link field and click in the field.
Delete the placeholder link and type in a website URL such as www.marketo.com. Marketo updates the
button link to www.marketo.com.

©2019 Marketo Inc. Page 54


Exercise Guide Marketo Core Concepts I

APPROVE YOUR EMAIL


1. Click Email Actions in the gray menu bar. A drop-down menu appears.
2. In the drop-down menu, select Approve and Close. Marketo approves 01-Email and closes the Email
Editor browser window. A green check mark appears over 01-Email in the navigation tree, and the email
Status in the canvas is Approved.
3. Drag 01-Email into your Assets folder.

CLONE YOUR EMAIL


1. Right-click 01-Email. A drop-down menu appears.
2. In the drop-down menu, select Clone. The Clone Email dialog box appears.
3. Leave the Clone From, Clone To, and Program fields as-is (they auto-populate).
4. In the Name field, type 02-Email.
5. Uncheck the Open in Editor box.
6. Click Clone. 02-Email is created.
7. In the gray menu bar, select Email Actions. A drop-down menu appears.
8. In the drop-down menu, select Approve. A green check mark appears over 02-Email in the navigation
tree, and the email Status in the canvas is Approved.
9. Drag 02-Email into your Assets folder.
10. Repeat Steps 1-9 for 03-Email and 04-Email, respectively.
Your program in the navigation tree appears as follows:

Activity 4.4 Add Content to a Single Stream


A stream is the priority you choose for content to be sent out to your audience. It is the content path that your
audience receives. The stream sends out content from top to bottom.
1. Click the name of your program in the navigation tree. The program Summary tab appears.
2. Click the Stream tab. The stream setup appears.
3. Drag 01-Email from the navigation tree into Stream 1.
4. Drag 02-Email from the navigation tree into Stream 1.
5. Drag 03-Email from the navigation tree into Stream 1.
You stream appears as follows:

©2019 Marketo Inc. Page 55


Exercise Guide Marketo Core Concepts I

Activity 4.5 Activate Content in Your Stream


Engagement programs require that you activate content for it to be sent out. Stream content is turned off by
default. You need to activate content to turn it on so it can be sent to your audience. You can always choose to
deactivate content temporarily if you want to make edits, as well as deactivate content permanently if you don’t
want it to be sent out again.
1. Hover over 01-Email in your steam. A gear icon appears.
2. Click the gear icon. A drop-down menu appears.
3. Click Activate. A green triangle play button appears next to 01-Email in the stream, indicating it is active.
4. Repeat steps 1-3 for 02-Email and 03-Email, respectively.
Your stream appears as follows:

Activity 4.6 Edit Availability of Stream Content


You can set a timeframe for the content to be active in your stream. The content will only be sent out during the
timeframe you choose. In this scenario, 02-Email now includes a special offer that will only be valid from
October 2019-December 2019. You need to edit the availability of 02 Email.
1. Hover over 02-Email. A gear icon appears.
2. Click the gear icon. A drop-down menu appears.
3. Click Edit Availability. The Edit Availability dialog box appears.

©2019 Marketo Inc. Page 56


Exercise Guide Marketo Core Concepts I

4. Update the Active From date (i.e. 10/01/19) by selecting the date from the calendar.
5. Update the Active To date (i.e. 12/31/2019) by selecting the date from the calendar.
The dialog box appears as follows:

6. Click Save. 02-Email is updated in the stream to have a clock next to it, indicating that it will be active
during a specific timeframe.

Activity 4.7 Set Stream Cadence


The stream cadence is the schedule your communications will be sent out (called cast) in a stream. You can
choose to have your cadence cast content at variations of the following intervals: daily, weekly or monthly. In
this scenario, you want your stream cadence to cast communications every Tuesday at 10 AM in the recipient’s
time zone, starting Tuesday, 10/01/19.
1. At the top of your stream, click Set Stream Cadence. The Set Stream Cadence dialog box appears.
2. In the Repeats field, select Weekly from the drop-down menu.
3. In the First Cast field, select the date for the stream start casting out emails (i.e. 10/01/19).
4. In the Every field, select 1 Week.
5. In the On field, click T (for Tuesday).
6. In the Time field, select 10:00 AM.
7. Check the Recipient Time Zone box.
The Set Stream Cadence dialog box appears as follows:

8. Click Save. Marketo displays the cadence (Every Tue | 10 AM) at the top of your stream.

©2019 Marketo Inc. Page 57


Exercise Guide Marketo Core Concepts I

Activity 4.8 Reprioritize Stream Content


After you've added content to your stream and launched your program, you may want to change the priority to
differ from the launch priority. You can reorder content easily or add new content to your stream. In this
scenario, you want to add a fourth email to your stream that will cast after 01-Email.

REPRIORITIZE CONTENT IN YOUR STREAM


1. Drag 04-Email from the navigation tree into your stream so that it is located immediately below 01-
Email.
2. Hover over 04-Email in the stream. A gear icon appears.
3. Click the gear icon. A drop-down menu appears.
4. Click Activate.
Your stream appears as follows:

Activity 4.9 Add People to Your Program Using a Smart Campaign


Marketo can automatically add people to your program using a smart campaign. In this scenario, you want new
prospects (non-customers) added to your engagement program when they enter in the database.
1. In your navigation tree, right-click the program name.
2. In the drop-down menu, select New Smart Campaign. The New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign, such as 01-Add-Members.
4. In the Description field, type a description of this smart campaign, such as If new non-customer enters
database, then add to Stream 1.
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the summary tab.
6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the Search box and type Person is Created. A Person is Created trigger
appears in the menu.
8. Drag the Person is Created trigger into your canvas.
9. In the right-hand menu, click in the Search box and type Is Customer. An Is Customer filter will appear in
the menu.

©2019 Marketo Inc. Page 58


Exercise Guide Marketo Core Concepts I

10. Drag and drop the Is Customer filter into your canvas.
11. In the Is Customer Select box, select False.
Your trigger appears as follows:

12. To identify what actions Marketo will take in response to those who qualify, click the Flow tab.
13. In the right-hand menu, select the Add to Engagement Program flow step.
14. Drag Add to Engagement Program flow step into your canvas.
15. In the Stream field, select Stream 1 from the drop-down menu.
Your flow appears as follows:

To schedule your campaign so that it measures success, click the Schedule tab.
16. Click Activate. The Activate Triggered Campaign dialog box will appear.
17. Click Activate. Marketo turns on your smart campaign and returns you to the summary tab. Your smart
campaign is in your navigation tree with a yellow lightbulb indicating it is active. When a new non-
customer enters the database, they will be added to Stream 1 of your engagement program.
18. In the navigation tree, drag your 01-Add-Members smart campaign into the Campaigns subfolder.

Activity 4.10 Measure Success and Pause Program Cadence Using a Smart
Campaign
You want to identify the program success of your nurture initiative, such as if a person purchases a product, fills
out a form for more information, or accumulates a certain number of lead score points.
Additionally, if people take a specific action, you may want to pause their program cadence so they no longer
receive content. You can pause program cadence for people temporarily or permanently. By pausing program
cadence, people’s metrics will remain in reporting and they will no longer receive content.
In this scenario, you want a member of the engagement program to reach Influenced status if they fill out a
Contact Us Form on your website. Additionally, once they reach Influenced status, you want to pause their
program cadence.
1. In your navigation tree, right-click the program name.
2. In the drop-down menu, select New Smart Campaign. The New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign, such as 02-Success-and-Pause.

©2019 Marketo Inc. Page 59


Exercise Guide Marketo Core Concepts I

4. In the Description field, type a description of this smart campaign, such as If a member of the
engagement program fills out a Contact Us Form on the website, then change program status to
Influenced (success) and pause program cadence.
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the summary tab.
6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the Search box and type Fills Out Form. A Fills Out Form trigger appears
in the menu.
8. Drag the Fills Out Form trigger into your canvas.
9. From the Fills Out Form drop-down menu, select Contact Us Form.
10. In the right-hand menu, click in the Search box and type Member of Engagement Program. A Member
of Engagement Program filter appears in the menu.
11. Drag the Member of Engagement Program filter into your canvas. The filter will default to be true for
your engagement program.
Your smart list appears as follows:

12. To identify which actions Marketo will take in response to those who qualify, click the Flow tab.
13. In the right-hand menu, select the Change Program Status flow step.
14. Drag Change Program Status flow step into your canvas.
15. In the New Status field, select Nurture > Influenced.
16. In the right-hand menu, select Change Engagement Program Cadence flow step.
17. Drag Change Engagement Program Cadence into your canvas.
18. In the New Value field, select Paused.
Your flow appears as follows:

19. To schedule your campaign so that it measures success, click the Schedule tab.
20. Click Activate. The Activate Triggered Campaign dialog box will appear.

©2019 Marketo Inc. Page 60


Exercise Guide Marketo Core Concepts I

21. Click Activate. Marketo turns on your smart campaign and returns you to the summary tab. Your smart
campaign is in your navigation tree with a yellow lightbulb indicating it is active. When members of the
engagement program fill out a Contact Us Form, they will achieve program status of Influenced (success)
and their program cadence will be paused.
22. In the navigation tree, drag your 02-Success-and-Pause smart campaign into the Campaigns subfolder.

Activity 4.11 Change Program Status to On


Now that you are done setting up your engagement program, you need to change the program status to On in
order for content to cast. This will launch your program.
1. Click the name of your program in the navigation tree.
2. Click the Setup tab.
3. In the canvas under Settings, double-click Program Status. The Program Status dialog box appears.
4. Click the On radio button.
5. Click Save. Marketo turns on the engagement program. A green play triangle appears over the plant icon
in the navigation tree, indicating that the program is live.

Activity 4.12 Review the Engagement Dashboard


You can view metrics for your engagement program utilizing the Engagement Dashboard, which shows
important data including the number of people who have exhausted (run out of) content, the engagement of
your content over time and which content is most engaging. Once your program has cast out content, the
summary tab of your program will automatically update to the Dashboard view. However, you can manually
change the view mode at any time.
1. Click the name of your program in the navigation tree. Marketo displays the Summary tab.
2. The view is currently set to the Summary view. To change to the Dashboard, click the small green arrow
next to View: Summary in the gray menu bar.
3. In the drop-down menu, select Dashboard. Marketo displays the Engagement Dashboard. Content
metrics will populate after the first cast.
Below is an example of the Dashboard with populated metrics:

©2019 Marketo Inc. Page 61


Exercise Guide Marketo Core Concepts I

Activity 4.13 Create a Local Engagement Stream Performance Report and


Set Up a Report Subscription
CREATE A LOCAL ENGAGEMENT STREAM PERFORMANCE REPORT
To see metrics beyond those in the Engagement Dashboard, you may want to create an Engagement Stream
Performance Report, which dives into further nurturing data, such as hard bounces, soft bounces, pending
emails, date of last activity, etc. The Engagement Stream Performance report organizes your content by stream,
so that you can see metrics at the individual content level and the stream level. When you create a report within
your program (called a local report), it automatically pulls all data for that program.
1. Right click the name of your program in the navigation tree. A drop-down menu appears.
2. In the drop-down menu, select New Local Asset. The New Local Asset dialog box appears.
3. Click Report. The New Report dialog box appears.
4. In the Program field, leave the name of your program as-is (this auto-populates).
5. In the Type field, select Engagement Stream Performance from the drop-down menu.
6. The Name field automatically updates to the type of report. You can update the name if you choose.
7. In the Description field, type a description of your report, such as Metrics for New Prospects (non-
customer) Nurture.
8. Click Create. Marketo creates your report in the navigation tree and displays the summary tab in your
canvas.
9. Click the Setup tab.
10. In your canvas, double-click Date of Activity. The Date of Activity dialog box appears.
11. In the Date of Activity field, update the range for when you want Marketo to pull metrics for this
program by selecting a new range from the drop-down, such as All Time.
12. Click Save.

©2019 Marketo Inc. Page 62


Exercise Guide Marketo Core Concepts I

13. Click the Report tab. Once the first content has been cast, metrics will populate and keep-up-to-date in
the canvas.
14. In your navigation tree, drag the Engagement Stream Performance Report into the Reports subfolder.

SET UP A REPORT SUBSCRIPTION


You can set up a report subscription so that the report is automatically emailed to you and your colleagues on a
regular basis. Report subscriptions can be emailed daily, weekly, or monthly.
1. Click the Subscriptions tab.
2. In the gray menu bar, click New Report Subscription. The New Report Subscription dialog box appears.
3. In the Email Recipients field, type your email address.
4. In the Frequency field, select the frequency with which you want the report emailed, such as Every
Wednesday.
5. For the Attach Excel Report checkbox, leave it checked.
6. For Email Preview Rows, change the value to 50 by clicking the up-arrow icon twice.

7. Click Create.
Your report subscription has been created and the Engagement Stream Performance Report will be
emailed to you every Wednesday.
In the navigation tree, the program will appear as follows:

©2019 Marketo Inc. Page 63


Exercise Guide Marketo Core Concepts I

Lab Exercises
Now that you’ve created an engagement program focusing on nurturing new prospects, you’ll work on two
exercises independently. These exercises should take you approximately 10 minutes total. Once complete, your
instructor will discuss the lab exercises and walk through the steps with you.

Lab Exercise 4.1 Update Your New Prospects Engagement Program [Time-
Permitting]
In this lab exercise, you’ll update your New Prospects engagement program. The purpose of this exercise is to
challenge yourself to make changes to your existing program, including creating and adding new content,
updating the stream cadence and adding an additional period cost. Try to complete Lab Exercise 4.1 on your
own. However, if you need assistance, please refer to the Appendix: Lab Exercises Solution Guide for step-by-
step instructions.

SCENARIO
Your New Prospects engagement program has been live for one month. Your team has reviewed the results of
the program thus far and is pleased. However, your team wants to make some updates to the program. You are
the marketing manager responsible for making these program changes.

INSTRUCTIONS
• Create a new piece of content for your program. The content should be an email named 05-Email. (Hint:
To save time, consider cloning 01-Email to create 05-Email.)
• Add 05-Email to the bottom of Stream 1 and activate it.
• Update the stream cadence so that content casts monthly on Day 20 of each month at 1:00 PM in the
recipient’s time zone.
• Add another period cost for next month. The additional period cost should be $150 for Program
Maintenance.

Lab Exercise 4.2 Provide a Real-Life Work Scenario in Which You Would Use
the Engagement Program [Time-Permitting]
In a short paragraph, provide a real work scenario in which you could execute lead nurturing utilizing the
engagement program. Describe the audience of your engagement program and how you would measure
program success.

©2019 Marketo Inc. Page 64


Exercise Guide Marketo Core Concepts I

Lesson 5: Encourage People to


Download a New Brochure
In Lesson 5, you’ll learn how to encourage people to download a new brochure by filling out a form on a landing
page. When a person completes the form, an auto-response email will be sent to them with a link to the
brochure. You’ll also learn how to create a local Landing Page Performance Report and a local Program
Performance Report. In this scenario, the brochure will have more information (such as specifications and
pricing) about your organization’s newly released computer. You will complete the following activities:
• Create a default program
• Upload files (images and a PDF)
• Create a form
• Create a follow-up (thank you) landing page
• Create a promotional landing page
• Create an auto-response email
• Add a period cost
• Trigger an auto-response email using a smart campaign
• Measure success using a smart campaign
• Create a local Landing Page Performance Report
• Create a local Program Performance Report

Activity 5.1 Create a Default Program


CREATE A DEFAULT PROGRAM
1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, select Marketing Activities. Marketo displays the Marketing Activities section
of the platform.
3. In the navigation tree, right-click your Learning folder. A drop-down menu appears.
4. In the drop-down menu, click New Program. The New Program dialog box appears.
5. In the Campaign Folder field, leave the folder name as-is (this auto-populates).
6. In the Name field, name your program the following:
WC-year-month-day-New-Brochure-your student number-your initials
(i.e. WC-2019-10-07-New-Brochure-01-JK)
7. In the Program Type field, select Default from the drop-down menu.

©2019 Marketo Inc. Page 65


Exercise Guide Marketo Core Concepts I

8. In the Channel field, select Web Content from the drop-down menu.
9. In the Description field, type a description for your program (i.e. New Computer Brochure Release).

10. Click Create. Your program appears in the navigation tree, and the canvas displays the program
summary tab.

CREATE DEFAULT PROGRAM SUBFOLDERS


1. Right-click the program name in the navigation tree. A drop-down menu appears.
2. Click New Folder. A new folder appears in your navigation tree.
3. Name the new folder Assets and press Enter.
4. Right-click the program name in the navigation tree. A drop-down menu appears.
5. Click New Folder. A new folder appears in your navigation tree.
6. Name the new folder Campaigns and press Enter.
7. Right-click the program name in the navigation tree. A drop-down menu appears.
8. Click New Folder. A new folder appears in your navigation tree.
9. Name the new folder Reports and press Enter.

Activity 5.2 Add a Period Cost


1. Click the name of your default program in the navigation tree.
2. Click the Setup tab.
3. In the right-side menu, drag and drop the Period Cost icon into your canvas. The New Cost dialog box
will appear.
4. For Program Month, click the calendar icon. Select a month in the drop-down menu (i.e. 10/2019).
5. For Period Cost, type in 3000.
6. For Note, type in a description of the cost, such as Brochure Development.
7. Click Save. Marketo adds your period cost to the program.

Activity 5.3 Upload Files (Images and a PDF)


Now that your default program is created, you’ll want to import images so that you can add them to your
landing pages. There are two ways you can import images: via upload from your computer/server or by grabbing

©2019 Marketo Inc. Page 66


Exercise Guide Marketo Core Concepts I

them from a webpage. You’ll also want to upload your new brochure PDF so that you can send an auto-response
email (with a link to the PDF) to all people who fill out the form on your promotional brochure landing page.
Marketo hosts your images, PDFs and other files in the Design Studio as global assets.

CREATE A FILES FOLDER


1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, select Design Studio. Marketo displays the Design Studio section of the
platform.
3. In the navigation tree, right-click the Image and Files folder. A drop-down menu appears.
4. In the drop-down menu, click New Folder. A new folder appears in your navigation tree.
5. In the navigation tree, name your folder the following:
Files-your student number-your initials
(i.e. Files-01-JK)

UPLOAD AN IMAGE
1. Find an image that you’d like to add to your landing pages and save it on your computer desktop.
Note: Marketo can host images in a variety of file types (i.e. JPEG, PNG, GIF, etc.).
Note: When using the upload file feature, ensure that you have the legal rights to use the image.
2. Click your Files folder in the navigation tree.
3. Right-click your Files folder in the navigation tree. A drop-down menu appears.
4. In the drop-down menu, select Upload Image or File. The Upload Image or File dialog box appears.
5. In the Save in Folder field, leave the folder name as-is (this auto-populates).
6. In the Choose Images or Files field, click Browse. The Open dialog box appears.
7. In the Open dialog box, find and select the image on your computer. Click Open.
Note: You can select multiple images while pressing the Ctrl (Control) button to import more than one
image at a time.
8. Click Upload.
9. Once the upload is complete, the Upload Image of File dialog box will refresh and indicate Complete: 1
File Uploaded, 0 Skipped. Click Finish. The name of your file is listed in the canvas of your Files folder.
10. To view your file in thumbnail format, click the green arrow to the right of the View: List button in the
gray menu bar. A drop-down menu appears.
11. In the drop-down menu, select Thumbnails. Your image appears in thumbnail format.

©2019 Marketo Inc. Page 67


Exercise Guide Marketo Core Concepts I

GRAB IMAGES FROM THE WEB


1. Open a new browser tab/window. Locate a webpage from which you would like to select an image, such
as from your organization’s corporate website (i.e. https://www.marketo.com/software/social-
marketing/). Right-click URL in the browser. A drop-down menu appears.
Note: When using the grab images from web feature, ensure that you have the legal rights to use the
image.
2. In the drop-down menu, click Copy.
3. Return to your Marketo instance by clicking back in the appropriate browser tab/window.
4. In your navigation tree, right-click your Files folder. A drop-down menu appears.
5. In the drop-down menu, click Grab Images from Web. The Grab Images from Web dialog box appears.
6. In the Save in Folder field, leave the folder name as-is (this auto-populates).
7. In the Import From field, select the Web Page radio button.
8. In the URL field, right-click. A drop-down menu appears.
9. In the drop-down menu, select Paste.
10. Click Next. Marketo searches the webpage and displays all images on that webpage.
11. Click an image from the webpage that you want to add to your brochure landing page.
Note: You can select multiple images while pressing the Ctrl (Control) button to import more than one
image at a time.
12. Click Import. Marketo confirms that the image was imported.
13. Click Close. The image appears in the canvas area of your Files folder.

IMPORT A PDF
1. Open the Computer_Model_100_Brochure_Student#_Initials.pdf file (provided to you at the beginning
of class by your instructor) on your computer.
2. Update the file name to include your student number and initials at the end. This can be done by clicking
File, then selecting Save As from the drop-down menu in the PDF application.
(i.e. Computer_Model_100_Brochure_01_JK.pdf)
Note: All imported files must have a unique file name.
3. Right-click your Files folder in the navigation tree. A drop-down menu appears.
4. In the drop-down menu, select Upload Image or File. The Upload Image or File dialog box appears.
5. In the Save in Folder field, leave the folder name as-is (this auto-populates).
6. In the Choose Images or Files field, click Browse. The Open dialog box appears.
7. In the Open dialog box, find and select the brochure PDF on your computer. Click Open.
8. Click Upload.
9. Once the upload is complete, the Upload Image of File dialog box will refresh and indicate Complete: 1
File Uploaded, 0 Skipped. Click Finish. The name of your file is listed in the canvas of your Files folder.

Activity 5.4 Create a Global Form


You will need to create a form to add to your promotional brochure landing page. Your form can be created in
one of two places: at the program level in Marketing Activities (if it will only be used for a specific program) or at
the global level in the Design Studio (if it will be used multiple times across programs). In this scenario, we’ll

©2019 Marketo Inc. Page 68


Exercise Guide Marketo Core Concepts I

assume that you will be releasing multiple brochures in the next year; therefore, you will want to create a global
form housed in the Design Studio that can be re-used for future brochure releases.

CREATE A NEW GLOBAL FORM


1. In the Design Studio, click the Forms folder in your navigation tree.
2. Right-click your Forms folder. A drop-down menu appears.
3. In the drop-down menu, select New Form. The New Form dialog box appears.
4. In the Folder field, leave the Folder name as-is (this auto-populates).
5. In the Name field, name your form in the following format:
Global-Brochure-Form-your student number-your initials
(i.e. Global-Brochure-Form-01-JK)
6. In the Description field, type a description of your form (i.e. Global form for all brochure download
programs)

7. Click Create. Marketo opens the Form Editor (Field Details step) in a new browser tab.
In the Field Details step of the Form Editor, Marketo displays the following fields: First Name, Last Name
and Email Address. You can add, delete and edit form field properties and behavior on your form.

ADD FORM FIELDS


1. Click the + (plus) symbol in the upper right corner of the Field Details section. A Select Marketo Field
drop-down field appears in your form.
2. In the drop-down, select the field you want to add to your form (i.e. Company Name). Marketo adds the
field to your form.

©2019 Marketo Inc. Page 69


Exercise Guide Marketo Core Concepts I

3. Click the + (plus) symbol in the upper right corner of the Field Details section. A Select Marketo Field
drop-down field appears in your form.
4. In the drop-down, select another field you want to add to your form (i.e. Job Title). Marketo adds the
field to your form.
5. Click the + (plus) symbol in the upper right corner of the Field Details section. A Select Marketo Field
drop-down field appears in your form.
6. In the drop-down, select another field you want to add to your form (i.e. Phone Number). Marketo adds
the field to your form.
7. Click the + (plus) symbol in the upper right corner of the Field Details section. A Select Marketo Field
drop-down field appears in your form.
8. In the drop-down, select another field you want to add to your form (i.e. Country). Marketo adds the
field to your form.
Your form appears as follows:

©2019 Marketo Inc. Page 70


Exercise Guide Marketo Core Concepts I

REARRANGE FORM FIELDS


You can rearrange form fields by dragging a field to the desired location in the form. You can also drag form
fields to the right to create a two- or three-column form.
1. Click the Phone Number field.
2. Drag the Phone Number field up two fields so that it is located between the Email Address and Company
Name field.
Your form appears as follows:

MAKE FIELDS REQUIRED


You can make a field required so that people must complete the field for the form to be submitted.
1. Click the First Name field.
2. In the Properties and Behavior menu on the right, click the Is Required checkbox.

3. Click the Last Name field.


4. In the Properties and Behavior menu on the right, click the Is Required checkbox.
5. Click the Email Address field.
6. In the Properties and Behavior menu on the right, click the Is Required checkbox.
7. Click the Country field.
8. In the Properties and Behavior menu on the right, click the Is Required checkbox.

CHANGE FIELD LABELS


You can update the field label so that it is different than the mapping field in the database.
1. Click the Email Address field.

©2019 Marketo Inc. Page 71


Exercise Guide Marketo Core Concepts I

2. In the Properties and Behavior menu on the right, update the copy in the Label field so that it reads
Work Email Address. Marketo updates the label of the field in your form and maintains its mapping to
the Email Address field in the database.

CHANGE LABEL WIDTHS


You can increase or decrease the width of your form labels. Form labels are measured in pixels. By default, they
are 100 pixels.
1. Click the First Name field.
2. In the Properties and Behavior menu on the right, type 150 in the Label Width field. Marketo increases
the width of the label in your form to 150 pixels.
Note: Label widths can also be changed by clicking on the Up arrow (to increase pixels) and Down arrow
(to decrease pixels) located to the right of the Label Width field.
3. Repeat Steps 1-2 for all fields in your form.

CHANGE FIELD WIDTHS


You can increase or decrease the width of your form fields. Form fields are measured in pixels. By default, they
are 150 pixels.
1. Click the First Name field.
2. In the Properties and Behavior menu on the right, type 200 in the Field Width field. Marketo increases
the width of the field in your form to 200 pixels.
Note: Field widths can also be changed by clicking on the Up arrow (to increase pixels) and Down arrow
(to decrease pixels) located to the right of the Field Width field.
3. Repeat Steps 1-2 for all fields in your form.

ADD FORM INSTRUCTIONS


Form Instructions are little tooltips that appear when a person hovers their mouse over the field.
1. Click the Company Name field.
2. In the Properties and Behavior menu on the right, click in the Instructions field and type This is the
name of the organization where you work.
3. Hover over the Company Name field. A tooltip appears with your instructions.

ADD FORM HINT TEXT


Form Hints is light gray text that is inside the field; it disappears when a person clicks in the field.
1. Click the Phone Number field.

©2019 Marketo Inc. Page 72


Exercise Guide Marketo Core Concepts I

2. In the Properties and Behavior menu on the right, click in the Hint Text field and type Please enter
daytime number. Hint text appears in your Phone Number field.

CHANGE FORM FIELD TYPE TO SELECT (PICKLIST)


1. Click the Country field.
2. In the Properties and Behavior menu on the right, click in the Field Type field. A drop-down menu
appears.
3. In the drop-down menu, click Select. The Country field changes to a select (picklist) field type.
4. In the Properties and Behavior menu on the right, click Edit (to the right of Values).

The Edit Country Values dialog box appears.


5. Click in the first blank Display Value field and type United States.
Note: The Display Value is the value that will appear in the picklist.
6. Click in the first blank Stored Value field and type USA.
Note: The Stored Value is the value that will enter the database.
7. Click in the second blank Display Value field and type Canada.
8. Click in the second blank Stored Value and type CAN.
9. Click in the third blank Display Value and type Mexico.
10. Click in the third blank Stored Value and type MEX.

11. Click Save. The Country field is updated to include three country values in the picklist.

UPDATE SUBMIT BUTTON LABELS


1. Click the Submit button at the bottom of your form.
2. In the Submit Button and Styles menu on the right, click in the Label field.
3. Replace the current Label copy with Send Me The Brochure.
4. In the Submit Button and Styles menu on the right, click in the Waiting Label field.

©2019 Marketo Inc. Page 73


Exercise Guide Marketo Core Concepts I

Note: The Waiting Label text is displayed after the button is clicked and before the form submit action is
finished.
5. Replace the current Waiting Label copy with One Moment Please….

UPDATE SUBMIT BUTTON LOCATION


1. Click the Send Me The Brochure button at the bottom of your form.
2. Drag the button so that it is centered below the form fields.
Your form appears as follows:

3. In the upper right corner of the Form Editor, click Next. Marketo displays the Form Settings (Theme)
step of the Form Editor.

SELECT FORM THEME


In the Form Theme section of the Form Editor, you’ll select additional formatting that will be added to your
form. By default, Marketo displays the Simple theme option.
1. In the center of your screen, click the purple  or → (arrow) to the right or left of the Simple theme to
view other form theme options.
2. To select your form theme, display it on your screen (i.e. Round theme, which formats your fields to
have rounded corners).

©2019 Marketo Inc. Page 74


Exercise Guide Marketo Core Concepts I

Note: To further customize its formatting, you can also click the gear icon in the upper right to view and
edit your form’s CSS.
3. In the upper right corner of your screen, click Next. Marketo displays the Form Settings (Settings) step of
the Form Editor.

UPDATE FONT FAMILY AND SIZE


In the Form Settings section of the Form Editor, you’ll adjust additional form features, such as the font family
and size of your form. You can also enhance your form with advanced features such as progressive profiling and
known visitor options.
1. Click the arrow in the Font Family field. A drop-down menu appears.
2. In the drop-down menu, select a new font for your form field labels (i.e. Tahoma).
3. Click in the Font Size field.
4. Type a new font size for your form field labels (i.e. 16).

5. In the upper right corner of your screen, click Next. Marketo displays the Finish step of the Form Editor.

PREVIEW YOUR FORM


1. To preview your form prior to approving it, click the Preview Draft button in the upper right corner of
your screen. Marketo displays the form preview mode for your review.
2. To return to the Finish step, click Edit Draft in the upper right corner of your screen.

APPROVE YOUR FORM


1. To approve your form, click Approve and Close in the upper right corner of the Finish step. Marketo
closes the Form Editor. Your form appears in the Form folder of your navigation tree with a green check

©2019 Marketo Inc. Page 75


Exercise Guide Marketo Core Concepts I

mark over it. In the canvas, the form Status is listed as Approved.

Activity 5.5 Create a Follow Up (Thank You) Landing Page


After someone fills out the form on your brochure promotional landing page, they will be redirected to a follow-
up thank you landing page. The purpose of the follow-up page is to thank the person for their interest and
confirm that the brochure will be emailed to them.
In Marketo, you can build your landing pages in any order you prefer. However, for new learners, we
recommend building the follow-up thank you page first. Then, when you create your promotional page, you can
easily set up a rule for the page to redirect to your existing thank you page following a form submission.

CREATE A LANDING PAGE


1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, select Marketing Activities. Marketo displays the Marketing Activities section
of the platform.
3. In the navigation tree, right-click the name of your default program. A drop-down menu appears.
4. In the drop-down menu, click New Local Asset. The New Local Asset dialog box appears.
5. In the New Local Asset dialog box, click Landing Page. The New Landing Page dialog box appears.
6. In the Program field, leave the program name as-is (this auto-populates).
7. In the Name field, name your landing page 02-Thank-You-Page.
8. In the Page URL field, Marketo has provided the beginning portion (hostname) of your landing page URL.
The ending portion of your landing page URL (filename) is defaulted to include the name of your
program and landing page. You can customize the ending portion of your landing page URL (filename). In
the Page URL field, provide your customized filename in the following format:
ThankYou-your student number-your initials
(i.e. ThankYou-01-JK)
Note: URLs cannot have spaces in them.
9. In the Description field, type a description of your landing page (i.e. Landing page that appears
following form submission on brochure promo page).
10. Click the arrow to the right of the Template field. A drop-down menu appears.

©2019 Marketo Inc. Page 76


Exercise Guide Marketo Core Concepts I

11. Select Template2-A from the drop-down menu.


12. Leave the Open in Editor box checked.

13. Click Create. Marketo opens the Landing Page Editor in a new browser tab.

ADD COPY TO YOUR LANDING PAGE


You’ll now want to update the placeholder copy on your landing page to thank you copy.
1. In the Landing Page Editor, navigate to the Variables menu on the right side of the screen. Click the Hero
Header section. The field becomes editable.
2. In the Hero Header field, type replacement text for the hero header of your thank you page (i.e. Just
Released: The New Computer Model 100). Marketo updates the page with this new copy.
3. In the Variables menu, click the Hero Tagline section. The field becomes editable.
4. In the Hero Tagline field, type a replacement text for the hero tagline (i.e. Voted 2019’s Best Computer).

Marketo updates the page with this new copy.


5. Navigate to the Elements menu on the right side of the screen. Double-click the Hero Text section. The
Editor appears.
6. In the Editor, delete the placeholder copy and type new copy thanking people for completing the form
(i.e. Thank you for filling out the form. The new Computer Model 100 brochure will be emailed to
you.).
7. Click Save. The Editor closes. Your hero area now appears as follows:

©2019 Marketo Inc. Page 77


Exercise Guide Marketo Core Concepts I

REPLACE BACKGROUND IMAGE


1. Navigate to the Elements menu on the right side of the screen. Double-click the Hero BG Image section.
The Swap Image dialog box appears.
2. In the Search field, type Background Image.
3. In the search results, click the image titled Background Image.
4. Click Swap. Marketo replaces the hero background image.

UPDATE HEADER LOGO, COLOR AND COPY


1. Navigate to the Elements menu on the right side of the screen. Double-click the Header Logo section.
The Insert Image dialog box appears.
2. In the Search field, type Logo.
3. In the search results, click the image titled Logo.
4. Click Swap. Marketo replaces the header logo.
5. Navigate to the Variables menu on the right side of the screen. Click the Header Background color
section. The field becomes editable.
6. Type white in the field. Marketo updates the background header color to white.
Note: Alternatively, you can type RGB or HEX color codes into any Marketo color field.
7. Navigate to the Elements menu on the right side of the screen. Double-click the Header Text section.
Delete the placeholder copy.
8. Click Save. Marketo deletes the header copy.
9. Navigate to the Variables menu on the right side of the screen. Click the Header Button Label section.
The field becomes editable.
10. Delete the existing copy and type Contact Support. Marketo updates the header button label.
11. Navigate to the Variables menu on the right side of the screen. Click the Header Button Link section.
The field becomes editable.
12. Delete the existing copy and type www.marketo.com.

Marketo links the button to www.marketo.com.


Your header appears as follows:

©2019 Marketo Inc. Page 78


Exercise Guide Marketo Core Concepts I

ADD IMAGES
1. Navigate to the Elements menu on the right side of the screen. Double-click the Hero Button 1 Icon
section. The Insert Image dialog box appears.
2. Click the arrow to the right of the Search In field. A drop-down menu appears.
3. Select your Files folder. Marketo updates the search results to reflect all images in your Files folder.
4. Click one of your images.
5. Click Insert. Marketo adds your image to the landing page.
6. Repeat Steps 1-5 for the Hero Button 2 Icon, Hero Button 3 icon, and the Description Section Image.

ADD PAGE META TAGS


1. In the gray menu bar at the top of your screen, click Landing Page Actions. A drop-down menu appears.
2. Click Edit Page Meta Tags. The Edit Page Meta Tags dialog box appears.
3. In the Title field, type New Computer Model 100.
4. Click Save. Marketo adds a title tag to your thank you landing page.

PREVIEW YOUR LANDING PAGE


1. In the upper right corner of your screen, click Preview Draft. The Landing Page Editor updates to
preview mode. By default, you preview your thank you landing page as though it is viewed from a
computer desktop.
2. To preview your landing page as though it is viewed from a mobile device, click the Mobile tab at the
top of your screen.
3. To preview your landing page in both desktop and mobile viewing, click the Side by Side tab at the top
of your screen.

APPROVE YOUR LANDING PAGE


1. In the gray menu bar at the top of your screen, click Preview Actions. A drop-down menu appears.
2. In the drop-down menu, click Approve and Close. Marketo approves your landing page and closes the
Landing Page Editor.
Note: Approving your landing page pushes it live on the internet.
3. In your navigation tree, drag your approved thank you page into the Assets subfolder of your default
program.

4. To view your page live on the internet, click your 02-Thank-You-Page in the navigation tree.
5. In canvas, click View Approved Page. Marketo opens your 02-Thank-You-Page in a new browser tab.

©2019 Marketo Inc. Page 79


Exercise Guide Marketo Core Concepts I

Activity 5.6 Create a Promotional Landing Page


Now that you have created your thank you page, you will need to create the promotional page. The promotional
page will have your Global Brochure Download Form on it. When people submit the form, they will be
redirected to your thank you page.

CLONE YOUR THANK YOU PAGE


Rather than create your promotional page from scratch, you can clone your thank you page and make
modifications to it (such as updating the copy and adding a form).
1. In your navigation tree, right-click your 02-Thank-You-Page in the Assets sub-folder of your default
program. A drop-down menu appears.
2. In the drop-down menu, select Clone. The Clone Landing Page dialog box appears.
3. In the Clone To field, leave the Marketo section as-is (this auto-populates).
4. In the Program field, leave the program name as-is (this auto-populates).
5. In the Name field, type the name of your promotional page (i.e. 01-Promo-Page).
6. In the Page URL field, provide your customized URL filename in the following format:
Brochure-your student number-your initials
(i.e. Brochure-01-JK)
Note: URLs cannot have spaces in them.
7. In the Description field, type a description of your page (i.e. Web content page promoting new
Computer Model 100 brochure).
8. Leave the Open In Editor box checked.

9. Click Clone. Marketo clones the thank you page and opens your new promo page in the Landing Page
Editor.

UPDATE PROMO PAGE COPY


1. In the Landing Page Editor, navigate to the Elements menu on the right side of the screen. Double-click
the Hero Text section. The Editor opens.
2. Delete the placeholder copy and type new copy to encourage people to fill out your form (i.e. Get the
new Computer Model 100 brochure today! Please fill out the form and we’ll email the brochure to
you.).

©2019 Marketo Inc. Page 80


Exercise Guide Marketo Core Concepts I

3. Click Save. Marketo closes the Editor and updates the copy on the landing page.

ADD A FORM TO YOUR PROMO PAGE


1. Navigate to the Elements menu on the right side of the screen. Double-click the Hero Section Form
section. The Insert New Form dialog box appears.
2. Click the arrow to the right of the Form Field. A drop-down menu appears.
3. In the drop-down menu, select your Global Brochure Download Form.
4. In the Follow-Up Type area, select the Landing Page radio button.
5. Click the arrow to the right of Follow-Up Page field. A drop-down menu appears.
6. In the drop-down menu, select your Thank You Page.

7. Click Insert. Marketo adds your Global Brochure Download Form to your promo page.

APPROVE YOUR LANDING PAGE


1. In the gray menu bar at the top of your screen, click Landing Page Actions. A drop-down menu appears.
2. In the drop-down menu, click Approve and Close.
3. An Unassigned Elements dialog box appears. Click Continue. Marketo approves your landing page and
closes the Landing Page Editor.
Note: Approving your landing page pushes it live on the internet.
4. In your navigation tree, drag your approved promo page into the Assets subfolder of your default
program.

5. To view your page live on the internet, click your 01-Promo-Page in the navigation tree.
6. In the canvas, click View Approved Page. Marketo opens your 01-Promo-Page in a new browser tab.
7. To test your promo page, fill out and submit your form. You will be redirected to your Thank You Page.

©2019 Marketo Inc. Page 81


Exercise Guide Marketo Core Concepts I

Activity 5.7 Create an Auto-Response Email


Next, you’ll create an auto-response email, which will be emailed to anyone who submits the form on your
promo page. The auto-response email will have a link to your hosted brochure.

RETRIEVE THE URL FOR YOUR BROCHURE


1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, click Design Studio. Marketo displays the Design Studio section of the platform.
3. In your navigation tree, click the + (plus) symbol to the left of the Images and Files folder to view all sub-
folders.
4. Click your Files folder.
5. In your canvas, double-click your Brochure PDF. Marketo opens a new tab in the canvas for your
brochure.

6. In your canvas, right-click the URL of your brochure. A drop-down menu appears.
7. Click Copy. Marketo copies the URL. You will use this URL to link your auto-response email to your
hosted brochure.

CREATE YOUR EMAIL


1. Click the Marketo superball in the upper left corner of your screen. A drop-down menu appears.
2. In the drop-down menu, click Marketing Activities. Marketo displays the Marketing Activities section of
the platform.
3. Right-click the name of your default program in your navigation tree. A drop-down menu appears.
4. In the drop-down menu, click Local New Asset. The New Local Asset dialog box appears.
5. In the New Local Asset dialog box, click Email. Marketo opens the Template Picker in a new browser tab.
6. In the Name field, type 01-Auto-Email.
7. In the Description field, type Auto-response email with link to Computer Model 100 Brochure.
8. Check the Operational Email checkbox.

9. Scroll to the bottom of the template area.

©2019 Marketo Inc. Page 82


Exercise Guide Marketo Core Concepts I

10. In the Transactional template section, select the Slam Dunk template.
11. Click Create. Marketo displays the Email Editor.

ENTER AN EMAIL SUBJECT LINE


1. In the Email Editor, click in the subject line field.
2. Type Computer Model 100 Brochure.

REPLACE LOGO
1. Click the placeholder logo in the upper left corner of the email. A gear icon appears in the upper right
corner of the logo.
2. Click the gear icon. A drop-down menu appears.
3. In the drop-down menu, click Edit. The Swap Image dialog box appears.
4. In the Swap Image dialog box, click the Design Studio radio button.
5. In the Find field, type Logo.
6. In the search results, click the Logo image.
7. In the Alt Text field, type Logo.
8. In the Link URL field, type www.marketo.com.
9. Click Swap. Marketo replaces the placeholder logo with your selected logo.

DELETE MODULES
1. Click the hero image module (called Free-image) below the header. A gear icon appears in the upper
right corner of the Free Image module.
2. Click the gear icon. A drop-down menu appears.
3. In the drop-down menu, click Delete. Marketo deletes the Free Image module.
4. Click the video section (called Mkvideo) in the center of your email. A gear icon appears in the upper
right corner of the Mkvideo module.
5. Click the gear icon. A drop-down menu appears.
6. In the drop-down menu, click Delete. Marketo deletes the Mkvideo module.
7. Click the last text module (called Free-text) toward the bottom of your email. A gear icon appears in the
upper right corner of the Free-text module.
8. Click the gear icon. A drop-down menu appears.
9. In the drop-down menu, click Delete. Marketo deletes the Free-text module.

UPDATE COPY
1. Click the first text section (called Title) in your email. A gear icon appears in the upper right corner of
your text section.
2. Click the gear icon. A drop-down menu appears.
3. Click Edit. Marketo opens the Editor.
4. Delete the placeholder copy and type new copy (i.e. Thank you for your interest!).
5. Click Save. Marketo closes the Editor.
6. Click the second text section (called Subtitle) in your email. A gear icon appears in the upper right corner
of your text section.
7. Click the gear icon. A drop-down menu appears.

©2019 Marketo Inc. Page 83


Exercise Guide Marketo Core Concepts I

8. Click Edit. Marketo opens the Editor.


9. Delete the placeholder copy and type new copy (i.e. Click the below button to open the Computer
Model 100 Brochure.)
10. Click Save. Marketo closes the Editor.

UPDATE THE BUTTON COPY AND URL


1. Click the button module (called Call to Action) at the bottom of your email.
2. In the Content menu on the right side of your screen, click in Button Text field.
3. Delete the placeholder text and replace it with new copy (i.e. Open the Brochure). Marketo updates the
button copy.
4. In the Content menu on the right side of your screen, click in the Button Link field.
5. Delete the placeholder URL.
6. To paste your brochure URL, right-click in the Button Link field. A drop-down menu appears.
7. In the drop-down menu, click Paste. Marketo pastes your brochure URL, linking the button to your
hosted brochure.

ADD A PREHEADER
1. In the gray menu bar at the top of your screen, click Email Settings. The Edit Settings dialog box appears.
2. Check Preheader checkbox.
3. Replace the preheader placeholder copy with new pre-header text (i.e. Read it today!)
4. Click Save.

APPROVE YOUR EMAIL


1. In the gray menu bar at the top of your screen, click Email Actions. A drop-down menu appears.
2. In the drop-down menu, click Approve and Close. Marketo approves your email and closes the Email
Editor browser tab. Your email has a green checkmark over it in the navigation tree and its status is
Approved in the canvas.
3. In your navigation tree, drag your 01-Auto-Email into the Assets sub-folder.

©2019 Marketo Inc. Page 84


Exercise Guide Marketo Core Concepts I

Activity 5.8 Trigger an Auto-Response Email Using a Smart Campaign


Now that your assets are built, you’ll create a smart campaign that will send out the auto-response email and
update a person’s status when they fill out the form on your promo page.
1. In your navigation tree, right-click the default program name. A drop-down menu appears.
2. In the drop-down menu, click New Smart Campaign. A New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign (i.e. 01-Fills-Out-Form).
4. In the Description field, type a description of this smart campaign (i.e. If person fills out form, then send
01-Auto-Email and change program status to Fills Out Form.).
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the summary tab.
6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the Search box and type Fills Out Form. A Fills Out Form trigger will
appear in the menu.
8. Drag the Fills Out Form trigger into your canvas.
9. In the Select Form box, select your Global-Brochure-Form from the drop-down menu.
10. In the upper right corner of the trigger, select Add Constraint. A drop-down menu appears.
11. In the drop-down menu, check the Web Page box. A Web Page field appears in your trigger.
12. In the Select Web Page field, select your Promo Page from the drop-down menu.
Your trigger appears as follows:

13. To identify what actions Marketo will take in response to those who quality, click the Flow tab.
14. In the right-hand menu, select the Send Email flow step.
15. Drag the Send Email flow step to your canvas.
16. In the Select Email field, select your Auto-Email from the drop-down menu.
17. In the right-hand menu, select the Change Program Status flow step.
18. Drag the Change Program Status flow step to your canvas.
19. In the New Status field, select Web Content > Filled Out Form from the drop-down menu.
Your flow appears as follows:

20. To schedule your campaign, click the Schedule tab.


21. In your canvas, click Edit next to Smart Campaign Settings. The Edit Qualification Rules dialog box
appears.

©2019 Marketo Inc. Page 85


Exercise Guide Marketo Core Concepts I

22. Under Run each person through the campaign flow, select the every time radio button.
23. Click Save. Marketo updates qualification rules.
24. Click Activate. The Activate Triggered Campaign dialog box will appear.
25. Click Activate. Marketo turns on your smart campaign and returns you to the summary tab. Your smart
campaign is in your navigation tree with a yellow lightbulb indicating it is active. When a person fills out
your form on the promo page, they will be sent the auto-response email and their program status will
be updated to Fills Out Form.
26. In the navigation tree, drag your 01-Fills-Out-Form smart campaign into the Campaigns subfolder.

Activity 5.9 Measure Success Using a Smart Campaign


Now you will create a smart campaign to measure the success of your web content program. In this scenario,
you want a person to achieve Influenced (success) status if they click the link to your brochure in the auto-
response email, showing that they opened the brochure and thus consumed the content.
1. In your navigation tree, right-click the program name. A drop-down menu appears.
2. In the drop-down menu, select New Smart Campaign. The New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign, such as 02-Success.
4. In the Description field, type a description for this smart campaign, such as If recipient clicks brochure
URL in 01-Auto-Email, then change program status to Influenced (success).
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the summary tab.
6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the Search box and type Clicks Link in Email. A Clicks Link in Email trigger
will appear in the menu.
8. Drag and drop the Clicks Link in Email trigger into your canvas.
9. In the Select Email box, select your Auto-Email from the drop-down menu.
10. In the upper right corner of the trigger, click Add Constraint. A drop-down menu will appear.
11. In the drop-down menu, click the Link checkbox. A Link field is added to your trigger.
12. In the Link Select box, select your brochure URL from the drop-down menu.
Your trigger appears as follows:

13. To identify what actions Marketo will take in response to those who qualify, click the Flow tab.
14. In the right-hand flow step menu, click the Change Program Status flow step. Drag and drop the Change
Program Status flow step into your canvas.
15. Under New Status, select Web Content > Influenced from the drop-down menu.
Your flow appears as follows:

©2019 Marketo Inc. Page 86


Exercise Guide Marketo Core Concepts I

16. To schedule your campaign so that it measures success, click the Schedule tab.
17. Click the Activate button. The Activate Triggered Campaign dialog box appears.
18. In the Activate Triggered Campaign dialog box, click Activate. Marketo turns on your smart campaign
and returns you to the summary tab. Your smart campaign is in your navigation tree with a yellow
lightbulb indicating it is active. When a recipient clicks the brochure URL in the auto-response email,
their program status will be updated to Influenced (success).
19. In the navigation tree, drag and drop your 02-Success smart campaign into the Campaigns subfolder.

Activity 5.10 Test Your Web Content Program


Now that your smart campaigns are activated, your program is live.
You can test the program by filling out the form on your live promo page. Once you submit the form, you will
receive the auto-response email in your inbox and your program status will change to Fills Out Form. Once you
click the brochure link in your auto-response email, your program status will change to Influenced (success).
1. In your navigation tree, click your 01-Promo-Page within the Assets sub-folder of your default program.
2. In your canvas, click the View Approved Page button. Marketo opens the live 01-Promo-Page in a new
browser tab.
3. On your live Promo Page, fill out the form.
4. Submit the form by clicking the Send Me The Brochure button. Your page is redirected to the 02-Thank-
You-Page.
5. Check your inbox. The 01-Auto-Email arrives in your inbox within moments.
6. In your Marketo instance, click the name of your default program in the navigation tree.
7. Click the Members tab.
8. In your canvas, see your record listed as a member of this program. Your status is listed as Filled-out
Form.

9. In your inbox, open the 01-Auto-Email.


10. In your Auto-Email, click the Open the Brochure button to open the brochure PDF.
11. In your Marketo instance, click the name of your default program in the navigation tree.
12. Click the Members tab.

©2019 Marketo Inc. Page 87


Exercise Guide Marketo Core Concepts I

13. In your canvas, see your record listed as a member of this program. Your status is updated to Influenced
and there is a green check mark in the Success column.

Activity 5.11 Create a Local Landing Page Performance Report


To view metrics regarding the performance of your landing pages, you will create a Landing Page Performance
Report, which provides data such as total views, total conversions (form submissions), new names acquired
(brought into the database) because of the form and the number of visitors who have used the social
button lite to share the Promo Page on Twitter, Facebook, LinkedIn and Google+. When you create a report
within your program (called a local report), it automatically pulls all data for that program (in this case, all data
for both the 01-Promo-Page and 02-Thank-You-Page).
1. Right-click the name of your program in the navigation tree. A drop-down menu appears.
2. In the drop-down menu, select New Local Asset. The New Local Asset dialog box appears.
3. In the New Local Asset dialog box, click Report. The New Report dialog box appears.
4. In the Program field, leave the name of your program as-is (this auto-populates).
5. In the Type field, select Landing Page Performance Report from the drop-down menu.
6. The Name field automatically updates to the report type. You can update the name if you choose.
7. In the Description field, type a description of your report, such as Metrics for Model 100 Computer
Brochure landing pages.
8. Click Create. Marketo creates your report in the navigation tree and displays the summary tab in your
canvas.
9. Click the Report tab. Marketo displays the metrics for both of your landing pages, one on each line.

10. In your navigation tree, drag and drop your Landing Page Performance Report into your Reports sub-
folder.

Activity 5.12 Create a Local Program Performance Report


To view metrics regarding the overall performance of your program, you will create a Program Performance
Report, which provides data such as the number of new names brought into the database by this program, the

©2019 Marketo Inc. Page 88


Exercise Guide Marketo Core Concepts I

total cost of the program, the cost per member, the cost per new name and the cost per success. When you
create a report within your program (called a local report), it automatically pulls all data for that program.
1. Right-click the name of your program in the navigation tree. A drop-down menu appears.
2. In the drop-down menu, select New Local Asset. The New Local Asset dialog box appears.
3. In the New Local Asset dialog box, click Report. The New Report dialog box appears.
4. In the Program field, leave the name of your program as-is (this auto-populates).
5. In the Type field, select Program Performance Report from the drop-down menu.
6. The Name field automatically updates to the report type. You can update the name if you choose.
7. In the Description field, type a description of your report, such as Metrics for Computer Model 100
brochure web content program.
8. Click Create. Marketo creates your report in the navigation tree and displays the summary tab in your
canvas.
9. Click the Report tab. Marketo displays the metrics for both of your landing pages, one on each line.

10. In your navigation tree, drag and drop your Program Performance Report into your Reports sub-folder.
Your nagivation tree appears as follows for your new brochure program:

©2019 Marketo Inc. Page 89


Exercise Guide Marketo Core Concepts I

Appendix: Lab Exercises Solution


Guide
Solution: Lab Exercise 3.1 Create a New Content Release Program
CREATE AN EMAIL PROGRAM
1. Right-click your Learning folder. A drop-down menu appears.
2. In the drop-down menu, select New Program. The New Program dialog box appears.
3. In the Campaign Folder field, leave the folder name as-is (this auto-populates).
4. In the Name field, name your program the following:
ES-year-month-day-E-Book-Release-your student number-your initials
(i.e. ES-2019-10-24-E-Book-Release-01-JK)
5. In the Program Type field, select Email from the drop-down menu.
6. In the Channel field, select Email Send from the drop-down menu.
7. In the Description field, type a description for your program (i.e. New Industry E-Book).
8. Click Create. Marketo creates the program and displays the Control Panel view.

CREATE EMAIL PROGRAM SUBFOLDERS


1. Right-click the program name in the navigation tree. A drop-down menu appears.
2. Click New Folder. A new folder appears in your navigation tree.
3. Name the new folder Assets and press Enter.
4. Right-click the program name in the navigation tree. A drop-down menu appears.
5. Click New Folder. A new folder appears in your navigation tree.
6. Name the new folder Campaigns and press Enter.

ADD A PERIOD COST


1. Click the Setup tab.
2. In the right-side menu, drag the Period Cost icon into your canvas. The New Cost dialog box will appear.
3. For Program Month, click the calendar icon. From the drop-down menu, select the month that you
incurred costs for this program.
4. For Period Cost, type in 100.
5. For Note, type in a description of the cost, such as Copywriting Fees.
6. Click Save. Marketo adds your period cost to the program.

©2019 Marketo Inc. Page 90


Exercise Guide Marketo Core Concepts I

DEFINE YOUR AUDIENCE WITH A SMART LIST


1. Click on the Summary tab (the first tab with your program name in it) of your program. The email
control panel appears.
2. In the Audience tile, click the Edit Smart List button. The Smart List tab appears.
3. In the right-hand filter menu, search for the filter Country. The Country filter appears in the menu
options.
4. Drag the Country filter into your canvas.
5. In the Select Country field, type US.
6. In the right-hand filter menu, search for the filter Num Employees. The Num Employees filter appears in
the menu options.
7. Drag the Num Employees filter into your canvas.
8. Change the operator for Num Employees by selecting at least in the drop-down menu.
9. In the Enter Number field, type 3000.
Your smart list appears as follows:

10. Click the summary tab (the first tab) to return to the control panel. In the Audience tile, a green check
appears in the upper right corner to indicate that the audience for your email send has been identified.
11. In the center of the Audience tile, click the refresh button (represented by the two arrows in the shape
of a circle). Marketo calculates the number of people who are on your list and the number of people
blocked from receiving emails.

CREATE THE EMAIL AND SELECT THE TEMPLATE


1. In the Email tile of the control panel, click New Email. Marketo displays the template picker in a new
browser tab.
2. In the Name field at the top of the screen, enter Email.
3. In the Description field, enter E-Book Release Announcement.
4. In the template area, scroll down to the Newsletter section and select the Snowbunny template.
5. Click Create. Marketo displays the Email Editor screen.

ENTER AN EMAIL SUBJECT LINE


1. Click in the subject line field.
2. Type Newly Released Industry E-Book!

PREVIEW THE EMAIL


1. Click Preview at the upper right of the screen to preview the email. Marketo updates the Email Editor to
preview mode. You are viewing the email as a desktop computer user.

©2019 Marketo Inc. Page 91


Exercise Guide Marketo Core Concepts I

2. Click the Phone icon at the left to preview the email as a mobile user.
3. Click the Text icon at the left to preview the email as text (non-HTML).

APPROVE THE EMAIL CONTENT


1. In the gray menu bar at the top left, click Preview Actions.
2. In the drop-down menu, click Approve and Close. Marketo approves the email and closes the Email
Editor browser tab. In your Marketo instance, your email (with a green check on it) is within your
program in the navigation tree. The canvas displays the email summary tab.
3. To verify that the email is approved, check the Status field in the email summary tab; it should read
Approved.
4. In the navigation tree, drag your Email into the Assets subfolder.
5. Click your program name in the navigation tree to return to the control panel. The Email tile now has a
green check in the upper right corner, indicating that the email is ready.

SCHEDULE THE EMAIL


1. In the control panel, navigate to the Schedule Tile. Select the Calendar icon in the first field. A drop-
down menu of calendar dates appears. Select the deployment date.
2. In the second field, click the drop-down menu arrow. Select 10:00 AM.
3. Check the Recipient Time Zone box.
The Schedule tile now has a green check in the upper right corner, indicating that your email is
scheduled.

APPROVE YOUR EMAIL PROGRAM


1. In the control panel, navigate to the Approval tile.
2. Click Approve Program.
The Approval tile now has a green check in the upper right corner, indicating that your email will
deployed at the scheduled time.

MEASURE SUCCESS UTILIZING A SMART CAMPAIGN


1. In your navigation tree, right-click the program name.
2. In the drop-down menu, select New Smart Campaign. The New Smart Campaign dialog box appears.
3. In the Name field, type a name for your smart campaign, such as 01-Success.
4. In the Description field, type a description of this smart campaign, such as If recipient clicks any link in
email, then change program status to Influenced (success).
5. Click Create. In the navigation tree, Marketo creates your smart campaign within your program. In your
canvas, Marketo displays the Summary tab.
6. To identify who qualifies for this campaign, click the Smart List tab.
7. In the right-hand menu, click in the Search box and type Clicks Link in Email. A Clicks Link in Email trigger
will appear in the menu.
8. Drag the Clicks Link in Email trigger into your canvas.
9. In the Select Email box, select your Email from the drop-down menu.
Your trigger appears as follows:

©2019 Marketo Inc. Page 92


Exercise Guide Marketo Core Concepts I

10. To identify what actions Marketo will take in response to those who qualify, click the Flow tab.
11. In the right-hand menu, select the Change Program Status flow option. Drag Change Program Status
into your canvas.
12. In the New Status field, select Email Send > Influenced from the drop-down menu.
Your flow appears as follows:

13. To schedule your campaign so that it measures success, click the Schedule tab.
14. Click Activate. The Activate Triggered Campaign dialog box will appear.
15. Click Activate. Marketo turns on your smart campaign and returns you to the summary tab. Your smart
campaign is in your navigation tree with a yellow lightbulb, indicating it is active. When a recipient clicks
any link in your email, their program status will be updated to Influenced (success).
16. In the navigation tree, drag your 01-Success smart campaign into the Campaigns subfolder.
Your content release email promoting the new e-book will deploy on your scheduled day at 10 AM in
the recipient’s time zone.
Your program in the navigation tree appears as follows:

Solution: Lab Exercise 4.1 Update Your New Prospects Engagement


Program
CREATE A NEW EMAIL
1. In your navigation tree, right-click 01-Email within your Assets folder. A drop-down menu appears.
2. In the drop-down menu, click Clone. The Clone Email dialog box appears.
3. Leave the Clone From, Clone To, and Program fields as-is (they auto-populate).
4. In the Name field, type 05-Email.
5. Uncheck the Open in Editor box.
6. Click Clone. 05-Email is created.

©2019 Marketo Inc. Page 93


Exercise Guide Marketo Core Concepts I

7. In the gray menu bar, select Email Actions. A drop-down menu appears.
8. In the drop-down menu, select Approve. A green check mark appears over 05-Email in the navigation
tree, and the email Status in the canvas is Approved.
9. Drag 05-Email into your Assets folder.

ADD EMAIL TO STREAM


1. Click the name of your program in the navigation tree.
2. Click the Streams tab.
3. Drag 05-Email from the navigation tree to the bottom of Stream 1.
4. Hover over 05-Email in the stream. A gear icon appears.
5. Click the gear icon. A drop-down menu appears.
6. Click Activate.
Your stream appears as follows:

CHANGE STREAM CADENCE


1. Click the name of your program in the navigation tree.
2. Click the Streams tab.
3. At the top of Stream 1, click the stream cadence summary (currently Every Tue | 10:00 AM). The Set
Stream Cadence dialog box appears.
4. In the Repeats field, select Monthly from the drop-down menu.
5. In the First Cast field, select the day you want the updated cast to go into effect (i.e. 11/20/19).
6. In the Every field, select 1 Month.
7. In the On field, click the radio button for Day of the Month. Select 20 from the drop-down menu.
8. In the Time field, select 1:00 PM from the drop-down menu.
Check the Recipient Time Zone box.
The Set Stream Cadence dialog box appears as follows:

©2019 Marketo Inc. Page 94


Exercise Guide Marketo Core Concepts I

9. Click Save. Marketo displays the new cadence (Day before Day 20 of every month | 1:00 PM) at the top
of your stream. Effective the 20th of the month, your stream will cast your content on the 20th of each
month in the recipient’s time zone.

ADD AN ADDITIONAL PERIOD COST


1. Click the Setup tab.
2. From the right-side menu, drag the Period Cost icon into your canvas. The New Cost dialog box appears.
3. For Program Month, click the calendar icon. From the drop-down, select the month for which you
incurred additional costs for this program (i.e. 10/2019).
4. For Period Cost, type 150.
5. For Note, type in a description of the cost, such as Program Maintenance.
6. Click Save. Marketo adds your period cost to the program.
Your Setup canvas appears as follows:

©2019 Marketo Inc. Page 95

You might also like