Marketo Core Concepts I
Marketo Core Concepts I
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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
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.
In the navigation tree, you should see the program housed within your Learning folder.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
4. Click Activate.
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.
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.
10. Click Create. Your program appears in the navigation tree, and the canvas displays the email control
panel.
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.
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.
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.
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.
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).
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).
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.
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.
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:
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.
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.
11. Click Create. Your segmentation draft appears in the navigation tree and the segmentation summary tab
appears in your canvas.
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:
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:
10. Click Create. Your program appears in the navigation tree, and the canvas displays the email control
panel.
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.
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.
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.
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.
15. Click Save. The Content menu on the right-side updates to show the dynamic elements of the email.
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.
7. Click the blue arrow on the right to view both the Healthcare and Finance versions of the email.
6. Click Send. Marketo sends the version of the email (dependent upon your segment) as a sample to your
inbox.
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.
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.
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.
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.
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.
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.
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.
8. Click Save. Marketo displays the cadence (Every Tue | 10 AM) at the top of your stream.
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.
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.
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.
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.
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:
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.
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.
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.
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.
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.
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.
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.
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:
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.
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.
11. Click Save. The Country field is updated to include three country values in the picklist.
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….
3. In the upper right corner of the Form Editor, click Next. Marketo displays the Form Settings (Theme)
step of the Form Editor.
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.
5. In the upper right corner of your screen, click Next. Marketo displays the Finish step of the Form Editor.
mark over it. In the canvas, the form Status is listed as Approved.
13. Click Create. Marketo opens the Landing Page Editor in a new browser tab.
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.
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.
9. Click Clone. Marketo clones the thank you page and opens your new promo page in the Landing Page
Editor.
3. Click Save. Marketo closes the Editor and updates the copy on the landing page.
7. Click Insert. Marketo adds your Global Brochure Download Form to your promo page.
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.
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.
10. In the Transactional template section, select the Slam Dunk template.
11. Click Create. Marketo displays the Email Editor.
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.
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.
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:
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.
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:
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.
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.
10. In your navigation tree, drag and drop your Landing Page Performance Report into your Reports sub-
folder.
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:
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.
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).
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:
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.
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.