Marketo for Managers

Explore Marketo's core concepts—assets, static and smart lists, smart campaigns, and reports—and learn how to apply tokens and snippets within design studio to scale campaigns.

Communicate the upside of lead nurturing with Marketo by comparing current funnel metrics to improved conversions: MQL, SAL, SQL, and customers, and lower customer acquisition costs.

Explore the Marketo community, access discussions, official support and training, ideas, blogs, user groups, and Marketo University to optimize your journey.

Learn to build a lead performance report in Marketo to attribute revenue by source, using setup options, lead source fields, and opportunity metrics for first-touch attribution.

Create an email performance report for the last 90 days to identify best and worst emails using metrics like delivered, open, clicked, unsubscribe, and click to open.

Create a company web activity report in Marketo Analytics to identify visiting companies over the last seven days and export the list for sales.

Create a top performing web pages report in Marketo by analyzing known leads' activity to identify best performing pages and optimization opportunities for marketing and sales.

Learn how to build a leads-by-quarter report in Marketo analytics to track leads, opportunities, and customers, assess data syncing, velocity, and deal size trends across channels.

Create a program performance report to identify which programs drive revenue. Measure cost per member and per new name, and compare trade shows to optimize future investments.

Master common pitfalls in Marketo reporting, such as wrong date settings, hard-coded ranges, missing smart list filters, and stale refreshes. Use dynamic dates, proper filtering, and field definitions.

Create and customize Marketo forms on landing pages, using hidden fields, progressive profiling, and optimized form settings to improve lead capture and qualification.

Create and customize Marketo landing pages using templates, forms, and a wysiwyg editor, preview across devices, assign unique URLs, and optimize copy and images for conversions.

Learn to craft a professional looking email in Marketo by configuring header fields, using tokens, editing rich text, and previewing across HTML, desktop, and mobile.

Explore Marketo programs as a centralized way to collect everything in one place, mapping to Salesforce campaigns, and learn to create a basic email program, default programs, and engagement programs.

Set up organized Marketo programs that are searchable, understandable, and reportable. Apply naming conventions, folder structure, program statuses, and channel types, with consistent year naming and Salesforce campaign syncing.

Build a basic email program in Marketo to send a monthly newsletter, including audience setup with a smart list, choosing an email template, scheduling by time zone, and approval.

Learn how to prepare a list and import it into Marketo, with field mapping and handling dietary restrictions. Understand risks of overwriting notes and the trusted versus untrusted import options.

Create batch and trigger smart campaigns by defining smart lists, flow, and schedules. Send emails to targeted audiences and use triggers to change program status and send the confirmation email.

Create and manage a Marketo engagement program by building streams (awareness, consideration, decision, suspended), setting cadence, and guiding transitions, with assets, emails, and reports.

Learn to build an MKL report (marketing qualified lead not touched by sales) using lead status and performance analytics to identify hand-off gaps and potential revenue impact.

Measure and refresh your lead scoring model using data-driven practices, quarterly reviews, and weekly sales feedback. Build diagnostic reports on demographics and behavior to identify improvements.

Create a past-year monthly report of leads, focusing on unsubscribed leads. Quantify the hidden costs: $50 per unsubscribed lead and a $50,000 monthly replacement expense, totaling $600,000 per year.

Evaluate Marketo reports with skepticism by checking field definitions, tracking, and changing standards; align sales and marketing data, and maintain a living wiki for accurate attribution.

Complete the course and consider earning Marketo certification to validate your skills. Engage with the community by answering questions and leave a course review to help others discover its value.