What you'll learn

Key vocabulary of Marketo and marketing automation
How to troubleshoot common issues in Marketo systems
Create seven actionable reports to optimize your marketing
Understand common mistakes in report creation
Produce creative assets without a designer or developer
Master the three types of Marketo programs
Create advanced reports to improve your sales marketing alignment and your system quality
Build a business case for Marketo best practices

Course content

7 sections • 36 lectures • 2h 26m total length

Introduction2:17
Welcome to the course
How to get the most out of this course1:31
Understand the structure of the course, some examples of how different people might use the course, and how to engage with the course

Why reports?1:03
Where do I get my best leads? Create a leads by source report3:59
Which job titles perform best? Create a Leads by Job Title Report4:01
How are my emails doing? Create an Email Performance Report6:11
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.
Which Companies Secretly Admire Us? Create a Website Visitors Report3:34
Create a company web activity report in Marketo Analytics to identify visiting companies over the last seven days and export the list for sales.
Which web pages convert the best? Create a Top Performing Web Pages Report2:11
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.
What has Marketing done lately? Create a Leads by Quarter Report3:52
Which Programs Drive the Most Revenue? Create a Program Performance Report3:44
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.
Common pitfalls in Marketo reporting2:58
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.

Intro to Design Studio0:53
Generate better leads with Marketo Forms6:27
Create landing pages that convert3:23
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.
Create a professional looking email9:03
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.
Section 4 Quiz

Intro0:45
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.
Anatomy of a Best Practice Program7:45
Creating a Basic Email Program3:08
Introduction to Complex Marketo Programs1:50
List Imports2:52
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.
Smart Campaigns3:07
Introduction to Engagement Programs2:54
Create an Engagement Program14:38
Section 5 Quiz

Requirements

You will need access to a Marketo instance. Occasionally a student finds this course useful without the software, but you'll get more out of the course if you can practice

Description

Tired of videos teaching you how to push buttons? This course is designed for the busy manager or executive who wants conversational fluency in Marketo, not a technical certificate. You'll learn how to use the essential elements of Marketo, but also how the principles of healthy systems and the reports you need to evaluate your system right now.

The course includes walkthroughs and slides covering the key concepts of Marketo, including Engagement Programs, Lead Scoring, and Analytics.

At the end of this course, you'll know exactly where to focus your resources to optimize your system, and how to fill in for an admin when they leave.

Who this course is for:

I designed this course for marketing managers and directors who want to understand how to use Marketo for their objectives.

What you'll learn

Explore related topics

Course content

Introduction2 lectures • 4min

Speak like a Marketo Rockstar6 lectures • 27min

Master Basic Reports9 lectures • 32min

Produce creative assets - even without a designer4 lectures • 20min

Programs8 lectures • 37min

Advanced Reports6 lectures • 27min

Conclusion1 lecture • 1min

Requirements

Description

Who this course is for: