15 Steps

Question 1

What are the first 15 steps to successfully manage and market with Marketo Engage, whether
you’re starting from scratch or inheriting an instance:

Answer 1

1. Make sure you have provided access to all necessary Users with defined Roles/Permissions
2. Just starting? Follow a Setup Checklist. Check your technical configuration and Munchkin tracking as well as instance settings (location/currency, etc.)
3. Test email deliverability - is your sending domain setup? From/To address valid? Review hard/soft bounce definitions.
4. Test integrations (if applicable). Is your CRM integrated? Third-party tools for events?
5. Create a scalable, best-practice structure for folders/programs/campaigns, and asset naming
6. Understand the 4 types of programs and where your initiatives might fall
7. Review and setup Channels/Tags for optimized reporting
8. Practice setting up a Program and adjusting the setup to include the correct tags/cost, etc. Make sure to include tracking campaigns to tie Program Membership/Statuses back to reporting
9. Decide on a global/local asset strategy: Where are assets designed, housed, cloned, referenced. Consider a Center of Excellence
10. Define a checks/balance process - who is creating programs/campaigns, assets, checking/testing and finalizing?
11. Define a scalable strategy for defining audiences: Smart Lists, Segments, etc.
12. Define a data plan - how are duplicates managed? List imports? Review System Managed Fields and how they can help round out data.
13. Set up some basic Email, Program, and People reports. Checkout the checklist for good Program reporting.
14. If you are using Workspace and Partitions, review implications for use
15. … and test your knowledge with some Quick Wins!