What is Marketo? Flashcards
What is marketing automation?
Marketing automation streamlines, automates, and measures marketing tasks and workflows so that organizations can increase operational efficiency and grow revenue faster.
Marketing automation helps organizations focus on the right potential customers, develop relationships before they are ready to purchase, engage at the right time, and scale personalized interactions. This provides insights into the campaigns that return the most revenue so you can spend your money where it’s proven to be most effective.
Tactical KPIs
Tactical KPIs are used by marketers to understand how well their initiatives are performing in a specific channel, such as email, mobile, social, or the web. Measurement usually centers around buyer behaviors, such as opens, clicks, page visits, content downloads, and form submissions.
Strategic KPIs
are typically focused on results, rather than buyer behaviors, and help determine overall marketing performance.
Operational KPIs
are typically indicators of alignment between your cross-functional teams, and can help pinpoint areas for improvement in the sales and marketing funnel.
Program
For every marketing initiative you undertake in Marketo, you’ll create a separate program. For example, if you want to send an email blast, you would use our email program type and select the appropriate channel. The channel further defines your initiative and sets the success steps you’ll measure success by later on.
Assets
In Marketo, the assets a program uses are the elements that your audience will interact with, such as emails, forms, and landing pages.
Automation
The automation is what runs the program. You’ll define who the program should act on, what it should do, and when. Example automation would be to send a specific email to a website visitor if they viewed your pricing page 3 or more times in the past day. Automation is defined in smart campaigns.
Success
Because success for your program could be literally anything, you need to tell Marketo what that is for each program so it can track and report accurately. Often success is defined as responding to the call to action in a landing page or in an email.
Email Program
You’ll use Email Programs when you want to send out a one-time email to a group of people at a specific date and time.
With the email program you can send email blasts for when you want to send a single, mass email to a lot of people at once — like a sale or promotion, or as newsletters that serve as regularly scheduled email communications, like sharing company updates, announcing new products and features.
Email Program
You’ll use Email Programs when you want to send out a one-time email to a group of people at a specific date and time.
With the email program you can send email blasts for when you want to send a single, mass email to a lot of people at once — like a sale or promotion, or as newsletters that serve as regularly scheduled email communications, like sharing company updates, announcing new products and features.
Advanced A/B Testing
Event or Default program nesting
Engagement Program
You’ll use Engagement Programs when you want to automate your lead nurturing communications, and nurture your leads on a periodic schedule.
Engagement Programs allow you to define multiple content paths, based on a person’s position in the sales funnel. Smart Campaigns in an engagement program can transition people from one content path to another, or to a different engagement program altogether.
With a drip nurture initiative, you’ll be creating streams and adding email content you’ll send to your leads, deciding how frequently or infrequently you want our emails to be sent out, creating smart campaigns to add people to your nurture program, pause them, and indicate program success.
Event Program
You’ll use Event Programs when you need help coordinating, and tracking your live and online events and webinars.
Event Programs provide you the ability to use a third-party integration to connect to a webinar, have registrants show up in the Marketo Event Check-In mobile app, and have event registrant results show up in Marketo Moments.
With Webinars and Events you’ll be sending invitations, confirmations, and follow up emails — your leads will be engaging through forms and landing pages, and you’ll automate these actions with smart campaigns.
Default Program
If you’re not sure if your initiative meets the criteria for an email, engagement, or event program, you’ll use a default program.
Default programs are often used to build out initiatives focused on web promotions, list purchases, online advertising, and social media. They can also be used for internal and operational initiatives, such as lead scoring and data management.
An example of when you’d use a default program is with a Gated Content Offer initiative. You’ll have a form which will serve as the “gate” in front of your promotional web content, a landing page where your form will be placed, an email that contains a link to download your brochure, a smart campaign that sends out your offer email, and another smart campaign that sets a member’s status to influenced if they download your brochure.
Dashboard or Summary
Each program has either a Dashboard or Summary that provides you with quick information about the success of the program, with statistics and an Engagement Score to show you how your program is doing.
Costs
You can also track how much it costs you to create the program, and calculate your return on investment, or ROI. Marketo calls these period costs because you record them at regular periods as they are incurred for the program.
