marketo summit 2015 - architecting a robust and scalable marketo setup

19
April 15, 2015 Edward Unthank Founder and Lead Marketing Technology Consultant @EdwardUnthank Etumos Architecting a Robust and Scalable Architecting a Robust and Scalable Marketo Instance Marketo Instance

Upload: etumos

Post on 15-Jul-2015

794 views

Category:

Business


1 download

TRANSCRIPT

April 15, 2015

Edward UnthankFounder and Lead Marketing Technology Consultant@EdwardUnthankEtumos

Architecting a Robust and Scalable Architecting a Robust and Scalable Marketo InstanceMarketo Instance

Agenda

• Goals

Page 2

• Token Madness

• Daisy Chains

• Lifecycle Processing: Hooks and more

Download all the things

LOTS OF THINGS TO WRITE DOWN? Here’s where you can get all the resources!

Page 3

etumos.com/Summit2015?utm_campaign=hi+edward

Goals of a Robust & Scalable System

Page 4

• Minimize clicks and time

• Minimize overall errors

• Make reporting obvious and easy to use

• Scale from 1 to 10 FTE MOPS

• Scale from 1k leads to 10m leads

• Scale from 100 daily visitors to 100k daily visitors

Two Duties of a MarTech

Page 5

EFFICIENCY: EFFECTIVENESS:

Reaching task completion with as little time, energy, and money as possible (returns equal).

Achieving the greatest conversion rate possible (investment input equal).

Token Framework

Page 6

[CATEGORY] – [SUBCATEGORY]_SPECIFICS

• Hierarchy Level:• Universal• Folder• Content

• Subcategory Examples:• Asset• LP• TY

Token Framework

Page 7

TYPES AND USES:•On-screen content•Meta tags•Operational elements•Web development•Analytics•Conversion pixels•Miscellaneous

[Category] - [Subcategory]_[Specifics]

Page 8

Page 9

Page 10

Master Routing Programs

Page 11

• Uses complex filtering to route leads

to the appropriate smart campaigns• Run by smart list membership• Tokenized exception reporting email• “Master” smart campaign routes leads

to individual smart campaign for next

flow steps

Master Routing: Cascading Logic

Page 12

Master Routing Programs

Page 13

• Consolidating your triggered steps into

one organized location.

• Daisy-chained programs together,

each hooking in another processing

program.

Master Routing E.G.: SFDC Sync Backup

Number

14

• Need for more API-call efficient sync

to SFDC, while still having timely

backup

• If a lead isn’t synced after 30 minutes

via a program, manually sync the lead!

Combination Example: Demo Gating

Page 15

DEMO SCORING: DAISY CHAIN

Tokenized Exception Email

Page 16

DEMO GATING:

MASTER ROUTING

Miscellaneous Tips

Page 17

• Build and write to the templates• “But Edward, I don’t want to over-optimize at the expense of effectiveness!”• High quality is the bar. Your job here is to get the fastest and cheapest route

to that high quality bar.

OPTIMIZATION COMES FROM AUTOMATION AND STREAMLINING PROCESSES.

Folder structure

Page 18

• !Universal

• 1. Prospect Marketing

• 2. Customer Marketing

• 3. Partner Marketing

• ZOP – Operational

• ~Archive

Thank You!Thank You!etumos.com/Summit2015?utm_campaign=bye+edward