marketo's journey: marketing calendar

Marketo’s Journey: Marketing CalendarRick SiegfriedCustomer Marketing Programs Manager, Marketo

Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

Who is Rick?• Manages cross-sell demand generation efforts to Marketo’s current customer base

• Started at Marketo on February 15, 2011

• Currently located in Evanston, IL


Why does Marketing need a calendar?“It was on the calendar, but

never happened.”“It happened, but was not on the calendar.”

“I spend too much time figuring out what’s really

scheduled.”

“Every new campaign interferes with others already planned.”

“It’s hard to coordinate all the activities in flight across teams & regions.”

“I’m sending overlapping messages to customers &

prospects.”


Disconnected Calendars Hinder Coordination70% of Marketers are still using rudimentary tools for Calendar*

*Marketo Research, 2014


What is Marketing Calendar and Why Should You Care?

UnifiedTrack any activity

SpecializedCreate unique views

ActionableBuild & modify campaigns


Setting Expectations…


Today’s Agenda• Entry Types: What you want in your calendar

• Program Tags: How to get what you want into your calendar

• Naming Conventions: How to understand what you see

• Scheduling: How to interact with what you see

• Calendar HD: How to leverage what you see


What activities are most important to you?


This is in Marketo so let’s start there…


What ELSE do you want to see?


Program Tagging is KEY


Tag ValuesB2B or B2C B2B, B2C, Both

Customer or Prospect Customer, Prospect, Both

Customer Program Type Demand Gen, Retention, Informational

Exec View Yes, Null

Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)

Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.)

Program Lead Several

Region USA, EMEA, APAC, JPN, Global

SMB or ENT SMB, ENT, Both

Vertical Financial Services, Healthcare, Higher Education

Voice of Customer Yes, Null


TAG… YOU’RE IT!


Program Naming Methodology…


Program Naming Methodology…[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]

You Are Currently a Member of…WM – Marketing Calendar Journey – USA – Nov 2015

Your Program Status is…Event – Webinar – Marketo > Registered


Program Naming Methodology…[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]

You Are Currently a Member of…WM – Marketing Calendar Journey – USA – Nov 2015

Your Program Status is…Event – Webinar – Marketo > Registered

What is it? Who is it for? When is it?


Program Organization


Program Asset Organization


All Local Campaigns and Programs


Also able to rename


Tentative vs. Confirmed Email


Best Practice: Approve from Control Panel


Confirmed Event


Voila… Event Check-in App!


Best Practice: Prevent Schedule Clash


Now everyone knows what’s happening!


Hey Man, Nice Filter


Entry Types


Entry Types + Program Tags


Entry Types + Program Tags + Workspaces


Welcome to my home…


Sharing is caring

Let’s show this prehistoric calendar how we do things in Marketo


CALENDAR HD!!! #calhd

• Display full HD views of your programs calendarand goals on office walls

• Provide visibility to sales,C-suite and business stakeholders

Align Teams to Big Picture Goals


Let’s take a step back… how do we do this?


Build from the ground up


What are your goals and aspirations?


It’s all here…


Review of Today’s Agenda• Entry Types: What you want in your calendar

• Program Tags: How to get what you want into your calendar

• Naming Conventions: How to understand what you see

• Scheduling: How to interact with what you see

• Calendar HD: How to leverage what you see

Fine, let’s get serious…[email protected]@RickGrind

mailto:[email protected]

marketo's journey: marketing calendar

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