Issue link: https://resources.demandgen.com/i/853084
Learn more: www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2016 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 2 In many organizations just getting started with Marketo, programs tend to be more technical than strategic. Marketo becomes the workhorse of marketing automation, which is a great place to start. Each of the programs contains tasks to complete, such as managing event registration, tracking downloads or sending an email campaign. However, what's often overlooked is Marketo's ability to streamline operations and provide valuable insight beyond clicks, views and registrations. When set up properly, Marketo programs can support global processes and simplify operations across your marketing organization, saving time and money, and answer- ing critical questions about how to better target your market and improve conversion rates. In this paper, we'll dive deeper into Marketo to uncover some hidden gems. We'll explore how to: • Leverage tokens and templates to support content creation and design templates • Use channels, tags and tracing campaigns to deliver accurate program conversion and opportunity impact reporting • Integrate marketing programs with global operational programs for streamlined system setup and improved system performance • Take a phase-by-phase approach to applying best practices to your current program setup PROGRAM TOKENS AND TEMPLATES How do you begin to unlock the power of Marketo and maximize your investment in the platform? A good place to start is tokens and templates. Tokens can improve conversion and efficiency and make maintenance more manageable. For clients with a high volume of programs, tokens and templates make it easy to leverage a central- ized set of design assets, eliminating redundancy and duplicated work. While some of DemandGen's clients use tokens to personalize emails and landing pages with the recipient's name, this is just the tip of the iceberg. Program tokens are a way to up-level token use within a program and move beyond simply populating a field with information from the lead file. With program tokens, you can define content at the program asset level, all at once, for emails, landing pages and other elements. You can define template creative elements, such as colors and images, simplifying setup and increasing consistency across all programs. Marketo offers a large variety of token types to dictate format and content. Once the template is built, you can clone it, and the token values are transferred to the new document.