Measurable and scalable campaigns - Emily Poulton - Ascential - Adobe Summit 2019 - Marketo

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Deliver measurable and scalable campaigns in Marketo
Emily Poulton | Marketing Automation Manager, Ascential Group | emilypoulton/

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In 40 minutes time
#AdobeSummit #MKTGnation
Efficient in your
campaign
delivery
Impress your
boss with quick
wins
Inspired by
practical token
applications

Sharing is caring
 Sharing my personal experiences
 5 years, 5 instances

Tokens

What are tokens?
“A token is a variable that you can use in emails, landing
pages, and smart campaigns to make your life easier.”
Marketo product docs
Token = variable, placeholder, merge-tag,…
A shell where you can add content, such as: copy,
images, links, dates, numbers, code …
The best part is, tokens are out of the box
functionality from Marketo. Everyone with an
instance has access to these

Token categories & types
Token Category Example
Person Tokens {{lead.First Name}}
Company Tokens {{Company.Company Name}}
Campaign Tokens {{campaign.name}}
System Tokens {{system.date}}
Trigger Tokens {{trigger.Web Page}}
Program Tokens {{program.Name}}
My Tokens {{my.Marketing-blurb}}
Member Token {{member.webinar url}}

Token hierarchy
MASTER FOLDER
PROGRAM FOLDER A
PROGRAM 1 PROGRAM 2 PROGRAM 3
PROGRAM FOLDER B
PROGRAM 4 PROGRAM 5 PROGRAM 6
Tokens are also ordered in alphanumerical order,
including capital letters which get prioritised

Quick wins

Tokenise your email basics
Why try it?
This approach reduces the risk for human error when typing in addresses manually. It also keeps the reply-to and from-
addresses consistent across all your outgoing comms. Especially useful if you have shared reply-to mailboxes.
Editor
Preview

Create a multi-use token
Let’s create a token for our webinar campaign that will act as:
 Subject line
 Email pre-header
 Landing page description
 Event description in Calendar invite
Why try it?
Having copy that is the same across multiple assets makes
a campaign feel consistent and makes updating easy.

Create a token – Walkthrough
Step 1
 Create a text token (drag and drop)
 Name it
 Populate it: Learn how to create tokens in this
engaging webinar!
 Save
Step 2
Add it to your assets

Create a token – Walkthrough (2)
Step 3
See your token in action
Step 4
Update in 1 place if needed and will update across all the
assets

The Power of Tokens

Using tokens to bring a campaign to life…

… over and over again

For scalable and measurable campaign delivery

3 things to watch out for
1. Moving assets to different programs
and folders can affect the token
hierarchy
2. A my.token can never be empty
3. With great power comes great
responsibility: all token changes are live,
everywhere
Logo

Examples to inspire you

Add consistent tracking to your campaigns
Top tip
Always add the https:// directly to your email template otherwise Marketo won’t recognise your tokens as a link
https://{{my. Link}}{{my.utmParameters}}

Leverage your templates by tokenising elements across brands

Multi-lingual footers, using script tokens

Key takeaways from the last 40 minutes:
Efficient in your
campaign
delivery
Impress your
boss with quick
wins
Inspired by
practical token
applications

Spread the token magic

Submit your questions using the Summit App
Your question, or one similar, may already be in the queue
Emily Poulton
Email: emily_dominique@hotmail.com
LinkedIn: emilypoulton

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More ideas & detail to try @ home

Across assets
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{{member.webinar
url}}

Tokenise your scoring model
Why try it?
If you are developing a new scoring model and want to update
the scores easily without having to change each individual flow

Code for multi-language token
#if($lead.derlanguage == 'English')
Footer content in English. 
#elseif($lead.derlanguage == 'Spanish')
Footer content en Espanol. 
#else
Default footer content in case language cannot be determined 
#end

Script tokens – turn system dates into
human formatting
#set($lead.renewalDate = $date.calendar)
$lead.renewalDate.add(5,0)
$date.format('EEEE, MMMM dd, yyyy',$lead.renewalDate)
Why try it?
If you are using it for a renewal date in a reminder email,
or a daily digest

Measurable and scalable campaigns - Emily Poulton - Ascential - Adobe Summit 2019 - Marketo

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Measurable and scalable campaigns - Emily Poulton - Ascential - Adobe Summit 2019 - Marketo