Scribd
Upload
81 views23 pages

SOP (Marketo Engage)

Uploaded by

tapish saun
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
81 views23 pages

SOP (Marketo Engage)

Uploaded by

tapish saun
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 23

Date: 31/07/2024

Prepared By: LaDecoller Pre-Sales Team

Standard Operating Procedure (SOP) for


Marketo Engage

Introduction

Marketo is a leading marketing automation platform.


It offers a range of tools to help businesses manage and optimize their email
marketing campaigns.
Owned by Adobe,
 part of the Adobe Experience Cloud.

 Create a New Campaign Folder

1. Log in to Marketo Engage.

2. Navigate to the "Marketing Activities" section.


3. Right Click on the "Default" section.
4. Select "New Campaign Folder".

5. Fill in the details, including folder name and Description.


6. Click "Create."

Programs/Campaigns
 Batch Program

1. Right Click on the recently created folder.


2. Click on the “New Program” button.

3. Select “Email” as the program type.


4. Fill in the program details, including name, channel, and description.
5. Click “Create.”

(this will create a program with purple icon)

After the New Program is created, four sections will appear:

 Audience
 Email
 Schedule
 Approved

a. Audience
1. Upload the list

Requirements:- File type(CSV)


Must Contain:- Email Id, first name, last name

2. After uploading the list, a pop-up box appears containing three fields.

a. File (Upload in CSV)


b. File Format (Select as Auto-detect)
c. List Import Mode (Select as default)

3. After this you will be redirected to next step “Import Preview”. (map the required fields)

4. It will redirect you to last step “Import Options”. (Select the list name)
5. Click “Import”
Another way of uploading a list

1. Within the same program, click on "New Local Asset."

2. Select "Smart List."


3. Define the criteria to segment your target audience.
4. Save the smart list.

b. Email

1. Upload the email template saved under this program or create a new email under this
program.
2. After uploading the email under this existing program, find the email in the email section.

c. Schedule

1. Select the Date & Time for the Campaign to be initiated.


2. Tick the recipients time-zone box.

d. Approval

1. Select “Approve Program”.


2. You can also unapprove the program through this section.

 Smart Campaign

1. Create a campaign on Salesforce.


2. Navigate to the "Marketing Activities" section, create a campaign folder.
3. Right click on the “Campaign folder”.
4. Select “New Campaign”.
5. Just like Program, a Trigger Campaign also contains four sections namely:

 Smart List
 Flow
 Schedule
 Results

 Smart List:

Select the following triggers

1. Members of SFDC Campaign:-


Person: In, (Name of the Campaign/Internal Members)
2. Unsubscribed:-
Unsubscribed: False
3. Email Invalid:-
Email Invalid: False
 Flow:

Select the following triggers

1. Send Email:-
Email: (Select the email template which is finalized)

2. Change Data Value:-


Attributes: Acquisition Program
New Value: (Name of the campaign)

3. Change Status in SFTC Campaign:-


Choice 1:-

If: Opened Email, Is (Name of the Email)


Campaign: (Name of the Campaign)
New Status: Responded

4. Change Data Value:-

Choice 1:-

If: Replied to sales email, is, (Name of the Email)


Attribute: Person Rating
New Value: Hot

Choice 2:-

If: Clicked link in Email, is, (Name of the Email)


Attribute: Person Rating
New Value: Warm
5. Sent Alert:-

Choice 1:-

If: Replied to sales email, is, (Name of the Email)


Email: (Name of Email)
Sent to: None
To other emails: (Info email)

6. Create Task:-
Choice 1:-

If: Replied to sales email, is, (Name of the Email)


Subject: Email Reply Alert : Call | Email New Lead:{{Lead.First Name}} {{Lead.last
Name}} ({{Lead.Job Title}} at {{Company.Company Name}})
Comments:- The recipient has replied the marketing email we sent.
Reach out to the recipient ASAP. Email Address. {{Lead.Email
Address}}, Phone Number: {{Lead.Phone Number}}, Source:
{{Lead.Lead Source}}
Due In: 5
Owner: (Name of The Campaign Owner)
Priority: High
Status: In Progress
Notify: true
Remind in: 7

Choice 2:-

If: Clicked link in email, is, (Name of the Email)


Subject: Email Reply Alert : Call | Email New Lead:{{Lead.First Name}} {{Lead.last
Name}} ({{Lead.Job Title}} at {{Company.Company Name}})
Comments:- The recipient has clicked a linked in the marketing email
we sent. Reach out to the recipient ASAP. Email Address. {{Lead.Email
Address}}, Phone Number: {{Lead.Phone Number}}, Source:
{{Lead.Lead Source}}
Due In: 5
Owner: (Name of The Campaign Owner)
Priority: High
Status: In Progress
Notify: true
Remind in: 7
For more information click on the link here.

7. Add to List:-

Choice 1:-

If: Not opened email, is, (Name of the Email)


List name: (New List created for unopened emails)

Note- Prior to this, Create a list under assets for unopened emails.

8. Change Score:-

Choice 1:-

If: Opened Email, is, (Name of the Email)


Score Name: Person Score
Change: +10

9. Change Score:-

Choice 1:-

If: Clicked link in Email, is, (Name of the Email)


Score Name: Person Score
Change: +10

10. Change Score:-

Choice 1:-

If: Unsubscribed, is, true


Score Name: Person Score
Change: -20
 Schedule:

After finalizing the Flow, Select appropriate date & time and hit run once.

 Results:

You can fetch the results once the campaign has been initiated.

 Nurture/Drip Campaign

1.1. Create an Engagement Program

1. Log in to Marketo Engage and navigate to the Marketing Activities section.


2. Click New Program, choose Engagement Program, and provide a Program Name.
3. Select an appropriate Channel (e.g., Email) and set the Program Status to Active.

1.2. Set Up Streams for Each Stage

1. In the Streams tab, click “Add Stream” to create separate streams.

2. Name Each Stream according to its stage. (e.g. Awareness, Consideration, and Decision
stages)

3. Each stream contains 3 Inputs

 Set stream Cadence


 Content
 Transition rule

1.3. Configure Stream Cadence


1. Click on each stream and select “Set Stream Cadence”.

2. After this, a pop-up box appears.

3. Set the frequency and timing of emails for each stage.

1.1. Add Content to Streams

1. Go to the Content tab within each stream.


2. Click Add Content.
3. Select email/program under Type.

4. Search and select the name of email/program.

1.2. Transition Rules

1. Go to the Transition Rules tab within each stream.


2. Click Edit Transition Rules.
3. Define rules/triggers, same as defined in Smart Campaign.

Design

Create an Email inside a Program using Design Studio

1. In the Email section of the Program, click “New Email”.

2. Choose a Template:

• Select a pre-approved template that aligns with the campaign goals.

• Preview Template (both in desktop and mobile view)


3. Edit Email Content:

3.1. Header Section:

 From:
 From Address
 Reply-to
 Subject

(It is preferable that the From, From Address, Reply-to should be a Sales Representative.)

3.2. Body Content:

 Images:

 Select “Insert Image” option.

 Choose from My Computer/Design Studio/External URL.


 Ensure they are appropriately sized and relevant.
 Click “Insert”

 Text:

 Use the editor to add and format text.


 Ensure it is clear and aligns with campaign messaging.
 Keep the font as default.
 Click “Save.”

At the start of each email, after Hi use the code


{{lead.First Name:default=there}}
 Links/Buttons:

 Add/Edit the buttons like Call To Action, Contact Us, etc.


 Add hyperlinks as needed.
 Test all links for accuracy.

3.3. Footer Section:


 Contact Information: Include company contact details and social media links.
 Add Tel: before the number while adding the contact number in URL.
 Add mailto: before the email while adding the email address in URL.
 Add a Unsubscribe Link: Ensure to add a correct unsubscribe page link.

4. Preview and Test the Email:

 Preview Email: Use the preview function to check how the email appears on
different devices and email clients.

 Send Test Email: Dispatch a test email to yourself or a colleague to ensure


correct rendering and functionality.
5. Approve and Save:

 Click on the “Email Actions” button.


 Select “Approve and Clone.”

You might also like