PROGRAMS ASSETS

EVENTS EMAILS
EMAILS LANDING PAGES
NURTURE FORMS

LEADS IN LEAD DATABASE OUTPUT

LIST UPLOADS +10

LEAD GENERATION
Developer | EN ITDM | EN ITDM | FR

WEB FORMS +30 REPORTING

SYSTEM Developer | EN C-Level | DE Developer | EN

INTEGRATIONS

MANUAL CREATE C-Level | FR Developer | EN

ACTIVITY TRACKING
LEAD SCORING
DATABASE MANAGEMENT
MARKETING AUTOMATION PROCESSES
PROGRAMS
↪ Programs represent a single marketing initiative. You can think of it as a container
with all the stuff that you need to make the program work - these are called local
assets and include landing pages, email, smart campaigns, and more.

Event Email Engagement Default

Program Program Program Program

Anything that has attendees The classic email blast, with Drip sending of emails to Anything that doesn’t fit into
at a specific date and time features like A/B testing and nurture people at a set the other three
email head start periodic schedule
 Event Email Engagement Default
Program Program Program Program

EVENT PROGRAM
↪ An event program is a type of program that can be used to automate your offline or
online events.
↪ Think of an event program as anything that has attendees at a specific date and
time.
↪ Examples include webinars, company-hosted events and tradeshows.
↪ Events can automatically connect to your webinar provider as well as sync with an
iPad check-in app. Marketo’s webinar partners include Adobe Connect,
GoToWebinar, WebEx, Zoom and ON24.
↪ If connected to your webinar provider, registrations captured via Marketo will sync
there and attendance information back.
1 2

3 4
 Event Email Engagement Default
Program Program Program Program

EMAIL PROGRAM
↪ Email programs are used for one-time email sends.
↪ A few special features:
○ A/B testing allows you to test which of two or more emails are best, to then
send the best performing email to the majority of your audience.
○ The ‘Recipient Time Zone’ feature is enabled.
○ The ‘Head Start’ feature is enabled.
↪ Email programs can be embedded within another event or default program, but not
an engagement program.
↪ They can’t be re-sent, and can only run one test at a time.
A/B TEST TYPES

From Address

Subject Line

Whole Emails

Date/Time
A/B TEST WINNER CRITERIA

The email version with the highest open rate

The email version with the highest clickthough rate

The email version with the highest number of clicks divided by opens
Algorithm that accounts for all behaviours (opens, clicks & unsubscribes).
If you pick this the test will need to run for at least 24 hours.
Allows you to pick any conversion by using triggers & filters e.g. a form fill
Marketo automatically sends the winning email at the scheduled time.
4 hours is required between the test and winner send (24 hours advised).
You can review the results and decide which email goes out when.
If you are doing a Date/Time A/B test, you can only choose ‘Manual’.
 Event Email Engagement Default
Program Program Program Program

ENGAGEMENT PROGRAM
↪ Whilst email programs are designed for one-off sends, engagement programs focus on ‘nurturing’ through a
series of email sends over a period time period to suit the recipient.
↪ It means different individuals can receive different content at the same time.

Example 1: Example 2:
A nurture to give tips for free trial users during their trial period. To educate new leads on a topic they’ve shown interest in.

Stream A pool of prioritized ‘content’ within the engagement program.

Content Two types can sit within a ‘stream’; emails and programs.

Cast The event of emails being sent in an engagement program.

Stream Cadence The regular intervals that recipients within the ‘stream’ receive ‘content’.

Person Cadence Either ‘Normal’ or ‘Paused’ if an individual shouldn’t receive ‘content’ at the next ‘cast’.

Exhausted Once a person has received every piece of ‘content’ in a ‘stream’.

Content Engagement Level A 0-100 point score that Marketo will give your ‘content’.
 Event Email Engagement Default
Program Program Program Program

DEFAULT PROGRAM
↪ This is a generic program you'll use when an email, event, or engagement program
isn't relevant.
↪ You can get pretty creative with these.

Example 1: Example 2:
Whitepaper download campaign consisting of a landing page with Preference Center to allow all recipients of your emails to tailor
a form to gate the content, plus multiple email sends to promote the types of and frequency of email communications they receive.
it.

Example 3: Example 4:
Data cleanup program to automatically populate missing fields Create a person scoring campaign to identify individuals ready to
based on other fields e.g. if ‘City’ is “London”, ‘Country’ to “UK”. sales outreach.
RECIPIENT TIME ZONE
↪ Email programs and engagement programs can be configured to be delivered according to
recipients’ time zones, so Marketo automatically holds the email until the local time.

↪ Calculation: Priority 1: A person’s City, State, Country, or Zip Code fields.

Inferred City, Inferred State, Inferred Country and Inferred Zip Code fields.
Priority 3: Based on the Marketo subscription time zone under ‘My Account’.

If start time set within 25 hours:

For anyone who’s local time has already passed the set
time, choose either to:
- Send the next day at the same time locally
- Send using the program’s default set time
If the start time set to more than 25 hours:
Everyone receives the email at the correct time in their
local time zone.
Engagement program stream must be scheduled at
least 25 hours in the future (24 hours + some time to
get the campaign started).
It then starts running at midnight in UTC +14:00 to
guarantee that each person who qualifies for this cast is
sent the email at the scheduled date and time.
HEAD START
↪ If you want your emails to launch at the selected time, Head Start can process the program in
advance (12 hours prior to the scheduled time). Once processing starts, the program is locked.

↪ After program approval, you will see one of four statuses on the approval tile.
“Waiting to run” | “Processing started, waiting to run” | “Processing finished, waiting to run” | “Finished”

↪ The send can still be cancelled post-processing by clicking ‘Abort Program’ in the approval tile.

↪ This feature is only available for email programs and cannot be used with A/B Testing.

↪ When Head Start is combined with Recipient Time Zone, the number of hours in advance of the
launch send time that the program must be approved is the two combined:

e.g. 12 hours for ‘Head Start’

Location = America/Los Angeles (UTC -8:00) 22 hours behind the earliest time zone (UTC +14:00)

Hours in advance to schedule send 34 hours

CHANNELS
↪ We have been forced to assign a ‘Channel’ to every
program we have built so far…

↪ The list of channels should be the types of marketing

activity associated with our programs (e.g., email, PPC,
webinar, live event, website, tradeshow etc.).

↪ You can use a Marketo channel as a filter in reporting

(e.g. filter on webinars vs live event). This helps you
determine which types of lead generation activities are
delivering the highest return on investment.
TAGS
↪ ‘Channels’ are a type of ‘Tag’ and you can create more tag types as required.

↪ Tags are attributes that describe your programs and group program types in reporting.

↪ When a new tag is created in Marketo Admin, you can select to either make it optional or
compulsory to add to each new program created.

↪ Only one value per tag can be assigned to a program, not multiple values.

Example 1: Geography Example 2: Program Owner Example 1: Product or Business Unit

Values: AMER, APAC, EMEA, Global Values: Person A, Person B, Person C Values: Product A, Product B, Product C

Marketo Program Marketo Program Marketo Program Marketo Program

EMEA AMER APAC Global

Person A Person B Person C Person B

Product A Product A Product B Product C

TAGS AND REPORTING
↪ When it comes to reporting, tags can be applied to the following Marketo report types:

Company Web Activity No People Performance No

Email Insights No Program Analyzer Yes

Email Link Performance No Program Performance Yes

Email Performance No Sales Insight Email Performance No

Engagement Stream Performance No Social Influence No

Landing Page Performance No Web Page Activity No

People By Status No

Performance Insights Yes

Revenue Explorer Yes

PERIOD COSTS
↪ This is a Marketo term that refers to the amount spent on a program.

↪ Specifically it should capture the variable costs e.g. agency fees, event sponsorship costs,
pay-per-click fees, and any other expenses accrued for the execution of one program.

↪ It should not include any fixed costs (e.g. headcount and capital resources) as the primary
purpose of cost reporting in Marketo is to enable comparisons between programs.

↪ Period costs are available on all four program types and are added under ‘Setup’.

↪ Each period cost must be assigned to a month, but multiple period costs can be listed for a
program to cover more than one month.

Example 1: Example 2:
If you spend £1,000 to hire an illustrator for an eBook that launches in If you spend £200 per month on Google Ads, the Google Ads
July, the eBook program would have a period cost of £1,000 in July. program would have a period cost of £200 every month.
PERIOD COST EXAMPLES
With a single period cost attributed to March, contacts added in the
months before and after will only count towards March.

With period costs attributed to January, February, and March,

contacts added in the months after March count towards March.

With period costs attributed to January and April, contacts added

January - March count to January. Those from April - May to April.
PERIOD COSTS AND REPORTING
↪ When it comes to reporting, period costs are relevant to the exact same Marketo report types
as we saw previously for tags:

Company Web Activity No People Performance No

Email Insights No Program Analyzer Yes

Email Link Performance No Program Performance Yes

Email Performance No Sales Insight Email Performance No

Engagement Stream Performance No Social Influence No

Landing Page Performance No Web Page Activity No

People By Status No

Performance Insights Yes

Revenue Explorer Yes

PERSON SCORING
↪ Lead scoring is a shared sales and marketing methodology for ranking leads in order to
determine their sales-readiness. You score leads based on the interest they show in your
business, their current place in the buying cycle and their fit in regards to your business.

↪ The best lead scoring systems use demographic attributes, such as company size, industry,
and job title; as well as behavioral scoring such as clicks, keywords, and web visits.

↪ A threshold score is then agreed as the point at which a person becomes ‘Marketing Qualified’
and a process to pass this on to the sales team.

↪ Created through a default program, using smart campaigns and tokens which we will cover.

Total Lead Score

= Demographic Score
+ Behavioural Score
COMMUNICATION LIMITS

↪ It’s very important to not over-communicate with your

people. Setting communication limits will help prevent
your organization from sending too many emails.

↪ In Marketo Admin, you can set both a daily and weekly

limit that applies to the whole instance.

↪ You must select “Block non-operational emails” to

prevent any additional emails above the limit from being
sent.
PROGRAM MEMBERSHIP AND ACQUISITION
Person fills out a form on a landing page in Program Member A person who has a status in a program.
the program
Program Statuses The steps in a program, as defined by the channel.

CSV file list import into the program

You use the ‘Change Program Status’ flow

step

Person registers/attends a webinar synced

with an event program

Person created by using the Marketo iPad

check-in application The purpose of a program is to create meaningful interactions.
Success Statuses
Success is marked when a person reaches a status with that goal.

Person is added to a Salesforce campaign, The first program a new person enters Marketo as a member of.
Acquisition Program
which is synced to the program This establishes credit for First-Touch attribution.
CUSTOMER COMMUNICATION PREFERENCES
↪ A great use case of Marketo forms and landing pages, which we will be learning about soon…
UPLOADING IMAGES AND FILES
FORMS (KEY TERMS)
Validation Message The error message shown if a form field is left blank. ↪ Marketo has a custom JavaScript tracking

Any form field marked as ‘required’ will generate an error if the user
code called ‘Munchkin’, which tracks all
Required Fields
attempts to submit the form without a value.
individuals who visit your website.
Visibility Rules Dynamically show form fields based on answers to previous questions.
↪ When somebody first visits your
Uses data stored in a Marketo record to fill in visible form fields with
Form Pre-fill company’s website, they are known as an
known information so the user spends less time filling in the form.

Mask Input Restrict input to a field to follow a particular format e.g. phone numbers.
‘Anonymous Visitor’ because their activity
can’t be linked to a person.
Progressive Profiling A returning visitor is faced with additional questions in the form.

Global Form Allows you to block specific domains from submitting to Marketo forms ↪ Filling out a Marketo form is one of the
Validation Rules e.g. personal email addresses.
ways in which they can become a ‘Known
A type of test to determine whether the interacting user is a human or a
CAPTCHA bot. Marketo uses a score-based implementation and, if enabled, the Person’, as their web cookie can then be
results are included in the ‘Fill Out Form’ activity.
mapped to the corresponding known
Social Form Fill Allow your visitors to fill out the form using their social network. person record.
EMAILS (KEY TERMS)
An email that ignores ‘Unsubscribed’ and ‘Marketing Suspended’ status. Meant to be used for critical or auto-response emails.
Operational Email
Not meant for marketing. Operational emails will not to be sent to people with ‘Blocklisted’ or ‘Email Invalid’ status.

Sales Insight runs directly within your company’s CRM system and, if enabled for a specific email, allows a sales rep to personally
Publish to Marketo Sales Insight
send the Marketo email to their own contact list.

An email that is sent without any HTML content. Opens are not able to be tracked for Text Only emails because they are tracked
Text Only
by the recipient downloading the email’s images (which includes an invisible tracking pixel).

Include View as Web Page A “View as Web Page” link is added to the top of the email, so the HTML version can be loaded in recipients’ web browsers.

Disable Open Tracking You can disable the logging of a Marketo email being opened by recipients.

Preheader The summary text that follows a subject line when the email is viewed in an inbox.

CC Addresses Allows specified emails being sent through Marketo to include CC recipients.

Dynamic Content Adapt your email by displaying different content based on the recipients segment.

Tokens These provide scalability, allowing you to tailor recipients’ emails with personalised data, such as greeting them with their name.
LANDING PAGES (ELEMENTS)
Rich Text The standard Marketo text editor, allowing you to add text and style it. You can also add tokens using this feature.

Image Upload image files or grab them from the web to embed them on your landing page.

Rectangle Rectangles on landing pages are great for highlighting an area of the text.

Form Either create a new form specifically for your landing page or reuse an existing form.

HTML Embed existing HTML code directly onto a Marketo landing page to maintain the source styling.

Snippet A block of content (text, image) that can be pre-created and quickly inserted into landing pages (and emails) going forward.

Social Button A social button encourages people to share your content with their friends or colleagues.

Video Embed a YouTube video directly into your landing page.

Poll Create a topic for people to vote on and share it on your Marketo landing pages, your website, and/or social media.

Referral Offer Gives people an incentive to refer their friends. Create goals/rewards for successful referrals and add to landing pages or your website.

Sweepstakes An asset that allows you to offer users the chance to win a prize in exchange for referring you to their friends.
SNIPPETS
↪ Snippets are reusable blocks of rich text and graphics that you can use in your emails and
landing pages.

↪ These can be updated and approved in a single place to take effect on all assets.

Example 1: Example 2:
Company Logo in Header of All Emails Copyright in Footer of All Landing Pages
LOGO

LOGO LOGO LOGO

Landing Page 1 Landing Page 2 Landing Page 3

Email 1 Email 2 Email 3

© 2023 © 2023 © 2023

© 2023
DRAFT VS APPROVED ASSETS
↪ Any new asset (emails, forms, landing pages, snippets etc.), is initially created as a ‘Draft’ whilst
being edited. It must then be ‘Approved’ to become usable.
e.g. You will get an error if you try to add a ‘Draft’ form to a landing page.
A landing page URL will is not live before the landing page is ‘Approved’.

↪ Once an asset is ‘Approved’, edits can be made by selecting ‘Create Draft’. Until the new ‘Draft’
is approved, these edits will not take effect on the live asset, which will continue to display the
last ‘Approved’ version.

↪ A big advantage of this is if you make any mistakes when applying your edits to a Marketo
asset, you can discard the draft which will revert it back to the last ‘Approved’ version.

Asset initially created and Marketo user marks the Marketo user creates a Marketo user either
is by default in ‘Draft’ mode asset as ‘Approved’, new ‘Draft’ to edit the asset approves or discards the
making it usable new ‘Draft’
LOCAL VS GLOBAL ASSETS
↪ So far in this course, all assets we have created have been
built in the ‘Design Studio’ (emails, landing pages, forms &
snippets). Any asset built here is known as a ‘Global’ asset,
as they can be accessed by any Program.
e.g. A Preference Center form/landing page which will
be linked to from every promotional email.

↪ However, all assets can also be created within any program

in ‘Marketing Activities’, in which case they are known as a
‘Local’ asset. These are available only to that program.
e.g. Webinar registration form/landing page an event.

↪ Regardless of whether a form is Global or Local, if edited and

reapproved, any landing page the form is hosted on will go
into ‘Draft’ mode and must be re-approved for the edits to
take effect.
 TOKENS
↪ A token is a variable that can be used in Marketo emails, landing pages, snippets, and smart
campaign flow steps.
↪ When you use a token, you also want to provide a default value. This is the text that shows if a
person doesn’t have a value for the field you’re referencing.

Person Tokens: Company Tokens: Campaign Tokens: System Tokens: Trigger Tokens: Program Tokens:

e.g.
{{lead.First Name}} e.g. e.g. e.g. e.g. e.g
For greeting of {{Company.Compan {{campaign.name}} {{system.dateTime}} {{trigger.Trigger {{program.Name}}
email. y Name}} For smart campaign To timestamp into a Name}} Just like
For Account Based details of lead field the date/time More details for the {{campaign.name}}
{{lead.Phone Marketing email activity to follow up that a person Sales Alert email use case.
Number}} copy. in Sales Alert email. unsubscribes. (such as ‘Fills Out
For contact details of Form’). {{my.Event Date}}
lead to follow up in {{system.unsubscrib Updating this at the
Sales Alert email. eLink}} program-level
‘Unsubscribe’ link in updates the value in
all marketing emails. all assets the token
is used.
(STATIC) LISTS VS SMART LISTS
↪ Lists are a collection of people. In Marketo there are static lists and
smart lists:

List: Smart List:

A list is static and doesn’t change unless
you manually add or remove someone.
e.g. an attendance list from an in-person
event received as an Excel file which
needs to be imported to send a
post-event ‘thank you’ email.
A dynamic list of people that can
constantly change, as it's based on filters
you define. When new people qualify for
the criteria (or existing people no longer
qualify) the list changes.
e.g. everyone who has explicitly opted-in
to receive email communications, which
is always up-to-date when it comes to
sending an email.

↪ Both list types can either be created within a program in ‘Marketing

Activities’, or in the ‘Database’ under their respective folders.
LISTS
↪ There are four ways to add/remove people from a list:

List import

Dragging people into a list in the tree Smart campaign flow step

Smart campaign flow step Single action flow step

Single action flow step

↪ One common mistake is thinking you can remove a person from a list by simply “deleting the
person.” However, this will delete them from the entire database, not just the list.
↪ If ever a column in your file is mapped to the wrong field and needs to be cleared back to
blank, you can take the action ‘Change Data Value’ to new value “NULL” for affected records.
SMART LISTS
↪ Smart lists are the most powerful query tool in
the marketing universe. They find the people
you are looking for with magical speed and
ease.
↪ They are used all over Marketo, such as
standalone lists, in smart campaigns, in
reports, and more.
↪ Explore the tree on the right - filters are very
powerful and have a wide variety of possible
functions.
↪ If your smart list is taking a long time to
process, minimising “contains”/timeframe
filters can reduce the processing power
required to run it.
SEGMENTATIONS
↪ These are very similar to smart lists in terms of the concepts of
filtering, but are designated distinct profiles for grouping people
together. Example Segmentation:
Region

↪ The total number of segments allowed within a segmentation AMER

APAC
depends on the complexity of the logic, but the top limit is 100.
EMEA
↪ A person cannot be in multiple segments and will qualify for the first
matching segment in the order defined. Example Segmentation:
Industry

↪ Use cases of Segmentations: Healthcare

Technology
1. Dynamic email content
Financial Services
2. Dynamic Snippets
3. Reporting
SMART CAMPAIGNS
↪ One of the most important tools in Marketo. If Marketo is a powerful car, the smart campaign is
truly the engine. They perform actions you designate based on criteria you determine.

↪ There are three main parts to a smart campaign:

How you define WHO you want to
target with your smart campaign. It has
filters and/or triggers.
Filter example: Clicked Link
Collect all of the people in a batch that
qualify at the present time.
Trigger example: Clicks Link
The moment someone does
something, fire the flow immediately.
Smart Campaigns with just filters are
known as ‘Batch’ campaigns, but if
there is at least one trigger they are
known as ‘Trigger’ campaigns.
The flow is WHAT action(s) you want
the smart campaign to perform.
A good example for a ‘Batch’ (filters
only) campaign would be to send an
email to those who qualify on the
smart list.
A good example for a ‘Trigger’
campaign would be to apply a person
score to anyone who clicks a link in an
email.
Within the flow, you can apply wait
steps and also split choices.
This controls WHEN you run your
smart campaign. You can even set up
recurrence so it runs on a repeating
schedule.
‘Batch’ campaigns launch at a specific
time and affects a specific set of
people all at once. They can either be
activated immediately, scheduled to
run at a future time, or set to recur.
‘Trigger’ campaigns are simply turned
on so that they are ready to activate
the moment a person meets the
criteria set e.g. they click a link in an
email.
SMART CAMPAIGNS ICONS
BATCH CAMPAIGNS TRIGGER CAMPAIGNS

Never run. Inactive.

Scheduled to run. Active.

Has run and no more runs upcoming. Trigger campaign is requested.

Scheduled to run again. Invalid - error in setup.

Used by engagement program.

Invalid - error in setup.

SYSTEM SMART LISTS
All People Here you can see everyone in your Marketo database.

A field for a Marketo person whom you don't want receiving your marketing material (e.g. a competitor). When you set the ‘Block
Blocklist
Listed’ field to ‘True’, the person will not receive any emails from your Marketo instance, including operational emails.

These people can only be sent operational emails; this is usually controlled by you, the marketer e.g. if you receive direction that
Marketing Suspended
nobody from a specific company should receive any further promotional emails.

Bounced Email Addresses People with an undeliverable email address that Marketo automatically updates to ‘Email Invalid’ is ‘True’.

Possible Duplicates Multiple records with same email address. These can be manually merged.

No Acquisition Program Each record should have an acquisition program, where possible, for reporting purposes (e.g. first touch attribution).

Unsubscribed People These people can only be sent operational emails; this is controlled by the person themselves i.e. they’ve opted themselves out.

A person is blocked from an email send if any of

the following are ‘True’: ‘Operational’ emails will still be sent to a
● Unsubscribed person if either of the following fields
● Marketing Suspended are ‘True’:
● Blocklist ● Unsubscribed
● Email Invalid ● Marketing Suspended
● Email Address is empty
PRIVACY SETTINGS
↪ Marketo provides marketers with a way to get web visitors’ consent to track them.
↪ There are three options:
1. Web visitors select the Do Not Track (DNT) feature in their browser
Under ‘Admin’ > ‘Munchkin’, this can be updated to either support or ignore the request.
Best practice is to support the “Do Not Track” feature. In Europe, it’s the law!
2. Web visitors use an opt out cookie provided by a marketer on a website
Add a parameter to an opt out link on a webpage that has munchkin tracking enabled.
This can be any webpage, but the link must contain the parameter
“?marketo_opt_out=true”. This disables Munchkin for that web visitor.
3. The marketer can track users, but use an anonymized IP
Marketers can preserve privacy by tracking users with an anonymized IP address. To do
that, just add {“anonymizeIP”,true} to the init function to the Munchkin Javascript that’s
embedded in the website.
 Programs & assets Programs & assets that
that can be cloned cannot be cloned
WHAT CAN BE CLONED?
↪ Programs: Click on the program >
‘Program Actions’ > ‘Clone’. This will
clone everything within the program.
○ If you clone a program with
1,000+ people in a list, the list
itself will get cloned, but it will
be empty.
○ Period costs do not get cloned
with a program.
○ Program tokens do get cloned.

↪ Local assets: Click on the asset >

Engagement Program
‘Asset Actions’ > ‘Clone’ > choose
Default Program
location (program/folder).

REPORT TYPES
Campaign Activity
Campaign Email Performance
Company Web Activity
Email Insights
Email Link Performance
Email Performance
Engagement Stream Performance
Landing Page Performance
People By Revenue Stage
Smart campaign processing stats.
Email performance, grouped by smart campaigns.
Report on web activity to your landing pages and
public website, grouped by company.
Insights from historical data (e.g. charts with
aggregated time-series data for email engagement).
Stats on the individual links in your emails.
Review interactions with your emails: delivered or
bounced, opened, clicked, unsubscribed, etc.
See how well your engagement program is working.
Not a replacement for Google Analytics, but still
really good information.
Basic reporting for your Revenue Model.
Depicts that the report type can be created within any program type,
within ‘Marketing Activities’. Most can also be created via ‘Analytics’.
The report must be created via ‘Analytics’.
The report must be created via ‘My Marketo’ > ‘Performance Insights’.
The report must be created via ‘My Marketo’ > ‘Revenue Explorer’.
People By Status /
Automatic reporting based on the ‘Person Status’ field.
Group By Status
Group people by any attribute and include opportunity
People Performance
info. Drill down and explore.
Uses various tools to help you discover trends and
Performance Insights
identify consistent winning strategies.
Compare every cost and return in detail, by program or
Program Analyzer
by channel. Requires Revenue Model.
Program Performance Basic program metrics like members and success.
Review interactions with your emails sent through
Sales Insight Email
Marketo Sales Insight in Salesforce, Microsoft
Performance
Dynamics, and the Outlook and Gmail plug-in.
Review the social activity generated, and see how often
Social Influence
your people tell their friends about you.
Web Page Activity Web activity to your landing pages and website.
 Create via Create via
Programs ‘Analytics’

EMAIL PERFORMANCE REPORT

↪ Create this report type to see how well your

emails are performing with stats like
delivered, opened, clicked, etc.

Hard Bounced Email was rejected because of a permanent condition, such as non-existent email addresses.

Soft Bounced Email was rejected because of a temporary condition, such as a server being down or a full inbox.

Pending This number is calculated by subtracting the number of emails delivered, bounced, and soft bounced from the total number sent.

Clicked Link Number of email recipients who clicked a link in the email.

Unsubscribed Number of email recipients who clicked the unsubscribe link in the email and filled out the form.
 Create via Create via
Programs ‘Analytics’

EMAIL LINK PERFORMANCE REPORT

↪ Create this report type to see how well

the links in your emails are performing.

Link Grouped by email name. Click the plus (+) to see all links included that email.

Clicks The number of times that link was clicked.

% Clicks Of the total clicks on all links in that email, percentage on this link.

People The number of unique people who clicked the link.

% People Of the total unique people who clicked links in that email, percentage on this link.
 Create via Create via
Programs ‘Analytics’

LANDING PAGE PERFORMANCE REPORT

↪ See how many people viewed your landing pages, filled out the forms on them, and how many of
the people who filled out the forms were new to the database.
↪ This report also tells you the number of visits that originated from various social media platforms.
↪ Filter by date and selected landing pages (‘Marketing Activities’ & ‘Design Studio’).
 Create via Create via
Programs ‘Analytics’

WEB PAGE ACTIVITY REPORT

↪ This report shows who’s visiting your website.
↪ Under ‘Setup’, you can choose to display
known people or anonymous people, but not
both kinds on the same report.
↪ Note: It can take up to 24 hours for data to
reflect in a Web Page Activity Report.

The visitor's name, title, and company. Click to view

Person
person details and activity history.

First Visit (Time

Date and time of the first visit.
zone) Entry Page First page the person visited.

Number of pages loaded by this visitor. Click to view Inferred Company The company, as inferred from the visitors' IP address.
Page Views
which pages were visited. or ISP Names in bold indicate this is the company, not the ISP.

URL of the page that contains the link the visitor followed Inferred Country, Geographic location of the visitor, as inferred from their IP
HTTP Referer
to your page. State/Region, & City address.
 Create via Create via
Programs ‘Analytics’

COMPANY WEB PAGE ACTIVITY REPORT

↪ Just like the Web Page Activity Report, this

shows who’s visiting your website, but
aggregated by company.
↪ Again, you can choose to display known
people or anonymous people, but not both
kinds on the same report.

The visitors' company. Names in bold are confirmed to be People Number of people from the company who visited your site.
Company
the company name by at least one person.
Country,
Geographic location of the company.
Inferred Company The company, as inferred from the visitors' IP address. State/Region, & City
or ISP Names in bold indicate this is the company, not the ISP.
First/Last Visit (Time Date and time of the first/last visit by anyone from this
Page Views Number of pages loaded by the visitors. zone) company.
 Create via Create via
Programs ‘Analytics’

CAMPAIGN ACTIVITY REPORT

↪ Create this report to see how your smart

campaigns are performing.
↪ Within the report, the smart campaigns will be
grouped into categories; ‘Batch’, ‘Triggered
(Active)’, ‘Triggered (Inactive)’ & ‘Run Actions’.

Batch Run Count Number of times the campaign was run.

Total People Processed Number of people who have been through the campaign’s flow.

People in Wait Step If a campaign is still running, the number of people that remain in the wait step.

Removed from Flow Number of people who have been removed from the campaign.

Last Activity The last time that a person was processed by the campaign.
 Create via Create via
Programs ‘Analytics’

CAMPAIGN EMAIL PERFORMANCE REPORT

↪ Run this report to see your email

performance stats grouped by smart
campaign.
↪ The report columns are the same as the
standard Email Performance Report.
 Create via Create via
Programs ‘Analytics’

PROGRAM PERFORMANCE REPORT

↪ This report type provides stats on your
programs.
↪ Filters can be applied to display either specific
program(s) or any program with particular
channel(s) or other tags.
↪ A filter can also be applied to a period cost
timeframe of your choice.

Channel The channel type of the program. Success % The proportion of ‘success’ members as a % of all members.

Total Members The total number of people in the program. Total Cost Sum of all period costs within the program.

New Names New people acquired by the program. Cost per Member Total period cost divided by all program members.

New Names % The proportion of new names as a % of total members. Cost per New Name Total period cost divided by people acquired by the program.

Number of members who achieved success as defined in Cost per Success Total period cost divided by the number of successes.
Success
the program statuses.
 Create via Create via
Programs ‘Analytics’

PEOPLE / GROUP BY STATUS REPORT

↪ This report is to specifically report on the
‘Person Status’ field, which is a field tailored to
your company’s Marketo instance to give each
record an overall status, such as a “New”
record added to the database or mature
“Marketing Qualified Lead”. This field is usually
aligned with a lead scoring model.
↪ The report reviews how well you’re moving
people through the process by checking how
many of them appear in each ‘Person Status’
value every month.
↪ Click the plus (+) to expand each month and
see the specific numbers for each person
status.
 Create via Create via
Programs ‘Analytics’

PEOPLE PERFORMANCE REPORT

↪ This report measures database
growth over time. You can see
how many people you added,
and when.
↪ By default, the report is grouped
by month created, but this can
be changed to any person or
company attribute, or by
segmentation.
↪ If your Marketo instance is
synced to a CRM like Salesforce,
it is possible to add in
‘Opportunity Columns’ to
understand if these individuals
are being added to sales
opportunities.
 Create via Create via
Programs ‘Analytics’

SALES INSIGHT EMAIL PERFORMANCE REPORT

↪ If your Marketo instance is setup to

allow salespeople to send emails via
Salesforce, Microsoft Dynamics, or a
Gmail or Outlook plug-in, the report
shows the performance of emails
sent through any of those platforms.
↪ Under ‘Setup’, you can change the
settings to view this report grouped
by salesperson rather than email
name.
↪ Note: Delivered status is not
captured for emails sent via Sales
Insight and will not be included in
this report or activity logs.
 Create via Create via
Programs ‘Analytics’

ENGAGEMENT STREAM PERFORMANCE REPORT

↪ This report tells you how your

engagement content within an
engagement program is performing.
↪ The report columns are the same as
the standard Email Performance
Report, plus an ‘Engagement Score’
for each email.
 Create via Create via
Programs ‘Analytics’

SOCIAL INFLUENCE REPORT

↪ If you utilise the social share buttons on your landing pages, this report will indicate how many
people have shared this content via each channel and how many visitors converted by filling out the
form on the landing page if there is one.
 Create via Create via
‘My Marketo’ ‘Analytics’

EMAIL INSIGHTS
Use advanced filters to break down
results by Audience, Content or Platform.

↪ This provides powerful insights from

historical data for marketers. It
consists of two sections: Analytics
and Sends.
↪ Analytics: Explore the aggregate
time-series data for email delivery
and engagement metrics.
↪ It can take up to 8 hours for data to
reflect in Email Insights.

Quick Charts are thumbnails

you create and save, providing
a quick view of charts important
to you.
 Create via Create via
‘My Marketo’ ‘Analytics’

EMAIL INSIGHTS CONTINUED

Sort your emails
by any available
metric.
↪ Sends: Examine the characteristics Use advanced filters to break down results by
of recent email communications. Audience, Content or Platform.

Type Indicates the kind of asset used.

Recipients How many people were sent the email.

Delivery View of how many emails were delivered,

Metrics are pending, or have bounced.

View of how many recipients have

Engagement
opened, clicked in, and unsubscribed from
Metrics
an email.

Score Your email’s engagement score.

 Create via Create via
Program ‘Analytics’

EMAIL PROGRAM DASHBOARD

DEFAULT VIEW A/B TEST VIEW
 Create via Create via
Program ‘Analytics’

ENGAGEMENT PROGRAM DASHBOARD

Engagement Score
(0-100): The score is
based on a
proprietary algorithm
that takes into
account engaged
behavior (open, click,
program success)
and disengaged
behavior
(unsubscribe). It’s
benchmarked against
drip and nurture style
emails to give an
average of 50.

The engagement
score includes data
from your last three Newest and Oldest
casts. A new one is are based on time of
calculated 72 hours last approval.
after each cast.