Practical guide to getting started with Marketo


Written by Caitlin Culbert Poliska

October 3, 2016


As Marketo instructors, we see it often: students tell us they’re excited to learn, excited about the possibilities, but also worried about how much there is to learn and how to fit it into the work they already have to do. They are now adding the Marketo Admin ownership to their already full plate. Half of them are sitting in their first day of their introductory Marketo Foundation course with someone back at their office saying, “I know you’re in class, but can you launch an email tomorrow?” Everyone’s under a lot of pressure to show value quickly, but without a plan and best practices most companies will end up using this incredible resource, marketing automation, as a batch-and-blast email tool and won’t get the value that is possible.

That being said, everyone needs to start somewhere, and sending a few emails is not a bad way to get the ball rolling. As long as you remember to circle back to the other features that make Marketo such a robust platform. Marketo is much more than an “email blast” tool and, over the years, it has become a platform to record intelligent buying and browsing habits. Digitally-savvy consumers want personalized, relevant communications. This guide has a few practical tips for getting started.

Start Small

You can’t build a full-fledged marketing automation revenue recording engine overnight. Pick a pilot program, whether it’s a nurture with 4 emails spaced 1-2 weeks apart or a webinar invitation, delivery and follow up, and use it as a model. Make sure you’ve used best practices for the emails, landing pages, forms, and programs, (don’t forget your program statuses!) and see how it does. If it proves to be a good structure, you can clone it and use it again with new content, without having to build from scratch.

Use the Help Marketo Gives You

Marketo provides you with a library of sample programs. You can import these sample programs and put in the right content for your needs. This way you have the best practices out of the box and can focus on your assets. Also make use of the Marketo Community. You have access to the University and Education portal, product docs, support and ideas from other marketers just like you who have tried or are trying similar things. They can answer questions and help you learn quickly from their past successes and mistakes.

For more practical tips like the few listed above, download our Practical Guide to Getting Started with Marketo. This guide will help you find out where to begin with Marketo and how to prioritize your time, as well as detail best practices for emails, landing pages, forms, programs and reports. You’ll even walk away with a full understanding of four common starting points depending on your business needs.

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[vc_row type=”full_width_background” bg_color=”#e2e2e2″ top_padding=”25″ bottom_padding=”25″ margin_top=”30″][vc_column width=”1/4″ css=”.vc_custom_1466543773236{margin-right: -30px !important;padding-top: 15px !important;}”][vc_single_image image=”7536″ img_size=”full” onclick=”custom_link” link=””][/vc_column][vc_column width=”3/4″ css=”.vc_custom_1466544143999{margin-right: 20px !important;padding-right: 20px !important;padding-left: 20px !important;}”][vc_column_text title=”Practical Guide to Getting Started With Marketo”]Capitalize on your Marketo investment with this guide. Building a fully optimized, revenue producing marketing automation engine takes a concrete plan that incorporates known best practices and requires patience and diligence. Without these key elements, companies rarely achieve the ROI they could.[/vc_column_text][/vc_column][/vc_row]

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