3 Ways to Create High Impacting Marketo Campaigns within Leftover Budget

Is it necessary to allocate hefty portions of your marketing budget to create high-impact campaigns? On the contrary, we’ve found that it’s the painstaking planning and mapping of strategies that can attract more engagement and revenue from a marketing program. Not surprisingly, we have helped many of our clients in creating marketing campaigns, even in leftover budget – and those have turned out to be even more effective than those that required extensive budget outlays.

To find out which strategies will be more effective for reaching your business goals and enhancing your brand, we recommend starting your campaign with a thorough audit of your marketing activities and deployment. The auditing process should begin with collecting data and insights to attain utmost optimization of Marketo campaigns. Perform meticulous audit of all your Marketo deployment, assets, programs, third-party apps integrated to Marketo. Also perform thorough health check of your Marketo database to avoid running your campaign on bad, invalid or duplicate data.

This information will give you the baseline that you need in order to start reaching out for some of your higher priority goals.

How do you start? Here’s how we begin to map the layout of some of your best ROI-generating Marketo campaigns.

#1 Evaluate your Marketo Email Preference Centre (EPC)

An email preference center assists marketers in alleviating the unsubscribe risks by decreasing the unsubscribe rate as much as by 56%. While creating a Marketo email preference center to accomplish these specific goals, you will need to:

  1. Enable your subscribers to control the preferred frequency rate of emails they want to receive.

  2. Enable your subscribers to select their preferred topics of emails they want to receive.

  3. You need to build several email subscription types targeted to the specific segments and enable subscribers to select their preferred subscription types.

  4. Detail all the email subscription types you create by describing the usefulness and type of content they will receive through emails and the frequency in which they will receive.

  5. Clearly specify to your subscribers why they are receiving their emails.

  6. Clearly specify why they find your content engaging, educational or enjoyable to explain the value of the email content.

  7. Ask your subscribers to communicate when they want or do not want the email content to include humor.

  8. Enable your subscribers to choose the options to unsubscribe and reactivate their subscription whenever they want.

It should be added that thinking through all of these options (above) will also help you to get a much better handle on your content marketing plans.

 #2 Make the most of Marketo Guided Landing Pages

Using the guided landing page option in Marketo is highly recommended to make the process of creating and managing landing pages easy. As the name implies, the guided landing page option will help your marketing team by guiding them through the creation of landing pages with templates. It also helps in applying Universal Tokens to landing pages when your teams need to update the copyright section in the footer area of the landing page.

#3 Automate your Blog Distribution

Wondering what else you can do with the leftover marketing budget for your Marketo campaign? Here is one more – you can leverage your leftover resources to promote newly released blog content or whitepapers through either email marketing or drip marketing campaigns. You can schedule and stream all the published blog articles in your intended time interval to promote them across specific segment of subscribers who have signed up to receive that specific type of email content via email preference centers.

If you are using a blog publishing or blog management platforms such as WordPress, Drupal, Typepad, or Joomla, then you can simply integrate it with the Marketo engagement platform to distribute and promote blogs through Marketo emails.

But wait, there’s more… you can also leverage you leftover resources to build advanced lead generation forms and enhance the user experience of your Marketo landing pages. You can also build Customer Referral models to improve customer success with the kinds of programs that come built in with Marketo engagement platform.

Another great way to reduce your Marketo budget is to cleanse and detox your Marketo Database to remove incomplete records, invalid data, duplicate data and other junk data by using Lead Dedupe option in Marketo.

Do you want to squeeze more revenues from your leftover marketing budget? Get in touch with our Marketo specialists to get creative, cost-effective ideas to create high impacting Marketo programs in limited budget at (408) 502 6765, at our email via services@ShowMeLeads.com or our social channels Twitter, Facebook, and LinkedIn.

How Badly the Marketo Outage Affected You & What to Do in the Aftermath?

Last week, a Marketo outage took the marketing world by storm, as the main website, Maraketo.com and its other domains, went down, causing many hours of outage. Companies, marketers and their clients were left aghast with this sudden outage incident as they were unable to log in or access any information from the Marketo website. Users and website visitors flooded with queries and questions on the best things to do to cope up with the commotion – at that, Marketo and its CEO Steve Lucas addressed and acknowledged the mishap by tweeting their cause and apologies:

“I want to sincerely apologize to you and on behalf of the entire Marketo team as we take any disruption to your service very seriously.”

However, their tweets could do little to relieve the agitation and apprehension of users worldwide.

What caused Marketo outage?

Steve Lucas, the CEO of Marketo, identified the root cause that resulted in the Marketo outage problem as “an auto renewal error”. He explained that the practice of renewing their thousands of domain properties every year is successfully executed through an auto renewal process which failed miserably this time. The auto renewal failure became a reality through a series of “human and process errors”.

The entire Marketo system seems to be up and running again normally. The present status of the outage problem can be followed from Marketo Status site: http://marketo.statuspage.io/

So, the question is exactly, how badly were your Marketo campaigns affected by this outage problem? And what things must you do as well, now that the service has been restored?

How did Marketo outage disturb your marketing process?

In addition to leaving users with inaccessibility to the official website, a large number of functionalities were potentially disturbed including –

  • Emails – links in emails were deterred as well as the issue also hindered monitoring email open performance.

  • Also, errors with delivery of Marketo emails

  • Forms in Marketo

  • Marketo Subdomains were not accessible

  • Issues related to Marketo-hosted Images

  • Third-party software integration issues

  • Smart campaign functionalities

  • Errors with integrating with Marketo supported CRM platforms

To address these potential issues hampered by Marketo outage, we have mapped the following activities essential to avoid disturbances caused to your business –

  1. Check with your browser – get a copy of the site on the browser you use for accessing the site (by pressing CMD+R on Mac and CMD+R on Windows). Also, consider cleaning the history including password, forms, cache and other elements to enable your browser to reset the cookie and site settings.

  2. Troubleshoot DNS problem – in order to avoid the risk of the Domain Name Service (DNS) returning an incorrect IP address for Marketo.com, you need to do this. First, clean the DNS cache (whether Windows or Mac) and also, by rebooting the router to clear the DNS cache saved on your router. You simply need to turn off the router, remove all the plugs from the device, and switch off the power. Wait a while, then re- connect all the plugs and switch on the device.

  3. DNS service and hijacking - If you still are unable to access the Marketo.com site, then you need to check if there are any risks of DNS hijacking which hijack site traffic to users to the malware-laden intended ISP hackers want. Also, you will need to check your site traffic, in order to check for transparent proxies which may intercept the site traffic and send to a different site which the ISP considers more accurate. You also need to ensure that you are using a VPN or a smart DNS service, and that they are running in good condition.

  4. CRM integration – once you are able to access the Marketo site and its functionalities, check if the CRM integration is experiencing any issue. To check CRM sync errors, you need to check to see if there are any Marketo notifications regarding sync issues. Consult with your CRM admin to check any inconsistency or issue noted while outage in your country.

  5. Check all the links – next, you need to verify all the links including those of landing pages, links of sub-domains of your Marketo pages, and also check with links in your email by clicking on Marketo emails from the inbox.

  6. Lifecycle of campaigns – additionally, you need to check if any errors were caused to the campaigns or triggers during Marketo outage. Especially of those triggers and batches are for any webinar or other events, CRM data or video software. Also, check and verify if there are any gap in Marketo processes and campaigns.

  7. Emails – you need to monitor those emails that were deployed during those hours that Marketo was down. Chances are those emails will suffer from high bounce rates. Look for hard bounced data that may have resulted from bounced mails during Marketo downtime.

  8. Third-party login – another significant area which might be affected by Marketo outage and that you need to check is the set of all login credentials when Marketo site is up and running. To verify a seamless third-party login, you can register for any content downloads, webinar, hit any social media ad etc.

In addition to the items listed above, you will also need to check for authentication DKIM and SPF and make sure there are no issues with these two areas caused by the Marketo outage problem.

Do you need technical assistance on verifying and fixing any issues with Marketo campaigns and restore to the optimum campaign results post-outage then, share your issues with our Marketo Certified Professionals by calling (408) 502 6765. Or connect with us via your preferred social channels Facebook, Twitter, and LinkedIn.