Practicing Marketo without training: the 10 mistakes of the layman

The basics

5mn   Beginner Level

Are you a digital native and understand any new interface you come across very quickly? Do you like to jump right into the action and prefer to learn the rules on the job?
Well, do as you please. But be warned: ignoring a minimum of Marketo best practices can seriously damage your career!
Here are the ten most common mistakes made by laymen who overestimated themselves.

1. No program cost

Creating a program without indicating the cost of the program will prevent you from accessing a whole world of analysis reports! Even if you can’t figure out what a campaign costs you, don’t leave the “period cost” field blank.

2. No channels

It’s true, you can send an emailing without worrying about channels, program status or contact progress. But then you miss out on all the interesting part of the analysis, and you deprive yourself of great targeting opportunities.

3. Insufficient templates

To get the most out of Marketo, you need to take time to create charted and responsive templates: this will facilitate the work of your marketing colleagues who don’t necessarily have any knowledge of code.

4. Confusion between batch and trigger

In the smart list of Marketo campaigns, we sometimes find simple filters where we should have triggers. This is a pity, because it is thanks to triggers that we can talk about marketing automation!

5. Fancy naming

You may think that respecting a nomenclature for campaigns, programs and resources is a waste of time. On the contrary: it’s a huge time saver when you can do a search or a targeting based on a part of the name!

6. Anarchic folders

The main problem with a bad folder structure is that the colleagues who will come after you might not understand your logic! So think about the others…

7. No acquisition data

It’s important to remember where each contact came from and when it was added to Marketo: not only is this the basis of sound data management, but the RGPD requires us to do so!

8. Incorrectly set up reports

This is a classic: reports that are falsified because they have been set to the wrong period, the wrong resources… or without excluding collaborators from the smart list.

9. Obscure field names

The lack of clarity in a field name can lead to misinterpretation, and then it’s a tragedy! This field will collect data that have nothing to do with each other.

10. Duplicates galore

And yet, what could be simpler than creating a smart campaign that identifies duplicates due to a small variation in one of the fields?

Of course, people who have taken a Marketo training are immune to these dangers because they have been made aware of the Marketo good practices!

Posted By Sylvain

For the past 20 years, Sylvain has been choosing and assembling the best technologies for his key account clients, to help them create a successful end-to-end customer experience. Surely the Leonard of the team, he is a fan - and expert - of Marketo! He sits next to his clients, drives them forward and makes Marketing Automation projects succeed with his team.