{"id":824,"date":"2015-09-29T12:16:33","date_gmt":"2015-09-29T10:16:33","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=824"},"modified":"2023-04-17T00:17:51","modified_gmt":"2023-04-16T22:17:51","slug":"retaking-control-of-marketo","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/retaking-control-of-marketo\/","title":{"rendered":"(Re)Taking control of Marketo"},"content":{"rendered":"

Is Marketo software like a bicycle?<\/h2>\n

To take in hand a new tool<\/strong>, whatever it is, is not a particularly easy thing. Whether you chose it or it was imposed on you by higher authorities, whether you were trained on it or not…<\/p>\n

We all have a daily life to manage, so taking over a new instance does not come in thirty seconds. Especially if you have to appropriate (or re-appropriate) a vocabulary<\/strong>, an interface or a language.\u00a0Are you in this situation on Marketo<\/strong><\/a>? Don’t worry, we have the solution, with this practical guide to getting started<\/strong>! So fasten your seatbelts, let’s go!<\/p>\n

Glossary<\/h2>\n

First things first: what is a lead?<\/h2>\n

The basis of the Marketo software, the definition of a lead<\/strong> is not necessarily the most obvious one – it changes from company to company and, unfortunately, from platform to platform.
\nIf, in general, marketers tend to agree that the lead represents the unqualified lead when it enters your database, Marketo has an even more specific definition: the lead is an email address<\/strong>.<\/p>\n

Unlike a CRM where there are multiple objects (lead, contact, account, opportunity on Salesforce for example), Marketo software<\/a> uses only one object, the lead<\/strong> – and everything is attached to it.
\nIt is therefore impossible to create fields related to the company or the product if they are not somehow linked to one and the same person, and especially one and the same email address!
\nThis is really the global key<\/strong>, and Marketo uses it to avoid duplicates<\/em> in the database and to recognize the different activities of your targets<\/em>.<\/p>\n

Program and (green) campaigns<\/h2>\n

In this beautiful world of marketing, we often speak of “campaign<\/strong>“. It can be an advertising campaign, an event, an emailing campaign … In short, all marketing initiatives<\/strong> use this epithet.
\nAt Marketo, on the other hand, things are a little more complicated: our campaigns are actually “programs<\/strong>“, that is to say, folders containing all the resources necessary for the proper functioning of a marketing initiative.
\nEmails, lists, but also workflows (those that define the sending of the email based on the completion of a form for example) and this is where it gets difficult: on the Marketo software, these workflows are called “smart campaigns<\/strong>“!<\/p>\n

Very simply, this gives us:<\/strong><\/p>\n