What you'll learn
Key vocabulary of Marketo and marketing automation
How to troubleshoot common issues in Marketo systems
Create seven actionable reports to optimize your marketing
Understand common mistakes in report creation
Produce creative assets without a designer or developer
Master the three types of Marketo programs
Create advanced reports to improve your sales marketing alignment and your system quality
Build a business case for Marketo best practices
Requirements
You will need access to a Marketo instance. Occasionally a student finds this course useful without the software, but you'll get more out of the course if you can practice
Description
Tired of videos teaching you how to push buttons? This course is designed for the busy manager or executive who wants conversational fluency in Marketo, not a technical certificate. You'll learn how to use the essential elements of Marketo, but also how the principles of healthy systems and the reports you need to evaluate your system right now. The course includes walkthroughs and slides covering the key concepts of Marketo, including Engagement Programs, Lead Scoring, and Analytics. At the end of this course, you'll know exactly where to focus your resources to optimize your system, and how to fill in for an admin when they leave.
Overview
Section 1: Introduction
Lecture 1 Introduction
Lecture 2 How to get the most out of this course
Section 2: Speak like a Marketo Rockstar
Lecture 3 Intro
Lecture 4 Essential Marketo Concepts
Lecture 5 Advanced Marketo Concepts
Lecture 6 Troubleshooting Marketo
Lecture 7 The Business Case for Marketo
Lecture 8 How to get the most out of the Marketo Community
Section 3: Master Basic Reports
Lecture 9 Why reports?
Lecture 10 Where do I get my best leads? Create a leads by source report
Lecture 11 Which job titles perform best? Create a Leads by Job Title Report
Lecture 12 How are my emails doing? Create an Email Performance Report
Lecture 13 Which Companies Secretly Admire Us? Create a Website Visitors Report
Lecture 14 Which web pages convert the best? Create a Top Performing Web Pages Report
Lecture 15 What has Marketing done lately? Create a Leads by Quarter Report
Lecture 16 Which Programs Drive the Most Revenue? Create a Program Performance Report
Lecture 17 Common pitfalls in Marketo reporting
Section 4: Produce creative assets - even without a designer
Lecture 18 Intro to Design Studio
Lecture 19 Generate better leads with Marketo Forms
Lecture 20 Create landing pages that convert
Lecture 21 Create a professional looking email
Section 5: Programs
Lecture 22 Intro
Lecture 23 Anatomy of a Best Practice Program
Lecture 24 Creating a Basic Email Program
Lecture 25 Introduction to Complex Marketo Programs
Lecture 26 List Imports
Lecture 27 Smart Campaigns
Lecture 28 Introduction to Engagement Programs
Lecture 29 Create an Engagement Program
Section 6: Advanced Reports
Lecture 30 Intro
Lecture 31 Are my MQLs getting enough love?
Lecture 32 How awful is my lead scoring model?
Lecture 33 How dirty is my database?
Lecture 34 The Hidden Cost of Unsubscribes
Lecture 35 Should I trust my Marketo reports?
Section 7: Conclusion
Lecture 36 Conclusion
I designed this course for marketing managers and directors who want to understand how to use Marketo for their objectives.


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