GitLab Marketing Campaigns, 11 Jun 2020

Previous Meeting Next Meeting

⏯

youtube image

►

From YouTube: Marketo Tokens for increased marketing efficiencies (emails, landing pages, automation)

Description

This short video demos how using best practices for Marketo tokens (at the program level) increase efficiencies significantly for marketing teams.

Benefits:
* With program templates and tokens, you can update the tokens in one spot and have it cascade to all the right spots throughout the program
* Conversion Best Practices: build conversion optimization - character limits highly encouraged - into repeated email templates such as webcast invites, event follow up, content autoresponders, and more
* Cohesiveness: with a more structured approach, you can be confident that all emails representing the GitLab brand meet the guidelines, allowing more focus on the message and tactic at hand
* Less risk: no need to be an email coding wizard - this takes the guesswork out and limits coding errors because you don't have to edit the email, you won't even need to open the email - just update the tokens, preview, and send yourself a test
* Significant efficiency gains - instead of editing (for a piece of gated content, for example) four disparate pieces of the program...the nurture email, autoresponder email, landing page, and interesting moment in the automation...you update the tokens in one spot and test the program in it's entirety.

That time saved ads up, makes our marketing team more agile, creating less barriers to a team member using Marketo, and allowing more time for strategic focus.

Tokenized Program: https://app-ab13.marketo.com/#PG5229A1
Tokenized Email: https://app-ab13.marketo.com/#EM15706A1LA1
Non Tokenized Email: https://app-ab13.marketo.com/#EM15133A1LA1

* I hope this doesn't mess anything up for you Nout!

A

I wanted to do a quick demo of what I mean by tokenizing templates, so that we can use the new email templates with tokens and make us much more efficient, using Marketo in a way that can drive such increased efficiencies for all teams. Adults. My question is: can you look at these two emails and tell me what the difference is.

A

It's actually a trick question, because these are exactly the same, except that the setup for this one is using tokens and what I mean by tokens is that it's using Marketo tokens which are at the program level and can be applied throughout the entirety of your emails. Your interesting moments, your landing pages. It can build a significant amount of efficiency if you use them properly and use them in best practice manner.

A

In this example I'm using these tokens throughout the email copy, and that made it so that I can change these tokens and on the fly, have the email reflected immediately. So if we look at the actual copy, that's in this email, you would see it in not the tests or in the written version, but in the tokens. So as a as a marketer who maybe doesn't have experience with email coding and doesn't want to. You know, risk messing up the code or having to have somebody come in and QA something if it looks wrong.

A

I take out the stress of having to worry about that by using tokens. Sender named sender, email web cast idle web cat or sub header. All of these things can play throughout both the emails, the landing pages and by emails. I made the invitation you can set up a template. That's like let's say this is the on-demand email viewing segment or email template. Then we have one for the invitation, the follow-up. It can all be templatized with tokens to make it super simple: to launch a webcast or gated content. Or what have you a campaign?

A

You know so you'll see also, let's say: I changed this title: I love tokens or bullet when I gets a we're, gonna go back to the tokenized version and go to preview, and that token is now reflected in the email copy. So it's not a matter of taking out flexibility as a matter of building structure around what we believe to be the best best practices for conversion practicing them throughout making sure that we have short, concise copy.

A

That really gets to the point of what they're, what the end user is receiving in the content webcast campaign, whatever it is that we're sending their way- and this is also clickable- it is the exact same email. It's just using tokens at the program level to take out the worry of email coating and make it faster to launch different tactics.