GitLab Marketing Campaigns, 24 Jul 2020

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From YouTube: Marketo Gated Content Program Setup (marketo clone, tokens, landing pages, and automation)

Description

Handbook: https://about.gitlab.com/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/gated-content/#marketo-automation-and-landing-page-creation

If that doesn't work, try this:
https://about.gitlab.com/handbook/marketing/gated-content/#marketo-automation-and-landing-page-creation

A

All right in this video I'm going to dive through the process to clone and create a gated content program in marketo with the new process using the marquette landing pages. So a quick overview of what you'll be doing when you're setting up a new gated content program, you'll be creating a marketo program, updating the tokens and syncing to salesforce campaign, editing the registration and thank you page urls, activating the smart campaign, updating the salesforce campaign and then testing the live, registration, page and flows and then separately.

A

A different issue would be to add the new content to the resource page. But we won't be covering that in this video. So to start we're going to clone the template for the gated content program, so clone and we'll clone it to a campaign folder and the cam and right here, you'll name the program, so you'll go y, yyyy, underscore type underscore content name so essentially, it'd be like 2020 underscore ebook underscore um ci best practices.

A

And we'll put it in the folder for content marketing- and you can add your epic here if you want to do that, get that out of the way it's nice to reference in your program so that anybody coming to it in marketo can quickly reference it in gitlab, so we'll create, and then the next step will be to update the tokens and sync to salesforce.

A

You can do this in either order, but I prefer prefer to just sync to salesforce: have that out of the way and then update the marketo tokens marketo tokens we've tried to make this process as efficient as possible by using a character limit checker. So anybody in content, marketing fieldwork whoever is creating the copy for the landing page, would be writing the copy in here.

A

So as you type it in it'll, tell you the minimum and maximum for that section of the landing page, and that will be that will confirm that whatever copy is written is going to fit well in the page and meet best practices for conversion.

A

I've just copied this um the example into the actual um piece that then ties down to the copy paste values that you would be using for your tokens. So this all might not make sense yet.

A

But when we look at the tokens in marketo, you'll see it in this exact order and you'll be able to copy paste this straight into the program, making this really efficient and super fast and confirming that you won't have to go back and forth a bit to try to get the right character limit for the landing page, which should make everyone more efficient in launching new gated content.

A

So now we have our program cloned and it has all of the related assets, smart campaigns- and this is actually an archive. So when I can return archive folder ignore that part. Basically, the main things in your program are another registration, page, the thank you page and the confirmation for pat factory it. um It includes a link to that factory and the downloaded content uh smart campaign in marketo.

A

You may say: oh why a registration page, it's just like we'll just keep it consistent through all of the programs. So, even though they're downloading content, we don't want to get it confused with the page that they're actually downloading the content on which is the thank you page, we'll just use registration page, meaning the form is on that page. Thank you, page, meaning this is the page after you register after you fill the form so again salesforce campaign.

A

Let's quickly, sync, that over it's really quick and simple to do it in this manner, rather than creating the program or the campaign and salesforce and then waiting for the sync so we'll choose create new, don't have to worry about the name, leave it exactly as it is in marketo, so leave it, as is again you'll drop in the link to your epic.

A

I don't have one so I'm just gonna leave that blank, but you'll put in the epic you'll update that later in the setup so save, and that will now create a corresponding and synced campaign in salesforce.

A

Let's go to the marketo tokens like I said, all of the copy is now con included right within this set at the bottom of the character limit, checker doc, the person who's requesting the landing page or who's. Basically, the owner of the campaign landing page or campaign content landing page will then be copying and pasting this into the issue. So it should be really quick and simple for the person creating the program to copy paste all this into marketo, so I'll.

A

Take this I'll, give you a quick example of a few places where you're creating this. In the marketo token, oh, actually, I have the exact same copy that was in the character limit, checker it'll everything, that's fitting in right here will cascade throughout the assets and the smart campaigns in the program.

A

So the reason this is more efficient is you can update bullet one two, three: four: if you put those tokens into the confirmation, email and the registration page and what the heck, if you put it in automation in the campaign, it would all flow throughout. So you don't have to replicate so that at a later point, if you needed to update something, you update it in one spot right here and it cascades throughout, you don't have to go edit five different things in the program, so it's much more efficient.

A

I'm not going to go ahead and update all this, because I think I hope that you maybe understand this, um but I will show you the next steps for content gating. So you've now created the marketo program, you've synced to salesforce. You would have updated all of these tokens according to the copy, that's in the character limit, checker or in the issue, and the next step is to update the url page settings so go to edit url settings you're going to put it in with a a format of resources, dash type of content.

A

So in this case an ebook dash name of content, so ci best practices. I recommend command a command c copy. Yet let it throw away. We don't need that url we're not trying to create a redirect in the admin area. So let's just throw that away. We're gonna then edit. The url tools with the url tools, edit the url settings for the thank you page- make it exactly the same so again, resources dash type dash name of content and then we'll add a dash, oops dash, think dash.

A

U dot, html hit, save and now you'll notice that it's reflected in the live um url settings. So here we go in testing or we're not going to test. Actually yet we're going to activate the smart campaign, click to download content.

A

You don't need to check this I'll review it, but essentially because we have put tokens throughout the automation. You won't need to do anything here. All you'll need to do is hit schedule activate, but I'll just quickly go through what the smart list and flow is so that you have some understanding of what the program is doing. So the smart list is listening for a fills out form is any on the web page within the program, because this is cloning and using the marketo landing page within the program.

A

It automatically picks up that the registration page is what it's listening for, so no change needed. There follow the flow will. Then, let's see send the confirmation email so again, because that's built into the program, you don't have to do anything just let it blue it'll remove from flow if they're at gitlab, because we don't need to inflate the numbers in the program. So let's just pull them out at that point. They'll receive the confirmation email, but they won't go through the rest of the steps.

A

Next step change, program status, so we'll change the program status to downloaded for gated content. That's a good way to double check that your visible attribution touch points are matching up with the downloads and make sure that everything's firing correctly for attribution reporting interesting moment will apply downloaded the content type. So this again is actually included within the tokens and the content title. So again, that's in the tokens so no need to update that change. Data value acquisition program will become ci best practices.

A

This program, the person source and initial source, will update to content type sfdc. The reason that's separated is, for example, maybe we have a new content type, but we don't really want to go through all the steps just for media one-time thing. I know in marketo, looking at some of the content types, we have lots of ebooks lots of reports, lots of videos and white papers. We only have one assessment: we didn't create a new person source for the assessment or the estimator and really important here is.

A

If you put in a value that is not recognized by the sales force field, then you will actually throw an error and the record will not sync to salesforce. So it's really important that we only use a specific set of values for the content, type, sfdc and you'll see those I'll show them in a moment. You'll see those reflected in the list here. So as of right now in salesforce, the only options are: where is it content type sfdc?

A

And I made a note here so hopefully you will recognize it white paper report, video ebook general, so for the assessment for the estimator we use general, but for the rest we use the ones that are recognized by the salesforce field.

A

All right, so we've created the marketo program. We've updated the tokens, we've synced to salesforce campaign, the next step and actually another stuff we've done is updated. The urls for the registration page and the thank you page. Next up we'll activate nope already. Do that activate a smart campaign. It goes so fast. This is so efficient right, we'll update the salesforce campaign.

A

So if the I have a shortcut here, because I use this quite often there is a campaign view for gated content and in there it's in order by create a date or maybe that's just for me, because I've accepted done this often campaign name you'll find the last created campaign at the top, which should be your campaign.

A

So we'll click to the campaign and we'll update the things that are required of the salesforce campaign, which is, let's see I'm referring to the handbook page, which you should be referring to as you follow this video along you'll update the campaign owner to be yourself just a note if you start editing a bunch of fields and you change the owner, while you're in the middle of it, it won't save.

A

So I go ahead and change the campaign owner immediately, so I should be the only jackie ragnola, most likely that's the case, um then we'll update the activated field or, honestly, everything is pretty much set. You just need to check that. It's as it should be so activated should be checked description. It should include your epic already. I usually include the landing page url or the registration at this point in the setup. So I would copy paste this into the description and shortcut is to just double click on the field.

A

So epic, you already have it landing page. You put that in there I'm actually going to cancel I'm afraid. Someone might see this and think it's real um start date should be the date of launch, so maybe the date that you're creating this or the day after and the next one should be the following year, so mine would be 7, 23, 20, 2021 and the last step would be budgeted cost.

A

So this is an analyst report. You should receive the cost of the analyst report from the analyst relations team if it's a competitive pdf, get it from um the competitive team and so forth. If it's in-house, you can add in zero as the budget of cost, I'm going to check with marketing ops to make sure that I'm right on that, but whatever is accurate, is going to be in the handbook, so just check that and from here we're all good to go hit.

A

Save everything is as it should be, and we'll go back to the registration page, because it's time to test it so view this page you'll check that the copy that you put into all the tokens is reflected across the board. So right now you'll see content title.

A

That's because, in the tokens, my content title is content title, and this is a short value statement of what's inside, that will align to subtitle so you'll see the tokens reflect in the landing page.

A

All of this is just what I have in the tokens and we'll go ahead and test the form, so everything is looking right, download asset type. Now again, that's also built into the tokens with the um I said type. Where did they put that it's in here somewhere or I'll check on that um we'll go ahead and fill out the form so I'm gonna use the george blues fill that in job title, uh whatever.

A

I really get my privacy policy I'll download, and then I will come to the thank you page, so it will be the page that you created. Thank you for downloading this. uh It will say click here to view your ebook, for example, and right now it says this is as it will here for the end user, because that's what my content type currently says when you click that you'll be brought to a path factory link. This doesn't work right now because our tokens say pathway to anything without the email tracking part.

A

So when you're testing, you should be able to see, this may do another rendition of this video that shows with live urls and from there you'll be testing the path factory link, checking that the lead does not receive a pop-up when they are a known user and checking the confirmation, email but more to come in a later video. That's the start of setting up a gated content program with the landing pages, follow-up, email and all the automation.