Marketo For Managers

Finally! A course for the busy marketer to master the essentials of Marketo

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.