Building Your Marketo Mansion With Workspaces
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The document discusses the use of workspaces and partitions in Marketo to manage marketing complexity across multiple teams and divisions, particularly for a fast-growing B2B SaaS company. It outlines the benefits of these features, including improved organization, reporting, and user experience, while differentiating between workspaces (mini Marketo instances) and partitions (temporary lead management areas). Key takeaways emphasize leveraging workspaces and partitions to enhance marketing processes and reporting efficiency.
Building Your Marketo Mansion With Workspaces
- 1. Building Your Marketo Mansion With Workspaces
- 2. Brian Glover Sr. Product Marketing Manager Marketo Kristen Malkovich Marketing Automation New Relic Speakers
- 3. Business Complexity = Marketing Complexity • Regional teams • Multiple divisions/brands • Channel partners
- 4. What Are Workspaces & Partitions?
- 5. What Are Workspaces & Partitions? Workspace
- 6. What Are Workspaces & Partitions? Workspace Programs Workflows Assets
- 7. What Are Workspaces & Partitions? Workspace Programs Workflows Assets PartitionLeads
- 8. Map A Workspace to Multiple Partitions Workspace Partition
- 9. Create Multiple Workspace-Partition Pairings Workspace Partition
- 10. Map Multiple Workspaces to a Single Partition Workspace Partition
- 11. Share Programs, Assets & Templates Workspace Partition
- 12. Prevent unwanted campaigns from touching designated people (leads/contacts/consumers) Create a more relevant for experience for your Marketo users Simplify reporting and data management Benefits of Workspaces & Partitions
- 13. My Role – Marketing automation at New Relic The Dilemma – Fast growing B2B SaaS company with over 60 Marketo users building programs The Solution – WORKSPACES and PARTITIONS Background
- 14. • Allows for seamless expansion of different teams and marketing programs • Gives you a separate instance to test in • Easy to incorporate new companies that are acquired without the typical headaches • Enables external teams and facilitates teamwork Why workspaces at New Relic?
- 15. Workspace vs. Partition? Workspace: identical mini- Marketo instance • Advantages: separating programs, data, operational programs • Notables: you ‘share’ assets from the design studio Partition: lead “guest room” — temporary location until they qualify for CRM • Advantages: great for targeting certain subsets of customers • Notables: leads are NOT in CRM when in a partition
- 16. Structure & Strategy EOL Product Notification US Field Marketing Workspace Partition Workspace Partition Workspace International Field Marketing Targeted List Partition Workspace Default DB
- 17. EOL product notification Acquired company; wanted to honor unsubscribe but had to send EOL • Workspace: • Use old product templates • Enable new team to do their work • Partition: • Able to honor unsubscribe • Set up business rules to ‘move’ leads over • Kept all leads separate until they qualified Business Problem Breakdown
- 18. US Field Marketing Events • Workspace: • Gives team ‘space’ for their work • Facilitates better reporting • Unique RCA modeler • Partition: • Not applicable since ALL leads need to be in CRM Business Problem Breakdown
- 19. International Marketing Events and Teams • Workspace: • Gives team ‘space’ for their work • Facilitates better reporting • Unique RCA modeler • Partition: • Allows team to build lists and vet them prior to syncing to CRM Business Problem Breakdown
- 20. Targeted Lead List • Workspace: • Create unique marketing materials that won’t be used by programs • Facilitates reporting and data quality • Partition: • Create business rules for engagement to ensure routing is correct Business Problem Breakdown
- 21. Other Use Cases ● Easy wins: o Testing environment Use a seed list Removes testing from reports Awesome for nurtures, which we test extensively o Sales Rep/Internal mailings Removes employees from reporting on campaign and email performance without a smartlist filter
- 22. Reporting Impacts 1. Can use RCA and examine performance per workspace 2. Makes reporting scalable 3. New modeler per workspace 1. Marketing calendar can filter per workspace (Goals too!)
- 23. Takeaways 1. Workspaces are for Marketo users; Partitions are for leads 1. Use W&P to enforce your marketing processes 2. Leverage W&P as filters for your Marketo reporting and calendar 3. Enjoy building your Marketo mansion!
- 24. Q&A
- 25. Thank You! Kristen Malkovich Marketing Analytics Empress New Relic Brian Glover Sr. Product Marketing Manager [email protected]