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INTERMEDIATE TRACK

 The Intermediate Track is designed for experienced users who want to take a deeper dive into core concepts and more advanced techniques.  Instruction is lecture with product demonstrations.  Recommended Marketo experience:  1 – 3 years.

Agenda

Morning Session (choose one course)

Lunch

Afternoon Session (choose one course)

 

MORNING SESSION COURSES (choose one course below)

 

Building Engagement Programs

Learn everything you’ll need to get an engagement program up and running, including creating the program, adding content, building streams, adding people, and reporting on success. In this course, you’ll learn how to:

• Define the components of an engagement program
• Create an engagement program that meets your marketing needs
• Add content to an engagement program stream
• Set stream cadence
• Manage content within a stream
• Add people to an engagement program
• Track the performance of your program using the Engagement Program Dashboard
• Maintain and enhance engagement programs

 

Optimizing Email Deliverability 

Explore best practices to measure and optimize email deliverability, including designing emails for optimal performance, configuring key technical settings to authenticate your emails, and setting up your Marketo instance to ensure people receive only the communications that they want.  In this course, you’ll learn how to:

• Describe deliverability and how it is measured
• Understand how to prevent and fix deliverability issues
• Monitor email deliverability and adjust programs based on results
• Design your emails with deliverability in mind
• Increase engagement by using opt-in best practices

Note: Course does not cover Marketo Email Deliverability Powerpack (250OK) testing tools.

 

Using Marketo Analytics and Reporting

Get a firm foundation in Marketo’s robust out-of-the-box reporting and analytics.  Learn how to show the impact of your marketing efforts and focus your investment where it will have the most impact. You’ll also learn how to map and measure your customer journey, tie revenue to your marketing campaigns, and share progress through reports and easy-to-read dashboards.  

• Report on leads, email performance and web page/landing page performance by various reporting attributes and segmentations
• Create drill-down reports
• Review program performance for various channels available in Marketo
• Build a report as a local asset to a program
• Modify report settings
• Customize reports and report columns using Smart Lists
• Report on the number of leads at each stage in your revenue cycle model
• Subscribe yourself and others to a report

 

AFTERNOON SESSION COURSES (choose one course below)

 

Building Engagement Programs

Learn everything you’ll need to get an engagement program up and running, including creating the program, adding content, building streams, adding people, and reporting on success. In this course, you’ll learn how to:

• Define the components of an engagement program
• Create an engagement program that meets your marketing needs
• Add content to an engagement program stream
• Set stream cadence
• Manage content within a stream
• Add people to an engagement program
• Track the performance of your program using the Engagement Program Dashboard
• Maintain and enhance engagement programs

 

Building Programs and Campaigns

See how you can automate your programs and set them up to report on important data such as ROI and acquisition. In this course, you’ll learn how to save time by cloning existing programs, using pre-built programs, and creating tokens to quickly update variables across a program. In this course, you’ll learn to:

•Select the right Marketo program type
•Set up accurate period cost reporting by using program tags
•Build programs and campaigns to automate your marketing and acquisition
•Clone and re-use programs
•Create program templates
•Create My Tokens to automatically update variable content across an entire program

 

Marketo Certified Expert Exam Prep

Preparing to take the Marketo Certified Expert exam?  The Certified Expert Exam Prep course is designed to help you succeed. In addition to reviewing exam objectives, you’ll analyze sample questions and learn tips on taking the exam. Review topics include:

•Marketing Automation Concepts
•Lead Management&bull
•Targeting and Personalization
•Implementation and Operations
•Analytics and Reporting

 

*Please note this course is also being offered on Monday, April 30th and Tuesday, May 1st for an additional fee.  University Day students must take their courses on University Day, additional courses will incur the additional fee.

COME LEARN WITH US ON APRIL 29

Accelerate your Marketo learning and build expertise by attending University Day, with focused instruction, practical exercises, and inspiring presentations by Marketo experts. Sign up to take your Marketo skills to the next level!

University Day is an optional add-on to the Summit 2018 Full Pass

Summit 2018 University Day courses and times are subject to change. There will be no refunds for cancellations received after 5:00 PM (PST) on January 26th, 2018. University Day is not included in the Learning Passport subscription. Please sign up for the track that best fits your experience level.