Do a quick Marketo Health Check in 12 Easy Steps

Day to day operations leaves us little time to diagnose if we are using Marketo correctly. Nevertheless, it is of vital importance to periodically carry out a Marketo Health Check to maximize desired results output and to correct issues that may be affecting your business. For this reason, the following steps will guide you through a diagnosis of your Marketo, where you will be able to identify weaknesses and opportunities for improvement to take into account for your future Marketing Automation Plans.

1. Invalid Email Address Check

How:Create a Smart List with the following filter: Email Invalid = “True”

Marketo-Email-Invalid
 

Benefit: Free up processing power in Marketo by eliminating/fixing invalid email addresses.

2. Duplicate Email Addresses

How: Go to Lead Database, System Smart Lists, Possible Duplicates List:

Marketo-Duplicate-Email-Address

Benefit: Same as for Step 1,  freeing up processing power in Marketo. Also, if the results of this step show a big % of duplicate email addresses, you should consider creating a de-duplication program.

3. Multiple Soft Bounce

How: Create a Smart List with the following filter and constraints:

Marketo-Multiple-Soft-Bounce

Benefit: Identifying leads that are not active due to email soft bounce. A bounce management program could be the right approach to tackle this issue.

4. Using ALL vs ANY Filters Properly

How: When setting up a Smart Campaign or Smart Lists, always make sure to select either ALL filters or ANY filters, depending on what you want to do.

Marketo-ALL-vs-ANY-Filters

Benefit: Programming correctly the filters will allow you to specifically define how to filter information.

5. Inactive Email Leads

How: Create a Smart List with the following filters:

Marketo-Inactive-Email-Leads

Benefit: Identifying inactive leads is always key to understand what % of the database is being used for marketing purposes. If the % of inactive leads is big, you definitely should review your marketing tactics to include a bigger % of leads.

6. Leads the have not been sent an email in the past year

How: Create a Smart List with the following filter: Not was sent Email

Marketo-Not-Was-Sent-Email-in-Past-Year

Benefit: This step will help you to determine if the leads that are inactive have been in that status for more or less than a year. By doing so, you can track down the root cause of inactivity by checking your marketing activities calendar.

7. Lead creation trends in the past 6 months

How: Create a report: Analytics – People Performance – Set Up (Person Created at Last 6 months)

Marketo-Lead-Creation-Trend

Benefit: Identify months which had low numbers in terms of lead generation, analyze why this happened and take actions to prevent it from happening in the future if possible.

8. Email Deliverability, Open Rate & Click Rate

How: Create a report: Analytics – Email Performance – Set Up (Sent Date whichever period you want to analyze)

Marketo-Email-Deliverability

Benefit: These 3 indicators are essential for any email marketer. Within the email send process, you can identify where engagement is dropping and thus carry out corrective actions to increase it to be at least equal to the industry benchmark.

9. Using Email A/B Testing

How: Right click on the un-approved email to test – New Test – edit test

Marketo-AB-Testing

Benefit: A/B tests are a great tool to determine which setup yields the highest engagement and posterior conversion rates. By testing what is the ideal composition of an email prior to sending it to every lead, you will be able to reach increased open and click-through rates.

10. Communication Limits

How: Go to admin, click communication limits:

Marketo-Communication-Limits

Benefit: Be assured you aren’t accidentally sending too many emails to your audience.

11. Check SPF & DKIM Configuration

How: On the Admin panel click Emails and then the SPF/DKIM tab:

Marketo-SPF-DKIM-Configuration

Benefit: Prevent unwanted third parties to send a communication on your behalf by increasing security measures.

12. Using Progressive Profiling

How: On the Design Studio or Marketing Activities (where the Form you want to check is located) click on Edit Form and then Form Settings:

Marketo-Progressive-Profiling

Benefit: By enabling progressive profiling you can make sure you only ask for information that you don’t have.

 

This brings us to the end of a quick but comprehensive Health Check that may uncover big things. I hope that this health revision has been a very fruitful one for you. If you have any other key steps that can help Marketo users identify health issues, don’t hesitate to comment below or contact me.

Thanks!
Mauricio Caicedo

 

Suggested Posts

Job Opportunity: Strategic Account Manager

We're looking for a Strategic Account Manager who can create long-term, trusting relationship, and can quickly grasp the domain and help implement the delivery of our projects. This is a great role for someone looking for flexibility (work life balance) or increasing industry experience through working with a leading Digital Marketing and Technology agency in the region.

6 Reasons Why Your Business Should Invest in CRM

Customer-relationship management (CRM) is a system that helps businesses manage their customer database. The customers’ and prospects’ interactions with the company in the past are recorded, which can be used for marketing purposes in the future.

All you need to know about hidden UTM fields in Marketo Forms

Let’s paint a picture here, you spend a huge amount of your advertising budget a month on online ads, which seems to be driving a large amount of traffic to your page – however, you have no real visibility of the source of these leads or tracking specific details where multiple visitors land on the same web page but come from different referrers. This is where UTM fields in Marketo come to play.

University of the People (UoPeople) Increased Engagement and Conversion to 72% with Hoosh’s 2-Way SMS Solution

Established in 2009, University of the People (UoPeople) is the world’s first tuition-free, non-profit, American accredited distance learning university. With a ground-breaking online learning model and academic leadership stemming from Oxford, Harvard, and Columbia University, UoPeople is the most accessible and affordable distance learning university that offers high-quality educational opportunities to anyone in the world who has completed high school in their native country.

Job Opportunity: Strategic Account Manager

We're looking for a Strategic Account Manager who can create long-term, trusting relationship, and can quickly grasp the domain and help implement the delivery of our projects. This is a great role for someone looking for flexibility (work life balance) or increasing industry experience through working with a leading Digital Marketing and Technology agency in the region.

6 Reasons Why Your Business Should Invest in CRM

Customer-relationship management (CRM) is a system that helps businesses manage their customer database. The customers’ and prospects’ interactions with the company in the past are recorded, which can be used for marketing purposes in the future.

University of the People (UoPeople) Increased Engagement and Conversion to 72% with Hoosh’s 2-Way SMS Solution

Established in 2009, University of the People (UoPeople) is the world’s first tuition-free, non-profit, American accredited distance learning university. With a ground-breaking online learning model and academic leadership stemming from Oxford, Harvard, and Columbia University, UoPeople is the most accessible and affordable distance learning university that offers high-quality educational opportunities to anyone in the world who has completed high school in their native country.

Job Opportunity: Strategic Account Manager

We're looking for a Strategic Account Manager who can create long-term, trusting relationship, and can quickly grasp the domain and help implement the delivery of our projects. This is a great role for someone looking for flexibility (work life balance) or increasing industry experience through working with a leading Digital Marketing and Technology agency in the region.

6 Reasons Why Your Business Should Invest in CRM

Customer-relationship management (CRM) is a system that helps businesses manage their customer database. The customers’ and prospects’ interactions with the company in the past are recorded, which can be used for marketing purposes in the future.

All you need to know about hidden UTM fields in Marketo Forms

Let’s paint a picture here, you spend a huge amount of your advertising budget a month on online ads, which seems to be driving a large amount of traffic to your page – however, you have no real visibility of the source of these leads or tracking specific details where multiple visitors land on the same web page but come from different referrers. This is where UTM fields in Marketo come to play.

6 Reasons Why Your Business Should Invest in CRM

Customer-relationship management (CRM) is a system that helps businesses manage their customer database. The customers’ and prospects’ interactions with the company in the past are recorded, which can be used for marketing purposes in the future.

All you need to know about hidden UTM fields in Marketo Forms

Let’s paint a picture here, you spend a huge amount of your advertising budget a month on online ads, which seems to be driving a large amount of traffic to your page – however, you have no real visibility of the source of these leads or tracking specific details where multiple visitors land on the same web page but come from different referrers. This is where UTM fields in Marketo come to play.

University of the People (UoPeople) Increased Engagement and Conversion to 72% with Hoosh’s 2-Way SMS Solution

Established in 2009, University of the People (UoPeople) is the world’s first tuition-free, non-profit, American accredited distance learning university. With a ground-breaking online learning model and academic leadership stemming from Oxford, Harvard, and Columbia University, UoPeople is the most accessible and affordable distance learning university that offers high-quality educational opportunities to anyone in the world who has completed high school in their native country.

The Power of Using Marketo Offline Forms at Live Events

The great thing about attending live events is everyone in sales, marketing and IT can benefit from networking and gather live data of potential leads and storing them, simultaneously, into a company database. This is where Marketo offline forms become extremely convenient and useful because companies can capture live actions and record contact information from the events registration, without the use of the internet.

Increase Lead Generation by Almost 400% When You Integrate Your CRM and Marketo

Eliminate the human factor and start increasing your lead generation by integrating your CRM - Customer Relationship Management with Marketo CRM. The CRM system is an automatic method of sales management that stores existing clients contact information in one single database! First, let’s examine the common challenges most companies experience without CRM integrations.

5 tips to create an effective scoring model in Marketo

Check out how to improve your lead scoring model and the quality of leads pushed to Sales.

Skip to toolbar