Care and Maintenance of Marketo

Marketo can get cluttered and confusing–even break–if you do not regularly maintain your system. Clutter is true for other marketing automation systems as well and builds up over time, just like papers on your desk or junk in the garage.

In particular, Sales Insight is a major culprit of clutter in Marketo.

Remember to remove emails from Sales Insight on a regular basis. I know of firms that neglected a regular cleaning to end up with hundreds of emails in a giant drop-down menu inside Salesforce. The sales team was repulsed from figuring out which emails to use. So choose each email to expose to Sales very carefully and be sure to put a note in your Calendar to turn them off when they are no longer needed.

And remember that naming matters here! Be sure your emails have dates and great names so Sales knows which email to use—they are not keen to sort it out themselves.

Quick Tips to Remember When Cleaning Up Marketo

• Sales Insight: always default to Not Publish in Sales Insight.
• Monthly: turn off previous registration campaigns for dates webinars and events. Turn off or deactivate Campaigns, Sales Insight Emails, and Invitations.
• Quarterly: review Scoring, Interesting Moments, and Data Management Campaigns. Archive dated Programs, Campaigns, and Assets.
• Annual: Delete or Archive previous year’s Programs. Review Images & Files for useless files. Review Lead Management campaigns.

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