Here are the steps you should follow in order to create an event program.
With this program you can create in-person and online events such as Webinars or Tradeshows.
Right-click in the folder you want to create the program and select New Program then a form is displayed, fill it up with the required information.
In this case, the Channel would be Webinar because we are building an online event. In Audience, you can choose the segment you want to target.
Set up the event (webinar) in the Event program by clicking on Event Actions then Event settings or clicking on not set under settings in View: Summary.
A new form pops up requesting the Event Partner, Login, and Event information. In this case, Adobe Connect is used as an event partner and the webinar name is Security Webinar.
Go to the tab My Tokens. There you can create tokes which are like variables that can be used in emails and landing pages with the purpose of saving time when you need to update information on those assets, such as titles, descriptions, dates, and time.
To create a new token, drag and drop the token type of your interest from the right to the left side. Then give a name and value to the token and save it. For instance, Name: Email From Address and Value: events@conexiogroup.com. To find more information about token types Click here.
One of the best practices in Marketo is to organize internal files of programs inside folders.
Assets folder
You can add to it all the assets you would use in the programs (Email, Event, Engage, Default). For instance, landing pages, forms, and emails should go inside of this folder.
Campaign folder
Inside this folder you should add only the smart campaigns needed in the programs.
Reports folder
This folder host local reports of the programs. Some of the most common reports are: Email Link Performance, Email Performance, Landing Page Performance and so on.
For the event, it is necessary to have three pages which are a registration page, a confirmation page, and an on-demand page.
All these pages should go in the Pages folder.
To create the registration page do right-click on the Page folder then select New Local Asset and click on Landing Page.
The landing page editor opens and there you can customize the page. As you can see on this landing page the tokens that were created in the previous steps were used.
The landing page editor opens and there you can customize the page. As you can see on this landing page the tokens that were created in the previous steps were used.
Approve the landing page by clicking on Landing Page Actions then Approve and Close.
To create the confirmation page do right-click on the Page folder then select New Local Asset and click on Landing Page.
A New Landing Page form is displayed. Fill it up with the information required.
The page editor opens and there you can customize the page. As you can see on this page the tokens that were created on the previous steps were used.
Approve the page by clicking on Landing Page Actions then Approve and Close.
The confirmation page must be linked to the registration page so that when someone sends the registration form she/he is redirected to the confirmation page. To do this click on the page name on the right side and copy the confirmation page URL from the left side under Summary.
Note: To have a working URL you must approve the page first.
Click on the registration page name on the right side then click on Create draft on the left side.
On the page editor, double-click on Primary Form on the left side then the Edit Form Settings opens. There check the option External URL and paste the confirmation URL in the field Follow-up URL then click on SWAP.
Finally, approve the page and close the editor.
For the webinar event is necessary to create at least 5 emails which are: Invitations, Confirmations, Reminder, Follow-up attendees and non-attendees.
Right-click on the Emails folder, select New Local Asset, then click on Email.
The Template Picker opens. Select the email template, enter Email Name, a short description, and click on CREATE
In the Email editor you can customize it. You can use tokens on specific places. For example, From Address, Reply to or the email body. Also, this invite should have a link to the registration page.
You can preview the email by clicking on Preview at the top right corner or send it to yourselves as an email test
Once the email is ready you should approve it by clicking Email Actions and Approve and Close.
The confirmation email is sent after someone registers for the webinar. The email contains the personal attendance link to the webinar. It is added using the token {{member.webinar url}}. Also, it is important to mark this email as operational. Reminder emails also have the personal attendance link and information to remind registrants of the date and time of the webinar. In order to create these email follow the steps here.
To make the email operational, go to the email editor and click on Email Settings then check the option Operational Email (Bypass Unsubscribe/Marketing Suspended) and click on SAVE.
These emails are sent to attendees and non-attendees after the webinar ends. The goal is to share additional information about the webinar topic. Also, these emails include a link to the webinar recording. To create these emails follow the steps here.
One of the most important tools in Marketo. They perform actions you designate based on criteria you determine. For example, you can manage registrations or send confirmation emails.All the smart campaigns should go inside the Campaigns folder. There you add the following campaigns: Registration, Bounces, Send Invite, Send Reminders, Send Follow-up Emails and, Attended on demand.
This campaign process the registrations. When someone fills out the registration form the campaign changes his/her status to Register and sends the confirmation email which contains the link to attend the webinar. To create and set up the Registration Campaign follow the below steps.
Right-click on the Campaign folder and click on New Smart Campaign then fill out the form that is displayed.
In the Smart List tab drag and drop from the right side the trigger Fills Out Form to the left side then add the constrain Web Page. Select the form from the drop down menu and the registration webpage.
In the Flow tab drag and drop the Change Program Status and Send Email options. In Change Program Status select the program name and in New Status Webinar > Registered. Also, in Send Email choose the confirmation email that was created before.
In the Schedule tab hit on ACTIVATE.
This campaign helps to manage hard and soft bounces of the confirmation email. To create the smart campaign follow the steps here. Once the smart campaign is created follow the steps below to set it up.
Go to the Smart List tab and drag and drop the triggers Email Bounces and Email Bounces Soft then choose the confirmation email from the drop-down menu.
In the Flow tab drag and drop the Change Data Value option then add two Choices by clicking on Add Choice.
Populate the form with the following information.
Choice 1:
If: Email Bounced Soft
Select: Choose the confirmation email
Attribute: Email Invalid
New Value: true
Choice 2:
if: Email Bounces
Select: Choose the confirmation email
Attribute: Email Invalid
New Value: true
In the Schedule tab hit on ACTIVATE.
This campaign sends a reminder email to all registrants a day before the webinar day. To create the campaign follow the steps here. Once the smart campaign is created follow the steps below to set it up.
Go to Smart List and drag and drop the filter Member of Program and Email Invalid.
Then Populate them as is shown in the following image.
In the Flow tab drag and drop the option Send Email and choose the reminder email.
In the Schedule tab click on Run Once then check the option Run later and choose the date and time the email should be sent.
This campaign sends emails to attendees and non-attendees after the webinar ends. The idea behind these emails is to share more information about the webinar’s topic and give access to the webinar recording to those who want to see it again or couldn't attend it. To create the campaign follow the steps here. Once the smart campaign is created follow the steps below to set it up.
Go to the Smart List tab then drag and drop the Member of Program filter and set it up as shown in the image.
In the Flow tab drag and drop the Send Email option and add two choices, one for attendees and the other for non-attendees by clicking on Add Choice, Then populate the fields as shown in the image below.
In the Schedule tab click on Run Once then check the option Run later and choose the date and time the email should be sent.
This campaign manages the people who watch the webinar on demand. When someone clicks the link in the follow-up emails and views the on-demand landing page this campaign changes the person's status to Attended on demand. To create the campaign follow the steps here. Once the smart campaign is created follow the steps below to set it up.
In the Smart List tab drag and drop the Clicks Link in Email and Visits Web Page triggers then populate the field as shown below.
In the Flow tab drag and drop the Send Email option and add two choices, one for attendees and the other for non-attendees by clicking on Add Choice, Then populate the fields as shown in the image below.
Go to the Schedule tab and clicks on ACTIVATE.
