Marketo is widely known as a marketing automation platform that’s scalable to meet the various needs of large enterprises. What’s not as commonly known is that Marketo comes pre-built with all of the tools to handle marketing operations for businesses with multiple brands. You really just have to configure the platform to work in a way that matches the needs of the many different brands in your firm.
So you’re a Marketo admin who has been tasked to work with more than one brand. Where do you begin to update your instance? Should everyone in your marketing department have access to all of your company’s brands or are there specific marketers designated to work on specific brands? When a lead from a specific brand becomes marketing qualified, are they treated in a different manner than leads from other brands?
In my recent presentation to the Indianapolis Marketo User Group, we went through all of the major considerations when designing your Marketo instance to work with multiple brands. We even went through a few fictitious examples continuing from our General Mills cereal brands article about configuring multiple domain names in Marketo.
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