MARKETO REBRAND Morag Keirns - ThoughtWorks

Chad Currie - Smith & Robot

GLOBAL ROLL OUT

INTRODUCTIONS

Morag Keirns, ThoughtWorks ●  Online Marketing Manager, Digital Team

●  Global IT Consulting Company - 13 countries, 26 offices

●  Marketo user from Dec 2012

Chad Currie, Smith & Robot ●  Creative Director

●  Austin-based creative technology agency

●  Working with ThoughtWorks since 2012

SCOPE OF THE PROJECT

Implement the new Visual Rebrand

New landing page samples

New email templates

New responsive layouts

Update the existing programs with new landing pages and e-mails

Roll out Litmus Testing

Roll out training to the regions

EMPOWER THE REGIONS

HOW WE DID IT Techniques, Workflow, Challenges

RETOOLING FOR MOBILE

Responsive design is the practice of letting our page automatically rearrange itself to the size of the screen.

MAKING LANDING PAGES RESPONSIVE

Marketo Page Editor Custom

JavaScript Code

User

We override the default drag-and-drop position of page elements with JavaScript built into the templates.

ADJUSTING OUR WORKFLOW

Before: New pages begin with a blank template.

After: New pages begin by cloning a sample page from a catalog of layouts.

Before: Layout is created by dragging and dropping content onto the canvas.

After: Marketers enter content into page elements provided in the sample. The template handles layout.

Before: Marketers control font, color and style with Marketo editor.

After: Marketers provide copy and images. The template overrides styling with brand standards.

LANDING PAGE RESULTS

Before After

MAKING EMAIL RESPONSIVE

Email is simpler. Marketo offers responsive templates. But we built our own for the new band.

THE EMAIL WORKFLOW SWEETSPOT

Lots of editable zones Offer limited author control over layout Require little understanding of responsive practices

Few editable zones

Offer lots of

author control over layout

Train authors on

responsive and testing best

practices

CHANGING EXPECTATIONS

●  We all agreed not to edit the core set of samples.

●  Authors can no longer “express themselves” with page designs. The focus is on great (on brand) content.

●  Agree as an organization to make mobile a priority, accepting that “what you see is not what you get”.

QUALITY CONTROL

Supporting multiple devices requires some way to verify our work.

We chose Litmus.com because it offer dozens of virtualized devices and clients so we can test every email and landing page.

ROLLOUT

●  2 Trainers

●  Melbourne, Bangalore, Beijing, Austin, New York, San Francisco, London, Quito, Johannesburg (pending)

●  2 day Workshop

●  Training Manual

NOV 2013 DEC 2013 JAN 2014 Feb 2014 •  Scoped the project •  Determined

resources •  Design Comps •  Spiked Responsive

Code •  Stakeholder Calls •  Naming

conventions determined

•  Approved comps coded and delivered

•  Existing Programs Updated with 2014 assets

•  Litmus purchased •  Code tested,

revised

•  Training Materials Created

•  Program owners receive updated program assets for review

•  Training begins •  Image Assets

uploaded •  Snippet code built

out

•  Global Training Continues

•  Decommission old assets and push new ones live (+150 landing pages and emails)

TRANSITION TO NEW ASSETS

60 programs

85 emails

75 landing pages

WHATS NEXT

●  Localized Content

●  Onboarding training

●  Ongoing Training and Support for advanced campaigns, reporting and analytics

●  Maintaining and refining library of assets

●  Developing new programs, nurtures and personalization

QUESTIONS

THANK YOU For questions or suggestions:

Chad Currie

Smith & Robot

chad@smithandrobot.com