How to balance workload in Marketo?
The excessive workload can sometimes make your Marketo slow. This issue is more prevalent in older automation systems. Here, we will try to understand why your marketing automation is slowing down and what are the best practices you can follow to run your system efficiently.
What causes Marketo to slow down?
Like any software, Marketo has its own limitations. It is basically designed to handle marketing activities such as emails, lead scores, and syncs. However, many Martech professionals use Marketo functions such as data normalization, content personalization, and lead lifecycles to perform several other tasks. This puts an extra load on Marketo, which eventually makes it slow over a certain period. Many trigger campaigns, high lead volume, and increased complexity of smart lists are three essential contributors to a Marketo slowdown.
How to manage the load in Marketo and speed it up?
Following are some tips you must follow to boost up your Marketo and increase its efficiency:
Reduce the number of triggers
Trigger campaigns that are always active. Each time a lead changes, the lead must check if it triggers a particular condition. The greater is the number of trigger campaigns on your instance, and higher the loading time on your system. There are specific ways to cut down the number of triggers in Marketo. Prominent ones among them are:
- You can shift your behavioral-based triggers to a daily batch.
- Cut down your rules for qualification.
- Decrease the number of leads that can pass through a filter.
- Use auto deactivation.
- Maintain the quality of your database.
Reduce the complexity
You may place filters in your triggers to decrease the complexity of your system. Also, avoid using too many nested smart lists within a particular smart list. Remember, the greater the system complexity, the higher the time taken to process the information.
Set batch time to night hours
Since the movement of leads is usually higher during day hours than at night ones, setting batch time to night hours will help reduce the rush on your system.
Leverage wait steps in processing
It is observed that some campaigns are affected by a race-like condition between them and the CRM. To alleviate this, you may add some wait steps at the start or middle of your workflow so that the overall flow of the system is maintained.
Is the vendor responsible for a Marketo slowdown?
The answer is both yes and no. Infrastructure by vendors is often designed for a shared load. Since each organization has different needs, some companies may surpass that threshold, hindering their normal functioning. Also, many customers initially underestimate their needs and buy a solution that isn’t a fit for their organization.
Therefore, you must work with your vendor to determine what can be done and the steps needed to improve your efficiency.
Efficiency in Marketo hinges on a synergistic blend of intelligent strategies, prudent campaign management, and cooperative vendor engagement. Balancing workloads is an ongoing endeavor that reaps rewards in sustained performance and optimal outcomes. By implementing these recommended practices, you’ll be empowered to orchestrate your Marketo operations with finesse, ensuring a seamless and efficient marketing automation journey.
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