Leverage Marketo Token Programs

One powerful tool to leverage in Marketo is tokens. Program tokens are reusable contents  that marketers use across multiple assets within a specific program. Tokens dramatically increase the speed of campaign creation by enabling you to easily change asset contents across your different landing pages, emails and smart campaigns.

One great example would be a program that includes a reminder notice and a registration confirmation. Usually content in such programs tends to stay the same except for the key details such as date, time and location. But with the help of tokens, all these key details can be updated easily and uniformly while reducing the percentage of error.

Consider the setup of an average webinar, where you will have local assets such as emails, landing pages and smart campaigns. Sometimes you even have to either create them from scratch, edit or clone past events. All these processes could be very time consuming.

Before we start, let’s take a look at some examples of Marketo tokens.

•  {{my.Webinar Title}} – The most used token in a webinar program. This is the title that is used in every asset, sometimes multiple times.
•  {{my.Webinar Date}} – The date of the webinar that is used in various confirmation emails, invites, landing pages and more.
•  {{my.Webinar Time}} – The time of the webinar that is used in various confirmation emails, invites, landing pages and more.
•  {{my.Webinar Image Banner}} – Link to the image file that is used for all the thank you and landing pages.
•  {{my.Webinar Hero Image}} – The hero shot for the landing page.
•  {{my.Webinar Detail}} – The copy used for the landing page.
•  {{my.Webinar Phone Info}} – Phone information for the webinar that is added to reminders.
•  {{my.Webinar Registration Link}} – The link that comes from the webinar provider so the registrant can attend the webinar.

From the list of tokens above, it can be seen that almost anything can be made into a token. This is impactful because what you only need to do is to edit the tokens and the contents in your program will be automatically updated. Also, as mentioned above, this will greatly reduce the percentage of error in your programs and campaigns. Program tokens is a tool that separates the great from the good digital marketers.

With the help of tokens, marketers only need to configure the content in each of the assets once and linking the content to the tokens. If this is done correctly, a marketer can configure all the values as tokens and avoid the need of having to edit the content directly as all this is done only to the tokens and these tokens will auto-populate the asset with the latest and most updated information.

No doubt that the initial phase of setting up the tokens within your programs may take some time, but by doing so, you will reap the fruits of its labour as it proves to provide more data consistency. Also, it makes it easier to standardize all the information by only editing the information tagged to each token.