Objective.
Develop a Centre of Excellence within Marketo to ensure consistency across brand, email, and operational processes for Marketing campaign activity.
Client:
Crimson Education
Year:
2024
Background
Crimson Education’s marketing teams span 18 different products across 30 markets, and is filled out with 150+ marketers.
To ensure there is consistency across product branding, email design and function, and operational process, a Centre of Excellence was required to simplify major aspects of the marketing campaign build process for marketers, saving them time on production while ensuring all operational and legal processes - such as GDPR and CASL - are adhered to.
Strategic Planning
Working closely with senior marketers in key moments was the first step in understanding what the common needs were in determining what common builds were being used week-on-week.
To streamline the campaign build process, I developed a series of channel templates (e.g. Webinar, Drip-Nurture, One-off Email etc) that allowed the global marketers to simply clone and edit. Each template was built to ensure all emails were brand consistent, all audience targeting was pre-set with room for adjustment, and all flows were capturing all required information to ensure Salesforce was set up for success.
Connected to the Centre of Excellence built within Marketo is a training centre that supports marketers not only with step-by-step guides on how to use the platform and it’s various templates, but a wealth of knowledge on topics such as:
International anti-spam & privacy compliance
Understanding the custom Salesforce sync
Guides on A/B testing, UTM link creation, and reporting fundamentals
Software integration guides and regulations