49 Actionable Checks

Enable All Features

Fill With Rules & Content

Optimize Scoring & Segmenting

Integrate Everything

Use Advanced Tactics



Checklist

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Are basic settings set?

Let's start simple.

This checklist assumes you already have a Marketo license.

If you don't have a license, let's talk. We pass on deep discounts as a Marketo partner.

Are support contacts authorized?

This is necessary to get support. Do it before something's urgent.

  1. Visit nation.marketo.com and login with the same info you use to access Marketo.
  2. Go to My Cases > My Stuff on the top menu.
  3. Click Authorize Support Contacts and add people.

Have all users been created?

Let's setup access for all who need it.

  1. Navigate to Admin (top menu) > Security (left menu) > Users & Roles.
  2. Click Invite New User and fill in the forms.
  3. Optionally, you can restrict access by creating new Roles, by toggling to that tab.

Are time zones set?

Still under Admin, navigate to Location and set the time zone.

Is currency localized?

Finally, on the same screen as above, set the Currency Format to what most your audience would use.

Is the Munchkin code added everywhere?

The next 6 steps will require help from technical staff.

You can use this template to make the request. This step relates to step #1 in the template.

  1. Still under Admin, navigate to Integration > Munchkin.
  2. Choose Asynchronus from the drop-down menu.
  3. Provide this code to a developer to add to the HEAD section of all pages.

After the code is added, you'll need to verify.

  1. Navigate to the homepage, right click, and View Source.
  2. CTRL+F to search for "marketo". Do you see the code?
  3. Repeat for blogs, signup forms, and other areas of the site that might use different software/header code.

Is the landing CNAME set?

Still under Admin, navigate to Integrations > Landing Pages.

Decide on a short subdomain to host landing pages. Our recommendation is l.yoursite.com.

You'll then request this from an IT administrator in step 2 of the IT request template.

When this has been completed, the same page in the Marketo interface will verify that it worked.

Is basic deliverability optimized?

Even the most well-intentioned marketing emails have a hard time staying out of SPAM folders.

The next steps will make sure that this problem isn't worse than it needs to be.

We'll also look at this in greater detail later, since at this stage, there's no email content to test.

Is the tracking CNAME set?

Still under Admin, navigate to Email on the left menu.

At the bottom, decide on a short subdomain for tracking email clicks, under Branding Domain. Our recommendation is e.yoursite.com.

You'll then request this from an IT administrator in step 3 of the IT request template.

When this has been completed, the same page in the Marketo interface will verify that it worked.

Is SPF set?

Still under Admin > Email, click the SPF/DKIM tab at the top.

Then click Add Domain, add your domain, and retrieve the SPF information for step 4 of the IT request template.

This screen will verify when SPF is working.

Is DKIM set?

Still under Admin > Email > SPF/DKIM.

Click DKIM Details at the top, and provide that info in step 5 of the IT request template.

This screen will verify when DKIM is working.

Is Marketo whitelisted?

If the company's email servers filter spam, it's likely that they won't trust emails coming from the company's domain name, but from an outside server. They also might report to third party blacklists.

So, it's important to whitelist Marketo.

Step 6 of the IT request template has all you need to request this.

Are deliverability Smart Lists created?

In the Database module, go to (or create) the Group Smart Lists > Operational folder > Deliverability folder.

Right click on the folder and create the following Smart Lists:

Hard Bounces - Email Invalid

  • Email Bounced
    • Email: is any
    • Category: is 2
    • Date: in past 30 days

Hard Bounces - Spam Block

  • Email Bounced
    • Email: is any
    • Category: is 1
    • Date: in past 30 days

Hard Bounces - Technical

  • Email Bounced
    • Email: is any
    • Category: is 4
    • Date: in past 30 days

Soft Bounces

  • Email Bounced Soft
    • Email: is any
    • Category: is 3
    • Date: in past 30 days

Unsubscribed with Spam Complaint

  • Data Value Changed
    • Attribute: unsubscribed
    • New value: true
    • Reason: is customer complaint received
    • Date: in past 30 days

Is "Marketable Persons" Setup?

In the Database module, go to (or create) the Group Smart Lists > Operational folder.

Then, create or verify a Smart List titled Marketable Persons with these Filters:

Black Listed: false
Unbsubscribed: false
Marketing suspended: false
Email invalid: false
Email address: contains "@"
Email address: contains "."

Are integrations and imports set?

You can't do account-based marketing without accounts.

Marketo is most effective when it's closely integrated with as many other facets of the business as possible.

We'll work on that next.

Fully integrated sales CRM?

It's a missed opportunity if there's no two-way integration with a sales CRM.

To integrate:

  1. SalesForce and Microsoft Dynamics are the only CRMs that Marketo supports.
  2. If a different CRM is used, search Google to see if the CRM supports an integration.
  3. If that's not available, check if PieSync supports the CRM.
  4. If the steps above don't work, a Northcutt developer partner can help.

If there's a client/customer database for billing, is it integrated?

It's a missed opportunity if there's no two-way integration with the client database.

This allows a brand nurture throughout the entire customer lifecycle and reduce friction from poorly targeted messaging.

  1. First, check to see if the client management/billing system supports Marketo directly.
  2. If that's not available, check if PieSync supports it.
  3. If the steps above don't work, a Northcutt developer partner can help.

However you sync, the method must allow you to segment:

  1. What products/services they've purchased.
  2. Whether active or inactive.

If there's a partner/affiliate system, is it integrated?

Does the brand have partners or affiliates?

If so, tracking these individuals with marketing automation needs implemented too.

It's a great opportunity for a partner newsletter and to track when to reach out and nurture these relationships too.

If there's live chat, is it integrated?

Most live chat services can be totally integrated with Marketo as well.

Intercom is one.

Fully integrated form services?

Third party call-to-actions are very effective (pop-ups, interstitials, etc.) are increasingly popular.

These should be integrated with Marketo too.



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