Naming Conventions in Marketo Engage

Implementing standardized naming conventions offers numerous benefits:

• Efficiency: Simplifies the search and management of programs and assets.
• Consistency: Prevents duplication and ambiguous names.
• Scalability: Supports expanding teams and campaigns by maintaining clarity as the database grows.
• Clarity: Facilitates smooth transitions when onboarding new team members or adjusting responsibilities.

Program Naming Formula

To create unique, descriptive, and searchable program names, follow this formula:

[Program Type Abbreviation] [YYYY-MM-DD] [Category] – [Short Description]

Examples

• ES 2024-03-15 Newsletter – Product Launch
• WBN 2024-05-10 Webinar – New Features
• OP 2024 Data Cleanup – Scoring Update

Key Components of a Strong Naming Convention

1. Program Type Abbreviation
   Use concise, standardized abbreviations:
   • ES: Email Sends
   • NL: Newsletters
   • WBN: Webinars
   • NUR: Nurture Campaigns
   • OP: Operational Programs
2. Dates
   Include the year (YYYY), month (MM), and optional day (DD) for easier reporting and sorting.
3. Category
   Specify the program type or purpose (e.g., Newsletter, Webinar, Data Cleanup).
4. Short Description
   Provide a clear, concise summary of the program’s objective or content (e.g., Product Launch, Scoring Update).

Folder Structure to Complement Naming

Folders and naming conventions work together to maintain organization. Here’s a recommended folder structure:

Top-Level Folders

• Active Marketing Programs: For live campaigns like newsletters, webinars, and nurture streams.
• Operational Programs: For tasks like lifecycle management, lead scoring, and data cleanup.
• Learning & Training: For internal tests, experiments, and training initiatives.
• Archive: For completed or inactive programs, categorized by year or program type.

Nested Folders Inside Programs

Within each program, create subfolders to streamline asset management:

• Local Assets: Emails, landing pages, and forms.
• Campaigns: Smart campaigns for invitations, reminders, and other workflows.
• Reports: Performance metrics and tracking data.

Archiving Strategy

To keep your instance clutter-free:

• Regular Cleanup: Move completed programs to the Archive folder quarterly or annually.
• Deactivate Assets: Turn off active assets before archiving to preserve historical data and prevent system errors.

Asset Naming Best Practices

When naming assets, avoid redundancy by keeping names simple and relevant. The program name automatically provides context, so additional details are unnecessary.

Examples

• Instead of 2024 March Webinar Invitation, use Invitation.
• Instead of Nurture Campaign Email 1, use Email 1.

Cloning for Efficiency

Marketo’s cloning feature allows you to replicate program templates. This ensures:

• Consistency in folder structure and campaign logic.
• Accuracy in asset naming and workflows.
• Time savings, especially for recurring programs like monthly newsletters or quarterly webinars.

Xgrid’s Approach to Naming Conventions

Our Certified Marketo Experts advocate for a balance between flexibility and standardization to ensure the system works across diverse use cases. Our methodology includes:

• Documented Guidelines: A central resource that clearly outlines naming conventions and folder structures.
• Training Workshops: Periodic sessions to onboard new team members and reinforce best practices among existing users.
• Customization: Tailoring conventions to specific business needs while ensuring scalability.
• Pilot Programs: Testing new naming frameworks on a smaller scale before implementation across the entire Marketo instance.

Additional Tips

• Document Your System: Maintain a Naming Convention Guide for easy reference.
• Train Consistently: Regularly educate your team on the importance of adherence.
• Test Before Scaling: Trial the naming system with a few programs to refine it before rolling it out fully.

By adopting structured naming conventions and an intuitive folder hierarchy, your Marketo Engage instance will become more organized, collaborative, and scalable—ensuring long-term success for your marketing initiatives.