Anyone creating Marketo programs to support their events knows this all too well: They take a lot of time to create (and recreate). For every event you run, you have certain things that are always going to be there — confirmation emails, auto-responders, event date, event name, event time … the list could go on.
Anything that saves me time is a no-brainer (like the fact that building an event in Splash auto-creates a Marketo program), and Marketo templates are another example of that. A good set of templates will give you everything from the program structure and tokens to alerts, auto-responders, and progression status tracking.
For me, the best part of building Marketo templates is that I can reference them in Splash. So whenever we have a new type of event, I can tell Splash to automatically use a specific Marketo template as our base program.
For example, we host a lot of webinars, so I have a Marketo template made specifically for those webinars. They include all the information we need to communicate for webinars, and nothing extra. When I set the event type in Splash as a webinar, that triggers a Marketo program using my webinar template. Instead of taking me one hour to set everything up for one event in Marketo, about 80% of it is already done, and it might take me 15 minutes to finalize the program.
Plus, templates do more than just save time and alleviate stress — they also reduce user error. We’re all human. We get busy, make mistakes, and forget steps. Templates are a solid solution for this.
Pro Tip: Marketo has community and pre-built templates you can import into your instance. If your instance is new (or if you’re new to Marketo), these are a great starting point. They give you most of what you need, including things like progression tracking and naming conventions.