Managing multiple brands and domains in Marketo

Managing multiple brands and domains in Marketo


Are you confused about Marketo email domains, landing page domains and branded links? Do you have several brands within your organisation and want to track things across multiple domains? You will find this article very useful.

In this blog we detail, using the example of Coca-Cola, how an organisation with multiple subsidiaries can manage their domains using the standard package of Marketo.

How RMS would advise Coca-Cola to manage their brands:

1.  Set up email domains: UNLIMITED in standard

This is the email address that emails are sent from within Marketo. Some set-up is required on your side for each of these, but Marketo does not enforce a limit.

E.g. email domains

  • nora@cocacola.com
  • marketing@powerade.com
  • do-not-reply@fuze.com
  • drinkmore@fanta.com

2.  Add munchkin tracking: UNLIMITED in standard

This is the tracking code (similar to Google Analytics code) that you place on any pages you have created outside of Marketo on any domain where you have access to the page code which allows Marketo to track web activity. Some set-up is required for each of these, but Marketo does not enforce a limit.

 E.g. Munchkin on these external websites:

  • cocacola.com
  • powerade.com
  • fuse.com
  • fanta.com

3.  Curate landing page domains [URL]: UNLIMITED in standard

When a page is created within Marketo’s own CMS, it needs to sit on a server other than your own, therefore you must dedicate sub-domains for Marketo to use. Some set-up is required for each of these but Marketo does not enforce a limit.

e.g. Landing page domains (for pages built in Marketo):

  • pages.cocacola.com
  • pages.powerade.com
  • pages.fuse.com
  • pages.fanta.com

4.  Make a Branded link: Only 1 in standard.

This link is ONLY used when an email is sent out. It is used for tracking purposes and can only really be seen by your contact when they hover over a link in an email that has come from you. Once they click this link, the page they visit will be one of your landing page domains and branded [URL] accordingly, but if they hover over the link in the email it will display the branded link domain.

e.g. Branded link:

  • news.cocacola.com

With this set-up, when FANTA sends an email the recipient has the following experience:

  • The email is received from drinkmore@fanta.com
  • IF the contact hovers over the link in the email prior to clicking it, they will see that the link they are hovering over looks like “news.cocacola.com/pagecode”
  • When the recipient CLICKS the link, they can either be taken to a page with the URL pages.fanta.com/page.html, or fanta.com/page.html that is completely branded as Fanta (a coca cola company)
  • Any activity the contact takes is then tracked within Marketo.

So why have I recommended we use news.cocacola.com as the only branded link?

The branded link is used for deliverability and trust. Your company should select the one name that is most trusted and known as their branded link.

In the case that the brands cannot be associated under an umbrella company for any reason, then your other options are:

  •  Separate Marketo instances
  • OR An enterprise edition with Workspaces

 


SO. If you’re not sure how this would work for your company, or you just want someone to sort it out for you, drop us a line! We’ll have a look at your instance and your data to devise the best course of action for you.

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