Thoughtworks Rebrand and Rollout of Marketo
Post on 20-Jun-2015
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MARKETO REBRAND Morag Keirns - ThoughtWorks
Chad Currie - Smith & Robot
GLOBAL ROLL OUT
INTRODUCTIONS
Morag Keirns, ThoughtWorks ● Online Marketing Manager, Digital Team
● Global IT Consulting Company - 13 countries, 26 offices
● Marketo user from Dec 2012
Chad Currie, Smith & Robot ● Creative Director
● Austin-based creative technology agency
● Working with ThoughtWorks since 2012
SCOPE OF THE PROJECT
Implement the new Visual Rebrand
New landing page samples
New email templates
New responsive layouts
Update the existing programs with new landing pages and e-mails
Roll out Litmus Testing
Roll out training to the regions
EMPOWER THE REGIONS
HOW WE DID IT Techniques, Workflow, Challenges
RETOOLING FOR MOBILE
Responsive design is the practice of letting our page automatically rearrange itself to the size of the screen.
MAKING LANDING PAGES RESPONSIVE
Marketo Page Editor Custom
JavaScript Code
User
We override the default drag-and-drop position of page elements with JavaScript built into the templates.
ADJUSTING OUR WORKFLOW
Before: New pages begin with a blank template.
After: New pages begin by cloning a sample page from a catalog of layouts.
Before: Layout is created by dragging and dropping content onto the canvas.
After: Marketers enter content into page elements provided in the sample. The template handles layout.
Before: Marketers control font, color and style with Marketo editor.
After: Marketers provide copy and images. The template overrides styling with brand standards.
LANDING PAGE RESULTS
Before After
MAKING EMAIL RESPONSIVE
Email is simpler. Marketo offers responsive templates. But we built our own for the new band.
THE EMAIL WORKFLOW SWEETSPOT
Lots of editable zones Offer limited author control over layout Require little understanding of responsive practices
Few editable zones
Offer lots of
author control over layout
Train authors on
responsive and testing best
practices
CHANGING EXPECTATIONS
● We all agreed not to edit the core set of samples.
● Authors can no longer “express themselves” with page designs. The focus is on great (on brand) content.
● Agree as an organization to make mobile a priority, accepting that “what you see is not what you get”.
QUALITY CONTROL
Supporting multiple devices requires some way to verify our work.
We chose Litmus.com because it offer dozens of virtualized devices and clients so we can test every email and landing page.
ROLLOUT
● 2 Trainers
● Melbourne, Bangalore, Beijing, Austin, New York, San Francisco, London, Quito, Johannesburg (pending)
● 2 day Workshop
● Training Manual
NOV 2013 DEC 2013 JAN 2014 Feb 2014 • Scoped the project • Determined
resources • Design Comps • Spiked Responsive
Code • Stakeholder Calls • Naming
conventions determined
• Approved comps coded and delivered
• Existing Programs Updated with 2014 assets
• Litmus purchased • Code tested,
revised
• Training Materials Created
• Program owners receive updated program assets for review
• Training begins • Image Assets
uploaded • Snippet code built
out
• Global Training Continues
• Decommission old assets and push new ones live (+150 landing pages and emails)
TRANSITION TO NEW ASSETS
60 programs
85 emails
75 landing pages
WHATS NEXT
● Localized Content
● Onboarding training
● Ongoing Training and Support for advanced campaigns, reporting and analytics
● Maintaining and refining library of assets
● Developing new programs, nurtures and personalization
QUESTIONS
THANK YOU For questions or suggestions:
Chad Currie
Smith & Robot
chad@smithandrobot.com
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