All posts by Kelsey Moen

Marketing is constantly evolving as customer trends evolve. With constant change, comes an obsessive need to evaluate and test your marketing tactics to make sure that what you’re putting your time and resources into is worth it!

That’s where A/B and multivariate testing comes in.

One of the great things about marketing automation is the enormous amount of data at your disposal to test and analyze.

Whether it’s the email you’re sending or the landing page you’re driving to, there’s a near endless list of things you can test to determine the best way forward. From subject lines to call-to-action buttons to the time of day you send the email – the sky’s the limit!

Here’s a chart from MarketSherpa of just some of the various elements you can test.


All of these elements, and more, can be utilized in an A/B testing or multivariate testing campaign.

In this post, we’ll take a closer look at the differences between each testing method and best practices for starting to implement testing in your Marketo campaigns.

A/B Testing

Sometimes referred to as Split testing, A/B Testing is pretty much exactly how it sounds. You take one element of an email or landing page and change it between two versions. For example, you send the exact same email with two different subject lines, and compare open rates between subject line A and B.

Multivariate Testing

Multivariate testing is a more complex version of A/B testing. With multivariate testing, each group will see a different mix of components (images, buttons, colors, etc) to compare a wider range of options. While more complicated, and requiring a larger sample size to send to, with Marketo, you can easily duplicate and swap elements in your emails and landing pages to test.

Best Practices for Testing Your Marketo Email Campaigns and Landing Pages

So now that you know the difference between A/B testing and Multivariate testing, how do you get started implementing these techniques in your marketing strategy so you can start marketing more effectively? Here’s a few best practices to get you started:

    1. Document, document, document
      Especially as your testing methods get more complicated, make sure you have a master spreadsheet tracking what you tested and the results between tests (and ideally linking to the emails) so you can always take a step back and evaluate from a high level. This will help you as you get further along your tests and are ready to analyze the data so you can apply new standards across all your Marketo assets!
    2. Start small at first
      If you’re new to testing, start with A/B testing before growing to larger multivariate tests. It doesn’t take much extra resources to write a couple extra subject lines or use a few different emails. Just make sure you’re keeping your emails the exact same (down to the from name/email and time of day you send) except for the one element you’re testing, otherwise you’ll get into more complicated territory!
    3. Make sure your audience corresponds to your tests
      Sending out emails to a small group of partners? Or an internal user group? Maybe not the best time to test out different elements. You want to make sure you have a large enough sample size to truly get insight into the data.
    4. Don’t forget about the other important tests: like email rendering
      It’s difficult to get the full picture of what’s working and not working in your email and landing pages if your audience is having issues viewing or loading them! Use Litmus or another email rendering tool to test all of your assets before you send so you can make sure it is viewable across email platforms, browsers, and so on.
    5. Make decisions based on your data
      It may go without saying, but make sure you’re taking the time to look at the data and make decisions based on it! It’s no use testing if you’re not going to use those insights to change up your strategy for the better in the future.

Interested in learning more about A/B and multivariate testing in Marketo? Check out this recent webinar from the Marketo team, or better yet, reach out directly to our team for a consultation on how you can use your data to amp up your email marketing, and ultimately see more results!

All posts by Kelsey Moen


With GDPR fully enforceable, there’s one topic on the top of every email marketer’s minds: the opt in.

A good, and legally compliant, email marketing strategy revolves around the opt in. No one likes, with good reason, to get bombarded with emails from someone they don’t know.

The email opt in is more than a legal and courteous practice, it’s also a serious opportunity for you to set expectations for your audience and start tailoring emails to what’s most relevant for your new subscribers.

So what’s the fastest way to find out what content is relevant to your audience?

Ask them!

That’s where the email preference center comes in. The email preference center allows your subscribers to select the type or frequency of content they receive from you. Do you have different product or service groups, industries, or geographic areas with different content streams? Do you send separate newsletters for events, webinars, company updates, or tips and tricks? Do you send at different frequencies that you could split into seperate email lists (daily, weekly or monthly sends)?

Marketo Blog Opt In

Example email opt in from Marketo.

Map out the various types of messages you send, and the different ways you personalize that information to specific personas or locations, and then simply give your audience the option to self select the content they’re looking for through an email preference center. It’ll make your job easier, and ultimately be a better experience for everyone involved.

The email preference center shouldn’t only come to play in your opt in process. Just as important as allowing subscribers to tailor emails when they opt in, is allowing them to personalize the comms they receive when they ask to opt out.

Legally, of course you need an unsubscribe link in every email you send. Using the email preference center in the unsubscribe step is your last chance to talk directly to your audience and say, sorry we missed the mark here – are you interested in any of these other topics? Or would you like us to lower the frequency of emails and stay on our email list?

The email subscription center in the opt out process helps to combat the flash unsubscribe, when the reader gets one irrelevant email and fully unsubscribes from ALL emails from your organization. With an email subscription center, your audience can simply unsubscribe from the topic or frequency that’s not working for them anymore, and keep subscriptions to the topics that are, so you don’t lose out on that subscriber!

Need help mapping out your opt in or opt out process? Have questions about how to build a better email preference center in Marketo? We can help, just reach out!

All posts by Kelsey Moen

Marketing automation has changed the way marketers look at the world.  Leadous has Partnered with Marketo to bring best in class automation into the hands of those that are resource and fund constrained to leverage automation for lead generation so that everyone can experience the value of automation.

This model works best for companies that see a vision for marketing automation but want to take a step by step approach to ensuring they have all of the components in place to fully leverage marketing automation.  MA-AAS gives organizations the ability to fill all of the gaps, test, refine and plan for an expanded use of Marketo and its powerful features that drive digital demand generation.

The three options below are based on organizational and database size and are priced to provide the resources, time and investment necessary to drive results and prove ROI.

Client Company Size Small/Med Med/Large Enterprise
Contacts Database Size <5,000 5,000-10,000 10,000–30,000
Content Portfolio Count 12 18 24
RES2L Included Included Included
Content Plan Included Included Included
Campaign(s) 1 2 4
Campaign Plan(s) Included Included Included
Emails Per Month 4 8 16
Reports 2 2 4
Alert(s) 1 2 4
Leadous Modular Template Included Included Included
Weekly Meeting/Metrics Included Included Included
Standard Technical Set-Up Included Included Included
Lead Scoring Included Included
Lead Lifecycle Included
MA-AAS VISION PLAN Included Included Included
Monthly Investment $4,500 $6,500 $8,250
Total Investment $54,000 $78,000 $99,000
Commitment Expiration 12 Months 9 Months 6 Months


Includes Marketo Workspace License fee.  Does not include content development or copywriting.

Additional items may be added to any of the above packages and will affect the monthly fee.

At the expiration client agrees to rollover their workspace to a stand alone Marketo instance.



LEVEL I | 12 Months


DELIVERABLES 1 2 3 4 5 6 7 8 9 10 11 12
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎

LEVEL II | 9 Months


DELIVERABLES 1 2 3 4 5 6 7 8 9
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎

LEVEL III | 6 Months


DELIVERABLES 1 2 3 4 5 6
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Lifecycle Model 𐑎 𐑎 𐑎 𐑎 𐑎


Months equate the first 30, 60, 90 days, etc.  And do not line up to a calendar month.

Got questions? Contact us for more details!

Get a refreshing perspective on driving quality leads by optimizing the value of marketing automation platforms (MAP).  Accelerate marketing performance by introducing integrated digital campaign management and lead generation initiatives that drive qualified leads to sales.  We work with organizations at the beginning and advanced stages of leveraging marketing automation. Everyone is ready for us to lead them.

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