Adobe Summit 2023: DRY Clean Your Marketo Engage Instance

Adobe Summit

Hello and welcome to, the site to help you grow your marketing operations career and work smarter. If you landed here via my Experience Maker’s Spotlight presentation at Adobe Summit and are looking for more about “DRY cleaning” your Marketo Engage instance, you’re in the right place.

Marketo Engage is built on the database language SQL (pronounced “sequel”). When you build Smart Lists and Smart Campaigns, Marketo is compiling SQL under the hood. You can apply a programming strategy called DRY methodology to simplify and streamline your work.

DRY = Don’t Repeat Yourself. You only want to write a line of code once, and trigger or reference it in many places. If you need to find, change, or update the code, you only need to do it once. The opposite of DRY of course is WET, or Write Every Time, and you don’t want to do that—it’s time-consuming error-prone.

In my presentation, I highlighted two ways to DRY clean Marketo Engage: confirmation emails and error notifications. There are tons of other applications: lead scoring, lead sourcing, Interesting Moments, snippets for emails and landing pages, global forms, and more.

Below are my slides so you can start DRY cleaning Marketo Engage on your own. You can also download a PDF.

You can now watch the session on demand for free. My presentation starts at 35 minutes in, but you should definitely check out Jessica Meyers’ troubleshooting tips and John Charlesworth’s deliverability advice.

While you’re here, why don’t you take a look around? Learn WTF is Marketing Operations or peruse posts about Marketo Engage.

I’d love to hear how you plan to use DRY cleaning to simplify and streamline your own Marketo instance. Leave a comment below!

Leave a Reply

%d bloggers like this: