Deploying one Marketo instance for multiple brands

Overview: Designing, implementing and managing Marketo across regions and departments for many companies.

  • Multi-brand Marketo implementations: Deploying one instance of Marketing Automation across multiple brands/companies/regions.
  • Marketing Automation strategy, data, lead management processes, segmentation.
  • Writing how-to guides and best practice documentations for shared instances.

When various marketing departments, regions or brands consider sharing the same Marketing Automation platform, there are numerous critical factors that impact how Marketing Automation is implemented and managed, including domains and sub-domains, cross-domain tracking, data, landing page set up, field management, email subscription management, lead and customer processes, segmentation, platform and folder structure, naming conventions, just to name a few.

I have implemented and managed Marketo across regions and departments for many businesses, as well as writing how-to guides and best practice documentations for clients.

Here’s a an example of an implementation and set up of a single Marketo instance for 2 companies:

Folder structure and naming conventions for companies/brands sharing Marketo

Putting naming conventions in place is critical in any Marketing Automation implementations, even more when multiple departments or organisations are sharing the same instance.

Company 1 folder structure in Marketo:

multi brand marketo instance activities



Company 2 folder structure in Marketo:

Marketo folder structure for multi brands


Tokens set up in Marketo for consistent and scalable Program replication

Tokens are custom variables in Marketo that can be used in emails and landing pages, workflows (smart campaigns), lead scoring and more. Tokens are a huge time saver, you can set a token value (eg: copyright year, company details) in one place, and every area referencing the tokens will be updated accordingly. For example, in an email campaign, tokens can be used to populate text, images, calls-to-action-buttons etc.

Tokens are also very useful for companies/brands sharing Marketo, as information unique to each brand can be overwritten. For example, the brand name, contact details, website, social media links etc can be managed in one spot, and all assets containting the tokens are updated automatically.

Here are the tokens implemented for Company 1, before adding personalised values (ie replacing token values with the actual Company 1 information)

instance sharing tokens company 1

Tokens for Company 2, before editing each value:

marketo folder set up

Values edited for each company with their respective information:

universal tokens for multi brand marketo instance sharing


Lead and Customer Segmentation

Every new lead entering Marketo system is marked as belonging to the relevant region/department for segmentation and reporting purposes. Programs membership with relevant naming conventions are also used to identify which contacts belongs to which region.

Reporting for multiple regions or brands