Marketo Assets: All You Need to Know

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Published on: April 6, 2023 Updated on: June 12, 2024 views Icon 495 Views

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Olympia Bhatt
Olympia Bhatt LinkedIn

Freelance Content Writer

Olympia Bhatt wears many hats, marketing and content writing being one of them. She believes a good brief writes itself like an AI tool.

Article Reviewed By: Rahul Saini LinkedIn

Table of Contents

There are nearly 5.18 billion active internet users and 4.8 billion social media users globally. Simply put, there’s a great opportunity for your brand to engage with audiences and drive massive growth for your business. One of the most effective ways to spread brand awareness and generate leads is through marketing campaigns. 

And if you use Marketo digital assets to amplify your marketing efforts, you’re already on your way to achieving marketing excellence.

Marketo digital assets are the customizable content pieces that form the building blocks of your marketing programs. These assets provide marketers with the tools to build sophisticated automated marketing campaigns that resonate deeply with audiences on a deeper level. 

In this blog, we'll delve into the concept of Marketo digital Assets, exploring their benefits, and how to effectively implement them in your marketing strategy.

What are Marketo Local Assets?

Marketo offers a versatile range of local assets, each designed to address specific facets of your marketing initiatives. These assets are the foundation upon which you can build automated marketing campaigns that seamlessly reach your target audience. Here are the various local assets you can harness within a program:

  • Smart Campaigns: They are used to do most of the marketing activities such as sending emails, scoring leads, and updating field values. and much more complex jobs. The two types of Smart Campaigns are Trigger and Batch campaigns.
  • Static Lists: Static lists are based on the logic of adding/removing each person. 
  • Smart Lists: Smart lists enable you to locate specific groups of individuals by applying straightforward filters. They're utilized across Marketo in smart campaigns, programs, reports, segmentations, business models, engagement programs, dynamic content, and more.
  • Report: You can create different kinds of reports in a program. They help team members, managers, and owners of the company easily monitor the progress of all your Marketing efforts. 
  • Email Programs: With email programs, you can send out emails, build A/B tests, and track your results all in one place. 
  • Email: After setting up your email program and selecting your audience, it's time to pick the email you want to send. You can either use an email you already have or create a new one from scratch.
  • Push Notifications: With Marketo mobile engagement, you can make notifications for your app, similar to creating emails. To send push notifications from your app, your Marketo Admin and app developer need to set things up first.
  • Landing Page: Landing Pages are web pages hosted by Marketo. You can create and update them and the template you choose determines what landing page editing mode you’ll be working in. 
  • Forms: Create and use a form on a landing page to generate new names.
  • Test Group: Marketo keeps count of how many times people view a page and fill out forms on that page in a Test Group. You can use these results to identify which Landing Page is the most interesting to people.
  • Social Button: A social button encourages folks to share your content with their connections. Place it on landing pages, Facebook, and your website.
  • YouTube Video: Add videos to your landing pages and let people easily share them on social media.
  • Poll: Engage people by using a poll where they can vote and share it with friends on social networks. You can place it on your landing pages, website, and Facebook.
  • Referral Offer: Referral offers give people a reason to refer their friends. Set up goals and rewards for successful referrals. You can use them on landing pages, your website, and even on Facebook.
  • Sweepstakes: Referral offers motivate people to recommend their friends. Create targets and rewards for successful referrals. You can utilize them on your website, landing page, and even Facebook.
  • Vibes SMS Message: You can create vibes SMS in the Marketing Activities.

What are Marketo Global Assets?

Global assets are found within Marketo's Design Studio tab, where they are localized. These assets can be either simple assets or template assets. The Design Studio serves as Marketo's digital asset manager, housing images, files, and global assets.

What is Marketo Digital Asset Management and Why It is Important?

Marketo digital asset management is the process of storing, organizing,  securing, and sharing digital assets throughout a company. This includes everything from images to videos, audio files, animations, interactive ads, and more. There are plenty of reasons Marketo digital asset management is important. Here are some of them.

  • Increased Productivity: It significantly boosts productivity by offering a centralized repository for digital assets. Rather than spending excessive time searching for files across various locations, teams can access and retrieve assets swiftly. This efficiency translates into saved time, reduced frustration, and accelerated content creation processes.
  • Improved Brand Consistency: Maintaining brand consistency is a hallmark of successful marketing. Marketo digital asset management plays a pivotal role in upholding a uniform brand image by providing authorized teams with access to approved assets. By ensuring that logos, templates, and other brand-related materials are consistently used, digital asset management safeguards brand integrity across all campaigns and materials.
  • Enhanced Security: Protecting sensitive and valuable digital assets is paramount. Marketo digital asset management offers robust security features, allowing organizations to control who has access to specific files. Access control and permissions ensure that only authorized personnel can view, edit, or distribute assets, safeguarding sensitive information and intellectual property.

Marketo Local Assets and Global Assets Demystified

Marketo offers two distinct types of assets for crafting dynamic campaigns: global and local assets. Understanding their differences can empower marketers to optimize their campaigns effectively. Here are essential pointers that highlight the disparities between global and local assets.

  • Local assets are customizable content assets that help you build the campaigns and are localized within a specific program. On the other hand, global assets are localized in the Design Studio (Marketo’s digital asset manager) tab in Marketo, and they can be either simple assets or template assets. 
  • Local assets are campaign-specific and may vary from one initiative to another. They allow for tailored content that aligns with unique campaign goals. On the other side, global assets are reused across different campaigns and programs. They maintain uniformity and uphold brand standards, ensuring consistent messaging.
  • When cloning campaigns, local assets need to be recreated, as they're not shared across campaigns. This can lead to individual asset management for each cloned campaign. When global assets are updated, the changes are reflected in all instances where they are used, ensuring changes are consistent throughout.
  • While local assets are contained within the specific program they are created in, global assets are managed centrally in the Design Studio, easily accessible for use in different programs.
  • Program templates can also include local asset placeholders, allowing for efficient content creation. On the other hand, global assets are commonly used in program templates to ensure consistency across campaigns.

How to Implement Marketo Assets in Your Marketing Strategy?

Content marketing thrives on personalization and relevance, and Marketo Assets provides a powerful toolset to achieve just that. By integrating these assets into your marketing strategy, you can enhance engagement, maintain brand consistency, and cater to diverse local audiences. Here's how.

  1. Centralize Your Assets: Establish a centralized repository within Marketo using Design Studio, where teams gain easy access to a curated collection of pre-approved assets, templates, and resources. This ensures that the entire organization is on the same page and can efficiently utilize assets tailored to their specific needs.
  1. Standardize Brand Guidelines: Set clear and well-defined brand guidelines that teams adhere to when customizing assets. By maintaining a consistent brand image, you strengthen your brand's identity across diverse campaigns, building trust and recognition among your audience.
  1. Create Visually Appealing Templates: Harness Marketo's Design Studio to craft visually appealing templates for emails and landing pages. These templates ensure consistent branding across all campaigns, reinforcing your brand's identity while providing teams with an efficient way to create cohesive content.
  1. Monitor Performance: Utilize Marketo's comprehensive analytics tools to measure the performance of your Marketo assets. Dive into engagement rates, conversions, and other relevant metrics to gain valuable insights into the effectiveness of your campaigns. This data-driven approach enables you to fine-tune strategies for optimal outcomes.


Marketo Assets aren't just content pieces, they are catalysts for brand growth, engagement, and innovation. By embracing these assets, you equip your marketing strategy with the tools to captivate audiences, ensure consistency, and drive unparalleled results.

Ready to Supercharge Your Marketing Efforts With Marketo Assets? Let’s Talk!Should you need any assistance with your Marketo assets, just drop us a line at and we’ll take it from there.

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