By Danielle Langenderfer

You know effective marketing relies on delivering personalized messages to the right audience, but what happens when your organization has complicated workflows or international divisions? Without the right tools, it’s easy to cross wires, overload the wrong people with info, or miss your target altogether. If this is you, Marketo Workspaces could be a lifesaver. 

Wondering how you can use this marketing tool to chart an organized path to marketing success? In this article, I break down what you need to know about Marketo Workspaces, along with how to use them to simplify work for your marketing team and target leads effectively.

What are Marketo Workspaces?

Marketo Workspaces are a Marketo feature that helps you separate and organize marketing assets. These are digital offices where you can house different marketing materials, such as landing pages, emails, programs, campaigns, or other collateral. Essentially, workspaces let you give different people access to these separate spaces, allowing individuals to see only the info that will help them do their job. 

Wondering what types of marketing assets you can share across your Marketo Workspaces? Here are some items that are shareable:

  • Email and landing page templates
  • Smart campaigns
  • Smart lists
  • Segments
  • Snippets

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When you combine Marketo Workspaces with Marketo Partitions, you can control both the content and Marketo contact information your employees are exposed to. 

Why do marketers need Marketo Workspaces?

Before we nail down which marketers can benefit from Marketo Workspaces, let’s parse out who doesn’t need them. If your team shares all of the same marketing assets across the organization, you probably won’t need Marketo Workspaces, because Workspaces separate information. 

So, which teams benefit from Marketo Workspaces the most? They’re especially handy in the following situations.

International or Regional Departments 

Especially when you’re running marketing across regions or countries, information can get tangled and messy. For instance, your organization may have separate marketing departments in Asia, South America, North America, and Europe. Each group could need access to drastically different information. 

In this instance, it’s a massive benefit to set up different Workspaces for these different branches. That way, you can share some assets, such as templates or logos, across branches, while packing other info in neat lanes. 

Different Business Branches or Units 

Another time Marketo Workspaces come in handy is if you have different business units that rely on wildly different information. For instance, maybe you run a company that sells both B2B and B2C products. In this case, you can set up multiple workspaces to make sure employees aren’t being hit with piles of campaign info they don’t need. At the same time, your Marketo users can still access select content across all lines of the business, and you can share common info, such as logos or stock images. 

Sensitive or Unnecessary Information

Workspaces aren’t just a great way to keep information clear and focused within branches. When they’re combined with partitions, they’re also excellent for keeping the wrong info from falling into the wrong hands. If your marketing team works with sensitive contact information or has cybersecurity concerns, Workspaces and partitions add a layer of protection. 

These tools keep the wrong teams from handling information they shouldn’t be messing with. That simplifies your marketers’ work and makes it easier to deliver targeted info to the right contact. 

Insider Tips for Setting Up Marketo Workspaces

If you’ve decided your team needs Marketo Workspaces, it pays to keep a few things in mind before setting them up. Here are some tips to consider before you dive into Marketo Workspaces.

Think Long-Term

Simply put, once Marketo Workspaces are set up, it isn’t easy to move things around. Of course, you can add new lines of business or product info, but once you start creating content in a workspace, you can’t just move Marketo programs around from workspace to workspace. That means you should make sure you have a solid marketing strategy in place before you start crafting Workspaces.

Spot the Overlap Early

It’s also important to think about how you want your workspaces and partitions to interact before you start implementing these tools. Why? Here’s another common problem I see when implementing workspaces and partitions. You’ve already set up multiple workspaces with multiple partitions and suddenly it hits you, “Oops, we do have overlapping audiences after all.” You’ll want to avoid those revelations early on in the process. After all, extra workspaces and partitions cost your marketing team money, and you don’t want to pay for multiple features for no reason. 

Dig into your marketing team’s Marketo needs.

Marketo Workspaces may be just what your marketing team needs to boost productivity. Plus, there are even more Marketo features that could lift your marketing team to the next level. 

Want to see if there’s room to improve your Marketo ROI? Try out our easy-to-use Marketo Audit Tool now to uncover how well you’re using Marketo currently, and what you need to do to get more out of the platform in the future. 


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Danielle Langenderfer

About the author

Danielle Langenderfer was formerly a Marketing Automation Manager based in Cleveland, OH. Dani provided Marketo expertise and support in everything from implementation through to strategy and execution. Outside of work, you can find Dani playing with her daughter, crafting, or cooking/baking. Read more articles by Danielle Langenderfer.

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