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If you have are going to acquire records in SFDC from different sales intelligence sources here is how to set acquisition for those records.

 

Step 1. Create an List Purchase channel if necessary.

 

Step 2. Create the acquisition programs for the different sources.

Step 3. Create a smart campaign to set acquisition. If you need low latency create the campaign using a trigger as shown below. Otherwise create a batch campaign so it doesn't impact your Marketo system performance. In the following example, the Discover.org records will never be created as contacts and thus Contacts won't be allowed to qualify for the campaign.

 

Smart list

Flow

 

Schedule

Activate the trigger campaign or schedule the batch campaign to run daily. Records should only flow through the campaign once.

 

If you have been purchasing Discover.org or Data.com records before you implemented Marketo, remember to run a batch campaign to set the acquisition program for these records before you create and activate your trigger campaign.

 

Additional articles on acquisition program

After you setup the Saleforce/Marketo integration the next step is to set the acquisition program for all the records synced from SFDC. In this example, I am going to use one acquisition program for all the SFDC records.

 

Step 1. Create an acquisition program for your salesforce records. I am using the operational channel to exclude the program from my RCE reporting.

 

Step 2. Create a smart campaign to set acquisition.

 

Smart list

 

Flow

As you can see I am setting the acquisition date to the date the record was created in SFDC. If I skipped this step the acquisition date will be the date the acquisition program was set.

 

Schedule

Run the batch once. In a future blog article I will show how to change the campaign to a recurring batch campaign.

 

Additional articles on acquisition program

  • Acquisition Best Practices
  • Marketo Behavior When Changing an Acquisition Program
  • Set Acquisition for Partner and Employee Records

If you have a lot of partner and employee records in your system here is how to create partner and employee acquisition programs. Changing the acquisition program for employees and partner will make your program member and attribution reports more accurate.

 

Step 1. Create an Operational Channel if necessary.

 

Step 2. Create the partners and employees acquisition programs.

 

Step 3. Create a smart list identifying all you partner records.

 

Step 4. Create a smart campaign to set acquisition. Make sure the acquisition program field is not blocked from field updates.

 

Smart list

Note: I used the created in the past 7 days in the smart list so if someone accidentally messes up the smart list only the records created in the past 7 day will run through the campaign rather than the entire database

 

Flow

 

Schedule the campaign to run daily or weekly. Records should only flow through the campaign once.

 

Remember to run a batch campaign to set the acquisition program for all existing partner and employee records in the system before you create and activate your daily batch campaign.

 

Additional articles on acquisition program

Summary of what will happen when you change an acquisition program name using the Marketo Change Data Value flow step.

 

Activity

Acquisition Program Name Changes

Acquisition Program Date Changes

Change acquisition program name

Yes

No

Set acquisition program name for the first time

Yes

Yes, the acquisition date will be the date you run the campaign

Remove acquisition program name (aka set the acquisition program to NULL) using a Change Data Value flow step*

Yes, the value is cleared

No

Remove acquisition program name and then later set a new acquisition program name using Change Data Value flow steps

Yes

No

Remove acquisition by removing the record as a member of the program

Yes, the value is cleared

Yes, the acquisition date will be cleared

 

* Removing an acquisition program name using a Change Data Value flow step

Notes:

  • If you have a lot of partner and employee records in your system you might want to consider creating partner and employee acquisition program so these records don't impact your attribution reports.
  • It's best practice to block field updates for the acquisition field so you don't accidentally change the value. If you are intentionally changing the acquisition program for employees and partners it will not be possible to block field updates.
  • See this article if you have records entering Marketo and acquisition program isn't being set.

I was recently helping a client set-up Socedo and here are a few things I learned about the Socedo integration with Marketo. In case you aren’t familiar with Socedo, they help B2B marketers reach prospects by leveraging intent data from the social web.

 

Creating New Records in Marketo and Updating Existing Records

Socedo can be setup so it only creates records that do not match an existing email address in Marketo. New Socedo records will have a lead source of Socedo which can be changed in Marketo using a changed data value flow step.

 

Socedo will update records that match an existing email address in Marketo. Socedo will only update fields which are empty with a value like First, Last, Twitter handle or LinkedIn URL. Socedo will not overwrite/replace an existing value.

 

Insert and updates take place once a day.

 

Fields

Socedo recommends all the standard field mapping. If you don't initially map a standard field, Socedo will not back-fill records with existing data.

Marketo custom fields can be created for Socedo’s custom fields.

Socedo recommends creating custom fields for activities (e.g. Last Tweet). The tokens for the custom fields can be used to populate interesting moments.

Integration

You choose which campaigns in Socedo to integrate with Marketo.

 

Socedo batches their API calls, so during the initial match, it will be max 200 calls per day. Once they have matched records, it will be around 50-60 per day.

 

Socedo Tracking Pixel for Marketo Landing Pages with a Form

It is not necessary to place Socedo’s code on the Marketo Landing Pages which have a form. Socedo recommends placing the tracking pixel only on the thank you Marketo Landing Pages.

Inferred information is captured by Marketo in the following situations:

  • When an anonymous record fills out a Marketo form on a Marketo landing page
  • When a known record in Marketo which hasn’t been cookied yet fills out a Marketo form on a Marketo landing page. The inferred information shows up immediately.
  • When a known record in Marketo clicks a link in an email with a link to a webpage which has the munchkin code on it

 

Since a data value change activity isn't logged in Marketo you won't be able to use the following trigger to populate a record with inferred information.

Instead, try using the visits web page trigger.

 

Notes:

  • Run the campaign as a daily batch campaign if you don't need low latency.
  • Information about using Inferred State.
  • Information about using Inferred Country.

We’re excited to share with you that Marketo and Google Cloud announced today a multi-year alliance to transform engagement solutions for the enterprise. Marketo and Google have worked together for some time, but today marks a step forward in our collaboration to unite MarTech and AdTech to simplify the technology landscape for the marketer and enable them to more effectively listen, learn, and engage with buyers across all digital channels.

 

Through this alliance, Marketo and Google Cloud will jointly invest in co-innovation, including expansion of Marketo’s integrations with Google’s advertising products, Google Analytics, and G suite applications, as well as new innovations in areas such as Artificial Intelligence. Google will also expand its usage of Marketo’s Engagement Platform across its businesses.

 

Finally, beginning in 2018, Marketo will run its marketing automation products and datacenters entirely on Google’s Cloud Platform. We’ve been planning a move to a public cloud infrastructure for some time as we believe it’s necessary to deliver the scale, reliability, and security that our customers and partners will demand in the future. The transition from Marketo’s datacenters to the Google Cloud Platform will take place over the next year. Our joint goal is to create a seamless transition with absolutely no impact to your operations. For additional details, please see the press release and FAQ.

 

We are incredibly excited about this collaboration and expect to begin rolling out joint solutions in 2018.

If you have RCE you can use the Program Membership Analysis Report to determine when new and existing records become a member and reach success in a specific program.

 

Start by filtering if necessary on a specific program or group of programs using the program name or channel.

Next add the following filters and metrics to the report.

Here is a sample of what the report will look like by Membership Month. In this example, employees and partners who filled out the form become members but were kept from becoming a success in the program.

Alternatively, use Membership Date, Week, Quarter and Year instead of Membership Month.

If you don’t have RCE you can pull similar membership information using a smart list..

Here is a scalable way to setup a scoring campaign for when someone clicks the main Call-to-Action (aka a priority link) in your email.

 

Step 1 – Determine the keyword for your main Call-to-Action. In this example, the keyword I am using is “CTA”.

 

Step 2 – Add an UTM parameter to all your email Call-to-Action links. The UTM parameter doesn’t need to be an actual hidden field on any of your forms. In this example, the UTM is “prioritylink” and the value will be "CTA".

 

Here is how the link looks in my email.

 

Step 3 – Setup your scoring campaign.

 

Here is what the trigger will look like.

Whenever a record clicks on the link with the UTM parameter which contains a value of "CTA" the record will flow through the campaign. If your email doesn't have a main Call-to-Action or you don't want to score the email simply don't add the UTM parameter.

 

That's it. Happy scoring!

Thanks SO MUCH to the more than 400 of you who took the survey asking for your thoughts on Marketo's logo and brand identity. We had a feeling that the Marketing Nation Community would be game to provide passionate feedback, and our hunch was right!

 

While we can't disclose the full results of where we landed quite yet, I wanted to share a few interesting tidbits that came out of both the survey you filled out and the dozens of conversations the Marketo Marketing team has been having with influencers, analysts, customers, partners, and other employees about the company's look and feel.

 

Brand Feedback:

  • For those of you who "love" or "like" the current Marketo logo, the top reason you cited was that it's familiar to you.
  • Of our new logo options, the ones you like best felt "modern" (among other things).
  • For the options you liked least, it's clear that you don't want anything boring, unoriginal, or disengaging.
  • More than half of you liked the potential new color palette.

 

Demographics:

  • The largest group to participate in the survey was Marketo customers.
  • The second largest group to participate where people who were both Marketo customers and partners.

 

We look forward to sharing more updates with you soon. Thank you for being part of the Marketing Nation!

If you have RCE you can use the Program Membership Analysis Report to determine when records reach success in a specific program. You can pull the information by Date, Week, Month, Quarter and Year.

 

Start by filtering if necessary on a specific program or group of programs using the program name or channel.

Next add the following filters and metrics to the report to see all the Success Dates.

Here is a sample of what the report will look like by each Success Date.

Alternatively, use Success Week or Month instead of Success Date.

Here is a sample of what the report will look like by each Success Month.

If you don’t have RCE you can pull similar information using a smart list.

 

As you can see the smart list shows a count of 2 which matches the RCE report.

Dear Marketing Nation,

 

I wanted to inform you that after eight incredible years at Marketo, Cheryl Chavez, our group vice president of Product Management and User Experience, will be leaving the company at the end of August to take some time off and eventually pursue other opportunities. While we are sad to see her go, we support Cheryl and wanted to take a moment to recognize the great work she has done on behalf of Marketo over the years. She has left an indelible mark on the company and on many of you, our customers and partners.

 

While change and transition are tough, Marketo’s commitment to customer and product innovation remains on track as we expand our portfolio and deliver against our product roadmap. I look forward to speaking with many of you over the coming months and weeks as we continuously share new updates and features to help you, the world’s smartest marketers, to succeed.

 

Please join me in thanking Cheryl for all she has done for Marketo and wishing her well and much success in the future.

 

Manoj Goyal

Chief Product Officer, Marketo

Recently one of my clients noticed that records were showing up in the program membership tab as a success even though the program status wasn’t a success status. I discovered that the record had reached program status which was success and then the client later changed the status to one which wasn’t a success status. The client didn’t use the 'Change Program Success' flow step and set success to false. Thus, once a record reaches success it will always be a success which will impact your reporting unless you reset success to false.

 

Example of the program membership tab.

 

Channel program statuses.

 

Here is the how to the status of records to a non-success status.

 

Brian Law

Anatomy of a Program

Posted by Brian Law Employee Aug 5, 2017

Here are a few helpful tips for understanding how Marketo programs work.

The program name is the most flexible part of a program since it can be changed at any time. A good naming convention will make it easier to filter your programs in RCE reporting.

 

The channel is used as a filter in reporting and is the most inflexible part of a program. You should choose wisely when creating a program because once a program has members you have to remove them to change the channel.

 

Membership and the membership date are set when a program status or acquisition is set. If you set a record to a status of "Not in Program", the membership date is cleared. The membership date can't be reset which will mess up reporting.

 

Acquisition and acquisition date are set automatically when a record fills out a Marketo form on a Marketo landing page or you choose the acquisition program when you import a list. Marketo will automatically set the record to the first program status in your channel. Setting acquisition is critical for acquisition attribution reporting. There are many cases where the acquisition program is not automatically set and you will need to use a smart campaign to do it. Here is article about when to set acquisition.

 

Program statuses are used to define which stage each record is in. Records may have only one status at a time. A record which has any status in a program is considered a member of the program. Records which have attained a meaningful interaction should be considered a “Success” in the program. Once you set a record to a program status which equals success the success date is also set. The success date is important for determining success attribution.

 

So when you set a program status for the first time which is not a success step, membership and membership date are also set. When you set a program status for the first time which is a success step the following are set: membership, membership date and success date. When a new record is created and acquisition is set and the first status in your program is not a success step the following are set: acquisition, acquisition date, program status, membership and membership date. Finally, when a new record is created and acquisition is set and the first status in your program is a success step the following are set: acquisition, acquisition date, program status, membership, membership date and success date.

 

I hope this article better explains how programs work.

Using Inferred Company information is tricky due to the thousands of different interent service providers.

 

Examples:

It may be a lot of work to identify all the different providers for not a lot of value. In the United States some of the largest providers are Comcast Cable and Time Warner Cable, but there are thousands of smaller companies providing service.