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All Places > Marketo Whisperer: Implementation Tips > 2016 > February
2016

Marketo enables marketing users to leverage their SFDC Opportunity data to better target, segment and communicate with prospects and customers. Marketo has only read access to the SFDC opportunity object. It is best practice to only sync the SFDC opportunity fields you need and you can sync standard and custom fields. You should not change the label of a field in SFDC after it is synced, since Marketo will not recognize the change. Best practice is to disable the sync to Marketo when creating a new field that you are going to sync and then triple check the field name before re-enabling the sync. Once a field is synced it cannot be removed or hidden.

 

The following are the fields are necessary to have a successful integration and enable you to utilize all of Marketo’s reporting capabilities:

 

Account Name

Amount

Close Date

Created By

Expected Revenue

Forecast Category

Last Modified By

Opportunity Name

Opportunity Owner

Price Book

Probability

Stage

Type

 

Continue to Part 2, in-depth information about how each of the SFDC Opportunity standard fields are used in Marketo.

 

 

Link to Checklist for Attribution Reporting.

In-depth information about how each of the SFDC Opportunity standard fields are used in Marketo.

 

Field

Technically Required for Integration

How Field is Used in Marketo

Oppty Info Appears in Marketo Record View Tab

Available in Marketo Added to or Updated Oppty Smart Campaign Trigger

Available in Marketo Has Oppty Smart List Filter

Account Name

Yes

Required for attribution reporting.

Yes

No

No

Amount

Yes

Required for attribution reporting. Used to display pipeline and revenue won. Used to calculated expected revenue.

Yes

Yes

Yes

Close Date

Yes

Required for attribution reporting.

Yes

Yes

Yes

Contract

No

Field is not used

No

No

No

Created by

Yes

Created By shows as one line in SFDC and Created by user does not appear in Marketo. Required for attribution reporting.

Yes. Created By Date appears as SFDC Created Date.

Yes. Appears as Date of Activity.

No

Description

No

Field can be used as filter in a Smart List.

Yes

Yes

Yes

Expected Revenue

Yes

Required for attribution reporting.

Yes

Yes

Yes

Forecast Category

Yes

Required for attribution reporting.

Yes

Yes

Yes

Last Modified By

Yes

Appears as Last Activity Date .

No

Yes

Yes

Lead Source

No

Field can be used as filter in a Smart List.

Yes

Yes

Yes

Next Step

No

Field can be used as filter in a Smart List.

Yes

Yes

Yes

Opportunity Name

YesRequired for attribution reporting.YesYes. Appears as Name.
Yes. Appears as Name.

 

Opportunity Owner

Yes

Required for attribution reporting.

Yes

No

Yes. Appears as Opportunity Owner Name.

Price Book

Yes

Field not used.

No

No

No

Primary Campaign Source

No

Field not used.

No

No

No

Private

No

Field can be used as filter in a Smart List.

No

Yes

Yes

Probability

Yes

Required for attribution reporting. Used to calculated expected revenue.

Yes

Yes

Yes

Quantity

No

Field can be used as filter in a Smart List.

No

Yes

Yes

Stage

Yes

Required for attribution reporting.

No

Yes

Yes

Type

Yes

Required for attribution reporting.

No

Yes

Yes

 

Continue to Part 3, a checklist for seeing SFDC opportunity information in Marketo.

Checklist for making sure you will see Opportunity information in Marketo.

  • SFDC Opportunity Object must be synced to Marketo.
  • Opportunities must use the standard amount field.
  • Opportunities must have assigned contacts with contact roles or be the primary on the opportunity. The role or being the primary is the necessary linkage between Opportunities and Programs in Marketo.
  • The Opportunity must be created on or after the date the record was acquired for the program to receive Acquisition attribution pipeline credit (FT).
  • The Opportunity must be created on or after the date the record received success for the program to receive Success attribution pipeline credit (MT).
  • Data in RCE is updated nightly – It is almost impossible to match a RCE report from Marketo Analytics or a CRM since the data in RCE is only update once a night.

 

Link to Checklist for Attribution Reporting.

When you use the Convert Lead Flow step it will convert your lead to a Contact and create a new Account and Opportunity.

convert lead.JPG

Marketo unfortunately cannot convert the Lead into an existing Account, because it can't determine automatically which Account to convert the Lead into. Thus, I don't recommend using this Flow Action, as it will create duplicate Accounts. To convert leads, the Marketo user profile will need the ability to convert leads, create contacts, accounts and opportunities. I recommend not giving Marketo these permissions. Convert leads is not actually a required profile permissions for the Marketo sync.

 

By the way, when Marketo creates the new Opportunity there is no way I know of for Marketo to assign the opportunity to a specific record type.

In most cases I don’t recommend tracking the statuses sent, delivered, opened, clicked or unsubscribed (if using default unsubscribe). All this information is available in an email performance report. You can also pull this information using a smart list.

 

If you are a B2C company using the Email Send as a program/campaign you might want to consider using multiple statuses depending on your reporting needs. Remember that a record can only have one status at a time.

 

Example:

 

Status

Activity

1 Member of Program

The first status is automatically set when you use the Email Send program/campaign

2 Clicked

Clicked call-to-action

3 Converted – Success

Purchased (e.g. Opportunity Closed) or filled out form

 

Note: In the table below is how I typically set-up the statuses for the Email Send channel.

 

Status

Activity

1 Member of Program

The first status is automatically set when you use the Email Send program/campaign

2 Engaged - Success

Clicked call-to-action or filled out form

 

Let's say you want to report on revenue attribution across your marketing channels and offers. For example, your channels and offers might fit into a matrix that looks like this:

 

Define Channel and Offer Types.png

 

Likely, you'll have Marketo forms associated with each offer that will "give credit" to the offer program, e.g. a webinar program or a web content program that contains your e-book or whitepaper for download.

 

But what about all those channels, for instance: What if you promoted your webinar or whitepaper through multiple channels, like PPC, social paid, social owned, partnerships, etc? You'd want to give credit to those channels too, since it's each channel that actually drove leads to your webinar or whitepaper. More importantly, some of these channels have costs associated with them, so you'd want to see how your investments by channel perform.

 

In such case, you would want the offer to get credit, as well as each of the channels that drove leads to the offer, like this:

Offer vs. Channel.png

 

In Marketo, we can give credit to channels by using "listening programs," that listen for the form conversion from a unique URL. By using Marketo to measure both offers and channels, you'll have a more holistic view of what's driving acquisition, conversions, and ultimately, revenue.

 

How does this work? At a high level, you'll:

 

  1. Define your channels and create them in Marketo. Note that channels aren't the same thing as offers, but you can (and should) report on both.
  2. Use unique URLs with URL parameters that contain the channel and offer data you want to report on.
  3. Add hidden fields on your forms to collect channel and offer data through URL parameters.
  4. Build "listening programs" to give credit to the channel when the lead converts.

 

Here's what's covered in the attached presentation:

 

  1. Why it’s important to measure across channels and offers to gain a holistic view of your marketing effectiveness
  2. How to use tagged URLs, hidden form fields, and “listening programs” to give credit to your channels
  3. The types of reports you’ll be able to run with this strategy in place

 

Here's a brief run down of the 7 steps involved, with much greater detail and screenshots in the attached presentation:

 

  1. Define URL parameters to capture this data on form conversions
  2. Develop a process for creating and tracking all your tagged URLs
  3. Create custom fields to capture channel or offer data on form conversions
  4. Add hidden fields to forms that autofill channel or offer data from tagged URLS
  5. Develop folder/program structure for reporting
  6. Set up channels in Marketo to reflect your reporting strategy
  7. Create a Listening Program to Give Credit to the Channel

 

Download the attached full presentation for a step-by-step walk through of how to build a reporting strategy to measure channel effectiveness:

 

Cover Slide.png

We all have some reports in Marketo that take a while to load. Many people will open them in a tab and just come back to them after lunch. I, however, am super impatient and when I want something, I want it right now. Plus I also have a bad short term memory and tend to forget what I was waiting on and only realize at the end of the day when I shut down and see this report in a random tab.

 

So here's a quick tip to get those complex reports fast:

  • Set up your report settings as you would normally but do not go to the Report tab to load the report.
  • Instead, click on Report Actions > Save As and give your report a name.

  • Then when it refreshes, you'll see a new tab for Subscriptions. Click on New Report Subscription and set up a subscription for yourself. It's really irrelevant what settings you choose.

  • Then click the little email icon next to your name. This will send you an email of the report as soon as it generates.

 

Generally I find that this is faster than waiting for the report to load and it will also work in situations where you just can't get the report to load in the UI at all because of complex filters, etc.

Forms and Lead Generation go together like Kanye and Kim. Top that off with Marketo’s Web Personalization (RTP) and extend your marketing efforts using personalized targeting to engage anonymous and known visitors on your website.

 

Once you deploy the RTP tag,  form submissions are capture out of the box.  But, let’s take a look at some of the nuances behind form submissions and how that data is captured in RTP and in Marketo Lead Management (MLM). The below discussion assumes that Munchkin code has been deployed on your website.

 

What happens after the form is submitted?

 

When a visitor fills out a form on your website where the RTP tag has been implemented they immediately become known in RTP.   RTP captures every form submission – whether you are using Marketo forms, or not.

 

If you are not using Marketo forms, form submission data is not synced to MLM. If you want that data in MLM look at using Marketo’s Forms 2.0 JavaScript API*. There’s a great blog post by Kenny Elkington that can be found here if you are looking for more information.

 

If a visitor fills out a Marketo form on a Marketo landing page with the RTP tag deployed on the Marketo landing page, the visitor becomes known in MLM and RTP immediately. The sync between RTP and MLM happens every 5 minutes, so the visitor’s lead data will be available in RTP within ~5 minutes.

 

A visitor filling out a Marketo form on a non-Marketo landing page with the RTP tag implemented on the website gives the same result as the above scenario - the visitor becomes known in MLM and RTP immediately.

 

For a visitor filling out a Marketo form on a Marketo landing page without the RTP tag, they are initially known only in Marketo. Once the visitor visits another page on the domain with RTP tag installed they will become known in RTP.

 

Here’s a handy chart to help illustrate the different behaviors:

 

Form location

Is RTP Tag implemented on website?

Is RTP Tag implemented on Marketo Landing Page?

Does the visitor become Known in Marketo (MLM)?

Does the visitor become Known in Web Personalization (RTP)?

Non-Marketo form on non-Marketo landing page

Yes

N/A

No*

Yes

Marketo form on a Marketo landing page

Yes

Yes

Yes

Yes

Marketo form on a non-Marketo landing page

Yes

No

Yes

Yes

Marketo form on a Marketo landing page

Yes

No

Yes

Known only in Marketo until the visitor visits another page on the domain with the RTP tag implemented

 

Let the conversion optimization begin!

 

Special thanks to Yanir Calisar for his assistance with this post.

Here is a summary of recommended statuses and steps for the most common channels.

 

I recommend numbering your statuses and adding “Success” to the success status. It will make it clearer and easier for everyone to understand which status is success.

 

Channel

Program Type

Statuses

Step

Email Send

Email

1 Member

2 Engaged - Success

10

20

List Import

Default

1 Member

2 Do Not Use (Hide step)

10

20

Online Advertising

Default

1 Member

2 Engaged - Success

10

20

Operational

Default

1 Member

2 Do Not Use (Hide step)

10

20

Nurture

Engagement

1 Member

2 Engaged - Success

10

20

Seminar

Event

1 Member

2 Registered

3 No Show

4 Attended - Success

10

20

30

30

Tradeshow

Event

1 Member

2 Visited Booth

3 Engaged - Success

10

20

20

Web

Default

1 Member

2 Engaged - Success

10

20

Webinar

Event

1 Member

2 Registered

3 No Show

4 Attended – Success

5 Attended On-Demand - Success

10

20

30

30

40

 

The step in a channel is to prevent you from accidentally allowing a record to go backwards in status. If you make a mistake and need to set a record to a previous step this can be a problem. If you never make any mistakes then let the steps be progressive. If you are prone to making mistakes then consider making many of the steps the same like my example above. Remember if you remove a record from a program to fix the membership status you will reset the membership date.

 

As mentioned in an earlier post, Marketo will automatically set a record to the first program status when a record fills out a Marketo form on a Marketo landing page or when a record is imported directly into a program. If you have multiple program statuses you have to remember to set success for that program. If you are concerned that your team will forget to set program status I recommend only having only one program status for your channel.

 

Example:

Channel

Program Type

Statuses

Step

Online Advertising or Web

Default

1 Engaged – Success

10

Program statuses are defined when you create your Marketo Channels. You can use a program status to determine the level of success for each of your marketing tactics (e.g. Number of records in a seminar which attended vs registered). I recommend you don’t edit program statuses once they are set. Marketo doesn’t delete statuses from the “Change Program Status” drop down list and it is easy to choose the incorrect status. It is highly recommended to have as few statuses as possible to reduce confusion and errors.

 

When determining your statuses remember Marketo will automatically set a record to the first program status when a record fills out a Marketo form on a Marketo landing page or when a record is imported directly into a program. If you have multiple program statuses you have to remember to set success for that program. If you forget to set program status especially success you will not be able to see membership or successes in reports.

 

Key things to remember about program statuses

  • A record may have only one status at a time in a program
  • A record which has any status in a program is considered a member of the program. The date a record receives a status is the membership date. There is no way to reset a records membership date to the original date if you change a record’s status to “Not in Program”
  • Program status will be automatically be updated if you are integrated with a Marketo webinar partner
  • Tracking membership and success is critical for reporting
  • Records which have attained a meaningful interaction should be considered a “Success” in the program. You can define success for each Marketo channel differently (e.g. Webinar, Seminar, Gated Content).
  • You will have the most “success” creating a success status for non-event channels that is generic. It is best you define the engagement activity which equals success specific enough that you can adequately track your efforts but not so granular that it becomes meaningless or difficult to define or understand.

 

Tips for determining success

  • Ask yourself “What’s the objective of this program?” “How do I know if this program did well or not?” “How do I define being Engaged for a program?”
  • Think about whether you would want that Program getting credit in your attribution reporting
  • Remember: DON’T Be so strict that you are hardly ever “successful”
  • Remember: DO give credit where credit is due for a marketing success
  • If multiple things can be success for the same activity (e.g. for some tradeshows, you want people to visit the booth and for others, you want them to schedule a meeting), choose a generic success step and define it more specifically in the individual programs

 

Success Examples:

  • Content success = filled out gated form or clicked link to download
  • Email success = click a specific link or any link except social or unsubscribe links
  • Online advertising success = filled out gated form
  • Webinar success = attended or view on-demand

 

Continue to Part 2.

 

Link to Checklist for Attribution Reporting.

I am often asked about the best ways to use the RCE Program Opportunity Analysis Report. Here are some of the business questions you can answer using it.

 

  • How much pipeline did a given channel create or influence?
  • How much pipeline did a given program create or influence?
  • Which channels and programs are generating the most new leads which ultimately result in pipeline created?
  • Which marketing activities (e.g. programs) are influencing opportunities being created?
  • What is the ROI of my marketing activities?

 

I like to look at pipeline created rather than revenue won but here is a comparison chart of when you might use one versus the other.

 

Look at Pipeline When…

Look at Revenue When…

Evaluating programs whose primary objective is demand generation, e.g.:

- Website forms

- Tradeshows

- PPC

Evaluating programs whose primary objective is conversion to sale, e.g.:

- Emails

- Nurture campaigns

- Demos/trials

You’re analyzing acquisition attribution (FT - new names)

You’re analyzing success attribution (MT – Influence of progress on existing records)

Your sales cycle is long

Your sales cycle is short

Marketing often does not have a lot of influence over and involvement in the sale (B2B)

Marketing often has a lot of influence over and involvement in the sale (B2C)

Marketing team is measured on MQLs or new leads generated

Marketing team is measured on revenue

 

Attribution Overview

  • Attribution tracks the influence of a program (marketing activity) on an opportunity created or won
  • Acquisition attribution gives opportunity credit to the program which acquired the new record
  • Success attribution gives opportunity credit to all the program(s) where the record reached success
  • To qualify for attribution, the Acquisition or Success date must be on or before the opportunity created or closed date. The exact time the opportunity is created or won is irrelevant. Marketo calculates attribution based on the day and not the day/time.

 

Acquisition Attribution Summary

  • In acquisition attribution, all acquisition credit for any opportunities ever created or closed for that record will be given to the acquiring program
  • The record doesn’t need to reach success in the acquiring program
  • Acquisition attribution may be a fraction if there are multiple leads attached to the same opportunity that are acquired by different programs
  • Acquisition must happen before or on the day the opportunity is created to get pipeline or revenue won credit. If the opportunity is created the day before the record is acquired, the program will not get acquisition attribution credit.
  • The record must have a ROLE or be the Primary Contact for the opportunity
  • Acquisition attribution is displayed as (FT) in Marketo

 

Success Attribution Summary

  • In Success attribution, credit for the opportunity is split equally among all the programs that the records reach success in. The record doesn’t have to be acquired by any of these programs.
  • Success attribution may be a fraction if there are multiple programs that a record reaches success in. Success attribution may also be a fraction if multiple records are attached to the same opportunity that reached success in different programs.
  • Success must happen before or on the day the opportunity is created to get pipeline or revenue won credit
  • The record must have a ROLE or be the Primary Contact for the opportunity
  • Success attribution is displayed as (MT) in Marketo

 

Successes Before and After Opportunity Creation

  • Successes in programs before or on the day of opportunity creation will credit both for pipeline and won revenue
  • Successes in programs the day after opportunity creation will not get credit for pipeline
  • Successes in programs the day after opportunity creation but before they are closed will get credit for revenue won

 

Attribution exercises, Part I and Part II.

 

Link to Checklist for Attribution Reporting.

One frequent question we get asked is "why does RCA show X when this other place shows Y?" To understand this, you need to know what some of the rules are around what is included or excluded from the various types of reports, which is admittedly not obvious. You can work on your mind-reading skills or you can refer to this handy cheat-sheet:

 

Lead Analysis

  • This report only includes active leads. Any leads that were deleted or were the child record in a merge (for the rest of this post, referred to as merged leads) are not seen in this report.
  • This shows the current information (as of the last ETL, so generally within the last 24 hours).

 

Opportunity Analysis

  • This report includes active opportunities. Any deleted opportunities are not seen in this report. It is not necessary for an opportunity to have a contact associated to it to be visible here, regardless of the attribution mode you're using.
  • This report shows only active contacts. The definition of an active contact depends on the type of attribution you're currently using:
    • For Explicit Mode: An active contact is one where a contact is associated with the opportunity in CRM.
    • For Hybrid Mode: An active contact is one where a contact is associated with the opportunity in CRM. If there are no contacts associated to the opportunity, any contacts associated to the account that the opportunity is associated to are considered active contacts.
    • For Implicit Mode: An active contact is one associated to the account that the opportunity is associated to.
    • For all modes: Any leads that were deleted or were the child record in a merge are not seen in this report.

 

Model Performance Analysis (Leads)

  • All flow metrics do include metrics for deleted and merged leads, since they are counting transitions, not people.
  • All balance metrics show the number of people in a stage at a specific point in time.

 

Model Performance Analysis (Company)

  • Since this is done at the account level, if an account has one contact in MQL stage and one contact in SQL stage, the company will be seen in both stages.
  • All flow metrics refer to the count of unique accounts, based on account name.

 

Program Membership Analysis

  • Programs must not be operational to show up here.
  • Programs must have at least one member to show up here.

 

Program Cost Analysis

  • Programs must not be operational to show up here.
  • Programs must have at least one member to show up here.

 

Program Opportunity Analysis

  • Programs must not be operational to show up here.
  • For a program to qualify for FT attribution towards opportunity creation:
    • The lead must be acquired by the program before or on the opportunity creation date.
    • The lead must be associated to the opportunity.
  • For a program to qualify for FT attribution towards opportunity closed won:
    • The lead must be acquired by the program before or on the opportunity closed date.
    • The lead must be associated to the opportunity.
  • For a program to qualify for MT attribution towards opportunity creation:
    • The lead must reach success in the program before or on the opportunity creation date.
    • The lead must be associated to the opportunity.
  • For a program to qualify for MT attribution towards opportunity closed won:
    • The lead must reach success in the program before or on the opportunity closed date.
    • The lead must be associated to the opportunity.

 

Program Revenue Stage Analysis

  • Programs must not be operational to show up here.
  • You must have a revenue model active.
  • This will include any leads acquired by the program and in the revenue model.

 

Email Analysis

  • This includes emails sent out from Marketo (not most Sales Insight emails).
  • This does include activities for deleted and merged leads, but only up until the point of the ETL. Once the lead's deletion is passed over to RCA, future activities associated to that record are not included in the report.

Setting acquisition is critical for acquisition attribution reporting. The Marketo Program (aka the marketing tactic/activity) which generated the new name in Marketo should be given credit as the acquiring program. Only one program can get credit for acquiring the record.

 

In many cases, Marketo will automatically set acquisition for you. In other cases you will need to create a smart campaign to set acquisition. In the table below is a summary of when you may need to create a triggered smart campaign to set acquisition.

 

 

Type

Triggered Smart Campaign Needed to Set Acquisition

Marketo Form on a Marketo Landing Page inside of a Program

No

iFramed Form with the Marketo Landing Page inside of a Program

No

Embedded Form

Yes

Post to Marketo Form

Yes

List Import to Static List

No

Import as Member of Program

No

CRM Inserted Record

Yes

API Inserted Record

Yes

Manually Create Record

Yes

 

When importing a static list, if your list has people that belong in different program statuses, you may need to upload the different statuses separately or use smart campaigns to set the status using the email address or another field as the filtering criteria.

 

Changing acquisition doesn’t remove program membership automatically. If necessary, remove the record as a member from the original acquisition program using the following flow step. You should run use this step after you have changed the acquisition program.

not in program.png

 

You can use tokens (e.g. {{lead.Created At}}, {{lead.SFDC Created Date}} or a custom field) when first setting the acquisition date. You can only use a token which includes date and time. When changing acquisition, it is important to remember remove the record from the original acquisition program as noted above and set the correct status in the new acquisition program if necessary.

 

In the example below I am changing the acquisition program, resetting the acquisition date since it wasn't set correctly the first time (this step often isn't necessary and can be skipped) setting the new status for records in the program and removing records as members from the original acquisition program.

 

Capture.JPG

 

If you are reviewing records and the acquisition program doesn’t look correct because it doesn’t match the lead source or the registration source type it might be one of the following reasons:

  • Lead source was changed by sales or marketing
  • Acquisition program was changed by a flow step
  • Record merged with another

 

Information about Marketo behavior when changing an acquisition program.

 

Link to Checklist for Attribution Reporting.

Brian Law

Period Cost Best Practices

Posted by Brian Law Employee Feb 14, 2016

Programs must have period costs otherwise they won’t be included in RCE reporting unless you set the analytics behavior for a channel to inclusive. However, if you want to filter by cost time frame or if you want to see ROI information in the RCE Program Opportunity Analysis report, each of your programs must have period costs.

 

I recommend adding multiple months at the same time when you set up a program for ongoing campaigns like web content. The cost should only include the cost of hosting an event, developing the content or promoting the content.

 

If you want to compare in Marketo how two or more advertising campaigns compare against each other, consider creating one Master program and multiple shell programs each with their own cost.

 

Example

Master Program contains the form on a landing page, email assets and smart campaigns. Don't set membership or success in this program. Use URL parameters to set membership and success in the shell programs.

Shell Program A - Facebook advertising cost

Shell Program B - Linkedin advertising cost

Shell Program C - Corporate web site with no cost

 

A great article http://nation.marketo.com/blogs/marketowhisperer/2016/05/08/why-you-need-period-costs-for-reporting on the importance of period costs.

 

Link to Checklist for Attribution Reporting.

Are you tired of opening lead database, opening a new lead page and replacing the ID with the one you actually want to see?  Just drag this link to your bookmark toolbar, click it(while on a page in your Marketo instance), type in the ID of the lead you want to see and press enter.

 

Find Lead

 

Bam, there's your lead in a new tab.

 

Here's the code:

(function () {
      (function () {
           var % 20lead = prompt("Enter%20Lead%20ID", 0);
           if (lead > 0) {
                var % 20host = document.location.host;
                var % 20url = "//" + host + "/leadDatabase/loadLeadDetail?leadId=" + lead;
                var % 20myWindow = window.open(url);
           } else {
                console.log(lead);
                alert("Invalid%20Lead%20ID.%20%20ID%20must%20be%20an%20integer%20greater%20than%20zero.")
           }
      })()
})();

PS:  If you can't drag the link, just create a new bookmark, and set this as the location:

javascript:(function(){(function(){var%20lead=prompt("Enter%20Lead%20ID",0);if(lead>0){var%20host=document.location.host;var%20url="//"+host+"/leadDatabase/loadLeadDetail?leadId="+lead;var%20myWindow=window.open(url);}else{console.log(lead);alert("Invalid%20Lead%20ID.%20%20ID%20must%20be%20an%20integer%20greater%20than%20zero.")}})()})();

To ensure your programs will appear in RCE reporting regardless of whether you included a period cost or not, I recommend setting all non-operational channels to inclusive. A friendly reminder that once you change Analytics Behavior the change will take a day to appear in RCE.

 

analytics.JPG

 

Choosing Operational also hides the channel from the calendar, not just reporting. The Operational channel is great for when you are training others or creating test programs so they don’t show up in reporting.

 

You can override the analytics behavior at the program level if you want to see an Operational program in RCA reporting.

 

I recommend you always add monthly period cost to your programs if you want to be able to filter your program reports by months, quarters and year. If you don’t add program cost and you are filtering on cost time frame, like in the Program Opportunity Analysis report, the program is filtered out completely even if Analytics Behavior is set to Inclusive.

 

Here are some helpful links to learn more about Analytics Behavior.

 

Marketo Analytics Behavior

 

Example of Explicit, Implicit and Hybrid.

 

Marketo Override Analytics Behavior at the Program Level

 

Link to Checklist for Attribution Reporting.

Wonder what Marketo's social capabilities are? A recent client of mine did too. I created this overview deck to help give a bird's eye view of what you can do with social in Marketo. It covers native functionality, e.g. our social apps, as well as LaunchPoint integrations and custom build. It's by no means exhaustive, but it'll give you a good sense of where to start and more.

 

In this deck, I break out our social capabilities into 4 areas:

  1. Social Sharing
  2. Social Advertising
  3. Social Measurement
  4. Social Data

 

For each capability, there are links to our product docs pages for more information.

 

Social Marketing in Marketo.png

The program success date is set when a record’s program status is changed to the status which is associated to “Success”. You can’t see the success date when you click on the members tab in a program. The program success date is super critical for RCE attribution reporting (e.g. Program Opportunity Analysis report) since to accurately give credit to the program for influencing the creation of an opportunity or the close of it, program success needs to be set before the opportunity is created or closed.

 

I recommend not changing the program status to ‘Not in Program’ to remove members from a program if you need to change the channel or move the program to another workspace. When you use this status it will clear the success date. You can use Marketo to reset the program success date but there is no easy way to determine the original success date and it may be manually intensive to set multiple success dates.

 

Here is the Flow step for setting the success date. Remember to set program status first and then the success date.

Succes date.JPG           

 

As I mentioned in a different article there is no method to reset the membership date back to the original membership date. If the program was the one which acquired the record, removing a record from a program will also clear the acquisition program and acquisition date which will mess up attribution reporting. I will explain the best way to reset the acquisition date in a future article.

There are five main ways a new lead can be created in Marketo:

  • Manually in the lead database
  • Through list import
  • Through form fill-out
  • Through creation in CRM as a lead or contact
  • Via the API

Two of these methods automatically dedupe on email address: list imports and form fill-outs. There are several pieces of Marketo functionality that work better when you do not have duplicates. As such, we recommend that whenever possible, new records from marketing are created in Marketo via list import or form fill. This also allows for better tracking on the acquisition of new leads and reporting on marketing-sourced or sales-sourced leads. Here's a table showing the recommended method for entering data based on its source:

 

Lead Source

Recommended Entry Point into Marketo/CRM

Marketing event

Via import into Members tab of the Event Program in Marketo

List purchase

Via import into Members tab of the List Purchase program in Marketo

Website

Via form fill-out in Marketo or on your website, but posted into Marketo via API post

Sales activities – small quantities

Via manual creation in CRM

Sales activities – larger quantities

Via import into CRM by a user who understands how to do it properly OR via import into Marketo into a program dedicated for CRM leads (to ensure that these are accurately attributed to sales and not marketing)

 

Whenever possible, you should import directly into the program using the members tab within the program. When you import into the members tab, the program status will be defined as part of the list import. This process also automatically assigns the acquisition program for any new leads to that program. However, when you import directly into the program, rather than into a static list, all members must be given the same program status. If, for example, you have a list of event attendees and no-shows, you should split these into two separate .csv files and import the attendees and no-shows separately.

 

When you import into the program and not into the members tab, you will need to set program membership and acquisition program for all of the leads separately. Generally, this is done either manually via a Change Data Value flow step or through a smart campaign based on membership of a specific static list.

 

Importing into a static list instead of a program should only be used for leads that were not acquired through a marketing activity, such as data that already exists in your database, which you just want to add to a static list.

 

One of our other consultants created this image, which I think is a great summary:

 

listimport.PNG

Quite a few people have asked recently what a good use case is for using RTP's User Context API, Document here on the developer site.

 

At a high level, what the User Context API allows us to do is store bits of information about a (typically anonymous) user within RTP, and then leverage those bits of information for segmentation. Obviously RTP's set of data about an anonymous user is rich, but there could be custom items we might not return. Here are some examples:

 

  1. RTP doesn't return longitude and latitude, but other 3rd party products might. If that's important in the context of a campiagn, you could choose to store those in two "custom" variables
  2. RTP doesnt know if an anonymous visitor is a customer... but other 3rd party products might. In that case, you could use that 3rd parts's API to get that information, store it in a custom variable.. then segment on it.

 

When you're building your segment, here's how you use all this information

 

Step 1: Look under API for User Context API

Unknown.pngStep 2: Drag over User Context API

 

Unknown-1.png

Step 3: Choose the custom variable you're storing your data in

Unknown-2.png

Step 4: Choose the value in the fiedl you want to segment on!

Unknown-3.png

Unknown-4.png

 

You can then create a campaign based on this segment and serve up the right content to the right people! The User Context API is not on by default.. so talk to your support rep to get that enabled.

 

Its important to note that the custom fields in RTP are actually named "Custom 1" - "Custom 5". Whatever data you get from your other source is just placed in a variable with that name, then used.

The program membership date is set when a record is added to a program by changing the program status. You can see the program membership date when you click on the members tab in a program. A friendly reminder that the column needs to be on your view.

Membership date.JPG

 

Program membership can be used in the RCE Program Membership Analysis report

RCE Reports

Membership Date Filter Available in Report

Email Analysis

No

Lead Analysis

No

Model Performance Analysis (Companies)

No

Model Performance Analysis (Leads)

No

Opportunity Analysis

No

Program Cost Analysis

No

Program Membership Analysis

Yes by using Program Membership Timeframe

Program Opportunity Analysis

No

Program Revenue Stage Analysis

No

 

I recommend not changing the program status to ‘Not in Program’ to remove members from a program if you need to move the program to another workspace. When you use this status it will clear the membership date. There is no method to reset the membership date back to the original membership date. If the program was the one which acquired the record, removing a record from a program will also clear the acquisition program and acquisition date which will mess up attribution reporting. The best option when moving a program to another workspace is to use a temporary lead partition to remove and then re-add them members.

 

Details about how records become a member of a program:

  • When a record fills out a Marketo form on a Marketo landing page in a program the record will automatically be moved to the first status in the program
  • When you import members into a program from a CSV file, records will automatically be moved to the first status in the program
  • When you use the change program status flow action
  • When a record is created using the Marketo iPad check-in application

These features will be added with the Winter 2016 release this evening:

REST API

Custom Objects

  • Custom Objects N:N relationships now supported
    • Lead or Account records may now have many-to-many relationships through custom objects via the definition of intermediate objects.  After creating a standalone custom object type, and intermediate object type can be created with link fields to both the standalone object and either leads or accounts.
    • There are no new API calls for this capability, but the object definitions must be configured correctly to leverage these relationships through the API.

SOAP API

Brian Law

Channel Best Practices

Posted by Brian Law Employee Feb 5, 2016

A Marketo channel is the type of marketing activity (e.g. webinar, seminar, tradeshow, email newsletter, nurture campaign) you will be conducting with Marketo. A channel is not always a lead source – it should be a marketing activity. You can use a Marketo channel as a filter in reporting (e.g. filter on Webinars vs Seminars).

 

How to Decide What to Make a Channel

  • Think of a channel as a specific marketing activity, describing what kind of program you will be running.
  • Think about the way you want to measure the program, what is success.
    • If you have two similar activities and want to have two different types of success, you may want two channels, e.g. two in person events…Roadshow (success = registered or attended) versus Lunch and Learn (success = attended).
    • If you have two similar activities with the same types of success, you can use the program name or  tag to filter between the two instead of creating two channels.
  • Think about how you want to report and sort on the data before you create your channels. I recommend less channels the better.
    • e.g. Roadshows vs Seminars
  • Consider how you want to filter your programs in RCE using Program Channel, Program Name and Tags when you decide on your channels.
  • To reduce confusion and accidentally using the incorrect channel it is best practice to create only the channels necessary.

 

Recommended Channels if you do these activities

 

Marketing Activity

Marketo Program Type

Marketo Channel

Feature

Email Newsletter, Email Product Announcement

Email

Email Send

Easiest way to run an A/B test. Use this channel even when using a smart campaign to send the email.

List Purchase, Import List

Default

List Import

 

Online Advertising

Default

Online Advertising

 

Operational (Data management programs like scoring)

Default

Operational

 

Nurture

Engagement

Nurture

 

Seminar, Lunch & Learns and Roadshows

Event

Seminar

On-site check-in with mobile app

Web (Contact Us, Subscription, Gated and Un-Gated Content)

Default

Web

 

Webinar

Event

Webinar

Integration with Marketo’s webinar partners

Tradeshow

Event

Tradeshow

On-site check-in with mobile app

 

Channel Definitions

List Import - Records acquired from a third party. It is important to track the acquisition of these records so you can measure the ROI of the record. By using a List Import channel you can also see how many new names were acquired so you can ask the vendor for a credit for names you already own.

 

Seminar – If you hold different types of seminars consider using the same channel. You can use tags or the program name to differentiate between the different types in reporting. For example, you can use tags to differentiate between Lunch and Learn Seminars vs Roadshow Seminars.

 

Online Advertising - Web ads (e.g. banner ads) on different websites promoting your company or content which lead to a gated form on your website.

 

Link to Channel / Program Status Best Practices article.

 

Link to Checklist for Attribution Reporting.

Brian Law

Tag Best Practices

Posted by Brian Law Employee Feb 2, 2016

A good tag system can be super helpful for filtering your reports. Tags can also be used for filtering the Marketo Marketing Calendar. It is best practice to create all tags before starting to create any programs. Tags created after programs are created will not appear in the existing programs. If you add tags later they will need to be manually added to all existing programs. I recommend making all Tags required since users usually don’t remember to add optional tags to their programs. If you make them all required, remember a “-None-” or “-Not Applicable-” option. Finally, watch when cloning programs since you may need to update the tags.

 

Deciding on which tags and values you need depends on what you want to report on. Consider how you want to filter your programs in RCE using Program Channel, Program Name and Tags when you develop your Tag system. Marketo currently does not permit you to select multiple values of a tag when adding a tag to a program. To reduce confusion and accidentally using the incorrect tag it is best practice to create only the tags necessary.

 

Consider These Tags for all Program Types

  • Geography (region or country)
  • Program owner/creator
  • Product or business unit

 

Here is a summary of the different reports Tags can be used in.

 

 

Analytic ReportsTag Filter Available in Report
Company Web ActivityNo
Email Link PerformanceNo
Email PerformanceNo
Engagement Stream PerformanceNo
Landing Page PerformanceNo
Lead PerformanceNo
Leads By Revenue StageNo
Leads By StatusNo
Opportunity Influence AnalyzerNo
Program AnalyzerYes
Program PerformanceYes
Sales Insight Email PerformanceNo
Social InfluenceNo
Success Path AnalyzerNo
Web Page ActivityNo

 

 

 

RCE ReportsTag Filter Available in Report
Email AnalysisYes
Lead AnalysisNo
Model Performance Analysis (Companies)No
Model Performance Analysis (Leads)No

Opportunity Analysis
No
Program Cost AnalysisYes
Program Membership AnalysisYes

Program Opportunity Analysis
Yes
Program Revenue Stage AnalysisYes

 

A friendly reminder that if you add a tag to a program it won't appear in RCE until the next day.

 

Link to Checklist for Attribution Reporting.

Customers often ask me for assistance to trouble shoot issues with their attribution reporting. Here a checklist you can use to help make sure you have set-up everything correctly. I will explain each topic and their importance in an upcoming article.

 

  • Establish a good program naming convention that can be used as a filter in reports
  • Create only the channels which are necessary to reduce confusion and accidentally using the incorrect channel
  • Create only the program statuses which are necessary
  • Remember to set success for each program
  • Make sure the analytics behavior for each channel except Operational is set to inclusive
  • Make sure to use the correct channel when creating or cloning a program
  • Create acquisition programs for all records which enter Marketo
  • Create smart campaigns to set acquisition for each acquisition program if necessary
  • Add monthly period costs to all programs if you want to be able to sort by cost time frame
  • Define tags before starting to create programs. Make all tags required.
  • Make sure all opportunities are using the standard amount field
  • Make sure all opportunities are associated to at least one contact via the contact role/primary if syncing to a CRM

 

Finally, here is an article about the different attribution settings you can choose in Marketo.

 

Attribution Exercises (Understanding Attribution).

 

Here are some additional resources for learning about the Marketo integration with SFDC.