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All Places > Marketo Whisperer: Implementation Tips > Authors Christine Tran

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

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

Since I always go through web forms and web integration options with clients during enablement, I wanted to document this here as a reference guide.

 

You have a few options when it comes to web forms and Marketo. I’m going to cover the 4 primary methods that my clients choose.

 

Here’s a quick summary of the primary use case and pros / cons for each:

 

Header 1

Primary Use Case

Pros

Cons

OPTION 1

Marketo form on Marketo landing page

Gated content, promotional contentEasy for marketers to deploy, i.e. clone and apply tokens!

May prefer to have visitors on your website, instead of Marketo landing pages

OPTION 2

Marketo form on website within iframe

Forms you want to keep on your website like contact us, demo forms

Keep visitors on your website while retaining most Marketo form functionality, like form pre-fill

May be more difficult to implement responsive design

OPTION 3

Marketo form on website with embed code

Same as Option 2Keep visitors on your web and may be easier to implement than iframe, responsiveRetains less Marketo form functionality than using iframe, e.g. form pre-fill

OPTION 3

Use your own form on your website and post data to Marketo using our API

You need to keep your forms bc of other back-end and business requirements
Meets requirements of your existing non-Marketo forms, yet still gets data to MarketoRequires custom development and you don't get Marketo form benefits

 

OPTION 1. Use a Marketo form on Marketo landing pages.

 

Use Case: Gated content, promotional content

 

Pros: Easy to clone, can apply tokens! Great for marketers because it’s easier to execute then going back into your web CMS or bugging your web developer.

 

Cons: Sometimes you want to keep people on your website, instead of sending them to a separate landing page. For example, you might not want to have your contact us form on a Marketo landing page.

 

How to Do it:

  • Create a form. Likely you’ll want to create a global form in Design Studio that you can use many times for one use case, e.g. a content download form, a webinar form, an event form.
  • Create a registration page for your form and a thank you landing page, likely within a marketing program that contains all your related campaigns and local assets.
  • Put your global form on the local registration landing page, and edit the form settings within the page to define the thank you page. You can do this at the form level, but you’ll want to do this at the local landing page level if each program has a unique thank you page.

 

OPTION 2. Use a Marketo form on your website, using an iFrame.

 

Use Case: Forms that you’d want to keep on your website like contact forms, demo forms.

 

Pros: Retains most Marketo form functionality like form pre-fill (see the chart on this page which compares features of each form option.)

 

Cons: May require web help to get the form to look nice.

 

How to Do it:

  • Create a form. It could be a global for in Design Studio or a local form within a marketing program, like a Contact Form program using a Web Form channel.
  • Put the form on a Marketo landing page using a blank landing page template, then edit the form settings within the landing page to define the thank you page.

  • Grab the URL of the blanking landing page with the form on it and put it on your website using iframe code like this: <iframe src="http://go.yourdomain.com/your-landing-page"></iframe>.
  • You can go back and edit the form CSS as well.
  • In your program, be sure to include a campaign to capture acquisition program because Marketo can’t do this automatically on non-Marketo pages.

 

OPTION 3. Use a Marketo form on your website, using embed code.

 

Use Case: Same as above

 

Pros: Easier to implement, responsive.

 

Cons: Retains less Marketo form functionality than using an iframe (see the chart on this page which compares features of each form option).

 

How to Do it:

 

OPTION 4. Use a non-Marketo form on your website, but post that data to Marketo using our API.

 

Use Case: Sometimes you just can’t use a Marketo form but you want to post that data to Marketo, for example, if you’re collecting data for a software app, membership portal, e-commerce shop, etc.

 

Pros: Meets requirements of your current forms that are not available with Marketo forms, yet gets your data into Marketo.

 

Cons: Requires development resources and you don't get the benefits of Marketo forms (see the chart on this page which compares features of each form option).

 

How to Do it:

 

Additional Resource:

 

I often refer clients to the chart on this blog post because it’s a great summary of the feature benefits of each method above, and then some:

Marketo Forms - Which application is right for you?

If you’re a new client to Marketo, one of the first things you’ll want to take care of is getting email and landing page templates ready. The sooner you can get this done, the sooner you can start campaigns.

You’ve got 4 options for email and landing page templates in Marketo:

  1. QUICK START: Request Marketo’s free starter templates.
  2. IN THE MIDDLE: Download a template from Marketo’s template library (emails and landing pages) and customize it.
  3. TOTALLY CUSTOM: Upload your own custom template.
  4. ENGAGE MARKETO CREATIVE SERVICES

Let’s go through the how to’s for each option.

 

OPTION 1 (QUICK START): Request Marketo’s free starter templates.


When you get a new instance, you can request a few basic starter templates: 5 email templates and 1 landing page template.

 

Some of these will already be in your Design Studio but if you submit a request at the URL below, our creative services team will replace the generic logo and color with yours.

 

URL: http://pages2.marketo.com/CESubmit-URL-ForTemplates.html.

 

Emails:

 

The email templates look something like this - imagine it with your logo and color:

Screen Shot 2015-11-22 at 9.06.33 PM    Screen Shot 2015-11-22 at 9.06.21 PM

Screen Shot 2015-11-22 at 9.06.11 PM          Screen Shot 2015-11-22 at 9.06.01 PM

Landing Pages:

 

The landing page template looks something like this - imagine it with your logo, color and header/footer:

Screen Shot 2015-11-22 at 9.06.41 PM

If you plan to rely on our starter templates, note that while the email templates are responsive, the landing page template is not. The starter landing page template is in our free-form mode. See: Understanding Free-form vs Guided Landing Pages).Here are two ways to address this:

 

Even if you plan to customize your own templates with Options 2-3 below, I recommend requesting these anyway, since 1) these are included and 2) you might need them before your custom templates are done, for example, quick announcement or internal alert emails, and for your unsubscribe page.

 

OPTION 2 (IN THE MIDDLE): Download a template from Marketo’s template library and customize it.

 

The second option is somewhere between using our starter templates and designing your own custom templates in terms of how much time and coding skills needed.

 

Landing Pages:

 

URL: Marketo’s Landing Page Template Library

 

Marketo’s landing page template library has dozens of responsive templates that you can download and customize to match your brand. The short instructions on how to import these templates into your Design Studio are at the top of the template library page.

 

Also:

  • When you import into the Design Studio make sure you choose Guided Mode.
  • You should also learn what Guided Mode is and what are and how to edit the two types of editable sections: elements and variables in the guided landing page editor.
  • Once you import the template, you will have to go directly into the code and make your edits, e.g. change color palette, fonts, and add your logo.

Screen Shot 2015-11-22 at 9.33.27 PM

 

Emails:

 

URL: Marketo’s Email Template Library

 

Go to the link above to download a responsive email template. If you click on the purple import button above a template it will automatically import into your Design Studio (and into a Program Library Imports folder in Marketing Activities).

Screen Shot 2015-11-22 at 9.46.18 PM

Once in your Design Studio, you will have to go directly into the code and make your edits. Go to Emails > Templates and select the template. Click on Edit Template, then on the next page, HMTL Source:

Screen Shot 2015-11-22 at 9.48.00 PM

Screen Shot 2015-11-22 at 9.49.36 PM

OPTION 3 (TOTALLY CUSTOM): Upload your own custom template.

 

The last option is only for those who can design custom templates from scratch. Perhaps it’s you, or you have an in-house designer or work with an outside agency.

 

URLS: See below.

Screen Shot 2015-11-22 at 9.36.04 PM

If yes, review or pass along these resources:

  1. A 14-min YouTube Video that reviews how to Create a Guided Landing Page Template.
  2. Marketo documentation on how to Create a Guided Landing Page Template, with required Marketo-specific code to define your own editable elements and variables.
  3. Marketo documentation on how to Add Editable Sections to an Email Template. Essentially, use this div tag to do so: <div class=”mktEditable” id=”UNIQUE_ID”>This part is editable</div>.

Once you’ve created your custom HTML templates, you can import them into the Design Studio. Go to Design Studio > New. From the drop-down, you can select New Landing Page Template or Email Template.

Screen Shot 2015-11-22 at 9.57.25 PM

For emails, simply copy/paste your code into the HTML source:

Screen Shot 2015-11-22 at 10.00.44 PM

For landing pages, make sure to choose Guided Mode when you first create the template. The next page will take you directly to the HTML source where you can copy/paste your custom code.

Screen Shot 2015-11-22 at 10.02.58 PM

OPTION 4: Engage Marketo Creative Services.

 

Lastly, engage Marketo's creative services team to build your templates to spec. Contact services@marketo.com to learn more.

And there you have it – your 4 options for Marketo email and landing page templates!

I’ve gathered some Marketo best practices and suggestions by the community to write this post for the first-time email preference center builder.

 

The reasons you’d want a preference center are to allow subscribers control over which emails they receive and prevent subscribers from subscribing completely (hopefully.) I’m sure you’ve all seen an example – Google “preference center examples” now if you want a refresher.

 

Here’s a step by step to build a basic email preference center, with more details behind each step below:

 

BUILD AN EMAIL PREFERENCE CENTER IN 10 STEPS

 

  1. Determine your preference center strategy – goals, audience, resources.
  2. Create custom boolean fields for preferences.
  3. Create a preference center form, within a global preference center program.
  4. Create a preference center page and preference center confirmation page(s), then edit the form to direct completions to the confirmation page(s).
  5. Create all the required batch and trigger campaigns to update subscriber preferences.
  6. Edit your unsubscribe footer to direct subscribers to the preference center.
  7. Test your email footer, forms, landing pages, and campaigns.
  8. Batch update preferences for existing leads and activate trigger for all new leads.
  9. Develop a process to include preferences in all your email sends.
  10. Monitor and QA for for several weeks.

 

Screen Shot 2015-11-22 at 10.28.48 PM

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

DETAILS:

 

1. Determine your preference center strategy – goals, audience, resources.

 

Ask why you want a preference center and how this will benefit your subscribers.

 

For example:

  • Do you target different personas who may have different email preferences (roles-based or topical)?
  • Do they want to stay connected, but receive less email (frequency)?
  • Is there an opportunity to roll up content into a weekly or monthly newsletter (and do you have the resources execute?)

 

2. Create custom boolean fields for preferences.

 

Once you’ve defined your strategy and outlined your preference center set up, create custom fields for each preference. For example, it could be based on roles, topics, frequency, or some combination thereof.If you integrate with CRM, decide if you want this data on your customer records or not – some prefer this in Marketo only, some prefer both in CRM and Marketo. Create in CRM first if you choose the latter. The benefit of having it in CRM is if you ever migrate off of Marketo (gasp!), the data is still on the customer record. The downside is more clutter.I like to use a common naming convention for all custom preference center fields, like this:

 

Marketo Preference Center Checkboxes

 

 

 

 

 

 

 

3. Create a preference center form, within a global preference center program.

 

Your form can live under a Global Forms folder in Design Studio or as part of a global preference center program – I prefer it in the latter.

 

Add the following fields: email address, preference center fields, and the standard Marketo Unsubscribe field.Change the field labels and add rich text with extra spaces:

Marketo Preference Center Form

Form pre-fill is enabled by default in your admin section, but you can double-check each field to make sure it’s enabled so that subscribers can see what they are already subscribed to.

 

Form Prefill

Note: If you’re using a Marketo form embed code on your website, form pre-fill is not an option. Use an iFrame instead. See Marketo Forms: Which application is right for you?)

 

Ideally, you want the form to automatically uncheck preference center fields if a subscriber checks Unsubscribe. This can only be done right now with Javascript. Search in the community (there isn’t anything I could find as of this posting) or contact services@marketo.com to scope out a project to do this. You can also get creative with Visibility Rules.

 

4. Create a preference center page and preference center confirmation page(s), then edit the form to direct completions to the confirmation page(s).

 

Now you have to put the form somewhere and send form completions to a confirmation page.You can either:

 

  • Put the preference center form on your website, and send completions to a confirmation page on your website. Preferred method is to use iframe code so you preserve Marketo form pre-fill functionality. First, put the form on a blank Marketo landing page. Then, give your web developer the page URL so he/she can create an iframe for it.
  • Put the preference center on a Marketo landing page, and send completions to a Marketo confirmation page.

 

Go back to the form to direct completions to the confirmation page. If you want, you can create two different confirmation pages depending on if the subscriber updates preferences or unsubscribes completely. In the Form, go to Form Settings > Settings, and choose Add Choice.

 

Marketo Form SettingsMarketo Add Choice

 

5. Create all the required batch and trigger campaigns to update subscriber preferences.

 

At a minimum, I create these three campaigns:

Campaigns

Warning: This should go without saying but you’ll want to activate and test first, adding a filter to each campaign smart list for your test list.

 

01-Update Preferences (Batch-Existing): Decide what you’ll do with existing records in your database. Who will you subscribe to all preferences as a default? At a MINIMUM, make sure to exclude those who are have Unsubscribed, Email Invalid, Blacklisted checked as true.

Screen Shot 2015-11-21 at 10.15.07 PM

Screen Shot 2015-11-21 at 10.17.23 PM

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

02-Update Preferences (Trigger-New): Likewise, decide how you’ll opt-in new subscribers to preferences. How do new subscribers currently opt-in? Do you include implicit opt-ins such as any form fill out? Do opt-ins get automatically added to all preferences at the outset? Make sure to include privacy and anti-spam regulations in your considerations.

Screen Shot 2015-11-21 at 10.18.29 PMScreen Shot 2015-11-21 at 10.17.23 PM

03-Unsubscribe from all Preferences: A global unsubscribe campaign will uncheck all preferences if a subscriber chooses to unsubscribe. Optional: Include an auto-responder confirmation email and flow step here.

Screen Shot 2015-11-21 at 10.19.39 PMScreen Shot 2015-11-21 at 10.19.49 PM

 

If your preference center includes frequency preferences, you can do this in a few ways but none are as straightforward:

  • Create a newsletter roll-up by frequency and subscribe these subscribers to it – this involves creating more content!
  • Use a wait step - change unsubscribe to true, wait X period, then change unsubscribe back to false
  • Use an engagement program and set the cadence accordingly.

 

6. Edit your unsubscribe footer to direct subscribers to the preference center.

 

Now, customize your email footer so you send subscribers to a preference center, in addition to OR in place of an unsubscribe page. Go to Admin - Email and edit the Unsubscribe HTML and Text. You can just add your preference center messaging and URL. If you prefer to replace the unsubscribe page completely then do change the part below in bold, and remove the part in italics.

%mkt_opt_out_prefix%YourUnsubscribePageLink.html?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##

 

More instructions here on our Docs site: Edit the Unsubscribe Message.

 

Screen Shot 2015-11-21 at 10.22.44 PM

7. Test your email footer, forms, landing pages, and campaigns.

 

Add test email addresses to all smart campaign filters. You’ll want to check that any qualifying existing and new subscribers have their preferences marked to true, and any subscribers who unsubscribe have their preferences changed to false.Screen Shot 2015-11-21 at 10.23.42 PM

 

8. Batch update preferences for existing leads and activate trigger for all new leads.

 

Once testing is completed, you are ready to go live! Run your batch campaign to update preferences for all existing records. Then, activate all trigger campaigns for incoming subscribers.

 

9. Develop a process to include preferences in all your email sends.

 

Now you’re ready to USE email preferences. Document this process, include it in all program template smart lists that will be cloned, and socialize across your team. You have to remember to include email preferences (is true) in future email sends, including those in engagement programs.

 

10. Monitor and QA for several weeks.

 

Be sure to monitor the results tab for active trigger campaigns. I also like to have smart lists in my preference center program for quick and ongoing reference.

Screen Shot 2015-11-21 at 10.24.27 PM

 

 

 

 

 

 

 

 

 

 

 

EXAMPLE: MARKETO’S EMAIL PREFERENCE CENTER

 

Need some more ideas? There are plenty of examples if you Google “preference center examples.” Below is Marketo’s: http://pages2.marketo.com/emailsubscription.html.

 

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ADDITIONAL RESOURCES

Recently, I had to remind one of my clients about the ability to set communication limits in Marketo. We were brainstorming new email and nurture campaigns, and she was concerned about over-communication with leads who qualify for multiple campaigns.

 

So she asked: “How do communication limits work?"

 

There’s some information about this on the community, but it took me some digging around so I’m collecting all that info here for others who might also be curious.

 

The simple answer is: Marketo allows you to set the maximum number of emails a lead will receive per day or per week.

 

A more detailed answer follows in the form of FAQS:

 

  1. How is “per day” and “per week” defined? The per day limit is based on a calendar day from 12 am to 12 am. The per week limit is on a rolling basis from 12 am to 12 am between. (Time zones are defined in your Admin - Location panel).

 

  1. How do you turn on communication limits? You can enable and define communication limits globally in the Admin tab.

  2. Can you override communication limits? You can override global communication limits at an email program level or smart campaign level.

 

  1. What happens if a lead has reached their communication limits? These are the scenarios:

 

  • For plain ole’ scheduled or triggered marketing emails: The lead will NOT receive the email.
  • For operational emails: The lead will still receive the email.
  • For engagement programs: The lead will receive the email in the NEXT cast.
  • For sales insight emails (sent through our Salesforce or MS Dynamics app, not through the Sales Insight email plug-ins for Outlook or Gmail): The lead will receive the email if the email includes an unsubscribe footer. If not, the lead will NOT receive the email.
  • For alerts: The lead - more likely, an internal user - will receive the alert.

 

  1. What emails count towards communication limits?

 

Almost all emails, even operational emails are counted against communication limits. Here’s an idea in the community to exclude operational emails from communication limits. A couple notable exceptions:

 

  • Any sales insight emails without the unsubscribe footer and alerts, or those sent through the Sales Insight email plug-ins for Outlook or Gmail.
  • Marketo Mobile Engagement push notifications are not counted in communications limits, and you are not able to apply these limits to push notifications.

 

  1. What’s the best way to make sure leads who’ve reached their communication limits get the email later? As mentioned above, you can override the communication limits for this one email program or campaign. But if you want to respect your communication limits, I found some great tips on the community for this, such as:

 

  • The absolute best way to ensure leads who've reached their communication limits get an email later is to send emails through an engagement program. If leads reach their communication limits, they’ll simply receive the email in the next cast.
  • If you aren’t using an engagement program, do the manual thing: run a smart list for “not was sent email” and resend after the fact. Some of these leads could have been blocked for other reasons of course.
  • Or similarly, automate this process in your emails by including in your campaign after the “send email” flow: “remove from flow” if “was sent email," “wait X hours/days,” then “send email” again.

Thanks to Kristen Carmean, Cecily Gardner, andKenneth Elkington for their contributions to this post.

 

Did I miss any other scenarios? Let me know in the comments, and I’ll update this post.