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Brian Law

Sending a Birthday Message

Posted by Brian Law Employee Apr 22, 2016

Here are the instructions to send a Birthday Message.  In this example, I am using the Date of Birth field which is automatically created when a new Marketo instance is created. It is automatically mapped to the SFDC Contact Birthdate field when Marketo is integrated with SFDC.  The field type is “date.”

 

You have to set up two smart campaigns since the lead token, {{lead.Date of Birth}}, can only be used in a trigger campaign.

 

Step 1. Create a batch campaign with campaign is requested in the Smart List

 

Step 2.  Configure Wait Step in the Flow

  • Add token {{lead.Date of Birth}}. Remember a token can only be used in a trigger campaign.
  • Remember to click "Use next anniversary date"
  • Set time for when you want the wait step to end. This will be the time the email will be sent out.

 

Step 3. Add Send Email to Flow

Step 4. Activate

 

Step 5. Next create a batch campaign with a request campaign in the flow step.

 

Step 6. Set Smart List

 

Step 7. Request the first campaign in the Flow

Step 8. Run the campaign.

 

I was testing something for a client and figured out the following way to also send a Happy Birthday Email using batch smart campaign without a wait step. In this example you will need your SFDC Admin to continuously update the value of the SFDC Contact Birthdate field to the upcoming year. Since the Birthdate field includes Month, Day and Year, the year always needs to changed to the upcoming year. For example, if today is 5/14/2016 then all values in the Birthdate field need to be 2016 or 2017. Once a person's birthday has passed then the year needs to be updated to the next year.

 

In the smart campaign smart list filter I used in future 0 minutes instead of in future 1 day. Yes, it actually worked.

 

Set the schedule to run every day. Set the flow so a record can flow once every 364 days.

You can use block field updates to keep Marketo from overwriting or updating key information. It is not possible to make a Marketo field which is editable read only. You can only block field updates to the field. I recommending blocking updates for all list imports (Trusted and Untrusted) since users typically don’t know the difference between the two types. You can always unblock updates temporarily.

 

I recommend blocking field updates for any values you don't want ever want to change such as fields you are using to capture Original or First field values.

 

Examples:

  • Original or First Lead Source (Custom SFDC or Marketo only field)
  • Original Source Type and Original Source Info
  • Any fields labeled “Original”

 

If your sales team is sensitive about their data, you can use block updates to keep from overwriting a first name or phone number when a form is submitted.

 

There are some fields which you can’t block updates since these fields aren’t editable like Full Name, Created and Updated.

 

In my testing, blocking field updates for list imports does work for boolean/check box fields. I tested both the unsubscribed and a custom field for list imports and manual updates.

 

 

Unsubscribed

Unsubscribed

Unsubscribed

Custom Boolean Field

Custom Boolean Field

Custom Boolean Field

Original Value

TRUE

TRUE

FALSE

TRUE

TRUE

FALSE

List Import Value

FALSE

 

TRUE

FALSE

 

TRUE

Results

Stayed True

Stayed True

Stayed False

Stayed True

Stayed True

Stayed False

 

Note: During my testing I noticed that if you don't have field updates blocked for a boolean field Marketo and if you imported a "Null/empty" value the value won't change from True to False. In the past, the value would change from True to False if you imported a list with empty values for a boolean field. Thus, it no longer appears to be an issue.

 

Admin rights are required to block updates to a field. Instructions can be found herehttp://docs.marketo.com/display/public/DOCS/Block+Updates+to+a+Field including the different input sources (e.g data value change, salesforce sync, list imports, etc).

 

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

Whether you are new to Marketo or have been using it for years here is a list of of the resources for learning more about the Marketo integration with SFDC.

 

I will be updating this post frequently as I gather additional information. Thanks!

 

Initial SFDC Sync

 

SFDC Fields

 

Marketo Fields

 

Sync Lead to SFDC or Change Owner Flow Step

  • Using the Sync Lead to SFDC flow step to insert a Marketo only record
  • Using the Auto-Assignment rule when inserting/syncing a new record to SFDC
  • Using a queue when syncing a new record to SFDC
  • Setting the SFDC record type
  • Using the Change Owner flow step

 

SFDC Converting / Merging / Deleting Records

  • Converting a Lead into a Contact in Salesforce
  • The results in Marketo of merging Leads or Contacts in SFDC
  • Using Marketo to merge a Marketo record with a SFDC Lead or Contact record
  • Using Marketo to merge a SFDC Lead with a SFDC Contact

 

Reporting

  • Checklist for attribution reporting including - Setting up Marketo and SFDC for attribution reporting.

 

SFDC Opportunities

 

Troubleshooting Sync Issues

Brian Law

Using a Score Field

Posted by Brian Law Employee Apr 19, 2016

Besides being used to prioritize leads, a score field can be used to track how many times something has happened. For example, when I first started using Marketo I used a score field to track the number of marketing emails I sent to my trade show booth visitors. Once I sent a three emails with no response our policy was to stop emailing the person.

 

Flow Example:

 

Notes about score fields:

  • If you create a custom score field it will not automatically update/feed the default Lead Score field. For example if you have a custom Behavior Score field you will need to use two Change Score flow steps to get the Lead Score field to change the same amount as the Behavior Score field.

  • To create a score field in SFDC, create an integer field. and when it appears in Marketo, change the field type to Score. The field will not appear in the Change Score flow step unless the field type is Score.
  • It is not possible to import a score field value of +1
  • When a record is merged in SFDC the default Lead Score field is added up
  • When a record is merged in Marketo the default Lead Score field and all other custom score fields are not added up since you chose the score to keep during the merge
  • Here is an interesting article about identifying the highest score among several score fields using SFDC by Valerie Armstrong

When you are implementing In Zone Web Personalization campaigns you may need to wait on final creative but still want to get as much work done as possible as you are driving towards your implementation deadline.

 

What to do?

Provided you already have div ids in place, you can easily create placeholder campaigns using existing content and simply update the placeholders by replacing the necessary text and image links when your creative assets have been approved.  Even if your creative is vastly different than the existing content it’s replacing, creating placeholders creates a parallel work stream and allows you to get segments created and associated with campaigns, lock in your naming conventions and make internal decisions like who will be providing final approval once the campaigns are complete.

 

How to do it?

In Google Chrome, start by locating the area of your website where the In Zone campaign is going to be placed, right click the area and click on Inspect when the model opens:

Inspect.png

 

Next, find the name of  <div> id for that element and keep a copy of it; you will need to enter this in the Zone ID section of the In Zone campaign designer:

div.png

 

 

Grab a sample of the existing content by highlighting and copying it:

copy.png

Then simply paste it in the In Zone WYSIWIG editor:

Paste.png

 

Ch-Ch-Ch-Changes

Now it’s time to swap out the creative.  It’s easy to make edits using using the WSIWIG editor, or by editing the HTML directly – just choose HTML:

HTML.png

 

 

Change various aspects of the HTML directly in the editor. In this example I’m changing the h2 element:

Source.png

 

Check your changes by previewing the campaign:

Preview.png

 

Here’s what the campaign looks like with the header text replaced:

Final.png

What implementation tips have you found that help you work with your web/creative teams to expedite web personalization roll outs?

If you need to create a date field to track something a datetime field you will have more token options to populate the field including the following options:

 

{{system.dateTime}}

{{lead.Created At}}

{{lead.SFDC Created Date}}

{{lead.Acquisition Date}}

 

The datetime field type also keeps track of seconds. When you export the data change the format of the cell in excel to m/d/yyyy h:mm:ss

 

Pros and Cons of Using the Date vs Datetime field type:

 

Date Field

Datetime Field

Field value can’t be populated later using the Created At Date, Acquisition Date or SFDC Created Date tokens since they are Datetime fields.

Field value can be populated using the Created At, Acquisition or SFDC Created Date fields.

Easier to use in Excel then a datetime field.

More difficult to use in Excel then a date field since you may need to convert it to a date field.

Easy to use in an Analytics Lead Performance Report since records can be grouped by Week or Month.

Also easy to use in an Analytics Lead Performance Report since records can be grouped by Week or Month.

A little easier to use RCE since the time will not appear for each record.

A bit more difficult to use in RCE since the time will appear for each record.

One of the cool new features of the Winter Release was the introduction of Triggers and Filters for Web Personalization (RTP) Calls to Action and Recommendations.

 

Besides all the cool things triggers already allow you to do (e.g. send an auto-responder), this also provides a way to add web personalization scoring to your behavioral scoring campaigns.

 

What name do you use in the triggers?

  • For Clicked RTP Call to Action - use the name of the RTP Campaigns (from Campaigns page)
  • For Clicked RTP Recommendation - use the name of the Content Title (from Recommendations page)

 

RTP Triggers Example.png

 

You might even want to score based on the value of the call to action or the value of content being clicked on.

Here’s a scoring example that you can edit to meet your scoring strategy:

 

RTP Scoring Examples.png

 

This is a great way to quantify web personalization behaviors.

Happy scoring!

Brian Law

Values of a Marketo Field

Posted by Brian Law Employee Apr 17, 2016

Marketo does not restrict or validate values for fields. Field values can be controlled by the type of field you use in your form. For example: Using a dropdown/select/picklist will allow you to control the values entered into Marketo. If you import a lot of lists it is best practice to have a process to normalize picklist values before you import the list into Marketo. If desired you can also use Marketo to correct, normalize or group values. It important to understand the implications and timing of normalizing values using Marketo if a new record will immediately inserted into your CRM>

 

If you want to clear a value from a field use the Change Data Value flow step and set the new value of the field to NULL.

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

Did you ever have a Web Personalization (RTP) campaign you wanted to be able to present regardless of the page your web visitor is on? 

 

That’s where Any Page can be used. This is a cool Web Personalization feature that works like this: once a visitor matches the segment you've created, your campaign will be shown regardless of the page the visitor is on.  What's important to remember is that the visitor will always need to first match the segment

 

Let’s look at a specific use case:

I was recently working with a client who wanted to offer a discount to any anonymous web visitor that visited a particular product page.

 

First we setup the segment attributes to include the Known Lead attribute of Status, and the Behavior attribute of Include Pages:

 

Any Page Segment  Example.png

Then we created the campaign and selected Any Page:

 

Any Page  Example.png

 

This functionality is only available for Dialog and Widget campaigns and is a sub-choice of the Target URL functionality. 

 

Want to show the campaign on specific pages? That’s where Target URL comes in. This is found in the Set Campaign section of the and defines the specific URL or URLs that a RTP campaign will appear on. Read more about how to do that here.

 

Target URL Example.png

You can easily create custom fields in Marketo on the person/lead object. When you start using Marketo I recommend only creating a field if you need it to identify or target a record for a campaign, need it for a form, or want to personalize an email or landing page. As you become more familiar with Marketo you can add additional fields as necessary.

 

Field Creation Best Practices

  • Consider whether you need the field in Marketo only or also in your CRM.
  • Name your field so it is easy to understand the purpose of the field. Think carefully about the naming convention and whether you want to be grouped with other fields based on the name since Marketo shows fields in alphabetical order.
  • Add MKTO to end of the field name to identify that it is in Marketo only. Be careful how you name your Marketo only field if plan to merge a SFDC field into the Marketo only field. See these articles for more information: Merge a SFDC field into a Marketo only field. Merge a Marketo field into a SFDC field.
  • Try to create as few fields as possible to reduce using the incorrect field. Always ask yourself what is the purpose of the field.
  • Always enter a description when creating a field so you everyone knows why you created it.
  • Never rename a field since the API name can’t be edited. Instead, hide the field.
  • If you can’t remember what the field is for then hide it and create a new one. It is not possible for your Marketo admin to delete a field. You can add additional fields at any time.

 

Additional Resources

  • Instructions for creating a Marketo only field
  • Marketo field types
  • Changing Marketo field types
  • Exporting fields to obtain the API names

Here is a summary of the automatic mapping of the Marketo created fields with SFDC fields.

 

Marketo API Name

Marketo Friendly Label

SFDC Lead Object Standard Field

SFDC Lead Object API Name

SFDC Contact Object API Name

SFDC Account Object API Name

SFDC Field Label

Address

Address

Yes

Address

MailingAddress

 

Address (Street) or Mailing Street

AnnualRevenue

Annual Revenue

Yes

AnnualRevenue

 

AnnualRevenue

Annual Revenue

BillingCity

Billing City

 

 

 

BillingCity

Billing City

BillingCountry

Billing Country

 

 

 

BillingCountry

Billing Country

BillingPostalCode

Billing Postal Code

 

 

 

BillingPostalCode

Billing Postal Code

BillingState

Billing State

 

 

 

BillingState

Billing State

BillingStreet

Billing Address

 

 

 

BillingStreet

Billing Street

City

City

Yes

City

MailingCity

 

City or Mailing City

Company

Company Name

Yes

Company

 

Name

Account Name

Country

Country

Yes

Country

MailingCountry

 

Country or Mailing Country

Description

Person Notes

Yes

Description

 

Description

Description

Email

Email Address

Yes

Email

Email

 

Email 

FirstName

First Name

Yes

FirstName

FirstName

 

First Name

Industry

Industry

Yes

Industry

 

Industry

Industry

LastName

Last Name

Yes

LastName

 

LastName

Last Name

LeadSource

Lead Source

Yes

LeadSource

LeadSource

 

Lead Source

LeadStatus

Lead Status

Yes

Status

 

 

Lead Status

MobilePhone

Mobile Phone Number

Yes

MobilePhone

MobilePhone

 

Mobile

NumberOfEmployees

Num Employees

Yes

NumberOfEmployees

 

NumberOfEmployees

No. of Employees or Employees

Phone

Phone Number

Yes

Phone

Phone

 

Phone

PostalCode

Postal Code

Yes

PostalCode

MailingPostalCode

 

Zip/Postal Code or Mailing Zip/Postal Code

Rating

Lead Rating

Yes

Rating

 

 

Rating

Salutation

Salutation

Yes

Salutation

Salutation

 

Salutation

SICCode

SIC Code

 

 

 

SIC

SIC

Site

Site

 

 

 

Site

Site

State

State

Yes

State

MailingState

 

State or Mailing State

Title

Job Title

Yes

Title

Title

 

Title

Unsubscribed

Unsubscribed

Yes

HasOptedOutOfEmail

HasOptedOutOfEmail

 

Email Opt Out

 

Additional resources for learning about the Marketo integration with SFDC.

The person object in Marketo is the main table/database used for storing information about a record in Marketo. A field on the person object is used to store 1:1 relationship information about a record in Marketo. For example: First name will be a field on the person object since people only have one first name. Demographic fields tied to the person are typically fields on the person object. Fields on the person object can be used on a form or populated via the API or a list import. The person object can be associated to the account object, opportunity object and custom objects.

 

Marketo created fields (Person / Lead Object)

When a new Marketo instance is created a set of Marketo fields are automatically created. Many of the fields are editable including First Name, Last Name, Company, Email Address and Phone. Some fields are not editable like the Inferred fields and the Full Name field (FYI - This field is automated populated). Most of the Marketo created fields can be used to filter a Smart List.

 

You can easily export all the fields including the API Names for fields from Marketo.

Go to Admin > Field Management > Export Field Names. Instructions for exporting field names.

Marketo system managed fields (Person / Lead Object)

When a new Marketo instance is created a set of Marketo system managed fields are automatically created. Examples include Created, Updated, Original Source Type, Original Source Info, Registration Source Type, and Registration Source Info. These fields are not editable. Most of the Marketo system fields can be used to filter a Smart List. More information about the fields and the values for Original and Registration Source Type can be found in this article.

 

Please see this article for more information about the automatic mapping between the Marketo created fields and SFDC fields.

 

Marketo special fields (Person / Lead Object)

Information about SFDC related system fields/tokens that will be available in Marketo automatically when you setup the sync.

 

Here are some tips on creating Marketo custom fields.

Brian Law

SFDC Users

Posted by Brian Law Employee Apr 13, 2016

During the initial and ongoing sync Marketo will pull in all your SFDC Users.All the SFDC user fields are read only and custom fields are not usable in Marketo. If a user is owns an account or lead/contact, tokens for the owner can be used in emails:

 

SFDC Owner Related to the Company

{{company.Account Owner Email Address}}

{{company.Account Owner First Name}}

{{company.Account Owner Last Name}}

 

SFDC Owner Related to the Lead/Contact

{{lead.Lead Owner First Name}}

{{lead.Lead Owner Last Name}}

{{lead.Lead Owner Job Title}}

{{lead.Lead Owner Email Address}}

{{lead.Lead Owner Phone Number}}

Instructions for merging fields, combine a SFDC field with a Marketo only field. Please contact Marketo Support or services@marketo.com if you need assistance.

 

Scenario: You need to build campaigns or forms prior to integrating Marketo with SFDC.

 

Note: You won't be able to merge a field if the field type doesn’t match the field you are merging with. Thus, you can only merge a string field with a string field. You can't merge a date with a datetime field.

 

You won’t be able to merge a field if it is in use. The field you are merging with can be in use.

 

When you merge fields you need to determine which field you are merging with, this the Target Field. You also need to choose which value will win. Merging fields may take some time and once started it cannot be canceled. Once the merge is completed the merged field will no longer exist in Marketo.

 

After the field merge the SFDC field will be combined with the Marketo field. Be careful how you name your field since it will be the name of the field after the merge.

 

Process

Select Marketo field to be merged with the SFDC field in Field Management

  • Go to Field Actions => Merge fields
  • You will see this error if the Marketo only field is still in use

  • Target Field: Choose the SFDC field
  • If conflict, winner is: Choose the Marketo field

 

It is not possible to merge two SFDC fields together, you will get an error message.

 

Important: If you are in the process of integrating/syncing SFDC with Marketo for the first time, we highly recommend you merge the fields before you start the record sync between SFDC and Marketo. Since merging fields takes time we recommend building this task into your implementation schedule.

 

Additional resources for learning about the Marketo integration with SFDC.

One option instead of using the Auto-Assignment (Lead Assignment) rules in SFDC is to assign new records to a SFDC Queue.

 

In Marketo you won't be able to send alerts to a queue. You also won't  be able to select the Leads owned by a specific queue in a Smart List. In Marketo if the SFDC Type = Lead and the Lead Owner fields are blank, the SFDC Lead is owned by a queue but you won't be able to determine by which queue. There is no out of the box way to create a list of leads owned by a specific queue, you would need to do something like create a custom field in SFDC and copy the queue name to the field.

 

If a SFDC Contact runs through the Sync Lead to SFDC flow step, since Salesforce does not allow "Contacts" to be assigned to lead queues, Marketo will create a duplicate "Lead" in Salesforce. If you want to prevent this behavior in your campaigns, adjust your smart list to only allow Marketo only records flow through the smart campaign. Another option is to use Add Choice and prevent SFDC Contacts from flowing through the flow step.