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Welcome to 2018! We’re starting the new year out on a positive note by rolling out a new design and structure in the Marketing Nation Community with the goal of helping you be more successful with Marketo, more quickly. The new design and structure was reviewed and vetted by many Community members and we truly appreciated all their valuable feedback.

 

Starting next new week, you will see:

  1. A new home page experience – When you land on the home page, you’ll see a news feed of what’s new and exciting in the Marketing Nation Community. For those of you who have been part of Marketing Nation for several years, it will be like going back to the good ‘ol days. The Marketo banner has also been removed so you have immediate access to what you really care about, the exciting and helpful conversations happening among your fellow Community members.
  2. One place for discussions – You asked and we answered. No more decisions about where to look for answers to your questions. Product Discussions and Marketing Discussions have been merged into a single place to access the genius of your fellow marketers, simply called Discussions.
  3. A new Blog space – Read about best practices, tips and tricks, and more from peers, experts, and Marketo employees…all in one spot.
  4. An area for Release Info – Want to learn about what’s in the latest, greatest Marketo release? Look no further than our new Release Info space. 
  5. Mobile friendly – Guess what? The Marketing Nation is now mobile friendly so you can take it on the go with you. The genius of your peers is always at your fingertips.

 

I’m excited to roll out these changes to Marketing Nation. As always, if you have any additional ideas or feedback, please feel free to let me know.

 

You can expect the Marketing Nation Community to keep getting better and better throughout 2018!

New to Marketo?

 

Introducing our new course: Marketo Overview: What Stakeholders Need to Know

 

This one-day course is perfect for stakeholders, marketing professionals, administrators, and data analysts who will use Marketo.

If you're looking to learn the basic elements of marketing automation, building programs and campaigns, and implementing Marketo, then this is the class for you!

Register now for our January 22nd training to get an in-depth look at our engagement platform and how clients can use Marketo software.

 

For more information, visit https://www.marketo.com/education/course-catalog/using-marketo-analytics-and-reporting-2/

Update: Thanks to everyone who completed the survey! We'll be sharing the results in the New Year.

 

***

Take this one-minute survey to help Marketo define where the Marketing Nation is today and where it's going in 2018. We'll share the results with you in the next few weeks!

 

The survey is now closed.

As part of our drive to understand and discover the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we’ve distilled key insights to share with you here.

Last month, we focused on what it takes to succeed. In this post, we'll hone in on how brands can use social media to engage their customers. We'll hear from top CMOs about their social strategies, what they’ve been able to learn from their customers by being engaged, and how social media can create opportunities to get to know your customers better.

Read the full post: Voices of the Engagement Economy: Engaging Customers on Social – CMO Nation

Sanford Whiteman

Fixing Marketo pURLs

Posted by Sanford Whiteman Nov 30, 2017

It's well-known that Marketo's pURL feature, out-of-the-box, has a fatal (and kinda fascinating) shortcoming. If someone has visited your site before — meaning either an anonymous or associated Munchkin session— then pURL-enabled pages aren't functional.

When there's an existing anonymous session, the server ignores the personalized part of the URL (the Marketo Unique Name /JillSmith02 or Unique Code /XYZPDQ) and serves up default/empty content.

On the other hand, if the person has never been to your site on their current device, pURLs work fine.

Unfortunately, then, pURLs work only for people who either [a] just got a new PC or phone or [b] have been living under a relative rock. Not exactly the widest audience!

Luckily, it's always been possible to fix the strange session behavior with a little JavaScript.

 

 

Read the full post on TEKNKL :: Blog →

     With an assist from Velocity, your emails can have time-responsive content.  (And I don't just mean Happy ${day_of_week}, ${first_name}!)

  • When the same email is resent with different primary content (e.g. a weekly newsletter) Velocity can customize secondary content based on the day: like reader PW, you can show a special promo only in the first send of the month, every month.
  • Like user GM, you can pre-create a series of different content blocks, in effect creating a drip campaign from just one asset.
  • If a triggered email is sent off-hours, you can notify the recipient that they'll hear from Sales on the next business day.
  • Or lots of other adventures!

     To run the snippets below, set common variables at the top of the script (or in a global script) like so:

#set( $defaultTimeZone = $date.getTimeZone().getTimeZone("America/New_York") )
#set( $defaultLocale = $date.getLocale() )
#set( $calNow = $date.getCalendar() )
#set( $ret = $calNow.setTimeZone($defaultTimeZone) )
#set( $calConst = $field.in($calNow) )
#set( $ISO8601 = "yyyy-MM-dd'T'HH:mm:ss" )

 

 

Read the full post on TEKNKL :: Blog →

Twilio offers a pretty awesome Lookup API to enrich phone numbers with metadata: it can distinguish mobile and landline numbers (Sales will thank you!), determine carrier (which has demographic significance, like it or not), and even do reverse Caller ID lookup.

It's reasonably priced, and if anyone knows this stuff, it's Twilio.

The weird thing is that even though the Lookup API is 100% webhook-compatible, their docs don't show it being called as a simple webhook request. They only show it in the context of Java, PHP, or other code.

Anyway, here's what's needed to call it as a webhook.

Lookup requests are authenticated using HTTP Basic Auth. Your Twilio Account SID is the username; your Account Token is the password.

     So you just need to create an HTTP Authorization header and then add it to the webhook definition in Marketo. (Marketo supports Basic Auth just fine, but it doesn't present you with distinct username and password boxes.)

     An Authorization header for Basic auth looks like

Authorization: Basic <base64(<username>:<password>)>

where <base64(<username>:<password>)> means simply

  • concatenate the username and the password with a colon : in-between
  • Base64-encode the concatenated string

 

 

Read the full post on TEKNKL :: Blog →

Here’s what I learned on Day One at Marketo: even after more than two decades in Marketing, Sales, and GM roles having worked in the C-suite at multiple companies and counseled a number of global chief executives, nothing could have prepared me for becoming a CEO for the first time.

 

It used to be that a new CEO had a grace period. In your first weeks and months on the job, you were expected to embark on a listening tour, taking time to get to know your team, products, and customers. You would make incremental changes at the outset – just enough to hint at your leadership style, but not so big as to make waves.

 

That luxury no longer exists. Technology is disrupting and reshaping the marketing industry every day. The landscape is incredibly unsettled. Our customers are faced with more opportunity – and risk – than they’ve ever faced before. And they rightfully expect their service providers to cut through the complexity with elegant, powerful tools that meet their goals.

 

Over the course of my first year, I took notes on the core lessons I learned.  Going forward, these notes will serve as my “North Star” as we continue to transform Marketo into an even more global organization that helps companies thrive in what I call the Engagement Economy – a new era that puts the onus on businesses to engage with customers on their terms. And since marketing is far from the only industry facing this level of disruption, I believe these observations will be a useful guide to almost any new CEO.

 

Passion for the Purpose

From minute one on the job, you’ll need to inspire and engage people, rallying them around a purpose. What you’ll find is that no matter how hard you lean in, some people just don’t want to go along for the ride. That’s why the first thing any software company needs is a passionate, engaged team that cares deeply for its customers. They understand that the organization only exists because customers choose to support it, so they must form a team that reflects exactly that level of commitment.

 

One tip for finding those who want to be engaged: Look for people who are passionate about things outside of work. To me, the people who go all-in on their interests outside of the office bring that fire with them inside the office and focus it on finding solutions and serving our customers with an equal sense of fervor.

 

Don’t Let Reality Get in the Way of Opportunity

We’ve all had a similar moment of frustration in a meeting: someone comes up with an idea for a brilliant solution. It elegantly solves a problem and delivers something of real value to your customers. Everyone in the room is excited… until reality smacks you in the face. The reality may be that the timeline for building the product is unrealistic or that there’s no room in the budget to fund it. Or it may be that it doesn’t seem feasible until three other priorities are addressed first.

 

The most common response to this problem is to acknowledge the reality and put the idea on a future “wish list,” ultimately avoiding the tough conversation that is the very thing your team needs you to lead. Don’t take the lazy approach – push harder! The job of the CEO is to push and prod. To dig beneath the surface and empower people to creatively solve problems. Extend your meeting an hour. Challenge your team to not leave the room until a solution emerges. And, most importantly, get right into the trenches with them to help figure it out.

 

Never Be Lukewarm

I can work with people who have a negative attitude. Sometimes they can be a useful foil, forcing me to consider all angles of a problem and come up with better solutions. But I absolutely can’t stand people who are lukewarm. If there’s a fire, I don’t want people who stand there and tell me there’s a fire. Either run toward it and help or get out of the way.

 

I love creative tension. If I’m in a meeting and someone disagrees with my approach, I say bring it. And I try to hold myself to the same standard. If someone brings me an idea or a solution for a challenge they have identified, I don’t want them to walk away from my desk without feeling like we have a resolution or an action plan.

 

Rock the Boat and Challenge Norms

From day one, I made it clear that Marketo team members have an extraordinary opportunity. With our scale, products, and customer base, we can do more than ride the wave of technological change – we can lead it. But we can’t do it if we believe in the old fallacy that the thing that worked yesterday will work tomorrow.

 

In any large organization, you’ll find people who are excited to shake things up and push themselves, their teams, and their companies to be better… and you’ll find others who are generally happy with the status quo and don’t feel any urgency to change. A CEO’s job is to identify those who are willing to take risks, rock the boat and then give them the chance to shine. Promote them to a job that’s just a bit beyond their reach and let them push themselves.

 

Follow the One Lesson That Matters Most

It’s impossible to do all of the things I’ve described without ruffling some feathers.  And that’s ok – if it’s done respectfully and humbly. No CEO should walk around thinking their title means they have all the answers. And even if you come in as a change-maker, make sure to study your company’s history, spend time listening to the team you now lead, and keep an open mind.

 

Ultimately, I’ve found that any CEO is only as good as the people around him or her. Building consensus while boldly leading a new team through change is much easier said than done for any leader. Yet, in this age of disruption, it’s the ultimate measure of almost any CEO’s success. And it leaves us with the one lesson learned that matters most: Be brave. Be fast. Be bold.

 

Steve Lucas is CEO of Marketo. View the original post on LinkedIn.

Dewayne Headshot.pngDewayne is responsible for anything that is fan-facing, from corporate communications to broadcast, in-arena entertainment and retail. He is also responsible for digital and social presence, analytics, creative services and overall brand strategy.

 

In this discussion, Dewayne talks about engaging fans to win, the challenges and benefits of partnerships, and how the Engagement Economy assists him along the way.

Read the full post on CMO Nation.

Cassio.pngCassio is responsible for sales, marketing, supply chain, customer services, and IT.

In this discussion, Cassio talks about how he measures success in the Engagement Economy, how you can personalize the customer experience and the processes that SGI uses to ensure an engaging experience.

Read the full post on CMO Nation.

Stephanie Meyer.png

Stephanie is responsible for PR, IR, marketing operations, and anything that has touchpoints with customers aside from sales.

In this discussion, Stephanie talks about her experiences with the Engagement Economy as a consumer, the biggest challenges CMOs face today, and how to successfully engage with employees.

Read the full post on CMO Nation.

As part of our drive to understand and distill the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we've distilled key insights to share with you here.

Earlier this year, we focused on the rising importance of content. In this conversation, we'll hone in on what it takes to succeed. We'll hear from top CMOs about what success looks like in the Engagement Economy, some of the biggest challenges they face, and the companies they admire for their engagement strategy.

Read the full post on CMO Nation.

Jennifer Dominquini.pngIn addition to being responsible for all the traditional marketing functions, Jennifer is also responsible for digital sales, analytics, and online account origination.

In this discussion, Jennifer talks about the obstacles in the Engagement Economy, how she utilizes partner strategy, and the secret behind good marketing.

Read the full post on CMO Nation.

CEO Steve Lucas created this piece for VentureBeat that was reposted on CMO Nation. See below for a preview, and then click the link at the end to check out the full piece.

 

 

Not long ago, reaching audiences through technologies like email was considered breakthrough. Fast forward to today, a hyper-accelerated existence in which the average human checks their smartphone over 150 times daily.

This phone-fiddling translates into the average enterprise dealing with somewhere between 200 and 300 million digital signals per day, yet most can barely handle about 2 percent of that data. This implies companies attempt to make sense of around 4 million signals every single day—which is still far too many to analyze, interpret, and respond to quickly.

As for the 98 percent of the signals organizations can’t handle, massive amounts of opportunity and insight are lost.

Until now.

AI—whereby machines emulate intelligent behavior—already affects nearly everything you buy, watch, invest in, and more. Most of us can draw on consumer experiences influenced by AI, like Netflix recommendations or suggested purchases from Amazon. These use cases, while consumer-centric, are making their way into the enterprise.

Head to CMO Nation to continue reading.

Marketo University is pleased to announce the addition of 7 new training modules, bringing our total available training modules to 20. These modules are available for free to employees, partners and customers. The new training modules are available on Marketo’s web site at: https://www.marketo.com/university/

 

The New Marketo University

Marketers now have access to free, self-paced training modules from Marketo University, which cover everything from setting up a Marketo instance to building engaging content. These training modules are designed to provide foundational knowledge covering all core aspects of the engagement platform.  More than 40 training modules are planned for release by the end of 2017.

 

Each training module typically contains four core components to help any marketer, regardless of background or skill level, learn engagement marketing concepts and see how they are executed through the Marketo Engagement Platform. These components include:

  • A LEARN video to introduce the concept, what it is, why it’s important, and key considerations for success.
  • A WATCH video that provides instructions on how to approach and execute the topic within the Marketo Engagement Platform.
  • DO resources, which provide step-by-step written instructions on how to accomplish tasks in Marketo.
  • A CHECK assessment, which is a short quiz to assess whether someone has learned the core concepts of the training module.

 

Marketo’s instructor-led courses, which offer deep-dive and hands-on training in the Marketo Engagement Platform, will still be available through Marketo University for a fee, as will the Marketo Certified Expert Exam. Newly added Marketo Specializations are also available to certified experts to extend their Marketo certification.

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