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In case you missed the news. Marketo hires first Chief Scientist: Shankar Venkataraman


It’s all about personalization, at scale.

If you had doubts that predictive analytics is the next big battleground in marketing software, you may set them aside.

Marketo has added a chief scientist to its leadership team: Shankar Venkataraman, a software engineer who spent the past year as chief technology officer for the IBM Analytics platform.

In his new role, Venkatraman will lead development of new analytics features for the company’s marketing automation platform. In particular, Venkatraman will be focused on adding services meant to improve Marketo’s ability to help marketing teams personalize outreach for “billions of customer interactions.”


Venkataraman has been a distinguished engineer with IBM for the past eight years. He joined IBM via the tech giant’s acquisition of Cognos back in January 2007.

You might also recognize many of the other business software companies on his resume, which include sales relationship application upstart Epiphany, management software company Remedy, and database pioneer Informix.


Marketo is getting more serious about winning over big, strategic accounts.

Last month, the software maker forged a relationship with Accenture to strengthen its credibility. The push into analytics is another part of that mission as the relative underdog faces increased competition from big software companies with a much higher profile in big businesses, such as Oracle and Salesforce.

More fun with Munchkin domainLevel tonight. A client hired an outside design firm to work on some LPs, and the designers couldn't figure out why forms (embedded Forms 2.0) weren't posting a Munchkin cookie, even though an anonymous Visit Web Page activity was being logged (though for a new lead on every page load).

The firm was hosting the pages on for QA. I'd recommended a subdomain of the client's domain instead — otherwise, associated leads would be lost upon navigating to the Thank You URLs on the client's main site, strongly limiting real-world tests. And indeed hosting on would've sidestepped the problem. But it would've deprived us of a nice teachable moment, so it's just as well.

Read the full post on TEKNKL :: Blog →


This blog post exists as a guide to better understand how Marketo sends emails, the various methods in which to send emails, as well as the pros and cons of using certain methods depending on what needs to be accomplished in sending an email. I've posted this in the Markto Summit group to provide a possible guide to those looking to better understand Marketo around the convention.

I created this document while Senior Marketing Automation Specialist at R2integrated; I do not claim full rights of the document, but post it here on the Marketo Community to enrich thought leadership and act as work sample.


Methods of Sending Email in Marketo:

The method used to send an email is all dependent on your email sending needs. Does you need a few different emails sent over a certain period of time but only on certain days? Do you need one email to be sent immediately but only to very specific audience? Does the email need to be sent on a staggered schedule, but only if the recipient engages with a previous piece of email content? These are the types of questions that will need to be answered before setting up an asset to send an email. Without knowing exactly how you need the email to be sent, to whom it will be sent, to whom not to send, as well as what times it should be sent and how frequently; it will be very hard to select the correct sending method.


Single Flow Action Email Send

Likely the easiest method to send a piece of content to a lead in Marketo, the single flow action email send does not require the set up of an asset (program or campaign) to accomplish sending an email.


This method will allow for selecting a single or multiple leads to send an email directly and immediately, in the Lead database. This is a manual method of sending email and is not recommended if the goal is to automate the sending process. It is appropriate to use this method when a single piece of email content needs to be sent out immediately, without need for reporting or status updates.


There are no criteria that can be entered to further specify lead data, but is simply a direct send just as if you were to use a standard email client send like Outlook or Gmail. Here are a few pros and cons of using a Single Flow Action Email Send.



  • Quick, manual send to one or multiple leads
  • Allows for one email to be sent
  • Prevents the Marketing Activities dashboard to be further cluttered by unneeded campaigns or program assets for sending one simple email.
  • Creates backend log of actions taken in case logs need to be pulled for reporting


  • Not an automated method of sending
  • No adjustable campaign criteria to determine lead exclusions or other significant data for sending the email
  • Not easily added to reports


Smart Campaign Email Send:


Smart campaigns can be used to send emails or accomplish many other aspects of the automated marketing lifecycle for leads. For example, not only can emails be sent through the campaigns “Flow” tab, but the leads score can be changed, criteria can be set up to remove a lead from the flow of the campaign or other campaigns, they can be added to lists and just about anything you need to accomplish for your leads can be done in a smart campaign. This, however, can only be accomplished in the ‘flow’ or sending mechanism of the campaign.


Campaigns also have a built in smart list, which allow a user to set up qualifying lead criteria. For example, if you need an email to be sent to only leads who have never engaged with that email before, were a part of a particular past program or campaign, and they had filled out a particular form, the smart list of the campaign can pull in filters to narrow down the criteria for the desired leads. The Flow of the campaign can also have “wait steps” added, staggering the send times of emails or changing of lead data to whenever is necessary.


Smart Campaigns are Marketo’s universal method for getting things done, and also provides a schedule tab which allows for a one time run of the campaign, or schedule out many reoccurrences. This kind of scheduling makes a campaign a “Batch Campaign,” which means leads get processed in batches. Smart Campaign can also be built to be fully automated, using triggers in the smart list. Added a trigger to the smart list changes the campaign into a “Trigger Campaign.” A trigger is a type action activity mechanism which can pull in leads automatically based on certain criteria.


One of the most common triggers used in Marketo is “Filled Out Form” trigger. This trigger, once the campaign is activated, will pull in any new lead that just filled out a particular form on one of your landing pages. There are all sorts of filters and triggers that can be used to pull leads into a campaign. The more automated a campaign can be, the less work for those who build and maintain it.The Smart Campaign also has a minimal reporting dashboard that tells a user the Run History of the campaign, what Emails are being used, what other assets are referencing that campaign in its ‘Used By’ tab, as well as membership stats.


There is lastly a Results tab which allow a user to view leads who have been processed and if they are hitting all of the correct flow steps. There are many pros and cons to using Smart Campaigns. Here are few examples:



  • Freedom to pull in any variation of leads based on criteria for a batch or triggered send.
  • Reporting in campaign
  • Many different options for sending email, based on choices such as ‘send if received other piece of email’
  • Many options for setting new lead criteria within flow
  • Standard and best option for sends for a staggered period of time


  • No detailed reports on email statistics
  • Not an ideal method for sending emails based on particular cadence
  • Will send same email to a lead twice, unless criteria are set up in the schedule to prevent this
  • Not an ideal option for AB testing, though testing is a an option, albeit a difficult setup


Email Program

Email Programs are also a multifaceted method if sending an email and are relatively simple to implement. They have a smart list which allows for lead data criteria to be established which will only bring in particular leads. It has an email selection area that allows for an email to be selected for send. Send times can be established through adjusting the Schedule dashboard, and confirmation can be managed in approval dashboard.Though a Email Program can be used to send out an email, its best put to use when setting up Email A/B tests. The Email Program can perform several types of A/B testing:

  • Subject Line
  • Whole Email
  • From Address
  • Date/Time

These A/B testing methods allow for one email to be utilized with different date/times sent, or different subject lines or from addresses. It also allows a user to test whole emails against each other, selecting several emails for contending. The Email Program has a diverse reporting dashboard that provides statistics on opens, clicks, unsubscribes, click to open ratios as well as engagement summaries.


The program also allows use of program centric “My Tokens” to be used within emails. My Tokens are custom tokens which can be built for the sole purpose of use within the programs assets, such as an email, but not anywhere else in Marketo. The Email Program additionally has a Members tab and Setup Tab, which allow a user to see the leads that are in the program, statuses those leads have achieved, as well as set up criteria for the send. What are the pros and cons of the Email Program?



  • Advanced reporting properties and statistical analysis to the program dashboard
  • Ability to send a single email, quickly and efficiently
  • Many A/B testing options which allow for pulling in multiple emails or a single email and set different appearance criteria such as subject line.
  • Use of “My Tokens” for further customizability for program assets


  • Not an ideal method for sending out multiple emails
  • No cadence or send criteria beyond A/B testing and single time send timeframe
  • Single use setup (not recommended to use more than once)
  • No flow actions to change any other lead criteria, other than send an email


Engagement Program (Nurture Program)

These sort of programs are designed for long term interaction and engagement with your leads. Most of what can be accomplished in an Engagement Program can also be accomplished in a Smart Campaign, however, Engagement Programs allow for sleeker, simpler setup without the use of a complicated, traffic cop style Flow. This method of sending incorporates full automation of email sends.


Engagement Programs allow user to set up a stream of emails based on cadence criteria which will manage when a lead gets email content. For example, if you have 4 different emails to be sent out to your leads who are dropped into the funnel of stream 1, then the cadence can be set to only send out the first email in the stream Mon-Fri at 11am. This can also be adjusted to only send on Tuesdays and Saturdays, any time of day.


There are many different ways a cadence can be adjusted. When a lead goes through a single stream, even if they had received one of the emails in the stream before, it will not receive the email a second time. If a lead is sent email 1 in stream 1 on Monday, then move on to email 2 on Tuesday, but have received email 2 before in a different campaign, that lead will immediately move on to receive email 3 instead. That is unless the availability for that particular email is adjusted to only be available in a certain time frame, such as between the 6th and 11th of that month of the stream send.


When a lead has received all of the email content, that lead will now have “Exhausted Content,” meaning they have no more content to receive and will remain in a hold state in the program until more content is added or transitioned to a new stream. Multiple streams can be set up in an Engagement program. Each stream can have different content, different cadence, and can be meant for only particular leads. Dropping leads into streams is just like dropping a marble the top of a funnel.


As it descends, a user wants it to hit al the right action items before being dropped into the next funnel. There are transition rules which can be set up for an of the streams which can move leads from one stream to another based on any given lead data criteria.Leads can be put in streams via single flow static or smart list action, via smart campaign, or via direct import into the member’s tab of the Engagement program. There is also an engagement dashboard that shows complex statistics of lead engagement with the content you send them.


The program can also use “My Tokens” for its assets as well. Engagement programs are meant to interact with leads over a long period of time; days, weeks, months, even years. It all depends on what your engagement needs are. Not only can emails be added to stream content, but also programs. If the Engagement Program has child asset programs which have campaigns that send out emails based only on certain criteria, the leads can be dropped into those programs via the streams cadence. So what are some of the main pros and cons of this sort of email sending method?



  • Engage with leads over long periods of time
  • Will not send the same piece of content twice
  • Allows for cadence to be set up to interact with leads only at given times
  • Set availability of certain content
  • Use of My Tokens
  • Diverse statically analysis through dashboard
  • Multiple ways to drop leads in stream ‘funnel’
  • Transition rules can be established to change a lead from one stream to another in an automated fashion
  • Can add both emails and programs to stream content


  • Not recommended for one time sends
  • Has to send emails at the same time of day for all emails in a stream
  • Is the most complicated method of sending emails and engaging with leads, but has the highest amount of reporting available
  • No A/B testing as standard setup

Beth Rotachhas a good question this week: "Where can i find some info on Google Analytics and Marketo'

Here are some helpful links I sent to her:


Seamless Marketo - Google Analytics Integration

Integrating Google Analytics with Marketo

Google Analytics Setup in RTP


You can also find other helpful info on Syncs and Integrations here:

Syncs and Integrations


What's missing from that page?

Just a quick note to let you know that we just launched a Japanese section of the Community. This includes:

The Japan team is working on ensuring all the content in that Space is in Japanese. Let us know what features and content you want from this part of the site.

Screen Shot 2016-04-12 at 8.22.08 AM.png

When it comes to formulas in Marketo, most users have doubts about how to use them and their real benefits.

Formulas can be used for several purposes, such as data cleaning, formatting, validating emails, defining segmentation, applying advanced math to campaigns, among others.

In this article I’ll provide an overview of your options for using formulas in Marketo and the possibilities from each one.

Formula Field in Marketo

Formula Field in Marketo is very limited and can’t truly apply formulas to your campaigns.

In Marketo Admin section you can create a New Custom Field with Type: Formula. This field allows you to generate values based on data from other fields. For example:

If Marketo Social Gender is Male, Value: Dear Mr. {{Lead.First Name}}

If Marketo Social Gender is Female, Value: Dear Ms. {{Lead.First Name}}

The formula field is added as a token in an email and will follow the rule you defined during setup. See how to use formula field here.

The Formula field in Marketo is simple and easy to use, however it has some downsides:

  • Very limited functionalities
  • Fields cannot be exported
  • Fields cannot be used in Smart Campaigns


Sync formulas from CRM

CRM platforms such as Salesforce, MS Dynamics and Sugar allow you to use formulas to define calculations for custom fields, validation rules and workflow logic.Salesforce, which is the most commonly used platform, provides a great range of possibilities, once formulas are similar to Excel and you can explore more complex functions. You can create formulas in Salesforce and sync them across to Marketo, in order to use these formulas in your campaigns.The main downsides of this alternative are:

  • When a value in the Formula field in Salesforce changes, it does not trigger updates in Marketo (as it does not update the System ModStamp).

This means that data is not synced automatically, which can cause issues if you have triggered actions in your Marketo campaigns based on formula fields.In order to sync data from formula fields you have to add another step, such as:     - Insert a trigger in Salesforce to update another custom field with the formula result, using the non-formula field in your Marketo campaign; or     - Use Process Builder in Salesforce to replicate the formula logic in the workflow rule.


  • Even after adding the step to sync data automatically, there will be a 5 minutes wait to have data sent from Salesforce to Marketo. If the formula is based on a value being changed in Marketo, that’s at least 10 minutes.
  • Salesforce formulas require Marketo to query Salesforce for each value separately, which can cause substantial API usage. However, it’s possible to use a tool such as DemandTools or Data Loader to minimize impact on API.


Excel Webhook for Marketo

This is a free service that allows you to use Excel formulas in your campaigns in Marketo. Because it’s a webhook, the results are instantaneous and it does not require using CRM formula and waiting for it to sync.The formulas can be applied on triggered campaigns and should follow the same pattern as Excel. Here are some examples of formulas that can be used:


  • Add score values together

={{Lead.Relative Score}}+{{Lead.Relative Urgency}}

  • Use Proper Case

=PROPER("{{lead.First Name}}”)  

  • Remove Spaces

=SUBSTITUTE("{{lead.Email Address}}"," ","")

The webhook access is available for free on Launchpoint.

I hope you found this article useful and have now a better understanding of how to use formulas in Marketo.

If you have any other relevant information or different experience with formulas, please let me know and I’ll update this post. seg?add=4481695&t=2

Good morning. 


We have so many articles, cool tools, etc. on this site that this is a good way to keep you in the loop about what's new here as well as on other Marketo properties. So be on the look out for more frequent, short updates here. So, here's what's happened in the last two weeks:


  • Expert Locator: We just introduced a new update to the Expert Locator, which is a great tool to find Certified Users, Champions, User Group Leaders and their User Groups and more.
  • Getting Started: I was bored the other night and did some surgery on the Getting Started Page so now it is easier to use -- and it is easier to find content to help you get started with Marketo or with the Community.
  • The specified item was not found.  More and more Champions, Partners and other Influencers are raising their hand and creating Nation Talks Videos.
  • Marketo Whisperer: Implementation Tips: I am always impressed with this blog. It is written by a group of Marketo Employees and always 'schools me' in how to use Marketo better


Lots of great stuff being introduced this month, such as: A Japanese Language Space and Purple Select & Community integration.

Ask your questions here. Tell me what I should describe in more detail for you.




Wilder, Your Global Nation Builder




Forget B2B and B2C—marketing is a 'Business-to-Human' endeavor

At The Economist's Marketing Unbound event last week in New York, marketing executives from several different industries agreed that there is one key ingredient missing from marketing today: Long-lasting consumer relationships. Rather than look to build those relationships, marketers often forget to see past the usual metrics, such as clicks and ROI. Marketo's Group VP of Marketing Chandar Pattabhiram put it simply: "Marketing isn't just B2B or B2C... marketing is 'Business to Human,' that's what it's about."  Autodesk


Survey: With all eyes on security, talent shortage sends salaries sky high


"Company executives and their boards are more acutely aware that security is not just an IT problem but it’s a business problem," says Jason Hoffman. "As a result, security is getting more emphasis across all companies regardless of sector."


Marketing judges enterprise information automation tool "Marketo" and from the IP address "where where JP" is cooperation (translated)

Yomiuri (Japan)

Our Tokyo team worked to issue this release on a new IP geolocation integration called docodoco jp.


4 reasons to automate marketing operations - François Rychlewski, Marketo (translated)

Informatique (France)

Francois Rychlewski’s byline cites last year’s Economist survey.



Grazia (France)

French pick-up of our animal marketing Instagram infographic.


What is the future of business development? (Translated)

Action Co (France)

This piece cites the Marketo finding that 50% of the time business is lost in useless prospecting actions.


5 Steps to the account-based marketing (traslated)

Internet World Business (Germany)

Marketo’s Thomas Weyand provides insights on account-based marketing.


Five Ways to Authentically Engage Your Customers


Marketo, a provider of marketing automation solutions, offers a comprehensive set of “Definitive Guide” to help marketers master topics like digital marketing, email marketing, social marketing, and marketing metrics. Instead of selling its platforms, Marketo seeks to advise and inform its customers and thereby earn the right to talk about its products.



Exclusive – Bluewolf CEO on why the Salesforce services pureplay’s future is as part of IBM


Salesforce services specialist Bluewolf is to become part of IBM, the latest indicator of the importance of the cloud CRM provider’s enterprise customer base to the big ticket SIs.


Xero’s CMO on busting the myth of the marketing cloud (webinar)


The idea of one monolithic marketing cloud may be misunderstood. Xero CMO Andy Lark joins VB’s director of marketing technology Stewart Rogers to look at the reality of cloud-based marketing solutions and how best to use them to break down crippling marketing silos.


Companies Reporting Widespread Use of APIs as Business Drivers

App Developer Magazine

In a recent CA Technologies study titled “APIs and the Digital Enterprise: From Operational Efficiency to Digital Disruption,” companies reported widespread use of APIs, but lack the full capacity for comprehensive API success. The global online survey of 1,442 senior IT and business executives was sponsored by CA Technologies and conducted by industry analyst firm Freeform.


Why Amazon, Facebook and Salesforce Just Partnered With the SBA


The federal agency has built a site where business owners and entrepreneurs can access a variety of digital tools and resources to help them run their companies.


Is your marketing organization struggling with the pace of digital? “Hacking Marketing” is the answer [Review]

Marketing Land

Scott Brinker’s book explains how modern marketers should adopt software development practices. Columnist and Third Door Media CEO Chris Elwell reviews the new release.


Google revamps AdWords for a mobile-first marketing world

Marketing Dive

After 15 years and with the realization more searches are taking place on mobile devices than desktop or laptop computers, Google is making changes to AdWords. The changes will reflect a mobile-first, multi-screen marketing world that includes engagement on multiple devices throughout the day. The tech giant is calling these numerous short bursts of activity that include many web and app sessions “micro-moments.”


Vibes Launches Transactional Mobile Messaging and Consumer Report

Press Release

Using Vibes’ Catapult mobile marketing platform and APIs, enterprises can now power automated service messaging programs across mobile channels, including SMS, MMS, push and mobile wallet (Android Pay and Apple Wallet).


Marketers Get New Weapon in Battle for Customer Attention and Engagement: Digital Gifts

Press Release

Rybbon, a digital gifting platform, enables marketers to engage with customers and speed up purchases.


ReadyTalk Accelerates Customer Growth in 2015, Reloads for 2016

Press release

ReadyTalk, a leading provider of online conferencing and webinar services, saw record customer growth in 2015, closing more than 1000 new accounts across its lines of business.


Gartner Recognizes Scribe in 2016 Magic Quadrant for Enterprise Integration Platform as a Service, Worldwide

Press release

According to the report, "by 2019, iPaaS will be the integration platform of choice for new integration projects, overtaking the annual revenue growth of traditional application integration suites on the way."


All the SaaS Companies Have Recovered, Except This One


February's 'DiSaaSter' is a dim memory for tech cos. from Salesforce to HubSpot to Marketo. Everyone except for LinkedIn.


Hootsuite Acquires Social Selling App


Vancouver, British Columbia-based Hootsuite is expanding its toolset for sales executives through the acquisition of another Vancouver-based company, Sales Prodigy.


Report: Don't forgo human element for digital in customer service

CMO Australia

New Accenture report shows more than half of Australian consumers surveyed have switched providers in the past year due to poor customer service


ANNUITAS Named Finalist for Marketo Revvie Award

Press release

Partner Annuitas issued a release on being a finalist for the Digital Services Partner of the Year Revvie.


Invoca Raises $30 Million to Bring Phone Calls into the Marketing Cloud

Press release

Invoca’s 500 percent growth in recurring software revenue over past three years driven by enterprise demand for mobile marketing automation


AppDynamics Appoints Kendall Collins as Chief Marketing Officer

Press release

AppDynamics, an application intelligence leader helping power enterprise digital transformation, today announced the expansion of its leadership teams with the appointment of Kendall Collins as Chief Marketing Officer. Collins joins AppDynamics from where he spent 12 years serving in multiple senior-level roles across departments, including three years as global CMO and more recently, CEO of Salesforce Cloud.


OgilvyOne Named a Leader by Gartner in Its 2016 Magic Quadrant for Global Digital Marketing Agencies Report

Press release

OgilvyOne Worldwide is the only traditional marketing agency to be named a Leader in the report, which evaluated 21 digital agencies based on 15 different criteria.



Chief Marketer

U.S. B2B marketing and advertising spending will grow to $161.4 billion this year, with digital accounting for over half ($83 billion) of those expenditures, according to a new report from Outsell.



IBM Names Former AOL President Bob Lord as Chief Digital Officer


In a statement circulated to IBM employees, the company said Lord will “accelerate and scale all aspects of IBM’s digital presence, operations and ecosystem,” and will run its digital platform, digital sales and marketing and its developer ecosystem.


Slack Is Growing Fast, but Microsoft Tops Enterprise Cloud Apps


Use of the cloud-based collaboration app Slack grew by 77 percent while Microsoft’s Office 365 remained the most widely used cloud application by businesses in the second half of 2015.


10 myths marketing technology vendors want you to believe


Real Story Group analyst Theresa Regli busts the most common myths marketing technology vendors tell customers and prospects, and other martech experts share insight on how marketing pros can navigate the dynamic digital landscape.


Companies Are Falling Short in Meeting Consumer Mobile Expectations

App Developer Magazine

According to a recent research study, companies are still finding it difficult to create mobile experiences that meet consumer expectations. The study was conducted by Sitecore which polled 4,500 consumers in 11 countries about their attitudes toward mobile interactions, expectations, and experiences.


Top challenge with account based marketing is identifying decision makers, B2B marketers say

The Drum

The survey conducted on 500 B2B marketers found that 97 per cent of respondents reported that they are currently running or planning an ABM program with 60 per cent listing their primary objective as converting target accounts to leads or opportunities. However, their number one challenge is the inability to identify specific decision makers within target accounts.


US Advertisers Are Investing Heavily in Programmatic, but Obstacles Remain


Programmatic advertising accounts for more than half of US digital display ad spending.


Instagram best platform for social amplification: RhythmOne

Marketing Dive

In its 2015 influencer marketing report, RhythmOne found its influencer programs had an influencer engagement rate of 1.5%. Influencer engagement rate is a metric devised by RhythmOne that is found by dividing total engagements by total exposure.


7 Marketing Implications of the Oculus Rift Being Available to Consumers Branded headsets to high-quality video


Facebook's $2 billion baby Oculus Rift finally started shipping headsets to consumers today, a much-needed move to make virtual reality more mainstream. The development will likely benefit agencies and brands who have spent the past couple of years pouring millions of dollars into creating immersive, 360-degree video clips.


SMBs Turn To Email Marketing


A majority of small business owners who leverage email marketing say it is essential to growing their business, reports a new study by email marketing provider AWeber released Tuesday.


Adding Munchkin to a Wix website

Either I was a bit overconfident in this Marketo Community Post from over a year ago about Munchkin & Wix, or Wix has changed something since. (Can't track changes on their side, not being a real Wix user myself.) Either way, as of Spring '16, Wix makes you jump through a few hoops. But Munchkin tracking can be done! I don't think this recipe is available anywhere else on the web, so let's dig in.

The problem: Custom HTML is wrapped in IFRAMEs

Unlike other "prosumer" site builders such as SquareSpace, Wix seems deathly afraid of letting you add custom HTML (including JS) directly to your managed pages. Instead, any HTML you add using the Add More » HTML Code is always wrapped in an IFRAME before insertion.

Read the full post on TEKNKL :: Blog →

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