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2017

Last month, I shared with you what we learned from the Help Build The Nation survey you completed in December. Since that time, we have been working hard to make some of your requests real.

 

Drum roll, please!

 

Starting next month, you will see:

  1. Simplified navigation – The secondary navigation will go away in favor of a single top navigation. That navigation is being slimmed down to address the three core areas we heard you visit most, Discussions, Marketing Knowledge, and How Can We Help? (which contains Support).
  2. A new home page experience – To complement the simplified navigation, Community will soon sport a new home page that is cleaner, easier to use, and more engaging.
  3. An open community –  Probably the most exciting change of all is that we are going to make sure the genius of our fabulous customers, partners, and employees can be generously shared with the broader world! What does this mean for you? You and your content will gain even greater visibility in the broader world of marketing, and your positive impact on marketer’s lives will grow. How will this work? Any person coming to Marketing Nation Community will be able to see the content in most spaces (with some exceptions, such as Ideas). However, they will not be able to interact with the content or to create content. To do that, you need to be a customer, partner, or employee who is logged into your Marketo instance. [Note: Not able create or respond to a discussion? Use the Login button at the top right of the page to login.]

 

And, we’re not stopping there. Here’s a taste of what’s still to come:

  • Improved search
  • One place for discussions
  • And, much, much more!

 

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

 

Our Marketing Nation Community just keeps getting better and better!

The idea is for Snippets posts to be code-centric as opposed to blather-centric. Copypasta with minimal commentary let's see how it goes!

 

ArrayLists in brief

As you advance with Velocity, you'll make heavy use of ArrayLists, that is, arrays of objects.

 

     ArrayLists are created automatically by Marketo when you access Custom Objects (as <CustomObjectName>List), and you can also create your own using the simple literal syntax you see throughout my code:

 

#set( $myList = [ 1, 11, 22 ] )
#set( $myOtherList = [
  {
    "id" : 123,
    "prop1" : "apple"
  },
  {
    "id" : 456,
    "prop2" : "orange"
  }
] )

 

     Sorting ArrayLists by primary properties (think timestamps) and grabbing the most important item are both things you'll want to do — trust me!

 

 

Read the full post on TEKNKL :: Blog →

Many Marketo users do not spend a lot of time, if any, in Salesforce.com and do not fully understand how it defines certain opportunity fields. This can be important when you’re leveraging Revenue Cycle Analytics to evaluate the impact of your marketing programs on revenue.

 

Let’s talk about the field Expected Revenue. While it is defined in our product documentation, I’m going to be really honest with you and admit that when I was a Marketo client myself learning RCA, I missed this completely. So I was stumped for some time about why Expected Revenue was so different from Revenue and where this data was coming from. Was it something the salesperson input and if so, why?

 

Just in case there’s anyone else out there in the same boat I was in once upon a time, I’m going to lay out what might be obvious to many of you:

 

Expected Revenue is a field that is automatically calculated in SFDC based on two data values:

1) The Opportunity Amount – a dollar amount (or Euro or whatever currency you’re tracking). This part is input by the salesperson and she may adjust it over time as she learns more about the opportunity – unless her organization’s sales processes require that she keep it as is

 

2) The Opportunity Probability – a percentage value. It is the likelihood that the opportunity will be won. In most cases, your SFDC instance has been set up to automatically calculate probability based on the latest Stage the opportunity is in (for example, an opportunity in the earliest stages of the sales process have a lower probability of being won than one at the later stages). However, some SFDC configurations will also allow the salesperson to override this probability calculation with their own value.

 

Expected Revenue then is automatically calculated in SFDC as Opportunity Amount * Opportunity Probability.

 

Example: An opportunity in SFDC has an Opportunity Amount of $150,000 and an Opportunity Probability of 20% (because it is only 1/5 of the way through the sales cycle). The Expected Revenue will be automatically calculated by SFDC as $30,000 (150,000 * .2).

 

As you’d expect, this Expected Revenue amount will change over time as the probability changes, the amount is revised – or both.

 

Some related advice: So since I didn’t see this in the documentation once upon a time, how did I figure out what was going on? Two things:

1) I asked our SFDC Admin what the field was and how it was calculated. Make friends with your SFDC admins – they can help you better understand what the data in SFDC is and how it works and help you troubleshoot if data just doesn't seem to make sense.

 

2) I had user access to my organization’s instance of SFDC so I spent a lot of time in there just getting familiar with, not only opportunity data, but what my sales colleagues were entering (or not entering) as data for accounts, contacts, leads, custom objects etc. Get familiar with SFDC and the sales processes that drive its configuration and use. By doing so, I was able to work with our sales operations group to make changes to SFDC that benefitted both our sales users and the data we were getting in Marketo.

     A curiously downplayed (and as yet unfixed) bug was introduced during a Marketo upgrade sometime in the past couple of weeks.  Depending on the scope of your business, it can have a major impact and I think a lot of people aren't realizing they're affected.

 

     Alert user DT pointed out on the Community and champ DS confirmed that Excel's so-called Unicode Text export format can no longer be used for Marketo uploads with non-Latin-1 characters.

 

     Take a simple sheet like this:

 

120_ss_excel_rows.png

 

 

Read the full post on TEKNKL :: Blog →

One of the unsung heroes of the Analytics tab is, in my opinion, the Company Web Activity report. If your organization is B2B, this report offers some powerful utility for your sales and sales development teams by letting them know which companies have people visiting your website - companies that, perhaps, are researching for buying purposes.

 

Out of the box, the default Company Web Activity report will look at the last 7 days of activity with Known people (leads). This one is automatically great for sales people - particularly if you continue to sell to customers (you aren't offering a one-and-done product or service). You can see, of all the people you know in your database, how

many from your accounts are visiting your website - how many people, how many page views, and when the first and last activity was.

 

But I also like to offer sales teams an Anonymous Company Web Activity - Past 7 Days report. This specifically tells them which companies with people we DON'T know - i.e., not cookied leads in the database -  are on our website, with the same data above. The only thing you change in this report is going from Known leads to Anonymous leads in the setup tab. Depending on your industry, you may or may not want to filter out ISPs for those anonymous leads. Regardless, when you're looking to Anonymous leads, they are more likely to be, though certainly not exclusively, from accounts you AREN'T at. This report is often a particular favorite of sales teams.

 

I also like to further customize this one to offer an Anonymous Company Web Activity - Past 7 Days - Target Customers report. In this one, the same setup, but in the smart list, I add an "inferred company" as a filter. Here's where you can add the names of companies/accounts your sales team is particularly interested in securing for your business - it could be your "unicorn" accounts (those magical ones you desperately want to lock down!) or accounts where you know a competitor currently has their business - that's a particularly fun one, as if they're your competitor's customer, but looking around on your website? That's behavior I would want to know about as a sales person!

 

Screen Shot 2017-03-14 at 1.43.34 PM.png

I've also further customized each of these reports for some of my clients, leveraging the "inferred state region" or "inferred country" for sales teams organized by region. You just clone and customize for each region.

 

Remember, each of these reports can have subscriptions. Weekly is a pretty typical frequency, but depending on the volume of your web traffic, the length of your sales cycle and even the processes and preferences of your sales people, you might do daily instead.

 

How many of you are using the Company Web Activity report functionality - and in what other ways are you using it?

I recently encountered an issue where a webhook I was working with kept failing. The lead fields I was passing over in the webhook via tokens I knew were correct, yet the webhook continued to fail.

 

Here is part of the webhook payload:

&first_name={{lead.First Name}}&last_name={{lead.Last Name}}&country={{lead.Country}}&email={{lead.Email Address}}&parent_email={{lead.Parent’s Email}}

 

Did you spot the issue? It’s very, very subtle.

 

Okay, let me put it like this – do you see a difference between these two values?

 

lead.Parents Email

lead.Parent's Email

 

Yep, it’s that seemingly innocuous “curly” apostrophe in the first value. What Microsoft likes to call a “smart” apostrophe versus a straight one. Guess what? It’s a unique character compared with a straight quote, and one that many data systems can’t read/process. When the webhook was built, it had been built in a Word document and then copy/pasted into the webhook payload template in Marketo. And since it came from Word, Word automatically turned the apostrophe curly.

 

If you’re building webhooks, be sure to copy/paste from Notepad or a similar plain text program. Better yet? When it comes to data, apostrophes and punctuation is generally best avoided if you can.

When you decide to secure your marketo landing pages using SSL, the final step will be Marketo consulting "cutting over" the server so that all of the landing pages redirect to their SSL versions.

 

When that happens you need to worry about mixed content.

 

What is that? Good question. Mixed content is non secure content (HTTP) served within a secure page (HTTPS), and it comes in two types, "active" and "passive". Passive mixed content such as the following will generall still render (depending on browser and version, but will result (again depending on the browser) in a warning]

 

  • <img> src attribute
  • <audio> src attribute
  • <video> src attribute
  • <object> where the object performs http requests

 

Active mixed content will generally cause a larger problem with the page, such as the visual aspects not rendering (CSS)

  • <script> src attribue
  • <iFrame> src attribute
  • All uses of CSS where the CSS is a url
  • <object> (data attribute)

 

All mixed content should be addressed, but only the active content will actually break the pages.

 

The official definition of mixed content as defined by the W3C is here -->  Mixed Content

     Sometimes you need a valid-looking email address as a placeholder, but you need to be sure that it truly doesn't exist and that it's unique across your whole database.

 

     For example, a lead's Email Address can be blank or have a basic syntax error (username missing @domain, only a domain with no username, etc.) in Marketo itself, but validation errors can stop the lead from syncing to your CRM.  Not so good, since those are the very leads Sales needs to track down using other info.

 

     But what value can you fill in that simultaneously

 

     [a] is unique,

     [b] is correctly structured, yet

     [c] is fake-looking to the naked eye, and

     [d] per technical rules, can't ever be a real-world mailbox?

 

 

Read the full post on TEKNKL :: Blog →

Some time back, the folks at Campaign Monitor contributed the go-to fancy button builder for cross-device emails, Bulletproof email buttons. If you haven't seen it, it looks like this:

 

109_bulletproof_builder.png

 

Their compatibility testing was an awesome donation to the MA community, but there's a problem with the generated code when you use it in a Marketo email: the Outlook desktop version (the v:* VML tags) doesn't have tracked links!

 

Read the full post on TEKNKL :: Blog →

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