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In my last blog I discussed the importance of defining the scope and vision of your Marketo implementation, this installment focuses on the significance of getting attention and buy-in from executive leadership.


Why is executive-level support key for success?  Besides being able to break down any potential roadblocks between and within departments tasked with the Marketo implementation (e.g. IT, Marketing and Sales), executives can set the tone for the entire organization. As the proverbial captains of the ship, having top-level support can help all departments sail in the same direction. Recruit these “skippers” to champion the vision and strategy for the Marketo implementation and beyond.


In the article, 10 Change Management Keys to Effective Software Implementation, Samantha E. Velez writes, “When there is consistent, managerial backing at every level, the entire workforce is being driven toward the common goal of accepting and adapting to the new system. Effective leadership can sharply reduce the behavioral resistance to change, especially when dealing with new technologies.”


Part of your change management strategy should incorporate an Executive Leadership Plan. When formulating the plan, here are some things to consider matched to typical implementation phases:

  • Kick-off: Get the executive team together and have them describe how Marketo fits into the overarching goals, direction and strategy of your company –  then get them to communicate this company wide.  This not only gives the implementation the visibility it needs; it also helps bring clarity to the entire organization around why the changes are being made.
  • Design: Consider providing Marketo overview training to familiarize executives with Marketo features and functionality.  This forum can also facilitate conversations around scope and time frame related questions, as well as expose this group to available metrics, report types and provide a look at user roles.  When it comes to analytics, some executives like to have system access to run their own reports, while others want things delivered to them.  And, the discussion around user roles might surface new business processes that will need to be adopted. Figuring all this out early in the process helps set expectations.
  • Implementation – and beyond: Focus on providing project updates and strive for on-going organizational alignment. Consider hosting executive briefings, or providing weekly reports to keep executives apprised of project successes and challenges.  During the implementation and early project phases, more frequent meetings and reporting might be necessary, while post implementation you might scale back to quarterly updates. Whatever the meeting or reporting cadence, continue to enlist executive support when needed – be it for issue escalation, or to broadcast your awesome achievements.
  • All Phases: Create a cycle of positive reinforcement. Consider having executives single-out key adopters (both marketing and sales) and program successes. Include these updates in your internal newsletters, company intranet and social network.  Who doesn’t like to be recognized for good work? And we all know that a ‘shout out’ can go a long way when it comes to motivating a team.


Much of what I’ve been discussing emphasizes communication.  In an upcoming blog I’ll dig deeper into the importance of formulating an overarching project communication plan.  If scheduling quarterly meetings makes sense for your business, consider including your Marketo or partner team.  Your Account Manager, Engagement Manager, or partner will keep you abreast of the product road map. This will give needed visibility and runway, allowing you to continually evaluate your strategy and to plan for adding or shifting resources as new features, like Account Based Marketing, change or amplify your existing strategy.


Set your organization up for smooth sailing! Getting executive buy-in from the start puts your investment in Marketo on a long-term course for success.

Today, let's explore a questionable call made by… well, probably by every single Marketo user, ever: sending direct links to PDFs or other downloadable collateral.


I think most people understand that downloadables, on their own, can't associate web sessions with known leads: PDFs don't run Munchkin, nor do Excel spreadsheets. So if someone clicks from an email straight to your blahblah.pdf, their web session will still be anonymous unless it's been associated via other means.


Read the full post on TEKNKL :: Blog →

Last week was Marketo's 2017 Revenue Kickoff Meeting in San Francisco. It was a great opportunity for all our sales and marketing employees and 200+ partners (for the first time ever!) from around the world to align on what we're going to do this year...and, of course, have some fun.


So what can you expect from Marketo in 2017? First and foremost, you can expect us to double down on helping you win in the new "engagement economy."


As you know, in our digital world, everyone and everything is connected and relationships between buyers and sellers have fundamentally changed. As a result, buyer expectations have gone way up. In fact, we looked at some interesting research at the meeting about buyer expectations from one of our partners, Wunderman, that showed:

  • 79% of buyers only consider brands that show they understand and care about "me"
  • 63% of the best brands exceed expectations across the entire customer journey
  • 88% of buyers want to engage with brands that are setting new standards
  • 89% of buyers are loyal to brands that share their values


The only way to win in this new engagement economy is to deliver authentic and personalized experiences at scale. Therefore, our focus this year is on helping you transform the way you reach and engage with people by continuing to improve our Marketo Engagement Platform, so you can listen to customer behaviors, learn what each individual customer wants, and engage your customers intelligently wherever they are.


At the meeting, we all practiced engaging in an authentic and personalized way in real time with the cutest puppies ever!



Steve Lucas, CEO, getting personal with a puppy



Karen Steele, VP of Corporate Marketing, building a new relationship


Steve clearly laid out Marketo's promise to all our customers: We will empower you to create lasting relationships and grow revenue.


We know you want to win and Marketo is here to help you do just that. Here's to a great 2017!

Recently someone on my team asked me for a bit of help in writing some JavaScript to check and uncheck the boxes on a subscription center when someone selects the Unsubscribe from All checkbox. You would think this code would be easy to find just floating around because so many people need it, but I actually couldn't find it all that easily. Since I'm probably not the only one who needs this code, why not share it?


Code to Check All Subscription Boxes

Make sure you update the field names in the quotes to match the field names in your instance, beginning with 'selectAll', which is the checkbox that, when selected, should populate all of the other checkboxes. Obviously, you should also remove any rows you don't need because you have less options than this example.



MktoForms2.whenReady(function (form) {

document.getElementById('selectAll').onclick = function() {

  if ( this.checked ) {

document.getElementById('mktosupplychainmanagement').checked = true;

document.getElementById('mktosmallmolecules').checked = true;

document.getElementById('mktobiologics').checked = true;

document.getElementById('mktoevents').checked = true;

document.getElementById('mktocommercialproductsupply').checked = true;

document.getElementById('mktoproductdevelopment').checked = true;

document.getElementById('mktogeneralmarketingcommunications').checked = true;

document.getElementById('Unsubscribed').checked = false;

  } else {

  // Did not Globally Subscribe






Code to Uncheck All Subscription Boxes



MktoForms2.whenReady(function (form) {

document.getElementById('Unsubscribed').onclick = function() {

  if ( this.checked ) {

document.getElementById('mktosupplychainmanagement').checked = false;

document.getElementById('mktosmallmolecules').checked = false;

document.getElementById('mktobiologics').checked = false;

document.getElementById('mktoevents').checked = false;

document.getElementById('mktocommercialproductsupply').checked = false;

document.getElementById('mktoproductdevelopment').checked = false;

document.getElementById('mktogeneralmarketingcommunications').checked = false;

document.getElementById('selectAll').checked = false;

  } else {

  // Did not Globally Unsubscribe





There's no place in Marketo where you can easily see a list or report of all of your static lists. This is somewhat important when you're doing a migration from one instance to another, because you need to decide which static lists you want to reimport the members to when you move to the new instance. Here is the fastest way I've found to quickly generate a master list of all of your static lists:


  1. Create a smart campaign and drag Member of List filter into the smart list. Click on the + sign.
  2. Go to Add New values and select each list to move it over to the right side (You may at the bottom see "Add All" if you are lucky, but it doesn't always show up). Then copy and paste the list from the right side into your document. You’ll need to do this once per workspace.

Just discovered another bug in Marketo forms when there's more than one form on the same page.


Symptoms: seemingly random behavior in loading the datepicker (or any other polyfill) in browsers that lack native support.


For example, Firefox does not support the native HTML <input type="date">, so the Forms 2.0 library loads a custom, JavaScript-based picker plugin (script-driven emulations of native features are called polyfills).


Read the full post on TEKNKL :: Blog →

Before diving in, it's important to emphasize that all email metrics besides “sent" are approximations. This is true for any ESP due to technical limitations. One quick example: if a recipient of an email has “automatically show images” in their email client disabled, then an “open” event will not be recorded even though that recipient did open the email. In this example, there is no technical way to know that an open occurred. Different email services and clients will handle email differently and senders will not always know the precise state of the email. From my experience, trying to determine an absolute perfect list of people that have interacted with an email is extremely difficult, if not impossible. Everything should be viewed as an approximation that will allow you to see trends over time.


The “best” email metrics to look at in Marketo are the ones that are in the email performance report (it also matches the summary page of a smart campaign) or in RCE. There may be other ways that users can try to get metrics, but it’s not going to tell you what you’re interested in. The issue mainly occurs when people try to inspect our activity log (which is what you’re seeing when you click “View Results” of an Email Program) or use Smart Lists. For example, a customer might create a Smart List with “Was Delivered <my_email> in the last 6 months” and expect the count returned to match the delivered count in the Email Performance Report for the same email and date range (last 6 months). In practice, these numbers won’t always match for good reason. One example of why the metrics will differ is that a certain category of “soft bounce” or “hard bounce” events can occur after a delivered event occurs. This means that the delivered count in the Email Performance Report could initially look higher, then slowly decrease (it may decrease steadily over time) as we receive bounces from mail servers. It's a weird concept to grasp, but sometimes that is the order in which bounces are reported to the sender. In the Email Performance Report and RCE, we have additional business logic that will count this as no longer being delivered. In the smart list and activity log, however, it will always just give you an unfiltered count of leads that had the “delivered" activity occur for that email in the last 6 months, even if some other activity later occurred that nullified the previous activity.


Quick overview of some the business logic present in the Email Performance Report:

  • Rule 1: Each email activity record is set to one, and only one, of the following: Delivered,Hard Bounced, Soft Bounced, or Pending.
  • Rule 2: If the email record shows Opened, it is counted as Delivered.
  • Rule 3: If the email record shows Clicked Email or Unsubscribed, it is counted as Delivered and Opened.
  • Rule 4: If the email is Opened, bounces are ignored. If the email has not been opened,Hard Bounced takes precedence over Soft Bounced and Delivered.


Quick overview of the business logic present in RCE:

Email Event Chain in RCE

Sent ---> (Delivered | Hard Bounced) ---> Opened ---> (Clicked | Unsubscribed | Complaint)


  • All subsequent events after Sent are tied back to the its latest Sent.
  • If the preceding event is not present, RCA will generate that event.  For example, Click does not have Opened, RCA will generate the Opened for the latest Sent.
  • Generated event takes the date of its subsequent event.  For example, Click does not have Opened, RCA will generate the Open with the Click date.
  • If the real event comes later after the event is generated, RCA will determine if the event should be updated or leave as it.
  • Sent can have either Delivered or Hard Bounced
  • Hard Bounced negates Delivered.
  • Opened negates Hard Bounced.
  • Data reported in CST timezone only.
  • Unique Click counts the first click.
  • Deleted lead email activities are not counted but deleted email still show.


Another thing to keep in mind is that when you are running something like a Smart List or looking at activities, this only applies to leads that are currently in your lead database. So, If you sent an email to 10 people and all 10 opened the email, the Email Performance Report would say “10 sent” “10 delivered” “10 opened.” If an hour later one lead was deleted from the database, and you then were to run a “Did Open <my_email>” Smart List, you would only see 9 leads returned since the 10th person no longer exists in the database. The Email Performance Report would still read “10 sent” and “10 opened."


There are many many more examples like the above, but it should indicate that the best thing to look at is always the Email Performance Report. While RCE operates over the pure activity log (which doesn’t always reflect reality), we’ve also added similar business logic there so those numbers are also good to look at. There may be a few minor differences in business logic between RCE and Email Performance Report. One example is that RCE doesn’t show data for deleted leads.

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