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Included in this article Overview Data you’ll get from Email Bounces Bounce Categories Hard Bounces Soft Bounces Bounce Details Building the Directory 1. Create 6 custom fields 2. Create a Program to house everything 3. Create a Static List 4. Create two Smart Campaigns Smart Campaign One - Logging Email Bounces with Bounce Details Smart Campaign Two - Remove Leads From the List After Successful Deliveries 5. Create Custom List View Showing Bounce Details Overview Bounce activities carry details for why the email was bounced, but it’s housed within the activity log entry, not in a field on the lead record, so it’s difficult to export that data. This article will show you how to extract that information to create a directory of leads bouncing emails and how to make the list automatically update. This will also create counters for bounces and successful re-deliveries after bounces happen. Data you’ll get from Email Bounces Bounce Categories Email bounces come in different types depending on why the email was bounced; Hard Bounces or Soft Bounces. Hard Bounces Hard Bounces come in two types, Category 1 and Category 2. Category 1 bounces are emails that have been marked as spam by the recipient mail server. Many email servers monitor blacklists or spam traps, so after de-listing with them, leads that have had a Category 1 bounce previously may be able to receive emails again. Category 2 bounces occur due to an email address that is invalid or doesn’t exist. Soft Bounces Soft Bounces come in three different types, Categories 3, 4 or 9. Category 3 bounces are usually temporary, caused by full mailboxes, timeouts, or throttling. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 4 bounces are caused by technical problems, Transient Failures, Admin Failures, DNS Failures. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 9 bounces are unknown, undetermined or gibberish details. Any email with this designation has been retried for up to 24 hours (36 for AOL). Bounce Details When an email is bounced, the recipient mail server includes details of why it was bounced. These are created by the admin of the recipient mail server and vary greatly, but most will give some explanation that can give valuable information. Email Bounce Codes Building the Directory 1. Create 6 custom fields You’ll need 6 custom fields, two DateTime fields, two Score fields, and two String fields Name the DateTime fields “Bounce Date” and “Email Delivered After Bounce”. Name the Score fields “Email Bounces” and “Deliveries After Bounces” Name the String fields “Email Bounce Details” and “Email Bounce Category” Directions for creating Custom Fields can be found here: Create a Custom Field in Marketo 2. Create a Program to house everything Use a default program type and name it "Directory of Leads Bouncing Emails". Info on creating programs can be found here: Create a Program 3. Create a Static List This static list will be your actual directory that contains all of the leads that are currently bouncing emails. Name it "Active Bounce List". Info on creating a static list can be found here: Create a Static List 4. Create two Smart Campaigns These two Smart Campaigns are what will be used to add and remove leads from your active bounce list. Info on creating Smart Campaigns can be found here: Create a New Smart Campaign Smart Campaign One - Logging Email Bounces with Bounce Details Your first Smart Campaign will be used to listen for any email bounces that occur. The campaign will populate the “Bounce Date”, “Email Bounce Category” and “Email Bounce Details” fields. It will then add one point to the “Email Bounces” score field which can be used to count how many bounces have occurred per lead. Lastly, the campaign will add the lead to the static list which will be an active directory of leads who are bouncing emails. Campaign Smart List Use the two triggers of “Email Bounces” and “Email Bounces Soft” in the Smart List. Set both triggers to “is any” so that they will fire whenever any email bounces for any reason. Campaign Flow The Flow of the campaign will have 5 flow steps. The flow will use a System Token and some Trigger Tokens, which can be used to pull details out of the action that activated the trigger. In this case, the Trigger Tokens will be pulling out the details on why the emails were bounced. That info is in the bounce message and is logged in the lead's activity log. Normally you'd have to comb through the activity log one at a time to find these details for each individual lead. This method, however, will pull the details out automatically for all leads. Flow Step 1: Change Data Value Attribute: “Bounce Date” New Value: {{system.dateTime}} Flow Step 2: Change Data Value. Attribute: “Email Bounce Category” New Value: {{trigger.category}} Flow Step 3: Change Data Value Attribute: “Email Bounce Details” New Value: {{trigger.details}} Flow Step 4: Change Score Score Name: “Email Bounces” Change: +1 Flow Step 5: Add to List List Name: “Active Bounce List” Smart Campaign Two - Remove Leads From the List After Successful Deliveries Campaign Smart List The Smart List of the campaign will need a trigger for “Email is Delivered” set to “is any” and also a filter of “Member of List” looking just for leads that belong to your Static List. This way, the campaign will only apply to leads who have had an email bounce but have then had an email successfully delivered afterwards. Campaign Flow The Flow of the campaign will have 3 flow steps to do the following; log when the email was delivered, add a point to the "Deliveries After Bounce" Score Field, and remove the lead from the "Active Bounce List". Flow Step 1: Change Data Value Attribute: “Email Delivered After Bounce” New Value: {{system.dateTime}} Flow Step 2: Change Score Score Name: “Deliveries After Bounces” Change: +1 Flow Step 3: Remove from List List Name: Operational.Active Bounce List 5. Create Custom List View Showing Bounce Details The custom fields you’ve created for email bounce information won’t show automatically in the view of your list. You can create a new view of the list to show just this information so that when it is exported it will give you only the email bounce information you need. Once the list has the necessary details, it can be exported with those columns included so that you can work with it. You can identify emerging trends and issues with your deliverability by looking for common themes among the bounce details. Directions for creating Custom Views can be found here

There are thousands of blocklists out there and all of them operate a little differently and all have varying levels of reputation. There are only a dozen blocklists that really can impact delivery. The blocklist that requires the most work from you when you request delisting is Spamhaus. Spamhaus is a trustworthy blocklist and if you are listed at Spamhaus you have made a mistake that will need to be directly addressed before the listing can be removed. SpamCop is considered a tier one blocklist for B2B marketers but a tier 2 for B2B marketers. Marketo responds to all SpamCop listings; researching to identify the source so we can work with the customer to educate on best practices and prevent future listings. Some blocklists require that you pay a fee to be delisted. These blocklists are not favored in the email community because they use this tactic. For the most part, Marketo advises our customers not to mind alerts of being listed on a pay-to-delist blocklist. These blocklists tend to have minimal impact to your deliverability. For the most part blocklists are dynamic and resolve themselves in around 24 hours if the issue resolves. If the problematic sending continues, of course, the blocklist will continue to keep you listed until the problematic sending ends. If you are blocklisted, your main concern at that point should be making sure it doesn't happen again. For steps on how to identify the problematic data source and improve your list hygiene in an effort to avoid blacklist issues, see our blocklist remediation article.

Issue Tracked links in emails resolve to "Your connection is not private", or other security warnings in the browser, when clicked. Solution The browser is expecting the branded link domain to be secured with a SSL certificate. Subscriptions without Secured Domains for Tracking Links: Please contact your Customer Success Manager to discuss purchasing a subscription to Secured Domains for Tracking Links. Subscriptions with Secured Domains for Tracking Links: Please contact Marketo Support to provision a SSL certificate onto your tracking link domain. More information can be found here Overview & FAQ: Secured Domains for Tracking Links

Issue How to check what version of the Marketo Solution you have installed in your Microsoft Dynamics CRM environment. Solution Navigate to the Settings section of Dynamics, and then to the 'Solutions' menu. Under the 'Solutions' menu there is a list of all installed solutions called 'All Solutions', and once you have located the Marketo Solution in there, its version number will be listed in a column beside its name. Who This Solution Applies To Users with Microsoft Dynamics integrations.

Issue When attempting to move a folder with a program into a different workspace, the below exception is thrown: Rule is incomplete, '<Field Name> is...' requires value In the below example, the field name is 'New Status ID': Solution This exception is thrown when a smart list within the Folder contains an incomplete filter. To resolve, you can either: 1. Remove the Smart List filter that is incomplete 2. Set a value for the Smart List filter

Issue When using Interactive Webinars, if a host changes the layout, previously on-camera speakers must switch on their cameras again. Is there a way to keep the camera always on when you move from one layout to another? Solution This is not supported due to privacy concerns. If a video pod is not present in a layout, the camera is turned off. If a video pod is present in the next layout again, the presenters need to switch on the camera again to consent to their video being shown again to everyone. There however is a workaround to this. A video pod can be placed on the poll pod layout but it can be positioned so that it is behind the poll pod. The size of video pod does not matters on this layout so it can be reduced so that it is completely hidden behind the poll pod. This way the video pod will be hidden and not visible to participants but since the video pod is present, the camera will not be turned off on this layout. On switching to the next layout (Intro), presenters will not need to turn their cameras on. However, they need to be cautious as their video will go live as soon as the intro layout goes live. Additional information on Interactive Webinars can be found here: Best Practices for Interactive Webinars Designing Interactive Webinars

Issue You may see the error "Program with name already exists" when saving a program name, and this is because Marketo requires each program name to be unique. There may be a scenario where you are trying to re-name an existing program to correct capitalization. (For example, your program is currently called "Test program" and you want to re-name it to be "Test Program", but you get this error message.) Solution As a workaround to resolve this: 1) Re-name your program with an extra character at the end, essentially to temporarily make it a different program name 2) After that, re-name the program back to your original desired program name and it will save

Issue When retrieving result sets from the /rest/v1/activities.json end-point using a Paging Token, the result set returned by the API appears to be less data than what is in the Marketo UI. In this scenario, we're going to explore how and why Paging Tokens work when utilizing them in REST API calls. SCENARIO Say we wanted to grab all 'Send Email' activities (activityType = 6) that have occurred since 2024-04-12T12:00:00Z, and we're planning to pull these activities every two hours, and increment our paging token every two hours prior to making the /activities.json call to obtain the latest data. Current Time Apr 12, 2024, 8:00:00 AM (MST) == 2024-04-12T14:00:00Z What We Want 1. Retrieve all Send Email activities SINCE Apr 12, 2024, 6:00:00 AM (MST) == 2024-04-12T12:00:00Z We would start by retrieving our Paging Token with the sinceDateTime parameter = 2024-04-12T12:00:00Z: /rest/v1/activities/pagingtoken.json?sinceDatetime=2024-04-12T12:00:00Z Our response would contain the nextPageToken representing the sinceDateTime: { "requestId": "1607c#14884f3e74e", "success": true, "nextPageToken": "RW6ZK46LKV36BMJ2QARX3BFZHQNHRVPPEW4IZVEELI45V2OH6RCA====" } We would then pass that nextPageToken into our GET /rest/v1/activities.json end-point, as well as our activityTypeId = 6 to target all 'Send Email' activities that have occurred since 2024-04-12T12:00:00Z. /rest/v1/activities.json?nextPageToken=RW6ZK46LKV36BMJ2QARX3BFZHQNHRVPPEW4IZVEELI45V2OH6RCA====&activityTypeIds=6 After paging through all of the results (now leveraging the returned nextPageToken from the /activities.json end-point to page through all results), we've returned 15,000 Send Email activities. PROBLEM We know that, from our Marketing team, that we were expecting ~20,000 email sends since 2024-04-12T12:00:00Z. So why does the result set appear to be missing 5,000 records? Let's examine this further. 'Send Email' activities aren't committed to the Marketo database until the message has successfully been sent from our mail servers. Prior to that, the email is queued, awaiting it's launch to it's receiving mail server. This can present a delay from the time the email is sent, to when the activity is recorded to the Marketo database. For example, say there were two campaigns sending 10K emails each: First Campaign Send: 2024-04-12T12:30:00Z (30 minutes after our sinceDateTime token) Second Campaign Send: 2024-04-12T13:45:00Z (110 minutes after our sinceDateTime token, 10 minutes prior to when the call was made) While the first campaign send is most likely accounted for in the database (Send Email activities have been committed), Campaign #2 is still processing and sending out all 10K emails in the background. For this scenario, Marketo has only committed 5K out of 10K email sends to the database at the time the call was made. Without noticing the missing data, you repeat this process two hours from now, incrementing your sinceDateTime token by two hours as well, assuming you'll get all the new Send Email activities for the past two hours. This would now lead to you missing the 5K Send Email activities that were still being processed, but not yet committed to the database. SOLUTION The nextPagingToken returned in the /activities.json end-point is position based, and can only pull data that has been committed to the Marketo database, which inherently changes as records are being processed. If, for instance, you made the original /activities.json call at (Apr 12, 2024, 8:00:00 AM (MST) == 2024-04-12T14:00:00Z), and used the same sinceDateTime token 5-10 minutes later (Apr 12, 2024, 8:10:00 AM (MST)), you would now notice that campaign #2 has fully finished it's processing AND committed the 'Send Email' activities to the Marketo database with dateTime stamps less than Apr 12, 2024, 8:00:00 AM (MST). So, what's the best way to ensure you're retrieving all the data? Solution #1 Increment your sinceDateTime token based on the MAX(created_at) dateTime returned in the latest result set, rather than incrementing it based on an interval (every two hours). This would help ensure you're not missing records that were processing, but not yet committed to the Marketo database. Solution #2 If the data you're retrieving does not need to be live, we would recommend using the Bulk Extract API to pull this data at a lower frequency (such as twice per day 12AM & 12PM). This would greatly decrease the chances of missing records that weren't committed to the database.

Summary Learn how to monitor the synchronization status between Marketo and Salesforce to ensure data consistency and operational efficiency. Issue You want to check the Salesforce sync status to maintain data alignment and workflow effectiveness. Solution Marketo now offers a user-friendly, built-in tool to monitor the Salesforce sync status. To use this tool: Log into Marketo. Go to Admin > Integration > Salesforce. Click on the Sync Status tab.

Summary Learn how to resolve the issue where Marketo only recognizes the first LinkedIn Lead Gen form and does not recognize any additional forms. Issue Marketo only recognizes the first LinkedIn Lead Gen form and does not recognize any additional forms. The problem persists even after disconnecting and reconnecting the LinkedIn account with Marketo. Solution To resolve the issue where Marketo does not recognize multiple LinkedIn Lead Gen forms, follow these steps: Verify submissions: Ensure that each LinkedIn Lead Gen form has at least one submission. Marketo will not display a form in the dropdown lists for triggers or filters unless it has been filled out at least once. Preview and test the form: Go to the LinkedIn campaign and use the ad preview feature to fill out the Lead Gen form yourself. This step is necessary for Marketo to recognize and sync the form. Check for form activity: Once the test submission is complete, check the activity log in Marketo for the test record. Look for the LinkedIn Lead Gen Form Fill activity, which should be present to ensure that the form appears in Marketo dropdowns. Using Marketo smart list: If you want to check the performance of the form, use a Smart List in Marketo with the filter Filled out LinkedIn Lead Gen Form and set Lead Gen Form Name to any. This will show submissions for all LinkedIn Lead Gen Forms with at least one submission. This filter can also be used in reports to segment people based on form submission activity. Reauthorize connection: Remember that the authorization for the LinkedIn connection in Marketo is valid for a limited time. To avoid disruptions, set a reminder to re-authorize the connection periodically before it expires. Additional information: Marketo integrates with LinkedIn Lead Gen forms to capture lead information directly from LinkedIn. Regular monitoring of the LinkedIn connection in Marketo is essential to maintain a seamless integration. By following the above steps, you should be able to resolve issues with Marketo not recognizing multiple LinkedIn Lead Gen forms and ensure all forms are properly synced and can be used within Marketo for lead generation and reporting purposes.

When a new lead enters Marketo from a form fillout or List Import, Marketo automatically searches for a lead with the same email address. If that lead exists, the existing lead is updated instead of creating a duplicate. However, Marketo does not automatically de-duplicate leads who are already in your database. This is especially a problem for new customers who often have many duplicate leads in their database. Also, if you add a new lead directly into Salesforce (through the Salesforce import process or web-to-lead forms) Salesforce will create a duplicate lead that gets synced into Marketo. When this happens, you can use Marketo to find and fix those duplicates. How Marketo handles duplicates The primary consequence of duplicates is that one lead record could have the most relevant information about that lead while your sales rep is looking at the incomplete duplicate. For example, say that you have a duplicate lead in your database and that lead fills out a form on your website. Marketo generally updates the lead record that was most recently updated. In another case, say you run a campaign to email your lead database and two duplicates are included in your campaign run. Marketo automatically detects the duplicate email address and ensures that only one email is sent to that lead. That Email send and subsequent activity will be attributed to the Lowest Lead ID. When you merge leads, their entire history is combined, and you can control which fields are kept in the final lead. You won't lose any information or tracking. Most customers have many duplicates when they start with Marketo. After initially de-duplicating your database, the work to keep your database de-duplicated is usually very small. You should work to stop the sources of duplicate leads and make Marketo your single point of entry for all new leads. Finding Duplicates Go to the Lead Database section of the app. Then click on the Possible Duplicates list in the tree. Click the grid header that says Email. You can sort by email address to see the duplicates next to each other. Selecting multiple leads Select two leads that have matching email addresses. You can do this by holding the "control" key down while clicking on the two different leads. (You can merge more than two at a time, but start with two.) Tip: Sometimes clicking too fast will make the grid select incorrectly. Clicking a little slower usually helps. When you have two rows selected or highlighted, click the Merge Leads button in the toolbar. The Merge Dialog A dialog will appear showing you all the fields that differ between the two leads. You need to pick which values to keep in the merged lead. Not every field is displayed -- just the ones that you need determine appear. By default, the values from the most recently updated lead will be selected (with a check and highlighed yellow). To pick a different value for the merged lead, click the checkbox next to that value. If you want to enter your own values for the merged lead, click the Custom field for that row then type in your own value: When you're done, click Merge. The winning values will be kept in the merged lead; the other values will be discarded. Important: Clicking merge will instruct Salesforce to merge the records properly. All Salesforce and Marketo activities are merged into the remaining lead. Nothing is lost. Campaign History is also kept. Duplicate pattern matching You will notice that the Possible Duplicates list has a Smart List tab. Click on the Smart List and you will see it's using the "Possible Duplicates" filter on the "Email Address" field. You can change this filter to search other fields for duplicates. Click the little green plus in the definition. Note: You should use only one Duplicate Fields filter in your Smart Lists. If you want to check multiple fields, always use the green plus button to add multiple fields; don't drag in a second filter. When you change the Duplicate Fields filter, you should sort the Leads grid by the column you're checking to put the duplicates next to each other. Marketo Merge Program Marketo offers a service for mass-merging of duplicates. Please contact your Customer Success Manager to inquire about this service. What happens when I merge two leads in Salesforce? When you merge leads or contacts in Salesforce, Marketo will also merge the matching leads in your lead database. See this article to learn more about how that works: https://docs.marketo.com/display/public/DOCS/Find+and+Merge+Duplicate+People#FindandMergeDuplicatePeople-EffectinSalesforce

Issue Our organization understands that Marketo has a durable unsubscribe field. Is that the only field that is durable or are other fields like block listed, marketing suspended, etc... durable? The scenario here is if someone is deleted, then later comes back in via SFDC for example -- are other fields durable and thus, carry over to a newly created record with the same email address? Solution The durable unsubscribe is the only field that will persist if the lead re-enters Marketo. This is because we host that data in a separate database, whereas fields such as 'Block Listed' are hosted in your local database. (When the lead is deleted, then all data is wiped for that lead in the local database.)

Summary Disable Require PKCE for syncing with SFDC via OAuth 2.0 Issue If attempting to connect Marketo to Salesforce via OAuth 2.0, no authentication window is presented by Salesforce allowing for credentials to be entered, only showing "Redirect Failure" Environment Marketo is not compatible with the "Proof Key for Code Exchange" authentication with Salesforce, "Require PKCE" in Salesforce Configurations Solution Disable the "Require PKCE" checkbox in the Connected App during configuration of OAuth 2.0, prior to connecting Marketo via the Native SFDC Integration. Root Cause PKCE not supported by Marketo's sync solution with Salesforce. This is documented in Adobe Experience League: Log in Using OAuth 2.0 | Adobe Marketo Engage

Issue You want to re-map a synced SFDC field to a different field in Marketo. Solution Yes, it is possible to re-map Salesforce - Marketo fields after initial sync. For this you need to Contact Marketo support with a request for your current field mapping and your desired field mapping. You will need to provide the Marketo Field(s) and the Salesforce API Name(s), then format your request similar to the example below. Important Note Before initiating the re-mapping, please export the records and their field values from Marketo and import the values into their Salesforce or create a smart campaign to write the data from one field into the other. This is important so that there is no data loss after the remapping work has been performed. Marketo will not automatically push these values to SFDC, after the mapping is complete. Example Request Current Mapping: Field Label: [Marketo Field Name 1] CRM Field Map: fieldName__c (SFDC Lead) Field Label: [Marketo Field Name 2] CRM Field Map: fieldName__c (SFDC Contact) Desired Mapping: Field Label: [Marketo Field Name 1] CRM Field Map: fieldName__c (SFDC Lead) fieldName__c (SFDC Contact) Field Label: [Marketo Field Name 2] CRM Field Map: Limitations - Fields need to be of the same type (String/String, Date/Date, etc) - Fields can only have one of each object type (eg: A Marketo Field could be mapped to a SFDC_1 (Lead) field and a SFDC_1(Contact) field, but can not be mapped to both SFDC_1 (Lead) and SFDC_2 (Lead). - Fields can be mapped to a maximum of 2 SFDC fields - SFDC fields can only be mapped to one field in Marketo Please note that there may be additional limitations in certain circumstances. The Marketo Support agent that handles your request will provide any further details should such a situation arise.

Issue After creating an Email Program with an A/B test, you create smart lists (or smart campaigns) and would like to use filters such as "Opened Email" for the A/B test email. When starting to type the A/B test email name into the smart list filter, the A/B test email name does not show as available to select (it may show a red squiggly line). Solution The Email Program (with the A/B test) needs to be in "Approved" status before the A/B test email assets can be entered into a smart list filter.

Summary Your global form validation rule is setup/active in Admin, and the rule is enabled on the form, but the rule isn't working. Issue Your global form validation rule is setup/active in Admin, and the rule is enabled on the form, but the rule isn't working (emails that should be blocked can still submit) Environment Admin Solution Check the rule in Admin > Global Form Validation Rules and confirm that there is no '@' prepended to the email domains. The domains should look like the below: 'gmail.com, outlook.com, acme.org...' Instead of: '@gmail.com, @outlook.com, @acme.org..." Root Cause '@' referenced in the domain name within the validation rule.

Issue An email using a Velocity Script Token fails to send. Environment Marketing Activities Solution There is a 40 custom field token limit per email. If you have Velocity script tokens present in the email and those tokens more than 40 fields, the email will fail to send. To resolve, ensure that velocity script tokens have less than 40 custom fields referenced. Root Cause The Velocity Script Token in the email exceeds the limit of 40 Custom Fields.

Issue You encounter the error "XSRF Protection Mismatch: User does not have access" when trying to access a Marketo instance, or when using the instance switcher to change from 1 instance to another. Root Cause This error can happen when you have multiple Marketo tabs open or can be due to session cookies, and the resolution is to clear cookies and re-try. If the error persists after clearing cookies, please reach out to Support.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

How do blocklist issues get resolved?

Tracked Email Links Return "Your Connection Is Not Private"

Check the version of your installed Marketo Solution in Microsoft Dynamics (MSD)

"Rule is Incomplete" Error When Attempting to Move Program Into New Workspace

Adobe Interactive Webinars - Changing Layout Prompts Speakers to Switch On Their Video Again

Program with name already exists error

REST API Paging Tokens Use Case

Monitoring Salesforce Sync Status in Marketo

Marketo not recognizing multiple LinkedIn Lead Gen forms

Working with Duplicate Leads

Are There Other Durable Fields Besides Unsubscribe?

Is it possible to use universal ID for API user

Azure Marketo integration not working even though configuration correct

SFDC OAuth Redirect Failure Error

Re-mapping SFDC – Marketo Fields

Unable to reference AB test email in smart list or campaign

SFDC Error Unable to process due to no XML response from Salesforce

Global form validation rule not working

Custom Field Limit for Velocity Tokens

XSRF Protection Mismatch: User does not have access