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Hi Guys,


Sometimes we want to know exact date when the member is associated with a program using the smart list or available reports in Marketo.


We have a default field in Marketo "Member date" at program level that will capture member first association date, it will not get overridden even if the lead does multiple activities in same program. With the help of this field we can get exact date and time of program membership for lead.


This field is not available as a filter or constraint however we can add/remove field under edit view section (we can drag & drop this field) at the program level.


Thank you!

Shubham Rajeev

Archiving, It's a process of storing old assets into a particular folder which is no longer needs to be used regularly but you want to keep them for future reference and historical backup. Even in Marketo "archive" word is being used with a similar purpose.



Now the question is why we should archive our old assets when they can be kept?

My answer is clear, I don't want to create any confusion inside my Marketo instance. It should look neat and clean so that even a newbie can understand the folder structure and campaigns we are doing. He should not sit and hold his head to comprehend the simple yet very important thing.


Apart from this, there are multiple reasons why one should keep archiving old assets. My reasons are:


1. The folder and assets are no longer visible in search results. If you search for a Program or Event that’s inside an archived folder, the results return a collapsed view of the archived folder which means it will improve your search result and you would not unnecessarily check old programs and events.

2. The assets in the folder no longer appear in auto-suggest

3. Archived templates are not available when creating an email or landing page in Design Studio

4. Archived pages can’t be used in landing page test groups

5. Archiving doesn't unapproved your assets (landing pages or emails) and doesn't deactivate your smart campaigns which means if they are being used somewhere and there will be no harmful effect.

6. If any program/event is outdated but we have not deactivated the smart campaigns, it directly affects the performance of Marketo instance

7. And for me, most important one will always be neat and clean folder structure so that anyone who is working on my instance could understand the view at once glance.

Functionality that will not change when archiving: 

  • Global search still finds results in archived folders
  • An asset that’s in use will continue to work even after it’s archived
  • You can use a filter to select archived assets for use in reports
  • Archived assets are not deactivated. They must also be deactivated if you want them to stop running



In Marketo, you can convert existing folders into an archive folder. These folders exists in Marketing Activities, design studio, and database. 

There is no specific instruction to archive your folder but I will still suggest to keep them clean so that when you require to find something, it's not difficult for you. I am doing it in this way: 


For example:

Root folder - India Archive

Then subfolders - 2018, 2019, 2020.... so on

  1. I have a separate folder in each region and then further categorized by year
  2. Every month, one day is dedicated to archive old lead gen/event programs, email programs, and other assets.


If you have not started it yet then start it today but I will highly recommend this that one should keep archiving old assets to keep the Marketo instance clean.


Hope this will be helpful to many of you and I would also like to hear your take on this. 


Best Regards,

Sant Singh Rathaur

Connect with me on LinkedIn 


*** Originally posted on "The Marketing Automation Blog" at Multi-Session webinars in Marketo.. you might be doing it wrong? – The Marketing Automation Blog 


At times you have to setup webinars with multiple sessions, sometimes to cover multiple time zones, sometimes to give user flexibility to join the webinar on different dates and times.


How you do this setup in Marketo, when you have same topic, same speakers but multiple sessions of the same webinar? Take a pause and think…


Common practices:

I have seen people doing it in following ways:

  1. Creating a Parent event program and then creating multiple event programs for each webinar session
  2. Creating a parent Engagement program with nested event programs one for each session

If you are doing any of the above,you are doing more harm than adding any value…




If you are using approach #1, i.e. Creating a Parent event program and then creating multiple event programs for each webinar session, with this approach,

  • people create all local assets in the parent program i.e. Landing Page, Web-form, Emails, Smart Lists, Smart Campaign etc
  • Add the registrants from this parent program to the respective child webinar program.
  • Sync the child program with Event Partner and SFDC campaign
  • The parent will not be synced with any of the systems.
  • Since the registration is coming through a form whcih is a child asset of the parent program, by default Marketo consider the registrant as the member of the parent program as well
  • If the lead is net new, the acquisition program will be the parent program.


Now there will be following issues with this approach:

  • Lead is registering only for one webinar but the it’s getting membership in two webinar type of programs
  • It might create an extra interesting moment (depends on your setup)
  • It might add double lead score to the lead (depends on your setup)
  • With wrong, lead score, it might trigger false MQLs and you know what will happen after that
  • The attribution of the program to revenue will be divided in this extra program, whcih is wrong


Let’s consider the second approach, Creating a parent Engagement program with nested event programs one for each session. Let’s revise the purpose of Engagement programs.


Engagement programs are used to setup drip and nurture campaigns where you wanted to send a continuous stream of emails based on the user behavior to keep them engaged. You should not be using engagement programs as a folder. The issues with this will be:

  • There is a limit of 100 active engagement programs in Marketo. If you are using these programs and activating it, you will not be able to use this functionality for it’s actual usage
  • It will cause confusion for the new Marketo users to understand which one is your real engagement program
  • It may cause issues with the reports as well as you will see a list of whole bunch of engagement programs in there
  • It will impact the productivity while creating smart lists or doing some data analysis.


Approach You should take...


If you think about it, we need a parent program just to avoid the duplication of the assets and easy organization. So the purpose of the parent program is just to handle the operational side of it. It doesn’t need to be an event program. Right?

With that, you may already have “Operational” channel setup for “Default” program type. If not go ahead and create one. For those who doesn’t know much about “Operational” Channel, at times you need to create a program just to handle some operational stuff like setting up lead scoring, data cleaning and data management, lead assignment rule etc etc. Since these type of activities are not tied to any specific type of Marketing initiative, we create an “Operational” channel for Default program type and use that.


The benefits of using Operational channels are:

  • All the programs with “Operational” channel will be excluded from syncing to RCA
  • You can easily suppress these programs by applying channel filter in your program performance reporting
  • Based on the channel, you can easily exclude these programs from any smart list or smart campaigns
  • You can easily exclude the program membership of these programs getting additional scores and additional interesting moments
  • It will be crystal clear for everyone using Marketo to understand which programs are being used for what purpose.


With the above definition, don’t you think it will be a great idea to use “Operational” program as the parent program and then create session specific Event programs?


Comment and share what you think and if there is any question/concern/suggestion to make this even better.


Follow me on LinkedIn at Amit Jain - LinkedIn or my blog page The Marketing Automation Blog - LinkedIn  to get useful tips and tricks on Marketo.

Hi Guys,


While we move any program with assets from live folder to archive folder, one should try to keep in mind a few points that I have mentioned below. We generally archive assets that we don't require anymore however archiving them in Marketo only mark them as archived and won't be displayed in reports (unless you apply show archived filter) however the assets and campaigns would still be live.
Therefore, following steps would avoid any glitch:
  1. We should unapprove landing pages or emails before making them archive
  2. We should make sure that the assets being archived are not in use anymore!
  3. Pause or turn off any campaigns and remove the leads (if there are any leads in wait steps) before archive them 
I hope this post will be helpful for you while archiving the assets.



Shubham Rajeev

Finally, the wait is over for this feature and image editing is now available in your design studio for Marketo SKY users.

How this feature will help you?


1. You will be able to enhance the image
2. You change the orientation
3. You will be able to crop
4. You will be able to resize
5. You will be able to add text above you image
6. You will be able to draw somethings above your image
7. Lightning, color, focus, etc.


I know it's a lot and will surely help marketers to play with images and make the editing quick and easy. This feature will surely going to save a lot of our time.


So, how to edit images in the design studio?


Go to your image in the design studio --> Open It 

And you will see this purple button "Edit Image" click on it and you will see the second screenshot. 

Screenshot 1:



Screenshot 2:



If you haven't tried it yet give it a try now. Keep learning and keep sharing.



Best regards,
Sant Singh Rathaur
Connect with me on LinkedIn

What is Lead nurturing?


I have just copied this definition from Marketo page where they have explained it in very simple words.


Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey. It focuses on marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need.

  • On average, 50% of the leads in any system are not yet ready to buy (Marketo).
  • Almost 80% of new leads never become sales (MarketingSherpa).
  • Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Marketo).
  • Nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas Group).


Now, I am directly coming to the point and will start the discussion on Marketo engagement program. What is the definition that you would come up when studying/learning about the engagement program?


  • Engagement Program
  • Stream
  • Content
  • Cast
  • Stream Cadence
  • Person Cadence
  • Exhausted
  • Content Engagement Level


  1. Engagement Program - It's a program type in Marketo which helps us to set up complex nurturing in easy steps and using this program type we also get easy status shuffle and insights on lead engagement.

  2. Stream - A stream is a set of content that the engagement program will use to nurture people in a particular stage. One nurturing setup can have multiple stream depending on buyer persona and how sales/marketing wants to nurture their leads.

  3. Content - Assets (mostly email) which are being used in the stream to nurture leads can be called content. We can add two types of contents in the stream, one is email and another is program (expect email program)

  4. Cast - Cast is the date when you want to start sending emails from engagement program.

  5. Stream Cadence  - If we look at the definition of cadence, it says "Sequence or flow of event/actions". Yes, you got it right. In the stream cadence, there are 5 metrics to define.

    I. RepeatsThis metric defines what will be the frequency of your content/email send. It could be weekly or monthly.  If you choose none in repeats then which means you are ignoring the stream cadence.
    II. First Cast - This metric defines when you want to send your first content/email.
    III. Every - Every and Repeat metrics, they work in a sync. If you select weekly in Repeats then in Every it will give you option for 1 week or 2 weeks.... 12 weeks (last option) and vice versa for Monthly.
    IV. On - In this metric, we can select which day of the week or which day of the month we want to send our content. We can also select multiple options.
    V. Time - I am sure, no need to add any definition for this.

    Note: Engagement program cadence works on nested condition. For example: If you have defined the first cast on the 3rd of January 2020 which falls on Friday (then first email will be sent on Friday) and then you have selected Monday On “when you want to send your email” then the second email will be sent on Monday. So, make sure to use the same day in the first cast and when you want to send your email otherwise gap between two sends will not work properly.

    If we look at the definition of cadence, it says "Sequence or flow of event". Yes, you got it right. In the stream cadence, there are 5 metrics to define. Repeats, First Cast, Every, On and Time

  6. Person Cadence - Stream cadence works for all the members in that particular stream but we can also set preference for individual member in the stream. There are two ways to do that:
    I. You can create a batch smart campaign for leads you want to change the cadence for.
    II. You can create a smart list and then use single flow action to change the engagement program cadence.

    Note: For any member, engagement program cadence should be either "Normal" or "Paused". By default it will be set as normal which means they will receive the content and if you set it paused then member with paused cadence will not receive the content until it's changed. 

  7. Exhausted - My definition for exhausted content is, any content that is badly tired and not able to go in action mode anymore. In the term of engagement program, they says once a person received every piece of content in a stream, we call that person exhausted for this particular stream.

    Note: Once a person has exhausted the content in any particular stream, his "Exhausted content" will be set to "Yes" and when he/she will enter any new stream, then by default it changes to "No.
  8. Content Engagement Level - Content Engagement Level is a score of 0 to 100 that will be provided by Marketo to your content. To calculate this score, Marketo uses opens, clicks, unsubscribes, program success, and other factors.

I have also collaborated a document on some other key point that we need to remember while setting up any new nurturing.

Key things to remember when you are setting up engagement program: 


  1. If you are using “Marketo default program” for out of the box nurturing flow and you are creating a smart campaign then remember that you cannot use trigger in the smart list, only filters are allowed.

  2. The first filter in the smart campaign should be “Member of engagement program” = “True” and then enter your engagement program name. It means, even using smart campaigns, you can only send email/take action on those leads who are already engagement program members.

  3. Each smart campaign needs to be created in the separate default program because the engagement program stream only understands the unique ID and it will verify the ID for that particular default program. 

  4. We don’t need to schedule the batch campaign if we are using it in the engagement stream because it will use stream cadence to run the batch campaign flow.

  5. Engagement program cadence works on nested condition. For example: If you have defined the first cast on the 3rd of January which falls on Friday (then first email will be sent on Friday) and then you have selected Monday On “when you want to send your email” then the second email will be sent on Monday. So, make sure to use the same day in the first cast and when you want to send your email otherwise gap between two sends will not work properly.



6. For example, You have defined the cast to send email on Monday and you have received some leads in the nurturing program on Sunday then these leads will receive first nurturing email just one day after lead creation which is not suggested. So, always add wait steps for a week or 4-5 days in the gated smart campaign where you are adding the leads to engagement program.


7. Always schedule the first cast after 24 hours after getting all the approval to maintain the nurturing process for different time zones.

8. In the beginning of nurturing setup, you would need to activate all the stream (all content in the streams) and you would also need to turn on your engagement program.

9. If you want to turn off your nurturing then you can simply turn off your nurturing program and no one will receive the content then, even leads in the wait step will also not receive the content/assets.

10. You can also turn off any particular stream, any particular email of the stream. To do this, you would just need to deactivate the content on that particular stream or if it is any email then just deactivate that particular email.

11. Stream cadence can be checked in the stream level but do you know that you can also check/change engagement program member cadence by selecting the members in the program tab. If it is set normal then they will receive the content and if it’s set as paused then they will not receive. 

NOTE: To change the status for multiple members at a time, we can create a smart list and then we can change the “Engagement program cadence in bulk” using single flow action or we can also create a batch campaign for this. 


Hope this will be helpful to many of you and I would also like to hear your take on this. 


Best Regards,

Sant Singh Rathaur

Connect with me on LinkedIn 

1) When editing a channel, you see the same number associated with two Program statuses. Which does this imply?
Select one or more of the following:

A) A change program status flowstep will allow the Lead to move between the two statuses at any time
B) The Smart campaign will wait 30 minutes before applying the program status
C) The Change program status flowstep will reject moving the lead to another status
D) Each status has maximum limit of 30 leads


2) You are a user with role “Analytics”. Which of the following can NOT be done to an existing user?
A) Reuse the sandbox login
B) Reset the Password
C) Delete the user
D) Change the user role


3) To help ensure that a landing page is optimized for SEO, a marketer has created a keyword list. Which landing page action should the marketer select to enter in this information?
A) SEO Details
B) SEO settings
C) Override template behavior
D) Page Meta Tags


4) You are creating a landing page. Which element CANNOT be dragged into a Landing Page?
A) Rich text
B) Rectangle
C) Section
D) Custom HTML


5) You have custom fields in the instance and When adding a custom field column to a report, where does the data come from?
A) Static List
B) Imported List
C) Smart list
D) Drill down data


6) You are scheduling a program and Which of the following best describes the tentative date in the Program Schedule View?
A) An Entry that represents a smart campaign or Email program that will run unless confirmed
B) A place holder for an entry that will be created later
C) A date that has no value and should be ignored
D) An Entry that is used to reschedule all of the other entries in the program


7) If a Program is cloned that has both tentative and confirmed entries in the calendar, which statement is true regarding the state of the entries in the resulting cloned Program?
A) All dates remain as the were in the original program (Tentative and Confirmed)
B) All dates are tentative
C) All entries are erased in the new program
D) Only dates in the future are tentative, Dates in the past are marked as “Finished”


8) In a Smart Campaign flow step, the marketer needs to choose an email. If the marketer says the content depends on some criteria, which of the following could NOT be used in Marketo to send different emails (or email content) to different sub-audiences?
A) Different Smart campaigns
B) Dynamic content in an email
C) Add choice in the flowstep
D) Identical Smart campaigns


9) You already have a value for the Tag. Which of the following is NOT true about changing the value of a tag?
A) Historical data will reflect the change in the tag
B) References to the tag value will show with the new name
C) Data will be lost when updating the tag value
D) Tag values will only be changed when not in use.


10) You have a content on a Landing page, and you want to know how your leads are sharing content from your landing pages.
A) Social Influence report
B) Webpage activity report
C) Company web activity report
D) Landing page performance report


11) A marketer has created the following Smart List. Which leads will the Smart List include?

A) Both known and Anonymous leads who visited webpage
B) Only leads that opted into web tracking
C) All anonymous leads that visited
D) All known leads that visited


12) You have three mandatory fields that you want to always show on your form and five additional fields you want to ask over time. If you want to have a total of five fields visible to the user, which option should you choose for progressive profiling?
A) Number of Blank fields = 2
B) Number of Blank fields = 8
C) Number of Blank fields = 3
D) Number of Blank fields = 5


13) You want to use tokens to add more personalized text to a Landing Page.
How can you achieve this?
A) From the insert Page elements Menu
B) By going to the landing page actions > tokens
C) By selecting new token in the property sheet
D) From the page elements menu


14) You have a Program with March set as the period cost. A new lead enters the Program in April.
To which period will the lead's acquisition cost be attributed?
A) The period cost associated with the leads acquisition program
B) The lead’s acquisition cost will not be counted for
C) April
D) March


15) I want to wait one day to send an auto-response email to a lead that filled out a form. However, the email should only be sent on a business day. Which feature should I use to ensure the email is not sent on a weekend?
A) Advanced wait properties
B) Marketing calendar
C) Date filters
D) Program schedule View


16) I want to run a batch Smart Campaign to process leads that were created by form fill-outs today and also visited the resources page. Which rule logic should I use when setting up the Smart List?
A) Use ANY filters
B) Use ALL filters
C) Use Basic filters
D) Use Advanced filters


17) I want to know if the test sample size is set for 10% in an A/B test, which of the below is true?

A) 10% will be sent out the A/B test at 1st scheduled time , 90% of audience will be sent the A/B test at the next scheduled time.
B) Audience is divided in half, 10% receive at the first scheduled time, 90% at the second scheduled time
C) 10% of audience selected at random will receive the email at 1st scheduled time and the winner will be received by 90% of audience at the 2nd scheduled time
D) 10% will receive A variant and 90% will receive B variant at any of the schedules times
E) none of the above


18) I’m just going through this smart list rule logic and I want to know which of the below options are called operators in Marketo?

A) is/is not/before/ in future
B) is email bounced/is email invalid
C) Use all filters/use any filters
D) collapse all/display all


19) Why is it important to use tags when setting up a program?


A) for high level reporting
B) to increase your audience
C) to define audience
D) none of the above


20) I have been told by sales that one of the clients in APAC did not receive the email campaign. What should I do?
A) contact a Marketo admin
B) check the record activity log in Marketo
C) send the email campaign again


21) I would need to mark individuals as attended as they show up to my customer appreciation dinner. Which channel and program type should I use?
A) Webinar channel and Event program type
B) Email Send channel and Email program type
C) Live Event channel and Event program type
D) Operational program channel and Default program type

22) You have three program statuses in your channel, in order: Member (Step 10), Filled Out Form (Step 20 - Success) and Engaged (Step 20 - Success). In this setup, a lead can move from Filled Out Form to Engaged but not vice versa.
A) Ture
B) False


23) Your customer has an engagement program with emails that have been activated and approved. The stream cadence has been set up, and the program turned on, but after the cast date, the manager can see that emails are not sent.
Which step did the customer missed?
A) The quality of the deliverability is not checked.
B) Members have not been added to the engagement program.
C) The CRM sync with the engagement program is not activated.
D) The engagement score has not had sufficient time to calculate.


24) Look at this Image shared by the customer:


The customer wants to know from where are the tokens inherited?
A) Token Examples Folder
B) Campaigns Folder
C) Testing for Testing Sake Folder
D) BP-TS-YYY-MM-DD Tradeshow Program

01. Which three steps should a marketer use to make an unsubscribe page appear in the reader's local language? (Choose all that apply)
A. Update the individual languages and set your default

B. Create a smart list for each preferred language
C. Create a segmentation with a segment for each preferred language
D. Create the content block on the landing page as dynamic, selecting the preferred language segmentation
E. Create the content block on the landing page as dynamic, selecting the preferred language smart list for each language

02. The following token is added to a subject line in an email: {{lead.Company Name:default=Your Company}}. What is the purpose of the token's default value 'Your Company'?
A. To display the lead's Company Name in the subject line
B. To replace the lead's Company Name in the Lead Database
C. To display 'Your Company' only if the Company Name field is empty
D. To display 'Your Company' in the subject line for every email recipient

03. What is required if a marketing manager wants to send an email personalized from account owners showing an image of each account owner's personal signature?
A. Smart List
B. System Token
C. Email Template
D. Dynamic Content

04. A marketer creates a new segmentation called Country-EMEA, aiming to segment a total of 1,000 leads by different target regions in this geography. After setting up and approving the segmentation, the results show 250 records in the UK region, 50 in France, 200 in Germany, 400 in Italy and 100 who didn't fall into any of the defined country segments. What will be the final size of the new segmentation?
A. 900
B. 1,000
C. 1,250

05. Which areas of an email can use tokens? (Choose all that apply)
A. Subject line
B. 'From' name
C. 'From' email address
D. 'Reply to' email address
E. Body copy

06. True or false: Segmentations are essential to create dynamic content on emails and landing pages.

07. Which steps should a marketer use to show dynamic content on a page to different audiences? (Choose all that apply)
A. Activate the Dynamic Content feature from the Admin area
B. Create a segmentation with individual segments for each audience
C. Set the content block on the page as dynamic
D. Associate the dynamic content block with the segmentation
E. Update the block content for each segment

08. Inherited Tokens are...
A. Just available on Engagement programs
B. Overridden by folder-level tokens
C. Can overwrite folder-level tokens
D. Can only use text as the token type

09. True or false: Score is a valid type of token

10. True or false: Smart List is a valid type of token


11. You can use tokens in which of the following? (Choose all that apply)
A. Flow actions
B. Smart lists
C. Emails
D. Landing pages

12. True or false: Image is an invalid type of token

13. An essential prerequisite for using dynamic content is having an approved _____
A. Landing page
B. Email
C. Segmentation
D. Smart list

14. Which type of program token would you use if you wanted to display the lead's company name in red bold letters in your email?
A. Text
B. Email scrip
C. Rich text

15. Which system tokens would you need to use if you want to display the following date format on your email?: 2019-11-10 19:29:00
A. {{system.time}}
B. {{system.dateTime}}
C. {{}}

16. Marketo Snippets are... (choose all that apply)
A. Reusable blocks of rich text and graphics that you can use in your emails and landing pages
B. Useful for making mass updates to your assets, such as updating your email privacy policy language or regional address footer
C. Reliant on segmentations to work, just as Dynamic Content

17. What would happen if the system token {{system.unsubscribeLink}} is not added to your Marketo email?
A. Marketo won't be able to send the email due to international anti-SPAM laws
B. Marketo will send the email, but might flag your account for sending unsolicited commercial email
C. Marketo will send the email and add a default message at the bottom of the asset giving leads to option to unsubscribe

18. Adding the ‘Forward to Friend’ link to your emails allows you to... (choose all that apply)
A. Track people who have received a forwarded email through this link
B. Automatically add people receiving the forwarded email as a new person if they are not already in the database
C. Add people receiving the forwarded email as mailable opt-ins in your database

19. True or false: SFDC campaign is a valid type of token

20. Which of the following statements are true about Calendar File tokens? (choose all that apply)
A. They allow you to add a calendar event link (in .ics format) to your assets
B. They can be added to emails, but not landing pages
C. They are created from the My Tokens tab in your program or folder


21. True or false: It is possible to disable tracking for a specific email link.

22. When adding URLs to text tokens, it's important to ensure these don't include the http:// prefix. Why?
A. To make sure opens are tracked in your email
B. To make sure clicks are tracked in your link
C. To make sure the link length doesn't go over the token's character count

23. Is there a limit to how many recipients you can add to the CC field of a Marketo email?
A. No
B. Yes, 50,000 recipients
C. Yes, 10,000 recipients

24. To personalize a landing page, a marketer wants to use different types of tokens. What is an incorrect use of a token in a page?
A. Date Token
B. First Name Token
C. Smart Token
D. Number Token

25. Which of the following are correct examples of Marketo segmentations? (choose all that apply)
A. Segmentation: Industry / Segments: Healthcare, Retail, Automotive
B. Segmentation: Country / Segments: UK, France, Italy
C. Segmentation: Bad data segment / Segments: Unsubscribed, Disqualified, Blacklisted
D. Segmentation: Lead Owner / Segments: John, Jessica, Martin, Christine

26. Deleting an active segmentation... (choose all that apply)
A. Affects all associated Dynamic Content in Emails, Landing Pages, and Snippets
B. Only takes effect after 24 hours from deletion, to ensure no live campaigns are inmediately affected
C. Can be undone by admins only
D. All of the above

27. You have segmentation for Country with three segments in the following order/priority: 1. UK, 2. France, 3. Italy). If the country field is not populated for a given lead, what content version will they see?
A. The version correspondent to the segment at the higher priority level (1. the UK)
B. None. The email won't be sent to that lead, as the record doesn't fit the purpose of the dynamic email.
C. The lead will see the Default version of the email.

28. Which of the following is not a commonly used segmentation?
A. Region
B. Language
C. Product Interests
D. Job level

29. In which of the following situations would you use dynamic content instead of a token? (Choose all that apply)
A. Display different landing page banners for each person's country
B. Referencing the leads's company name in the email subject line
C. Using personalised URLs based on Department
D. Including the leads's sales owner's name and details

30. True of false: It's best practice to create segmentations instead of smart lists when possible, in order to optimise processing time in the Marketo platform.

Like every other year, 2019 has also came to an end and taught us so many new things. Marketer is a person who wake-ups every morning with a new strategy in mind. When they go to the office, they try to implement that strategy. When they implement this strategy either they will succeed or they might fail but in both cases, they learn something new.


We should not keep this something to ourselves preferably we should share it with our colleagues in the same domain/industry irrespective of thought what people will think.


As Thomas Edison said


I have not failed. I've just found 10,000 ways that won't work.


I have written around 20 blogs in 2019. Some of them have been useful to many and some doesn't but I believe we should keep sharing. I am adding here all those URLs at one place with a promise that 2020 is going to more adventurous and we will learn so many new things in marketing automation.

So here we go:


Date - 22-12-2019: 

Title - Do you monitor your landing page performance during lead-generation campaigns?


Date - 19-12-2019

Title - What are blocked leads in the email program


Date - 16-10-2019

Title: Do you know that you can use segmentation for anonymous leads as well?



Date - 15-10-2019

Title - Do you know what all type of tokens you can create in Marketo?



Date - 07-10-2019

Title - Would you like to personalize your non-Marketo hosted thank you page?



Date - 04-10-2019

Title - Do you understand the difference between different Marketo form parameters?



Date - 19-09-2019

Title - How to make your Marketo form expandable 



Date - 18-09-2019

Title - Display thank you message in the same landing page 



Date - 17-06-2019

Title - Yes you can make the Marketo text area expandable



Date - 11-06-2019

Title - Need to share/transfer assets between the workspaces 



Date - 07-06-2019

Title - Do you know how to use segmentation for anonymous leads 



Date - 22-04-2019

Title - Have you started using saved rules for smart list and flow? 



Date - 21-01-2019

Title - 5 Sample questions from targetting and personalization



Date - 18-01-2019

Title - 5 sample questions from program fundamental



Date - 18-01-2019

Title - 5 sample questions from admin and operational 



Date - 18-01-2019

Title - 5 sample questions from analytics and reporting 



Date - 17-01-2019

Title - Looking for MCE questions? I can help you with some!



Date - 16-01-2019

Title - Are you re-targeting your audience through emails?



Date - 08-01-2019

Title - Marketo SKY: What's new in the form?



Date - 12-01-2019

Title - Easiest & efficient way to create query string URLs



Wishing you and your loved ones all the wonder and joy of the Christmas season and a successful prosperous new year ahead. Stay happy & blessed..



Sant Singh Rathaur


Connect me on LinkedIn

For any firm, during lead generation campaigns, a landing page is a powerful asset. Several companies invest a lot of time, money and effort to create the best landing pages but they forgot to measure the performance. How do you know the quality of the landing page? What are the parameters of landing page performance measurement?


  1. Landing page visits
  2. Traffic Source
  3. Session duration
  4. Bounce rate
  5. Conversion rate

1. Landing page visits: It is the primary measure that you need to look at before you examine any other metrics in your landing page analysis. This tells you how many users your landing page has attracted. It also helps you understand different patterns including visitors visiting the site on weekdays or weekends? and also If at any particular time they visit the site, etc.

2. Traffic Source: Once you have the landing page visits, second metrics will be where this traffic came from? The reason for this is because it is an excellent way to tell what is working for your campaign and what is not. The visitors to your landing page comes from various sources including:

  • Direct traffic
  • Referral traffic
  • Social media traffic
  • Search traffic
  • Email traffic
  • Pay per click traffic


3. Session Duration: Session duration is the time a single user spends interacting with your landing page or website. A session starts when the user lands on any website/landing page and typically ends either when the user leaves/exits your page or takes no action for 30 minutes.

4. Bounce rate:  Bounce rate refers to the number of single-page sessions compared to all sessions on your website. If five out of 10 people who visit your landing page leave within 5 seconds of session time, your landing page bounce rate is 50%. Although, an average bounce rate may vary according to business type but on an average, your page bounce rate should not exceed 60%.


5. Conversion rate: The conversion rate is the number of filled out form divided by the total number of page views. For example, if an education landing page receives 200 visitors in a month and 50 of them have filled out the form then the conversion rate would be 50 divided by 200 that is 25%. The best conversion rate varied significantly across all the industries, while median conversion rate hovered between 3-5.5%.


If you are not measuring these parameters as of now then start it today itself and also let me know if there are any other parameters helpful for our business.

Wishing you and your loved ones all the wonder and joy of the Christmas season and a successful prosperous new year ahead. Stay happy & blessed.. 

Best wishes,

Sant Singh Rathaur

Connect with me on LinkedIn 


1) Once created, custom fields can be... (Choose all that apply)

A) Deleted
B) Hidden
C) Duplicated
D) Blocked
E) Renamed


2) Out-of-the-box fields in Marketo can be... (Choose all that apply)
A) Deleted
B) Hidden
C) Duplicated
D) Blocked
E) Renamed


3) The follow-up action after submitting a form can be defined...
A) From the form asset itself
B) From the landing page where the form is placed
C) From both of the above
D) From none of the above


4) When importing a list into Marketo, selecting the 'Skip new people' mode will...
A) De-duplicate any existing leads and only update new info for existing records
B) Create a static list of existing records without logging any activity, updating any data or creating new leads
C) Skip any updates to existing records and only create new leads that didn't exist in the database
D) Skip any updates to existing records and only create new leads that didn't exist in the database
E) Have no effect on the import process


5) Archiving images...
A) Removes them completely from your Marketo instance
B) Allows you to simplify your image library by hiding images you no longer use
C) Means they no longer appear in landing pages you created
D) None of the above


6) A marketer has created a new alias for field Billing Address, called Postal Address. What will happen when importing a new static list into the database with a header column set to Postal Address but no field with this name in the system?
A) Marketo will create a new field called Postal Address in order to populate the new information
B) Marketo will update field Billing Address with any data under Postal Address from the file
C) Marketo will reject any data under Postal Address, as no field with that name is set in the system.


7) Which of the following are examples of Channels? (Choose all that apply)
A) Engagement
B) Tradeshow
C) Newsletter
D) Country
E) Webinar


8) Which program type will be a logic companion for the following channels? (Choose all that apply)
A) Program: Event. Channel: Customer dinner
B) Program: Email. Channel: Newsletter
C) Program: Engagement. Channel: Blog
D) Program: Event (Webinar). Channel: Industry (Retail)


9) Which of the following assets can be cloned? (Choose all that apply)
A) Images
B) Forms
C) Landing pages
D) Emails


10) Which of the following assets need to be approved? (Choose all that apply)
A) Images
B) Forms
C) Landing pages
D) Emails

For many it's very basic and at the same time it might be new to you. When we send any email from Marketo using Marketo email program, in the audience section you will see two tabs "People and Blocked."

they are the audience that is going to receive this email and Blocked is the audience which meet the smart list criteria but they are blocked from receiving email communication due to several reasons.




Do you know what are these several reason and how Marketo blocks this audience automatically?


Apart from what we see in the Marketo dashboard/control panel, when we are sending any email through email program, Marketo creates a smart list in the background and this smart list is automatically added to blocked criteria.


Smart list criteria for blocked leads are:


1. Email address is empty

2. Black listed is true

3. Email invalid is true

4. Marketing Suspended is true

5. Unsubscribe is true


[Screenshot below]





Hope this helps.



1) What's the right channel for a program tracking submissions on your contact-us company page?
A) Webform
B) Website
C) Nurture
D) Operational


2) What program type would you need to apply to a Marketo program containing your company's lead scoring rules?
A) Webform
B) Event
C) Smart program
D) Operational


3) A person can become a member of a program by... (choose all that apply)
A) Attending a webinar synced with the program
B) Filling out a form that's contained in the program
C) Updating the acquisition program in the lead record
D) All of the above


4) Which channel and program types correspond to a webinar program? (Choose all that apply)
A) A Default program with the channel "Webinar"
B) A Default program with the channel "Event"
C) An Event program with the channel "Webinar"
D) An Event program with the channel "Online event"
E) An Event program with the channel "Default”


5) What's the right program type to use if you want to send a one-off newsletter email to a pre-defined list of records?
A) Email
B) Engagement
C) Default
D) Smart


6) What's the right program type to use if you want to regularly send multiple emails at a consistent pace?
A) Email
B) Engagement
C) Default
D) Smart


7) The green checkmark at the top of each tile in the Email Program means...
A) The program is complete
B) The tile needs review
C) The tile is complete
D) A manager approved the tile


8) A marketing manager wants to create a Smart List to identify leads that received the company's newsletter yesterday and either bounced or unsubscribed. Which rule logic should be used when setting up the Smart List?
A) Use ANY filters
B) Use ALL filters
C) Use Basic filters
D) Use Advanced filters


9) Which of the following is the best approach for adding members to an engagement program?
A) Create a triggered smart campaign with a 'Add to Engagement Program' flow step
B) Use transition rules in the stream
C) Import members into the program using a static list
D) Create a form in the program


10) A marketing manager needs to gate a piece of content on the company website. Which three-channel and program types correspond to this activity?
A) An Email program with the channel "Email"
B) A Default program with the channel "Email"
C) An Event program with the channel "Web Form"
D) A Default program with the channel "Content"
E) A Default program with the channel "Web Form"
F) A Default program with the channel "Web Content"
G) An Engagement program with the channel "Web Content"


1) If a marketer wants to understand the growth of their database, which report should he/she review?
A) Leads by status
B) Leads by Campaign
C)Leads by performance
D) Leads by revenue stage


2) You should use the Leads by Source Report to do which of the following?
A) View Acquisition programs
B)View form fillouts
C) Compare lead generating and opportunity creation performance of your leads sources.
D) Monitor web traffic.


3) If you want to figure out how many people converted on a Marketo landing page, which report would you use?
A) Webpage activity
B) Lead performance
C) program performance
D) Landing page performance


4) This report shows how your leads are sharing content from your landing pages.
A) Webpage activity report
B) Social Influence report
C) Company web activity report
D) Email link performance report


5) Which report allows you to create Drill-Down reports?
A) Opportunity influence report
B) Lead performance report
C) Email link performance report
D) Email Performance report


6) If you want to see anonymous visitors to your websites, which of the following report would you run?
A) Webpage activity report
B) Lead by source report
C) Company web activity report
D) Leads by webpage report


7) Which social networks can be used to automatically fill out a form?
A) Google +, Tinder, and Microsoft
B) LinkedIn, Facebook and twitter
C) Social networks are not currently supported for this purpose
D)All social networks can be used.


8) Which of the following reports will show you conversion percentages based on a form fill out?
A) Webpage activity report
B) Landing page performance report
C) Leads by month Report
D) Email Link performance report


9) Which report indicates the ROI On your Marketing Programs?
A) Program performance report
B) Landing page performance report
C) Email performance report
D) Campaign Activity Report


10) To filter an Email Performance Report to show only activity from people in the UK, where would you apply this change?
A) Smart list
B) Setup tab
C) Filter tab
D) Setup bar


Please let me know if you would like me to post more questions and I'll be happy to share them. 

The truth is, you can not really restore the form but if you do not know the fields used on the form, there is a way to find that out and re-create the form.


If you know the web-page, this form was embedded on, do following to find out the form fields:

  • Create a smart list to find all the leads who filled out a form on that specific web-page. Use From Name is any since you will not be able to  select the form name now. Add Web Page constraint and put the page URL form was embedded on:
  • Go to People Tab to see all the leads who filled out the form:
  • Double click on any of the lead to go to Lead Details page:
  • Go to "Activity Log" of the lead detail page and filter the activities by web and find out the form which was deleted:

  • Double click on the "Filled Out Form" activity within Activity log and you will find all the form fields.


Re-create the form with these fields and get it replaced on the web-page/marketo LP. Hope this will help.