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If you are appearing for your marketo certification exam in 2019 and looking for some sample questions then I can surely help you with that but let me be clear that these are just sample question and they will only help you to have better understanding about the questions pattern.

 

As of now you must have learned that marketo certification exam is divided into 5 sections as below:

 

1. Lead Lifecycle

2. Analytics & Reporting

3. Admin & Operational

4. Program Fundamentals

5. Targeting & Personalization

 

I will be taking first section in this blog and so on.. [If this seems helpful then keep tuned for my next 4 blogs]

 

1. Lead Lifecycle

 

This section of exam is more focussed on lead scoring, types of scoring, decision makers to setup lead scoring, best way to store/update lead score, recommended ways to setup sales alert and lead status. You can also say this section is completely focussed on lead lifecycle journey. I am adding here 5 sample questions from lead lifecycle which may help to have better understating about the topic.

 

Q.1:  Which situation is appropriate for resetting a customer's score to 0 according to Marketo's Lead Scoring Guide?
a. A customer clicks an email and visits a site but has not purchased yet

b. A customer visits a site seven days in a row but has not purchased yet
c. A customer places items in the cart and visits the checkout page but does not purchase for two days
d. A customer purchased one year ago but has not visited a site in six months or opened an email in one year

 

Q. 2: Who should provide the final approval of a scoring model's targeted buyer persona?

a. Sales
b. Marketing
c. Product manager
d. Chief executive officer

 

Q. 3: Which two Marketo features allow marketing to pass information on a lead's behavior to a CRM system? (Choose two)

a. Synced data fields
b. System smart lists
c. Marketo Sales Insight
d. Segmentation membership
e. Lead performance report

 

Q. 4: Which two company stakeholders should be included in the process when creating a scoring plan? (Choose two)

a. Sales
b. Marketing
c. Product Manager
d. Chief executive officer
e. Research and development
f. Finance

 

Q. 5. Which of the following field types allow for you to do basic math?

a. Score

b. Number
c. Formula

d. Boolean

 

Submit your answers in the comment and then we can have further conversation. I will get you the correct answer after receiving your comment.

 


With best,

Sant Singh Rathaur

We often do this when we are re-targeting the old leads to get extra information and to create good customer experience, we would always like not to ask repetitive information again such as email address, first name, last name, contact number etc.

 

NOTE: This will work when you are sending/scheduling the emails from marketo.

 

Question comes here: How we can do that?

 

As of now I found two ways to achieve this and if there is any other way then, I would also like to learn.

 

1. Query string parameter with lead tokens - I guess this is most common way used by so many people where you are making the required fields (email address, first name, last name etc.) hidden in your marketo forms and then you are passing the values through url parameters. Step by step process as below:

 

Step 1: Edit your form, add email address, first name and last name as hidden field. Edit autofill and select URL Parameter in "Get Value From" then define the parameter name. In my example I have added FN, LN and Email as parameter name respectively. You can change as per your understanding.

 

Screen Shot 2019-01-11 at 2.02.04 pm.png

 

Step 2: Once you have added the hidden field then you would need to define your query string url as below:

 

http://www.testpage/test.html?FN={{lead.First Name}}&LN={{lead.Last Name}}&Email={{lead.Email Address}}

 

Step 3: then you can use this url in CTA your email CTA button or hyperlink text.

 

This was the one way you can achieve this but I don't see it as a better option because when someone will hit the CTA/hyperlink and they will be redirected to the browser then will see their name and email address in the long url and it may confuse them. Let's have a look into second method.

 

2. Hidden fields with lead token as default value - This is the second method and If I were you then I would use this one. Let us see how this works:

 

Step 1: As method 1 edit your form, add email address, first name and last name as hidden field. Edit autofill and select Use Default Value in "Get Value From" and add the lead token in default value. For example: if field is email address then {{lead.Email Address}}, if first name then {{lead.First Name}} and if last name then {{lead.Last Name}}.

 

Screen Shot 2019-01-11 at 2.43.16 pm.jpg

 

 

And that's it. Now you can use your page url in your email CTA button and shoot it.

 

By using second method we have also reduce last step of creating query string url. Also, Like first method, leads personal details will not be visible in URL and that gives better user experience.

 

I hope it will help you. Please correct me if I am wrong somewhere and let me know if there is any other way to achieve this.

 

Best wishes,
Sant Singh Rathaur
Keep Learning..

Marketo SKY has revamped the features of marketo form and I am sure you will love it.

 

When I selected my form, I can see all the information and actions in the right side dashboard.

 

1. Preview the from by clicking on Preview button in the dashboard. [For reference - Screenshot 1]
2. If you want to edit the form then click on Create Draft button. [For reference - Screenshot 1]

3. If you want to get the embed code to be used in third party page, Click on Embed code (top right of the dashboard) [For reference - Screenshot 1]

4. And if you want to take other actions like clone, delete and move, simply click on form actions (top right of the dashboard) and you will get the options [For reference - Screenshot 2]

 

Screenshot 1:

 

Screen Shot 2019-01-04 at 10.52.26 am.jpg

 

 

 

Screenshot 2:

 

Screen Shot 2019-01-08 at 11.44.48 am.png

 

 

Rest all the options are similar to classic one.

 

Cheers,
Sant Singh Rathaur

Hello Every one. Hope every one had a wonderful New Year!

 

Since Marketo Specializations are going to retire on 31st January 2019, I decided to create a short write up on the significance of Marketo Specializations, Which ones can be focused on with relative ease and how to focus on the tough ones. Having completed all the 11 specializations, I often get questions on which specialization to focus on and which ones are easy. Below are the details on What are specialization, The specifics, its benefits and most importantly, which ones to focus on given the time restriction.

 

By earning Specializations, you demonstrate your mastery of advanced techniques that accelerate results and unlock the full potential of Marketo. Specializations does not have an expiry date. So every one who manages to get certified in specializations, will continue to be recognized even after the Specialization exams retire on 31st January! Each Specialization exam consists of 30 questions which has to be finished within 60 minutes. The passing percentage is 75%, which means you need to get at least 23 questions correct to obtain the passing percentage!Each specialization costs $25 USD, whether you're taking it for the first time or retaking it!

 

Specializations are extremely beneficial and most importantly, it gives you the opportunity to explore and learn all significant areas in Marketo. There are 11 specializations that Marketo offers. Below are the details on all of them.

 

  1. Programs & Campaigns
  2. Nurture & Engagement
  3. Events & Webinars
  4. Customizing Creative Assets
  5. Analytics & Reporting
  6. Setup & Configuration
  7. Email Deliverability
  8. Social Marketing
  9. Account-Based Marketing
  10. Web Personalization
  11. Analytics Attribution

 

I have mentioned the above specializations from the relatively easy ones to the relatively tough ones!This would vary based on ones own experience in Marketo. I'd say a lot of questions in Marketo Specializations are scenario based. So it is best if you have good practical working knowledge in each of the specialization area that you are looking to attempt

 

How I prepared? - Well, By the time I had completed my Marketo Certification for the second time, I pretty much brushed up most of the topics in:

 

The relatively easy ones - Programs & Campaigns, Nurture & Engagement, Events & Webinars, Customizing Creative Assets, Analytics & Reporting  (Marketo Out Of Box Reporting)and Setup & Configuration, Email Deliverability and Social Marketing.

The relatively not so easy ones  - were Account-Based Marketing, Web Personalization, Analytics Attribution and  Web Personalization. But again, my calling these areas "Not so easy" was because of the level of expertise I possessed on these topics at the time. This is why I consider the Specializations so important because not only did these prompt me to dive deep in these areas and learn them, but it also enabled me to put these into practice in my own organization, work extensively with clients in all the above mentioned areas and starting to create a Center of Excellence or used cases if you will, in our own sandbox and production instance.So what I did for each of these topics was to follow a 4 step approach.

 

  • Pick each topic, and thoroughly scan through the product docs for that specific topic. By this time you already have a good understanding of the respective topics!
  • Go through the Videos available in the Learning Paths (Hyperlinked) and attempt the mock questions available after each of the topic given in the learning path.
  • Use keywords and scan the entire Marketo community for all available learning resource, solved Questions and discussions on those respective topics.
  • Last but not the least, Try put the above learning into practice by working on an actual client projects in those respective areas. If actual client projects are not available, Try to create at-least a basic business/used cases on each of the topics on your own, define flows for them in lucid charts and create sample implementations and re-usable templates in your sandbox instance

 

Once these steps are followed, any one can most certainly pass the specialization Exams. For Marketo Certified Expert's, my suggestion would be to start of with the first set of specializations. Since you have already prepared and completed the MCE exam,  the first set of topics should be easy to prepare and complete.

 

Hope this helps. Feel free to comment below or reach out for any queries!

Are you struggling with query string url creation?

 

Even I was also struggling before I found this tool and now it has not just helped me creating the url but also it helped to reduce the chances of errors. That's why I thought it will be good to share with you all.


Open the URL in your browser: https://www.facebook.com/business/google-analytics/build-your-url

 

Screen Shot 2019-01-02 at 4.40.29 pm.png


Enter your Landing page/Website url + Campaign Source (UTM source) + Campaign Medium (UTM medium) + Campaign Name (UTM Campaign) and click on create URL and your will see your generated URL in the screen. Screenshot below:

 

Screen Shot 2019-01-02 at 4.49.58 pm.jpg

 

I hope it will help you with your business case.

 

Thanks for reading!
Sant Singh Rathaur

Most irritating work I have been facing with my campaigns and I am sure some of you might also been facing the same issue. I have been running the campaigns in more than 15 channels at a time and created 15 seperate smart campaigns to track the activity. In the beginning I have to activate all the smart campaign and once campaign is over then I have to deactivate all the smart campaigns. This steps may take more than 20 minutes (depends on marketo and your speed)

 

In Marketo classic, if I had to to do this then I need to go to each and every smart campaign then only I can activate or deactivate them but Marketo SKY gives you option to do that in a single click. Hurray! I am happy now

 

Here is the step by step process how you can do this:

 

Step 1: Open marketing activities in Marketo SKY and select your marketo program

 

NOTE: Currently SKY is available for default program only, others are in the queue and will be coming very soon.

 

MarketoSKY-1 copy.jpg

 

Step 2: In the program, go to assets tab

 

MarketoSKY-2.jpg

 

Step 3: In the assets actions, Add the filter to quickly identify your smart campaign. Add trigger campaign or batch campaign then add condition as trigger active/trigger inactive or batch scheduled/not scheduled/finished then you can select your action to activate or deactivate.

 

 

MarketoSKY-3.jpg

The best thing you can also add expiration date in your trigger smart campaign so you don't need to manually switch off the campaign once it is over.

 

MarketoSKY-4.jpg

 

Select your smart campaign and add the expiration date.

 

I am loving this feature and Marketo SKY is coming with so many more features like this.

 

See you soon with a new post.

 

 

Happy learning!
Sant Singh Rathaur

Today when I logged in to my marketo instance, I noticed there is an option to open My Marketo, Marketing Activities and Design Studio in Marketo SKY which is now visible to every user not just marketo admins.

 

Screen Shot 2018-12-24 at 12.30.13 pm.png

 

Marketo SKY came up with so many improvements and we will learn about them slowly. I will be describing one of the key poll, I think so many of us wanted this to be included in our marketo functionality to decrease the repetitive work. This poll was to give us option to clone the token from another program (they called it import token) and which is now available in marketo sky.

 

I have taken some screenshots from my marketo account and will show how exactly you can do that..

 

Step 1: Open Marketing Activities in SKY

 

Step 2: Select the marketo program where you want to import token

 

Screen Shot 2018-12-24 at 12.21.59 pm.jpg

 

 

Step 3: Click on import token and select the folder or program from where you want to import the token.

 

Screen Shot 2018-12-24 at 12.22.17 pm.png

 

Step 4: Once you will select the program/folder then it will give you option to select the tokens you want to import but unfortunately it's not working as of now.

 

Screen Shot 2018-12-24 at 12.59.36 pm.jpg

 

It might take few more days before they fix this issue. Current scenario is when I selected my program/folder and clicking on NEXT, it's not taking me anywhere.

 

But this is great news that it is on the way and coming in our use soon.

 

Happy Reading!

 

Regards,
Sant Singh Rathaur
Connect me on LinkedIn

In a considerable amount of cases we see companies that invest vast amounts of money in campaigns and advertising, but don't get the accurate information about the effectiveness of those campaigns.

Each company runs different types of campaigns, and of course, they would like to know which is the best channel to invest in.

 

One of the issues is when a lead enters the website a few times and only then decides to fill out a form, meaning he was an anonymous lead until he decided to fill a form on the website.

Anonymous - People whose web activity is tracked, but their identity is not yet known.

‘Lead’ - an identified person, an identified person, is someone who has an interest in your business and has given you details about himself (most often name and email address).

 

There are some ways to get tracking information about your website visitors, for example

Google Analytics, Plugins for the dashboard of your website. However, we see that many times clients complain that the information that they are getting is inaccurate and lacks important details.

We have decided to explore those issues and realized that we could also use Marketo to our advantage.

We realized that using UTM parameters for measuring your marketing activities will allow you to track the traffic you send to your landing pages and overall website.

With proper usage, you will learn which traffic sources bring you the best return on investment (ROI), which will then allow you to determine where is the best to invest your budget.

If you are using paid channels such as LinkedIn or Facebook ads, you will be able to compare the efficiency of each channel, and, in the long run, determine what portion of your marketing budget to invest in each channel.

 

One of the variables that we wanted to use was the UTM source; this is one of the UTM parameters that provide us with information and gives us the source of the visitor.

For example, someone entered your website with Utm_source=X, the next day he entered the website with Utm_source=Y and didn't make any engagement.

You as a marketer would like to know which of the two was his first source.

Another example is when someone entered your website with Utm_source=X,

the next day he entered the website with Utm_source=Y and filled out a form. Your interest can also be finding out what was his last source before filling out the form.

There are some meanings to the term "source," and everyone should decide which one is the best fit for him:

- The last UTM source that the lead had before he filled out the form.

- The first UTM source that the lead had for the first time that he visited the site.

We have created a set of smart campaigns that will also provide us the information from Marketo, and we will be able to crosscheck it with other channels.

Smart campaigns

 

 

Smart List

Flow

 

Those Smart campaigns can be used for every UTM parameter that you wish.

From our experience, the best way is to use multiple channels to monitor the activity of your website visitors. Utilizing these parameters optimally will let you make the most out of your marketing budget.

Before you go for MCE, you should prepare yourself well else you will end up with loosing your money. I have consolidated list of topics which need to be covered, which helped me with my preparation.

1. Tokens

You should understand very well tokens:

Different types of tokens

Locations where you can create tokens

System tokens that you can use

Names of different tokens

 

2. Reports

Practice reporting is important. The questions asked are easy if you have practice pulling reports.

It is important that you understand the benefits of each report and the type of information that you can obtain from them so you can decide when to select them.

Practice with life scenarios!

 

3. Deliverability

Things that can be done to improve deliverability

System lists

 

4. Program Types and when to use it

Some scenarios are provided and you need to choose which program would be best for that situation. Example: Email Program VS Default Program

 

5. A/B Testing

How to set it up and available options.

 

6. Channels and Program Statuses

When to use channels.

Examples are presented and you need to choose.

How people move through program steps

 

7. Nurture Programs

It is important that you understand well how nurture programs work.  There are multiple questions related to nurtures.

How to add people to nurture

How transition rules are used

Steps to activate content

Logic of how emails are delivered when content has been exhausted

Understand concepts of exhausted, streams, cadence

 

8. Scoring

Understanding how to set up scoring models in global companies that have regional requirements

Scoring and tokens

How to reset score to zero

How to set up scoring points

How to use changes in scores in campaigns

 

9. Segmentation, Dynamic Content, Snippets

Understand how segmentation works

Understand the difference between segments and smart lists

Understand when snippets can be used

 

10. Forms

Understand field types

Understand visibility rules

 

11. Landing pages

Understand where to modify landing page URLs

Understand landing page reporting

 

12. Filters, Triggers and Flows

Understand triggers and filters

Understand advanced filters

Understand flow actions

Understand wait steps

Understand when to send alerts

When to use them, what they mean

 

13. CRM Sync

Understand basic functionality of data integration with CRM

Basic understanding of Marketo Sales Insights

 

14. Acquisition Program

Why and how to set up acquisition programs

 

15.  Period Cost and it's importance

How to set up costs to calculate results

 

16. System Smart Lists

Be familiar with the names of all of them

 

17. Email Settings

Learn everything about emails

why SPF/DKIM is important and how to setup it

Different email marketing laws (For example - GDPR, CASL etc)

Difference between promotional and transactional

 

 

I hope this will help you. Feel free to add more in the list.

 

Connect me on LinkedIN if you need more help.

 

Thanks,

Sant

Marketo Sky – New Features, Comparisonand efficient use

 

I have started using Marketo Sky recently, and I must say that the new look and features makes it really efficient and easy to use once you get a hands on. There might be some hiccups getting used to it initially, but once you get a hang of how to use it, I found that it makes life a lot more easier. Although I might have a few concerns about its color and design, but it most certainly has made daily activities easy and efficient to use. Below are the few features that I thought were great!

 

  • Single work-space view & the option to choose as to which workspace you want to work in. For instances with Multiple workspaces, this feature is a good one to have.

  • Collapse all feature – At times, While working in the usual interface, and when the instance is a mature one with multiple work-spaces, there times when the entire long chain of tree used to open up and it often was confusing to find what you wanted. Introduction of this feature has made life a lot more easier.

  • The assets approving interface/view available right when you click on the asset is also changed and is very efficient as compared to the previous interface. Right when you click on the asset, you get the option to Approve, Edit, Preview and other details. In the below example, I directly clicked on the form that is highlighted, and it gives me all the options on the right which I mentioned.

I found the new interface mentioned above as compared to the present interface that we are currently using in Marketo (Snapshot attached below) – This Gives us a good compression.

  • The changed dashboard - Inclusion of Recently updated Programs and Assets, Scheduled Today , Information on Total active triggers, The Options to create New Smart Campaigns and New Programs. As soon as you click on Marketing activities, these are all the details that you can see at a glance. This is extremely useful and a lot more efficient (According to me) than the current dashboard that we have in the normal interface. – Reference screen shot below.

You can Compare the new vs the old dashboard of marketing activities from the screenshot given below and above

  • Inclusion of the Date Range Filter – Extremely Useful for instances that are more that 3-5 years old. In cases where you really only want to see campaigns and activities that happened in last 3 months or last 6 months, this feature is extremely useful. For example in the below Screen Shot 2, I only want to see Triggered and batch campaigns that are created in the last 1 week, and it gives me the filtered results accordingly.

Screen Shot 1

Screen Shot 2

  • Talking a little more about the Filtering options, Screen shot 1 below shows the very limited options that we have presently for filtering. However, in the Marketo Sky the filtering options have been taken to a whole new level. Reference screen Shots – 2 &3

Screenshot 1

Screenshot 2

Screen Shot 3

  • The option to add a Label to assets and filter those assets based on the Label. For example in the below screen shot, I have added the label - Purple, to 2 of my assets (Screen shot 1 & 2), and when I use the Purple Label, in the filter(Screen shot 3), it gives me exactly those assets (On the left side) that were tagged with Purple label. I found this as an extremely useful feature which can be very helpful in several used cases.

Screen Shot 1

Screen Shot 2

Screenshot 3 Here in the below screenshot, it only shows me the ***** that are tagged with the label Purple.

Additionally, you can also add a label while creating an asset or add a label later, once the asset is created. Also when creating a new local asset as highlighted in below screen shot 1, you can either add a new label or copy label from Parent. So If I copy label from parent, it copies the same label which I defined in the program – as shown in screen shot 2

Screen Shot 1

Screen Shot 2

  • The default program “details” dashboard also is a lot more clean and useful as supposed to the earlier interface. Below is a screen shot of a test default program “Details” tab where you have key stats like Program Success, Members, A better program summary, and the Used by option to the right side of the screenshot. The level of details in Sky, that are provided here are a lot more cleaner and accessible as compared to the classic view.

Below screen shot - To compare the new and old program dashboard stats

 

  • Another Very interesting feature is the option to take bulk actions for all assets within your program. So as referred to in the below snapshot, The “Assets” tab shows us all the assets that we have under a program. We can filter out the assets that we want and take bulk actions on those assets. Another used case might be that you could have several triggered campaigns that you might want to de-activate or several scheduled batch campaigns that you might want to unscheduled all at once. So all of this can be accomplished here. Additionally, you can see the Used by for each of the asset (In the below Snapshot). So, if you want to mass un approve emails, but see that one specific email is being used by 2 programs or campaigns, you can go ahead and remove them from the respective programs\campaigns and then mass unapproved it. There are several used cases where I found these options to be extremely useful.

Additionally, you can also now set expiration dates for your Assets. Lets say you have a Landing page that’s set in an email campaign which you think is only relevant till say, 25th December. So, if you set an expiration date, after 25th December all the selected landing pages and assets with expiration date as 25th Dec would automatically be unpublished, unapproved and the links would be directed to the respective fall back pages. Similarly, if you have a triggered campaign and you wish to set the expiration date for it, when the date reached, the trigger will automatically be de-activated. Reference screenshot below

  • Another Interesting option that has been added is to organize your tokens within a program and to Import tokens from other program.

Additionally, The Link Token is a new addition to the tokens

  • Smart list – This new feature is my personal favorite. So what happens here is , Say I have a smart list with 10 or 15 different triggers and filters. I can create this set of triggers and filters as custom rules. For example in the below screen shot, I have created a set of triggers and filters and am saving it by the name of Karan's Rule. Now while creating another smart campaign, Karan’s Rule will show up on the right, And all I have to do is drag Karan’s Rule and it will populate all the triggers and filters defined in that rule. In used cases where similar rules are being used multiple times, this feature comes as a blessing. Also, in complicated smart lists where you might be using advanced operators and multiple triggers and filters, it can be combined into one rule, Tested for flawless functionality, and then be re-used as and when necessary.

Now in the below smart campaign – I am dragging the Karan’s Rules to the empty Canvas, and all the filters defined there will show up

 

*** The same feature can be used in Flow steps as well. You can save a bunch of Flow Steps, Save it as a rule, and then re-use them again.

So that was pretty much about the additional features of Marketo Sky that I have been able to explore so far and am using and leveraging to the best use. Although I understand that all the features and functionality has not been launched in Marketo Sky and it is sort of incomplete at this point, I am told that it sure is coming out with a lot more great features including filters that use AI/Machine learning, which can suggest recommendations based on past campaigns performances. So super exited and waiting for the entire module to role out at the earliest. I will also be doing a video soon to explain these features in more detail and possibly explain a few more used cases which can shed better light on how to go about using Marketo sky to its best. I hope the above information will be helpful to early adopters of Marketo Sky and give a perspective on the new features. Please feel free to share your feedback in the comments section below.

Email marketing has become one of the most-used marketing tools for lead generation, communication, and general revenue increase. But with the increased popularity also came plenty of strategies on how to make sure your customers actually open your emails in the first place. Smart Insights reports claim that the average open rate can range anywhere from 5% to 25% depending on the size of your business and its industry.

 

But what really makes people open your emails is their SUBJECT LINE. Writing the subject line is always tricky. While writing the subject line you need to hit the right spot and it's very rare that a subject line is created in a seconds. A good subject line will make the subscriber curious/excited and he wont be able to resist him/her self from opening the email.

 

Most important thing if you are an email marketer then you need to analyse the matrix on regular basis to take further decisions.

 

Recently I came with a case, I am sharing here. CASE WAS: We needed to create the report for past 4 months email send with their subject line, total sent, total open and open rate. (you can add more matrix/attributes as per your requirement)


How will you create this report in MARKETO?

 

You can't create this report in marketo until you have the the subscription for Marketo Revenue Explorer.

 

Go to Revenue Explorer dashboard, Click on Create New > Report

 

evaluate-your-subject-line-performance.jpg

 

 

Select analysis area as EMAIL ANALYSIS


evaluate-your-subject-line-performance.jpg

 

In the dashboard find subject line, add it in the rows/column. Then add your attributes (attributes are the matrix you want to measure) In the measures section (last in the second right sidebar) the add your filters (For example - time period, specific country, program, channel, tag etc)

 

 

evaluate-your-subject-line-performance.jpg

 

 

And your matrix are available in your screen now.

 

Based on the performance of your previous result, try experimenting with new subject lines and see what happens.

 

I’d love to hear your thoughts what you think about this and of course you can ask your queries as well.

 

Keep tuned to my next blog and connect me on LinkedIN if you need further help.

What all you want to know about the tokens?

 

Before you enter for your exam centre, I will suggest read everything about tokens. I have summarised some topics which may be helpful to you.

 

Topics are listed below:

 

What is token?

Different type of tokens?

What is global token and why they are called global?

What prefix we should use to call different type of tokens?

Difference b/w local, inherited and overridden tokens?

Understand the different data type of tokens?
Can we use nested tokens?

Tell me the token we ca use token within?

Locations where you can create tokens?

System tokens that you can use?

How tokens are different form dynamic content?
Can we use token in out flow step/smart list/reports?

 

Keep tuned to my next blog for more topics and connect me on LinkedIN if you need further help.

Ultimate_Guide_to_end_to_end_Marketo.jpg

 

Track Marketo Form Submission in Google Analytics

 

When creating your Marketo form you can elect to have a “Thank You Page” or create a more sophisticated workflow. By default, the user is just presented with a notice in an overlay. The technique presented here leverage the Marketo Forms 2.0 API in order to have a generic and consistent method of tracking successful forms submissions. Following those simple steps will allow you to track a virtual page view or an event in Google Analytics.

 

Google Tag Manager (GTM) is the preferred method of deploying and managing Google Analytics (GA) tags and demonstrated throughout this document.

 

1. Create your Marketo Form

Under the Marketo Design Studio, proceed as usual to create yours.

 

2. Integrate the Marketo Form to your Website

Embed the form as indicated under the Embed Code.

 

Continue reading ...

The idea of marketing automation might be familiar to you, whether you have a business yourself, are a marketing expert in an organization, are in B2B business or B2C, or even if you are simply a consumer who experiences marketing daily.

The goal of ‘marketing activities’ is simple: get as many potential customers as possible to the business, so the salesperson will be able to finalize the deal and increase the business’s income. Marketing automation can make this process easier.

How do we do ‘Marketing Automation’?

The first step is to get ‘Leads’

In the marketing world, the term ‘Lead’ means an identified person; an identified person is someone who has interest in your business and has given you details about himself (most often name and email address).

There are many ways to get your potential client details, one of them is frontal tradeshows; another is a web advertisement, which directs clients to landing pages with forms. Other possible methods are websites that lead to a “contact us” form or phone calls to the business, and so on.

The second step is the database management

As time goes by, the number of leads will grow. Some of the leads will be automatically created in the marketing automation (due to form fillouts), and some will be uploaded to the system (for example – leads that you get from tradeshows and phone calls). It is important to keep the leads database clean (without duplicates) and relevant.

The next step is to create your own “Marketing Funnel”

Imagine a funnel, large at the top and narrow at the bottom.

At the top of the marketing funnel you will find all the leads, and at the bottom, you will find only the leads that are ready to close a deal, and those will be directed to the sales department (those are MQL – Marketing Qualified Leads). There are more steps in between, but we will not discuss them in this article.

The fourth step is Engagement

This step’s goal is to increase the interest in your product or service.

One of many ways to do this is to send emails with content that describes your product or content with an added value to the potential customer; the content should be sent once in a particular period of time (this process is called nurturing). Another possible way is to send text messages (SMS) with special offers or to create a webinar with added value.

So, why automate?

When your database is small, you can manage it manually. However, when it grows to more than a few dozen entries, you will need to start using applications that will help you to automate, or you may lose potential sales opportunities. Marketing automation applications offer to schedule sending times for emails and text messages (SMS), offer to create invitations for webinars, and above all, they can manage lead movement through the marketing funnel, and pass the leads to the sales department when it is the right time to make a “sales call”.

The most efficient way to identify the MQL is by the marketing automation scoring system. In this method, every lead gets a score for each action, and the number of points for each action is set by the marketing and sales departments. When leads obtain the right score, the marketing automation platform (which is synced to the sales system) sends an alert to the specific salesperson and notifies that now is the right time to contact this lead and close the deal.

A small comment about marketing

The world of marketing is vast, and the people who work in the marketing automation industry sometimes forget this. This article is not about marketing activities themselves, and it is important to say that the content, the advertisement itself in addition to schedule timing – all have a crucial impact on the number of leads you obtain, and their quality. Always remember: marketing automation does not replace marketing itself, it only makes life easier and assist with pushing more leads toward sales.

Many of our marketing automation customers asked us how to deal with the new CASL rules. We wanted to share some valuable information about this, feel free to share:

 

What is CASL?

It’s Canada’s new anti-spam law generally prohibits sending any commercial electronic messages without the recipient’s consent (permission), including messages to email addresses, social networking accounts and text messages sent to cell phones.

 

What is the timeline?

The CASL was introduced in July 2014, as a new set of rules that protect Canadians from malicious spam, (with 3 years to comply) and it took full effect on July 1, 2017.

 

Who is affected by it?

The CASL will affect all businesses, including charities and non-profit organizations. Even if a business is located on the other side of the globe – it may still be subjected for a lawsuit!

 

What type of communication is prohibited?

CASL applies to emails, SMS (text), social media or instant messages, and any similar messages sent to electronic addresses. Note that the anti-spam law applies to “commercial electronic messages” only, and it does not include telephone calls/voicemails within that definition.

 

What about my customers?

Your current Canadian customers are not affected by the law, as long as you have previously provided your products or services to them and they haven’t opt-out.

 

Your new Canadian recipients of a commercial email (it’s an email related to an offer to sell some product or service) must explicitly say they want to receive your emails and you have to prove it if asked. They must be fully “opted-in” to send them any marketing content. That means the contact must have expressly agreed to receive emails about your products/services. You will need to have a record to back this up, that the contact actually requested to be contacted or otherwise checked a box agreeing to receive additional information. (i.e., if someone signed up at a trade show, you need to have records showing that this is how you received the opt-in).

 

What are the implications?

There are no automatic penalties, but the range of enforcement tools available are from warnings to penalties (up to $1 million for individuals and $10 million for businesses).

 

How will CASL change the way I use my marketing automation system?

You will have to Identify Canadian leads. It is recommended to use as many ways as possible: Country, Zipcode, Provinces, data provider check ext. And email to implicit or explicit consent ONLY. Opt-out/unsubscribe notices need to be prominently displayed, even where you have approval.

 

Do you have any recommendations?

It is highly recommended to document your mailing policy (process, responsibilities, training), adding a procedure of double opt-in for leads in Canada, use a dynamic consent box in all forms (opt-in box is shown if country=Canada), using no pre-toggled/pre-checked boxes, etc. and most important you should validate your database to clean and enrich it.