Skip navigation
All Places > Certification Study Group > Blog > 2018 > December
2018

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.