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2019

This post does NOT include technical details or lesson on Marketo or CRM. From my personal experience, I am sharing how I improved my Marketo skills over the last 5 years. This post will help marketers who have recently started using Marketo or have a basic understanding and are looking for ways to learn more.

HERE ARE MY RECOMMENDATIONS:

1. Learn from the Marketo Community

The Marketo Community is the best thing ever happened to the Marketing Nation. The community is not just to seek answers when you are stuck. The new discussions help you learn issues which other marketers are facing, and what are the best ways to solve them. You may feel that some discussions are very technical and not related to your marketing processes. But, in future, they may be useful in your current role or a new role. You can easily filter out the discussions which have been solved or unsolved and identify new tactics or tweaks which you can implement in your current marketing process.

 

Just login to Marketo and start reading Product Discussions, Marketing Discussions and my favorite Marketo Whisperer: Implementation Tips

2. Follow the Champions

Marketo Champions are the smartest Marketo users you will ever meet. No offense to all other exceptionally smart Marketo users who are not a champion yet. We have a separate section in the community, Champions Blog, which has some amazing posts to help you improve Marketo operations. You should also follow them from their profile to get updates in your inbox. I love to follow Josh Hill, Grégoire Michel, and Sanford Whiteman among others.

To get additional feeds, subscribe to the web posts of Josh Hill(https://www.marketingrockstarguides.com), Sanford Whiteman (http://blog.teknkl.com/) and Jeff Shearer (http://www.jeffrshearer.com/)

3. Stay Updated

Did you see the new product announcements at the Marketo Summit this year? There is a lot that is going to change in Marketo this year (better UI, new reporting, improved backend architecture, user experience). I am sure you would receive email notification from Cheryl Chavez with all the details. However, it is always good to know what’s coming in the future.

You should see the following session recordings from the Marketo Summit 2017:

4. Become a Tester

All Marketo campaigns are incorrect unless proven otherwise. I get it. You have done something in Marketo many times in the past and are confident of what you have built. BUT you can not skip testing. Testing is not just ensuring that your campaigns are running properly or your assets are rendering across devices. Testing has to include the impact of your new campaigns on your existing processes in Marketo and CRM.

5. Learn to Document - Prototype - Deploy

I have always loved using a Salesforce sandbox for new projects. Sadly, not every Marketo user has access to Marketo Sandbox. For every new project in Marketo, you should start by documentation (preferably with Lucidcharts). Document what needs to be done, how it will be tested (test cases and dummy data for testing), and the impact it will have on the existing processing. Once your document has been reviewed by different stakeholders, build a prototype in the sandbox and test it. If all looks good, develop the complete program and deploy. If you are testing in production, ensure you handle the data carefully and do not disrupt any active program.

 

If you feel I missed anything, feel free to add in the comments. Happy Learning

P.S. If you want to learn about Marketo Concepts, you should read this post by Josh Hill.

 

Reference URL for previous topic: Program Fundamentals!


Here are the next
5 questions from Targeting & Personalization section. This section is completely focussed on correct and incorrect usage of tokens, folder tree structure and how tokens will be inherited, purpose of default value in token, difference between smart list and segmentation, requirement of dynamic contents etc.

 

As promised here are your 5 questions:

 

Q. 1.  What is a prerequisite for using dynamic content?
a. Emails are active
b. An approved snippet
c. An approved segmentation
d. Activity log tracking is active

 

Q. 2. Which three steps should a marketer use to make an unsubscribe page appear in the reader's local language?

a. Update the individual languages and set your default
b. Create a smart list for each preferred language
c. Create a segmentation for language 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

Q. 3. If you set up tokens at the folder level, what type of token will you see on any program within that folder?

a. Local Token
b. Inherited Token

c. Overridden Token

d. Lead Token

 

 

Q. 4. What always precedes the name of a program token?

a. my.

b. lead.
c. company.

d. system.

Q. 5. Which of the following is not a commonly used segmentation?
a. Industry
b. Language
c. Product Interests
d. Region

Submit your answers below 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

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