Skip navigation
All Places > Certification Study Group > Blog > 2019 > June
2019

It's not native option in marketo form setting but yes, you can achieve it by adding a single line css on your marketo form. I wanted to make one of my "text area"  field expandable because here I am giving the option to enter 1000 word statement and this statement will not fit into 2-4 lines. Person will not have visibility on the complete statement at one glance and which creates bad customer experience as per my understanding.

 

So basically, there is css property called "resize" and by default value of this property is set to Resize: none; which makes the marketo text area non-expandable. If you have to make it expandable again then you would need to overwrite the property to Resize: Auto !important;

 

Screenshot below:

 

 

Note: While adding this css, please make sure you want to add this css for all text area fields or any specific one. If you have to add this css for any specific text area field then you would need to add the css in field ID level. Example below:

 

textarea#AUS_F_C_Specifics__c

{

Resize: Auto !important;

}

 

In this case, only AUS_F_C_Specifics__c text area will become expandable and rest of them will be same with default property. Once you have added the css, text area will look like below image:

 

 

I hope this article will help you.

 

Cheers,

Sant Singh Rathaur
LinkedIN: https://www.linkedin.com/in/sant-singh-rathaur/

I found this blog very helpful when I had task in my hand of moving some assets in seperate workspace and I was really confused how to do this.

 

Marketo chat support team provided me an URL with nice summary of how cloning and sharing works across workspaces and I thought I can add my understanding as well, which might be a useful guide to others.

 

What Assets Can I Share Across Workspaces?

You can share these items across workspaces:

  • Email Templates (found in Design Studio)
  • Landing Page Templates (found in Design Studio)
  • Models (found in Lead Database)
  • Smart Campaigns (found in Marketing Activities...but we really recommend not having standalone smart campaigns)
  • Smart Lists (found in Lead Database)
  • Segmentations (found in Lead Database)
  • Snippets (found in Design Studio)

 

How Do I Share Assets from Design Studio?

  • Determine what you want to be shared (e.g. Landing Page Templates)
  • Right click and select New Folder
  • Name the folder you plan to share
  • Move the assets you want to share to the folder
  • Right-click the folder and select Share Folder
  • Select the workspace(s) you want to share the folder with. Click Save.
    • The dialog displays the workspaces you have permissions to view.
    • The originating folder displays in the Lead Database tree with an arrow indicating that it is shared with other workspaces. From within the shared workspace, the folder displays with a lock to indicate that the contents of the folder have been shared from another workspace and are read-only.

 

How Do I Clone Assets Across Workspaces in Marketing Activities?

For assets that aren't templates, its best to clone them as local assets inside of a program. With the proper access level, you can drag and drop these assets into another workspace:

  • Programs (found in Marketing Activities)
  • Emails (found in Marketing Activities & Design Studio)
  • Landing Pages (found in Marketing Activities & Design Studio)
  • Forms (found in Marketing Activities & Design Studio)

 

How Do I Move Assets to a New Workspace?

To move assets to a new workspace, put all the assets you want to move into a folder and drag the folder to the destination workspace.

  • Create a folder
  • Clone the asset to the newly created folder NOTE: Form names must be unique.  Append the asset name with the workspace name e.g. Content Form (UK)
  • Drag the folder to the appropriate workspace
  • Move asset to the correct folder within the target workspace

 

When you will not be able to move the folder from one workspace to another workspace in marketing activities?

 

  • When your marketo program has members in it
  • When any asset (Landing page, Email, Form, Smart List, Static List or any other assets) is being used somewhere
  • Assets in design studio (such as form, landing page etc). So move them to marketing activities and then to another workspace


Note: if your assets is already in use then you will not be able to drag and drop this folder. You would need to remove the assets from use and then only you will be able to perform this action. I believe if some of your assets are live then you would need to take precaution, try to complete this action in no-business hours and as quickly as possible. 

 

I hope this will be helpful.

 

Cheers,

Sant Singh Rathaur

What Is Segmentation?

Segmentation categorizes your audience into different subgroups based on a defined criterion that you establish in a Smart List. Once you create those subgroups, those are called segments. The best way to think about it is that a segmentation is a permanent smart list with the segments being the different targeted audience you define.

 

Segmentation plays a big role when you are building the content on multiple languages or seperate content for seperate business or based on any other criteria depending on your business uses.

 

You might have already used the segmentation for known lead (already member of your marketo database) and if not then you must give it a try by following below process:

  • Create segmentation in your database
  • Add segments and define the criteria
  • Approve the segmentation (It might take some time depending on your database size) 
  • Once it's approved you can use this segmentation in your Email/ Landing page/ Snippets to make the editable section dynamic.


But the real question is how to use segmentation for Anonymous Leads?

 

So there is only one case where your targeting audience will be anonymous leads and that is, when you will doing lead generation campaigns. So now you need to create dynamic content for anonymous leads and in this case you will be using landing page (with or without snippet).  So basically when you will be setting up your campaigns in the facebook/Google Adwords or any other channel, you will be setting up seperate campaigns for each country or region. Which means, your targeting audience is already set on the basis of country or region or any other criteria.

 

I will explain the further process though an example of one business case.

 

For example: we have 6 college campus and I want to build one landing page with dynamic content for all six campus. I don't want to create multiple assets. I used below process to achieve this:

 

Step 1:

  • I have created a segmentation in marketo database with name such as "SAE-Southern-Campuses-(All)"
  • Then I have created seperate segments for all 6 campuses and added the criteria to filter the data
  • And then I approved the segmentation (Note: You can only use an approved segmentation to create dynamic content, if it's not approved then it will not be visible in the dropdown)

Step 2:

  • Create a landing page in marketo and follow the step by step process as suggested in the image


  • In step 1 > Click on setting and then segment by > then select your segmentation from the dropdown or type your segmentation name > then click on SAVE button 
  • Once you have added the segmentation then update the content for each segment (as shown in step 3, there are 7 segments including the default one where you have to put the generic content)

    Note: Generic content or default content will be displayed to the audience who is not falling into any of 6 segments

  • Once content is updated approve the landing page and copy the URL

 

Now here is the catch. You have to create the query string url by using following method:

Landing page URL + ? + Segmentation Name = Segment Name

 

 

Look into the above image. I have created query string URL with Segmentation Name and used segment name as value and it's perfectly working. As you might see, I have used Adelaide in the query string, landing page content is showing the content for Adelaide only. If I use Brisbane then, it would show up different content.

 

NOTE:  Although we have created the segmentation and used it to create dynamic content section in our landing page but when we created the query string URL, we sidestepped the rules or criteria of segments and it is working on the basis of query string. But still you would need at least segmentation name and segment name accurately as you have defined in the URLs.


This method might save us from creating so many duplicate assets and we can utilize the same time to improve some other processes.

 

I hope this article will help you. Just in case, you come across any mistake or have any recommendation, it would  really be helpful to make it more better.

 

Getting regular feedbacks can be very useful.

 

Cheers,

Sant Singh Rathaur
LinkedIn: https://www.linkedin.com/in/sant-singh-rathaur/

Sometimes—especially when you’re just starting out with Marketo—determining which type of email program makes the most sense for which type of campaign can be confusing. Your first instinct may be to simply use an email program to send a one-off email, but is that your smartest option? While it will certainly address your short-term need—getting an email out to your customers—it may not help you reach your longer-term objectives, nor may it be your best bet in terms of scalability, reporting or other important elements.

In this post, I’ll take a closer look at the two main types of customer emails, nurturing emails and emails with varying audiences or varying timing, and will explain how to know which type of Marketo email program type to use.

Nurturing Initiatives

If your email’s intent is to nurture, whether it’s leads or customers, there are two types of programs available to use:

  • Engagement Program
  • Default Program

To help determine which nurturing program you should use, simply answer a few questions.

Using Engagement Programs

Engagement programs offer marketers a lot of benefits—among them, the ability to add leads, add content and go. But it also has a few disadvantages you must be aware of before you choose it for all of your email marketing needs.

Pros

Cons

Ability to add, pause, and remove leads from the program.

Lack of control over message timing because you set a cadence for the stream.

Simple dashboard that includes an Engagement Score for reporting email metrics.

Once content is exhausted, the next email everyone will receive is the next one added to that stream. This means that exclusion statuses should be used from the beginning if you ever need to add new email templates with the same content.

Engagement Stream Performance Report provides performance analytics of all of the email assets within your engagement program in one centralized place.

 

Easily see how many members of your engagement stream have exhausted content.

 

 

Adding a Default Program to an Engagement Program Stream

If you want even more control and flexibility within your Engagement Program, you can nest a Default Program within it. Why would you want to do this from a customer experience perspective? Good question. By nesting a Default Program in an Engagement Program, you’re setting it up so that people have to meet additional criteria to receive the email–being a member of the Engagement Stream isn’t enough. So if you were promoting a piece of content across channels, you could still add this piece of content to your Engagement Program, but people who received the content in the past would be excluded by using an Exclusion Status.

For example: Imagine you’re promoting a case study that’s accessible on your website. By nesting a Default Program with an Exclusion status campaign for all who have downloaded it in the past to your Engagement Program Stream, you can send the email without the worry of sending the case study to people who’ve already seen it.

Default Program Statuses within an Engagement Program

The additional status campaigns within the Default Program provide additional insight about the email and are helpful not only for reporting but for understanding where the customer is in their experience. For example, Exclusion status ensures that people don’t receive the same message twice (as we just discussed above) or receive specific emails if they’ve reached certain lifecycle stages. Engagement status is equally enlightening, as it alerts us to the fact that our customers are paying close attention; now is likely the optimal time to tailor our messaging, creating messages specifically intended to help them move to the next step in the customer journey.  


Status

What it Does

00. Status – Batch Populate Exclusion

Excludes people from receiving the email by updating their Program Status to Nurturing Email > Exclusion based on criteria.

01. Status – Exclusion

Triggered campaign looking for reasons that a person should be excluded from receiving an email. Updates Program Status to Nurturing Email > Exclusion.

02. Status – Sent

Changes Program Status to Nurturing Email > Sent based on email being delivered.

03. Status – Opened

Changes Program Status to Nurturing Email > Opened based on email being opened.

04. Status – Clicked

Changes Program Status to Nurturing Email > Clicked (Success) based on email being clicked.

05. Status – Engaged

Changes Program Status to Nurturing Email > Engaged (Success) based on an action that is deemed a success within that program such as filling out a form.

06. Status – Unsubscribed

Changes Program Status Nurturing Email > Unsubscribed based on person unsubscribing in an email.

 

Adding a Default Program with an A/B Test to an Engagement Program Stream

As we all know, A/B testing is a can’t-live-without tool in every marketer’s arsenal—after all, knowing what resonates better with your customer will ultimately help you provide them with a better overall experience. To A/B test an email within an Engagement Program, you can use Champion/Challenger functionality in a Default Program.

Default Program with an A/B test to be added to an Engagement Program Stream

Schedule Engagement Programs with Recipient Time Zone

The old cliche “timing is everything” holds true especially in email marketing. Even the most relevant, beautifully designed email with a highly enticing offer will struggle to convert if it’s sent when the prospect is asleep or when their inbox is being bombarded with other messages. To improve the customer experience, take advantage of scheduling your Engagement Program with your Recipient’s Time Zone. Then you set your cadence settings and check the Recipient Time Zone box.

Do note that you MUST schedule the first cast at least 25 hours in the future (24 hours + some time to get the campaign started) because people may qualify for the cast in every time zone across the globe.

Varying Audiences or Varying Timing

If your individual email initiatives have audiences or timing that will vary, as in situations like creating an event invitation, advertising a new product launch or making an occasional company announcement, the two types of programs you’ll use are:

  • Email Program
  • Default Program

Choosing a Program Type for Email Initiatives

Ask yourself the following questions to help you to decide which program type to use for your email initiatives:


 

Using Email Programs

Similar to using Engagement Programs, using Email Programs comes with its own set of advantages and disadvantages.

Pros

Cons

Allows for A/B testing functionality including subject line, whole email, from address and date/time

Unable to send in recipient time zone and A/B test at the same time

Easy to read dashboard with metrics including Engagement Score, opens, clicks, click to open, unsubscribes

Email programs cannot be resent

You can nest an email program within a default program or event program

Email programs can only run one test at a time

 

Thoughtful Email Programs are a Win-Win

Putting some thought behind the type of email program you should use to send a specific type of email campaign will help ensure your success. By following the flowcharts outlined here, you’ll be able to quickly and easily determine the most appropriate program type for nurturing and other types of emails, and your customers will benefit from receiving emails that show that you value their preferences and needs.