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


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

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

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


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

Vinay Kumar

MCE Practice Test - II

Posted by Vinay Kumar Dec 9, 2019

I have listed few more questions that can help in your MCE.


1. Identify the benefits of using Lead Scoring. (Select all that apply)

    a. Identify qualified leads

    b. Determine the sales readiness of your leads

    c. Increase volume of leads in your database

   d. Improve efficiency and productivity of your sales team


2. Leading scoring assigns point value to what aspects of a lead? (Select all that apply)

    a. Demographic traits

    b. Physical traits

    c. Behavioral activities


3. What is an example of a behavior (or action) demonstrated by a Lead that can be assigned a point value. (Select all that apply)

   a. Attends a webinar

   b. Clicks a link in an email

   c. Fills out a Form

   d. Downloads a whitepaper


4. When implementing a lead scoring model in Marketo, you create a separate smart campaign for each demographic or behavior attribute identified in the model.

   a. True

   b. False


5. What is a best practice when designing and implementing lead scoring in Marketo? (Select all that apply)

    a. Align Sales and Marketing objectives when designing a Lead Scoring model

    b. Capture before and after metrics to compare results as a way to demonstrate ROI of a lead scoring program

    c. Import pre-built programs that can be modified for your own specific marketing purposes


6. In which of the following reports can you filter with smart lists? (Choose all that apply)
    a. Lead Performance
    b. Landing Page Performance
    c. Web Page Activity
    d. Email Performance


7. If you want to understand the growth of your database, which report would you look at?
    a. Leads by Status
    b. Leads by Revenue Stage
    c. Lead Performance
    d. Leads by Campaign


8. Which of the following are columns that you can add in an Email Performance report? (Choose all that apply)
    a. Hard Bounced
    b. Soft Bounced
    c. Unsubscribed
    d. Engagement Score
    e. Clicked


9. If you want to understand the performance of your nurture program, which report would you run?
    a. Engagement Stream Performance
    b. Program Performance
    c. Email Performance
    d. Campaign Performance


10. Complete this sentence: The Flow of a Smart Campaign may...
   a. Change a lead score
   b. Create a new program
   c. Create a new campaign
   d. Change a Marketo password


Note: Please find the attachment for the answers.

If you are a Marketo geek, you know how tricky it can become managing fields in Marketo. This post is a consolidation of my experience in Marketo field management in the past and includes tips and tricks to get over these issues.


Before we deep dive into the merging/remapping of the fields, check out this blog to know your Marketo fields:

Knowing your Marketo Fields 


Hiding a Field:

I have seen several Marketo systems over the years and found that people have lots of unused or one-time used fields. These additional unused fields can become a huge problem for you as these will appear every where, for example in smart list filers, when you add fields in the form, data value change action, view etc etc. And this causes a lot of confusion.


Luckily, Marketo has a functionality to hide the fields. Once you hide the field, it will not longer be visible except the Admin->field Management. To hide a field, go to Admin->Field management->Search for the field->select Hide field from the field action.



Pre-requisite: To hide a field, you have to first remove all the dependencies of the field from all the assets. There is no automated way to do it even there is no API, you have to do it manually one by one.


Field Merging:

At times, you will find that you have multiple fields for the same data point and the data is scattered over these fields. There could be several reasons why this could happen including:

  1. You created a field in Marketo first and then added that later in SFDC. Due to the SFDC auto sync, Marketo will create a new field in the database.
  2. You have field on the Lead and Contact object with different APIs names in SFDC. This will also create duplicate fields in Marketo
  3. Sometimes fields were created without using best practices and keeping in mind that we have other field that can be used instead of creating a new one.


Well, with all these reasons, you have two or more fields in DB and since the data is scattered at multiple places, it is not only impacting your data integrity but also preventing you to create accurate segments, reports and personalized content.


If you have similar case, you can ask Marketo support to merge the fields for you. You have to provide following information to the Marketo support team:

  • Names of the fields to be merged.
  • Confirm the two merged fields are of the same field type
  • Confirm all the fields to be merged are not being used in any asset
  • Determine which value will win for each merge


Note: Before you start the merging process, I would suggest to take the backup of the fields you are willing to merge. Just in case anything goes wrong, you can update the data back in Marketo later.

Field Re-mapping:

Sometimes, field merging can be tricky. Suppose, you have a field in Marketo only and this field has been used in hundreds of assets over time. Now you want this field to be available in SFDC as well.


To make this field available in SFDC, you have to create anew field on Lead and/or contact object. As a result of auto sync, this new field will be created in Marketo. Before you ask Marketo support to merge these fields, you have to remove the field from all the assets it is being used.


Removing the fields from the assets and adding them back is looks impossible in such cases. But no worries, there is a solution. You can ask Marketo support to re-map the field with CRM instead of merging. So with this re-mapping your old fields will be in sync with SFDC and the new once will become orphan. You can hide these orphan fields to avoid any confusion in future.


Pro tip: Before you initial the re-mapping, take the backup of the fields and upload the data in SFDC after re-mapping.

Why is it important to update the data in SFDC after re-mapping?

Well, if you do not update the data in SFDC, in the next sync cycle, Marketo will update the data value in the field with a blank value. The reason is that the field is newly created in SFDC and during the conflict resolution, SFDC data wins, whcih is a null value. So to make sure you are not losing any data, you have to update the Marketo data for these fields manually in SFDC (you can do that with the help of data loader to upload a csv file).

Vinay Kumar

MCE Practice Test - I

Posted by Vinay Kumar Dec 3, 2019
  1. Which of the following are valid type of tokens? (Choose all that apply)
    a. Calendar file
    b. Date
    c. Text
    d. Score
  2. 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
  3. In which of the following situations would you use dynamic content instead of a token? (Choose all that apply)
    a. Multiple languages in an email
    b. Adding the person's first name in the email
    c. Using a regional unsubscribe footer
    d. Display different images for each person's industry
    e. Including the person's account manager's contact information
  4. You have a segmentation for Industry with three segments (priority 1: Healthcare, priority 2: Government, priority 3: Education). One person you are emailing does not have an Industry populated. Which content version will they see?
    a. Healthcare
    b. Government
    c. Education
    d. Default
  5. Snippets can be used in which of the following assets? (Choose all that apply)
    a. Forms
    b. Landing Pages
    c. Emails
    d. Images
  6. Which of the following is a good use of a static snippet?
    a. Regional address footer
    b. Business unit-specific unsubscribe information
    c. Privacy policy language
    d. Regional social media links
  7. You wish to track the activity of people who visit your website. Which of the following technical setup steps helps you do this?
    a. DKIM
    b. SPF
    c. Landing page CNAME
    d. Branded tracking links (Email CNAME)
    e. Munchkin code
  8. A company operates in Multiple regions. They have hired 2 different VP of sales for 2 different regions. They both differ on a particular scoring criteria that needs to implemented. What would be the appropriate action to take.
    a. Disregard the opinions of both the VP’s and follow the global method of lead scoring that is currently in place
    b. Give equal weightage to both the VP’s irrespective of their regions
    c. Give weightages to both the VP’s according to their respective region
    d. None of the above
  9. Which of the following is not a good use case for a data management campaign?
    a. Standardizing country values
    b. Prevent duplicates from being created
    c. Blacklisting competitors from getting emails
    d. Stop emailing people who bounce multiple times
  10. Which of the following bounces are categorized as hard bounces? (Choose all that apply)
    a. Full mailbox
    b. Server unavailable
    c. Spam block
    d. Invalid email
  11. Which of the following is not an option that you can choose for a follow up page after someone fills out a form?
    a. Stay on page
    b. External URL
    c. Landing page
    d. Close window
  12. Which of the following is not a way you can populate a hidden field?
    a. Inferred data
    b. URL parameter
    c. Cookie
    d. Referrer parameter
  13. If you intended to ensure that leads always used the same format when entering phone numbers on your form, which functionality would you use?
    a. Input masking
    b. Hint text
    c. Form validation
    d. Tooltip instructions
  14. What information can you edit within your landing page to improve SEO? (Choose all that apply)
    a. Title
    b. Keywords
    c. Description
    d. URL
  15. Which of the following cannot be edited in a form?
    a. Submit button text
    b. Error and validation text
    c. Social button text
    d. Label text

Hello Nation 


my team is preparing to take the MCA soon and I have prepared a set of questions to help them get used to the examination.


I wanted to share the test with everyone in case you want to practice. You can find 50+ multiple questions about the tool, email marketing, and automation


Link to my 54 Marketo Questions 


Feel free to share it and comment with any feedback you might have.

In my previous blog post Program Template, I provided information about how to structure the folders and how a basic program template can be created in Marketo. Taking the same template to advance, in this post I am sharing:

  • How we can include email and landing page template in program template
  • How to use tokens to create the emails and landing pages without going into edit draft


One of the best practices, is to include email and landing page templates in the program template, but to achieve that one has to do proper planning. Step one in the planning will be defining the email templates, how many email templates are there to use, if there are many templates then it is advisable to have limited number of templates so that all the emails are consistent in look and feel, same goes for the landing pages.


Next step is to define the tokens required for these assets, once defined, one has to create these tokens in the instance.

Step three is to decide which token will be created at folder level and which token will be created at program level. If too many tokens are created at folder level then all the programs in the folder will have those tokens as inherited tokens, so a careful planning is required to understand which token will be at folder level and which token will be at program level.


Once the email and landing page templates are defined as per the requirement then the activity of embedding tokens in respective templates will start, to embed tokens in email or landing page template, my blog post Embed Tokens in Landing Page Template can be referred. 


After the process of embedding tokens in the respective templates is completed, these assets can be included in program templates. As shown in the below example, a program template includes the emails, landing pages, seed list, campaigns and progression status folders. As soon as this template is cloned, all the folders along with tokens will be cloned and ready to use.


In the below screen shot, there are 13 inherited tokens, it means all these tokens are created at folder level, which can be multiple folders as per the structure.


The below screen shot shows the tokens created at folder level





For program template folder there are 7 local tokens and 6 inherited tokens, it means 6 tokens are created at the folder where program templates folder resides.


Also, in the above screen shot we can see that the inherited tokens are the generic one, that is email footer, landing page footer, social links etc which will be required in all the emails and landing pages, so as a best practice it is advisable to include only generic tokens at the highest folder in structure and other tokens can be created as per the requirement in respective folders.


Once, the assets are defined and tokens are embedded and the same is included in program template, building and executing a program can be done in minutes, all one has to do is to clone the template and update the token values. for example in the below screen shot, by updating just 13 tokens, two emails and landing page can be created and ready to go



The only aspect remained is to launch and activate respective campaigns.


So by including assets' templates in program templates and embedding tokens in templates, save a lot of time in executing the programs, easy to manage the programs, look and feel remains consistent and it also helps in modifying any asset

CCPA vs GDPR. It’s different but similar.


There are certain principles on which GDPR is based, and those overlap with the intentions of CCPA as well. Still, both are different. You may be in compliance with GDPR, and still require steps to take for being CCPA compliant. Personal information has different definitions in CCPA, versus GDPR. The tactics (and the reasons) of verification, are different for CCPA versus GDPR. For example, Double Opt-In is a strong way to demonstrate GDPR compliance, but we're not sure if the same shall cover CCPA for all scenarios.


To explore and find areas which can speed up CCPA compliance, I had a discussion with my colleague, Saurabh Tyagi to share his perspective and summarize the key items below (though CCPA in itself, is much larger)


Areas CCPA revolves around


There's still time before we see a CCPA requirements checklist, however CCPA primarily revolves around rights to know, delete, opt-out (from selling information) and non-discrimination. We try to list a few steps below which can help to prepare for being CCPA compliant. 


Access to Consumers to know their data 


If you have defined how you collect information, how you use it, share or sell it, you should be good. There are certain time-frames required to be respected for requests regarding right to know and delete.


Besides, the information needs to be granular - e.g. if you say that you collected “Geographical Information” via a Form Fill - the fields you collect must be recorded as well. Although this is obvious, this is explicitly mentioned as of now. This is similar to "Right to Access" in GDPR and can be demonstrated by having procedures to follow up on such requests. For example, having a Form on Website or a Toll Free Number and having follow-up process.


Processing a request to delete data


Consumers need to be able to request you to delete their data from your records. GDPR has a similar requirement, with a process to respond to such requests within a Month.


GDPR Delete Data Right to Erase Forgotten


Though the the CCPA process is similar, the verification of Consumer is a mandatory requirement. In addition, the request to know or delete, needs to be acknowledged within 10 days, and information regarding how it shall process the request needs to be communicated. In this case, we need to make sure to follow up within 45 days.


CCPA Delete Data Verification Tactics

3rd party can provide a security process to verify the identity of the consumer who makes a request to business. However it's subject to more CCPA rules!


Deny, but comply as much as you can - In case the Consumer is not verified, but had made a request to Delete their Data, at least mark them as Marketing Suspended, or Opt-Out from other procedures to demonstrate compliance.


A consumer should be able to opt-out from you selling their information


Place a link on your website saying “Don’t sell my data”.  Develop procedures to follow up on such requests. (This is not applicable if you do not sell* data)


“One method which can help digital-verify the Consumer can be highlighted by the following - if the "Don't Sell My Data" link takes the consumer to a form, a simple email address should be fine, and the consumer can be verified by double opt-in via a single click in the confirmation email. However, it would be even better if we can take the consumer to a new form from the confirmation email, with a stress on the message, that their data shall be deleted - this could be a bit more affirmative online verification of the Consumer” - Saurabh Tyagi


CCPA doesn't yet clearly mentions if this is a suitable case to verify - per the current draft, the verification just needs to be reasonable. This is similar to Marketo asking a second time if we're okay to delete some # of records.


Provide notice to consumers


Before, or at the time you collect their data, similar to the check-box method below the form where you collect data, provide notices. Ensure that language used at such notices is plain, straightforward and avoids technical, or legal jargons! In addition to being straightforward, the notice must draw attention of a consumer.


CCPA Demonstrate Compliance Requirements Right to Know


Maintain record for “how you responded” 


This needs to be maintained for 24 Months - starting with whenever a request is made. One way to achieve this is by alerting a staff member, and then having an internal ticket log system to manage maintenance. This rule requires the business to make someone accountable.


Maintain record for 24 months CCPA


We need to log the way we responded, whenever such requests are made*. These could mean different ways, but a ticket log by an accountable member seems most simple. Or just having a spreadsheet updated based on the type of activities -  E.g. Received Request, Received Request Data, Acknowledged Request, Categorized Request, Processed Request and so on, with details attached.


CCPA Maintain Records for How You Responded for 24 Months


*A business’s maintenance of the information required by this section, where that information is not used for any other purpose, does not taken alone violate the CCPA or these regulations


Twitter took the approach to dedicate a Privacy Center as mentioned in one of the Tweets, hence exemplifying the evolving arena of privacy and more.


It’s so common to hear tech companies say: “Privacy is not a privilege; it is a fundamental right” that those words have become a cliche. People have become desensitized to hearing companies say, “we value your privacy,” and are worn out from being asked to accept privacy policies that they rarely, if ever, even read. Many companies make these declarations without even showing people what actions they are taking to protect their privacy. And let's be honest, we have room for improvement too - Twitter


Have you attempted some of the above work? What are your Anticipations for the regulation being applied for Privacy of world's 5th largest economy? CCPA is much more comprehensive than we can cover in one post, however looking for thoughts and ideas!