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31 Posts authored by: Sant Singh Rathaur

Finally, the wait is over for this feature and image editing is now available in your design studio for Marketo SKY users.

How this feature will help you?

 

1. You will be able to enhance the image
2. You change the orientation
3. You will be able to crop
4. You will be able to resize
5. You will be able to add text above you image
6. You will be able to draw somethings above your image
7. Lightning, color, focus, etc.

 

I know it's a lot and will surely help marketers to play with images and make the editing quick and easy. This feature will surely going to save a lot of our time.

 

So, how to edit images in the design studio?

 

Go to your image in the design studio --> Open It 


And you will see this purple button "Edit Image" click on it and you will see the second screenshot. 


Screenshot 1:

 

 

Screenshot 2:

 

 


If you haven't tried it yet give it a try now. Keep learning and keep sharing.

 

 

Best regards,
Sant Singh Rathaur
Connect with me on LinkedIn https://www.linkedin.com/in/sant-singh-rathaur/

What is Lead nurturing?

 

I have just copied this definition from Marketo page where they have explained it in very simple words.

 

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey. It focuses on marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need.

  • On average, 50% of the leads in any system are not yet ready to buy (Marketo).
  • Almost 80% of new leads never become sales (MarketingSherpa).
  • Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Marketo).
  • Nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas Group).

Source: https://www.marketo.com/lead-nurturing/

Now, I am directly coming to the point and will start the discussion on Marketo engagement program. What is the definition that you would come up when studying/learning about the engagement program?

 

  • Engagement Program
  • Stream
  • Content
  • Cast
  • Stream Cadence
  • Person Cadence
  • Exhausted
  • Content Engagement Level

 

  1. Engagement Program - It's a program type in Marketo which helps us to set up complex nurturing in easy steps and using this program type we also get easy status shuffle and insights on lead engagement.

  2. Stream - A stream is a set of content that the engagement program will use to nurture people in a particular stage. One nurturing setup can have multiple stream depending on buyer persona and how sales/marketing wants to nurture their leads.

  3. Content - Assets (mostly email) which are being used in the stream to nurture leads can be called content. We can add two types of contents in the stream, one is email and another is program (expect email program)

  4. Cast - Cast is the date when you want to start sending emails from engagement program.

  5. Stream Cadence  - If we look at the definition of cadence, it says "Sequence or flow of event/actions". Yes, you got it right. In the stream cadence, there are 5 metrics to define.

    I. RepeatsThis metric defines what will be the frequency of your content/email send. It could be weekly or monthly.  If you choose none in repeats then which means you are ignoring the stream cadence.
    II. First Cast - This metric defines when you want to send your first content/email.
    III. Every - Every and Repeat metrics, they work in a sync. If you select weekly in Repeats then in Every it will give you option for 1 week or 2 weeks.... 12 weeks (last option) and vice versa for Monthly.
    IV. On - In this metric, we can select which day of the week or which day of the month we want to send our content. We can also select multiple options.
    V. Time - I am sure, no need to add any definition for this.

    Note: Engagement program cadence works on nested condition. For example: If you have defined the first cast on the 3rd of January 2020 which falls on Friday (then first email will be sent on Friday) and then you have selected Monday On “when you want to send your email” then the second email will be sent on Monday. So, make sure to use the same day in the first cast and when you want to send your email otherwise gap between two sends will not work properly.

    If we look at the definition of cadence, it says "Sequence or flow of event". Yes, you got it right. In the stream cadence, there are 5 metrics to define. Repeats, First Cast, Every, On and Time

  6. Person Cadence - Stream cadence works for all the members in that particular stream but we can also set preference for individual member in the stream. There are two ways to do that:
    I. You can create a batch smart campaign for leads you want to change the cadence for.
    II. You can create a smart list and then use single flow action to change the engagement program cadence.

    Note: For any member, engagement program cadence should be either "Normal" or "Paused". By default it will be set as normal which means they will receive the content and if you set it paused then member with paused cadence will not receive the content until it's changed. 

  7. Exhausted - My definition for exhausted content is, any content that is badly tired and not able to go in action mode anymore. In the term of engagement program, they says once a person received every piece of content in a stream, we call that person exhausted for this particular stream.

    Note: Once a person has exhausted the content in any particular stream, his "Exhausted content" will be set to "Yes" and when he/she will enter any new stream, then by default it changes to "No.
  8. Content Engagement Level - Content Engagement Level is a score of 0 to 100 that will be provided by Marketo to your content. To calculate this score, Marketo uses opens, clicks, unsubscribes, program success, and other factors.


I have also collaborated a document on some other key point that we need to remember while setting up any new nurturing.

Key things to remember when you are setting up engagement program: 

 

  1. If you are using “Marketo default program” for out of the box nurturing flow and you are creating a smart campaign then remember that you cannot use trigger in the smart list, only filters are allowed.

  2. The first filter in the smart campaign should be “Member of engagement program” = “True” and then enter your engagement program name. It means, even using smart campaigns, you can only send email/take action on those leads who are already engagement program members.

  3. Each smart campaign needs to be created in the separate default program because the engagement program stream only understands the unique ID and it will verify the ID for that particular default program. 

  4. We don’t need to schedule the batch campaign if we are using it in the engagement stream because it will use stream cadence to run the batch campaign flow.

  5. Engagement program cadence works on nested condition. For example: If you have defined the first cast on the 3rd of January which falls on Friday (then first email will be sent on Friday) and then you have selected Monday On “when you want to send your email” then the second email will be sent on Monday. So, make sure to use the same day in the first cast and when you want to send your email otherwise gap between two sends will not work properly.

 

 

6. For example, You have defined the cast to send email on Monday and you have received some leads in the nurturing program on Sunday then these leads will receive first nurturing email just one day after lead creation which is not suggested. So, always add wait steps for a week or 4-5 days in the gated smart campaign where you are adding the leads to engagement program.

 

7. Always schedule the first cast after 24 hours after getting all the approval to maintain the nurturing process for different time zones.

8. In the beginning of nurturing setup, you would need to activate all the stream (all content in the streams) and you would also need to turn on your engagement program.

9. If you want to turn off your nurturing then you can simply turn off your nurturing program and no one will receive the content then, even leads in the wait step will also not receive the content/assets.

10. You can also turn off any particular stream, any particular email of the stream. To do this, you would just need to deactivate the content on that particular stream or if it is any email then just deactivate that particular email.

11. Stream cadence can be checked in the stream level but do you know that you can also check/change engagement program member cadence by selecting the members in the program tab. If it is set normal then they will receive the content and if it’s set as paused then they will not receive. 


NOTE: To change the status for multiple members at a time, we can create a smart list and then we can change the “Engagement program cadence in bulk” using single flow action or we can also create a batch campaign for this. 

 

Hope this will be helpful to many of you and I would also like to hear your take on this. 

 

Best Regards,

Sant Singh Rathaur

Connect with me on LinkedInhttps://www.linkedin.com/in/sant-singh-rathaur/ 

Like every other year, 2019 has also came to an end and taught us so many new things. Marketer is a person who wake-ups every morning with a new strategy in mind. When they go to the office, they try to implement that strategy. When they implement this strategy either they will succeed or they might fail but in both cases, they learn something new.

 

We should not keep this something to ourselves preferably we should share it with our colleagues in the same domain/industry irrespective of thought what people will think.

 

As Thomas Edison said

 

I have not failed. I've just found 10,000 ways that won't work.

 

I have written around 20 blogs in 2019. Some of them have been useful to many and some doesn't but I believe we should keep sharing. I am adding here all those URLs at one place with a promise that 2020 is going to more adventurous and we will learn so many new things in marketing automation.


So here we go:

 

Date - 22-12-2019: 

Title - Do you monitor your landing page performance during lead-generation campaigns?

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/12/22/do-you-monitor-your-landing-page-performance-during-lead-generation-campaigns


Date - 19-12-2019

Title - What are blocked leads in the email program

URL:  https://nation.marketo.com/groups/certification-study-group/blog/2019/12/19/what-are-blocked-leads-in-email-program

Date - 16-10-2019

Title: Do you know that you can use segmentation for anonymous leads as well?

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/10/16/do-you-know-that-you-can-use-segmentation-for-anonymous-lead-as-well

 

Date - 15-10-2019

Title - Do you know what all type of tokens you can create in Marketo?

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/10/15/do-you-know-what-all-type-of-tokens-you-can-create-in-marketo

 

Date - 07-10-2019

Title - Would you like to personalize your non-Marketo hosted thank you page?

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/10/07/would-you-like-to-personalize-your-non-marketo-hosted-thank-you-page

 

Date - 04-10-2019

Title - Do you understand the difference between different Marketo form parameters?

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/10/04/do-you-understand-the-difference-between-different-marketo-form-parameters

 

Date - 19-09-2019

Title - How to make your Marketo form expandable 

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/09/19/how-to-make-your-marketo-from-expandable

 

Date - 18-09-2019

Title - Display thank you message in the same landing page 

URL: https://nation.marketo.com/groups/india-virtual-user-group/blog/2019/09/18/display-thank-you-message-in-the-same-landing-page

 

Date - 17-06-2019

Title - Yes you can make the Marketo text area expandable

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/06/17/yes-you-can-make-the-marketo-text-area-expandable

 

Date - 11-06-2019

Title - Need to share/transfer assets between the workspaces 

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/06/11/need-to-sharetransfer-the-assets-between-the-workspace

 

Date - 07-06-2019

Title - Do you know how to use segmentation for anonymous leads 

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/06/07/do-you-know-how-to-use-segmentation-for-anonymous-leads

 

Date - 22-04-2019

Title - Have you started using saved rules for smart list and flow? 

URL: https://nation.marketo.com/groups/india-virtual-user-group/blog/2019/04/22/have-you-started-using-saved-rules-for-smart-list-and-flow

 

Date - 21-01-2019

Title - 5 Sample questions from targetting and personalization

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/01/21/5-sample-questions-from-targeting-personalization

 

Date - 18-01-2019

Title - 5 sample questions from program fundamental

URL: https://nation.marketo.com/groups/netherlands-user-group/blog/2019/01/18/5-sample-questions-from-program-fundamentals

 

Date - 18-01-2019

Title - 5 sample questions from admin and operational 

URL: https://nation.marketo.com/groups/netherlands-user-group/blog/2019/01/18/5-sample-questions-from-admin-operational

 

Date - 18-01-2019

Title - 5 sample questions from analytics and reporting 

URL: https://nation.marketo.com/groups/netherlands-user-group/blog/2019/01/18/5-sample-questions-from-analytics-reporting

 

Date - 17-01-2019

Title - Looking for MCE questions? I can help you with some!

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/01/17/looking-for-mce-questions-i-can-help-you-with-some

 

Date - 16-01-2019

Title - Are you re-targeting your audience through emails?

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/01/16/are-you-re-targeting-your-audience-through-emails

 

Date - 08-01-2019

Title - Marketo SKY: What's new in the form?

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/01/08/marketo-sky-whats-new-in-the-form

 

Date - 12-01-2019

Title - Easiest & efficient way to create query string URLs

URL: https://nation.marketo.com/groups/certification-study-group/blog/2019/01/02/easiest-efficient-way-to-create-query-string-url

 

Wishing you and your loved ones all the wonder and joy of the Christmas season and a successful prosperous new year ahead. Stay happy & blessed..

 

Cheers,

Sant Singh Rathaur

 

Connect me on LinkedIn https://www.linkedin.com/in/sant-singh-rathaur/

For any firm, during lead generation campaigns, a landing page is a powerful asset. Several companies invest a lot of time, money and effort to create the best landing pages but they forgot to measure the performance. How do you know the quality of the landing page? What are the parameters of landing page performance measurement?

 

  1. Landing page visits
  2. Traffic Source
  3. Session duration
  4. Bounce rate
  5. Conversion rate


1. Landing page visits: It is the primary measure that you need to look at before you examine any other metrics in your landing page analysis. This tells you how many users your landing page has attracted. It also helps you understand different patterns including visitors visiting the site on weekdays or weekends? and also If at any particular time they visit the site, etc.

2. Traffic Source: Once you have the landing page visits, second metrics will be where this traffic came from? The reason for this is because it is an excellent way to tell what is working for your campaign and what is not. The visitors to your landing page comes from various sources including:

  • Direct traffic
  • Referral traffic
  • Social media traffic
  • Search traffic
  • Email traffic
  • Pay per click traffic

 

3. Session Duration: Session duration is the time a single user spends interacting with your landing page or website. A session starts when the user lands on any website/landing page and typically ends either when the user leaves/exits your page or takes no action for 30 minutes.


4. Bounce rate:  Bounce rate refers to the number of single-page sessions compared to all sessions on your website. If five out of 10 people who visit your landing page leave within 5 seconds of session time, your landing page bounce rate is 50%. Although, an average bounce rate may vary according to business type but on an average, your page bounce rate should not exceed 60%.

 

5. Conversion rate: The conversion rate is the number of filled out form divided by the total number of page views. For example, if an education landing page receives 200 visitors in a month and 50 of them have filled out the form then the conversion rate would be 50 divided by 200 that is 25%. The best conversion rate varied significantly across all the industries, while median conversion rate hovered between 3-5.5%.

 

If you are not measuring these parameters as of now then start it today itself and also let me know if there are any other parameters helpful for our business.

Wishing you and your loved ones all the wonder and joy of the Christmas season and a successful prosperous new year ahead. Stay happy & blessed.. 

Best wishes,

Sant Singh Rathaur

Connect with me on LinkedInhttps://www.linkedin.com/in/sant-singh-rathaur/ 

 

For many it's very basic and at the same time it might be new to you. When we send any email from Marketo using Marketo email program, in the audience section you will see two tabs "People and Blocked."

People,
they are the audience that is going to receive this email and Blocked is the audience which meet the smart list criteria but they are blocked from receiving email communication due to several reasons.

 

 

 

Do you know what are these several reason and how Marketo blocks this audience automatically?

 

Apart from what we see in the Marketo dashboard/control panel, when we are sending any email through email program, Marketo creates a smart list in the background and this smart list is automatically added to blocked criteria.

 

Smart list criteria for blocked leads are:

 

1. Email address is empty

2. Black listed is true

3. Email invalid is true

4. Marketing Suspended is true

5. Unsubscribe is true

 

[Screenshot below]

                                                                                                                                                                                                               

      

 

 

Hope this helps.

Cheers,

Sant

Yes you heard it right! You can use segmentation for Anonymous lead as well as known leads. I hope you must be interested to know how if you haven't done it yet.

 

I will start with what is segmentation and how it works. 

 

Image source: Marketo product doc

 

 

Segmentations are special database tools that allow you to identify your database groups for various purposes, including Dynamic Content. Segmentations are pre-set list divisions that run in the background automatically and are much faster than smart lists.

To create segmentation, follow the method/steps below:

 

Step 1: Go to the Lead Database

Step 2: New > New Segmentation

Step 3: Add Segments

Step 4: Adjust Segment Priority Order - Why this step is important? This is to ensure that the right lead end up in the right segment because there is a possibility for a lead to be in the multiple segments.

Step 5: Press Create.

Step 6: Define Each Segment

Step 7: Approve the Segmentation

 

Once you have established the rules for each Segment, you can go to Segmentation Actions > Approve to make it available throughout the process.

 

Approval triggers a process to move through lead into one or the Default Segment or one of the three segments. It may take some time to complete this. Marketo will alert you or you can watch the updates to the green checkmarks with the little icons.

 

Read more about segments here: Understanding Dynamic Content - Marketo Docs - Product Documentation 

 

Now your segmentation is created and ready to use. Now, by using the same segmentation we have to create a landing page. Read here how to you use dynamic content in your Marketo landing page - Use Dynamic Content in a Landing Page - Marketo Docs - Product Documentation 

 

Once this landing page is ready then follow the below process:

 

For example, we have below details:

 

Landing page URL: http://example.com

Segmentation Name: Area-of-interest

Segment in the segmentation: Marketing, Sales, Default

 

Important Note: I believe you have already updated the content for the above segments in the landing page. If not then please go back to your landing page and add dynamic content.

 

Now you just need to create a query string URL to call your segments to populate the content for the respective segment.

 

Syntax will be:

 

Landing Page URL + ? + Segmentation name + = + Segment name

 

Example: http://exmple.com/?area-of-interest=marketing

 

So, if we will use the above URL then it will populate the content based on marketing and at the same time if we will use the sales segment then sales content will appear on the page. If no condition is met then default content will appear.


I hope you're going to enjoy reading this. Keep reading!

 

You can read the same blog on my website at santrathaur.com as well.

 

Read the blog here: Use segmentation for Anonymous lead...

 

Cheers,

Sant Singh Rathaur

 

Connect me on LinkedIn https://www.linkedin.com/in/sant-singh-rathaur/

When we say what all type of tokens you can create in Marketo?, It means that these tokens are not predefined. In Marketo's language, you can call my tokens.

 

If you are studying for the Marketo certification exam then you must know about what all type of tokens are available in Marketo that you can create. You might be aware that Marketo has added more type of tokens recently. In this blog, I will try to explain each of them one by one and with their usage...

 

1. Calendar File - First in the list when you go to my token section under any program or root folder. This is token is widely used for webinar and onsite event to to create .ICS file. Now what this .ICS file does? 

 

This .ICS file also called as calendar file, It helps the business to share calendar information via landing page or email and once user will download the .ICS file, he/she can save the event information in his/her personal calendar as a gentle reminder.

 

Important Note: This is the only token type where you can use nested token. You might interact with a question where it is asked that in which token type you can use another token? You now know the answer and see the explanation in the screenshot below:

 

Read More: https://docs.marketo.com/display/DOCS/Create+a+Calendar+Event+%28.ics%29+File 

 

2. Date - This token can store a date value and date format will be mm/dd/yyyy when you are adding the date to token but in the display it'll be yyyy-mm-dd (ISO 8601 with hyphens). For example: (e.g., 2019-10-28).


Thanks to Sanford Whiteman for correction..  

 

 

3. Email script - This token is used to execute velocity script in your emails. 
Read More: 
https://developers.marketo.com/email-scripting/ 

Example Here: https://developers.marketo.com/email-scripting/examples/ 

 

4. Image (New) - This token can store image URL only and it has been recently added to the token list.

 

5. Number - A Number {{my.token}} has a maximum positive value of 99,999,999 and minimum value of 0.*

 

 

Thanks to Sanford Whiteman for correction..  

 

6. Rich Text - In this type of token, you can html/css.

 

7. Score - This token is used to assign/update value of lead score in the change score flow step. Now your question might be, why we are using only score type of token to update lead score? why not any other token?

 

Important Note: Answer is, this is the only token where you can perform arithmetic operation.

 

8. SFDC Campaign - Use this token to allow leads that become part of a Marketo Program to also be added to whatever SFDC Campaign is added.


You can use the token in the "Add to SFDC Campaign" flow step. So if you clone Programs, you would only update the tokens and not have to go into the Smart Campaign to change the SFDC Campaign. 

 

9. Text - It stores only text value. The size limit for Text tokens is 524,288 characters or 2 MB. These numbers are not consistent, though. 524,288 ASCII characters is 524,288 bytes.  2 MB is 2,097,152 bytes, and you'll find that you can store > 2MB of ASCII in a Text {{my.token}}. UTF-8 characters beyond Latin-1 take 2, 3, or 4 bytes; UTF-16 characters are always 2b. You need to understand when these factors do and don't apply, because Marketo supports Unicode.

Thanks for correction Sanford Whiteman.. You are true champion..  

 


Apart form these token types, do you understand the difference between Local, Inherited & Overridden token?

 

If you have been a science student then you can easily relate it with DNA inheritance in Genomics and you will find it difficult. 

 

1. Local Token Token which are locally created inside a Marketo program or parent folder are called Local tokens. 

 

For Example, You have created a program named Marketo-Token-Testing and then you created some token inside this program itself. So for this program, these tokens will be called local tokens.


2. Inherited Tokens - 
Inherited tokens are not created locally, they are inherited from a tree somewhere in a higher-level program or folder.

For Example: In the Program "Marketo-Token-Testing", you have created another program inside called  "Marketo-Inherited-Token-Testing. So all the token you have created in "Marketo-Token-Testing" will be available to use in this program as well and they will be called inherited token because they are not created in this program hence they are inherited from parent program.

 

 

3. Overridden Tokens - This token was also inherited from a tree somewhere in a higher-level program or folder and then someone made an exception in this program or folder by making some changes in the token value.

 

For Example: In the Program "Marketo-Token-Testing", you have created another program inside called  "Marketo-Overridden-Token-Testing. So all the token you have created in "Marketo-Token-Testing" will be available to use in this program as well and they will be called inherited token until you will not update the value of those inherited tokens. So once you will update the value of inherited tokens, mean you have overwritten the value then it's called overridden token.

 

Read more about the token here: Understanding My Tokens in a Program - Marketo Docs - Product Documentation 

 

 

I hope you're going to enjoy reading this. Keep reading!

 

You can read the same blog on my website at  sant.rathaur.com as well.

 

Read the blog here: http://www.santrathaur.com/local-tokens-you-can-create-in-marketo/  

 

Cheers,

Sant Singh Rathaur

 

Connect me on LinkedIn https://www.linkedin.com/in/sant-singh-rathaur/

What do you do when your stakeholder demands a solution and particularly when it is not possible to do so directly? 


I'm sure you want to come up with the answer. So here's one of my answers that could benefit you as well, or it could be your own answer too.

 

It's easy to personalize Marketo landing pages, but it's a tricky one to do for non-Marketo pages. Our use case was to personalize thank you page with the lead first name when he/she submitted his/her details through Marketo form.

 

That's how we got it...

 

Step 1: The following script can be placed either in your Marketo form or on the landing page where the Marketo form is located.

 

<script> 
$(document).ready(function(){ 
MktoForms2.whenReady(function(form) { 
//Add an onSuccess handler 
form.onSuccess(function(values, followUpUrl) { 
var vals=form.vals();
// Take the lead to a different page on successful submit, ignoring the form's configured followUpUrl 
location.href = followUpUrl+"?fname="+vals.FirstName.replace(/ /g, "-"); 
// Return false to prevent the submission handler continuing with its own processing 
return false; 
}); 
}); 
});

</script>

 

Why did we add this script to our form/page? Ok, let me explain that before I come up with another script that has to be placed on the thank you page. So, on submission of Marketo form, this script will pick the value of the first name and add it to the thank you page URL.


Step 2: Now you need to add the next script to the thank you page that will capture first name value from the URL, store it in a variable, and show it on the page.

 

<script>
$(document).ready(function(){

function getParameterByName(name, url) {

if (!url) url = window.location.href;
name = name.replace(/[\[\]]/g, "\\$&");
var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"),
results = regex.exec(url);
if (!results) return null;
if (!results[2]) return '';
return decodeURIComponent(results[2].replace("", " "));
}

var studentName=getParameterByName("fname");

if (studentName =='NULL') {
studentName="";
}

$('.Thankyou span').text(function(i, oldText) {
return oldText === 'NAME' ? studentName : oldText;
});


});
</script>

 

Step 3: This is the most important step and if you miss a single thing then it's not going to work. I spent almost the whole day fixing this when just one parameter was missing in the third step...

 

Now when you are placing this thank you page content, don't forget this line of your second script where you have defined a class and added a HTML tag. 

 

<h1 class="Thankyou"> <span>NAME</span> Thankyou for submitting your enquiry</h1>

 

You have to define this message in the same structure. You can change the h1 tag and thank you message but can't change the variable added under span tag "NAME" or class "Thankyou" unless you have changed it in the javascript itself.

 

I hope you're going to enjoy reading this or maybe this will answer your problem. Keep reading and I'd also encourage you to continue sharing your methods and new solutions that may benefit your buddies.

 

You can read the same blog on my website at santrathaur.com as well.

 

Read the blog here: http://www.santrathaur.com/personalize-your-non-marketo-hosted-thank-you-page/ 

 

Cheers,

Sant Singh Rathaur

 

Connect me on LinkedIn https://www.linkedin.com/in/sant-singh-rathaur/

What is the benefit of having various parameters with the Marketo form when you can simply capture the data with visible fields? Are you using hidden fields in your Marketo form? If yes then which one you are using? Do you understand the difference between various parameters?

 

If you have used or already aware then you can skip this read and if you haven't then no worries, I will provide my understanding for each one of them one by one and will also provide some examples, how you can use them with your business case. Also, if you find any mistake then your feedback is most welcome.

 

In our business case, we have used all of them to overcome some or other challenges and they are actually helpful with additional attribution which is necessary for reporting at the end of our campaigns. These parameters are really helpful even when something seems impossible.

Let's begin...


1. Use Default Value: By using default value you can hardcode or pre-define the specific value for that field. So, every time when forms will be submitted, this default value will be tagged with the lead. For example: In the below screenshot I have added main area of interest as hidden field in the form and added the default value as Animation.

 

 

2. URL Parameter: By using the URL parameter (website/landing page URL with query string) we can capture necessary information from the website/landing pages URL when a person is submitting the form and we can populate that information in the hidden field.

 

 

Note: I would always recommend to use this parameter defining default value as well so that at the end of your marketing initiatives, you are able to identify how many people have removed the query string during filling out the form. And by doing this, you are also helping your database to be normalized.

 

Example: In this URL (http://santrathaur.com?discipline=Learning-marketing-automation) I have used discipline query string with Learning-marketing-automation as value. When someone will submit the form here, in the main area of interest hidden field this value will be captured and if that person will remove the query-string then the default value will be tagged.

 

http://santrathaur.com/?discipline=Learning-marketing-automation

 

3. Referrer Parameter: There is a slight difference between the URL parameter and the referrer parameter. In the referrer parameter, you are still capturing the query string parameter value but not from the current page. You are capturing the value from referrer page (the page which redirected you to the current page).

 

Note: One of the use cases of referrer parameter is when you are actually promoting your website home page but your visitor might visit some other page (like contact us) and fill out the form there itself. In that case, you will miss the query string value or default value will be added. So if you have used the referrer parameter then it will pick the value from the referrer page.

Example: In the same URL (http://santrathaur.com?discipline=Learning-marketing-automation) after visiting this link, the visitor jumped to contact us page (unfortunately I don't have separate contact us page in my website but they might go to blog page.. ) then query string parameter will go blank. In that case, the method will pick the value from the referrer page.

 

 

 

 

 

4. Cookie Value: Capturing the data from cookies parameter is little tricky and you might need to take the assistance from your developer friend if you are not the one.


Do you know as server can store the information about an individual user, the browser, too, can store the information. One way to do this is with the use of 
cookiesCookies are a great way to store data about a user on their machine, which you can fetch to your CRM on a particular event such as form submit, page load, etc. and Marketo form are very intelligent to grab the information from cookie.

Hope you will enjoy reading this and I would love to hear your feedback/suggestions/improvements.

 

You can also read the same blog in my website santrathaur.com . Website page link here.

Cheers,

Sant Singh Rathaur

 

Connect me on LinkedInhttps://www.linkedin.com/in/sant-singh-rathaur/ 

Marketing is all about trying new techniques and implementing new ideas to impress your prospects. There are things you can implement with tool functionality and there are other things you need to find out of the box solution.

 

This time we required to create an expandable form for our landing page. For example, we have 8 fields in the form but I don't want to show all the fields when the page loads. I want to show only 4 fields and when someone goes to enter his/her details, all the 8 fields will be visible.

 

This is not the native functionality of Marketo form but Marketo form allows you to add custom API to achieve this. I am sharing here the code and steps to follow to achieve this:

 

Snippet 1: 

 

<style>  

form div:nth-child(5), form div:nth-child(6), form div:nth-child(7), form div:nth-child(8)

 display: none; 

 } 

</style>

 

 

Snippet 2:

 

 
<script>
$(document).ready(function(){
    $(".mktoField").click(function(){
        $(".mktoFormRow").show();
    });
});
</script>

 

Note: nth-child(n) selector is a CSS property that matches every element that is the nth child, regardless of type, of its parent. 

 

In this case, we wanted to show 4 fields initially that's why we haven't mentioned nth-child(1), nth-child(2), nth-child(3), nth-child(4) and added rest of the fields. We set the property display: none;  for the last 4 fields.

 

In the snippet 2, we have added show function on Marketo form's click event. So, when someone clicks on the Marketo form all the fields will show up.

 

Note: Place both snippet one and two in the head section of your page.

 

 

Hope this article will help and yes don't meek to send your feedback.

 

 

With Best regards,

 

Sant Singh Rathaur

Connect me on LinkedIn https://www.linkedin.com/in/sant-singh-rathaur/

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/

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