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18 Posts authored by: 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

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

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

Most irritating work I have been facing with my campaigns and I am sure some of you might also been facing the same issue. I have been running the campaigns in more than 15 channels at a time and created 15 seperate smart campaigns to track the activity. In the beginning I have to activate all the smart campaign and once campaign is over then I have to deactivate all the smart campaigns. This steps may take more than 20 minutes (depends on marketo and your speed)

 

In Marketo classic, if I had to to do this then I need to go to each and every smart campaign then only I can activate or deactivate them but Marketo SKY gives you option to do that in a single click. Hurray! I am happy now

 

Here is the step by step process how you can do this:

 

Step 1: Open marketing activities in Marketo SKY and select your marketo program

 

NOTE: Currently SKY is available for default program only, others are in the queue and will be coming very soon.

 

MarketoSKY-1 copy.jpg

 

Step 2: In the program, go to assets tab

 

MarketoSKY-2.jpg

 

Step 3: In the assets actions, Add the filter to quickly identify your smart campaign. Add trigger campaign or batch campaign then add condition as trigger active/trigger inactive or batch scheduled/not scheduled/finished then you can select your action to activate or deactivate.

 

 

MarketoSKY-3.jpg

The best thing you can also add expiration date in your trigger smart campaign so you don't need to manually switch off the campaign once it is over.

 

MarketoSKY-4.jpg

 

Select your smart campaign and add the expiration date.

 

I am loving this feature and Marketo SKY is coming with so many more features like this.

 

See you soon with a new post.

 

 

Happy learning!
Sant Singh Rathaur

Today when I logged in to my marketo instance, I noticed there is an option to open My Marketo, Marketing Activities and Design Studio in Marketo SKY which is now visible to every user not just marketo admins.

 

Screen Shot 2018-12-24 at 12.30.13 pm.png

 

Marketo SKY came up with so many improvements and we will learn about them slowly. I will be describing one of the key poll, I think so many of us wanted this to be included in our marketo functionality to decrease the repetitive work. This poll was to give us option to clone the token from another program (they called it import token) and which is now available in marketo sky.

 

I have taken some screenshots from my marketo account and will show how exactly you can do that..

 

Step 1: Open Marketing Activities in SKY

 

Step 2: Select the marketo program where you want to import token

 

Screen Shot 2018-12-24 at 12.21.59 pm.jpg

 

 

Step 3: Click on import token and select the folder or program from where you want to import the token.

 

Screen Shot 2018-12-24 at 12.22.17 pm.png

 

Step 4: Once you will select the program/folder then it will give you option to select the tokens you want to import but unfortunately it's not working as of now.

 

Screen Shot 2018-12-24 at 12.59.36 pm.jpg

 

It might take few more days before they fix this issue. Current scenario is when I selected my program/folder and clicking on NEXT, it's not taking me anywhere.

 

But this is great news that it is on the way and coming in our use soon.

 

Happy Reading!

 

Regards,
Sant Singh Rathaur
Connect me on LinkedIn

Before you go for MCE, you should prepare yourself well else you will end up with loosing your money. I have consolidated list of topics which need to be covered, which helped me with my preparation.

1. Tokens

You should understand very well tokens:

Different types of tokens

Locations where you can create tokens

System tokens that you can use

Names of different tokens

 

2. Reports

Practice reporting is important. The questions asked are easy if you have practice pulling reports.

It is important that you understand the benefits of each report and the type of information that you can obtain from them so you can decide when to select them.

Practice with life scenarios!

 

3. Deliverability

Things that can be done to improve deliverability

System lists

 

4. Program Types and when to use it

Some scenarios are provided and you need to choose which program would be best for that situation. Example: Email Program VS Default Program

 

5. A/B Testing

How to set it up and available options.

 

6. Channels and Program Statuses

When to use channels.

Examples are presented and you need to choose.

How people move through program steps

 

7. Nurture Programs

It is important that you understand well how nurture programs work.  There are multiple questions related to nurtures.

How to add people to nurture

How transition rules are used

Steps to activate content

Logic of how emails are delivered when content has been exhausted

Understand concepts of exhausted, streams, cadence

 

8. Scoring

Understanding how to set up scoring models in global companies that have regional requirements

Scoring and tokens

How to reset score to zero

How to set up scoring points

How to use changes in scores in campaigns

 

9. Segmentation, Dynamic Content, Snippets

Understand how segmentation works

Understand the difference between segments and smart lists

Understand when snippets can be used

 

10. Forms

Understand field types

Understand visibility rules

 

11. Landing pages

Understand where to modify landing page URLs

Understand landing page reporting

 

12. Filters, Triggers and Flows

Understand triggers and filters

Understand advanced filters

Understand flow actions

Understand wait steps

Understand when to send alerts

When to use them, what they mean

 

13. CRM Sync

Understand basic functionality of data integration with CRM

Basic understanding of Marketo Sales Insights

 

14. Acquisition Program

Why and how to set up acquisition programs

 

15.  Period Cost and it's importance

How to set up costs to calculate results

 

16. System Smart Lists

Be familiar with the names of all of them

 

17. Email Settings

Learn everything about emails

why SPF/DKIM is important and how to setup it

Different email marketing laws (For example - GDPR, CASL etc)

Difference between promotional and transactional

 

 

I hope this will help you. Feel free to add more in the list.

 

Connect me on LinkedIN if you need more help.

 

Thanks,

Sant

Email marketing has become one of the most-used marketing tools for lead generation, communication, and general revenue increase. But with the increased popularity also came plenty of strategies on how to make sure your customers actually open your emails in the first place. Smart Insights reports claim that the average open rate can range anywhere from 5% to 25% depending on the size of your business and its industry.

 

But what really makes people open your emails is their SUBJECT LINE. Writing the subject line is always tricky. While writing the subject line you need to hit the right spot and it's very rare that a subject line is created in a seconds. A good subject line will make the subscriber curious/excited and he wont be able to resist him/her self from opening the email.

 

Most important thing if you are an email marketer then you need to analyse the matrix on regular basis to take further decisions.

 

Recently I came with a case, I am sharing here. CASE WAS: We needed to create the report for past 4 months email send with their subject line, total sent, total open and open rate. (you can add more matrix/attributes as per your requirement)


How will you create this report in MARKETO?

 

You can't create this report in marketo until you have the the subscription for Marketo Revenue Explorer.

 

Go to Revenue Explorer dashboard, Click on Create New > Report

 

evaluate-your-subject-line-performance.jpg

 

 

Select analysis area as EMAIL ANALYSIS


evaluate-your-subject-line-performance.jpg

 

In the dashboard find subject line, add it in the rows/column. Then add your attributes (attributes are the matrix you want to measure) In the measures section (last in the second right sidebar) the add your filters (For example - time period, specific country, program, channel, tag etc)

 

 

evaluate-your-subject-line-performance.jpg

 

 

And your matrix are available in your screen now.

 

Based on the performance of your previous result, try experimenting with new subject lines and see what happens.

 

I’d love to hear your thoughts what you think about this and of course you can ask your queries as well.

 

Keep tuned to my next blog and connect me on LinkedIN if you need further help.

What all you want to know about the tokens?

 

Before you enter for your exam centre, I will suggest read everything about tokens. I have summarised some topics which may be helpful to you.

 

Topics are listed below:

 

What is token?

Different type of tokens?

What is global token and why they are called global?

What prefix we should use to call different type of tokens?

Difference b/w local, inherited and overridden tokens?

Understand the different data type of tokens?
Can we use nested tokens?

Tell me the token we ca use token within?

Locations where you can create tokens?

System tokens that you can use?

How tokens are different form dynamic content?
Can we use token in out flow step/smart list/reports?

 

Keep tuned to my next blog for more topics and connect me on LinkedIN if you need further help.

Are you still using a sheet to note down attendees at your event location? It may seem easy but very difficult to manage specially once event is over. I have been working with my client who was managing the attendance manually in the sheet but most of the time we end-up with no post event emails because I never received any attendees list. Really SAD..

 

Marketo always tried to lessening manual effort whether it's lead management or customer experience.

 

I am sure you must have heard about the Marketo Check-in App. (If not then read the article HERE). It's very easy to use and most important it helps you to automate the status change. I am sharing here step by step process with the screenshot.

 

1. Create Marketo event program

2. Once you have created the program, open program setup tab and click on event actions then click on schedule (see highlighted section in green)

 

Screen Shot 2018-08-29 at 4.46.46 pm.jpgScreen Shot 2018-08-30 at 11.39.57 am.png

3. Once you will schedule the event, event name and leads will appear in the iPad or android device, whichever you are using. (Screenshot below)

 

NOTE: Once scheduled date is over It will automatically disappear from the check-in app.

Follow the below process in you checkin app to proceed further:

 

Login Marketo event checkin app in you iPad or android device

1.jpg

Select your event in the left side panel

 

2.jpg

 

Once you selected the event, all the registered leads will be appearing in your screen. In the Left Panel (List of leads) and right panel with lead description such as Name, Title, Company, Email & Phone.

 

3.png

 

You just have to select the lead (you can also search by the name) and in the right panel click on CHECK-IN. This particular lead will be marked as attended in the marketo event program.

 

To manage rest of the leads whose status is still registered and who have not attended the event, you can either create a smart campaign to change their status to NO SHOW or go to program member and select all leads with registered status and change their status.

 

I hope this will help you. Pleas feel free to comment if you have any questions.

 

Thanks,
Sant Singh Rathaur

Hey Folks,

 

I know you might be facing this problem. It took me almost two months to understand, why it's not getting tagged with every lead. I uploaded my list, following the defined process as below:

 

STEP 1 > STEP 2 > STEP 3 Respectively...


Untitled-1.png

 

I have selected the acquisition program in the last dialogue box but some of my leads are not getting tagged with same and the reason was, these leads were already created in my marketo database without their PI details (email address, first name, last name, contact details etc). Either they have visited a marketo landing page or they visited a website page which has munchkin code in it.

 

When marketo upload the leads, It never check whether acquisition program is empty or not. If lead is in the database then it's will skip the acquisition program update and if it's not then then it will update the record.

 

Ideally it should update the acquisition program if it's blank but this is how it is.

 

Hope it will help! Please correct me if I was wrong or there is any other possibility as well.

 

Thanks,

Sant

We all used to hear this term again and again but every-time this comes with a different answer. It's well explained in the infographic .

 

I found this infographic in LinkedIn shared by some unknown person but seems helpful.

 

Screen Shot 2018-07-17 at 10.34.10 am.png

We all may be working in marketo since last 3-4-5 years but to clear your marketo certification exam you must have knowledge about admin panel as well. Sadly or I would say company policy doesn't allow everyone to give admin access. I will be writing series of blogs covering admin panel with screenshot and first one goes here with marketo event partners.

 

Do you know, Marketo has increased event partners in past 1 years. You can see the screenshot below:

 

        Screen Shot 2018-07-09 at 12.43.03 pm.png


I will be coming back with another admin panel stuff in few days. Please feel free to ask questions about the same.

 

ThankYou,

Sant Singh Rathaur

I know everyone wants to keep their data normalised but big question is HOW?

 

Below are the some steps which may help you:

 

1. Use mandatory fields in the form at-least which information is necessary for your business.
2. Your form should not be too long
3. Use hidden fields in the form to auto populate the information such as country, product / business tag

4. Use inferred field to normalize country, city etc.
5. Use flow steps to update the lead information

6. Implement email address validation rule for email address field so that no-one can enter invalid email address

7. Last but not least, we should do audit of database on regular basis.

 

Please feel free to add something or correct me if it's not best practice.