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4 Posts authored by: Amit Jain

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.

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).

Amit Jain

Optimize the Marketo Program

Posted by Amit Jain Oct 22, 2019

***Originally posted on "The Marketing Automation blog". For latest updates, follow this LinkedIn Page


For all day to day marketing activities in #Marketo, you start with creating a program. Marketo programs are very powerful tool to manage your marketing assets and track the campaign performance. To get most out of your Marketo programs you need to make sure you have set it up properly.


Programs represent a single marketing initiative. You can think of it as a container with all the stuff that you need to make the program work – these are called local assets and include landing pages, email, smart campaigns, and more.


Throughout my experience, I have seen ~20 Marketo instances and everyone had something good and bad. Based on my experience, there are a few thing that needs to be setup before even you click on create a new program button. In this blog post, I’m going to reveal some best practices and things you should know:


Program Channel

Whenever you create a new program, you have to select a channel. Channel here represent the way you are going to target your audience/prospects.


A program is one specific marketing initiative. The channel is intended to be the delivery mechanism, like Webinar or Sponsorship or Online Ad.


I have seen many Marketo instances where people had a long list of channels which included duplicate entries like Email, Email Blast, Email Campaign etc. and a number of channels that they don’t even use. I mean seriously!! If you do not have proper channels setup, it will ruin all your marketing efforts. At end of the quarter and year, when you start looking at the marketing performance by channel, you will not be able to analyze it. If you want your life to be easy, make sure you have a clean list of channels available.

Program Status and Progression

Along with channels you have to make sure to have meaningful and unambiguous program status defined for each channel. The best way to define statuses for a channel is to look at the user journey on that channel and what is the expected out come. The different stages of the user experience will be your program statuses and the outcome/ final status can be defined as the success of your program.


Before defining the status, define the customer journey for that particular channel. Once you know how your prospect will transits through your campaign, you will know what stages you wanted to track.


In addition to defining the statuses, you have to assign a weightage to every status. By assigning the weightage, you make sure that any user can’t go backwards the user journey by accident. This weightage in Marketo is called “Step”.


The Step number is used for sorting of program statuses. Keep in mind that people cannot go backwards in these progression steps. They can only change status to a higher or equal value status. Use the equal values when statuses are intended to switch back and forth as opposed to a progression.


Program Tags


The other vital thing to be considered while planning the program setup are the “Tags”. Tags are necessary for reporting purpose. You can assign multiple tags to a program. You can tag a program by country, region, segment, financial year, Marketing team etc.


Tags will help you organize your programs while channels will assist in gathering data for reporting purposes.


Period Cost


Period cost is necessary to calculate the ROI of your marketing campaign. You can define different cost for different time period for the same program in Marketo. This allows you to measure the ROI of your program over time.


A period cost is the amount you spend on a program. It can be for one or more months and is used for reporting ROI.


With program cost defined, you will be able to measure following by program, by channel and/or by custom tag:


Cost per MemberAverage cost per member of the program
Cost per New NameAverage cost per lead acquired by the program
Cost per SuccessAverage cost per lead who achieved success in the progression of a program
Cost per Success (New Names)Average cost per lead acquired by the program AND achieved success in the progression of the program
Program CostTotal period cost of the program


Tip: At the beginning of a Program, enter forecasted costs. Once the period in the Program completes, you can edit the Period Cost and enter in the actual cost. This will provide you with accurate reporting results.


Analytical Behavior


Analytics behavior defines which type of program will be available for the RCA reporting. Your Marketo Admin can define the Analytics behavior on the channel level and if needed you can override the same on program level. There are 3 type of Analytical Behavior:

  1. Default: With the default behavior, the program would be included in Analytics ONLY if there is at least one period cost, even one with zero dollars assigned.
  2. Inclusive: This option will ensure that the program is available for reporting in revenue explorer and analyzers regardless of whether or not you’ve included a period cost.
  3. Operational: This option results in the program not showing up in either revenue explorer or analyzers.


The Program Analyzer buckets Program Success by period cost. If there is no period cost available, Program Success will not be displayed, regardless of the analytics behavior of the program. If the analytics behavior is set up, data will display for opportunity metrics (pipeline opportunities, revenue won, etc.).



Program tokens (My Tokens)


If used effectively, my tokens on Program can be very useful and effective. These tokens help improving efficiency of the team and quick development of the program assets including Emails, Landing Pages, Forms, Smart Campaigns etc.


My Tokens are defined within a program and begin with ‘{{my.’ followed by the name you created for the token.


Marketo allows following type of tokens to be created as {{my. token:

  • Calendar File
  • Date
  • Email Script
  • Number
  • Rich Text
  • Score
  • SFDC Campaign
  • Text


Tip: You can define the my token on the campaign folder level and all the programs will inherit those token automatically. If needed, you can override those token on program level as well by creating a token with the same name and type on the program.

Acquisition Program


Every business would like to understand where they are spending money and how that money is helping acquiring more customers. When working with Marketo Programs, it’s absolutely necessary to associate the new leads with the appropriate program as acquired leads.


Acquisition Program tells you which program actually generated a particular lead. This is very important if you are using RCE or if you rely on the Program Analyzer or Program Performance reports to measure your program success. Based on Acquisition program, Marketo


When a new name enters the system as a program member, Marketo automatically sets that program as “acquisition.” This establishes credit for First-Touch attribution.


The next question you might have in your mind is how to ensure every lead has acquisition program assigned? Well, marketo has an in-build smart list in database named “No Acquisition Program”. Check this list today and see how many records are there.


Tip: If you are seeing a lot of records in “No Acquisition Program” smart list, You have to fix it immediately. Check out my other post on how to fix acquisition program in Marketo?


As mentioned earlier, Marketo programs are very powerful tool and will help you prove how marketing is generating revenue. If you follow the above steps, you will see improved program organization, improved reporting capabilities, improved team’s efficiency, and improved relationship between Sales and Marketing.

Web-forms are being used widely to collect information of potential customers. Everyday people visit tens of websites and have fill out their information to access certain marketing content. Though it is necessary for a business to capture the information of their prospects but it can be a tedious task for your audience to fill their information again and again.


In this blog post, we are going to cover:

  • How to reduce the number of times someone has to fill the form?
  • How to limit the number of fields on the form?
  • How to ensure best user experience during the form submission?

How to reduce the number of times someone has to fill the form?

  • Add form only where it’s absolutely necessary: No one would be happy to provide their information to you until they are confident and there is a trust. First try to engage the visitors on your website with your content and in the next phase of user engagement ask for their information. If you ask their information on their first visit to your website, there are high chances that they will provide invalid/junk information.

    Follow 80%-20% rule. 80% of times, engage user with your content. Provide them information that could be useful for them. And 20% of times, ask for their information and what they are looking for.

  • Hide form from the know users: I receive may emails throughout my day with some CTA. When I click on that CTA, they ask me to fill my information again? Most of the modern marketing automation systems have this functionality to hide form from known visitors. Instead of showing completed form, only show a custom message with a CTA. There will be no impact on the activity tracking. Utilities it.

    How to hide form for Know user in Marketo?

  • Prefill the form: If you still want to show the whole form to your known audience as well, try form prefill. This way, your prospects will be able to see what information you have on them and can correct if needed. This way your prospects do not have to fill their information again.

    How to enable/disable prefill Marketo form?

    Marketo has recently made some changes in form pre-filling but you can use  Sanford Whiteman  technique to prefill the from anywhere.

How to reduce the number of fields on the form?

  • Minimize number of fields on the form: Fewer the fields, lesser the effort required resulting in more conversion rates.
  • Remove the fields that you can infer from other data set: You purpose is to know who is interested in your product or services. If you are asking for the company, avoid asking for the industry/company size/Annual revenue etc. Use data append services to append additional data set based on the company/email address domain provided by the user. You can user services like Discover Org, etc.
  • Use progressive profiling: This a technique that help to capture the additional data points over time. Instead of showing 10-15 at once, you can decide to show only 5 fields for the first time and then how another 5 fields next time the user visit your web-site. There is no sense to keep showing the same fields again and again to the same user.
  • Use conditional visibility for the form fields: You should only show relevant fields and option values the user on the form. For example: If user select United states as country, only show US states in state drop down.

How to enable progressive profiling on Marketo forms?
How to enable Conditional field visibility on Marketo forms?

How to ensure best user experience during the form submission?

If you’re following the above two things, you are already halfway through. To make sure the optimum user experience, we have to take care of a few other additional things:

  • Make sure there is no scripting error
  • Post submission user experience: Make sure your thank you page is embedded properly with the form and have proper messaging. In addition to this, you can offer some more relevant content to the user on the thank you page itself.
  • Mobile first design approach: The mobile device usage is increasing day by day. Your form should be designed with mobile first approach.
  • Use input masking: Input masking is a great way telling user in what format we need a particular information. Input masking really works for phone number field.
  • Use field tool tip: The tool tip will show up when a visitor hovers over the field.
  • Use field set: It allows to group logically relevant fields together. With field set, it’s easier for your leads to understand what it’s about and improve the user experience.
  • Local language: Use local language on the form field. This reflects that you really care for your customers and also reflect their local culture and value.