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

 

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

 

Screenshot below:

 

 

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

 

textarea#AUS_F_C_Specifics__c

{

Resize: Auto !important;

}

 

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

 

 

I hope this article will help you.

 

Cheers,

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

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

 

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

 

What Assets Can I Share Across Workspaces?

You can share these items across workspaces:

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

 

How Do I Share Assets from Design Studio?

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

 

How Do I Clone Assets Across Workspaces in Marketing Activities?

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

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

 

How Do I Move Assets to a New Workspace?

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

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

 

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

 

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


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

 

I hope this will be helpful.

 

Cheers,

Sant Singh Rathaur

What Is Segmentation?

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

 

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

 

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

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


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

 

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

 

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

 

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

 

Step 1:

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

Step 2:

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


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

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

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

 

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

Landing page URL + ? + Segmentation Name = Segment Name

 

 

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

 

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


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

 

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

 

Getting regular feedbacks can be very useful.

 

Cheers,

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

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

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

Nurturing Initiatives

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

  • Engagement Program
  • Default Program

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

Using Engagement Programs

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

Pros

Cons

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

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

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

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

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

 

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

 

 

Adding a Default Program to an Engagement Program Stream

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

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

Default Program Statuses within an Engagement Program

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


Status

What it Does

00. Status – Batch Populate Exclusion

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

01. Status – Exclusion

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

02. Status – Sent

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

03. Status – Opened

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

04. Status – Clicked

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

05. Status – Engaged

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

06. Status – Unsubscribed

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

 

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

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

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

Schedule Engagement Programs with Recipient Time Zone

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

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

Varying Audiences or Varying Timing

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

  • Email Program
  • Default Program

Choosing a Program Type for Email Initiatives

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


 

Using Email Programs

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

Pros

Cons

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

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

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

Email programs cannot be resent

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

Email programs can only run one test at a time

 

Thoughtful Email Programs are a Win-Win

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

Hi all,

 

I have a question concerning GoToWebinar and Marketo.

 

Is it possible to Automate data import (concerning people who watch our webinar) to Marketo ?

 

I need to automate this import of data (mail, name, society etc...)  But i found nothing who was clearly explaining how can I make that on Marketo.

 

I know that I can manually import these DATA on marketo, but is it possible to automate this processus ?

 

If you dont clearly understand my question, I can explain with other words. Sorry about my mistakes, I'm not native english. I hope you understood what I mean.

 

Thank you very much,

 

Paul

This post does NOT include technical details or lesson on Marketo or CRM. From my personal experience, I am sharing how I improved my Marketo skills over the last 5 years. This post will help marketers who have recently started using Marketo or have a basic understanding and are looking for ways to learn more.

HERE ARE MY RECOMMENDATIONS:

1. Learn from the Marketo Community

The Marketo Community is the best thing ever happened to the Marketing Nation. The community is not just to seek answers when you are stuck. The new discussions help you learn issues which other marketers are facing, and what are the best ways to solve them. You may feel that some discussions are very technical and not related to your marketing processes. But, in future, they may be useful in your current role or a new role. You can easily filter out the discussions which have been solved or unsolved and identify new tactics or tweaks which you can implement in your current marketing process.

 

Just login to Marketo and start reading Product Discussions, Marketing Discussions and my favorite Marketo Whisperer: Implementation Tips

2. Follow the Champions

Marketo Champions are the smartest Marketo users you will ever meet. No offense to all other exceptionally smart Marketo users who are not a champion yet. We have a separate section in the community, Champions Blog, which has some amazing posts to help you improve Marketo operations. You should also follow them from their profile to get updates in your inbox. I love to follow Josh Hill, Grégoire Michel, and Sanford Whiteman among others.

To get additional feeds, subscribe to the web posts of Josh Hill(https://www.marketingrockstarguides.com), Sanford Whiteman (http://blog.teknkl.com/) and Jeff Shearer (http://www.jeffrshearer.com/)

3. Stay Updated

Did you see the new product announcements at the Marketo Summit this year? There is a lot that is going to change in Marketo this year (better UI, new reporting, improved backend architecture, user experience). I am sure you would receive email notification from Cheryl Chavez with all the details. However, it is always good to know what’s coming in the future.

You should see the following session recordings from the Marketo Summit 2017:

4. Become a Tester

All Marketo campaigns are incorrect unless proven otherwise. I get it. You have done something in Marketo many times in the past and are confident of what you have built. BUT you can not skip testing. Testing is not just ensuring that your campaigns are running properly or your assets are rendering across devices. Testing has to include the impact of your new campaigns on your existing processes in Marketo and CRM.

5. Learn to Document - Prototype - Deploy

I have always loved using a Salesforce sandbox for new projects. Sadly, not every Marketo user has access to Marketo Sandbox. For every new project in Marketo, you should start by documentation (preferably with Lucidcharts). Document what needs to be done, how it will be tested (test cases and dummy data for testing), and the impact it will have on the existing processing. Once your document has been reviewed by different stakeholders, build a prototype in the sandbox and test it. If all looks good, develop the complete program and deploy. If you are testing in production, ensure you handle the data carefully and do not disrupt any active program.

 

If you feel I missed anything, feel free to add in the comments. Happy Learning

P.S. If you want to learn about Marketo Concepts, you should read this post by Josh Hill.

 

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

Hello Every one. Hope every one had a wonderful New Year!

 

Since Marketo Specializations are going to retire on 31st January 2019, I decided to create a short write up on the significance of Marketo Specializations, Which ones can be focused on with relative ease and how to focus on the tough ones. Having completed all the 11 specializations, I often get questions on which specialization to focus on and which ones are easy. Below are the details on What are specialization, The specifics, its benefits and most importantly, which ones to focus on given the time restriction.

 

By earning Specializations, you demonstrate your mastery of advanced techniques that accelerate results and unlock the full potential of Marketo. Specializations does not have an expiry date. So every one who manages to get certified in specializations, will continue to be recognized even after the Specialization exams retire on 31st January! Each Specialization exam consists of 30 questions which has to be finished within 60 minutes. The passing percentage is 75%, which means you need to get at least 23 questions correct to obtain the passing percentage!Each specialization costs $25 USD, whether you're taking it for the first time or retaking it!

 

Specializations are extremely beneficial and most importantly, it gives you the opportunity to explore and learn all significant areas in Marketo. There are 11 specializations that Marketo offers. Below are the details on all of them.

 

  1. Programs & Campaigns
  2. Nurture & Engagement
  3. Events & Webinars
  4. Customizing Creative Assets
  5. Analytics & Reporting
  6. Setup & Configuration
  7. Email Deliverability
  8. Social Marketing
  9. Account-Based Marketing
  10. Web Personalization
  11. Analytics Attribution

 

I have mentioned the above specializations from the relatively easy ones to the relatively tough ones!This would vary based on ones own experience in Marketo. I'd say a lot of questions in Marketo Specializations are scenario based. So it is best if you have good practical working knowledge in each of the specialization area that you are looking to attempt

 

How I prepared? - Well, By the time I had completed my Marketo Certification for the second time, I pretty much brushed up most of the topics in:

 

The relatively easy ones - Programs & Campaigns, Nurture & Engagement, Events & Webinars, Customizing Creative Assets, Analytics & Reporting  (Marketo Out Of Box Reporting)and Setup & Configuration, Email Deliverability and Social Marketing.

The relatively not so easy ones  - were Account-Based Marketing, Web Personalization, Analytics Attribution and  Web Personalization. But again, my calling these areas "Not so easy" was because of the level of expertise I possessed on these topics at the time. This is why I consider the Specializations so important because not only did these prompt me to dive deep in these areas and learn them, but it also enabled me to put these into practice in my own organization, work extensively with clients in all the above mentioned areas and starting to create a Center of Excellence or used cases if you will, in our own sandbox and production instance.So what I did for each of these topics was to follow a 4 step approach.

 

  • Pick each topic, and thoroughly scan through the product docs for that specific topic. By this time you already have a good understanding of the respective topics!
  • Go through the Videos available in the Learning Paths (Hyperlinked) and attempt the mock questions available after each of the topic given in the learning path.
  • Use keywords and scan the entire Marketo community for all available learning resource, solved Questions and discussions on those respective topics.
  • Last but not the least, Try put the above learning into practice by working on an actual client projects in those respective areas. If actual client projects are not available, Try to create at-least a basic business/used cases on each of the topics on your own, define flows for them in lucid charts and create sample implementations and re-usable templates in your sandbox instance

 

Once these steps are followed, any one can most certainly pass the specialization Exams. For Marketo Certified Expert's, my suggestion would be to start of with the first set of specializations. Since you have already prepared and completed the MCE exam,  the first set of topics should be easy to prepare and complete.

 

Hope this helps. Feel free to comment below or reach out for any queries!

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.

 

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Step 2: In the program, go to assets tab

 

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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.

 

 

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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.

 

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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
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In a considerable amount of cases we see companies that invest vast amounts of money in campaigns and advertising, but don't get the accurate information about the effectiveness of those campaigns.

Each company runs different types of campaigns, and of course, they would like to know which is the best channel to invest in.

 

One of the issues is when a lead enters the website a few times and only then decides to fill out a form, meaning he was an anonymous lead until he decided to fill a form on the website.

Anonymous - People whose web activity is tracked, but their identity is not yet known.

‘Lead’ - an identified person, an identified person, is someone who has an interest in your business and has given you details about himself (most often name and email address).

 

There are some ways to get tracking information about your website visitors, for example

Google Analytics, Plugins for the dashboard of your website. However, we see that many times clients complain that the information that they are getting is inaccurate and lacks important details.

We have decided to explore those issues and realized that we could also use Marketo to our advantage.

We realized that using UTM parameters for measuring your marketing activities will allow you to track the traffic you send to your landing pages and overall website.

With proper usage, you will learn which traffic sources bring you the best return on investment (ROI), which will then allow you to determine where is the best to invest your budget.

If you are using paid channels such as LinkedIn or Facebook ads, you will be able to compare the efficiency of each channel, and, in the long run, determine what portion of your marketing budget to invest in each channel.

 

One of the variables that we wanted to use was the UTM source; this is one of the UTM parameters that provide us with information and gives us the source of the visitor.

For example, someone entered your website with Utm_source=X, the next day he entered the website with Utm_source=Y and didn't make any engagement.

You as a marketer would like to know which of the two was his first source.

Another example is when someone entered your website with Utm_source=X,

the next day he entered the website with Utm_source=Y and filled out a form. Your interest can also be finding out what was his last source before filling out the form.

There are some meanings to the term "source," and everyone should decide which one is the best fit for him:

- The last UTM source that the lead had before he filled out the form.

- The first UTM source that the lead had for the first time that he visited the site.

We have created a set of smart campaigns that will also provide us the information from Marketo, and we will be able to crosscheck it with other channels.

Smart campaigns

 

 

Smart List

Flow

 

Those Smart campaigns can be used for every UTM parameter that you wish.

From our experience, the best way is to use multiple channels to monitor the activity of your website visitors. Utilizing these parameters optimally will let you make the most out of your marketing budget.