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Track Marketo Form Submission in Google Analytics


When creating your Marketo form you can elect to have a “Thank You Page” or create a more sophisticated workflow. By default, the user is just presented with a notice in an overlay. The technique presented here leverage the Marketo Forms 2.0 API in order to have a generic and consistent method of tracking successful forms submissions. Following those simple steps will allow you to track a virtual page view or an event in Google Analytics.


Google Tag Manager (GTM) is the preferred method of deploying and managing Google Analytics (GA) tags and demonstrated throughout this document.


1. Create your Marketo Form

Under the Marketo Design Studio, proceed as usual to create yours.


2. Integrate the Marketo Form to your Website

Embed the form as indicated under the Embed Code.


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The idea of marketing automation might be familiar to you, whether you have a business yourself, are a marketing expert in an organization, are in B2B business or B2C, or even if you are simply a consumer who experiences marketing daily.

The goal of ‘marketing activities’ is simple: get as many potential customers as possible to the business, so the salesperson will be able to finalize the deal and increase the business’s income. Marketing automation can make this process easier.

How do we do ‘Marketing Automation’?

The first step is to get ‘Leads’

In the marketing world, the term ‘Lead’ means an identified person; an identified person is someone who has interest in your business and has given you details about himself (most often name and email address).

There are many ways to get your potential client details, one of them is frontal tradeshows; another is a web advertisement, which directs clients to landing pages with forms. Other possible methods are websites that lead to a “contact us” form or phone calls to the business, and so on.

The second step is the database management

As time goes by, the number of leads will grow. Some of the leads will be automatically created in the marketing automation (due to form fillouts), and some will be uploaded to the system (for example – leads that you get from tradeshows and phone calls). It is important to keep the leads database clean (without duplicates) and relevant.

The next step is to create your own “Marketing Funnel”

Imagine a funnel, large at the top and narrow at the bottom.

At the top of the marketing funnel you will find all the leads, and at the bottom, you will find only the leads that are ready to close a deal, and those will be directed to the sales department (those are MQL – Marketing Qualified Leads). There are more steps in between, but we will not discuss them in this article.

The fourth step is Engagement

This step’s goal is to increase the interest in your product or service.

One of many ways to do this is to send emails with content that describes your product or content with an added value to the potential customer; the content should be sent once in a particular period of time (this process is called nurturing). Another possible way is to send text messages (SMS) with special offers or to create a webinar with added value.

So, why automate?

When your database is small, you can manage it manually. However, when it grows to more than a few dozen entries, you will need to start using applications that will help you to automate, or you may lose potential sales opportunities. Marketing automation applications offer to schedule sending times for emails and text messages (SMS), offer to create invitations for webinars, and above all, they can manage lead movement through the marketing funnel, and pass the leads to the sales department when it is the right time to make a “sales call”.

The most efficient way to identify the MQL is by the marketing automation scoring system. In this method, every lead gets a score for each action, and the number of points for each action is set by the marketing and sales departments. When leads obtain the right score, the marketing automation platform (which is synced to the sales system) sends an alert to the specific salesperson and notifies that now is the right time to contact this lead and close the deal.

A small comment about marketing

The world of marketing is vast, and the people who work in the marketing automation industry sometimes forget this. This article is not about marketing activities themselves, and it is important to say that the content, the advertisement itself in addition to schedule timing – all have a crucial impact on the number of leads you obtain, and their quality. Always remember: marketing automation does not replace marketing itself, it only makes life easier and assist with pushing more leads toward sales.

Many of our marketing automation customers asked us how to deal with the new CASL rules. We wanted to share some valuable information about this, feel free to share:


What is CASL?

It’s Canada’s new anti-spam law generally prohibits sending any commercial electronic messages without the recipient’s consent (permission), including messages to email addresses, social networking accounts and text messages sent to cell phones.


What is the timeline?

The CASL was introduced in July 2014, as a new set of rules that protect Canadians from malicious spam, (with 3 years to comply) and it took full effect on July 1, 2017.


Who is affected by it?

The CASL will affect all businesses, including charities and non-profit organizations. Even if a business is located on the other side of the globe – it may still be subjected for a lawsuit!


What type of communication is prohibited?

CASL applies to emails, SMS (text), social media or instant messages, and any similar messages sent to electronic addresses. Note that the anti-spam law applies to “commercial electronic messages” only, and it does not include telephone calls/voicemails within that definition.


What about my customers?

Your current Canadian customers are not affected by the law, as long as you have previously provided your products or services to them and they haven’t opt-out.


Your new Canadian recipients of a commercial email (it’s an email related to an offer to sell some product or service) must explicitly say they want to receive your emails and you have to prove it if asked. They must be fully “opted-in” to send them any marketing content. That means the contact must have expressly agreed to receive emails about your products/services. You will need to have a record to back this up, that the contact actually requested to be contacted or otherwise checked a box agreeing to receive additional information. (i.e., if someone signed up at a trade show, you need to have records showing that this is how you received the opt-in).


What are the implications?

There are no automatic penalties, but the range of enforcement tools available are from warnings to penalties (up to $1 million for individuals and $10 million for businesses).


How will CASL change the way I use my marketing automation system?

You will have to Identify Canadian leads. It is recommended to use as many ways as possible: Country, Zipcode, Provinces, data provider check ext. And email to implicit or explicit consent ONLY. Opt-out/unsubscribe notices need to be prominently displayed, even where you have approval.


Do you have any recommendations?

It is highly recommended to document your mailing policy (process, responsibilities, training), adding a procedure of double opt-in for leads in Canada, use a dynamic consent box in all forms (opt-in box is shown if country=Canada), using no pre-toggled/pre-checked boxes, etc. and most important you should validate your database to clean and enrich it.

There could be business requirements to target leads which are available in other workspaces. Either you can use shared workspace or you can upload the leads in other workspaces. However, Marketo will show the error while uploading the same lead in different-2 workspaces.


There are so many ways to do this. However, I have used the below steps to do the same.


Step 1: Create a temporary Email address field in Marketo.

Step 2: While uploading the lead (which is already availabe in other workspace) store the real email address in this temp filed and give any unique email address in email field.

Step 3: Once uploaded, just replace the email address filed with temp email address's value. This can be done easily by using a single smart campaign.


Smart campaign steps:


Smart list: Here we need to identify the lead. There are many ways to do this. However, I have used the below filters for this.

  • Email address is:  Temp filed/Unique email address value
  • Temp filed (Mailing address) is not empty


Flow step:


Mailing address field: I have used this field as a Temp email address field, where I have stored the correct email address.


Please share your feedback & also let me know if there could be more efficient way to do this.

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


Select your event in the left side panel




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.




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.


Sant Singh Rathaur

Many of our customers ask us, “What’s the best time to send out emails”. Before we dive into numbers, let’s get technical first…..

For starters, there is a lot that should go into play before sending your emails:

  • The quality of prospects is and should be #1. We target our audience by as many segments as possible for example the industry of your customers, healthcare/doctors have different hours as compared to a school teacher or restaurant owner.
  • The subject line should stand out.
  • Make sure you are sending emails according to each main region time zone.
  • Personalize your emails when possible.

Let’s dive into the numbers now and figure out when is the best time to send emails. In this research, they took the results from 998,384 emails that were successfully delivered over 12 months, sent out between 8 am to 5 pm. Here are the numbers:

tABLE-1 (2).pngdddddd.png

In the first impression, it seems that all day would be a good time to send emails, but the open rate is not what we are looking for real. We want our customers to respond to our emails, therefore, we should look at the response rate numbers:



Now it’s clear, sending the emails early in the morning will get you the best results. From 08:00 to 11:00 the response rate was 75.77% of all responses.

You can conduct your own research by running numbers by yourself.

Part of seeing what times work best for your customers is to look at past emails you’ve sent. Check the open rate and response rate reports to check on patterns.  Another popular way to find the best time is to conduct an A/B test, by sending an email to different groups at a different time and then comparing the results.


What Is The Best Time To Send Emails - Responsive  Marketing

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...



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.




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.



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.

The standard technique of Marketo de-duplication for new-records is by email address. If records already exist in the marketo with similar email address then record will be updated with new/missing information only and if email address is not found then new record will be created.


Do you know you can customize the de-dup rule in Marketo?
See, de-dup customization is only viable when you have some other unique field (like email address) tagged with your lead then only it will be useful for your business.

For example:
I am into education domain and one lead can be tagged with the college name only once then you can use college name as your secondary key for de-duplication rule


If you set up a custom de-dup rule, Marketo will match on email as primary key, and another field as a secondary key. For example, if you add college name as a secondary de-dup field then see the scenario below:

Case 1: When lead entered the database for the first time, email address was “” and college name was “XYZ”

Marketo Action - New lead is created


Case 2: Lead entered the database with same email address “” but college name is different. College name is “ABC” then de-dup rule will check primary key first that is email address {Primary key matched} then it will check secondary key, college name which is different {Secondary key mis-matched}
Marketo Action: New lead is created with same email address but different college name

Case 3: Lead entered the database with same email address and college name as case 1 but this time it’s also tagged with mobile number and home address. Marketo will match primary key and secondary key {Match perfect}
Marketo Action: Lead created with case 1 will be updated with new information


Custom de-dup rules apply to list uploads, form submissions and most API integration but It does not apply to the native CRM sync like salesforce / Microsoft dynamics. These CRM uses their own de-dup rule and that is based on CRM ID.


I hope this blog will help you to understand Marketo de-duplication rule.


Sant Rathore

What assets we are talking about?


See, there are certain assets that can be only created under any program whereas few assets can be created either in the design studio or under any program in the marketing activities and these assets are:
1. Landing page

2. Emails

3. and Forms


For landing page and emails there is no difference at all. You can create them any of the above place as per your requirement.


Now, the third one is the form. When we create any form under a program in the marketing activities and  lead will submit their details through this form, that lead will become the member of this particular program. It simply means if you are using this form in the multiple program then your reporting will be getting affected or you would need to add an extra step in each campaign to assign acquisition program.


If this form was created in the design studio then there is no harm at all because in design studio we don't have anything like program and we can call this form under any program in the marketing activities.


Please let me know if i missed anything.



Sant Rathore

Hey Everyone,


It's been almost 5 years I have been working on Marketo and what I found is most of the companies who are using Marketo don't even know the capability of this powerful tool and they end up with the result that this tool is not meeting their requirement. I know it sounds strange to you as well.


Let me give you an example:
A company which was using Marketo for last 3-4 years with this setup


~ No solid lead scoring

~ Reporting is untouched, they are not using tag, no proper channels, period cost and acquisition program

~ No lead cleanup

~ You are not using engagement programs


Are you using all these functionality? If not then start using today and after 4-5 months you will see the result.


I will be writing next blog about how to tag Acquisition Program against the old captured lead.


Thank you!
Sant Rathore

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Marketo University

Let's start by how you create a score token.

You can set them up at the program level or at the folder level and it is super easy to create them.

You select score token and you drag it to the 'tokens' section.

The next step is to start populating your values.


This is an example of how your tokens will look like when you create score tokens.



Example of how tokens are used in a scoring model


One example of how you would use it is explained below:


You set up the values of your scores in the tokens section.


When you create your campaign you will use the tokens in the flow section.  You populate the 'change' field with the token name (the value has already been populated in your tokens section).  In this example someone who fills out a form with high value gets +40, someone who fills out a negative form gets -100.


Benefits of using tokens in a scoring model:

  • The beauty of using tokens in my experience is that you have a centralized place where you can have a quick snapshot of all the values that you are using for your scoring model.
  • You have all the values for your scoring model in one place.
  • If you want to modify your values, you can do it at the token level instead of modifying every single campaign.