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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



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.

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.




Marketo Sky – New Features, Comparisonand efficient use


I have started using Marketo Sky recently, and I must say that the new look and features makes it really efficient and easy to use once you get a hands on. There might be some hiccups getting used to it initially, but once you get a hang of how to use it, I found that it makes life a lot more easier. Although I might have a few concerns about its color and design, but it most certainly has made daily activities easy and efficient to use. Below are the few features that I thought were great!


  • Single work-space view & the option to choose as to which workspace you want to work in. For instances with Multiple workspaces, this feature is a good one to have.

  • Collapse all feature – At times, While working in the usual interface, and when the instance is a mature one with multiple work-spaces, there times when the entire long chain of tree used to open up and it often was confusing to find what you wanted. Introduction of this feature has made life a lot more easier.

  • The assets approving interface/view available right when you click on the asset is also changed and is very efficient as compared to the previous interface. Right when you click on the asset, you get the option to Approve, Edit, Preview and other details. In the below example, I directly clicked on the form that is highlighted, and it gives me all the options on the right which I mentioned.

I found the new interface mentioned above as compared to the present interface that we are currently using in Marketo (Snapshot attached below) – This Gives us a good compression.

  • The changed dashboard - Inclusion of Recently updated Programs and Assets, Scheduled Today , Information on Total active triggers, The Options to create New Smart Campaigns and New Programs. As soon as you click on Marketing activities, these are all the details that you can see at a glance. This is extremely useful and a lot more efficient (According to me) than the current dashboard that we have in the normal interface. – Reference screen shot below.

You can Compare the new vs the old dashboard of marketing activities from the screenshot given below and above

  • Inclusion of the Date Range Filter – Extremely Useful for instances that are more that 3-5 years old. In cases where you really only want to see campaigns and activities that happened in last 3 months or last 6 months, this feature is extremely useful. For example in the below Screen Shot 2, I only want to see Triggered and batch campaigns that are created in the last 1 week, and it gives me the filtered results accordingly.

Screen Shot 1

Screen Shot 2

  • Talking a little more about the Filtering options, Screen shot 1 below shows the very limited options that we have presently for filtering. However, in the Marketo Sky the filtering options have been taken to a whole new level. Reference screen Shots – 2 &3

Screenshot 1

Screenshot 2

Screen Shot 3

  • The option to add a Label to assets and filter those assets based on the Label. For example in the below screen shot, I have added the label - Purple, to 2 of my assets (Screen shot 1 & 2), and when I use the Purple Label, in the filter(Screen shot 3), it gives me exactly those assets (On the left side) that were tagged with Purple label. I found this as an extremely useful feature which can be very helpful in several used cases.

Screen Shot 1

Screen Shot 2

Screenshot 3 Here in the below screenshot, it only shows me the ***** that are tagged with the label Purple.

Additionally, you can also add a label while creating an asset or add a label later, once the asset is created. Also when creating a new local asset as highlighted in below screen shot 1, you can either add a new label or copy label from Parent. So If I copy label from parent, it copies the same label which I defined in the program – as shown in screen shot 2

Screen Shot 1

Screen Shot 2

  • The default program “details” dashboard also is a lot more clean and useful as supposed to the earlier interface. Below is a screen shot of a test default program “Details” tab where you have key stats like Program Success, Members, A better program summary, and the Used by option to the right side of the screenshot. The level of details in Sky, that are provided here are a lot more cleaner and accessible as compared to the classic view.

Below screen shot - To compare the new and old program dashboard stats


  • Another Very interesting feature is the option to take bulk actions for all assets within your program. So as referred to in the below snapshot, The “Assets” tab shows us all the assets that we have under a program. We can filter out the assets that we want and take bulk actions on those assets. Another used case might be that you could have several triggered campaigns that you might want to de-activate or several scheduled batch campaigns that you might want to unscheduled all at once. So all of this can be accomplished here. Additionally, you can see the Used by for each of the asset (In the below Snapshot). So, if you want to mass un approve emails, but see that one specific email is being used by 2 programs or campaigns, you can go ahead and remove them from the respective programs\campaigns and then mass unapproved it. There are several used cases where I found these options to be extremely useful.

Additionally, you can also now set expiration dates for your Assets. Lets say you have a Landing page that’s set in an email campaign which you think is only relevant till say, 25th December. So, if you set an expiration date, after 25th December all the selected landing pages and assets with expiration date as 25th Dec would automatically be unpublished, unapproved and the links would be directed to the respective fall back pages. Similarly, if you have a triggered campaign and you wish to set the expiration date for it, when the date reached, the trigger will automatically be de-activated. Reference screenshot below

  • Another Interesting option that has been added is to organize your tokens within a program and to Import tokens from other program.

Additionally, The Link Token is a new addition to the tokens

  • Smart list – This new feature is my personal favorite. So what happens here is , Say I have a smart list with 10 or 15 different triggers and filters. I can create this set of triggers and filters as custom rules. For example in the below screen shot, I have created a set of triggers and filters and am saving it by the name of Karan's Rule. Now while creating another smart campaign, Karan’s Rule will show up on the right, And all I have to do is drag Karan’s Rule and it will populate all the triggers and filters defined in that rule. In used cases where similar rules are being used multiple times, this feature comes as a blessing. Also, in complicated smart lists where you might be using advanced operators and multiple triggers and filters, it can be combined into one rule, Tested for flawless functionality, and then be re-used as and when necessary.

Now in the below smart campaign – I am dragging the Karan’s Rules to the empty Canvas, and all the filters defined there will show up


*** The same feature can be used in Flow steps as well. You can save a bunch of Flow Steps, Save it as a rule, and then re-use them again.

So that was pretty much about the additional features of Marketo Sky that I have been able to explore so far and am using and leveraging to the best use. Although I understand that all the features and functionality has not been launched in Marketo Sky and it is sort of incomplete at this point, I am told that it sure is coming out with a lot more great features including filters that use AI/Machine learning, which can suggest recommendations based on past campaigns performances. So super exited and waiting for the entire module to role out at the earliest. I will also be doing a video soon to explain these features in more detail and possibly explain a few more used cases which can shed better light on how to go about using Marketo sky to its best. I hope the above information will be helpful to early adopters of Marketo Sky and give a perspective on the new features. Please feel free to share your feedback in the comments section below.

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





Select analysis area as EMAIL ANALYSIS



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)






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.



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.


Continue reading ...

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.