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Dallas User Group

4 Posts authored by: Ashley Ayan

Out of the box, Marketo is built to search and track leads that are associated with an opportunity in your CRM system. This is how marketing has the ability to track the lead’s marketing interactions and tie them to a pipeline and/or a revenue metric.

But as the Attribution Settings dialog box in Marketo states: “It is critical to get your sales and marketing teams aligned in order to assign contact roles to opportunities”.

To ensure this in a traditional manner, you must either:

  • Provide additional training to your sales team
  • Request your CRM team to make this a required field

However, Marketo recognizes that marketing teams generally have little control over such things. In the event that sales and marketing aren’t aligned, as a Marketo Admin, you have the ability to save the day by attaching contacts to opportunities in your CRM using this Marketo tip:

With the Revenue Cycle Analytics module in place, the Attribution Settings dialog box will put your pipeline in line in no time (or within 24 hours as noted in the dialog).


Here’s a the lowdown on the impact the settings have:


This is the default and recommended setting. Marketo will look at only contacts associated with the opportunity that were created or closed, and attribute the value of the opportunity to only these contacts that have a role in this opportunity.

Important: The marketing and sales teams need to be aligned, and the process of associating contacts with the opportunity will need to be enforced. The contacts that are attached to the opportunity has to have an role.


This is a workaround setting. Marketo will look at all contacts under the account, regardless of the contacts that have a role in the opportunity – whether the opportunity was created or closed.

Important: The value of your marketing initiatives will be diluted. Marketo will look at the different marketing initiatives that all the accounts interacted with, what programs acquired their names, what programs they achieved success in, and then attribute the value of the opportunity to all these interactions.


This is a workaround setting. Marketo will look at only contacts associated with the opportunity and see if there is any contact associated. If not, Marketo will then look at all contacts under the account.

Important: This will not only dilute the value of your marketing initiatives but also lead to inconsistent attribution and view to these initiatives.

Attaching contacts to opportunities is one of the most important pieces of your Marketo RCE setup. It’s also one of the most complicated items in terms of sales training and change management.


When the lead enters to Marketo thru your CRM, Marketo does not automatically captures the Acquisition Program. To provide attribution to your CRM for creating the lead, you can create a program that will the Acquisition Program as "CRM Generated Lead". This will enable first touch (FT) analytics for leads generated by the CRM.

Smart List

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"If I am your ideal prospect, why should I take the risk of giving my email address?"


Minimizing perceived cost of the email capture 

Amount of Required Information

Are there unnecessary form fields?

Which fields will yield greater list quality?

Can the capture process be split into multiple steps?

Is it possible to create a page with optional form fields to increase list quality?

Are there any fields that can be collected progressively, or through an automation service?


Nature of Required Information


Are fields clustered to reduce perceived page length?

Are there any fields that are unclear to the customer?

Which fields are more likely to cause hesitation or anxiety?

Do any fields require special justification?



Maximizing perceived value of the email capture



Increasing Appeal


Does your content focus on an existing desire in the mind of the visitor?

Is your content specific enough to connect to that desire?


Integrating Exclusivity


Is there a desire you can fulfill better than competing companies, products or CTA?

Have you integrated specific claims of exclusivity into the content?


Enforcing Clarity


Does your copy use active verbs and concrete nouns? Are there many subjective adjectives or adverbs?

Does your copy use unnecessary, subjective industry terms?


Intensifying Credibility


Have you integrated quantitative and/or qualitative language into your claims?

Is there room to include testimonials or third-party verification copy, imagery?





This year I attended the MECLab Email Summit. Here are some learnings I got.



Goal: Minimize the perceived cost for the Email Open

Justify the send

Can the subject line reference a recent action or behavior on any owned media? (Exp: Website, ad space, social media)

Does it have a customer serving tone?

Are there any words that seem ambiguous or full of hype?

Does it feel exclusive or unique to the customer?

Are the envelope fields specific enough?


Connecting to a problem

Can it highlight a recent issue or concern? (Exp: In the news, in their lives)

Can it connect to a lack of time, money and/or help the customer is experiencing?

Can it focus on aiding an inability or inadequacy in the customer?

Can it focus on clarifying a common misunderstanding or perception?


Goal: Maximize the perceived value for the Email Open

         Increasing relevance


Does it synchronize with your list's reading and shopping habits?

Is it tailored to your list's common personality traits or set of interests?

Does the headline start with the primary point of interest?

Does it consider seasonal interests?

Does it stand apart from current competitor offers?


Increasing Importance

Can it connect to a physiological need?(Exp: Safety, Health, Provision)

Can it connect to a social need? (Exp: Belonging, Relationship)

Can it connect to an internal value? (Exp: Beliefs, Growth, Achievement)

Increasing Urgency

Can it reference an impeding, market-driven event?

Can it reference an artificial, marketing driven deadline?





Goal: Minimizing the perceived cost for the Email Click
Minimizing Conflation

Does the CTA match the customer's stage in the thought sequence?

Does the copy focus match the customer's stage in the thought sequence?

Are there unnecessary redundant CTAs? 


Eliminating Content

Upon opening the email, can a customer immediately understand what they can do and why they should do it?

Does the copy amount match the customer's stage in the thought sequence?

Is the content conversational in tone?

Are there too many competing, unrelated calls to action?

Is the primary call to action made too soon?

Do unrelated calls to action come after the primary message?



          Goal: Maximize the perceived value for the Email Click


          Arrest Attention

          Does the headline start with the primary offer of interest?

          Can it utilize a personal salutation?


          Build Connection

          Does the copy reference an existing relationship?

          Does it reference a recent interaction?


          Build Problem


          Does it address a current pain, promise or desire?

          Does it connect the offer with the above?


          Build Interest


          Does it provide an interesting angle?

          Is the explanation minimal?


          Build Suspense


          Does the copy tell enough to maintain interest in the offer?


          Transfer Momentum
          Is the CTA focused on the next immediate step?

          If including a post-script, does it intensify the need to click?