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Hey Los Angeles Friends,


I recently published this video on how to use the Marketo commmunity: Tips & Tricks to Get More From the Marketo Community Online 


Hope you find it helpful.


Hear are some the the key take-aways:


  1. Use the main search at the top right hand corner versus any other search
  2. Bookmark Product docs, Marketo University and Job Opportunities
  3. Make sure to FOLLOW your favorite places, like Job Opportunities and your User Group
  4. When using search, take into account these three things
    1. Better to use keyword search than long tail search
    2. Reference the "helpful" tags
    3. Keep in mind that posts published several years ago may not be relevant today
  5. When asking questions, include screenshots and be as descriptive as possible
  6. When browsing blog posts, use the "filter by author" feature to have a much more manageable view
  7. When playing the Marketo community game to earn points, go for the big badges that are worth a lot of points, and always take advantage of the badges that can be earned multiple times.



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Marketo University

Hey all, I'm sharing this in hopes of it being helpful or confirming my findings.


I recently ran into a problem where I had a huge chunk of people that did not make it into the first cast of a stream, but we didn't want them to have to wait until the next cast (1 week) to receive Content Program 1.


Screen Shot 2017-11-16 at 1.58.27 PM.png


This is going to get convoluted so you can skip it if you want to: We ended up inserting a dummy Content Program 2 for the people in the first cast to move onto (just a wait flow step action), and running the cast again to send to the people who missed it. For the second cast, we removed the dummy Content Program 2 but had concerns about the people in there not moving on to the real Content Program 2 correctly (the original first cast recipients).


I emailed Marketo Support and they confirmed that even though I removed the content program, the people would remain in the stream and they would receive the next content program in the progression as normal.


In the process, I was testing and trying to figure out how Marketo tracks where a person is in the stream so I could reinsert the people from the removed content program back into the cast at the right spot if need be. I found that Marketo does so by checking to see if a person is a member of the content program or the smart campaign that sends the email.


For example, I added my test email to the engagement stream > Content Program 1 > Status = Sent, and when I tested the cast it started the test email on Content Program 2.


In my second test I removed the test email from the content program memberships for Content Program 1 and 2, but when I tested the cast again it started the test email on Content Program 3 because the test email was still a member of the send smart campaign within, and you can't remove people from smart campaign membership.


Has anyone come to a similar conclusion, or have information that is different or expanding on this?

I wanted to share a step-by-step on our solution to track multiple landing pages with a Person Attribute Field while using one generic form, without relying on URL UTM parameter. I hope this will be helpful to anyone looking for a solution. This solution was pieced together through some research from different sources and some trial and error. Feel free to share your thoughts or comments on it! Let's begin.




We have multiple landing pages linked to different campaigns and different assets to download. We wanted to use one generic form for all of those landing pages, and capture a Person Attribute Field to track the campaign, we didn't want long UTM parameters following our URLs or multiple forms so we built it into the page instead.




Populate a Hidden Field on your form through HTML code embedded into your Landing Page to capture campaign information.


An alternate solution which doesn't use Person Attribute fields –  you can also use the "Add Constraint" option on the Fills Out Form trigger to select any form and the web pages you want to capture for the campaign, as shown below. If that's all you need, this simple solution would suffice. Otherwise read on!


Screen Shot 2017-11-06 at 3.29.48 PM.png


Step 1: Setting your Generic Form Field

In your generic form, add a new Field and select the Person Attribute you're going to use to track the landing page. For our form, I used the "utm_campaign" Person Attribute because we're already tracking through that field. You can choose to use any Person Attribute that is appropriate for your Marketo instance to track campaigns. The Label doesn't matter, set Field Type to "Hidden", and set Form Pre-fill to "Disabled".


Screen Shot 2017-11-01 at 5.10.33 PM.png


Edit the Autofill, set Default Value as "utm tracking missing" (or anything similar of your choice, we'll get into why later) and Get Value from as "Use Default Value". If you don't set a default value Marketo defaults to "null" which will block changes to that field for this form.


Screen Shot 2017-11-01 at 4.56.42 PM.png


Once you're happy with your other fields, save your form.



Step 2: Populating the Hidden Tracking Field through your Guided Landing Page HTML

In your Design Studio, find the Landing Page Template you're using for your Landing Pages, and edit it. Note this step is only for Marketo Guided Landing Pages*.


In your head section, place the following Marketo String with your meta tags (more information on Marketo Strings here). This will allow you to easily adjust the landing page campaign later as you create more pages.


Screen Shot 2017-11-01 at 5.21.32 PM.png


Find where your Marketo form div is located, and insert the script code following the mktoForm div as shown below. This script will change your hidden "utm_campaign" field to the value indicated on your landing page.


Screen Shot 2017-11-01 at 5.29.21 PM.png


"utmcampaign"** is your Person Attribute Field name, and ${hiddencampaign} points to the Marketo String you set up. Save your Landing Page Template and you are done with this step.


*Note: You can also do this step with embedded forms on non-Marketo pages using the code for setting Hidden Fields on this page. Note that you'll skip setting the Marketo String Syntax and input your desired Person Attribute value directly into the script as Marketo Syntaxes cannot be used on non-Marketo pages.

**Note: You'll notice that the HTML form.vals "utmcampaign" is different from the displayed Person Attribute "utm_campaign" in your form editor and Marketo record. Sometimes the actual SOAP API value used by the backend is different from the Friendly Display value in Marketo, I will include steps on how to check the SOAP API value in the appendix at the end of this tutorial.



Step 3: Create your Landing Page

Once your HTML is set in your Landing Page Template, create or edit your Landing Page using that template.


Set your generic form from earlier, and in your right-hand elements bar you should see a section for Variables, where you'll see the "Hidden Campaign Field" you created using the mktoString meta tag. Type in the campaign name you want to track with there. I chose "Example Campaign" for the purpose of this tutorial.


Screen Shot 2017-11-02 at 3.17.23 PM.png


Once you're happy with the rest of your landing page go ahead and save it. Your landing page form will now populate the "utm_campaign" Person Attribute for the Person with "Example Campaign" once the form is submitted.



Step 4: Set your Trigger Capture Campaign

Now that all the client facing elements are ready, you can create your Trigger Smart Campaign to capture and update the Person record.


In your Marketo Program, create a new Smart Campaign. I've named mine "Campaign Capture" for my own organization, but you can name it whatever you want. Description is up to you, or just leave it blank.


Once it's created, go to the Campaign's Smart List and add the Trigger Filter "Fills Out Form", and indicate one or more forms that feed into this campaign. Now add a Filter for "utm_campaign" and set the value to the "Hidden Campaign Field" you indicated on your landing page, in this case "Example Campaign".


Screen Shot 2017-11-02 at 3.52.03 PM.png


Insert any other Filters you want to exclude or include People that come through the program, and make sure to adjust your Smart List Rule Logic accordingly. Once you're happy with it, move onto the Flow step and set your form fill success actions. For this tutorial, we've opted to "Change Program Status" to Responded and "Send Email" confirming form success. Now "Activate" your Trigger Smart Campaign and you're ready to go!



Step 5: Error Reporting

No process is without errors, so now we'll set up a simple error reporting Trigger Smart Campaign to notify you when your campaign capture process fails at the form step. You'll recall that in the form, we set the Default Value for our "utm_campaign" as "utm tracking missing". This is so that in the event the HTML code in your Landing Page fails to populate the field with a value, the form sets this as the "utm_campaign" Person Attribute.


To catch this error and notify myself, I set up a new Default Program with our "Operational" channel settings and named it "Tracking Error Notification". Inside it I created Smart Campaign and and an Alert Email (information on creating Alert Emails using the specific Alert Token).


In the Smart Campaign Smart List, insert a Trigger Filter for "Data Value Changes", Add Constraint "New Value" set it as the default error value, in this case "utm tracking missing"


Screen Shot 2017-11-02 at 4.13.27 PM.png

Now all that's left is to create a Flow Step to "Send Alert" (information on how here). Now you'll receive an email alert anytime the utm_campaign field fails to populate through the Landing Page form.


In order to capture multiple error messages as they occur, you must clear the "utm_campaign" field after each alert. To do so, add a "Change Data Value" flow step for the Person Attribute, in this case, "utm_campaign" and set the new value to "NULL", which will clear the "utm_campaign" field after the alert is sent (more on clearing fields here)


Screen Shot 2017-11-02 at 10.28.30 PM.png


You're done!


Now for all future Landing Pages with this generic Form, just remember to populate the "Hidden Campaign Field". I hope you've found this tutorial helpful.




Lawrence Mien

Marketing Operations




The Very Short Appendix


So you've set your hidden Person Attribute field and indicated it in your HTML code, but the Person Attribute is still not populating correctly through the form. The issue may be that the Friendly Display Person Attribute field name is different from the SOAP API Person Attribute field for HTML. If you don't have Marketo Admin access, or don't feel like exporting the full field list, here's how you can check it:


Publish or preview your Landing Page and go to it in your browser. Right-click at the bottom of the form (on Chrome) and hit Inspect. This will pull up the righthand side development panel to show you the HTML.


Screen Shot 2017-11-02 at 4.23.16 PM.png

Find the where the Marketo Form HTML is located and expand the mktoFormRow where the hidden field is. In the highlighted section below, you'll see that the SOAP API name of the Person Attribute is "utmcampaign" and not "utm_campaign". Simply drop this correct SOAP API Person Attribute name into your code back in Step 2.




Here’s a quick look at my findings from optimizing our lead scoring model over the past few months. Comment below to add your own thoughts and feedback.


4 Actionable Tips:


1. Translating the scoring model for sales

I came across this while trying to get feedback from sales as to how to improve the scoring system. The +10 and -5 didn’t really resonate with the group, so for every action I added a temperature label to communicate how “hot” or “cold” a lead was based on the action.

This way it is easy to speak the same language and gain consensus as to what actions deserve each score.



2. Clump Analysis

There is probably a more scientific/statistical term for this – but the idea here to export all of your leads into excel with a few columns displayed. These columns would have to be your scoring fields, and then include other interesting fields like lead status. If your database is very large, you may want to export a segment (for example, leads in the last 6 months).


Using the Countif function in excel you can easily come up with a frequency distribution. Or you can use a method like this:


Invariably you will find large clumps of leads sitting at certain scores, which can provide insight into your entire model. However, a quick win will be to evaluate this against your MQL threshold score. For example, if sales have the bandwidth to review more leads - or if they lack time to review the current leads assigned to them, you know how many notches to kick the score up or down.


3. Scoring Footprint at the campaign level

If you have not conducted a scoring footprint audit, it is very helpful and instructions are here: . This is the next level down, to see which scoring campaigns have influenced your leads in a given time period.


For each scoring smart campaign, check the members by week tab in the summary view.  First, check each one to make sure that members are running through the program.  If there are no members in the program, either the campaign was setup incorrectly, or there is a process problem downstream.




4. Evaluate 10 most recent closed/won deals, 10 most recent disqualified/junk leads

The recommended method to develop and evaluate scoring is to analyze commonalities among a large number of closed deals and disqualified leads. However, analyzing the most recent won deals and disqualified leads offers an excellent barometer to how accurate your scoring model is. You can use the opportunity analyzer, but for me creating an excel sheet of the company size, industry, title, and then the key activities that were performed before close is even more insightful. To start attributing negative scores to bad leads, find patterns among the most recent disqualified leads.  Company too small? Student or intern title? Bad industry fit? Start assigning negative points for each of these and try to add more on a regular basis.


Hope some of these tactics help – would love to hear your favorite lead scoring optimization tips!

I’ve spent a lot of time tinkering here and there in the Marketo community, and it has greatly benefited me – both in terms of rapid learning and making new connections.


Here are some of my own personal tips to help you get even more out of the Marketo community.


1. Post a Question – Make it a daily routine


From a learning perspective, posting everyday has helped me tremendously.  First, it gets me in the habit of visiting the community and interacting with others. Second, it encourages me to uncover any gaps in knowledge that I have that could be useful as it applies to my work and my company. An easy way to get started is to ask the question “What Marketo-related obstacles am I facing now that others could help me with?” Don’t worry about asking beginner-type questions: the marketo community is for novices, gurus, and everyone in between. Community members are more than willing to share their knowledge and expertise!


So, put it on your daily to-do list to think about your current projects and initiatives, ask others for their opinions, or how they implemented similar projects in their businesses.  As icing on the cake, posting a question/discussion and categorizing it with tags earns you 35 points (10 points for the post, 25 for the Tag Your It badge).


2. Try to answer a question or make a comment everyday


At first, answering questions and offering your comments may seem daunting, especially if you compare yourself to Marketo super experts who have been in the biz for years. Just remember that every instance of Marketo is unique, and while there may be only one correct answer to specific product questions, everyone can have a valuable and fresh perspective when it comes to strategy and best practices. 

Also worth mentioning is that members love it when you put a different spin or perspective to problems. Common cases I see include “How do I do X?” After the question is correctly answered, another member will put forward “Well you could actually accomplish the same thing by doing Y, and it may be less of a hassle than X.” This just goes to show that another set of eyes can really make a difference.


3. Peruse the blog posts in both the Marketing and Product Places


The blog posts here tend to be very operational and hands-on in nature compared to Marketo’s other content blogs and thought leadership sections on the main site.  If you go back through the blog archives you are likely to find a step-by-step guide to solving a problem you are currently working on.

Here are a few gems I found quickly by going through the back log:


4. Revisit the Skill Builder Videos


Located here:

Recently, Marketo has really adopted a new “sharing is caring” mentality around their fantastic recorded training videos. Historically, besides the very basics, most of this content was only available with a Marketo Learning Passport through Marketo University which was available at an extra cost.  Some very new and relevant content such as how to migrate emails, create lead scoring with tokens, and manage Pay-Per-Click advertising campaigns with Marketo are now available in Skill Builder.


5. Mark Answers as “Correct” and “Helpful”


If you have ever gone searching for the answer to an obscure problem you are having, you’ll notice that there are tons of discussions and even more comments and answers.  The visual cues that distinguish the salient comments from the sea of questions and clarifying remarks are the Correct and Helpful buttons. You can quickly pick out questions that have been answered correctly by looking for the “green checkmark” above questions in the search results – the questions with “helpful” comments are also easily picked out in the search results and can help get to the answer to your question faster. So, give back, pay-it-forward, help others and yourself by marketing answers as Correct and/or Helpful if appropriate.


6. Scope out all the “Places” Marketo community has to offer


There have been some changes recently to the navigational layout of the Marketo community, so some “Places” that were usually very visible are now a lot harder to find. You can still view most of the existing places by clicked on “All Places” at the top left above the header (which is like a site tree sort of thing) and also by clicking on Subspaces. Here you can explore additional topics such as Women in Business, User Groups, Virtual User Groups, Marketo Summit talks, Certification Study Groups and more.


7. Post in Your User Group


Posting and checking for updates in your local Marketo User Group (MUG) is a great idea because it familiarizes you with other Marketo users in your community and you can engage in much more intimate discussions and breakout sessions since you will see the same community members over and over.  In addition to staying abreast of on-site meetups in your city, this is where you can see updates on road shows, events, job opportunities, all kinds of good stuff. Your posts will encourage other members to keep the conversation going, so add it to part of you weekly community routine!


That’s it for me, what about others' opinions? What other tips have you found helpful in interacting with the community?