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2016

You're minutes away from sending an email when you realize: “Oops, some leads shouldn't see that paragraph!”

 

What do you do when it's too late to segment and replace a section with a snippet? Here's a different approach that the fast-growing Marketo VTLien community should like.

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Most users think webhooks can only perform inbound updates (that is, updates to the Marketo database) if they include field values in the response.

 

If we chose a webhook explicitly to update custom fields — like pulling in lead data from an ABM enrichment service — we don't worry about that would-be limitation. If we want to update our SFDC-synced field Annual_Revenue__c, the webhook sends back...

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You must UTM-tag email links in order to get maximum attribution on the web side.  But Marketo offers no built-in way to verify the presence of utm_medium / utm_campaign / etc., so that workflow step is very hard to enforce.

 

So I wrote a little script you can save as a bookmarklet. The script checks all the links in an email preview to ensure they have at least one utm_ query param.

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As a precursor to a longer series of Velocity posts, let's look at data types in the scripting environment vs. in the Marketo database. The rule (singular) is simple: in my tests every lead field is exported as a string into Velocity, regardless of whether it's a Boolean, Date, Number, Score, DateTime, or String type within Field Management and the individual Lead UI.

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