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The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e. the email address does not exist. It’s important to know that the 500 bounce code reasons are generated by the company, so the 500 range number will match, but the reasons can vary.


Here are some general hard bounce codes that would trigger Marketo to populate a ‘True’ value in the Email Invalid field:

To see other high-level bounce reasons, Kenneth Law wrote a good summary in the Marketo Community here. The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance.


What Should I do with the Email Invalid Field?



There are a few smart campaigns I recommend be built in your operational folder in Marketo to further manage invalid emails. Before I dive into those, let’s walk through the initial Marketo/Salesforce integration as it relates to this field since it’s known to cause issues. Read the Rest on Sponge's Blog.

Earlier this year, TIME unveiled Firsts, a multimedia project featuring candid interviews with 46 groundbreaking women. Each one features women who have broken the glass ceiling in their field - tech, Hollywood, politics, sports, science, etc. All of the photos were even shot on an iPhone by Brazilian photographer Luisa Dörr. (Read more about behind the scenes here: Time Covers of Hillary Clinton, Selena Gomez Shot on iPhone |


Some of these women — Oprah Winfrey, Ellen DeGeneres, Aretha Franklin — we know well, and others we'll get to know better through their stories of setbacks and success. Others, you may be meeting for the first time. All of them are extraordinary.


I'm so inspired by these stories! TIME Firsts: Women Leaders Who Are Changing the World |


Which of these profiles stood out to you? What firsts have you accomplished in your own life and/or career?



"Of Fortune 500 companies, only 21 are led by women. That’s only 4% representation; even the Senate has around 20% women. But the question is, why does this matter? Is the issue of gender parity in the workplace really an issue?"


What could happen if more women were in leadership positions?

  • Leveling of the gender pay gap
  • More diverse voices = better solutions
  • More skilled negotiations
  • More mentors + role models for future female leaders


Read more: The Importance of Women in Leadership Positions (via


What do you believe we could achieve if we had more women in leadership positions?

According to Gallup associates, 55% of Americans have no preference about the gender of their boss, and men (68%) are more likely than women (44%) to lack preference.


"Just as the percentage of employed Americans working for a female boss hasn't changed much in recent years, women remain scarce in upper management levels. In June, Fortune reported that 32 CEOs of Fortune 500 companies are women. While this marks the highest proportion of female CEOs in the history of the Fortune 500, there is clearly room for more women to enter top management tiers at America's largest corporations. In fact, Gallup research has found that workers with female bosses are more engaged than those with male bosses."


I never thought about the gender of my prospective boss when I was searching for my next position. However I wonder why people with female bosses are more engaged. Anyone who has experience or perspective that they can share...  


Source:  Americans No Longer Prefer Male Boss to Female Boss

"Even though today's work and life reality is more flexible than you think, managing our day-to-day in a 24/7 economy can still be a challenge. As the founder of Flex+Strategy Group, a growing business that helps create a flexible work culture for clients, and as a woman with two kids and a husband, I face the same array of seemingly endless choices many other women encounter: Where and when do I finish this presentation most productively? When will I be able to attend one of my daughter's field-hockey games? When can I get a haircut? Then there are bigger life transitions, like the pregnancy that caused one of my clients, a rising star at an investment bank who loved her job, to question her ability to have a career and a family. But the truth is, whether we work in an office or remotely, full-time or on a project basis, in-person or online, creatively rethinking how, when, and where we get our jobs done can offer countless opportunities for extraordinary women to turn what can feel like obstacles into triumphs."


Read More at An Expert Tells You How to Turn Your Career Challenges Into Opportunities


Although I do not believe not only women, also men faces the challenge of balancing family and work, I wonder how many organizations recognizes that work+life is no longer a perk or benefit, but more a strategic business imperative.

Analysis should be a habit and it has to be followed by actions.


Document your findings and if possible discuss them with your team.


Your numbers share a story and if you listen to what they say there are lots of learnings that you can get from spending some time understanding your reports.


This is one example that I recently went through:



What did we notice?


- Our old subject line performed better. Our Open Rates were higher.

- By including a video link our CTR went from 13% to 29%.This is a huge improvement.

- The unsubscribes from the older version were double (even when open rates were higher)


So what can we do next?


- Can we possibly change the subject line to the best performing one?

- Review after a similar period of time to understand if these change had an impact in your results.

A quick piece of information that I got confirmed by Marketo Support that I thought is worth sharing:


When you add leads to your 'Marketing Suspended' List, these leads will be not receive Marketo Emails but emails from Salesforce can be sent out.


Be mindful that suspending doesn't mean unsubscribing.


Image result for suspended



You can create your own rules to suspend leads.

With the boom of social media, social icons have become really important in our email communications.

This trend has been changing slowly during the last few years since marketers have realised that social icons could also distract the completion of the most important call to action.


I have put together some examples of what companies are doing in this space. I don't think there is a best practice yet, it depends on the business and also on many other elements such as creative resources available including templates and the actual creative person in the company.


Let's have a look to what is happening out there.


Many companies still give social media icons prime real estate and icons go at the top.


Riva, Marketo and Firebrand are 2 examples where icons go at the header level.




Happy Frog Apps has all her icons in the content section.



Kapost has her icons just after the CTA



We have a few companies using social logos int he footer section.

This company is not using logos, just text.




Virgin Pulse only has a couple of logos in the In the footer section.



Reading Eggs has 2 logos only on the unsubscribe section.



Many companies use the footer section just before the  unsubscribe. This email is from Bluewolf.


These are 2 resources that will make your life easier if you are new to Marketo.


1. Icon Glossary

Icon Glossary - Marketo Docs - Product Docs


If you learn to read what the icons say, your life will be much easier.  There are certain icons that you need to master, like the Marketing Activities icons. These have actually helped me teaching the story of what campaigns are doing.



2. Field Types.


Understanding the different fields that you can create in Marketo is also very important. This document is really useful when you are new to Marketo.




Special fields that you need to pay attention to are:

1. Boolean (previously checkbox)

2. String (a line for short text)

These are the links to all the exam topics covered on the new MCE.  You can click on them and it will take you to the full list.  I have added a short description of the things that are covered on each section so you have an idea.


Program Fundamentals  - This section covers: Engagement Programs, Event Programs, Smart Campaigns, Flow Steps, A/B Testing, Program Set Ups and Program Statuses.

Targeting and Personalization - Tokens, dynamic content and smart lists.

Analytics and Reporting - You need to understand the different types of reports and the functionality that it is available for each of them. When you would you use them?

Lead Management - Understand sales stages, lead scoring, lead behaviours, setting up alerts and interesting moments.

Implementation and Operations - Understand emails, landing pages, forms, unsubscribes, marketing suspended, data normalization, hard bounces, soft bounces.


My suggestion is to start working with the topics that you are less familiar.  More resources for each topic are provided on each link.


Note: This is a work in progress guide aiming to assist with the Certification process. 

In my post Useful info for the new Certification Exam - MCE

I added a link to the Marketo Certification: MCE Exam Topics


  • Identify the use of operational and nonoperational emails for event invitations, confirmations, and reminders.                                                                    
  • Given a scenario about a form, identify how to determine the leads who filled out the form on a specific page.
  • Identify the differences between using local vs. global landing pages.
  • Identify how to change the URL of a landing page.
  • Given a scenario with form visibility rules, identify how the form should be set up so dependent fields show appropriately.
  • Identify the purpose and value of using progressive profiling.
  • Identify the purpose of hidden form fields and the means of populating those fields.
  • Identify how to display thank you pages using choices that are based on information collected on a form.
  • Given a scenario where a company web page exists and a Marketo form needs to be deployed, identify the available options.
  • Identify the features of Marketo that are differentiated from an email service provider (ESP).
  • Given a scenario about receiving new leads, identify the ways in which acquisition can be assigned.
  • Identify the difference between hard and soft bounces.
  • Identify use cases for marketing suspend.
  • Given a scenario about the need for an email in which consistent and repeatable content is required across all emails and maintained in a single location, identify the tools required.
  • Given a scenario about a requirement to limit the amount of emails a lead receives, identify the appropriate settings.
  • Given a scenario that includes using tokens for scoring, identify the appropriate token.
  • Given a scenario of a company with international prospects, identify the sender's legal requirements for opting-in or unsubscribing.
  • Identify the purpose of munchkin code.
  • Given a scenario about the need to display a value in a form and the requirement to input it into the database using a different value, identify the steps to complete this.
  • Identify the benefits of having both text and HTML email versions.
  • Given a scenario about having unstandardized data, identify the features that can be used to remedy this situation.

In my post Useful info for the new Certification Exam - MCE

I added a link to the Marketo Certification: MCE Exam Topics


  • Identify the Marketo features that enable understanding of lead quality.    
  • Given a scenario where Marketing has an SLA with Sales, identify the appropriate flow step setup.
  • Identify the Marketo features that enable Sales to understand a lead's behavior.
  • Given a scenario of needing to reset a score, identify the appropriate value.
  • Given a scenario where a lead is deemed sales-ready, identify the ways this can be communicated to Sales.                                                                       

In my post Useful info for the new Certification Exam - MCE

I added a link to the Marketo Certification: MCE Exam Topics


Program Fundamentals

  • Given a scenario about creating an engagement program, identify the settings that need to be in place for the first cast to go out.
  • Given a scenario about an engagement program with exhausted leads, identify what happens if additional content is added to the stream.
  • Identify situations when an engagement program should be used as opposed to other program types.
  • Given an engagement program, identify the relevance of adding, pausing, and removing people from the program.
  • Identify how to set up programs to yield success metrics.
  • Given an engagement program with multiple streams, identify how the streams and transition rules should be set up.
  • Identify the asset types that can be used in an engagement program.                                                
  • Given a scenario that includes testing an A/B subject line in an email, identify how to determine size of audience for the test, winning criteria, and timing.                                                                
  • Given a scenario of an A/B test, identify how the schedule is set.                                                        
  • Identify how to access information in the email send program dashboard.
  • Given a scenario about an event with registration, attendance and no shows, identify the channel and program type that should be used.                                                                  
  • Given a scenario using a webinar platform, identify the options for synching registration and attendee data.                                                          
  • Identify how to send a webinar confirmation that includes the unique link to the webinar.          
  • Given a screen shot with a flow step with choices, identify the impact of the order of choices.           
  • Given a scenario about using a single flow step with multiple choices that use different attributes and multiple flow steps with choices where each flow step is about a different attribute, define which one accomplishes the goal of updating the values for the lead's attributes.                                                                       
  • Given a scenario about smart campaigns that use a single campaign with multiple flow steps or use multiple campaigns so that one is triggered by user activity, identify the correct setup to achieve the goal of having an action happen immediately when a lead performs the triggering event.                                                            
  • Given a scenario with two triggers and at least one filter in a smart list, identify the outcome.        
  • Given a scenario that requires more than two filters in a smart campaign, identify available configuration options.
  • Given a scenario or screenshot of program status, identify the transitions that are possible.


Link to all topics:

Marketo Certification: MCE Exam Topics

In my post Useful info for the new Certification Exam - MCE

I added a link to the Marketo Certification: MCE Exam Topics


These are exam topics for Analytics and Reporting:

  • Identify the type of reporting that is impacted by the acquisition program.                                
  • Given a scenario of a business need for information about the growth of the database, identify the type of report that should be used.                                                     
  • Given a scenario of a business need for information about the conversion rates for specific landing pages, identify the type of report that should be used.  This is the Landing Page Performance Report.
  • Given a scenario of a business need for information about the cost per success for recent marketing activities, identify the information necessary to leverage a program performance report.
  • Identify the steps to add a custom column to a lead report.


To study:


- Click on the links indicated above

- Read the Docs Section for Reporting

- Try to practice building a different report using the different set up options

- Consider different scenarios and identify which would be the best way to produce a report for specific cases

In my post Useful info for the new Certification Exam - MCE

I added a link to the Marketo Certification: MCE Exam Topics


These are the topics for Targeting and Personalization.

  • Given a scenario about an email with tokens, identify correct and incorrect use of tokens.
  • Given a graphic showing a folder tree with a program, assets and folders under the assets, identify how the tokens will be inherited.                                                                        
  • Identify the purpose of default values in tokens.                                                          
  • Identify valid local (my) token types.                                                                 
  • Identify the difference between using segmentation or multiple smart lists.                      
  • Identify the requirements for using dynamic content.                   


I will include the links to the relevant content to assist you with your studying.  This is still a WIP, stay tuned.