Tokens on Steroïds

Tokens on Steroïds

The purpose of this idea is to gather all requirements for the next level of program token management. Here they are :

New types of tokens required :

  • URL token types () so that managing URLs for CTAs no longer requires a 1 page how-to guide
  • Image / File token types, so that updating a image in a email or LP can be done easily without error ()
  • Form tokens types to enable changing the form in an LP without editing the LP. See
  • List and smart list tokens ()
  • Formula tokens ()
  • All tokens providing program information, tags etc... ()
  • Multi line text tokens (not rich text, but just multi-line)
  • List of values tokens ( Thx Andrew Sielen​)
  • Select field tokens, so that the standard user cloning programs has the possibility to choose values within a limited list (in conjunction with limited rights, see below). See , thx Robb Barrett
  • Color picker tokens (), which settings could be restricted to a limited set of values.
  • Program level or campaign level UTM tokens that would be automatically appended to emails links
  • PURL tokens (see )
  • Asset (email, Landing page) tokens, that would provide the asset name, the asset ID, the asset template (see )
  • Tokens that could store value lists to be used in forms 2.0 select field values (see )
  • User/sender tokens should also be available for MSI emails: (Thx Josh Hampleman ),   (Thx Aqeel Akbar) and
  • Change the Date Token to a DateTime.  When used for a webinar it'd be nice to be able to put in the time of the webinar, not just the date, so that we could use the token on reg page.
  • Have a Time Token that automatically parsed it into local timezones. If I set the token for 12:00 CST it'd be nice if it showed up as 1:00 EST on the landing page, based on their locale.
  • Tokens to set CRM users that could be used in lead assignment flow steps. See

Furthermore, we should be able to access campaign/program member values as tokens, including SFDC custom fields on the campaign member object (see ​)

We should also be able to access all SFDC campaign fields as tokens in Marketo programs. See , , , and this one and this one: ​.

Of course, all these would be used in flow steps (such as change data values, interesting moments, SFDC task creation, etc...) and in assets

Token management also needs some significant improvement :

  • We should be able to know easily where a token is used (see , thx 54930​​ and , thx Jordan Lund
  • Token name change should be propagated to where they are used (see , thx Boris Kiperas​​)
  • We should be able to nest tokens (, thx 77896c23b3a73646ac738677aabf9c4454ddc324​​ and , thx 3f4b511b1ff3aa191ec9a659bd8f25e857df9b7e​)
  • Token definition should be separated from token value entry. We should be able to control who can create / delete tokens or edit token names or settings (see ) and it should also be possible to control who has the right to edit token values.
  • Cloning tokens should be easy (see , thx Cecile Maindron​) and moving them should be done without having to recreate them (see )
  • It should be possible to override token values down to each asset (see , thx @Alan Brown)
  • We also would need to have the token inheritance to be brought to full power with root folder tokens (see )
  • It would be welcome if the tokens could be ordered in programs or folders to make them easier to manage. See
  • Ability to create validation rules on token, to ensure correct entries (Thx Robb Barrett​)
  • Token input should be submitted to some validation. See
  • It should be possible to append some help text to tokens. See

Finally, token usage should also be strengthened :

  • "My tokens" could be used as default values for field tokens (see )
  • My Tokens to be used to be default values for forms 2.0 fields, including hidden ones (Thx 14675​) see here
  • More token drop lists everywhere tokens can be used.
  • Using local tokens in forms 2.0    (Thx Dan Stevens​). Great one
  • It should be possible to use tokens in filter and trigger parameters and constraints. See (Thx Jeff Shearer​) and more globally in all smart lists in smart campaigns. See (Thx Dan Stevens​)
  • UTM tokens should automatically be appended to all email links. see
  • It should be possible to update {{my.token}} values from within a smart campaign. See
  • Use of tokens to populate form field list of values ()
  • Program, lead and company tokens should render in MSI. See (Thx Alex Stanton)

All these improvements, combined, would lead Program + tokens technology to a unmatched productivity tools for marketers in small to very large teams.

-Greg

49 Comments
Grégoire_Miche2
Level 10

Hi Justin Cooperman​,

I understand you are already working on a few of these. Would be nice to get your feedbacks, ETA, etc...

-Greg

Dan_Stevens_
Level 10 - Champion Alumni

I'd like to add this capability to the list: Using local tokens in forms 2.0

Grégoire_Miche2
Level 10

Done

Grégoire_Miche2
Level 10

Adding using tokens as default values for form fields

Grégoire_Miche2
Level 10

adding the idea of using tokens to fill out hidden fields.

Grégoire_Miche2
Level 10

Adding the idea of UTM tokens that would be used to automatically tag all email links.

-Greg

Dan_Stevens_
Level 10 - Champion Alumni

Here's one for you to add, Grégoire Michel :

Grégoire_Miche2
Level 10

Hi Dan,

Thx, Added 🙂

-Greg

Robb_Barrett
Marketo Employee

Additionally, I don't know if it's in one of these but being able to use tokens in smart lists and IF / THEN steps would be nice. Either "IF {{my.Token}} = "this" THEN "that"" or "If FieldValue = {{my.Token}} THEN this"

or "WHERE FieldName = {{my.Token}}"

Grégoire_Miche2
Level 10

Hi Robb,

Thx 🙂

The last one is already in the list and added the 2 above.

-Greg