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
Robert_Kelen3
Level 4

Greg,

This is a great list. Since your level of knowledge on this is way above mine, I couldn't tell if the specs above include the ability to use a token incorporating a Velocity script to resolve & assign a value to a field vs. just using a similar script for dynamic email content (for example, we use a script to alter email content by time of day -- during business hours TRUE or FALSE; would like to be able to use that same logic to change a field data value with that result).

Thanks!

Robert

Grégoire_Miche2
Level 10

HI Robert,

No, the list above does not include this feature. Having some possibility to update field values is something that, IMHO, does not relate to Velocity. The only way to do it for the moment is to use some webhooks and an external server to do the computation and return it to Marketo.

There are a few posts and ideas on the community on this topic, and I, as many other, think that this is one of the weakest point in Marketo. E.G. https://nation.marketo.com/message/92320#comment-92320

-Greg

Robb_Barrett
Marketo Employee

This doesn't have Token Security on it.  I'd like to see user specific / role specific security so I know someone isn't accidentally changing something they're not supposed to change.

Robb_Barrett
Marketo Employee

Whoops. I see it now.

Grégoire_Miche2
Level 10

Hi Robb,

Token security is there :

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 Make the right to create or delete program tokens, as well as change token names, a specific permiss...)

But I agree with you that security on token setting could be completed with security on who would have the right to change token values. I added it

-Greg

Robert_Kelen3
Level 4

Thanks Greg. Having to do a round trip to/from an external server for

simple computations is definitely as less-than-ideal situation : - (

On Thu, Feb 25, 2016 at 4:47 PM, Grégoire Michel <

Robb_Barrett
Marketo Employee

Change the Date Token to a DateTime.  When I'm using this for a webinar it'd be nice to be able to put in the time of the webinar, not just the date. I know the calendar file has it but I'd like to use the token on my reg page.

I'd also like to see 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.

Robb_Barrett
Marketo Employee

Allow for an easy way to get the Calendar Token link from the Token page.  I'd like to be able to easily test it.

Also, track users who have downloaded the calendar token.

If I change the Calendar Token, does it automatically update the users calendar entry?

Grégoire_Miche2
Level 10

HI Robb,

I like these 2 a lot. THx!

-Greg

Grégoire_Miche2
Level 10

and thx again.

-Greg