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Included in this article   Overview Data you’ll get from Email Bounces Bounce Categories Hard Bounces Soft Bounces Bounce Details Building the Directory 1. Create 6 custom fields 2. Create a Program to house everything 3. Create a Static List 4. Create two Smart Campaigns Smart Campaign One - Logging Email Bounces with Bounce Details Smart Campaign Two - Remove Leads From the List After Successful Deliveries 5. Create Custom List View Showing Bounce Details   Overview Bounce activities carry details for why the email was bounced, but it’s housed within the activity log entry, not in a field on the lead record, so it’s difficult to export that data. This article will show you how to extract that information to create a directory of leads bouncing emails and how to make the list automatically update. This will also create counters for bounces and successful re-deliveries after bounces happen.   Data you’ll get from Email Bounces Bounce Categories Email bounces come in different types depending on why the email was bounced; Hard Bounces or Soft Bounces.   Hard Bounces Hard Bounces come in two types, Category 1 and Category 2. Category 1 bounces are emails that have been marked as spam by the recipient mail server. Many email servers monitor blacklists or spam traps, so after de-listing with them, leads that have had a Category 1 bounce previously may be able to receive emails again. Category 2 bounces occur due to an email address that is invalid or doesn’t exist.   Soft Bounces Soft Bounces come in three different types, Categories 3, 4 or 9. Category 3 bounces are usually temporary, caused by full mailboxes, timeouts, or throttling. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 4 bounces are caused by technical problems, Transient Failures, Admin Failures, DNS Failures. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 9 bounces are unknown, undetermined or gibberish details. Any email with this designation has been retried for up to 24 hours (36 for AOL).   Bounce Details When an email is bounced, the recipient mail server includes details of why it was bounced. These are created by the admin of the recipient mail server and vary greatly, but most will give some explanation that can give valuable information. Email Bounce Codes     Building the Directory   1. Create 6 custom fields You’ll need 6 custom fields, two DateTime fields, two Score fields, and two String fields Name the DateTime fields “Bounce Date” and “Email Delivered After Bounce”. Name the Score fields “Email Bounces” and “Deliveries After Bounces” Name the String fields “Email Bounce Details” and “Email Bounce Category” Directions for creating Custom Fields can be found here: Create a Custom Field in Marketo   2. Create a Program to house everything Use a default program type and name it "Directory of Leads Bouncing Emails". Info on creating programs can be found here: Create a Program   3. Create a Static List This static list will be your actual directory that contains all of the leads that are currently bouncing emails. Name it "Active Bounce List". Info on creating a static list can be found here: Create a Static List   4. Create two Smart Campaigns These two Smart Campaigns are what will be used to add and remove leads from your active bounce list. Info on creating Smart Campaigns can be found here: Create a New Smart Campaign     Smart Campaign One - Logging Email Bounces with Bounce Details Your first Smart Campaign will be used to listen for any email bounces that occur. The campaign will populate the “Bounce Date”, “Email Bounce Category” and “Email Bounce Details” fields. It will then add one point to the “Email Bounces” score field which can be used to count how many bounces have occurred per lead. Lastly, the campaign will add the lead to the static list which will be an active directory of leads who are bouncing emails.   Campaign Smart List Use the two triggers of “Email Bounces” and “Email Bounces Soft” in the Smart List. Set both triggers to “is any” so that they will fire whenever any email bounces for any reason.   Campaign Flow The Flow of the campaign will have 5 flow steps. The flow will use a System Token and some Trigger Tokens, which can be used to pull details out of the action that activated the trigger. In this case, the Trigger Tokens will be pulling out the details on why the emails were bounced. That info is in the bounce message and is logged in the lead's activity log. Normally you'd have to comb through the activity log one at a time to find these details for each individual lead. This method, however, will pull the details out automatically for all leads.   Flow Step 1: Change Data Value Attribute: “Bounce Date” New Value: {{system.dateTime}}   Flow Step 2: Change Data Value. Attribute: “Email Bounce Category” New Value: {{trigger.category}}   Flow Step 3: Change Data Value Attribute: “Email Bounce Details” New Value: {{trigger.details}}   Flow Step 4: Change Score Score Name: “Email Bounces” Change: +1   Flow Step 5: Add to List List Name: “Active Bounce List”   When finished, your Flow will look like this:           Smart Campaign Two - Remove Leads From the List After Successful Deliveries   Campaign Smart List The Smart List of the campaign will need a trigger for “Email is Delivered” set to “is any” and also a filter of “Member of List” looking just for leads that belong to your Static List. This way, the campaign will only apply to leads who have had an email bounce but have then had an email successfully delivered afterwards.       Campaign Flow The Flow of the campaign will have 3 flow steps to do the following; log when the email was delivered, add a point to the "Deliveries After Bounce" Score Field, and remove the lead from the "Active Bounce List".   Flow Step 1: Change Data Value Attribute: “Email Delivered After Bounce” New Value: {{system.dateTime}}   Flow Step 2: Change Score Score Name: “Deliveries After Bounces” Change: +1   Flow Step 3: Remove from List List Name: Operational.Active Bounce List   When finished, your Flow will look like this:           5. Create Custom List View Showing Bounce Details The custom fields you’ve created for email bounce information won’t show automatically in the view of your list. You can create a new view of the list to show just this information so that when it is exported it will give you only the email bounce information you need. Once the list has the necessary details, it can be exported with those columns included so that you can work with it. You can identify emerging trends and issues with your deliverability by looking for common themes among the bounce details. Directions for creating Custom Views can be found here  
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Traditional Bounce Codes When you add the Email Invalid Cause to display as a Column to any of your Deliverability Smartlists, you will see a code value, and potentially a suffix as well, to help you understand the reason for the Bounce.   Codes in the 400 range are generally Soft Bounces Codes in the 500 range are generally Hard Bounces Mail server administrators can create custom messages that accompany bounce codes Code Explanation 250 Mail accepted by receiving network 421 <domain> Service not available, closing transmission channel 450 Requested mail action not taken: mailbox unavailable (e.g., mailbox busy) 451 Requested action aborted: error in processing 452 Requested action not taken: insufficient system storage 500 The server could not recognize the command due to a syntax error. 501 A syntax error was encountered in command arguments. 502 This command is not implemented. 503 The server has encountered a bad sequence of commands. 504 A command parameter is not implemented. 550 User’s mailbox was unavailable (such as not found) 551 The recipient is not local to the server. 552 The action was aborted due to exceeded storage allocation. 553 The command was aborted because the mailbox name is invalid. 554 The transaction failed for some unstated reason.     Enhanced Bounce Codes If a suffix appears after one of the codes above, it is an enhanced Bounce code Mail server administrators can crate custom messages that accompany bounce codes   Code Explanation 5.0.0 Address does not exist 5.1.0 Other address status 5.1.1 Bad destination mailbox address 5.1.2 Bad destination system address 5.1.3 Bad destination mailbox address syntax 5.1.4 Destination mailbox address ambiguous 5.1.5 Destination mailbox address valid 5.1.6 Mailbox has moved 5.1.7 Bad sender’s mailbox address syntax 5.1.8 Bad sender’s system address 5.2.0 Other or undefined mailbox status 5.2.1 Mailbox disabled, not accepting messages 5.2.2 Mailbox full 5.2.3 Message length exceeds administrative limit. 5.2.4 Mailing list expansion problem 5.3.0 Other or undefined mail system status 5.3.1 Mail system full 5.3.2 System not accepting network messages 5.3.3 System not capable of selected features 5.3.4 Message too big for system 5.4.0 Other or undefined network or routing status 5.4.1 No answer from host 5.4.2 Bad connection 5.4.3 Routing server failure 5.4.4 Unable to route 5.4.5 Network congestion 5.4.6 Routing loop detected 5.4.7 Delivery time expired 5.5.0 Other or undefined protocol status 5.5.1 Invalid command 5.5.2 Syntax error 5.5.3 Too many recipients 5.5.4 Invalid command arguments 5.5.5 Wrong protocol version 5.6.0 Other or undefined media error 5.6.1 Media not supported 5.6.2 Conversion required and prohibited 5.6.3 Conversion required but not supported 5.6.4 Conversion with loss performed 5.6.5 Conversion failed 5.7.0 Other or undefined security status 5.7.1 Delivery not authorized, message refused 5.7.2 Mailing list expansion prohibited 5.7.3 Security conversion required but not possible 5.7.4 Security features not supported 5.7.5 Cryptographic failure 5.7.6 Cryptographic algorithm not supported 5.7.7 Message integrity failure   Not all mail servers adhere to these standards.
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Marketo calls to the Salesforce API During a single sync session, Marketo makes 25 API calls to check if your Salesforce objects need updating.  Because your Salesforce sync happens in 5 minute intervals (default setting), each day Marketo makes 7200 API calls to your account to see if any updates are needed. If there are updates, more API calls are used to sync the information.  Leads, Contacts, Accounts, Opportunities, Campaigns, and Activities are synced in batches of 200 per API call. If you use a Sync Lead to SFDC or Add to Campaign flow step, each one uses one API call per lead; the API call happens when the lead hits that flow step (instead of waiting for the next sync). Any activities you've synced from Marketo to Salesforce (like "Filled Out Form" or "Opened Email") use an extra API call per event. You can use these to estimate the number of API calls Marketo makes per day.  For example, if you have 1,000 Lead and Contact updates a day and 100 Account, Opportunity, and Campaign updates, you'll use: 7200 (check for updates) + (1000 Lead updates / 200 per API call) + (1000 Contact updates / 200 per API call) + (100 Account updates / 200 per API call) + (100 Opportunity updates / 200 per API call) + (100 Campaign updates / 200 per API call) + 7200 + 5 + 5 + 1 + 1 + 1 = 7213 API calls When you first sync your Salesforce account to Marketo, you'll use significantly more API calls until Marketo is up to date with your Salesforce instance.  After that, you can expect the API calls to be much lower unless you make large updates to your leads (in Marketo or Salesforce) API Calls and your Salesforce edition Salesforce determines your API call limit based on the edition and licenses you have. This document from Salesforce has information on how they calculate that limit. For many Salesforce users, particularly Enterprise Edition users, the number of API calls made by Marketo is usually not a problem. If you're using a more limited edition of Salesforce or don't have many Salesforce licenses, you may hit the daily limit on your API calls.  In that case, please contact Marketo Support and ask us to decrease your sync interval.  At a 30 minute sync interval, Marketo uses around 1000 API calls per day, well under the limit for nearly every Salesforce edition. To see your API limit (per 24 hour period) and your current usage (for past 24 hours) in SFDC,  navigate to: Setup -> Administration Setup -> Company Profile -> Company Information Look for the field called "API Requests, Last 24 Hours", which will display API usage for the past 24-hour period as well as your current 24-hour limit (in parenthesis). Order of Events during SFDC Sync Marketo will sync your SFDC and Marketo objects in the following order: Lead: synch schema Account: synch schema Contact: synch schema User: synch schema Task: synch schema Opportunity: synch schema Opportunity Contact Role: synch schema Campaign: synch schema Campaign Member: synch schema Campaign Member Status: synch schema Lead: pull conversions Account: pull deletes Account: pull updates User: pull updates Lead Queue: pull updates Lead Status: pull updates Account Type: pull updates Lead: pull deletes Contact: pull deletes Lead: pull updates Contact: pull updates Lead: push updates Contact: push updates Campaign: pull deletes Campaign Member: pull deletes Campaign Member Status: pull deletes Campaign: pull updates Campaign Member: pull updates Campaign Member Status: pull updates Opportunity: pull deletes Opportunity Contact Role: pull deletes Opportunity: pull updates Opportunity Contact Role: pull updates Event: pull updates Task: pull updates Email Template: push new Email Template: push updates Task: push new Task: push updates
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Want to gauge how many leads clicked through a link you have in your social media or other outlets? This can be done using URL Parameters at the end of the URLs you use. Basically, you just add a little bit of code to the end of the hyperlinked URL. When leads click through and arrive at your Landing Page, that code can be captured into a hidden Form field. Here’s how to do it.   Quick Overview of URL Parameters In the structure of a URL, there are two main parts. The first part is used for navigation, and the second part is used to pass data along. The two parts are separated by a question mark. For example, let’s look at this URL:   www.myawesomewebsite.com?URLParameter=ThisIsAParameter   The first part of the URL, “www.myawesomewebsite.com” is the main part of the URL used for navigation. The whole rest of the URL from the question mark on, “?URLParameter=ThisIsAParameter” is referred to as a querystring. It isn’t needed for navigation to the page specified, but can be used to pass the extra data you want to include.     The querystring contains the URL Parameters, which are used to push data into the hidden Form fields. In the querystring “?URLParameter=ThisIsAParameter” used here, “URLParameter” corresponds to the name of the parameter you use when designating the value for the hidden Form field, and “ThisIsAParameter” will be the value that is actually entered into that field. You can add additional values into additional other fields by adding those into the format of the URL separated by an ampersand like this:   www.myawesomewebsite.com?URLParameter=ThisIsAParameter&URLParameter2=ThisIsValue2&URLParameter3=ThisIsValue3   In this example, you’ve got the same initial value being pushed into the first hidden field, but now two more hidden fields will store the next two values as well. The name of the parameter for the second hidden field would be “URLParameter2” and the value put into it would be “ThisIsValue2”. The third hidden field parameter name would be “URLParameter3” and the value put into this field would be “ThisIsValue3”.   Applying This to Social Media Use So, how does this let you track leads coming from each of your social media sources? Well, in setting up your different promotional channels, when adding the hyperlink, you can customize the URL parameter for each channel so that the values passed will input the information specific to where they came from. The parameter values will change from one social media outlet to the next, but the structure and format will stay the same.   Let’s use the social media sources of Twitter, LinkedIn and Facebook as examples. Since you’re looking to identify the source of these leads, you’d likely want to name your parameter as “Source” so that it’s easily identifiable. Using the same base URL, let’s see how you’d structure the URLs. For hyperlinks placed on Twitter: www.myawesomewebsite.com?Source=twitter For hyperlinks placed on LinkedIn: www.myawesomewebsite.com?Source=linkedin For hyperlinks placed on Facebook: www.myawesomewebsite.com?Source=facebook   When leads fill out the form on your landing page, the Source field will then tell you exactly where they came from! The best part, this is completely customizable and scalable. You can add more parameters and hidden fields to capture additional information like what campaign it is for.   Documentation How to make form fields hidden: https://docs.marketo.com/display/public/DOCS/Set+a+Form+Field+as+Hidden How to define hidden form field value: https://docs.marketo.com/display/public/DOCS/Set+a+Hidden+Form+Field+Value (Look for the section on URL Parameters in particular) Using the URL builder to generate the URLs you’ll be using: https://docs.marketo.com/display/public/DOCS/Using+the+URL+Builder    
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Included in this article   Overview Sync Filters for Existing SFDC Integrations Sync Filters for New SFDC Integrations Overview Many times it is necessary to prevent certain leads from syncing between Marketo and SFDC. There are a few different ways this can be done such as sharing rules on the SFDC side, but the most effective way is through a Marketo Custom Sync Filter.   A Custom Sync Filter uses a custom field to mark each lead record to indicate whether that lead is allowed to sync between Marketo and SFDC. Here’s how to get it set up!     Sync Filters for Existing SFDC Integrations   If you already have an SFDC integration in place but want to stop some already-synced leads from continuing to sync, this section will show you how to make that change.   1. Create a new custom field in Salesforce. The Marketo bi-directional sync will automatically identify the new custom field and map it between Marketo and Salesforce. The best field type to use is a Checkbox field within Salesforce and the field will need to be created on the Salesforce Object that needs to be filtered (i.e. Lead, Contact, or both). Once the field has been created in Marketo by the bi-directional sync, it will be listed under Admin > Field Management.   Note: A Custom Sync Filter field can also be created on the Account object to dictate whether an account is allowed to sync. This sync filter will be applied independently from the Lead/Contact sync filter.   2. Update the records in Salesforce with the corresponding value you need to indicate whether the record should sync or not. Sync filters can be set up in two ways—a True/Checked value can indicate that a record is allowed to sync, or a True/Checked value could indicate that a record is not allowed to sync. This choice is up to you.   3. The Custom Sync Filter can now be implemented. Contact Marketo Support and request a Custom Sync Filter be activated. Be sure you include the custom field name, which configuration you need (checked=sync vs checked=don’t sync) and also that all records have been populated with the correct values. Once it has been applied, you’re all done!     Sync Filters for New SFDC Integrations   If you are setting up a new SFDC integration with Marketo, you can set up the sync filter as part of the integration process. This will let you designate which leads and contacts are ever allowed to sync, but this must be done in the middle of the initial SFDC sync process.   1. Create a new custom field in SFDC. The best field type to use is a Checkbox field, and you’ll need to set it up with the same name on both the Lead and Contact objects. Note: A Custom Sync Filter field can also be created on the Account before the initial sync and it will be applied in the same way.   2. Update the records in Salesforce with the corresponding value you need to indicate whether the record should sync or not. Sync filters can be set up in two ways—a True/Checked value can indicate that a record is allowed to sync, or a True/Checked value could indicate that a record is not allowed to sync. This choice is up to you.   3. Begin your Salesforce Sync Setup but do not finish it . There are two sets of Salesforce Sync installations, one for Enterprise/Unlimited Edition, and the other for Professional Edition. For both Enterprise/Unlimited and Professional Edition versions, there are three documents that correspond to the three different steps: “Step 1 of 3”, “Step 2 of 3” and “Step 3 of 3”. For both versions, proceed through all steps of “Step 1 of 3” and “Step 2 of 3” completely. When you get to “Step 3 of 3”, you will only do the first half of the steps and then stop. Complete the sections “Retrieve Sync User Security Token” and “Set Sync User Credentials”, and then stop there. Do not proceed to start the sync.   4. This is when the sync filter needs to be implemented. Contact Marketo Support and request a Custom Sync Filter be activated. Be sure you include the custom field name, which configuration you need (checked=sync vs checked=don’t sync) and also note that all records have been populated with the correct values. Once it has been applied and the Marketo Support case is resolved, you’re done and can start your initial SDFC sync!
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In offering a premium email delivery platform to our customers we carefully monitor our IPs for listings on blacklists (Top Blacklists – What You Need to Know.) The Marketo Privacy team maintains relationships with the major blacklists to better assist our customers in resolving these issues. When we find that one of our customers was responsible for a blacklisting we contact that customer and request some actions be taken to remediate the issue. In many cases we find that sending an email to a spamtrap address (What Is a Spamtrap and Why Do They Matter?) caused the blacklisting.  Spamtraps are email addresses that have either never been used or have not been used for a long time and are now owned by anti-spam organizations. They are considered by these organizations as a sign of poorly maintained or inappropriately acquired addresses. Based on this assessment they conclude that the marketer is sending spam and consequently blacklist the sender.  To prevent future blacklistings you'll need to review your recent activity to remove the spamtrap from your mailing. Finding the spam trap address can be difficult; they are closely guarded secrets of the blacklisting organizations and they do not share these addresses. We describe several strategies below. The best approach for you depends on the make-up of your database and the amount of behavioral history in your Marketo system.The goal is to isolate potential spamtrap addresses and remove them. The group of addresses you select should be broad enough to capture those potentially bad addresses but small enough not to suppress a huge portion of your database. Blacklists are not all the same - some provide Marketo with more information, some with less. If at all possible we will provide you with a date and a subject line to help you isolate potential traps.          Step 1         To narrow the list of potential traps you should consider the following: Have you recently added any new leads or new lead sources? What is the source of these leads? Any purchased or appended email addresses should be removed because these data sources are often the source of newlyintroduced spamtraps. In addition lead sources like this can violate Marketo's Email Use and Anti-Spam Policy Have you recently added any older leads from another database that have not received email in the past year?  Some email providers will turn an address into a spamtrap after a year of inactivity.  If you have a list of addresses that had not received email for a year or more before recent email campaigns this list should be removed. Does your system use any custom fields to indicate customer status, event attendance, recent contact with your sales team, or other forms of engagement?  Take advantage of this and isolate the inactive or nonresponsive segments of your database using all activity data you have available. Is there anything different about this specific mailing that makes it different compared to your previous email campaigns? Did you send any other mail on the same day?  You could compare the recipient lists. Step 2   If you were able to identify newly introduced email addresses to your email program that are likely the source of the spamtrap suppress or remove those from your database so they will not receive email in future email campaigns.    If you have not identified a specific data source than you should target the inactive or nonresponsive segments of your database for potential spamtraps.  Because an individual does not manage spamtrap addresses, they are generally part or a larger spamtrap network; they will generally not show any form of activity. If you have behavioral history, the best approach to take is to identify the people who are not interacting with your company - not opening or clicking emails, not visiting the web page, not attending events, etc.   Build an inactive Smart List using ALL filters: Was sent email the day of and day before the spam trap hit (please contact support@marketo.com for the date of the trap hit if you do not have this information already.) Lead “was created” date is at least 6 months ago Inactivity Filters Not visited web page is “any”; constraint date of activity “in past 3 months” Not filled out form is “any”, constraint date of activity “in past 6 months” Not clicked link in email is “any”, constraint date of activity “in past 6 months” Not opened email is “any”, constraint date of activity “in past 6 months” If you have custom database fields that would show other forms of activity feel free to add this into your inactive Smart List to exclude active leads.   Step 3   Once you have created a smart list to identify these suspect leads you have several options. [Leads Tab > Lead Actions > Flow Actions] Remove leads from database Why waste your time on inactive leads?   Set leads to Marketing Suspended = true to suppress from future mailings Marketing suspended is functionally equivalent to unsubscribe. These leads will still be available for other flow actions, tracking, or operational emails. To avoid suppressing an active lead’s email address you can create a daily recurring batch campaign to take any marketing suspended lead who "wakes up" and engages and set them back to marketing suspended is false.    The daily batch campaign would be set to change Marketing Suspended back to false if the lead performed any specific activity in the last 24 hours like if they visit a web page, open or click a link in an email, fills out a form or has a lead status change. Here's how to set up the campaign:   Smart List (using the "ANY" filter, not "AND"): "Visits Web Page" "Clicks Link in Email" "Fills Out Form" "Opened Email"           All selectors for these filters should be set to 'any'.   Flow: "Change Data Value" flow step Attribute: "Marketing Suspended. New Value: "False".     Opt-In reconfirmation pass Create and release an email to inactive list with the following sample copy: "We have not heard from you in a while. Click this link to continue to receive messages." Anyone who does not click the link within 2 weeks should be set to Marketing Suspended. For recommendations on successful reconfirmation messages search our help articles on Successful Reconfirmation.   Some mix of the above Many of our customers take a tiered approach to blacklist remediation. If they can identify inactive, low-priority leads they may choose to immediately delete or Marketing Suspend these while reserving a reconfirmation pass for higher priority leads. If your list includes extremely high value sales targets you might consider having your sales team reach out individually. If considering this approach we recommend that you export the list and try various sorting techniques to get a feel for the leads you're looking at before deciding on the best way to segment them for different tiers of attention.     Step 4 – You’re Done! Don't forget to fill out the delisting form  
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With the evolving best practices and awareness around data privacy, Marketo will be upgrading how we handle form pre-fill. What change is being made? Starting April 24, 2019, Marketo will only pre-fill form fields if the URL used to navigate to the Marketo landing page contains a valid mkt_tok URL parameter value (which occurs when users click tracked links in Marketo emails). What that means is, any time a person is viewing a Marketo landing page with a form, the URL being used must contain the mkt_tok token in the query string, otherwise the form on that landing page will not be pre-filled. If the URL in the browser window does have a valid mkt_tok tracking token, then the form within the page will pre-fill as expected with data corresponding to the person record associated with that mkt_tok. Also note that if you are embedding Marketo Landing Pages within other web pages using an <iframe>, the mkt_tok would need to be passed from the parent page to the <iframe> URL if you intend for form prefill to work within the <iframe> ​How did it work before? Previously, Marketo landing pages would rely on Munchkin tracking cookies to identify known person records, and forms would pre-fill based on that cookie. Form pre-fill did not require being linked to a Marketo landing page from a tracked email link. Why is this changing? This upgrade is being made to provide a more consistent and more secure experience with Marketo’s forms. We have identified that, in the past, people have experienced scenarios where data pre-filled into a form didn’t always correspond with the actual person viewing the page. For example, people using a shared computer or those who may have been cookied incorrectly by clicking through a forwarded email, could end up viewing incorrect data associated with a different person. To provide a more consistent customer experience, and as a security enhancement, Marketo is upgrading the conditions under which the form pre-fill will display known customer information. In short, pre-fill will only work when users clickthrough links in Marketo emails, demonstrating that they have ownership of the email address associated with the known person record. Below is a list of different scenarios and how form pre-fill will work moving forward. Please note, these changes to form pre-fill will not affect any other functionality of Marketo Forms, including the progressive profiling feature. Scenario Will the form pre-fill? Notes Clicking a tracked link in a Marketo email to a Marketo landing page with a form which has pre-fill enabled Yes The email link must have mkt_tok enabled. Links that are not tracked or that have mkt_tok disabled will not work. Navigating directly to a Marketo landing page with a form which has pre-fill enabled No A direct link to the landing page will not have the mkt_tok present in the HTTP request. Refreshing a Marketo landing page with a form which has pre-fill enabled No The mkt_tok is stripped from the URL after Marketo Landing Pages load so refreshing the page will not include the mkt_tok in the URL. As a result, pre-fill will not work. Clicking a link in a sample email to a Marketo landing page with a form which has pre-fill enabled No The sample email will not have a valid mkt_tok attached to the link and so will not pre-fill the form. If you wish to test form pre-fill you will need to use a real email from a Marketo campaign. Navigating to a non-Marketo page that includes an embedded Marketo form which has pre-fill enabled No This behavior does not change with the upgrade. Pre-fill has never been supported for Marketo forms that are embedded on non-Marketo pages. Navigating to a non-Marketo page that includes an <iframe> pointing to a Marketo Landing Page that includes a form with pre-fill enabled With custom implementation The form within the Marketo Landing Page that is being loaded in the <iframe> will pre-fill if the mkt_tok value from the original HTTP request is passed along to the <iframe> URL Visiting a Marketo page with a mkt_tok that is not associated with the same person record as an existing Marketo Munchkin cookie currently stored on the browser No This will prevent the wrong person’s information from being displayed in cases where a computer is shared, or an email with a mkt_tok tracked link is forwarded to another person that may already be cookied as a known person in your database. Copying a Marketo tracked link from an email and sharing/pasting it externally (email, blog, chat, social media post, etc.) that enables another individual to click the tracked link Yes The tracked link in a Marketo email will redirect to a URL with the mkt_tok included, so anyone clicking this link will reach a page and see pre-fill data associated with the known person record from the “to” line of the email.
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Full Details of all Marketo Support Offerings:   Support Levels Offered Service Level Response Targets   Global Contact   http://support.marketo.com :               Online Support Portal for Case management and Knowledgebase search support@marketo.com :                     Email to Case Submission supportescalations@marketo.com :   Contact Support management regarding Support services marketocares@marketo.com :      Questions regarding Support or Community access   Regional Contact Information     Americas: Hours: M-F, 6am to 6pm Pacific Toll Free US: +1.877.270.6586 Direct: +1.650.376.2302   Languages Supported: English, Spanish Observed Holidays: New Year's Day Independence Day Thanksgiving Day and the Day After Christmas Day Europe, Middle East, & Africa: Hours: M-F, 8am to 5pm GMT Europe: +353 (0)1 242 3030 UK: 0800 151 3030   Languages Supported: English, French, German, Portuguese Observed Holiday: New Year's Day Easter Monday Christmas Day St. Stephen's Day Australia Hours: M-F, 9am to 6pm Aus EST ANZ: +61 2 8310 7646   Languages Supported: English, Japanese Observed Holiday: New Year's Day                       ANZAC Day Christmas Day                        Good Friday Easter Monday                        Boxing Day Japan: Hours: M-F, 9am to 6pm JST JP: +81 3 4520 9600   Languages Supported: Japanese, English Observed Holiday: New Year's Holiday                 Marine Day Coming of Age Day                Respect for Senior Citizens Day National Founding Day          National Holiday Spring Equinox Day                Autumnal Equinox Day Day of Showa                         Sports Day Constitution Memorial Day   Culture Day Green Day                               Labor Thanksgiving Day Children's Day                         Emperor's Birthday Substitute Public Holiday       Year End   After-hours Support for Production Down Issues:   Online: Enter a Support Portal Case with Priority=P1 Phone: Call Support Line and follow the P1 prompts   Initial Response SLT We ask that you use the following priority definitions when setting your case priority:   Priority Description P1 Production down: Production system, application or critical feature / function is down P2 Production impaired: A major feature or function is not working correctly and is blocking full use of the Marketo system, but existing production campaigns are working correctly and other features are operational. P3 Minor issue: A minor issue is impacting usability of the system, but a workaround is available and major features/functions are working correctly.
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Included in this article Overview Due to changes to the SFDC integration architecture, action is required soon to continue syncing a small number of fields to your Salesforce instance. Unlike the hundreds of fields that sync between your Marketo and Salesforce instance every day, these fields are set up by deploying a separate “package” on force.com. Now, we can directly sync these fields just like the others. Most customers are only using a couple of these fields in their Salesforce instance – Lead Score and Acquisition Program. However, if your SFDC users rely on any of the 16 fields affected, you’ll need to make some quick modifications to the integration setup. What’s Happening? Marketo's MLM AppExchange package is being retired. The core Marketo > SFDC sync functionality will remain unchanged. The MLM package itself doesn’t do much, but was responsible for taking 16 fields from Marketo and creating 32 corresponding SFDC fields to sync data into (16 on the Lead object, 16 on the Contact object). The configuration update will shut off the sync of data to the MLM package and these fields, so the data in those fields in SFDC will become stale and won’t update. You can keep syncing the same data to SFDC but it requires creating new custom fields. Once the fields are created, a drip process will be initiated to backfill existing data from Marketo into the new fields in SFDC. The MLM package will be officially deprecated as of January 31st, 2017. The data will stop syncing to the fields created by the MLM package after this date. Fields Affected When the configuration change happens, data will stop syncing from these 16 Marketo fields to their 32 corresponding SFDC fields. Lead Score Acquisition Program Acquisition Program Id Acquisition Date Original Search Phrase Original Source Info Original Source Type Original Referrer Original Search Engine Inferred Company Inferred Metropolitan Area Inferred Phone Area Code Inferred State Region Inferred City Inferred Postal Code Inferred Country Where to Go for More Information Recap Summary Now that the changes have been completed, and the deprecation date has passed, this doc will give you the overview of what has happened: Changes to Marketo Salesforce Sync - Recap Summary Frequently Asked Questions Check out our FAQ for the answers to the most commonly asked questions. Changes to Marketo Salesforce Sync – Frequently Asked Questions Discussion thread We've created this discussion thread in the community to address any questions you may have. This discussion thread will be monitored by the Marketo team to ensure you get answers to your questions. Changes to Marketo Salesforce Sync – Questions and Discussion Release Schedule The release is being staggered over the course of 6 months. This doc will give you exact details so you can know precisely when your Marketo instance will be updated. Changes to Marketo Salesforce Sync – Release Schedule Under the Hood Documentation This doc will give you all of the nitty gritty details of exactly what is happening. If you're looking for in depth technical details, this is the go-to doc to check out! Changes to Marketo Salesforce Sync – Under The Hood Recreating Affected Fields There are different versions of Salesforce, but don't worry, all of the details on how to recreate the affected fields as well as a video tutorial can all be found in the documentation here: Adding Marketo Fields to Salesforce Preventing Problems In Salesforce Recreating the new fields in Salesforce can cause your Workflows, Apex Triggers, Reports and AppExchange apps behave differently. They'll need to be updated and this doc will show you what to watch out for: Changes to Marketo Salesforce Sync – Preventative Troubleshooting Contact Marketo Support If you would prefer to talk to someone live, please contact Marketo Support over any of the channel listed here: Contact Marketo Support​
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To enable Marketo to meet the performance demands of its customers, Marketo has a standardized Data Retention Policy used across the platform. This policy applies to the activities stored in the activity logs of people in your database. Activities and Data Retention There are two components to our data retention policy: a retention period of 90 days for nine (9) high-volume activities; and a retention period of 25 months for other lead activities. Activities with Retention Period of 90 days The high-volume activities listed below will be retained for 90-days. After 90-days, these activities will be deleted. Activities Retained for 90 Days Add to List Change Score Change Data Value Visit Webpage Click Link on Webpage Sync Lead to SFDC Sync Lead to Microsoft Sync Lead Updates to SFDC Update Opportunity Request Campaign Activities with Retention Period of 25 Months The activities listed below will be retained for 25 months. After 25 months, all such lead activities will be deleted. The only exception is the New Lead activity, which will always be displayed in the activity log. All other activities will be deleted, but the New Lead activity will not, giving you a permanent record of when the lead was created and how.   Category Activities Retained for 25-Months   Web Click Predictive Content Click RTP Call to Action Fill Out Form   Smart   Campaign Add to Engagement Program Call Webhook Change Data Value Change Lead Partition Change Engagement Program Cadence Change Engagement Program Stream Change Program Success Change Revenue Stage Change Revenue Stage Manually Change Program Status Compute Data Value Delete Lead Enrich with Data.com Interesting Moment Merge Leads Remove from List Resolve Ruleset Reward Test Group Variant Schedule Test Variants Send Alert Engagement Program Cast Push Lead to Market   Social Click Shared Link Share Content Vote in Poll   Email Click Email Email Bounced Email Bounced Soft Email Delivered Open Email Received Forward to Friend Email Send Email Sent Forward to Friend Email Unsubscribe Email   CRM Salesforce Add to Opportunity Add to SFDC Campaign Change Owner Change Status in SFDC Campaign Click Sales Email Convert Lead Delete Lead from SFDC Lead Assigned New SFDC Opportunity Open Sales Email Receive Sales Email Remove from Opportunity Remove from SFDC Campaign Resolve Conflicts SFDC Activity Sales Email Bounced Send Sales Email SFDC Activity Updated SFDC Merge Leads Add to Case Add to SFDC Custom Object Test (Contact) Microsoft Dynamics Add to Opportunity (Contact) Add to Opportunity (Account) Remove from Opportunity (Contact) Remove from Opportunity (Account) Update Opportunity (Contact) Update Opportunity (Account) Delete Lead from Microsoft Segmentation Add to Segment Change Segment​ Retaining Data Marketo’s data retention policy gives you a rolling 90-day view of certain high-volume activities and a rolling 25-month view of other lead activity data. To help prevent any actual data loss, Marketo has developed a Bulk Extract API that enables you to export this data directly if desired. Once exported, you will be able to host this information locally and utilize it in any way you deem necessary. Premium Data Retention Option Marketo offers a premium Extended Data Retention subscription option that will allow activity data to be stored for 37 months instead of the standard retention period of 25 months. The high-volume activities, however, will only be retained for 90 days even with the premium option. For more information, contact your Customer Success Manager. Is this article helpful ? YesNo
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At Marketo it is a violation of our Email Use Policy to send cold emails to purchased email addresses. Electronic Communications and Anti-Spam Policy Customer will comply with all laws and regulations applicable to bulk or commercial email, as well as other electronic communications, when using the Services, including without limitation all local or national laws applicable to the regions where Customer has business operations or where the recipients of their electronic communications are located. Marketo has a zero tolerance policy regarding using the Services to send Unsolicited Commercial Email ("UCE") or Unsolicited Bulk Email (“UBE”) (collectively referred to as “spam” or “Unsolicited Email”). Unsolicited Email is defined as email sent to persons other than  persons with whom Customer has an existing business relationship, OR (ii) persons who have consented to the receipt of such email, including publishing or providing their email address in a manner from which consent to receive email of the type transmitted may be reasonably implied. Commercial advertising and/or emails and other electronic communications may only be sent to recipients who have opted-in to receive messages from the sender. It is Marketo's policy to catalog, investigate and take appropriate action on all reports of abuse. Any Customer account found to be in violation of this policy is subject to immediate suspension, and may not be allowed to send any additional emails or other electronic communications using the Services. Recipients of emails or other electronic communications sent using the Services are encouraged to report suspected violation of this policy by forwarding a copy of the received email or other electronic communication to abuse@marketo.com. The full text of the policy is here: Marketo Use Policy – Marketo.com Is there ever an acceptable use for purchased data?  Yes. The Marketo Compliance Team supports the following uses for purchased data: Generate personalized URLs and send to purchased leads by postal mail Use purchased data to fill in additional details about leads who only provide an email address at the time of opt in - this makes for great targeting! When operating in a small market of known leads, purchased data can be useful for research purposes to track information about your target market Purchased leads can be contacted by phone to obtain email permission   The global anti-spam community does not consider permission to be transferable, except in the following circumstances: A company is wholly acquired by a new parent company; emails sent will include the same content from new owners A division of a company - product or brand - is acquired by a new parent company; emails sent will include the same content from new owners   Both parts of the above are key. Personal data alone may not be transferred with permission intact because permission is contextual. Even in the case of an acquisition additional permission is required if the emails will include significantly different content. To provide an illustration, when "Acme" acquired a home video camera company they acquired permission to continue to email the company's leads about selling home video cameras. That does not mean they have permission to email those people about every other product in "Acme's" portfolio. Email permission was granted to receive emails about home video products, not anything else. "Acme" could email those people and ask them to opt in to their other mailing lists, but acquiring a company does not give the new parent company the right to add the child company's opted-in leads to all their other unrelated mailing lists. Data vendors may say the leads they sell are "opted-in," but this is not true according to the standards set forth by the global antispam community.  Even if these individuals genuinely wished for the data vendor to sell their email addresses (often demonstrably untrue), they still would not have provided direct permission to the buyer to send them email. Marketo requires that permission be direct to the sender (or that there is an existing business relationship) to send email within our Terms. Many data companies offer list rental services where the data company sends an initial message, and passes on only the information of recipients who respond to the offer.   Marketo is not the only vendor in the marketplace with this philosophy against purchased lists, it is a widely know issue that purchased lists drive delivery issues. Purchased Lists and ESPs - Word to the Wise
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Overview Starting August 15, 2018, Marketo will be implementing a new policy for the retention of marketing activity data. Under this policy, Activity and Campaign Membership data will be stored for a rolling period of 25 months past the activity date, and high-volume activity data will be retained for a rolling period of 90 days past the activity date. Beyond these retention periods, the data will not be available through the Marketo UI. Activities and Retention Settings There are two components to the data retention policy: a retention period of up to 90 days for nine (9) high-volume activities; and a retention period of up to 25 months for other lead activities. Activities with a 90-Day Retention Period These lead activities have a very high volume and will be retained for 90 days. After 90 days, these activities will be deleted. Activities Retained for 90 Days Add to List Change Score Change Data Value Visit Webpage Click Link on Webpage Sync Lead to SFDC Sync Lead to Microsoft Sync Lead Updates to SFDC Update Opportunity Request Campaign Activities with a 25-Month Retention Period The lead activities listed below will be retained 25 months. After 25 months, all such lead activities will be deleted. The only exception is the New Lead activity, which will always be displayed. Category Activities Retained for 25-Months Web Click Predictive Content Click RTP Call to Action Fill Out Form Smart Campaign Add to Engagement Program Call Webhook Change Lead Partition Change Engagement Program Cadence Change Engagement Program Stream Change Program Success Change Revenue Stage Change Revenue Stage Manually Change Program Status Compute Data Value Delete Lead Enrich with Data.com Interesting Moment Merge Leads Remove from List Resolve Ruleset Reward Test Group Variant Schedule Test Variants Send Alert Engagement Program Cast Push Lead to Marketo Social Click Shared Link Share Content Vote in Poll Email Click Email Email Bounced Email Bounced Soft Email Delivered Open Email Received Forward to Friend Email Send Email Sent Forward to Friend Email Unsubscribe Email CRM Salesforce Add to Opportunity Add to SFDC Campaign Change Owner Change Status in SFDC Campaign Click Sales Email Convert Lead Delete Lead from SFDC Lead Assigned New SFDC Opportunity Open Sales Email Receive Sales Email Remove from Opportunity Remove from SFDC Campaign Resolve Conflicts SFDC Activity Sales Email Bounced Send Sales Email SFDC Activity Updated SFDC Merge Leads Add to Case Add to SFDC Custom Object Test (Contact) Microsoft Dynamics Add to Opportunity (Contact) Add to Opportunity (Account) Remove from Opportunity (Contact) Remove from Opportunity (Account) Update Opportunity (Contact) Update Opportunity (Account) Delete Lead from Microsoft Segmentation Add to Segment Change Segment Data Access Marketo’s data retention policy gives you a rolling 90-day view of certain high-volume lead activities and a rolling 25-month view of other lead activity data. To help prevent any actual data loss, Marketo has developed a Bulk Extract API that enables you to export this data directly if desired. Once exported, you will be able to host this information locally and utilize it in any way you deem necessary. Areas Affected Smart List filters Smart List filters referencing high-volume lead activities beyond their 90-day retention period or other activities beyond their 25-month retention period will not have the activity to reference. Results from any Smart Lists or campaigns that use filters looking for lead activities that occurred past their retention period will not show results from those activities. Flow Steps with Choices Added Flow steps offer the option to add a choice to do different things depending specified conditions. In addition to searching for lead attributes, these choices may include looking for activities that the lead has taken. If the condition selected in the flow step is searching for an activity the lead has taken, that flow step choice will only be able to find activities that happened within the data retention period for that activity. Lead Records Activity Logs Activity log data will be retained for 25 months and will not display any activities older than 25 months. This provides a rolling 25-month view of lead activities. The one exception to this policy is for the “New Lead” activity. That activity will be retained regardless of how long ago the lead was created. Identifying Anonymous Lead Creation vs Known Lead Creation There are two places in lead records where info is stored for when it was created - in the activity log, showing when the lead became known, and in the Lead Info tab, where it shows the first anonymous activity. Known Lead Creation - Activity Log In the lead’s activity log, the “New Lead” activity records when a lead became a known lead. This activity is the only one that is not deleted after 25 months. The “New Lead” activity will always be retained in the activity log, even after others are deleted. Anonymous Lead Record Creation Date - Lead Attribute In the Lead Info tab of the lead record, the first attribute listed is “Created”. This gives you the exact date and time when the lead record itself was first created. If the lead was anonymous first before becoming known, this will give you the date and time of the first anonymous activity. NOTE: If the lead did not first have have anonymous activity, but was instead created through list import or manual lead entry, this date and time will match the New Lead activity. Custom Activities Custom activities are included in the new data retention policy. All activities, even custom activities, will be deleted after 25 months. Programs Program Membership Record of program membership will not be affected. Leads that became members of a program over 25 months ago will still show as members of that program. Engagement Programs Engagement Programs will not send the same email to a lead that has already received it, unless the lead was sent the email more than 25 months ago. Engagement Program Transition Rules Marketo’s Engagement Programs allow you to move leads into different streams based on criteria you set in the stream’s transition rules. The transition rules use triggers to activate the transition from one stream to the next. Filters can be added to the transition rule as well, including activity-based filters. If you add activity-based filters to your engagement stream transition rules, they will only be able to access lead activities within their retention period. For example, if the activity you’re filtering for has a 25-month retention period and it has occurred more than 25 months ago, the transition rule will not be able to reference the activity and the lead will not transition to the new stream. NOTE: This same condition applies to Revenue Cycle Model transitions. See the information in the section below for more details. Recommendation: Review your marketing strategies. Do you really want a lead to be in the same engagement program for over two years? Do you still want the same email in circulation if it was drafted over 2 years ago? Smart Campaigns Records of campaign membership will be stored for up to 25 months. After 25 months, that information will not be available. Smart Lists, campaigns and reports that use the “Member of Smart Campaign” filter will only be able to reference a lead’s membership in the campaign for up to 25 months. While most activity information can be exported through the Bulk Extract REST API, campaign membership activity cannot be exported. Revenue Cycle Model Transition Rules Marketo’s Revenue Cycle Model allows you to advance leads through Revenue Model Phases based on criteria you set in the Revenue Model’s transition rules. The transition rules use triggers to activate the transition from one phase to the next. Filters can also be added to the transition rules, including activity-based filters. If you add activity-based filters into your Revenue Model Transition rules, they will only be able to access lead activities within their retention period. For example, if the activity you are filtering for has a 25-month retention period and it has occurred more than 25 months ago, the transition rule will not be able to reference the activity and the lead will not transition to the next revenue model phase. Reporting Marketo Analytics reports can be affected by the data retention period of lead activities. Reports that directly draw data from lead activity logs will only show data for up to 25 months. Also, reports that do not directly reference lead activity, such as those with filters added to the smart list of the report, could be affected. Filters that look for activities the lead took are only going to be able to access activities for 25 months, so if the activity occurred beyond the 25-month retention period, it will alter the results of the report. Note, filters that reference lead attributes (information in fields in the lead record) will not cause any change to the report. Example: The People by Status report does not draw data from lead activities by default. However, if you add filters to the Smart List of the report, the report results may be affected depending on the type of filter you apply. Adding the filter, “Job Title” would not have any effect on the report results because lead attributes are not affected by the data retention limits. Adding the filter, “Filled Out Form” does potentially affect the report results because its references data in the lead activity log which is retained for up to 25 months only. To help you identify exactly how each report will behave, please see the detailed documentation on Data Retention Policy – Impact on Reporting. Sales Insight Sales Insight is a powerful tool for your sales reps to get information about your leads and contacts. The data in Sales Insight is not actually stored in Salesforce, it’s an up-to-date feed directly from the Marketo database. When Sales Insight is opened, it makes an API call to Marketo to pull data into Salesforce. Since the data shown in Sales Insight is coming directly from the lead records within Marketo, it will only be able to access lead activities within their retention period. Sales Insight on Lead and Contact Page The Sales Insight window in your Lead and Contact pages has four tabs; Interesting Moments, Web Activity, Score and Email. All four of these actively retrieve data from the corresponding lead’s activity logs, so the data displayed in each of those tabs will only display information up to 25 months old. Example - Interesting Moments Example - Email: Marketo Sales Insight Tab Aside from the Sales Insight you see within the Lead and Contact page, there is also the Sales Insight Marketo tab in the toolbar. In this section of Sales Insight, only one area is affected: My Email. The other tabs including Best Bets, My Watch List, Web Activity and Anonymous Web Activity are not affected The activity found within the My Email tab is based on Marketo lead records. Therefore, it will only display records up to 25 months in age. Areas NOT Affected Custom Activity Sync Marketo gives you the ability to customize the sync of specific activities to Salesforce. Sales Insight and Custom Activity Sync tend to go together, even though they’re different features. When you set up Custom Activity Sync, the activity data is sent to Salesforce and stored there inside of SFDC. Since the data exists inside SFDC at this point, this feature will not be affected in any way. To set up Custom Activity Sync, go to Admin > Salesforce > Edit Sync Options. You’ll find a dialog box like this: Once you’ve selected which activities to sync to Salesforce, they will appear in the Activity History of your Lead/Contact inside Salesforce. Since the Activity History of a Salesforce Lead/Contact is contained inside of Salesforce, these activities will not be affected by this policy change. Variations of Current Policy Marketo’s Activity Data Retention Policy is intended to standardize data retention across all Marketo instances. Over time there have been three variations of data retention: Default Retention Setting, Legacy Retention Setting, and Custom Retention Setting. All variations will be replaced by the new policy. Default Retention Setting The Default retention settings are the most current settings and are what most customers currently use. The high-volume activities are displayed in the lead’s activity log for 90 days and can be referenced in filters and reports. After 90 days, these activities are moved into an archive where they are no longer accessible in Smart Lists or reports. These archived activities can still be accessed, but only when searching each individual lead’s activity log directly. No other activities have retention limits applied. Note: Once the new Data Retention Policy goes into effect, the high-volume activities will only be retained for 90-days and the archive tab/feature will be removed. Legacy Retention Settings The Legacy retention setting is an older default setting that was replaced by the newer Default setting listed above. Only a small number of long term customers may have this Legacy retention setting. This setting worked in the exact same way that the current Default retention setting except that the 90-day archive was applied to five activities, not the nine activities that the Default setting above archives. Default High Volume Activities Archived at 90 Days Legacy High Volume Activities Archived at 90 Days Add to List Change Score Change Data Value* Visit Webpage Click Link on Webpage Sync Lead to Microsoft Sync lead to SFDC Sync Lead Updates to SFDC Update Opportunity Request Campaign Add to List Change score Change Data Value* Visit Webpage Click Link on Webpage Note: Once the new Data Retention Policy goes into effect, the high-volume activities will only be retained for 90-days and the archive tab/feature will be removed. All variations will be replaced by the new policy. High Volume Activity Archive Some customers may use the archive view of lead activities. Even though it is being removed, below is a description of where it was to help you better understand the exact changes being made. Archived activities are seen in individual lead records by navigating to the lead’s activity log and changing the filter setting to custom. A dialog box will open where you can select which activities to display. Change the Activity Source to Archive and the only activities that will be displayed in the log will be the high volume ones that were archived at 90 days. All variations will be replaced by the new policy. Custom Retention Settings Some Marketo customers have customized retention settings to extend the duration that high-volume activities are displayed in the activity log. Instances with custom retention settings will not have the archive option available in the custom filter. The Activity Source selector will not show at all. All variations will be replaced by the new policy. Where to go for More Information Activities Data Retention Update Webinar In the webinar, you'll get an introduction to the updated Activities Data Retention Policy, affects across Marketo, and options for extending the data retention period and/or exporting activities data. Also includes Q&A from the live session: Video Link : 2314 Overview & FAQ Documentation This doc will give you an overview of what the policy changes and answers to the most commonly asked questions: Data Retention Policy Change - Overview & FAQ​ Marketo Activities Data Retention Policy The official Marketo Data Retention Policy can be found here: Marketo Activities Data Retention Policy Data Retention Policy - Impact on Reporting See how your Analytics reports will operate after the new policy goes into effect. Marketo Activities Data Retention Policy – Impact on Reporting Ways to store activity data in custom fields Here are two docs that can help you keep activity data inside of custom fields on the lead records Storing Activity Data Beyond Retention Policy Maintaining a Directory of Leads Bouncing Emails Bulk Extract API Check out the documentation here to find out how to use the Bulk Extract API​ Contact Marketo Support If you have additional questions, please Contact Marketo Support
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Marketo campaign queues work like a mall parking lot.  We accommodate average and even above average loads.  But if it's Christmas, you may have to wait a while for a spot.   The campaign execution queue When a flow is launched, Marketo assigns it a priority then queues it for execution.  This priority is based on how the campaign was launched (batch, trigger, resume from Wait) and what's in the flow: Priority level Priority criteria High Send email (triggered) Send alert Medium Request Campaign Interesting Moment Create Task Convert / Delete Lead Add to / Remove from List Change Sales Owner / Progression Status / Revenue Stage / Field in Program Change Member of / Add to / Remove from Sync to SFDC Change Status in SFDC Campaign Low Change data value Change score Wait steps with a wait time > 5 minutes Web hooks Marketo then executes campaigns based on priorities.  High priority campaigns run first in the order they were added to the queue.  Once those are finished, the next highest priority campaigns are executed in time order and so on down until all have completed. If the queue contains only low priority campaigns and a new high priority campaign comes in, the high priority campaign will jump to the head of the line and run next. Batch campaigns and trigger campaigns are run and processed in separate queues.   "Why is my campaign running slow?" Several factors determine how fast and when your campaign will run.  In general, campaign execution time depends on: the number of leads in your campaign the number of flow steps in your campaign other customers' campaigns in the queue the campaign's priority   Even though Marketo can execute many campaigns simultaneously, campaign execution resources are shared among all customers on the same server.  If several customers trigger high priority campaigns at the same time, lower priority campaigns in the queue will have to wait for the high priority campaigns to complete. Also, certain campaign flow steps are slow.  The flow steps below take longer than most, and you may notice that difference when executing your campaigns: Send Email Delete Lead Sync Lead to Sales Add Lead to SFDC Campaign   Speeding up your campaigns Here are some tips to speed up how and when your campaigns are executed: Do essential flow steps first If this is an auto-response or notification campaign, put the Send Email or Send Alert flow step first.  Absolutely do this if you're using two slow steps in a row (Send Email followed by Sync Lead to Sales) so that the email goes out with the highest priority. Don't start with a "Wait" step If you need to delay the launch of your batch campaign, use the batch campaign scheduler.  Re-think any triggered campaigns that start with a "Wait" step because it will be prioritized lower; you probably don't need to include it anyway. If you have a wait step of longer then 5 minutes this will cause all flows below it have a low priority.
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Included in this article Highlights The MLM package in SFDC’s AppExchange is being retired. The MLM package itself doesn’t do much, but was responsible for installing 16 custom fields (16 on the Lead object and 16 on the Contact object) that sync data from Marketo to SFDC like Lead Score and Acquisition program. The configuration update will shut off the sync of data to the MLM package and these fields, so the data in those fields in SFDC will become stale and won’t update. You can keep syncing this data to SFDC but it requires creating new custom fields. When the fields are re-created, a drip process will be triggered to backfill existing data from Marketo into the new fields in SFDC. No Data Will Be Lost Marketo is the source of this data, and the data inside of Marketo will not be touched. The data in Marketo will continue to stay current as it always has. The change being made is in how it is passed into SFDC. No matter what, the data will be preserved inside of Marketo. What is the MLM Package? The MLM package doesn’t actually do a lot on its own. It has been a prerequisite that had to be installed during the Marketo > SFDC integration setup before the MSI package could be installed but it’s a pretty safe bet that hardly anyone actually uses it. It’s the fields that were installed during its installation that get the most usage.  The fields that the MLM package created are frequently used by sales teams inside of SFDC. Data from the Marketo fields passes into these fields in SFDC where it can be viewed on Lead and Contact records (if you’ve added it into the page layout). Telling the Difference Between MLM and MSI in SFDC MLM and MSI are two different tabs inside of SFDC. It’s important to know which is which. The Sales Insight tab is the tab labeled “Marketo”. The MLM tab is labeled as “Marketo Lead Management” Fields Affected When the configuration change happens, no data will be synced from these 16 fields in Marketo to the 32 corresponding SFDC fields (16 on the Lead object, 16 on the Contact object). Lead Score Acquisition Program Acquisition Program Id Acquisition Date Original Search Phrase Original Source Info Original Source Type Original Referrer Original Search Engine Inferred Company Inferred Metropolitan Area Inferred Phone Area Code Inferred State Region Inferred City Inferred Postal Code Inferred Country The Changes Being Made For most customers, the only fields commonly used are Lead Score and Acquisition Program. While these fields will stop updating in the Lead detail pages, it’s important to remember that the Lead Score data will still be available through Sales Insight without any changes being made. Effects on Sales Insight MSI will have very little change made. The Stars and Flames will still function the same way, and lead scores will still update and display current information. Only one change will affect MSI, and it will have a very limited scope. Scoring Still Displays in MSI The Sales Insight Score tab on Lead records in SFDC will continue to show up to date score information. This view will not be impacted in any way. Stars and Flames Still Function the Same Way MSI’s Stars and Flames will still update with data the same way that they did before, even if you have set them up to work with custom score fields on the Marketo side. For more information about Sales Insight’s Stars and Flames, please check out the documentation here: Priority, Urgency, Relative Score, and Best Bets - Marketo Docs - Product Docs Customize Stars and Flames - Marketo Docs - Product Docs Set Score Fields to be used for Stars and Flames in Sales Insight - Marketo Docs - Product Docs The Only Change Inside of MSI There is only one small change to the MSI package. If you have "Debug Mode" enabled in Sales Insight Config (pretty rare), then inside of Sales Insight, if you mouse-over the Stars, you’ll see a label that gives the score. This functionality relied on a dependency between MSI and MLM that has been patched and removed now. As a result of that change, the score can’t be displayed in the hover-over label. Again, this score only ever appeared if you had debug mode enabled, which is very uncommon. Exceptions to MSI Patch The MSI patch wasn’t able to upgrade every version of MSI. A very small number of customers who have an older version of MSI currently can’t be updated by the patch and will need to manually upgrade their MSI installation. If your company uses Marketo Sales Insight version 1.38 or below, you will be required to manually upgrade to the newest MSI package version. Identifying Your MSI Version To check what version of MSI you’re currently using, navigate to Admin > Sales Insight, then look for the Version info in the Status box in the middle of the page. Manually Upgrading Your MSI Package If you find that you are using MSI Version 1.38, you’ll need to manually upgrade your Sales Insight package. The directions on how to upgrade MSI can be found here: Upgrade Marketo Sales Insight for Salesforce1 - Marketo Docs - Product Docs If you’d like help with this installation, please feel free to reach out to Marketo Support with the directions found here: Contact Marketo Support Effect on Fields in Lead Layout Page The change that will be noticed will be to the fields shown in the Lead detail pages in SFDC. If you have any of these fields like Lead Score added to the layout of your Lead detail page, these are the fields that will no longer update and will begin displaying stale data. If your sales teams utilize any of this data, you’ll want to recreate the fields in SFDC to pull in the updated data from Marketo. Keeping Field Data in SFDC The sync of data into these 32 fields (16 on the Lead object, 16 on the Contact object) will be shut off. If you want to keep syncing data from these fields to use it in SFDC, that can be done. You’ll need to create new custom fields in SFDC for the Marketo data to sync into, using specific API names to match up to the original Marketo fields. There are different versions of Salesforce, but don't worry, all of the details on how to recreate the affected fields as well as a video tutorial can all be found in the documentation here: Adding Marketo Fields to Salesforce Cut Off Date The MLM package will be officially deprecated as of January 31st, 2017. The data will stop syncing to the fields created by the MLM package after this date. Backfilling Data Creating the new custom fields will kick off a drip process to backfill the data from Marketo to SFDC. That takes all existing data for these fields from Marketo and pushes it back to SFDC into the new custom fields you’ve created. There are some important details to how this process works, so here they all are! The data backfill process will only initiate if you recreate the old fields using the proper API names as specified. The backfill process goes through a separate communication “pipeline” outside of the standard sync cycle. The backfill process will push data at roughly the same rate as the “Push Updates” rate we get now in the regular sync—somewhere between 7k to 12k records per hour. The total time it takes to update all records will vary depending on sync rate in the separate “pipeline” and the number of records being updated. Once the backfill process is complete, an instance notification will be posted in the Marketo notification center. The backfill process updates the new fields in SFDC records with the data that is in the 16 Marketo fields. When this update happens, it will create a SysModStamp on the record in SFDC. Any new SysModStamp will queue the record to resync back to Marketo. If a lead record is in line waiting for the backfill process to pass updates to SFDC and that record gets resynced through the standard SFDC sync cycle before the backfill is done for that lead, that record will be taken out of the queue of records waiting for the backfill process. This is done intentionally to prevent race conditions where old data could potentially overwrite more current data. SFDC Sync Backlog Any time a large number of records are queued to resync between Marketo and SFDC, it could cause a sync backlog. A sync backlog is only a possibility, not a certainty . Most customers will not have any problems. The rollout schedule has been staggered out over time specifically to address this issue and to prevent sync backlogs. The backfill process passes data through a different channel, outside of the standard sync cycle, so it won’t cause a backlog in that process. It’s the resyncing of the records after the backfill that puts stress on the sync cycle. That standard sync cycle is where you may experience slowness if a backlog develops. The resulting resync of leads will increase volume and put a heavier load on the sync. However, whether or not it actually creates a backlog in the sync cycle depends on many factors like your existing sync volume and if you have any other large number of updates being made. If you think your sync cycle is experiencing a backlog, please reach out to Marketo Support. We can check the existing volume for both the standard sync cycle and the backfill process. Cleaning Up SFDC The MLM package and the 32 fields created by it (16 on the Lead object, 16 on the Contact object) will be orphaned and no data will continue to be synced to them, making them obsolete. Since they’ll be unusable, you may want to remove the MLM package and delete the fields. This process is optional, but can be done if you choose. Uninstalling the MLM package deletes fields, data and workflows created by the package . Any dependencies like for reports or workflows inside of SFDC that you have created based off of these fields will need to be removed manually. If these other custom dependencies exist, they’ll need to be removed before uninstalling the MLM package. For information on how to uninstall AppExchange packages from SFDC, please see their documentation here: Uninstalling a Package For detailed information on how to avoid problems elsewhere in SFDC, please see our documentation here: Changes to Marketo Salesforce Sync – Preventative Troubleshooting Preventing Problems in SFDC Since the fields in SFDC are brand new fields that have just been created, everything in SFDC that references the original fields will need to be updated to point to the new fields instead. This includes all Workflows, Apex Triggers, AppExchange packages for 3rd party software and Reports. As soon as the new fields are recreated in SFDC, the Marketo fields are remapped to those new fields. The backfill process begins and the sync is cut off to the older existing fields, so they immediately stop updating. This results in two important things to be aware of: Everything in SFDC referencing the older original fields will be referencing old data that is no longer updating . The backfilled values entered into the newly recreated fields will be seen by SFDC as brand new values , not the existing values that they are in Marketo. This can cause your Workflows, Apex Triggers, AppExchange packages for 3rd party software and Reports to all behave differently. For full details on this, please see Changes to Marketo Salesforce Sync – Preventative Troubleshooting Where to Go for More Information Recap Summary Now that the changes have been completed, and the deprecation date has passed, this doc will give you the overview of what has happened: Changes to Marketo Salesforce Sync - Recap Summary Frequently Asked Questions Check out our FAQ for the answers to the most commonly asked questions. Changes to Marketo Salesforce Sync – Frequently Asked Questions Discussion thread We've created this discussion thread in the community to address any questions you may have. This discussion thread will be monitored by the Marketo team to ensure you get answers to your questions. Changes to Marketo Salesforce Sync – Questions and Discussion Overview Documentation This doc will give you a high level overview of what the configuration changes are and what to expect moving forward: Changes to Marketo Salesforce Sync - Overview Release Schedule The release is being staggered over the course of 6 months. This doc will give you exact details so you can know precisely when your Marketo instance will be updated. Changes to Marketo Salesforce Sync – Release Schedule Recreating Affected Fields There are different versions of Salesforce, but don't worry, all of the details on how to recreate the affected fields as well as a video tutorial can all be found in the documentation here: Adding Marketo Fields to Salesforce Preventing Problems In Salesforce Recreating the new fields in Salesforce can cause your Workflows, Apex Triggers, Reports and AppExchange apps behave differently. They'll need to be updated and this doc will show you what to watch out for: Changes to Marketo Salesforce Sync – Preventative Troubleshooting Contact Marketo Support If you would prefer to talk to someone live, please contact Marketo Support over any of the channel listed here: Contact Marketo Support
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  So you’ve now used the previous document (Getting Started With Guided Landing Pages:) to download a template from our library and set it up in your Marketo instance, you have even used it to make a landing page or two and you’ve customized those landing pages, AND you’ve even gone the extra mile and customized your template and modified some elements! (Editing Marketo Guided Landing Page Templates, Pt. 1 - Elements:) All of which is fantastic news! Good job!   But if you recall from the article that showed you how to edit Elements on the template, I skipped right over the section on Variables. This is the piece that this document is designed to tackle.   So what is a variable? If you edit a Guided Landing Page you will see a panel on the right hand side that displays both Elements and Variables. In this instance, the variables do everything from assigning a gradient color, to deciding if you want to display or hide different sections of the landing page.   Modifying a variable in the landing page editor is designed to be really simple, just click the variable you want to change and give it a new value. Here I changed the Primary Gradient 1 and 2 from 1DA083 and 0F3450 to A00E35 and F2F2F2 respectively and the landing page changes:   At its easiest to understand, a variable works a lot like a token in an email. It’s a placeholder for actual code to be used later. So if I create an email that starts with “Hello, {{lead.firstname:default=Friend}}!” you can tell right away what that’s going to do. Pull the first name from the lead record, if none exists use the word “Friend”.   Think of a Variable as a token that you get to define as well as use. The first step is to define it and the second step is to actually call back to the variable you defined.   While it’s easy for a non-technical user to use a variable (as it should be!), setting one up in the template does require a fair amount of HTML knowledge. As stated before, if you are not comfortable editing HTML and do not have a resource available to you, please reach out to services@marketo.com, they are able to assist with any sort of coding needs.   So as before, let’s dive into the template, this time we’re going straight for the Variable code.       <!-- Marketo Variable Definitions -->     <meta class="mktoColor" id="gradient1" mktoName="Primary Gradient 1" default="#1da083">     <meta class="mktoColor" id="gradient2" mktoName="Primary Gradient 2" default="#0f3450">   So right at the start of the template, we’re off to the races defining variables. As you can see with the Gradient 1 and Gradient 2, these are both marked with a class of “mktoColor”.   As with the Elements, the full list of Variable types can be found here: https://docs.marketo.com/display/public/DOCS/Create+a+Guided+Landing+Page+Template        class : "mktoString"      class : "mktoColor"      class : "mktoBoolean"   A string is a variable that contains a value, Color should be obvious what that does and Boolean is a yes or no choice.   In addition to the class, each variable has to have a unique ID. This is critical and used when the variable is called later on down the page. When you call a variable it’s always with the syntax of ${id name}. So in this case ${gradient1} and ${gradient2}. As you can see it looks a LOT like a token but it’s a token you can name whatever you want.   The mktoName is how it displays the variable in the Landing Page editor.   The default value is what it starts out with.   So let’s take a look and see how these Gradients are applied now that they’re defined at the top of the template.   Color is typically used in the CSS portion of the header. As defined in the previous document, CSS stands for “Cascading Style Sheets” and is a way of formatting the same thing over and over again, kind of like setting a font in a word processor.       /* Header Gradient */     #is {         top: 0;         width: 100%;         min-height: 620px;         position: relative;         z-index: 1;         color: #fff; padding-top: 10%;                 background-image: linear-gradient(${gradient1},${gradient2});     }   Now normally in CSS, the linear-gradient option would have two colors listed, the top color and the bottom color and it provides a gradual transition from one to the other.   We could just as easily change this in the template to        background-image: linear-gradient(red,white);   But the problem doing that is that an end user, who is only using the Landing Page Editor, would not be able to change it. The gradient would be defined in the template and inaccessible to the Editor.   Changing these values to the variables defined before allows the user to change the first and second colors in the Landing Page editor interface.   In Summary:   The Meta Tags define what the variables mean:     <meta class="mktoColor" id="gradient1" mktoName="Primary Gradient 1" default="#1da083">     <meta class="mktoColor" id="gradient2" mktoName="Primary Gradient 2" default="#0f3450">   The ID= is then used to call the variable and put it into action:       background-image: linear-gradient(${gradient1},${gradient2});   The other benefit to doing it this way is you can re-use the same variable over and over again. Look at this piece of CSS:   body {                 background: ${gradient2};         margin: 0;         color: #696E74;     }   That’s the same ID as the gradient we used before, only applied to a different section. This ensures that the bottom color of the gradient and the background of this section will always be the same color.   Any item in the CSS that contains a text value, a color value or a yes/no choice can be converted to a Variable.   Here’s another common usage:   You’re using a form on your landing page, but you want the end user to be able to change the text on the submit button.   As before you define the variable:        <meta class="mktoString" id="section4ButtonLabel" mktoName="Sec. 4 Button Label" default="More Questions?">   Then farther down the page where the button appears you call the variable you defined before:        <div class="centered mtb">           <a href="${section4ButtonLink}"><button class="btn btn-lg btn-green mt">           ${section4ButtonLabel}</button></a>      </div>   The <a href= is pulling a http link that the user can define in the editor, the button class is setting up a green button as defined in the CSS, and there is our Variable to display the label which reads “More Questions?” Here’s what it looks like in the editor:   So this is great, and it makes sense because you can see this was all set up and defined by a professional. What if you wanted to add your own? Is that even possible?   Naturally it is!   First, figure out what you want to convert to a Variable. Is it a piece of text like a button name or a link? Is it a color? Is it a yes/no choice?   Let’s say we want to add a variable that controls the color of the buttons. We have two, both using the same color green, and we want whoever is running the landing page editor to change that without having to go to the template:   Step 1: Define your variable:        <meta class="mktoColor" id="ButtonColor" mktoName="Button Color" default="#1DA083">   We’re talking about colors so the class will be “mktoColor”. The ID can be anything we want it to be as can be the mktoName. The default is the same lovely green shade as was used before.   Now we need to call this color.  Looking at the CSS, we can see the .btn-green is defined as this:        .btn-green {           border: 4px solid #1da083;           border-radius: 60px;           color: #fff;           background: #1da083;           -webkit-transition: none;           -moz-transition: none;           transition: none;      }   The background is the color we want to change to a Variable so it can be edited without having to access the template.   Change the code to this:        .btn-green {           border: 4px solid #1da083;           border-radius: 60px;           color: #fff;           background: ${ButtonColor};           -webkit-transition: none;           -moz-transition: none;           transition: none;      }     Approve the template and check out the landing page in the editor:     Well that’s fantastic, but there’s a separate color for the border, we could just as easily add a variable for it as well:        border: 4px solid #1da083;   We don’t want to HAVE to add another new variable for just the border. We could change the border at the same time as the button. By changing #1da083; to ${ButtonColor};   The trick now becomes what if you change your mind? What if you have a variable in the template that is no longer desired? How do you get rid of it?   Remember each variable is two pieces, the definition and the call. You have to remove BOTH pieces. Technically removing the call would be enough to prevent the change from being made on the page, but the definition is what makes the variable appear in the Landing Page Editor, if you only removed the call then there would be a non-functional Variable in the landing page editor.   So in the case of our button color:   Step 1 would be to strip out the meta tag containing the definition:     Step 2 would be changing the variable name where it’s being used to some fixed value:        .btn-green {           border: 4px solid #1da083;           border-radius: 60px;           color: #fff;           background: ${ButtonColor}; -> change this to some other fixed color. #00FF33; or the original #1da083;.           -webkit-transition: none;           -moz-transition: none;           transition: none;      }   Doing both pieces will prevent the Variable from being listed in the Landing Page Editor and prevent it from having any effect on the page.  
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Here are some details about how Marketo emails are sent and tracked. Before sending your email Marketo makes a couple of additions to your email before sending it: Replace all the email tokens (ex. "{{First Name}}") with their database or default values Wrap all links with Marketo tracking information Add an invisible image to track opens   With those changes complete, Marketo will attempt to deliver your email to the recipient. Email sends and deliver events Once the email is sent from Marketo's servers, a Send Email event is added to the lead's activity log. If the mail was successfully delivered, Marketo logs an Email Delivered event. Email bounces Sometimes an email can't be delivered. Marketo will place these email bounces into two categories: Soft bounce Sometimes an email isn't deliverable immediately, but might be okay later - for example, if a recipient's mailbox is full. This is a soft bounce and is logged as an Email Bounced Soft event. Marketo attempts to deliver the message up to 3 times, trying each Mail Exchange (MX) server. With each attempt, the timeout value is increased. Hard bounce Sometimes an email cannot be delivered no matter what, for example. the email address is incorrect.  This is a hard bounce and is logged as an Email Bounced event.  Marketo sets the lead's Email Invalid field to true so that the lead will not be emailed again.  The Email Invalid Cause is populated with a reason returned by the mail server. Email blocked Emails may be blocked for a number of reasons, including, spam complaints, blacklisting, or because some aspect of the email content has triggered a spam filter.  When an email is blocked it is logged as an Email Hard Bounced event. Marketo sets the lead's Email Suspended flag for 24 hours during which they cannot receive email. When an email is marked as spam Sometimes leads will mark your emails as spam or junk mail.  When that happens, Marketo is notified of this event by the lead's email provider, and Marketo will automatically unsubscribe the lead from the emails by setting the Unsubscribed flag to true. Email opens When a recipient views an email, their email client retrieves the invisible image from Marketo's servers.  This triggers an Open Email event, no matter how long or short the view was.  An Open Email event also occurs when a lead clicks the "View as web page" link in an email. Only one email open event is tracked regardless of the number of times a lead views the email.  This happens because email clients make the open event unreliable.  For example, a lead could open the email multiple times just by browsing through their inbox via the preview pane reading the entire message content without clicking/opening the actual email, or the lead's email browser may block images which prevents Marketo from tracking the open events. Due to Marketo's distributed architecture, email open events may be delayed a couple of minutes between when the event occurs and when they appear in the lead's activity log. Email link clicks The links in an email are wrapped by Marketo with special tracking code.  When a recipient clicks on one of those links, the Marketo servers are informed about the click, and a Click Email event is logged to the recipient's activity log. A person who clicks one of these links also gets cookied by Marketo; this makes them a known lead and causes subsequent web activity (on Munchkin-enabled pages) to appear in their activity log. "View as Web Page" events When the "View as web page" option is used for email, the views and clicks on those pages work just like views and clicks on the actual email in the lead's inbox.  For example, any click on a link on the email web page registers in the lead's activity log just like the lead clicked it in an email client.    
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Just joined the Marketo family? Want to learn more about how to use Marketo? Drop by one of our Office Hours! Group Office Hours are one-hour sessions for you to virtually connect with a marketing automation expert when you need personalized guidance and insightful advice. Office Hours are available weekdays at different hours to meet our customers' needs around the globe. Please note these open sessions are open to Launch Pack customers only. If you have not signed up for the service and would like to, please send an email to services@marketo.com. Prerequisites: You must be within 90 days of your Marketo subscription start date or have signed up for the service You must have taken the Marketo Core Concepts class What to expect: Marketo Expert facilitating the open group session Types of questions: How to/Best Practices/Strategy/On-boarding Upcoming Sessions EMEA Office Hours: Monday, 2 PM GMT North America Office Hours: Monday, 11 AM PT / 2 PM ET APAC Office Hours: Tuesday 1pm AEDT, 3pm NZDT North America Office Hours: Wednesday, 11 AM PT / 2 PM ET APAC Office Hours: Thursday 1pm AEDT, 3pm NZDT North America Office Hours: Friday, 11 AM PT / 2 PM ET
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Setting an email to "operational" does the following No unsubscribe link automatically added Email will be sent to leads set to Unsubscribed Email will be sent to leads set to Marketing Suspended   Note - when sending an operational message, Unsubscribed and Marketing Suspended leads will still be included in the "blocked from email" count on the schedule tab of the campaign.   When is it OK to use the operational setting?   Sending marketing email to unsubscribed addresses is illegal. For this reason, you should be extremely careful to only use this setting in extremely limited circumstances. Using this setting incorrectly violates Marketo's Terms of Service, and most antispam laws. There may be legal consequences for using this setting incorrectly. Good uses of the operational setting fall into two categories: Transactional messages Relationship messages   What's a transactional message? A transactional message is part of a transaction that a lead has initiated and you are responding to. Here's some examples of transactional messages: Receipts for purchases Registration confirmations Download links in response to form fill-outs Requested assets (whitepapers, spec sheets, etc.)   What's a relationship message? A relationship message describes something that affects your business relationship with the lead. Here's some examples of relationship messages: Downtime notifications Changes to terms of service Recall notices End of service notifications   Operational messages should not contain any marketing content at all. In other words, do not use the operational setting to send a message that contains a receipt and a promotion, only a receipt.
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Here it is: Your guide to understanding merges in Marketo, in Salesforce, and how the two interact. Merging Two Leads We begin with two records in Marketo which have been synced to Salesforce. Both are leads in Salesforce, not contacts. Lead A, Marky Marky, has a Marketo ID of 1001446 and an SFDC ID of 00Qi000000vJ0hK. Lead B, Markee Marquee, has a Marketo ID of 1001447 and an SFDC ID of 00Qi000000vJ0hU. We wish to merge these leads in Marketo. In this example, I first select Lead B, and then hold SHIFT to select Lead A as well. Then right-click in the highlighted area to bring up the Lead Actions drop-down (or click Lead Actions at the top of the screen), and select Merge Leads from the choices. Now I see the Merge Leads dialog box, where we decide which conflicting field values we want to win. We could click the box next to "Lead 1" if I want all of Markee Marquee's values to win. Instead we check the box next to "Marky" because we want that to be their first name, rather than "Markee". Then we click merge. Note: whichever record was most recently updated will be pre-checked to win field conflicts. Here's the result. Note how the remaining single lead has the ID 1001447, that of Lead B, the first one we selected. The first record you select is the target record - this records remains while the other record is deleted, it's field values, activities, and program memberships merged into this winning record. The leads are also merged in Salesforce, and the remaining record there has the ID 00Qi000000vJ0hU (Lead B) as we would expect. Merging Leads and Contacts Here we begin with a lead and a contact. We have a lead, Marky Marquee (Marketo ID1001447, SFDC ID 00Qi000000vJ0hU) , and a contact, Joe Hill (Marketo ID 1001448, SFDC ID 003i000002KAFGa). We first select Marky Marquee (the lead) and then select Joe Hill (the contact), and conduct the merge as we did above. This time, however, the second record we clicked, Joe Hill, shows up as "Lead 1". This seems to contradict what we said earlier, but it's happening because the second record is the contact, and the contact is always going to be the target record. I want Marky's name to win out, so I check their First and Last Name and then click Merge. Note: this will cause an error if the Marketo sync user in SFDC doesn't have the Convert Leads permission. Note that the remaining record has the ID 1001448, the ID of the contact, even though that wasn't the first record we selected in Marketo. The contact is always the one which remains. Program Memberships Here we have two leads: Dexter Science (ID 1001451) and James Frankough (ID 1001452). We add James to two programs, Program Example 1 and Program Example 2. We can see this in their activity log: Now we merge the records, selecting Dexter first (so they'll be the winning record), but we check James's values for the First and Last Name. Below is their activity log after the merge. Notice that there are new Change Program Status activities - because the target record in the merge was 1001451, but the programs were associated with 1001452, the system has to copy their program statuses over during the merge. If you double-click one of those activities, it gives "Lead merge transferring program membership (transfer)" as the activity's Reason. Activities caused by merges can trigger campaigns. For example, suppose there is a smart campaign with the trigger Program Status Changes, for an old program with no activity in months. Activities caused by a merge like this could trigger such a campaign. To prevent this from triggering campaigns, we can add Reason as a constraint: Campaign Memberships Next, we have two leads: John Doe (ID 247) and Johnathon Doe (ID 248). We've associated John Doe with two SFDC Campaigns: Campaign Example 1 and Campaign Example 2. When we merge John Doe into Johnathon Doe, since the target lead is ID 248 and the campaigns are associated with ID 247, it has to copy them over - just like it did with campaign memberships. However, unlike with program memberships, it does not provide a Reason in the Add to SFDC Campaign activity following the merge, meaning there's no easy way to prevent this from triggering campaigns which use the Added to SFDC Campaign trigger.
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On August 24, 2017, Marketo and Google Cloud made an exciting announcement about a broader collaboration to transform engagement solutions for the enterprise. We understand you may have questions, and we’ve prepared the following FAQ that provides additional details. 1)  What did Marketo and Google Cloud announce? Today, Marketo and Google Cloud, two technology thought leaders announced a multi-year alliance that will drive innovation and deliver next generation global marketing solutions on the Google Cloud Platform.  2)  Why is this great for Marketo customers and partners? The MarTech and AdTech worlds have remained silo-ed for far too long. This alliance will simplify the technology landscape for the marketer and enable them to more effectively listen, learn, and engage with buyers across all digital channels, including digital ads. In addition, it will provide the scale, reliability, and security required for enterprises to conduct business in today’s digital world. 3)  What does the alliance entail? The alliance between Marketo and Google Cloud includes the following: Marketo and Google Cloud will invest resources in co-innovation in a number of areas. Beginning in 2018, Marketo will run its marketing automation products and data centers entirely on Google Cloud Platform for all customers worldwide. Google will expand its usage of Marketo’s Engagement Platform across its businesses. 4)  Why did Marketo select Google for its public cloud?  We’ve been planning a move to a public cloud infrastructure for some time as we believe it’s necessary to deliver the scale, reliability, and security that our customers and partners demand to succeed in today’s hyper-digital world. We selected Google for a number of reasons, including its industry-leading knowledge and expertise building secure cloud infrastructure and applications at scale as well as the significant strategic and technology advantages we saw versus other clouds. 5)  Will Marketo continue to build and support its own data centers? Until the migration to Google Cloud infrastructure, Marketo will continue to operate, manage, and support its own data centers. 6)  Will this change impact my Marketo subscription or agreement? Moving Marketo’s marketing automation products and data centers to Google Cloud Platform will not change or impact your Marketo subscription. We will update our End User Service Agreement as appropriate to reference any relevant changes.
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