10 Fast facts about Marketo.

10 Fast facts about Marketo.

                  1) Hidden fields:

  • As you already know that you can hide the field in Marketo if you do not want a field to be used/visible. Hiding the field will improve the UI i.e fewer fields to scroll in smart lists and forms etc.
  • If a hidden field is mapped with a CRM, the data will still be in sync between the systems
  • You have to block the hidden field update from CRM manually if you do not want to sync that particular field anymore.


    2) The assets which can/ Cannot be restored after deletion:

  • Deleted Leads, Emails and LP’s can be restored by Marketo support within a certain time period
  • Web-form, programs and smart campaigns cannot be restored
  • Emails and LP’s inside a deleted program cannot also be re-stored
  • For a workaround to restore, the deleted web-form check out themarketingautomationblog.com


         3) About {{default = edit me}}

  • When we use any token in Marketo email, we see this “edit me” as a default value. This is to allow you to put a default value if there is no value in the respective field.
  • What happens if we leave it as it is? You must be thinking that it will populate “edit me” as default value but it’s not true.
  • If you leave this as is, Marketo sees this as a null value and populate NOTHING(Blank).


   4) About Campaign Inspector:

  • Once the campaign inspector is enabled, the campaign Inspector is located at the top of the Marketing activities
  • you can search for campaigns by name, triggers, filters or flow steps.
  • You can quickly find all active campaigns, or campaigns with errors.
  • Admins can enable it by going through Admin > Treasure chest


    5) Segment for Anonymous leads:

  • You have been creating Dynamic content in LP’s for the known leads using segmentation, but do you know, you can also use the same for anonymous as well?
  • How? Not rocket science, just add following query parameter string in your dynamic content-enabled landing page URL: ?<Segmentation Name>=<Segment Name>
  • For example, if you have one segmentation named “Job-role” under which you have “c-level” segment, your query string will be like “htts://mycompany.com/my-lp?job-role=c-level”


   6) How to identify the leads assigned to lead queue in SFDC?

  • There is no direct way in Marketo to identify these leads. The Lead owner fields will be blank in this case.
  • For a one-time operation in Marketo for there leads, add these leads in a campaign and use SFDC campaign criteria in Marketo smart list.
  • For frequent use, ask SFDC admin to create a field in SFDC and copy the lead owner/lead queue name using workflow. (You should use workflow not formula type field because formula type field do not sync properly with Marketo)


   7) Cleanup Marketo Database:

  • Remove Test/Internal records
  • Remove Hard bounced/email invalid
  • Remove inactive records, basically who doesn’t have any activity in a specific time period
  • Old SFDC contact records, Inactive opportunities, etc
  • If you want to go beyond; run data analysis to find out junk records
  • Before deleting these records from Marketo flag these in SFDC and hide these from Marketo sync user, preventing sync again.


                  😎 Email “view as Webpage 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 webpage registers in the lead’s activity log just like the lead clicked it in an email client.


                 9)  How Marketo tracks the email link clicks:

  • The links in an email are wrapped by Marketo with special tracking code
  • When a recipient clicks on those links, the Marketo servers are informed about the click, and a click email event is logged in 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.


                10) Champion/Challenger Email testing feature:

  • Champion/challenger is a different methodology than A/B testing
  • It is meant for triggered smart campaigns and for engagement programs only.
  • With this, you can test with the whole emails, subject line and from address
  • 50% will receive test A and 50% test B until you declare a winner
  • Champion/challenger doesn’t work if it is sent inside a default smart campaign being used in an engagement program.
Level 1

Re: 10 Fast facts about Marketo.

Thanks. This is very informative. I am planning to appear for MCA and wanted to explore few sample questions. Most of the questions in the study group appears for MCE. Thanks in advance.

Level 10 - Community Moderator

Re: 10 Fast facts about Marketo.

(9) has incorrect info.

The click tracking server does not set the Munchkin tracking cookie. This is solely done by the Munchkin JS library. It's possible to have a Clicked Email recorded with no Munchkin cookie at all on the destination domain; it's also possible to have a Clicked Email and an anonymous (unassociated) cookie; and it's possible to have an untracked link and still end up with an associated cookie.

Cookies and click tracking are typically found together, but are *not* in fact dependent on one another.

Re: 10 Fast facts about Marketo.

Thank you for sharing! These are great fast facts, which I've added to our training docs for new starters.