Tokens on Steroïds

Tokens on Steroïds

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

New types of tokens required :

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

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

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

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

Token management also needs some significant improvement :

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

Finally, token usage should also be strengthened :

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

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


Level 10

Set validation rules for tokens, such as:

  • Phone numbers
  • Time
  • Date
  • Min / Max Numbers
  • Character Counts
  • Postal Codes
  • Caplitalization
  • etc

Allow blank tokens! They're nice to keep in there for cloning purposes.

Level 10

Adding the possibility to set tokens values from within a flow step.


Level 10

Do you have on there the ability to add descriptions for tokens?  ex: If it's a link to an image, size rules. If it's for a URL parameter, must be lower-case, etc?

Level 10

Throwing this on this particular idea since it's getting more traction: please please please please have some Admin-only way to refresh Program-level tokens in use. There's nothing more maddening than waiting for the local tokens in use cache to expire and having to explain why there's tokens in a program that aren't being used, but you can't delete. ;(

Level 10

Hi Courtney,

Are you referring to this one: ?


Level 10

Hi Greg,

Not quite the same thing, actually—I'm looking specifically at instances where a program-level token has been put in place and then removed for whatever reason; Marketo caches which tokens are in use in order to protect them from accidental deletion, but there's often a long delay between when a token is removed and when Marketo will release the token and allow deletion.

Level 10

How about exporting information on programs, including tokens?

Level 10

That would be cool for documentation and audit purpose.


Level 10

+1 for the multi-line text token, referenceable in smart lists and flow steps. Some kind of "asset list object" you could select in a dropdown would also do the trick. It would be great to use the same list in different campaigns and smart lists but only have to alter it in one place. For example a list of forms which qualify a lead for certain stage/status if they fill it out.

Level 4

+1 for the use of token referenceable in smart lists and flow steps. And if

that's not possible, would be nice at least to be able to search/find all

instances where a given object (a form, for example) is currently being

referenced in smart lists and flow steps to make any future changes easier

(like if form A were superseded by form B)

On Fri, Apr 15, 2016 at 1:19 PM, Grant Booth <>