Use Cases for Marketo Measure (Bizible) Suppression Logic

[Kate_Colbert]

I was recently asked for some examples of what to use Marketo Measure's Touchpoint Suppression functionality for so below are the most common I see across Marketo Measure users. Keep in mind though that Suppression is your tool to “clean up” your Marketo Measure data so you might have scenarios that are completely unique to your company!

Example 1: Suppressing based on the email domain

Why?

It’s common for employees to fill out forms on your site, maybe to download a new whitepaper they want to read, and that’s totally fine but you probably don’t want a touchpoint for that.

Build Idea:  

Note: In situations like this, it makes sense to suppress both the Lead and Contact value.

Example 2: Suppressing unsubscribe forms, password reset forms, career application forms, customer login forms

Why?

If the Marketo Measure JavaScript is properly attached to a form, people filling out that form will result in a touchpoint. Most customers do not want Touchpoints for things like the above where it’s just not the type of interaction we’re looking for when it comes to attribution reporting.

Build Idea:

Important Note: Use the matches any operator when you want Marketo Measure to look out for multiple values. The double asterisks creates “contains” logic. Your rule logic will also depend on your URL structure.

Example 3: Suppressing Buyer Attribution Touchpoints (BATs) that happened a defined number of days before the Opportunity is Opened/Created

Why?

Sometimes customers want to set up a “look-back window” to basically say that if a Touchpoint happened a certain number of days prior to the Opp being created, that it shouldn’t be eligible for attribution. Most clients align this to the length of their Sales cycle.

Build Idea:

Pro Tips:

• Usually when you’re setting up suppression logic, you’ll want to do it for both the Buyer Touchpoint (BT) and the Buyer Attribution Touchpoint (BAT). Check out this resource for a refresher on the two objects.
• Remember that Suppression gets rid of the Touchpoint in both CRM and Discover, whereas Removal will only remove the Touchpoint in the CRM, it will still be reportable in Discover. Suppression is most commonly used and Removal is usually only used in situations where CRM storage is a concern.

Last Updated 4/5/2024

[Kate_Colbert]

Hi @jeffchao -- glad to hear the webinar was helpful & thanks for attending! 

It sounds like your main goal with this particular suppression is to free up some CRM storage? If that's the case, I'd recommend a slightly different approach. Suppressing based on the age of the touchpoints (Create Date) and/or the age of the Opportunity (Create Date) might be a more efficient way to cut down on touchpoint data, especially if you've been a Bizible customer for multiple years. 

I'd also suggest considering suppressing certain Opportunity Types if you have ones that maybe aren't significant for reporting. 

I personally probably wouldn't suppress based on Opportunity Stage because I think it's valuable to be able to tell the story of Opps when they're Open, Closed Won and Closed Lost. 

Hope this helps! 

[Sev]

Hi Kate!

If I want to exclude touchpoints from a carreer page or a client portal - instead of using "Touchpoint.Session.FormPage" can I directly use the following rule:

"Touchpoint.Session.ReferrerPage contains xxxx.com" with xxxx.com being the page where the form is located?

Thank you,

Séverine

[ajavinash]

@Kate_Colbert 
Awesome. These are really helpful tips and I will apply this suppression to one of my ongoing in implementation. Thank you.

[Kate_Colbert]

Hi Séverine. Apologies for a slow response -- I don't always see the notifications! 

Anyway, I suppose it depends on your exact use case but I pretty much always recommend using "Touchpoint.Session.FormPage" in these scenarios because that ensure it will suppress the touchpoint ONLY if they are on that particular page when they submit a form (like a job application form). 

If you used "Touchpoint.Session.ReferrerPage" I think it could have unintended results. For example, what if the career page was somehow their referrer but they then navigated to & filled out a form where you DO want a touchpoint, like an ebook download... in this scenario, the touchpoint would be suppressed due to its referrer if you built the rule this way. I don't think that's what you'd want so I'd recommend not trying to do it this way, just stick with Touchpoint.Session.FormPage! 

Hope this helps

-Kate