Snippets and Segmentation for Emails

[Anonymous]

Hello.  I'm wondering if there is a way to create a SINGLE email template where I can tell Marketo to segment the emails based on the lead owner and have the email personalize the email with the sender's photo and contact information at the bottom of the email.

For example, I have 50 sales reps who collectively own 6,000 contacts.  The exact same email message needs to be sent to all contacts, but each sales rep wants their name and email address to be listed as the sender on the email and to have their name, photo and contact information listed at the bottom of the email body. 

I created segments for each sales rep (segmenting by lead owner name) and created snippets for their photo and contact information.  However, where I am running into problems is I don't know how to create a single email campaign and tell it to pull all of this dynamic content for me.  As a workaround I have been cloning the original email template to create a personalized email for each sales rep which is very time consuming.  There has to be a better way, but I am not sure how to do it.

I have searched endlessly on the community and haven't found any solutions that will allow me to create a single email and have Marketo dynamically insert the sender name, sender email address and the photo/contact info at the bottom of the email body. 

Any suggestions???

[Justin_Norris1]

Christina Trujillo​, you can actually accomplish this using only lead tokens -- no segmentation required!

Lead owner name, email, and phone, etc., are all standard lead fields in Marketo. They will pull the lead owner's data from the user object in SFDC. Just insert these tokens into the signature area of the email and they will populate dynamically with the sales reps' information.

The only tricky one here is the photo.

Here's a solution I've thought about, but haven't yet tried:

1. Create a custom field on the user object in SFDC/your CRM for the user's photo (it should be a URL to the image file stored in Marketo).
2. Create another custom field on the lead/contact object that is a formula that references the user field via the owner lookup relationship.
3. Now you have a field containing a link to the lead owner's photo on the lead/contact record. You can use a token for that field in the email's HTML and it will populate dynamically along with your other tokens.

[Josh_Hill13 · Accepted solution]

Justin's right.

But for the photo, you can do Step 1 in Marketo. You could then run a flow or automate it:

If Lead Owner Photo URL IS EMPTY, then

if Lead OWner = X, Lead Owner Photo URL = "http://XXXXXXXXXXX"

Then, take that token and put it in the snippet's code:

<IMG="{{lead.lead owner photo}}">

now Steps 2 and 3 will automate more of that for you, but I would be careful about the lookup in SFDC that it populates the actual URL text, not the related lookup code that Marketo won't be able to use.

[Justin_Norris1]

Josh Hill​ you are right about potential Lookup issues. Would definitely need to test that.

My thought around doing it in SFDC vs. Marketo is that the URL field on the user record could be populated as part of setting up the user in SFDC -- less chance of being forgotten then if someone needs to remember to add the new user to a Marketo flow when their SFDC account is created.

But only works if the Lookup renders correctly.

[Anonymous]

Sorry to revive an older post, but I was curious if it was possible to leverage the existing SFDC FullPhotoURL field instead of creating a new custom field.  What steps would be needed to get this into Marketo as a lead token?

Thanks

[Anonymous]

Actually, I found out you should set up segmentations for each sales person then apply those segmentations to snippets for the sales people.  You can include the sales person's photo within the snippet. By doing that, I was able to create a single email campaign then use a snippet.

[Anonymous]

Christina,

I have a very similar sitatuion. i am trying to populate sales rep images on a landing page and am new to Marketo. I am trying to figure out how to create this process using snippets and segmetnations.

Did you find that by adding the custom object in Salesforce this was incompatible?

Would you mind sharing how your process for creating the segment and snippet?

[Anonymous]

Hi Bekkah,

The solution I found is for dynamic email content, but I am sure you can apply it to a landing page as well. Attached are some screenshots to show how I was able to accomplish this all within Marketo.

I hope this helps!!

Christina

[Anonymous]

This was VERY HELPFUL

Thank you !

[Justin_Norris1]

Christina Trujillo​ definitely segmentation is an option there and glad you have it solved for now.

The only two things to keep in mind with that solution that I see are

a) you have to manually edit your segmentation every time you add a new sales person

b) if your sales team grows beyond the segment limit (currently 100) then this solution no longer works.

So just something to watch out for if your sales team grows. Merging in lead tokens will scale much more easily.