Executable campaigns are a powerful new feature designed to allow you to make your campaign logic modular, reusable and maintainable. However, staying within the limit of three nested executables can be difficult when your campaign trees get complicated. This article describes a simple method of classifying your executables into three categories to help you stay within the nesting limits while also remaining productive.
Three Categories for Executable Campaigns
This classification system has three categories with simple definitions:
Tier 1: These campaigns may not be executed by other executable campaigns
Tier 2: These campaigns may not execute other Tier 2 campaigns
Tier 3: These campaigns may not execute any other campaigns
By classifying your campaigns in this way, and abiding by their restrictions, you can avoid bumping up against the nesting limit.
Now we have a way to avoid the nesting limit, but how should you map your existing campaign logic and lifecycles into these categories? Let’s look at Tier 3 first, as it is the foundation of this model
Tier 3 – Task/Unit - May Not Execute Any Other Campaigns
Tier 3 cannot execute any other campaigns, and this is where individual tasks should be implemented. Your organization can define what a task is in this context, but I think that it is useful to borrow the definition of unit from software development: A unit is the smallest testable part of any software. In the context of Marketo, a unit is the smallest testable part of any campaign.
Let’s look at a common example for lead lifecycles: Taking a country input and outputting a country code to a different field.
The above is an abbreviated example using flow-step choices to match the value of Country to a particular country code. Supposing we wrote a test for this, we would expect a lead who enters the flow with an empty value of “United States of America” to receive a Country Code value of “US”.
This or similar steps could be a unit for your business, but you do not need to limit your units to single steps. Your Tier 3 task campaigns should tend to be short sequences of work which are used in multiple contexts
Tier 2 – Orchestration – May Not Execute Other Tier 2 Campaigns
Tier 2 (as well as Tier 1) are more flexible than Tier 3 campaigns as they can execute other campaigns themselves. These executables can be used to string sequences of other campaigns together alongside standalone flow steps. An example would be a Standard Data Enrichment campaign. Where normalizing a country code is a unit or task, this is a sequence of one or more data enrichment tasks that can be maintained and modified separately from the logic of the individual tasks themselves
Tier 1 – Last-Mile – May Not Be Executed by Other Executable Campaigns
You may find that your business does not need to use Tier 1 campaigns, and that you can satisfy your organizational needs with just Tier 2 & 3 campaigns. However, Tier 1 campaigns allow an additional layer of flexibility for you to manage your campaigns. Typically, one of these campaigns will call a mix of individual flow steps, and Tier 2 & 3 campaigns to assemble a flow for a typical lifecycle event, like a Standard New Lead Flow. These typically include data enrichment, normalization, scoring, and routing flows, which can be created as tier 2 or 3 campaigns.
[FAQ attached below this article]
On August 31, 2020, Marketo Engage will implement a new retention policy specifically for Sent & Delivered Email activities. Under this policy, data for these two activity types will be stored for a rolling 90-day period from the activity date for use in Smart Lists. This is a change from the current default retention period of 25 months, and from the current Extended Data Retention subscription option period of 37 months.
Upon the policy taking effect, data older than 90 days for these two activities will be deleted and no longer available for export. Any Smart List with the “Was Sent Email” and “Was Delivered Email” filters (including NOT Was Sent and NOT Was Delivered) should be updated to ensure the maximum lookback date is 90 days. If the lookback date is greater than 90 days, the Smart List will continue to function, but only activities that are 90 days old or less will qualify.
In 2020, we are improving critical parts of the underlying Marketo Engage infrastructure, including Batch campaign processing, similar to the Trigger campaign improvements made in 2019. This new infrastructure, in combination with the new retention policy, is expected to result in shorter lead time with large email sends and faster segmentation processing to deliver significantly faster processing to our customers. Note, the revised retention policy is one, among several, aspects that come together to deliver this improved performance, but broadly speaking reduced retention helps with faster database look ups and search across the run-time infrastructure.
What's NOT Changing?
Aggregated data – including Reports, Dashboards, and Analytics – will not be affected by this change (unless they reference a Smart List with these activities). The new policy will not affect any activity type other than Sent and Delivered (for example, Was Opened activity data is not affected). Further, this change does NOT affect Engagement Program casts.
What Customer Actions Are Needed?
First, you'll want revisit where and how you're using these two activity types. Audit your Smart Lists and ensure the date ranges for these two activity types are less than 90 days - if you must use a date greater than 90 days, we suggest running a process to export to an external system. You will need to create this before the new retention policy takes effect on August 31, 2020. Information on how to export activities using APIs can be found on our Developers Documentation website.
We appreciate you understanding as we move toward an enhanced Marketo Engage experience for all customers. Please download and review the FAQ attached below for further suggestions, workarounds and additional information.
Please consider the link below if necessary to learn more about Email Link Performance Report before you proceed further : - http://docs.marketo.com/display/public/DOCS/Email+Link+Performance+Report Let's say here that you sent an Email out and you ran the Report after to retrieve data about C lick L ink(s) in it by Leads who received and opened it . You may realize that the Link: http://go.xxxxxxxx.com/xxxx-xxxxxxxxx_rsvp .html is not in the related Email xxxxxxxxx .Invite.Invitation . Is it a bug ? Remember that there are two ways to edit/ view any Marketo Email: HTML & Text Version as shown below : You must be only looking in to the HTML Version for the link which is not enough to identify this as a Bug . How is it possible? Marketo Users often clone an original Email to create a new one, modify its content and send it out after approving it. Once the Email in question reaches targeted Leads mailbox, some of them open it in Text ve rsion with the possibility to click a Link(s) in it. So, if you missed to convert the HTML version to Text (when you don't have the "Automatically Copy From HTML" option checked) before you approve it , it will be sent out with a link(s) which belongs to the cloned one. How to avoid this? ALWAYS REMEMBER t o convert HTML to Text Version (Copy from HTML) if you decide to not go for the automated option before you approve an Email. Particularly, when you clone an existing one.
You may want to track history of Marketo Forms filled out by your Leads so you can identify which Form was filled out first or last. What I am going to share with you today, will give you an idea about how you can easily implement this under your Marketo instance. 1. Requirements 1.2 Field(s) You will have to create two (2) Fields under Marketo only, if you don’t want their data to be synced to your CRM account. Otherwise, the Fields must be created under Lead/Contact Objects in your CRM (E.g. Salesforce). Make sure there are visible to the Marketo Sync User and that he has Read & Write access on it. They will be then synced to Marketo and ready to use. Let us name the Fields here Last Form & Last Form History. Links below must be useful for creating Fields in: - Marketo: http://docs.marketo.com/display/public/DOCS/Create+a+Custom+Field+in+Marketo - Salesforce: https://help.salesforce.com/articleView?id=adding_fields.htm&type=0 Note that an Admin Role is required in both cases. - Fields should be “ Text ” type as shown below: 1.3 A Trigger Campaign - A Trigger Campaign that will fire when a Lead fills out any Form as shown below under the Smart List Tab : - And the Flow should be set as the following: Remember to set the Campaign under the Schedule Tab so a Lead can go through the Flow every time. Please consider the link below to learn more about it: - http://docs.marketo.com/display/public/DOCS/Edit+Qualification+Rules+in+a+Smart+Campaign 2. Expected result When a Lead fills out a Form, if the Last Form field is empty it will be updated with the Form name. And so the Last Form History. The next time he fills out another Form, the new Form name will overwrite the existing data in the Last Form Field. The Last Form History one will be also updated.
This article is ONLY valid for Marketo-MS Dynamics integration. WHEN? In a situation where Data in Fields that are blocked from update in Marketo failed to sync over to the corresponding CRM Fields at the first place. REASONS: Fields wrongly mapped, not visible to the Marketo sync User in CRM, system failure, Read-Only Fields in CRM. You may want to update those Fields in MS Dynamics (E.g. Inferred City, Lead Source, etc...) at some stage, here is what you can do. 1. Export Lead/Contact Records from your CRM with the Fields that you would like to update 1.1 Create a Quick View Form to make sure only records with required Fields are exported In the default solution, using the solution explorer, expand the Entities node and select the entity you want to create a new quick view form for. Expand the entity and select the Forms node. Choose New and select Quick View Form. This will open the form editor. In the form editor, choose Form Properties in the Form group of the Home tab. In the Form Properties dialog box, enter a Form Name and Description to differentiate this quick view form from any others and close the Form Properties dialog box. Edit the form to add the fields you want. In this scenario, I will be updating the Lead Source Field under Lead Entity. 1.2 You can now export the List using the EXPORT TO EXCEL option 1.3 The exported File will look like the following: Note that there are hidden columns on this file, once you edit them, the file will be corrupted. They are very important while importing the final List to update the records in MS Dynamics. They are used to identify the targeted Leads/Contacts so they can be updated accordingly. This is how the file will look when you unhide them. Do not unhide those 3 Columns otherwise the file will be corrupted. If you attempt to do so, you will get an error when you try to import the List later into Microsoft Dynamics. 2. Update exported File accordingly Note that if the number of records to be updated is huge, you may consider exporting the List of Leads in question from the related Marketo instance. Again, only with the required Fields (E.g. Full Name, Email & Lead Source). Sort the two Lists alphabetically from A to Z to make sure the Marketo List records in cell 1, 2,3… match the corresponding CRM ones. Then copy all data in the Lead Source Field from the Marketo List and paste it into the CRM one. This can be done also by VLOOKUP ( https://support.office.com/en-ie/article/VLOOKUP-function-0bbc8083-26fe-4963-8ab8-93a18ad188a1 ). The final List should look like the one above: 2.1 Save the List as .csv file. Other supported formats: Text (.txt) Compressed (.zip) Excel Spreadsheet 2003 (.xml) Excel Workbook (.xlsx) Note that the maximum file size allowed for .zip files is 32 MB. For the other file formats, the maximum file size allowed is 8 MB. 2.2 Now import the updated List into CRM by clicking on IMPORT DATA 2.3 Select the file to be imported into Microsoft Dynamics from its location When you proceed, you will be asked to map the Marketo Fields with the CRM ones accordingly if required during the process as shown below: Continue with next steps until completion. 2.4 Result – Lead Source Field updated successfully in your CRM All done!
We are excited to launch a new onboarding guide for SMB customers who purchased our Lead Management solution. This was developed for practitioners and provides a framework for how to build effective, scalable campaigns in Marketo within the first few months. It covers topics including the revenue funnel, attracting/acquiring/engaging leads, lead nurturing, customer marketing, sales and marketing alignment, and reports.
Marketo Users often create a Trigger Campaign to trigger "Clicks Link” or “Open Email” activities on AB Test Email Program. They are surprised that they cannot find the emails in question under the Smart List drop menu for the trigger (1). Or, they successfully selected the Emails without issue and activated the Trigger Campaign, but after all it is throwing errors (2). What happened? 1. When Emails are used under AB Test Email Program, their name is wrapped with the Program Name + Test Type Name. E.g. TEST AB TESTING.Whole Emails Test (it will look different depending on Test Type you select. But, it will always start with the Program Name). Then, targeted Emails name can be located under Constraint Trigger “Test Variant” as shown below (Emails Name here are Email A/Email B & Test Type: Whole Emails): Note that Link & Test Variant can be found under “Add Constraint”. Also, it is very important to approve the AB Test Program before you create the Trigger Campaign otherwise those data won’t be available there for you to use. 2. Errors can be the result of not activating the AB Test Email Program before doing so for the related Trigger Campaign. Because, if it is activated in the first place there is no way to find the Emails' Name under the Trigger Smart List. Meaning that after initiating the AB Test, the system can no longer retrieve the targeted Emails name. Consequently, you get an error under the Trigger Campaign Smart List and it won’t fire.
Setting up the right statuses is really important for reporting. It allows you to conduct better analysis and make the right decisions. It is important that you define the statuses for your program as well as what success means to you. In the example above we have an invitation for a boat event. The statuses are: invited, registered, no show and attended. For this particular case Success is based on attendance. Other businesses decide to chose registration as a success, specially those businesses who are in the lead generation game. If you have not defined the statuses of that particular program you can always do it at a later stage. You need to go to Admin / Tags / Channels. You also need to create the campaigns that will define the different program statuses. This as an example of the campaigns that I created for one of my customers. This is an example of one of the campaigns that defines a change in Program Status. We are defining REGISTERED as program status. When our form is filled (Smart List) the flow is change program status to registered. For event programs it is particularly important that you define Program Statuses. This will also give you other options for setting up campaigns such as email reminders for people who were invited but they haven't registered yet.
Note: This originally appeared on our LaunchPoint partner, Elixiter's, website. Filter Operators: How to Define the Perfect Smart List String Fields Smart Lists are probably the single most important thing to learn in Marketo. They are extremely powerful and flexible. Their sole purpose is to define a group of people. Knowing how to use Marketo smart list filters and their operators will ensure you capture the exact group of people you need. An operator is part of the smart list that lets you get specific, narrowing down your group with clearly defined criteria. It lets you describe your filter or trigger in straight-forward language. The available operators are different depending on the type of field you are using. This article will cover smart list string fields, its operators and how to use them to get exactly what you need. String Fields A String field supports up to 255 characters and stores them all on a single line. A few examples of string fields are: Name Fields Email address City Company Name Job Title Industry Acquisition Program Name Lead Source Clicked on Web Page String Field Operators All string field filters have the following operators to help you define your smart list criteria: Operator Definition Is Exact match (not case sensitive) Is not Anything EXCEPT exact match Starts with First letters of string match Contains Any letters together in the string match Not contains No letters together in the string match (opposite of contains) Is empty No value (NULL) Is not empty Records with ANY value When to use Operators Knowing what operator to use to get the group of people you want is imperative. Operators directly impact smart list result. If you’re not careful, the wrong operator will include incorrect leads or exclude vital leads in your smart list. Below is a table to help you decide what string field operator to use when to use and an example of the results: Operator When to use Example Results with Job Title Field Is Use when you need only exact criteria Is “Manager” will return leads only with this title.Leads with titles such as “Senior Manager”, “Marketing Manager” or “managing” will be excluded from results. Is not Use when you need to exclude specific criteria Is not “Manager” will return leads who do not have this exact match.Leads with titles such as “Senior Manager”, “Marketing Manager” or “managing” will beincluded in results. Starts with Use when you want a group of people who have similar first letters in a string field. Best used in fields that don’t have a lot of variation. Starts with “Marketing” will return leads who have this in the first letters of their job title.Leads with titles such as “Marketing Director”, “Marketing Associate” will beincluded. “Chief Marketing Officer” and “Director of Marketing” will be excluded. Contains Use when you need a group of people who have similar letters anywhere in a string field Contains “marketing” will return leads who have this anywhere in their job title.Leads with titles such as “Marketing Director”, “Marketing Associate”, “Chief Marketing Officer” and “Director of Marketing” will all be included. Not contains The opposite of Contains. Use this when you need to exclude a specific criteria. Not Contains “Accounting” will return ALL leads that do not have this in their job title. Is empty Returns only fields who are empty (NULL). Is Empty will return only leads who do not have a job title listed on their account. Is not empty The opposite of “is empty”. Returns all leads who have any value in this field. Is not Empty will return ALL leads who have a value listed. Still having trouble with your smart list results? Contact us for assistance with a custom solution. Related How Tos: Marketo Fields: How to Translate Checkbox Fields Into Text Using Formula Fields