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.
Marketo Users with Marketo-MS Dynamics Integration may realize that they are not able to see the Marketo Sales Insight section on Lead/Contact Form in Dynamics after installing the Solution. In this scenario, we will consider that MSI is installed and published successfully. However, even with an Admin Role under their CRM instance, the User is unable to see its section on any Lead/Contact Form. TROUBLESHOOTING STEPS 1. Verify if MSI section is available on the Form Editor: 1.1 Open a record. 1.2 If there are multiple main forms for the entity, verify that the form is the one you want to edit. If it isn’t, use the form selector to choose the form you want to edit. 1.3 Click the More Commands button ( .... ) 1.4 Click Form Editor. You should expect the result below: As you can see the MSI section is available there. If NOT, please go back and re-publish the MSI plugin again as shown in our documentation (Install and Configure Marketo Sales Insight in Microsoft Dynamics Online - Marketo Docs - Product Docs - Step 10). But here, as I mentioned earlier everything is setup properly and running OK . So, what else could be the issue? 2. Check Assignment Roles: Note that due to security roles used in Microsoft Dynamics 365, even if a User is a member of a team with its own security privileges, he won’t be able to see some data. Go to : 2.1 Settings > Security. 2.2 Choose Users. 2.3 In the list, select the user or users that you want to assign a security role to. 2.4 Choose More Commands ( .... ) > Manage Roles. Only the security roles available for that user's business unit are displayed. 2.5 In the Manage User Roles dialog box, select the security role or roles you want for the user or users, and then choose OK . Let's us provide the User here with a Marketo Sales Insight Role . Click OK to save the change. 3. Result: The User should be able now to see the Marketo Sales Insight (MSI) section on Lead/Contact Form under their CRM account.
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.
One of the most common issues while setting up MSI is related to required Fields not configured in Salesforce. In this scenario, I will use the example below: In Salesforce (a) In Marketo (b) Required fields are not configured in Salesforce. Priority (Lead) Relative Score (Lead) Relative Urgency (Lead) Priority (Contact) Relative Score (Contact) Relative Urgency (Contact) Diagnostics Test Failed! Required fields are not configured in Salesforce: Priority (Lead) Relative Score (Lead) Relative Urgency (Lead) Priority (Contact) Relative Score (Contact) Relative Urgency (Contact) Troubleshooting steps: Note that (a) is the error notification you get when you try to validate the configuration in SFDC and (b) the one from Marketo under the Admin Section/Integration/Sales Insight/Status. 1. Where should you concentrate on to resolve this issue? SALESFORCE as both (a) & (b) state clearly that the required Fields are not configured in SFDC. 2. Which Fields and where exactly in Salesforce? 2.1 Fields’ Name are outlined in the error notifications (a) & (b). Here: Priority Relative Score Relative Urgency Priority Relative Score Relative Urgency 2.2 How to locate the Fields in question? The information in parentheses after the Fields' name should tell you where the Fields can be found. So (Lead) refers to Lead Object and (Contact) Contact Object. 3. What could be the cause? The MSI configuration may fail due to many reasons: 3.1 Fields are not on Lead or Contact Page Layout under Sales Insight Section. Check it out. If not, do so accordingly and try to validate the configuration again. OK . Otherwise: 3.2 Check if the Fields in question are available under Marketo Admin Section/Field Management If they are, check if they are mapped correctly with the corresponding CRM Fields. In most cases, they are not. Meaning that in SFDC, they are not visible to the Marketo Sync User. 3.3 Verify Fields visibility to the Sync User in SFDC Change Fields Security settings if necessary. A Salesforce Admin Role is required. Wait for few minutes for the change to sync over to Marketo. Recheck if Fields are now mapped properly or available under Marketo. Retry to validate MSI configuration under SFDC. OK . After going through the troubleshooting steps above, everything should work smoothly. Otherwise, do not hesitate to contact your SFDC Administrator or Marketo Support for further investigation.
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!
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.