[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.
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!
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.