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Our Community Blogs are a great way for our customers to have a voice. We want you to share your the successes, innovations, experiences, and ideas with your peers to help build your personal brand and heighten your awareness. The Nation is a powerful tool, and it's at your fingertips, don't be afraid to use it! Not all of our blogs are open, some you have to participate and earn status to be able to contribute to ( Blog) while others are open and free for everyone to contribute to ( Blog)! To see a full list of the different blogs Marketo has (both on and off the Community) you can visit our ​ page in ​. When posting to one of our Community Blogs, here are a few guidelines to remember: Do not duplicate content, meaning do not simply cut and paste content from your personal blog and post it. See "Re-purposed content" below Have a thesis, POV, or CTA Feel free to link to your personal blog if it is relevant to the post Limit external links in your posts, as we aren't trying to drive users off of Community Keep it focused on Women in Business and how it relates to topics like digital marketing, marketing automation, engagement marketing, building teams, workplace equality, and more Do not sell or pitch products...we are monitoring these. Soliciting your personal products or services could result in removal from the blog Share something new and actionable. We want our reader to walk away with the sense that they learned something 400 - 500 words. Re-purposed content: You are welcome to re-purpose content you already have, as we understand you have day jobs and can't dedicate your life to solely writing new content for Marketo No more than 75% overlap with existing content. In other words, rewrite the content with the Marketo user in mind. Make it unique to the Marketo Community Different headline than original post Again, limit / omit external links. It's recommended you include these as part of your author description if you plan to include them at all Frequency: This blog is featured on our page, so we are always needing fresh and relevant content there consistently No spamming (don't post more than once a day) Recommendations: Write when you have time, but don't feel like you have to post right away. Store some content up, and come up with your own content calendar Keep an eye on the blog and post when you see it's becoming stale Comment and participate in other customers blogs, your input is valued greatly Pay attention to the what's hot in the industry Pay attention to what our customers are interested in by scanning conversations in ​ & ​ Ready to post? Find your blog by viewing and get started! If you have questions, let us know! HAPPY BLOGGING!
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What terms should we add to this magical list? A/B Split – Refers to a test situation in which a list is split into two pieces with every other recipient being sent one of two specific emails, to determine which email is more desirable. A/B Testing – A method of testing a control sample against other versions in which a single element varies Above the fold – The part of an email message or web page that is visible without scrolling. Material in this area is considered more valuable because the reader sees it first. Accelerator Campaigns -- Campaigns that attempt to move prospects along the buying cycle faster by providing relevant “nudges” triggered by specific buyer behaviors or sales updates Account – Companies or organizations; can be prospects, customers, partners or even competitors Acquisition Cost – In email marketing, the cost to generate one lead, newsletter subscriber or customer in an individual email campaign; typically, the total campaign expense divided by the number of leads, subscribers or customers it produced. Alert – An automatic notification in sales and marketing technologies triggered by a lead’s specific behavior, change in status or the reaching of a specific lead score threshold Apex – A development platform for creating Software-as-a-Service (SaaS) applications on top of Salesforce.com functionality Attachment – A file that is sent in addition to the text or html in an email message Authentication – Technical standards through which ISPs and other mail gateway administrators can establish the true identity of an email sender Authentication - Technical standards through which ISPs and other mail gateway administrators can establish the true identity of an email sender. Examples of proposed authentication standards include: SPF (PO Box, AOL), Sender-ID (Microsoft), DomainKeys (Yahoo), and DKIM (Cisco and Yahoo). B2B Blogging – Also known as corporate or organizational blogging; involves the use of a blog or online journal to promote a company’s products or services with the goal of increasing conversions and driving revenue B2B Social Media - the various channels of the social web (blogs, social networks, wikis, etc.) as they pertain to business-to-business interactions. B2B social media also refers to how prospects, customers and businesses use the social web to research, listen, communicate and engage with each other through the exchange of content. BANT – The acronym for budget, authority, need, timeline— critical attributes that are used to determine the sales readiness of a lead Blacklist – A list of IP addresses believed to send spam Blog – A contraction for “weblog,”; an online diary or journal Blog – An online journal, with new entries appearing in sequence as they are written Bounce – A message that is returned to the sender because it was not deliverable. Buying Committee – Refers to all individuals involved in the B2B buying decision at an organization Campaign Management - The process of creating, executing, and measuring marketing programs directed at specific audience segments Campaign – Any marketing program to be tracked in Salesforce.com or Marketo CAN-SPAM – Federal legislation governing unsolicited commercial email that went into effect on January 1, 2004. This law does not prohibit unsolicited commercial email, but it does regulate how it must be sent. Cascading Style Sheet (CSS) – Controls the design and format of a document written in HTML Closed Loop Marketing -- Campaigns that send communications based on a prospect’s previous actions and their place in the buying cycle Cloud Computing – A term referring to a development platform in which applications are delivered as services in the “cloud,” requiring no hardware or software to maintain Company Score – The total score of all leads for a specific company. This may also be calculated by average. Also known as Account Score Contact – An individual belonging to an account Conversion Path – A specific online path offered to web visitors after clicking on a landing page Conversion Rate – The primary success metric for landing pages Conversion – A specific event that represents the goal of the landing page Converted Lead – A lead that has been deemed qualified for sales and that converts into a Contact Custom Field – A field outside of the preconfigured fields provided within Salesforce.com created to fit the specific needs of a business Custom Object – A custom Salesforce.com database table that enables organizations to store information unique to them Custom Report – A report outside of the standard set of Salesforce.com reports created to measure and analyze data in a specific way Customer Relationship Management (CRM) – Systems and strategies that seek to drive revenue through an improved understanding of customers and an increase in customer satisfaction and relationship building Dashboard – A visual display of a company’s performance metrics based on one or more custom reports De-duplication – The process of finding and consolidating and/or updating duplicate sets of contact information Deliverability – The ability of an email message or campaign to reach the intended recipient’s inbox, which is affected by spam filters, client-side filters and junk folders Delivery Status Notification (DSN) – Also known as “bounce message”, a system that informs the sender of a delivery problem Demand Generation – The act of using marketing to create interest or demand in a company’s products or services Depreciation – The ability to automatically lower a lead score due to inactivity, status change, or any other attribute that signifies a decrease in the level of interest – sometimes known as Lead Degradation and Score Decay DNS Records – The database records stored in the domain name system Domain Name System – A naming system for computers connected to the Internet or private network DomainKeys Identified Mail (DKIM) – A method for email authentication that allows an organization to take responsibility for a message in a way that can be validated by a recipient Drip Campaign -- A series of scheduled emails that deliver thought leadership to prospects that have opted in to receive marketing communications Dynamic Content – Email content that changes from one recipient to the next according to a set of predetermined rules or variables, either by preferences the user sets when opting in to messages or based on behavior or demographics of the recipient. Dynamic Site Change – Dynamically changing content, images or other elements according to a user’s real-time preference (e.g. search term used) Email Campaign Management – The process of creating, executing and measuring email marketing programs directed at specific audience segments Email Marketing – The use of email communication to increase awareness, generate leads and build relationships with prospective and existing customers Email Service Provider (ESP) – A company that provides email services, including batch email and email marketing Explicit Data – Information that a prospect provides that is unambiguous such as title, industry, company, etc. Force.com – A cloud computing development platform that allows for the building of SaaS applications and enables them to be run on Salesforce.com servers Groundswell – A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations Hashtag – A community-driven convention for adding additional context and metadata to tweets Heuristics – Quick methods often involved in problem solving, such as gut instinct, educated guesses or “common sense” Implicit Data – Information that is revealed by a prospect’s online behavior such as pages visited, and recency or frequency of visits Inbound Marketing – A type of marketing characterized by prospects and customers seeking out and finding companies rather than vice versa Incoming Lead Processing Campaigns -- What you do and how you act when you first meet someone will affect how he or she perceives you from there on out Influencer – A person who is highly recognized in an online community and has the ability to sway others’ thoughts or opinions Internet Protocol Address (IP Address) – A number assigned to each computer or network in order to distinguish each network interface and networked device Internet Service Provider (ISP) – Sometimes referred to as Internet access provider (IAP), gives customers access to the Internet Interruption Marketing – A type of outbound marketing that seeks to capture a prospect’s attention by forcing marketing communications in front of them; opposite of permission marketing ISP Feedback – When the ISP forwards complaints of recipients to the organization that sent the email Landing Page Optimization – The process of obtaining the greatest number of conversions from a landing page by continuously testing and revising various landing page elements Landing Page – A web page that a user encounters after clicking on a link from a search engine, advertisement, email or other marketing vehicle Lead Database – A system used to collect information on a company’s leads, such as demographic; budget, authority, need, timeline (BANT); and behavioral data Lead Handoff -- The process of passing a lead from marketing to sales Lead Lifecycle Campaigns -- Campaigns that ensure movement and interaction with prospects, even if they are not ready to buy or sales does not engage Lead Nurturing – The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready Lead Recycling -- The process of passing a lead from sales back to marketing because a lead was not yet ready to buy Lead Scoring – The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking them accordingly Lead – An individual or company that has the potential of doing business with your organization LinkedIn – A business-oriented social networking site List Fatigue – A condition producing diminishing returns from a mailing list whose members are sent too many offers, or too many of the same offers, in too short a period of time. List Hygiene – Process of cleaning and de-duplicating email files to ensure all addresses are accurate, unique, current, opt-in and deliverable. Marketing Asset – A piece of marketing content (e.g. whitepapers, videos, newsletters, webinars, etc.) used to educate and generate interest for a company’s products or services Marketing Automation – The use of technology to manage and automate the process of converting prospective customers into actual buyers Marketing Lead -- A lead generated by marketing, which has not yet being qualified as a sales prospect Meme – A catchphrase or concept that spreads quickly from person to person via the Internet Microblogging – A type of blogging that allows users to send brief text updates or micromedia, such as photos or audio clips, and publish them. The most popular microblogging platform is Twitter Microsite – A small website consisting of a few related pages that is part of a larger website Multiple Scoring – The ability to assign multiple scores to a lead, which can be useful for companies with multiple products or campaigns that need to be managed separately Multivariate Testing – A method of testing a control sample against other versions in which multiple elements may vary Opportunities – Deals that constitute a sales pipeline and contribute to forecast Opt-in – The agreement to receive email from a business source. Confirmed or Double opt-in refers to a double-check procedure in which a decision to be included on a mailing list is confirmed. Parent-child Campaign – A campaign that involves an umbrella “parent” campaign record (e.g. “2010>Q1>Email”) that is comprised of numerous “child” campaigns (e.g., “2010-Q1-Email-Introduction,” “2010-Q1-Email-First Follow-up,” etc.) Permission Marketing – A type of marketing that seeks to first gain permission from prospects before marketing to them Persona – A fictional person used to represent a specific target segment for a company; personas aid in marketing, product development, usability and other areas Personalization – A targeting method in which an email message appears to have been created only for a single recipient. Personalization may include any known demographic or behavioral information including recipient name, company name, website page visited and more. Phishing – Sending email that claims to be from a legitimate organization to trick recipients into providing personal information Plain Text – Text in an email message that includes no formatting code Point Cap – A limit placed on a lead score to prevent scores from being inflated by repeated actions or triggers (e.g. multiple downloads of the same white paper) Post-Click Marketing – Everything that happens once someone clicks on an organization’s website, but before they are a known lead. This includes the site itself, but also all landing pages that work to drive conversions for a company Post-Conversion Marketing – Includes all activities and communications from marketing after a prospect shares their information with a company until they become a customer. This includes email marketing, lead nurturing and lead scoring, all of which are critical for B2B companies to get the most of their pre- and post-click marketing Pre-Click Marketing – Everything that happens prior to someone getting to a company website. It’s the area of marketing that focuses on driving a prospect to an organization’s website and can be just as important as the website itself, since without pre-click optimization, the website may never be seen Product Score – The score for a lead that indicates their interest in a specific product. An organization may capture multiple product scores Qualified – The lead characteristic of being ready to engage with sales—a definition that is agreed upon by marketing and sales according to the profile of an “ideal” customer and a scoring methodology Revenue Cycle – A new way of looking at the traditional sales cycle, the revenue cycle starts from the day the organization first meets a prospect and continues through the sale and beyond to the customer relationship Role Accounts – An email account that is associated with a department, office, position or task RSS – (Really Simple Syndication) A web standard for the delivery of content — blog entries, news stories, headlines, images, video — enabling readers to stay current with publications without having to browse to their content. Sales 2.0 – Also referred to as social selling, the merging of Web 2.0 technologies with traditional sales strategies, enabling salespeople to better prioritize their time and serve as experts—not just negotiators— in the product selection process Sales Ready Lead -- A lead that has been qualified by marketing based upon criteria agreed upon by both sales and marketing Scoring methodology – The framework by which leads are scored (e.g. points, letter grades, etc.) Search Engine Marketing (SEM) – Also known as Pay-Per-Click (PPC) advertising; the process of paying a search engine to advertise a product or service Search Engine Optimization (SEO) – The process of employing different tactics to improve a business’s ranking in organic or unpaid search results to ultimately increase conversions Seed Email Accounts – Accounts created by a monitoring service with each of the ISPs Seed Nurturing -- The process of building relationships with qualified prospects before you have their contact information Segment – A portion of an audience that is targeted to receive a specific marketing campaign Segment – The ability to slice a list into specific pieces determined by various attributes, such as open history or name source. Sender Policy Framework (SPF) – An email vailidation system that is used to prevent spam Sender Score – An indication of the trustworthiness of an email source Sentiment – A level of assessment that determines the tone of an article, blog post, a company, etc.; usually positive, negative or neutral Short URL – An alias short URL used for redirection of long URLs Social Media Monitoring – The use of search engine technology to ‘listen’ for specific keywords as defined by your organization Social Media – Any strategy, software system or media outlet that relies on social interaction and the participation of individuals or communities to create and publish content Social News – Websites where users submit and vote on news stories or other links, thus determining which links are presented Social Proof – The determination of what is right by finding out what other people think is right Social Selling – Also referred to as Sales 2.0, the merging of Web 2.0 technologies with traditional sales strategies, enabling salespeople to better prioritize their time and serve as experts—not just negotiators— in the product selection process Software-as-a-Service (SaaS) – A way of deploying software so that users access the software “on-demand” as a web-based service, and the software vendor hosts the application on its own web servers Spam Traps – Old inboxes that ISPs reactivate specifically to trap spammers. Because these addresses have never been registered to receive email, any mail that lands in the trap inbox is labeled as spam Spoofing – A fraudulent email activity in which the sender address and email header are changed to look as though the email originated from a different source Statistical Significance – In the case of online testing, the probability that an event did not occur by chance Stay in Touch Campaigns -- Campaigns that “drip” out relevant content to prospects over time, helping to educate them and build trust and credibility for your company Suppression File – A list of email addresses you have removed from your regular mailing lists, either because they have opted out of your lists or because you do not wish to email them (competitors, etc...)_ Threshold – A score used to determine whether or not a specific action should be taken on a lead Trigger – An event based on a change or update in status, demographic information, or user behavior that causes a lead to proceed along a specific workflow branch or new path Twebinar - A mashup between a live podcast/audio broadcast and Twitter as the backchannel for discussion Twitter -- A social networking and microblogging service in which users send and read other users' updates known as tweets that are 140 characters or less Unsubscribe - To remove oneself from an email list, either via an emailed command to the list server or by filling in a web form. Web 2.0 – A term used to describe the second generation of web tools and software that encourage users to become more active participants, creating content and interacting with each other within web-based, social communities Website Monitoring – The ability to monitor page visits, click-throughs, form submissions, and other online activities from either known or anonymous visitors Widget – A mini application that performs a specific function and connects to the Internet YouTube – A video sharing website on which users can upload and share videos What terms should we add to this magical list?
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The New Marketo University Website is live! Go to https://learn.marketo.com We invite you to explore the new Marketo University < https://learn.marketo.com >.  Make sure to review the 1 ½ minute walk-through to get quickly acquainted with the new features, how to enroll into classroom and virtual classroom sessions and to take advantage of one-click access to our eLearning titles. March 27th Update:  Note that s ome customers outside the United States might experiencing issues in accessing the University website. The new Marketo University is coming soon. Our team of professional instructional designers is working round the clock to update our learning content library and develop role–specific learning paths to help you choose the best courses to take, in the right order to achieve your specific learning goals. We apologize for the delay. We’ll send out an announcement when the new and improved Marketo University site goes live! YOU CAN STILL REGISTER FOR INSTRUCTOR-LED TRAINING. Register now. While we’re working on the University site, you can register above for upcoming instructor-led training courses.  These courses are offered in Classroom format delivered at a Marketo site, or delivered in live-virtual format online. Please indicate in the Comments below that you want to be notified when the new University site is live and we will @mention you -- which will trigger a message to you - when the new University site is up an running. In the meantime, please feel free to contact us at education@marketo.com with any questions or concerns.
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In our first post, we discussed the concept of URLs and UTM tracking. Now that those are in place, we will dive into the setup with Marketo. Here are the high-level steps: Create the UTM fields in order to have a place to store the values Add the fields on your form pages as hidden fields, add to a landing page Setup the Marketo programs and/or smart campaigns to process them Test and check to make sure it's working Step 1 - Create UTM fields If you are setting this up for the first time, or you have inherited a Marketo instance, I recommend checking to make sure these fields are not already in place, or they exist, but are named something else. If you have access, go to Admin > Field Management, and search for any fields containing "utm" or "ppc" to see if they are there. In the screenshot below, you'll see that all 5 fields have been created and are currently mapped to the SFDC lead and contact records. *Side note: The mapping is important if you want the values for leads or contacts since SFDC treats them differently. Also, if you are creating them for the first time, make sure to do it in SFDC and wait for the fields to sync to Marketo or you'll have to get it re-mapped. ​ Step 2 - Add fields to your forms Now that you have the fields created, add them to any relevant data forms. There are two main options for this. If your website uses custom non-Marketo forms, ask your web developer to add the extra fields to the forms and make them hidden. In the field management screen, there's an "Export Field Names" button which will export all the necessary fields that you can provide to your developer. The file provides a mapping for the UTM values that need to be written to from the website form field to the Marketo field. There might be other options such as native plugins that might already accomplish this. If you are adding them to a Marketo landing page, drag those new fields onto your forms and make them hidden. In the Autofill property, choose Edit and you'll see options to chose where the field values will populate from. Choose URL Parameter and type in "none" for the default value or anything that you can filter on later to troubleshoot if it's not working. At this point, the landing page is just waiting for a referring visit with UTM values. Consider what happens when someone clicks a link, but does not sign up right away? The values from the URL parameter must be present at the time of submission in order for this to work. So if someone navigates away and the parameters disappear, then the UTM values will not be captured. To solve for this, we have created a tracking script that will store any UTM parameters it finds into a cookie. Now when a visitor fills out a form that contains the hidden UTM values on a form, the cookie will store the UTM value across the main and subdomains. *Technical Stuff: You can upload the extracted file into the images directory or on your web server. Before doing so, take note to make one change to the file and re-save it for it to work. Open the file with any text editor and looking for a line that says "domain=digitalpi.com" and change it to your domain. Once set, it won't expire for another 365 days. The script should be place where your Munchkin script is also placed. It's a simple script that does the following. If UTM parameters are present, store those into a cookie. This means if it comes from a URL and it's the first time seeing it, the script creates the cookie. If the visitor comes back by clicking another link with different UTM parameters, it will replace with the new ones and continue to do so. It's not session specific which means if the visitor closes the browser and comes back at a later date, it will still be in the cookie and keep it for 365 days. Here's a link to the tracking script: dpi-ppc-tracking-script.js.zip So that you can see this process in action, I created a simple form with visible UTM fields on a landing page. When you click on one of the sample links, you should see the UTM values in the UTM fields where they would normally be hidden. If you want to experiment with it, change any of the UTM values after the equal sign and refresh the page. You'll see the new value populated in the field that was changed. Long version: http://info.digitalpi.com/Marketo-UTM-Sample-Page.html?utm_source=blog&utm_medium=email&utm_term=utm&utm_content=utm-tracking-blog-p2&utm_campaign=blog-sub Shortened version: http://goo.gl/O6VyL9 Step 3 - Setup Marketo processing This next part is just ordinary Marketo smart campaign building. Setup the trigger filtering on UTM values. Make sure it's unique enough to process for the individual UTM parameter (campaign, source, medium, etc.). Step 4 - Test and validate Create a few URLs to your landing page and use different combinations of UTM parameters and click on your form submission. Look for the test record and in the custom fields look for the values. If they are there, it's working properly. Keep in mind these values will change each time a new set of UTM values are set. You can run reports on the different campaigns or even down to the add level if programs are setup to track that. This feature is used frequently, so we hope this article saves a lot of time and frustration. Happy Marketing!!
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Personal thanks to Stephane Hamel ​ for providing this document. If you have an feedback, .. if you find it useful, if it helps you, if you see any errors or things that could be improved - let me know! Please let Stephane Hamel​ know.
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As part of my role in Marketing Operations is to manage data quality. Data comes form many sources and not always in the optimal state I require it to be for lead routing. Not all Marketers are data savvy and will need some coaching when they hand over a CSV file from an event they have just ran. As we collect data from a variety of regions, not all of it is going to be perfect. Some folks expect Marketo platform to cleanse the data on upload. Some maybe missing mandatory data points in order for them to be routed to the appropriate sales rep for follow up. Bad practices of data collection can leave your data base with gapping holes and will require extra scrutiny at some point. One of the first things I do each Monday morning is check on how many leads we are collecting from our marketing activities with missing data by running a Marketo report. We took advantage of Marketo lead report in Revenue Cycle Analytics with the ability to add custom smart lists to the report. This report can then be subscribed to on a weekly or monthly cadence. Below are the steps to take to build a database health report: First off, we need to build smart lists for every field we need visibility into. Create a new folder in your Smart List section of Marketo Data base, name it ‘Data Base Health Report Smart Lists’ and create a new Smart List and start off with First Name. Make sure to name your Smart Lists the way you want them to be named in your custom columns as they will appear exactly the same. Drag and drop in First Name field into your smart list, select ‘Is empty’. This smart List will group all leads in your DB with a missing First Name. Do the same for Last Name, Company Name, Country, Lead Source, Industry, Phone etc. All the ones you need to monitor. Now go to Analytics section and create a new lead report. Go to set up and add in your custom column smart lists, the first two columns will be your 'Grouping' and 'Total leads', so be sure to add them in the order you want them to appear in the rendered report. Note: can only add up to 10 smart lists as custom columns to the lead report. Now group your report by lead create date and select to view monthly. Go to subscription section and add yourself and pick whatever cadence you want your report to be sent out. In the smart list section of your lead report, add any filters you need to segment your report by, E.g. try to look only for leads created by a certain date or from a large static list etc. Below I'm making sure I don't pull leads with empty email address and a lead type of Corporate. This area helps you to focus your lens to a smaller set of data or leave blank and pull in your whole data base to the report. Now hit report to render, once rendered, you may need to adjust the columns. Your report will now show you your total leads by your chosen create date and grouped by created month. Along side will have columns to show total leads and how many of that total are missing First Name, Last Name, Company Name, Country, Lead Source, Industry, Phone etc. Advanced actions: Using this method of reporting can show many more ways to chop your data up. Try using smart list columns for certain Marketo forms your monitoring for engagement. Filter on lead sources with lead source detail.
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I previously answered a question in the discussions about this topic and figured I would share a bit more details about it. Feel free to post questions/feedback and I'd be happy to update this. UTM tagging, extra work and how to make your email templates more efficient Having even a few users simultaneously creating emails in Marketo risks a misalignment and if you have a tagging strategy for Google Analytics everybody might not follow it. Some may ask: "Why do we even need to use utm tags if we have Marketo?" - Well, for one everything should be tagged up both incoming traffic to Marketo and traffic generated by Marketo. The ideal situation is to be able to easily see what traffic is driving conversions/goals. What works vs What doesn't. The ideal situation is for these tags to always work without requiring users to need to think or spend too much time trying to figure out how to tag their link. With the new 2.0 email editor with variables all you need to do is add Local Variables to each module for both the link and the utm tag (this should be done in the template). Alternative 1 - Whole UTM string in one variable Variables defined: <meta class="mktoString" id="link-variable" mktoName="URL" default="#" mktoModuleScope="true"> <meta class="mktoString" id="utm-tag" mktoName="UTM" default="?utm_source=mkto&utm_medium=email&utm_campaign={{program.Name}}" mktoModuleScope="true"> To describe the values a bit better: mktoModuleScope (case sensitive): a boolean variable (true/false) meaning it needs to be included and marked true if you want it to be unique on a modular level, otherwise it will use the same value across the template. {{program.Name}}: The new program token for name can also show the program name from where the traffic came from, works great if you have a good naming convention. This should also fix itself if you are using spaces in your program names to not break the link and to show the same value in GA. default value: The value that will always be present mktoName (case sensitive): The friendly name to be displayed to whomever is editing your post Whenever you want to add a variable to an email (or landing page) template, you refer to it's previously defined id from the head: ${id} After these are defined, all you need to do is add the corresponding variables defined inside the links in the code for your modules. Looking something like this: <a href="${link-variable}${utm-tag}"> Alternative 2 - Split up each UTM tag into multiple variables If you are regularly adding e.g. utm_content tags for differentiating different variants this may be friendlier for you. This can also be done by defining five variables, one for each utm_parameter value and just have the default value blank (if you don't usually use it) or fill in the default like the example above (utm_medium=email etc..) <a href="${link-variable}?utm_source=${utm-source}&utm_medium=${utm-medium}&utm_campaign=${utm-campaign}&utm_term=${utm-term}&utm_content=${utm-content}"> If a link contains a blank utm_parameter with & following it, GA should skip it and move to the next one without causing a broken link. When this is done you are ready to get going with your email sendouts so they automatically track your defined UTM tags. For more tips and tricks, feel free to check out erikheldebro.com​​​
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Basic Nurturing Advanced Nurturing Measuring ROI Calculating the ROI of Nurturing Understanding the Engagement Dashboard Basic Reporting - (Login Required) Measuring ROI Understanding Engagement Scores Engagement Stream Performance Reports Defining Nurture How to Create a Nurturing Strategy Working with Engagement Programs (Login Required) Add Streams to Your Program Optimizing Nurture How to Test and Optimize Nurturing Engagement Engine, Scoring, and Data Management - (Login Required) Segmenting for Nurture Basic Nurturing Segmentations Segmenting for Nurture Advanced Nurture Segmentations Transition Leads Between Engagement Streams Engaging with Content How to Create Content on a Budget Content Marketing Tactical Plan Worksheet Add Content to a Nurture Stream Nurturing Across Channels Your Multi-Channel Nurturing Strategy
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Great Excel Spreadsheet to help you organize your Marketo
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Email performance analytics sits at the heart of every digital marketer, you want to be aware of how the performance has been and need the ability to report on the same using various dimensions relative to your marketing. More often than not, all marketing automation systems have a performance issue when it comes to providing analytics quickly with the parameters that you would like. Marketo has also been lacking in this area for quite some time since RCA is sold as a separate product and that also had performance issue till last year or so, when the UI was changed but still performance is not up to the mark and Marketo analytics is not that powerful a feature to suffice the digital needs of today. As a resolution to the same, Marketo has introduced Email insights to provide lightning quick reporting on Email performance with a plethora of dimensions/parameters to filter your report. It works real fast and allows you to report on performance which not only includes batch campaigns but can also include trigger campaigns and operation emails (You can choose to exclude them as well). There are options of choosing performance relative to one/multiple workspaces, you can add parameters such as segmentations, channels and program tags and include them as dimensions and report on them. There’s an option to filter the report on Audience (country and state parameters), Content (email, program, smart campaigns, theme) and Platform (Device OS and Device type). You can generate charts to assess the performance during selected period based on Time (Day, Week and Month) and filter on various parameters. On the right hand side you can also select metrics such as opens, clicks and unsubscribes to check on the performance by parameters of audience, content and platform. You also have the ability to save these reports as quick charts for periodic performance review, you can save up to 20 quick charts. Although it’s a fresh new option for analytics there’s a lot of scope for improvement, for example. The ability to export data/reports/charts is not available so if you want to share the data with anyone outside Marketo you can’t, which is a huge disappointment. There’s no option to report on custom parameters such as conversions, program successes etc.  There are only 10 custom dimensions that can be added which makes the set up limited. The ability to report on custom lead filters using smart lists as available in Email performance reports is not there. There’s no email link performance analysis. Overall a fresh new interface and a much needed option for Email performance reporting but still has a lot of scope for improvement. Here’s the Summary: Pros: Lightning quick reporting capabilities. Dimensions and work-space options for reporting. New filter options such as Audience, Content and Device. Ability to create quick charts. Cons: Inability to export reports Only 10 custom dimensions No custom lead filters and custom parameters No Email link performance analysis Here’s an example of how to use Email insights for your reporting purposes, it includes the steps you need to follow to leverage the various capabilities available for reporting. Log into Marketo and click on the tab on the top left hand side to go to Email Insights: This is how Email Insights home screen looks like: It provides you a lot of options of choosing to report on, you can select the Workspaces on which you want to see the performance: In this example, I want to check the performance in Europe, so I’ll choose Europe as the work-space. You can select the dates for which you want to check the email performance: There’s an option of comparing periods as well. You can click on sends on the top left corner to check the various email sends during the period and choose from it the one that you are interested in: If the desired email communication doesn’t show up here, then it could be because it is an operational email, the general settings of Email insights excludes the operational and trigger campaigns, you can change the same in the personal settings: There are a lot of parameters on which Email insights allows you to filter, one of them is Audience. You can filter the audience from country/state and check the email performance for them, for example: If you want to report on email performance during the last month in California etc. You can also filter on specific content, which can be either email sends: Select the email send you want to check the performance. You can also filter on Smart campaigns and the same would reflect in the report: Similarly program filters are also available: A new and fresh addition would be the ability to report device and OS performance, although this option is available as a constraint in Marketo Analytics, this is much better and faster, as it provides you comparative performance views on devices, which is nor the case with Analytics: You can select the Operating systems as a filter as well: There are filters available on your left and right side and you can select either to modify the report/chart: Here’s an example of filtering using parameters on the left side: On your right hand side you have options of choosing filters as well, by default all filter options will show: You can click on Audience, content and device to filter on and analyze the performance further: You have an option of viewing the performance by time as well in the selected time frame, you can select from day, week and month and the report will be modified accordingly: You can also add custom dimensions to these reports which can be used as a filter. To do so, click on the settings option: You can go to System settings to add dimensions, you can add segmentation, channels as dimensions and report the performance on them. Program tags can also be added as a dimension, a maximum of 10 dimensions are allowed with Email insights: Once you are done creating your report/chart based on all the filters and parameters, you can save it as a quick chart for periodic performance review: Name the chart and save it: You can it on the quick charts option on the right hand side, a maximum of 20 charts can be saved: Hope this was informative and helps you in leveraging Email insights for your organization. Your feedback matters a lot to me so if you have any suggestions/comments/queries relative to this, please comment below.
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Great PDF File to help you organize Marketo.
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Anyone can build a traditional lead nurture track – send email #1 with content offer A, wait a week and send email #2 with content off er B, and so on. But given that 94% of marketing qualified leads never close*, it’s time for marketers to switch up their nurturing playbook. Here is a doc containing a lead nurture checklist to help you take your nurturing program from okay to awesome.
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Information on the latest industry metrics for email marketing. Enjoy
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Over the last few years all these translations have been gathered together by my colleagues. One of them had kindly gathered them into this beautiful display and I thought it was worth sharing with you all. CTAs English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) German (DE) View Now 现在就查看 現在就查看 Veja agora 今すぐ見る Vea ahora 지금 보기 Read More 阅读更多 閱讀更多 Leia mais さらに読む Lea más 더 읽기 Watch Video 观看视频 觀看視頻 Assista ao video 動画を観る Vea el video 비디오 보기 Learn More 了解更多 了解更多 Aprenda mais さらに学ぶ Aprenda más 더 알아보기 Read the brochure 查看资料手册 查看資料手冊 Leia o material 小冊子を読む Lea el folleto 브로슈어 읽기 Broschüre lesen Register today 今天就注册 今天就註冊 Inscreva-se agora 今すぐ登録する Regístrese hoy 오늘 등록하기 Explore more opportunities 发掘更多机会 發掘更多機會 Explore mais oportunidades 他の機会も探る Explore más oportunidades 더 많은 기회 알아보기 Read full report 查看完整报告 查看完整報告 Leia o relatório completo 完全レポートを読む Lea el informe completo 보고서 전문 보기 Read article 阅读全文 閱讀全文 Leia o artigo 記事を読む Lea el artículo 기사 보기 Read press release 阅读新闻稿 閱讀新聞稿 Leia o release de imprensa プレスリリースを読む Lea el comunicado de prensa 보도자료 보기 View tool 查看工具 查看工具 Veja a ferramenta ツールを見る Vea la herramienta 도구 보기 View quotes 查看报价 查看報價 Veja as cotações 相場を表示する Vea las cotizaciones 시세 보기 View contract specifications 查看合约规则 查看合約規則 Veja especificações de contrato 商品仕様を見る Vea las especificaciones de contrato 상품 명세 보기 Listen to podcast 收听广播 收聽廣播 Ouça o podcast ポッドキャストを聴く Oiga el podcast 팟캐스트 보기 View presentation 查看 查看 Assista à apresentação プレゼンテーションを見る Vea la presentación 프리젠테이션 보기 Get started 开始 開始 Aprenda 今すぐ始める Comience a aprender 시작하기 View offerings 查看产品及服务 查看產品及服務 Veja ofertas 商品とサービスを表示する Vea las ofertas 제안 보기** View schedule 查看日程安排 查看日程安排 Veja programação 予定を見る Vea el programa 스케줄 보기*** Read white paper 阅读报告 閱讀報告 Leia relatório oficial 白書を読む Lea el libro blanco 백서 읽기 Read fact card 阅读事实卡 閱讀事實卡 Leia o cartão de dados パンフレットを読む lea la tarjeta de datos 팸플릿 읽기**** Download PDF 下载PDF文档 下載PDF文檔 Baixe o PDF PDFをダウンロードする Descargar PDF PDF다운로드 PDF herunterladen Items found on Research Articles English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) German (DE) View this article in PDF format. Leia este artigo em formato PDF. Ver este artículo en formato pdf. Diesen Artikel als PDF anzeigen. About the Author 关于作者 演说者简介 해설자 소개 Über den Autor Disclaimer Common Headings English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) German (DE) Resources 资源 資源 関連情報 참고 자료 View in: English 简体中文 (CN-S) 繁體中文 (CN-T) 日本語 (JA) 한국어 (KO) Português (PT) Español (ES) 语言: 語言: Ler em: 使用言語: Ver en: 언어: Key Features 主要特点 主要特點 Principais características 主な特長 Principales características 주요 특징 Key Benefits 主要优势 主要優勢 Principais benefícios 主なメリット Beneficios clave 주요 혜택 Contact Us 联系我们 联系我们 Entre em contato conosco: お問合せ先 Contáctenos: 연락처 In the News 相关新闻 相關新聞 É notícia 関連ニュース Recursos 뉴스 화제 Figure 1 图1 圖 1 Gráfico 1 図1 Figura 1 그림 1 Abb. 1 Getting Started 简介 簡介 Começando ご利用を始めるにあたって Primeros pasos 시작하기 Related Content 相关资料 相關內容 Conteúdo relacionado Contenido relacionado Forms English Simplified Chinese (CN-S) Traditional Chinese (CN-T) Portuguese (PT) Japanese (JA) Spanish (ES) Korean (KO) First Name 氏 氏 Primeiro nome 氏 Nombre 이름 Last Name 姓 姓 Sobrenome 姓 Apellido 성 Business email 电子邮箱 電子郵箱 Email corporativo 業務用メールアドレス Correo electrónico empresarial 이메일 Phone number 电话号码 電話號碼 Telefone 電話番号 Número telefónico 전화번호 Country 国家 國家 País 国 País 국가 Address 地址 地址 Endereço 住所 Domicilio 주소 City 城市 城市 Cidade 市町村 Ciudad 도시명 State 省 省 Estado 州・都道府県 Estado 주 Firm name 公司名称 公司名稱 Nome da empresa 会社名 Nombre de la empresa 회사명 Company Type 公司类型 公司類型 Atividade da empresa 会社の種類 Tipo de empresa 회사 유형 Job Function 工作职能 工作職能 Função 職務権限 Función del cargo 담당 업무 Comments/Specific Interest 评论/咨询 評論/諮詢 Comentários/Interesse específico コメント/質問 Comentarios/Interés específico 건의사항 또는 관심 사항 Submit 提交 提交 Enviar 送信 Enviar 제출 Regulator 监管者 監管者 Regulador レギュレータ Regulador 규제당국 Vendor 供应商 供應商 Fornecedor ベンダー Proveedor 벤더 Other 其他 其他 Outro その他 Otro 기타 Indicates required fields. 必填项 必填項 Indica campos obrigatórios 入力必須の項目です。 Indique los campos requeridos 필수 항목을 가리킴 Contact Us 联系我们 聯繫我們 Entre em contato conosco お問合せ先 Contáctenos 연락처 Must be valid email. 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Executive 行政管理 行政管理 Executivo 幹部 Ejecutivo 임원 Finance 金融 金融 Finanças 財務 Finanzas 재무 Marketing 市场营销 市場營銷 Marketing マーケティング Marketing 마케팅 Research 研究 研究 Pesquisa リサーチ Investigación Research Sales 销售 銷售 Vendas 営業 Ventas 영업 Technology 技术 技術 Tecnologia テクノロジー Tecnología 전산 Trading 交易 交易 Negociação トレーディング Operaciones 운용 Other 其他 其他 Outro その他 Otro 기 Select… 选择… 選擇… Selecione... 選択してください…… Seleccionar… 선택… Submit 提交 提交 Enviar 送信 Enviar 제출 First Name: 名: 名: Nombre: 名: Primeiro nome: 이름: Last Name: 姓: 姓: Apellidos: 姓: Sobrenome: 성: Comments/Questions: 评论/问题: 評論/問題: Comentarios/Preguntas: コメント/質問: Comentários/questões: 코멘트/질문: Submit 提交 提交 Enviar 送信 Enviar 제출 Contact Us 联系我们 聯繫我們 Contacto お問合せ先 Entre em contato conosco 연락처 Welcome back, [name] 欢迎回来, [姓名] 歡迎回來,[姓名] Bem-vindo de volta, [name] 再ログインありがとうございます、 [氏名]様 Bienvenido nuevamente, [nombre] [이름]님 다시 오셔서 환영합니다. Click here if this is not you. 如果您并非所示姓名本人,请点击这里。 如您並非所示姓名本人,請按此。 Clique aqui se não for você. [氏名]様ではない場合は、ここをクリックしてください。 Haga click aquí si éste no es usted 다른 사람이시면 여기를 클릭하십시오 Topic 主题 主題 Tópico トピック 주제 Select One 请选择一个 請選擇一項 Selecione um 一つ選択してください 하나를 선택하십시오 Register for future communications 注册日后接收通讯 登記日後收取通訊 Inscreva-se para contatos futuros 今後の通知を受け取るための登録 향후 커뮤니케이션을 위해 등록하십시오 Thank you for registering. ご登録いただき、ありがとうございます。
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Our sales team is very new to Sales Insight, so I did a training with them last week to show them some of the features and how they can use it to interact with their prospects better. I figured this is probably something a lot of us have to do at some point, so I am attaching my powerpoint that anyone can adapt to use for their own sales teams. Warning: it has many gifs and memes. Our sales team is very young, so I knew this would keep their attention also, my gif game is strong. Some of this is specific to our instance - for example, I created a marketing suspend campaign to allow them to suspend a prospect from marketing for 30 days if they are actively working a deal or about to do a demo - but it can probably be adapted for anyone.
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General Icons Icon Name Folder, New Campaign Folder Create New Folder Delete Folder Edit/Rename Folder Name Archive Folder or Convert to Archive Folder (This can appear for any folder and archived Programs) Success! (Frequently shown as Program Success, Successful Run, or Active) Filter, View, View All Community History Help Subscription Information Customer Support About Marketo Admin Icons Icon Name Workspaces & Partitions My Account Security/Logout Users & Roles Login Settings Location Smart Campaign Email Communication Limits Field Management Integration Salesforce (SFDC) Sales Insight Landing Pages Munchkin Web Services LaunchPoint Webhooks Tags - Program Attribute Revenue Cycle Analytics Treasure Chest Admin Notifications - Important Systemwide Alerts Marketing Activities Icons Icon Name Event Program Program - Default Type Import Program Engagement Nurture Add to Engagement Program Change Engagement Cadence (Paused,Normal) Change Engagement Stream Smart Campaign - Active and Triggered Smart Campaign that is Requested (By Sales Insight or Marketo Flow Action) Smart Campaign - Batch (Has been executed before) Smart Campaign - Inactive, or never executed Invalid Campaigns Program - Email Send (A/B Test) Smart Campaign - Scheduled Batch (Check mark indicates it has been executed before) Scheduled Batch Campaigns Flow Action Edit Settings Form Clone Form Edit Form Form Approved Social Social Button Actions Edit Draft Preview Clone Delete Embed Code Youtube Video Actions Edit Draft Preview Approve Clone Delete Sweeptakes Actions Edit Draft Preview Approve Clone Delete Pick Winners Download HTML Move Delete Clone Unapprove Send Sample Preview New Test Deliverability Tools Design Studio Icons Icon Name Landing Page. Landing Page Actions Edit Draft Preview Unapprove Publish to Facebook Convert to Test Group Clone Landing Page Delete Landing Page URL Tools/URL Builder Move Program Enable Personalized URLs Landing Page - Approved Landing Page/Email Template - Unapproved Landing Page/Email Template - Approved Email - Unapproved or Draft Email Approved Forms - Unapproved Template - Approved with Draft Draft of an Approved Asset (not live until Draft is Approved) Images & Files Snippet - Unapproved or Draf t Snippet - Approved New Grab Images from Web Upload Image or File Analytics Icons Icon Name Revenue Cycle Model Revenue Cycle Model (RCM) - Unapproved Revenue Cycle Model (RCM) - Approved Revenue Cycle Model (RCM) - Approved with Draft Report Actions Report New Report Subscription Delete Report View Qualified Lead Interesting Moments Expand All Collapse All Group Leads By Custom Columns My Tokens Icons Icon Name Calendar ICS - iCalendars, (Integrated Calendars) Rich Text (not a Landing Page) Number Salesforce (also on all SFDC related items) Schedule the Smart Campaign to Run Once Edit Settings Refresh (Usually Run Count, Report, Smart List) View Smart Members (Previously qualified, and current) Campaign Menus Icon Name Schedule Recurrence of Campaign (Multiple Runs) Cancel the Run, Action, or Delete Edit Qualification Rules Salesforce (also on all SFDC related items) Text Only Relative Score (also visible on all Scoring flow actions) Relative Urgency Email Script (for Velocity only) Date - Formatted as "MM-DD-YYYY" Lead Database Icons Icon Name Smart List Smart List - Cached Segmentation Or Segment - Unapproved Segmentation Or Segment - Approved or Draft Segmentation Or Segment - Approved Field Organizer Email Script (for Velocity only) Static List New New Segmentation Import
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Apple recently announced new features in their upcoming iOS and macOS releases which are designed to protect data from third parties. A broad set of FAQs on the potential impact can be found on  Adobe Experience League . We have provided an additional set of Marketo Engage-specific FAQs below. Since the new features have not yet been released by Apple, much of the information below is speculative. We plan to post updates as we learn more, so please stay tuned.   UPDATE: iOS 15 is now generally available on both iPhone and iPad.  We have conducted tests using iPhones running iOS 15 with Mail Privacy Protection enabled.  Please see updates to this FAQ below (in red).    Will this impact email open-tracking in Marketo Engage?   Highly likely. Early reports suggest that the open-tracking pixel contained in Marketo emails may be obscured and downloaded as a background process, irrespective of how you interact with the email. It is possible that an email open could occur without opening the email, which could artificially inflate the number of email opens. Also, the timing of when an email open activity is generated could be impacted since it may be decoupled from the actual open.   UPDATE: Yes, we confirmed that unopened emails can trigger an email open activity.   Test Methodology We used a batch campaign to send a test email to 5 testers with Mail Privacy Protection enabled on their iPhones.  We instructed each tester to not open the email and then waited 1 week before checking results.  Create a static list of test leads Create a batch campaign to send an email to members of static list Run campaign once Wait for 7 days and inspect campaign results   Observations After the 7 day wait, we found that 3 of the 5 unopened emails had open email activities logged in Marketo.  These activities were “machine-generated” due to a background load of the open-tracking pixel that occurs when Mail Privacy Protection is enabled.  For the 3 machine-generated opens, we found that 1 occurred within minutes of delivery, and the other 2 occurred several hours after delivery.    We then had testers go ahead and open the delivered emails.  For the 2 emails that did not machine-generate an open,  we found 2 email open activities were logged as usual.  For 3 emails that did machine-generate opens, no additional open activities were observed as expected.  This is because Marketo only ever records a single email open activity for any given campaign/mailing/lead combination.   We ran same test with Mail Privacy Protection disabled and did not observe any machine-generated opens.   To summarize: When Mail Privacy Protection is enabled, some delivered emails will have machine-generated opens, and the timing of when machine-opens occur is unpredictable. When Mail Privacy Protection is disabled, no machine-generated opens occur. Will this impact email link click tracking in Marketo Engage?   It is unlikely that tracked links will be impacted.   UPDATE: No, we confirmed that click email activities are logged as expected.  No change here.   Which product areas within Marketo Engage might be affected?   While there is no immediate impact right now, here is a quick look at the potential areas of impact within Marketo Engage.    Assuming that email opens may not be accurately trackable in the native Mail app, and that a user’s IP address will be altered by the native Email app and the Safari browser, we have identified the following areas of potential impact.   Activities It is hard to predict what the impact will be on the “Open Email” activity. For example, if the open-tracking pixel request is generated even though the email is not actually opened, then email opens could be overcounted. Also, the time of the open-tracking pixel request could differ from the time of the actual email open. Finally, there are activities that contain a “Client IP Address” attribute which may not be as accurate as before (Visit Web Page, Fill Out Form, Click Link, Unsubscribe Email).   UPDATE: There is no way to identify which open email activities are machine-generated, and which are not.  Machine-generated opens will likely increase the overall number of opens, but by how much is hard to know.   The User Agent on iOS15 has changed to simply “Mozilla/5.0”.  Since some activities contain metadata that is derived from User Agent, some of this metadata has changed (Platform, Device, User Agent, Is Mobile Device).   Open Email Activity - Before iOS15 Open Email Activity - After iOS15   This could impact your smart lists should they leverage these attributes as constraints.   Here is an idea that could help provide insight into iOS15 adoption.    First, build a smart list that looks for leads that have opened email using an earlier version of iOS. Since at the time of writing, iOS15 is only available on iPhone/iPad, we limit results to those devices only. Click on the People tab and record the number of list members (in lower righthand corner). Next, add another filter to smart list for leads that have opened email using iOS15. Since at the time of writing, iOS15 user agent is "Mozilla/5.0", we limit results to that browser only.  This provides the list of leads that have opened email using a prior version of iOS and using iOS15 in past 30 days.  Click on the People tab again and record the number of list members. You can then compare the two results and gain insight into iOS15 adoption.     Here are some of our test results over the past 30, 60, and 90 days. Date of Activity (in Past) 30 Days 60 Days 90 Days Device iPhone/iPad 23,723 38,901 52,964 Device iPhone/iPad & Browser Mozilla/5.0 1,160 2,621 3,444 iOS 15 Adoption Rate 4.9% 6.7% 6.5%   From this list, you can inspect the lead activity history and identify when a lead switched over to iOS15. Your mileage may vary!   Reporting Email opens can be inferred through email link clicks without the open-tracking pixel being activated, but reporting may be impacted. The “Opened”, “% Opened”, and “Clicked to Opened Ratio” columns in  Email Performance Report  columns may contain less accurate data. Also, any open-related measures or fields in Revenue Cycle Analytics  Email Analysis Report  may contain less accurate data.     UPDATE: There is no way to identify which open email activities are machine-generated, and which are not.  Machine-generated opens will likely increase the overall number of opens, but by how much is hard to know.   A/B Testing If you use  Opens as Winner Criteria , then test results may be impacted since this criteria relies on accurate email open tracking.   UPDATE: See Reporting (above).   Web Personalization The “Location” and “Industry” firmographic  Web Segments  may not match as they had before. This is because the segment attributes are derived by doing a lookup using the client IP address.   UPDATE: See Inferred Fields (below).   Inferred Fields Since client IP address may not be as accurate, Inferred Fields may be impacted.  Send In Recipient Time Zone  can use inferred fields to calculate time zone (as a fallback when known location fields are not populated).  Lead to Account Matching can also use inferred company name field in matching logic. UPDATE: The client IP address behavior on iOS15 has changed.  To allow users to hide their IP addresses from websites and network service providers, requests now go through an Apple proxy server. The proxy server assigns an IP address from a pool of users grouped by their approximate location.  As a result, the location information stored in Marketo inferred fields will be less precise.  Best practices for using inferred data can be found here.   As a Marketo Engage user, what can I do now to prepare for this change?   Review your usage of product areas described above and assess potential impact. Reduce dependency on email open rates. Look for activities from the click onward to measure engagement. Think about how you measure success of your email campaigns and how email opens fit into your overall methodology. Gather device and OS data to understand potential impact. This can be done using either Email Insights or Smart Lists as described  here .   UPDATE: Reduce dependency on email open rates.   As a Marketo Engage user, what should I be thinking about in the future?   Email opens are not the most important indicator for measuring success of your email campaigns. Email is the vehicle by which you drive your customers to a landing page to convert via filling out a form or other action. Web page visits, link clicks, and form fills are the high value activities that you should concentrate on.     Geographic and firmographic data based on client IP address lookup is not entirely accurate since many IP addresses return data for the Internet Service Provider instead of the actual user. In some cases, an IP address lookup will return no data at all. An alternative could be to use a third-party data enrichment service.     Privacy changes are transforming email as we know it. Changes to proxies, location data, and blocked email opens present new challenges to email measurement. Here are Deliverability resources that may prove useful to address those challenges:   Optimizing Marketo Engage Email Deliverability   Email Deliverability 101: 4 Tips to Inbox Success  
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In Feb14' version we've added RTP activities to the smart campaign standard filters and triggers. Therefore you should no longer use the old way of capturing URL parameters in order to measure your campaign performance and engagement. Please follow the instructions below to set up your smart campaigns in the new way: https://docs.marketo.com/display/DOCS/Define+a+Smart+List+for+Web+Personalization+Activities https://docs.marketo.com/display/DOCS/Define+a+Smart+List+for+Predictive+Content+Activities Cheers, Yanir.
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