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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.          

By: David Cain B2B marketers are always on the lookout for the best way to support their marketing goals and make their sales teams successful. Typically that means leveraging a range of owned, earned, and paid marketing channels to amplify a product message and build as much awareness as possible across a wide swath of a target market in order to maximize the number of leads brought into the funnel and deliver the most sales possible out of the funnel. As a result, B2B marketers are intimately familiar with broad-reaching marketing tactics like online and offline advertising, PR, SEO/SEM, event marketing, social marketing, content marketing, mobile marketing and more, all designed to cast a very wide net and feed a sales team with a high volume of inbound leads. This broad-reaching approach to marketing can be an effective way to generate leads and sales BUT it’s not the only way to organize your sales and marketing efforts. In fact, based on the nature of your market, there may be a much more effective approach to achieve your goals—account-based marketing (ABM). What Is Account-Based Marketing? Account-based marketing is, in many ways, the exact opposite of the inbound marketing tactics I mentioned above. Instead of leveraging a set of broad-reaching programs designed to touch the largest possible number of prospective customers, an ABM strategy focuses marketing and sales resources on a defined set of targeted accounts and employs personalized campaigns designed to resonate with each individual account. With ABM, your marketing message is based on the attributes and needs of the account you’re targeting, hence the name account-based marketing. So why would you consider focusing your marketing resources on a select group of customers with an ABM strategy? Sales and marketing teams typically select target accounts because they are “high-value”—they have the potential to generate more revenue and are strategically significant or influential in a market. You might sell products that are only relevant to a small set of target accounts (let’s say, for example, computers designed to run nuclear power plants). In this case your buyer is so specific that your target account list is obvious. But ABM often makes sense even when you can potentially sell your products to a much larger group of companies. You might have a large total addressable market that includes hundreds or even thousands of potential customers, but some customers are certainly more valuable to your business than others. And there is no doubt that optimizing your campaigns with individualized messages for each account will result in better campaign performance than a generalized approach. If you have a high-value prospect you’re trying to turn into a customer (or a high-value customer you are trying to sell more to) and you think that a personalized approach to marketing will be effective in achieving your goals, then ABM is right for you. Top 5 Benefits of Account-Based Marketing Benefit 1: Clear ROI Effective ABM drives clear business results. In fact, compared to other marketing initiatives, the 2014 ITSMA Account-Based Marketing Survey found that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic.” Benefit 2: Reduced Resource Waste Because ABM is so targeted, it allows marketer to focus their resources efficiently and run marketing programs that are specifically optimized for target accounts. With ABM, you decide which accounts are qualified and then go after them. This can profoundly impact the way you think about sales and marketing and the types of programs you execute. Benefit 3: It’s Personal and Optimized ABM not only targets your sales and marketing efforts with laser precision to a specific audience, but ABM also entails personalizing your messaging and communications to specific accounts so that your campaigns resonate with these target audiences. In fact, according to Aberdeen, 75% of customers say they prefer personalized offers, which makes sense. Targeted customers are more likely to engage with content that is geared specifically to them, and is relevant to their business and stage in the buyer journey. And because ABM is inherently personal, your campaigns are automatically optimized for the right audience. Benefit 4: Tracking Goals & Measurement Is Clear When you’re analyzing the effectiveness of campaigns, whether email, ads, web, or events, it’s easier to draw clear conclusions, because you look at a smaller set of targeted accounts instead of a vast set of metrics and analytics that span your database. Benefit 5: Sales Alignment Is Easier ABM is perhaps one of the most efficient ways to align sales and marketing. This is primarily due to the fact that the marketer running an ABM program operates with a mindset very similar to sales—thinking in terms of accounts and how to target them, bringing them to the table, and generating revenue from them. Accounts are what sales people use to measure success, be it accounts in the pipeline or accounts won—for sales it’s all about accounts. The ABM marketer not only speaks the same language, but also works closely with sales to identify accounts and pursue them throughout the sales process. Key Steps of Account-Based Marketing If the above benefits resonate with you and ABM seems like a good strategy for your business, here are some key steps you need to take: Step 1: Discover & Define Your High-Value Accounts Use all the firmographic data and business intelligence you can find to help you prioritize your accounts. But remember, deal size potential is only one factor. You might select accounts based on other strategic factors like their influence in the market, likelihood to purchase repeatedly from you, or potential for higher than average profit margins. Step 2: Map Accounts & Identify Key Internal Players Now that you know your target accounts, you need to understand the way the account is structured and identify the critical players within the organization (e.g. decision makers and influencers). You might have this data already in-house or subscribe to services that can provide it. If not, consider having your sales team conduct the research or purchase this data from outside vendors. Step 3: Define Content & Personalized Messaging It’s important to put real thought into this step. Some define effective ABM as a web banner personalized with the prospect’s business name, which everyone loves but isn’t necessarily effective. Instead, an effective ABM strategy delivers deep and valuable content that addresses clear and significant business challenges the target account faces. Think about how your content, and ultimately your products and services, can address the target account’s specific business challenges in their industry. Step 4: Determine Optimal Channels We live in a multi-channel world and you will undoubtedly want to connect with your audience on many different channels (e.g. web, email, mobile, print…etc) in a coordinated way. But put some thought into your channel strategy because some channels are more effective for certain roles or certain industries (e.g. email is tough in the healthcare industry). You’ll also want to consider things such as opt-in rules in your region or other potential restrictions in your channel strategy. Step 5: Execute Targeted & Coordinated Campaigns Now that your content and messaging is ready to go, you need to make sure the influencers and decision makers in your target accounts see it. You can do this manually of course but technology is enabling marketers to coordinate and execute ABM campaigns at much greater scale and more efficiently than ever before. At Marketo we use our own marketing platform to support our ABM initiative. For example, we use our real-time personalization solution to serve content on our website designed specifically to resonate with key customers while we serve different content to our top prospect accounts. We employ a similar strategy with paid ads, leveraging personalized ad banners on Google, LinkedIn, and Facebook, using our Ad Bridge solution to serve ads specific to target accounts. Whatever your solution, make sure to coordinate campaigns across your channels to ensure a consistent voice and message. And work closely with your sales team so they can follow up on campaigns in a timely manner and with a consistent message. Step 6: Measure, Learn and Optimize As with any marketing initiative, it’s critical to test, measure, and optimize your ABM marketing campaigns to ensure they are effective and you’re always improving your results over time. Of course you’ll want to look at the results of individual campaigns (e.g. email open rates, click-thru rates, first-touch and multi-touch attribution…etc). But ABM isn’t about one campaign; it’s about pushing into a high-value account with a series of campaigns over time. Be sure to look at trend data to see how things are really going. Are you growing your list of known individuals (remember step 2?) within your target accounts over time? Are you generating web visits, campaign responses, meetings, sales opportunities, and, of course, deals and revenue at your target accounts? These are the metrics and signs of account engagement you’ll need to understand to assess the health of your ABM program over time. For more detail, check out the ebook we recently published, “A Recipe for Lean Account-Based Marketing,” for a deeper dive into account-based marketing and for information on how to get started quickly with ABM in your company.

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!

With General Data Protection Regulation (GDPR) hanging over every marketing professionals head, ­stay ahead of the curve and set up your opt-in strategy right.

MARKETO IN THE NEWS Marketo and Wunderman Alliance Offers Brands Insight-Driven Engagement The Drum (UK) Following our global press release, The Drum – the UK's most-read media and marketing website and magazine – wrote the news of our strategic alliance with Wunderman. The publication is also aimed at the media, marketing and advertising community across the UK and North America. Additional pick-up: AdExchanger (U.S.), Mobile Marketing Magazine (U.K.), CMO (AUS) Jason Hoffman joins Marketo as company's first CSO CSO Online The marketing automation company has centralized leadership around security and risk management into one organization, led by Hoffman. ·       Press Release: Jason Hoffman, Security Industry Veteran, Joins Marketo as Chief Security Officer Boardlist Wants to Be the LinkedIn For Female Director Candidates Fortune Marketo was included in a press release announcing the founding of Boardlist, which invites industry leaders, CEOs and board members globally to address gender imbalance by connecting highly qualified women with private and public boards ·       Additional pick-up: FierceCIO, The Next Web, Cracking The Code: CMOs, Measurement, and Metrics (translated) LEAD digital (Germany) This online (and print) magazine for digital and online marketing professionals published Sanjay’s byline. It has been shortened slightly but has been localized close to the original version. 2016 Digital Trends (attached) Internet World Business (Germany) Statement by Liz Smyth, Area Vice President Marketing EMEA, in a slideshow on digital trends. Liz states marketers need to focus on “H2H” – meaning Marketers should differentiate less between B2B and B2C. The focus for 2016 will be on the people - regular human beings - who determine business purchases for their organizations and companies. MORE AND MORE MARKETERS DISCOVER SNAPCHAT FOR THEMSELVES (Translated) Agitano (Germany) The publication picked up our Snapchat infographic. What your desk says about you (Translated - attached) Business Punk (Germany) This business-lifestyle magazine – picked up the English  infographic “What your desk says about you” by Marketo. Ad Blockers Are An “Immoral, Mendacious Coven Of Techie Wannabes” Says IAB Chief. They Are Also Right Which-50 (AUS) You have to wonder if Rothenberg and the members he represents would consider Adobe, Oracle, Salesforce, Marketo and sundry others to be an “immoral, mendacious coven of techie wannabes” because, ultimately, that’s where the bulk of the marketing budget will be spent IoT Tech Expo Announces 2016 World Series with Germany and North America Dates Confirmed Press Release A recent study from Marketo* showed 41% of respondents in Germany cited the IoT as a trend which they thought would have the biggest impact on marketing by 2020. Utilizing Digital Marketing Techniques Via the Cloud CloudTweaks As evidenced in Gartner’s Magic Quadrant, the top tools take into account today’s not-so-secret weapon: Cloud. Digital marketing in the cloud promises all of the essential digital marketing tools, but with the flexibility and speed to ensure to-the-minute solutions are always available and personally customizable. Though Adobe, Marketo, Oracle, and Salesforce dominate, competition in the sector is stiff, fortuitously guaranteeing today’s digital marketers user-friendly, cost-effective, and cutting-edge possibilities. Tremendous Results Lead to Expansion of Apogee Interactive’s Solution Press Release Another study from Marketo and Clearfit found that emails that used video for a direct call-to-action had a 53 percent higher click-to-open rate over emails without an obvious mention of video content,” said Erin Puryear, manager of Member of Energy Innovation Planning Customers Frustrated with Brands that Fail to Personalize Loyalty360 according to a Marketo study, over 78% of consumers will only engage offers if they have been personalized to their previous engagements with your brand. Study: What Top CMOs Are Betting Their Careers On Forbes Evolve conducted a Chief Marketing Officer (CMO) benchmark survey with Marketo, a marketing automation platform solution provider, to understand what marketing tactics, budgets and methodologies the highest and lowest performing companies were using and compared them to the success of their revenue goals. 5 Questions That Will Kickstart Your Social Media Plan SitePoint One guideline that can help you plan your content is Marketo’s 411 rule, which means post four educational or entertaining post for every soft promotion (e.g. events) and hard promotion (e.g. demos, products, etc). Basically, it means gain the trust of your audience by providing value. GetRank Q1 2016 for Marketing Automation GetApp GetRank is GetApp’s quarterly ranking of the top 25 Marketing Automation apps based in the cloud. Each app is scored using five criteria, each worth 20 points, for a total possible score out of 100: User Reviews, Integrations, Mobile Apps, Media Presence, and Security.Marketo came in fourth behind HubSpot, Infusionsoft, and Salesforce. App Marketers: Let’s Talk About The Word Engagement ARC Marketing automation engine Marketo* stated in 2014 that we are now in the era of engagement marketing. In a blog post, Marketo defined the seven principles of engagement marketing (see right). The principles are pretty straightforward: talk to people wherever they are basically all the time to get them to achieve a measurable goal for the company. Mobile, local, and content are the fundamental pillars of SEO Puro Marketing Cites our analysis with eMarketer that it doesn't matter that display ad spending will overtake advertising investment in search results. CUSTOMERS & PARTNERS IN THE NEWS LinkedIn to shut down B2B ad platform 'Lead Accelerator' CMS Wire LinkedIn admitted it failed to accurately forecast the resources required to scale the B2B ad targeting platform it acquired from Bizo in 2014. It plans to terminate the offering. As a result, it will take a $50 million hit in forecasted revenues Jive Hits Back At Social Networking Rivals In the Workplace Fortune The company credited with pioneering “social business” software—a sort of social network for employees—has overhauled its flagship products. The goal is to make its software seem more “consumer-like,” a transformation influenced by mobile apps and social networks that people use in their personal lives. Interview with Robert Nendza, VP Marketing - LeadPages MarTech Advisor While he does not mention Marketo, the VP of marketing at our partner LeadPages did a Q&A with the Editor of MTA. BrightFunnel announces account-based marketing analytics tool Marketing Dive BrightFunnel added an account-based analytics marketing (ABM) tool to its multi-touch attribution platform for B2B marketers. The tool offers marketers a number of features including engagement tracking, performance measurement of channels and campaigns, and the ability to run A/B testing. BrightFunnel says ABM practitioners SevOne and Cloudera already use the new tool. MasterCard Uses a Command Center to Track Its Marketing Spend Fortune At the company’s headquarters, product managers gaze at a 40-foot display that broadcasts feeds, visualizations, and performance metrics for more than 60 markets. When they want to dive deeper into the data, they retreat to Insights Alley, a clutch of casual lounges with 55-inch touch screens. And when they want to watch narratives unfold, they visit the Real-Time Marketing Lab, where eight more displays—nearly an entire wall’s worth—highlight trending stories from services like NewsWhip’s Spike and analysis from sources such as Prime Research. Software from fast-rising startups Percolate and Domo powers the system. Building a Demand Generation Machine Customer Think An interview with Lisa Hatheway, Senior Director Global Marketing & Demand Generation at Aerohive, a Marketo customer. She gives us a nice shoutout. Google's Search Guru To Step Down Fortune After 15 years helping run Google’s crown jewel search engine, senior vice president and software engineer Amit Singhal said in a blog post on Wednesday that he will leave the company on Feb. 26 to pursue philanthropy. Kahuna Launches Events for Digital Marketers CMS Wire In January, Kahuna, a communication automation platform, announced a public event series featuring leaders and workshops in digital marketing topics. The series debuted with a lecture and discussion by Geoffrey Moore at Kahuna’s Redwood City, Calif. headquarters. Fortune Exclusive: Kahuna CEO Steps Down Fortune Seven months after raising $45 million, Adam Marchick steps back. Adam Marchick has stepped down as CEO of Kahuna Inc., the mobile marketing automation company he co-founded four years ago, Fortune has learned. He will transition into an interim chairman role, and at least temporarily lead product.Board member Charles Hudson, managing partner of Precursor Ventures, will serve as interim CEO as the search proceeds for a full-time replacement. New Facebook Study: Marketers Must Make Smartphone Shopping Easier Forbes According to new research to be released Feb. 4 by Facebook, consumers still don’t really like the whole experience. Although some 45 percent of shopping “journeys” involve a mobile device–57 percent for millennials–about 70 percent of consumers said the Web and app experiences and the transaction experience all can stand improvement. Google And Samsung At War Over Ads Forbes Samsung launched an Ad Blocker for its phones on the Google Play store called Adblock Fast earlier this week. Google has since pulled the app, claiming that it’s in breach of the developer agreement. Leadspace Announces High-Profile Hires To Continue Leadership in B2B Predictive Analytics Press Release Travis Kaufman joins Leadspace as Vice President of Product Management. While at Marketo, Travis shaped the direction of B2B marketing technology, including building technology partner ecosystem LaunchPoint, and leading product and partner strategy for Ad Bridge. INDUSTRY NEWS ClickZ’s guide to the best and worst mobile ad formats ClickZ The first thing you need to know is a common misconception: that mobile ads aren’t simply desktop display ads resized to fit the smaller screen. Martin Doettling, chief marketing officer at Swrve, says that the experience is totally different and therefore, the ads must be, too. The EU Data Deal Deadline Has Passed. Here's What Comes Next Fortune Europe’s data protection authorities said they would wait until the start of February to start cracking down on companies that still rely on Safe Harbor as the legal basis for their EU-U.S. transfers. They will meet Tuesday and Wednesday to decide what to do next, so technically the commission and the U.S. negotiators have until then to pull something out of the hat. Snapchat is building an ad technology platform Digiday Snapchat is working on a crucial part of its growing digital ad business: an application programming interface (API) that would let partners start buying ads with more precision and frequency, according to multiple sources. Search engine marketing saw a 75% drop in growth rate in Q4: Adobe study Marketing Dive The Adobe Digital Index (ADI) “Q4 2015 Digital Advertising Report” found overall search engine marketing growth is down to 3% compared to 12% in 2014. Meanwhile, global growth is down 75% year-over-year. Per Adobe, the drop can be pinned in part on advertisers spending on mobile search. Users more likely to 'skip' TV ads than mobile: Yahoo study Marketing Dive Research from Yahoo found that mobile devices best TV across a range of soft attention metrics such as getting distracted and multi-tasking while engaged with the medium. Though the study pointed out that ad budgets are still skewed toward TV at 40.5% and digital (including mobile) only at 33.8%, the study also found that 47.3% of consumer's time was spent on mobile devices, while only 36% of time was spent on TV. Surge in Marketing Automation Deals Reflects Marketers' Business Needs ExhangeWire Around three-in-ten ad tech/martech deals in Q4 2015 involved ad platforms, rising significantly from the previous quarter, where such deals only accounted for 7% of all transactions. How the IoT Will Shake Up Sales and Marketing CMSWire Device proliferation is taking place at a brisk pace — according to Gartner, 6.4 billion devices that can send data via the Internet are already in use, and by 2020 that number will explode to 20.8 billion. Vendors are already taking steps to connect their software to those devices, combining the recent advances in analytics with the data sources to make analytics exponentially more powerful. Despite the revenue hit, only 4% of publishers actively fight ad blocking tech Marketing Dive Ad blocking technology impacts marketers, ad tech firms and publishers, but publishers’ revenue is directly affected with every ad that goes unserved. This makes research from MediaRadar that found only 4% of large digital publishers are actively battling ad-blocking software use somewhat surprising. New ANA Study Reveals 50% Of Brands Turn To Startups For Social Media And Content MediaPost In yet another indication of ad agencies' waning dominance as providers of a brand's marketing needs, a new study from the Association of National Advertisers found a hefty percentage of brands turn to startups for social media and content development and management. Affiliate marketing expected to hit $6.8B over next 5 years: Study Marketing Dive Research on affiliate marketing conducted by Forrester Consulting and commissioned by Rakuten Marketing found a robust affiliate marketplace expected to grow to $6.8 billion over the next five years. Over 80% of advertisers and 84% of publishers have reported running an affiliate program. Looks Like Data Will Keep Flowing From the EU to the U.S. After All Fortune The European Union and United States have struck a last-minute deal on keeping transatlantic data flowing — and it should mean tough new obligations for both American companies and intelligence services. The CMO of the Future Direct Marketing News Interesting article in DM News about the CMO of the future. Thought it worth sharing as it validates many of the points we make about the evolution of the marketing org from cost center to revenue driver and the need for DaVincis (not specialists), among other things. Why the future of Super Bowl marketing goes beyond TV Marketing Dive In the age of smartphones, tablets and multi-screen viewing, arguably, a successful Super Bowl campaign will take an omni-channel approach and will be peppered with agility. A recent study found approximately one-third of marketers are expected to advertise online, specifically on Snapchat. How tech decisions impact data-driven marketing – and help win market share Marketing Dive Kate Atty, director of marketing for Persio, told Marketing Dive that the company's research has found that there are three ways for harnessing data and tech, and for amassing market share: simple integrations with vendors, better access to data, and ability to connect data across channels. The top result marketers look at when measuring engagement Marketing Dive Some 38% of marketing executives look at revenue metrics to assess their companies’ success in customer engagement, according to a new report from CMO Council. Campaign metrics such as clicks, conversions, shares and traffic came in second, with 30% of marketing executives using them as the primary measurement of engagement. While executives use service metrics less frequently, a separate survey reports that 89% of consumers say that good service makes them feel more positive about brands. 6 Big Stats That Show Which Super Bowl Ads Really Resonated AdWeek 'Puppymonkeybaby' and constipation spots created chatter. The brand winners and losers of Super Bowl 50 Digiday Brands were out in full force hoping to capture the attention of a highly-engaged second screen audience that spent just about as much time checking Twitter, Facebook or Instagram — but mostly Twitter — as watching the somewhat lackluster game.

Use the Salesforce workflow engine to supercharge your marketing automation in this presentation from the Marketo Summit 2014. Presented by Delinda Tinkey and Charlie Liang.

Hi Community, I recently worked on a template to prove my social media ROI to my boss ! And I want to share it with you here because I need some feedback on this job For french readers here is the complete article which explains the purpose, and the template : [Template] Le ROI social media enfin démontré à ton boss | LinkedIn (I will translate it soon) If you need more information, you can ask me at : marineboussat@gmail.com Or add me on Linkedin : https://www.linkedin.com/in/marineboussat/ Thanks !

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

Program Tokens (My Token) can be used in emails, landing pages, and smart campaigns within a Program. My Tokens make your life easier! There are 7 types of My Tokens: My Tokens will allow you to change specified parts of a program's: Landing Pages Emails Smart Campaigns Without having to dig into each individual asset. They also make things much easier when cloning entire programs Stay tuned to learn about A|B testing!

By: David Cain Marketers often believe that investing in analytics and digital marketing tools fully prepares them to compete in a data-driven world. These tools are built to quickly and simply helpmarketers translate data into actionable metrics. But in reality, that’s just half the battle. Keeping pace in the digital age also involves hard decisions about the setup of their marketing organization. But for too many companies, slowed down by old, corporate silos, that’s not going to be an easy transition. Marketing departments in the pre-internet and early-internet era created individual departments (sometimes in excess), which were based on functional expertise and often dedicated to specific channels, such as print, television, email, web and social. These departments were built in a time when companies believed that marketing controlled the customer in a linear process, pushing them methodically through their marketing ‘funnel’—from awareness to purchase and the various steps along the way. That approach worked historically, but the explosion of additional digital channels like mobile and social, and higher consumption across them scrambled the equation forever. The buying process nowadays is anything but linear. Think about the typical consumer’s day. They may start by doing something on one channel. But then later, they may interact with a brand again—this time on a different channel. If the brand is treating each channel as a silo, they won’t be able to have anything but a jumbled, disconnected conversation with their consumer. The new world requires constant company engagement with customers, supplying personalized and relevant information that offers value and informs their decisions wherever they are and whenever they are engaging with you. Shift To Support The Customer Journey This evolution to what we, at Marketo, call engagement marketing, is forcing marketers to move as quickly as their markets and their customers. The challenge to CMOs is to take a sledgehammer to their corporate silos and reimagine a new way to structure their marketing departments. We’re seeing successful CMOs transform traditional marketing silos and channel-focused roles into organizational structures that allow for greater focus on the customer journey as a whole. To be fully prepared for the digital age, your organization needs to be organized around your customer, and you need people who can listen and respond to your customers in a coordinated fashion. In action, this translates into the “hub and spoke” model, that Marketo’s CMO Sanjay Dholakia nicely explains. It’s an approach that features “centers of excellence” (think service bureaus but with a much greater strategic focus) that all of the company’s marketers can turn to when they need help. The shared service model that is at the core of centers of excellence helps teams think about and respond to your customer more collaboratively while also removing inefficiencies. The Value of Centers of Excellence The main building block is the creation of a centralized skills-based competency center,which we call the center of excellence (COE). There can be any number of them inside the company, embracing everything from content to marketing operations to design to events. Replacing the myriad decentralized functional groups that accumulated over the years, these centers of excellence provide a consistent and comprehensive set of services to other parts of the organization. No longer will different groups make arbitrary decisions about the same things. Now and forever, the left hand will know what the right hand is doing. What’s more, you’ll help light creative sparks. People working side by side can better brainstorm and, hopefully, come up with magic—the idea being that 1 plus 1 will equal 3. While this value-added has obvious and subtle benefits, it doesn’t change that people are creatures of habit. You’ll find that people inside your organization may take a while to adjust to the change. They may initially feel frustration that they don’t “own” the resources needed to accomplish their objectives. By definition, centralizing expertise in a COE means that expertise won’t live under the multiple silos. Still, that’s a small price for running a leaner, more nimble organization and eliminating potential duplicate efforts. Consider that the benefits outweigh the downsides. For example: Focus: You get like minds working together, often resulting in a team that pushes each other’s boundaries while focusing on the task at hand. Economies of scale: Better load balancing means you ultimately need fewer people to get more done. Collaboration: Your specialists are no longer laboring in isolation. The potential upside from peer-to-peer collaboration is limitless. Quality: You now can better enforce standards such as brand guidelines and style guides. Consistency across the organization saves time and fosters better quality output. Single voice: A single point of contact ensures a consistent message throughout the organization. The benefits gained from COE’s make organizations more flexible. As companies scale in size, this organizational arrangement makes increasing sense not only because it offers organizations the benefit of streamlined, creative, high-quality work, but because this structure best supports the true customer journey—one that’s dictated by the customer, at their own pace. Siloed teams can flex in their individual units, but without an understanding of the big picture, whereas a customer journey focused organization supported by COE’s can nimbly respond to the customer’s (changing) needs, throughout their journey, and across channels. Today, marketers must understand their customer and communicate with them with the right message at the right time, but it doesn’t end there. To be successful, today’s marketing leaders must not miss the critical step of structuring your organization to adapt quickly.

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Provided by Dan Stevens​