Welcome to the Marketing Nation! If you're new around here, please don't forget to view our Guidelines to ensure that you're getting the most out of our Community.
New to using Marketo? Ask a question in our Product Discussions page, or visit our Support page to talk to our Support team. You can also visit our Marketo Docs to get started, and don't forget to use our search bar to see if others had a similar question before!
Our Marketo User Groups (MUGs) are local meetups organized by passionate MUG leaders to provide an opportunity for anyone to network, discuss latest trends, learn about new features, post local opportunities, and more. Check out the Marketo User Groups Page and see if there is a MUG meetup in your area!
Have a burning idea that might improve our Product? Submit your idea in our Ideas page; you can also browse and vote on ideas submitted by your peers.
Lastly, Marketo offers a wide variety of trainings and certifications to increase your expertise with our product. You can visit the Marketo University page to learn more about the different educational offerings available.
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Welcome back to Marketo's bi-monthly customer newsletter, the Fearless Forum!
Back in November, we asked you to comment on the tenth edition with the questions you have for Marketo and the topics you want to hear about.
2020 Experience Maker Awards: We want to showcase your amazing customer experiences. Submit your application by February 7th to win an Experience Maker Award in one or more of 14 categories and show us how you used Marketo Engage and/or another Adobe Experience Cloud product to help people find, enjoy and stay loyal to your business. It's time to stand up and stand out
A New Experience for Every Fearless Forum: Since our first Fearless Forum in 2018, we have created so much amazing content by working with our customer s, partners, and employees. In an effort to make this content more accessible, we’ve created a new experience to house every Fearless Forum series - including our la test edition. Come check it out and let us know what you think!
This month we'll be covering the following topics chosen by you:
Champion Tips and Tricks with Jessica Kao: Watch Marketo Champion Jessica Kao's Top 3 Tips and Tricks for best practices in Marketo.
Live with LaunchPoint - Drift: In the third edition of our latest video series, Live with LaunchPoint, we spoke with Mark and Justin from Drift. Learn about how their conversational marketing platform works and why its integration with Marketo provides even better customer experiences.
Meet Marketo: Meet some more members of the Marketo team including Brittany McKeighan, Conner Hatfield, James Leedom, and Elise Hudson.
How 2B Fearless with Fearless 50 Member, Adele Miller: In this edition of the How 2B Fearless series, we sat down with Adele Miller , who is a Marketing Automation Manager at IFS. She is also a Marketo Champion Alumni and London MUG Co-Leader. Adele shares what being a fearless marketer means for her and what it has meant for her career.
T.A.G. - The Automation Geeks: The Automation Geeks is a Marketing Automation themed YouTube channel run by Grace Brebner & Josh Pickles - they're a couple of Kiwis who are super passionate about Marketing Automation and occasionally like to rant about it via the medium of video... Grace and Josh post recordings from their Marketo User Group in Auckland, plus general discussions about Marketo, marketing automation, and digital marketing. Visit their YouTube channel to learn more!
MUG Highlight: In this edition we decided to highlight India's VMUG. Led by Fearless 50 Marketers - Rachit Puri and Karan Hari, the India VMUG hosts session every alternate month and invites passionate customers & solution experts to share their knowledge & expertise around topics chosen by members of our MUG. Check out what they got going on in their user group page!
As always, we love hearing your suggestions for what'd you'd like to see in the next Fearless Forum. Let us know in the comments below!
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In this edition of the Champion Tips and Tricks series, we asked Marketo Champion, Jessica Kao, to share her Top 3 Best Practices for using Marketo. Let us know what you think in the comments below.
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We know how important connecting with other members of the Marketing Nation is to all of you. As our employees are part of that community, we want to help you get to know them too. In this edition of Meet Marketo, an Adobe Company, we sat down with four Marketo employees, Brittany McKeighan, Conner Hatfield, James Leedhom, and Elise Hudson to learn more about their roles and what they like to do outside the office for fun.
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In this edition of the How 2B Fearless series, we sat down with Adele Miller , who is a Marketing Automation Manager at IFS. She is also a Marketo Champion Alumni and London MUG Co-Leader. Adele shares what being a fearless marketer means for her and what it has meant for her career.
What does fearless marketing mean to you?
Fearless marketing to me means having courage and confidence in your convictions and experience, whilst pushing to ensure you are always progressing as a company and as an individual. Technology never stands still so you shouldn’t either!
Being a fearless marketer is about making tough decisions or participating in the odd office battle to ensure you push to achieve what’s best to help your company succeed. It’s also about the ability to not be afraid to make mistakes – not everything is going to go right the first time regardless of how much research and due diligence you pay, but it is about taking the chance to make the change and how you recover from the mistake if it arises.
Who is a fearless marketer you look up to and why?
Working within Marketing Automation provides the opportunity to join such an encouraging and intelligent community of like-minded people that it makes it really difficult to choose just one fearless marketer to look up to.
Michelle Tang is someone who stands out for me though as she was the first Marketo Admin I ever worked with. She joined the first company I was part of after we had Marketo for a little while and just took it into the next realm, showing true confidence in her amazing knowledge and taking on the disbelievers proving them all wrong!
She really encouraged me to try new things, grow my knowledge and believe in myself for which I will be forever grateful.
How did your career start out in marketing?
Completely by mistake to be honest! My University degree had me spend my third year working in industry, and the only open positions were for Marketing Assistant roles. I was fortunate enough to land a great one at Manchester’s Inward Investment Agency and knew straight away it was what I wanted to do.
I finished University and started a role in Marketing at which point I discovered a slight obsession with Salesforce and Emailing Marketing through an agency. Another year passed and a new VP at the time, Dave Burton, decided to switch to Marketo in 2010 and as they say…the rest is history.
How did you get to the point you are at in your career today? (Pointing out specific fearless moments)
Not being afraid of learning new things or meeting new people.
When Marketo came into my life all those years ago I really wanted to know everything there was to know – and with the initial help of the amazing Patricia Dowling during our implementation sessions I certainly started off on the right track. Pushing myself to study the Community in my own time, try new things, and work with Support, I constantly learned new skills until I became an Admin level user.
After starting out as a Marketing Assistant with no idea of where I wanted to head, finding MarTech and not being shy in showing off my love for systems really helped me grow and progress through 3 different companies to where I am today.
The most important thing for my career has been all of the great people I have met through my work with Marketo – whether at Events, Internal Meetings, User Groups & the Champion classes I have been very lucky to grow a strong network of colleagues, friends and someone who even turned out to be my hiring manager!
I stumbled across my fantastic former Manager, Maria Karlsson, at the London User Group during a drinks reception and went on to spend 5 amazing years at Dynatrace constantly learning new systems and growing the stack.
What have you learned from other members of the Fearless 50?
To not be afraid to be myself. Every Fearless 50 member I’ve met is friendly and open to sharing their experiences, actively encouraging people to succeed and provide support when needed. As the old adage goes: no one is an island, and everyone in the Fearless 50 class is so open to the idea of a community.
From Joe Reitz’s amazing online content, Jenn DiMaria’s blogs & presentations to seeing Julz James, Emily Poulton, and Jessica Kao fearlessly taking to the main stage at Summit 2018 to share their experiences, the other members of the Fearless 50 classes this year and last year really do give you a lot to look up to.
What are three pieces of advice you would give to the next generation of fearless marketers?
1. Never be afraid to be yourself
The world would be a very boring place if everyone was the same! Don’t hide who you are or try to change to fit in – we spend a lot of time at work, so you need to be happy and comfortable to produce your best work.
Looking back if I hadn’t of spoken up about my newly found passion for Marketing Technology whilst working as a Marketing Assistant, my Managers at the time wouldn’t have been able to support me to grow my knowledge and role in the same way as they kindly did.
If you’re a Marketing Automation fanatic or a Campaign Wizard then let people know, collaboration is the best way to achieve project goals and it will make you happier.
2. Don’t be shy!
‘If you don’t ask you don’t get’ couldn’t be more relevant to the space we work in. There are a lot of things we will not know straight away so ask people who do know, attend User Groups, and post on the Community. There is nothing wrong with asking for some help and if you are lucky like I have been you might end up making some great friends in the Community as well as getting your answers
3. Be generous to others
Following on from my point above, be generous with your time and knowledge to others. Whether that is to new Marketo users in your Company or new connections in the wider community, everyone needs to start somewhere, just like you did, so pass it on. I have had the opportunity throughout my career to train hundreds of new Marketo users, many to Admin level, which is not only rewarding to me but has helped them add a new skill to their CV.
About Adele Miller
Community Profile: Adele Miller
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Welcome to back to our latest series, Live with LaunchPoint! Here we introduce our amazing LaunchPoint Partnerswho help enhance Marketo Engage by building marketing apps specifically for the Marketo ecosystem. In our third edition, we speak with Drift's Mark Kilens - VP of Content and Community, and Justin Bartels - Alliances Manager. Mark and Justin talk about how Drift helps businesses buy from businesses and the power of Marketo and Drift together. Interested in learning more? Check out Drift's LaunchPoint page here, and let us know which partners you'd like to see next!
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Hello Marketing Nation, Thanks for tuning into the third edition of our limited Sneak Preview series, where we preview all the exciting changes coming to Community in January 2020. Today, we’ll be discussing how gamification will work on your new Community – check out the details below! Level and Points Mapping: Perhaps the gamification aspects our customers care about the most are levels and points. You’re probably wondering - what’s going to happen to them?! Worry not, levels will mostly remain the same, with there being a total of 10 levels. We have worked closely with our integration teams to ensure that the level you were at in the old community remains the same on the new platform. That being said, some of you may see that you are 1 level higher or lower than usual. As always, if you notice a significant change in your level (i.e. if you were originally level 5 and are now level 3), please feel free to message me and we’ll work something out! With the move over to a new platform, points will no longer be visible to our customers. Though there will still be a points system to track user level progression, it is a backend system that is not public facing by default. We understand how important points are to you, so we are hard at work building a custom solution to make your points visible to you in the future! Migrating Badges: On our current community, there are a plethora of badges that Marketo awards for completion of specific activities. Some of these badges also have multiple tiers, with the threshold to complete each tier increasing at every level. In order to maintain a similar gamification environment, most of these achievements will remain the same. However, some badges rely on the completion of actions that will no longer be trackable – such as voting in polls. As a result, a some Community badges will be migrated over as “legacy” badges, meaning that these badges will be visible on your profile, but will no longer be attainable on the new platform. The following badges on our current Community will be migrated over as “legacy” badges: Groupie – Join a group of interest to you. Sociable – Post a status update. Bookworm – Bookmark 3 pieces of content. Opinionated – Rate 3 pieces of content. Likely Voter – Vote in 3 polls. You’re It – Tag 3 pieces of content. Onboarding - Add an avatar to your profile, add 2 or more skills to your profile, follow another member, and like our Community Guidelines. Get Comfortable – Vote on an idea, create a discussion or question, and reply to a discussion or question. Influencer – Get followed by other members. Ideator – Receive votes on your ideas. Helpful – Have your reply marked helpful. Appreciative – Mark replies to your question as helpful. Seal of Approval – Mark responses as correct. Champion and Champion Alumni Badges: Champion and Champion Alumni badges are important badges that we give out to members and former members of the Marketo Champion Program. These badges help distinguish our Champion and Alumni members as validated experts when they post or respond to content on Community. We understand how important these badges are to our community members, so all existing Champions and Champion Alumni will maintain their badges moving forward. Please note that once 2020 Marketo Champions have been announced, badge statuses will be updated accordingly. Specialization Badges: Expertise badges are given out to partners for specialization in a specific aspect of the Marketo product. These badges, such as Account Based Marketing Expertise or Mobile Expertise, will be migrated and attainable on the new Community. Please note that Specialization Badges are only given to partners and internal associates. The only way to get Specialization Badges is to present to a MCSA board, showcasing project work in the specialized areas. More information on how to acquire this certification can be found here. Improved Gamification Model: In this first phase of our migration, our main focus has been to map over as much of the existing gamification model onto the new platform. Moving forward, we are looking to significantly up-level the gamification experience by adding more badges, profile customizations, community privileges, themes, and more! If you’d like to influence the future of our gamification platform, or even if you’ve seen great examples of other gamified communities, please comment below or reach out to me directly! That wraps up our third Sneak Preview! I hope you are as excited as I am about these changes – coming soon to the Marketing Nation! If you have any questions or concerns, let me know in the comments below or reach out to me at email@example.com . Stay tuned for our last Sneak Preview next month, where we’ll be covering our new Support page. Hope you all have a wonderful holiday season!
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Hello Marketing Nation, Thanks for tuning into the second edition of our limited Sneak Preview series, where we preview all the exciting changes coming to Community in mid-December January 2020 . Today, we’ll be discussing all search related improvements - please note that these designs are not final and may change prior to release. Marketing Nation Community’s new search capabilities will include: Universal Search: Suppose you were on Community browsing for best practices on Web Personalization. You’re able to find some content, but it’s not the exact information you’re looking for, so then you visit Marketo Product Docs, Knowledge Base, Help Center… Wouldn’t it be great if there was a combined search for all things Marketo? Well, now there is! With a newly integrated universal search engine, you’ll be able to perform keyword searches across all Marketo properties, including: Marketing Nation Community, Marketo Product Docs, and the Marketo Help Center. New Search Menu: Of course, not everyone is interested in searching across EVERY Marketo property, all the time. We’ve built a robust search menu so you can easily toggle which platforms and asset types you’d like to display so that searching is always a breeze. Improved Recommended Content: In the months following our transition, our new search engine will start anonymously analyzing user page view history. This data does not use any personal information and will only be used to generate models that return recommendations by comparing a user’s current navigation pattern with other user patterns in the past. Recommendations are made based on the number of user visits – so the more content that is clicked on, the better the recommendations become. Our goal is to better recommend community content to you in a confidential manner, which will hopefully provide you a more holistic view on the topics you’re most interested in! Better Search Suggestions: Search suggestions, when done correctly, vastly improve search user experience by reducing the amount of time spent scrolling through search results. With our new search engine, query suggestions will utilize relevancy scores, query frequency, performance, and the degree of character matching to provide accurate suggestions for your questions. Grouped Search Results: In our quest to provide a better search experience, we wanted to ensure that search results were presented to you in an organized manner. We’ve implemented result folding, which will display logical parent-child relationships for search results. This way, when your search query returns multiple results from the same conversation thread, all related child results will be grouped in a way that makes it easy to distinguish the parent post from its subsequent replies. That wraps up our second Sneak Preview! I hope you are as excited as I am about these search improvements – coming soon to the Community you know and love! Stay tuned for our next week's Sneak Preview, where we'll cover all things Support. If you have any questions or concerns, please comment in the section below or reach out to me at firstname.lastname@example.org. If you haven't checked out our first Sneak Preview on platform and UI improvements, you can read it here!
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Completely understand that this may be frustrating, especially for more veteran users who have accumulated a lot of followers or follow a lot of people. Though this will be lost, moving forward your badges correlated with that will be migrated over as legacy badges. We're also looking into what new badges we can create that will reward for similar community actions. As for a specific date, that's not something I can reveal at this point, but please try to document everything by the first week of December. Hope that makes sense, and let me know if you have any other questions!
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Hello Marketing Nation, With 2020 just around the corner, we wanted to give you a peek at some changes that are coming to the Marketing Nation Community. This post is the first of a series of posts that will detail all improvements we have planned, including significant changes to the design, search capabilities, navigation structure, gamification, and more! As usual, these changes were reviewed in close collaboration with several of you - thanks to everyone who participated. We hope that these improvements make the Community easier to navigate, more organized, and most importantly, more fun! Without further ado, here’s your first sneak preview of the upcoming Community changes. Please note that these designs are not final and may change prior to release. All improvements will be rolled out mid-December 2019 January 2020 : Here's some additional context for the design changes above: A Completely Redesigned Community Interface Quick access to search bar: Search is important – we know that it’s the first thing most of you look for when visiting the Community. In our new Community, the search bar has been magnified to make it even easier to access. Lighter dropdown navigation structure: Keeping it simple! We’ve changed the navigation bar to drop down automatically and hyperlinked key areas in our Community so that you can visit more places with less clicking. Cleaner forums interface: Notice anything different about the main page? We have significantly changed our Community interface for a better browsing experience. All of our pages have been re-designed with an improved forum layout, more visual iconography, and improved font. Upcoming Adjustments to Community Structure Subscriptions: Though the move to the new Khoros platform comes with a collection of very exciting improvements, unfortunately user subscriptions will not be carried over. This means that bookmarks, subscriptions to threads and places, inbox messages, and friend connections will be erased during the migration. If you have any content in your inbox and/or connections that are crucial to you, please take precautionary steps to save your subscriptions and who you’re following to ensure that they are not lost in the migration. Note that only the content in your INBOX will be erased – the content you previously followed and/or posted will still remain and be searchable on Community. Ideas: As many of you are aware, there are various development stages associated with an idea in the Ideas Space of Community (13 to be exact!). Though we intended for these labels to add transparency to the progress of an idea, having too many stages makes submitting an idea more confusing than it needs to be. Moving forward, all ideas stages will be consolidated in the following buckets: Stage 1: Under Review Stage 1a: No Plans to Build Stage 1b: Planned for Build Stage 1c: Already Have It Stage 2: In Process Stage 3: In Production Labels: What were previously known as Category Folders (Marketo-defined tags) will be known as “Labels” moving forward. Events and Polls: Khoros does not support certain Jive interaction styles. As a result, polls will not be migrated over and events will be migrated over as regular discussions/questions. Restructuring Our Community: We took this opportunity to reorganize select areas in our community where we felt were redundant or misplaced. The following areas have been reorganized: The Japan Products Space will be consolidated into the Japan MUG. The Japan Partners subspace will move to the Partners category. All Champion-related content will be located in the Champion Program category (blogs, discussions, and documents). All blogs by Marketo Employees will be placed in “Employee Blogs” moving forward. All “discussion” posts will be consolidated as questions. Please keep in mind that consolidating or moving spaces or content will only affect the location of content. It will NOT result in deletion of posts or reset group permissions. That’s it for this week’s Community Sneak Preview! I hope you're as excited as I am for the upcoming changes. As always, please reach out to me at email@example.com if you have any questions, or just comment in the section below. You can also check out our next Sneak Preview here, where we’ve covered all improvements coming to Search.
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Hi Sanford, Thanks for bringing this to our attention. We recently updated the platform to a new version which resulted in this spacing issue. I have been working with Jive and they seemed to have fixed this issue. Can you confirm if you're still seeing this spacing issue anytime you edit a post?
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Welcome back to Marketo's bi-monthly customer newsletter, the Fearless Forum! Back in August, we asked you to comment on the ninth edition with the questions you have for Marketo and the topics you want to hear about. Announcements: Fearless 50 Class of 2019: Congratulations to our latest class of Fearless 50 members! To learn more about our 2019 members of the Marketo Fearles s 50, check out our Fearless 50 Blog. 2020 Adobe Experience Maker Awards: Apply to the 2020 Experience Maker Awards to showcase how you or your company uses Adobe Experience Cloud products to provide amazing customer experiences. Marketo customers may apply to any and all categories; learn more at the Experience Maker Awards page . Submissions will open in mid-November. 2020 Marketo Champions Applications: Marketo Champions are an elite group of advanced brand ambassadors who work closely with us to share their knowledge and expertise in the Marketing Nation Community. Marketo is now inviting all Marketo Certified Experts to apply to the 2020 Marketo Champion Program! Learn more and apply to the program here , applications will close on November 29th. This month we'll be covering the following topics chosen by you: Champion Tips and Tricks with Karan Hari : Check out this video to hear Karan Hari 's top 3 tips and tricks for best practices in Marketo. Meet Marketo, an Adobe Company - Edition 05 : In this edition of Meet Marketo, an Adobe Company, we sat down with four Marketo employees, Bryson Runser, Caroline Hull, Molly Diaz, and Kevin Lau, to learn more about their roles and what they like to do outside the office for fun. Live with LaunchPoint - ON24 : In our latest video series, we speak with ON24's Mark Bornstein to learn about how ON24 creates branded, multimedia experiences that capture and integrate usage data directly with Marketo. How 2B Fearless with 2018 Fearless 50 member, Emily Poulton : Meet Emily Poulton . She's a 2x Marketo Champion, London MUG Leader, and also a member of the 2018 Class of Fearless 50 members. Read about what being a fearless marketer means to Emily, how she started marketing career while in college, her fearless marketing moments, and more. Marketo Master Class - Scaling a Nurture with Ann Marie Gastineau : In this edition of Marketo Master Class, we partnered up with Ann Marie Gastineau to dive deep into best practices on how to correctly scale an email nurture. How to Use the LaunchPoint Stack Builder : The LaunchPoint Stack Builder is a handy tool that helps companies plan their marketing stack with Marketo integrated apps. We're excited to show you what the Stack Builder is, when to use it, and how it can help you build your marketing stack. Check out the blog for more information! MUG Highlight : In this edition of the Fearless Forum, we highlighted the Munich MUG. Hosted by Britt Dressler , the Munich MUG meets every 3 months to cover the latest news from Marketo as well as topics selected by members. Check out some of their discussions in their user group page! Let us know in the comments what you'd like to see in our next Fearless Forum!
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Welcome to back to our latest series, Live with LaunchPoint! Here we'll be introducing our amazing LaunchPoint Partners, who help enhance Marketo Engage by building marketing apps specifically for the Marketo ecosystem. In our second edition, we speak with Mark Bornstein - VP of Content Marketing and Chief Webinerd at ON24. Mark talks about how companies like sage Intacct use ON24 to create completely branded, multimedia experiences to engage their audience. He also discusses how ON24 integrates with Marketo to communicate all prospect, behavior, and interest data for more effective lead scoring and move each prospect along in their journey. Interested in learning more? Check out ON24's LaunchPoint page here , and let us know which partners you'd like to see next!
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We know how important connecting with other members of the Marketing Nation is to all of you. As our employees are part of that community, we want to help you get to know them too. In this edition of Meet Marketo, an Adobe Company, we sat down with four Marketo employees, Bryson Runser, Caroline Hull, Molly Diaz, and Kevin Lau, to learn more about their roles and what they like to do outside the office for fun.
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In this edition of the Champion Tips and Tricks series, we asked Marketo Champion, Karan Hari, to share his Top 3 Best Practices for using Marketo. Let us know what you think in the comments below.
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The Launch Point portal has gone through a makeover recently! Apart from the new look, the following features were also rolled out: Improved search navigation Integration with G2 Crowd, a peer-to-peer review aggregation service Categories , a new way to search the LaunchPoint partner applications, with a 2x2 grid to highlight popular applications Stack Builder - an interactive tool to model and visualize MarTech stacks The Stack Builder allows you to explore sample stacks curated by us, visualize your current MarTech stack or conceptualize a brand-new stack from scratch. Here is a brief walk through the salient features of the Stack Builder. Please check it out and let us know what you think. Using the Stack Builder Launch the Stack Builder by visiting this page here . The page opens up with the Featured Apps engagement stack. This stack is a collection of featured applications from the LaunchPoint ecosystem. The stack is partitioned into six buckets or phases – Plan, Engage, Measure, Content, Data, and Platform. A tile under each bucket represents an application from the LaunchPoint ecosystem. Mousing over each application tile brings up a small popover which shows the prominent highlights about the application. Clicking on the application opens up the application listing page, where further detailed information is available including a form to get in touch with the partner directly. Plan, Engage, Measure, …: The Stack Builder is partitioned in to 6 buckets: Plan, Engage, Measure, Content, Data & Platform. The Launch Point ecosystem uses categories as a way to group applications. The Stack Builder builds on top of that, by further grouping application categories into partitions. This helps to visualize the stack in the order of data/process flow during the various phases of marketing. For example, the following application categories are grouped together under the “Plan” bucket: Budgeting & Finance, Conversion Optimization, Customer Intelligence & Data Science, Optimization & Testing. The application filter tool provides an easy one-click button to limit all the application categories and the applications that belong to those categories, which can be used to narrow down the choice of applications to consider for the stack. To learn more about the Plan, Engage, Measure framework, check out this webinar . Creating stacks with the Stack Builder requires an account on LaunchPoint. If you don’t have an account already, please create one by clicking on the Sign-Up button. Login: Once logged in to the LaunchPoint site, additional navigational items show up on the side bar. My Stacks is where you will find all the stacks you created using the Stack Builder. My Inquiries is a handy tool to keep track of messages sent to partners using the “Get Started” form available on each of the partner listing page. Create a new stack from template: The quickest way to create a new stack, is to use one of the pre-made templates as a starting point. Select one of the existing Engagement Stacks or from one of your own from My Stacks and open it. Click Save As Fill out the details of the new stack (name and description) The new stack will now show up under “My Stacks”. Edit Stack: Once created, a stack can be edited to modify the applications in it. The edit mode uses the application filter as a quick way to search, select or remove applications from the stack. The application filter has partition filter buttons on the right-hand side corner. Selecting one of the buckets, limits the listings in the filter as well as the buckets shown below. This is very useful to focus on one partition at a time, to search and select applications. Click on the checkbox to add/remove an application to your stack. The application partition buckets are listed below the filter in order (Plan, Engage, Measure, Data, Content & Platform). Unlike the view mode, in the edit mode the tiles are rendered as larger tiles, with details about the application in the tile. Mousing over the tile, brings up the popover with more details about the application (just like the view mode). In addition, while browsing through the applications in the partition, it is easy to remove an application, by clicking on the cancel button on the popover. With the improved search and grouped categories added in the latest Stack Builder update, companies will be able to build their marketing stack in a more efficient and organized manner. If you’re interested in checking out these new changes, you can visit the LaunchPoint Stack Builder here . Have any questions or comments? Let us know your thoughts in the comment section below. This article was written in collaboration with the Marketo Web Development team
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In this edition of the How 2B Fearless series, we sat down with Emily Poulton, who is a Marketo Champion Alumni, London MUG Leader, and Fearless 50 2018 member. Emily shares what being a fearless marketer means for her and what it has meant for her career. What does fearless marketing mean to you? Fearless marketing means always doing what is right for the customer and for your team, however hard the battles may be. It is all about resilience and doing the right thing. When you know that a certain direction will not succeed in the long run due to an oversight in planning, catch it there and then find solutions I had a recent experience where a campaign was not planned for measuring success in Marketo. During the campaign building, I had to explain why this would not work to record campaign attribution. For me, it was tough to speak up at that point in time as everyone was excited to launch the campaign. It may seem hard to speak up in the moment, but in the long run it’s the right thing to do for the business and the customer. Who is a fearless marketer you look up to and why? Jamie Kirmess , Principal at LeadMD, is my fearless marketer. She was my first boss in the world of Marketo and her career has rocketed since we last worked together, so much so that I cannot keep up. She has so many ideas and will take the time and patience to explain the reasons behind a campaign or logic, from senior stakeholders to the people executing. She is smart and savvy and she doesn’t know this, but when I am stuck, I think, WWJD – what would Jamie do? Jamie was never afraid to push back on projects. She always explained her reasoning and offered solutions and alternatives to ensure all needs were met by having one campaign built smarter. This goes back a few years now since we worked together in 2014, but Jamie would always ask why I was building a campaign for someone, and if I couldn’t answer that, the project would not be done. As simple as that! How did your career start out in marketing? My first marketing job was actually during a placement year at University back in 2007, where I did a year-long internship producing marketing collateral and supporting events. I then had a series of generalist roles working for start-ups where I discovered my passion for automation and inbound marketing, I just didn’t know it at the time. I discovered the world of Marketo in 2014 and loved how it brought together creativity, logic and customer journeys. Marketo has opened many doors for me professionally, and it is one of the reasons I am in my Senior Marketing Operations role today. Marketo touches all parts of the business: sales, marketing, legal, operations, IT, technology and communications; It’s a great way to encourage cross-collaboration in the workplace, and can put you in front of key people within your organization as you start having those strategic conversations. How did you get to the point you are at in your career today? Back in 2018, I shared one of my biggest fearless moments on stage with the Marketing Nation. This was the moment when I walked into a senior meeting between my CMO, my CIO and Marketo’s CEO, CPO and EMEA VP because I wanted to meet them. That moment made me a Fearless 50 member and gave me the courage to keep striving for more. Since then, continuing my fearless journey, I took the leap of taking a career break to fulfill my personal ambitions: traveling Central and South America. It was scary because I was leaving everything and everyone I knew behind (apart from the boyfriend as I dragged him with me) and I didn’t know if the employment market would change, or if I would find a great job on the other side. I planned the break 1 year in advance and it was very important to me to able to go and experience different cultures and explore the world. I was very honest about my intentions when I accepted the contract role at The Adecco Group, since integrity and trust are very important to me. In the end, believing in my own abilities (not losing all my knowledge at the top of Machu Picchu) and being honest to employers about the break (I have a gap in my CV as I have just come back from a sabbatical) opened so many more doors than expected. At the time, it was scary, but luckily the world of Marketo and Operations has plenty of work opportunities across London. Leaving full time employment to go explore the world could be seen as a dumb move, but in the long run, it was worth it, both personally and professionally because a great new challenging role found me on the other side. What have you learned from other members of the Fearless 50? The Fearless 50 members that I have met so far are all successful in their careers, humble and friendly. I learned from them that picking your battles is the key to being fearless. I find that focusing your efforts on the causes you believe in most at work means that you are able to achieve your goals, where you feel it matters most. Oh, and lots of passion. What are three pieces of advice you would give to the next generation of fearless marketers? 1. Be honest and respectful of others around you. It can be easy to want to hide the truth if it makes you look bad or go against others’ opinions. However, in my experience, admitting you don’t know or owning up to your errors makes you brave, which creates an environment of trust and respect around you. For example, I found out that some of our records were being deleted in Marketo (oh no!) and in the end, it was because I set up a dodgy flow. I owned up to the marketing manager it was affecting and our CMO. Luckily, we ended up restoring the records, but it was worth explaining the reasons and the situation to everyone involved before they heard the news from someone else. 2. Trust yourself and explain why you believe a certain route is the right way to go. When colleagues who shout the loudest are the ones being heard, taking a passive approach in meetings can seem like the easiest option. It can be difficult to be fearless and ensure your voice is heard, even when you truly believe that you have the solution, but people will appreciate you taking the initiative to explain your reasons – especially when you have data and examples. For example, I had a situation recently where I had two competitive and passionate colleagues who were trying to convince me that Marketo was broken, when I knew very well that it was the way they had chosen to setup our website reporting tool. It was very hard to go against what two people were saying but I had to be brave and explain the rationale, get some advice from other sources to prove my theory, and find the articles and data to back it up. In the end, my voice was heard and we’re now working on a collaborative solution. 3. Always be yourself. Don’t go against who you are as a person and the values you believe in, it’s not sustainable long term. Your work will always be a reflection of you, so do the best you can, and if you think it will make a bigger impact, do it your way. I always like to perform a task in my time and my way as I know that I will be able to explain it in future, especially when it comes to reporting and spreadsheets! About Emily Poulton LinkedIn: https://www.linkedin.com/in/emilypoulton/ Community Profile: Emily Poulton
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Hey Amy, Vidyard provides closed captioning in the form of manual submission, requested audio transcriptions as a paid service, and automated audio transcriptions (English only) to all paid customers! You can view details on their website: Audio Transcripts & Captions in Vidyard – Vidyard Support.
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Hello Ariel, I have sent you an email to your automatoninc.com address regarding the swap. For future reference, account swaps are now done by the domain CustomerCare@Marketo.com. Please reach out if you have any other questions! Thanks, Jon
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ABM is quickly becoming table stakes for B2B organizations that want to maximize their revenue potential, but it can still be hard to do at scale. As a follow up to our recent announcement of our new ABM solution, ABM Essentials, we wanted to cover a few tips and tricks for ABM using Marketo Engage. Before we dive in, let’s review what ABM is and why we need to start incorporating it into our current strategy. What is ABM and Why Do It? Account-based marketing (ABM) is more than a buzzword. It’s a strategy that savvy marketers are using to drive revenue across their business. Today, more B2B organizations than ever are shifting their thinking toward account-centricity. Successful organizations are striking a balance between traditional lead-based marketing and ABM. According to Forrester’s Q1 2018 Global B2B Marketing ABM Best Practices Survey , 96% of marketers say that ABM as a strategy will coexist alongside their other marketing approaches. Today’s ABM landscape and status quo makes ABM really hard to do at scale. B2B brands are forced to use disconnected point solutions that limit the number of channels and create duplicative data sources. They also lack the automation capabilities necessary to truly nurture thousands of accounts at scale. Additionally, they are forced to view incomplete customer relationship management (CRM) data as the central source of truth for account knowledge. As a result, sales and marketing are left with an ABM strategy composed of random, individual customer interactions that don’t work in harmony with each other, are hard to report on, and don’t add up to a larger strategy - putting their brand at a high risk of not meeting customer expectations. Instead of random interactions that focus on short-term gain, B2B brands need to put people and experiences at the center of their ABM strategy. ABM Essentials was designed to help you shift your mindset. By enabling sales and marketing to create account-based experiences (ABX), these ongoing and coordinated customer experiences focus on the lifetime value of a specific account and can add up to larger, holistic, and longer-term customer relationships. Using ABX, sales and marketing can avoid random acts of sales and marketing that don’t unlock the full potential of ABM and don’t maximize revenue potential. Let’s take a look at a few tips and tricks on how to use AI to build the right target account list, use Intent data to prioritize the right accounts with sales, and use paid media to discover net-new accounts for your ABM strategy. 1. Using Account Profiling to Build My Target Account List with Sales For ABM marketers, a common challenge is figuring out who to target and why. This is a time-consuming process and is often based on opinions from sales and gut-feelings from marketing, which ultimately results in the wrong list. It’s important to get the list right, however, so you can spend time on the right accounts. Doing this at scale is even harder when you have tens of thousands of accounts and multiple tiers. Account selection is important because it sets the tone for all your ABM programs, and requires you to have good, clean customer data. Building the right target account lists requires a shared strategy, an ideal customer profile with sales, enrichment and prioritization using fit and intent data, and utilization of AI to help save time and improve accuracy. Build Your Model Basis List: Start with a list of your existing best-fit customer accounts that align to your ABM strategy. This could include customers that have consistently renewed or recently purchased a cross-sell product, large customers with large deal sizes, or those that fit within a specific vertical or segment. This can be done inside Marketo or in an external file. Make sure this data is accurate and up-to-date. This data will act as the foundation for accuracy when recommending who your ideal customer profile is and which accounts to target for your ABM strategy. Create your Ideal Customer Profile (ICP): Upload your model basis list in Account Profiling. This will train the AI model on what attributes to look for when you tell it to scan your database or another list of accounts. Your AI model will use the model basis data as the foundation for your ideal customer profile. It will use your 1 st party data and then combine it with 3 rd party data to enrich and create your ICP that will be used to recommend your target account list. Scan your Database: Select which data inside Marketo that you want your AI model to scan. This list is generally based on what your ABM strategy is. For example, let’s say your ABM strategy is to focus on cross-sell. In this case, your model basis list might be a set of accounts that purchased cross-sell products in the last 3 months. If so, you would tell your model to scan a list of existing customer accounts that have not purchased a cross-sell product yet. View and Tune your Model Results: Account Profiling will show you results by ranking your accounts A-D to show you which accounts have a closer match to the ICP you created. “A” rankings are the accounts that have the highest propensity to close whereas “D” rankings have the lowest propensity to close. “A” accounts would mean you should focus on them immediately, while “D” accounts could be thrown in a longer-term ABM nurture stream. You can also view all the fit indicators that were used to create the ranking, and weight them differently if you feel some are more important than others. The fit indicators vary from a wide variety of categories, such as what technologies are being used by the prospect, whether a company is hiring or not, if they are interested in specific topics, etc. Natively integrating into your ABM workflow saves a ton of time, enables powerful account-level segmentation, and provides quick time-to-value for deploying your ABM programs. 2. Prioritizing My Target Accounts with Sales After figuring out your target accounts, the next challenge is knowing which of them you should focus on first. Unfortunately, many marketers struggle to have additional account data to help them do this. They know how their accounts are behaving on their marketing channels but have no visibility of what's going on across the web outside their marketing channels. This is where intent data comes in. It tells you which of your accounts, or contacts from specific accounts, are expressing intent on certain topics across the web. Topics are often categories or things related to the products and services that you sell, like “marketing automation”, “marketing analytics”, etc. Intent data helps point out which accounts might already be in an active sales cycle or have a higher likelihood to turn into an opportunity faster than other accounts. Pro Tip: Take advantage of the power and flexibility that custom objects offer when using Intent Data Last year, we launched a joint Bombora Intent Surge for Marketo partnership with Bombora. The way it works is: Bombora is one of the industry’s largest publisher co-op where it monitors and collects account level intent signals, across a wide range of predetermined topics. They attach the intent topic and score to Marketo lead object as a custom object. The data is refreshed weekly. Once in the system, a number of interesting things can be done within Marketo. The higher the score, the more intent shown by leads within companies. Once you setup a custom filter in Marketo that looks at the Bombora Intent topic and score, you can start segmenting audiences on intent score and/or specific topics to perform actions such as: Trick: Build custom intent-driven scoring models by using Marketo smart campaigns and custom fields to weight topics differently based on their importance to your business. 3. Discover Net New Accounts using Marketo’s LinkedIn Account Matching and Other Paid Media Integrations Discovering new contacts within new accounts or known accounts is generally challenging to do at scale because it’s often done manually by sales. Marketing will rely on traditional inbound efforts with no account strategy or filter in mind, which results in passing leads over to sales that are not part of their target account list - thereby wasting time and resources on the wrong accounts. Since Marketo Engage is your automation provider of record and has robust ABM capabilities, it can hydrate your target account lists with new contacts and accounts at scale in an automated fashion. Pro Tip: Use fit indicators from Account Profiling and intent data topics from Bombora to inform your messaging for paid media and nurture streams. Marketo has easy ways to get started with extending your account-based experiences across many paid media networks. Any Marketo smart list or static list can be synced to ad networks using the Send to Ad Bridge List action. Using Marketo Engage’s integrations with companies like Linkedin, Google, Facebook, Demandbase and LiveRamp, you can push audiences directly from Marketo and match them inside those networks without the need to export or import lists. Here are a few examples of workflows you can execute: Discover New Contacts within Your Known Accounts: You can discover new contacts within existing customer accounts or prospective target accounts by building a target account list inside Marketo’s ABM workflow, then pushing that list inside Linkedin to match accounts. Linkedin will tell you the match rate and allow you to segment by many different attributes for your paid media campaigns. You can send ads to contacts within each matched account that you may or may not already have yet in your database. Ultimately, this helps you discover all the right contacts within the buying group of your known target accounts. Discover Net New Contacts within Net New Accounts: This use case refers to discovering new contacts within new accounts that look like your best customers so that you can grow your target account list for sales. This use case is similar to the one above, but instead of sending ads to your matched accounts, you can use look-alike models inside the ad network to send ads to net-new contacts and accounts. Linkedin and Demandbase are excellent at helping B2B marketers discover new accounts based on an uploaded best-fit account list that is pushed directly from Marketo Engage. Re-target Unknown Website Visitors: Automatically re-target web visitors using Marketo’s web personalization feature. This allows re-targeting ads to known and unknown website visitors across any ad network. You can also personalize retargeting campaigns based on target account list audiences. This is done by placing a retargeting pixel provided by the ad network on your website and then setting up personalized account-level messaging based on both Marketo and the ad network’s segmentation. Pro Tip: Use Marketo’s integrated lead ad forms to imbed forms directly into the ad creative to make it easier for customers and prospects to submit information ABM is Here to Stay ABM is a huge focus area for us this year and will continue to be going into 2020. We feel it is becoming the new foundation for B2B customer experience management. We have some amazing new ABM features coming your way that will help you create the most epic account-based experiences possible, so stay tuned and get excited! This post was authored by the the Product Marketing team at Marketo, an Adobe Company
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We know how important connecting with other members of the Marketing Nation is to all of you. As our employees are part of that community, we want to help you get to know them too. In this edition of Meet Marketo, an Adobe Company, we sat down with five Marketo employees, Katie Pedroza, Alex Fleming, Paulo Martins, Marissa Lyman , and Esther Kim , to learn more about their roles and what they like to do outside the office for fun.
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In this edition of the How 2B Fearless series, we sat down with Darrell Alfonso , who is a Marketo Champion, Los Angeles MUG Leader, and Fearless 50 member. Darrell shares what being a fearless marketer means for him and what it has meant for his career. What does fearless marketing mean to you? Marketers today are at the forefront of growth for their organizations – many are given authority over all customer touch-points. This cannot be taken lightly. Fearless Marketers are the ones who continually push the envelope when it comes to innovating for better marketing and better customer experience. Fearlessness is a willingness to challenge the status quo, to advance new concepts and improve upon ideas, even when (especially when) your business is reluctant to change. In addition, I want to underscore the importance of practicing fearlessness in your everyday work life. You don’t need a groundbreaking initiative to make things better; improve on something every day. I try to do this regularly by always introducing a new idea or new way of doing things at every meeting. Whether it is a meeting with my team or with leadership, I always make sure I speak up. It’s tough to do this sometimes, it requires paying attention, quick thinking, and extra time and effort, but it is well worth it. New ideas, just like fearlessness, are contagious. Who is a fearless marketer you look up to and why? I recently finished reading “Imagine it Forward’ by Beth Comstock, former Vice Chair of GE - when I hear the phrase Fearless Marketer, she immediately comes to mind. The book is a biography of her encounters with corporate stagnation and the fear of change that comes with success. The biggest takeaway from her story is that you need to make change and innovation your mission, and you have to prioritize it everyday. Her story resonates with me because it is authentic. It’s easy to be bold and fearless in your mind, but it’s a different story when your ideas keep getting turned down. There are several examples of Beth’s failures and struggles, and it is inspiring to see how she overcame them. How did your career start out in marketing? My early career was in sales, which I highly recommend trying. It is extremely rewarding and informative to speak one-on-one with customers – it gives you a real sense of how your efforts are affecting others and how you can make a big difference in your customers’ work life. My move to marketing came when I found myself always trying to make things better for the entire sales organization. I wanted to connect with people at scale, I wanted to build processes that would benefit more than just the person on the other end of the phone. I took a chance and switched over to marketing, and have been doing it ever since. How did you get to the point you are at in your career today? I don't really believe that any one or two moments can make up a career . It's actually all the work you put in every single day. However, when I think of a large risk that I took, it was moving from a sales role to a marketing role. In my mind I thought I could do it - I had studied so much and had talked to a lot of different people. But ultimately you have to make the leap, and that has made all the difference for me. I wanted to move from sales to marketing because it was the chance to influence more people/customers; the things I created/built would impact people at scale. I enjoyed sales, but my heart wasn’t in it. When aren’t fully vested in your job, it’s only a matter of time before another opportunity will pull you forward. What have you learned from other members of the Fearless 50? I learned a lot from the mentorship aspect of the Fearless 50 program. My mentor was Stephen Yeo, the managing director/CMO of Panasonic Europe. He underscored the importance of demonstrating marketing’s impact on revenue, no matter the amount of time or effort required. Over the years, his consistent message of marketing impact has helped grow the Panasonic business by several factors, and is a testament of what hard work and persistence can achieve in marketing management. Stephen mentored a group of Fearless 50 members, sharing his story and answering our questions on how to overcome professional challenges. Talking with Stephen reinforced my commitment to focusing on real results, and validating some of my thoughts was helpful and reassuring. What are three pieces of advice you would give to the next generation of fearless marketers? 1. Prioritize the things that only you can do Professionals today are inundated with projects and deadlines. No matter how busy you are, there are a handful of tasks that are unique to you, that no one can do for you. If you are a manager it is leading your team, if you are in sales it is speaking and connecting with the customer . You have to succeed in the things only you can do, and then focus on the rest. I remember an occasion when I was operating with a very lean team; a few key members had left and I was swamped with everything - from developing new ideas, to budgeting, to campaign building and reporting. Though it seemed like everything was urgent, I knew that there was one area that only I could execute on that would be a big difference: recruiting the right marketing person to join the team. I prioritized hiring and training, and as soon as my new hire was ramped up, we were able to move quickly and easily achieve our objectives. 2. Work hard, but find time to relax Great work requires focus and dedication. But that doesn’t mean you need to get anxious, stressed, or strain the relationships you have with other people. Put your best foot forward, and be confident that you will succeed as long as you keep trying. One example a couple years ago was when I was managing a small team in a rapidly growing division of a public company. My team was new, unruly, and I didn’t have much support from leadership at the time. There was constant conflict, and much distrust in the organization. Looking back at that time, I remember working very hard, and stressing out a lot. The hard work paid off, in terms of learning, and being able to navigate through conflict. What didn’t pay off was the anxiety, and the constant stress - it wasn’t worth it and did not add any value. I overcome anxiety in two ways. First, I practice daily mindfulness/meditation exercises. And second, more of a mindset strategy, is that I remind myself that success isn’t a single path endeavor - as long as you are improving and persisting everyday I believe you will get there. 3. The challenges you face are the reasons you are here There is a life-changing book titled “The Obstacle is the Way” by Ryan Holiday, that covers this concept from end to end. It’s more than just looking at challenges from a different perspective, it’s truly understanding that you are here to solve problems, and the more obstacles you overcome, the better you become as a professional and as a person. The most successful marketers are the ones that solve the biggest, most challenging problems. For me, marketing automation as a discipline is a great example of this. I had always wanted to implement sophisticated marketing campaigns, and learning marketing automation seemed like a big obstacle. Instead of just learning about marketing automation, I decided to become an expert at it. I took all the online courses, watched all the videos, and read all the resources from the power users. Slowly but surely, being able to navigate the complexity of marketing automation has been the foundation of my career. I’ve been able to drive marketing impact with more personalized marketing and align sales with a strong CRM and marketing alignment. About Darrell Alfonso LinkedIn: https://www.linkedin.com/in/darrellalfonso Community Profile:
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In this Champion Tips and Tricks series, we asked Marketo Champion, Jenny Robertson , to share her Top 3 Best Practices for using Marketo. Learn something new? Comment below on which topics you'd like to see next!
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Welcome to our latest series, Live with LaunchPoint! Here we'l l be introducing our amazing LaunchPoint Partners, who help enhance Marketo Engage by building marketing apps specifically for the Marketo ecosystem. In this edition, we speak with Greg Kelly - manager of Strategic Alliances at Vidyard. Greg talks about how companies use video content to keep users engaged and why the marketing team at Marketo uses Vidyard to host all of their product demos. Like what you see? Comment down below and let us know which LaunchPoint partner you'd like to see next!
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Welcome back to Marketo's bi-monthly customer newsletter, the Fearless Forum! Back in June, we asked you to comment on the eighth edition with the questions you have for Marketo and the topics you want to hear about. This month we'll be covering the following topics chosen by you: New Video Series - Live with LaunchPoint: In this new series, we will be introducing our amazing LaunchPoint partners, who help enhance Marketo Engage by building marketing apps specifically for the Marketo ecosystem. Check out our first spotlight on Vidyard here! Champion Tips and Tricks with Jenny Robertson: C heck out this video to hear Jenny Robertson's top 3 tips and tricks for best practices in Marketo. Meet Marketo, an Adobe Company - Edition 04 : In this edition of Meet Marketo, an Adobe Company, we sat down with five Marketo employees, Katie Pedroza, Alex Fleming, Paulo Martins, Marissa Lyman , and Esther Kim , to learn more about their roles and what they like to do outside the office for fun. How 2B Fearless with Fearless 50 Member, Darrell Alfonso : Meet Darrell Alfonso . He's a 2018 Marketo Champion, Los Angeles MUG Leader, and also a member of the inaugural class of Fearless 50. Read about what being a fearless marketer means to Darrell, how he transitioned from sales to marketing, a fearless marketer he looks up to, and more. Marketo Master Class: Lead Scoring with Chris Wilcox: In this edition of Marketo Master Class, we're teaming up with Marketo Champion Chris Wilcox to get into the weeds of Lead Scoring . Tips & Tricks for ABM using Marketo Engage: Learn about what ABM is, when to use it, and how it can help you grow your book of business. Read our ABM Blog to learn more. Marketing Nation Live: Marketo is bringing the B2B virtual event of the year directly to you on September 18th - register today for Marketing Nation Live! International Literacy Day at Marketo: Marketo and Adobe are committed to helping communities cultivate the next generation of digital media makers, coders, and more, and it all starts with education. Join us in celebrating International Literacy Day (ILD) throughout the month of September. MUG Highlight: Chicago User Group Fearless 50: Apply for the Fearless 50 program today!
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