Great question for discussion Darrell. I'll echo what Sanford said - it's going to be a case-by-case thing for your org or client. I've been at companies that sold to enterprises, but we allowed personal addresses because those leads converted to revenue. A tactic that yielded results: on the forms, we labeled the field 'Business Email', although we still took personal addresses. We tested this wording, and found that labeling the field 'Business Email' instead of 'Email' did not negatively impact conversions, and we lowered our rate of personal email address submissions. ... View more

Hi Chris Wilcox​, This might not be your case, but I've made the mistake of confusing the A/B tests (available in Email programs) with the Challenger/Champion (available in other Program types). In the Challenger/Champion testing setup, you have to declare the winner. Helpful documentation: Email Tests - Champion/Challenger - Marketo Docs - Product Docs ... View more

Hi Taryn Spiller​, At previous in-house role about 10% of our database was unsubscribed. That number was relatively low because we did a large data-cleanup exercise before activating Marketo. ... View more

Hi Andy Goldstein​, Every audience is different, but I agree with some of the sentiments expressed here - once a week is too much. Start with every other week, or monthly. Not sure your process, but I recommend you check out Digesto: RSS to email and blog subscription application for Marketo  . Great tool that is incredibly easy to set up, and it enables you to automate the sending of your new blogs posts, and/or automate combine blog posts into newsletters. Sounds like it would be worth checking out in your situation. Ping me directly if you have any questions about it! ... View more

The BDR team at my previous role called all over the world and heavily relied on https://www.worldtimebuddy.com/​. They loved it, said the time zones listed were always correct! ... View more

Hi Boris Landa​ - are those custom ClearBit SFDC fields exposed to the Salesforce Marketo sync user? ... View more

I get the identical error message in both places as well, but I'm able to schedule the event - from either the Summary or Schedule view. ... View more

And it doesn't still let you schedule it? If that doesn't work, change your program view from 'Summary' to 'Schedule': ... View more

Hi Diego, The logic looks sound. When I've built out engagement stream transition rules in the past and wanted to test the logic, I'd have a smart campaign with the same logic run for a week; the smart campaign only had 1 step 'add to list'. Have that campaign run for a week and then compare your list members to a report in Salesfore that has the same logic. Great way to QA your logic before launching the campaign. ... View more

Hi Harish Gupta​ - you actually schedule the event from the program itself. See below...use that first 'schedule' option. ... View more

Those are from the Marketo IP address! ... View more

Hi Chelsea Stinnett​, Emails sent using the Outlook plugin are sent from your corporate IP address, not the Marketo IP. Hopefully this helps your sales team! ... View more

Wow, I should pay more attention to the Community release notes (if that is indeed a thing). I didn't know about this change, thanks Grégoire Michel​ ... View more

Hi Mike Collins​, This post could get very lengthy very quickly trying to determine the definitive list of metrics. What is important is the metrics that are key to your organization. I spent the last year rolling out a successful Marketo implementation in a large SaaS company, and marketing/finance leadership had one guiding metric: Marketing-Generated Pipeline (which was measured by the dollar amount of opportunities created from marketing-generated MQLs). We used standard, out-of-the box Revenue Cycle Explorer reports to get to this number; there is a fair amount of working in making sure your program channels, progressions, and success paths are defined correctly, but once they are, this metric is easy to pull. You mentioned that you're specifically looking for ROI numbers - I caution you that getting the relevant program costs can be a lengthy exercise, that should certainly involve the finance department. If you're looking to get to program ROI, here are some good posts I found helpful: Checklist for Program Performance Reporting Why You Need Period Costs for Reporting In the end, spend some time at the beginning of this process to agree upon the metrics you're delivering to finance - it could save you some time as your prioritize your reporting set-up! ... View more

I don't have a great answer to solving your problem right now, but here's the long-term solution to measure it over time: In a nutshell, each email and engagement program template had a smart campaign that would add a +1 to the 'Monthly Email Sends' score field every time an email was delivered. I then had monthly batch campaigns to send me reports of all the scores across my segments, and then other batch campaign to null out the scores at the end of each month. ... View more

And then you could also involve capes and large hats! ... View more

I've been pushing for the term 'Marketo Wizards' but sadly that hasn't caught on. So my team and I are 'Marketing Ops' instead. ... View more

Hi Paul Johnson​ - I'll build on the previous answer: If your leads cannot be in multiple verticals, Segments are going to be enormously helpful. A lead can only be in one Segment at once, so you can target your sensitive messages using your pre-built Segments. Of course, you need to QA the Segments while you're building them, but once you do it once you don't have to do it again! ... View more

Hi Michael Patterson​, We're big fans of Marketo's calendar functionality. It really, really helps to have good program tags set up. One thing you're looking for and won't get using the Marketo calendar is size of send. We get around that by using good program tags for our segments; our segment managers always have a good idea of how many prospects and customers are in each segment, so program tags+out of the box Marketo calendar functionality works great for us! ... View more

Hi Murphy Vandervelde​ - I led a similar project at my company, evaluating ABM vendors. We selected Marketo (only to have our budget pulled) in a large part because senior leadership wanted to stay with an existing vendor. For us, it came down to Marketo vs. Engagio. I think both are full-featured that would work well for our needs, but I certainly did like the idea of staying with Marketo. So - my advice - do you due diligence and include Engagio in the discussion, but you can't go wrong staying with Marketo. ... View more

YES, yes we do. ... View more

HA! Great article Robb Barrett PRD​ - I'd like to think that I've gotten all of these out of the way earlier my career, but I'm sure I have a few errors left in me. One thing I'll add: building and following a strict campaign review and launch process is KEY to minimizing these errors. We've got a simple rule: your campaign isn't launching until the proper sign-offs have happened. We have at least two set of eyes on the creative, lists and triggers, and personalization. Following process keeps everyone's stress level down! ... View more

Not really a holiday campaign, but for the past 4 years (at 3 different companies) I've always ran a 'best content of the year' newsletter during the last week of the year. These newsletters always generate a ton of clicks, leads, and convert to revenue well! I suspect its a bit of selection bias - the leads that are clicking on this content - usually some variation of 'how to grow your business' - are the ones sitting at home and thinking about how to improve in the next year. But hey, reaching the right people at the right time is most of the battle! ... View more

These are more of priorities for my particular company, but I'm sure lots of companies are facing the same challenges: 1. Expanded Nurtures. We're less than 9 months into our Marketo deployment, but have seen great success with the 20+ nurtures we have running. By mid-2017 our entire customer journey should be covered by nurtures. 2. ABM for selected segments. ABM doesn't make sense for our small segment (companies with <6 employees) but it certainly makes sense for our large segment. We're hoping to use Marketo ABM + RTP. 3. Predictive - starting with cross/upsell. Our average customer only owns 1 of 8 products they could use, and we've got great internal data around indicators the customer is ready for the next product. We're going to combine that with some external data, and really build out a predictive upsell model. ... View more

Hi Isabel Isidro​ - all good points above. I've got one more to add - be very careful about whether or not you want to delete these contacts from your CRM. Most of the time I'd assume 'no', but I don't know your business as well as you do! ... View more

My company uses our Marketo instance to send out all our internal corporate communications - this comes out to about 4 to 6 programs a week. We've created a separate 'Internal' workspace for all of these programs and leads, and it works well for us. Overall, our Internal Comms teams LOVES Marketo, especially compared to our old  Eloqua instance. For lists, the Internal Comms teams has a monthly upload process (or more frequently for specific communications); since these leads are in a separate workspace, we don't have to worry about them messing up any of our marketing processes and reports. ... View more

Hi Cori Chao​ - are you using Email Editor 2.0? In most cases (at least ours), it makes the creation of the text email so very, very easy. ... View more

Use the Summary View, you can change the program name in the highlighted field: ... View more

Good points Sanford Whiteman​! I'm lucky in that I've got some decent upstream systems that can help me differentiate between accounting relationship and end-users. Not all that info flows into SFDC (we're working on it) but we can do manual pulls when needed for specific campaigns. Working to automate that at well. ... View more

Hey Trask Rogers​, I'm in a similar boat. My company is concerned mainly with upselling one of our 20 or so products to our existing customer base (along with net news, but that isn't a huge focus for us). With the messiness things can get fun! When a customer reaches MQL, we don't assign the lead to the account rep - we reassign to a sales rep based on product interest. We initially set product interest off of something as small as a product webpage view, but we found that product interest was changing too often and was not truly representative of interest. Now, we only set product interest off of attendance for a product-focused demo, or success in a product-focused engagement program. Shoot me a note if you'd like more details. ... View more