Adobe Marketo Engage General

If you want to understand the difference between Sales Emails and Marketo Emails as well as Sales Campaigns and Marketo Campaigns that can be used by sales via Sales Insight and Sales Insight Actions, this article will help.   Sales Insight Actions is an extension of the Sales Insight capabilities and provides sales teams with more sales engagement capabilities to help them scale and measure their outbound communication.   Sales Insight and Sales Insight Actions are designed to be used in collaboration with each other. While Sales Insight provides the intelligence to help teams target the right leads and accounts, Sales Insight Actions gives sellers the tools to engage with those leads and accounts more efficiently and effectively.     TLDR;     Sales Insight + Actions includes multiple ways to enable sales to engage with customers, including two ways to send emails and two types of campaigns to add people to. To scale sales prospecting and account manag

As Marketo Engage training has transitioned to learning.adobe.com with Adobe Digital Learning Services (ADLS), the Marketo University pages have been discontinued.    ADLS provides learners with skill-based training in Adobe Experience Cloud products. Adopt a culture of valuable and continuous learning with: live instructor courses in time zones that span the globe on-demand recorded trainings that are accessible anytime, anywhere (along with select virtual environments) learning subscriptions for 12-month unlimited access to training  learning consulting to create a custom learning strategy and role-based enablement roadmap for your organization credentialing to validate your knowledge and skills through the Adobe Qualified Credential program   Visit Adobe Digital Learning Services to learn more.  

At the end of the day, it’s marketing and sales responsibility to guide buyer groups through the purchasing decision. To be that guide, customer facing teams need tools that both provide contextual intelligence on their accounts, along with tools that allow them to scale their engagement and personalization.   Below are a few ways Marketo Sales Insight and Actions can help with this. Scale Renewal Engagement with personalized communication   Customer Success Managers and Account Managers are too commonly overloaded with an inbox of customer communication to manage. Being able to scale their outbound communication effectively can be the difference between a satisfied customer and a churned customer.   Actions allows reps to have a library of email templates to best fit their communication needs. Below are a few common use cases for a customer success rep or account manager to have a library of email templates.   Sales to customer success hand off – introduction emai

  Global Form Validation Rules —a.k.a. server-enforced banned email domains — came out last year for Marketo forms.   They’re a step up from JavaScript-driven domain validation: server-side rules can’t be bypassed by hackers, and they also hide your list of “interesting” domains from end users. (That is, if a person is blocked, they  can’t see the other domains you block all at once.[1])   But they have one downside that custom JS validation doesn’t: they only officially support a single language. So if you have this Error Message text:   That's what everybody sees, regardless of other translations at the form level:   So let's do something fun to enable additional language support.   The form error payload You wouldn't have any reason to know this, but when there's a submission error (that is, an error after sending data to Marketo, not validation errors that occur entirely within JS) the Forms 2.0 library passes aro

New to Marketo Engage?  We just launched the first Marketo Engage Course on Experience League, 'Get started with Marketo Engage for new marketing practitioners'!   View Course on Experience League   This course is designed to provide you with a foundational understanding of Marketo Engage. By the end of this course, you'll learn how to create, manage, and measure the success of your first marketing program. What you will learn: Get familiar with the Marketo Engage user interface and the the glossary and Icons More programs and Smart Campaigns How to build email, event, default, and engagement programs How to measure the success of your programs   Use this thread to ask any questions related to the course. Experts are monitoring this thread to ensure your questions are answered!

   If you're a human working with Marketo (or any Marketing Automation platform for the name's sake) - you most likely have witnessed or at least have heard from your colleagues, friends, or connections about how a messy database is draining their Marketing investments without the expected proportional ROI. Keeping your marketing database clean is one of the most important things you can do to improve your data-driven marketing. This blog post discusses some of the best practices for auditing the Marketo database and ongoing data management campaigns/monitoring setup to ensure that the data remains accurate and clean.   Auditing the Marketo Database Following is the list of things that I do and suggest doing while auditing the database of a newly inherited / client's Marketo instance: Start by documenting and comparing how aligned their products/BUs, and marketing team is with their existing workspace - person partition implementation (if any) in place. I've seen a hand

In this edition of Marketo Master Class, we're partnering with Marketo Champion @Ann Marie Gastineau to demystify best practices around scaling a nurture in Marketo. In this article we'll take a look at the time and place to implement a nurture, best practices around applying a tokenized strategy to nurtures, and more. If you have additional insight for running a best-in-class nurture program, let us know in the comments! 1. Why nurture? (How do you determine if a nurture is the right strategy for your business?) Nurture is the right strategy for any lead who isn’t ready to buy from you immediately – which will be most everyone. Certainly, there’s bound to be a few sales-ready leads who fill out your Contact Us (or Get a Quote, or Free Trial, or whatever) form the first time they visit your site, but they’re rare. More likely, your target audience has no idea who you are (depending on how strong your brand is), or what you have to offer. They may not even realize they have a n

“Only use Preview By List” has been my mantra for so long, I’d been wondering if was still justified. Could it have become FUD due to changes in Marketo? Nope, a recent Nation thread proved it’s still the way!   A user was encountering what seemed to be “missing custom objects in Velocity.” I, my community buddy @darshil_shah1, and the OP went back and forth for weeks trying to explain the symptoms. Finally, they switched from Preview by Person to Preview By List and we figured it out. Countless hours could’ve been saved by using Preview By List to start! (Or if, to be fair, I’d reminded them.)   Reason 1: Limit repetitive actions The most obvious advantage is you don’t have to constantly refresh the Email Editor when you make a change to Velocity code. Instead, as long as your static list has at least two people, you can quickly arrow between them:     Populating a list with a few representative people (ideally, test records with descript

Marketo University is pleased to announce the addition of 7 new training modules, bringing our total available training modules to 20. These modules are available for free to employees, partners and customers. The new training modules are available on Marketo’s web site at: https://www.marketo.com/university/The New Marketo UniversityMarketers now have access to free, self-paced training modules from Marketo University, which cover everything from setting up a Marketo instance to building engaging content. These training modules are designed to provide foundational knowledge covering all core aspects of the engagement platform.  More than 40 training modules are planned for release by the end of 2017.Each training module typically contains four core components to help any marketer, regardless of background or skill level, learn engagement marketing concepts and see how they are executed through the Marketo Engagement Platform. These components include:A LEARN video to introduce the con

It’s easy to get distracted by setting up DKIM (everyone still should, don’t get me wrong) and SPF (users with custom envelope sender domains should, but standard shared instances don’t need to) and overlook other DNS tasks.   Surprisingly, those “top o’ the setup checklist” DNS records are more nice-to-haves than must-haves, unless your own org has chosen to publish these policies.   Yes, if your security and risk folks want recipients to authenticate messages that appear to be from your domain, you need DKIM + (if applicable) SPF + DMARC too. But if not, you can do without these records.   (To be clear, not having a record isn’t the same as having a record and failing validation. A broken DKIM signature is very bad, but not signing isn’t. Likewise, failing SPF is very bad, not having an SPF record is meh.[1])   Confusion about who sets up DKIM and SPF, and what they do, can obscure a far more important DNS ta

I've had an issue come up several times in the past couple days, so I thought I would blog it out for use in the future. So, you have Salesforce with some records that are not synced to Marketo.  Over on the Marketo side, one of those SFDC-record people fills out a Marketo form and enters the Marketo database.  Now you have two records for the same person, and they aren't synced.  Marketo will try to push the not-actually-new record to Salesforce, but if you have duplicate suppression in Salesforce, SFDC will reject it.  So what do you do?   Because I'm inclined to silliness, I'm going to personify these records as Mr. Salesforce and Ms. Marketo, star-crossed lovers who we need to unite.  How do we bring them together?  Since Salesforce is clearly not having this duplicate situation, we have to get both members of the couple into Marketo, who is much less fussy about such things.  To do this, we need to make Mr. Salesforce's record visible to the

Overview Data can be one of the most valuable assets a company has, but not all data is inherently valuable. The quality of the data quality affects business decisions and ability for team members to act. Companies should audit the state of their data and proactively support data quality and address issues promptly so their teams can make use of the institutional data. In this blog I'll share what data quality it is and how to start assessing and managing it in Marketo Engage.   Elements of Data Quality The term “data quality” refers to how well the data can be used by a business for its intended purpose. For example, the marketing team regularly uses data points (fields and their values) for audience targeting and campaign reporting.   There are many elements within the concept of data quality. The same data point may be considered “high quality” according to one aspect, but “low quality” according to another, so all elements should be considered before making a judgment. &n

Hello Nation,   As some of you know we announced the addition of certain IPs to our blocklist as part of our ongoing efforts to combat bot activity (incase you missed here is the blog). However, following customer feedback and further investigation, we have discovered important insights we have decided to revert these changes.    Reasons for Reversion Upon customers feedback our team started doing more analysis on these new IPs and identified: IP quality score – confirmed IP address was recently used by Bots. A large number of click activities – about 50K per IP address per day. Same user agent across all the IPs and does not vary with lead or subscription. Click activity at the same time as the delivered activity (sometimes recorded before the delivered activity) IP addressed are confirmed to be  part of Barracuda Email Gateway Defense - https://campus.barracuda.com/product/emailgatewaydefense/doc/96023036/email-gateway-defense-ip-ranges Since these IPs

One of my fave life-simplifying moves is using a global Asset Download LP, rather than infinite separate LPs that only differ by the asset URL. You pass the asset URL as a query param (URL-encoded, of course):  https://pages.example.com/getasset?asset=/whitepapers/my%20asset.pdf   Then JS on the page automatically updates a Download button’s target to get that resource.[1]   Similarly, a single Media Player LP can grab the video ID from the query string: https://pages.example.com/player?videoId=ABC_123z   Then the corresponding video is embedded using, for example, the YouTube IFRAME embed.   But in both cases you must make sure that your labor-saving dynamic page can’t be used by malicious actors to serve their assets via your domain.   Securing an Asset Download LP To lock down to just your assets, simply hard-code the origin so it always  goes to your server:[2] let thisURL = new URL(document.

As a marketer, it’s important to optimize the time you spend on building your campaigns. Time spent on creating programs and all the pieces that go along with them, such as email assets, landing pages, reports, etc., is time you aren’t able to spend on other initiatives or campaigns you need to work on. You only have so much time in a day, right? So what’s the solution? The answer—program templates.   What are program templates? Program templates are standardized, cloneable versions of Programs used to track and deploy marketing campaigns. Program templates live in your Marketo Engage instance, and have all the various pieces of your campaign already built out and ready to go.     Why should companies implement program templates? Program templates significantly reduce the amount of time it takes to build and launch campaigns. Since they contain all the assets that you typically have in your program already there and ready, you are no longer spending time

The Adobe Champion Program recognizes Adobe Marketo Engage experts around the world. These experts are leading the industry through sharing their skills and best practices to support fellow customers, accelerating their personal and professional growth by engaging in industry and thought leadership opportunities, and collaborating with Adobe product teams to inform future product features and enhancements.   Apply Now

Are you an Eloqua user considering a switch to Marketo? As a Marketo Senior Business Consultant with over 15 years of experience in marketing automation, I can assure you that Marketo Engage is a powerful and user-friendly tool that can cater to your marketing needs. In this blog post, I will outline the top 10 differences between Eloqua and Marketo to help you adapt quickly and efficiently.   1. User Interface and Organization: Eloqua groups its features into Orchestration, Assets, Audience, Analytics, and Settings, while Marketo organizes its tools under Marketing Activities, Design Studio, Database, Analytics, and Admin. Marketo's tree-based organization system is intuitive, allowing users to easily navigate through folders containing Programs, Workflows (Smart Campaigns), Segments (Lists/Smart Lists), Landing Pages, Emails, Forms, and Reports. This makes it simpler for inexperienced marketers to learn and use the platform while providing advanced options for more experienced u

Has your favorite data analysis tool recently deprecated its connector to Marketo Engage? Worry not, you can use the Marketo REST API yourself to automatically export data from Marketo including data on system and custom Activities.   This blog post assumes the reader is already familiar with using the Marketo REST API including setting up a custom service in the LaunchPoint section of the Admin console, and then using those credentials to obtain a Bearer Token with the necessary permissions to use the Bulk Export functionality. Once that is complete, it's a simple 3-step process to get your Activity data exported.   Use the Create Export Activity Job endpoint to specify your parameters and get the job setup. You will need to indicate which Activities that you want to export by their ID values. These can be obtained using the Get Lead Activities endpoint and are also contained in this freely-available Google Sheets document. A common use case is to select Activities based on

What is Self Service Flow Step (SSFS)? Functionality released by Marketo Engage Product to integrate external web services with Smart Campaigns. In other terms – an enhanced version of Webhooks.   SSFS allows you to design and deploy custom flow actions as web services, that can be used directly by Marketo Smart Campaigns. SSFS is designed for Marketo users that want to build deeper integrations with Marketo Smart Campaigns. SSFS works with Trigger, Batch, and Executable campaigns (later two are not available with legacy webhooks). Custom Flow Actions can send data from lead records and Smart Campaign context to and external web service for processing, and then write lead and activity data back to your Marketo database. The customer will need to build the external web service which will be configured in SSFS.   Link to official documentation: https://experienceleague.adobe.com/docs/marketo/using/product-docs/core-marketo-concepts/smart-campaigns/flow-actions/flow-st

In the continuation of the Email Verification rollout, Marketo Engage activated the feature on additional subscriptions between April 18th and April 25th. These subscriptions have Single Sign On enabled and “Require SSO” in the subscription password settings. Marketo Engage encountered some challenges at rollout and released a patch on Wednesday, April 26th, to fix any unexpected behavior. The email had tokens which were not properly formatted, resulting in incorrectly displayed text. This is not a phishing attempt, and Marketo Engage is working to correct the email formatting issue. In the meantime, users who received the email can click the provided link and verify their email address. Users who do not verify their email will not lose access to Marketo Engage or experience any change in product workflows at this time.    Resources Original Marketo Nation Announcement Email Verification Documentation Email Verification Release Notes  

⚠️ The custom config in this post is no longer necessary post-2021, as the Forms 2.0 library has been updated to load everything from your LP domain.   While you should be loading embedded forms from your Marketo LP domain, it turns out just changing the URL is not enough.   Using a non-Marketo-owned domain to load forms2.min.js and call loadForm() seems to avoid collateral damage from Tracking Protection (Firefox’s built-in feature or the equivalent plugin for another browser). The form will at least show up on the page if you do that.   But – I’m sure you will be dismayed to learn – the form still won’t post under TP! You also need to upload a file to Design Studio and add a tiny bit of JavaScript. Then and only then are you good to go.   First, download this file:   marketo-xdframe-relative.html   (Note: the Marketo Nation site gates files through an “Offsite Link” popup. So click above, then right-click the link + Save Link As. Make sure

We all know there’s no official DateTime {{my.token}}[1] — — but there’s an unofficial way to accomplish the same thing.   Just use a properly formatted Text {{my.token}}:     Note the familiar, but non-ISO-standard[2] format yyyy‑MM‑dd HH:mm:ss. It’s parsed as local time in your instance’s timezone.   Now, you can use that token in an Advanced Wait:     What’s it good for? Tokenized program templates are always easier to clone, activate, and modify.   That said, for logged-in Marketo users, a scheduled batch campaign can do everything you can do with a DateTime {{my.token}}. If you’re sending to more than, say, 1000 people definitely think twice before switching to triggers.   To me, the real power of this feature is for API integrations: you can make Request Campaign act like “Schedule Campaign for These Leads” in a single API call, and API calls are precious.     NOT

Org-Level Segmentations Drive Marketing Our inboxes are filled with hundreds of emails daily and marketing teams face the challenge of finding a way to stand out in the inbox. A generic email to your entire database probably won’t capture the attention you desire then, right? So, how can you maximize engagement, open rates, and click-through rates? There are multiple ways of breaking down your audience to provide a personalized, dynamic customer experience and increase engagement. Segmentation is a powerful Marketo Engage feature of the Database toolkit that allows users to group people into prioritized profiles. What are audience segmentations in Marketo? A segmentation in Marketo is a series of cascading Smart Lists that use filter criteria to segment your database into different groups. Some examples include: Region Segment Job Level Segment EMEA – Europe EMEA – Middle East and Africa LATAM NA – United States NA – Other C-Level/President VP Director Manager Staf

It’s always a sinking feeling when the docs for a hosted app include the word “IFRAME”, but have no match for “custom JS” (even if you pay for a higher-tier subscription). Puts a damper on sending activities within the app over to Marketo — not just Munchkin hits but form fills, too.*   Nevertheless, you can still get useful stuff in the Activity Log, as long as you load Munchkin a special way in the IFRAME.   Step 1: See if you can add the referrer <meta> tag OK, the app won't let you add custom JS or CSS, but there's a chance it lets you add a custom <meta> tag to the <head> of all pages. If so, you definitely want this: <meta name="referrer" content="no-referrer-when-downgrade">   As I've written about before, the default referrer policy in modern browsers is strict-origin-when-cross-origin, which means a cross-origin IFRAME (as your IFRAME will certainly be) would only receive the truncated value https://yourco.saasapp.example instead of the

Hi Marketing Nation Community!    Updated on May 10th 2023: Missed the live webinar? Find the recording, additional resources, and live webinar Q&A in this article. --   Register HERE today and learn about Cracking the Personalization at Scale Code using Marketo Engage.   In today’s data-driven world, if you aren’t personalizing your marketing content, you’re missing an opportunity to connect with your audience effectively — and likely losing engagement, conversion, and ultimately ROI of your marketing investments. Join Marketo Engage Champions, Courtny Edwards-Jones (@Courtny_Edwards) and Darshil Shah (@Darshil_Shah1) as they share their wisdom to get the most mileage using personalization features available within Adobe Marketo Engage.   In this webinar, you’ll learn: Why is personalization important? Key personalization use cases and techniques to use for each. Features and techniques available within Marketo