Tokens on Steroïds

The purpose of this idea is to gather all requirements for the next level of program token management. Here they are :

New types of tokens required :

• URL token types (​) so that managing URLs for CTAs no longer requires a 1 page how-to guide
• Image / File token types, so that updating a image in a email or LP can be done easily without error (​)
• Form tokens types to enable changing the form in an LP without editing the LP. See
• List and smart list tokens ()
• Formula tokens ()
• All tokens providing program information, tags etc... (​)
• Multi line text tokens (not rich text, but just multi-line)
• List of values tokens (​ Thx @Andrew Sielen​)
• Select field tokens, so that the standard user cloning programs has the possibility to choose values within a limited list (in conjunction with limited rights, see below). See , thx @Robb Barrett
• Color picker tokens (), which settings could be restricted to a limited set of values.
• Program level or campaign level UTM tokens that would be automatically appended to emails links
• PURL tokens (see )
• Asset (email, Landing page) tokens, that would provide the asset name, the asset ID, the asset template (see ​)
• Tokens that could store value lists to be used in forms 2.0 select field values (see )
• User/sender tokens should also be available for MSI emails: (Thx Josh Hampleman ),   (Thx @Aqeel Akbar) and
• Change the Date Token to a DateTime.  When used for a webinar it'd be nice to be able to put in the time of the webinar, not just the date, so that we could use the token on reg page.
• Have a Time Token that automatically parsed it into local timezones. If I set the token for 12:00 CST it'd be nice if it showed up as 1:00 EST on the landing page, based on their locale.
• Tokens to set CRM users that could be used in lead assignment flow steps. See

Furthermore, we should be able to access campaign/program member values as tokens, including SFDC custom fields on the campaign member object (see ​)

We should also be able to access all SFDC campaign fields as tokens in Marketo programs. See ​, ​, ​, ​ and this one ​ and this one: ​.

Of course, all these would be used in flow steps (such as change data values, interesting moments, SFDC task creation, etc...) and in assets

Token management also needs some significant improvement :

• We should be able to know easily where a token is used (see ​, thx 54930​​ and ​, thx @Jordan Lund​
• Token name change should be propagated to where they are used (see ​, thx @Boris Kiperas​​)
• We should be able to nest tokens (​, thx 77896c23b3a73646ac738677aabf9c4454ddc324​​ and ​, thx 3f4b511b1ff3aa191ec9a659bd8f25e857df9b7e​)
• Token definition should be separated from token value entry. We should be able to control who can create / delete tokens or edit token names or settings (see ) and it should also be possible to control who has the right to edit token values.
• Cloning tokens should be easy (see ​, thx @Cecile Maindron​) and moving them should be done without having to recreate them (see ​)
• It should be possible to override token values down to each asset (see ​, thx @Alan Brown)
• We also would need to have the token inheritance to be brought to full power with root folder tokens (see )
• It would be welcome if the tokens could be ordered in programs or folders to make them easier to manage. See ​​
• Ability to create validation rules on token, to ensure correct entries (Thx @Robb Barrett​)
• Token input should be submitted to some validation. See
• It should be possible to append some help text to tokens. See

Finally, token usage should also be strengthened :

• "My tokens" could be used as default values for field tokens (see )
• My Tokens to be used to be default values for forms 2.0 fields, including hidden ones (Thx 14675​) see here ​
• More token drop lists everywhere tokens can be used.
• Using local tokens in forms 2.0    (Thx @Dan Stevens​). Great one
• It should be possible to use tokens in filter and trigger parameters and constraints. See (Thx Jeff Shearer​) and more globally in all smart lists in smart campaigns. See (Thx @Dan Stevens​)
• UTM tokens should automatically be appended to all email links. see ​
• It should be possible to update {{my.token}} values from within a smart campaign. See ​
• Use of tokens to populate form field list of values ()
• Program, lead and company tokens should render in MSI. See (Thx @Alex Stanton)

All these improvements, combined, would lead Program + tokens technology to a unmatched productivity tools for marketers in small to very large teams.

-Greg