Marketo Webinar - Your Questions Answered Part 2

By: Alex Ash  | 05/18/2017


There's a lot to know about Marketo, isn't there? With so much information available, we had to break up these blog posts into easier-to-swallow bite-sized pieces. For Part 1, read here! In Part 2 of our Marketo series, we take an in-depth look at tokens, nurturing leads and smart lists.

  1. Is there a way to minimize loss of data from a broken asset?

Yes! You want to make sure that you have a fallback page set up so that if anyone hits a broken link or asset on your website, they’ll automatically be redirected to your specified fallback page. You can do this in your Admin section under “Landing Pages.”

Additionally, you’ll want to add a query parameter so that you’ll know and understand when this happens—for example, yourhomepage.com/fallbackpage. From an operational standpoint, you can set up a quick smart campaign to trigger an alert for whenever someone hits that page, your team would get a notification that there’s a broken link on your website and where the traffic is coming from.

  1. When are tokens useful? Can you explain the different types of tokens?

When thinking about tokens, the first thing that comes to mind is usually personalization, but we beg you, DON’T STOP THERE! Tokens are basically the LeBron James of Marketo tools—they totally deserve the MVP. They are much more useful than just dynamically inserting first names into emails. We use them in lots of different ways, but most notably across program templates and programs with multiple assets. You can also use them in forms, landing pages, smart lists, alerts as well as for scoring. However, it’s important to understand there are different types of tokens and how you use each differs:

  • System tokens – You can use these types of tokens in hidden form fields to stamp a lead’s first form fill, or in the footer of your emails for unsubscribes. Examples include {{system.dateTime}} and {{system.unsubscribelink}}
  • Person tokens – These are your standard personalization tokens, i.e.: {{Lead.First Name}}, {{Lead.Date of Birth}}, etc.
  • Trigger tokens – Can be used in flow steps such as ‘Clicks link in email’ or ‘fills out form’.  Example: {{trigger.Trigger Name}})
  • Campaign tokens: Example: {{campaign.name}}, {{campaign.description}}
  • Company tokens: Example: {{Company.Company Name}}, {{Company.City}}
  • My tokens – These are the bread and butter of tokens and where you can really benefit from their ability to be customized. Example: {{my.EventName}}, {{my.EventTime}}). Within any program, you’re likely to have many assets, so by using my. tokens across all of your emails and landing pages (managed from your “My Tokens” tab within your program dashboard), you can update all of your assets at once, instead of having to go into each individual asset. For example, having {{my.Event Time}} across your invite, registration emails and landing pages. If the event time is changed, you simply change the token and it will update everywhere. Additionally, tokens can be inherited from the folder-level, so you can use them across multiple assets within the same program or campaign. Tokens really come in handy when you have program templates with global tokens, such as your brand logo or headquarter address, that you can clone out to all of your other programs, which really helps ensure consistency and efficiency when creating assets. 

If you aren’t super familiar with tokens and all of their uses, definitely take a look at this Marketo product document. It’s super helpful and has lots more in-depth information on all of the different kinds of tokens and their uses.

  1. How do I move a lead through an engagement nurture?

First, you need to understand how you want to build out your different streams and how you want people to move throughout your nurture campaign. Engagement nurtures don’t work if you only have one stream of content that you move everyone into. Ask yourself: “What are our goals here? What personas or other interests are we trying to send more targeted content to?” Once you have your content streams defined, you’ll need to collect the information of how people get into the different streams in some way, either through a smart list or a landing page or form fill. It’s also a good idea to have a default stream, to catch anyone that may not necessarily belong in other streams, as well as use as a testing ground with new products or content.

After that, you’ll need to make sure that the correct content is in the corresponding streams and that it’s activated and set up an initial “Entry” campaign and asset. For example, a landing page and form that asks, “Are you interested in product A or product B?” would then segment them into that particular stream via a flow step. Additionally, you can use the transition rules tab within your streams to determine how people are getting into the correct stream. 

  1. What’s the best way to tell whether or not someone received an email?

There are a couple of ways to do this. If you used an email program, start by returning to your control panel and clicking, “View Results” in your “Audience” tab. This will open a new window and, depending on how many recipients, you should be able to see if anyone bounced. If you have hundreds or thousands of recipients, you’ll want to filter out the bounces for easier detective work. You can do this by selecting “Filter” and creating a custom bounce report by checking ‘Email Bounced” and “Email Bounced Soft”:  

       

It’s also helpful to know how Marketo categorizes bounces:

1. Spam Block – message was flagged as spam: soft bounce

2. Invalid email – User doesn’t exist: hard bounce

3. Mailbox full – usually temporary: soft bounce

4. Technical bounce – receiving server unable to receive message: soft bounce

5. Undetermined – unable to deliver for unknown reason and reported back to Marketo: soft bounce

If you want to see which emails were flagged for which category, you can do this via Smart List within an Email Performance Report and a constraint:

Finally, you can always look at a specific person’s activity log!

  1. Can you tell me more about using filters within a smart list?

Marketo is great in that it gives you the ability to create really targeted, or segmented smart lists. Want to know who filled out a form on your website from California during a certain time period and is also in the transportation industry? No problemo!  

There are three filters to be aware of:

Any (acts as ‘or’) – This smart list will pull anyone who meets any of your filter criteria. Example: Anyone who is on a specific list, OR lives in Ohio OR received your May newsletter.

All (acts as an ‘and’) – All of your filter criteria needs to be met in order for a lead to qualify for this filter. Example: Member of Smart List AND lives in Ohio AND was sent your May newsletter.

Advanced – This can only be used for when you have more than 2 filters and requires some brushing up on your Algebra 101 order of operations. You’ll be using ‘and/or’ here with parenthesis to dictate how the filter pulls your leads. For example: you want to see the leads from a specific list and from Ohio or was sent your May newsletter, which translates to: is a member of said specific list and EITHER is from Ohio OR was sent the newsletter. 

Depending on how you configure your filters, you can get varying numbers of leads so you want to double and triple check that your number is close to what it’s supposed to be. Ie, you aren’t accidentally sending to 50,000 people instead of 5,000 because you have configured your filter incorrectly. Therefore, with great power comes great responsibility: you won’t get any sort of error message before sending if your list isn’t what it’s supposed be. You can however check your numbers in the “Leads” tab in the bottom right-hand corner to make sure it aligns correctly with your intended list size.

Well, did we cover it all or are you more confused than ever? Sound off in the comments below and we'll do our best to answer your questions!


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