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Marketo Protips Episode II: The Token Strikes Back
- 1. Marketo Pro Tips Episode II The Token Strikes Back 11/7/2016 8:44:54 PM Jeff Shearer Dir. Marketing Automation @THEJeffShearer Nintex Adam New-Waterson Marketing Technologist @mrfredclay BloomReach
- 2. Page 2 Jeff & Adam • Long-time Marketo Users • Marketo Champions • Certified Experts • Seattle & Silicon Valley User Group Leaders • DemandGen / Acquisition Marketing Professionals • Kung Fu Masters – Pardon our Parody @THEJeffShearer @mrfredclay
- 3. Page 3
- 4. Page 4 Start With Why @THEJeffShearer @mrfredclay
- 5. Page 5 Start With Why @THEJeffShearer @mrfredclay
- 6. Page 6 Building the Droid You’re Looking For
- 7. Page 7 USE CASE | Interesting Moments @THEJeffShearer @mrfredclay
- 8. Page 8 Save Time @THEJeffShearer @mrfredclay
- 9. Page 9 USE CASE | Webinars @THEJeffShearer @mrfredclay
- 10. Page 10 Reduce Mistakes @THEJeffShearer @mrfredclay
- 11. Page 11 Learning To Use The Force @THEJeffShearer @mrfredclay
- 12. Page 12 How Can I Find Tokens?
- 13. Page 13 @THEJeffShearer @mrfredclay It’s a trap: Where tokens won’t work
- 14. Page 14 Where Don’t Tokens Work? Source: etumos.com
- 15. Page 15 Folder Tokens: A story of parents and children
- 16. Page 16 Individual Program Tokens Local Country Address Copyright, Global HQ Address Top Level Folder US Folder Program A Program B Canada Folder Program C Program D Use Case: Folder Tokens
- 17. Page 17 Use Case: Folder Tokens
- 18. Page 18 USE CASE| Landing Page Meta Data
- 19. Page 19 Working with Data @THEJeffShearer @mrfredclay
- 20. Page 20 Marrying Data (ie Concatenation) {{my.Storm Trooper 2}} {{my.Storm Trooper 1}}
- 21. Page 21 USE CASE | Web History @THEJeffShearer @mrfredclay String Text Area
- 22. Page 22 Real World Examples @THEJeffShearer @mrfredclay
- 23. Page 23 USE CASE | Dynamic Email Signatures @THEJeffShearer @mrfredclay
- 24. Page 24 USE CASE | Related Widget @THEJeffShearer @mrfredclay
- 25. Page 25 Tracking Emails • ?utm_source=Marketo&utm_medium=Email&utm_campign={{my.Campaign}} And Landing Pages
- 26. Page 26 Light Speed @THEJeffShearer @mrfredclay
- 27. Page 27 USE CASE | Better Remarketing @THEJeffShearer @mrfredclay ?utm_source=Marketo&utm_medium=Email&utm_campaign={{my.Campaign}} &tar={{lead.W-Targeted:default=0}}&int={{lead.W-Interesting:default=0}} &prd={{lead.primary-product:default=none}}
- 28. Page 28 USE CASE | Destroying Data Silos @THEJeffShearer @mrfredclay
- 29. Page 29 USE CASE | Global Salutations @THEJeffShearer @mrfredclay
- 30. Page 30 Use Case: Video View Tracking <iframe width="560" height="315" src="https://www.youtube.com/em bed/OMOVFvcNfvE" frameborder="0" allowfullscreen></iframe>
- 31. Page 31 Use Case: Embedding Trackable Videos
- 32. Page 32 The Force Will Be With You, Always • Tips from 2015 Presentation: bit.ly/MKTOtoken • Tips from 2014 Presentation: bit.ly/MKTOTips • Video Tracking How-to: bit.ly/MktoVideoTracking
Editor's Notes
- Update with new cover from visual brand deck.
- Adam
- This session was born from an idea from last year. We both are pretty hands on users of the tool for a few years, and we wanted to share the tips we picked up along the way. We’ll talk about ways you save a ton of time, effort, and make your campaigns more consistent and powerful. We’ve got a lot of ground to cover today, so we’re going to move pretty fast. But don’t worry too much about taking notes we’ll also have links to additional details on a lot of these topics at the end.
- Adam
- Adam
- Really the best thing about tokens, and as you’ll soon see, is they’re what really allow you to customize and build Marketo to work for you, your team, your processes. Let’s look at a few simple use cases to help bring this info focus for everyone.
- Adam
- Adam
- Webinars are a perfect example of a time consuming process made smoother, faster, and simpler with tokens. Imagine all the assets that go into a webinar – invites, reminders, etc. All of those can be set dynamically with tokens, and common info like dates, names, and links can be set in one place.
- Adam
- So before we go any further – let’s do a quick review of tokens – where you can find them, the types, where they do and don’t work. And then we’ll get into the fun stuff.
- Adam
- Tokens work in a ton of interesting places, but there are places where things don’t work. For example: Field tokens within filters - this one at least gives an error Marketo sales insight emails – Don’t use any tokens besides field tokens in a published email. They won’t populate. -Tokens within tokens – this goes for pretty much any token.
- It also helps to understand, especially when you want to start messing with the more advanced uses of tokens, to know what type of token to use. Here’s a handy table from our friend Edward at Etumos.
- Adam
- Adam
- So let’s use a practical example to demonstate this, because there’s some powerful stuff you can do here. So let’s assume our whole folder structure is within the Galaxy Far Far away folder. We can set some top level tokens for this like the year, and where this is located. These we’d maybe put on landing pages or emails. But one of our regional teams on Tattooine wants to customize their templates with their details for an upcoming event. So they can actually override a lot of these tokens with their details, but continue to inherit anything else they want to keep the same. This then extends down to their event.
- Adam
- So we’ve been mainly talking about front-end stuff, but tokens are pretty handy within your data. Adam, let’s talk through some of those.
- Adam
- Adam
- Let’s look at a few more real world examples.
- I’d be willing to bet more than a few of you in the room w
- Adam
- Adam
- Okay as we move into these last few, this is where the fun really begins.
- Adam
- Adam
- Adam
- Jeff
- Adam
- Update with new cover from visual brand deck.