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2016

Hey Everyone, Weeeeeee're back with the next episode of #KreweChats! This week we delve into Data Management best practices and welcome guest chatter Sydney Mulligan in addition to Geoffrey Krajeski, @Julz_James, Jenn DiMaria, Joe Reitz, and Enrico deLeon.

 

Check out Episode 2 here: Krewe Chats - Data Management - YouTube

 

In this episode we cover:

  • What is data management? What are some best practices?
  • What are some of the key data management components in your instance? Let's talk bounces!
  • To delete, or not to delete? That is the question. Keeping records out of Marketo to avoid database bloat.
  • Sending alerts for activities, as well as SLAs
  • Durable Unsubscribe: "You can't ***** it up". Also other unsubscribes
  • Email preference centers: Are they necessary? Let's talk about it!
  • Blacklists.
  • Tokens! (We love tokens )
  • Deduping master tip regarding lead scoring from Champion Sydney Mulligan
  • Also, don't miss each of our favorite words in our intro!

 

We hope you tune in for our next #KreweChat on August 12 at 3:30pm ET/12:30pm PT. Feel free to post any topics you'd like to see us cover in future chats, and thanks for tuning in!

One of the (many) things that makes Marketo such a great and powerful tool for businesses is its ability to be very flexible to adapt to your evolving business needs. I worked with a company that had the unique challenge of representing multiple brands existing under a larger brand within the company. As you can imagine, this created quite a few headaches and last minute campaign re-brands when the branding needs changed. We also had to manage multiple program templates for each brand, meaning that if I made a change to the webinar template for Brand A, I had to remember to also make that change for Brand B's webinar template. My very smart and talented co-Marketo users and I came up with a really awesome way to use folder level and program level tokens to adapt to a different brand's standards on the fly. This is not a novel concept - Edward Unthank has a popular blog post and Marketo Summit talk discussing the merits of using universal, folder, and program level tokens.

 

We adapted this strategy with some modifications for our brand structure, which enabled us to use a common set of program templates and clone them to a different brand folder, adapting the emails and landing pages to the applicable brand standards.

 

Advantages of this approach:

  1. We only needed to maintain one set of templates. If we decided to change the layout or format of our landing page or email templates, we made updates in one location. If we decided to add a wait step to one of our flows for a webinar template, we just did it in one location. This saved us a tremendous amount of time and removed a lot of margin for error where we were forgetting to update something in each brand's template.
  2. It forced us to have a more cohesive look and feel across our brands in the templates, because they were all using the same template layout with different logos and color schemes, but it was easy to see that these brands were all part of the same company. Obviously this won't work for everybody - multi-brand companies often have complex relationships between brands - but it worked for us and saved us from a lot of craaazy looking landing pages.
  3. It got our reporting on the same page. Prior to this, we had been using workspace partitions in Marketo because we intentionally wanted to keep everything between brands very separate. As we scaled to one marketing team for all brands, it made our reporting a LOT simpler to have everyone on one workspace with access to all leads and all templates.

 

Without further ado... I present to you our Super Awesome Multi-Brand Foldering Structure (SAMBFS):

folder structure.png

 

universal tokens.png

The universal tokens consist of the year, address, phone number - basically anything that is applicable across brands.

 

brand level tokens.png

Nested under the Universal folder is the brand level folders. There should be one folder for each brand, and each folder should have these tokens:

  • Company Name
  • Hero Color - the primary color used in templates, for things like background colors
  • Secondary color - the secondary color used in templates, for things like button color
  • Company Website

 

2016-07-19 09_28_32-Marketo _ WBN YYYY-MM-DD MKT Webinar-Program-Template (My Tokens) • Marketing Ac.png

Within each brand level folder, you have some amount of flexibility to do what you want. We created a sub-folder for each program type (Advertising, Email, Nurture, Website Content, etc) but you can really do what makes the most sense for you. We did not build folder level tokens on these sub-folders. Within each sub-folder, the program-level folder had its own tokens, as most programs do. Because of the token hierarchy, if we did need to override a certain element that existed at the brand level, such as the secondary color, we could replicate the token at the program level and it would override the value of the folder level. Similar to how CSS hierarchy works.

 

my hero color.png

Within the CSS of each email template and landing page template, we referenced tokens where we normally would have referenced image URLs or rgb/hexadecimal color codes. This way the branding is inherited from the tokens.

 

There you have it! Let me know in the comments how you could adapt this for your Marketo instance!

Watch Episode 1 Here: Krewe Chat - Marketo Community Tips & Best Practices - YouTube 


Hi everyone!

 

Many of you have already seen the Nation Talks series that Elizabeth Oseguera & Scott Wilder spearheaded last year. That's still a phenomenal channel to help grow your Marketo knowledge and learn a few tips and best practices you may not have thought about yet (you can access the Nation Talks here.). I strongly encourage everyone to continue to use and contribute to that channel!

 

However... being that we're all about forward momentum, a few members of #mykrewe (Jenn DiMaria, Dory Viscogliosi, Ande Kempf, Enrico deLeon, & Rachel Egan) and I got together and brainstormed what we're affectionately referring to as "Krewe Chat." Basically, we wanted to have an informal venue where Marketo users of all stripes can come together, ask real questions, get real, human answers, and take the user group experience to the next level.* Our first entry in this series starts with an easy subject: how to get the most value from being involved in the #MKTGNation community.

 

These informal Hangouts are going to occur on a bi-weekly basis on Fridays at 3:30 EST, and we'll be discussing news and best practices relevant to marketing; not necessarily only Marketo. Keep an eye out here on community for an event announcement.

 

Our approach to these discussions is to make it a full 360 degree view of the challenges we as marketers deal with on a daily basis. We're currently planning future talks about ABM, Web Personalization, Retargeting/Adbridge, a shameless copy of UnBounce's hilarious #PageFights series (but with emails), and more, but we also want to crowd-source some of the subject matter.

 

What kinds of discussions do you want to hear and be involved in? Let's use this thread as a discussion platform. During a broadcast, you can tweet us your questions/comments with #krewechats, and we'll address them on-air.

 

 

*If you're not in a user group yet, learn how to find and sign up for your nearest one here!

 

PS: If you watch nothing else, there is a particularly important question raised around the 28:00 minute mark Grégoire Michel

Troubleshooting in Marketo

Posted by josh.hill Champion Jul 5, 2016

Troubleshooting in Marketo can be more of an art, than a science. The data you need is often scattered around several screens and what you need to figure out may take time to track down. Is it a workflow error? Sync error? Manual error? Troubleshooting is not just for testing: you can also use it to learn why a lead’s data changed or why they received a certain email.

 

The most common scenarios you will encounter as a new Marketo user are:

  • Lead received two of the same email.
  • Lead went to the wrong Salesperson.

It is worth searching here in the Marketo Nation Forums for solutions, but you will learn much more if you use the techniques below to attempt a solution first.

 

And I do strongly recommend attempting to understand what happened before asking the Nation or Support. Both will appreciate the detailed account that can help them help you.

 

Here are the places where you can find information for troubleshooting.

 

Campaign Member List

You can find this by clicking on the count of Members on the Campaign Summary tab, or you can click Schedule > Campaign Members or Results > Campaign Members.

  • Which leads actually qualified?
  • Count of Leads that became qualified and are Members
  • Use the View tab to look at more data.

How to Get to Campaign Member Informationcampaign-member-list-view

 

Campaign Run History (Batch)

If you click on the Campaign and then look at either the Run History Tab or click on the list of Runs at the bottom, you can see how many qualified each time the batch ran. This is a vital troubleshooting tool when you have recurring batches that manage data flows. I’ve often come across troubled systems and been able to uncover when something happened to then uncover why there was a change in volume.

 

If you know how many qualified on a certain date, you should be able to track back what occurred, or even select leads during that time period and Member of Campaign.

Run History

Campaign Results Tab

This is the log of executed flow steps per Lead. You can filter this by Type of Activity in the same way you do for the Lead View>Activity Log. This is a great way to see if a flow step failed or if certain leads went through at a certain time. Remember that some activities such as Data Value Was Changed, Visited Web Page will be archived after 90 days and not visible here.

http://www.marketingrockstarguides.com/wp-content/uploads/2015/12/results-history.png

Campaign Results History

 

Members by Week: Campaign Summary Tab

See chart of qualified leads by week – are more or less people entering over time?

 

This is particularly helpful when troubleshooting certain data change flows or lead routing flows when something may have inadvertently pushed too few/many leads.

Campaign Summary Charts

Member Trend Tab

This is less used, but you can get an idea of the differences over the past three months. Like Members by Week, this will show you abnormalities.

 

Program Summary Tab

This is where you can view the key tactical metrics for each program or offer. I come here often to check on Program Membership counts, Channel Type, and if the Program is synced to an SFDC Campaign.

  • Total Members
  • Total leads Acquired By
  • Total leads Acquired by Social
  • Total Successes
  • Leads by [Status]

Program Summary

 

Remember that you can also adjust the view depending on the Channel Type. Most Default Programs show a Member chart, Calendar View, and Used by. Special Programs like Engagement and Email Send will also show the Program Dashboard.

 

Program Member Tab

 

This area shows you

  • Count of Members
  • Count of Members by Each Status
  • Potentially other data if you change the View.

program-member-tab

 

Program Dashboard (Engagements)

These Channels have special Dashboards. For Engagements, we can see the overall

  • Engagement Score
  • Unsubscribe Rate for the Program
  • Days to Next Cast
  • Chart of count of leads and Cast Count until Exhausted
  • Engagement Scores for each email.

Engagement Dashboard

 

Program Dashboard (Email Send)

The Email Send Program also has a Dashboard that works a bit differently.

  • Delivered
  • Opens
  • Open Rate
  • Click Rate
  • Unsubscribe Rate
  • Engagement Score

Email Send Dashboard

 

Program Summary (Email Send)

This Program uses the Tile setup method, which is really just a different view into a smart campaign. Check here for stats like:

  • Lead Qualification Count
  • Leads Blocked
  • Schedule

email-send-tiles

 

Lead Detail View

There are several ways to reach a Lead’s data:

  • Lead Database > Search
  • Smart List > Click on Lead ID
  • Static List > Click on Lead ID
  • Campaign Results > Click on Lead Name
  • Campaign Members/Qualified Members > Lead ID
  • Program > Program Member > Lead ID

Once you open up the Lead’s view, you have access to modify most fields directly. Sometimes this is a useful method for testing. More importantly, you can view key data like:

  • Lead Activity Log (more on that soon)
  • Custom Tab – just a special view.
  • SFDC Data and Custom Fields
  • Marketo Data Fields and timestamps.
  • Lists of Segmentation Membership

Lead Detail > Lead Activity Log

 

Lead Detail and Activity

This is arguably the most important tool for testing and troubleshooting. Marketo added filters to let you narrow down the types of behaviors or changes to work with this faster.Key use cases include:

  • Why did that campaign trigger?
  • Why did that campaign not trigger yet?
  • Why is the score X?
  • Why did that data change?

 

Notifications Log

Most of you should be able to see the Notifications button at the top of the screen. If you click on it, you will see a list of alerts and errors Marketo encountered. Administrators should monitor this weekly or even daily (if a large system) for major issues.Marketo tells you what is wrong, but you often have to hit the campaign or lead detail to find out more. Key issues include:

  • Exhaustion of Nurturing content
  • Broken campaigns
  • Failed campaigns
  • Failed syncs to SFDC – if you click, you can get a smart list, but this is the only way to see this kind of data.

notifications-log

Troubleshooting with Smart Lists

Another tool you have is to use Smart Lists to pull groups of leads and then use Custom Views to look at certain fields.

The best use case is when you want to see Email Deliverability fields (and I always have a View with these fields). This View exposes the Email Bounced Reason in a clear way. You can sort it or even build a new smart list to narrow down these issues.

 

Campaign Queue

The Campaign Queue helps you see which campaigns are running or slated to run soon. Some types of campaigns take precedence over others. In addition, you can try to spot race conditions or blockages like a large batch run that will slow down execution of other campaigns. There may not be a resolution, but at least you will know what is going on.

campaign-queue

Campaign Inspector

If you are not certain where a flow step is occurring, then you can search all campaigns for filters and flow steps, among others. This can help narrow down problems or help you understand how the system is setup. If you do not have access to this, you may need to go to Admin > Treasure Chest to turn it on.

campaign-inspector

Note that you must be at the Top Level of the Workspace you wish to view for Inspector and Queue.

 

Let’s Talk About Things You Can Break

I do not want you to break things. Here is a checklist of things you can break or miss easily if you are moving too quickly in Marketo. Typos in Marketo (or Marketo Language) can bring things to a halt or worse.

 

Operators (Any, All, etc.)

Choosing the wrong operator is easy to do because you went too fast. I often come across mistakes (and have made them), where IN vs. NOT IN did not stick because the mouse moved too quickly…or someone forgot.

 

Logic Steps

I see people ruin smart lists and Lifecycles because they didn’t consider the right parentheses or groupings of filters. See logic for marketers.

 

Flow Steps

Are they in the right order? Is that wait step correct? For example, the SFDC Sync may push lead data to SFDC instantly, however, SFDC may take as long as 20 minutes to process the lead on its end, which means your next logic steps should wait.

 

Choice Steps

Only the first qualifying step works! You may want certain steps to always take precedence if more than one condition applies.

 

Filters (Smart Lists)

Using the right filters is, of course, crucial to most parts of the system. There is a big difference between Was Sent Email and Not Was Sent Email. Understand when to use each.

 

Triggers

Remember, triggers are OR between them, then the logic on green filters.

 

Schedule and Qualification Rules

Sometimes you need to set it to Once, Once Every X, or Every Time. This is a common problem that is easily fixed, especially if you are testing a flow.

 

Race Conditions

The Race Condition deserves an entire post because it is a critical problem and there are very few ways to handle it. Solving the race condition is hard, but you’ll know you have one when your Activity Log doesn’t seem to update as quickly as you’d expect.

 

Let’s say you have 10 sync flows. One syncs the lead to SFDC, but the others all change data values, then sync. They are all triggered on Lead is Created, but you only want the last nine to work after the initial sync. This is not going to happen that way. All 10 campaigns will trigger “at once,” but not all at the exact same moment, and not all the data values will change when you want them to.

 

Look at the Log for affected leads and you’ll see that some executed around the same time, while others waited. You will need to use wait steps to control the execution of the flow. For a good set of examples and solution for Marketo, see Ed Unthank’s Marketo Summit presentation.

 

Batch vs. Trigger      

Sometimes your choice of Filters vs. Triggers does make a difference, especially if you set up similar flows – trigger to capture now, and a batch to capture misfires. If you aren’t careful, you might include people in the Batch who already went through the Trigger, so exclude with Member of Campaign NOT IN.

There are many use cases for each of the techniques above and I recommend using one or more for each situation.

 

Troubleshooting in Marketo is fairly easy, if you know where to look. And once you rule out the obvious, you can then call Support to help root out back-end issues.

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