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     The Munchkin API function associateLead is magical and underused. It's key to synchronizing certain 3rd-party data with your Marketo database, and bizarrely enough was the first Marketo feature I ever used (well before understanding anything about campaigns and flows!).


     I have a post set to publish re: tracking engagement with non-Marketo emails, and since that post concentrates on the browser side (how to use specialized tokens in link URLs to associate leads, even when emails are sent via other ESPs) I decided to dedicate a post to how you generate those tokens.


     The info below is a must-read preface to the main post, but it'll also be useful on its own to some readers.




First, I'll tell you what it's not: it's not the Munchkin cookie, it's not the mkt_tok value that's appended to tracked URLs, and it's not a REST API access_token.



Read the full post on TEKNKL :: Blog →

First, a very big thank you to all of you (569!) who took the time to complete our Help Build the Nation survey in December.


Our goal is to ensure the Marketing Nation Community continues to serve your needs as a vibrant place where customers, partners, and employees all come together to share and learn from one another. To do so, we needed to hear from you about what you do in Community and what you don’t, what you want from Community and what you don’t, and what’s important to you and what’s not. You certainly didn’t let us down. I truly appreciate all the feedback. It was incredibly valuable.


So, what did you tell us? If I had to sum it all up in a couple of words, I would say overwhelmingly you would like us to improve the search and simplify the site. Got it!


There were also other interesting learnings from the survey:

  1. You use Community almost exclusively for product learning—product information, product support, and increasing your Marketo knowledge
  2. You spend the bulk of your time in Community in Product Docs, Support, and Discussions
  3. 64% of you use the global search (magnifying glass) to find what you’re looking for
  4. Your number one motivation for participating in the Community is to increase your Marketo expertise
  5. You want to see more advanced content in Community, in the form of hacks and workarounds, tips and tricks, and best practices


What’s next? Now, we take what you told us and start to work on it. Our development team is already working on improving search and I have kicked off a project to simplify the site. As soon as I have timelines for the improvements, I will share them. Stay tuned!


If you have any additional ideas or feedback, please feel free to let me know. With your help, I’m excited about making our fabulous Community even better!

This year’s Marketing Nation Summit is just around the corner and we have some exciting news about the conference! Just last week we announced that the theme of the conference is “Leading in the Engagement Economy.” More on the engagement economy in this blog from our CEO, Steve Lucas.


We will also be hosting a brand-new experience, a “summit-within-a-summit” in partnership with Adweek focused on the future of advertising technology (AdTech). Marketo and Adweek will present “The Future of AdTech at The Marketing Nation Summit,” a half-day of programming moderated by Adweek Editorial Director James Cooper, where you will hear from some of today’s leading marketers about how they are leveraging the latest technology to rethink how they interact with customers. The names of the speakers included in this program will be announced in the coming weeks.


Many sessions, providing the best industry insights to help you succeed in the new Engagement Economy, have already been announced with more to come in the next few weeks:

  • Digital Marketing Transformation in the Age of Cyber Threats: What Every Marketer Should Know – Holly Rollo, chief marketing officer, RSA
  • Fake News, Public Distrust, and the Implications for Marketing – Gerry McGovern, chief executive officer, Customer Carewords
  • Five Ways to Caffeinate Your Customer Experience in 2017 – Scott Anderson, chief marketing officer, Sitecore
  • How the San Francisco Giants Transformed CX to Become Baseball's Brand MVPs – Bryan Srabian, vice president of digital media & brand development, San Francisco Giants
  • The Rise of the “Unbrand”: The Secret Genius of Taylor Swift & How She's Changed Marketing Forever – Martin Kihn, research vice president, Gartner for Marketing Leaders
  • What's Your Story? How Powerful Narratives Drive Great Companies – Deb Lavoy, CEO of Narrative Builders


Let’s not forget that Summit is about fun too! In addition to multiple parties and other events, four-time Grammy Award-winning band Train will perform in a private concert for all registered attendees.


Don’t miss out! Be sure you’re registered and ready to join us in April at the best Marketing Nation Summit ever!

Today, let's explore a questionable call made by… well, probably by every single Marketo user, ever: sending direct links to PDFs or other downloadable collateral.


I think most people understand that downloadables, on their own, can't associate web sessions with known leads: PDFs don't run Munchkin, nor do Excel spreadsheets. So if someone clicks from an email straight to your blahblah.pdf, their web session will still be anonymous unless it's been associated via other means.


Read the full post on TEKNKL :: Blog →

Last week was Marketo's 2017 Revenue Kickoff Meeting in San Francisco. It was a great opportunity for all our sales and marketing employees and 200+ partners (for the first time ever!) from around the world to align on what we're going to do this year...and, of course, have some fun.


So what can you expect from Marketo in 2017? First and foremost, you can expect us to double down on helping you win in the new "engagement economy."


As you know, in our digital world, everyone and everything is connected and relationships between buyers and sellers have fundamentally changed. As a result, buyer expectations have gone way up. In fact, we looked at some interesting research at the meeting about buyer expectations from one of our partners, Wunderman, that showed:

  • 79% of buyers only consider brands that show they understand and care about "me"
  • 63% of the best brands exceed expectations across the entire customer journey
  • 88% of buyers want to engage with brands that are setting new standards
  • 89% of buyers are loyal to brands that share their values


The only way to win in this new engagement economy is to deliver authentic and personalized experiences at scale. Therefore, our focus this year is on helping you transform the way you reach and engage with people by continuing to improve our Marketo Engagement Platform, so you can listen to customer behaviors, learn what each individual customer wants, and engage your customers intelligently wherever they are.


At the meeting, we all practiced engaging in an authentic and personalized way in real time with the cutest puppies ever!



Steve Lucas, CEO, getting personal with a puppy



Karen Steele, VP of Corporate Marketing, building a new relationship


Steve clearly laid out Marketo's promise to all our customers: We will empower you to create lasting relationships and grow revenue.


We know you want to win and Marketo is here to help you do just that. Here's to a great 2017!

Just discovered another bug in Marketo forms when there's more than one form on the same page.


Symptoms: seemingly random behavior in loading the datepicker (or any other polyfill) in browsers that lack native support.


For example, Firefox does not support the native HTML <input type="date">, so the Forms 2.0 library loads a custom, JavaScript-based picker plugin (script-driven emulations of native features are called polyfills).


Read the full post on TEKNKL :: Blog →

Before diving in, it's important to emphasize that all email metrics besides “sent" are approximations. This is true for any ESP due to technical limitations. One quick example: if a recipient of an email has “automatically show images” in their email client disabled, then an “open” event will not be recorded even though that recipient did open the email. In this example, there is no technical way to know that an open occurred. Different email services and clients will handle email differently and senders will not always know the precise state of the email. From my experience, trying to determine an absolute perfect list of people that have interacted with an email is extremely difficult, if not impossible. Everything should be viewed as an approximation that will allow you to see trends over time.


The “best” email metrics to look at in Marketo are the ones that are in the email performance report (it also matches the summary page of a smart campaign) or in RCE. There may be other ways that users can try to get metrics, but it’s not going to tell you what you’re interested in. The issue mainly occurs when people try to inspect our activity log (which is what you’re seeing when you click “View Results” of an Email Program) or use Smart Lists. For example, a customer might create a Smart List with “Was Delivered <my_email> in the last 6 months” and expect the count returned to match the delivered count in the Email Performance Report for the same email and date range (last 6 months). In practice, these numbers won’t always match for good reason. One example of why the metrics will differ is that a certain category of “soft bounce” or “hard bounce” events can occur after a delivered event occurs. This means that the delivered count in the Email Performance Report could initially look higher, then slowly decrease (it may decrease steadily over time) as we receive bounces from mail servers. It's a weird concept to grasp, but sometimes that is the order in which bounces are reported to the sender. In the Email Performance Report and RCE, we have additional business logic that will count this as no longer being delivered. In the smart list and activity log, however, it will always just give you an unfiltered count of leads that had the “delivered" activity occur for that email in the last 6 months, even if some other activity later occurred that nullified the previous activity.


Quick overview of some the business logic present in the Email Performance Report:

  • Rule 1: Each email activity record is set to one, and only one, of the following: Delivered,Hard Bounced, Soft Bounced, or Pending.
  • Rule 2: If the email record shows Opened, it is counted as Delivered.
  • Rule 3: If the email record shows Clicked Email or Unsubscribed, it is counted as Delivered and Opened.
  • Rule 4: If the email is Opened, bounces are ignored. If the email has not been opened,Hard Bounced takes precedence over Soft Bounced and Delivered.


Quick overview of the business logic present in RCE:

Email Event Chain in RCE

Sent ---> (Delivered | Hard Bounced) ---> Opened ---> (Clicked | Unsubscribed | Complaint)


  • All subsequent events after Sent are tied back to the its latest Sent.
  • If the preceding event is not present, RCA will generate that event.  For example, Click does not have Opened, RCA will generate the Opened for the latest Sent.
  • Generated event takes the date of its subsequent event.  For example, Click does not have Opened, RCA will generate the Open with the Click date.
  • If the real event comes later after the event is generated, RCA will determine if the event should be updated or leave as it.
  • Sent can have either Delivered or Hard Bounced
  • Hard Bounced negates Delivered.
  • Opened negates Hard Bounced.
  • Data reported in CST timezone only.
  • Unique Click counts the first click.
  • Deleted lead email activities are not counted but deleted email still show.


Another thing to keep in mind is that when you are running something like a Smart List or looking at activities, this only applies to leads that are currently in your lead database. So, If you sent an email to 10 people and all 10 opened the email, the Email Performance Report would say “10 sent” “10 delivered” “10 opened.” If an hour later one lead was deleted from the database, and you then were to run a “Did Open <my_email>” Smart List, you would only see 9 leads returned since the 10th person no longer exists in the database. The Email Performance Report would still read “10 sent” and “10 opened."


There are many many more examples like the above, but it should indicate that the best thing to look at is always the Email Performance Report. While RCE operates over the pure activity log (which doesn’t always reflect reality), we’ve also added similar business logic there so those numbers are also good to look at. There may be a few minor differences in business logic between RCE and Email Performance Report. One example is that RCE doesn’t show data for deleted leads.

Another one to file under More tricky than it seems. As Marketo users MS and JI note in these posts, when a lead doesn't click any of the available options for a form field, the form sends an empty string value to the server, and such a response is considered a no-op — that is, the existing value on the lead will be preserved.


(By the way, when it comes to checkboxes and radio buttons, standard HTML forms do not post anything at all not even the field name, let alone an empty string value in such cases. So we're starting off on a proprietary foot here. As I've mentioned in other posts, though Forms 2.0 uses standard HTML inputs, there's much more going on under the hood.)


So take a form like this:



If submitted as-is, neither Product Interest nor Other Interest will be updated in Marketo.


Read the full post on TEKNKL :: Blog →

Marketo user SS asked a good question about datatypes in webhook responses. Referring to the documentation provided by a 3rd-party lead enrichment service, she notes:


Because all of the custom fields created for the webhook must be string-type fields, I cannot use logic for their 'number of employees' data such as "if value is between x and y"…


Luckily for SS, the vendor docs are off-base. In fact, if a Marketo webhook returns a numeric string (that is, a JSON-encoded string value that starts with one or more numbers) you can safely map that property to a numeric field.

Read the full post on TEKNKL :: Blog →

Dear Marketing Nation Community Members,


It is with extreme joy (and a bit of sadness) that I introduce you to your new community manager, Janet Dulsky! I have accepted a new opportunity so will be passing the Nation baton to her effective December 15th. She has been with Marketo for over a year and has been a key player across the marketing organization doing projects like building and executing the digital strategy for the new Marketo corporate site that launched at the beginning of the year, driving sponsorships for Summit 2017 with our fabulous partners, and creating the Marketo Central booth experience for Summit 2016.


Recently over the past few months she has been working closely with me to gather community research about how to improve the customer experience. She has tremendous passion for Marketo, our customers, and the amazing Nation that you all make up. I couldn’t be happier to transition this responsibility to her, and I encourage you to welcome her in the comments below!


I also wanted to take this opportunity to thank each and every one of you for making my job at Marketo an extreme source of pride for me. I feel fortunate to have been ‘the face’ of the Marketing Nation Community for five years, and although it is time for me to set sail and challenge myself in a new adventure, I will always bleed purple, and Marketo will always have a very special place in my heart. And…I’ll still be a member of the Nation, so I look forward to hopefully seeing you at Summit 2017!


Also, be on the lookout for some exciting changes coming to the community over the next year. If you haven’t already, please help shape the Nation by filling out this short survey. Janet will be taking your feedback and using it to re-think how Marketo uses the Nation at the forefront of everything we do. Because, after all, our customers and partners are what we do it all for.

Huge thanks, and please keep in touch!



Liz Oseguera

The holidays can be a stressful time for some marketing teams tasked with running the company’s holiday gifting programs. Many businesses consider the holidays a vital opportunity to recognize and thank employees, customers and partners with gifts and rewards. But managing holiday gifting programs is not for the faint at heart! There are recipient lists to be made. There are addresses to be collected. And then there is the race against time to get gifts selected, purchased and mailed before looming deadlines for mail delivery. All of this planning, managing and tracking can put a lot of undue strain on your team members who may be already stretched with their regular responsibilities in the final quarter of the year.


So this year, consider a dramatically faster, easier and more efficient way to spread the holiday cheer – with e-gifts. E-gifts like e-gift cards and Hulu Subscription are now available from a variety of top retailers and services. With their instant electronic delivery, global reach and easy customization, e-gifts have taken business gifting to a new level. In fact, according to a 2016 Incentive Magazine survey, more than 67% companies plan to use e-gifts like gift cards to thank customers.


Here are the 6 reasons you will love sending e-gifts this holiday season:


1. Abundant Choice and Value

You no longer have to settle for sending mundane gifts like cookies or trinkets of questionable value. Thoughtful and exciting e-gift cards are available in virtually every category including the perennial holiday favorites - shopping, dining, music and entertainment.  And it is possible to buy e-gift cards such as Panera and iTunes for as little as $5. With so much choice and flexibility there is an e-gift out there that can match every recipient preference and sender budget.


2. Instant, electronic delivery

Marketers love that they can deliver holiday gifts right to their recipients instantly via email. Electronic delivery means that there is less room for error compared to snail mail. And you no longer have to worry about delivery lead times and mailing deadlines. E-gifts are guaranteed to arrive on time for the holidays, every time.


3. Global reach

With the every expanding global economy, many businesses must find a way to thank employees, customers and partners around the world. Sending physical gifts can be prohibitive due to delivery charges. In addition, address errors causes delivery delays and embarrassments. E-gifts like international gift cards or virtual Visa prepaid cards do not suffer from these costs and issues. You can gift an gift card to an employee in London with the same ease and speed as sending an gift card to an employee in Chicago.


4. Tailor the gifting experience

Pierre Corneille once said, “The manner of giving is worth more than the gift.” E-gift delivery can be personalized to create a memorable gifting experience by adding your business's branding and messages.


5. Integrate into marketing systems

If you use marketing automation systems Marketo e-gifts can be integrated into your marketing flow. This allows you to take advantage of your marketing systems customer segmentation, email templates and campaign processes.


6. Gift claim tracking

E-gifts can be tracked every step of the way to their intended recipient. The occasional delivery errors due incorrect or outdated email addresses can be detected and immediately corrected. Delivery monitoring gives you the peace of mind that your gifts have been delivered and claimed by recipients.


It is easy to see why so many businesses find e-gifts more suitable for their needs than physical gifts. Now that you know why e-gifts are a great leap forward in business gifting, it’s time to consider upgrading your holiday gifting program.


Happy gifting!

You often see Marketo forms with an "extension" field where a lead can type an explanation for their Other/None of the Above choice.




This works well enough from the lead's perspective. You can use Visibility Rules to show the extension field only if Other is selected in the primary field. 


But there's really no reason to do it this way. I consider this an antipattern with Marketo forms for two reasons.

Read the full post on TEKNKL :: Blog →

Dear Marketing Nation,


My name is Steve Lucas, and I am thrilled to be addressing you all as the new CEO of Marketo. Phil Fernandez has stepped down after 10 incredible years leading the company through its founding, IPO, and exciting acquisition. I am honored to take the reins as Marketo enters its next phase of innovation and growth, focused entirely on helping you win!


I’m joining Marketo from SAP, where I was the president of the global Platform organization. While there, my team and I worked with the world's best companies to help them successfully connect with their customers through next-generation data, analytics, and mobile enterprise solutions. Prior to SAP, I held senior executive positions at enterprise software companies including, BusinessObjects, and Crystal Decisions. While I've spent the past 25 years in beautiful Colorado with my family, we are looking forward to relocating to California near Marketo headquarters.


I joined Marketo because of what Phil and the team succeeded in building: a world-class digital marketing platform that puts you, the marketer, in the driver's seat to transform and grow your business and brand. As I met with stakeholders throughout the company, it became clear to me that the digital marketing revolution is being driven by you, our amazing Marketing Nation. Together we will take this community to new heights.


We are all part of an unprecedented era of digital transformation, and as this revolution accelerates, every member of the Nation will need to make sense of and respond in real time to new and expanding customer touchpoints. That’s why – building on the recent launch of Marketo’s best-in-class account-based marketing solution – we will deliver a new and unmatched platform and user experience in 2017 that will help you achieve unprecedented levels of success. We as a company are fully committed to delivering this to you as we only succeed when you are successful.


Over the next few months, I plan to meet with and learn from many of you. In addition, intense planning for April’s Marketing Nation Summit is already in full force, and I look forward to delivering an event unrivaled in content. But that doesn’t mean we have to wait to connect; I'd love to hear from you now! Please feel free to send me an email directly or reach out to Marketo’s Customer Marketing team with questions, comments, concerns – anything.


I am incredibly excited to be a part of the Marketing Nation, and on behalf of all the passionate team members at Marketo, we look forward to driving your digital transformation together!



Steve Lucas

Chief Executive Officer

Marketo, Inc.


Continuing Murta Manzur's blog post: Single Page Application Web Tracking with Munchkin, here is how you can also use the RTP tracking code on single page applications.

A Single Page Application is a website that loads all of the resources required to navigate the site on the first page load. When a user clicks a link the content is loaded from the first page load data. To the user, the website behaves as expected because the URL in the address bar is like the traditional page navigation.

Munchkin works well with traditional websites because Munchkin runs every single time the users load a new page. However, with a single page application if you are not loading a new page, Munchkin will run only once.

The approach I’ll walk through in this post is to track when a user clicks on a link, and then send this information to Munchkin. We’ll implement this using the clickLink Munchkin function. Below is an example implementation in jQuery that binds for click events to the clickLink Munchkin method. When calling the clickLink Munchkin method it passes the parameter for the URL that was clicked.


Implement the following JS code after the Munchkin and RTP tags.


     var urlThatWasClicked =; 
     if(typeof(urlThatWasClicked) != 'undefined'){ 
          Munchkin.munchkinFunction('clickLink', { href: urlThatWasClicked}); 
          rtp('send','view', urlThatWasClicked); 
          rtp('get', 'campaign',true); 

A question from top Marketo user GM in this post led to an interesting, even disturbing, hour of troubleshooting.  Finally, I've gotten around to writing it up.


When Munchkin sees a 2-letter TLD like .io or .ly, it makes a bad guess about the proper domainLevel — the domain at which it sets the vital web activity tracking cookie.  Using TLDs like .au as a model, the code incorrectly assumes that you cannot have registered a domain directly under the TLD and automatically sets {domainLevel: 3}.

Read the full post on TEKNKL :: Blog →

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