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In an email, you may have a telephone number that you want to be linked so that when someone clicks on it on a mobile device, it automatically pops up in their phone so they can make the call.

 

The standard approach is to hyperlink the number with tel: in the link: <a href="tel:[PHONE-NUMBER]">[PHONE-NUMBER]</a>

 

If you leave this link just like this, where it is trackable and encoded by Marketo, the click to call functionality won’t work. You need to set the link to classmktNoTok in order for that functionality to work without sacrificing the ability to track clicks on the links.

Many thanks to Sanford Whiteman for the suggestion on how to make this work!


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If you create a multi-select field in Salesforce, it will come over as a String field in Marketo. If multiple values have been selected in Salesforce, they will be separated by a semicolon, e.g. Water;Fire;Wind. Let’s say I then put this String field on a form, and change the Field Type to Select, and allow for multiple selections. If that lead subsequently fills out the form and chooses Earth and Wind, this will overwrite the existing values in the field and the field will now say Earth; Wind. These will resolve correctly in the Salesforce multi-select field.

Now, usually we don’t want to overwrite existing data. So for this reason, we create a separate field in Marketo that we can use on forms. Let’s say I call this “Product for Web Forms” and I use this on the form instead of the original multi-select field from CRM.

 

Then I create a campaign in Marketo along the lines of this:

Now, if I fill out the form and choose Earth and Wind on the form, the Product for Web Forms field will say Earth; Wind and the Product field will say Water;Fire;Wind;Earth;Wind. Even though it has the same value twice in the Marketo list, this will resolve to the correct four values in the multi-select list in Salesforce.


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With the Sync filter for the Marketo-Dynamics CRM sync, it is possible to restrict which records flow into Marketo. This can be applied to all entities. For each of the entities, the filter needs to be set up separately.

Install Lead Management Plug-in

Make sure you have the latest version of the plug-in installed (3.0.0.1 or later).

Create Custom Field: new_synctomkto

Users must add a custom field new_synctomkto to Lead, Account, Contact, Opportunity and any custom entities they want to sync with Marketo.. This field determines whether the lead, account, or contact will be synced with Marketo. It must be of "Two Options" (boolean) type  – “Yes” (TRUE) and “No” (FALSE).

Although this is a Boolean field, there are 4 possible states for this field's value from our plugin's point of view:

  1. Field does not exist: If the user does not want to use this filter, they won't have this custom field. This is interpreted as TRUE.
  2. Field is NULL: All new entities that are created after this custom field is defined will get the default value. But all existing entities created prior to this field will get NULL value. This is also interpreted as TRUE.
  3. Field is TRUE
  4. Field is FALSE

We strongly recommend making the default value No.

 

Important: if you want to use the filter, then they must select this field to be synced with MLM. This is done in Admin > Microsoft Dynamics.

In this screen, scroll down to the field ‘new_synctomkto’ and check it. The label may be different; many customers name it “Sync to Marketo”. The name of this field must be "new_synctomkto" , however the display name can be whatever the user wants.

Set up CRM Automated Workflow

You can set new_synktomkto to either True or False if you have fairly static records that they want to filter for sync. However, you can also create a workflow in Dynamics that will automatically set syncToMkto field based on their filter criteria (e.g State = California, or Division = Web Services). This should be a background job that will be triggered when a record is created, or updated. To optimize, the user is advised to make this workflow asynchronous so actual create or update operation time is not impacted. In addition, the workflow trigger must be fine-tuned so that it fires only when relevant field changes for the update operation. This workflow must be run manually once so that all existing record will get their proper value.

 

 

Note: Everything in this solution needs to be implemented in Dynamics. Nothing needs to be configured in Marketo.


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When you create a calendar token and place it in your emails, it creates a text link like this:

Sometimes people want something a little bit showier so they try to make an image that links to the .ics file. This doesn’t work; Marketo will replace the image with the text. Instead, you get stuck with the workaround of creating a calendar file manually and uploading it to Images and Files so you can hyperlink to it directly. That works, but who wants to have to do all that extra work to create your own calendar file? Not me. (Secretly I’m very lazy. Or, as I prefer to call it, efficient.)

 

So here’s a little trick I discovered:

  • Create the calendar file as a local program token as you would normally.
  • In your email, add the image you want to hyperlink to the calendar file and hyperlink it to the calendar token. We know that this won't actually work correctly, but it will allow you to find the URL of the .ics file.
  • Send yourself a test email. When you get the test email, hover over the image and identify the URL of the .ics. In this screenshot, the URL is “pages.gladiatorapps.com/rs/384-evm-334/373/subject.ics”.
  • Take this URL to your email and replace the hyperlink to your calendar token with the direct URL.
  • Now send yourself another test email. This time, you’ll see your image, which will have a tracked hyperlink. When you click on that hyperlink, bam – calendar file!

(Hopefully if you use this, you'll spend the time to create better names and images than I did for mine.)


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You’ve just integrated Marketo with your CRM system. Now you’ve got a big decision to make: when do you send all of those great new leads you are generating into CRM?

 

You have two primary options:

  • Sync all leads to CRM almost immediately, generally upon lead creation
  • Sync leads to CRM based on rules, generally upon marketing qualification

As with most things, there are pros and cons to each approach. Sync Leads to CRM Immediately

ProsCons
You don’t need to create and manage sync rules.Sales will need to be trained to recognize which leads are qualified and which are not yet ready for follow-up.
The sales team has visibility into all leads right away, so they are less likely to create duplicates.Some junk or invalid leads will end up in CRM.
Leads may not yet have all of the information necessary to decide on lead assignment or follow-up.

Sync Leads to CRM Based on Rules

ProsCons
You can keep most of your invalid or junk leads out of CRM.Sales might create new leads or contacts in CRM for people you already have in Marketo, thus creating duplicates and splitting activity history across multiple records.
Sales will not see unqualified leads.Someone has to create and manage the sync rules.

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This blog is the third and final part in a series on ways of tracking lead acquisition and program success when you are embedding global forms on a non-Marketo landing page or website.

 

The first option we covered was dependent on having a generic/tokenized thank you landing page that can be used for anyone who filled out the form. The second approach was modified to allow for separate thank you landing pages. The third and final approach uses the Form 2.0 API with loadForm and onSuccess handlers so that you can control the follow up page activity from the website, rather than from within the form settings. This also has the benefit of not requiring people to remember URL parameters in their email links.

 

  1. Create a global content form in Design Studio.
  2. Embed the global content form on your website on each landing page.
  3. Create follow up/thank you landing page(s) as desired.
  4. On the webpage that hosts the form, add a customized version of this code, so that when the form is loaded, you add a hidden field (highlighted in green) and pass a value into it to indicate which piece of content was retrieved (highlighted in yellow). Be sure to customize the code with your pod (highlighted in red), your account string (highlighted in purple) and the form ID (highlighted in blue).
  5. On the webpage that hosts the form, add a customized version of this code, so that when the form is submitted, it redirects to the URL highlighted in yellow. Be sure to customize the code with your pod (highlighted in red), your account string (highlighted in purple) and the form ID (highlighted in blue).
  6. Create a Web Content program for White Paper A with a success campaign that triggers off the form fill.
    1. In the smart list, use the “Fills Out Form” trigger and add a filter for that specific ContentName. This is where you should populate the value you’re entering in the URL Parameter
    2. Then in the flow, send out the follow up email, change the program status, and set acquisition as normal.

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This blog is the second in a series on ways of tracking lead acquisition and program success when you are embedding global forms on a non-Marketo landing page or website.

 

The first option we covered is dependent on having a generic/tokenized thank you landing page that can be used for anyone who filled out the form. However, there are reasons why you might want to have separate thank you pages (such as having unique layouts or follow up CTAs that you can’t tokenize). This second approach is slightly modified to allow for separate thank you landing pages.

 

  1. Create a global content form in Design Studio. Include a hidden field on the form to capture the name of the content populated via a URL parameter.
  2. Embed the global content form on your website on each landing page (with a unique URL).
  3. Create follow up/thank you landing page(s) as desired.
  4. Inside the form settings, use the advanced options to Add Choice and determine the follow up page based on the values that could be populated in that hidden field.
  5. Create a Web Content program for White Paper A with a success campaign that triggers off the form fill.
    1. In the smart list, use the “Fills Out Form” trigger and add a filter for that specific ContentName. This is where you should populate the value you’re entering in the URL Parameter
    2. Then in the flow, send out the follow up email, change the program status, and set acquisition as normal.

When you give someone the link to the website landing page, ensure you use a version of the URL that includes the URL parameters, e.g. landingpagename.com/whitepaper?cn=WhitePaperA. Then when they fill out the form, it will capture the white paper in a field, redirect to the right thank you page, and make them a member of the correct program.


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If you choose to use the embed code to place Marketo forms on your website, you likely are creating each form as a local asset to a program. This allows you to easily track acquisition for new leads that are created as the result of filling out that form.

 

The downside to taking this approach is that you are then managing many more forms. When you need to make a change to a field that lives on many forms (say some new country declares independence), you have created quite the administrative nightmare for yourself.

 

So how do you balance between scalability and trackability?

 

Let’s say you have two case studies (Company A and Company B) and you want to use the same form on two different landing pages. Here’s a fairly simple approach to solving this:

 

  1. Create a global content form in Design Studio.
  2. Create a generic thank you landing page for people who fill out the form. (Use some message like “Thank you for your request. You will receive an email shortly with your content.”)
  3. Embed the global content form on your website on each landing page (with a unique URL).
  4. Create a Web Content program for Case Study – Company A with a success campaign that triggers off the form fill.
    1. In the smart list, use the “Fills Out Form” trigger and add the constraint “Referrer is” or “Referrer contains”. This is where you should populate the URL of the page where people fill out the form to get Case Study – Company A.
    2. Then in the flow, send out the follow up email, change the program status, and set acquisition as normal.

Are you thinking this sounds too easy? Well, stay tuned – we have more complicated options coming for you in a future post!


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