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Today, I reached Level 10, 300,000+ points on the forum.


Many of you know me because I have been active on this forum since 2012, sharing ideas and insights on using Marketo effectively to do demand generation and so much more. I am grateful so many of you found my posts helpful, whether I solved it for you or pointed you in the right direction. I've made a lot of friends here as well and learned quite a few tidbits from people like Grégoire Michel, Sanford Whiteman, Jeff Canada, Adam New-Waterson, Edward Unthank (Etumos), and Dory Viscogliosi.


Since becoming a Champion Alumnus (5x!) and now reaching this last milestone on the forums, I've decided to step back a bit from the Nation and focus on other aspects of Marketing Automation & Operations. I'm sure I'll still be around here and there, but much less active.

I'd like to challenge the other Champions and top experts here to step it up and share MORE of the amazing things you are making Marketo do for you. I see only the same few people everyday responding and helping and it would be a tremendous help to your fellow MOPS friends to put out new ideas into the Nation. If you've asked a lot in the past, perhaps it's time to give back. Not every question is a tongue twister for Sanford. I see a lot of new users asking questions I know can be answered by more people.


This is a small world with Marketo and Marketing Automation. Speak up, be heard, and be recognized for your hard work.




This week’s Champion Spotlight is Andy Varshneya. Let’s get to know Andy a little bit better!


Andy V.jpg


Company: Optimizely

Title: Senior Marketing Automation Manager

Location: San Francisco, CA

Hometown: Cupertino, CA


What was your first job? Product Marketing Associate


How and when did you get started with Marketo? What was your first role and initial reaction to the platform? My first interaction with Marketo was in my very first role.  At that time, we were only doing very basic email marketing so my understanding of the tool was limited to something similar to MailChimp.


What is your favorite thing to do in Marketo and why?  My favorite thing to do in Marketo is probably segmentation building because it allows everyone from the demand gen team to customer marketing to marketing analysts to all be more data driven and focused in our approach and better understand what's working well and what isn't.


Through out your Marketo career, what are you most proud of? I am proudest of having leveraged Marketo's API to merge Marketo, SFDC, Google Analytics, and product information to develop our own predictive lead scoring. It was very effective and allowed us to save thousands of dollars every year.


What piece of advice would you give to someone who is just starting a career with Marketo?  Invest the time in reading through all the product docs and spend at least an hour a week on the community. There are a lot of great ideas, tips, and answers in there that will not just teach you a lot but also spark new ideas that you hadn't even considered before.


What did you want to be when you grew up?  I was obsessed with flying, so I wanted to either be an Air Force pilot or an astronaut!


What is one goal you would like to achieve in your lifetime?  The one goal that I've been actively working on is to visit all 7 continents before the end of 2019. 4 down, 3 to go!


Have any questions for Andy? Ask them below!


Connect with Andy:


This week’s Champion Spotlight is Rachel Noble. Let’s get to know Rachel a little bit better!


Rachel N.jpg


Company: Digital Pi

Title: Manager, Client Services

Location: Bozeman, MT

Hometown: Bozeman, MT


What was your first job? Course instructor at Idaho State University.


How and when did you get started with Marketo? What was your first role and initial reaction to the platform?  I was hired on at PFL to do analysis in the marketing department. The role slowly developed into ownership of the Marketo platform and now that is my main focus here.


What is your favorite thing to do in Marketo and why? Building crazy-complex programs designed to engage people from every channel. If someone says "this can't be done," then we are going to make it happen.


Through out your Marketo career, what are you most proud of? Being included in the awesome Champion group - what an honor is it to be included in this category full of insanely smart people who I have looked up to throughout my own Marketo journey.


What piece of advice would you give to someone who is just starting a career with Marketo?  Ask tons of questions! Collaboration is good, and you never know what hidden gems other people have found.


Who is your celebrity crush?  Jimmy Fallon


If you could have an endless supply of any food, what would it be?  Krispy Kreme Donuts


Have any questions for Rachel? Ask them below!


Connect with Brittany:


Over the years here at the Marketing Nation, I've seen many basic form questions come over and over again with common functionalities. Just so there's a central repository of how to handle these requests, I've compiled a quick post that goes over form functions.


Do note that the vast majority of these response require you to know a little bit of HTML and JavaScript (or work with someone who can deploy JavaScript on your page) and are globally scoped—include the script and they'll fire on any form that's on the same page as the form. If you plan to use multiple forms on one page, you may need to alter these snippets to target specific forms.


Frequently Asked Questions


My team is asking me about form values being prefilled with the forms we have on our site. How do I do this?

Marketo's form code does not support prefill in places outside of Marketo landing pages due to security concerns. The only non-API way to use things like prefill or progressive profiling is to create an iframe (and ideally something like pym.js to handle the iframe itself.)


How do I record Google Analytics events upon form submit?

My preferred method for doing this is simply to do a slight modification of your embed code to include a formName variable, so you'd go from something like

<script>MktoForms2.loadForm("//", "123-ABC-456", 1);</script>


<script>MktoForms2.loadForm("//", "123-ABC-456", 1); var formName = "Contact Us form";</script>


From there, it's simply a manner of adding the following to your site's overall JavaScript:

<script type="text/javascript">
MktoForms2.whenReady(function(form) {  
    form.onSuccess(function(vals, page) {  
      ga('send', 'event', {  
        eventCategory: 'Marketo Form',  
        eventAction: 'Form Submission',  
        eventLabel: formName,  
        hitCallback: function() {  
          document.location.href = page;  
      return false;  


Do note that if you're using User ID tracking that you may need to explicitly set it in the onSuccess function before sending the event.


How do I show a thank you message on the same page upon a form being submitted rather than redirecting to a new page or just showing the form again?


You'll need to make a div containing the messaging you want to display and place it in the same parent element as your form, similar to the following:

<div class="container">
<script src="//"></script>
<form id="mktoForm_27"></form>
<script>MktoForms2.loadForm("//", "123-ABC-456", 1);</script>
<div id="confirmation" aria-hidden="true" style="display:none;">
<p>This is a sample thank you message. Thanks for viewing.</p>


Then, simply include the following in your site's JavaScript:


<script type="text/javascript">
MktoForms2.whenReady(function (form){
     form.onSuccess(function(vals, page){
          var confirm = document.getElementById('confirmation');
 = 'inline-block';
          confirm.setAttribute('aria-hidden', false);
          return false;


You can also get creative with this and use a mktoText area in your Marketo landing page template to allow dynamic thank you messages to be added without needing a second page!


How do I block certain domains from filling out my forms?


First off: please, don't do this. There are few reasons to do this, especially because most people want to block free domains or certain characters. There are quite a few people, especially in technical industries, who will use disposable addresses or character separators for filtering early in your funnel. Irritating people who want to engage with you, regardless of their email, is not going to help much. However, if you must:


<script type="text/javascript">
(function (){
  // Please include the email domains you would like to block in this list
  var invalidDomains = ["@gmail.","@yahoo.","@hotmail.","@live.","@aol.","@outlook."];

  MktoForms2.whenReady(function (form){
      var email = form.vals().Email;
        if(!isEmailGood(email)) {
          var emailElem = form.getFormElem().find("#Email");
          form.showErrorMessage("Must be Business email.", emailElem);
  function isEmailGood(email) {
    for(var i=0; i < invalidDomains.length; i++) {
      var domain = invalidDomains[i];
      if (email.indexOf(domain) != -1) {
        return false;
    return true;




How can I improve email data quality entered from forms?


I like a little script called Mailcheck, which provides suggestions when people misspell email addresses. Include jQuery and mailcheck.js on your page (or reference it via cdnjs) and then use the following:


<script type="text/javascript">
MktoForms2.whenReady(function (form){
var domains = ["", "", "", "", "", "", "","", "", "", "", "", "", "","", "", "", "", "", "", "", "", "", "", "", "","", "" , "", "", "" ,"", "", "", "" , "", "","","","", "", "", "", "","", "", "", "", "","", "", "", "", "", "","", "", "", "", "", "", "", "", "", "", "", "", "", "", "","", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", "", ""];

var topLevelDomains = ["", ".ca", "com", "net", "org", "info", "edu", "gov", "mil"];

var selector = '#Email, .mktoEmailField, .mktFormEmail, input[type=email]';
$(selector).on('blur', function(){

domains: domains,  
topLevelDomains: topLevelDomains,  
suggested: function(element, suggestion) {

var $parent = $(selector).parent();
$('.mailcheck-msg', $parent).remove();
$parent.append('<span class="mailcheck-msg">Did you mean <a href="#" class="mailcheck-suggestion">' + suggestion.full + '</a>?</span>');

$('a.mailcheck-suggestion').on('click', function(){
$(selector).val( $(this).html() );
return false;


How do I include links (or other HTML) on a Marketo field label?


This is commonly used to link to terms and conditions, privacy policies and the like on checkboxes. Simply grab the API name of the field you're trying to manipulate and use the following structure:


<script type="text/javascript">
var termsBox = document.querySelector("[for='acceptTerms']");
termsBox.innerHTML = "Check here to indicate that you have read and agree to the terms of the <a href='privacy-policy-link'>Privacy Policy</a>.";




How can I prevent spam entries to my form?


One of the biggest ongoing problems Marketo users who have forms run into is ensuring their forms are free of automated spam. As spam bots have become more sophisticated, traditional honeypot and captcha methods haven’t worked, but at the same time, end users don’t want to have to prove they’re not a robot!


Google introduced the Invisible reCAPTCHA in late 2016 to handle this problem more elegantly, and building the technology into your forms is a straightforward affair. To get started, visit and fill out the “Register a New Site” section:


pasted image 0.png


Select “Invisible reCAPTCHA” and add any domains you plan on having forms on in the Domains box. Do note that you only need your base domain, so and will be covered by Accept the terms and register. Once you register, you’ll see an area with two keys:


pasted image 0 (1).png


Keep both of these keys handy, because we’ll be using them!


Meanwhile, head over to Marketo and create two fields in Admin->Field Management>: a string called “spamCheck” and a boolean field called “Verified”. These will be used to check the spam challenge and route your records accordingly.


If you don’t have jQuery installed on your page already, make sure you have a copy of jQuery, and then implement the following script after jQuery loads:


<script type="text/javascript">
MktoForms2.whenReady(function (form) {
 $( "button[type='submit']" ).addClass( "g-recaptcha" ).attr( "data-sitekey", "YOUR-SITE-KEY" ).attr("data-callback","letsGo");
  $.getScript( "",);
  letsGo = function() {
    MktoForms2.whenReady(function (form) {
      var v = grecaptcha.getResponse();
      form.vals({"spamCheck" : v});


This will load Google’s reCAPTCHA API on your page. In short, what will happen is that when a user submits your form, the form will quickly call Google’s reCAPTCHA service to check that the submitter isn’t a spam bot. Google then returns a response, which we’ll store in the spamCheck field in Marketo. However, this is only half of the equation: we need to use our private key to check that the response is valid. Thankfully, we can do this with a simple webhook.


Head to Admin->Webhooks> and create a new webhook with the following values:


Webhook Name: ReCAPTCHA Validation


Request Type: GET

Response Type: JSON


Hit “Save”. From there, hit the “Edit” button next to Response Mappings. For your response attribute, type in success (all lowercase) and for Marketo Field, choose the Verified boolean field you created earlier. The final product should look like the following:


pasted image 0 (2).png


From there, using the reCAPTCHA validation is simple; when you set up a trigger for a form to be processed, you’ll simply call the webhook, wait 1 minute, and then do what you wish with the form fillout:


pasted image 0 (3).png


And that’s all there is to it! Do note that per Google's reCAPTCHA policy, you'll be required to show the reCAPTCHA logo and terms of service. This is added by the script itself by default, but you can change how it appears as needed.

Hi All -


Many of you saw my Summit 2017 presentation on Dark Side of the Forms.  If you haven't, it's available here:


I was recently asked by a colleague to write up the section I did on how to fire events from YouTube videos, so since I had already written it up I thought I'd share it here on a blog post in case anyone else is interested. This is the very basic version of that presentation, there are a lot of other items on the sample I provided that I'm not including here but will in the future.


Please Note: this requires some knowledge of JavaScript. I can't help you write out everything you need, but if you ask and I have some code, I'm happy to help you.

Also Note: I trimmed a lot of extra script out of here. If you find that something isn't working, please reply and I'll update it when I can


How this works (Customer Facing):

You go to a landing page with a video that automatically starts playing.

Screen Shot 2017-10-25 at 12.24.26 PM.png


If you pause the video:

1. If you are anonymous or don't have complete info, a form pops up

Screen Shot 2017-10-25 at 12.24.35 PM.png


2. If you fill out the form the form disappear and the video resumes playing.


Now, what REALLY happens:

As soon as you hit the page, a hidden background form submission occurs.

  1. A hidden form is submitted in the background
  2. A workflow is triggered from the form fill (even if anonymous) to:
    1. Make you a member of the program
    2. Record the campaign ID to your record
    3. Add to the lead note that you've watched the video
  3. OPTIONAL: Time spent watching can be recorded


How it works:

I won't go into all of the HTML necessary to build out the page, but you start with a basic 3 row page with the middle section having two columns.  The left column shown above is sized to fit the form in it. There are some tokens needed for this program. The screen shot is not complete but shows the main ones:


Screen Shot 2017-10-25 at 11.55.30 AM.png


For the {{}} token, you can get it from the URL in the "v=" parameter:


Screen Shot 2017-10-25 at 3.41.18 PM.png


What else you'll need:

  • A completely blank form. Absolutely no fields on it.: {{my.hidden-submit-form}} Add in a token with the form ID
  • A form with all of the information you'll want someone to fill out: {{my.update-info-form}}. Add in a token with the form ID


  • the Form IDs, which can be found in the URL for the form. I always include the form ID in the name of the form for precision selection:
    • Screen Shot 2017-10-25 at 12.42.35 PM.png
      • Create tokens using JUST the form ID number. I store these tokens in a folder and put all my programs under it. You'll code in <form id="mktoForm_{{my.update-info-form}}"></form>, which will make this template usable with any number of different forms for different programs.
        Screen Shot 2017-10-25 at 2.48.44 PM.png
        Also worth noting, I keep my Munchkin code as a token, and you'll see that below as {{my.Munchkin-Code}}. This makes it easier when developing on a DEV / UAT server and then migrating to PROD.

  • A workflow to handle the form fills. I always store my forms in the design studio and use one form for multiple programs, so you'll also need to add in the referrer page name. I like to do "contains" and then just put in the page name from the URL builder. Notice that I have several forms in here: you'll want the Hidden form and the Update Info form (I have others in there that are relics and should be cleaned out eventually). Don't worry too much about steps 2 and 3, we'll get into those later.
    • Screen Shot 2017-10-25 at 11.59.59 AM.png
    • Screen Shot 2017-10-25 at 12.00.10 PM.png

Now, for the code.  I'm not going to go into all of the HTML necessary but here are a few important pieces:
1. Initial Code:

     <meta name="viewport" content="width=device-width, initial-scale=1.0"> // Make this mobile friendly

     <meta http-equiv="X-UA-Compatible" content="IE=edge" />    // Make this IE friendly

     <link rel="shortcut icon" href="http://yourcompanywebsite/favicon.png" type="image/x-icon" /> 

     <title>COMPANY NAME | PRODUCT LINE | {{my.Asset-type}}</title>

     <meta charset="utf-8">

     <meta name="author" content="{{my.Metadata-Author}}">  // Optional, but best practice

     <meta name="keywords" content="{{my.Metadata-Keywords}}"> // Optional, but best practice

     <meta name="description" content="{{my.Metadata-Description}}">  // Optional, but best practice

     <link rel="stylesheet" type="text/css" media="all" href="/css/mktLPSupportCompat.css"> //Just because


Next, call the scripts under the head: (tokens highlighted in bold)

     <script src="//app-<your pod ID>"></script>
     <script type="text/html" id="form-html"><form id="mktoForm_{{my.update-info-form}}"></form></script>
     <script type="text/javascript"  src=""></script>


2. CSS is attached to this post. I removed URLs for images used.


3. This is the basic HTML structure for this template


<div id="column"> //Centers the DIVs in the middle
   <div id="middle"> //I've excluded the top and bottom but this is a basic three row design page
              <div id="rectangle"> // The rectangle is a DIV in the #middle that conforms to the #column and has a different colored background. It's made up of #body-left and #body-right
                      <div class="box" id="body-left"> // Holds the text describing the video, including speaker pics and bios. It's all token driven.
                           <div id="asset-type"><h3>{{my.Asset-type}}</h3></div> //Not necessary, but I have it on my page
                           <div id="headline"><h1>{{my.Body-headline}}</h1></div>
                           <div id="left-side-copy">{{my.Body-copy}}</div> // Rich Text token so a marketer can be fancy without needing to alter the template

                  <div id="body-right" class="box"> // Holds the text video
                        <div id="preform-div" style="z-index: 100;">
                              <div id="player"></div> //This is where the video will play
                              </div> //Closes Preform DIV
                        <div id="form-div" class="form"></div> //We won't really use these two DIVs, but it doesn't hurt to keep them in
                        <div id="postform-div"></div>
                  </div><!---Body-Right Close-->
      </div><!--Middle Div-->
     <div class="clear"></div> // Keeps everything looking nice
     <div class="mktoContent"></div>  //Because Marketo insists!

<!--This is the main form wrapper and form. It's not going to appear initially it's going to be invisible and will overlay everything else when visible -->
     <div id="mainFormWrapper" class="vertical-center">
          <div id="formContainer" class="vertical-center">
               <div style="cursor: pointer;" id="formClose">CLOSE</div>  //Not getting into this at this point, there's more for later
               <div id="formHeader"><h1>{{my.Modal Header}}</h1>  //This is text that you put in a token to appear at the top to the modal
                             {{my.Modal Text}}       //This is just test you want to appear above the form
                <div id="spacer"></div> //Puts in some space, create your own CSS value for how much
                 <div id="verifyInfo" style="z-index: 40; padding: 20px;"> //Cutting out a lot on this part for later, but keep this in
                           If you'd like to be contacted by a Representative, please confirm your information below:
                     </p><br />
                    <form id="mktoForm_{{my.hidden-submit-form}}" style="display: none;"></form>
                 </div> <!--Verify Info -->
                <div id="mainFormDiv"></div>
               <div id="mainFormDivBottomSpace"></div>
     </div> //form Container


4. This script:

   <script type="text/javascript">
          $ja = jQuery.noConflict();
           var showAlert = 1; //Make sure the pop-up only shows once
           var showModalAgain = 1 //Turns the modal on
           var emailAddress = '{{lead.Email Address}}';
           var firstName = '{{lead.First Name}}';
           var state = '{{lead.State}}';
           var formSubmitted = 0;
           var addedToProgram = 0;
           document.getElementById("mainFormDiv").innerHTML = document.getElementById("form-html").innerHTML;

//This function shows the form, in a box, when called -->
          function showModal() {
                 if (showModalAgain != 0) {
                      document.getElementById("mainFormWrapper").style.display = 'block';
                      document.getElementById("mainFormWrapper").style.zIndex = '30';
                      document.getElementById("mainFormDiv").style.zIndex = '40';
                      $ja('#verifyInfo').replaceWith( '<div id="left-side-copy" style="padding-left: 20px;"><p>If you would like to learn more, please fill out the form below.</p></div>' );
                       document.getElementById("mainFormDiv").style.display = 'block';
//This is the YouTube API -->
     var tag = document.createElement('script');
     tag.src = "";
     var firstScriptTag = document.getElementsByTagName('script')[0];
     firstScriptTag.parentNode.insertBefore(tag, firstScriptTag);
     var player;

//Adjust the width and height as needed -->
     function onYouTubeIframeAPIReady() {
            player = new YT.Player('player', {
                 videoId: '{{}}',
                 height: '390',
                 width: '640',
                 events: {
                     'onReady': onPlayerReady,
                     'onStateChange': onPlayerStateChange
//The API will call this function when the video player is ready. This starts playing the video. -->
     function onPlayerReady(event) {;
//These are the recognized events / states -->
/** YouTube API
        -1 (unstarted)
        0 (ended)
        1 (playing)
        2 (paused)
        3 (buffering)
        5 (video cued)
//Part 1: Immediately run a hidden form submit when the video is playing to trigger a workflow to add the person to the program -->
     function onPlayerStateChange(event) {
            if (( === 1) && (addedToProgram === 0)) {  // === 1 means the video has started playing
             addedToProgram = 1;  //this prevents this script from continuously running at starts and stops
         MktoForms2.loadForm("//", "{{my.Munchkin-Code}}", {{my.hidden-submit-form}},
        function(form) {
               var myForm = MktoForms2.getForm({{my.hidden-submit-form}});
               myForm.addHiddenFields({ // Since the form you're using is absolutely blank, you'll need to add in any fields you want to post to it and any values. 
                                                            //If you have custom dedupe fields, make sure you add them as well
                     "Email":"{{lead.Email Address}}",
                     "formProgramID":"{{}}", //whichever field you use for Campaign IDs
          }); //Since we're not asking any questions, just the email address and Campaign ID are enough to update the record, but you do you.
        form.onSuccess(function(values, followUpUrl) {
             // Stop the form from refreshing the page
             return false;
//At this point, you have an event that can trigger a workflow to add the person to the program. Information about a trigger campaign is mentioned above. --> 

//Now we're going to pop up a REAL form is they hit Pause-->
  if (( === 2) && (showModalAgain != 0)) {  // === 2 means Paused
//The showModal function above calls a script which calls this script -->
     function showUpdateForm() {
         MktoForms2.loadForm("//", "{{my.Munchkin-Code}}", {{my.update-info-form}},

      function(form) {  //First, prefill the form. I manually prefill embedded forms as it doesn't work if it's just enabled on the form. Make sure you add in any custom fields you use.
                 "FirstName":"{{lead.First Name}}",
                 "LastName":"{{lead.Last Name}}",
                 "Company":"{{company.Company Name}}",
                 "Email":"{{lead.Email Address}}",
                 "Title":"{{lead.Job Title}}",
                 "formProgramID":"{{}}",     //Same as Campaign ID in my world
                 "PostalCode":"{{lead.Postal Code}}"

           var formEl = form.getFormElem()[0];

      form.onSuccess(function() {  //After the form is submitted, hide the form and resume playing the video
             document.getElementById("mainFormWrapper").style.zIndex='0'; //bury the form wrapper under everything else
             document.getElementById("left-side-copy").innerHTML = '<p>Thank you for your interest.</p>';
             player.playVideo(); // This restarts the video
            showModalAgain = 0;  //Don't show again if the video is paused
             return false;
             formSubmitted = 1;
           }); //Close onSuccess
         }); //Close loadForm
     }  //close showUpdateForm function










This week’s Champion Spotlight is Devraj Grewal. Let’s get to know Devraj a little bit better!




Company: Zuman

Title: Marketing Operations Manager

Location: Pleasanton, CA

Hometown: Belmont, CA


What was your first job? Courtesy Clerk at a grocery store.


How and when did you get started with Marketo? What was your first role and initial reaction to the platform?  I had been hired at a previous employer, a small company, that was just getting started with marketing technology. I would have been the individual managing our first marketing automation platform, so I made sure to research our options. I eventually chose Marketo and have been using the platform since January 2015 at two different companies. My first reaction was that not only was it able to automate many manual processes we had in place, but it then allowed us to automate processes we were not even doing yet. I believed in the product and have been an advocate ever since.


What is your favorite thing to do in Marketo and why? I like building in general. When I receive an SLA from any department, I like being able to get all the deadlines I need so then I can set up time to build what is necessary. I enjoy it because I like testing my personal skill to see if I can accomplish the task. I also like being able to provide assistance to multiple departments besides Marketing and Sales.


Through out your Marketo career, what are you most proud of? I have had many proud accomplishments with Marketo. The first was in January 2015, when I was able to prove to my team that Marketo was the solution to go with. The next accomplishment was in January 2016 when I became a Marketo Certified Expert. The most recent accomplishment and the greatest to date was in January 2017 when I became a Marketo Champion.  


What piece of advice would you give to someone who is just starting a career with Marketo?  Marketo has a steep learning curve, especially when transitioning from another MAP. My advice would be to understand that there is a learning curve because the system is so robust. However, there are many resources available to learn Marketo. I was self-taught mostly from the Community and Product Docs.


If someone gave you $5 million tomorrow, what would you do?  Ask for more


If you could have an endless supply of any food, what would it be?  Lasagna


Have any questions for Devraj? Ask them below!


Connect with Brittany:


This week’s Champion Spotlight isBrittany Stover. Let’s get to know Brittany a little bit better!




Company: Des-Case Corporation

Title: International Marketing Operations Analyst

Location: Nashville, TN

Hometown: Nashville, TN


What was your first job? HRIS Administrator


How and when did you get started with Marketo? What was your first role and initial reaction to the platform?  When I started working for Des-Case, we were currently in conversations with Marketo. I was hired to run digital marketing and my sole job was to integrate Marketo into our digital fold. My first reaction was..."this is like the maze from Harry Potter... so many different ways and variations for development".


What is your favorite thing to do in Marketo and why? Geek out over analytics.


Through out your Marketo career, what are you most proud of?  I am most proud of taking our company from an analog mindset to being emerged into the digital spectrum. Everything we do hinges on Marketo and I helped develop all of our nurturing funnels for the various product channels we support. Once that was complete, we have now started creating international regional driven nurture funnels which is pretty cool!


What piece of advice would you give to someone who is just starting a career with Marketo?  Learn, ask questions, make mistakes, and repeat.  There is so much to learn in this space and it's not going away. Also, be hungry! There is something to be said for those who are driven and it's contagious.

What is your guilty pleasure?
Harry Potter, Super Heros, and Star Wars... Not necessarily in that order


What is one goal you would like to achieve in your lifetime? Qualify for the Boston Marathon


Have any questions for Brittany? Ask them below!


Connect with Brittany:


Are your engagement rates worth writing home about?


If you answered “no,” then maybe it’s time to take a deeper dive into why your prospects are overlooking the content you worked so hard to create. Personalized emails return 6x more revenue per email than non-personalized emails. Imagine what will happen to your marketing when you take that personalization to the next level!


Here at PFL, we like to use our nurture stream audience as guinea pigs for engagement rate testing. Our latest initiative revolves around harnessing behavioral data to deliver relevant content at just the right time. The strategy: Content Binge Tracks. When leads visit our website, watch webinars, and attend tradeshow sessions, they leave valuable behavioral data about their topical interests.


Consider John Doe. Last month, John attended our webinar that focused on Demand Generation. A few days later, he read two of our Demand Gen blog posts, and then downloaded the eBook referenced in the second post. Clearly, John is interested in Demand Gen. Why not let him binge on Demand Gen content?


Our game plan:

  1. Determine the most common categories our leads are interested in
    1. Account-Based Marketing
    2. Demand Gen
    3. Lead Gen
    4. Social Media Marketing
    5. Etc

If you are in B2C, think along the lines of your product offerings. Are you a kitchen appliance distributor? Maybe your categories include Refrigerators, Ovens, Small Kitchen Appliances, etc. You get the idea.

  1. Create a set of emails, direct mail pieces (and if we’re feeling extra ambitious, RTP) for each of those categories
  2. Create new nurture streams for each of these categories in your Engagement Program
  3. Put those emails and direct mail pieces in the corresponding nurture stream, and VOILA!

Here’s how to set it up:

  1. To determine categories with the highest engagement, we started by talking to our SDR team to see which categories they thought would provide the most value

OPTIONAL: if you have more time, do a website audit (or at least a blog page audit) to see which categories have the highest engagement rates

  1. Go into your Engagement Program you typically use to market new leads. Add a new stream for each category

  1. In your Engagement Program, add your new content to each corresponding stream
  2. Set up your nurture stream transition rules to capture leads who exhibit behavior indicating they are interested in the designated topic. For example, here’s how we do it for our Demand Gen binge track:

  1. But you still want to deliver educational content when they exhaust the binge track, so set up smart campaigns that transition leads back to your generic stream once the binge track content is exhausted. This is our campaign, and it runs weekly (after each cast):



And that’s it! You’re officially a data-driven marketer.

This week’s Champion Spotlight is Juli James. Let’s get to know Juli a little bit better!




Company: St. Edwards University

Title: Assistant Professor

Location: Austin, TX

Hometown: Cardiff, Wales


What was your first job? Electronics Engineer


How and when did you get started with Marketo? What was your first role and initial reaction to the platform? I first found out about Marketing Automation and Marketo when I was studying my PhD as I was looking into innovative technologies for hi-tech companies to use to market successfully.  I didn't actually get hands on with Marketo for another year, but when I did I instantly fell in love with what it could do, all the cool automation things it could do. It seemed pretty complex to start with, but once you get the hang of it you can get more in-depth and complex than you can imagine.


What is your favorite thing to do in Marketo and why? Personally, I love playing around with the program templates.  I love making everyone’s job easier so if I can build out best practice program templates and save time for all users then I will.  I also love playing with the reports and seeing how well programs are performing.


Through our your Marketo career, what are you most proud of? I'm probably most proud of being able to speak at Marketo Summit about my career and how I got to where I am today.  Its been a long windy journey, but I'm happy with where I have got to as a 3x Marketo Champion and Certified Expert.


What piece of advice would you give to someone who is just starting a career with Marketo? Watch as many videos and trainings as possible.  There is some great stuff out there by various experienced users (Josh Hill, Sandford Whiteman and of course The MindHive).

If someone gave you $5 million tomorrow, what would you do?
I would pay off all mine and my families debts and then buy a few houses and cars and probably change to a part-time job so I can travel and enjoy life.


If you could have an endless supply of any food, what would it be? This is an easy one....Cadbury's Dairy Milk Chocolate - but only if it comes from the UK.


Have any questions for Juli? Ask them below!


Connect with Juli:


Sometimes, you need a static list to behave like a smart list. Static lists I think get forgotten. They are fantastic tools that I think more Marketo users should leverage.


In this quick post I'm going to outline how you can use a batch smart campaign, smart list, to make a regular static list update on a regular cadence. This technique is useful when syncing lists to third party advertisers such as MediaMath, AdRoll, or even LinkedIn.


First step is to make a smart list with exact criteria you want. Whatever tickles your fancy.  In this screenshoot I have a smart list that contains all the people in Nurture status, meaning they are at the top of my lead lifecycle.



Second step: I built a static list with the very same name as the smart list. I only did this so I could easily see which items paired up with each other.  This static list becomes the recipient of new additions to the smart list. I ran single flow action to take everyone that was on the smart list and add them over to the list.  That's why we have 204,485 people to start on the static list (your list size will be different than mine ).


Screenshot of the static list:




Step three is to make a SMART CAMPAIGN that links the smart list with the list.  In the smart list of the smart campaign I'm using the advanced logic option to say: IF you are a member of the static list BUT NOT in the smart list, OR, You are a member of the static list BUT NOT on the smart list.  This is a big tricky but the logic is looking for:


#1 people that should be on the static list but are not

#2 people that are on the static list and should now be removed


This is what the smart list logic looks like on the smart campaign:




Then in the flow, we are going to ADD the people that should be there, and REMOVE the people that should no longer be on the list.


The first flow step says to add people to the static list if they are a member of the smart list.


Then I wait 3 minutes (I do this just as a security check on - I think this may be redundant)


Then the second flow step says if you are not on the smart list, remove them from the static list.




Then I set up the cadence to run every single night to keep the static list up to date. This is what our run history looks like.




Make sense? Is this useful to anyone??

Our first engagement program took four months to set up. It was our first big accomplishment after implementing Marketo, and believe me, we celebrated! It had one stream made up of seven emails that went out Wednesday mornings at 9am. We immediately saw a huge lift in engagement which, at the time, meant the same lift in the number of MQL alerts passed to sales.


Fast forward two years: we now have 9 active engagement programs through which leads and contacts are funneled based on a combination of persona and lifecycle status. These engagement programs each have multiple streams that further personalize content based on behavioral triggers and predictive data. We’ve seen continuous growth and are super excited about the results!


Here’s the problem: we haven’t had the resources to develop new content as rapidly as we are learning to personalize what we deliver. As you probably know, this is a growing problem in the world of automation. Until our most recent addition to our content team, we had to make huge efforts to stretch our content as far as it would go without sacrificing personalized, relevant messaging.


So what did we do?


Our Senior Content Developer sums it up perfectly: “we found the lowest-hanging fruit that people actually want to eat.” For us, it was nurture. We created a new stream within each engagement program and called it the “Exhausted Content” stream. Every time we add an email to one of the other streams within the program, we clone it into the same program and add the clone to the Exhausted Content stream. Give it a new subject line and exclude everyone who opened it before, and boom! 60% lift in nurture engagement.


How to set it up

They say a picture is worth a thousand words (always wished that would fly in college).


Schedule this campaign to run based on the cadence of your nurture cast.



How easy is that!



Looking for other ways to make your nurture programs more robust? Check out these fan faves:

This week’s Champion Spotlight is Adele Miller. Let’s get to know Adele a little bit better!




Company: Dynatrace

Title: Marketing Systems Manager

Location: Manchester, UK

Hometown: Whaley Bridge, High Peak UK


What was your first job?

Potwasher at the local pub! In Marketing, I started as a Marketing Assistant at AppSense. I got the job straight out of Uni, and had to actually take time off to Graduate!


How and when did you get started with Marketo? What was your first role and initial reaction to the platform?

In December 2011, a new addition to our Senior Management Team bought Marketo after previously using it at his former US based Company. We had an intensive one week introduction course with the amazing Patsy, and after that the system was handed over to me to get some campaigns set up.

It really was a baptism of fire! We had gone from manually exporting contacts from our SF instance, sending them to an external company who devised our HTML emails and sent them on our behalf - to building everything ourselves. My first role was to tentatively get us up and running, which I did by building our intro session knowledge using the University and Community. Before I knew it we had a great instance integrated into our SF, with SOP's, multiple trained users and a great lifecycle and scoring model for our company.


What is your favorite thing to do in Marketo and why?

I am a massive data geek so I actually just love taking time out to get some clean up done! Data standardization campaigns, merging duplicates and updating misaligned picklist values to ensure our SF sync is running smoothly is just something I really enjoy.

Outside of the clean up I really love taking on new API integrations - we have a lot here at Dynatrace and seeing those first data sets coming in automatically is really exciting.


Through our your Marketo career, what are you most proud of?

The first time I achieve Marketo Certified status. I first achieved this in 2013 at my first Summit and it really made me feel like I was on the right track with Marketo! It was a real turning point in my confidence with the system and pushed me forward to try even more new features out.


What piece of advice would you give to someone who is just starting a career with Marketo?

Give yourself time - There are so many different things you can achieve with Marketo that no day is the same or boring.

Giving yourself time to learn new skills through official Marketo Training or the University & Community is a great way to achieve a firm base of core skills on which to build upon. They always say Rome wasn't built in a day!


What is your most prized possession?

I'll have to cheat a little here as it has to be my two gorgeous dogs. I have a Cavachon called Carrie and a Bichon Frise called Lola and frequently flood my Instragram and Whatsapp messages with pictures of them. They are just so cute! I spoil them like mad as well - a proper crazy dog lady!


How did you get your name?

My Dad actually gave it to me. Back in the day, it was an uncommon name and he met a girlfriend of a friend who was called Adele. He always liked & remembered the name so when I came along I became Adele.

My Older Sister Janine was named in the same way! However my little Sister Siobhan was named after Siobhan Fahey from Bananarama!


If you could have any animal as a pet in the world, what would it be and why?

A Penguin!! I am absolutely obsessed with all things Penguin. Most gifts I receive from people are Penguin related, and if I ever visit the zoo I never want to see anything else apart from the Pennguins. My poor dog was even dressed as a penguin as a puppy much to her annoyance! I would call it Percy, or Penelope if its a girl....not that I have thought about it of course


Have any questions for Adele? Ask them below!


Connect with Adele:


This week’s Champion Spotlight is Chris Saporito. Let’s get to know Chris a little bit better!


Chris Saporito.jpg

Company: Paycor

Job Title: Senior Marketing Automation Analyst

Location: Cincinnati, OH

Hometown: Franklin, OH


What was your first job?

Sales Associate at Sears


How and when did you get started with Marketo? What was your first role and initial reaction to the platform?

I started using HubSpot as a co-op during college in 2013 and developed a passion for marketing automation. After graduating I had a product marketing role and using automation was only a small piece of my responsibility. A local role opened up at my current company and a friend reached out to see if I would be interested. The role was a marketing automation specialist doing 100% marketing automation with Marketo. I started that role in 2015 and spent the first 30 days learning what Marketo was all about. The more that I use Marketo the more I realize how awesome it is that you can know so much about the platform but still have so much more to learn. There's always a best practice to implement or something new to learn and that's probably my favorite part about using Marketo.


What is your favorite thing to do in Marketo and why?

My favorite thing to do in Marketo is to learn about things I'm unfamiliar with. One of the coolest parts of using Marketo is that you learn something new all the time. If a project comes across my desk that I'm unsure how to do I enjoy checking the Community and reaching out to Marketo-peeps to school me up. It's a great way to learn all aspects of Marketo and really get hands on experience. Can't be scared of it, you've got to jump right in


Through your Marketo career, what are you most proud of?

I think I'm most proud of the overhaul that I did to our email sender reputation. We were very much batch and blast which was hurting our delivery rates. At one point we were averaging somewhere around 80% for our emails. With some digging in the community and strategic help from a Marketo deliverability expert (S/O to Carmi!) we're now delivering at around 98%. It was a great way for me to learn more about how email actually works and how to build and maintain a good sender reputation.


What piece of advice would you give to someone who is just starting a career with Marketo?

Jump right in. I was familiar with Marketing Automation before using Marketo but by no means an expert. When I was onboarding I was able to do some side-by-sides and it was very beneficial. Other than that just start looking through the Community to see what other's are asking for help troubleshooting and then look at the answers from all of the smart people! I pick up so much knowledge doing that so when a problem comes up I either know how to fix it or I know where to find the answer or who to ask. You don't have to be an expert at everything Marketo, you just have to look in the right places and talk to the right people. The Community is so welcoming and generous with their Marketo knowledge.


If you could have an endless supply of any food, what would it be?

This is a tough question, I have a go-to trifecta of food/restaurants that I usually go with. Chipotle, Pizza and Cincinnati (Skyline) chili. I think that I could eat these every day and be perfectly happy. For those of you who don't know what Cincinnati chili is, it's typically in the form of a 3-way with spaghetti, chili and topped with finely shredded cheese or a coney which is a hot dog with chili and shredded cheese on top. Don't judge, it's amazing.


Your house is burning down, what do you grab first?

My two dogs, Chips and Mia. Chips is a 4-year old english bulldog and Mia is a 2 year old yellow lab.

Connect with Chris:

Have any questions for Chris? Ask them below!

This week’s Champion Spotlight is Erik Heldebro. Let’s get to know Erik a little bit better!




Company: Bambuser

Title: Head of Marketing Ops and Demand Gen

Location: Stockholm

Hometown: Montreal


What was your first job?

Subway Employee when I was 14


How and when did you get started with Marketo? What was your first role and initial reaction to the platform?

I first got introduced to Marketo when I started as a Digital Marketer at a large Nordic company about 4 years ago. My initial reaction was overwhelmed by all the moving parts but on the other hand a huge curiosity on what we could achieve with Marketo, figuring that it offers a ton of new possibilities.


What is your favorite thing to do in Marketo and why?

It sounds pretty boring but I would have to say data management. Marketo offers a smorgasbord (some Swedish) of customization with: custom fields, segmentations, flow step choices, smart lists, API integrations, tokens, custom objects.

You can set up some pretty intelligent processes with a little data management to apply to however you want to communicate with leads on a personal level.


Through our your Marketo career, what are you most proud of?

Well, of course becoming a Marketo Champ (+ quite a few certifications)

Aside from that it would probably be switching from my first job using Marketo over to an agency. I've had a huge experience working with different clients to solve their challenges with the pressure of proving results, which Marketo is great at. It let me focus a huge amount of time into the platform.


What piece of advice would you give to someone who is just starting a career with Marketo?

What worked best for me is being curious on how to do new things.

Working repetitively on things you know well can get boring. It's worth to:

1) Explore the product docs if there's something you're unsure about

2) Searching for or asking specific questions in the community - there's a lot of skilled people ready to help

3) If you think you know how something works, test the process and check the results. Testing features you aren't familiar with could give you some new ideas to apply to your overall strategy.

Also if you are somewhat technical it wouldn't hurt to learn basic html, css and js - It will help you loads in Marketo.


What did you want to be when you grew up?

I always wanted to be an architect. I always appreciate the work that goes into the design and construction of a building, whether if it's brand new or hundreds of years old.


What is your hidden talent?

Languages, I currently speak four and find it quite easy to understand or learn new ones. One of the reasons it went fast to learn to code on my own.


Connect with Erik:


Have any questions for Erik? Ask them below!

This week’s Champion Spotlight is Kara Pietrykowski Let’s get to know Kara a little bit better!




Company: Oliver Hume

Title: Marketing Automation Manager

Location: Melbourne, Australia

Hometown: Melbourne, Australia


What was your first job?

Supermarket Checkout


How and when did you get started with Marketo? What was your first role and initial reaction to the platform?

In 2013 I was working for Nintex and we decided to introduce a new CRM and Marketing Automation tool to scale our business and take our marketing/sales efforts to the next level. I was the Marketing Operations Manager and it was my role to evaluate Marketing automation tools and then I was the marketing lead on the implementation of Marketo alongside Salesforce. I have worked daily with Marketo ever since!


What is your favorite thing to do in Marketo and why?

To create actionable reporting on campaigns and enable data-driven marketing decisions to be made.


Through our your Marketo career, what are you most proud of?

I was accepted as a Marketo Champion in January 2017. It is an honour to have been recognised. It’s a good opportunity to be able to  have my marketing skills represented. The best thing is the access to preview upcoming product features and being able to give exclusive feedback. To be able to understand what’s coming up is a great benefit and also feel I have the opportunity to share my  opinion on being on the ground in Australia/APAC.


What piece of advice would you give to someone who is just starting a career with Marketo?

The main thing is to utilize the community, there’s a wealth of knowledge in there in term of the discussions and products. It’s very likely, that people have encountered the question you already have and the Marketo Champions are constantly sharing their experiences so you learn how others are using the product.


If you could go anywhere in the world, where would you go and why?

Turkey is on my travel list and has been for a long while now!


If you could have any animal as a pet in the world, what would it be and why?

Cavoodle (also known as Cavapoo) Dog


Have any questions for Kara? Ask them below!


Connect with Kara: