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(Article Updated - August 2024) Overview A blocklist is a database of IP addresses or domains that have been associated with the sending of unsolicited commercial email or spam. Internet Service Providers (ISPs) and business email networks use information from blocklists to filter out unwanted email. As a result there can be a drop to inbox delivery rates if the IPs or domains involved with sending email are listed on a blocklist. Marketo’s Email Delivery and Compliance team monitors blocklist activity on our IPs and domains daily. When an impactful listing occurs, we reach out to the blocklist, attempt to identify the sender that triggered it, and work with the blocklist organization to get the listing resolved. There are thousands of blocklists, most will not have a significant impact on your delivery rates. Below, we have compiled a list of the blocklists that commonly appear across our sender ecosystem. Each blocklist has been grouped into a top tier (Tier I) by most impactful, to the bottom least impactful tier (Tier III). These may have little to no impact across our sender network. Tier I Blocklist Spamhaus (SBL) Impact: Spamhaus is the only blocklist that we categorize as a Tier I for a reason: it has by far the greatest impact on delivery. It is the most well-respected and widely used blocklist in the world. A listing at Spamhaus will have a negative effect on your ability to deliver emails to your customer’s inbox and can cause bounce rates of over 50%. Evidence suggests that most of the top North American ISPs use Spamhaus to inform blocking decisions. How it works: Unlike many blocklists, Spamhaus lists senders manually. This means they are proactively watching sender activity, collecting data, and base listings on a number of variables. Most commonly senders are listed for mailing to spam trap addresses that Spamhaus owns. Sometimes Spamhaus will list senders based on recipient feedback as well. Next Steps: Please note that every Spamhaus email can be quite different depending on the information provided and the nature of the listing . Because Spamhaus has multiple types of listings, the remediation steps are based on which type of blocklisting has occurred. We have listed the most common types to affect Marketo customers, from most to least impactful. Impact can range from a full block of top severity, to a partial block that is less severe (CSS Data, DBL). If remediation isn’t performed and the problem not addressed, these listings can increase in severity and turn into a full blocklisting. Spamhaus Blocklistings Types SBL (full blocklisting) Considered the most impactful. Remediation steps: Our team monitors closely for Spamhaus listings. Once alerted to the listing, we send an email notifying the customer, and reach out to the Spamhaus contact to start the remediation process. Only a Marketo delivery team member should be in direct correspondence with the Spamhaus contact, to speak on behalf of the customer, and to relay their questions and instructions, ensuring quick resolution and reduced impact. Senders that trigger this listing on a shared IP range will be moved to a more isolated, penalty range (IPB), so as not to impact the other shared senders. Those affected on a Dedicated IP, only impact their own sending and will not be moved. However, depending on the severity of the issue, our team may need to revoke a customer’s ability to send any emails until full resolution. The listing will last until Spamhaus is satisfied that the offending sender has taken the appropriate steps to mitigate the problem. SBL CSS Customers are alerted of the listing with an email containing all the information needed to immediately begin the remediation process. This is part of an automated trigger listing, that allows for a customer to delist directly on the Spamhaus website, after they’ve completed remediation. Remediation steps: Customers will go to the Spamhaus IP lookup website, at https://check.spamhaus.org, where they can check on the status of their IP and continue to monitor it in real time, until it is no longer listed there. Follow the remediation and delisting instructions provided, and check for specific details in the blocklist notification email. DBL (Domain blocklisting) Customers will receive an email notification alerting of the company domain being listed. The email will contain specific information to help narrow down and identify which email source likely triggered it within Marketo. It’s important to note that any email sent from outside of Marketo, that contained the company domain, is suspect. This means, if the sender uses multiple IPs and/multiple email platforms, then any of those could be the source. Remediation steps: Follow the detailed instructions in the email, which will also provide a link to the Spamhaus Domain reputation checker webpage, to check the real time listing status of the affected domain. Once the email source is identified and cause addressed, this customer will follow the online instructions to request to be delisted. Tier II Blocklist SpamCop Impact: SpamCop is not used by any of the major North American ISPs to inform blocking decisions, but it makes it to the Tier II list because it can have a significant impact on B2B email campaigns. SpamCop is considered a Tier I one blocklist for B2B marketers but a Tier II for B2C marketers. SpamCop is a dynamic IP blocklist, that can affect a single IP or a subset of IPs Typically, the block will automatically lift within one business day, but can take longer for relisted IPs. To have triggered a SpamCop listing likely means the sender has a list management problem that should be addressed. How it works: SpamCop lists IPs for one of two reasons: Either the email hit SpamCop spam trap addresses OR A SpamCop user has reported the email unwanted. Most of SpamCop’s spam traps are previously valid addresses that have not been active for 12 months or longer. Remediation steps: If you are seeing a significant number of bouncing emails caused by a SpamCop blocked IP but aren’t sure if your email activity triggered the listing, first identify whether you are sending on a shared sender network or not. If sending from a shared IP range when this occurs, you or any other customer sending from the same network may have contributed to the IP block. This IP block will automatically get dropped within a business day. For those on a Dedicated IP that trigger a listing, refer to the above remediation steps and resources, to address the list management issue. Tier III Blocklist (Low/ No impact ) These are considered the lowest tier and therefore cause the least impact across the Marketo sender ecosystem. Some of these blocklists were more impactful at one time, while others are only impactful based on the sender region (Manitu). Others still can suddenly flare up (Lashback). There are also many blocklists that are ignored (0spam), and are not taken seriously because they do not provide any means to delist once on the list (NoSolicitado) or that they charge money to have the listing removed ( UCEPROTECT ). The pay-to-delist model is not well respected in the email industry. When using blocklist tool checkers, such as MXToolBox, many blocklists will appear, but very few are relevant. Here is our selection of Blocklists you may come across that are least impactful: Project Honey Pot SpamAssassin URIBL/SURBL DrMX PSBL 0spam HostKarma Ascams ZapBL Barracuda Trendmicro Inc. Cloudmark Proofpoint Invaluement ISP Blocklists Some ISPs use internal blocklists to make blocking decisions. Examples include AOL, Yahoo, Gmail, Outlook and Hotmail. If your IP is being blocked by one of these networks, and those networks have a large presence in your lists, a block of this kind could have a noticeable negative impact on delivery. Marketo monitors for significant ISP blocks. Those experiencing deliverability issues with emails not making it to the Inbox and bulking in the spam folder may benefit from additional services with our Email Delivery Consultants. Remediation Steps: Email Delivery Compliance Team works to resolve any ISP blocks. ISP blocks are are usually resolved or lifted within less than 24 hours of a delisting request. Customers experiencing significant blocks for Microsoft domains (outlook.com, live.com, microsoft.com), can submit a request to the delivery team to seek mitigation on their behalf. Additional Resources: Blocklist Deep Dive Abuse Report Deep Dive What is a spamtrap, or spam trap, and why does it matter? Blocklist remediation Blocklist resolution flowchart Successful lead reconfirmation What is a blocklist?

Marketo's Email Delivery & Compliance Team often recommends that our customers send a reconfirmation message to a set of their inactive leads. This process is used as both a proactive strategy to ensure good delivery rates and as a response to blocklisting issues. For more information on this overall strategy search our Resource Articles for Blocklist Remediation. At its most basic a reconfirmation message request a lead takes an action to stay on your mailing list. If they don't take that action they will be automatically removed from the mailing list. These types of messages don't usually get a high response rate because you are sending the reconfirmation message to people who have already shown to be disengaged from your marketing. However there are instances where some reconfirmation messages get a more enthusiastic response than others so we've put together some tips for making the most out of reconfirmation. Instead of marketing your company itself think of it as though you are marketing ENGAGEMENT with your company. While these ideas are similar, they aren’t quite the same. You want to frame this message with a sense of urgency to click a link. You also want to make it as easy as possible for someone to open the message and just click a link so they continue to stay engaged with your marketing. Subject Line We recommend that you frame the subject line very clearly with something about “not missing out” or “staying informed”. The subject should create a compelling and specific call to action. Some senders use an offer in the reconfirmation message to encourage action. Highlight this in the subject line if this is your approach. Examples We’ve Missed You! Take Action continue receiving our offers! Last Opportunity to Stay Informed (Action Required) Free shipping plus save 15% on next purchase From Address While you can use any From Address, we recommend that your From: label clearly identifies your company rather than using a lead owner name. A disengaged recipient is more likely to recognize “Your Company” than “Bob Smith”. Email Content In the body of the message your call to action should be immediate and clear. Put the reconfirmation at the top of the message content. Some usability studies have suggested that two choices may be more successful than a single choice so consider a bolder reconfirmation link at the top and a smaller link or button lower to unsubscribe. The main priority is getting someone to stick around for more of your mailings. You may also wish to make a short value statement about the fantastic information that someone can expect to receive by staying on your list! There are a couple of reasons for these recommendations. The first has to do with making things easy for the blocklist operator. If during the resolution process they can look at the mail received by their spamtraps and immediately tell from the subject line that the message is a reconfirmation pass it will make it much easier for them to consider the data quality issue resolved because their spamtraps will not activate the reconfirmation link. Some of the less automated blocklists will not list a sender for a reconfirmation message that hits their traps so it's important that your cleanup action look like what it is. The second reason behind this advice is that many people just scan their messages and don’t read all the way to the bottom; if someone has to read through a long value proposition before realizing that they must click a link to continue to be subscribed to your email program you may lose more subscribers than intended. The faster and easier it is to click that link the more people you’ll retain! A lot of people scan over marketing offers and think about them for a while before taking an action. You want to interrupt that process and make it clear that action is required now whether or not they’re ready to make a purchase! Examples of simple reconfirmation email templates More examples can be found in this other Community Resource “A Creative Re-Engagement Email Campaign” Email #1 Subject Line: Action Required to stay subscribed to COMPANY [First Name]: You previously expressed interest in receiving valuable information and/or offers from COMPANY that are specific to your field. We’d like your permission to continue sending you relevant information via email so that you can stay up-to-date on the latest industry trends/topics of interest. Please click “YES” below to continue receiving research and trends in your area of interest. COMPANY subscribers receive exclusive benefits, including the latest research briefs, white papers and/or compelling offers or discounts for future purchases. Please update your Communication Preference by [DATE/TIME] or this could be your last chance to receive any future research. It only takes a moment to click one of the choices below. YES, I would like to stay subscribed to the valuable information from COMPANY. NO, I no longer wish to receive valuable and insightful offers from COMPANY. Sincerely, COMPANY ————– Email #2 Subject Line: Your Subscription to COMPANY Industry Newsletter Expires Soon [First Name]: Our records show that you expressed interest in receiving industry information from COMPANY on [INSERT DATE]. Records indicate you have not read an email in [variable time frame], we do not want to bother you with emails you do no wish to receive so we want to confirm that you would like to remain subscribed to the COMPANY email program. If you wish to be removed, you don’t have to do anything further. However, if you do want to continue receiving email from COMPANY, please click the link to let us know: YES, I would like to stay informed and continue receiving email from COMPANY. Sincerely, COMPANY ————– Email #3 Subject Line: Your Subscription to COMPANY Has Expired [First Name]: Thank you for your previous interest in receiving valuable content from COMPANY. Your subscription has now expired and you will no longer receive any future emails. If in the future you would like to continue to receive email from COMPANY please click the link to sign up: YES, I would like to receive email from COMPANY. Sincerely, COMPANY Other Resources Marketo Community Resource “A Creative Re-Engagement Email Campaign” spamhaus.org/whitepapers/permissionpass/ blog.deliverability.com/2013/07/do-you-know-whats-lurking-in-your-database-know-thy-data.html blog.marketo.com/2010/05/key-to-email-deliverability-is-reputation.html marketo.com/email-deliverability/

Say you have a landing page with a form. You can dynamically change the form's follow up page based on values in the form by following these instructions. Note: Please ensure that you have access to an experienced JavaScript developer. Marketo Technical Support is not set up to assist with troubleshooting JavaScript. On a Marketo landing page, the follow up page is stored in two form fields -- returnURL and retURL. You can change them with jQuery by adding a custom HTML block in to your landing page: <script src="/js/public/jquery-latest.min.js" type="text/javascript"></script> <script type="text/javascript"> // set no conflict mode for jquery var $jQ = jQuery.noConflict(); $jQ(document).ready(function(){ // set the new follow up page $jQ("input[name='returnURL']").attr('value','http://www.yourcompany.com'); $jQ("input[name='retURL']").attr('value','http://www.yourcompany.com'); }); </script> To change this based on a value submitted in a form, you need to find the id of the field to read from. You can find that ID by previewing the web page, viewing the source code for the page, then finding the label for the form field in the HTML. In this example, it's TimeToPurchase: <label>Time To Purchase:</label><span class='mktInput'><input class='mktFormText mktFormString' name="TimeToPurchase" id="TimeToPurchase" type='text' value="" maxlength='255' tabIndex='1' /> Next, use a jQuery hook to change returnURL and retURL when the form is submitted. We'll also use jQuery to read the form field values. Drag in a Custom HTML block onto your page, then paste in the following Javascript. You must change the following for it to work correctly: TimeToPurchase: to the ID of the field you're reading from (leave in the #) URL: all the URL assignments to the locations where you want the user to go If you need to check for additional values, add extra "case...break;" statements to the switch. <script type="text/javascript" src="/js/public/jquery-latest.min.js"></script> <script type="text/javascript" language="Javascript"> var $jQ = jQuery.noConflict(); function changeFollowupURL(){ // first, set the default follow up page var URL = 'www.company.com/defaultPage.html'; // override the default based on form values // Replace this with your own rules for setting the new URL switch ($jQ("#TimeToPurchase").attr("value")) { case "6 months": URL = 'www.company.com/Page1.html'; break; case "1 year": URL = 'www.company.com/Page2.html'; break; } // set the new follow up page $jQ("input[name='returnURL']").attr('value',URL); $jQ("input[name='retURL']").attr('value',URL); return true; } // catch when a form is submitted, change the followup URL function formSubmit(elt) { changeFollowupURL(); return Mkto.formSubmit(elt); } </script> The Javascript needed to read the value from the form field may be different depending on the type of the input (text box, select box, check box, etc.). See the jQuery selectors documentation for other methods of getting those values, and Setting or Getting a Form Field Value via Javascript on a Landing Page for more on how to get the IDs of the fields.

Issue You are moving from the on-premise Dynamics solution to the online Dynamics and want to know what changes will be needed in Marketo to accommodate this. Solution Due to architectural differences between on-premise and online, a new instance will need to be provisioned so that the online version can be properly integrated. This is true even when the GUIDs remain the same between the two versions of Dynamics. Who This Solution Applies To Dynamics Users, Microsoft Dynamics CRM

The Google Apps antispam system uses a unique means of allowlisting. Customers on shared IPs should allowlist Marketo's entire sending ranges, because we sometimes need to move customers between IPs for technical reasons. The way to allowlist a range in Google Apps is to configure a manual IP block with a pass through. G Suite enables you to specify an IP address or range of addresses within a domain, and allow messages from those addresses only. This feature is sometimes referred to as IP lock. In G Suite, you set up this feature in the Content compliance setting. IP lock is a method that readily enables an administrator to simultaneously whitelist all incoming traffic from a particular domain while equally preventing spoofing by manually defining the allowed IP ranges. The following instructions are particularly useful with domains that do not have an SPF record and/or use third party applications to legitimately spoof their address. Setting up IP lock with the Content compliance setting includes three separate procedures: Adding the domain, defining the allowed IP range, and setting the correct disposition and NDR. See this page of Google documentation for more information: Enforce 'IP lock' in G Suite - G Suite Administrator Help Instead of using a CIDR range, this interface asks for the first and last IPs in the given range. Here are ours: 199.15.212.0 - 199.15.212.255 199.15.213.0 - 199.15.213.255 199.15.214.0 - 199.15.214.255 199.15.215.0 - 199.15.215.255 192.28.146.0 - 192.28.146.255 192.28.147.0 - 192.28.147.255 94.236.119.0 - 94.236.119.63 185.28.196.0 - 185.28.196.255 103.237.104.0 - 103.237.104.255 103.237.105.0 - 103.237.105.255 130.248.172.0 - 130.248.172.255 130.248.173.0 - 130.248.173.255 Is this article helpful ? YesNo

When a new lead enters Marketo from a form fillout or List Import, Marketo automatically searches for a lead with the same email address. If that lead exists, the existing lead is updated instead of creating a duplicate. However, Marketo does not automatically de-duplicate leads who are already in your database. This is especially a problem for new customers who often have many duplicate leads in their database. Also, if you add a new lead directly into Salesforce (through the Salesforce import process or web-to-lead forms) Salesforce will create a duplicate lead that gets synced into Marketo. When this happens, you can use Marketo to find and fix those duplicates. How Marketo handles duplicates The primary consequence of duplicates is that one lead record could have the most relevant information about that lead while your sales rep is looking at the incomplete duplicate. For example, say that you have a duplicate lead in your database and that lead fills out a form on your website. Marketo generally updates the lead record that was most recently updated. In another case, say you run a campaign to email your lead database and two duplicates are included in your campaign run. Marketo automatically detects the duplicate email address and ensures that only one email is sent to that lead. That Email send and subsequent activity will be attributed to the Lowest Lead ID. When you merge leads, their entire history is combined, and you can control which fields are kept in the final lead. You won't lose any information or tracking. Most customers have many duplicates when they start with Marketo. After initially de-duplicating your database, the work to keep your database de-duplicated is usually very small. You should work to stop the sources of duplicate leads and make Marketo your single point of entry for all new leads. Finding Duplicates Go to the Lead Database section of the app. Then click on the Possible Duplicates list in the tree. Click the grid header that says Email. You can sort by email address to see the duplicates next to each other. Selecting multiple leads Select two leads that have matching email addresses. You can do this by holding the "control" key down while clicking on the two different leads. (You can merge more than two at a time, but start with two.) Tip: Sometimes clicking too fast will make the grid select incorrectly. Clicking a little slower usually helps. When you have two rows selected or highlighted, click the Merge Leads button in the toolbar. The Merge Dialog A dialog will appear showing you all the fields that differ between the two leads. You need to pick which values to keep in the merged lead. Not every field is displayed -- just the ones that you need determine appear. By default, the values from the most recently updated lead will be selected (with a check and highlighed yellow). To pick a different value for the merged lead, click the checkbox next to that value. If you want to enter your own values for the merged lead, click the Custom field for that row then type in your own value: When you're done, click Merge. The winning values will be kept in the merged lead; the other values will be discarded. Important: Clicking merge will instruct Salesforce to merge the records properly. All Salesforce and Marketo activities are merged into the remaining lead. Nothing is lost. Campaign History is also kept. Duplicate pattern matching You will notice that the Possible Duplicates list has a Smart List tab. Click on the Smart List and you will see it's using the "Possible Duplicates" filter on the "Email Address" field. You can change this filter to search other fields for duplicates. Click the little green plus in the definition. Note: You should use only one Duplicate Fields filter in your Smart Lists. If you want to check multiple fields, always use the green plus button to add multiple fields; don't drag in a second filter. When you change the Duplicate Fields filter, you should sort the Leads grid by the column you're checking to put the duplicates next to each other. Marketo Merge Program Marketo offers a service for mass-merging of duplicates. Please contact your Customer Success Manager to inquire about this service. What happens when I merge two leads in Salesforce? When you merge leads or contacts in Salesforce, Marketo will also merge the matching leads in your lead database. See this article to learn more about how that works: https://docs.marketo.com/display/public/DOCS/Find+and+Merge+Duplicate+People#FindandMergeDuplicatePeople-EffectinSalesforce

As you know, Marketo issued a security patch on 4/6/16 in order to strengthen token encryption within email links. At Marketo, security is a top priority and we will continue to invest in changes that make the platform more robust. In reference to this patch, Marketo Support has been answering several common questions that are documented here for your reference. Please find this information below and, as always, contact Marketo Support if you still have any unanswered questions. Are all email links impacted by this patch? No, the vast majority of links within emails are not impacted in any way. By default, Marketo converts all email links to shortened tracking links. These links were not impacted by this patch. These links should continue to function as expected, regardless of when your email was sent. Note: This also applies to any links that contain the “mktNoTrack” or “mktNoTok” class. These links were also not impacted by this patch. Which links were impacted? The only links that were impacted were links that contain pre-generated mkt_tok values. There are three ways these type of links can be present in your email: 1. You use one of the following system tokens in your email: {{system.viewAsWebpageLink}} {{system.unsubscribeLink}} {{system.forwardToFriendLink}} 2. You use the “Include View as Web Page” option in the Email Editor and your Admin > Email defaults for “View as Web Page Text” explicitly includes an mkt_tok value like this: mkt_tok=##MKT_TOK## 3. You use Marketo’s default functionality to auto-insert “Unsubscribe” footers at the bottom your emails and your Admin > Email defaults for “Unsubscribe Text” explicitly includes an mkt_tok value like this: mkt_tok=##MKT_TOK## How will behavior change for these links? 1. System Tokens For emails sent out prior to 4/6/16: {{system.viewAsWebpageLink}} - Any pre-patch emails that contain {{system.viewAsWebpageLink}} links will now direct users to a page indicating that the lead-specific email cannot be rendered. Users will, however, have the option to instead see a generic view of the email (no lead tokens, dynamic content, etc.). {{system.forwardToFriendLink}} - Any pre-patch emails that contain the {{system.forwardToFriendLink}} link will no longer function. Currently, users will see an error message on click. {{system.unsubscribeLink}} – Any pre-patch emails that contain the {{system.unsubscribeLink}} link will continue to function and point users to your unsubscribe page. However, the unsubscribe form will not support prefill for this visit. Note: For all of the above system tokens, any emails sent out post-patch are not impacted. 2. “View as Webpage” - If you implement a “View as Webpage” experience in your emails by using Marketo defaults, selecting “Include View as Web Page” from the Email Editor, then you will see the following behavior: “View as Webpage" links inserted into the HTML side of emails are not impacted. These links should continue to function as expected, regardless of when your email was sent. “View as Webpage" links inserted into TEXT side will behave similarly to {{system.viewAsWebpageLink}}. For emails that were sent prior to 4/6/16, these links will direct users to a page indicating that the lead-specific email cannot be rendered. Users will have the option to instead see a generic view of the email (no lead tokens, dynamic content, etc.). Note: any emails sent out post-patch are not impacted. 3. “Unsubscribe” - If you implement an “Unsubscribe” experience in your emails by using Marketo’s defaults, then you still see the following behavior: “Unsubscribe" links inserted into the HTML side of emails are not impacted. These links should continue to function as expected, regardless of when your email was sent. “Unsubscribe" links inserted into TEXT side will behave similarly to {{system.unsubscribeLink}}. For emails that were sent prior to 4/6/16, these links will continue to function and point users to your unsubscribe page. However, the unsubscribe form will not support prefill for this visit. Note: any emails sent out post-patch are not impact

Issue You want to understand how Company IDs work within Marketo and how you can interact with these IDs, particularly when dealing with the Person's Company Object. You want to know: The nature and standard of the Company ID in Marketo. Can the Company ID be checked or modified by users without CRM or API integration? If people belonging to the same company share the same Company ID. How to update the Company Object information via the API for multiple leads associated with the same company? Clarification on which field should be used as the basis for updating Company Object information. Solution Marketo manages Company IDs using two distinct identifiers: Company ID: This is a Marketo-specific identifier that is used to organize the link between companies and people within Marketo. External Company ID: A hidden system field used in non-native company object integrations. The Company ID can be accessed through the {{company.Id}} token, while the External Company ID is not directly viewable in the UI. Note: The Company Object API endpoints are disabled when a native CRM integration is enabled in a Marketo instance. Accessing and modifying Company ID You cannot manipulate the Company ID or External Company ID fields from the Marketo UI. Any interaction or modification of these fields must be done through the Marketo API. Updating Company Object information via API When updating the Company Object for multiple leads belonging to the same company: Use the External Company ID or company ID to update the Company Object. Updating the Company Object with the External Company ID will apply the changes to all leads associated with that company. You can also update Company Object fields using the lead API endpoints. These changes will apply to all leads associated to the company. Steps for updating Company Object Create Company: Use the Marketo API endpoint `{{base_url}}/rest/v1/companies.json` to create a company with the necessary data. Create Person: Use the Marketo API endpoint `{{base_url}}/rest/v1/leads.json` to create a person associated with the company. Field Inheritance: Once a person is linked to a Company Object via the External Company ID, certain fields like Billing City, Address, and Postal Code are inherited from the Company Object and are no longer editable from the UI. Creating Fields on the Company Object: Contact Marketo Support to request the conversion of these person fields to company fields.

Issue There are discrepancies in the leads activity logs within Marketo, where the Email Delivered activity timestamp is sometimes recorded a few seconds before the Email Sent activity. This sequencing issue causes confusion for analytics teams, particularly when using external analytics platforms like Tableau, as the logical sequence would typically show that an email is sent before it is delivered. Solution Understanding email statuses and utilizing Campaign Run ID for analytics: The confusion arises from a misunderstanding of how Marketo logs email activities and the meaning behind the statuses Sent and Delivered. Email Sent Status: In Marketo, when an email status is logged as Sent, it indicates that the email has been considered for sending or queued for sending. The status does not mean the email has been physically sent through the servers but rather is prepared to be sent. The logging of this event happens shortly after the email is queued, which could be almost instantaneous. Email Delivered Status: The Delivered status is an acknowledgment from the SMTP (Simple Mail Transfer Protocol) infrastructure, signifying that the recipient's email server has accepted the email. This status is logged after the event has occurred and the email has been accepted by the remote server. It is important to note that while both statuses are recorded after their respective events, they come from different systems within the email delivery process. This can sometimes result in the Delivered status being logged before the Sent status, although such instances should be rare. To correctly analyze and interpret the email activity logs, users should adhere to the following guidelines: Recognize that the timestamps for Sent and Delivered may not always be in the expected order due to the separate systems involved in logging these events. Focus on the Campaign Run ID for analytics purposes. This ID is unique to each campaign run and can be used to accurately reassemble the sequence of events, regardless of the order in which Sent and Delivered statuses are logged.

Issue Multiple alerts are sent from the same campaign. Solution Recognize that Send Alert functions at the person level, triggering an alert for each individual in a campaign. Utilize Marketo's reporting to send a consolidated notification: Create an Email or Campaign Performance report. Tailor the report settings for the specific campaign. Schedule the report to be sent after campaign completion. This method provides a summarized notification, avoiding the repetition of alerts per campaign member. Alternatively, use Send Alert for individual notifications where needed, such as: Alerting a lead owner of a form submission. Triggering personalized alerts for specific lead activities.

Issue Files uploaded to Marketo's Design Studio, like PDFs or image files, are assigned an HTTP URL instead of HTTPS. This discrepancy can trigger security warnings in emails, as modern browsers and mail clients expect secure links that match the SSL certificate's domain. Solution To address this issue, follow these steps: Ensure you have a custom landing page rather than the default domain. See under Admin > Landing Pages. Apply an SSL certificate to any new domains added. Marketo won't do this automatically. You can contact Marketo Support to request an SSL application for your domain. Provide necessary details. After SSL implementation, send test emails to check for proper HTTPS encryption and the absence of security warnings. By implementing these actions, asset URLs and landing pages in Marketo communications should be secure.

Issue Learn how to design smart campaigns using triggers and filters within the same campaign. Create a campaign that reacts to several different initiating actions or conditions, such as a change in lead status, form fills, or change in data values. Find out whether triggers and filters can be used together, how to combine them effectively, and how to apply advanced filter logic to achieve the desired workflow. Solution Marketo allows the combination of triggers and filters within a smart campaign. Triggers are considered as initiating events that start the campaign, while filters are used to further refine the selection of leads based on specific criteria. Triggers are always evaluated with an OR logic, meaning if any trigger event occurs, the campaign will consider it for further action. Filters, on the other hand, can be evaluated using AND logic, OR logic, or advanced logic, depending on the requirements. Steps for smart campaign configuration: Combining triggers and filters: In a smart list within a smart campaign, you can have multiple triggers. Each trigger is treated with OR logic, meaning if any of the triggers occur, the campaign will proceed to evaluate filters. Filters are then applied to further refine which leads or records should move through the campaign flow. By default, without advanced logic, filters are evaluated with AND logic, meaning all filters must be true for a lead to qualify. Using advanced filter logic: Advanced filter logic can be used once you have three or more filters. You cannot use advanced logic to change the inherent OR logic of triggers. Filters can be combined using AND, OR, and other complex logical conditions, but this logic applies only to filters, not to the combination of triggers and filters. Understanding the distinction between triggers and filters: Triggers are based on activities or actions, such as Data Value Changes or Person is Created. Filters are based on properties or criteria of the lead records, such as Product Interest = C or Field A = B. A trigger can only occur once per lead action, whereas filters can continuously apply to lead records based on their properties. Creating complex logic: To create a logic such as (Trigger1 AND Filter1) OR (Trigger2 AND Filter2), you would set up two separate smart campaigns or smart lists, as within a single, smart list, triggers cannot have AND logic between them or between triggers and filters. Troubleshooting smart campaigns: If a smart campaign is not running as expected, review the combination of triggers and filters to ensure the logic is set up correctly. Remember that a trigger must occur for any filters to be evaluated. Verify that the filters are correctly defined to match the leads you intend to target after the trigger event. By understanding and applying these principles, you can effectively manage smart campaigns in Marketo, ensuring that the right leads are targeted with appropriate actions based on both their activities and their attributes.

Issue Leads were uploaded into Marketo with the wrong opt-in date and time, which also synced with Microsoft Dynamics 365. Solution To correct the opt-in date and time, do the following. Update information in Marketo. Prepare and upload a corrected list for the leads. Confirm the opt-in field in Marketo is not blocked from updates. CRM Sync The corrected data in Marketo will auto-sync with Dynamics 365. If auto-sync fails, manually update the opt-in dates in the CRM. Additional Steps Check for any automated actions triggered by the wrong data and rectify them If needed. Confirm data accuracy in both systems after updates. Back up data before mass updates to prevent data loss.

Summary When attempting to approve snippet error Access Token is Invalid appears. Have the customer sign out and sign back in. Seems maybe they got logged out somehow. Issue When attempting to approve a snippet you receive "Access Token Is Invalid" error. Solution The error can occur when your internet browser logs you out of Marketo in the background. To resolve, sign back in to Marketo and retry the approval.

Issue New leads created through form submissions in Marketo are not being registered by the "Fills Out Form" trigger in associated campaigns. Solution To address this issue: Verify Referrer Value: You'll see a referrer value in the Fills Out Form. Confirm that the referrer value in the Fill Out Form activity aligns with the campaign trigger criteria. Check Configuration Changes: Inspect any recent changes to URLs that may affect form submissions. Communicate these changes to the Marketing Operations team for proper adjustments. Review Campaign Setup: Ensure the campaign is set up to include the specific form and that no filters exclude new leads. By following these steps, you should be able to resolve the issue and have new leads correctly trigger the Fills Out Form activity in Marketo campaigns.

Issue When attempting to move a folder with a program into a different workspace, the below exception is thrown: Rule is incomplete, '<Field Name> is...' requires value In the below example, the field name is 'New Status ID': Solution This exception is thrown when a smart list within the Folder contains an incomplete filter. To resolve, you can either: 1. Remove the Smart List filter that is incomplete 2. Set a value for the Smart List filter

Issue When using Interactive Webinars, if a host changes the layout, previously on-camera speakers must switch on their cameras again. Is there a way to keep the camera always on when you move from one layout to another? Solution This is not supported due to privacy concerns. If a video pod is not present in a layout, the camera is turned off. If a video pod is present in the next layout again, the presenters need to switch on the camera again to consent to their video being shown again to everyone. There however is a workaround to this. A video pod can be placed on the poll pod layout but it can be positioned so that it is behind the poll pod. The size of video pod does not matters on this layout so it can be reduced so that it is completely hidden behind the poll pod. This way the video pod will be hidden and not visible to participants but since the video pod is present, the camera will not be turned off on this layout. On switching to the next layout (Intro), presenters will not need to turn their cameras on. However, they need to be cautious as their video will go live as soon as the intro layout goes live. Additional information on Interactive Webinars can be found here: Best Practices for Interactive Webinars Designing Interactive Webinars

Issue You may see the error "Program with name already exists" when saving a program name, and this is because Marketo requires each program name to be unique. There may be a scenario where you are trying to re-name an existing program to correct capitalization. (For example, your program is currently called "Test program" and you want to re-name it to be "Test Program", but you get this error message.) Solution As a workaround to resolve this: 1) Re-name your program with an extra character at the end, essentially to temporarily make it a different program name 2) After that, re-name the program back to your original desired program name and it will save

Summary Learn how to resolve the issue where Marketo only recognizes the first LinkedIn Lead Gen form and does not recognize any additional forms. Issue Marketo only recognizes the first LinkedIn Lead Gen form and does not recognize any additional forms. The problem persists even after disconnecting and reconnecting the LinkedIn account with Marketo. Solution To resolve the issue where Marketo does not recognize multiple LinkedIn Lead Gen forms, follow these steps: Verify submissions: Ensure that each LinkedIn Lead Gen form has at least one submission. Marketo will not display a form in the dropdown lists for triggers or filters unless it has been filled out at least once. Preview and test the form: Go to the LinkedIn campaign and use the ad preview feature to fill out the Lead Gen form yourself. This step is necessary for Marketo to recognize and sync the form. Check for form activity: Once the test submission is complete, check the activity log in Marketo for the test record. Look for the LinkedIn Lead Gen Form Fill activity, which should be present to ensure that the form appears in Marketo dropdowns. Using Marketo smart list: If you want to check the performance of the form, use a Smart List in Marketo with the filter Filled out LinkedIn Lead Gen Form and set Lead Gen Form Name to any. This will show submissions for all LinkedIn Lead Gen Forms with at least one submission. This filter can also be used in reports to segment people based on form submission activity. Reauthorize connection: Remember that the authorization for the LinkedIn connection in Marketo is valid for a limited time. To avoid disruptions, set a reminder to re-authorize the connection periodically before it expires. Additional information: Marketo integrates with LinkedIn Lead Gen forms to capture lead information directly from LinkedIn. Regular monitoring of the LinkedIn connection in Marketo is essential to maintain a seamless integration. By following the above steps, you should be able to resolve issues with Marketo not recognizing multiple LinkedIn Lead Gen forms and ensure all forms are properly synced and can be used within Marketo for lead generation and reporting purposes.

Summary Learn how to monitor the synchronization status between Marketo and Salesforce to ensure data consistency and operational efficiency. Issue You want to check the Salesforce sync status to maintain data alignment and workflow effectiveness. Solution Marketo now offers a user-friendly, built-in tool to monitor the Salesforce sync status. To use this tool: Log into Marketo. Go to Admin > Integration > Salesforce. Click on the Sync Status tab.

Issue Our organization understands that Marketo has a durable unsubscribe field. Is that the only field that is durable or are other fields like block listed, marketing suspended, etc... durable? The scenario here is if someone is deleted, then later comes back in via SFDC for example -- are other fields durable and thus, carry over to a newly created record with the same email address? Solution The durable unsubscribe is the only field that will persist if the lead re-enters Marketo. This is because we host that data in a separate database, whereas fields such as 'Block Listed' are hosted in your local database. (When the lead is deleted, then all data is wiped for that lead in the local database.)

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

Successful Reconfirmation

Change a Form's Follow Up Page Dynamically

Moving from Dynamics On-Premise to Dynamics Online

Allowlisting with Google Apps

Working with Duplicate Leads

Additional Information Regarding the April 6th Security Patch

How Company IDs work within Marketo

Email activity log sequence issues in Marketo

Multiple alerts sent from the same campaign

Resolving Marketo unencrypted asset URL issue

Understanding smart campaigns: Triggers and filters

Correcting incorrect opt-in date-time in Marketo and CRM

Access Token Is Invalid Error When Attempting to Approve Snippet

"Fills Out Form" for campaigns not triggered when new person created during form fill

"Rule is Incomplete" Error When Attempting to Move Program Into New Workspace

Adobe Interactive Webinars - Changing Layout Prompts Speakers to Switch On Their Video Again

Program with name already exists error

Marketo not recognizing multiple LinkedIn Lead Gen forms

Monitoring Salesforce Sync Status in Marketo

Are There Other Durable Fields Besides Unsubscribe?