Whether you are attending in person or virtually, another exciting Adobe Summit is coming our way. As Adobe continues to expand its footprint across all of Marketing Technology, Garett Meznarich (Director of Digital Marketing) and I (Technical Architect, Marketing Automation Team) thought it would be helpful to give you a Marketing Operations perspective on what sessions we are excited about this year.

If you are sticking it out to the end, we’d love to see you at our two Thursday sessions:

• From Data to Dollars: Driving Abandoned Cart Revenue with Marketo Engage [S213] 

• • Thursday, Mar 28 @ 10:30am – 11:30am PT 

• Done in 60 Days: Driving B2B Personalization with Adobe Experience Platform [S920] 

• • Thursday, Mar 28 @ 9:00am – 10:00am PT 

Now, our top picks of Adobe Summit 2024 sessions for MOps people by MOps people:

1. From Data to Dollars: Driving Abandoned Cart Revenue with Marketo Engage [S213]

Sunbelt Rentals x Perficient

• Why: Selfishly – because I’m speaking with our client, Sunbelt Rentals, at this session! But also because it will be a great session to learn how to translate business goals into actionable and profitable projects. For hands-on MOps professionals, this case study will include technical inspiration – such as connecting Adobe Commerce to Marketo Engage using a custom connector, custom object, velocity scripting for dynamic content personalization, nurture orchestration, and reporting.

2. Done in 60 Days: Driving B2B Personalization with Adobe Experience Platform [S920]

Qualcomm x Perficient

• Why: Implementing integrations within a 60-day period is already impressive (way to go, Team Perficient!), but this session will discuss the especially impressive process of “bidirectional integration of Experience Platform Unified Profile, Marketo Engage, data collection, B2P Real-Time CDP, and Adobe Target to achieve personalized experiences” for another client of Perficient’s — Qualcomm.

3. Optimize RevOPs Using the Power of ChatGPT in Marketo Engage [S208]

Revenue Pulse x Telnyx LLC

• Why: Tyron Pretorius, one of the presenters at this session, is well-known in the MOps industry for putting together technical, hands-on, and real-world training for marketing operations professionals. I got a sneak peek at this presentation during a recent Marketo User Group meeting, and I was impressed by the how-to examples. If you’re looking for fresh use cases for AI that are not strictly generative content or graphics, this looks like a great session for you.

4. Expand Your Reach with Marketo Engage Through Custom Object Magic [S210]

AppFolio x McGraw Hill

• Why: Marketo Engage custom objects are very cool and can help you implement incredibly customized solutions, however they are an advanced Marketo Engage feature that can take some time to learn. If you’re still trying to wrap your mind around custom objects or what application they might have for your projects, this looks like a great presentation to attend to learn more.

5. Unified Customer Profiles: From Implementation to Insights and Engagement [L608]

Adobe

• Why: This exclusive hands-on lab offered live at Adobe Summit won’t be recorded. I will attend this session and look forward to learning “how to accelerate implementations of Adobe Real-Time CDP, Customer Journey Analytics, and Journey Optimizer through unified customer profiles.”

Hopefully, these recommendations will help give you some ideas to consider. If you’ll be attending in person, Garett and I would love to connect! You can find us in the Adobe Summit app (under ‘Networking’) or through the Perficient website here. Nothing makes us happier than nerding out about MOps, Marketing Automation, and data!

Have you ever been to a dealer to buy a car? Deciding on which features, trims, engines, or colors are right for you can be overwhelming. And selecting a marketing automation platform isn’t that different as there are a lot of things to consider as well.

For example, in a car you may want a lot of horsepower to propel your vehicle forward quickly. Comparatively, in marketing automation tools you might want higher throughput to pass large amounts of data or send high-volume emails quickly. In a car, you may need more seating, but in marketing automation tools you need a bigger database. In both instances, price is a big sticking point. Marketo will bill you on the number of records you have in the database, while HubSpot will only bill you for the records in the system which are marketable.

Therefore, when you are comparing marketing automation tools you can think of it like weighing the purchase of a car. It’s important to understand that each platform has its own bells and whistles, but any of them can get you from point A to point B. Consider what you want to do with your marketing automation platform – what are your business goals, and what near-term and future-state use cases you need to accommodate. That will help you decide on your product, and any add-on features you really need.

In this blog, I’ll walk through the primary features and functions of marketing automation platforms. Specifically, a comparison between Marketo and HubSpot, but there are many other platforms to explore before deciding.

6 Primary Marketing Automation Features and Functions

The main features and functions of marketing automation include the following.

1. Lead Generation: The process of attracting and capturing potential customer information, such as names and contact information.
2. Customer Relationship Management (CRM) Integration: This allows a business to connect both its sales and marketing efforts. Marketo has a native integration with Salesforce and Microsoft Dynamics. HubSpot has its own native CRM as a package add-on and the ability to connect to other CRMs through its App Marketplace.
3. Email Marketing: These are targeted emails to a specific audience. Marketo requires a coded HTML template before you can use its drag-and-drop editor, while HubSpot has an out-of-the-box powerful, and user-friendly editor. Both systems support full custom and responsive HTML emails.
4. Lead Scoring / Lead Journey: A method used to prioritize and rank records based on demographic and/or behavior data. A person’s score can help qualify people for sales follow-up, interest-based nurtures, and more.
5. Landing Pages & Forms: A standalone page designed to have a clear CTA (call to action) that will encourage visitors to convert and provide their information. This data can then go directly into a CRM if connected.
6. Analytics and Reporting: Enable the marketer to be able to measure the effectiveness of the different campaigns, develop personas for the audience, create segmentation, and help make data-driven decisions for upcoming campaigns. Marketing automation platforms have first-party cookies and can follow both known and anonymous users across external sites. This functionality combined with the behavioral data is what sets marketing automation tools apart from standard tracking tools.

Understanding Marketing Automation Terminology

There are different tools to accomplish the features and functions listed above, but as you start to look at each feature, notice the different level of sophistication each has, and the terminology used.

For example, both Marketo and HubSpot can fulfill the goal of marketing automation, but each tool has different levels of sophistication in each and even the names of these common features slightly differ.

Understanding the different terminology within each marketing automation platform is key to your success. You need to be able to communicate effectively and efficiently with other marketers or technical architects to ensure the campaigns are built as desired.

I am not going to say whether HubSpot or Marketo is better than the other marketing automation tools. Ultimately, it comes down to the different use cases a company has, and which platform will fit their model the best

Find the right platform in six weeks.

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The Driving Decision on Where to Invest

Remember, each marketing automation platform can get you from point A to point B just like a car, but the inside will work slightly differently depending on which brand you use. Overall, no matter which marketing automation platform you choose, understanding the full breadth of what marketing automation encompasses will guide your use cases and drive the decision on the tool sets to invest in.

March is National Disability Awareness Month here in the United States. Living with a disability is very common, affecting about 1 in 4 (26%) of individuals according to the Centers for Disease Control (CDC). And vision impairments account for about 8% of the U.S. population according to Georgetown University’s Health Policy Institute.

In the digital space, accessibility should always be top of mind – especially for individuals living with vision impairments. But, in my experience, awareness of this in marketing is surprisingly low.

A portion of your audience is living with visual impairment. Period.

So you already have a business case to invest in accessible design – can you imagine a more cost-effective way to reach 8% of your audience?

Beyond being the right thing to do, marketers should consider that optimizing for accessibility impacts a sizable segment of any audience and they are worth reaching. A 2016 estimate from Return On Disability estimates that people with disabilities have $8 trillion in spending power. Also, consider that everyone – including YOU – will experience visual degradation as they age. Wouldn’t you want options to help you engage with digital content in the future?

This National Disability Awareness Month, I challenge you to learn something new about how YOU can incorporate features, checks, and strategies that keep accessibility top of mind!

How You Can Advocate for Digital Accessibility

No matter where you sit in the process, you can always encourage your colleagues, clients, and even marketing automation platforms to prioritize accessibility. Depending on your role, you may be able to advocate for folks living with disabilities in different ways:

• If you routinely build creative assets such as emails, landing pages, and forms, you can directly support end users.
• If you own the standard operating procedures, you can enshrine steps to include accessibility in documentation.
• If you’re in management, you can advocate for additional budget and time for testing and building creatives with best practices.
• If you’re the main point of contact on an account your company pays for such as Adobe Marketo Engage, Hubspot, Pardot, or others, you can demand that they develop more accessibility features that they may currently lack.

I want to share an anecdote on this last point. A colleague recently informed me that their client’s Marketo forms were failing screen readers because the forms used asterisks in the code. Screen readers were interpreting these symbols as “required fields,” misleading screen reader users about what they were required to submit. When this was brought up to vendor support, their response was (paraphrased) “if this form needs to be accessible, you will have to write your own code.” While I understand that it’s not feasible to rewrite a whole product on a support call, this lack of accessibility is disappointing – especially when similar issues have been around for years. In the end, the client had to accept the sub-accessible form.

This story is unfortunate, but I want to be clear: we do have recourse as marketing automation professionals. We can always submit suggestions to improve the product, and we can talk amongst ourselves to build awareness and pressure to change defects like this.

4 Practices You Can Start Doing (or Keep Doing) NOW

1. Color Contrast Accessibility

Build emails and landing pages that conform to WCAG color contrast standards. Just because something looks legible to you does not mean it’s legible for everyone. For this reason, there are defined standards for color contrast. Read on for more about Color Contrast accessibility.

Check out these accessibility checker tools:

• Web-based color contrast checkers:
  • WebAIM
  • ContrastChecker
• Chrome browser extensions that review accessibility and SEO on web pages:
  • aXe
  • Lighthouse
  • WAVE

Read up on digital accessibility standards:

• Web Content Accessibility Guidelines (WCAG) are the gold standard for web accessibility.
• Guidance on Web Accessibility from the American Disabilities Act (ADA.gov) site
• The U.S. Access Board’s Information and Communication Technology 508 Standards and 255 Guidelines (these are used across all federal government web properties).

2. Use Image Alt Text

Always use alt text on images. Alt text is a simple line of text metadata used with an image in an email or web page; you simply need to describe the image in plain language. Read about good practices for composing alt text language.

• Tip: If you’re using multilingual segmentations, always make sure there’s a translation for alt text too!
• Tip: If there is any language in the image itself, literally write that language in the alt text field.
• Tip: Another major benefit to using alt text is SEO optimization.
• If this practice feels elementary to you, talk to your colleagues about this – you might be surprised how little awareness there is about how alt text works and you can share your knowledge with them!

3. Avoid Including Text Inside Image Files

Depending on the device used by the end user, the copy may be unacceptably small. Some organizations have standards on how small a font size should be, so check your internal resources when in doubt! Some marketers are in the practice of building call-to-action (CTA) buttons as images, but I personally discourage this practice for this reason and because some users do not open emails in HTML and may miss the CTA language when viewing a plain text email.

4. Optimize Your Plain Text Emails

Not only does optimizing your plain text emails make your communications more accessible to low-bandwidth users, but it also strips out the extraneous HTML code from your emails and makes the screen reader user experience better. For example, Adobe Marketo Engage automatically generates a plain text version of an email, but it’s not great. So, take the extra minute or two to optimize these versions.

 5. [BONUS] Digital Accessibility Certification

Go the extra mile! Did you know you can be certified in digital accessibility? Check out these courses & certificates!

Dive deeper: Check out this comprehensive digital accessibility resource from Perficient: The Future of UX is digital accessibility

A Final Thought About Screen Readers

Even if you’re already doing all these suggestions as a standard practice, try using a screen reader for yourself. Check out this article with a list of screen readers & tips on using them.

Have it read a few news articles to you. Or close your eyes and have it read a home page you’re familiar with. You might be surprised how much code a screen reader recites to you because somebody did not optimize the page. I’m certain you’ll leave that exercise with more insights and a grain of empathy for people who rely on screen readers.

If you want a faster glimpse at a good vs. bad experience with screen readers, watch this:

I hope this blog helps you to consider how you can advocate for people living with visual impairments and other disabilities in your professional life. Being cognizant of how you can help with digital accessibility means you are more likely to act when the occasion calls!

If you’re familiar with the Marketo Add Choices feature, you know that you can make some incredible efficiencies in your program architecture with it. In short, this feature allows you to further filter records beyond the original smart list – inside the Flow Steps – as specific actions require. Without this feature, many use cases would require substantially more Smart Campaigns to achieve the same results.

One extremely powerful, but often overlooked, type of Add Choice is “Member of Smart List”. Most Add Choices are constrained to one specific data point, such as “Company Name is”. When executing a Flow step like “Add to List” or “Delete Person”, this Add Choice gives you complete control over who qualifies for the Flow action and who is skipped.

I’d like to share a delicious data standardization example where this feature comes in useful.

Imagine you want to order bread pudding but your menu lists Bread Pudding, Brad Pudding, Bread Pidung, Brid***PUDING, and dozens of other strange bread-pudding-like mutations as options. Making a decision with these choices is awkward.

All of these variations make it awkward for Marketo to make decisions too. If I told Marketo that “Bread Pidung” was my favorite dessert and there was a segment in place to display a customer’s favorite dessert in a future promotion, I would just end up in a Default segment instead of the Bread Pudding segment; in a future communication I might see messaging about cookies and not be as likely to convert as if I were to see my favorite dessert instead.

Let’s look at the benefit of using this Add Choice in the data standardization cleanup process.

Case Study: What’s the problem & what’s the strategy?

Your client’s menu has five signature desserts and they want to know their customers’ favorites so they want to use dynamic content to promote menu updates to their customers. The Dessert field’s options are Cookies, Bread Pudding, Cake, Gelato, and Flan.

The problem is that your client’s Marketo database has 10,000 variations of favorite desserts because they have been allowing their customers to write in their favorite dessert for years.

Without safeguards in place for string-type data fields like this, users and other connected platforms can insert any values they want into your Marketo database. Over time, thousands of permutations like this can occur and impede your marketing automations from functioning.

After some analysis, you find you can standardize quite a few of these into your five options – but there are many stored values that you just cannot use:

1. Cookies: 1,200 variations found among 50,000 records
2. Bread Pudding: 35 variations found among 25,000 records
3. Cake: 450 variations found among 30,000 records
4. Gelato: 60 variations found among 15,000 records
5. Flan: 15 variations found among 5,000 records
6. Other: 8,240 variations found among the remaining 80,000 records (with fewer than 20 records qualifying for every variation)

Our recommendations would be to 1) develop safeguards to data variations, and 2) standardize everything we can, and null what we cannot standardize.

Strategize: Consider platform limitations when designing the cleanup activity

We know a few things about Marketo’s Smart Campaign Flows:

• There is not a hard limit on the number of Flow steps, but it is riskier to manage too many, and your browser can slow down after adding about 50.
• You can add lots of variations in Smart List & Add Choice filters using the Multiple Value Chooser, but there is a limit of 50,000 characters per filter.
• Regular Add Choices refer to only one filter (usually a database field or activity).
• Once an Add Choice is found to be true for a record, the subsequent Add Choices in a Flow step will skip that record.

With these facts in mind, we identify some obstacles to standardizing these fields using regular Add Choices:

• Cookie (1,200) and Other (8,240) variations will likely exceed the 50,000-character limit of the Multiple Value chooser.
  • Resolution: Create a smart list for each of these two conditions.
  • Reason: Smart lists can contain MULTIPLE filters and ANY logic to build a more comprehensive list. Each of these filters has a maximum of 50,000 characters, but there is no maximum number of filters a smart list can hold. This keeps every record in one place in our Flow using one Add Choice.
• 8,240 Other variations is a lot. What if we accidentally include our desired Cookie, Bread Pudding, etc., values in this Add Choice and unintentionally null the field for these records?
  • Resolution: Placing Others as the last Add Choice.
  • Reason: This addresses our concern about possibly missing good values because the other Add Choices will have already executed, leaving no chance of unintentionally nulling any good records’ Dessert values.

Design: Meet our requirements and avoid known risks

We would build the Flow like this:

1-Change Data Value:

• Choice 1: If Member of Smart List in “1200 Cookies”, New Value for Dessert: “Cookie”
• Choice 2: If Dessert is (identified Multiple Values for Bread Pudding), New Value: “Bread Pudding”
• Choice 3: If Dessert is (identified Multiple Values for Cake), New Value: “Cake”
• Choice 4: If Dessert is (identified Multiple Values for Gelato), New Value: “Gelato”
• Choice 5: If Dessert is (identified Multiple Values for Flan), New Value: “Flan”
• Choice 6: If Member of Smart List in “8240 Others”, New Value for Dessert: “NULL”

By referencing Member of a Smart List, we can define a more substantial variety of criteria in one Add Choice and enable Marketo to null all Other values in the affected records in one choice in the same flow as all of the other State standardizations.

Caveat: Using the Member of Smart List Add Choice in Trigger vs. Batch Campaigns

Adding “Member of Smart List” introduces additional smart list queries to the Flow process, introducing unnecessary system strain when employed on a trigger basis.

Conclusion:

As a Marketo expert, it is up to you to distill your client’s requirements into logic that the platform can reliably execute. Data variations block marketing automation from making decisions and you must standardize the data. Using “Member of Smart List” as a Flow Step Add Choice is an excellent way to define a massive amount of criteria in one simple flow step.

Hey, friend! This is April Deibert and Sam Schwarz with the Marketo Team, a part of the Digital Marketing Solutions Practice here at Perficient. Over the past year, we’ve worked on some cool client projects where we used our Marketo REST API skills creatively. We thought you might appreciate learning more. If any of these projects sound like something you would also like help on, reach out! Details below.

What is Marketo’s REST API?

Marketo’s official documentation explains it like this:

“Marketo exposes a REST API which allows for remote execution of many of the system’s capabilities. From creating programs to bulk lead import, there are a large number of options which allow fine-grained control of a Marketo instance.

These APIs generally fall into two broad categories: Lead Database, and Asset. Lead Database APIs allow for retrieval of, and interaction with Marketo person records and associated object types such as Opportunities and Companies. Asset APIs allow interaction with marketing collateral and workflow-related records.”

In summary, using Marketo’s REST API is a way to pull a clean list of all assets within a Marketo instance, including Channels, Email Templates, Forms, Programs, and more.

The Marketo REST API Program Controller to obtain the endpoint references for a list of Programs. (Source: Marketo Developer Documentation)

Examples of Cool Things We Did with Marketo’s REST API

Example 1: Merging of Workspaces

Two different clients asked us to help do a complete clean-up and simplification of their Marketo workspaces and partitions. One client is in the Construction industry, while the other is in the Professional Security industry.

The Construction industry client needed Perficient’s help to go from 8 regionally labeled workspaces to 3 regionally labeled workspaces, and the Professional Security industry client needed to go from 18 regionally labeled workspaces to 3 regionally labeled workspaces. This request is common, as distinct workspaces and people partitions help global businesses maintain strict asset and data access levels. However, as organizations change, it may become more reasonable to combine workspaces or partitions – allowing for improved instance ease of use and cost savings.

So, we went to work using Marketo’s REST API to pull a list of all the different assets by workspace. With that information, we could clearly show the client the effort required to complete the project and make recommendations for what needed to be migrated to a different workspace, archived, or deleted.

Once the client approved our recommendations, we were able to migrate, archive, or delete some items easily. However, other assets would not migrate – leading to troubleshooting. For example, we found that some program members needed to be manually removed from campaigns and re-added once the campaign was migrated. In another case, contacting Marketo Support was required to refresh the backend and jump-start the process.

Throughout each step, we kept our client apprised of our percentage of tasks completed using custom pivot table reporting that tracked along with each asset.

Of note, one use case was for B2B (Business-to-Business) audiences, and the other was for B2C (Business-to-Consumer) audiences. This demonstrates that the Marketo REST API solution can be applied to any industry or audience.

Example 2: Migration to a “Newketo”

A different Construction industry client (who is B2B and B2C) asked us to help them strategize and prepare for migration from one Marketo instance to a new Marketo instance. We love to call this moving from “Oldketo” to “Newketo.”

This Marketo-to-Marketo migration is required when a client is setting up a new CRM or migrating to a different CRM, such as when migrating from Microsoft Dynamics 365 to Salesforce. To map correctly, a new Marketo instance must be integrated with the new CRM instance — creating the perfect time to clean the instance and streamline processes.

To do this, the client asked Perficient to pull a list of all assets in their current Marketo instance using Marketo REST API and work with them to decide what to migrate, archive, or delete. This also was the perfect time to review naming conventions. Perficient assisted with naming convention standardization, so reporting within the Revenue Cycle Explorer would be a breeze.

Example 3: Global Form Strategy

A B2B Healthcare industry client asked for Perficient’s assistance in exporting a list of all forms and their corresponding information so that we could work on an improved global form strategy.

The resulting Marketo REST API form export included whether the forms were set up to do progressive profiling or not or if they had custom themes and styling information.

A global form strategy helps create consistency in data gathering for scoring, sales, and reporting. The process also facilitates consistency for consent compliance and an effortless way to update many forms at once if branding guidelines change.

Sample JSON response when querying programs by name using Marketo’s REST API. (Source: Marketo Developer Documentation)

Here are some of the definitions of the data this code pulls when using the GET endpoint for Programs. (Source: Marketo Developer Documentation)

Then Perficient helps to simplify the data for analysis. (Source: Perficient Templates)

Tips to Be Successful

• If you are planning for a workspace clean-up or migration, coordinate your staff in advance to set a date for them to hold on building anything new within the old workspaces. Sometimes, we have found that a team will continue to build within these workspaces after we have pulled the asset list and sought approval for migration, archiving, or deletion. These new assets created in the meantime complicate the process, as they might be actively in use, and migration would prove difficult.
• Also, set aside a work block on your calendar to review the list of recommended assets to migrate, archive, or delete. Before we can proceed, these items will need your approval and possibly additional staff approval.
• For those using Postman to retrieve the Marketo REST API information, ensure you have the correct Marketo Munchkin code referenced, or you will get an error. This issue is common when reusing scripts from a previous API pull.
• The daily limit for a Marketo REST API export is 500MB. This volume may seem like a lot, but depending on the size of the instance, you can hit this quickly. Schedule accordingly based on workload.

Let Perficient Help You!

As you can see in the client examples above, the Marketo REST API capability can be used for B2B or B2C across any industry. This is a simple and effective way to improve your team’s efficiency and effectiveness as you grow your business. Contact us today to see how we can best assist you!

One of the most contemplated questions in email marketing is: is there actually a specific day and time an email should be sent for the best results? In my opinion, it is almost impossible to say a specific day and time is the best for an email send. The world, and more specifically the workforce, has changed tremendously in the last 2-3 years which makes this question even more interesting.

Remote Work Changing the Workday

With the number of people now working remotely for at least part of their work week. Remote work lends to a more flexible schedule for most people. Remote work allows for talent to come from any time zone. With this comes some scheduling differences that seem to erase the typical noon lunch break. In the past, a lot of professionals used a midday break to scroll through their personal social media accounts and email. Now it seems most of us find ourselves booked through that personal time with lunchtime meetings.

In addition to more flexible workdays, there is a laundry list of factors that lend to differing schedules for all. For example, one professional may wake up at six in the morning to get their kids ready for school before work. Whereas other professionals may wake up at six in the morning to workout, make coffee, and scroll through their personal emails before the workday. The varying scenarios will likely lead to different email open times.

Another piece to consider when thinking about the best email send time is that people live all over the world. Now with remote work increasing, consumers are moving to different places. Different places mean different time zones. With varying personal tasks and physical locations among consumers, it is impossible to say that a blanket email will be the best performing.

Screen Time Increasing Email Visibility

On the other hand, screen time has increased tenfold in the last several years. With most consumers glued to their phones, tablets, or computers, it raises an interesting (and opposite) question: is there really a bad time to send an email? Constant access to email opens the door to test different send times.

In contrast to unlimited screen time, companies like Apple are introducing tools to avoid distractions during certain parts of the day. Options like turning off notifications from work email after work hours, or personal email during work hours, also impact email visibility. The unlimited options of personalizing communication truly shows that only the hard evidence of data can show what the best time to deliver an email is for a specific industry, product, promotion, audience, etc.

Using Data to Optimize Send Time

With all the speculation above, it is important to note that data is superior. Engagement metrics will be the true test for success, but the overall metrics don’t help adjust to someone’s specific trends. Consider A/B testing the time of day. This will help figure out the preferences of your own audience. It could also be helpful to use time zone support in email programs. Another option is to delay your sending in smart campaign flows by using choices in the flow step (if ET send immediately; if CT wait 1 hour and send; etc.).

Send time optimization is the idea that real data collected per lead will show the best email send time for that lead. Send time optimization tools exist to potentially integrate with marketing automation tools. They show specific data points per lead like when they open an email and on what type of device.

Analyzing data per record is the best way to ensure an email will land in the inbox of someone who is ready to read it.

A new year is often a great time to examine your program structures from the previous year and look for ways to gain efficiencies and consistency in your build structure and production processes. Any time you can gain efficiencies within your processes and eliminate the possibility for errors simultaneously, you should. Tokens are an excellent tool for doing just that. Let’s look at how tokens can help.

What is a Token?

Before we dive into the different uses of tokens, let’s establish what tokens are within Marketo. A token is simply a variable used in Marketo smart campaign flow steps, emails, landing pages, snippets, and web campaigns. What is a variable? It is simply a container for a piece of data or information that can be established in a single location and then called or placed in many locations just by using the variable. For example, when you establish a token on a parent program, you can then use that variable in any email or landing page within that program without having to remember the value or create the content repeatedly. Need to update the content? You simply update the token value, and it is updated everywhere that token is used.

Creating Custom Tokens

There are 8 types of tokens available in Marketo: system tokens, person tokens, program tokens, trigger tokens, campaign tokens, company tokens, member tokens, lead tokens, and my (or custom) tokens. The focus in this article will be on the last one, my tokens. These are custom tokens you can create and use throughout your instance to streamline your processes.

Here are the available custom token types:

• String
• Number
• Date
• Calendar File
• Rich Text
• Score
• Image
• Script

Deciding which type of token to use depends on how you want to use the token value in your asset.

If you’ve created a piece of content with formatting (headline, custom font, colors, etc.) and want to put that content within an email, a rich text token is best. If you’re using a token to populate a portion of a URL, then a string token will work just fine.

To create a custom token, simply drag the token type from the right sidebar to the main area, then provide a name and a value for the token. After you have established a token, it can be used in your assets by typing {{my.token-name}}.

Using and Overriding Inherited Tokens

One thing that makes tokens so powerful is that you can establish a token at the top-level campaign folder (Active Marketing Programs, for example) then use that token throughout your entire instance. Every program within the campaign folder where the token was created can use that token within any asset. Marketo calls this an inherited token.

A token that is inherited for a program can not only be used in that program, but it can also be overridden just for a specific program or folder without affecting the parent value of the token if it is used in other programs.

A great example of this type of token could be a brand name or logo. Let’s say your company has several brands within a single instance, and each brand’s marketing programs are located in their own folders, all contained in the Active Marketing Programs folder. Now let’s say all of those brands share the same email template structure, and you typically have to swap the brand name or logo at the top of each email during the build process. What if you could automate that swap and ensure that not only will you not have to do the extra work, but you don’t have to worry about forgetting to make the change on a new email and sending it with the wrong branding.

So how do you make this work? Simply create my token at the Active Marketing Programs level and give it a default value, perhaps the parent company name. Something like {{my.brandName}} would work great. Now that token is available in all of your programs. But now, you need to update it for each unique brand. Let’s say you have 2 brands; Brand A and Brand B. So within your Active Marketing Programs folder, you have a folder for Brand A Programs and another folder for Brand B Programs. When you look at tokens available in the Brand A Programs folder, you can simply override the value of your new {{my.brandName}} token with “Brand A”.

Tokens for Envelop Info

One of the best ways to create efficiency and consistency in your email builds is by creating tokens for your envelop information: Email From Name, Email From Address, and Email Reply-To Address. Tokenizing these items means you never have to manually add those or remember what they should be. These values often default to your specific user info when you create a new email, so filling in that information every single time just means there are always 3 extra steps you have to take when you build a new email.

For example, we could establish our email envelop information within custom tokens at the Active Marketing Programs folder level. In every email asset within our system, we just populate the envelop information in that email with the tokens. If you use a pre-created email as a template, your token should already be there, saving even more time!

Not only is this saving time during production, but it also means that if your business ever needs to change that information, you simply change the token value at the Active Marketing Programs folder level. Every asset within that folder now has the updated information because they were all using the tokens.

Special Character Tokens

The last type of tokens I like to create to speed up my workflow are for special characters such as registered marks. Often when adding a special superscript character such as ® to a piece of text, you will end up with an extra amount of line-spacing above the line where the superscript character is placed. There’s a simple fix for this, and it involves adding some simple code in the HTML view. But what if you keep forgetting what that code is? Or what if you don’t want to have to enter that code by hand every single time? Yup, you guessed it – let’s use a token. In this case, you simply create a Rich Text token, add your branded word/phrase and the necessary code in the HTML view. Then, when you need to place that within your content in an email asset, for example, you simply place the token rather than the word/phrase. The token will format as needed automatically!

The list of time-saving uses for tokens goes on and on, but hopefully, this helps you get started thinking about how you can establish tokens in your system that not only lead to faster build times but also more consistency and fewer mistakes in your programs. Tokens are the unsung hero of Marketo, in my opinion. They are simple and easy to use, so use them to your advantage!

Integrating LinkedIn and Marketo can help seamlessly capture leads from LinkedIn and sync them automatically to Marketo to trigger marketing automations, add to a nurture campaign, or alert a sales rep.

Utilizing the integration between LinkedIn and Marketo can help you reach the professional audience you’re looking for. There are two different native Marketo LaunchPoint Services that integrate with LinkedIn: LinkedIn Lead Gen Forms and LinkedIn Matched Audiences. Both pieces fall under LinkedIn’s Campaign Manager, so you’ll need to set up a Campaign Manager account.

LinkedIn Lead Gen Forms

LinkedIn Lead Gen Forms is a tool that allows you to create a form for an ad that a specified audience will receive on their LinkedIn feed. After setting up your form with the comprehensive tool that helps create the field details and custom questions you can use the form in a Campaign Manager ad that helps define an audience, retarget web visitors, design ads using different format options, and more.

LinkedIn Lead Gen Test Form Example

After leads submit their information in a LinkedIn Lead Gen Form, they are pushed to Marketo immediately, making the form available in the Lead Gen Form Name drop-down in a Marketo smart list filter.

Marketo Smart List Options Using Lead Gen Forms

Note that form names won’t be visible until at least one person has submitted the form. As always it is super important to test your Lead Gen Form to ensure it is working the way you expect. After you have created and tested your Lead Gen Form, it’s time to insert it into an ad where you can define the audience with filters like job title, location, etc., or you can use LinkedIn Matched Audiences.

LinkedIn Matched Audiences 

LinkedIn Matched Audiences is a set of targeting options to combine your business data with LinkedIn’s professional data. Unlike LinkedIn Lead Gen Ads, Marketo is pushing data into LinkedIn when using Matched Audiences. With Matched Audiences you can retarget people who visited a page on your website, viewed your video ad, engaged with your company page, registered for your LinkedIn event, and more. You can also upload a list of companies or contacts, integrate contacts from a third-party system and create lookalike audiences. In order to start seeing audiences take shape in Campaign Manager, you have to have permissions from your company page to collect and view that data.

Putting Them Together

A great reason to have both Matched Audiences and Lead Gen Forms set up in Marketo LaunchPoint and LinkedIn Campaign Manager is because Lead Gen Form audiences are an option within Matched Audiences that allow marketers to retarget LinkedIn members who engaged with a form. Also, by integrating your third-party system you can share that data with Matched Audiences in order to create more robust and relevant audiences.

Companies looking to target an extensive, and accurate, professional audience will benefit from using the LinkedIn and Marketo integration by quantifying cost per lead, form fill rates, and utilizing conversion rate reporting.

Facebook Lead Ads are nothing new to Marketo users. This is a fairly common LaunchPoint integration, and for good reason: Facebook is a prolific source of new leads, and Adobe Marketo Engage is arguably the best product for tracking and nurturing new acquisitions.

The documentation for this integration is straightforward enough – it even calls out common pitfalls. But if, like me, you ever find yourself working with a complex client that is already using Facebook Lead Ads before integrating with Marketo, you’re likely to get snagged by a thicket of thorny issues that have no easily Google-able solutions. I’m going to lay out the common pitfalls and foolproof ways around them so you can engage with your client – and avoid time-consuming errors.

The 9 Pitfalls – and How to Avoid Them:

1. My instance doesn’t even have Facebook Lead Ads?

Did you know that instances with dedicated server pods do not come with the Facebook Lead Ads LaunchPoint integration out of the box? Because I didn’t! Before planning your workflow with your client, confirm that “Facebook Lead Ads” is an available Service within your instance’s LaunchPoint.

If “Facebook Lead Ads” does not appear in your Marketo instance, you will need to contact your Customer Success Manager to have this service activated. There are no add-on costs, but many new instances do not come with this integration activated out of the box.

2. You need “Full Control” – not just Admin access – on Facebook Business Manager.

Let your client know that you will need a Facebook user that is listed as an Admin user role with Full Control in the Facebook Business account’s Page settings. There are two types of Facebook Business Manager users: Admin and Business, but it’s not enough to designate an Admin user – the business administrator assigning these roles will need to grant this user EVERY permission available.

Do this by going to business.facebook.com/settings, and navigate to Users > People > (User’s Name) > Assets > (Assigned Business Page). Toggle “on” every available permission, and at the bottom under “Full control” setting, toggle “Manage Page” on.

Why is this a potential pitfall? This setting may require a justification conversation with your client’s social media team, as this is the maximum level of control available for Facebook Pages.

3. Even after successfully finishing your LaunchPoint integration in Marketo, two obscure settings can block leads from passing to your instance.

Explicitly agree to the Terms of Service: Go to https://www.facebook.com/ads/leadgen/tos and make sure that the connecting Facebook user agrees to the Terms of Service.

Make sure Marketo AdBridge is “Active”: In https://business.facebook.com, go to Business Manager > Pages > (Name of Page) > Publishing Tools > Leads Setup. Under Connected CRMs, confirm that Marketo AdBridge is listed AND set to Active. Sometimes this will be listed but not activated.

4. Test Forms will not do. You need a live form, and that can feel weird to clients.

Let your client know that you will require a live (published) form – an unpublished test will not suffice. Your client and/or their social media vendor(s) may be accustomed to performing 100% of their setup and testing before publishing a live form. Further, they may already have a CRM connected to their Facebook Lead Ads account and insist that you do not need to do this because another CRM does not require it.

Depending on your client, this may be easy (one person can post a form for organic conversions), or it may be difficult (multiple colleagues may need to be involved between the Business Account, the Facebook Ads Manager, a financial authorizer to approve a nominal ad spend in the Facebook Ads Manager to publish the form). In my recent case, the client needed to go through several channels to have authorize a $100 ad fee just to publish the form. Letting your client know that a live form is a requirement can help them get ahead of any administrative hurdles like this.

5. Add any new Marketo fields before the integration action to enable your field mapping in one fell swoop.

Upon integrating Facebook Lead Ads with Marketo, you will be prompted to map the fields. Ask for all the form fields they intend to use so that there are no surprises when you map fields from Facebook to Marketo. Most Facebook fields are String type, but not all.

This will give you time to figure out what fields you will need to map to Marketo, especially if you need to create new custom fields and assign the correct the field types.

If a client is giving you their Facebook account login and password to authorize the integration in Marketo, they may want to be present while you set up the integration. If you are not prepared for the field mapping exercise, you will have to edit the integration later.

6. Custom Questions: Good. Conditional Questions: Bad.

Confirm if any Custom Questions will be used; understand that responses to custom questions will be stored in String type data fields.

Custom questions are powerful but can be destructive to the LaunchPoint integration. Custom Questions require a large amount of data in Facebook’s system, so they should be used conservatively. If too many Custom Questions are used, Facebook can produce a “500 status code” error and not pass any fields to Marketo because there is just too much data to pass.

Confirm that the form does not include Conditional Questions in their Facebook Instant Forms. Conditional questions only appear on a form when a certain condition is met (e.g., when Country is selected, a field called “State” may appear, or a field called “Province” may appear). Marketo does not support conditional questions from Facebook – the fields simply will not be visible to Marketo and you will not be able to map them.

7. No cloned Facebook Instant Forms, especially if you use Custom Questions.

Ask your client if the Facebook Instant Form they wish to use is duplicated anywhere (even in an Archived form), or if it is possible the form will be duplicated in the future.

Custom Questions appear the same to users as the actual field name (e.g., a question like “Do you have a dog?” will have a data field labeled “Do you have a dog”). Each form will have its own fields for custom questions, and a repeated question means a repeated data field.

If your client has cloned Facebook Instant Forms using the same custom question, the LaunchPoint integration will produce a “500 status code” error because Marketo will see two (or more) duplicate data fields from Facebook and be unable to respond to Facebook’s call. This will result in Facebook refusing to pass data from this field to Marketo. (Tip: If your field mapping table is blank when authorizing LaunchPoint, run Chrome Inspector, select Network, and see if any red lines show up with “500 status code” error. This may be a cause of the error.)

8. There is only one taboo question on Facebook Instant Forms…

Beware: Facebook thinks it’s rude to ask a lead their age. Any default Facebook fields (such as City, First Name, Zip Code, etc.) can be referenced and even overwritten in Facebook Forms, except for one: Date of Birth. Facebook does not allow users to overwrite this field under any circumstances. Moreover, Facebook reserves the right to suspend a user’s Form if they ask this question separately (such as “What is your date of birth?” as a Custom Question).

Not even the social vendor in my recent case was aware of this hazard, so this is a small way you can add value to your client relationship.

9. Testing the integration with your client: Proving that it works.

This isn’t really a pitfall, but Marketo does not provide recommendation on testing that leads pass to Marketo – so I’ll help you get a head start.

Build a test campaign in your Marketo instance. I recommend using the Smart List trigger “Fills Out Facebook Lead Ads Form” and selecting your form name; then use the Flow steps “Add to [Static] List”, and Send Alert to yourself (any email asset you wish – the point is that you see this coming in real time); set “Send to” to “None” and “Other Email” to your email address. In the Static List I mentioned, create a View that includes all of the Facebook fields you wish to test, so you can quickly see if there were any errors in your field mapping once a lead enters Marketo.

Fill out the first form with at least one lead that already exists in your Marketo Database in the same partition as your Facebook Lead Ads program. The Email field must match. Marketo will not be able to detect the Facebook Form name within the Smart List trigger or filter called “Fill(ed/s) out Facebook Lead Ads Form” unless an existing member of the Marketo Database is listed as a Lead on the Facebook side.

Once you have that one test lead, you can add as many other test leads as you wish – the additional test leads do not need to already exist in the Marketo Database.

If your client wishes to use the native Facebook Lead Ads Testing tool, that is fine but it will not help you confirm your field mappings are correct. To test through this tool, go to https://developers.facebook.com/tools/lead-ads-testing while logged into the connecting Facebook account. Select your Page and Form name, then “Create lead”. Shortly after clicking this, you should see a new lead in your Marketo static list called “<test lead: dummy data for [whatever field you choose]>” in each native field except Email, and for none of the Custom Question fields. If you don’t see one of these <test lead> type leads in Marketo, look back in the Facebook Lead Ads Testing Tool under “Webhook Subscription for the Selected Page” section of the page where you created the test lead. You will see whether Facebook labeled the test as a success or failure. If it failed, you will want to send that detailed information to your Marketo Support team.

Good luck!

I hope your Facebook Lead Ads integration goes so smoothly that you won’t need any of this information. Honestly, they usually do. But if you run into any issues, I hope that my hard-earned lessons can help you through them.

Look for more Marketo content in Perficient Blogs.

New Year, New You… continued!

Last week, I asked you to take a moment and think about your Marketo instance. When was the last time you focused purely on data hygiene for marketing automation? It’s a fresh new year, and now is the perfect time to refresh your data! As such, I posted a list of quick wins to get you rolling. Below, I’ve included a few additional tasks to help take you even further.

Your order of operations in cleaning the database is important. If done in the wrong order, it can turn into some redundant work. Be sure to complete my previous suggested steps before moving onto these tasks. When you’re ready, let’s jump in.

4. Normalize Data

Why this matters: Normalizing data means improving your data quality by creating standardization, making it easier to reference or report on. Some of the most important reasons to do this for Marketo include ensuring proper lead routing, preventing mailing or dialing errors (thereby reducing costs), ensuring the right leads are included in segmentation and ensuring that reports come out accurate the first time. You’ll love it when your boss says, “Wow – thanks for the fast reply!” with the latest quarterly data ahead of their big meeting.

Pro Tip: There are several ways to normalize data for marketing automation, ranging from using smart campaigns in Marketo, to tools like Microsoft Access, SQL Server, Python, or Excel. If you are working in Marketo and have a list of related items that need normalization but feel like you can build out what you need in one smart campaign, put the item at the top with the most leads attached. This will help your system process these sequences more optimally, reducing performance drag. That said, you will want to be mindful of what data is syncing back and forth between your Marketo instance and your CRM, as the CRM could wipe out all your hard work next sync. If you’re concerned about this, work with your CRM Admin to ensure standardization there as well. For example, instead of allowing an open text field for country or state, use a drop-down list instead.

Sample custom Marketo smart campaign’s smart list for Country data normalization process

Sample custom Marketo smart campaign’s flow for Country data normalization process

5. Find Missing Data

Why this matters: If you have multiple data import sources, naturally, some data may be missing. If you know that certain data is key for your upcoming year’s campaigns, running tests to find missing data (field is empty) can help you locate or update that info in advance. You might just have added a few thousand new sales-ready leads to your upcoming offer!

Pro Tip: Create a custom “Missing Data Lookup” smart list for just this purpose and keep it in your testing folder. In tandem, create a custom view to see the results. If you find a pattern of missing data, see about enacting a change in your organization to collect that data at the right touchpoint — such as adding progressive profiling to gather that information via Marketo forms or making certain fields required.

Sample custom Marketo Missing Data Lookup smart list

Sample custom Marketo Missing Data Lookup view

6. Clean Up Fields

Why this matters: Hide old and confusing fields so that your team is sure to use the right ones in those complex, expensive campaigns you’ll be running this year. Also, if you have any updates scheduled for your APIs, you and your developer will have an easier time mapping everything. You’ll thank yourself when you’re working with your team to get that quick campaign out the door on Friday just before 5pm.

Pro Tip: If you want to hide a field from a sync between Marketo and Salesforce, you will need to pause the Salesforce/Marketo sync, remove visibility of the field in Salesforce, hide the field on the Marketo end, refresh the schema in Marketo, then turn the sync back on.

Sample hidden Marketo Custom Field

7. Name Consistently 

Why this matters: There’s nothing more frustrating than pulling a report and seeing a scattered list of items that should have the same naming convention, but don’t, which leads you to spend time combining data points in Excel. Eliminate this as best you can by creating a naming structure for your assets and going through to ensure everything is named correctly.

Pro Tip: You can use Marketo APIs to pull program names, landing page names, list names, etc. Review which ones need naming attention and click through directly to adjust their naming using the exported URL. After you finish the clean-up process, be sure to document the naming convention and ensure others are using it as well.

If you need help with any of the above, or something much more complicated, please reach out! My team and I would love to see how we can help you and your organization with marketing automation.

New Year, New You!

It’s 2022! Take a moment and think about your Marketo instance. When was the last time you focused purely on data hygiene for marketing automation?

If you’re like most Marketo Admins, it’s tough to find the time – but you know how important it is. Never fear, I’m not judging you! However, if you’re looking for a New Year’s Resolution, then now is the perfect time to refresh your data.

Why now? You’ll want to wait until all the data comes in and settles for December 2021, so you have a full year’s worth of data to compare reporting. We’ll call this your baseline. This approach will help demonstrate an improvement of campaign results and increased income thanks to your January 2022 labor investment. Make a note of this for your year-end review!

If your boss is particularly numbers-driven, you might want to share that, according to a 2017 Gartner study — bad data contributes to an estimated average loss of $15 million per organization, per year! Related, the Gartner Marketing Data and Analytics Survey 2020 found that “fifty-four percent of senior marketing respondents in the survey indicate that marketing analytics has not had the influence within their organizations that they expected.” This is primarily because of poor data quality and data findings conflicting with intended courses of action.

Let’s face it: bad data not only means your efforts might not reach intended audiences, but it also contributes to mistrust of data accuracy for decision-making. This can reduce your boss’ perceived value of marketing automation tools like Marketo — possibly leading to decrease in the value of your input.

To get ahead of this issue, I’m posting a two-part blog series to share useful strategies that I recommend to improve your data quality.

Your order of operations in cleaning the marketing automation database is important. If done in the wrong order, it can turn into some redundant work. Here is my first set of suggested tasks for a quick win:

1. Merge Duplicates

Why this matters: If a lead’s email appears within the system more than once, Marketo will email the most recently updated one. However, activity could be attributed to the previously created account. This can cause issues downstream. For example, perhaps Sales looks at the wrong version of a profile and then reaches out to the customer only to feel embarrassed when the customer corrects the Salesperson — leading to an angry call to your desk phone to complain. Or, lead scores split between the old and new profiles, thereby not moving a potentially valuable lead through the lifecycle to MQL or SQL at the right time… possibly leading to loss of revenue. Don’t let this be you. Merge those dupes! And while you’re at it, investigate why dupes are being created in the first place.

Pro Tip: If you don’t have a CRM, use the Marketo System Smart List called ‘Possible Duplicates’ to review and merge dupes. If you have a CRM, such as Salesforce or Microsoft Dynamics 365, you might want to perform the merge in the CRM and allow de-duplication to sync back to Marketo. This is especially key for Microsoft Dynamics.

Screenshot from Marketo Database – System Smart Lists – Possible Duplicates

Screenshot from Salesforce documentation to Merge Duplicate Leads in Lightning Experience

Screenshot from Microsoft Dynamics 365 documentation to Merge duplicate records for accounts, contacts, or leads

2. Correct Incorrect Emails

Why this matters: Even if you think that leads that stumbled across your content were ‘organic and free’ that’s not totally true. It costs money to operate systems and teams. So, you want to make sure you’re optimizing every lead generation opportunity that you have so you can accurately trace back the cost per lead and even add in the revenue per lead if you’re able. For example, what if John Smith was a major purchaser at his company, but he mistakenly filled out an intake form with his email as ‘john.smith@gmail.comm.’ Your Marketo system will eventually mark his email invalid… only for you to find out months later. Think of the potential loss of revenue! Also, be sure to do this task before database deletions, because some of these invalid emails might be salvageable.

Pro Tip: To automate this process, you can add custom code to your Marketo forms to prevent spam or mistyped email addresses from entering the system. Or, to handle email addresses already in your system, look through the System Smart List ‘Bounced Email Addresses’, and manually or automatically (smart campaign) fix the errors. During this process, create a “cheat sheet” smart list of the email errors you most commonly encounter — such as “@gmail.comm” or “@yahho.com.” Then, run this smart list to look at the full database for any other errors that come up.

Sample custom Marketo smart list to find email errors

3. Database Deletions

Why this matters: Your Marketo instance price includes lead volume in your database. While leads might still need to live in your CRM, you just might not need them in Marketo. Bad leads might be dragging down your marketing analytics reports. Imagine having a clean database full of only marketable leads! Some examples of types of data that should be deleted include people with no email address, those who have invalid emails, or customers who have unsubscribed. Once you perform this task, you can then set up smart campaigns to automate approved database deletions regularly, such as every month or every quarter.

Pro Tip: Ahead of deleting leads, you will want to ensure that any connected database, such as Salesforce, does not re-sync these people back over into Marketo. You will need to create a Custom Field in Salesforce and Marketo, if you’re using Salesforce. Then, contact Marketo Support to add a rule to not sync those leads back into Marketo. Of note, rules can be setup on the CRM side that can unmark the Custom Field so leads can sync back over if needed. For more information on this, here’s a great post from the Marketo Nation community.

Sample custom Marketo smart list to find emails recommended for deletion

If you need help with any of the above, or something much more complicated for your marketing automation project, please reach out! My team and I would love to see how we can help you and your organization.

Next week, I will post more tips for sprucing up your Marketo instance for the new year! Stay tuned!

By the year 2025, the global personalization software market is expected to grow from $6.7 million in 2020 to $1.8 billion. In fact, the martech landscape has grown 5,233% in the last 10 years, according to ChiefMarTech.com.

In healthcare specifically, the demand for personalized and customized patient experiences continues to become prevalent. Today’s healthcare patients have access to a greater amount of health information than ever before – and yet still want more of that data used for their benefit.  Healthcare organizations that continue to invest in personalization can engage patients in their own care plans, thus driving better health outcomes while producing cost-saving measures.

Here are some ways that healthcare organizations can utilize the current trends in martech technology to achieve patient and business goals:

AI-Personalized Content

While it was a pipe dream a few years ago, it is now very possible to send recommended and customized content to target patient personas based on first-party data. For instance, if you have data that shows patients that are actively trying to quit smoking, you can send them content related to smoke-free habits and even special incentives to quit. Also, for patients that are pregnant, you can deliver both online and offline content focused on different stages of pregnancy and how to help them through different trimesters.

Creating Truth-Worthy Patient Profiles

Healthcare organizations need to know their consumers and patients better. In fact, it’s not only expected, it’s almost a normal (and competitive) business function.

A good example would be contactless engagement using virtual care services that perform care delivery across traditional ambulatory, acute, and post-acute care settings. By continuing to create seamless, personalized experiences during and in between treatments, organizations can gain better patient data and deliver on that data.

Triggered-Based Events

Using marketing automation platforms like Marketo, you can set up different smart campaigns that use specific trigger activities based on a consumer’s online actions. For instance, if a visitor to your website looks at specific health-related content, you can create a campaign that serves them related content and target them in additional marketing efforts. Additionally, you can create robust preference centers on your web assets that lets them choose the types of communications and topics of interest they would like to receive.

Want to learn more about the many ways you can utilize personalization in healthcare with martech? Contact us!