Hi guys! We will do a marketo office hour dedicated to the Marketo setup. We'll see all the options in the setup. What are the pitfalls to be avoided. And make sure that you have a perfectly operational Marketo so that you do great marketing. Let's go. So we'll do this session on the marketing setup that we found in the admin part here. And I will see all the options here, not from top to bottom, but let's say by order of importance. So let's start with the Munchkin here, which is how Marketo listens to what happens on the website, who visits which page and who clicks on any link. So you have this Munchkin code, this, JavaScript code that you have to put on your website. And usually we, we use this one almost never see anyone using the simple or asynchronous query. That's for very rare occasions. And so you see that your tracking code contains your munchkin code ID, which is personal to you, and you have to put that, you know, on your website, whether you put that on the header, on the footer directly, or like me, you use, for instance, Google Tag manager or any. Tag manager you like. And here in my Google Tag Manager, I have this tag marked Marketo engage. I've put the exact code marketo gave me here. And I said please trigger that as soon as the person accepts the functional cookies. So this is my choice. some of you may want to trigger that when the person accepts the marketing cookies. I prefer to trigger Marketo all the time, and I have not triggered this cookie on the Marketo landing pages because the tracking is automatically done by Marketo. And what else? if I come back on the screen, please be aware that in Europe we have to support the "Do not track" browser requests by default it's "ignore". And we have to check "support" in Europe to be compliant with the GDPR. so on your website, once you have put that, if you go to your browser and you go to the console, I'm on my website here, I go to in Firefox. here on this menu. And I have my cookies. And here the Marketo cookie is this one the main marketo cookies. This one. And I know that it's by default expiry dates after two years. So 730 days to be more exact. You may want to change this, or your legal team may want to change this to shorten that time to one year. It's possible. if you go into developers.marketo.com. so you're right here if you go to lead tracking here. That's the part of the documentation that helps you to understand better the Munchkin behavior and what kind of personalization you can do here in the configuration settings, you will see that there are a number of variables you can add to your script, just like the form, the script form, sorry, that you can enhance for personalization. You can add all those variables. So for instance, if you want to accept multiple Munchkin ID, you will use this one, but the one you want is the Cookie Life days here. That's a variable that helps you fine tune exactly how many days will the cookie last. So you may want to change that for 365 days, for a year for instance. So that's here. You have an example how to put a variable in your scripts. If you need any help, don't hesitate to ask me. That's pretty useful to to know. So there are a number of other cookies for Marketo. I don't have all of them. I need to write a a blog article or do a marketo tip on the on the topic. There are load balancing cookies. If you use web personalization, there are web personalization cookies. Marketo sales engage cookies. there are, I think 4 or 5 of them. And at some point I will list all of them. So I think that's all for the cookie. yeah. Sometimes for some customers who are where this the security is heavily implemented on the information system. The tracking is not working. Why is that? because the. Yeah, the website has to first allow the JavaScript to to run. So if you prevent you, you prevent your website to run JavaScript market, you may have trouble. And second point that's very stupid, but your website has to be able to communicate with the Marketo server because this this website here will be called. So if at some point your website cannot call this Marketo server, the communication cannot be done and you will not be able to check what happens. So if you want to see if it's working, just go into analytics in the web report or company web report, whether, one of the two company web activities or your web page activity, choose in the setup anonymous first including or not including ISP for the last 90 days. And here, if the tracking is working, you should see, so that strange. Something's not working for me. What happens? Oh, yeah. I have got a filter here, so let's remove that. And. Yeah, I see plenty of anonymous persons coming to my website. And for instance, you could. save a report and subscribe to these reports to see every week, for instance, who has come on our website. last week. That's something I'm doing. So now the email part of the marketing setup, which is crucial to deliverability. Let's start with this tab here SPF, DKIM. So you know that you must set up SPF and DKIM entry in your DNS manager so that you tell to the world that Marketo is allowed to send emails on your behalf. And here you must configure as many domains as you will have different email domains to send email from. So here I only send emails from my email domain merlinleonard.com But sometimes your IT departments wants to create for you a subdomain that will be used for mass emails so that if you, do some bad sending on this domain, you will not affect the reputation of the main domain. So here you can configure as many domains as you want. If you double click on that. Marketo will give you some parameter you have to pass to your IT team so that they write down the the DNS entry in your DNS manager. I will not look at that. It's stuff you do at the beginning of the project, but in the end here you must have verified and verified for DKIM and SPF status, meaning that the DNS entry are correct and propagated all around the world so that everybody knows that I allowed Marketo to send email on behalf of merlinleonard.com. If your IT team creates for you a dedicated subdomain, you will set up it here, obviously. But sometimes you may want to send email on the behalf of your sales. So for instance, you create an event and you want that the sales send the email to their portfolio, the customer portfolio. So you will send all those emails with Marketo obviously. But as Marketo is synced with your CRM, you can get all the accounts in Marketo and the owner of the accounts, or the owner of the contacts in Marketo, so that in Marketo you can create emails. If I if I go there, for instance. So here I've put my name and my email, which, you know, that you could use tokens here that could be replaced with the name of the person owning the contact you will write to in Marketo. so you can write on, on behalf of the sales, basically. That's that's great. that's a great functionality. But for that, you have to make sure that you have also set up here the main domain, because if you don't set it up, all the emails you will send on behalf of the sales will go directly to the spams, because you will not have any entry here for the main domain. So if you want to send basically emails on behalf of your sales, don't forget to set up also the main your main email domain here. Both activity that's appeared recently in the story of Marketo. Marketo tries to automatically detect the bots that are clicking on your emails when they reach the contact your writing to. you know, this is a technique that has been developed to check if the emails are dangerous, malicious or whatever. basically the bot clicks on plenty of links, follow the links to see if you arrive on suspicious websites. So Marketo can now try to detect a bot clicking or a real human clicking by two ways, either through an IAB list, meaning it's basically it's a list of IP that Marketo and others are managing and saying, if, a bot from this IP, click on my email, remove that log that's into the activity, or remove that from the from the activity, I prefer to remove that. And there's a second method to detect the bots the proximity button. So basically here any click happening at the exact same time in my email will be considered as a bot. And you can parameter that here whether it's zero, 1 or 2 seconds. And you see here the result of the detections. So that's a great functionality that tends to drop your stats of clicking. Because suddenly all the bots are, a lot of bots are removed, not all of them. Some may go through the net, but it's a good idea to activate this functionality. Email here. so this part here is by default, you have entries in those four boxes for the unsubscribed by default on all your email and the view as a web page by default on all your emails, whether it's HTML or text. If you go down the road and you create, for instance, a preference center, and you include the view as a web page in your templates, you want to remove everything that's in this box so that it doesn't appear anymore on your email and don't script the settings. So, for instance, if I go to my email here, here, the view as a web page is included in my templates. That's it. So I don't want Marketo to add a line on top of that with the default view as a web page. I'll remove that in the setup part. And again at the bottom of my email I have the link to the preference center here, so I don't want Marketo to add at the whole bottom of the email the default message. So you have to do one of the two methods. So you start with the default from Marketo. And once you have your own templates and your own preference center, it's better to remove the Marketo defaults here in the setup and replace by your own choices. So here you know that when you hover your mouse on hyperlink in the Marketo email, the technical URL will be replaced by a friendly URL here. You have to setup again. So it's another DNS entry you have to put in your DNS manager. And this, this friendly entry will point to this server. Yeah. So here is an email I sent recently with Marketo. So if I over my mouse on this link you see what's appearing here. It's a friendly URL with the domain merlinleonard.com, not technical Marketo URL that will not give a lot of trust. So that's better for inspiring trust in your emails. So that's what we set up here. And here are some more technical, stuff, but rarely used here. So next the landing pages. So again, here at the beginning of the project, you must replace the technical URL here with a friendly URL. So I choose the as the the subdomain goes mail in an outcome. So again it's a new DNS entry to be done in your DNS manager. that's really redirect the go.merinleonard.com to merlinleonard.mktoweb.com I think something like that. so that's on your, landing pages, you see. let's have a look at one of my landing pages. Right. This one. Yeah. So you see here the URL is go.merlinleonard.com not a technical URL. That again would not inspire trust in the brand. You must have here https. So it means that the SSL certificates must be implemented by the market to support on your landing page and on your emails. You must also have https here. So yeah, it's free now. So you just have to ask the support to do that for you. It's not a big deal. And what else. So here that options that not really, really used I don't use them very often. Sorry. here you enable the form prefill globally. But then you can decide form by a form to disable it if you don't want on some form to, to have the form pre-filled. Please note that here you have two tools that are interesting. First, the redirect rules. So if you change a production landing page URL and you want the traffic to go to the new URL, you can put a redirect rule from the original URL to the new URL. Very, very good. And you can create aliases. So you can create as many aliases you want. It means that your landing page can be either go.merlinleonard.com/name of the landing page or go.linkedInchampion.com/name of the landing page You can have both URL pointing to the same page. And it's interesting if you have multiple brands to manage, you create as many aliases as you have brands. And that's all for the landing pages. And next topic the communication limits, here so you can fix. Another maximum number of emails sent per day and per seven days. And make sure that you put this parameter to "yes" to activate the communication limit if you let "no" as it is with Marketo standard, basically this option is not activated. This counts the marketing emails. So here a quick note on what is a marketo marketing email and operational email in your email settings, in any email. Here you have this parameter that is not ticked by default, meaning that this email I will send is a marketing email. That's an email that I will push to my audience. My audience has not requested this email, so it's an invitation here for my Marketo Office Hour and Marketo will count this type of email. So in those emails they are subject to the communication limit. I have to put an unsubscribe at the bottom of the email. And if I'm marketing suspended or blacklisted, I will not my, the contact will not receive those emails. If I tick the box here, there's a warning appearing, meaning that this email will bypass the unsubscribe and the marketing suspended contact. Meaning that if a person isn't subscribed or marketing suspended, he will receive this email. So those emails will be, for instance, the notification email you received just after filling out a form you have requested to download this infographic. The email that is sent just after filling out the form is an operational email. It will not count in the communication limits, so you can receive as many emails as you want per day, or per seven days for those kinds of emails. So make sure that you tick or not tick the this box according to the what you're doing. Don't tick the box for all your emails because you will ruin your reputation very quickly. And Marketo may take measures to restrict your emails. it's not so easy to see in, in if a person has not receive your email, for instance, let's imagine I've sent already to a person two emails, two marketing emails in the day. I try to send a third one I will see in the activity log of the person only. so here, if I go to my members, let's try to find for myself here. The line where I see the email has been sent. Yeah. That was when I sent the email. So if I I'd already received two emails during this day. I would see here a skipped message. and you could do, this kind of smart list if you want to detect the person who has who have not received your email. So that would be here, the member of the program, the email program here. And normally everyone should receive an email. But if I use the not to send email, that would give me the person who, for who for whom the email was not sent. this exact email wasn't sent. So that would, give me the person skipped due to limits of communication. Talking about limit of communication here. it reminds me that you have here a number of notification that you can subscribe to here. In the notification, you have a list of errors that happen in Marketo. And it's a good practice to subscribe to a number of errors type especially the campaign failure, idle trigger campaign cleanup, engagement, maybe not, CRM sync very important, web service. DNS configuration error. You want this one again with the SSL certificate expiration, and mailing cancellation or pausing status. That's something I'm not familiar with as set expiration failure mass action failure. So you want to subscribe to a lot of those so that as soon as there's a problem in Marketo, you may take action and make sure everything is correct. Next topic, we'll see a very useful functionality, the security on the smart campaign. So this is a functionality I sometimes see not used for some customers. And I always wonder why is this? Because it's so, so useful. So here it's the ability to set a limit on how much you allow Marketo to send how much email you allow Marketo to send alone without any supervision from your part. So here I've put 1000 emails because that's very rare that I send more than 1000 emails. So in 80% of my campaigns, I don't need to have the security. But if I want to send at some point a campaign above 1000 emails, I will have to plug my brain and I have a manual action. I'll show you that here. It's in the batch campaign that you see that it's email is not empty. That that would do the trick, I think. Email address is not empty. And here. I have. Yeah, I have above 1200 people. So if I try to run this campaign, I will be under the impression that I can run, that I will not do that. But here in the the run history, I will have, an error message saying that it was above the threshold. So if I want to launch this campaign, I will have to come into this parameter screen and change manually the value to for, for instance, 2000 here. People. So what we want to avoid here is the stupid mistake. Where, you know, it's Monday morning. You have this very urgent invitation to send, and you make a mistake in your targeting. You put plenty of things, and instead of all you put any. So here it's very easy to to to miss this one. And instead of targeting, let's say, 500 people, you target 50,000 people, which is not what you want. And in schedule, as it's Monday morning, you don't have your coffee yet. You don't see the error here. You see 50000 and it seems like 500 because it's Monday morning. And you push run once and you go. So here, if you have put beforehand a security at 1000. Marketo will not launch the campaign. And we will say to you, you are above the threshold. Please confirm. So you will have to, you know, plug, plug the brain and say, is this really what I want to do? Do I want to send five, 50,000 emails? No, there's something wrong. I should go back to my smart list and correct everything. So that's what you want to avoid. And I've seen this I've seen dramas at customer who didn't use that and send a very nasty email to all the database. And then the legal department was involved. So that was a very bad day for everyone. So please, people use this functionality so that you protect your sending. The next topic is the location here. So you can change the language, local and timezone of your marketing platform. and if you choose English here, you have access only to the local. From that are English. Sorry, I cannot put language English and local French for instance, but I can choose whatever timezone I want here. you choose your main currency, your unique currency in Marketo, and the format. So here a very important point. Marketo is mono currency. You can manage only one currency in Marketo. So if you have connected your Marketo and your CRM and you have you manage opportunities in multiple currencies in your CRM for instance, dollars, euro and yen for instance. Everything will arrive in Marketo by default being euros, so an opportunity of ¥1,000 will be considered in Marketo of €1,000. So if you use massively the attribution engine of Marketo, for instance in the Performance Insight report dashboard. Sorry this will create a lot of errors because, for instance, the yen opportunities will take a huge place in your attribution revenue compared to the euro and dollar ones, because there there's a factor of 100 or 1000. Don't remember exactly. Sorry. What you have to do if you want to connect your CRM and manage multi-currency opportunities in your CRM is to create a hidden field on the opportunity that will be converted in, that will convert the amount of the opportunity in Euro, and we will ask the support to remap the default mapping for amounts to these converted amounts, so that everything that will arrive in Marketo will be in Euro and it will be converted beforehand in your CRM. So no more problem. so think about that if you want, if you want to use a multi currency in your CRM. So the next block here is the security block with the login settings. The user and roles. And all that will be very soon rolled out in the Adobe Admin console. So in my Marketo, I'm still managing all that in my Marketo. So this is where I could manage my users role, see the login history, manage my sales user because I'm using Marketo Sales engage and for instance give some specific license to some users for the marketing calendar target account management account site. But very soon this will be transferred to the admin console here. So we access to the admin console with through adminconsole.adobe.com And with a specific portal that is global for all Adobe products. so we saw that, for the chat beforehand. Here you have all the product you have access to and you have to define, you have to define profiles behind your products. For instance, I want to add. Myself. I will. Yeah, I have to define the product profile. So here one thing that's very important to understand. It's the profile that links a user with a product. You cannot connect directly a user to a product. You have to say this user has access to this product through this profile, which will encapsulate a number of rights. So you will manage your user either like me, you create directly your user in the Adobe directory, or you could define, an SSL connection with your information system so that everything is filled up automatically from your Microsoft Active Directory or something like that in parameter here you would define all the security parameter here. And we have more than what we had with Marketo. So all the parameters for the passwords you can put a two step validation process. You can for instance define at the user can connect through their Apple Facebook Google identification and define a max duration of the session or a max inactivity of the session. You can also. Where did I do that? I put it to step process. And I have defined, the I have to use the Adobe security app, which is called accounts. Adobe account access. Yeah. To access my my Adobe Portal and then Marketo. So I think this will slowly build up with more and more functionality and all those menus. I think those two menus will be at some point, decommissioned. We shouldn't see them at some point here in my account. That's your parameter. So that's the name of the instance. You don't change that. And this is where you define for yourself. what is your preferred language. Local and time zone. And here is the, you know, really mode of your, the parameter of your, of your instance, my machine ID. And here it's the data center. So I see my data are hosted in London. So next we have here the audit trail, which is very useful if something happened in one of your campaigns and you have no clue why your campaign has changed, who has put something in my email or my landing page or my flow or my smart list? This is where everything is tracked here in the admin part. So you would see who has modified this smart list, this campaign schedule, who has activated what. so that's very, very detailed. So we don't see exactly what has been modified in this smart list, for instance. But that's gives a pretty good clue of who did what's on the campaign. So we have this marketing part here. We have the admin part here that will track everything that happened in the admin part. So it's long time that I haven't changed anything on the admin part. note that we have 30 days of history, I think, in the UI here, but if you choose six months, you can export six months of history. So that's a very long period. But it's only accessible if you export the data. So it's very, very easy to use and very useful. So the next new experience here, I think this menu will disappear very soon because it was linked to the to the sky new experience of Marketo, which is mainly done now. I think there's an ongoing project to have a more modern UI in Marketo. I'm not sure it's called new experience. I'm not so sure. So this, not very useful. Tag and management. Very, very, very important. So the channels basically, you know that the channels are the type of interaction, the type of campaign you will do with Marketo. And you see you start by default with, I don't know, 13 or 14 channels. You see that. Going down the road with Marketo. I ended up creating a lot of channels, more and more details. So first what I like to do is put this, . This trigram that that will help me build a more robust naming convention. So here, if I take a webinar, for instance. If I go to my, marketing activity and take some past webinar, that's some to some point, I did a webinar here. You see in my naming convention. ML is for Merlin/Leonard and WBN is, a little keyword I use to identify all the webinar in the program name, and to be sure. I will, you know. Find the trigram to be used in the name of the program thanks to the channel, because I put the trigram in the name of the channel, so it's not one little trick that helps you to remember how to specify your naming convention. That's the first. The second tip is that in any of your channel, always start with a neutral status. So some status come into Marketo for instance. I think the content download the first status is filled out form, which is a very bad idea. Why is that? Because if you create a program whose channel as is Content Download by default, and the first step, the first stage is fill out form. If you import someone in this program, all the lead you import into this program will take the first status, which will be here filled out form. And you may believe then that the hundreds leads you have imported in your program have actually filled out a form which is not correct, you just have imported them. So that's why it's very good practice to put a neutral status like member that that says nothing, which is not in success, so that if you import people in this program, in a program with this channel, that will take automatically member, which is not a big deal because member it's okay. It's cool. So first tip always have a neutral status. Then you know that the steps here helps you define how you progress along the status. You can only go up or at the same step. So here I can go from invited to waitlisted. Sorry. There's a bit of French. It's a mix of French and English. but you can no you cannot go from waitlisted to invited. That's hard blocked in Marketo. Even if you try to push someone who's waitlisted into invited Marketo will say, no, I cannot go down in the steps, but you can switch from waitlisted to Formulaire rempli - fill out form - or forwarded because they all add the step ten. So that's not an issue. So you can use as many steps you need to detail your campaign, your interaction, your touch. You're not obliged to use all of them. So it's not a big deal to not use, for instance, this one or this one. Not big deal. No problem. And the last tip is to have all your success at the bottom, meaning you shouldn't have any steps behind the 30 and 70 step. Why is that? Because Marketo will register two dates to hidden dates. When you when a person enters a program, enter the campaign. The first is the membership date. When is the first time you enter the program and got a status. That's very important. And the second one is. When did you get a success status? So. And as you usually go down this list, if you have a status which is not a success behind, Marketo could believe that you are still successful the success date will not update. If you go down the list, you will still have your success date. And this success date is very important for the revenue attribution engine of Marketo, so you will be considered certainly as a success if you, if you passed here and the date will not be removed. So Marketo will certainly still believe you are in a success step. So it's a bit tricky. But remember, keep only success at the bottom and play with the the steps here to move your other non success status above. So I will not detail now in this session why I did so many so many channels. It will be for a separate session or for some Marketo tips because there are a lot of logic behind. But remember that in Marketo, which is great. What is great is that you can define as many channels as you want and as many statuses as you want in this channel. That's so great. I will not talk about target account management. And this one, sales connect because they are linked to two specific modules Marketo that you have to pay for. So while we are on the things I will not talk about, I will not talk about Adobe Experience manager here. It's useful only if you have the Adobe product Adobe Experience for your website. And you could here, I think put an ID that will connect directly your Adobe experience website and Marketo. Same with Adobe Organization mapping. That's I think for Adobe audience manager to be linked. So you should you could put this org ID. Somewhere in Adobe Audience Manager. I don't have the product, so I'm not sure here. Single sign on here. That's where you will put all the setup to link, for instance Marketo with your Microsoft Active Directory. And again, this will be, moved to the Adobe console very soon. So I think this screen, this menu will disappear at some point. webhooks here. So the webhooks are the possibility to for Marketo to call an external third party API. So the very common case is the text message. Marketo doesn't send text message alone, can send emails, but not text message. You usually have your own text message provider. If you want to send text message that has an API, the text provider will give you the information to connect to the API, and you will be able to to write here the different parameters you want to pass to call the API. So this is the API for this. so it's very old API because it's not Https. so that's the API. That's the parameter I want to pass with my username passwords, service id, blah blah blah, and the text message I want and the mobile phone number and I would use then my webhook in my smart campaign flow, just like any other action to push an email. So it's very useful usually when you want to enrich Marketo with third party data providers such as in France, Drop Contact or Nomination or verify email through for instance Captain Verify. you could also call Google Analytics. I don't know why. I think it's I've got a connection between Marketo and Google Analytics here to get the the ID and the evolution of the webhooks are the service providers for webhooks are great because we see a very long time we had webhooks, but the only work with trigger campaigns don't give a lot of logs, don't give a lot of flexibility. And the evolution of that is service provider. But unfortunately we don't have a lot of documentation yet on service provider. But for instance, if you want to send let's say 5000 contacts with all of their information to ChatGPT plus an invitation email, a neutral invitation email and ask GPT to personalize this invitation email for the 5000 people with all the information. That's how you would do. You would use service provider. Yeah. So certainly dedicated Marketo tip or Marketo Office Hour on this topic soon. Next up, Marketo proposed recently, in the past year, a global form validation rule to help you tackle some of the domain email you don't want in your Marketo. So here the basic sorry, the standard rule proposed by Marketo exclude all those domains, email domain listed here that are mainly, you know, generic domain or, personal email domain. Yeah. 3777 and the. The thing that is funny. So by default this rule is not activated here, so you can activate that. But please keep in mind that you can only have one global validation rule. On your instance, so you have to choose which one you want. Either it's the default one that will exclude all personal emails and junk emails, or you can create your own rule. But let's try to put the 3000 and something email here. You will see that Marketo say "oh no, you can not put 3000". The limit is 2000. So that's strange because you're not allowed to do exactly like Marketo default rule. You have to choose 2000. You can put only 2000 email domain in here. So that's a very good first step. But usually what you want to do is to have different rules per language. You may want to exclude certain domains for the UK, but not for France and others for Germany or Italy or the US. You may want to have a specific rule for the generic email domain just like those ones, but you may want also to have a rule for your competitor that you don't want to enter your forms. So here, for the moment, we can only have one rule. You can say, here are my global rules that I activate, and I decide which will apply on which forms. That's not the case for the moment. So that's why I stick to the script I put in my forms. Because I want more complex rules than just this one. But this is a good first step. and certainly it will be more complex in the future. So keep in mind that so by default is not activated. And even if you activate this rule, you can deactivate this rule form by form. we saw that if we go back to our test form. Let's take this test form I used for the Conversational form draft here. You can say in this form settings menu here. yeah. You can enable or disable the global form validation rule. So as it's disabled at the global level, even if you put enable here, it would not enable the rule. For this form, you have to enable at the global level and enable at the form level Next topic, the Captcha here. where is that? It's it's it's it's here. So you can now integrate this menu with your Google Captcha. So you have first to create an account on the Google site on the Google Captcha site. Sorry. And include the site key here on this menu. And then again you can decide to allow. Or disable the Captcha form by form. So there's a lot of talk in Europe regarding the possibility to use Google services or not. The majority of my customer tend to not want to work with Google. So whether it's Google Captcha, Google Analytics or Google Tag Manager. There are currently discussions at the highest level between Europe and America to try to, let's say, to renew the privacy shield we had in the past. The situation is not really clear for the moment. I decided to use those services because I'm very small company. It's okay. but for my customer they may not want to use this Google captcha and have a more European solution. But it's good that it's natively proposed here. So next for the field management here. What shall we say here? So the the good practice here is. First to block certain fields. So there are default fields in Marketo that will be used to track the acquisition. You have person source which is a standard field. This one. And acquisition date, acquisition program. So I will not explain how to use these fields, those fields in this marketo office hour. That's a dedicated marketo office hour on acquisition. But the good practice here is to block those fields in update, meaning that the first time the person is created in Marketo, we can write in this fields person source, acquisition date, acquisition program. The right value is to track the acquisition. Where does the person come from? But. During the life of the person in your Marketo when he touches other program whether it's subscribe or register to webinar, downloads an infographics, try a quiz, you don't want those fields to be updated because there are the acquisition fields. So the value must stay the same. So you have this menu block field update that allows you to choose which source should not update this field. And here for instance I should add the chat. So you have the API, the import list, the forms, the flow in the smart campaign, custom flow action. This is a new one. I think it's for the I think it's for the webhook evolution, the service provider. I think I have to check this one, Salesforce. This one is manual update in the database, the API import API import list, the webhook and the chat. So you can choose source by source whether this source can update the field or not. So I try to only update manually the field if I need to, because if it's manual, I know that it it will be a data error correction. And same for acquisition. Acquisition date and acquisition program. So this field is used in a lot of campaign. That's why it takes some time. But this field and this one should also be blocked in. Update. Waiting for that please be aware that you can export all your fields. thanks to those two buttons here. Or either only the fields on the person or all the objects here. Here we see that those fields are blocked, and that's great. And this gives you this kind of Excel spreadsheet where you have Lead fields And what's great is that you have the lead field in an Excel spreadsheet with the rest API name that's really useful for IT Team, if they want to work on the integration, whether it's Read-only or not, and the friendly label and the type, that's cool. You have also the standard and the custom activities. Again, very useful for the integration, the custom objects you created. The channel and tags, program member fields named account and opportunity fields. The one that's missing here, it's the companies and the salesperson. I don't know why they didn't put that here, but if you want all the fields on the company and sales person, you can have them through APIs. It's not so easy to to do, but it's feasible. And lastly here you see the mapping with your CRM if it's Salesforce or Dynamics. And this screen here gives you the ability to create a screen in the database part. When you look at a person, profile, you can choose your important fields and create a dedicated first tab in this profile. I love to choose the identity field and all the fields that would explain why this person didn't receive my email. So all the emails suspended, block list, email invalid and unsubscribe and all the preference center fields. So that's why I can easily, explain when I have an issue on a person what happened. Basically, if I look at a profile here. Yeah. This is this tab I created specifically with the fields I wanted. And it's very good for first analysis. I usually find 80% of the answers on this screen. That saves me some time going through all the tabs, all the activity, and to finish this quick tour of the setup, one one topic that's for me very important, the foldering and the naming convention. So it's very important in Marketo to have a correct folder hierarchy. And you see as an example what I did here. So here I've got all my marketing program, the one that will touch customers and prospects. Here are all the operational programs. And in that I will find the preference center, all my data management campaigns, the nurturing routing station, interesting moment lifecycle, web personalization scoring and profiling. And those are all the programs that ran in the background. For all the campaigns here, I've got a dedicated folder for the email I give, I pass to the sales through Salesforce. Why did I put this folder here? It's because in Salesforce, when you want to share to sorry to to use a marketing email, you have to go through all these hierarchies. So usually the sales don't like to go down the hierarchy and try to find the email because, you know, it's very dense, very, very long. So the the practice I try to use is to put my email marketing here at the top. The email marketing I pass to the sales. Here are some example campaign, test campaign. And here's the archive folder. I don't really use this one, but sometimes I have customers who group all the archives in one folder here. So any folder you will drag and drop into this archive folder will be archived. In the marketing program I have two families. Okay, here I've got the program templates, but here I've got all the ongoing marketing programs that are evergreen and always running. So that's all my content download web forms, sales process, nurturing webinar replays and offers. So all. Marketing programs that will last very long time, several months or several years in my Marketo. And I don't want to deactivate those. And all the campaigns that are, let's say, marketing triggered that are in the editorial calendar. And that's my, my, my advice here is to group that by year so that when a year is finished. So let's imagine I want to archive 22. I just have to click here and convert that to an archive folder. And it will archive automatically all the campaign I did in 2022, all the events, trainings, Marketo Office Hour, email push. So everything that's me sending information to my customers. why do I want to archive? It's to make Marketo lighter. You know that as soon as you archive a program, the program is still here. You still have the KPIs, and you can even have archived programs that are still running. That's crazy. But why not? But all the programs and the smart campaign forms asset in within this program will not appear in the dropdown list that you know that in Marketo you have all those dropdown list. When you want to choose a form, an email, a landing page. And they are pretty long. So as soon as you archive a folder, everything that's within this folder will disappear from the drop down list, and it makes your job easier when you want to create new campaign and new programs. So two families, let's say here are all my... usually it is batch campaigns email push, webinars, marketo office hours, events, trainings that are in the editorial calendar. And I have all my evergreen campaigns the program trainings and trainings registration and outgoing. Not the actual training in the calendar. the replays for the marketo office hours, the replays for the tips, nurturing sales process. Download content web/blog, webinar replays, workshop. And within that you see you have all the programs with a specific naming convention. So what I like to use is ML for the brand. So I've just I used to have two brands, but I just have one brand now then a small 2 letters, 3 letters. 4 letters indicating what type of campaign it is and that should be linked with you remember the channel. So here we have DLC. Or I could okay, if I missed a letter, then the date and then a friendly name. In a more complex organization, you may want to add the language. For instance, if you if you work with multiple teams around the world. So you may add the language and the team, but the name may be pretty long. if you want to, rigorously define your program naming. That's all folks. I think we did a quick tour of the setup. We saw everything. So if you need any help, if you need a help to set up correctly your Marketo, don't hesitate, I'm really happy to help you and see you next time for the next market. Bye guys.