Marketo

We’re building out an account-based referral program for a client. The program lets people invite colleagues to in-person events. It’s like “Forward to Friend” on PEDs.   An email preview needs to accompany the referral form, and rather than the huge time suck of manually creating thumbnail images, we realized the standard “View as Web Page” (VAWP) would be perfect if we could get it into an <iframe>: Turned out to be net-easy — though, as with many such projects, 10% harder than you might think!   Set up the HTML and CSS First, the <iframe> and some critical styles and attributes: <style> iframe#emailWebView { pointer-events: none; user-select: none; } </style> <iframe id="emailWebView" scrolling="no" tabindex="-1"></iframe> The HTML attributes scrolling and tabindex, together with those two CSS “event neutralizing” styles, make the <iframe> behave like a static image so it can’t be accidentally clicked or selected.*   Se

Missed Adobe Summit 2025? No worries! In our recent hands-on lab, marketers explored the new email designer in Adobe Marketo Engage, powered by AI and the Content Accelerator. This tutorial will guide you through the same steps to create modern, personalized emails quickly, perfect for engaging B2B audiences. We’ll take on the role of email marketers at Bodea Inc. Let’s get started with this quick, step-by-step guide!   What You’ll Need Access to Adobe Marketo Engage (log in via your Adobe Experience Cloud account). A goal: We’ll create a promotional email and a thank-you email for Bodea Inc.’s event platform.   Step 1: Create an Email Template Let’s create a new email template using the new email designer. Navigate to Email Templates [New]: In Marketo Engage, go to Design Studio > Email Templates [New] and click "Create New" button. Select an OOTB Template: After you give it a name “Bodea-Email-Template”, add a description like “Bodea Inc email template” and click “C

This blog post aims to demystify the “Person is Pushed to Marketo” trigger and clear up what it is, why you might want to use it, and show you how to use this trigger.     Explanation   A lot of people incorrectly assume that the “Person is Pushed to Marketo” trigger will fire when a lead syncs from your CRM to Marketo. This is NOT the case. The “Person is Pushed to Marketo” trigger and “Person was Pushed to Marketo” filter will ONLY run when the Push Lead to Marketo API call is made.   As shown in the API docs the “Push Lead to Marketo” API request can be used to upsert a lead i.e. create a new lead or update an existing lead, with field values specified in the body of the request. This API request can be used for lead capture events e.g. when you have a non-Marketo form you can send the lead information to Marketo using this request.   Body of the “Push Lead to Marketo” API request The “programName” and “input” parameters must be specified in

California’s CCPA and CCRA require opt-in to share or sell personal data, so make sure you offer that setting alongside your existing cookie options. If you happen to use OneTrust, here’s how that looks:   That’ll store the setting in OneTrust’s internal database and in their local cookie, but how do you push it to Marketo when the visitor becomes known?   It’s undocumented but turns out to be really simple.   First pass: Decode the cookie as if it’s a query string The OneTrust cookie is called OptanonConsent. It has a predictable, standard encoding: exactly like a URL query string or application/x-www-form-urlencoded request.   Here’s an example OptanonConsent cookie value (yes, the whole thing is the value of a single cookie): isGpcEnabled=0&datestamp=Sat+Jan+13+2024+20%3A24%3A04+GMT-0500+(Eastern+Standard+Time)&version=202308.1.0&browserGpcFlag=0&isIABGlobal=false&hosts=&consentId=5c7582be-217

Did you get a chance to attend Adobe Summit 2025 in-person or virtually this year? In case you missed it, several exciting new features were shared at our product sessions and labs. Check out some of the recordings below, now available for you to watch on-demand. From Marketo Engage roadmap innovations to customer-led best practices on our latest enhancements, you're sure to find a topic that applies to you!   Session Title Session Description On-demand Link Marketo Engage and Journey Optimizer B2B Edition Roadmap and Innovations Discover the future of marketing automation and revenue marketing with our Adobe Marketo Engage and Adobe Journey Optimizer B2B Edition product leaders. This session will unveil key innovations in B2B marketing automation with a focus on generative AI, data-driven strategies, and enhanced customer journeys. Our roadmap includes powerful new features that allow marketers to move faster with new AI-powered content, optimize workflows with deeper

tl;dr: if a URL’s query params all start with utm_, you do not need to separate them with &. Use the simple &.   Using & when it’s not required is harmless. But it’s not really best practice, since it makes links harder to build by hand and harder to read.   On the other hand, if you use params other than utm_*, might as well stick with &. Knowing exactly which names/prefixes require & is tricky, as we’ll see below. And if you use a URL builder that automatically spits out & that’s fine.[1]   Why you don’t need it with utm_ params & is the HTML-encoded form of &. You need in only one case: when the characters that follow the & would otherwise be confused for one of HTML’s named or numeric entities. This is not the case with with utm_ params because there’s no named entity &u, &ut, or &utm. (Named entities only contain letters, so once you get to _ you can stop worrying.) &n

Say you have an LP section like this: <div id="intro"> Good to see you back, {{lead.First Name}}. You can still benefit from intro pricing if you sign up before June 1st. </div>   The LP is public, so some sessions will be anonymous and {{lead.First Name}} is empty. Heck, even if the session is associated with a known lead, if you don’t know their First Name you don’t want to fall back to “friendo” or anything.   So the whole section must be hidden if {{lead.First Name}} comes up empty.   You can do this using just CSS, no JS required! First, put a <span> around the token: <div id="intro"> Good to see you back, <span id="name-token">{{lead.First Name}}</span>. You can still benefit from intro pricing if you sign up before June 1st. </div>   Then use this CSS: #intro:has(#name-token:empty) { display: none; }   CSS :empty selects elements that are completely empty, including whitespace (a.k.a. have no Text nodes) wh

Since people now live in Slack, the out-of-the-box email alerts sent by Marketo are outdated and notifications need to be sent to Slack for the most timely follow up from Sales and Marketing teams. In this post I will walk through the Marketo Slack integration where webhooks from Marketo are sent to Slack containing the message to be shared in a direct message or a channel.   If you want to learn how to set up webhooks in Marketo, see different use cases, and how to troubleshoot issues then check out the Webhook Guide with Examples.     Why would you want to Integrate Slack with Marketo?   Slack has become the dominant internal communication tool within may companies with email falling into the shadows, inboxes going monitored, and unread email count growing. We want to make follow-up from our Sales and Marketing team as convenient as possible a) so that they actually do it and b) they can follow up on these notifications as soon as possible.   Therefore,

Marketo uses exact string comparison (case-sensitive and accent-sensitive) to determine if fields have changed. Overall, this is great: otherwise, we couldn’t use enrichment/normalization APIs!   One side effect is not-quite-real changes to fields like Email Address (which teeeeechnically is case-sensitive but must be treated as case-insensitive) are treated the same as major modifications:   Likewise for case changes to First Name or Last Name, or accent adjustments like “Rege-Jean” to “Regé-Jean.” To be clear, it’s not that these changes aren’t significant[1] and obviously they must be saved to the database. And logging individual changes is harmless anyway, resource-wise.    It’s unnecessary bulk changes of this sort that are a problem because they increase sync latency. One of our clients had an enrichment service upper-casing thousands of values every day, only for SFDC to switch back to the original values due to permissions. What

As many of you have read or have heard, Gmail and Yahoo has issued a variety of new sender requirements starting on February 1, 2024.  Many of the initial requirements revolve around ensuring messages are properly authenticated with SPF/DKIM/DMARC, as well as compliance with Spam Complaint rates.   One of these requirements include the support of One-Click List-Unsubscribe as defined in RFC 8058.  This requirement was pushed out to June 2024 for both Gmail and Yahoo.  What this means is, starting in June 2024, all Bulk senders are required to support One-Click List-Unsubscribe which includes having the presence of the following in their marketing messages:   List-Unsubscribe-Post: List-Unsubscribe=One-Click List-Unsubscribe: <URL Unsubscribe>, [optional <mailto:>] The URL unsubscribe in the List-Unsubscribe: Must not direct a customer to a preference page Support receiving a HTTP POST response back from the receiver Process the HTTP POST respons

The sheer audacity of 3rd-party form trackers (conversion pixels, enrichment services, attribution libraries) is amazing. “Don’t worry about telling IT,” they’ll say. “It has zero side effects, just drop it onto every landing page.”   Now if their code is correctly detecting and using the Marketo Forms JS API, that’d be reassuring. But in reality, most use a Marketo-ignorant — and for that matter, Marketo-competitor-ignorant — approach. They look for <form> elements in the page and at least try, to varying degrees, to listen for native DOM events (focus, change, submit) without disrupting the final outcome.   This approach can easily fail. Take a certain social media conversion tracker that was causing every Marketo form to submit twice with the same data: This naturally messes up all kinds of Smart Campaigns, and even creates duplicates[1] for net new leads.   How did they screw up? Here’s a trimmed-down equivalent of their code: htmlForm.addEventListener("subm

Anyone who has used Marketo’s inbuilt lead nurture programs knows how limiting they can be when it comes to customizing when emails can be sent and under what conditions. In this blog post I will show you how to customize your lead nurturing to allow you to gain full control over when emails are sent and under what conditions.   Before you start sending emails to your leads you should check out the Email Template Quick Start guide to make sure that your emails are looking amazing and that they are easy to create and modify so that building your lead nurturing cadences is a breeze.     Default Nurturing Program   The default lead nurturing program consists of streams that are populated with emails. A lead will be entered into the nurture program and assigned to a particular stream so that they will receive the emails from this stream.   Email streams in a lead nurturing program   A good example of where you would use different streams is for

TLDR There is no major impact to the MSI experience with the upcoming Locale format change from JDK to ICU. However, you may see an error in MSI because some of the API versions are out of date. The errors you are receiving with the MSI package are because is because it might be using an API version older then 45. The latest MSI package (2.6) uses API version 50, upgrading to this package will resolve the errors.   Salesforce is deprecating the JDK Locale Formats and forcing a migration to the ICU Locale Formats with the Spring '25 Salesforce update. However, if the Salesforce instance contains Apex classes, Apex Triggers and Visualforce pages that don't meet the minimum required API version 45.0, the administrator will receive an error message saying the upgrade has not completed fully and that ICU locale formats will not be enabled.   The MSI package 1.9 contains Apex classes below this API version, and therefore customers with this installed will receive the error m

Standard ask: “Can we ‘prime’ a form with selections based on the query string?”   That is, if the query string includes “GC5000 series” and “GC3000 series,” check those boxes automatically, letting the user change those selections if desired:   We sure can, with a few lines of JS! The question is what does it mean for a query string to “include” multiple field values?   The standards-based way: multiple params The standard[1] — and strongly recommended — way is to include the same query param multiple times, clearly indicating a multivalued param: productInterest=GC5000+series&productInterest=GC3000+series   Frustratingly, lots of people don’t know about that, probably because their URL parser is poorly written and doesn’t understand it. But since URLSearchParams is available everywhere now, that’s no excuse: const currentURL = new URL(document.location.href); const initialProductInterest = currentURL.searchParams.getAll("productInterest"); // initialProduct

Much of MOps is explaining why things that seemingly shouldn’t happen (a) clearly are and (b) with good reason.   Case in point: it’s possible for a Contact’s fields to stop updating from Salesforce ➞ Marketo and vice versa, while that Contact’s new campaign memberships continue to sync to Marketo!   Why? Because SFDC Sharing Rules, as shown here... … don’t pertain to the Campaign Member object, which as you probably know is the junction object/cross-reference between Contacts and Campaigns.   This can lead to undue panic, where you might worry Marketo doesn’t have access to SFDC fields, or Last Modified Date is out of whack, or other wrong turns.   If you right-click and force Sync to SFDC in these cases, you’ll see an error in the Activity Log about being unable to reach a previously visible sObject, while Added to SFDC Campaign comes through fine. Needless to say, if someone’s being added to campaigns you expect to use in Marketo, they should be made visib

Hello there,   I'm reaching out with an important update regarding the Marketo Engage Career Connect job board. After careful consideration, we've made the difficult decision to discontinue this service, effective Tuesday, March 20th. We understand that this news may impact many of you who have relied on this resource for career opportunities.   First and foremost, I want to express our deepest gratitude to everyone who has used Career Connect to advance their Marketo-driven careers. Your engagement and trust in this platform have been invaluable, and we're truly appreciative that it has been an important career resource for many of you. As we move forward with this transition:   We will be contacting all users with Career Connect accounts, including both candidates and employer profiles. Following the shutdown, all associated Career Connect domains will redirect to the Marketo Community.   If you have any questions about the shutdown process or need assistan

Hello, San Antonio Marketo enthusiasts!   We have some exciting news to share with you! After a break, we are thrilled to announce the official restart of the San Antonio Marketo User Group. And not only are we restarting, but you’ll also get to meet two of the current Marketo Champions at the event!   Join Us for a Night of Networking and Knowledge!   We’re inviting all San Antonio Marketo users to come together for an evening of meet and greet, networking, and Q&A. Whether you’re a seasoned pro or just starting out, this event is for you. Bring all your questions, challenges, and ideas, and let’s tackle them together.   Event Details: Date: March 12, Wednesday Time: 6pm-8pm (CST) Location: Buffalo Wild Wings, 5860 De Zavala Rd, San Antonio, TX 78249 Enjoy Some Delicious Wings!   To make the evening even more enjoyable, we’ll be serving up some delicious wings and refreshments. It’s the perfect setting to relax, connect with fellow Marketo user

“We’re seeing duplicate GTM Data Layer updates for a single Marketo form fill,” read the trouble ticket. “Sometimes even 3 or 4 updates.”   My mind went to adding multiple onSuccess listeners. Sure enough, they had a setup like this: function gtmAfterSubmit(submittedValues){ dataLayer.push({ event: "marketoFormSubmit", form: submittedValues.formid }); }); MktoForms2.whenRendered(function(mktoForm){ mktoForm.onSuccess(gtmAfterSubmit); });   Spot the problem?   It’s the use of whenRendered, which fires every time form elements are injected by Visibility Rules. They had some VRs in place (Country ⮕ State dependency, business vs. personal fieldsets) so the form rendered more than once. Each render meant another gtmAfterSubmit() pushed onto the onSuccess stack. Once the form submitted successfully, they all ran.   The fix is to use whenReady. To be clear, whenRendered is key to a lot of custom form behaviors — we more often see people use whenReady whe

Curated by @zoe_forman & @ilona_buteneers    Introduction The Marketo platform is migrating to the Adobe Experience League platform, and with this comes an important change: the move to Adobe's Identity Management System (IMS). This migration will soon be coming to your Marketo instance. This move aims to streamline your experience and integrate Marketo more seamlessly with other Adobe products. This post will walk you through the key benefits, offer tips for a smooth transition, and explain the migration process.   Why Migrate to IMS? The migration to IMS offers several key benefits: Unified User Management: Manage your Marketo Engage subscriptions and users within the Adobe Admin Console, alongside your other Adobe products. Easy Switching Between Organisations: Seamlessly switch between different organisations. Single Adobe Identity: Sign in with one Adobe ID across all Adobe products and the Marketo community. Centralised Support: Access support,

Managing multiple email addresses within Marketo can be tricky, but it's a common challenge in many marketing automation strategies. Often, prospects or customers have alternate email addresses for different purposes (e.g., work and personal emails), and managing them accurately is essential to creating meaningful and personalized marketing experiences.   However, challenges arise when replacing the Primary Email Address with alternate emails, leading to record invalidation and unreliable reporting. To address these issues, we should develop a scalable solution to track, validate, and manage invalid email records efficiently. Common Challenges Invalid Lead Records: Marketo marks the entire lead record as invalid if any email hard bounces, making it difficult to pinpoint the exact cause. Lack of Email Tracking: No visibility into which specific email field caused the invalidation. Compromised Email Campaigns: Marketo’s standard email field is used when executing targeted camp

When we heard a client’s Marketo forms weren’t showing for users of AdBlock Plus, our first thought was they were embedding forms using the old marketo.com domain, which is blocked by privacy plugins.   But no, that wasn’t it: the forms were on Marketo LPs, not embeds, and they were using a proper LP domain. (Also, for the record, AdBlock Plus doesn’t care about marketo.com. Only Firefox Tracking Protection and equivalent plugins care about that.)   So what’s the deal? Well, here’s what you see in the console in Chrome:   Pretty standard, just means a 3rd-party plugin did the blocking. Looking at the AdBlock-injected console tab shows the deeper reason:   Now that’s interesting. See, the client is a media company, so naturally their B2B product is ad time. Their LP domain is https://ads.examplemedia.com, which fits the business.   Problem: AdBlock Plus, uBlock Origin, and other plugins use the EasyList crowdsourced database to determine what’s an ad. And th

It's 2025. Marketo is already through exciting upgrades — Dynamic Chat, Interactive Webinars and the upcoming Email Editor 2.0 with GenAI integrated into it. As we get ready let's revisit some classic features. General capability of Marketo   Audience Management: Handle large databases and run campaigns for specific segments. Campaign Building: Create unique funnels, nurture programs, and event-based campaigns. Content Creation: Build landing pages, emails, forms, and personalized experiences at scale. Automation: Set up auto-responses, workflows, and operational programs to save time. Data Flexibility: Easily upload data and connect with other platforms through integrations. Experimentation: Incorporate A/B testing, split sequences in nurture flows, and experiment with intricate workflows. Customization: Design workflows with unique logics to suit your goals 1 LIST UPLOAD Well begun is half done.   This is one of the key methods to acquire audience. The way l

All the great articles about implementing a custom sync rule in one location. Enjoy!First, what is a custom sync rule? A custom sync rule can be used to keep specific records from syncing with Marketo. For example, if you have a lot of records without an email address it is recommended not to have them sync to Marketo.   "Sync with Marketo" mysteries part 1 by Grégoire Michel "Sync with Marketo" mysteries part 2 by Grégoire Michel Greg's articles go in-depth about how the custom sync rule works.   Finally, here are my instructions for creating a custom sync rule in SFDC including step by step instructions.   Step 1 - Create the field for the Sync Rule in SFDC (Lead and Contact Object). Make sure you map the two fields together. Make the fields visible to Marketo. Check in Marketo to see if the field appears. The field in Marketo should be mapped to both the SFDC Lead and Contact Object fields. (Marketo Admin => Field Management)   SFDC Field Example = Sync with M

In the May 2021 Adobe Marketo Engage product release, a new feature called Executable Campaigns was released. This feature is similar to the request campaign/campaign is requested feature in that you must have a parent (requestor campaign) and child (requested campaign), however the main difference is in an executable campaign, the requested campaign must finish before the next flow step runs.  This is a huge improvement to the campaign is requested feature because you will now be able to control and wait for certain actions to take place.  Additionally, you’re also able to pass tokens from the parent campaign into the executable campaign. This feature is extremely helpful for scoring programs or updating data based on a triggered action.    In this blog, we'll demonstrate how to leverage request campaign, campaign is requested, and executable campaign for setting up a new lead processing program. Along the way, we'll highlight key benefits, differences, and limitat

Our latest take on a UTM attribution library manages hidden fields on Marketo forms, raw HTML <form>s, and a couple of other form types.   That means switching between different APIs: if( type === "marketoForms2" ) { // call form.addHiddenFields() } else if( type === "genericHTML" ) { // upsert `<input type="hidden">` and set value } else if( type === "otherLibrary" ) { // use that library’s JS API }   Admittedly, the easy way is to require a type hint, like: updateHiddens( { form: obj, type: "marketoForms2" } );   Or maybe just: updateHiddens( { marketoForms2: obj } );   But those are extra work for the end user, and I was sure the library could figure out on its own, letting you do: updateHiddens( obj );   Adding more requirements to be flexible-slash-professional: must work across Window objects — that is, a Marketo form in a child IFRAME must be detected as well cannot rely on HTML attributes like class="mktoForm" or id="mktoForm_*" bec