In the dialog, select Score in the pulldown. Click Change

Your integer field will now be available in the Change Score flow step.

FINDING ALL FIELD NAMES WITHIN MARKETO

You can export a list of all your Marketo fields from the Field Management portion of the UI.

Go to the Field Management page of the Admin section. You must have Administrator permission in Marketo to open this page.

Click the Export Fields button in the menu. Soon after, you'll be prompted to download a spreadsheet of your fields; that spreadsheet has your list of fields and their names for use with the Munchkin JavaScript API.

Alternatively, you can get a list of your fields by exporting leads from your lead database; the fields will be the columns in the exported list.

CREATING A CUSTOM TAB FOR A LEAD

If you find yourself digging through the lead detail tabs trying to find the same information over and over, the custom lead detail tab offers a quick solution to end your searching.

First, go to the Field Management portion of the Admin section. Choose the Custom Layout Designer tab.

The custom lead detail page has two columns represented by the dotted boxes.

Create your custom view by dragging fields from the palette into either of the columns on the left.

When you're done, open up a lead detail page. It will open to your custom tab by default.

If you need to delete a field from your custom view, right click it in the Custom Layout Designer and choose Delete in the menu that appears.

LEAD DATABASE SMART LISTS

A Smart List answers questions in the form of, "who are all the leads that...?" For instance, you may want to see all leads from California or all leads who filled out a certain form.

Smart Lists are dynamic so that the list membership is always up to date. If your Smart List shows you California leads, then it will always be up to date with all your California leads; you don't need to do anything to find new California leads.

Smart Lists saved so you can reuse or edit them later. In fact, Smart Lists are used throughout the Marketo Lead Management application. Understanding Smart Lists is essential to

mastering Marketo's functionality.

Go to the Lead Database, then look at the top of the tree for the System Smart Lists. These are Smart Lists that Marketo provides to you out-of-the-box.

Click on any of those to view the list members. The lists are:

List name Shows...

All leads All leads and contacts

Unsubscribed Leads Leads who chose not to receive your emails, maps to SFDC opt out Marketing Suspended Leads who you chose not to receive your marketing emails

Blacklist Leads who will not receive any emails

Bounced Email Addresses Leads with an undeliverable email address or hard bounce

Deleted in Sales Leads deleted in your CRM

Possible Duplicates Leads who might be duplicated in Marketo and your CRM Smart List Interface

In the tree, click on the Unsubscribed Leads list. When the list loads, you'll see all leads who opted out of receiving your emails. This is the list view for this Smart List.

Notice the Smart List indicator at the top right of the list. This shows you that this is a filtered list. To view the filters in detail, click that indicator or the Smart List tab at the top of the list.

A Smart List is made up of filters that pare down your leads based on their criteria. In this list, we're looking for all leads with their unsubscribed flag set to true. This Smart List isn't editable;

you can view the System Smart Lists but cannot change them.

Making your own Smart Lists

Filters, like the Unsubscribed filter above, look at a lead's fields and history to help you target the right set of people. Filters fall into one of three categories:

 Behavior - Actions the leads take including web page visits, form completion, or email opens

 Demographics - Fields from your CRM including job title, company, and location

 Metadata - Other lead characteristics including list membership and creation date Filters can be mixed together to create your own Smart Lists.

Let's create a few Smart Lists to understand how they work:

 Find all leads from California

 Find all leads from California and New York

 Find all leads from California and New York in the technology industry

Creating a Smart List

Open the New menu and select New Smart List.

In the Add New Smart List dialog, enter a List Name. Let's call this list "CA Leads." Then click Add.

The Smart List will open automatically.

Introducing the Palette

Look at the Palette on the right; it shows you the list of all filters you can add as search criteria for the Smart List. To the left is the Canvas where you'll assemble your filters.

To quickly find a filter, start typing its name in the Find... box at the top of the palette. Try typing "state" in the Find... box. You should see the "State" filter under the Company Attributes folder.

Drag and drop the "State" filter from Palette to the Canvas -- the dotted box to the Palette's left.

When you're done, your Smart List will look like this:

Take a closer look at the input boxes in the filter. These control how the filter works -- one for the match criteria and one for the search value.

The match criteria are:

Match Criteria Returns leads who...

is Exactly match that state

is not Do not exactly match that state

starts with Have a state that starts with the given value

not starts with Have a state that does not start with the given value contains Have the given value anywhere in the state field

not contains Do not have the given value anywhere in the state field

is empty Do not have a state

is not empty Have any state For now, leave "is" as the selected criteria.

The "Select..." box is where you type what you're looking for. If you start typing, the

autosuggest will show you matches for that value. Type "c" in the box and see how it returns all state values that have "c" in it.

Pick CA in the list.

Your filter should look like this when you're done:

Click the Leads tab. You'll see all leads who match the filter criteria in the list. Also note that the Smart List is shown at the top of the list and the total number of leads at the bottom.

Multiple Values

Now let's find all leads who are in New York and California. In the tree, right click the Leads in CA list and pick Clone List. By cloning a list, you can make a new list with a copy of the original list's Smart List.

Call this list "Leads in NY and CA" and create it.

When the Smart List opens, note the green + in the state filter's Select... box. This lets you know that the filter accepts multiple values. Click on the + to enter the values:

The Multiple Value Chooser dialog will appear. This lets you enter multiple values in a single filter. You can either

 Type or paste values in the Selected Values box separated by enter

 Pick values from the "Select..." box (just like in the filter) then click Add >

Add NY and CA to the Selected Values field by either method. When you're done, it should look like this. Click Ok when you're done.

Your filter should look like this when you're done.

And when you click back to the grid view on the first tab, you'll see your new Smart List results.

Multiple Filters

Now let's see how you can use multiple filters in a Smart List. Multiple filters in a Smart List can work in one of two ways -- either show the leads who match all the filters (AND) or show the leads who match any single filter (OR).

You can toggle between the two with the filter rules option at the top of the list.

Clone your NY and CA Smart List; call the new one "Tech Leads in NY and CA." For this Smart List, we want all rules to apply, so let's leave it on All Rules.

Find the "Industry" filter in the palette. Drag it into your Smart List, then pick "Technology" in the Select... field.

Your Smart List should look like this when you're done:

And when you go to the leads grid, you'll see only the leads from California and New York in the Technology industry.

If you go back to the Smart List and change it from ALL filters to ANY, you would get a list of all California and New York leads as well as all Technology industry leads.

Constraints

Some filters come with Constraints -- extra limitations that you can impose on the filter. For example, you might want to see a list of visitors who came to your website in the last

week. Here’s how to build it.

Create a new Smart List called "Web visitors in the last week."

In the Palette, find and drag in the "Visited Web Page" filter. Let’s use any web page – change

"is" to "is any."

Click the Add Constraint button. You’ll see the constraints available on this filter.

Not all filters have constraints; those that do have constraints usually have:

 Within time frame: find matching events between today and a while ago

 Min. Number of Times: if the event happened fewer times, don't show the lead

Other constraints are specific to the filter you’re using. For example, the Visited Web Page filter lets you constrain the results to leads with a client IP address, query string on the URL, referrer, browser, search engine, or search query.

For this smart list, let’s constrain the Visited Web Page filter to show only leads who visited in the last 7 days. In the Constraints menu, click "Within Time Frame" and type "7 days" in the box that appears.

Now go back to the first tab and see which leads have visited your website in the last week.

Organizing Smart Lists in Folders

By default, new Smart Lists are placed in the Lead Database under the folder where you created them.

As you create more Smart Lists, you should organize them within folders. For example, you might want a group of Smart Lists for tracking leads with key web activities or for searching leads by region.

To create folders for your Smart Lists, right click the My Smart List folder and select New Folder.

The new folder will appear. Give it a name and hit enter.

Now you can drag and drop other Smart Lists or folders into the folder. To create a new Smart List in that folder, right click the folder and choose New Smart List in the menu.

Smart Lists throughout Marketo

Smart Lists are used all over the place in the application:

Reports -- Smart Lists are used to segment the reports in the Analytics section of the

application. For instance, you can look at email statistics for leads within a certain sales rep's territories. You'll learn how to do this in the Analytics section of the QuickStart.

Campaigns -- Smart Lists power batch events (like mailings) and triggered events (like auto-responders) in Smart Campaigns. Later in the QuickStart, you'll use Smart Lists to create Smart Campaigns just like those.

Other Smart Lists -- You can re-use Smart Lists in other Smart Lists. This is useful if you're frequently reusing the same Smart List criteria. Drag on the "Member of Smart List" filter and pick the Smart List in the pull-down. Depending on whether you pick "in" or "not in," only those people will appear in the results.

LEAD AND FLOW ACTIONS

This article explains how to perform a number of flow actions on leads.

Flow actions are changes that can be applied to one or more of your leads. For example, you can send an email to a set of leads or add leads to a static list. You can take these actions on one, several, or all leads in a list in the Lead Database or leads who qualify for a Smart Campaign.

Using Flow Actions

Open any list of leads in the Lead Database. Then select the leads you want to affect. To select:

Selection Selection Method

An individual lead click that row

All leads in a list use Select All in the menu bar

Several consecutive leads select one lead (click), then hold shift and click the last lead Several non-consecutive leads hold control, then click the leads

Pick any number of leads. When you're done, click Lead Actions and open the Flow Actions submenu. This is the list of actions you can take on the selected leads. You can also open this menu by right clicking any lead in the list.

If you go to a Smart Campaign, you'll see a similar list in the palette of a Flow tab:

Flow Actions Explained

The actions in the Lead Actions in the Lead Database versus the Flow Actions in Smart Campaigns are almost identical. Here's what they mean:

Action Description

Add to List Add the selected lead(s) to a static list Change Data

Value Change the value of a single field for the selected lead(s) Change Owner Change the lead owner for the selected lead(s)

Change Score Change a score value, such as the Lead Score, by increasing it ("+5"), decreasing it ("-10"), or setting it to a specific value ("=30")

Convert Lead Convert the lead(s) to contact(s) and, optionally, change the lead owner Create Task Create a task in your CRM for the lead owner

Delete Lead Delete the selected lead(s) from Marketo. If you set Remove from Sales to true, you can delete the lead from your CRM as well

Delete Lead From Sales

Delete the lead(s) from your CRM. To delete the lead from Marketo as well, set Delete from Marketo to true

Push Lead to

Sales Push a lead to your CRM. Use the Assign To field to select the lead owner Remove From

Flow

Remove a lead from a campaign. This will remove the lead from all campaigns containing the exact phrase you enter

Send Alert Send an alert email to the lead owner and/or other individuals with information about key lead activities

Send Email Send a Marketo email to the selected lead(s)

Wait Pause before executing the next flow step. This is available only in the Flow of a Smart Campaign

The Lead Database has additional actions you can take:

Action Description

View Lead Details Open the Lead Detail view for the selected lead Merge Leads Combine the selected leads into one lead

New Lead Under the New menu, create a new lead with name, email, and company name

(double click a row)

Open the lead's Lead Detail page

Preview Email in a Flow Step

If you're using the Send Email flow step, you can open the email for preview from the flow step by clicking the email icon at the right of the pull-down:

DATA MANAGEMENT

It is common that customers come to Marketo with duplicate leads and data with inconsistent formats. One of Marketo's strengths is its ability to help you understand and clean up your data. In this section you will see many ways to segment and act on your database.

Duplicates

Duplicates can be a serious problem for your marketing and sales teams. If you have a duplicate lead, then the sales rep may be looking at one version and Marketo is updating another. Getting rid of your duplicates is a key to making the flow between sales and marketing smooth.

Let's Try It!

Follow the steps in this section to search for duplicates in your Lead Database.

Login to Marketo and click the Lead Database tab at the top of the screen.

On the left-hand column, click Possible Duplicates.

The grid appears on the right in about 5-15 seconds. These are called Smart Lists. They work very quickly and give all kinds of information. We will discuss them in more detail in the "Using Smart Lists to Organize your Leads" step.

Check out the number of duplicates at the bottom right. This is a real indication of the number of duplicates that you have in Salesforce.

Click the Email column head in the Lead database grid. Notice the menu that gives you the ability to sort.

When you sort, you will see the duplicates next to each other.

WORKING WITH DUPLICATES

Salesforce.com does not automatically de-duplicate leads; when Marketo syncs with Salesforce, Marketo will put those duplicates into your Marketo database. Thankfully, you can easily find and fix these duplicates.

This is an important issue; using a Marketing automation system means that you will be updating a specific lead. If you update one lead and the sales rep is looking at the duplicate, the sales rep will miss those updates.

When a new lead enters Marketo from a form being filled out or from an Import, Marketo automatically searches for a lead with the same email address. If that lead exists, the lead is updated instead of creating a duplicate.

Selecting multiple leads

Select two leads that have matching email addresses. You can do this by holding the "control"

key down while clicking on the two different leads. (You can merge more than two at a time, but start with two.)

Tip: Sometimes clicking too fast will make the grid select incorrectly. Click slowly for better results.

When you have two rows selected or highlighted, click the Merge Leads button in the toolbar.

The Merge Dialog

A dialog will appear showing you all the fields that differ between the two leads. You need to

In document Marketo Lead Management. User Guide Version 1.0 (Page 52-92)