This document provides information for an upcoming Adobe Marketo Engage User Group meeting. It outlines housekeeping rules for MUG events, including no self-promotion and requiring consent to share others' use cases. Upcoming opportunities like writing a product review on G2 are mentioned. The September MUG meeting calendar is provided. Information is given on updated Marketo certifications. Instructions are provided to sign up for Bevy, the new tool for MUGs. The agenda for the Milwaukee MUG meeting is outlined, covering chapter updates, using tokens, preparing for the Forms 1.0 deadline, and taking community questions. Attendees are notified part of the meeting will be recorded.

1. Adobe
Marketo
Engage User
Groups
Housekeeping Slides | September 2022

2. Adobe Marketo Engage
User Group House Rules
In order to ensure our MUGs stay user-focused and a safe space for members of
the Marketing Nation to learn, network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted at MUG events
• Don’t contact people outside of the User Group without their consent
• If MUG members share their use case at the User Group, please don’t share
that information without their consent

3. Upcoming
Opportunities for
Chapter Members

4. Share your Adobe Marketo Engage Experience on G2!
G2 Customer Reviews: Online ratings and reviews
platform for buyers and sellers of software and
services.
▪ Help your peers to make informed buying decisions
▪ Public outlet to be heard by your peers and Adobe
What to Expect:
▪ Survey Time: ~10 minutes
▪ Deadline: Friday, September 30, 2022
▪ You choose whether to remain anonymous
▪ Receive a $25 gift card when your review is
published.
Start your review here

5. September MUG Meetings Calendar
5
DATE MUG CHAPTER FORMAT TOPIC
9/15 Milwaukee Virtual Milwaukee MUG is BACK!
9/15 Raleigh-Durham Virtual September Meeting
9/27 Munich MUG In-person Munich MUG at Adobe Office!
9/27 Japan MUG Virtual Marketo Foundation
9/29 Houston MUG Virtual The Home Edit for Marketo

6. Need to Update your Marketo
Engage Certification?
Adobe now has 3 certifications for Marketo Engage
•AD0-E555 Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have
about 3 - 6 months of Marketo Engage training and hands-on experience. The exam is aligned to the Marketo Core
Concepts I, Marketo Core Concepts II, and Marketo Reporting and Insights courses. (Update to the former Marketo
Certified Associate)
•AD0-E558 Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers
and marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update to
the former Marketo Certified Expert)
•AD0-E556 Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and
process at the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5 years of
experience designing marketing automation using Marketo Engage.
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam guides!

7. Sign up for Bevy – the new tool for Adobe
Marketo Engage User Groups!
• Step 1: Navigate to
https://mugs.marketo.com/accounts/signup/
• Step 2: Create an account using the email associated with
your Adobe Marketo Engage Account
• Step 3: Search for our chapter (Milwaukee) and click “Join
Chapter”
Join the Milwaukee MUG
Chapter
7

8. Milwaukee MUG Agenda
12:00
12:05
12:25
12:40
12:55
Chapter Updates
Nerd Out on Tokens
Preparing for Forms 1.0
Community Q&A
Topics for next MUG
9

9. MKE MUG Chapter Updates
10
● Every other month; unless requested otherwise
● Alternating between virtual and in-person
● What topics are you interested? Fill out the
form!
● Topics and Speaker Registration Form
DATE FORMAT
11/17 In-person
01/12 Virtual
02/16 In-person
✨Recurring Meetings✨ ✨New Slack Group!✨
● Stay in touch with chapter members
● Dedicated channels to seek advice and
share knowledge
● Is there interest in an MCE Study Group?

10. Part of this MUG Meeting will be Recorded.
To ensure that we are abiding by the MUG Code of Conduct,
we are informing all user group attendees at the Milwaukee
MUG meeting on September 15th that this meeting will be
recorded and posted on the MUG YouTube Channel to
promote training, education, and future learning.
If you do not wish to participate in a LIVE recorded session,
please feel free to watch the recording at a later time, which
will be linked after the meeting concludes, and send us any
questions you may have to raven.mcfarlane@gmail.com or
Advocacy@adobe.com.
11

11. Let’s Nerd Out On Tokens
12
● Quick Overview & Best Practices
● Practical Examples
● Common Mistakes, Tips & Tricks
What we’re going to cover:

12. Quick Overview
13
Tokens are dynamic placeholders for values. They permit personalization on a mass scale while ensuring
production efficiency is maintained as organizations scale.
Let’s Nerd Out On Tokens
Personal tokens
Leverage a person or company
attribute + custom fields
System tokens
System controlled: unsubscribe
link, date/time, Forward to a Friend
— Campaign & Program Tokens
My tokens
Custom tokens built in programs or
folders.
Member Tokens
Unique values from integrated
service partners
There are 8 types of tokens that can be grouped into 4 categories:

13. My Token Types
14
Token Type Details/Use Case Notes
Calendar File Renders on emails and LPs​; limited functionality
Jun 9, 2022 Holds a date value; e.g: 2022-06-09
Insert values based on
conditions
Requires Velocity scripting knowledge​; e.g. Salutations
Numerical digits only​ Limited to 8 characters​; e.g: 18675309
Style text Insert HTML text
+20, -5, =50, etc.​ Use this token in the change score flow step
Connects to SFDC
Campaigns​
Renders in logic, interesting moments, and tasks​
Non-Stylized Text​ Plan text
Image links Display images in emails and landing pages

14. Best Practices: Top 3
15
Let’s Nerd Out On Tokens
Naming conventions should facilitate
an efficient production process.
The conventions should be intuitive
and easy to follow.
Want to up your token game?
Standardized your assets and align
your intake forms to these tokens.
Ensures standardized information
remains consistent across all
assets.
Example: {{my.Universal -
Company_Name}}
Store at the highest level folder in
Marketing Activities and name the
folder !Universal.
Be Strategic & Repurpose
Effective Naming
Conventions
Do not create unique tokens for
every variable of a program.
Example: Leveraging one
{{my.UTM Parameters}} token
across all emails.
Understand what variables will
not change throughout the
campaign.
Universal Tokens

15. Token Examples: Naming Conventions
16
Let’s Nerd Out On Tokens
Asset Name - Location in Asset Numbered - Value to provide

16. Token Examples: Campaign Flows
17
Let’s Nerd Out On Tokens
Tokenize SFDC Campaign flow steps Tokenize Scoring Updates

17. Token Examples: Campaign Flows
18
Let’s Nerd Out On Tokens
Tokenizing Interesting Moments w/transitory fields

18. Avoid the Gotcha: Updating token names
19
Let’s Nerd Out On Tokens
Changing a token name does not automatically update the token name where the token is used
If you need to change the token name:
1. Compile a list of where the token
currently is used, track progress
2. Update token references within
assets and campaigns
3. Update the program/folder level
reference

19. Avoid the Gotcha: Token Cache
20
Let’s Nerd Out On Tokens
Ever remove all references of a token only for Marketo to throw a “token is in use, cannot be deleted” error?
Solution? Reach out to MKTO support
to clear the token cache.
However, it may not resolve the issue.
Approach token creation, deletion,
and updates with caution!

20. Avoid these (soon to be) gotchas
21
Let’s Nerd Out On Tokens
Things that are tempting to do but ultimately become a PITA. | “Just because I can, doesn’t mean I should. “
– Adding styles to tokens instead of the asset*
– Subject line token for emails published to
MSI
🙃 Story time🙃
URL Protocols (https, http) should be stored
outside of the token, if hoping to track
engagements.

21. Avoid the Gotcha: Link Tracking with Tokens
22
Let’s Nerd Out On Tokens
How Marketo compiles emails helps explain how tokenized links are
tracked
How this works:
1. Email is scanned for hyperlinks (looking for https://)
2. Hyperlinks are “wrapped” in tracking information
3. Tokens are populated
Implications:
● Links cannot live in rich text tokens
● Tokens cannot be nested inside other tokens
Solution:
● remove http:// or https:// from a token value + place outside
token
* member.webinar url token does not apply to this

22. 23
Thank you!

23. Forms 1.0: Are you prepared?
24
● Technical Updates and Deadlines
● Scoping Impact + Tips & Tricks
● Asset Mitigations
What we’re going to cover:

24. Technical Updates
Upcoming October 14 deadline for Forms 1.0
Transitioning from 1.0 forms to forms 2.0
Pizza Hut online ordering in 1994…
25

25. Forms 1.0 Asset Deadline: October 14
If you have Forms 1.0, Marketo will disable them on Oct. 14. To aid in
identification, there is a forms tool, accessible by Admin:
Admin > My Account - go into the Support Information panel to note
your data center.
In the URL bar, navigate to:
App-[your data center].marketo.com/supportTools/formidentification
26

26. Forms 1.0 Asset Deadline: October 14
In the tool, you can click to Get Form 1.0 List. Your assets are returned
in a spreadsheet with links that go to the program. Save a copy and
use to explore the programs.
27

27. Forms 1.0 Assets: Mitigations
Often 1.0 forms are either old, or embedded by a team and forgotten about for a long time.
Once you find your assets, you may want to determine usage, so you could cross a smart list
with rules, filled out form in last 180 days. Do any remain?
If so, prioritize these pages and contact an engineering team or Wordpress admin if they are
embedded into an external site, to transition to a new Form ID, one that is 2.0 compatible.
Interdependencies may exist between teams, and the web team may need time to check for
the Form ID you provide. A common application may be an embedded form in an application
user interface, such as a user profile page.
Even if your forms are not getting form fills, you should still relay the list of old and soon to
be EoL form ID to a developer and provide an alternative, or suggest redirect and archival of
the page. If the form will not be working, there is no use having a page online using it.
If built in Marketo, your tasks are a little less intensive, but you should still aim to test all
workflows and transitions, especially if you spot any pages such as an Unsubscribe Page,
using forms 1.0. 28

28. What Form ID is this page using?
A frequent question from stakeholders is to “change the form on x page”. It may
be a page that is not even built in Marketo.
Navigate to the page, and select F12. From the Developer Tools in your browser,
press the source tab, then Control+F and search “form id”. You can do this with
Landing Pages as well, “lpId”. Sometimes search of “mkto” works depending on the
embed codes used to isolate form id (two examples below):
Now open your Marketo instance and delete everything in the URL up until the #
mark. After the #, enter FO if form, or LP for lander, and the value from earlier.
This works with Forms 1.0, as well as Forms 2.0. 29

29. Archiving the Page
Are the LP and form old and crusty? You can choose to Archive the
entire program by right clicking the program to discover and deactivate
all assets first, then move to an archive folder.
If you decide to archive, consider what redirection you’ll maintain in
the Marketo instance, and set a 301 redirect:
https://nation.marketo.com/t5/product-discussions/how-can-you-
create-a-301-redirect/m-p/95363#M57997
Common gotchas: Is there a SFDC campaign that needs an uncheck
from Active and expire? What about any Wordpress page redirects?
Did you check program tokens for any related web pages (on demand
links, for example?)
30

30. 31
Thank you!

31. Community Q&A
32
Have Questions? Let’s hear your challenges!

32. Next MKE MUG Topic?
33
What topics do you want to learn more about?
Potential Ideas:
● Data management and targeting
● Troubleshooting marketo - sfdc sync
● Project Management BP