Marketo Administration Instructions

Marketing Rockstar’s Guide to Marketo
Administering Marketo


By Josh Hill. © 2012-2013Josh Hill. All Rights Reserved. http://www.marketingrockstarguides.com

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Chapter 1. Administering Marketo

At a Glance
Overview

3

Login Settings

5

Users & Roles

7

Integration Settings

22

Chapter Review

47

Recommended Resources

48



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Overview
This section is for Administrators. If you are not an Administrator on your Marketo instance, you can skip this
section.
As the Administrator, you have the power to do anything, including grant new users access. Use this power wisely,
especially if you are new to being an Admin. Understanding how Roles and Users work together is important to
maintaining the security and integrity of your database.

Why is security important?
If you have a Creative vendor, perhaps you want to let them upload HTML code. But do you really want them to
have access to your valuable contact database? Do you really want the new guy or your intern to have the power to
delete campaigns or data? No, you don’t. So assign them to a limited role until you are comfortable with their skills.

Understand Marketo Better
As an Admin, you will be charged with fixing things should they go wrong or adjusting system wide settings.
Walking through the Admin tools will help you understand why things in Marketo work the way they do.

Review of the Admin Section
Let’s become familiar with the Admin module. Once you click on the upper right button Admin, you will see a tree
like this one.
My Account: change your password or username/email.
Login Settings: system wide login constraints.
Users & Roles: User setup and Role Setup; delete or create users.
Location: your instance’s system time.
Smart Campaign: restrict campaigns over a certain number of leads.
Email: email defaults for entire system; default unsubscribe footer.
Field Management: manage fields and create custom fields: experts only.
Salesforce: adjust SFDC sync options and user.
Sales Insight: turn on SI.
Landing Pages: CNAME and other defaults.
Munchkin: code for your website to track users.
SOAP API: security token.
Event Partners: add usernames for webinar providers.



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Data.com: enter in Jigsaw.com username.
Tags: manage custom Program channels.
Webhooks: manage third party connections.
Treasure Chest: beta test new features.

You may not see every setting depending on Treasure Chest or your licensed instance. Before you begin the sync
with Salesforce, you will want to login to Marketo, then go to Admin> Users & Roles to secure your instance
and then assign users.



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Login Settings

These indicate the system settings for all users.
The defaults are ok, however, if your firm has minimum standards on passwords, you should use those. I
recommend:
Minimum Length: 8 characters since this is more common now
Lower or Uppercase = True (can have either)
Numb3r = True (must have at least one number)
MiXed CaSe = True (must have at least one lowercase and one uppercase letter)
Special Ch@racter = True (can use !# etc)
Expiration = 6 months or less



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I know the expiration is often Never, however, consider doing this as often as your network password changes to
help prevent breaches from spilling over to Marketo or to prevent past employees from gaining access later on.

IP Restrictions – restrict access by IP address to limit potential issues. (allowed, blocked)



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Allow = grant access to specific IPs or ranges
Block = block any access to the system from specific IPs
Unless you are forcing use of VPNs for all work by remote users, restricting IP access is unnecessary. If your
network team asks you to restrict access to certain IPs that can be helpful if a hacker is attempting to gain access.

Email Link Expiration lets you expire direct links to lead data in Marketo; these are links generated by Marketo.

Users & Roles
Roles are the only way to control access each user has to different parts of the system. For the sake of this chapter,
we assume you have 1 Workspace and 1 Partition.

Default Roles
When you first sign with Marketo, Customer Enablement will send you a new username invitation; you will be
assigned the Admin Role will full permissions. Logging in will require you to reset your password, and then you are
free to begin.



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The default Roles are:
Admin
Standard User (all but Admin)
Marketing User (all but Admin)
Web Designer (Design Studio only)
Analytics User (Analytics only)



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A Role determines the level of access you grant to a User. You can also create new Roles, as your business requires.
I highly recommend reviewing the Roles and User assignments every few months or after your team changes. While
you can keep the defaults, I find that Standard and Marketing User are too lax as is Web Designer.

The Role – Access Hierarchy
Click on the Marketing User role to view its access permissions.



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This is an access hierarchy where checking a section header grants access to lower level tools. Thus, if you want to
restrict or grant access to certain functions, you need to click the plus (+) icon to go deeper.
Users with this Role have only access to functions that are explicitly checked.

Suggested Roles
In my experience, the following Roles are good starting points for most businesses. Set these up first, before
assigning users.



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Role Name
Admin
Marketing User - Limited
Designer

Access Level
Admin, default
Do not use the default Marketing User
Restrict certain things like list uploads,
Forms, Templates
Design Studio
Program Emails

Marketing Super User

Run campaigns, approve assets

List Uploader

Limited to importing lists and running
campaign flow actions.

Assign to This Kind of Person
CRM Administrator, Power Marketer
or lead marketing automation person.
Associates, Interns
Web designer, graphic designer,
external vendor.
Consider restricting approvals
Marketing Managers, Marketing
Operations
Limit list uploads, Forms, Templates
If you have a database manager who
does this for everyone, use this.

If you need to adjust these Roles or create new ones later, you can do so anytime. Remember, if you are tempted to
assign multiple Roles to a user, then you need to re-evaluate your Role settings.

Users
Assigning a Role to a User
Best Practice: Users can
be assigned to only one
Role at a time.

When you create a new user, you will assign this user to a Role. Please select one Role per person. There is no
reason to add more than one, as it will create a security hole.

User Management
Create a New User
Step 1: Press Invite New User and enter in the appropriate details.
For the email address, be certain it is entered correctly. If you are hiring a consultant, ask them which
username they prefer as they often have multiple accounts with Marketo. You can have only one
account per email address. If you work with multiple systems use this format:
clientname@yourcompany.com
to distinguish accounts easily.



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Step 2: Select ONE Role.
Edit the invitation if desired.
The person will then receive a link to login and change their password. If the user does not use this link
within 7 days, their registration expires and you will need to invite them again.

Re-inviting a User
Users may miss the invitation email because it can end up in Spam. Sometimes people are on vacation or an
executive will never login. If the user still needs access, do this:
Step 1: Select the User
Step 2: Press Re-invite
You may need to instead Delete and Create New for the user.

Deleting a User
Do this when you are certain you wish to remove a user entirely.
Step 1: Select the User
Step 2: Press Delete User

Inactivating a User
If for some reason you want to keep a username available, but inactivate them, you can uncheck their Role so they
can no longer act within the system.
I highly recommend deleting a user if there is no chance they are returning to use the system.



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Changing a User’s Roles
Step 1: Select the user.
Step 2: Press Edit User.
Step 3: Check the new Role you want.

My Account
Each user can access their account preferences regardless of the security settings. Of course, they will be limited in
many cases to a few changes.



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User Language and Time Zone
As of January 2013, all users may select their preferred time zone and choose from 3 system languages: English,
French, and German.

The User Time Zone does not affect the System Wide Time Zone you selected in Location. The User Time Zone
simply displays the person’s local time on all screens and with all data. If your personal time zone is different than
the system time, you will see all Activities and Send Times in your time zone.



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Tracking Authorized Users
No.

Use this handy table to keep track of your active and inactive accounts.
Name
Username
Role
Workspace

Assigned On

Deactivated On

Sandbox User Management

No.

Some organizations will have a test environment with different permissions or people. This is great for testing new
fields, workflows, or major changes before rolling them out to a live system across the company.Trust me. It’s a
good thing.
Name
Username
Role
Workspace
Assigned On
Deactivated On



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Smart Campaigns
Smart Campaigns allows you to automatically block activation of batch campaigns if the number of qualified leads
exceeds the limit you set here. Some firms do this to prevent emailing their entire database, or as a check against bad
ideas.



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Email
When you select the Email setting in the Admin area, you will see the dialog shown. You should rarely have to
come here. The default From Email and From Label are for the current user only.



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Field Management
Fields
This displays all of the fields in your system and allows you to view their details. This is the Field Manager.

Drag in any field to view its settings.



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New Custom Field
If you want to create a New Custom Field, you can do so here by press the button. Please review the implications of
this in the Salesforce Integration Chapter.



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Field Blocking
Field Blocking allows you to stop Marketo from updating a field that has existing data, depending on the source of
the new update.

If you select Block Field Updates, you can then select a variety of Input Sources to block.



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Field Mapping
This could take up an entire chapter and 99% of you will not need to worry about this. If you are the 1%, then here
are a few articles to check out.
How to Use Field Mappings
Default SFDC to Marketo Field Map
Using the Field Manager
Viewing SFDC Mapping
How to create a new field in Marketo
The Difference Between a String and a Text Area
Creating New Fields Part 2

Custom Layout Designer
Use the Custom Layout Designer to rebuild the Lead Detail Views you see when looking at individual records in
Marketo.



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When you are done, you will see something like this.

Integration Settings
This grouping holds settings related to your integration with the CRM. In this case, we see Salesforce. Integrated
Marketo instances will show “CRM” here with fewer options.

Salesforce
Here you can manage your SFDC Sync. Please do not make changes here unless you know what you are doing!
Ok, I’ll tell you what you should watch for.



Credentials – Do Not Edit
Unless your sync has failed, there is no reason to change this. You would normally enter in:
Username: the SFDC user Marketo will use.
Password: the SFDC User’s password.
Token: the SFDC Security Token.
Sandbox: Disabled unless you are syncing to Sandbox.
Please see the SFDC Integration Guide for details.


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Sync Options
You can safely adjust what Marketo will automatically sync to each Lead record. I recommend the following
checked items. Do what is best for your team. Keep in mind that the more options you select, the more data is
pushed to Salesforce, which could affect your space and API call limit, which impacts your SFDC fee.

Object Sync
For syncing, read more on the Community.

Sales Insight
If you have purchased Sales Insight licenses, you can adjust the settings here.



Status
Shows the sync status with Salesforce.

API Configuration
This is set during Sales Insight Setup. There is no need to change this.


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Settings
You can safely adjust these settings.

Scoring Fields: use these to calculate Best Bets. Only adjust these if you are using customized scoring fields.
Unsubscribe Settings: if a Salesperson uses Sales Insight emails in SFDC, you can force the use of the Unsubscribe
footer, or turn it off. You should keep this set to the default Show Unsubscribe Footer since many MSI
emails are bulk and could cause spam alarms to go off.
From Address Field: this will force the From Address in MSI SFDC emails to be the SFDC User’s Email
Address.
RSS Feed: do you want to allow MSI users to subscribe to their feed via RSS?



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You can repair Sales Insight errors with these instructions.

Outlook Add-in
This is where you can setup the sales team to use the Marketo Outlook Plug In. (And some real world advice).
Step 1: Invite a User
To setup a new Outlook User, you must invite that person using a free license.
Step 2: Install the Marketo Outlook Plugin on the User’s Machine
The Outlook User must choose the correct 32/64bit installer version.
Step 3: Enter the Personal Information
Be sure to enter the Registration Code from the Invitation Email.
Re-open Outlook
You will now see the Marketo Plugin to allow you to do New Marketo Message (from approved
Sales Insight Emails) and Log with Marketo to post non-Marketo emails back to the Lead record.



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Landing Pages
Allow you to control the main Landing Page settings. You can adjust the CNAME Marketo uses for your landing
pages here. See my DKIM and CNAME instructions for further details.



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Fallback Page: change the default 404 setting. Users will go to this page if the landing page no longer is active.
Home Page: main home page.
Form Prefill: do you want Form pre-fill on by default? Yes you do. If you do not, you will need to explicitly turn
this on for each page+form combination.
PURLs: this is disabled. See the instructions to activate.

Rules
Best Practice: use a
redirect so leads can still



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find your changed pages.

Landing Page Rules are 301 redirects you can control from either the individual page or here, where you can see all
the Rules. When you change the Page URL on an individual Landing Page, the Rule is setup here. You can then Edit
or Delete a Rule. You can also create a New Rule if you know the URLs involved.

Domain Aliases are also available to create Microsites if you prefer to use more than one sub-domain (CNAME). If
you have multiple sub-domains, you will see the others in the red box above.
To create a second sub-domain and then point it to a microsite entry page:


Step 1: Create a CNAME on your DNS
Step 2: Go to Landing Pages
Step 3: Click New Domain Alias
Step 4: Fill in the Domain Alias

Step 5: Fill in the Start Page the Alias Points to
Step 6: Press Create

Munchkin
This is where you can find the Marketo tracking code, called Munchkin.


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This code appears automatically in your Landing Page Templates, if you haven’t deleted it accidentally. You need to
copy the code in the snippet area. Your choices are
Simple: just JavaScript.
Asynchronous (Aysnc): reduces page-loading time if jQuery was already loaded.
Asynchronous jQuery: reduces page loading time and performance, but does not check if jQuery was
already loaded.
Ask your web team or analytics guru which one is best for your system.



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Caution: Some
jurisdictions may require
you to honor Do Not
Track or warn EU users
about cookies.

Lead Tracking: you can choose to Ignore the Do Not Track Browser Request some browsers offer users. If you
honor the request, Munchkin code will not set tracking cookies and you cannot see what your Leads are doing on
your pages.
API Configuration: enable this if you plan to integrate third party web systems.

SOAP API

This is where you set the SOAP API Keys you can use when integrating Marketo with third party applications or
websites. To configure the SOAP API, follow these directions. You can only adjust the Encryption Key.
SOAP Endpoint: make your SOAP calls to this URL.



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Daily Request Limit: maximum calls per 24 hours.
Access Status: Active. If not, call Support.
Status Reason: details.
User ID: the User ID to use.
Encryption Key: enter more than 10 character Hex key here to ensure only applications you authorize can access
Marketo. I recommend Random Key Generator.
There are many discussions about how to use the SOAP API.

Event Partners
Marketo supports several webinar event providers as of January 2013. Use this tool to add logins to connect to one
or more providers. These users will then be available when you select the Webinar Channel Program.



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It is important to note you can have multiple users for one provider or multiple providers. It’s up to you! For
example, if you have 5 GoToWebinar Accounts, you can add all 5 users to Marketo as Event Partners. Keep in mind
that webinars created by one user cannot be seen by other users, so choose the right Event Partner Account when
you connect your Webinar Programs.
To add a New Event Partner (or username)…


Step 1: Press Event Partner Actions > New Event Partner
Step 2: Choose the Provider

Step 3: Enter in the details
Each partner may have a slightly different dialog.


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For GoToWebinar, you will click on a button to have Marketo login.


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Data.com
You can manage the Data.com integration here. I wrote more about this in the Data.com Chapter. A quick summary:
Credentials: you need a valid Jigsaw.com account with credits. It is 5 credits per match.

Edit Data.com Field Mapping: this should be fine by default, but you can check if Data.com’s fields match yours
in Marketo.



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Webhook (If activated)
Webhooks allow you to tell another system (or send data to another system) when something happens in Marketo.
This can also be a two-way path for data. This must be enabled in the Treasure Chest. Then you must create a New
Webhook and enter in the correct details.Learn more about Webhooks.



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Tags
Tags are a way of grouping data for reports. They identify the Program and other pieces primarily for the Revenue
Cycle Analytics tool. The most common Tags you will encounter are the Channel Tags.



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Tag Types: you can create New Types and then add Values to them. A tag type could help you track Program
success by Owner, Region, or Country. These are essentially groupings you setup in advance to help reporting.



Tag Value: if you select an existing value or Tag Type, you can edit that Value.


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Warning: do not edit the
default Channels or you will
lose them forever.

Channel Tags: these are the Channels that appear on every Program. You can create custom Channels or use the
Defaults. Each Channel has a set of Progression Statuses you create. Marketo uses them to help you track success as
well as a Lead’s current position. There are three Types of Channels:

Event: such as Trade Shows or Roadshows – this enables the iPad App.
Event with Webinar: enables the Webinar Partners.
Program: such as emails or others.
More details are available in the Programs Chapter.



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Treasure Chest
The Treasure Chest is a place for Marketo to offer you the chance to test new features that might be optional or still
under development. If you are an Admin, you will want to stop by here during each month’s release to check out
cool features you can try out.



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Notifications
Notifications are system-generated notes created whenever a Campaign or Sync fails in some way. Usually these are
errors from missing parts of Flow steps. But sometimes they are serious. If you start to see the Note icon, it’s best to
check them out and fix the problem.



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You can mark Notification as Read/Unread or Delete them when you are done. You may also subscribe
to Notifications by email. Use the Notifications Actions menu.



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Other Administrative Sections Not Covered
There are other Admin tools available depending on your Marketo license. These include
Workspaces and Partitions: these restrict access to leads if your firm has multiple product lines,
territories, or divisions, which must separate Leads.
Microsoft Dynamicssetup info is here.
Social Settings are usually found at their point of use.

Chapter Review
Self-Quiz
A user may have more than one Role: T/F?

A user should have more than one Role: T/F?

Why is Security Important?



Recommended Resources
Marketo Documentation
Managing Roles & Permissions
Partitions
Workspace Administration
Recommended Role Ideas
A less useful Roles article
Full Description of Role Access Items
Workspace and User Roles
User Language and Time Zone Preferences
Munchkin Code Documentation
Munchkin Overview
Webhook Setup

Marketo Community
Switching from Simple to Asynchronous Munchkin

Other Sources
System Administrator definition


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Password Basics
Understanding User Provisioning


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