About Edward Unthank

Preparing for the Canadian Anti-Spam Law (CASL) with Marketo’s Marketing Automation

The Canadian Anti-Spam Law (CASL) will go into effect on July 1, 2014. This requires explicit opt-in from Canadian recipients, before the first email is even sent. Cold calling 2.0? Illegal. List purchases? Nope. Implicit opt-in? Not really. The punishment for any company who violates CASL is a $10 million fine, and you’d better be […]

Applying Lean Startup Methodology to B2B Online Advertising Strategy

I’m a big fan of the Lean Startup methodology, and not just for launching a product. Lean Startup methodology includes reducing waste by focusing on rapid testing of minimum viable products, and learning from the results to inform where you should actually invest your time and resources. Let’s bring this back to B2B online advertising […]

The B2B Marketing Revolution: Remarketing Campaigns Assigned by Marketing Automation

Setting Dynamic Remarketing Campaigns with Marketing Automation This is absolutely revolutionary for B2B marketing. This combines two budding technologies (remarketing and marketing automation) to create hybrid marketing tactics that will prove incredible results. This combines the effectiveness of multi-channel campaigns with the effectiveness of personalized campaigns. The right content at the right time, through multiple channels. […]

Marketo Forms 2.0 Functionality and New Advanced Use Cases

Forms 2.0 was released to the public yesterday (1/24/2014), offering the first major update to the “forms” functionality since its original creation within Marketo. Forms 2.0 has been an enormously popularly voted idea as a product enhancement, spearheaded and championed by Eric Hollebone. For those not in the know, forms have been difficult to change […]

How to Set Up Marketo Behavioral Lead Scoring Batch Campaigns

Lead scoring in Marketo requires fine-tuning, and quite a deal of it. Marketo behavior score is really a proxy variable for sales-readiness, and it varies depending on your website, content, emails, and all other interactions. The first time you set up your behavior scoring, it won’t be perfect. The problem is that redoing behavior score […]

How to Add to Google Calendar Link in Marketo Landing Page and Emails

[dropcap style=’circle’]I[/dropcap]’ve spent an entire day trying to figure out how to enhance Marketo’s calendar invitation method. In my opinion, the ideal would be to send an actual .ics attachment (not just a link). The short of it is that achieving this is not really practical within Marketo, based on some encrypting of the attachment […]

Checklist of Projects and Tasks for Marketing Automation Implementation

Through both in-house marketing and client work, I’ve found some big, meaty tasks that need to be completed for marketing automation implementation. Here’s a list of the projects you need to complete in order to get real ROI from your marketing automation. There’s a common statistic that’s thrown around (ugh, but a different topic) saying that more […]

Marketo Lead Nurturing Track: Get Advocacy ROI from Disqualified Leads

Disqualified leads in Marketo are the people who will never be our customers because they don’t fit a target demographic. Immediately, they appear to have no potential revenue value. An Advocacy Track helps you get the value from these disqualified leads—why spurn those who like you and want to hear from you? Marketers are faced […]

Increasing Marketo Landing Page Conversion Rates by Decreasing Marketo Landing Page Load Time

An idea that has really intrigued me with Marketo is how to make “if-then” tokenized logic in Marketo. “If this is turned on, show this form; if this is on, load this line of Javascript; if this is turned on, load this image.” The solution? Creative use of Marketo text tokens for HTML comments. Not […]

How to Make HTML5 Placeholders in Marketo Forms

Edit: Forms 2.0 came out! And this is now native functionality. The new attribute to change Placeholder in the form 2.0 editor is “Hint.” See it in action on our updated responsive landing page templates.  Recently we had a question in the Marketo community about how to make placeholder text for Marketo forms. This has […]

Beyond A/B Testing: Multivariate Testing with Marketing Automation Platform “Marketo”

Best practices are courses of actions specific to your industry, your company, your branding, your specific landing page, your content, and your request. Multivariate testing is how you determine your specific best practices for you alone. Many professionals these days seek out “best practices” in every possible situation. “What are the best practices for creating […]

Marketo Rich Text Tokens and Marketo Text Tokens: Uses and Functionality

At a recent Seattle Marketo User Group meeting, I was surprised to hear that tokens are under-utilized, even among advanced Marketo users. Marketo tokens are the key to marketing automation scalability, enabling exponential growth capabilities of Marketo campaigns in a fraction of the set-up time. Marketo tokens are variables, and they offer functionality for scalability […]

How We Made a Responsive Marketo Landing Page

Because everyone loves results, go check out our example of a responsive Marketo landing page: http://pages.etumos.com/updated-responsive-marketo-landing-page-templates-v2.html.

Marketo Element Naming Best Practices

Because Marketo’s editor has the HTML elements in the order in which they are created, it is easy to become confused about the order of elements. For this reason, there needs to be established best practices for naming conventions of these elements. Dragging and changing the order that elements appear in the editor does not […]

Marketo Responsive Method: Marketo Double Div

The primary way in which you’re able to make Marketo’s landing pages responsive is through a method I’ve affectionately (and shamelessly) dubbed the “Marketo double div.” Marketo’s WYSIWYG editor works like this: You drag in a new element onto the page. The element is absolutely positioned wherever you placed it. A certain amount of pixels […]

How to Make Responsive Landing Pages in Marketo, for Web Developers

  Edit: I no longer believe that !important stylings are the best way to achieve the responsive LP goal. Instead, create your own DOM with this DoubleDiv Method. There’s a more detailed description of how to create responsive Marketo pages here, along with free Marketo LP templates:   Written for web developers. People who already […]