Marketo’s Fall ‘18 Release: New Features and Actions for Admins

Marketo Sky, Sales Engage and Bizible

It’s been a big year for Marketo. From the purchase of Bizible to its own acquisition by Adobe, the marketing automation giant has made fantastic improvements intended to enhance efficiency and insights for users. With the Marketo Fall ’18 Release available, I wanted to share some of our favorite Marketo updates. Particularly, I’m going to focus on Marketo Sky, Bizible, Sales Engage and a few essential admin actions to make the most of your Marketo instance.

The Sky is the Limit

Marketo Sky is the marketing automation platform’s next-gen experience. It was designed to empower marketers to develop impactful and engaging campaigns in a shorter amount of time.
Out of all the updates Marketo has made, I’m excited for Sky to be fully functional. I took the opportunity to utilize its beta over the past few months and enjoyed the new features and updated user experience.

Marketo Sky Activity Dashboard

In particular, Marketo’s updated UX does a great job centralizing key functions to the Marketing Activities Home Page, which saves a tremendous amount of time. My favorite features include the ability to:

  • Start new programs and smart campaigns
  • View key information, like what is scheduled to run, or recently updated programs and assets
  • Quickly find the total number of active trigger campaigns in a user-friendly format
  • Prioritize campaigns, which is a huge benefit for Marketo instances with many trigger campaigns that don’t necessarily need to be active and can slow down the system
  • The ability to mass handle deactivations making it a far less manual process

Marketo has also revised design studio, making it far less clunky. For instance, using Marketo Sky, you can create new assets, drag and drop images and files, and manage all existing assets right from the Design Studio Homepage.

Design Studio List Views allow the ability to view landing page templates and email templates in list-view format, which enables faster navigation and bulk actions on a single asset type. Finally, thanks to the Design Studio Asset Detail Pages, you can now view, organize and perform bulk actions on all assets in one place. Talk about a game changer when it comes to efficiency!

For more details on Marketo Sky, visit the release notes located in the Marketo release notes: Fall ’18.

Sales Engage

Marketo Sales Engage (MSE), which was introduced this past spring, is designed as its next-generation sales enablement platform. Integrated with Salesforce Lightning, Sales Engage is an acceleration tool, like Salesloft or Outreach.

Marketo Sales Engage is readily available to all Microsoft Office users, including Outlook for Mac, Outlook for Windows, and the Outlook Web Application for Office 365 Email clients. However, as we all know, when it comes to email deliverability, Microsoft Outlook has never been on the email marketers’ side.

In the most recent release, Marketo focused on Outlook as a delivery channel and has aimed to improve deliverability and response tracking by leveraging Outlook for email agreements. This is a welcome change and I hope it meets expectations as the previous outlook extension had limited tracking capabilities.

Other key areas that received updates under Sales Engage include:

  • Salesforce Lightning Support, which now offers users that migrate to, or are currently utilizing Lightning, the ability to leverage MSE for smarter engagement across the buyer journey.
  • Additionally, under the latest release, admins will find a more efficient workflow when enabling team features through General Admin Settings. The update includes real-time password validation.

Insight vs Engage: What’s the difference?

I’d like to take a moment to compare Marketo Sales Insight (MSI) to Marketo Sales Engage. While MSI helps reps prioritize and interact with sales leads and opportunities and provides insights to ensure appropriate responses that drive revenue results; Sales Engage focuses on pipeline influence, with content, playbooks, and analytics geared toward converting more leads into opportunities. When you think about it, MSE is really the next-gen MSI.

Our five favorite features of Sales Engage include:

Feature: Single Workflow. Reps have a single workflow with more automated and personalized inbound and outbound engagements.
Benefit: Increased sales productivity.

Feature: Sales reps receive a prioritized list of the highest scoring leads with real-time insights from sales and marketing touchpoints.
Benefit: Reps can identify the best prospects easily and prioritize and engage in relevant conversations, resulting in more closed deals.

Feature: Guide more automated and personalized engagement with digital sales playbooks that incorporate best practices across channels, including email, phone, social, and direct mail.
Benefit: Keep prospects engaged through best practice-supported content cadence.

Feature: Marketing is given visibility into sales engagements and activities across channels.
Benefit: Based on these insights, marketing has the necessary information to drive coordinated initiatives throughout the buyer journey.

Feature: Sales Engage enables new levels of visibility to effectively develop and deploy content templates and sales playbooks.
Benefit: Having the ability to easily push updates to teams will drive consistency in overall performance.

Marketo and Bizible in Action

I’m not joking, each client I work with utilizes a combination of Marketo and Salesforce in order to bridge the lead to opportunity reporting gap. So, I’m excited to see how Bizible will allow users to keep reporting more central to Marketo.

“The combined product strength of Marketo and Bizible provides marketers everywhere enhanced visibility into every touchpoint across any channel,” said Steve Lucas, CEO of Marketo.

At the end of the day, Bizible gives marketers the ability to track the buyer journey across various touchpoints.

Marketo acquired Bizible in May 2018, and I anticipate that the two will essentially bridge the gap in data between marketing automation and the CRM. Here’s why: Marketo is fantastic when it comes to lead scoring, nurturing and lead generation. Whereas Bizible provides the ability to include anonymous touch tracking, online and offline tracking and multi-touch attribution modeling. Essentially, Bizible completes the package to meet the attribution modeling needs advanced marketers.

Marketo + Bizible: Features and Benefits

Feature: Connect first anonymous touch data opportunities to customer data in the CRM.
Benefit: This is key to understanding brand discovery and referral performance.

Feature: Combine online and offline touchpoints into one timeline.
Benefit: This creates the complete picture of the customer journey.

Feature: Marketers get multi-touch attribution models right out of the box.
Benefit: Multi-touch attribution models accurately report the ROI of marketing channels and touchpoints.

Feature: Attribution conversions across channels.
Benefit: This will enable multi-touch attribution models to track engagement and ROI of marketing touchpoints at channels.

At the end of the day, Bizible paired with Marketo will allow us to understand how leads generated and nurtured as a result of marketing automation impact growth and revenue. You can read more here.
Marketo Admins

To ensure you are getting the most out of the new release, there are several tasks that should be added to your Marketo admin’s to-do list. One of the standout items highlighted in the fine print of the release notes is that admins will need to reconnect virtual event platforms such as GoToWebinar, On24 and WebEx launchpad configurations prior to 2019.

Admin Actions:

Reauthenticate Virtual Event Platforms through Launchpoint. Marketo upgraded the OAuth version for GoToWebinar from 1.0 to 2.0 in the Q3 release. If you are a GoToWebinar customer, you will need to re-authenticate through LaunchPoint (in the Admin area) before January 2019 to ensure your integration will continue working.

Reach Out to Your Rep. Email your Marketo Customer Success Representative (if you haven’t heard from them already) to see what features of the latest release you will have access to and for any resources or tutorials that are available.

Keep in Mind. Upgrades are underway related to identity and authentication. During the upgrade, you may notice periodic errors if you have a session open. Log out and log back into your instance if you experience issues.
If you have any questions about Marketo Sky, Bizible or Sales Engage, please feel free to reach out. Also, stay tuned for Part II of this topic, which will focus on Marketo’s Winter ‘18 release notes.

Thoughts on Adobe’s Acquisition of Marketo

Ever since Vista Equity Partners acquired Marketo in May 2016, the countdown was on to see what the future would be for the industry’s gold standard marketing automation platform. Much like the Amazon HQ2 frenzy, theories ran rampant as to who the eventual acquirer would be, and everyone from Google to Salesforce made the list. After Marketo’s purchase of Bizible, it seemed like Vista was following the standard private equity formula of bundling a bunch of related technologies together for a profit. And wow did they do it perfectly! When the news broke regarding Adobe’s acquisition of Marketo, my first thought was, “The team at Vista really knows what they are doing.” Everything seemed to go according to plan.

The Details of the Deal: That’s Billion, Not Million

By now we all know that Adobe purchased Marketo for $4.75 Billion. Yes, billion. In fact, it is Adobe’s largest acquisition ever. The Wall Street Journal highlights that Adobe is looking become a one-stop-shop for marketers and states, “This deal is expected to add scale to Adobe’s existing marketing-technology capabilities. It will also bolster the company’s clout with business-to-business brands, which make up the bulk of Marketo’s customer base.”

According to Marketo CEO Steve Lucas, “Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results. Together we will deliver an unrivaled solution that will place customer experience and engagement at the heart of digital transformation.”

Why We’re Excited About Adobe’s Acquisition of Marketo

For Adobe, acquiring Marketo’s customer base brings them firmly into B2B territory. For Marketo, being in the Adobe portfolio brings some very exciting possibilities for a more designer-oriented UX and product integrations, including:

  • Enhancing the overall Marketo UI (which has remained largely the same since Marketo’s inception) to be more in-line with the Adobe brand
  • Making the campaign building process more visual, like Eloqua’s Campaign Canvas, Pardot’s Engagement Studio, or Autopilot’s Journeys
  • Seamless integrations with Adobe tools such as Dreamweaver, Photoshop, or Illustrator

Autopilot, a relatively new entrant to the marketing automation space, uses a visual campaign workflow called Journeys

Why We’re Leery of Marketo Being Acquired by Adobe

As with any big acquisition, there’s the possibility of stagnant development, lackluster support, and a loss of the community that made Marketo so attractive in the first place. I was an Eloqua customer when they got bought by Oracle, and support seemed to die overnight. The already complicated and admin-heavy platform became even more so, and with Oracle’s commitment to the high end of the enterprise market, it very clearly didn’t feel like a product for the mid-market anymore.

Marketo has built its success firmly on B2B mid-market tech companies, to the point that it has a cult-like following among marketing ops professionals in the industry. I personally hope it stays that way. Of course there’s great opportunity for Marketo to evolve into an even better platform under Adobe’s stewardship, but there’s always the worry that a company you’ve been rooting for since the beginning — a product you’ve built your career on — ceases to be the thing that makes it special. And so, we’ll be watching closely to confirm that the Marketo community remains as vibrant as ever and that product development marches forward.

A Big Question Mark for Marketo’s Analytics Capabilities

When Marketo acquired Bizible earlier this year, it was a signal that they took the marketing data problem seriously. Even with RCE and tons of reporting options in Marketo and Salesforce, most marketers still struggle to run meaningful reporting in an automated way. We work with marketing teams every week who spend a ton of time manually cobbling data together to create relatively simple reports on campaign performance and to prove marketing’s impact on revenue. While most of this reporting typically ends up in Salesforce, the vast majority of the data is populated via the marketing automation system.

Adobe doesn’t have the backbone of a company overly concerned with analytics and reporting, so it will be interesting to see if or how they tackle this. The reason Marketo is so popular among MOPs folks is because it’s flexible enough to get things legitimately correct. It takes a lot of work and data infrastructure, but if you have an idea of what you’re looking for the reporting output to be, you can construct a system in Marketo to accomplish it. If Adobe could find a way to make this infrastructure/attribution/reporting process much easier for the standard marketer to figure out, however, it would be a huge differentiator.

What It Means for the Rest of the MarTech Industry

“Adobe clearly stated their intention to expand their Marketing Cloud to compete more effectively with the leading players in marketing automation and customer relationship management space, and this is a first major step down that path,” says Ryan Duguid, chief evangelist at Nintex, a workflow automation platform.

It has also been mentioned that the Marketo deal will help Adobe “compete in marketing services against Microsoft, Oracle, SAP and even the great powers of digital advertising, Google and Facebook.” However, I foresee Salesforce feeling the largest impact of Adobe’s Marketo acquisition. Salesforce acquired marketing automation platform Pardot in 2013, and they do a phenomenal job selling the integration when in reality Pardot’s integration with Salesforce is nowhere near as robust as Marketo’s. On the business development side of the house, bundling Pardot in with Salesforce renewals and upgrades has been an effective way for Salesforce to win deals and gain market share.

But, Salesforce should be careful continuing this strategy. In many organizations, it’s typically the VP of Sales that executes the agreement with Salesforce. While the bundled deal is attractive, I’ve seen it more than once that the sales leader rushes forward to save money without consulting the marketing team on whether Pardot will meet their needs. This inevitably leads to resentment towards Pardot once marketing gets their hands on the product because 1) they weren’t a part of the evaluation process and were forced into it, and 2) Pardot is a subpar platform. This could come back to haunt Salesforce unless they can radically improve the UI and catch up on functionality.

Charting the Future of Marketing Automation

Yes, I’m a Marketo groupie, but I firmly believe that Marketo is in a position to chart the future of marketing automation. It already boasts the most robust and flexible platform compared to its mid-market competitors like Pardot and Hubspot, and its integration with Salesforce is best in class. However, leveling up the visual components of Marketo would be a welcome change, provided updates and functionality to data and analytics don’t fall by the wayside.

What is the Email Invalid Field in Marketo and What Should You Do with it?

The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e. the email address does not exist. It’s important to know that the 500 bounce code reasons are generated by the company, so the 500 range number will match, but the reasons can vary.

Here are some general hard bounce codes that would trigger Marketo to populate a ‘True’ value in the Email Invalid field:

To see other high-level bounce reasons, Kenneth Law wrote a good summary in the Marketo Community here. The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance.

What Should I do with the Email Invalid Field?

There are a few smart campaigns I recommend be built in your operational folder in Marketo to further manage invalid emails. Before I dive into those, let’s walk through the initial Marketo/Salesforce integration as it relates to this field since it’s known to cause issues.

Typically, when integrating Marketo with Salesforce there isn’t a standard SFDC field available to map to Marketo’s out-of-the-box ‘Email Invalid’ field. The result is the field is left unmapped Marketo.

Fast forward a few months later, your customer service and/or sales reps want a way to identify if an email is bad, and they make a request to their SFDC admin to create a field that will show them if the record’s email is valid… In comes a new field for the Email Invalid use case in Marketo!

The Salesforce custom field code is worded a few different ways, here’s an example of what it could look like: Invalid Email Address_c. The typical ‘band-aid’ I’ve come across is a smart campaign set-up in Marketo that listens for the field change in Salesforce or Marketo. The flow for this smart campaign uses a change data value that updates both fields with the new values – or worse, it auto-updates both fields in a bunch of various campaigns. This gets messy really quick and there is an easier way!

Remapping Marketo’s Email Invalid Field

First, it’s worth noting that any time a new field is created in Salesforce that has anything to do with evaluating email data, your Marketo Admin/Marketing Ops person should be involved in the decision. The Marketo Admin should then assist in getting the new custom Salesforce field mapped to the current unmapped Marketo field. Finally, the new Salesforce field should be a read-only field, so the field value is driven by Marketo automation.

If this is a brand new field in Salesforce i.e. no data is populating that field yet, then your Marketo Admin can submit a support ticket, to request a remap of the field. Marketo does this for free, but to help them accomplish this quickly below is exactly how you would ask them in the ticket:

Subject Line: Request a Re-Map of a custom field in salesforce to an existing standard field in Marketo.

Description: Please remap the fields below.

Current Marketo Mapping:
Field name = Email invalid
CRM field Map: Unmapped

CRM field Map: Invalid_Email_Address__c (SFDC Lead) [note* update the name value here with your new SFDC custom field API Name]
Invalid_Email_Address__c (SFDC Contact)

Desired Mapping:
Marketo Field name: Email invalid
SFDC CRM field Map:
Invalid_Email_Address__c (SFDC Lead) [note* update the name value here with your new SFDC custom field API Name]
Invalid_Email_Address__c (SFDC Contact)

Once the mapping is completed by Marketo CS, Email Invalid will now control that field automatically by evaluating hard bounces and badly formatted emails as discussed above, as well as in any additional smart campaigns you have set up in your instance to update the Email Invalid field.

What to do if your Salesforce custom is populated with data:

If you are reading this and you fall into my ‘band-aid’ smart campaign scenarios outlined above – no worries – you can still re-map and submit a ticket exactly like the example above. But there are a few additional steps to take before you can submit the Marketo support ticket.

Step 1: You’ll need to ensure that you normalize the field data for the Marketo system Email Invalid field. This is because once Marketo remaps the fields the values in your custom SFDC field will match. To do this you would run a batch smart campaign that looks for inconsistent values across the two fields, and the flow updates them to match. Below is an example of how to do this.

Smart List:


Step 2: Remove the custom field from all smart campaigns, emails, landing pages or smart lists where it’s referenced. To see where it’s used Go into Admin> Fields> and pull over the custom field. You will see a list of where it’s used. Then one by one remove that field from those places [see, it can be messy!]

Once you’ve removed your custom field from all of the places it’s referenced you are ready to submit your support ticket by following the instructions above. When Marketo completes the remapping, you are ready to set up additional Email Invalid smart campaigns to help manage the field.

Smart Campaigns to Manage the Email Invalid Field

First, it’s important for you to understand that in Marketo when an email is flagged as invalid, the value will not automatically update from True to False if the email is manually corrected in Marketo, or when a Customer Service or Sales Representative corrects the value on the record in Salesforce and is synced back to Marketo. For this reason, I recommend that you set up a trigger campaign that listens for this scenario. In the smart list, make sure you only include leads that are currently email invalid, so not all leads run through unnecessarily, and make sure you have a filter for email address isn’t empty, so a record that has their email cleared is not marked as valid. Example below.

Smart List:


Your flow will update the Email Invalid to False, and update the cause. You’ll want to make sure you adjust the qualification rules in the schedule section of the smart campaign to make sure that leads can flow through every time.

Next, set up a smart campaign that listens for hard bounce codes with a constraint on details that contains bounce reasons you often come across when evaluating email deliverability. You’ll want to make sure that you have a filter for Email Invalid = False, see below example.

Smart List:


It’s best practice to keep a pulse on these monthly, so I recommend creating smart lists and creating a new custom view with the fields identified in the screenshot below. This will allow you to see who is bouncing and what common bounce codes and reasons you are seeing. Then you can update your listening smart campaign to make sure you are capturing all scenarios that are unique to your hard bounce deliverability criteria.

Lastly, I would recommend building an email activity report that allows you to see what types of emails are getting the most Hard bounces. Under the Setup tab, in the date field configure it for emails sent “This Year” Then under Program Selection, check the “Default” check-box. Your result would give you something like the example below and you’ll can then identify the email programs to further analyze.

And there you have it – a few solid pointers to help keep you manage bad emails using the Email Invalid field in Marketo and help keep spam scores down. Happy marketing!

How to Update the Default Marketo Unsubscribe Landing Page

Recently we’ve helped a few of our Marketo clients in either building a more robust subscription management center or updating Marketo’s default unsubscribe page. You may be looking to do this yourself to enhance the user experience for your prospects or to match your company brand. In this post, I’ll show you how to tackle this project, including the pros and cons of each approach, and all the required steps in Marketo. Let’s go!

Step 1: New Marketo Unsubscribe Landing Page or Revise Existing?

First, decide if you will edit your existing default Marketo unsubscribe landing page or if you will create a brand-new Marketo unsubscribe landing page to replace the default. Both will work just fine and there are two options outlined below to inform your decision.

Option 1: Edit the existing default Marketo Unsubscribe landing page. For this option you’ll head into Design Studio within your Marketo instance to locate the existing landing page. Note that this page name will be unique to the phrasing in which your Marketo Instance was first set up.

You’ll then edit this landing page like you would any landing page in your instance, by highlighting the default page, and selecting “Edit Draft”. This will open in a new tab where you’ll have editing options available like, adding images, adding in Rich Text messaging, and form edit features. Once you are satisfied with the design, the messaging and the form, under landing page actions, select approve and close in the drop-down.

This is the easiest way to edit the page to match your company’s branding. If you chose this step, your default Marketo landing page updates will be in production after you’ve approved your page. If you would like additional instructions on how to format the Email URL text and style, scroll down to “3 ways to change or modify the unsubscribe text in Marketo Emails” instructions below.

Option 2: Create a new Marketo unsubscribe landing page that references the current unsubscribe form used on the default Marketo unsubscribe landing page. You’ll use this step if you wish to keep the {{system.unsubscribeLink}} token or Marketo default link in emails as a simple way to drive folks to your newly designed unsubscribe landing page.

Note: Alternatively, you can create a new form if for example you wanted additional fields on your unsubscribe form, such as fields related to a more robust subscription management center. Instructions on how to do that will be in a future post, but if you pressed for time I recommend this informative article on Subscription Centers.

It is considered best practice to create your new unsubscribe landing page in Marketo Activities using an Operational Default Program Type.

Next, you’ll create your page with your desired form type either the one that is used on the default Marketo page or a new form that you previously created. You will be changing the name of this Page URL in future steps to match the default URL, so just name your Page URL something simple, in the screen shot below I chose Unsubscribe-2.0. Once your new unsubscribe landing page is ready and tested you’re ready for step 2.

Step 2: Redirecting the Default Marketo Unsubscribe Landing Page URL to your New Page

Note: Before you edit the URL settings for the Unsubscribe redirect, make sure it has been a few hours since your last instance email send. This is because the following steps will render the current unsubscribe page as unavailable until this process is fully implemented. Additionally, these steps are only needed if you selected option 2 above, meaning you created a brand new unsubscribe landing page.

It’s important for you to know that the Marketo’s {{system.unsubscribeLink}} token will always point to: /UnsubscribePage.html default page, so you’ll want that default URL reassigned to your newly branded unsubscribe page, from the previous step. This is simple when you use the Marketo URL tools.

1. Head back into design studio, where your old/current unsubscribe page is located in Marketo. Remember we did this in option 1 above. You’ll then click Landing Page Actions > URL Tools > Edit URL Settings:

2. In the dialog box where it says “New URL: UnsubscribePage” you’ll want to change that name. I suggest just adding Old-Version or something to that affect. By renaming the systems generated URL page here, the system will no longer look at this page link because the URL has changed from the system default URL ending in:/UnsubscribePage.html. This step will free up the system URL, so it is available for your new page.

3. Next you want to make sure you check the box “throw away”, which actually means you’re releasing the default system URL, as stated above. This step will ensure the system default URL is available for your new unsubscribe landing page to use. Once you are finished editing click save.

4. Navigate to your new Marketo unsubscribe landing page and do the exact same steps above: 1 & 2, to edit URL settings. This time though you’ll give the New URL name the default Marketo UnsubscribePage.html name that you got rid of in the previous steps. Now your New URL name should only include UnsubscribePage in the URL text box. You’ll then throw away the previous URL that your new unsubscribe landing page used when you first built the page. Once you are done click save.

Viola! Redirecting the default Marketo unsubscribe landing page to your new landing page will automatically appear in emails, since you redirected the default Marketo unsubscribe landing page URL. Now if you want to further format the way the unsubscribe token appears to your email recipients, there are additional instructions below.

3 Ways to Change or Modify the System Unsubscribe Appearance in Marketo Emails:

1.) Ignore the issue, as stated above Marketo is smart and will automatically detect if there is not an unsubscribe link in your emails, and will place the default text with the URL you handled in step 2 above. Below is an example of what the email html code & text looks like:

<p><font face="Verdana" size="1">This email was sent to {{lead.Email Address}}. If you no longer wish to receive these emails you may <a href="%mkt_opt_out_prefix%UnsubscribePage.html?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##">unsubscribe</a> at any time. </font></p>

Now if you want to customize the unsubscribe email text, head over to Admin > Emails.  In the right hand portion of your screen you will see the default Unsubscribe HTML | Text | Web Page HTML and Web Page Text. You can edit the text and HTML style in each of these boxes; however, you won’t need to update the URL here if you have completed steps 1 and 2 above because you’ve already updated the default unsubscribe landing page token link. Once you are happy with your changes click save.

2.) Add the {{system.unsubscribeLink}} to your emails as the href in an <a> html tag. You can do this in your main email templates so it’s hard coded there or left to your other Marketo users. This  will be enough for Marketo to automatically know that it should replace this token with the proper link and that it should not add the default unsubscribe link. So

<a href="{{system.unsubscribeLink}}">my unsub link</a>

will become

<a href="">my unsubcribe URL</a>

in production.

3.) *Note you do not need to do this step if you’ve done 1 and/or 2 in the previous steps. Additionally, this step is primarily used for the use case where you may have embedded the unsubscribe form on a website page.

Add your new custom unsubscribe URL that directs towards any Marketo Landing page OR Website page either in your Email Templates in Design studio, or within the email editor. This URL needs to include “?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##” at the end of the <a href=”http://[mktolpsubdomain] or [” that will be enough for Marketo to know not to add the default unsubscribe URL to the email.

Editing inside your email template in Design Studio is simple. Highlight your email template, right click edit template int he drop down, and do a search for the system unsubscribe text. Look for something like this:

<p><font face="Verdana" size="1">This email was sent to {{lead.Email Address}}. If you no longer wish to receive these emails you may <a href="%mkt_opt_out_prefix%UnsubscribePage.html?mkt_unsubscribe=1&mkt_tok=##MKT_TOK##">unsubscribe</a> at any time. </font></p>

You’ll be replacing with the below code, also this example assumes that you won’t be using the default Marketo unsubscribe landing page or default email text at all. For this example let’s say you’ve embedded a Marketo form on a website page, and you want that page to be used as the unsubscribe landing page instead of Marketo’s Default Page and Text. You’ll then update the above code to something like this:

<p><font face="Verdana" size="1">This email was sent to {{lead.Email Address}}. If you would like to manage your emails click<a href="">unsubscribe</a> at any time. </font></p>

See how the root URL at the beginning of the [<a href=”http://] is unique to your company and includes your new site page url with the ?mkt_unsubscribe=1&mkt_tok=##MKT_TOK## added on at the end. As stated above, Marketo will know not to place their default system text and URL in your emails.

There you have it! Hopefully that gives you enough knowledge to get started updating your default Marketo unsubscribe landing page. If you need additional resources I encourage you to visit Marketo’s Cheat Sheet page, there are a lot of great resources available to you, so you can get the most out of your instance. Happy Marketing!