Setup Steps setup-steps
Welcome to Adobe Marketo Engage!
Before you dive in, there are a few steps you need to complete.
These steps include:
- Branding your Landing Page URLs and email links to improve trust and deliverability
- Configuring protocols for Marketo Engage
- Syncing your CRM
- Adding tracking code to your corporate website
Some steps require help from your IT team.
Ensure Email Deliverability ensure-email-deliverability
There are several measures you can take to ensure that the emails reach as many of your people as possible.
- Brand your tracking links. You can choose a CNAME to use your own domain (instead of Marketo’s) in the links you include in emails from Marketo. This reinforces your domain branding and increases trust and deliverability with your recipients.
- Add Marketo to your corporate email allowlist. It is a common best practice to send test emails to your test accounts before sending emails to actual people. By allowlisting Marketo, you can prevent those test emails from being blocked or flagged as spam.
- Set up SPF and DKIM. These technologies assure your recipients that your Marketo emails are not spam. To help prevent recipients’ spam filters from rejecting you Marketo emails, follow these steps to Setup a SPF and DKIM for Your Email Deliverability.
- Set up an MX record for your domain. An MX record allows you to receive mail to the domain that you are sending email from to process replies and auto responders. If you’re sending from your corporate domain, you likely already have this configured. If not, you can usually set up to map to your corporate domain’s MX record.
- Recommended Settings for the From Address. You must use a valid, existing and working email domain in the From Address in all email campaigns. It may be beneficial to configure a subdomain of your corporate domain rather than sending from your corporate domain. This will ensure issues from your corporate mailstream do not impact your Marketo mailstream and vice versa. Furthermore, sending mail from
something@nonexistentdomain.comwill cause email to be filtered or blocked. Any domain used in the sender’s From Address must have a valid and working postmaster@ and abuse@ account.
If you’re using Google Apps to host your corporate email, you won’t be able to create abuse@ or postmaster@ emails under your domain. To get around this, you need to create groups named “abuse” and “postmaster”. Users that are members of these groups will receive emails sent to those addresses (e.g., postmaster@domain.com). Detailed instructions for creating groups can be found here.
Choose a CNAME for email tracking links (choose one that is different from the landing page CNAME you chose in Step 3). Some examples:
- go2.[CompanyDomain].com
- em.[CompanyDomain].com
- wow.[CompanyDomain].com
The first part is the email tracking CNAME, [EmailTrackingCNAME]. You will need to give it to IT.
To find your Marketo tracking link, go to the Admin area.
Click Email.
Copy the Tracking Link from your email settings.
The Tracking Link is in the form: mkto-[a-z][4 digits].com.
This is your [MktoTrackingLink]. Save it. You’ll need to give it to IT in Step 5.
Collect “From” domains. Make a list of all the “From” domains (as in, [Sender]@[FromDomain].com) that you plan to use for sending emails from Marketo. For most, there is just one.
For example, ‘marketo.com,’ ‘info.marketo.com,’. These are [FromDomain1],[FromDomain2], etc. Save them. You’ll need to give them to IT in Step 5.
You now have all the information you need to send your request to IT!
Customize Your Landing Page URLs with a CNAME customize-your-landing-page-urls-with-a-cname
Choose a CNAME for your landing pages. Some examples:
* **go**.[CompanyDomain].com
* **www2**.[CompanyDomain].com
* **lp**.[CompanyDomain].com
The first part (in bold) is the [LandingPageCNAME]. You’ll need it in Step 5.
To retrieve the Munchkin ID that you’ll be replacing with your landing page CNAME, go to the Admin area.
Click My Account.
Copy the Account String from landing page settings.
This is the [Munchkin ID]. Save it. You’ll need to give it to IT in Step 5.
Configure your domain settings so landing pages use your company’s domain instead of Marketo’s (where they are hosted).
Ask IT to Configure Protocols ask-it-to-configure-protocols
Once you have collected all the necessary information, you’re ready to send a request to IT. You can use the text below as a template, replacing the bold text with your own information.
Include a link to this article.
Paste this text into the email, and replace the bolded placeholders:
[LandingPageCNAME] and [EmailTrackingCNAME] must be different.----------------------------------------------
Dear IT Administrator,
Our Marketing Team is now using the Marketo platform to communicate with our people. To ensure great email deliverability, we need to make the following changes:
1) For our landing pages, add a DNS Entry (CNAME) for [LandingPageCNAME].[CompanyDomain].com, pointing to [Munchkin ID].mktoweb.com.
2) For our tracking links in email, add a DNS Entry (CNAME) for [EmailTrackingCNAME].[CompanyDomain].com, pointing to [MktoTrackingLink].
3) Allowlist Marketo.
* If we use IP addresses in our Email Allowlist, add the IPs listed below:
199.15.212.0/22
192.28.144.0/20
192.28.160.0/19
185.28.196.0/22
130.248.172.0/24
130.248.173.0/24
103.237.104.0/22
94.236.119.0/26
* If our anti-spam system uses From domains, add these:
[FromDomain1][FromDomain2]
4) We need to set up SPF and DKIM so Marketo is authorized to send signed emails on our behalf.
a. To set up SPF, please add following line to our DNS entries:
IN TXT [From Domain]: v=spf1 mx ip4:[Corporate IP(s)]
include: mktomail.com ~all
If we already have an existing SPF record in our DNS entry, simply add the following to it:
include:mktomail.com
[Replace From Domain with your Email From Domain (ex: company.com) and CorpIP with the IP address of your corporate email server (ex: 255.255.255.255). If you are going to be sending email from multiple domains through Marketo, you should have your IT staff add this line for each domain (on one line).]
b. For DKIM, please create DNS Resource Records for each domain we’d like to setup. Below are the Host Records and TXT Values for each domain we’ll be signing for:
[DKIMDomain1]: Host Record is [HostRecord1] and the TXT Value is [TXTValue1].
[DKIMDomain2]: Host Record is [HostRecord2] and the TXT Value is [TXTValue2].
[Copy the HostRecord and TXTValue for each DKIMDomain you’ve setup after following the instructions here. Don’t forget to verify each domain in Admin > Email > DKIM after your IT staff has completed this step.]
5) We need to ensure there is a valid MX record for our FROM domains [FromDomain1], [FromDomain2], etc. Can you confirm? If not, please configure to map to our corporate domain MX record. This will ensure we can process replies/autoresponders to our Marketo mailings.
Let me know when you have completed these steps, so that I can complete the setup process with Marketo.
Thank you! You’re the best!
Regards,
[Your Name]
----------------------------------------------
Send the email to IT. We understand it can take some time for IT to complete these tasks. You can continue on to the next step, but remember that you must return to this step to complete your Marketo Engage setup.
Complete Your Marketo Setup After IT Finishes complete-your-marketo-setup-after-it-finishes
Once IT has completed their tasks, follow these steps to add your landing page and email CNAMEs, and to activate DKIM signing.
Go to the Admin area to Add Your Landing Page CNAME
Select Landing Pages and click Edit in the Settings area.
Enter your new domain name in the field Domain Name for Landing Pages. This should be in the form:
[LandingPageCNAME].[CompanyDomain].com
In the Fallback page field, enter the URL you want people to go to if a landing page is unavailable. You can use your company home page if you do not have a fallback page. In the Homepage field, enter your company website.
In the Admin area, select Email to Add your Email CNAME
Scroll down to Branding Domains. Select your domain and click Edit.
In the Domain field, enter your email tracking domain. This should be in the form:
[EmailTrackingCNAME].[CompanyDomain].com. Click Save.
Integrate Your CRM integrate-your-crm
This is probably the most exciting part of your setup. It’s time to fill up Marketo with all those leads and contacts you have stored in your CRM!
Choose from the following, depending on the CRM your company uses.
-
Integrate Marketo Engage with Microsoft Dynamics
note note NOTE You need the assistance of your company’s CRM administrator to complete these steps.
Add Tracking Code to Your Website add-tracking-code-to-your-website
Marketo Engage has custom tracking JavaScript (called Munchkin) that you can use to track person activities on any web page. Munchkin is required to integrate your website into Marketo. Follow these steps to Add Munchkin Tracking Code to Your Website.
Performance Expectations performance-expectations
What can you expect in terms of performance from Marketo? It can vary, depending on the size and complexity of your marketing campaigns. But you can expect performance levels on par with what’s outlined in the “Standard” column in several of the tables found in the Marketo Engage Product description. The “Performance” and “Performance Plus” columns refer to performance tier packages that provide higher performance levels.