Marketo users that have worked with Web Personalisation before will know of the association between ‘Segments’ and ‘Web Campaigns’ within the Web Personalisation tool. This feature allows you to personalise areas of a webpage with content that is more relevant to a certain Segment. A Segment is very similar to a Smart List, just like the below:


Marketo Segments in Web Personalisation screenshot


Marketo is currently releasing an update which makes it possible to include Tokens within content sections of a webpage, just like when you are building an email.


Marketo Tokens in Web Personalisation screenshot


Tokens can be used across most areas of Marketo. There are numerous types that are used depending on each scenario:

  • Person
  • Company
  • Campaign
  • System
  • Trigger
  • Program
  • My Tokens

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