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A token is a variable that can be used in Marketo smart campaign flow steps, emailslanding pages, or snippets.

FYI

Marketo is now standardizing language across all subscriptions, so you may see lead/leads in your subscription and person/people in docs.marketo.com. These terms mean the same thing; it does not affect article instructions. There are some other changes, too. Learn more.

Understanding Default Values

When you use a token, you also want to provide a default value. This is the text that shows if a person doesn't have a value for the field you're referencing.

In this example, the email will say "Greetings, (first name)" or "Greetings, earthling" (default value).  

 

Caution

Tokens do not work in the preheader when using Marketo's email editor. To use a token in the preheader, it must be via your own HTML in an email template.

Note

This list is not exhaustive. Tokens are also created for every custom field that you have in Marketo.

Person Tokens

  • {{lead.Acquisition Date}}
  • {{lead.Acquisition Program Name}}
  • {{lead.Acquisition Program}}
  • {{lead.Address}}
  • {{lead.Anonymous IP}}
  • {{lead.Black Listed}}
  • {{lead.City}}
  • {{lead.Country}}
  • {{lead.Created At}}
  • {{lead.Date of Birth}}
  • {{lead.Department}}
  • {{lead.Do Not Call}}
  • {{lead.Do Not Call Reason}}
  • {{lead.Email Address}}
  • {{lead.Email Invalid}}
  • {{lead.Email Invalid Cause}}
  • {{lead.Fax Number}}
  • {{lead.First Name}}
  • {{lead.Full Name}}
  • {{lead.Id}} 
  • {{lead.Inferred City}}
  • {{lead.Inferred Company}}
  • {{lead.Inferred Country}}
  • {{lead.Inferred Metropolitan Area}}
  • {{lead.Inferred Phone Area Code}}
  • {{lead.Inferred Postal Code}}
  • {{lead.Inferred State Region}}
  • {{lead.Is Customer}}
  • {{lead.Is Employee}}
  • {{lead.Is Partner}}
  • {{lead.Job Title}}
  • {{lead.Last Name}}
  • {{lead.Lead Source}}
  • {{lead.Marketing Suspended}}
  • {{lead.Middle Name}}
  • {{lead.Mobile Phone Number}}
  • {{lead.Original Referrer}}
  • {{lead.Original Search Engine}}
  • {{lead.Original Search Phrase}}
  • {{lead.Original Source Info}}
  • {{lead.Original Source Type}}
  • {{lead.Person Notes}}
  • {{lead.Phone Number}}
  • {{lead.Registration Source Info}}
  • {{lead.Registration Source Type}}
  • {{lead.Salutation}}
  • {{lead.SFDC Created Date}}
  • {{lead.SFDC Is Deleted}}
  • {{lead.SFDC Type}}
  • {{lead.Unsubscribed}}
  • {{lead.Unsubscribed Reason}}
  • {{lead.Updated At}}
  • Custom person fields also work if you use their display name, for example,  {{lead.Custom Field Name}}

Company Tokens

  • {{Company.Account Owner Email Address}}
  • {{Company.Address}}
  • {{Company.Annual Revenue}}
  • {{Company.City}}
  • {{Company.Company Name}}
  • {{Company.Company Notes}}
  • {{Company.Country}}
  • {{Company.Industry}}
  • {{Company.Main Phone}}
  • {{Company.Num Employees}}
  • {{Company.Parent Company Name}}
  • {{Company.Postal Code}}
  • {{Company.SFDC Account Num}}
  • {{Company.SFDC Created Date}}
  • {{Company.SFDC Type}}
  • {{Company.SIC Code}}
  • {{Company.Site}}
  • {{Company.State}}
  • {{Company.Website}}
  • Custom person fields also work if you use their display name ex.  {{Company.Custom Field Name}}

Campaign Tokens

  • {{campaign.name}}
  • {{campaign.id}}
  • {{campaign.description}}

System Tokens

Note

Learn more about these tokens in the System Tokens Glossary.

  • {{system.date}}
  • {{system.time}}
  • {{system.dateTime}}
  • {{system.forwardToFriendLink}}
  • {{system.unsubscribeLink}}
  • {{system.viewAsWebpageLink}}

Trigger Tokens

  • {{trigger.Trigger Name}}
  • {{trigger.Name}}
  • {{trigger.Link}} 
  • {{trigger.Subject}} 
  • {{trigger.Category}} 
  • {{trigger.Details}}
  • {{trigger.Web Page}} 
  • {{trigger.Client IP Address}}
  • {{trigger.Sent By}}
  • {{trigger.Received By}}
  • {{trigger.Referrer}}
  • {{trigger.Search Engine}} 
  • {{trigger.Search Query}}

Note

Find more details about tokens for interesting moments based on triggers used in a smart campaign.

Program Tokens

  • {{program.Name}}
  • {{program.Description}}
  • {{program.id}}

My Tokens

My Tokens are defined within a program and begin with '{{my.' followed by the name you created for the token. Learn more about My Tokens in a program.

Member Token

Member Tokens are used to insert unique values from integrated services partners. A common use of Member Tokens is for unique URLs for webinar attendees. Each person has a unique URL to access the webinar that can be inserted using a {{member.webinar url}} token. The {{member.webinar url}} token automatically resolves the person’s unique confirmation URL generated by the service provider.

  • {{member.webinar url}}