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A token is a variable, which is available for use in Marketo smart campaign flow steps, emailslanding pages, or snippets.

Understanding Default Values

When you use a token, you also want to provide a default value. This is the text that shows if a lead 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).  

Note

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

Lead Tokens

  • {{Lead.Anonymous IP}}
  • {{Lead.Black Listed}}
  • {{Lead.City}}
  • {{Lead.Country}}
  • {{Lead.Created At}}
  • {{Lead.Date of Birth}}
  • {{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.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 lead 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 lead 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 on Tokens for Interesting Moments based on triggers used in a smart campaign.

Program Tokens

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

There are also My Tokens. These tokens are defined within a program and begin with '{{my.' followed by the name given by you for the token.

 

Deep Dive

Learn more about My Tokens in a Program.

Member Tokens

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}}