{"id":89294,"date":"2025-08-07T04:40:40","date_gmt":"2025-08-07T11:40:40","guid":{"rendered":"https:\/\/rightwave.com\/rwi\/?p=89294"},"modified":"2025-08-07T07:02:58","modified_gmt":"2025-08-07T14:02:58","slug":"how-to-personalize-marketo-emails-with-multiple-dynamic-values-per-company","status":"publish","type":"post","link":"https:\/\/rightwave.com\/rwi\/how-to-personalize-marketo-emails-with-multiple-dynamic-values-per-company","title":{"rendered":"How to Personalize Marketo Emails with Multiple Dynamic Values Per Company"},"content":{"rendered":"\t\t
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Personalization at scale is one of the biggest promises of Marketing Automation. But what happens when you need to send one email per company<\/em> and include a dynamic, variable-length list of employees<\/em> specific to that company?<\/p>\n

This is a challenge one of our clients recently faced\u2014one that many enterprise Marketing Ops teams can relate to.<\/p>\n

At RightWave, we often work with RevOps teams on complex campaign operations, and this scenario reminded us how important it is to balance automation sophistication with data readiness and system constraints.<\/p>\n

Let\u2019s walk through the challenge and some solutions.<\/p>\n

The Problem:<\/h3>\n

The campaign goal was simple\u2014notify admin users at a few hundred companies about which employees from their organization don\u2019t yet have access<\/em> to an internal platform. But here\u2019s the twist:<\/p>\n

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    Each company could have anywhere from 1 to 20+ employees who need access.<\/p>\n<\/li>\n

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    Tokens alone wouldn\u2019t work since they can’t dynamically populate multi-line values for an entire group.<\/p>\n<\/li>\n

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    The entire process had to be scalable and automated via Marketo.<\/p>\n<\/li>\n<\/ul>\n

    The Challenge with Tokens and Personalization:<\/h3>\n

    Marketo\u2019s default tokenization is great for static fields or single values. But it falls short when you want to insert a list (e.g., 10 employee names) that\u2019s specific to each company.<\/p>\n

    You might consider using Velocity Scripting, but even that comes with limits\u2014by default, Marketo only allows 20 custom object records to be returned unless manually increased to 100.<\/p>\n

    Possible Solutions Explored:<\/h3>\n

    1. Populate a Long Text Field on the Account Object in Salesforce:<\/strong><\/h4>\n

    If your Marketo instance is synced with Salesforce, one approach is to populate a long text field on the Account object with the names\/emails of inactive users. This field can then be tokenized using

    {{lead.Account.InactiveUsersList}}<\/code>.<\/p>\n

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    Pros:<\/p>\n

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      Works natively if you have an Account sync in place<\/p>\n<\/li>\n

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      No velocity scripting needed<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n

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      Cons:<\/p>\n

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        Requires Salesforce-Marketo sync to be active<\/p>\n<\/li>\n

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        Maintenance effort on SFDC side to populate the field<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n


        2. Use a Marketo Custom Object and Velocity Script:<\/strong><\/h4>\n

        Another approach is to create a custom object<\/strong> in Marketo to house the list of employees without access. You can then use Velocity Script to iterate over these records in the email.<\/p>\n

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        Pros:<\/p>\n

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          Scalable and clean architecture<\/p>\n<\/li>\n

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          Can be fully automated if the data is synced or uploaded regularly<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n

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          Cons:<\/p>\n

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            Requires advanced scripting<\/p>\n<\/li>\n

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            Default limit of 20 records (can be extended to 100 in Admin)<\/p>\n<\/li>\n

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            Needs careful linking via composite keys (email + account ID)<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n


            3. Manual List Uploads (Quick and Dirty):<\/strong><\/h4>\n

            If the list of users is already available and mapped to their respective admin emails, one of the simplest solutions is to manually import this information into a custom field<\/strong> on the Lead or Contact record.<\/p>\n

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            Pros:<\/p>\n

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              Quick to implement<\/p>\n<\/li>\n

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              No CRM or scripting dependency<\/p>\n<\/li>\n

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              Tokenizable in the email body<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n

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              Cons:<\/p>\n

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                Manual effort (although it can be semi-automated)<\/p>\n<\/li>\n

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                Risk of data staleness if not updated frequently<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n


                Our Take at RightWave:<\/h3>\n

                The best<\/em> solution depends on your stack maturity, time, and scalability needs.<\/p>\n

                If you have Salesforce tightly integrated, the long-text field token approach is elegant and easy. If you’re more advanced and have dev support, a custom object + Velocity Script gives you more control. And if this is a one-off campaign, the manual upload method wins for simplicity and speed.<\/p>\n

                RightWave helps marketing teams build smart solutions like this\u2014bridging campaign goals with platform constraints, while ensuring every email is relevant, timely, and scalable.<\/p>\n

                Need help scaling your campaign operations in Marketo or other MAPs?<\/strong>
                We\u2019re always up for a challenge. Let\u2019s talk.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

                Personalization at scale is one of the biggest promises of Marketing Automation. But what happens when you need to send one email per company and include a dynamic, variable-length list of employees specific to that company? This is a challenge one of our clients recently faced\u2014one that many enterprise Marketing Ops teams can relate to.…<\/p>\n","protected":false},"author":45,"featured_media":89301,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-89294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-welcome"],"_links":{"self":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/89294","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/comments?post=89294"}],"version-history":[{"count":22,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/89294\/revisions"}],"predecessor-version":[{"id":89332,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/89294\/revisions\/89332"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media\/89301"}],"wp:attachment":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media?parent=89294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/categories?post=89294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/tags?post=89294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}