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How to Set Up Marketo Dynamic Content

Configure variables and segmentation so dynamic email content works when syncing from Knak.

Overview

Dynamic content lets you show different email content to different audiences. Knak connects to Marketo variables and segmentations to control these variations.

Prerequisites

Before configuring dynamic content, update the API user role permissions in Marketo.

Required permissions:

  • Read-Only Lead (sometimes listed as Read-Only Person)

  • Read-Only Custom Object

Without these permissions, dynamic content variables may not sync correctly.

Configure Marketo Dynamic Content

Follow these steps to connect Marketo variables and segmentations to Knak.

1. Open Dynamic Content Settings

  1. Navigate to Admin → Integrations → Platforms.

  2. Locate the Marketo integration tile.

  3. Click Dynamic Content Settings Icon.

    Admin → Integrations page showing the Marketo tile and Dynamic Content Settings.

2. Create the Knak Variables Configuration Token

Create a configuration token to store the Marketo variables used for dynamic content.

  1. Select the Marketo folder where the token will be created.

    1. Create this token in a top-level folder within your default workspace.

      • Accessible to all subfolders

      • Easier to manage across multiple programs

  2. Click Create New Config.

    Create New Config button highlighted in Marketo Dynamic Content Settings Page.

Knak automatically creates a Marketo token called:

{{my.Knak Variables}}

This token stores the variables and segmentations that Knak can access for dynamic content.

3. Add the Tokens in Marketo

  1. Click Add beside the configuration token.

  2. A new Marketo tab will open.

  3. Navigate to the selected folder.

  4. Locate and edit the token: {{my.Knak Variables}}

    1. Double-click the token to enable editing

    Marketo folder showing the Knak Variables token.

4. Add Variables or Segments

Add the variables or segmentations you want to use for dynamic content.

Steps:

  1. Drag variables from the right panel into the Script Editor.

    Token editor showing variables dragged into the script area.

  2. Confirm the variables appear in the script area.

  3. Ensure each variable is checked in the right panel.

    1. You can add:

    • Lead variables (example: Lead.City)

    • Marketo segmentations

  4. Click Save.

    1. You have to save in both the popup modal and from the My Tokens page.

5. Sync Variables From Marketo Into Knak

After saving the token:

  1. Return to Dynamic Content Settings in Knak.

  2. Click Sync.

Knak imports the configured variables from Marketo. Hover over a variable to see:

  • Variable syntax

  • Variable type

Variables may have different colors:

  • Blue (Segmentation) - Marketo segmentation variables

  • Orange (Custom) - Custom object variables

  • Grey (Default) - Standard variables

How Dynamic Content Sync Works

When you sync an email that contains dynamic content from Knak to Marketo, Knak automatically creates a Knak Dynamic Element token at the Program level.

The token appears as:

{{my.Knak Dynamic Element}}

This token contains the velocity script used to render the dynamic content blocks in the email. Marketo uses this token to determine which content variation should appear for each audience segment.

⚠️ Important: Do not remove or edit this token. Removing the token will break the rendering of dynamic content.

Where the Token Appears in Marketo After Syncing an Email to Marketo

The token is created in the Program that contains the synced email.

To locate the token:

  1. Open your Marketo Program.

  2. Click the My Tokens tab.

  3. Locate: {{my.Knak Dynamic Element}}

Using Tokens in Dynamic Segments

Configure Merge Tags in Admin Settings

If you want to use Marketo tokens inside dynamic content segments, you must configure the merge tags in Admin Settings.

This step allows Knak to recognize the variables stored in the {{my.Knak Variables}} token.

Open Merge Tag Settings

  1. Navigate to Admin → Settings.

  2. Locate the Merge Tags section.

  3. Edit a merge tag or create a new one. Learn more about Merge Tags.

  4. Add the variables you want to use in dynamic content.

When using tokens inside dynamic segments, use this syntax:

${<Velocity Script Token Name>}

Example:

${Lead.Country}

If you’re unsure what the velocity script token should be, review script tokens in Marketo:

Unsubscribe Link Best Practices

Keep unsubscribe links simple and compliant when using Marketo. This helps avoid delivery issues and ensures a consistent user experience.

Keep the Setup Simple

Use the default system token only.

  • Use: {{system.unsubscribeLink}}

  • Do not change the token

  • Do not wrap it in other code

  • Do not place it inside dynamic content

  • Do not add conditional logic

Treat It as a System Element

Unsubscribe links are controlled by Marketo.

  • Place the link in a static section

  • Do not include it in dynamic content

Dynamic content can interfere with how the unsubscribe link works.

Translate Only the Text Around It

Do not translate the token itself. Only translate the surrounding text.

Examples:

  • English: Click here to unsubscribe

  • French: Cliquez ici pour vous désabonner

  • Token (same in all languages): {{system.unsubscribeLink}}]

Use Fully Localized Pages (Advanced Option)

If you want the unsubscribe page to match the email language:

  1. Create a separate landing page for each language

  2. Link directly to each page

  3. Do not use the system token in this case

This gives you full control over the experience. It is also the most reliable option for localization.

Permissions for Users

Admins can control access to dynamic content features through Role Permissions.

  1. Navigate to Admin → Roles.

  2. Select a role to modify.

  3. Scroll to the Dynamic Content section.

Available permissions:

  • Manage dynamic content variants

  • Manage global segments

  • Manage local segments

Dynamic Content role permissions.

Note: Global segments can be reused across emails. Local segments apply only to a single email.

Step-by-Step Video

Walkthrough video of Dynamic Content from Knak to Marketo:

Points to Consider

Program Location

  • Tokens are created at the Program level

  • Send emails from the same Program

  • Smart Campaign must match the Program

Workspace Access

  • Ensure segmentations are shared across workspaces

Token Size Limit

  • Max size: 100 KB

Reduce Token Size

  • Split dynamic and static content

  • Remove tokens from plain text version

  • Limit dynamic content usage

FAQs

Why is my company token not working in dynamic elements?

Configuration variable sync only supports Lead variables.

Supported:

Lead.xxx

Not supported:

Company.xxx

Example fix:

Replace:

${Company.Company Name}

With:

${Lead.Company}

When should I use local segments vs global segments?

Segment Type

Use Case

Global Segments

Reusable across multiple emails

Local Segments

Used only within a single email

When should I use the Default Hide Variant feature?

Use when content should appear only for specific audiences.

Non-matching users will not see the content.

Why Did My Global Segment Stop Working in Marketo?

If your global segment worked before but now only shows default content, the issue is usually a segmentation name change in Marketo.

After syncing, Knak continues to reference the original segmentation name. If that name changes, the mapping breaks and dynamic content no longer renders.

How to Fix It

  1. Log in to Marketo

  2. Confirm the current segmentation name

  3. Return to Knak

  4. Open the Global Segments used in your email

  5. Update the mapping to match the updated segmentation name

Tip:Always confirm segmentation names in Marketo before syncing your email.

Need more help? Contact Support via live chat within Knak using the chat bubble in the bottom right corner or email support@knak.com

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