What are 'My Tokens' in Marketo?

'My Tokens' in Marketo refer to custom variables that a user can create and utilize within the platform. Each user can define these tokens according to their unique needs, making it possible to personalize content and streamline marketing processes. This flexibility allows marketers to store and manage information that is specific to their campaigns, such as unique offers, specific messaging for different audience segments, or other individualized data.

The advantage of 'My Tokens' is that they provide a way to implement personalization at scale, enabling marketers to customize communications without manually updating each instance of a variable throughout their campaigns. Utilizing 'My Tokens' enhances efficiency and ensures consistency in messaging.

In contrast, global variables that are visible to all users serve a different purpose and are typically predetermined by the organization. Pre-built templates for campaigns are structured formats designed to guide the creation of consistent marketing materials but do not offer the same level of customization as 'My Tokens.' Similarly, standard tokens are predefined by Marketo and do not allow for user-generated personalization, which emphasizes the unique nature of 'My Tokens' as custom, user-specific variables.