London MUG Sept 23.pptx

1. London Marketo User Group September 2023

2. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Welcome to the London Marketo User Group (MUG) Not signed up for Bevy? – Join our chapter and never miss out!  Step 1: Navigate to https://mugs.marketo.com/london-mug/  Step 2: Create an account using the email associated with your Adobe Marketo Engage Account Once you’ve joined our chapter you’ll receive notifications and reminders about new events that the chapter has posted! Adele Miller Snr MarTech Manager Bazaarvoice Courtny Edwards- Jones MOPS Manager Zuora Emily Poulton Senior MOPs Consultant EMMIE Collective

3. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Adobe Marketo Engage User Group House Rules In order to ensure our MUGs stay user-focused and a safe space for members of the Marketing Nation to learn, network, and problem solve, we ask that all MUG attendees follow these rules: • No self-promotion or pitching of any kind is permitted at MUG events • Don’t contact people outside of the User Group without their consent • If MUG members share their use case at the User Group, please don’t share that information without their consent

4. © 2021 Adobe. All Rights Reserved. Adobe Confidential. This MUG Meeting is not being Recorded.  To ensure that we are abiding by the MUG Program Code of Conduct and to respect the privacy of the content shared during today’s session, we would like to inform all attendees that this session will not be recorded.  After the meeting concludes, if you have any outstanding questions or missed a portion of the content, please feel free to email us at [MUG LEADER EMAIL] or [Advocacy@adobe.com] and we will do our best to answer your questions.

5. Upcoming Opportunities for Chapter Members

6. © 2021 Adobe. All Rights Reserved. Adobe Confidential. MUG Member Feedback Wanted! The Adobe Advocacy team is collecting feedback from MUG members on the benefits they have experienced as a result of attending and participating in User Groups. To contribute your experience, please fill out this form. These testimonials will be used to encourage new members to join our User Group community, so we thank you for your participation and helping us grow this amazing program!

7. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Upcoming Virtual User Group Meetings DATE MUG CHAPTER TOPIC 12th September North America Virtual MUG Managing Your Mental Health While Working in Marketing Operations 14th September Phoenix MUG Demystifying the Marketo Engagement Canvas 28th September Minneapolis MUG September Meeting: Unleashing the AI Revolution

8. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Need to update your Marketo Engage certification? Adobe now has 3 certifications for Marketo Engage • Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have about 3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former Marketo Certified Associate) • Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers and marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update to the former Marketo Certified Expert) • Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and process at the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5 years of experience designing marketing automation using Marketo Engage Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam guides!

9. Todays Agenda • 530 – 545pm – Welcome! Adele Miller, London MUG Co-Leader • 545 – 615pm - Marketo Engage Roadmap Updates Isabella Hargreaves, Product Marketing Manager, Adobe Marketo Engage Ed Rumsey, Solution Consultant, Adobe • 615 – 630pm Quick Break • 630 – 7pm Managing Multiple Languages in Marketo Zoe Forman, EMEA Marketing Operations, MSA – The Safety Company • 7 – 730pm – Networking & Goodbye!

10. Marketo Engage Roadmap 2023 Isabella Hargreaves | Product Marketing Manager

11. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Adobe Confidential Roadmap disclosures are for informational purposes only, are not a guarantee of any future feature or functionality, are in no way part of your agreement with Adobe and are subject to change at any time.

12. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Today’s B2B buying journey is more complex than ever Brands struggle to meet the needs of their buyers, sellers, marketers and partners Sources: Gartner, The B2B Buying Journey; McKinsey & Company, Global B2B Pulse; IDC, B2B Technology Buyer Survey; Forrester, B2B Buying Survey Buyer Journey Realities Average number of… 11 Decision Makers 10 Channels Engaged 37 Interactions per Buying Group Member Only 17% of buyer’s time spent meeting with potential suppliers 59% increase in journey interactions 18-month average deal cycle

16. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Build reusable campaigns and increase velocity with new visual Canvas in Marketo Engage New Users Power Users Decision Makers Engagement Map in Marketo Engage Execute campaigns more quickly and efficiently Align stakeholders with easy export of customer journeys Plan and visualize how leads flow through interconnected campaigns Use Cases: • Easily manage and validate interconnected campaigns • Increase operational efficiency with enhanced error handling and troubleshooting • Accelerate time to value by quickly onboarding new users • Improve alignment across key stakeholders with intuitive visuals

17. ©2023 Adobe. All Rights Reserved. Adobe Confidential. …and here’s what you can do with Engagement Map Out of the box visuals Workflow auditability Campaign settings Export and share Simplifying workflows “Engagement Map” button gives you detailed visualization of your smart campaign Troubleshooting across an entire journey Visualization of interconnected campaigns helps with quickly deducing root cause of errors Quick overview of campaign settings One-stop-shop with all your campaign settings where you can set up recurrence and schedule campaigns Intuitive navigation User-friendly design offers easy access to smart list, flow actions, campaign members, export and share ©2023 Adobe. All Rights Reserved. Adobe Confidential.

18. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Engagement Canvas: Use Cases Plan and Visualize Visualize how leads will flow through your campaigns with better visibility into the lead journey and map out the interconnected campaigns Execute Streamline reusable campaign creation, new user onboarding, error handling, trouble shooting, and brainstorming with peers Align Share intuitive visuals with stakeholders that increase their visibility into your complex marketing activities to make decisions Empower every user in your marketing organisation

19. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Unlock the value of Engagement Map every step of the way Planning Execution Leadership alignment Management of interconnected smart campaigns with better visibility into lead journey to plan how leads flow through market instance by building reusable campaigns Increase operational efficiency by driving creative teams’ efficiency through easy onboarding and deep dive into errors and solve blocker Increase visibility into day-day marketing activities and drive decisions based on knowledge to achieve shared objectives New user Decision maker Power user Train new users with more ease and speed Decipher complex nested campaigns Improve collaboration and efficiency across teams Ensure stakeholder alignment Empower every user in your organization Visualize lead flows Brainstorming sessions

20. ©2023 Adobe. All Rights Reserved. Adobe Confidential. • Improve visibility for campaign stakeholders • Increase velocity and scale of campaign development by streamlining workflows • Enhance value delivered and team morale Phase 1: Phase 2: Q3 Q4 Proof and Approve Report and Audit Intake and Create Use Cases: Campaign requestors, campaign managers, Execs Optimize the Campaign Supply Chain with an end-to-end solution to plan, execute, and measure Marketo Engage and Workfront

21. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Marketo Engage and Workfront: Use Cases Intake and Create Increase campaign velocity and empower marketing stakeholders by automating the intake to create steps of marketing programs Proof and Approve Improve collaboration and efficiency by incorporating proofing and approval flows seamlessly into your campaign management Report and Audit Expand visibility with access to campaign performance and insights for all stakeholders Optimise the campaign supply chain

22. ©2023 Adobe. All Rights Reserved. Adobe Confidential. • Create and launch webinars natively reducing manual and duplicate effort • Leverage more engagement insights including webinar Q&A and polls • Automate and trigger post-event follow- up to accelerate the pipeline. Phase 1: Phase 2: Q3 Q4 Enhance Delivery Upscale Nurture Increase Campaign Velocity Use Cases: Event Marketers , Marketing Operation s Completes end-to-end webinar marketing and delivery process in Marketo Engage with webinar creation and management Interactive Webinars in Marketo Engage H2-2023

23. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Interactive Webinars: Use Cases Increase Campaign Velocity Increase campaign velocity and empower marketing stakeholders to create webinars directly in Marketo Engage with predefined templates Enhance Delivery Enhance webinar delivery with the right engagement tools such as polls, Q&A and surveys Upscale Nurture Upscale your nurture via the rich engagement data captured in Marketo Engage Streamline the end-to-end webinar process

25. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Web Visitors, Marketers, Admins Use Cases: Automate real-time conversations with customers sooner in the funnel to build more pipeline faster, together with Sales Dynamic Chat Prime H2-2023 Allow sales agents to have live conversations with site visitors Let gen AI answer virtually any customer question and help live sale agents respond faster Drive meeting bookings and more granular qualification with live and automated chat • Transform your chat bot with Generative AI • Directly connect customers to live agents empowered to scale • Turn any form, landing page, or web page into a dynamic experience • Set up custom sales routing rules Sales Agents, Marketing Ops

26. ©2023 Adobe. All Rights Reserved. Adobe Confidential. 2023 B2B Marketing Trend: Humanise your Customer Experience Guided Conversations Pre-designed, automated conversations based on decision tree logic Live Conversations Freeform 2-way conversations between your customers and a live sales agent Generative AI Conversations Freeform 2-way conversations between your customers and your generative AI models Built to help the marketer maintain control of your brand experience

27. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Activate audiences in Marketo Engage Activate audiences in LinkedIn Create Account audiences with unified account data Use Cases: Create and activate target audiences of accounts using unified account data from multiple data sources Account List Segmentation and Activation H2-2023 • Segment audiences of accounts using unified data inside Real-Time CDP, B2B/P Editions • Activate list of accounts from Real- Time CDP B2B/P Editions to account-based destinations Account- based Marketers

28. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Account List Segmentation and Activation: Use Cases Create Account Audiences Create account audiences with unified account data in Real-Time CDP B2B/B2P Editions Activate in Marketo Engage Activate audiences in Marketo Engage for account- based marketing (ABM) including nurture campaigns (Engagement Programs) Activate in LinkedIn Activate audiences in account-based destinations like LinkedIn for ABM paid media and contact discovery Create and activate account audiences using unified data

30. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Phase 1: Phase 2: Q3 Q4 Switch easily between different Adobe organisations and solutions Benefits: Streamlined sign-in experience and user administration across the Adobe Experience Cloud Unified Experience Across Your Adobe Portfolio Experience League documentation search now available within Marketo Engage Authenticate across Experience Cloud apps, including Marketo with an Adobe ID H2-2023 • Common sign-in experience across Marketo applications and rest of Experience Cloud • Product admins can manage users and user entitlements through the Adobe Admin Console • IT or Security admins can manage Marketo Engage instances through Adobe Admin console Users, Product Admin, IT Admin, Security Admin

31. ©2023 Adobe. All Rights Reserved. Adobe Confidential. ©2023 Adobe. All Rights Reserved. Adobe Confidential. Summary: Marketo Engage Innovations 2023 Engagement Map in Marketo Engage (visual campaigns) – NEW!

32. London MUG, 6th September 2023 MSA Going Global – “Managing Multiple Languages in Marketo” Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

33. Agenda  MSA Marketo instance – the journey from US focused, to Global for consistency and EMEA efficiencies  From siloed regional workspaces to one Global instance  EMEA efficiency from Dynamic content emails using segmentation, Snippets, Tokens with Global Flexi-email  Global Forms, Templates and Programs– consolidation & efficiently  Global Operational Programs, Preference Centres, Lifecycle & Scoring, Opt-In Salesforce sync.  EMEA region under GDPR | 33 Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

34. 2015 > • One Instance with 6 separate siloed Workspaces • Local forms = 650+ • Regional programs • Unable to clone assets & programs across workspaces • Brand and content consistency diluted • US-focused agency | 34 MSA Marketo Global evolution Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024 MARKETO US • 2015 Europe • 2019 zMEAIR • 2020 zEMEA zPAR zLAR 2023 • Global Instance • Four regions • Global forms • Flexi email templates • Global programs • SFDC <>MKTO sync • Global Consistency • EMEA Efficiency • Global Agency • 2020 • 2019 • 2021

35. | 35 Global / Regional / legal requirements Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024 • 66 Countries • 3 languages – EN PT ES • Privacy Policy Brazil • Web domains x4 • 250+ countries • Sub Regions – Europe & MEAIR • 12 languages • GDPR • Volume of programs • Web domains x12 • United States & Canada • 1 language • Privacy Policies x5 US States & CASTL (CA) • Web domains US CA • Default (Lang. / Seg) NNA EMEA PAR LAR • 46 countries • Sub Regions – ANZ & ROA • Privacy Policies – Australia & Singapore • Web domains x4

36. • Separate Workspaces for Europe & MEAIR, merged into EMEA, migrated into Global instance • EMEA volume of programs, double ROW, in half the time, x3.5 NNA annually • One form per language • Custom forms per product/promotion/event • One program per language/form • Separate programs for each product group within an Industry segment • Over 500 EMEA forms in 12 languages • Regional programs – eg. x4 Webinars list uploads, programs, actions/flow • ROW (none EMEA) forms were not GDPR compliant = lost MQL’s and MAL’s • GDPR & data compliance have always been at the heart of EMEA | 36 EMEA Original set-up: unsustainable Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

37. | 37 EMEA Efficiency – Managing Languages Reduced set-up time by 75%, increased GDPR form capture, Global Consistency and efficiency • Segmentation for audience targeting and personalisation: language, regions, sub-regions • Snippets & Tokens– used for Social Media links, Office Address, Tag lines, logos. • Dynamic content using Flexi template emails – reduced time to set up programs and emails. • Global dynamic forms - 500+ EMEA forms down to 35 • Multi-language forms for EMEA – EN DE FR & PL IT ES reduced the number of forms • Additional EMEA MQL captured from ASK A QUESTION? Form on Product pages – 2 checkboxes  Taking the best from NNA and EMEA to convert to Global o Dynamic legal consent forms based on Country – ensures GDPR compliance on all MSA form fills o Global Opt-In – driven by GDPR, CASTL, Singapore, Brazil, Australia o Global Scoring & Lifecycle and operation programs –Global programs for managing activities, standard data values, list uploads, SFDC sync for all 4 regions in one program o Global programs listening & reporting - across all regions, segments, products & promotions Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

39. Speed-up campaign creation  Global program templates are built so each region can clone and localise the contents. Ensure consistency  Program templates ensure everyone in your team builds programs following the same best practice - time and again. Great if you're looking to standardise or scale. Reduce the risk  Mistakes happen, but with templates to follow, errors can be reduced, particularly from those new to Marketo, protecting your brand and customer experience. Documentation – x10 guides  Document the process; this supports training and acts as a Global reference for all users. Using company screenshots and links to templates or Adobe documents provides a single resource | 39 Why Use Global Programs, forms, list & Email templates Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

42. | 42 Flexi Email template, Snippets & Tokens Flexi – email template • Global consistency – match website refresh • Drag-and-drop modules • Editable: Background colour, padding, divider colour, toggles, links, formatting etc • No HTML coding required, easy to use • Global cloning Snippets used in modules • Localisation – quick and easy, address, social media links Tokens used within the Program and Body content using global tokens at the top level of Marketing Activities for Company Name, Address, Website, and local tokens based on segmentation.

43. | 43 EMEA Dynamic efficient emails Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024 • Flex template/Snippets /tokens provide personalisation, brand consistency & and localisation. • Dynamic content – personalised with tokens, dynamic modules translated, images, CTA links, subject line & and pre- header using snippets for Social Media links, office address, Taglines, Logos • One program, one email in multiple languages or audiences eg EN & FR, sub-regions Europe & MEAIR or Product * Digital Pi created Flex email templates

44. Standardisation is pivotal in web form management and data governance, particularly for enterprise businesses under GDPR:  Consistency and Quality: Ensure that all forms across the organisation adhere to a unified structure and design. This improves the quality of collected data and provides a uniform user experience.  Data Integration: facilitates seamless form data integration with other systems and databases (Marketo & SalesForce). Consistent data formats and structures simplify the integration process, enhancing data interoperability.  Compliance and Security: Ensure compliance with data protection regulations (GDPR) and security standards. Establish data governance policies and procedures to safeguard sensitive customer information and maintain data privacy. | 44 GDPR - Web Form Management and Data Governance Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

45. | 45 Dynamic, multi-lingual Global Forms • Two triple language forms for core EMEA languages to reduce the number of forms – EN/DE/FR & PL/IT/ES • Global forms allow quick updates, pick lists to ensure MKTO & SFDC matching data values • Dynamic Privacy policy displays correct legal text and checkboxes displayed based on the Country selected • Global Marketo programs listening to capture all form fill and send alerts to regions, add to regional SFDC Campaigns and manage regions marketable leads. Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

46. | 46 GDPR compliant & Language preference Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024 Dynamic content based on Country: • Language – regional options - select • Newsletter versions (by industry) - select • GDPR legal text & checkbox – presented in language, checkbox mandatory

47. | 47 Global Preference Centre & Data Management (GDPR) • Global Preference Centre manages Unsubscribes, but also user preferences on type of communications and preferred language (dynamic based on country) • Global Opt-in/out operational program – consent based on GDPR/local Privacy Policies. Previously separate programs for NNA & EMEA. • Responsible for data security and governance (GDPR) leads coming in and flowing out of the marketing & CRM systems • Investigate data quality, issues and continuously improve data management of Marketable EMEA Leads, regional quirks (French Firewalls, personalisation tone) • Trust/Data hygiene – Invalid emails, delivery / bounce / Database % Marketable • Manage data imports using Global list templates according to campaign requirements ensuring global consistency, data accuracy, hygiene, and proper segmentation and add to regional SFDC campaigns. Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

48.  Segmentation: Regions NNA EMEA PAR LAR.  Snippets: global MSA logos, tag lines  Program templates & Documentation: flexi email, events, nurture, list uploads, forms, tokens  Lifecycle & Scoring: operational  Global Dynamic legal forms: capture local consent based on local Privacy Policies  Preference Centre: Opt-In, communications type, language, manage Unsubscribes  Tokens: Top level Logo, Company Name, Office Address, Website  Segmentation: Sub-regions, language  Snippets: Social Media, Office Address,  Dynamic emails: multiple languages, sub- regions (Europe and Middle East)  Multi-lingual forms: EN DE FR & PL ES IT  Local Programs capturing & managing EMEA leads/campaigns & SFDC sync  GDPR consent: Opt-In, explicit consent, legal text & checkboxes  Tokens: local, custom, dated, webinars | 48 2023 MSA Global Instance GLOBAL EMEA Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

50. Wrap Up • Thank you everyone for joining us! • Slides will be posted tomorrow on Bevy • Presenters always welcome if we have volunteers

London MUG Sept 23.pptx

London MUG Sept 23.pptx

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