SeaMUG Slides - Jan 2023 Executable Campaigns.pptx

Adobe Marketo Engage User
Groups
Housekeeping Slides | January 2023

© 2021 Adobe. All Rights Reserved. Adobe
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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
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Group, please don’t share that information without
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This MUG Meeting is being Recorded.
▪ To ensure that we are abiding by the MUG Code
of Conduct, we are informing all user group
attendees at the Seattle MUG meeting on Jan
26th at 3pm PT that this meeting will be recorded
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promote training, education, and future learning.
▪ If you do not wish to participate in a LIVE
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recording at a later time, which will be linked after
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[nsmitha@etumos.com] or
[Advocacy@adobe.com].

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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
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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!

Executable Campaigns
Beth Massura | January 2023

Confidential.
Agenda
▪ What are executable campaigns - 3 analogies
▪ Logic and caveats - what you need to know
▪ Use cases and examples

Confidential.
Executable Campaigns Overview
▪ Different type of smart campaign
▪ Must be executed (called) by a separate
trigger or batch “parent” campaign
▪ Think of it as a saved set of flow steps
that runs as a whole before continuing
to the next flow step in the parent
campaign

Confidential.
Analogy: Partial Recipe
▪ Recipe used within other recipe(s)
▪ Pie crust
▪ Dumpling dough
▪ Soup base
▪ Reduces number of ingredients/steps
within a single recipe page
▪ Allows consistency across
many other recipes
▪ Opportunity to manage necessary order
(can’t make pie without having the crust ready)
"Grandma's Apple Pie Recipe 1" by ilovebutter is licensed under CC BY 2.0.

Confidential.
Analogy: Standard Operating Procedure or Plan
▪ Completed as a whole unit
▪ Finish all of the tasks before moving on
to the next project
▪ Framework for repeatable steps,
switch out a factor or two
"folder" by allispossible.org.uk is licensed under CC BY 2.0.

Confidential.
Analogy: Video Game Level
▪ Need to start the game
▪ Finish a level 1 before moving on
to level 2, etc.
▪ If a level glitches, you can’t continue
"Found this gem while going through some boxes filled with my childhood report cards, pictures,
etc.." by San Diego Shooter is licensed under CC BY-NC-ND 2.0.

Confidential.
Key Benefits of Executable Campaigns
▪ Reuse consistent flow steps
▪ Reduce number of flow steps in a single campaign
▪ Unlike request campaign, doesn’t create another active trigger
▪ Ensure processing order
▪ Inherit token values
▪ Log that a person didn’t qualify for a campaign

Confidential.
Caveats: Creation and Use
▪ Option to make campaign executable only at time of creation
▪ Can clone an existing campaign to copy its filters and flow steps, but need to strip
out triggers and prohibited flow steps
▪ Cannot have triggers or be activated, scheduled or run itself
▪ Executable campaigns are “always on”
▪ Must be in same workspace as the parent campaign(s) that execute it
▪ Use smart list filters to limit who can qualify once the campaign is executed
▪ Tip: swap out a fully configured smart list to avoid errors

Confidential.
Caveats: Flow Steps
▪ Webhooks cannot be called from executable campaigns
▪ Request a separate campaign that calls the webhook -
but then order of completion not controlled
▪ Remove from flow removes from the whole campaign
sequence including the parent campaign
▪ Can’t connect to program member custom fields for the parent program
▪ Can have up to 3 layers of executable campaigns
▪ Configure them to best take advantage of unique capabilities

Confidential.
Process Flow

Confidential.
Token Inheritance: Where Values Come From
▪ System tokens (program, trigger, campaign, member) and program custom “my”
tokens
▪ In “execute campaign” flow step, choose true/false for Use Parent Campaign
Token Context
▪ Generally inherit from top level program (e.g. if there are three levels of nested
executable campaigns, tokens come from the parent program that executes the
first one)

Confidential.
Token Inheritance: Where Values Can Be Used
▪ Generally only work in flow step stamping within the executed campaigns
▪ e.g. not Acquisition Program where you normally have to select the program
from the dropdown
▪ Custom “my” tokens not inherited by email assets in the program containing the
executed campaign
▪ ...But system tokens are inherited by email assets?

Confidential.
Token Inheritance
Parent program Child program (with executable campaign)
▪ Put the same token name in the child program(s) to incorporate a default value
should the parent program be missing the token & value

Confidential.
Token Inheritance
Top Level Program (Calling
First Executable Campaign)
First Executable Campaign
Program
Nested Executable
Campaign Program
Result
Token defined; Use Parent
Campaign Token Context =
True
True
Token not defined Interesting Moment stamped
Top Level Program token
value
Tokens defined; Use Parent
False
False
Token not defined; interesting
moment flow step
Interesting Moment stamped
First Executable Campaign
Program token value
Added to SFDC Campaign
token from Top Level program
Tokens defined; Use Parent
False
False
Token defined; interesting
moment flow step
Interesting Moment stamped
Nested Executable Campaign
Program token value
True
False
Token not defined System token
{{program.name}} from Top
Level Program in alert subject
and body; My token from First
Executable Campaign
Program in body

Confidential.
General Use Cases for Executable Campaigns
▪ Control operational processing order
▪ Run multiple steps that apply to a specific subgroup of records
▪ Create repeatable processing where tokens can be used in flow steps

Confidential.
Use Case: Operational Processing Order
▪ Help eliminate daisy chains that reduce insight and are a pain to update
▪ Avoid wait steps, which are arbitrary anyway
▪ Examples:
▪ Standardize country values before determining consent requirements
▪ Process Lifecycle before syncing to SFDC
▪ Get data back from enrichment service integrated with SFDC before
demographic scoring

Confidential.
Operational Processing Order
1
6
7

Confidential.
Operational Processing Order
2
3
5
4

Confidential.
Use Case: Subprocesses for Specific Subgroup
▪ Avoid repetitive flow step choice criteria
▪ Provide clarity into all processing for the subgroup
▪ Example:
▪ All steps for records who submitted preference form and unsubscribed vs.
those who didn’t unsubscribe

Confidential.
“Old” way - repetitive
flow step choice
criteria

Confidential.
Unsubscribed Date
“New” way - executable
subcampaign for each group

Confidential.
Use Case: Create Repeatable Processing
▪ Consistent program engagement processing
▪ Leverage tokens
▪ Examples:
▪ Stamping most recent program, sync to SFDC, timestamps
▪ Centralized interesting moments

Confidential.
Repeatable Processing
Common Program Step Good for Centralized
Executable Campaign
Stamp most recent program field ✓ - program token
Create interesting moment with detailed description ✓ - custom “my” token
Stamp date/time field ✓ - system token
Add to/Change Status in SFDC Campaign ✓ - custom “my” token (SFDC
Campaign type)
Set Program Status 🚫
Set Acquisition Program 🚫
Send (tokenized) email/alert 🚫…?

Confidential.
Use Case Example: Interesting Moments
▪ Centralize interesting moment processing
▪ Consistency in information included and scalable - but also readable by Sales
team
▪ Expand beyond trigger tokens - inherit custom program “my” tokens for useful
data points
▪ Friendly name vs. exact asset name
▪ Summary/description
Learn more about Interesting Moments!
Marketo Engage Documentation: “Using Interesting Moments” and “Trigger Tokens for Interesting Moments”

Confidential.
Use Case Example: Interesting Moments
“Hard-coded” into program flow
-> More precise, less scalable
Trigger token -> More scalable,
less helpful to Sales
Custom token inherited by
centralized executable -> More
scalable and helpful to Sales

Confidential.
Resources
▪ Marketo Documentation: “Execute Campaign”
▪ Marketing Nation Product Blog: “Executable Campaign vs Campaign is
Requested”
▪ Marketing Nation Champion Blog: “Operationalizing Interesting Moments with
Executable Campaigns” by Chris Willis

SeaMUG Slides - Jan 2023 Executable Campaigns.pptx

SeaMUG Slides - Jan 2023 Executable Campaigns.pptx

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