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Adobe Marketo Engage User
Groups
St. Louis, MO & Kansas City, MO
Show Me MO Models: Discovering the Power of
Marketo and AI | August 2023
© 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
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
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
this St. Louis and Kansas City MUG meeting on August
24th at 2pm CDT that this meeting will be recorded and
posted on the MUG YouTube Channel to promote
training, education, and future learning.
▪ If you do not wish to participate in a LIVE recorded
session, please feel free to watch the recording at a
later time, which will be linked after the meeting
concludes, and send us any questions you may have to
[Advocacy@adobe.com].
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Stay connected with our chapters!
Sign up for Bevy – the new tool for Adobe Marketo Engage
User Groups!
▪ Step 1: Navigate to
https://mugs.marketo.com/st-louis-mug/
https://mugs.marketo.com/kansas-city-mug/
▪ Step 2: Create an account using the email associated with your
Adobe Marketo Engage Account
Once you’ve joined the chapter(s) you’ll receive notifications and
reminders about new events that the chapter has posted!
Upcoming Opportunities for
Chapter Members
© 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!

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08.2023_Marketo Engage User Groups Housekeeping Slides-merged.pdf

  • 1. Adobe Marketo Engage User Groups St. Louis, MO & Kansas City, MO Show Me MO Models: Discovering the Power of Marketo and AI | August 2023
  • 2. © 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
  • 3. © 2021 Adobe. All Rights Reserved. Adobe Confidential. 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 this St. Louis and Kansas City MUG meeting on August 24th at 2pm CDT that this meeting will be recorded and posted on the MUG YouTube Channel to promote training, education, and future learning. ▪ If you do not wish to participate in a LIVE recorded session, please feel free to watch the recording at a later time, which will be linked after the meeting concludes, and send us any questions you may have to [Advocacy@adobe.com].
  • 4. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Stay connected with our chapters! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! ▪ Step 1: Navigate to https://mugs.marketo.com/st-louis-mug/ https://mugs.marketo.com/kansas-city-mug/ ▪ Step 2: Create an account using the email associated with your Adobe Marketo Engage Account Once you’ve joined the chapter(s) you’ll receive notifications and reminders about new events that the chapter has posted!
  • 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 User Group Meetings Calendar (English) DATE MUG CHAPTER FORMAT TOPIC 09-06 London MUG In Person Meeting September MUG @ Adobe HQ 09-06 Charlotte MUG In Person Meeting Casual + Sharing + Camaraderie + Optional Beer 09-12 North America Virtual MUG Virtual Meeting Managing Your Mental Health While Working in Marketing Operations 09-14 Phoenix MUG Virtual Meeting Demystifying the Marketo Engagement Canvas 09-28 Minneapolis MUG Virtual Meeting September Meeting: Unleashing the AI Revolution 09-28 Netherlands MUG In Person Meeting Marketo User Group at Portbase Rotterdam 09-28 New York MUG In Person Meeting Where We Begin: Efficient Original Processing in Marketo
  • 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 Expert – Adobe Marketo Engage Business Practitioner Renewal exam: This shorter test focuses on the newest solution capabilities and the things you already know. Renewal exams are meant only for those with an existing credential that is about to expire—you can’t take a renewal exam if you don’t have the original certification. • 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. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Raffle As a special thank you for joining us today, all attendees are automatically entered into our raffle that will take place after the presentations today. Who knows, you might just be one of our lucky winners!
  • 11. Unleashing ChatGPT With Marketo The Workflow Pro
  • 12. Professor Details Tyron Pretorius Automation Guru Marketing Operations Manager | Telnyx Blogger, Freelancer, Professor | The Workflow Pro 3+ Years of Using APIs
  • 13. ● 2 Ways to Interact with ChatGPT ● Using Zapier as a middleman ● Using Replit as a middleman ● Making ChatGPT Request Directly ● Bot Form-Fill Classification ● Refining your prompt Talk Outline
  • 14. 2 Ways to Interact with ChatGPT
  • 15. 2 Ways to Interact with ChatGPT 1. Using Marketo webhooks to make ChatGPT requests directly ○ 30 second timeout limit on webhooks ○ Less control than using 3rd party tool 2. Using a 3rd party as a middleman e.g. Zapier, Replit ○ No timeout issue ○ Can use 3rd partys’ tools for parsing response, advanced logic etc
  • 16. Using Zapier as a Middleman
  • 17. Using Zapier as a Middleman
  • 18. Using Replit as a Middleman
  • 19. Segmentation using ChatGPT 1. Messaging Application: Software applications where one of - if not their only - primary feature sets revolved around enabling their customers to easily send messages. This could be a bulk messaging service for sending out mass alerts for events or it could be a promotional marketing tool focused around SMS outreach. 2. Patient / Customer Engagement Software: Software applications that enable businesses to better communicate and engage with customers and/or patients. These platforms often enable 2-way communications between the clients and the business and likely integrate with other tools the businesses use so the content/messaging can be tailored to the individual customer. 3. CRM: CRM stands for Customer Resource Management. These are software platforms where all customer data is stored. With the advancement of softare-based applications, many CRMs now incorporate communications features such as click-to-call, call recording, and more that allow the CRM to be more than just a collection of data but also a place where communications-based workflows can be performed.
  • 20. ”Using the list of 3 'sales segments' above that describe Telnyx's customer categories and their potential use cases for Telnyx's services determine whether the company with the website provided fits into each of these sales segments. Format your answer to include the name of each sales segment, a % confidence score, and an explanation as to why they do or do not match the given segment like so: Sales Segment: {{Segment}}nnConfidence Score: {{% Score}}nnExplanation: {{Explanation}}” Segmentation using ChatGPT
  • 33. Usage
  • 36. Resources ● “Integrating Marketo with ChatGPT” blog post ● Marketo API Crash Course ● Demystify the API Crash Course
  • 37. 1 Lucas Machado St Louis and Kansas City MO MUG 08/24/2023 Future-Proofing Marketing: Integrating AI with Marketo
  • 38. 2 About me 🎓 Academic Background: Specialized in Applied and Computational Mathematics. 💻 Tech Toolkit: Skilled in Python, Javascript, and adept with APIs. 🧩 Problem Solver: Passionate about challenges and puzzle-solving. 🌎 From: São Paulo, Brazil. 🥦 In the kitchen: Proud vegetarian Lucas Machado Marketing Automation Specialist Revenue Pulse (RP)
  • 39. 3 Agenda - Fine-Tuning ChatGPT - Engaging Leads on Their Terms: Leveraging ChatGPT and Marketo. - ChatGPT & API: Calculating Costs - Ethics and Data Privacy
  • 41. 5 ChatGPT's Secret Sauce Public vs. Personalized: While ChatGPT thrives on public data, specific needs demand tailored datasets. Bespoke Accuracy: Enhance precision for your unique use cases. Customize with Confidence: Infuse ChatGPT with your own data for a tailored experience. Use cases - Persona-Driven Lead Classification: Sort leads into distinct personas for targeted engagement. - Sift Genuine from Generic: Sharpen accuracy to distinguish authentic leads from the noise.
  • 42. 6 How to tailor your model to distinguish the real from the fake
  • 43. 7 Data Preparation Options - Hard way: .jsonl file - Easy way: .CSV file
  • 44. 8 Base models - Fine-tuning begins with a default 'curie' base model. - Can be one of four GPT 3 Models or GPT 3.5: - GPT 3.5 - davinci - curie - babbage - ada - For this instance, davinci was the selected model. - Models to be deprecated in January 2024. - OpenAI aims to allow fine-tuning for GPT 4 soon.
  • 45. 9 Steps to create your model 1. Setup: ○ Install Python: Ensure Python is installed on your computer. ○ Open CLI: Access the Command Line Interface using cmd. 2. Install OpenAI Library: ○ pip install --upgrade openai 3. API Configuration ○ Set API Key: export OPENAI_API_KEY="<OPENAI_API_KEY>" 4. Data preparation: ○ openai tools fine_tunes.prepare_data -f <LOCAL_FILE> 5. Model creation: ○ openai api fine_tunes.create -t <TRAIN_FILE_ID_OR_PATH> -m <BASE_MODEL> 6. Wait: Allow the system to process and optimize your model. https://platform.openai.com/docs/guides/fine-tuning
  • 46. 10 URL: https://api.openai.com/v1/completions Payload Template: { "model":"<YOUR_FT_MODEL>", "prompt":"'<YOUR_PROMPT>'", "max_tokens":1, "temperature":0 } Request Type: POST Response Format: JSON *Map the response to a specific Marketo field. Setting Up a Marketo Webhook for Completions
  • 49. 13 Engaging Leads on Their Terms: Leveraging ChatGPT and Marketo.
  • 50. 14 Pinpointing ideal send times Understand Your Leads: - Get the activity log using Marketo API. ChatGPT Integration: - Use ChatGPT to predict the best send times based on engagement patterns. Automated & Enhanced Campaigns: - Return optimized timings to Marketo. - Ensure emails are delivered when leads are most receptive. The Result: - Higher open rates, better engagement, and improved lead nurturing.
  • 51. 15 Retrieve your data Utilize the Marketo API to extract your data and organize it into a spreadsheet.
  • 52. 16 Treating your data Data Readiness: - ChatGPT requires structured data; a raw spreadsheet won't suffice. Individualized Processing: - Segment each lead for targeted analysis. Optimized Data Structure: - Structure data in a format conducive for precise ChatGPT responses.
  • 53. 17 Crafting your Prompt for ChatGPT Using the right prompt is crucial for achieving accurate results with ChatGPT. Example Prompt: “You are an Data Analytics assistant in a Marketing Automation and Operation Agency. I'm going to send you the anonymized information of which emails a lead received, the datetime it was received and the datetime it was opened. Your job is to respond when is the best time to send an email to the specific lead to maximize the chance of the lead opening the email. For example, the hour the lead most opened emails can be a best parameter. Try your best to determine a best send hour. Respond only with the best send hour in a 24 hour clock. If you can't define the best send time respond with -1.”
  • 54. 18 Optimizing Marketo Campaigns Data-Driven Recommendations: - Leverage ChatGPT to determine the best email send times for each lead. Intelligent Campaign Execution: - Integrate ChatGPT's insights into Marketo's smart campaigns.
  • 55. 19 Optimizing Marketo Campaigns Advanced Timing Strategies: - Utilize advanced wait steps in Marketo to precisely deliver emails at optimal times.
  • 56. 20 ChatGPT & API: Calculating Costs
  • 57. 21 Understanding Tokens in ChatGPT Token Basics: - Think of ChatGPT's tokens as its "coffee" – vital for its operation. Token to Word Ratio: - Typically, 1 token covers approximately ¾ of a word. Monitoring Usage: - Track token consumption in the API response for each request. Tools & Resources: - Use the OpenAI Tokenizer to count tokens in your input. Quick Reference: - On average, 100 tokens equate to about 75 words.
  • 58. 22 Token Pricing Across Models Variable Pricing: - Different models have distinct token pricing structures. Complexity Costs: - Generally, advanced models have pricier tokens due to increased capabilities. Model-Specific Rates: - GPT 4: $0.03 per 1,000 Tokens. - GPT 3.5: $0.0015 per 1,000 Tokens. - Fine-tuned Davinci: $0.03 per 1,000 Tokens. For Comprehensive Pricing: - Visit OpenAI Pricing for a detailed breakdown.
  • 60. 24 Chat GPT Data Privacy Is ChatGPT Confidential? No. Is ChatGPT Safe to Use? Yes, when used appropriately and knowledgeably. Data Retention with OpenAI: Via the API: OpenAI does not use your data to improve its models. Via the Browser: Data may be used for model improvement, but there's an option to deactivate this. Note: OpenAI retains data for 30 days for operational and security purposes. Recommendations: Always ensure compliance with local data regulations. Anonymize data whenever possible.