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Melbourne MUG - Nov 2022 - FINAL

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Slide deck from the November 2022 Melbourne Marketo User Group

Melbourne MUG - Nov 2022 - FINAL

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Adobe Marketo Engage User
Groups
Housekeeping Slides | November 2022
Welcome!
Agenda for today:
1. Introductions, housekeeping and Marketo tips from your MUG leaders
2. Analytics Strategy, Database Encryption, Import Program Feature & the
latest Marketo release presented by Jess Clement from Adobe
3. Scaling nurture programs presented by Natalie Bakhtadze from Plexus
4. Questions and socialising!
Intro to your MUG leaders and
housekeeping
© 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.
Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo Engage
User Groups!
 Step 1: Navigate to https://mugs.marketo.com/melbourne-
marketo-user-group/
 Step 2: Create an account using the email associated with your
Adobe Marketo Engage Account
Once you’ve joined the chapter you’ll receive notifications and
reminders about new events that the chapter has posted!
Marketo Tips with your
MUG Leaders

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Melbourne MUG - Nov 2022 - FINAL

  • 1. Adobe Marketo Engage User Groups Housekeeping Slides | November 2022
  • 2. Welcome! Agenda for today: 1. Introductions, housekeeping and Marketo tips from your MUG leaders 2. Analytics Strategy, Database Encryption, Import Program Feature & the latest Marketo release presented by Jess Clement from Adobe 3. Scaling nurture programs presented by Natalie Bakhtadze from Plexus 4. Questions and socialising!
  • 3. Intro to your MUG leaders and housekeeping
  • 4. © 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
  • 5. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Stay connected with our chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups!  Step 1: Navigate to https://mugs.marketo.com/melbourne- marketo-user-group/  Step 2: Create an account using the email associated with your Adobe Marketo Engage Account Once you’ve joined the chapter you’ll receive notifications and reminders about new events that the chapter has posted!
  • 6. Marketo Tips with your MUG Leaders
  • 7. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Did you know? • You can create a custom layout for the person detail page, so that you don’t have to scroll through hundreds of fields on the info tab! • Go to Admin > Field Management > Custom layout designer and drag across the fields you need to see most 7
  • 8. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Did you know? • You can drag segmentations in to your email reports to view email engagement by segment • Go to the report set up tab and drag across the segmentation option 8
  • 9. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Did you know? • If you use a link in a token, Marketo won't track it if the full url including 'https://' is inside the token value. • You have to move the http:// out in front of the {{token}} so it looks like 'https://{{token}}’ and remove the ‘https://’ from the token value • More here >> 9
  • 10. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Known Visitor Custom HTML + Progressive Profiling If you enable progressive profiling and Known Visitor Custom HTML together, did you know that Known Visitor Custom HTML will prevent progressive profiling from showing even if there are more progressive profiling questions to be filled out? To make Known Visitor Custom HTML show after all progressive profiling questions have been answered, you will need to use dynamic content.
  • 11. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Create a segmentation with a segment for progressive profiling completed. Include all your progressive profiling questions as a “is not empty” filter.
  • 12. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Build 2 forms – one with progressive profiling, the other with Known Visitor Custom HTML enabled. • Make the form element in your landing page dynamic. • Add the progressive profiling form to the Default segment. • Add the Known Visitor Custom HTML enabled form to the Progressive Profiling Completed segment.
  • 14. Customer Journeys and Marketo Engage Updates Jess Clement Manager, Solutions Consulting
  • 16. ©2022 Adobe. All Rights Reserved. Adobe Confidential. 16 Today’s challenges Future of customer insights Disconnected data with inconsistent metrics; siloed view of the customer journey Not enough data expertise; delayed time- to-insight and action Channel optimization to inform next best offer Single, cross-channel view of the customer journey with consistent metrics Analysis and insights accessible to the business user for immediate action Journey-based insights to inform next best experience
  • 17. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Privacy & Governance at the Forefront • New data regulations and policies make it critical to measure responsibly • Organizational Need: Shift to zero and 1st party, consent-based data collection strategies. Govern customer data responsibly based on regional requirements. Expectation of Data Democracy • Brands expect cross-channel experience data to be updated in real-time, accessible to business users, and easy to analyze • Organizational Need: Ability for business users to interact with and act on customer journey data – build, apply and share segments, apply attribution and visualize conversion paths Eliminate Data Latency and IT complexity • Marketing and IT teams need to reduce integration complexity and latency in their data tech stack • Organizational Need: Single purpose-built platform with low-code/no- code solutions that reduce reliance on BI or IT teams for data access or analysis Market forces require customer analytics to evolve ©2020 Adobe. All Rights Reserved. Adobe Confidential. Shift to Journey-Centric Analysis • Customers expect to have consistent and personalized experiences throughout their journey • Organizational Need: Ability to unify and visualize data sequentially, from multiple channels in a single view to identify experience gaps and inform next-best experience ©2022 Adobe. All Rights Reserved. Adobe Confidential.
  • 18. Discovery Explore Try Use Renewal • Marketing Channels • Digital behavior • Content engagement • Lead Submissions • Email nurture campaigns • Virtual meetings • Events • Additional solution research via digital channels – blogs, resources, video • Virtual Meetings • Events • Solution trial / proof-of-concept • Product usage • In-person meetings • Virtual meetings • Product usage • Customer support inquiries • NPS / CSAT • Virtual meetings • Events • Digital behavior • Content engagement Key touchpoints: Customer Journey Analytics Follow Up _________________ Hi Clayton, Following up on your inquiry regarding Customer Journey Analytics. I’d love to walk you through how brands such as Intuit, Microsoft and other technology brands are uncovering insights from combining their digital and CRM data. Can we connect this week? Today’s customer journey spans multiple channels and can last months or even years Account-based buying journey Buy
  • 19. Discovery Explore Try Use Renewal • Marketing Channels • Digital behavior • Content engagement • Lead Submissions • Email nurture campaigns • Virtual meetings • Events • Additional solution research via digital channels – blogs, resources, video • Virtual Meetings • Events • Solution trial / proof-of-concept • Product usage • In-person meetings • Virtual meetings • Product usage • Customer support inquiries • NPS / CSAT • Virtual meetings • Events • Digital behavior • Content engagement Key touchpoints: Customer Journey Analytics Follow Up _________________ Hi Clayton, Following up on your inquiry regarding Customer Journey Analytics. I’d love to walk you through how brands such as Intuit, Microsoft and other technology brands are uncovering insights from combining their digital and CRM data. Can we connect this week? Today’s customer journey spans multiple channels and can last months or even years Account-based buying journey Buy Digital Analytics Team Unique Visitors Visits Page Views Video Views Lead Submissions Engagement Email Marketing Team Sends Opens Clickthrough Sales Operations Team Product Users Feature Usage Sales Meetings Event Attendance Content Consumption Sales Operations Team Deal progression Sales Stage Velocity Sales Meetings Product Management Product / Feature Usage VoC (NPS, CSAT) Customer Support Tickets Sales Operations Team Sales Meetings Event Attendance Content Consumption Digital Analytic Team Unique Visitors Visits Page Views Video Views
  • 20. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Raw Data is retrieved The BI team creates the visualization Share it out to the original requester Go to the BI Team BI team puts it into the work queue Write some SQL code to acquire and transform data Business questions cost a lot of time and money to answer Today’s customer analytics workflow is inefficient and isn’t scalable Time spent = days or weeks depending on the BI queue Time spent = hours writing hundreds of queries to merge multiple datasets, apply filters, apply metric definitions, create segments and define sequences Time spent = hours building visualizations with appropriate filters and views for various data consumers Time spent = hours to days extracting data for activation to ingest in another activation system Time spent = hours to days to address follow-up questions
  • 21. ©2022 Adobe. All Rights Reserved. Adobe Confidential. Customer Journey Analytics enables a full view of the customer journey Customer Journey Analytics combines data from disparate channels into a journey centric view that empowers Analysts and Marketers to quickly find answers to critical business questions. Customer Journey Analytics ONLINE DATA Web Mobile Marketing Channels Product Usage Video Content OFFLINE DATA Events VoC Email CRM Support ©2022 Adobe. All Rights Reserved. Adobe Confidential.
  • 22. Discovery Explore Try Use Renewal • Marketing Channels • Digital behavior • Content engagement • Lead Submissions • Email nurture campaigns • Virtual meetings • Additional solution research via digital channels – blogs, resources, video • Virtual Meetings • Events • Solution trial / proof-of-concept • Product usage • In-person meetings • Virtual meetings • Product usage • Customer support inquiries • NPS / CSAT • Virtual meetings • Events • Digital behavior • Content engagement Key touchpoints: Customer Journey Analytics Follow Up _________________ Hi Clayton, Following up on your inquiry regarding Customer Journey Analytics. I’d love to walk you through how brands such as Intuit, Microsoft and other technology brands are uncovering insights from combining their digital and CRM data. Can we connect this week? Today’s customer journey spans multiple channels and can last months or even years The business value of Customer Journey Analytics Buy Use Case I want to understand what marketing channels drive the strongest lead conversion. I want to be able to report on and analyze how accounts and account segments engage with our digital content. Use Case I want to understand how influential our marketing automation program is on driving leads and closed opportunities. Use Case I want to be able to understand what accounts have submitted leads and how they progress through the sales funnel. Use case I want to be able to identify what journeys - both online and offline - are most impactful in driving closed opportunities. Use Case I want to be able to identify what accounts have low product usage and low CSAT so I can develop activation strategies to reduce churn. Use Case I want to be able to predict what account segments are likely to downsell or upsell based digital data, VoC, product usage and offline engagements.
  • 24. © 2022 Adobe. All Rights Reserved. 2022 Roadmap Themes ADOBE MARKETO ENGAGE | MARKETO MEASURE Better Together w/ Adobe Unlocking B2B Customer Experience Management through the combined power of Marketo Engage and Experience Cloud Future-proof Investment Strengthening the core platform of Marketo Engage to help marketing teams grow and adapt their winning experiences Innovation For Experience Providing game-changing innovations that help brands push the limits of their unique customer experience
  • 25. © 2022 Adobe. All Rights Reserved. Phase 1: Phase 2: Q3 Q4 Sales Insight Actions Accelerate your sales team's inbound effectiveness with new sales actions layered with marketing insights Improve personalization for customer experience teams with a unified view of all your sales and marketing activity data available in both Marketo Engage and CRM Increase sales efficiencies with a native CRM experience so sellers can focus on a single pane of glass Accelerate prospecting efforts with marketing-powered intelligence and engagement tools together in a single workflow Integrated dialer w/ recording Task Management One-click sales email templates Multi-step sales engagement campaigns Salesforce CRM
  • 26. © 2022 Adobe. All Rights Reserved. Dynamic Chat Integration (Salesforce) Sales Insight - Salesforce • Dynamic Chat activities will now be available in Sales Insight panel which sellers can leverage in their prospecting efforts • Contact and Account panels will include detailed information on “Engaged Dialogue”, “Scheduled Appointment”, “Reached Goal” activities • Elevate your marketing-sales alignment strategy through the Global Chat tab which includes chat activities of all prospects owned by a sales rep • Available in Salesforce Classic and Lightning
  • 27. © 2022 Adobe. All Rights Reserved. Dynamic Chat Dynamic Chat Drive engagement and conversions with interactive, personalized conversations for every web visitor Features and enhancements recently released • Stream Designer usability enhancements • Enhanced Dialogue reporting • Ability to un-sync unused attributes
  • 28. © 2022 Adobe. All Rights Reserved. Dynamic Chat Dynamic Chat Drive engagement and conversions with interactive, personalized conversations for every web visitor Features and enhancements coming soon • Advanced calendar routing rules • Upload custom chatbot avatar • Enable / disable all Dialogues at once • Access chat transcripts
  • 29. © 2022 Adobe. All Rights Reserved. Next Generation Experience: Email Details View Next-Generation Experience • Use toggle switch to easily transition from previous experience to new experience without losing context of your activities and retaining changes across experiences Discover Email Details in a brand-new experience to enhance usability with quick actions to obtain insights New Experience with toggle switch for better usability without losing context. • Experience intuitive data organization to gleam meaningful insights about your emails at a glance • Perform quick actions based on relevant actions available based on the Email Status
  • 30. © 2022 Adobe. All Rights Reserved. Next Generation Experience: Email Test Dashboard View Next-Generation Experience • Use toggle switch to easily transition from previous experience to new experience without losing context of your activities and retaining changes across experiences Discover Email Dashboard Details in a brand-new experience to enhance usability with quick actions to obtain insights New Experience with toggle switch for better usability without losing context. • Experience intuitive data organization to gleam meaningful insights about your email dashboard at a glance • Get insightful information in the form of widgets to gauge the overall email performance.
  • 31. © 2022 Adobe. All Rights Reserved. Next Generation Experience: Images and Files View Next-Generation Experience • Use toggle switch to easily transition from previous experience to new experience without losing context of your activities and retaining changes across experiences Discover Images and Files List and Details View in a brand- new experience to enhance usability with quick actions to obtain insights New Experience with toggle switch for better usability without losing context. • Experience intuitive data organization to gleam meaningful insights about your images and files at a glance • Perform quick actions based on relevant actions available based on the Images and Files Status
  • 32. © 2022 Adobe. All Rights Reserved. Form Validation Rule Exclusions Landing Pages & Forms Exclude individual forms from your Global Form Validation Rules Meet legal and business requirements • Allow all submissions from subscription centers or other business critical forms
  • 33. © 2022 Adobe. All Rights Reserved. reCAPTCHA v3 integration Landing Pages & Forms • Integrate with Google reCAPTCHA v3 • Enable frictionless bot scoring on critical Marketo Engage forms • Build workflows to exclude suspicious submissions from marketing campaigns Enable Google reCAPTCHA v3 to score legitimacy of incoming form submissions Frictionless scoring of form traffic
  • 34. A few last things…
  • 35. © 2022 Adobe. All Rights Reserved. Add an extra layer of security by encrypting your data at rest without affecting everyday operations. Encrypt your data at rest Database Encryption Value Add-on (Lead & Account Database) Use Cases: Prevent database visibility while it is stored in the data center. Enhance data confidentiality and integrity. Comply with stringent data security regulations. Comply with regulations such as HIPAA, FINRA, & SEC Full disk encryption Keep all personally identifiable information protected Data Security Customer Confidence Compliance
  • 36. © 2022 Adobe. All Rights Reserved. What is the Marketo Program Library? • A Marketo instance consisting of best practice program templates • Built by our consulting team • Include program templates for common marketing scenarios as well as operational programs (e.g. scoring) • Designed to help you create, execute and scale your Marketo instance in line with best practice by importing these templates rather than starting from scratch • All Marketo instances are connected to the Marketo Program Library • Can help you build out a Centre of Excellence
  • 37. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Program Templates Pre-built generic programs, including all assets and smart campaigns, that can be cloned, updated, and launched Program templates have many benefits: • Ensure a repeatable process • Decrease error margin • Increase program creation speed • Localize improvement options
  • 39. Scaling Nurture Programs with Natalie Bakhtadze from Plexus
  • 40. ©2021 Adobe. All Rights Reserved. Adobe Confidential. About Us Plexus Gateway Legal Automation Platform Plexus Marketing Suite Promotions T&Cs and collateral approvals Former Plexus Engage Legal Secondees for corporate teams ANZ AU US EU UK AU plexus.co
  • 41. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Personalised User Experience Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email Email
  • 42. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Email Programs Nurture Architecture Traffic Director ● Smart List A ● Smart List B ● Smart List C Engagement Program B C001, C002, C005, C007, C010, C012, C013, C014 Engagement Program A C001, C002, C003, C004, C005, C006, C007, C008, C009 Engagement Program C C010, C011, C012, C013, C014, C015 C001 C002 C003 C004 C005 C006 C007 C008 C009 C010 C011 C012 C013 C014 C015 Tip: Assign IDs to content assets in the content registry and reference them in nurture emails program names.
  • 43. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Traffic Director - Triggers - When new Person Created - When specific data values change - Smart Campaigns - Master Campaign compared Person against the smart lists - Calls Start/Pause smart campaigns within the Engagement programs - Smart Lists with criteria for each Engagement Program Tip: Only sort people into engagement programs through you Traffic Director. No exceptions.
  • 44. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Engagement Programs - Smart Campaigns called from the Traffic Director - Add/Pause - Other - Progressions update campaign membership statuses - Reports - Any of your fav ones Tip: Always have a clonable Master Program Template that you use when creating a new program
  • 45. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Email Programs - Exclusion Smart Campaigns if you don’t want to send this email to someone who already interacted with this content - Batched at the start - Triggered - ongoing - Progressions update campaign membership statuses - Send Email Smart Campaign to be added to nurture stream - Lists - Reports Tip: Need to set up a further filter for this particular email (e.g. City = Melbourne)? Add them to the Send Email smart campaign smart list. But be aware, people who won’t qualify, will miss this nurture cast.
  • 46. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Tokens in Nurture Emails Tip: Use inherited tokens. Place rarely changing ones into parent folders. You can always override them if needed.
  • 47. ©2021 Adobe. All Rights Reserved. Adobe Confidential. A/B Testing Add-on - Email Program - it inherits all the parent folder tokens and you can override the one you need - Email named Email B Tip: using Email Program instead of just a folder allows getting access to all the parent folder tokens and override them as needed.
  • 48. ©2021 Adobe. All Rights Reserved. Adobe Confidential. A/B Testing Add-on - Send Email - change your flow to send Email B to half of your recipients by using the Random Sample trick. - Reports - assess results through Email Performance report.
  • 49. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Last BIG tip: DOCUMENT IT ALL! - Your nurture architecture for those who inherit that Marketo instance one day. - Step-by-step visual instructions for those who will spend hours setting up new engagement programs and dozens of emails. - How to add a new Engagement Program - How to create a new Email - How to A/B test - How to access analytics and insights - …
  • 52. ©2021 Adobe. All Rights Reserved. Adobe Confidential. Adobe Summit returns to Las Vegas! We are excited to announce that the ultimate Summit experience will be back in person! Get ready for inspiring speakers, skill-expanding sessions, and new connections. Virtual content will also be available for those not able to join us in Las Vegas. Registration Registration for Summit 2023 is open now with discounted pricing available for early bird registration through December 31st, 2022. Check out the Summit website at: summit.adobe.com/na Mark your calendars! March 19- 23, 2023
  • 53. ©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!