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Sept 2022 Milwaukee Marketo User Group Presentation

View the Milwaukee MUG Sep 2022 slide deck to learn more about token best practices and how to prepare for the sunsetting for forms 1.0.

1 of 32
Adobe
Marketo
Engage User
Groups
Housekeeping Slides | September 2022
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
Upcoming
Opportunities for
Chapter Members
Share your Adobe Marketo Engage Experience on G2!
G2 Customer Reviews: Online ratings and reviews
platform for buyers and sellers of software and
services.
▪ Help your peers to make informed buying decisions
▪ Public outlet to be heard by your peers and Adobe
What to Expect:
▪ Survey Time: ~10 minutes
▪ Deadline: Friday, September 30, 2022
▪ You choose whether to remain anonymous
▪ Receive a $25 gift card when your review is
published.
Start your review here
September MUG Meetings Calendar
5
DATE MUG CHAPTER FORMAT TOPIC
9/15 Milwaukee Virtual Milwaukee MUG is BACK!
9/15 Raleigh-Durham Virtual September Meeting
9/27 Munich MUG In-person Munich MUG at Adobe Office!
9/27 Japan MUG Virtual Marketo Foundation
9/29 Houston MUG Virtual The Home Edit for Marketo
Need to Update your Marketo
Engage Certification?
Adobe now has 3 certifications for Marketo Engage
•AD0-E555 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. The exam is aligned to the Marketo Core
Concepts I, Marketo Core Concepts II, and Marketo Reporting and Insights courses. (Update to the former Marketo
Certified Associate)
•AD0-E558 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)
•AD0-E556 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!

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Sept 2022 Milwaukee Marketo User Group Presentation

  • 2. 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. Share your Adobe Marketo Engage Experience on G2! G2 Customer Reviews: Online ratings and reviews platform for buyers and sellers of software and services. ▪ Help your peers to make informed buying decisions ▪ Public outlet to be heard by your peers and Adobe What to Expect: ▪ Survey Time: ~10 minutes ▪ Deadline: Friday, September 30, 2022 ▪ You choose whether to remain anonymous ▪ Receive a $25 gift card when your review is published. Start your review here
  • 5. September MUG Meetings Calendar 5 DATE MUG CHAPTER FORMAT TOPIC 9/15 Milwaukee Virtual Milwaukee MUG is BACK! 9/15 Raleigh-Durham Virtual September Meeting 9/27 Munich MUG In-person Munich MUG at Adobe Office! 9/27 Japan MUG Virtual Marketo Foundation 9/29 Houston MUG Virtual The Home Edit for Marketo
  • 6. Need to Update your Marketo Engage Certification? Adobe now has 3 certifications for Marketo Engage •AD0-E555 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. The exam is aligned to the Marketo Core Concepts I, Marketo Core Concepts II, and Marketo Reporting and Insights courses. (Update to the former Marketo Certified Associate) •AD0-E558 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) •AD0-E556 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!
  • 7. Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! • Step 1: Navigate to https://mugs.marketo.com/accounts/signup/ • Step 2: Create an account using the email associated with your Adobe Marketo Engage Account • Step 3: Search for our chapter (Milwaukee) and click “Join Chapter” Join the Milwaukee MUG Chapter 7
  • 8. Milwaukee MUG Agenda 12:00 12:05 12:25 12:40 12:55 Chapter Updates Nerd Out on Tokens Preparing for Forms 1.0 Community Q&A Topics for next MUG 9
  • 9. MKE MUG Chapter Updates 10 ● Every other month; unless requested otherwise ● Alternating between virtual and in-person ● What topics are you interested? Fill out the form! ● Topics and Speaker Registration Form DATE FORMAT 11/17 In-person 01/12 Virtual 02/16 In-person ✨Recurring Meetings✨ ✨New Slack Group!✨ ● Stay in touch with chapter members ● Dedicated channels to seek advice and share knowledge ● Is there interest in an MCE Study Group?
  • 10. Part of this MUG Meeting will be Recorded. To ensure that we are abiding by the MUG Code of Conduct, we are informing all user group attendees at the Milwaukee MUG meeting on September 15th 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 raven.mcfarlane@gmail.com or Advocacy@adobe.com. 11
  • 11. Let’s Nerd Out On Tokens 12 ● Quick Overview & Best Practices ● Practical Examples ● Common Mistakes, Tips & Tricks What we’re going to cover:
  • 12. Quick Overview 13 Tokens are dynamic placeholders for values. They permit personalization on a mass scale while ensuring production efficiency is maintained as organizations scale. Let’s Nerd Out On Tokens Personal tokens Leverage a person or company attribute + custom fields System tokens System controlled: unsubscribe link, date/time, Forward to a Friend — Campaign & Program Tokens My tokens Custom tokens built in programs or folders. Member Tokens Unique values from integrated service partners There are 8 types of tokens that can be grouped into 4 categories:
  • 13. My Token Types 14 Token Type Details/Use Case Notes Calendar File Renders on emails and LPs​; limited functionality Jun 9, 2022 Holds a date value; e.g: 2022-06-09 Insert values based on conditions Requires Velocity scripting knowledge​; e.g. Salutations Numerical digits only​ Limited to 8 characters​; e.g: 18675309 Style text Insert HTML text +20, -5, =50, etc.​ Use this token in the change score flow step Connects to SFDC Campaigns​ Renders in logic, interesting moments, and tasks​ Non-Stylized Text​ Plan text Image links Display images in emails and landing pages
  • 14. Best Practices: Top 3 15 Let’s Nerd Out On Tokens Naming conventions should facilitate an efficient production process. The conventions should be intuitive and easy to follow. Want to up your token game? Standardized your assets and align your intake forms to these tokens. Ensures standardized information remains consistent across all assets. Example: {{my.Universal - Company_Name}} Store at the highest level folder in Marketing Activities and name the folder !Universal. Be Strategic & Repurpose Effective Naming Conventions Do not create unique tokens for every variable of a program. Example: Leveraging one {{my.UTM Parameters}} token across all emails. Understand what variables will not change throughout the campaign. Universal Tokens
  • 15. Token Examples: Naming Conventions 16 Let’s Nerd Out On Tokens Asset Name - Location in Asset Numbered - Value to provide
  • 16. Token Examples: Campaign Flows 17 Let’s Nerd Out On Tokens Tokenize SFDC Campaign flow steps Tokenize Scoring Updates
  • 17. Token Examples: Campaign Flows 18 Let’s Nerd Out On Tokens Tokenizing Interesting Moments w/transitory fields
  • 18. Avoid the Gotcha: Updating token names 19 Let’s Nerd Out On Tokens Changing a token name does not automatically update the token name where the token is used If you need to change the token name: 1. Compile a list of where the token currently is used, track progress 2. Update token references within assets and campaigns 3. Update the program/folder level reference
  • 19. Avoid the Gotcha: Token Cache 20 Let’s Nerd Out On Tokens Ever remove all references of a token only for Marketo to throw a “token is in use, cannot be deleted” error? Solution? Reach out to MKTO support to clear the token cache. However, it may not resolve the issue. Approach token creation, deletion, and updates with caution!
  • 20. Avoid these (soon to be) gotchas 21 Let’s Nerd Out On Tokens Things that are tempting to do but ultimately become a PITA. | “Just because I can, doesn’t mean I should. “ – Adding styles to tokens instead of the asset* – Subject line token for emails published to MSI 🙃 Story time🙃 URL Protocols (https, http) should be stored outside of the token, if hoping to track engagements.
  • 21. Avoid the Gotcha: Link Tracking with Tokens 22 Let’s Nerd Out On Tokens How Marketo compiles emails helps explain how tokenized links are tracked How this works: 1. Email is scanned for hyperlinks (looking for https://) 2. Hyperlinks are “wrapped” in tracking information 3. Tokens are populated Implications: ● Links cannot live in rich text tokens ● Tokens cannot be nested inside other tokens Solution: ● remove http:// or https:// from a token value + place outside token * member.webinar url token does not apply to this
  • 23. Forms 1.0: Are you prepared? 24 ● Technical Updates and Deadlines ● Scoping Impact + Tips & Tricks ● Asset Mitigations What we’re going to cover:
  • 24. Technical Updates Upcoming October 14 deadline for Forms 1.0 Transitioning from 1.0 forms to forms 2.0 Pizza Hut online ordering in 1994… 25
  • 25. Forms 1.0 Asset Deadline: October 14 If you have Forms 1.0, Marketo will disable them on Oct. 14. To aid in identification, there is a forms tool, accessible by Admin: Admin > My Account - go into the Support Information panel to note your data center. In the URL bar, navigate to: App-[your data center].marketo.com/supportTools/formidentification 26
  • 26. Forms 1.0 Asset Deadline: October 14 In the tool, you can click to Get Form 1.0 List. Your assets are returned in a spreadsheet with links that go to the program. Save a copy and use to explore the programs. 27
  • 27. Forms 1.0 Assets: Mitigations Often 1.0 forms are either old, or embedded by a team and forgotten about for a long time. Once you find your assets, you may want to determine usage, so you could cross a smart list with rules, filled out form in last 180 days. Do any remain? If so, prioritize these pages and contact an engineering team or Wordpress admin if they are embedded into an external site, to transition to a new Form ID, one that is 2.0 compatible. Interdependencies may exist between teams, and the web team may need time to check for the Form ID you provide. A common application may be an embedded form in an application user interface, such as a user profile page. Even if your forms are not getting form fills, you should still relay the list of old and soon to be EoL form ID to a developer and provide an alternative, or suggest redirect and archival of the page. If the form will not be working, there is no use having a page online using it. If built in Marketo, your tasks are a little less intensive, but you should still aim to test all workflows and transitions, especially if you spot any pages such as an Unsubscribe Page, using forms 1.0. 28
  • 28. What Form ID is this page using? A frequent question from stakeholders is to “change the form on x page”. It may be a page that is not even built in Marketo. Navigate to the page, and select F12. From the Developer Tools in your browser, press the source tab, then Control+F and search “form id”. You can do this with Landing Pages as well, “lpId”. Sometimes search of “mkto” works depending on the embed codes used to isolate form id (two examples below): Now open your Marketo instance and delete everything in the URL up until the # mark. After the #, enter FO if form, or LP for lander, and the value from earlier. This works with Forms 1.0, as well as Forms 2.0. 29
  • 29. Archiving the Page Are the LP and form old and crusty? You can choose to Archive the entire program by right clicking the program to discover and deactivate all assets first, then move to an archive folder. If you decide to archive, consider what redirection you’ll maintain in the Marketo instance, and set a 301 redirect: https://nation.marketo.com/t5/product-discussions/how-can-you- create-a-301-redirect/m-p/95363#M57997 Common gotchas: Is there a SFDC campaign that needs an uncheck from Active and expire? What about any Wordpress page redirects? Did you check program tokens for any related web pages (on demand links, for example?) 30
  • 31. Community Q&A 32 Have Questions? Let’s hear your challenges!
  • 32. Next MKE MUG Topic? 33 What topics do you want to learn more about? Potential Ideas: ● Data management and targeting ● Troubleshooting marketo - sfdc sync ● Project Management BP