Error-Proofing Your Marketo Instance
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The webinar held on March 11, 2020, featuring Perkuto Director of Solutions Architecture Justin Norris and Senior Consultant Anna Leary, covering what your organization should focus on to better safeguard your Marketo instance.
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Error-Proofing Your Marketo Instance
- 1. ERROR-PROOFING YOUR MARKETO INSTANCE Speaker Justin Norris Director of Solutions Architecture Perkuto MCE, MCSA, 4X Marketo Champion 1 Speaker Anna Leary Senior Consultant | Perkuto MCE, MCSA Moderator Alia Gray Marketing Coordinator Perkuto
- 2. HOUSEKEEPING ● Today’s presentation ○ Use your chat box to submit questions ○ Q & A time at the end ● After the presentation ○ Recording of today’s presentation ○ Slides 2
- 3. We help leading brands orchestrate memorable customer experiences through flawless marketing operations. 40+ 1000+ London Pune Calgary Vancouver Denver San Diego Quebec Montreal Ottawa Toronto Washington Atlanta
- 4. 4 OUR SPEAKERS Justin Norris Director of Solutions Architecture Perkuto MCE, MCSA, 4X Marketo Champion Anna Leary Senior Consultant | Perkuto MCE, MCSA Enjoys the great outdoors and travelling. History fan. Loves travelling and hanging out with her two sons - human and dog - Blaise and Bodhi
- 10. 10 WHY WE TEST Ensure MarTech systems are fulfilling their requirements as consistently as possible.
- 11. 11 AGENDA: HOW WE MINIMIZE ERRORS ● QA Testing During Development - Ensure Things Work before They Launch ○ QA process for marketing campaigns ○ Unit testing for operational programs ● Safety Nets - Self-Healing Solutions for Worst-Case Outcomes ○ Safety Net Batch Campaigns ○ Graceful Failure for Webhooks ● Exception Monitoring - Let Marketo Tell You When Something Goes Wrong ○ Exception Alerts ○ Smart List Subscriptions ● Automated Quality Assurance - Continually Validate Things Are Still Right
- 13. Understand the timeline & steps from idea all the way through to execution. Then implement SLAs for teams involved to create a seamless process. 13 DEFINE & IMPLEMENT PROCESS Creation Copy Triage Build QA Review & Send
- 14. Assign members a defined role in the process with responsibilities. Never have the same person do back to back steps in the process. 14 UNDERSTAND ROLES & RESPONSIBILITIES
- 15. Implement efficiencies where possible to increase scalability within Marketo. 15 SCALABILITY & EFFICIENCY Program Templates Tokens
- 16. Create QA grids & testing scenarios. 16 THE IMPORTANCE OF QA Email Campaign Grid
- 17. Create QA grids & testing scenarios. 17 THE IMPORTANCE OF QA Lifecycle Program Grid
- 18. Safety Nets 18
- 19. 19 WHY SAFETY NETS? Not all records follow a happy path - design for worst-case scenarios.
- 20. CHALLENGES WITH ORDER OF OPERATIONS ● Controlled order of operations provides predictable order in lead flow processing and avoids race conditions. ✅ ● But - can introduce fragility, especially when there are inter-system dependencies. ❌ ● 20
- 21. EXAMPLE 21 Person Is Created Enrich Sync & Route Lifecycle Processing Create Task �� Webhook error! �� Sync error!
- 22. EXAMPLE 22
- 23. 23 ERRORS WILL HAPPEN Identify where processes may fail and provide reinforcement where possible.
- 24. ORDER OF OPERATIONS WITH WEBHOOKS 24 Webhook responses are NOT guaranteed to be written synchronously to the person record! ● ❌
- 25. ORDER OF OPERATIONS WITH WEBHOOKS 25 Trigger next campaign off the data value update from the first. ● ✅
- 26. ORDER OF OPERATIONS WITH WEBHOOKS 26 But what if the data value never comes? ● ��
- 27. INTELLIGENTLY RETRY 27 Look for “Error Type is not Successful.”
- 28. FAIL GRACEFULLY 28 After multiple failures, add to failure list and move on.
- 29. FAIL GRACEFULLY 29 After multiple failures, add to failure list and move on.
- 31. SAFETY NETS FOR SELF-HEALING: FORMULA 31 1. Identify possible failure scenario. ○ E.g., sync failed, task creation failed, enrichment failed, etc. 2. Define criteria to select failed records. 3. Re-initiate whatever process failed, if possible. OR Add to failure list. 4. Chronically failing records should be included in a failure smart list / list and sent for human review.
- 32. SELF-HEALING SALESFORCE SYNC: CLEAR DESCRIPTION 32
- 33. SELF-HEALING SALESFORCE SYNC: SMART LIST 33
- 36. EXISTING TOOLS IN MARKETO 36 ● Exception alerts ● Smart list subscriptions
- 37. EXCEPTION ALERTS ● Listening for negative scenarios ○ Incorrect lead source ○ Wrong data value 37
- 38. EXCEPTION ALERT FOR WRONG LEAD SOURCE SMART LIST 38
- 39. EXCEPTION ALERT FOR WRONG LEAD SOURCE FLOW 39
- 40. EXCEPTION ALERT FOR WRONG LEAD SOURCE ALERT 40
- 41. SMART LISTS ● Monitor using smart list subscriptions ● Important to build-in these capabilities within your operational program(s) ● Use case: ○ Lead lifecycle 41
- 42. LEAD LIFECYCLE ● Sync failure - Past 24 hours 42
- 43. LEAD LIFECYCLE ● Task creation failure - Past 24 hours 43
- 45. THE NEED FOR EXTERNAL MONITORING 45 ● Marketo can’t generate its own tests. ● Self-monitoring won’t detect system outages.
- 47. USE CASES 47 ● Ensure contact us page loads ● Ensure contact form submission reaches Marketo ● Ensure auto-responder is sent ● Validate Marketo/Salesforce sync ● Validate lead routed successfully ● Regression testing