02.2024_Marketo Engage User Groups Housekeeping Slides.pptx

Virtual Nordic Marketo
Engage User Group
Housekeeping Slides | Feb. 29th 2024

Nordic MUG Hosts
Nick Deboo
Marketing Operations Manager – Trimble
Michael Knudsen
Sr. Solution Consultant - Adobe
Veronica Lazarovici
Marketing Ops Lead – Alma
Marketo Champion 🏆

Nordic MUG guest speakers
Mikkel Duus
Solutions Consultant – Atcore
Rasmus Balling
Marketo DevOps Lead – Atcore

Agenda
● Housekeeping
● Automate Global Consent
Management with Marketo
● Q&A and topics for the next session

© 2024 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

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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 X MUG meeting on X date X time
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
mknudsen@adobe.com or
Advocacy@adobe.com.

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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/nordics-
mug/
 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!

Upcoming Opportunities for
Chapter Members

Confidential.
The Digital Experience
Conference
March 26-28, 2024 | Las Vegas and online
March 25, 2024 | Preconference
Innovation and inspiration are just the beginning.
Uplevel your skills, spark inspiration, and make connections that empower you to drive experience-led growth.
Sign up and save at summit.adobe.com

Confidential.
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tips on topics such as:
 Instance audit
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You will receive a total of 10 emails, delivered twice a week
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Confidential.
Upcoming User Group Meetings Calendar (North America)
DATE MUG CHAPTER FORMAT TOPIC
02-01 Seattle MUG In Person Meeting Seattle Marketo User Group: Feb 1st at Adobe HQ
02-02 Charlotte MUG In Person Meeting CLT MUG | GROUNDHOG DAY EVENT
02-06 North America Virtual MUG Virtual Meeting Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
02-07 Marketo Measure User Group Virtual Meeting Marketo Measure User Group - February 7, 2024
02-07 New York MUG Virtual Meeting 'Ask Me Anything' with Inga Romanoff and Sandy Whiteman (Zoom)
02-07 Higher Education VMUG Virtual Meeting We Belong Together: Connecting Email Analytics and Web Data
02-08 Champion Office Hours MUG Virtual Meeting February 2024 Marketo Champion Office Hours
02-22 Denver MUG In Person Meeting MUG Study Group: Prep for your Business Practitioner Exam!
04-17 Atlanta MUG In Person Meeting April 2024 ATL MUG
RSVP HERE

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Upcoming User Group Meetings Calendar (International)
DATE MUG CHAPTER FORMAT TOPIC
02-06 Brasil Marketo User Group Virtual Meeting Sessão de Q&A
02-06 London MUG In Person Meeting RevOps Special | Forget St Valentine, let's Report on Pipeline!
02-06 Marketo User Group Portugal In Person Meeting Everything you need to know about lead scoring
02-07 Netherlands MUG In Person Meeting Netherlands-Belgium MUG at Planon's Innovation Campus
02-07 Japan MUG - KANSAI In Person Meeting KANSAI MUG - お客様に寄り添うコンテンツ制作のポイント
02-15 Japan - Marketo Foundation MUG In Person Meeting
世界のAdobe Marketo Engage Champion 山田たいしから学ぶ「マーケティン
グ担当者の基本動作」@東京
02-21 India Virtual MUG Virtual Meeting Deep Dive into Adobe Marketo Engage and CRM Integration
02-22 Sydney Marketo User Group In Person Meeting
Elevate Your Career in Sydney: Discover the New Horizons with Adobe
Marketo!
02-22 Japan MUG In Person Meeting
レガシー製造業の皆さん集まれ！製造業のマーケターがぶつかる壁あるあるとそ
の乗り越え方
02-29 Paris MUG Virtual Meeting
Unlocking Marketo's Potential: Beyond Native Integrations - Virtual User
Group
03-06 Auckland Marketo User Group In Person Meeting Personalisation, Pineapple Awards and Prizes
RSVP HERE

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1
CUSTOMER-CENTRIC &
DATA-DRIVEN MARKETING
Create Frictionless customer experiences by
connecting the dots of customer journeys.
Attract the right audiences. Convert them to
customers. Retain relationships for a lifetime.
Attract. Convert. Retain. That’s us.
GLOBAL CONSENT MANAGEMENT WITH MARKETO

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/ Presenters
Mikkel Duus
Marketo Mikkel
Solutions Consultant @Atcore
mdu@atcore.dk
4 years of Marketo experience
Adobe Certified Expert - Marketo
Rasmus Balling Dufresne
Marketo DevOps Lead @Atcore
rb@atcore.dk
8 years of Marketo experience
Adobe Certified Expert - Marketo
15

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/ Table of content
16
• The difference between Marketing Consent and GDPR Consent
• Global consent: Levels of complexities (4 scenarios)
• Global consent: Preliminary process
• Global consent: Building the blueprint
• Marketo setup examples
• Q&A session

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The difference between
Marketing Consent & GDPR Consent
17

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/ Marketing Consent and GDPR compliance
Marketing Consent and GDPR Consent are
not the same
GDPR Consent
• Permission to store the
individuals personal information
in your database
Marketing Consent
• Permission to contact the
individual through various
marketing channels.
The GDPR Consent is a prerequisite for a Marketing Consent
Without a GDPR Consent, you are not allowed to store any contact information whatsoever on the person.
This is why the GDPR Consent is a prerequisite for getting a Marketing Consent.

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Levels of global consent complexities
19

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/ Levels of complexities
Scenario 1: One country using a single
marketing channel
I would to like stay updated with news, inspiration for products and
services, competitions and events at Atcore.
I can be contacted by email.
I am aware, that i can revoke my consent at any given time.

This scenario is pretty straight-forward in terms of consent management.

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Scenario 2: One country using multiple
marketing channels
I can be contacted by email, SMS and directly through Social Media. I
am aware, that i can revoke my consent at any given time.

In this scenario we are still looking at a single country, however, more marketing channels have been included.

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Scenario 3: Multiple countries using a single
marketing channel
Me gustaría mantenerme actualizado(a) con noticias, inspiración para
productos y servicios, competiciones y eventos en Atcore. Pueden
ponerse en contacto conmigo por correo electrónico. Soy consciente
de que puedo revocar mi consentimiento en cualquier momento.
Jesouhaite rester informé(e) des actualités, des inspirations pour les
produits et services, des concours et des événements chez Atcore. Je
peux être contacté(e) par e-mail. Jesuis conscient(e) que je peux
révoquer mon consentement à tout moment.


I can be contacted by email.

This scenario is more complicated, as more languages and local legal entities are included in the consent management.

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Scenario 4: Multiple countries using multiple
marketing channels
peux être contacté(e) par e-mail et SMS. Jesuis conscient(e) que je
peux révoquer mon consentement à tout moment.

ponerse en contacto conmigo por correo electrónico. Soy
consciente de que puedo revocar mi consentimiento en cualquier
momento.
Jesouhaite rester informé(e) des actualités, des inspirations pour les
produits et services, des concours et des événements chez Atcore. Je

I can be contacted by email, SMS and directly through Social Media.

Implicit channel:
The channel does not need to
mentioned in the consent text.
This scenario is the most complex one, as it involves multiple countries AND multiple channels.
Explicit channel:
The channel HAS to be mentioned
in the consent text.

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Multiple countries with multiple channels
ponerse en contacto conmigo por correo electrónico. Soy consciente
de que puedo revocar mi consentimiento en cualquier momento.
I can be contacted by email, SMS and directly through Social Media.
In consent management, each country is basically a legal entity to be considered
Each local entity can have a different approach to:
1. The general phrasing of the marketing consent
text based on country-specific practices
2. What channels must be included in the
marketing consent text also based on country-
specific practices

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Multiple countries with multiple channels
Scenario 1: One country using a single marketing channel
Scenario 2: One country using multiple marketing channels
Scenario 3: Multiple countries using a single marketing channel
Scenario 4: Multiple countries using multiple marketing channels
Implicit channel:
The channel does not need to
mentioned in the consent text.
Explicit channel:
The channel HAS to be mentioned
in the consent text.

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Final comment on consent management
complexity
One size does not fit all
Company X’s
Legal approachs
Country X Country Y Country Z
Consent management
Country-specific
legal approach
to channels
Country-specific
legal approach
to channels
Country-specific
legal approach
to channels
Marketing channels used
by Company X

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Preliminary process
27

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/ Preliminary process
Architectural considerations
Consider which platform should be the master marketing consent management.
This presentation assumes that Marketo has been selected as the master.
Benefits for choosing Marketo as the master for marketing consent:
1. Marketo forms are often the main driver for collecting marketing consent
2. Marketo rely on updated consent data to send e-mails and often also text messages
3. Marketo typically contains all relevant marketable people
4. Marketo can push lists to Google, facebook, linkedIn
CDP
…
CRM
…
…

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Map your consent complexity
Follow these 4 steps to ensure that you design your consent management correctly
1. Make a channel and geographic overview
2. Initiate legal dialogues
3. Build a country-channel grid
4. Identify and map consent groups

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1. Make a marketing channel and
geographic overview
What marketing channels does your company use?
Which countries does your company operate within?
• Email
• SMS/Whatsapp/Wechat
• Outbound calls
• Web personalization
• SoMe Direct messages
• Other?
Email Text message SoMe Direct Outbound calls
Denmark
Germany
Canada
Spain
Portugal
Italy
Restof the world

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2. Initiate legal dialogues
Denmark
Germany
Canada
Spain
Portugal
Italy
Restof the world
Ask every legal entity the following questions:
1. Which of our channels are explicit?
2. Which of our channels are implicit?
Nordics legal
Local legal legislation Local legal legislation Local legal legislation Local legal legislation

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3. Build a country-channel grid
Denmark x x x
Germany x x x x
Canada x x
Spain x x x
Portugal x x
Italy x x x x
Restof the world x x x
After the legal dialogue, you are ready to fill out your country-channel grid
X = The specific channel must be explicitly mentioned in the consent text as per country-specific legal legislations

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4. Identify and map consent groups
Denmark x x x
Germany x x x x
Canada x x
Spain x x x
Portugal x x
Italy x x x x
Group regions based on legal consent similarities
Group 1
• Denmark
• Spain
Group 2
• Germany
• Italy
Group 3
• Canada
• Portugal
Group 4
• Rest of
the world
Groups are made for the purpose of bundling
legally identitical regions in the Marketo logic, to
save time building it.
(*Hint* Marketo cloning feature)

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Building the blueprint
34

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/ Building the blueprint
Building the blueprint
By now you are ready to build the blueprint following the below 3 steps
1. Describe fields
2. Outline scenarios
3. Describe how to handle consent text versions

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1. Describe fields (Part one)
Use four fields for each channel
Field name Field type Description
Consent - Email Marketing String Shows if the user has given consent to receive email marketing
Consent - Email Marketing - Date Date Time The date that the consent was last updated
Consent - Email Marketing - Category String The source that drove the latest channel subscribe or unsubscribe
Consent - Email Marketing - Campaign String The campaign or program that drove the latest channel subscribe or unsubscribe
We also recommend to work with four possible values in the field Consent – Email Marketing:
Value Description
01. Consent explicitly obtained Consent is explicitly obtained for this channel as it is mentioned in the consent text
02. Consent implied by local legislations Consent is implied by local legislation, but it is not explicitly mentioned in the consent text
03. Consent not obtained Consent has not yet been obtained
04. Consent withdrawn Consent has been withdrawn

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1. Describe fields
(Part two)
Use general fields across channels
DM - Consent - Consent Overview
Overall Marketing Consent: TRUE
Email Marketing: TRUE
Text Messages: TRUE
SoMe Direct Messages: TRUE
Outbound Calls: TRUE
Field name Field type Description
Consent - Marketing Consent Boolean
An overall field to log if the user has given any form of Marketing consent. If any
consent is 01 or 02, this field will be TRUE.
Consent - Consent Text Text The latest text that the user has given their consent to.
Consent - Consent Change Log Text Historical overview of consent. To be updated everytime consent changes
Consent - Latest Category String The latest source. Used to copy into relevant channel specific fields
Consent - Latest Campaign String The latest campaign. Used to copy into relevant channel specific fields
Text
Overview of current consent status. To show the overall consent status and status for
each channel.
Consent - Consent Overview

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1. Describe fields (Part
three)
The Form Consent field
Our best practice when it comes to obtaining consent throug Marketo forms, is to create a Form Consent field to use in forms.
This will ensure that you avoid accidently unsubscribing subscribed leads, who doesn’t check the marketing consent box every time
they fill out a form.

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2. Outline scenarios – opt-in and opt-out
countries
There is a big difference legally between opt-in and opt-out countries
France Opt-out Opt-out Opt-out Opt-out
Denmark x x x
Germany x x x x
Canada x x
Spain x x x
Portugal x x
Italy x x x x
Opt-out countries
Upon a person filling out a form or otherwise entering the database, the Marketing
Consent across all channels are assumed by default.
Opt-in countries
An affirmative action from a person such as checking a box on a form is required in order
to obtain a Marketing Consent.
The exceptions are marketing channels that are implied and as such are exempt from the
explicit mentioning in the consent text.
(Consult your country-channel grid)

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2. Outline scenarios - part 1 (opt-in countries)
What happens when a person fills out a Marketo form?

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2. Outline scenarios - part 2 (opt-in countries)
What happens when a person unsubscribes?

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2. Outline scenarios - part 1 (opt-out
countries)
What happens when a person fills out a Marketo form?

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2. Outline scenarios - part 2 (opt-out
countries)
What happens when a person unsubscribes? – Same as with opt-in countries

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4. Describe how to handle consent text
versions (Part one)
Make sure that you always show the updated Marketing Consent Text – in the correct language!
Website Consent text that complies with local
Danish legal legislation is shown in Danish.
Danish legal legislation is shown in Spanish.
Spanish legal legislation is shown in French.
Person country
Person country
Person country

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versions (Part two)
Setting up a centralized consent text management hub
Build a hub for consent texts through which
they can be stored, maintained and fetched.
Request text based on country input in form
and website language.

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versions (Part three)
Setting up a centralized consent text management hub
In Marketo:
Form Consent boolean – used to
tell Marketo if new consent is obtained
The text is also inserted in the hidden field Consent Text
in this format:
[country]-[language]-[text id]-[text]

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Marketo setup examples
47

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/ Marketo setup examples
How to build it in Marketo
48

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49

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Explained on next slide

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51

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{{system.dateTime}}

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53

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54

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Same as Marketo forms

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/ Wrap-up
Q&A
56

02.2024_Marketo Engage User Groups Housekeeping Slides.pptx

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