03.2024_North America VMUG Optimizing RevOps using the power of ChatGPT in Marketo.pdf

Optimizing RevOps using
the power of ChatGPT in
Marketo
March 2024

© 2024 Adobe. All Rights Reserved. Adobe
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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 the North America MUG meeting on
March 13, 2024 at 1 pm CT 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.

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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/north-america-virtual-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

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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

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Meetup with your fellow MUGs live at Summit!
Join us during Adobe Summit to meet your fellow
User Group members and leaders in person!
▪ WHEN? Tuesday 5:30-6:30pm PST
▪ WHO'S INVITED? All are welcome!
▪ WHERE? The meetup will be held in the Adobe
pavilion lounge next to the "Peer-to-Peer
Connections" sign in the rear left corner of the
Adobe booth.
For more information & to
receive updates, RSVP to our
event:

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Opportunity to share your input and help improve our learning content
The Adobe Adoption and Retention Marketing team is conducting research to better
understand how Marketing Practitioner users are learning to use Marketo Engage, what's
working well, and what hurdles you may be facing. There are two ways to participate:
Take a survey
Schedule an
informational interview

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Upcoming User Group Meetings Calendar (North America)
DATE MUG CHAPTER FORMAT TOPIC
03-06 New York MUG Virtual Meeting 'Ask Me Anything' with Inga Romanoff and Sandy Whiteman (Zoom)
03-06 Manufacturing VMUG Virtual Meeting The new rules for Sender Reputation in Marketo
03-07 Portland MUG In Person Meeting Networking Happy Hour at Portland City Grill
03-13 North America Virtual MUG Virtual Meeting Optimizing RevOps Using the Power of ChatGPT in Marketo
03-13 Vancouver MUG In Person Meeting Vancouver MUG - Happy Hour
03-14 Philadelphia MUG Virtual Meeting Philadelphia MUG March 2024
03-14 Champion Office Hours MUG Virtual Meeting March 2024 - Marketo Champion Office Hours
03-19 Adobe Deep Dive MUG Virtual Meeting Using Formulas in Marketo
03-21 Raleigh-Durham MUG In Person Meeting RDU MUG Meeting: March 2024
04-11 Portland MUG In Person Meeting
Insights for Marketing Automation Excellence: Adobe Summit Recap for
Marketo Engage
04-17 Atlanta MUG In Person Meeting April 2024 ATL MUG
04-23 Adobe Deep Dive MUG Virtual Meeting Using Webhooks to Transfer Data
RSVP
Here:

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Upcoming User Group Meetings Calendar (International)
DATE MUG CHAPTER FORMAT TOPIC
03-06 Auckland Marketo User Group In Person Meeting Personalisation, Pineapple Awards and Prizes
03-07 Brisbane MUG In Person Meeting Brissy Mug Time
03-12 Japan - SFKETO MUG In Person Meeting
SFKETO - Looker Studio と Salesforce ダッシュボードでつくるウェブ広告効果分
析・商談分析のすゝめ
03-19 Brasil Marketo User Group Virtual Meeting Onboarding no Marketo
03-25 Japan - kinKETO MUG In Person Meeting
kinKETO MUG - kintone連携ってどうやってる？#4 Adobe Marketo Engage ×
kintone導入事例
04-04 Spain Virtual MUG In Person Meeting Primer Marketo User Group presencial en España
RSVP
Here:

Optimizing RevOps using
the power of ChatGPT in
Marketo

© 2023 Adobe. All rights reserved. Adobe
Confidential.
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About Me
▪ South African born Irishman living in San Diego
▪ Like volleyball, dislike surﬁng
▪ Masters in Mechanical engineering
▪ Marketo operations manager at Telnyx
▪ Marketo blogger at The Workﬂow Pro LinkedIn QR

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Outline
▪ Integrating ChatGPT with Marketo
▪ Webhooks
▪ 3rd Party
▪ Data Export
▪ Use cases in the lead lifecycle
▪ Bot identification for form-fills
▪ Finding the best email send time
▪ Personalizing emails
▪ AI Project Planning
▪ Refining prompts
▪ Cost projection
▪ Data Privacy

Integrating ChatGPT with
Marketo

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3 Ways
1. Using Marketo webhooks to make ChatGPT requests directly
a. 30 second timeout limit on webhooks
b. Less control than using 3rd party tool
2. Using a 3rd party as a middleman e.g. Zapier, Replit
a. No timeout issue
b. Can use 3rd partys’ tools for parsing response, advanced logic etc
3. Exporting data from Marketo using the GUI or API
a. Used for analysis of your Marketo data
b. Can update leads using ChatGPT outputs with list imports

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Intro to API Course

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Marketo API Course

Using Webhooks to Make
ChatGPT Requests

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1. Using Webhooks to Make ChatGPT Requests

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Webhooks & Zapier & Bot Filtering Blog Post

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2. Using Zapier as a Middleman

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Using Replit as a Middleman
Catch Webhook
GPT Request
Logic
Update via Marketo
API
Send Webhook
Marketo Replit
Python Code

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Exporting Data using the GUI

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Exporting Data using the API

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Analyzing using ChatGPT

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Importing using list Uploads

Use cases in the lead
lifecycle journey

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AI From the Start to the End of the Journey
1. Determining if the lead is a real person
2. Finding the best time to email them
3. Emailing them at the best time

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CAPTCHA Failings: Missed Bots

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CAPTCHA Failings: False Flags

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Downstream Issues

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Solution: Webhook with form ﬁll information

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Usage in Smart Campaigns

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Python Script to Call Marketo API

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Output of Python Script

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Output of ChatGPT Analysis

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Importing Best Send Times Into Marketo

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Sending at The Best Time

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Exporting using API & Best Send Time

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Personalization Workflow
1. 2 Webhooks sent to ChatGPT
2. Body and subject line stored in lead fields
3. Lead fields used in script tokens
4. Script tokens used in email

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Sneak Peek

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Email Body Prompt
Write an email snippet for a person who works at the company with the website
{{company.Website}} speaking to their company’s use case and how The Workflow
Pro can solve their company’s pain points. Write from the perspective of the The
Workflow Pro brand, make the snippet around 100 words in length, using line breaks
in the form of <n> after roughly every 50 words if needed.The snippet you provide
will be inserted after the greeting and before text encouraging this person to
compare us to competitors so you should not include a greeting or any other text
besides the snippet. If you cannot find out any information from the website then
return NA.

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Subject Line Prompt
Write an email subject line for a person who works at the company with the website
{{company.Website}} speaking to how The Workflow Pro can be valuable for their
company. It is important that you only return the subject line with no quotation marks
or any extra words or characters. If you cannot find out any information from the
website then return NA.

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Lead Fields

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Webhooks

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Script Tokens

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Subject Line Script
#if (!$lead.aIEmailSubjectLine.isEmpty() && $lead.aIEmailSubjectLine != "NA")
#set( $a = $lead.aIEmailSubjectLine)
#else
#set( $a = "The Workﬂow Pro was named 2023 best content creator")
#end
${a}

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Email Body Script
#if (!$lead.aIEmailBody.isEmpty() && $lead.aIEmailBody != "NA")
#set( $b = $lead.aIEmailBody.replace("<n>", "<br /><br />"))
#else
#set( $b = "After years of producing top notch content the Workﬂow Pro was
named 2023 MOPs Content Producer of the Year!")
#end
${b}

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Using the Script tokens in an Email

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Testing Before Rollout

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Personalizing Email Blog Post

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Importing Data Into Google Sheets

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GPT for Sheets and Docs

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Evaluating Prompt Performance

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Iteratively Testing Prompts

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Pricing
▪ Multiple models, each with diﬀerent capabilities and price points. Prices are per 1,000
tokens. You can think of tokens as pieces of words, where 1,000 tokens is about 750
words. This paragraph is 35 tokens.

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Pricing

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Pricing: GPT 3
Monthly Cost = Form-fills per month *
( (Avg Prompt Tokens * 0.003/1000) + (Avg Completion Tokens * 0.004/1000) )

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Pricing: GPT 4
Monthly Cost = Form-fills per month * ( (Avg Prompt Tokens * 0.06/1000) + (Avg Completion
Tokens * 0.12/1000) )

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How openAI treats your data
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.

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LinkedIn QR Code

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Personalizing Email

03.2024_North America VMUG Optimizing RevOps using the power of ChatGPT in Marketo.pdf

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