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London MUG - Engage your Core [Nov 2023]
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London MUG - Engage your Core [Nov 2023]
1.
Engage your Core London
MUG| 2nd November 2023
2.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Welcome to the London Marketo User Group (MUG) Not signed up for Bevy? – Join our chapter and never miss out! § Step 1: Navigate to https://mugs.marketo.com/london-mug/ § Step 2: Create an account using the email associated with your Adobe Marketo Engage Account Once you’ve joined our chapter you’ll receive notifications and reminders about new events that the chapter has posted! Adele Miller Snr MarTech Manager Bazaarvoice Courtny Edwards-Jones MOPS Manager Zuora Emily Poulton Senior MOPs Consultant EMMIE Collective
3.
© 2023 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
4.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. 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 London MUG meeting on 2nd November 4pm GMT 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 adele.miller@bazaarvoice.com or Advocacy@adobe.com.
5.
Todays Agenda • 430
– 445pm – Welcome & Adobe Updates! Adele, Courtny & Emily • 445 – 515pm - Where We Begin: Efficient Original Processing in Marketo Sydney Mulligan, Co-Founder, EMMIE Collective Ying Ying Lim, EMMIE Collective, Marketing Ops Professional • 515 – 530pm – Q&A then Goodbye!
6.
Upcoming Opportunities for Chapter
Members
7.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Congratulations to the new EMEA Marketo Champions! Courtny Edwards-Jones Marketing Operations Manager Zuora John Grundy Adobe Marketing Automation Expertise Lead, Europe Accenture Charlie Oakham Digital Strategy Director | Global Marketing Ops & Automation Kainos Kate Goldsmith Senior Marketing Automation Specialist TD SYNNEX Zoe Forman Senior Marketing Operations Specialist EMEA MSA Josh Arrington Partner & Chief Marketing Technology Officer Kapturall Katja Keeson Senior Marketing Technology Consultant Chapman Bright Jane Musatova Senior Marketing Automation Manager Wix
8.
© 2023 Adobe.
All Rights Reserved. Adobe 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. Save $600 on an in-person pass when you sign up by August 31. Sign up and save at summit.adobe.com
9.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Recognize the remarkable. Now taking submissions for the 2024 Adobe Experience Maker Awards. The future of customer experience starts with digital innovators. We’re seeking customer-focused visionaries who are raising the bar on digital experiences and setting a bold new standard in their organizations and industries. Apply now or learn more at: adobeexperienceawards.com
10.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Upcoming webinars Marketo Roadmap Series: Interactive Webinars Demo Nov. 16, 2023, at 10 am PDT Join Adobe product experts as they walk through all things Interactive Webinars! Interactive Webinars is a native end to end webinar management tool inside Marketo Engage. Register here Adobe Sensei GenAI for B2B: Adobe Dynamic Chat Register to watch On Demand! Curious about the exciting world of Adobe Sensei GenAI for B2B and the game- changing power of generative chat? Hear Holli Mathews, senior product manager for Adobe's website, share how Adobe is leveraging Adobe Dynamic Chat generative AI features powered by Adobe Sensei GenAI on Adobe.com. Register here
11.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. MUG Member Feedback Wanted! The Adobe Advocacy team is collecting feedback from MUG members on the benefits they have experienced because of attending and participating in User Groups. To contribute your experience, please fill out this form. These testimonials will be used in assets (such as those on the right) to encourage new members to join our User Group community, so we thank you for your participation and helping us grow this amazing program! Thank you to Zoe & Binny for their testimonials last month!
12.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. New to Marketo? Check out our NEW free course! § This course is designed to provide a foundational understanding of Marketo Engage. By the end of the course, you’ll learn how to create, manage, and measure the success of your first marketing program. § Lessons in this course includes educational content from best practices, how-to tutorial videos, and expert tips and tricks. § Start the course here!
13.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Share your Marketo Engage Feedback on G2! 13 What: G2, an online software reviews platform. Why: § Help your peers to make informed buying decisions. § Receive a $25 gift card as a thank you for your time. When: § Deadline: November 30, 2023 How: § Start your review HERE • Survey Time: ~10 minutes • Login using your business email or LinkedIn for G2 to validate your review. • Be thorough in your answers.
14.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Where We Begin: Efficient Original Processing in Marketo New leads enter your Marketo instance every day, but are they enriched, normalized, stamped, sourced, and routed correctly BEFORE they're synced to your CRM? We're getting down and dirty with strategies to architect your Marketo Initial Processing for scale and speed.
15.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Sydney Mulligan Co-Founder of EMMIE Collective Co-Host of the Pretty Funny Business Podcast linkedin.com/in/sydneymulligan/ sydney@emmieco.com www.emmieco.com
16.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Ying Ying Lim Revenue Ops & Strat @Middesk Ex-Marketing Ops @ Airtable linkedin.com/in/lim-ying-ying/ yingying@middesk.com www.middesk.com
17.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. What happens when new leads are created in your Marketo instance?
18.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. It can be a harder question to answer than you think! Between Person is Created triggers scattered to the wind, and downstream processes kicked off before you realize it, things can get unwieldy quickly.
19.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. What is Original Processing? Consolidation of “Person is Created” triggers The trigger point for all of this processing can be centralized into one program, so your instance only has one single Person is Created trigger. Sync to SFDC New leads that were created by anything other than SFDC/your CRM do not sync to your CRM as part of the native batch sync until they have been initiated by a Sync to SFDC or Sync to SFDC Campaign Flow Step. By centralizing your Sync to SFDC Flow Step in one place, you can ensure all original processing is complete before a lead attempts to be routed or created in your CRM. Centralized Operational Architecture Original Processing is an operational program that centralizes the initiation of all operational processes that should happen upon lead creation before Sync to SFDC.
20.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. What is Original Processing? Singular person is created trigger
21.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. What is Original Processing? All processes that should happen upon new person creation are initiated from the following campaigns {
22.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. What is Original Processing? Singular Sync to SFDC Flow Step
23.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. No more leaky funnel 100% confidence that no lead will sync to your CRM before dependent processes complete — ensuring the integrity of your demand gen programs and protecting your pipeline. Business value of centralized Original Processing Speed-to-lead Identify what needs to happen before leads sync to CRM, and get it done quickly and efficiently. Absolute control & scalability A slave to timing intricacies no more. By architecting a centralized, synchronous order of ops, you take back control — making future adjustments and scaling of programs super easy and quick. Give your team back their time and peace of mind If something goes wrong, you will know instantly what and where. No more extreme activity log sleuthing and head scratching.
24.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. What We Will Cover Today ● Architecture terminology ● Architecture methodologies ● How to build it ● Case Study: Airtable Original Processing
25.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. ARCHITECTURE TERMINOLOGY
26.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Centralized vs. Decentralized Centralized Processing Operational architecture handles processing for all leads, regardless of which marketing campaign they engage with. Centralizing this type of processing allows you to scale, make adjustments easily, and understand what is happening operationally in one place. Decentralized Processing Happens inside your individual marketing programs. Some processes need to be decentralized when they pertain specifically to distinct marketing initiatives, such as setting Program Status, stamping Last Asset engagement, or setting Program Member Custom Fields. However, as a best practice, you should centralize
27.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Sync vs. Async Synchronous Processing Processes need to happen in a discrete order; one finishes before the next begins. Asynchronous Processing Processes can happen in any order.
28.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Synchronous Processing Imagine you’re texting a friend. Synchronous communication is like having a real-time chat. You send a message, and your friend replies right away, like a back-and-forth conversation.
29.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Asynchronous Processing Asynchronous communication is more like sending emails. You can send an email to multiple people at the same time, and they can reply when they’re available with no dependencies on the other people in the conversation.
30.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. ARCHITECTURE METHODOLOGIES
31.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Request Campaign Sequence original processing campaigns for asynchronous processing Executable Campaign Sequence original processing campaigns for synchronous processing Daisy Chain lists Adding to static processing lists, then triggering off of the list add for synchronous processing
32.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Request Campaign Method ● Programs will be requested sequentially, but will not wait for one to complete before the next begins ● No mechanism to know that processing has completed
33.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Request Campaign Method ● Good for instances where asynchronous processing is acceptable ● Good for low volume instances without a lot of variability in campaign queue timing
34.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Request Campaign Method ● Requested Campaigns are processed last among medium priority campaigns in the Campaign Queue
35.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Execute Campaign Method ● Programs are executed sequentially and wait for one to complete before the next begins ● Can only go 3 levels deep (Execute a campaign that executes a campaign
36.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Execute Campaign Method ● Good for instances with moderate complexity that needs to control the order of processing synchronously ● Good if you are not already a heavy user of Executable
37.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Execute Campaign Method ● You cannot use Wait Steps or Webhooks inside Executable Campaigns (but there are ways to architect around this)
38.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. List Add Daisy Chain ● Good for high volume, complex instances ● Good when controlling a synchronous order of operations is crucial to success ● Good when you are
39.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. BUILD METHODOLOGY
40.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 1: Isolate “Person is Created” trigger Instead of having decentralized “Person is Created” triggers that kickoff multiple processes asynchronously, identify all of the campaigns using Person is Created by exporting your Campaign Inspector. Build Methodology
41.
© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 2: Determine CRM Requirements The individual dependencies are often unique to your business, but most organizations have requirements for data completeness before a record can be successfully inserted into the CRM. Centralizing all of the processes responsible for data Build Methodology
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 3: Map out your inter- dependent processes Figure out your daisy chain order of operations. NOTE: Priority matters. Reduce your margin for error by running your most important processes first Build Methodology
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 4: Determine what you really NEED Not all of your operational processes must happen before that initial sync - think about what can be moved to an async process or overnight batch to conserve processing capacity, reduce margin for sync errors, and increase speed to lead. Build Methodology
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 5: Build your centralized Original Processing Program Choose the architecting methodology that works best for your business 1. Request Campaign 2. Executable Campaigns 3. Add to List Daisy Chain Create your singular Person is Build Methodology
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 5: Build your centralized Original Processing Program After your processes have completed, stamp Initial Processing End Time. Build Methodology
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. All Leading up to your Sync to SFDC No matter how you hand off the processes, the final step is initiating your Sync to SFDC with a Sync to SFDC Flow Step. New leads created in Marketo require a Sync to SFDC Flow Step to be initially synced. After Navigating Digital Transformation in Marketing Operations Understand how to navigate the challenges of digital transformation in marketing operations, including change management, leadership, and team-building.
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Case Study: Designing efficient Original Processing at Airtable
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Original Processing at Airtable ● Centralized, asynchronous architecture (Request Campaign methodology) ● High-volume instance - database of approximately 3mil, high volume of activities due to Product Sign-ups
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Flow chart: AT’s asynchronous OP architecture The Problem New Lead Process A Process B (dependent on A) Process C (dependent on B) Sync to SFDC (dependent on C) We had interdependent lead processes that relied on one another’s successful completion in order to run. However, due to our asynchronous OP architecture, we were constantly at the mercy of timing intricacies to protect the order of operations. Impact: Constant lead Request campaign
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Additionally, our original processing campaigns were overloaded — Marketo could not keep up as our database scaled and complexity of processes increased. Impact: ● Perpetual campaign queues and SFDC sync backlogs The Problem Cont’d
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. The Solution New Lead Process A Process B (dependent on A) Process C (dependent on B) Sync to SFDC (dependent on C) 1. Architect OP to run in a synchronized, dictated order (“Add to List” method) 1. Increase efficiency of OP campaigns within Marketo (e.g. Replace “Request Campaign” structure with “Add to List”, reduce number of “Trigger Campaigns”, reduce number of overall campaigns, etc). 1. Simplify the damn thing. Flow chart: AT’s new synchronized OP architecture Add to List
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 1: Identify all processes kicked off by “Person is Created” and centralize them Build Methodology 1. Lead Source 2. Standardization 3. Enrichment 4. Lifecycle/ MQL 5. Marketability Management 6. Kickbox 7. Scoring *We already had a centralized OP Initial Processes
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 2: Determine CRM Requirements Build Methodology Leads with non restricted picklist values in restricted picklist fields will fail Sync to SFDC Leads with lead source = empty will fail Sync to SFDC AND Lead Routing Routing between EMEA and AMER requires “lead.region” to be populated to the highest degree of accuracy 01 02 03 CRM Requirements Solution Standardization, Source and Enrichment must complete before Initial Sync to SFDC is triggered to run
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 3: Map out your interdependent processes to figure out order of ops Build Methodology Enrichment must happen before standardization Score and Source must always complete before MQL is triggered to run 01 02 Interdependent processes Solution Ensured Enrichment is always completed before Standardization is triggered to run Moved score-based MQL program to be a nightly batch with requirements that score >= MQL threshold, and Last Source Date in last 7 days 01 02
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 4: Determine what you really NEED Build Methodology 1. Person is Created 2. Send to Lead Source 3. Send to Kickbox 4. Send to Enrichment 5. Send to Standardization 6. Send to Scoring 7. Send to Lifecycle Processing 8. Send to Marketability Management 9. Send to SFDC AT Initial Processing (AFTER) 1. Person is Created 2. Send to Lead Source 3. Send to Enrichment 4. Send to Standardization 5. Send to SFDC 6. Trigger Lifecycle 7. Trigger Kickbox 8. Trigger Marketability Management 9. Trigger Scoring AT Initial Processing (BEFORE)
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Step 5: Choose your OP architecting methodology Build Methodology “Execute campaign” did not work for us because we were already using executables in our operational architecture elsewhere. “Request campaigns” work great in a lot of scenarios, but in a timed test we found Add to List triggers ran about twice as fast as campaign requests. 01 02 Requirements Solution Went with “Add to List” architecture
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Gave MOps team up to 30 hours/ week back Achieved significant stability in lead processing, drastically reducing the cycle of troubleshoot-fix- backfill. Gave us time back to focus on more strategic priorities Business Value for Airtable 88% reduction in Speed-to-Lead Lead processing time reduced from hours to minutes or less. No more leaky funnel 100% successful new-lead-to-SFDC-sync — ensuring the integrity of our demand gen programs and protecting our pipeline Gave us room to make adjustments and scale We were no longer slaves to timing intricacies. Making future adjustments and scaling of programs is now super easy and quick.
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Proactive monitoring tactics Tactic 1: Timestamp your leads upon creation and completion of OP ● Use it to alert of failures within your order of ops ● Use it to monitor your campaign queue and instance capacity health over time Before After
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Tactic 2: Create daily diagnostic “People Performance” report subscriptions ● Send to centralized location and use to monitor/ resolve routine errors before they become a bigger problem. ● Tip: “Zero-out” reports helps take out the noise and protects your time ● Tip: Send your reports to a dedicated Slack channel with an email alias to create more “real-time” urgency and collaboration for error resolution Proactive monitoring tactics
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Key Takeaways ● Centralized architecture wins whenever possible! ● Centralizing your Original Processing program gives you visibility into what happens upon Lead Creation, and helps you scale over time. ● Creating synchronous architecture when it’s important for your business gives you confidence that everyone is making it to your CRM on the first try. ● If you fail to plan, you plan to fail: as you build you should add
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© 2023 Adobe.
All Rights Reserved. Adobe Confidential. Questions? www.emmieco.com
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