Slides from the first Brisbane Marketo User Group of 2020. This was a virtual event. The agenda is as follows: [Session 1] How to create dynamic video with Marketo Be inspired by the possibilities of connecting a dynamic video platform with Marketo. Gary from Nous will take us through the process of connecting Vidyard with Marketo and leveraging data to personalise the video experience. [Session 2] Marketo geekery: Creating an Interesting Moment history field Interesting Moments are fantastic but they tend to get lost in a person's activity history. In this short session James from TechnologyOne will show you how you can save Interesting Moments to a history field so that the information is easily accessible. [Session 3] Things you can do in Marketo Sky today! Have you spent much time exploring Sky yet? Veronica from RMS will showcase some of the cool features available in the new Marketo interface that are available for us to use right now.

1. Brisbane Marketo User Group
March 2020

2. 2
Agenda
8:30 - 8:40 Introductions & housekeeping
8:40 - 9:00
How to create dynamic video with Marketo
- Gary McCarthy-James, Nous
9:00 - 9:20
Marketo geekery: Creating an Interesting Moment history field
- James Gunn, TechnologyOne
9:20 - 9:40
Things you can do in Marketo Sky today!
- Veronica Holmes, RMS
9:40 Close closing remarks

3. 3
BRITTNEY KENWARD
DIGITAL MARKETING MANAGER,
GRANT THORNTON
brittney.kenward@au.gt.com
https://www.linkedin.com/in/brittneyken
ward/
SAM KRAUSER
DATABASE MARKETING SPECIALIST,
CONSOLE
skrauser@console.com.au
https://www.linkedin.com/in/sam-
krauser-1686869a/
JAMES GUNN
MARKETING OPERATIONS MANAGER,
TECHNOLOGYONE
james_gunn@technologyonecorp.com
https://www.linkedin.com/in/jnkgunn/
Meet your User Group Leaders

4. 4
The point of user groups is to…
• Create a sense of community
• Share knowledge, valuable insights and actionable learnings
• Champion people in our region who are doing awesome things
• Help you strengthen our knowledge of the platform
• Help you make connections that will push you forward in your career
What’s this whole thing about, anyway?

5. 5
• You do not talk about the Marketo User Group.
The first rule of User Group is…
1. Spread the word – if you know someone who’s interested let them know!
2. You’re among friends – speak up, no question is a dumb question.
3. Be respectful to speakers and other members – please put your phone on silent.
4. Share your feedback – this is our party and we’ll talk APIs if we want to.
5. Participation is the lifeblood of our user group
6. No soliciting - but, do feel free to reach out to agencies and consultants after today’s session
7. On MUG days we wear purple.

6. How to create dynamic video with Marketo
Marketo User Group — Brisbane
18 MARCH 2020

7. /7
What is the
value of video?

8. /8
People pay attention to video and skim or multitask written content and podcasts
Sample: 3010 consumers in the US, Germany, Columbia and Mexico
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Podcasts
Online long-format content
Blog articles
Infographics
eBooks
Online classes
Email content
Social photos
Researchposts
Social media posts
Multimedia articles
News articles
Videos
When it comes to content, what do you closely
pay attention to and what do you skim?
Consume thoroughly Skim

9. /9
In the future, people want more video content
Sample: 3010 consumers in the US, Germany, Columbia and Mexico
0 10 20 30 40 50 60
Podcasts
Online long format content
Blog articles
Inforgraphics
eBooks
Email content
Online classes
In depth articles featuring video, audio or graphics
Social photos
Researchreports
Social media posts
News articles
Videos
In general, what content types do you
want to see more of in the future?

10. /10
10 video marketing statistics
that you need to know in 2020
Source: https://au.oberlo.com/blog/video-marketing-statistics
85%
watch online video
content monthly
54%
want more
video content
87%
of marketeers
use video
66%
more qualified leads
88%
more time on site
8/10
have purchased
408
minutes per week
watching video
82%
of global traffic from
video streaming in 2022

11. /11
Show, don’t tell.

12. /12
The sales cycle

13. /13
Personalised video used in the sales cycle

14. /14
Personalised video used in the sales cycle

15. /15
Personalised video used in the sales cycle

16. /16
Personalised video used in the sales cycle

17. /17
Case Study:
Marketo

18. /18
Marketo Case Study
Source: https://www.vidyard.com/customers/marketo-video-enabled-business-case-study/
1,103%
Increase in conversion rate from
4-minute demo
6x
Increase in the speed at which
new leads MQL
144%
Increase in CTR on personalised
video email

19. /19
Marketo Case Study
Source: https://www.vidyard.com/customers/marketo-video-enabled-business-case-study/
1. Increase website conversions
2. Accelerate leads through the marketing funnel
3. Increase sales conversions
4. Turn webinars into data factories
5. Profile visitors based on the testimonials they view
6. Improve the in-product journey with videos
7. Drive customer adoption through Marketo university
8. Engage accounts through video newsletters
9. Share Marketo Champions’ tips and tricks
10. Drive action using personalised video at scale

20. /20
Marketo
Personalised Video
Example

21. /21
Case Study: Bond
University

22. /22
Bond University utilises personalised video
during “close” stage of recruitment process

23. /23
Process
Creative
Vidyard
Player
Setup
Marketo
Setup
Implement
Report

24. /24
Demo
See recording

25. Marketo geekery:
Creating an interesting moment history field
James Gunn, Marketing Operations Manager
TechnologyOne

26. 26
Registers for webinar →
Aren’t Interesting Moments great?!
Attends an event →
Submits form on website →
Visits us at a tradeshow →

27. 27
Aren’t Interesting Moments great?!

28. 28
Use case: MQL alerts
- We generate Marketing Qualified Leads
- Some are generated using Lead scoring
- i.e. when a person’s score reaches 100 points
- Our Marketo Lead Process kicks in and sends an
alert
- PROBLEM: Where is the context for the
salesperson to follow up?

29. Demo
See recording

30. 30
References
- TEKNKL Blog - Sanford Whiteman
Dark Marketo Alleys: Creating a line break token for history fields
- Joe Reitz - Marketo Fu
Marketo-Fu - Episode 22: Linebreaks for Text Area Fields
- Marketing Nation
Creating a New Line Program Token to Organize a History Field

31. Things you can do in Marketo Sky today!
Veronica Holmes, Principal Consultant
Resolution Marketing Services

32. 32Proprietary and Confidential | © Marketo, Inc.
Blue (Marketo!) Sky Thinking – Using Marketo Sky
right now

33. Agenda
• Who should be using Marketo Sky?
• What’s different in Marketo Sky?
• New ways of working explained
Note – I’m ONLY showing features everyone has! (So avoiding
things like Event Caps which is an add-on feature)

34. First thing to remember
Marketo Sky is NOT a
test/sandbox environment.
It’s your live system with live
data!
You can launch campaigns
from Sky, and changes made
in Sky will immediately reflect
in Classic (and vice versa).

35. Who Should be Using Marketo Sky?
Marketo says everyone.
I disagree!
• Admin (or experienced) staff only.
• Most new functionality is released in Sky
• Odd user experience - new features
(YAY!), but not enough total features yet
to use it without going back and forth,
which will confuse inexperienced users.

36. How do I access Marketo Sky?
Either through the Marketo Sky tile on the My Marketo screen, or through the
Main “Superball” Menu. If the tile isn’t there, you don’t have access.

37. How do I go back to Marketo Classic?
Through the Main Menu
(it will now say “Marketo Classic).
Notes:
1. If you opened Sky from the My
Marketo tile it will have opened in a
new window with Marketo Classic still
sitting in the background.
2. If you click on any Main Menu item not
yet available in Sky, it will open
Marketo Classic instead.

38. My Marketo “Views” and “Widgets”
Only useful one at the moment is “Expiring Soon”

39. Saved Rules – Smart Lists
These rules are like List Views – for now they are YOURS alone, you can’t share them

40. Saved Rules – Smart Lists

41. Saved Rules – Flows
These rules are like List Views – for now they are YOURS alone, you can’t share them

42. Saved Rules – Flows
Particularly great if you have LOTS of “Add Choices” in a flow step, and want to clone/reuse the whole thing in a new smart
campaign!

43. Asset Tagging (Labels)
Add labels to ANY asset type to make them easy to find!

44. Sort the Tree – Date Ranges and Program/Campaign/Asset Types
https://help.marketo.com/hc/en-us/articles/360003197473-Use-
Filters-to-Sort-the-Tree

45. Sort the Tree – Labels
https://help.marketo.com/hc/en-us/articles/360003197473-Use-
Filters-to-Sort-the-Tree

46. Local Assets – Set Expiration Date
Set expiration for Triggers, Landing Pages, and Recurring Batch Campaigns

47. Local Assets – Mass Approve/Unapprove
Only works at the program level! Under the Assets tab.

48. Priority Override for Trigger Campaigns

49. Priority Override for Trigger Campaigns - Setting

50. Priority Override for Trigger Campaigns – View in Classic

51. Priority Override for Trigger Campaigns
https://help.marketo.com/hc/en-us/articles/360010183814-Priority-
Override-for-Trigger-Campaigns
• Limited to 25 business critical smart
campaigns.
• Needs “Edit Trigger Campaign Priority”
permission enabled in your role.

52. Image Editing
Highlight any image in the image library

53. Image Editing (2)
Edit images inside Marketo – great for when your image doesn’t quite fit the space in your email template…
Adobe Photoshop (lite!) tools
integrated into Marketo –
with no need to actually own
a Photoshop license.

54. Closing remarks

55. Spread the word
mugs.marketo.com is the new site for Marketo User Groups
- Also, this is where we will post today’s slides

56. Adobe Summit is around the corner!

57. Who’s next?
We’d love to hear your Marketo story - big or small
Contact me at james_gunn@technologyonecorp.com or https://www.linkedin.com/in/jnkgunn/