2023 March Melbourne MUG

Adobe Marketo Engage User
Groups
Melbourne | March 2023

Agenda for today:
1. Introductions, housekeeping points and Adobe news
2. Import Program Features deep-dive & Marketo + DAM
3. Q & A panel on Growing with Marketo
4. Closing and socialise!
Welcome!

Thank you to our sponsor, Adobe!
Thank you RMIT for hosting us!

© 2021 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

Stay connected with our chapter!
Sign up for Bevy – the tool for Adobe Marketo Engage User
Groups!
 Step 1: Navigate to https://mugs.marketo.com/melbourne-
marketo-user-group/
 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

AWARD PROGRAM OBJECTIVES
Global awards program showcasing
customers delivering on Adobe's vision to change
the world through digital experiences using
Adobe Experience Cloud solutions.
Who can apply for the awards?
Customers—from practitioners to leaders—from
all segments and all regions using Adobe
Experience Cloud
2023 Adobe Experience Maker Awards
1. Deadline: 31st March @ 11:59pm PT
2. 15 award categories — three regional
awards and 12 global awards
3. FAQ, category descriptions, tips for
creating award winning applications,
and link to submit nominations here
(adobeexperienceawards.com).
4. Need help? Email
xmakers@adobe.com

Share your Adobe Marketo Engage Experience on G2!
G2 Customer Reviews: Online ratings and
reviews platform for buyers and sellers of
software and services.
 Help your peers to make informed buying decisions
 Public outlet to be heard by your peers and Adobe
What to Expect:
 Time to complete: ~10 minutes
 You choose whether to remain anonymous
 Receive a $25 gift card when your review is
published.
8
Take the review here or scan
the QR code above

Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have about
3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former Marketo Certified Associate)
• Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers and
marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update
to the former Marketo Certified Expert)
• Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and
process at the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5
years of experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam
guides!

Marketo Engage Program
Import Feature Deep-Dive
Jeremy Evans
Adobe Marketo Engage Customer Adoption Specialist

Marketo User Group
Program Import
Jeremy Evans
Customer Adoption Specialist

Introduction
Jeremy Evans
Customer Adoption Specialist
 Marketing automation consultant with multiple certifications (Marketo &
Pardot)
 Been with Marketo as a consultant for almost 5 years
 Consulting on marketing automation almost 8 years
 Worked for multiple marketing agencies in Melbourne across broader digital
marketing however a main focus on email marketing and marketing automation
 Helped 100’s of companies implement, adopt and align their business
objectives to get the most out of their marketing automation investment

Agenda
• Program Import
• Program Templates
• Marketo Program Library
• Gotchas
• Impacts on Marketo when importing
• What’s coming?
• Adobe Resources
• Adobe Summit Announcements
• Q/A

Import Program Feature
Connect one Marketo subscription to another in order to transfer (or
import) programs (and all of their contents) so you don’t need to recreate
them.

Importing Programs
When or why would I use this?
– Create a program in sandbox and import it into
live production instance
– Import a pre-built program from the Marketo
Program Library
– Import programs from one instance another –
perhaps during a Marketo to Marketo
migration
• Only available for users with a role that has
the Import Program permission enabled

Program Templates
Pre-built generic programs, including all assets
and smart campaigns, that can be cloned,
updated, and launched
Program templates have many benefits:
• Ensure a repeatable process
• Decrease error margin
• Increase program creation speed
• Localize improvement options

Program Templates—continued
• Set up a program template for each program
channel; include all assets and smart campaigns
needed for that channel
• Create your own or import pre-built program
templates from the Marketo Program Library
• Once you have established a template with best
practices, you can then clone it for your next
marketing program

What is the Marketo Program Library?
• A Marketo instance consisting of best practice
program templates
• Built by our consulting team
• Include program templates for common
marketing scenarios as well as operational
programs (e.g. scoring)
• Designed to help you create, execute and scale
your Marketo instance in line with best practice
by importing these templates rather than
starting from scratch
• All Marketo instances are connected to the
Marketo Program Library

What exactly does the Marketo Program Library include?
Marketing Program Templates:

Operational Program Templates:

Sales Insight Program Templates:

Email & Landing Page Program Templates – DISREGARD THESE!
• These contain legacy email and landing page templates which no longer work
optimally and are planned to be removed from the Program Library

What makes these best practice?
• Follow a naming convention for programs,
folders and assets (note: this may differ to
yours and therefore need to be updated)
• Consistent folder structure
• Heavily tokenized
• Includes descriptions on how to setup and
run
• Include smart campaigns to measure
success
• Include local reports relevant to the
program type

Gotchas!
• When importing programs, if there are fields
being used that aren’t in the destination instance
(the instance you’re importing the program to),
the import will fail. These fields will need to be
created in the destination instance prior to
importing
The programs in the Marketo Library will let you
know of this in the description PRIOR to
importing
• Image type my tokens are not supported for
program imports. If a program that has image
type my tokens is imported, no tokens will
come through. A solution here would be to
remove the image type my token, import
your program then add the my token back in
manually.
• When importing a program, emails/landing
pages that contain dynamic content will be
skipped. A solution here would be to remove
the dynamic content from your email/landing
page, import the program then add the
dynamic elements back in.

Impact on External Assets During Program Imports
Programs use external assets like email templates, landing page templates, images, forms,
tokens, and program tags. You have the ability to configure how landing page templates and
program tags are handled, and Marketo automatically manages the rest.
Email & Landing Page Templates:
• Email/Landing Page templates are imported into the Design Studio. You can use conflict rules to
configure behavior when a template with the same name exists. Using the default rule, a number
will be appended to a template if one with the same name exists. For example, if you already have
a template named “Standard Template,” the new one will be named “Standard Template - 1.”

Impact on External Assets During Program Imports - continued
Landing Pages & Forms:
• If a form or landing page with the same name exists in Design Studio, they will still be imported,
but with a number appended to their name (ex: Landing Page - 1).
Images:
• Images used by landing pages are imported into the design studio unless one with the same name
exists.
Tokens:
• Tokens that live outside of a program will be converted to local tokens during the import process.
Program Tags:
• You can use conflict rules to control how program tags that do not exist in the destination account
will be treated. Using the default rule will create the program tags, or you can choose to ignore the
tags.

What’s coming?
• Updates are on their way!
• Project underway with product and
consulting teams to update and refresh the
Marketo Program Library
• removing legacy programs
• tweaking existing programs
• adding new program templates
• We’ll keep you in the loop and
communicate these updates as they occur

©2021 Adobe. All Rights Reserved. Adobe Confidential.
Useful Resources
• Adobe Experience League
• Developer Docs
• Marketo Community
• Marketo Support
• Marketo Lunch & Learn Webinars
• Marketo Group Consulting

Marketo Engage – Lunch & Learns
31
o Lunch & Learns are recorded webinars where a
Marketo certified consultant will cover a specific
marketing automation topic.
o Run every 6 weeks
o Previously run sessions have covered the following
topics:
• Marketo & Salesforce CRM
• Ad Network Integrations
• Lead Scoring
• Nurturing
• Marketo Sales Insight
• Personalisation
• Reporting & Insights
• Configuring a Marketo Instance
• Managing and Monitoring You Marketo Instance
• Performance Insights
o Please let us know if you'd like access to these
recordings!

Group Consulting
Overview
Group Consulting is designed to help you take your Marketo skills to the next level! These sessions will allow you to speak with a Marketo
consultant to assist you with general Marketo advice and best practices. Group Consulting is a public forum where other Marketo customers
may join and each person will get to ask one question at a time.
When?
Wednesdays 12pm – 1pm AEST
Format
1-hour open forum virtual session on Wednesdays from 12pm – 1pm AEST with a max of 4-5 attendees per session
How to Register
• Register via this form
• Registrations will close Tuesday 12pm each week for the upcoming session
• Emails will be sent on Tuesday 5pm with link to training for the upcoming session
• If you have registered however the session cap of 5 people has already been hit, your SAM will notify you so you can register for a future
session
Notes:
• Each participant is permitted to ask one question at a time. First person that dialled in goes first then we’ll continue to go around the
virtual room until everyone has had a chance to ask their first question before each participant can ask their next question. If a participant
only has one question, they are welcome to stay and listen in or can leave.
• Group Consulting is not a replacement for Marketo support or custom consulting including business or technical consulting.

Marketo Journeys
OVERVIEW
• Marketo is getting a visual drag and drop
journey builder for Smart Campaigns!
• Easily build, manage and validate
interconnected campaigns with visualization
• Increase operational efficiency with enhanced
error handling and troubleshooting
• Accelerate time to value by quickly onboarding
new users
• Improve alignment across key stakeholders
with intuitive visuals that provide insight into
complex campaigns
Who? When? Where?
• All Marketo customers!
• Planned for H2 2023
• In your current Marketo instance!

Marketo Journeys
Explaining your Smart Campaign to non-Marketo users…
Currently With Journeys

Dynamic Chat Updates
Beta in mid-June. Want to join!? Reach to your Adobe Account Manager

Marketo Engage + DAM
(Digital Asset Management)
Jessica Clement
Manager, Solution Consulting

40
TO CREATE AND DELIVER
ONE PIECE OF CONTENT
TO THE MARKET
DAYS

There are certain things in life that most creatives don’t enjoy.
Mundane & repetitive tasks are one of them.

The Future of the Content Lifecycle
Current content journey Optimal content journey
• Single step content sourcing with Machine learning & Automation
• Deliver content curated to behavioral & transactional data
• Eliminate manual tasks of asset management and delivery
Creation & Sourcing
Management
Assembly
Delivery
Personalization
Experience
Performance
Creation & Sourcing
Performance
Experience
AI & Automation

Experience Manager
Asset Generation Engine

Experience Manager Assets | Content Automation
44
Photoshop Actions Smart Object Replace Remove Background
Mask Lightroom Presets Auto-tone and auto-straighten

Reduce time and cost required to create, adjust,
manage, and deliver across all channels
Create new assets at scale for personalized
customer experiences within the DAM
Empower users to quickly and easily produce
variations on the fly
Intelligent Automation & Delivery
Accelerate creation & delivery of immersive experiences
to maximize ROI and impact

Marketo Engage + Adobe Experience Manager
46
BETTER TOGETHER
BETTER TOGETHER
MARKETO ENGAGE
MARKETO ENGAGE ADOBE EXPERIENCE MANAGER
ADOBE EXPERIENCE MANAGER
ADOBE EXPERIENCE MANAGER
#1 Mktg Automation App for
Demand Marketers
#1 Digital Asset Management App
for Demand Marketing
Streamline your design-to-delivery
workflows for better, faster campaign
results
• Asset Delivery Engine
• Unique B2B Data Profiles & Lead
Management
• Cross-channel Automation &
Orchestration
• Intelligent Cross-channel Nurturing
• Account-based Marketing
• Sales Engagement Applications
• Digital asset workflow, management &
governance
• AI & Analytics capabilities that illuminate
and maximize content ROI
• Native Integration with Adobe Creative
Cloud
• Import approved images from AEM Assets
to Marketo Engage Design Studio
• Speed up content creation and
optimization
• Improve image search time, design
resources, branding guidelines and
governance.
• Increase usage of existing assets to reduce
redundant design cycles & costly delays
• Get campaigns to market faster
• Improve content consistency & quality of
campaigns

Content Velocity
Marketo Engage + AEM Assets
• Goal: To increase velocity of getting
campaigns into market by streamlining
the content workflow
• Import approved images from AEM Assets
into Marketo Design Studio
• Enables marketers to reduce time spent
looking for approved assets for campaigns
• Improves brand compliance and reduces
recreating assets

Adobe Experience Manager Integration
Create visually stunning campaigns
faster than ever with Experience
Manager Assets in Marketo Engage
Access AEM Assets connected to
Creative Cloud for collaboration with
creative teams
Streamline workflows by removing the
back and forth with creative for
approved assets
Digital asset integration with Adobe
Experience Manager Assets
• Design Studio Access
• Native Integration
• Image Selection
• Basic Image Editing
• Multiple File Type Support
• Permission-based Asset Access
Email Marketing Assets Landing Page & Form Assets Events & Webinar Assets
Import images to Design Studio from AEM to build brand
compliant and engaging emails
Import images to Design Studio from AEM to build brand
compliant and engaging landing pages and forms
Import images to Design Studio from AEM to build beautiful
and engaging online registration forms and invitations
Extend your asset management workflow directly to Marketo Engage
Content Personalization
AEM Asset Picker

Growing with Marketo Engage
Q & A Panel

Ask the experts: How to grow with Marketo and Marketing Automation
 Need advice on a Marketo problem you're having?
 Want an expert opinion on the right tool or plugin for your use case?
 Want some tips on how to become a Marketo power user or admin?
 Want to know how to build a successful career in Marketing Operations?
 This panel Q&A is all about growth with Marketo and our incredible panel will be here to answer,
discuss and debate all of your questions.

Your Panelists Today
Martech Consultant for 5 years & enjoying
building scalable solutions & SME for
architectural designs which can operate
efficiently. Recently joined another
Superfund as a Marketing Automation
Lead where I am responsible for designing
& building various automation &
orchestration journeys for members best
interests including personalisation &
tokenisation.
More than twenty years experience in
designing, building, marketing and
documenting technology platforms, and
over fifteen years’ experience with
Marketing Automation and CRM across
multiple platforms.
Veronica has led over 250 small and large
digital transformation projects in
industries such as technology, banking,
insurance, healthcare, superannuation,
nonprofit/advocacy, real estate,
construction, retail, FMCG, recruitment,
higher education, automotive, and
telecommunications.
Malay is an accomplished Marketing
Automation Technical Lead at
AustralianSuper with 8+ years of
experience in marketing technology and
automation. As a Marketo Certified
Architect, he possess extensive expertise
in designing, implementing, and managing
marketing automation systems and
Martech stacks. With a background in both
consulting and client-side positions, Malay
brings valuable insights and expertise to
deliver effective solutions.
Been a Marketo User since 2020 and am
now the CRM and Automation Manager at
RMIT, primarily focusing on optimisation
and uplift for the Experience function. I
have worked at RMIT for 6 years within
Marketing and was an eDM Channel Lead
for the previous Marketing Automation
Platform.

 Call for presenters!
 Have you got a venue or room that could host our next MUG?
Closing – Thanks for coming!

2023 March Melbourne MUG

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