23.02.2023_London MUG.pptx

Great Data - the Kindling
to Smokin' Success
Adobe Marketo Engage User Groups| February 23rd
2022

© 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Welcome Back or Welcome to the London Marketo User Group
(MUG)
Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups!
 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
Expert Consultant

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

Confidential.
This MUG Meeting is not being Recorded.
To ensure that we are abiding by the MUG Program Code
of Conduct and to respect the privacy of the content
shared during today’s session, we would like to inform all
attendees that this session will not be recorded.
After the meeting concludes, if you have any outstanding
questions or missed a portion of the content, please feel
free to email us at adele.miller@bazaarvoice.com and we
will do our best to answer your questions. The Slides will
be shared.

Confidential.
 5:30-5:50pm - Arrival and Settling in 🏢
 5:50-6:00pm - Welcome & Announcements from Adele, Courtny & Emily 🙋🏻♀️💁🏻♀️🙆🏼♀️
 6:00 - 6:20pm: The Power of Social Engagement Data: A 360° View of Your Customers - Colin Day, Oktopost
 6:20 - 6:35pm: Break & Quick open discussion - 2023 planning (eg. potential speakers, MUG topic ideas, socials)
 6:35 - 6:55pm: Declutter Your Database in 12 Steps - Emily Poulton
 6:55 - 7:00pm: Break & Make our way to The Eagle on City Road (a pub approx 2 min walk from the main venue)
 7:00 - 8:00pm: Networking 🥂
Todays Agenda

Confidential.

Confidential.
Download a letter to convince your boss

Confidential.
The Adobe Summit B2B Marketing Track is now LIVE
B2B Marketing In-person
Breakout Sessions
20
 Customer speakers for every session!
(except Roadmap)
 6 product-led sessions
 3 Skill Exchange sessions
 Recordings will be made available to
virtual registrants a couple weeks
following Summit (they will not be on
demand during the event)
B2B Innovation Super
Session
1
 Speaker: Brian Glover
 Customer: EY
 Demo: Bridget Burne
B2B Marketing In-person Lab
Sessions
5
 In-person only (no recordings
available)
Pre-conference Trainings
3
 Run by ADLS
 Cost associated
Additional In-person Sessions Related
to B2B Marketing
8+
 Filter sessions by “B2B Marketing” track
tag!
View the full session track here!

Upcoming Opportunities for
Chapter Members

Confidential.
AWARD PROGRAM OBJECTIVES
1. Celebrate, recognize, and amplify
customers who are delivering game-
changing digital
transformation using Adobe
Experience Cloud applications
2. Spark inspiration and demonstrate
business value to customers and
prospects
3. Create customer advocates from “the
best of the best”
4. Fuel the customer success story
“engine” that influences adoption,
retention, cross-sell, upsell
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
What’s new in 2023
• Return to in-person gala celebration on June
21 in NYC*
*evening before the Adobe Executive Experience Forum
2023 Adobe Experience Maker Awards
Learn More
(right click to
open hyperlink)

Confidential.
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
 Deadline: January 31st, 2023
 You choose whether to remain anonymous
 Receive a $25 gift card when your review is
published.
12
Take the review here or scan
the QR code above

Confidential.
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!

Confidential.
A 360° View of Your
Customers
The Power of Social Engagement Data:

Confidential.
Colin Day
MD EMEA & APAC
Oktopost
Lil Okty
CMO (Chief Mascot
Officer)
Oktopost
Meet the team

Confidential.
What we seek to solve
● How to leverage social engagement
data for better engagement?
● Steps to integrate social engagement
data into Marketo and why it earns you
a seat at the strategy table
● True attribution: using social
engagements to improve lead scoring,
nurturing and overall attribution

Confidential.
Where to next?
The buyer’s journey: What you see
Fills a form
on the
website

Confidential.
Where to next?
The buyer’s journey: What really happens
Fills a form
on the
website
Clicks on a
link from
a tweet
Likes a
Facebook
post
Clicks on a
LinkedIn
post

Confidential.
Don’t let your social
engagement data live
in a silo

Confidential.
How are digital marketers using social engagement data?

Confidential.
Lead Nurturing with
Social Engagement

Confidential.
Nurture the Right People

Confidential.
Nurture with the Right Content
In using social engagement data for their own lead nurturing, SaaS companies have found that
over the course of a month, real-time social-interest emails generate 2X the click-through rates
than a typical nurturing emails (meaning, emails that don’t take into account social engagement).
Open-rates on these emails are also 50% higher than typical nurture emails.

Confidential.
Personalize Sales Outreach

Confidential.
“No lead should be left
behind” - Marketo, Definitive
Guide to Lead Scoring

Confidential.
Lead Scoring Basic Parameters:
Demographics and
Firmographics: Do leads seem
like a good customer-fit based
on their location, company size,
and industry?
Interest: If the lead is
consistently downloading
content, viewing webinars, or
asking for a product demo, their
interest levin in your company
offering is probably high.

Confidential.
Score Leads Based on Activity

Confidential.
Marketing
attribution with
social
engagement

Confidential.
First-touch attribution with social engagement

Confidential.
Lead Segmentation with
Social Engagement

Confidential.
Use Social Interests to Segment Leads
Part 1: Create Social Interest Segment

Confidential.
Part 2: Define Criteria

Confidential.
Part 3: Deliver Personal Content

Confidential.
Enrich your Marketo
Programs with Social
Engagement

Confidential.
Want to Connect?
Colin Day
colin@oktopost.com
Let’s connect on
LinkedIn

Break & Quick open discussion
- 2023 planning

Declutter your
database
in 12 steps

Hello!
I am Emily Poulton, London MUG Leader and Marketo
Certified with 12 years of Marketing Ops experience.
I have partnered with many clients, helping them purge
their Marketo databases, with SFDC integrations.
38

Database
clutter
Records in your Marketo database that
will never progress down the funnel
40

Why is it a problem?
41
‐ Adobe Marketo Engage is a CRM for marketers, with its own
database
‐ Contracted database limit
‐ Lead generation activity:
➕ increase number records in the database
➖ increase chance of going over the limit (££s)
‐ Having clutter in the database reduces your campaign performance
metrics
Do you know the cost of clutter in your database?

How to calculate the cost of clutter in your
database
42
‐ xxx records in Marketo database
‐ ~ 20% are clutter (on average)
‐ Current subscription annual cost
Cost of clutter = 20% of annual cost
The cost of clutter in your database will continue to grow if unaddressed as
your database grows over time.
TRY
this

Step 12
Declutter
Steps 9-
11
Create the
declutter plan
Steps 1
- 8
Understand how
much clutter you
have

STEP 1
blocklist
A list of IP addresses or domains associated with sending spam.

46
Find your
blocklist
According to the
Community, these are
fine to delete as they are
not real email addresses.

STEP 2
unsubscribes
When a person chooses to no longer receive marketing emails,
another term for opt-out.

48
Find your
unsubscribes
You can use the System
Smartlist but you may
have other fields to find
unsubscribed records in
your instance.
Marketo’s durable
unsubscribes will
remember people who
unsubscribed if they enter
the database again after
being deleted.

STEP 3
duplicates
Records in the database that will have the same email address

50
Finding dupes
● Change your view to
look at SFDC type
● Discuss with the SFDC
team / MOPs team
which record should
supercede another
when merging
● Manual job but can be
done in SFDC
● Useful reading

STEP 4
invalids
Email addresses in your database that are non-deliverable

52
Finding invalids
● Super handy article
● Anyone who has a
Category 2 bounce
should be email
invalid. Leads in this
category should be
considered for being
marked email invalid
if they are not
already.

STEP 5
Spam & spam traps
The most common term for unsolicited email.

54
Finding
SPAM
In the People view,
have all the reasons
listed for easy cross
checking

55
Finding potential
SPAM TRAPS
The different types of spam traps
can indicate different problems
with acquisition from issues with
forms (typo spam traps), not
properly maintaining a database
or removing invalid addresses
(expired domain spam traps) or
acquiring addresses without
permission often by purchasing
lists (pristine spam traps).
Any mail sent to these addresses
is marked as spam.

STEP 6
No email address
The email address field is empty

STEP 7
Other signals
Other fields or groups of people that your company does not see
as marketable

Ideas for areas to purge
Employees
Email address contains
@yourcompanydomain
Test Accounts
Do you have a product where an
account is created for a demo?
Is there a way to identify these
via a field?
Junky email
addresses
This may be a manual effort,
look at symbols and numbers in
email addresses, as well as
easy typing patterns (adsds) or
test
58
Personal email
domains?
Email address contains
@hotmail., @gmail., @yahoo.,
@yandex., @live. @aol.,
@mail.ru
Any countries you
don’t market to?
Country is X
Specific fields/
Lifecycle stages
Are there any additional fields
that you use to filter out non-
marketable records? Can you
delete rejected leads?

STEP 8
Left company
How does your company organise records who no longer work
at a company?

Ideas to find these records
● Left Company = True
● Unqualified Reason = No longer
at company
● Job title / name contains: GONE,
NO LONGER, LEAVER, LEFT
60

STEP 9
Create the purge
framework

Create a Purge Plan
Create a document using
the smartlists you have
created, and categorise
them into groups, and with
a summary of numbers.
You can create more
smartlists that group these
smartlists to have a unique
#leads.
This is how I would start,
you can use as a base.
Create a Purge Team
Find the relevant people on
your team / stakeholders to
start the discussion and
review the purge groups.
This could include your
CRM admin, a CRM
analyst, data analyst, your
global and local MOPs
teams, your manager, ...
63

STEP 10
marketo & Salesforce
SYNC
Exploring your company’s
rules around Marketo <> SFDC sync

Considerations
65
● Depending on your setup, you may be need to keep certain records in
Salesforce only, but want to purge them from the Marketo database.
This can cause sync issues. Do you have a custom sync enabled? Do
you need one? Read more>
● Keep records with direct opportunity associations, or SFDC type is
Customer for example.
● Don’t put your compliance at risk. Check with legal / privacy team how
long you need to keep opt-out data from your compliance program.

STEP 11
Re-engagement
campaigns
Check to see whether records in your database still have a pulse

Identifying records with “no pulse”
● Not Booked a meeting via [Chatbot]
in past 2 years
● Not Had a conversation via
[Chatbot] in past 2 years
● Not Was Added to Opportunity,
Opportunity is any in past 2 years
● Last [Gifting tool] Touch is empty
● Last [Sales outreach tool] is empty
● Not Opened Email is past 2 years
● Not Clicked link in Email in past 2
years
● Not Visited Web Page in past 2
years
● Not had Interesting moment in past
2 years
● Not Activity was Logged, subject is
not empty in past 2 years
● Not Activity was Updated, subject is
not empty in past 2 years
● Not Opened Sales Email, subject is
any in past 2 years

Create the re-engagement campaign
● Decide on how many emails and the cadence
● How this feeds into your compliance program
● How to manage non-responders
● Report back on records “brought back to life”

STEP 12
Deletion process
Get approval for this process before going ahead

72
● Once you delete, you cannot undo
● Save a back-up of the records you
are deleting on your secure server
● Create a smart campaign in
Marketo that you can request
● Be careful with naming
● Create the deletion steps
● Get approval in writing
● Send your first group for deletion
into the smart campaign

RECAP
74
Create all the
smartlists
.
Review with
stakeholders,
get approvals &
purge
Organise
records into
groups to create
your purge
frameworks
0
3
0
1
0
2

75
THANKS!
Any questions?
You can find me on London MUG Slack or LinkedIn or
@emily_dominique@hotmail.com

23.02.2023_London MUG.pptx

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