SlideShare a Scribd company logo
Adobe Marketo Engage
Champion Deep Dive
Executable Campaigns:
How executables can drive efficiency & impact | Feb. 2024
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Agenda
AGENDA
● Welcome & Housekeeping
● Introductions
● Overview & top tips for using Executable Campaigns
● When to use Executable Campaigns vs when to use other campaign architecture
● Key processes perfect for Executable Campaigns
● Use Case 1: Centralized Interesting Moments
● Use Case 2: Automatically retrying failed processes
● Q&A
© 2024 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
© 2024 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 Champion Deep Dive MUG meeting on Thursday
29th February, 2024 - 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.
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo
Engage User Groups!
▪ Step 1: Navigate to the Deep Dive MUG:
https://mugs.marketo.com/adobe-deep-dive-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
© 2024 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.
Sign up and save at summit.adobe.com
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Have you recently inherited a Marketo Engage instance?
Sign up for the new email learning series for advice &
tips on topics such as:
▪ Instance audit
▪ Administrator daily routine
▪ Instance efficiency
▪ MarTech architecture data flow
▪ Cross-channel marketing using Dynamic Chat
▪ Program pre-launch QA
You will receive a total of 10 emails, delivered twice a week
(Monday & Thursday).
Sign up here
To sign up for this series, scan the QR
code below:
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Upcoming User Group Meetings Calendar (North America)
DATE MUG CHAPTER FORMAT TOPIC
03-06 Virtual MUG Virtual Meeting The new rules for sender reputation in Marketo
03-07 Portland MUG In Person Meeting Networking Happy Hour at Portland City Grill
03-14 Office Hours MUG Virtual Meeting March Marketo Champion Office Hours
03-06 New York MUG In Person Meeting 'Ask Me Anything' with Inga Romanoff and Sandy Whiteman
03-14 Philadelphia MUG Virtual Meeting 2024 Philadelphia MUG - Spring Meeting
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
RSVP HERE
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
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
03-13 Vancouver Marketo User Group In Person Meeting Vancouver MUG - Happy Hour
RSVP HERE
Executable Campaigns:
How executables can drive
efficiency & impact
Today’s speakers
Chris Willis
GTM Wranglers
Founder and Principal
Consultant
Courtny
Edwards-Jones
Zuora
Marketing Operations
Manager
Jane Musatova
Wolt
Global B2B Marketing
Automation Manager
Executable Campaigns - 101
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
What is an executable campaign?
An executable campaign is a type of smart campaign that will ensure all steps/actions
within a flow are completed before continuing to the next step.
Executable campaigns can be called from other smart campaigns (parent campaigns)
to ensure a series of actions are completed before the rest of the parent campaign steps
are actioned.
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
5 Tips for using executable campaigns
Executable Campaigns
are set at campaign
creation
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
5 Tips for using executable campaigns
You cannot request
webhooks or use wait
steps in an Executable
Campaign
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
5 Tips for using executable campaigns
You can daisy chain
Executable Campaigns
up to 3 layers
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
5 Tips for using executable campaigns
Using the ‘Remove from
Flow’ step will remove
leads from the
executable campaign
AND the parent
campaign
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
5 Tips for using executable campaigns
Select Parent Campaign
Token Context allows
you to choose to pull in
data from tokens in the
parent program
Executable campaigns vs
other campaign architecture
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Executable Campaigns vs Request Campaigns
Request Campaign
Executable Campaign ?
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Executable Campaigns vs Request Campaigns
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Executable Campaigns vs Request Campaigns
Executable Request
Execution Sequentially In parallel
Using triggers Not compatible Compatible
Using webhooks Not compatible Compatible
Using wait steps Not compatible Compatible
Sharing across
workspaces
Not compatible Not compatible
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Executable Campaigns vs Daisy Chains
▪ Daisy chains are linked via request campaign to execute a series of campaigns synchronously.
▪ Executable campaigns by default execute flows synchronously without having to use complex logic.
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Executable Campaigns vs Wait steps
▪ Using wait steps to pause a person's journey is an unreliable practice
▪ In Executable campaigns the next flow won’t start running before the previous one is completed.
Key processes perfect for
executable campaigns
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Identify & capture your lead source
Center of
Excellence
Identifying Lead
Source
Before a contact is
added to any
programs, especially
lead source
dependent - or before
syncing to your CRM
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Enrich & standardize your data
Center of
Excellence
Standardize data &
checking data
enrichment is complete
Before qualifying or
routing a lead to sales -
or before adding to
correct segmentation
Identifying lead
sources
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Fully qualify your leads
Center of
Excellence
Fully Qualify Leads
Ensure you have
demographic, firmographic
and behaviour scores all
set and updated before
deciding if a lead is an
MQL
Standardizing data &
checking data
enrichment is
complete
Identifying lead
sources
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Capture organized/bespoke interesting moments
Center of
Excellence
Better capture
interesting moments
Create a centralized
interesting moments
management program
using tokens inherited
from the parent
campaigns
Qualifying
leads
Standardizing data &
checking data
enrichment is
complete
Identifying lead
sources
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Route & assign leads
Center of
Excellence
Route Contact &
Assign to Sales
Route your lead &
assign to sales
rep/queue before
syncing to the CRM or
sending notification
Capture bespoke
interesting moments
- centralized
Qualifying
leads
Standardizing data &
checking data
enrichment is
complete
Identifying lead
sources
Use case 1:
Centralized Interesting
Moments Management
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Creating centralized IM management
Add tokens at parent
program level - in the
program you want to
execute the campaign within
- that is specific to the action
you want to record an
interesting moment for
In the smart campaign flow
add Execute Campaign
Select your executable
campaign & select Use
Parent Campaign Token
Content = TRUE
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Creating centralized IM management
Organize all of your Interesting Moment
Executable Campaigns in one centralized
operations folder
Benefits:
▪ Troubleshooting
▪ IM management & updates
▪ Scaling
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Creating centralized IM management
▪ Within your Interesting Moment Executable Campaign set all flow steps
you want to happen for your interesting moment.
▪ Use tokens to make your IMs more bespoke- in this case they will
populate from the individual ungated video parent program
▪ Previously - could accomplish with triggers, but limited by trigger &
system tokens - now tokens can be as specific & unique and you want
Use case 2:
Automatically retrying failed
processes
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Automatically retrying failed processes
1. Define crucial flows and dependencies
● What are the main processes that need to occur in
order for your flow to run smoothly?
● Where can it go wrong?
Source
Scoring
Lead
Lifecycle
Country & state data
Lead Job level and function
Attribution data
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Automatically retrying failed processes
1. Add retrying flows in between the main steps
● Data Standardization flows
● Enrichment flows
Intent
Region
ICP Program
Crunchbase, Zoominfo
6Sense
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Example of automatically retrying a failed process
Parent Campaign - Lead Intake
Smart List Flow
Before moving on to the next step, check
that all the needed data is in place
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Automatically retrying failed processes
Using Executable campaigns for automatically retrying failed processes helps to:
● Fill in the gaps before moving on to the next step
● Prevent common failures in operational processes
● Centralize processes under 1 parent campaign
● Avoid long processing times
● Leverage tokens
Q&A
© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Additional Resources
Marketo Executable vs Request Campaigns - The Workflow Pro
Execute Campaign - Adobe Experience League Documentation
A Method for Organizing Nested Executable Campaigns - Marketing Nation
Operationalizing Interesting Moments with Executable Campaigns - Marketing Nation
Adobe Marketo Engage Champion Deep Dive 02_2024.pdf

More Related Content

Similar to Adobe Marketo Engage Champion Deep Dive 02_2024.pdf

Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
jackiepotts6
 
SeaMUG Slides - Jan 2023 Executable Campaigns.pptx
SeaMUG Slides - Jan 2023 Executable Campaigns.pptxSeaMUG Slides - Jan 2023 Executable Campaigns.pptx
SeaMUG Slides - Jan 2023 Executable Campaigns.pptx
Etumos
 
Melbourne MUG - September 2023
Melbourne MUG - September 2023Melbourne MUG - September 2023
Melbourne MUG - September 2023
JayJiang19
 
India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx
India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptxIndia_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx
India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx
Darshil35
 
May '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptxMay '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptx
Nate Smitha
 
Minnesota Mug Event 6.20.23
Minnesota Mug Event 6.20.23Minnesota Mug Event 6.20.23
Minnesota Mug Event 6.20.23
ChantalPeterson4
 
RevOps Special | Forget St Valentine, let's Report on Pipeline!
RevOps Special | Forget St Valentine, let's Report on Pipeline!RevOps Special | Forget St Valentine, let's Report on Pipeline!
RevOps Special | Forget St Valentine, let's Report on Pipeline!
EmilyPoulton2
 
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptx
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptxRev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptx
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptx
Darshil35
 
23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptx23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptx
AdeleMiller5
 
May Marketo Masterclass, London MUG May 22 2024.pdf
May Marketo Masterclass, London MUG May 22 2024.pdfMay Marketo Masterclass, London MUG May 22 2024.pdf
May Marketo Masterclass, London MUG May 22 2024.pdf
Adele Miller
 
Brisbane MUG October 2023
Brisbane MUG October 2023Brisbane MUG October 2023
Brisbane MUG October 2023
Brittney57
 
2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptx2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptx
Nate Smitha
 
April-2023-SEAMUG.pptx
April-2023-SEAMUG.pptxApril-2023-SEAMUG.pptx
April-2023-SEAMUG.pptx
JoeReitz4
 
Nordic MUG 2023 AUG MPI
Nordic MUG 2023 AUG MPI Nordic MUG 2023 AUG MPI
Nordic MUG 2023 AUG MPI
MichaelKnudsen27
 
Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptx
Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptxAdobe Marketo India VMUG Webhooks and API Basics_02-28.pptx
Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptx
Darshil35
 
2023 March Melbourne MUG
2023 March Melbourne MUG2023 March Melbourne MUG
2023 March Melbourne MUG
JayJiang19
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
Marketo
 
May MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18thMay MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18th
Adele Miller
 
Nordic MUG - Marketo product releases.pdf
Nordic MUG - Marketo product releases.pdfNordic MUG - Marketo product releases.pdf
Nordic MUG - Marketo product releases.pdf
Veronica Lazarovici
 
2023-April Marketo Office Hours
2023-April Marketo Office Hours2023-April Marketo Office Hours
2023-April Marketo Office Hours
Tara D'Acci
 

Similar to Adobe Marketo Engage Champion Deep Dive 02_2024.pdf (20)

Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
 
SeaMUG Slides - Jan 2023 Executable Campaigns.pptx
SeaMUG Slides - Jan 2023 Executable Campaigns.pptxSeaMUG Slides - Jan 2023 Executable Campaigns.pptx
SeaMUG Slides - Jan 2023 Executable Campaigns.pptx
 
Melbourne MUG - September 2023
Melbourne MUG - September 2023Melbourne MUG - September 2023
Melbourne MUG - September 2023
 
India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx
India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptxIndia_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx
India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx
 
May '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptxMay '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptx
 
Minnesota Mug Event 6.20.23
Minnesota Mug Event 6.20.23Minnesota Mug Event 6.20.23
Minnesota Mug Event 6.20.23
 
RevOps Special | Forget St Valentine, let's Report on Pipeline!
RevOps Special | Forget St Valentine, let's Report on Pipeline!RevOps Special | Forget St Valentine, let's Report on Pipeline!
RevOps Special | Forget St Valentine, let's Report on Pipeline!
 
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptx
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptxRev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptx
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptx
 
23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptx23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptx
 
May Marketo Masterclass, London MUG May 22 2024.pdf
May Marketo Masterclass, London MUG May 22 2024.pdfMay Marketo Masterclass, London MUG May 22 2024.pdf
May Marketo Masterclass, London MUG May 22 2024.pdf
 
Brisbane MUG October 2023
Brisbane MUG October 2023Brisbane MUG October 2023
Brisbane MUG October 2023
 
2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptx2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptx
 
April-2023-SEAMUG.pptx
April-2023-SEAMUG.pptxApril-2023-SEAMUG.pptx
April-2023-SEAMUG.pptx
 
Nordic MUG 2023 AUG MPI
Nordic MUG 2023 AUG MPI Nordic MUG 2023 AUG MPI
Nordic MUG 2023 AUG MPI
 
Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptx
Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptxAdobe Marketo India VMUG Webhooks and API Basics_02-28.pptx
Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptx
 
2023 March Melbourne MUG
2023 March Melbourne MUG2023 March Melbourne MUG
2023 March Melbourne MUG
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
May MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18thMay MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18th
 
Nordic MUG - Marketo product releases.pdf
Nordic MUG - Marketo product releases.pdfNordic MUG - Marketo product releases.pdf
Nordic MUG - Marketo product releases.pdf
 
2023-April Marketo Office Hours
2023-April Marketo Office Hours2023-April Marketo Office Hours
2023-April Marketo Office Hours
 

Recently uploaded

Neo4j - Product Vision and Knowledge Graphs - GraphSummit Paris
Neo4j - Product Vision and Knowledge Graphs - GraphSummit ParisNeo4j - Product Vision and Knowledge Graphs - GraphSummit Paris
Neo4j - Product Vision and Knowledge Graphs - GraphSummit Paris
Neo4j
 
Fundamentals of Programming and Language Processors
Fundamentals of Programming and Language ProcessorsFundamentals of Programming and Language Processors
Fundamentals of Programming and Language Processors
Rakesh Kumar R
 
Transform Your Communication with Cloud-Based IVR Solutions
Transform Your Communication with Cloud-Based IVR SolutionsTransform Your Communication with Cloud-Based IVR Solutions
Transform Your Communication with Cloud-Based IVR Solutions
TheSMSPoint
 
Artificia Intellicence and XPath Extension Functions
Artificia Intellicence and XPath Extension FunctionsArtificia Intellicence and XPath Extension Functions
Artificia Intellicence and XPath Extension Functions
Octavian Nadolu
 
Quarkus Hidden and Forbidden Extensions
Quarkus Hidden and Forbidden ExtensionsQuarkus Hidden and Forbidden Extensions
Quarkus Hidden and Forbidden Extensions
Max Andersen
 
Atelier - Innover avec l’IA Générative et les graphes de connaissances
Atelier - Innover avec l’IA Générative et les graphes de connaissancesAtelier - Innover avec l’IA Générative et les graphes de connaissances
Atelier - Innover avec l’IA Générative et les graphes de connaissances
Neo4j
 
E-commerce Application Development Company.pdf
E-commerce Application Development Company.pdfE-commerce Application Development Company.pdf
E-commerce Application Development Company.pdf
Hornet Dynamics
 
A Sighting of filterA in Typelevel Rite of Passage
A Sighting of filterA in Typelevel Rite of PassageA Sighting of filterA in Typelevel Rite of Passage
A Sighting of filterA in Typelevel Rite of Passage
Philip Schwarz
 
Codeigniter VS Cakephp Which is Better for Web Development.pdf
Codeigniter VS Cakephp Which is Better for Web Development.pdfCodeigniter VS Cakephp Which is Better for Web Development.pdf
Codeigniter VS Cakephp Which is Better for Web Development.pdf
Semiosis Software Private Limited
 
APIs for Browser Automation (MoT Meetup 2024)
APIs for Browser Automation (MoT Meetup 2024)APIs for Browser Automation (MoT Meetup 2024)
APIs for Browser Automation (MoT Meetup 2024)
Boni García
 
GraphSummit Paris - The art of the possible with Graph Technology
GraphSummit Paris - The art of the possible with Graph TechnologyGraphSummit Paris - The art of the possible with Graph Technology
GraphSummit Paris - The art of the possible with Graph Technology
Neo4j
 
Need for Speed: Removing speed bumps from your Symfony projects ⚡️
Need for Speed: Removing speed bumps from your Symfony projects ⚡️Need for Speed: Removing speed bumps from your Symfony projects ⚡️
Need for Speed: Removing speed bumps from your Symfony projects ⚡️
Łukasz Chruściel
 
Mobile app Development Services | Drona Infotech
Mobile app Development Services  | Drona InfotechMobile app Development Services  | Drona Infotech
Mobile app Development Services | Drona Infotech
Drona Infotech
 
SWEBOK and Education at FUSE Okinawa 2024
SWEBOK and Education at FUSE Okinawa 2024SWEBOK and Education at FUSE Okinawa 2024
SWEBOK and Education at FUSE Okinawa 2024
Hironori Washizaki
 
Energy consumption of Database Management - Florina Jonuzi
Energy consumption of Database Management - Florina JonuziEnergy consumption of Database Management - Florina Jonuzi
Energy consumption of Database Management - Florina Jonuzi
Green Software Development
 
DDS-Security 1.2 - What's New? Stronger security for long-running systems
DDS-Security 1.2 - What's New? Stronger security for long-running systemsDDS-Security 1.2 - What's New? Stronger security for long-running systems
DDS-Security 1.2 - What's New? Stronger security for long-running systems
Gerardo Pardo-Castellote
 
Enterprise Resource Planning System in Telangana
Enterprise Resource Planning System in TelanganaEnterprise Resource Planning System in Telangana
Enterprise Resource Planning System in Telangana
NYGGS Automation Suite
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
Safe Software
 
Automated software refactoring with OpenRewrite and Generative AI.pptx.pdf
Automated software refactoring with OpenRewrite and Generative AI.pptx.pdfAutomated software refactoring with OpenRewrite and Generative AI.pptx.pdf
Automated software refactoring with OpenRewrite and Generative AI.pptx.pdf
timtebeek1
 
在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样
在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样
在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样
mz5nrf0n
 

Recently uploaded (20)

Neo4j - Product Vision and Knowledge Graphs - GraphSummit Paris
Neo4j - Product Vision and Knowledge Graphs - GraphSummit ParisNeo4j - Product Vision and Knowledge Graphs - GraphSummit Paris
Neo4j - Product Vision and Knowledge Graphs - GraphSummit Paris
 
Fundamentals of Programming and Language Processors
Fundamentals of Programming and Language ProcessorsFundamentals of Programming and Language Processors
Fundamentals of Programming and Language Processors
 
Transform Your Communication with Cloud-Based IVR Solutions
Transform Your Communication with Cloud-Based IVR SolutionsTransform Your Communication with Cloud-Based IVR Solutions
Transform Your Communication with Cloud-Based IVR Solutions
 
Artificia Intellicence and XPath Extension Functions
Artificia Intellicence and XPath Extension FunctionsArtificia Intellicence and XPath Extension Functions
Artificia Intellicence and XPath Extension Functions
 
Quarkus Hidden and Forbidden Extensions
Quarkus Hidden and Forbidden ExtensionsQuarkus Hidden and Forbidden Extensions
Quarkus Hidden and Forbidden Extensions
 
Atelier - Innover avec l’IA Générative et les graphes de connaissances
Atelier - Innover avec l’IA Générative et les graphes de connaissancesAtelier - Innover avec l’IA Générative et les graphes de connaissances
Atelier - Innover avec l’IA Générative et les graphes de connaissances
 
E-commerce Application Development Company.pdf
E-commerce Application Development Company.pdfE-commerce Application Development Company.pdf
E-commerce Application Development Company.pdf
 
A Sighting of filterA in Typelevel Rite of Passage
A Sighting of filterA in Typelevel Rite of PassageA Sighting of filterA in Typelevel Rite of Passage
A Sighting of filterA in Typelevel Rite of Passage
 
Codeigniter VS Cakephp Which is Better for Web Development.pdf
Codeigniter VS Cakephp Which is Better for Web Development.pdfCodeigniter VS Cakephp Which is Better for Web Development.pdf
Codeigniter VS Cakephp Which is Better for Web Development.pdf
 
APIs for Browser Automation (MoT Meetup 2024)
APIs for Browser Automation (MoT Meetup 2024)APIs for Browser Automation (MoT Meetup 2024)
APIs for Browser Automation (MoT Meetup 2024)
 
GraphSummit Paris - The art of the possible with Graph Technology
GraphSummit Paris - The art of the possible with Graph TechnologyGraphSummit Paris - The art of the possible with Graph Technology
GraphSummit Paris - The art of the possible with Graph Technology
 
Need for Speed: Removing speed bumps from your Symfony projects ⚡️
Need for Speed: Removing speed bumps from your Symfony projects ⚡️Need for Speed: Removing speed bumps from your Symfony projects ⚡️
Need for Speed: Removing speed bumps from your Symfony projects ⚡️
 
Mobile app Development Services | Drona Infotech
Mobile app Development Services  | Drona InfotechMobile app Development Services  | Drona Infotech
Mobile app Development Services | Drona Infotech
 
SWEBOK and Education at FUSE Okinawa 2024
SWEBOK and Education at FUSE Okinawa 2024SWEBOK and Education at FUSE Okinawa 2024
SWEBOK and Education at FUSE Okinawa 2024
 
Energy consumption of Database Management - Florina Jonuzi
Energy consumption of Database Management - Florina JonuziEnergy consumption of Database Management - Florina Jonuzi
Energy consumption of Database Management - Florina Jonuzi
 
DDS-Security 1.2 - What's New? Stronger security for long-running systems
DDS-Security 1.2 - What's New? Stronger security for long-running systemsDDS-Security 1.2 - What's New? Stronger security for long-running systems
DDS-Security 1.2 - What's New? Stronger security for long-running systems
 
Enterprise Resource Planning System in Telangana
Enterprise Resource Planning System in TelanganaEnterprise Resource Planning System in Telangana
Enterprise Resource Planning System in Telangana
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
 
Automated software refactoring with OpenRewrite and Generative AI.pptx.pdf
Automated software refactoring with OpenRewrite and Generative AI.pptx.pdfAutomated software refactoring with OpenRewrite and Generative AI.pptx.pdf
Automated software refactoring with OpenRewrite and Generative AI.pptx.pdf
 
在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样
在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样
在线购买加拿大英属哥伦比亚大学毕业证本科学位证书原版一模一样
 

Adobe Marketo Engage Champion Deep Dive 02_2024.pdf

  • 1. Adobe Marketo Engage Champion Deep Dive Executable Campaigns: How executables can drive efficiency & impact | Feb. 2024
  • 2. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Agenda AGENDA ● Welcome & Housekeeping ● Introductions ● Overview & top tips for using Executable Campaigns ● When to use Executable Campaigns vs when to use other campaign architecture ● Key processes perfect for Executable Campaigns ● Use Case 1: Centralized Interesting Moments ● Use Case 2: Automatically retrying failed processes ● Q&A
  • 3. © 2024 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. © 2024 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 Champion Deep Dive MUG meeting on Thursday 29th February, 2024 - 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.
  • 5. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Stay connected with our chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! ▪ Step 1: Navigate to the Deep Dive MUG: https://mugs.marketo.com/adobe-deep-dive-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!
  • 7. © 2024 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. Sign up and save at summit.adobe.com
  • 8. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Have you recently inherited a Marketo Engage instance? Sign up for the new email learning series for advice & tips on topics such as: ▪ Instance audit ▪ Administrator daily routine ▪ Instance efficiency ▪ MarTech architecture data flow ▪ Cross-channel marketing using Dynamic Chat ▪ Program pre-launch QA You will receive a total of 10 emails, delivered twice a week (Monday & Thursday). Sign up here To sign up for this series, scan the QR code below:
  • 9. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Upcoming User Group Meetings Calendar (North America) DATE MUG CHAPTER FORMAT TOPIC 03-06 Virtual MUG Virtual Meeting The new rules for sender reputation in Marketo 03-07 Portland MUG In Person Meeting Networking Happy Hour at Portland City Grill 03-14 Office Hours MUG Virtual Meeting March Marketo Champion Office Hours 03-06 New York MUG In Person Meeting 'Ask Me Anything' with Inga Romanoff and Sandy Whiteman 03-14 Philadelphia MUG Virtual Meeting 2024 Philadelphia MUG - Spring Meeting 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 RSVP HERE
  • 10. © 2024 Adobe. All Rights Reserved. Adobe Confidential. 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 03-13 Vancouver Marketo User Group In Person Meeting Vancouver MUG - Happy Hour RSVP HERE
  • 11. Executable Campaigns: How executables can drive efficiency & impact
  • 12. Today’s speakers Chris Willis GTM Wranglers Founder and Principal Consultant Courtny Edwards-Jones Zuora Marketing Operations Manager Jane Musatova Wolt Global B2B Marketing Automation Manager
  • 14. © 2024 Adobe. All Rights Reserved. Adobe Confidential. What is an executable campaign? An executable campaign is a type of smart campaign that will ensure all steps/actions within a flow are completed before continuing to the next step. Executable campaigns can be called from other smart campaigns (parent campaigns) to ensure a series of actions are completed before the rest of the parent campaign steps are actioned.
  • 15. © 2024 Adobe. All Rights Reserved. Adobe Confidential. 5 Tips for using executable campaigns Executable Campaigns are set at campaign creation
  • 16. © 2024 Adobe. All Rights Reserved. Adobe Confidential. 5 Tips for using executable campaigns You cannot request webhooks or use wait steps in an Executable Campaign
  • 17. © 2024 Adobe. All Rights Reserved. Adobe Confidential. 5 Tips for using executable campaigns You can daisy chain Executable Campaigns up to 3 layers
  • 18. © 2024 Adobe. All Rights Reserved. Adobe Confidential. 5 Tips for using executable campaigns Using the ‘Remove from Flow’ step will remove leads from the executable campaign AND the parent campaign
  • 19. © 2024 Adobe. All Rights Reserved. Adobe Confidential. 5 Tips for using executable campaigns Select Parent Campaign Token Context allows you to choose to pull in data from tokens in the parent program
  • 20. Executable campaigns vs other campaign architecture
  • 21. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Executable Campaigns vs Request Campaigns Request Campaign Executable Campaign ?
  • 22. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Executable Campaigns vs Request Campaigns
  • 23. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Executable Campaigns vs Request Campaigns Executable Request Execution Sequentially In parallel Using triggers Not compatible Compatible Using webhooks Not compatible Compatible Using wait steps Not compatible Compatible Sharing across workspaces Not compatible Not compatible
  • 24. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Executable Campaigns vs Daisy Chains ▪ Daisy chains are linked via request campaign to execute a series of campaigns synchronously. ▪ Executable campaigns by default execute flows synchronously without having to use complex logic.
  • 25. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Executable Campaigns vs Wait steps ▪ Using wait steps to pause a person's journey is an unreliable practice ▪ In Executable campaigns the next flow won’t start running before the previous one is completed.
  • 26. Key processes perfect for executable campaigns
  • 27. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Identify & capture your lead source Center of Excellence Identifying Lead Source Before a contact is added to any programs, especially lead source dependent - or before syncing to your CRM
  • 28. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Enrich & standardize your data Center of Excellence Standardize data & checking data enrichment is complete Before qualifying or routing a lead to sales - or before adding to correct segmentation Identifying lead sources
  • 29. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Fully qualify your leads Center of Excellence Fully Qualify Leads Ensure you have demographic, firmographic and behaviour scores all set and updated before deciding if a lead is an MQL Standardizing data & checking data enrichment is complete Identifying lead sources
  • 30. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Capture organized/bespoke interesting moments Center of Excellence Better capture interesting moments Create a centralized interesting moments management program using tokens inherited from the parent campaigns Qualifying leads Standardizing data & checking data enrichment is complete Identifying lead sources
  • 31. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Route & assign leads Center of Excellence Route Contact & Assign to Sales Route your lead & assign to sales rep/queue before syncing to the CRM or sending notification Capture bespoke interesting moments - centralized Qualifying leads Standardizing data & checking data enrichment is complete Identifying lead sources
  • 32. Use case 1: Centralized Interesting Moments Management
  • 33. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Creating centralized IM management Add tokens at parent program level - in the program you want to execute the campaign within - that is specific to the action you want to record an interesting moment for In the smart campaign flow add Execute Campaign Select your executable campaign & select Use Parent Campaign Token Content = TRUE
  • 34. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Creating centralized IM management Organize all of your Interesting Moment Executable Campaigns in one centralized operations folder Benefits: ▪ Troubleshooting ▪ IM management & updates ▪ Scaling
  • 35. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Creating centralized IM management ▪ Within your Interesting Moment Executable Campaign set all flow steps you want to happen for your interesting moment. ▪ Use tokens to make your IMs more bespoke- in this case they will populate from the individual ungated video parent program ▪ Previously - could accomplish with triggers, but limited by trigger & system tokens - now tokens can be as specific & unique and you want
  • 36. Use case 2: Automatically retrying failed processes
  • 37. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Automatically retrying failed processes 1. Define crucial flows and dependencies ● What are the main processes that need to occur in order for your flow to run smoothly? ● Where can it go wrong? Source Scoring Lead Lifecycle Country & state data Lead Job level and function Attribution data
  • 38. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Automatically retrying failed processes 1. Add retrying flows in between the main steps ● Data Standardization flows ● Enrichment flows Intent Region ICP Program Crunchbase, Zoominfo 6Sense
  • 39. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Example of automatically retrying a failed process Parent Campaign - Lead Intake Smart List Flow Before moving on to the next step, check that all the needed data is in place
  • 40. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Automatically retrying failed processes Using Executable campaigns for automatically retrying failed processes helps to: ● Fill in the gaps before moving on to the next step ● Prevent common failures in operational processes ● Centralize processes under 1 parent campaign ● Avoid long processing times ● Leverage tokens
  • 41. Q&A
  • 42. © 2024 Adobe. All Rights Reserved. Adobe Confidential. Additional Resources Marketo Executable vs Request Campaigns - The Workflow Pro Execute Campaign - Adobe Experience League Documentation A Method for Organizing Nested Executable Campaigns - Marketing Nation Operationalizing Interesting Moments with Executable Campaigns - Marketing Nation