Brisbane MUG October 2023

Marketo User Group
Dynamic Chat, Nurtures and Certification
Brisbane Chapter
October 2023

© 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Today’s agenda
▪ Dynamic chat & getting started
▪ Jasmine Deo - Grant Thornton Australia
▪ Adobe Marketo Engage Certification Program Update
▪ Veronica Holmes – Principal Consultant, V Holmes Consulting
▪ Quiz to win a $25 Amazon voucher!

Dynamic Chat
Jasmine Deo
Digital Marketing Manager – Grant Thornton Australia

Confidential.
What is Dynamic Chat & why we’re loving it
Marketo Dynamic Chat is a real-time communication and engagement tool integrated into the
Marketo platform.
Personalise interactions
with your leads and
customs
Boost your engagement
and conversions
Powerful lead generation
tool
Uses automation to create
workflows to nurture leads

Confidential.
Case study: R&D Tax Incentive
The R&D Tax Incentive is a government program designed to support businesses investing in
innovation.
Target audience: Businesses who require support during the application process.
Problem
• Low conversion
• Inconsistent quality of leads
• High bounce rate
• High competition in the market
Solution
• Engage leads with an eligibility self-assessment

Confidential.
Planning
▪ Defined the goal of your chat
▪ engaging and prequalifying leads
▪ Map the conversation of the chat
▪ Identify data collection points
▪ Created 6 eligibility questions to qualify leads
▪ CTA at each drop-off point: Get in touch / explore our insights
▪ Chat type: Dialogue or Conversational Flow
▪ Dialogues are targeted—You design a conversation for a specific page and audience
based on parameters you implemented.
▪ Conversational Flows are triggered—You design a conversation that can be triggered
based on a visitor's action, like filling out a form, clicking a link, etc.

Confidential.
Integration with Marketo
Native integration with your Marketo instance
▪ Person field data
▪ Company field data
▪ Activity data
Up to 50 attributes (standard or custom fields)
▪ We created 6 custom fields in Marketo to map
responses
▪ Reminder: allow up to 24 hours to sync

Confidential.
Building Marketo assets
▪ Interesting moments to capture the lead’s activity

Confidential.
▪ Email asset for internal alert
▪ Custom fields as tokens
▪ Interesting moment
information
▪ Existing contact information
▪ Landing page for testing

Confidential.
▪ Workflow for new enquiries
▪ Reaches Dialogue goal
▪ Engages with a Dialogue
▪ Filter: Email address contains @
▪ Flow
▪ Change program status
▪ Add attribution program name &
date
▪ Wait 5 minutes
▪ Send internal alert

Confidential.
Dynamic Chat
▪ Dialogue automated chat
▪ Audience: Target URL
▪ Anyone on the page for 5 seconds
▪ Additional attributes – Known and
unknown using email address OR smart
lists
▪ Stream designer:
▪ Select types of dialogue
▪ Message, Question, Info Capture &
Goal
▪ Map response to attributes (system or
custom)

Confidential.
Introducing Greta

Confidential.
Global Reporting Dashboards
▪ There is reporting available at each dialogue level however to get an understanding of
overall engagement visit the Global Performance report.

Confidential.
Some other use cases
▪ Site concierge
▪ Drive event registration
▪ Increase newsletter opt-ins
▪ Profile enrichment – target dialogues for known leads
▪ Multi-lingual chat
▪ Improve lead generation

Confidential.
Tips on getting started
▪ Identify your chat use cases and work with your sales team
▪ What’s your goal and visitor’s goal
▪ Highlight visitor’s goal as popup message
▪ Always provide an option for live human assistance
▪ End a conversation with next action/steps
▪ Regularly review chatbot responses to ensure accuracy

Adobe Marketo Engage
Certification Program Update
Veronica Holmes
Principal Consultant – V Holmes Consulting

Confidential.
Getting Marketo Engage certified has many benefits:
Bragging
Rights
•Validation of
your skills
•Career
advancement
•Increased
earning
potential
•Access to
exclusive
resources

Confidential.
Marketo Engage certifications
Name Description and Notes Exam
Code
Adobe Certified Professional
– Marketo Engage
This cert is NOT a pre-requisite for Expert but cannot be used
as the pre-requisite for Master. Basic level certification. You can
just skip this level.
AD0-E555
Adobe Certified Expert –
Marketo Engage Business
Practitioner
Most common exam level for advanced Marketo practitioners.
This cert is the pre-requisite for Adobe Certified Master, BUT
once you have Master you do not need to renew this again.
AD0–E559
Adobe Certified Master –
Marketo Engage Architect
This cert is now a multiple-choice test. Passing automatically
renews your Expert level certification to the same expiry date,
you do NOT need to renew both.
AD0-E560
All certifications are valid for 2 years. You can get any Adobe certification as a customer or
partner, or even if you don’t use the software at all!
Marketo Certification Resource page:
https://experienceleague.adobe.com/docs/certification/program/technical-certifications/ame/ame-
overview.html

Confidential.
Some additional important notes
▪ What happens if I don’t pass?: Candidates who fail the Adobe certification exam on
their first attempt must wait at least 24 hours before attempting it again. If they fail on the
second or any subsequent attempt, a waiting period of 14 calendar days is required
before they can retake the exam. Each attempt incurs a separate exam fee.
▪ Special requirements: Adobe can accommodate certain special requirements. If you
need additional time to complete your exam or another accommodation, please contact
certif@adobe.com with your request at least two weeks prior to taking the exam!
▪ Online and In person: You do NOT have to take these exams online – you can go to
designated testing centres.
▪ Put your correct name! Be sure to register for the exam using the name on your official
ID – they will cancel your test if your names don’t match.

Confidential.
Marketo Engage certification RENEWALS
SPECIAL OFFER!!
▪ Renew your EXPIRED certification FREE before October 20.
▪ Applies only if you hold an expired Adobe Marketo Engage Business Practitioner cert –
the former MCE exam – AD0-E552.
Go to the RESTART program page and follow the instructions:
https://experienceleague.adobe.com/docs/certification/program/restart-program.html

Confidential.
Marketo Engage certification RENEWALS
You can take the renewal exam free of charge 3 times
Adobe Certified Expert – Marketo Engage Business Practitioner (AD5-E824)
There is a free, online, unproctored renewal exam but you must do this before the cert is expired!
Adobe Certified Master – Marketo Engage Architect (AD5-E834)
There is a free, online, unproctored renewal exam but you must do this before the cert is expired!
Marketo Certification Renewal resource page:
https://experienceleague.adobe.com/docs/certification/program/technical-
certifications/ame/ame-renew.html

Confidential.
Issues? Email Adobe Certifications staff directly!!
▪ Need information about exams?
▪ Certmetrics profile not correct (missing
credentials, moving jobs, changing emails)?
▪ Want to give feedback on the exam process?
certif@adobe.com
This will reach:
Indira Hentschel (PRIMARILY)
Nick Hilton
Ayana Nickerson
Josephine Elizaga

Confidential.
APAC credentials program SMEs
These people in-region are or have been Subject Matter Experts (SMEs) for the
exams, know more about the credentials program, and have a direct line to the Adobe
staff running the program:
▪ Veronica Holmes (Melbourne)
▪ Holly Adkins (Sydney)
▪ Daniel Carroll (Auckland)
▪ Ajay Sarpal (India – Delhi)

Confidential.
Adobe Symposium on Certification – September 2023
Twelve partners/customers and ten
Adobe staff met to determine the
future of the certification program
and what investment is needed to
make it world class.
We have divided into 3 priority
working groups to collaborate on
the highest voted ideas from the
symposium.
The group will meet again to
discuss progress at Adobe Summit
2024.

Confidential.
Priority Program Development Areas – Adobe Credentials
▪ Adobe Digital Experience Academy
Learning Management System containing:
- Free beginner and paid advanced courses, modularised and grouped by role
- Ability to build a “learning path” for your staff and see their progress through the journey
- Gamification and prizes
▪ Hands-on Simulated Learning Environments
- Product walkthroughs to enable people without normal access to the product to learn in
a simulated environment.
▪ Adobe Credentials Launchpad
- One stop launchpad for all the information you need to know about the Adobe
credentials program, including signups, test exams, vouchers, links to your credentials,
access to assistance from the team.
SAFE HARBOUR! These are not committed program things!

QUIZ TIME
Win a $25 Amazon gift card!
Slido.com
#3322 177

Brisbane MUG October 2023

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