John Grundy (Accenture) will share tips from a pro to stop you going mad (see what we did there? đ) and help you organise your day/life/Marketo instance by streamlining the tasks that take up the bulk of your time, so you can focus on the thrilling Martech innovations that matter (there is never enough time for this, right?!)
Josh Arrington (Kapturall) is going to speak about one of the đĽhottest topicsđĽ taking over boardrooms & LinkedIn feeds everywhere: ChatGPT and how to unleash its power to drive your marketing effectiveness.
We will also have a brief interlude from our own co-leader, Courtny Edwards-Jones (Zuora), who is going to share her experience as a 2022 Adobe Champion, and how you can become one too, ahead of 2023 applications opening soon.
May MarTech Madness - London MUG May 18thAdele Miller
Â
John Grundy (Accenture) will share tips from a pro to stop you going mad (see what we did there? đ) and help you organise your day/life/Marketo instance by streamlining the tasks that take up the bulk of your time, so you can focus on the thrilling Martech innovations that matter (there is never enough time for this, right?!)
Josh Arrington (Kapturall) is going to speak about one of the đĽhottest topicsđĽ taking over boardrooms & LinkedIn feeds everywhere: ChatGPT and how to unleash its power to drive your marketing effectiveness.
We will also have a brief interlude from our own co-leader, Courtny Edwards-Jones (Zuora), who is going to share her experience as a 2022 Adobe Champion, and how you can become one too, ahead of 2023 applications opening soon.
Get into Dynamic Chat and Analytics Strategy as well as a technical overview of two of Marketo's most powerful new features, Execute Campaign and Program Member Custom Field with some real-life case studies and contextual campaign ideas for using these features in your own environment.
Marketo Nurture Program Tips and Tricks: Creating Complex JourneysStephanie Tyagita
Â
We are kick-starting this year with an in-person MUG. Learn about Marketoâs engagement programs, and asset management strategy, and Adobe resources made available to you.
Mina Saleeb has been working in Martech and Salestech platforms since 2014 and will be sharing his knowledge in engagement programs, Marketo core functionality and how they can help your business simplify ongoing customer communications leading to increased engagement, upsells/cross-sells, onboarding experiences, etc. Weâll be addressing the core components of nurture programs, important aspects such as transition rules and streams as well as a quick look at more complex journeys using nested programs.
Nicholas Manojlovic has been a user of Marketo since 2012 and has helped hundreds of customers implement and use marketing automation within their businesses as the leader of the Marketo Professional Services business at Adobe. Nicho will be showing how organisations are leveraging cloud and AI to create and deliver thousands of assets â and how it all connects to Marketo.
Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...Iryna Zhuravel
Â
Whether youâre sending your first or hundredth email campaign, your heart will inevitably skip a beat when you hit Send. Customer attention spans are the shortest they've ever been, and if you send an email with a broken link or scrambled image, you're not likely to get a second chance. With so many moving pieces in email marketing operations, itâs no wonder that "send-button anxiety" is a daily reality for most of us. Learn how to set up and manage a robust and scalable email marketing operation for a small company or a global enterprise. Ensure that your team can quickly send multiple emails in any language to any region with the confidence that the campaign meets the highest industry standards.
Discover best practices for:
Localization at scale
A production assembly line using tokens, templates, and snippets
Bullet-proof QA
This session is for all Marketo users, admins, and leaders.
May MarTech Madness - London MUG May 18thAdele Miller
Â
John Grundy (Accenture) will share tips from a pro to stop you going mad (see what we did there? đ) and help you organise your day/life/Marketo instance by streamlining the tasks that take up the bulk of your time, so you can focus on the thrilling Martech innovations that matter (there is never enough time for this, right?!)
Josh Arrington (Kapturall) is going to speak about one of the đĽhottest topicsđĽ taking over boardrooms & LinkedIn feeds everywhere: ChatGPT and how to unleash its power to drive your marketing effectiveness.
We will also have a brief interlude from our own co-leader, Courtny Edwards-Jones (Zuora), who is going to share her experience as a 2022 Adobe Champion, and how you can become one too, ahead of 2023 applications opening soon.
Get into Dynamic Chat and Analytics Strategy as well as a technical overview of two of Marketo's most powerful new features, Execute Campaign and Program Member Custom Field with some real-life case studies and contextual campaign ideas for using these features in your own environment.
Marketo Nurture Program Tips and Tricks: Creating Complex JourneysStephanie Tyagita
Â
We are kick-starting this year with an in-person MUG. Learn about Marketoâs engagement programs, and asset management strategy, and Adobe resources made available to you.
Mina Saleeb has been working in Martech and Salestech platforms since 2014 and will be sharing his knowledge in engagement programs, Marketo core functionality and how they can help your business simplify ongoing customer communications leading to increased engagement, upsells/cross-sells, onboarding experiences, etc. Weâll be addressing the core components of nurture programs, important aspects such as transition rules and streams as well as a quick look at more complex journeys using nested programs.
Nicholas Manojlovic has been a user of Marketo since 2012 and has helped hundreds of customers implement and use marketing automation within their businesses as the leader of the Marketo Professional Services business at Adobe. Nicho will be showing how organisations are leveraging cloud and AI to create and deliver thousands of assets â and how it all connects to Marketo.
Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...Iryna Zhuravel
Â
Whether youâre sending your first or hundredth email campaign, your heart will inevitably skip a beat when you hit Send. Customer attention spans are the shortest they've ever been, and if you send an email with a broken link or scrambled image, you're not likely to get a second chance. With so many moving pieces in email marketing operations, itâs no wonder that "send-button anxiety" is a daily reality for most of us. Learn how to set up and manage a robust and scalable email marketing operation for a small company or a global enterprise. Ensure that your team can quickly send multiple emails in any language to any region with the confidence that the campaign meets the highest industry standards.
Discover best practices for:
Localization at scale
A production assembly line using tokens, templates, and snippets
Bullet-proof QA
This session is for all Marketo users, admins, and leaders.
Join the London MUG Team for the September 2023 Session.
We heard from expert extraordinaire in all things EMEA & GDPR, Zoe Forman, on how she reduced set-up time by 75% and cut forms from 500 to 35, whilst ensuring GDPR compliance and providing global consistency .... in a segment we like to call: "Managing Multiple Languages in Marketo" - this is a must for working on this side of the pond.
Then our favourite PMM Isabella Hargreaves (okay, okay - we know we can't have faves, they are all great) shared about the exciting upcoming Marketo Engage features.
Adobe Marketo Engage Champion Deep Dive 02_2024.pdfBradBedford3
Â
SUMMARY
The document discusses the use of executable campaigns in Marketo and provides examples of how they can be used to streamline processes and ensure data accuracy. Executable campaigns are a type of smart campaign that run flows in a synchronous manner, allowing for dependencies between different steps. They can be used to automatically retry failed processes, such as data standardization or lead qualification, before moving on to the next step. The document also covers the use of parent campaigns and nested executables, as well as the limitations of executable campaigns, such as the inability to use webhooks or wait steps.
What is the purpose of using executable campaigns?
The purpose of using executable campaigns is to streamline and automate complex workflows in Marketo. Executable campaigns allow you to define a sequence of actions that need to be completed before moving on to the next step in a campaign. This ensures that each action is fully executed before proceeding, reducing the risk of errors or incomplete processes. Executable campaigns can be used to retry failed processes, standardize and enrich data, qualify leads, capture interesting moments, and more. They provide a more efficient and organized way to manage and automate your marketing operations.
What is an executable campaign and how does it function?
An executable campaign is a type of smart campaign in Marketo that allows for the sequential execution of multiple flows within a single campaign. It is designed to ensure that each flow is fully executed before the next one begins. This is different from a request campaign, which runs flows asynchronously and can have multiple flows running in parallel.
To create an executable campaign, you need to check the "Executable" box when creating the campaign. Once created, you can add flow steps to the campaign, such as changing data values, sending emails, or updating program statuses. However, there are some limitations to executable campaigns. You cannot use triggers, webhooks, or wait steps within an executable campaign.
Executable campaigns are useful for processes that have dependencies on each other, where one flow needs to be completed before the next one can begin. They can help streamline operational processes, simplify data processing, and minimize the risk of errors or backlogs. By using executable campaigns, you can ensure that each step in a process is completed before moving on to the next one, improving efficiency and accuracy in your marketing operations.
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptxDarshil35
Â
Learn how this powerful tool can help you visualize, optimize, and automate your marketing and sales processes. We will share insights into how the Revenue Cycle Modeler can improve lead quality, accelerate pipeline velocity, and drive revenue growth. Additionally, we'll discuss some of the related reports available out-of-the-box that can help you visualize the buyer's journey and tie it with revenue and growth. Event Page - https://mugs.marketo.com/events/details/marketo-india-virtual-mug-presents-rev-up-your-revenue-with-marketos-revenue-cycle-modeler/
Marketo Magic Integration - Sydney Marketo User Group Sept 2023Stephanie Tyagita
Â
We delved into exciting integration case studies that are set to elevate your marketing game!
Megan from ETC Ltd on Transformative Case Study - ETC Ltd's FeedOtter Integration Success Story
Pierre from Verticurl on Unleash Marketing Magic with ChatGPT!
Isabella Calvi from Adobe on How to get the most out of support
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)JackiePotts5
Â
Are you ready to learn some expert tips that will help you elevate your marketing operations in 2024?
Smart Lists for Custom Columns
Courtney McAra, Consultant, Mustang MarTech
Move past sticky notes on your desktop!
Anne Sample, MOPs Specialist III, F5
Velocity script and Inherited tokens
Ryan Mansfield, Marketing Automation Manager, Fathom
SeaMUG Slides - Jan 2023 Executable Campaigns.pptxEtumos
Â
Beth Massura, 4X Marketo Champion, presents on Executable Campaigns and their use cases. In this presentation, she provided examples of how this Marketo Engage feature can be used to create more intelligent automated workflows.
Adobe Marketo Engage Deep Dives: Using Webhooks to Transfer DataBradBedford3
Â
Sometimes the whole rigmarole of getting an API created, tested, and deployed isnât needed. Instead, you can self-serve with a webhook to execute a variety of data transfers into your CRM or other integrated systems. Join Darshil Shah and Josh Arrington to learn how to use this feature and propel yourself to efficiency quickly! Moderated by John Grundy
India VMUG Presents all about Account Based Marketing using Marketo DeckDarshil35
Â
Whether itâs streamlining communication between marketing and sales or creating more personalized web engagement with target prospects, ABM technology offers the ability to build out critical relationships and drive growth.
In this MUG event, we cover how users can use the Marketo Target Account Management (TAM) module to drive and measure the success of their ABM efforts. We start with the ABCs of the TAM module covering all of its aspects, making this event very relevant for people of all levels of expertise with Marketo TAM.
Speakers:
- Darshil Shah: Deloitte, Consultant
- Ajay Sarpal: Unicorn Martech DBA, Founder and CEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Join the London MUG Team for the September 2023 Session.
We heard from expert extraordinaire in all things EMEA & GDPR, Zoe Forman, on how she reduced set-up time by 75% and cut forms from 500 to 35, whilst ensuring GDPR compliance and providing global consistency .... in a segment we like to call: "Managing Multiple Languages in Marketo" - this is a must for working on this side of the pond.
Then our favourite PMM Isabella Hargreaves (okay, okay - we know we can't have faves, they are all great) shared about the exciting upcoming Marketo Engage features.
Adobe Marketo Engage Champion Deep Dive 02_2024.pdfBradBedford3
Â
SUMMARY
The document discusses the use of executable campaigns in Marketo and provides examples of how they can be used to streamline processes and ensure data accuracy. Executable campaigns are a type of smart campaign that run flows in a synchronous manner, allowing for dependencies between different steps. They can be used to automatically retry failed processes, such as data standardization or lead qualification, before moving on to the next step. The document also covers the use of parent campaigns and nested executables, as well as the limitations of executable campaigns, such as the inability to use webhooks or wait steps.
What is the purpose of using executable campaigns?
The purpose of using executable campaigns is to streamline and automate complex workflows in Marketo. Executable campaigns allow you to define a sequence of actions that need to be completed before moving on to the next step in a campaign. This ensures that each action is fully executed before proceeding, reducing the risk of errors or incomplete processes. Executable campaigns can be used to retry failed processes, standardize and enrich data, qualify leads, capture interesting moments, and more. They provide a more efficient and organized way to manage and automate your marketing operations.
What is an executable campaign and how does it function?
An executable campaign is a type of smart campaign in Marketo that allows for the sequential execution of multiple flows within a single campaign. It is designed to ensure that each flow is fully executed before the next one begins. This is different from a request campaign, which runs flows asynchronously and can have multiple flows running in parallel.
To create an executable campaign, you need to check the "Executable" box when creating the campaign. Once created, you can add flow steps to the campaign, such as changing data values, sending emails, or updating program statuses. However, there are some limitations to executable campaigns. You cannot use triggers, webhooks, or wait steps within an executable campaign.
Executable campaigns are useful for processes that have dependencies on each other, where one flow needs to be completed before the next one can begin. They can help streamline operational processes, simplify data processing, and minimize the risk of errors or backlogs. By using executable campaigns, you can ensure that each step in a process is completed before moving on to the next one, improving efficiency and accuracy in your marketing operations.
Rev Up Revenue Engine Using Marketo Engage - India VMUG May2k23_Deck.pptxDarshil35
Â
Learn how this powerful tool can help you visualize, optimize, and automate your marketing and sales processes. We will share insights into how the Revenue Cycle Modeler can improve lead quality, accelerate pipeline velocity, and drive revenue growth. Additionally, we'll discuss some of the related reports available out-of-the-box that can help you visualize the buyer's journey and tie it with revenue and growth. Event Page - https://mugs.marketo.com/events/details/marketo-india-virtual-mug-presents-rev-up-your-revenue-with-marketos-revenue-cycle-modeler/
Marketo Magic Integration - Sydney Marketo User Group Sept 2023Stephanie Tyagita
Â
We delved into exciting integration case studies that are set to elevate your marketing game!
Megan from ETC Ltd on Transformative Case Study - ETC Ltd's FeedOtter Integration Success Story
Pierre from Verticurl on Unleash Marketing Magic with ChatGPT!
Isabella Calvi from Adobe on How to get the most out of support
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)JackiePotts5
Â
Are you ready to learn some expert tips that will help you elevate your marketing operations in 2024?
Smart Lists for Custom Columns
Courtney McAra, Consultant, Mustang MarTech
Move past sticky notes on your desktop!
Anne Sample, MOPs Specialist III, F5
Velocity script and Inherited tokens
Ryan Mansfield, Marketing Automation Manager, Fathom
SeaMUG Slides - Jan 2023 Executable Campaigns.pptxEtumos
Â
Beth Massura, 4X Marketo Champion, presents on Executable Campaigns and their use cases. In this presentation, she provided examples of how this Marketo Engage feature can be used to create more intelligent automated workflows.
Adobe Marketo Engage Deep Dives: Using Webhooks to Transfer DataBradBedford3
Â
Sometimes the whole rigmarole of getting an API created, tested, and deployed isnât needed. Instead, you can self-serve with a webhook to execute a variety of data transfers into your CRM or other integrated systems. Join Darshil Shah and Josh Arrington to learn how to use this feature and propel yourself to efficiency quickly! Moderated by John Grundy
India VMUG Presents all about Account Based Marketing using Marketo DeckDarshil35
Â
Whether itâs streamlining communication between marketing and sales or creating more personalized web engagement with target prospects, ABM technology offers the ability to build out critical relationships and drive growth.
In this MUG event, we cover how users can use the Marketo Target Account Management (TAM) module to drive and measure the success of their ABM efforts. We start with the ABCs of the TAM module covering all of its aspects, making this event very relevant for people of all levels of expertise with Marketo TAM.
Speakers:
- Darshil Shah: Deloitte, Consultant
- Ajay Sarpal: Unicorn Martech DBA, Founder and CEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who donât adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. Youâll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. Youâll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customerâs journey. By the end of the session, youâll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
⢠Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
⢠Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
⢠Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
⢠Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Â
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ârunning shoesâ are searched more often than âbest road running
shoes for menâ
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase ârunning shoesâ we
get more than 80M relevant results, whereas for âbest road running shoes for menâ we get
only 8.
The former keyword ârunning shoesâ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesnât have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is âlowâ or âeasyâ, there wonât be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
thatâs their search intention. For example, âWhat shoe size should I choose?â or âHow to pick
the right shoe size?â
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Â
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Â
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitorâs experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Monthly Social Media News Update May 2024Andy Lambert
Â
TL;DR. These are the three themes that stood out to us over the course of last month.
1ď¸âŁ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2ď¸âŁ Instagramâs new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3ď¸âŁ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push âcollabsâ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. Youâll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. Youâll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customerâs journey. By the end of the session, youâll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
⢠Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
⢠Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
⢠Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
⢠Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Â
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
Â
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Â
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and weâll provide actionable tips for navigating these intricate challenges.
Youâll learn:
- How todayâs users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, weâll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Welcome to the London Marketo User Group (MUG)
Not signed up for Bevy? â Join our chapter and never miss out!
ď§ Step 1: Navigate to https://mugs.marketo.com/london-mug/
ď§ Step 2: Create an account using the email associated with your Adobe Marketo Engage Account
Once youâve joined our chapter youâll 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
Senior MOPs
Consultant
EMMIE Collective
3. Š 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
⢠Donât contact people outside of the User Group
without their consent
⢠If MUG members share their use case at the User
Group, please donât share that information without
their consent
4. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
This MUG Meeting is being Recorded.
ď§ To ensure that we are abiding by the MUG Code
of Conduct, we are informing all user group
attendees at London MUG meeting starting 18th
May at 10am BST that this meeting will be
recorded and posted on the MUG YouTube
Channel to promote training, education, and future
learning.
ď§ 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
adele.miller@bazaarvoice.com
5. Todays Agenda
⢠10:05 - 10:25am â Mad for MarTech? John Grundy, Accenture
⢠10:25 - 10:35am - Q&A with John
⢠10:35 - 10:45am - Adobe Champion Chat
⢠10:45 - 11:05am - Unleashing the power of OpenAI in Marketo. Josh
Arrington, Kapturall
⢠11:05 - 11:15am - Q&A with Josh
⢠11:15 - 11:20am - Quick game of âWhere are our speakers from?â
7. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
7
Four was
So you can focus on
Repetitive
tasks
Preventing
mistakes
Monitoring
issues
Handling
requests
8. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
8
John
⢠Marketo Engage user since 2015
⢠Marketo Champion, 2021
⢠Adobe Certified Master, Adobe Marketo Engage
Architect
⢠Developer in Adobe Journey Optimizer & Adobe
Workfront
Manager, Marketing Platforms Solutions & Services
Adobe Marketing Automation Expertise Lead, Europe
9. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
9
We havenât gotten any new leads
in a whileâŚ
I submitted a form, but canât find
the record in CRMâŚ
10. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
0
Monitoring
ď§ Solution: Schedule People Performance reports to monitor system and
data health
ď§ Great to
⢠Find issues before sales or business
⢠Get on top of issues before they get
out of control
And stops
⢠Time needed for retroactively fixing
large volumes
⢠Panic and loss of trust
in MOPs from
business/marketing teams
11. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
1
Monitoring
ď§ How to setup
1. Create a smart list for exceptions to
expected data (in past x days)
ď§ Field values not in format accepted by CRM
ď§ Empty fields on lead capture
ď§ Webhook fails
ď§ Exceeded communications limits
2. Add to people performance report,
group by relevant field
3. Schedule for quick-glance in your inbox
12. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
2
I want to run an event, we need a
new field created to captureâŚ
13. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
3
Handling
ď§ Solution: Leverage Program Member Custom fields instead of single-
use/disposable fields
ď§ Great to
⢠Let users self-service
⢠Provide a level of flexibility
⢠Set up and document once, use
forever
And stops
⢠A mess of random fields in your
database
⢠Time spent discussing why
this field shouldnât be
created in Marketo
Requests
14. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
4
Handling
ď§ How
1. Create Program Member Custom
Fields (PMCF) that can be repurposed
ď§ Name them based on field type like:
ď§ Local Field 1 String
ď§ Local Field 2 String
ď§ Local Field 3 Date
ď§ Local Field 4 Boolean
2. On use, add a note in program
description what the âLocal fieldâ is
referring to
Note
Maximum 20 Program Member
Custom Fields possible.
Suggestion
Utilise terminology that your users may be familiar with. I refer to
call PMCF fields as âLocalâ, like a my.token that is local to this program.
15. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
5
Why did my campaign get sent to
this personâŚ
Help! Something went wrong with
my list importâŚ
16. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
6
Preventing
ď§ Solution: Audit and apply proper roles and permissions
ď§ Great to
⢠Ensure safety of data
⢠Enforce QA and processes
And stops
⢠Accidental mistakes
⢠Needing to spent time on corrections
⢠Damaging customer experience
17. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
7
Preventing
ď§ How
1. Define who user types/personas are
2. Identify âjob to be doneâ by that user
3. What type of actions are expected
for the user?
ď§ Can all, or only some advanced users edit or approve?
ď§ Should everyone be able to do list import?
4. Follow principles of data access minimization
ď§ Not everyone should be able to see contacts, or download lists,
for example.
Remember
This doesnât only apply to users!
Make sure you follow the same principles for API Only users too.
18. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
8
I need to deactivate out-dated trigger
campaigns from last monthâs
webinarsâŚ
Can you please tidy up these
duplicates...
19. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
1
9
Repetitive
ď§ Solution: Utilise Postman and the Marketo APIs
ď§ Great to
⢠Scale repetitive task
⢠Keep your instance organized
And stops
⢠Wasting time on time-consuming work
Some use cases
⢠Create new users
⢠Merge duplicates
⢠Deactivate triggers from event
programs that are complete
20. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
2
0
Repetitive
ď§ How (to deactivate triggers)
1. Export active trigger campaigns via
Campaign Inspector
If not showing, Enable via Admin > Treasure Chest
In spreadsheet, filter programs and save required Campaign_ID in
separate file
2. Setup Postman (one time action)
ď§ Create API User in Marketo and add to Postman
ď§ Add GET call for Authentication
ď§ Add Post call for Smart Campaign Deactivation â
add variable in POST for the Campaign_ID
3. Run as Postman Runner to cycle
though each Campaign_ID in file Note
Be careful with APIs and the
lists used for the Runner.
23. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Unleashing the
power of ChatGPT
directly in your
Marketo smart
campaigns
ď§ Josh Arrington | Partner,
CMTO
24. Josh Arrington
Partner & Chief Marketing Technology Officer
Kapturall
⢠Inaugural class for the Marketo Solutions
Architect training
⢠Marketo Engage user since 2013
⢠Adobe Certified Master, Adobe Marketo
Engage Architect
⢠Full stack developer
25. Š 2021 Adobe. All Rights Reserved. Adobe
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25
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What is OpenAI ChatGPT?
ď§ OpenAI in Marketo: Prerequisites
ChatGPT is an advanced AI model developed by OpenAI that can engage in
human-like conversations, generate text, answer questions, and provide
recommendations based on context. It has numerous applications, including
customer service, language translation, and content generation, and is one of the
most advanced AI models currently available.
OpenAI: A research organization dedicated to developing and promoting safe
and beneficial artificial intelligence.
ChatGPT: Is the web chat interface from OpenAI that uses advanced machine
learning techniques to generate human-like responses to text-based prompts
or questions.
GPT Model: A deep learning architecture used for natural language processing,
known for its ability to generate high-quality text that closely resembles human
language through training on large datasets of text-based content
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What are Self-Service Flow Steps (SSFS)?
ď§ OpenAI in Marketo: Prerequisites
Self-Service Flow Steps is a feature that came out last year that allow us to extend
Marketo by creating our own flow actions. These actions allow us to send and receive
data from Marketo to an external service.
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Initial Segmentation
ď§ Demo: Intelligent Segmentation
Create a segmentation with simple rules. Job Function = the segment name
29. Š 2021 Adobe. All Rights Reserved. Adobe
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Initial List
ď§ Demo: Intelligent Segmentation
ď§ We will retain the job title but capture the job function in the role field
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30
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Smart Campaign: Smart List
ď§ Demo: Intelligent Segmentation
31. Š 2021 Adobe. All Rights Reserved. Adobe
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Smart Campaign: Flow
ď§ Demo: Intelligent Segmentation
1
2 3
The prompt to send to OpenAI The OpenAI model to use The field to store the response
1 2 3
32. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Job Segmentation Prompt
ď§ Demo: Intelligent Segmentation
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Return only the category without any quotes or any additional
text categorize the job title {{lead.Job Title}} into one of the
following categories: Accounting/Finance, Administration,
Analyst/Research, Design/Engineering, Education/Teaching,
Healthcare/Medical, Human Resources, Information
Technology, Legal, Marketing/Sales, Science/Laboratory, Social
Services
33. Š 2021 Adobe. All Rights Reserved. Adobe
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Smart Campaign: Flow
ď§ Demo: Intelligent Segmentation
34. Š 2021 Adobe. All Rights Reserved. Adobe
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Job Role Results
ď§ Demo: Intelligent Segmentation
35. Š 2021 Adobe. All Rights Reserved. Adobe
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Segmentation Results
ď§ Demo: Intelligent Segmentation
37. Š 2021 Adobe. All Rights Reserved. Adobe
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Using AI to make communications sound less robotic
ď§ Demo: Hyper-Personalization
Hyper personalize a hotel booking confirmation by combining tokenized person data and OpenAI.
Dear {{lead.First Name}},
Thank you for booking our {{lead.Room Name}} from {{lead.checkin date}} to {{lead.checkout date}} for your
{{lead.travel reason}}.
We have many amenities to chose from like:
1. Business center with computers, printers, and other equipment
2. Meeting and conference rooms
3. High-speed Wi-Fi
4. 24-hour room service and concierge assistance
5. Fitness center for staying active during busy trips
6. In-room couples massages
7. Champagne and chocolate-covered strawberries upon arrival
8. Private balconies or terraces with romantic views
9. Romantic dinner packages at on-site restaurants
10. Jacuzzi tubs for two in the room
11. Kid-friendly amenities, such as a children's pool or play area
12. Complimentary breakfast for the whole family
13. Family suites with multiple rooms and beds
14. Game rooms or arcades for family fun
15. Cribs or rollaway beds for young children
16. On-site spa with a range of treatments
17. Yoga or meditation classes
18. Quiet rooms or adult-only areas
38. Š 2021 Adobe. All Rights Reserved. Adobe
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The Form
ď§ Demo: Hyper-Personalization
⢠Check In Date
⢠Check Out Date
⢠# of guests
⢠Room Type
⢠Reason for travel
⢠Family Vacation
⢠Romantic Getaway
⢠Business
⢠Celebration
⢠Relaxation
⢠Additional Requests
39. Š 2021 Adobe. All Rights Reserved. Adobe
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Smart Campaign - Smart List
ď§ Demo: Hyper-Personalization
40. Š 2021 Adobe. All Rights Reserved. Adobe
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ď§ Demo: Hyper-Personalization
41. Š 2021 Adobe. All Rights Reserved. Adobe
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Prompt Instructions
ď§ Demo: Hyper-Personalization
â˘Guest name: {{lead.Full Name}}
â˘Check in: {{lead.checkin}} & Check out: {{lead.checkout}}
â˘Reason for travel: {{lead.reason}}
â˘Number of people: {{lead.number guests}}
â˘Room type: {{lead.room_type}}
â˘Additional requests: {{lead.additional requests}}
Based on the above data write a personalized booking confirmation email body using HTML tags
(p,li,h2,h3,h4 etc.), left aligned to be placed in an HTML email <body> With the most relevant
Amenities given, for the above booking details. Please follow the following format:
1st paragraph: a warm welcoming intro and summary about the booking personalized based on
their group size, duration of stay and reason for travel.
2nd paragraph: a description of the amenities available, only include a few that are relevant to their
reason for travel, duration of stay and group size
3rd Paragraph: A paragraph about the time period of the booking, what Ibiza is like in this time
period and what activities are typically going on at that time. Personalized based on their reason for
travel
4th Paragraph: Acknowledge any additional requests, highlight doubt only if they seem extreme,
and say that their concierge will follow up with them on the details.
A final personalized paragraph saying we are looking forward to hosting them signed by their
42. Š 2021 Adobe. All Rights Reserved. Adobe
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Additional Context
ď§ Demo: Hyper-Personalization
Concierge:
â˘Name: Beatrice Potts
â˘Phone: +34 625 602 443
â˘Email: bpotts@lotusibiza.com
Hotel Amenities:
1.Business center with computers, printers, and
other equipment
2.Meeting and conference rooms
3.High-speed Wi-Fi
4.24-hour room service and concierge assistance
5.Fitness center for staying active during busy trips
6.In-room couples massages
7.Champagne and chocolate-covered strawberries
upon arrival
8.Private balconies or terraces with romantic views
9.Romantic dinner packages at on-site restaurants
10.Jacuzzi tubs for two in the room
11.Kid-friendly amenities, such as a children's pool
or play area
12.Complimentary breakfast for the whole family
13.Family suites with multiple rooms and beds
14.Game rooms or arcades for family fun
15.Cribs or rollaway beds for young children
16.On-site spa with a range of treatments
17.Yoga or meditation classes
18.Quiet rooms or adult-only areas
19.Outdoor pools and hot tubs for relaxation
20.Complimentary tea or coffee in the lobby
Etc.
Hotel Details:
â˘Website: www.lotusibiza.com
â˘Concierge Name: Beatrice Potts
â˘Concierge Email: guestservices@lotusibiza.com
â˘Address: Carrer CamĂ de sa Torre, 71, 07810 San
Juan Bautista, Ibiza, Spain
43. Š 2021 Adobe. All Rights Reserved. Adobe
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Results
ď§ Demo: Hyper-Personalization
Context Aware Amenity Recommendations
Celebration
Business Trip
44. Š 2021 Adobe. All Rights Reserved. Adobe
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44
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Results
ď§ Demo: Hyper-Personalization
Family Vacation Romantic Getaway
45. Š 2021 Adobe. All Rights Reserved. Adobe
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Best Practices & Limitations
ď§ OpenAI GPT & Marketo
⢠Beware of hallucinations.
⢠Each model is different and is limited by the data it is trained on
⢠Tell the model what format you want the information in
⢠Test, test, test
⢠You can fine-tune OpenAIâs models to train your own personalized model that you can
then call.
⢠Do not share sensitive data / Personal Identifiable Information (PII). OpenAI can use
this data for training future models.
46. Š 2021 Adobe. All Rights Reserved. Adobe
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More Use Cases
ď§ OpenAI GPT & Marketo
⢠Interesting Moment History Summarization
⢠Intelligent Message Routing / Categorizing
⢠Lead routing to the appropriate sales rep based on contextual information
⢠Data Cleansing / Formatting
⢠Translation
⢠False data detection
⢠Intelligent scoring
48. WHERE ARE THE SPEAKERS
FROM?
For this month's VMUG we are going international!
We have a true mix of cultures and insights into how Marketo/Martech
is being leveraged globally ... and not to mention - a ton of air miles
racked up between our speakers.
See if you can guess where they are from/live from the clues.
49. WHERE ARE THE SPEAKERS
FROM?
John Grundy - John originally comes from a small town 'down under' whose
population peaked at 630 people in 1911. We don't expect you to guess the town -
but the State is tasked with the paramount job of managing & protecting the Great
Barrier Reef. He now lives in the "Venice of the North" - while visiting we
recommend biking to get some stroopwafels or bitterballen.
Joshua Arrington - Originally from a maritime city that is home of one of the most
famous marathons, many Hollywood stars including an Avenger and a historic tea
party, Josh now lives in âla capital del Turia" - a cultural city known for gorgeous
food (itâs the birthplace of paella), nightlife, architecture and is in the same country
as a band of robbers who executed the 'greatest heist in history'.
Courtny Edwards-Jones - She traded in her cowgirl boots over a decade ago but
still loves visiting her family in a city known for food, festivals and celebrating all
things "weird" ... she then moved almost 5,000 miles across the pond to settle in the
birthplace of industrialisation, the first computer and the Suffragettes.
50. Š 2021 Adobe. All Rights Reserved. Adobe
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5
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John Grundy ( ), is originally from a small town in Queensland (Jondaryan -
extra points if you've heard of it) and now lives in ultra-cool Amsterdam ( )
51. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
5
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Joshua Arrington ( ), is originally from Boston but
currently lives in Valencia ( ) .. we swoon over Spain,
also any Money Heist fans in the house?
52. Š 2021 Adobe. All Rights Reserved. Adobe
Confidential.
5
2
Courtny Edwards-Jones ( ), calls Austin, Texas 'home' (y'all!) and now lives in the
second largest tech & startup hub in the UK, Manchester - also great for foodies and
music lovers ( )
Editor's Notes
ChatGPT for those who are not aware is an AI model that is capable of human-like conversations.
There are some terms that may be used interchangeably but are different so just for reference.
OpenAI is the organization that has created ChatGPT.
ChatGPT is the web interface where you can chat with the AI Models.
GPT Models are a specific type of AI model used by ChatGPT to generate the responses.
And there may be further references to specific GPT models such as GPT4 or 3.5-Turbo these are just specific versions of the model.
Next, Self-Service Flow Steps is a feature that came out for Marketo last year that allows us to extend the platform by creating our own flow actions to use in smart campaigns. These actions allow us to send and receive data from Marketo to an external service. In this case we are using them to connect to OpenAIâs API (ChatGPT) send a prompt and save the response on the person record.If you have questions about the Self-Service Flow steps Iâm happy to answer them at the end of the presentation. And we also have another webinar coming up where we will specifically cover the topic. And weâll make sure the information is in the follow up email for todays webinar.
So our first use case for OpenAIâs GPT Models in Marketo is for intelligent segmentation. GPT models make quick work of organizing complex and messy data into well defined segments. You can use this for any kind of data, but for this demo we are going to use it to sort job titles into 12 job function segments. Job titles are a great example because they can very quite a bit even in the same industry and even for the same job function. This can be compounded further if youâre an international organization and you receive job titles in multiple languages.
So imagine you want to set up targeted campaigns personalized by the individual's job function, but in your Marketo database all you have are titles.... hundreds or thousands of different titles that are not easily defined or segmented.
Previously you would have to spend countless hours of either manually entering a role for each of these titles OR many hours setting up smart list rules to try to segment them. Both options would require extensive time commitment and dull mind numbing work, ultimately leading to an end product that would probably be subpar anyways
But letâs dive in and see how we can use OpenAI to solve this problem and save our time and sanity
Here you can see Iâve already created a âJob Functionâ segmentation inside Marketo.
Now if I wanted to go through this process without the help of AI, I would probably need to create hundreds of rules targeting specific words and word combinations inside the job titles in order to assign people to the correct segment, and even then many would still fall through the cracks and end up in the default segment.
BUT since GPT will be doing all of the work my rules can be super simple, Each segment will just have one filter, which is the persons job role must match exactly the name of the segment.But you can see currently all of the leads are sitting in our default segment because they havenât qualified for any of the rules.
Let's take a look at the data
Here we can see the list, and we can see that while all of the records have a job title, none have any value for Role which is the field we are targeting with our segmentation.
So next let's set up our smart campaign.
Here in our smart campaign, for the Smart List we just have one simple filter. "Job Title is not empty"
As long as the job title isnât empty we have something for the GPT model to work with.
Next let's look at the Flow of our Smart Campaign
For the flow we have 2 steps. The first is a work around of sorts. Unfortunately as of now, Self-Service Flow Steps donât support tokens directly in the fields, so we need a way of generating a personalized prompt for each record before sending to OpenAI. For this Iâve created a custom field called openAI prompt which we will update here with a change data value step before we send it to OpenAI.Second we have our Send Prompt step where we will actually send the prompt to OpenAI and get a response. Here we set the model we want to use, 3.5-turbo is the latest available right now. But this is a select so there's no need to memorize the models, you will always see the latest available.
Next we will set the field where we want to store the response... I've selected leadRole. I will set a temperature of 0 and no additional context. Iâm not going to go into the technicals of how this flow step works but the documentation is available on our website and it makes the process pretty easy to setup and use. It can usually be set up in under 20 mins.
Now, the prompt field is a little small for you to see the text inside, so let me zoom in so we can look at what weâll send to OpenAI
Here when we zoom in, you can see the prompt we are using. Return only the category without quotes or any additional text, Categorize the job title...and here you can see we're using the token for job title.
...into one of the following categories... and you can see we're sending the model the exact segment names we want it to chose from. Now, I recommend using the ChatGPT web interface and testing out prompts before hand to be sure youâre getting a correct response and that it is in the format you want. In this case after some trial and error this is the prompt we will use.
Now with our smart campaign set up, all we need to do is run it. I can see that in the schedule tab I have 1040 people who will qualify so letâs just run it and get these job titles sorted
Ok, now after giving the campaign some time to run we will see how the AI did.
If we refresh our smart list we'll see that all of the records now have a role populated, and they look correct here so let's take a look at the segmentation
Looking at the segmentation, we can see that ALL leads have been assigned to a job function with zero left in the default segment so we can now use this for our targeting and personalization.
And that's it! Our job titles are now neatly sorted into their respective functions so either we've made great strides in segmentation, or we've actually given the AI a full list of jobs available for it to take over.
SO that was a good example of GPT's ability to categorize data for us accurately and in bulk... Our next scenario is around hyper personalization, and here is where we can really make use of the creative talent of ChatGPT.
In this scenario imagine we have a hotel in Ibiza Spain. We want to personalize the confirmation emails we send when someone makes a booking.
The common approach, is to build these emails with tokens and dynamic content which when done correctly is effective, but when it comes to something like hospitality you want a little more spark. You want something warm and inviting and often times the "MadLibs" style of tokens ends up sounding cold and robotic.
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So ironically enough the best solution we have, is to use AI to make it sound more human. With the right data and guidance an AI Model can create natural sounding, highly personalized messages. We call this hyper personalization because it goes beyond just adding in tokens and dynamic content and reaches a real hand written feel, where every message is completely unique while remaining accurate and on brand.
So let's take a look at how we achieve this...
Here we can see the form we are using. For the purpose of this demo, Iâm just using a Marketo form but in a real scenario you may be working with a third party booking system, but as long as you have the data in Marketo you can pass it along to OpenAI. Here the keys are going to be the dates, the room type, the reason for traveling...and any additional requests.
So let's see how we can use this data with openAI...
With our form in place we can create our smart campaign. For the Smart list, weâre just going to trigger the flow any time someone fills out the booking form...
For the flow, similar to the previous demo, weâll have 2 steps. First we will write the prompt using tokens and store it in the OpenAI Prompt Field.
Second we will send that prompt to OpenAI with our Self Service Flow Step. This time we will return the data to the openAIResponse Field. Give it a temperature of 10. And, you can think of the temperature as a creativity level. But keep in mind you probably donât want to crank it all the way to 100, because you will notice it quickly get creative with facts and that could be problematic.
This time we will also add some data in the Additional context field. This is data that is not dynamic such as hotel information and amenities just to give GPT some more specific data to work with. You can think of this field as just an overflow from your prompt field.
So again, letâs zoom in to see what weâre going to pass to openAI in the prompt. Here we pass all of the booking data from our form and our instructions for how to assemble the booking confirmation paragraph by paragraph.
While we are giving a specific format and data about the hotel, we are also letting the model rely on itâs own knowledge in Paragraph 3 where we ask it to personalize based on âwhat Ibiza is like in this time period and what activities are typically going onâ
We are also relying on the modelâs judgement in paragraph 4 where we ask it to consider the additional requests and only show doubt if they seem âextremeâ
With the prompt design you can be very specific and use GPT to only customize specific things, or give less instruction and let the model be as creative as you want. It comes down to preference and purpose but the key is really testing the prompts ahead of time for accuracy and format.
Here we see the additional context we are sending to GPT. We are passing in the hotel ameneties available as well as hotel and concierge details This could also be included directly in the prompt field but as we have the context field itâs easier to separate it, into the prompt, which we may want to change in the future and the data about the hotel that should stay fairly consistent.
So I've gone ahead and tested with several variations of bookings, changing up the dates, number of guests and reason for travel as well as thrown some additional requests in.
Here we can see some of the results side by side. On the left we have a business trip booking and on the right a booking for a celebration. We can immediately see that while the first paragraph is pretty cookie cutter, the suggestions in the second paragraph are highly tailored to the occasion. While the business response highlights high speed wi-fi and a business center the celebration booking receives recommendations about the spa, pools and dinning packages.
GPT shows that it is time, location and weather aware with comments specific to the dates, expected temperatures and even recommending the Ibiza Jazz Festival for the guest staying in October⌠which I actually had to look up and is completely accurate.
Here we see some more results side-by-side for a Family Vacation Booking and a Romantic Getaway. And we see again the AI has done a great job of tailoring the messages to the data and format we gave it while also sprinkling in data from its own knowledgebase and giving us an end result that feels quite warm and authentic.
While itâs true that if the guidelines are not well written or the temperature setting is too high you may have some minor errorsâŚbut since these errors are made by an AI, you can just âFireâ them, revise your prompts, give your AI concierge a new name and viola you have a new better trained team member
âŚso those are our 2 specific use cases for today, now letâs discuss some general best practices and limitations
Beware of hallucinations. GPT models are often confidently incorrect. So be sure to test your prompts and to be strategic with your wording
Models are limited by the data. The chat GPT models are only trained up to late 2022 and for every model there is an end date to itâs knowledge so be aware of this when sending prompts that may rely on more recent data
Tell the model what format you want. The more specific you can be the better, otherwise it may take liberties you are not expecting. Often times GPT models will give commentary, restate the question or show itâs work so if you donât want that data stored in your records then itâs best to be specific
Again, prompt engineering is an art. Test and verify your prompts to be sure you are getting the correct response and in the format you want
You can fine tune OpenAIâs models. Again here I wonât get into the technicals, but if you have specific data you want the models to be aware of, you can set up a process to train a GPT model with that data. You basically feed the data in a Q&A format and it creates a new custom model that is specific for you and that you control.
6. Finally, and this is important. Donât send sensitive or personal Identifiable data in prompts. OpenAI can use prompt data in updating and training future models and you donât want that data ending up in those models knowlegebase
So hopefully by this point you have a better idea of how the process works, and Iâm sure given the high level of the people I see in the attendee list, you have some great ideas on how to put ChatGPT to work in your Marketo Instance⌠I would love to hear all of them by the wayâŚ. But here are just a selection of other use cases we also recommend.
Interesting Moment History â With this we would be creating a human readable description of a leads journey. Each time a new interesting moment happens we would send that moment to OpenAI along with the current story and ask GPT to update it. With this you could have a deep understanding of that journey kept on the record.
Intelligent Message Routing â If you have a contact us or support form on your site, you could use Open AI to read those messages and then help you categorize them as positive/ negative, urgent / secondary or categorize them based on department and route them
Lead routing â Similar to the message routing, you can route leads based on may factors, giving the model a description of your rules and the lead data and letting it make the assignments
Data Cleansing â Whether itâs capitalization, phone number formatting, fixing typos or bad characters, GPT is very good at cleaning dirty data
Translation â GPT can translate text into dozens of languages and even mimic local dialects to really give it a natural feel
False Data Detection â GPT models can also do a great job of detecting fake data so you donât end up with a database full of John Doeâs and Micky Mouses
And finally Intelligent Scoring â Often times scoring models are complex, consisting of multiple scores across product lines or interests but with a little guidance GPT can make perfect sense of what is happening across those scores update them, aggregate them and give insights