London MUG Sept 23.pptx

London Marketo User Group
September 2023

© 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Welcome to the London Marketo User Group (MUG)
Not signed up for Bevy? – Join our chapter and never miss out!
 Step 1: Navigate to https://mugs.marketo.com/london-mug/
 Step 2: Create an account using the email associated with your Adobe Marketo Engage Account
Once you’ve joined our chapter you’ll receive notifications and reminders about new events that the chapter has posted!
Adele Miller
Snr MarTech Manager
Bazaarvoice
Courtny Edwards-
Jones
MOPS Manager
Zuora
Emily Poulton
Senior MOPs
Consultant
EMMIE Collective

Confidential.
Adobe Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a
safe space for members of the Marketing Nation to learn,
network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted
at MUG events
• Don’t contact people outside of the User Group
without their consent
• If MUG members share their use case at the User
Group, please don’t share that information without
their consent

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

Upcoming Opportunities for
Chapter Members

Confidential.
MUG Member Feedback Wanted!
The Adobe Advocacy team is collecting feedback from MUG members
on the benefits they have experienced as a result of attending and
participating in User Groups.
To contribute your experience, please fill out this form.
These testimonials will be used to encourage new members to join our
User Group community, so we thank you for your participation and
helping us grow this amazing program!

Confidential.
Upcoming Virtual User Group Meetings
DATE MUG CHAPTER TOPIC
12th September North America Virtual MUG Managing Your Mental Health While Working in Marketing Operations
14th September Phoenix MUG Demystifying the Marketo Engagement Canvas
28th September Minneapolis MUG September Meeting: Unleashing the AI Revolution

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

Todays Agenda
• 530 – 545pm – Welcome!
Adele Miller, London MUG Co-Leader
• 545 – 615pm - Marketo Engage Roadmap Updates
Isabella Hargreaves, Product Marketing Manager, Adobe Marketo Engage
Ed Rumsey, Solution Consultant, Adobe
• 615 – 630pm Quick Break
• 630 – 7pm Managing Multiple Languages in Marketo
Zoe Forman, EMEA Marketing Operations, MSA – The Safety Company
• 7 – 730pm – Networking & Goodbye!

Marketo Engage Roadmap
2023
Isabella Hargreaves | Product Marketing Manager

Confidential.
Adobe Confidential
Roadmap disclosures are for informational purposes only, are
not a guarantee of any future feature or functionality, are in no
way part of your agreement with Adobe and are subject to
change at any time.

Confidential.
Today’s B2B buying journey is more complex than ever
Brands struggle to meet the needs of their buyers, sellers, marketers and partners
Sources: Gartner, The B2B Buying Journey; McKinsey & Company, Global
B2B Pulse;
IDC, B2B Technology Buyer Survey; Forrester, B2B Buying Survey
Buyer Journey Realities
Average number of…
11
Decision
Makers
10
Channels
Engaged
37
Interactions per
Buying Group
Member
Only 17%
of buyer’s time spent
meeting with potential suppliers
59% increase
in journey interactions
18-month
average deal cycle

©2023 Adobe. All Rights Reserved. Adobe Confidential.
©2023 Adobe. All Rights Reserved. Adobe
Confidential.
Key Innovation Drivers 2023

Confidential.
Key Innovation Drivers 2023
Engagement Map in Marketo Engage
(visual campaigns) – NEW!

Confidential.
Scaling Marketing Teams

Confidential.
Build reusable campaigns and increase velocity
with new visual Canvas in Marketo Engage
New Users
Power Users
Decision
Makers
Engagement Map in Marketo
Engage
Execute campaigns more
quickly and efficiently
Align stakeholders with easy
export of customer journeys
Plan and visualize how leads flow
through interconnected campaigns
Use
Cases:
• Easily manage and validate
interconnected campaigns
• Increase operational efficiency with
enhanced error handling and
troubleshooting
• Accelerate time to value by quickly
onboarding new users
• Improve alignment across key
stakeholders with intuitive visuals

Confidential.
…and here’s what you can do with Engagement Map
Out of the box visuals Workflow auditability Campaign settings Export and share
Simplifying
workflows
“Engagement Map”
button gives you
detailed visualization of
your smart campaign
Troubleshooting
across an entire
journey
Visualization of
interconnected
campaigns helps with
quickly deducing root
cause of errors
Quick overview of
campaign settings
One-stop-shop with all
your campaign settings
where you can set up
recurrence and schedule
campaigns
Intuitive navigation
User-friendly design offers
easy access to smart list,
flow actions, campaign
members, export and
share
Confidential.

Engagement Canvas: Use Cases
Plan and Visualize
Visualize how leads will flow
through your campaigns with
better visibility into the lead
journey and map out the
interconnected campaigns
Execute
Streamline reusable
campaign creation, new user
onboarding, error handling,
trouble shooting, and
brainstorming with peers
Align
Share intuitive visuals with
stakeholders that increase
their visibility into your
complex marketing activities
to make decisions
Empower every user in your marketing organisation

Confidential.
Unlock the value of Engagement Map every step of the way
Planning Execution Leadership alignment
Management of interconnected smart
campaigns with better visibility into lead
journey to plan how leads flow through
market instance by building reusable
campaigns
Increase operational efficiency by driving
creative teams’ efficiency through easy
onboarding and deep dive into errors and
solve blocker
Increase visibility into day-day
marketing activities and drive
decisions based on knowledge to
achieve shared objectives
New user Decision maker
Power user
Train new users with more ease
and speed
Decipher complex nested
campaigns
Improve collaboration and efficiency
across teams
Ensure stakeholder alignment
Empower every user in your organization
Visualize lead flows Brainstorming sessions

Confidential.
• Improve visibility for campaign
stakeholders
• Increase velocity and scale of
campaign development by
streamlining workflows
• Enhance value delivered and
team morale
Phase 1:
Phase 2:
Q3
Q4
Proof and Approve Report and Audit
Intake and Create
Use
Cases:
Campaign
requestors,
campaign
managers,
Execs
Optimize the Campaign Supply Chain with
an end-to-end solution to plan, execute, and
measure
Marketo Engage and Workfront

Marketo Engage and Workfront: Use Cases
Intake and Create
Increase campaign velocity
and empower marketing
stakeholders by automating
the intake to create steps of
marketing programs
Proof and Approve
Improve collaboration and
efficiency by incorporating
proofing and approval flows
seamlessly into your
campaign management
Report and Audit
Expand visibility with access
to campaign performance
and insights for all
stakeholders
Optimise the campaign supply chain

Confidential.
• Create and launch webinars natively
reducing manual and duplicate effort
• Leverage more engagement insights
including webinar Q&A and polls
• Automate and trigger post-event follow-
up to accelerate the pipeline.
Phase 1:
Phase 2:
Q3
Q4
Enhance Delivery Upscale Nurture
Increase
Campaign Velocity
Use Cases:
Event
Marketers
,
Marketing
Operation
s
Completes end-to-end webinar marketing and delivery process in
Marketo Engage with webinar creation and management
Interactive Webinars in Marketo Engage
H2-2023

Interactive Webinars: Use Cases
Increase Campaign
Velocity
Increase campaign velocity
and empower marketing
stakeholders to create
webinars directly in Marketo
Engage with predefined
templates
Enhance Delivery
Enhance webinar delivery
with the right engagement
tools such as polls, Q&A
and surveys
Upscale Nurture
Upscale your nurture via the
rich engagement data
captured in Marketo Engage
Streamline the end-to-end webinar process

Confidential.
Reimagining Marketing and Sales
Partnership

Confidential.
Web Visitors,
Marketers,
Admins
Use
Cases:
Automate real-time conversations with customers
sooner in the funnel to build more pipeline faster,
together with Sales
Dynamic Chat Prime
H2-2023
Allow sales agents to have
live conversations with site
visitors
Let gen AI answer virtually any
customer question and help live
sale agents respond faster
Drive meeting bookings and
more granular qualification
with live and automated chat
• Transform your chat bot with
Generative AI
• Directly connect customers to
live agents empowered to scale
• Turn any form, landing page, or
web page into a dynamic
experience
• Set up custom sales routing
rules
Sales
Agents,
Marketing
Ops

2023 B2B Marketing Trend: Humanise your Customer
Experience
Guided Conversations
Pre-designed, automated
conversations based on
decision tree logic
Live Conversations
Freeform 2-way
conversations between your
customers and a live sales
agent
Generative AI
Conversations
Freeform 2-way
conversations between your
customers and your
generative AI models
Built to help the marketer maintain control of your brand experience

Confidential.
Activate audiences in Marketo
Engage
Activate audiences in LinkedIn
Create Account
audiences with unified
account data
Use
Cases:
Create and activate target audiences of accounts
using unified account data from multiple data
sources
Account List Segmentation and Activation
H2-2023
• Segment audiences of accounts
using unified data inside Real-Time
CDP, B2B/P Editions
• Activate list of accounts from Real-
Time CDP B2B/P Editions to
account-based destinations
Account-
based
Marketers

Account List Segmentation and Activation: Use Cases
Create Account Audiences
Create account audiences
with unified account data in
Real-Time CDP B2B/B2P
Editions
Activate in Marketo
Engage
Activate audiences in
Marketo Engage for account-
based marketing (ABM)
including nurture campaigns
(Engagement Programs)
Activate in LinkedIn
Activate audiences in
account-based destinations
like LinkedIn for ABM paid
media and contact discovery
Create and activate account audiences using unified data

Confidential.
Other Noteworthy Updates

Confidential.
Phase 1:
Phase 2:
Q3
Q4
Switch easily between
different Adobe
organisations and
solutions
Benefits:
Streamlined sign-in experience and user administration
across the Adobe Experience Cloud
Unified Experience Across Your Adobe Portfolio
Experience League
documentation search now
available within Marketo
Engage
Authenticate across
Experience Cloud apps,
including Marketo with
an Adobe ID
H2-2023
• Common sign-in experience across
Marketo applications and rest of
Experience Cloud
• Product admins can manage users and
user entitlements through the Adobe
Admin Console
• IT or Security admins can manage Marketo
Engage instances through Adobe Admin
console
Users,
Product
Admin,
IT Admin,
Security
Admin

Confidential.
Summary: Marketo Engage Innovations 2023
Engagement Map in Marketo Engage
(visual campaigns) – NEW!

London MUG, 6th September 2023
MSA Going Global – “Managing
Multiple Languages in Marketo”
Company Confidential | © Copyright of MSA – The Safety Company | 2023−2024

Agenda
 MSA Marketo instance – the journey from US focused, to
Global for consistency and EMEA efficiencies
 From siloed regional workspaces to one Global instance
 EMEA efficiency from Dynamic content emails using
segmentation, Snippets, Tokens with Global Flexi-email
 Global Forms, Templates and Programs– consolidation &
efficiently
 Global Operational Programs, Preference Centres,
Lifecycle & Scoring, Opt-In Salesforce sync.
 EMEA region under GDPR
| 33

2015 >
• One Instance with 6
separate siloed
Workspaces
• Local forms = 650+
• Regional programs
• Unable to clone
assets & programs
across workspaces
• Brand and content
consistency diluted
• US-focused agency
| 34
MSA Marketo Global evolution
MARKETO
US
• 2015
Europe • 2019
zMEAIR • 2020
zEMEA
zPAR
zLAR
2023
• Global Instance
• Four regions
• Global forms
• Flexi email templates
• Global programs
• SFDC <>MKTO sync
• Global Consistency
• EMEA Efficiency
• Global Agency
• 2020
• 2019
• 2021

| 35
Global / Regional / legal requirements
• 66 Countries
• 3 languages – EN PT ES
• Privacy Policy Brazil
• Web domains x4
• 250+ countries
• Sub Regions – Europe & MEAIR
• 12 languages
• GDPR
• Volume of programs
• Web domains x12
• United States & Canada
• 1 language
• Privacy Policies x5 US
States & CASTL (CA)
• Web domains US CA
• Default (Lang. / Seg)
NNA EMEA
PAR
LAR
• 46 countries
• Sub Regions – ANZ &
ROA
• Privacy Policies –
Australia & Singapore
• Web domains x4

• Separate Workspaces for Europe & MEAIR, merged into EMEA, migrated into Global instance
• EMEA volume of programs, double ROW, in half the time, x3.5 NNA annually
• One form per language
• Custom forms per product/promotion/event
• One program per language/form
• Separate programs for each product group within an Industry segment
• Over 500 EMEA forms in 12 languages
• Regional programs – eg. x4 Webinars list uploads, programs, actions/flow
• ROW (none EMEA) forms were not GDPR compliant = lost MQL’s and MAL’s
• GDPR & data compliance have always been at the heart of EMEA
| 36
EMEA Original set-up: unsustainable

| 37
EMEA Efficiency – Managing Languages
Reduced set-up time by 75%, increased GDPR form capture, Global Consistency and efficiency
• Segmentation for audience targeting and personalisation: language, regions, sub-regions
• Snippets & Tokens– used for Social Media links, Office Address, Tag lines, logos.
• Dynamic content using Flexi template emails – reduced time to set up programs and emails.
• Global dynamic forms - 500+ EMEA forms down to 35
• Multi-language forms for EMEA – EN DE FR & PL IT ES reduced the number of forms
• Additional EMEA MQL captured from ASK A QUESTION? Form on Product pages – 2 checkboxes
 Taking the best from NNA and EMEA to convert to Global
o Dynamic legal consent forms based on Country – ensures GDPR compliance on all MSA form fills
o Global Opt-In – driven by GDPR, CASTL, Singapore, Brazil, Australia
o Global Scoring & Lifecycle and operation programs –Global programs for managing activities,
standard data values, list uploads, SFDC sync for all 4 regions in one program
o Global programs listening & reporting - across all regions, segments, products & promotions

| 38
How MSA evolved to a true Global Instance
Maximising Marketo to minimise workload

Speed-up campaign creation
 Global program templates are built so each region can clone and localise the contents.
Ensure consistency
 Program templates ensure everyone in your team builds programs following the same best
practice - time and again. Great if you're looking to standardise or scale.
Reduce the risk
 Mistakes happen, but with templates to follow, errors can be reduced, particularly from those
new to Marketo, protecting your brand and customer experience.
Documentation – x10 guides
 Document the process; this supports training and acts as a Global reference for all users. Using
company screenshots and links to templates or Adobe documents provides a single resource
| 39
Why Use Global Programs, forms, list & Email templates

| 40
Segmentations

| 41
Snippets

| 42
Flexi Email template, Snippets & Tokens
Flexi – email template
• Global consistency – match website refresh
• Drag-and-drop modules
• Editable: Background colour, padding, divider colour, toggles,
links, formatting etc
• No HTML coding required, easy to use
• Global cloning
Snippets used in modules
• Localisation – quick and easy, address, social media links
Tokens used within the Program and Body content using global
tokens at the top level of Marketing Activities for Company Name,
Address, Website, and local tokens based on segmentation.

| 43
EMEA Dynamic efficient emails
• Flex template/Snippets /tokens provide
personalisation, brand consistency &
and localisation.
• Dynamic content – personalised with
tokens, dynamic modules translated,
images, CTA links, subject line & and pre-
header using snippets for Social Media
links, office address, Taglines, Logos
• One program, one email in multiple
languages or audiences eg EN & FR,
sub-regions Europe & MEAIR or Product * Digital Pi created Flex email templates

Standardisation is pivotal in web form management and data governance, particularly for
enterprise businesses under GDPR:
 Consistency and Quality: Ensure that all forms across the organisation adhere to a
unified structure and design. This improves the quality of collected data and provides a
uniform user experience.
 Data Integration: facilitates seamless form data integration with other systems and
databases (Marketo & SalesForce). Consistent data formats and structures simplify
the integration process, enhancing data interoperability.
 Compliance and Security: Ensure compliance with data protection regulations
(GDPR) and security standards. Establish data governance policies and procedures to
safeguard sensitive customer information and maintain data privacy.
| 44
GDPR - Web Form Management and Data Governance

| 45
Dynamic, multi-lingual Global Forms
• Two triple language forms for core EMEA languages to
reduce the number of forms – EN/DE/FR & PL/IT/ES
• Global forms allow quick updates, pick lists to ensure
MKTO & SFDC matching data values
• Dynamic Privacy policy displays correct legal text and
checkboxes displayed based on the Country selected
• Global Marketo programs listening to capture all form fill
and send alerts to regions, add to regional SFDC
Campaigns and manage regions marketable leads.

| 46
GDPR compliant & Language preference
Dynamic content based on Country:
• Language – regional options - select
• Newsletter versions (by industry) - select
• GDPR legal text & checkbox – presented in
language, checkbox mandatory

| 47
Global Preference Centre & Data Management (GDPR)
• Global Preference Centre manages Unsubscribes, but also user preferences on
type of communications and preferred language (dynamic based on country)
• Global Opt-in/out operational program – consent based on GDPR/local Privacy
Policies. Previously separate programs for NNA & EMEA.
• Responsible for data security and governance (GDPR) leads coming in and
flowing out of the marketing & CRM systems
• Investigate data quality, issues and continuously improve data management of
Marketable EMEA Leads, regional quirks (French Firewalls, personalisation tone)
• Trust/Data hygiene – Invalid emails, delivery / bounce / Database % Marketable
• Manage data imports using Global list templates according to campaign
requirements ensuring global consistency, data accuracy, hygiene, and proper
segmentation and add to regional SFDC campaigns.

 Segmentation: Regions NNA EMEA PAR LAR.
 Snippets: global MSA logos, tag lines
 Program templates & Documentation: flexi
email, events, nurture, list uploads, forms, tokens
 Lifecycle & Scoring: operational
 Global Dynamic legal forms: capture local
consent based on local Privacy Policies
 Preference Centre: Opt-In, communications type,
language, manage Unsubscribes
 Tokens: Top level Logo, Company Name, Office
Address, Website
 Segmentation: Sub-regions, language
 Snippets: Social Media, Office Address,
 Dynamic emails: multiple languages, sub-
regions (Europe and Middle East)
 Multi-lingual forms: EN DE FR & PL ES IT
 Local Programs capturing & managing
EMEA leads/campaigns & SFDC sync
 GDPR consent: Opt-In, explicit consent,
legal text & checkboxes
 Tokens: local, custom, dated, webinars
| 48
2023 MSA Global Instance
GLOBAL EMEA

| 49
Any questions?
Thank you

Wrap Up
• Thank you everyone for joining us!
• Slides will be posted tomorrow on Bevy
• Presenters always welcome if we have volunteers

London MUG Sept 23.pptx

Recommended

Recommended

More Related Content

Similar to London MUG Sept 23.pptx

Similar to London MUG Sept 23.pptx (20)

Recently uploaded

Recently uploaded (20)

London MUG Sept 23.pptx

Editor's Notes