May MarTech Madness - London MUG May 18th

May MarTech Madness
London MUG| May 2023

© 2021 Adobe. All Rights Reserved. Adobe
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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

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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 being Recorded.
 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.
 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

Todays Agenda
• 10:05 - 10:25am – 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 “Where are our speakers from?”

But First….
Poll time!
https://take.quiz-maker.com/poll4816574x35F54E2F-149

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Four was
So you can focus on
Repetitive
tasks
Preventing
mistakes
Monitoring
issues
Handling
requests

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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

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We haven’t gotten any new leads
in a while…
I submitted a form, but can’t find
the record in CRM…

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Monitoring
 Solution: Schedule People Performance reports to monitor system and
data health
 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

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Monitoring
 How to setup
1. Create a smart list for exceptions to
expected data (in past x days)
 Field values not in format accepted by CRM
 Empty fields on lead capture
 Webhook fails
 Exceeded communications limits
2. Add to people performance report,
group by relevant field
3. Schedule for quick-glance in your inbox

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I want to run an event, we need a
new field created to capture…

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Handling
 Solution: Leverage Program Member Custom fields instead of single-
use/disposable fields
 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 shouldn’t be
created in Marketo
Requests

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Handling
 How
1. Create Program Member Custom
Fields (PMCF) that can be repurposed
 Name them based on field type like:
 Local Field 1 String
 Local Field 2 String
 Local Field 3 Date
 Local Field 4 Boolean
2. On use, add a note in program
description what the ‘Local field’ 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 ‘Local’, like a my.token that is local to this program.

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I submitted a form, but can’t find
the record in CRM…
We haven’t gotten any new leads
in a while…

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Preventing
 Solution: Audit and apply proper roles and permissions
 Great to
• Ensure safety of data
• Enforce QA and processes
And stops
• Accidental mistakes
• Needing to spent time on corrections
• Damaging customer experience

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Preventing
 How
1. Define who user types/personas are
2. Identify ‘job to be done’ by that user
3. What type of actions are expected
for the user?
 Can all, or only some advanced users edit or approve?
 Should everyone be able to do list import?
4. Follow principles of data access minimization
 Not everyone should be able to see contacts, or download lists,
for example.
Remember
This doesn’t only apply to users!
Make sure you follow the same principles for API Only users too.

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I need to deactivate out-dated trigger
campaigns from last month’s
webinars…
Can you please tidy up these
duplicates...

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Repetitive
 Solution: Utilise Postman and the Marketo APIs
 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

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Repetitive
 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)
 Create API User in Marketo and add to Postman
 Add GET call for Authentication
 Add Post call for Smart Campaign Deactivation –
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.

Q&A
John Grundy
Adobe Marketing Automation Expertise Lead,
Europe
Accenture

Champion Chat
2023 Marketo Champion Applications are now open!

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Unleashing the
power of ChatGPT
directly in your
Marketo smart
campaigns
 Josh Arrington | Partner,
CMTO

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

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What is OpenAI ChatGPT?
 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)?
 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.

Demo: Intelligent
Segmentation with OpenAI

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Initial Segmentation
 Demo: Intelligent Segmentation
Create a segmentation with simple rules. Job Function = the segment name

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Initial List
 We will retain the job title but capture the job function in the role field

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Smart Campaign: Smart List

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Smart Campaign: Flow
1
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The prompt to send to OpenAI The OpenAI model to use The field to store the response
1 2 3

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Job Segmentation Prompt
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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

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Smart Campaign: Flow

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Job Role Results

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Segmentation Results

Demo: Hyper-Personalization with
OpenAI

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Using AI to make communications sound less robotic
 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

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The Form
• Check In Date
• Check Out Date
• # of guests
• Room Type
• Reason for travel
• Family Vacation
• Romantic Getaway
• Business
• Celebration
• Relaxation
• Additional Requests

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Smart Campaign - Smart List

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Smart Campaign - Flow

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Prompt Instructions
•Guest name: {{lead.Full Name}}
•Check in: {{lead.checkin}} & Check out: {{lead.checkout}}
•Reason for travel: {{lead.reason}}
•Number of people: {{lead.number guests}}
•Room type: {{lead.room_type}}
•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 hosing them signed by their

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Additional Context
Concierge:
•Name: Beatrice Potts
•Phone: +34 625 602 443
•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:
•Website: www.lotusibiza.com
•Concierge Name: Beatrice Potts
•Concierge Email: guestservices@lotusibiza.com
•Address: Carrer Camí de sa Torre, 71, 07810 San
Juan Bautista, Ibiza, Spain

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Results
Context Aware Amenity Recommendations
Celebration
Business Trip

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Results
Family Vacation Romantic Getaway

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Best Practices & Limitations
 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 OpenAI’s 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.

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More Use Cases
 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

Q&A
Josh Arrington
Partner & Chief Marketing Technology Officer
Kapturall

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.

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 “la capital del Turia" - a cultural city known for gorgeous
food (it’s 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.

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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 ( )

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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?

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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 ( )

May MarTech Madness - London MUG May 18th

May MarTech Madness - London MUG May 18th

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