7.18 Sports Marketing Presentation Deck.pptx

Marketo Technical Advisor James Leedom will lead the Sports Marketing User Group through a tactical deep dive and discussion on best practices for segmentation and bot activity

Segmentation and marketability

- The dos and don'ts of segmentations in Marketo Engage will help elevate your instance to well-oiled machine reliability

- What makes a person record marketable? See what other industries consider when making this determination

Filtering out the bot activity to ensure proper reporting metrics

- Learn about ways to improve your email metrics and reliability of engagement indicators in Marketo Engage

- See what Marketo Engage offers out-of-the-box and other ways you can maneuver through bot clicks

1. Sports Marketing User Group James Leedom | Marketo Customer Technical Advisor

2. Presenters 1 James Leedom Marketo Customer Technical Advisor Adobe

3. My Team 2 Archie Leedom Assistant to the Marketo Customer Technical Advisor Adobe MQLs Database Management EOY Bonus

4. My sports 3

5. A successful Marketing Operations team has an answer for each of these pillars What fundamental pillars contribute to successful Marketing Operations? Lead Scoring Database Management Reporting Lifecycle Bot Activity Campaign Execution Positioning Compliance Tech Stack Enablement Templates Data Dictionary

6. Database Management 5

7. What defines engagement? What defines inactivity? At what point does an audience get deleted? Database Management 6 ©2020 Adobe. All Rights Reserved. Adobe Confidential. Bake this into Date and DateTime fields

8. Database Management – Updated At field 7

9. Database Management 8

10. Database Management 9 What percentage of your database is engaged? Communicate and then execute Tie a dollar to your lead records Learn when to let it gooooooo Keeping the receipts – create wikis, documentation, PDFs, etc. to communicate the changes to databases and give ample time for feedback. Then execute. ©2023 Adobe. All Rights Reserved. Adobe Confidential.

11. Discussion How do you currently define engagement?

12. Bot Activity 11

13. This is not expansive We are only humans in a world of bot activity that helps huge corporations determine how and where we spend time online. Wishing us the best of luck. Ask yourself “why does this matter?” If there was a world without email bot activity, what questions would you be able to answer more effectively? Figure out a way to communicate to stakeholders People will always ask questions about the minutia of email marketing. It’s a directional compass, not a northern star of 100% accuracy and it will always be that way. Bot Activity Types 12

14. Bot Activity – Filtering Turn on bot activity logging Navigate to the Admin section and go to Email on the left side To start, log the bot activity for IAB list and Proximity Pattern

15. Compliance – Preference Center Total number of logged bot activities will show here Use this to prove to stakeholders that bot filtering is working This is high level and cannot be dug into easily Edit your Marketable Segmentation Reporting on logged activity can be done here Use this to filter out your email metrics You can also dive into specific companies and person records that are frequent offenders

16. Discussion What measures are in place to handle bot activity?

17. 16 Key takeaways 16 Consider “engagement” Ditch old data Set realistic email expectations Bot activity needs managing What steps can a person take to be engaged with your marketing channels? How do you measure that engagement in your system? What is an ideal state and what’s unrealistic? Focus on legitimate database growth. Get everyone on the same page that email metrics are not the end all be all. Negative results generate positive growth. Utilize product-specific features to help filter bot activity. Find creative ways to exclude that activity from your reporting.

18. Q & A