Leveraging PMCF Fields for Scalability June 2024

Dive into use cases for PMCF fields that can serve requests that were previously difficult to fulfill. We’re looking at you requests for person-level custom fields for specific programs and campaigns. 2024 Marketo Champions Katja Keesom and Andy Caron are your presenters for this must-attend session!

1. Adobe Marketo Engage User Groups Housekeeping Slides | June 202 4

2. 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

3. 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 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 any questions you may have to Brad Bedford & Jimmy Spencer ( Deep Diver group leader)

4. Stay connected with our chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! Step 1: Navigate to the Adobe Deep Dive MUG Step 2: Create an account using the email associated with your Adobe Marketo Engage account Once you’ve joined the chapter, you’ll receive notifications and reminders about new events that the chapter posts in the future

5. Upcoming Opportunities for Chapter Members

6. Save the Date – Marketo Engage Skill Exchange on August 8 The Skill Exchange is a digital event spread over 5 days, each with a specific Adobe solution focus for peer-to-peer learning. Marketo Engage sessions will be hosted on August 8 from 9 AM – 12 PM PT. Registration will soon open globally in June. Don’t miss out on this opportunity to connect with the community! August 8 9 – 12 PT

7. New Resource: New Instance Best Practice Checklists Who is this for? • Marketo Admins adopting a new instance What is it? • Checklists with configuration steps • Includes downloadable checklists for offline usage What is an example of the content covered? • IT setup outside your instance • Adobe Admin Console • Peer best practices of implementation Where can I access this? Click here or scan the QR code on this slide Note : As your instance migrates to Adobe Identify, please leverage the “User Setup” checklist for onboarding guidance

8. Leveraging PMCF Fields for Scalability Katja Keesom | Principal Consultant Chapman Bright Andy Caron | President Revenue Pulse

9. Speakers Andy Caron Revenue Pulse President linkedin.com/in/andy-caron/ Katja Keesom Chapman Bright Principal Consultant linkedin.com/in/ katjakeesom /

10. 1 – PMCFs Definition + Purpose 2 – Basics + Rules of Engagement 3 – Use Cases 4 - Q & A

11. What is a PMCF field? PMCF stands for P rogram M ember C ustom F ield So what does that mean? The same field for the same person can contain a different value within each program. Why? Because they are stored in the Program Member table, not the Lead table. Why is this useful? Because it allows information to be stored in the context where it belongs.

12. 1 – PMCFs Definition + Purpose 2 – Basics + Rules of Engagement 3 – Use Cases 4 - Q & A

13. How do PMCFs work? How do I create a PMCF field? In Admin, you select whether to create a new Custom Field on the Person or the Program Member Which field types are supported? Boolean, Date, Datetime, Float, Integer, String or url How many PMCF fields can I create? There is a limit of 20 PMCF fields How can I add data into a PMCF field? List imports Form fills Flow steps *Champion Tip: Identify max. 5 common use cases and create dedicated fields for those. For others, create PMCF fields with generic names and different field types.

14. Program Member Custom Fields - Field Management First Time Usage: Navigate to Admin Navigate to Field Management Click “New Custom Field” Select “Program Member” under Object Select Type Name your field *Champion Tip: You can not currently change the field type or remove/hi de them.

15. Rules of Engagement *Champion Tip: Once created, you don’t have to use on every program ✓ Unique values for each Program (where used) ✓ Must be written locally in Program ✓ Import available on in Program Member tab ✓ Requires Program level SFDC sync

16. Working with PMCFs in Smart Campaigns *Champion Tip: You can only change data in a PMCF if the person is a member of your program. 2 3

17. Working with PMCFs in Smart Campaigns

18. Where can I see my PMCF values? Only in the Program Members tab (not in a Smart List view) *Champion Tip: You can also use them as member tokens in emails, landing pages and alerts.

19. 1 – PMCFs Definition + Purpose 2 – Basics + Rules of Engagement 3 – Use Cases 4 - Q & A

20. Common Use Cases Capturing UTM parameters specific to your program Collecting event-specific input at registration Communicating personalized codes via list import Time Stamping

21. Creating UTMs for Marketo Engage Consumption Marketers can gather UTM fields via: - A custom tracking cookie - Hidden parameters on forms Create UTM guidelines for values that can be used Case and spelling matters Use a UTM generator or UTM creation/tracking sheet to create your UTMs Append them across all applicable web and social posts/ads. *Champion Tip: You can use Temp UTM Fields to capture UTMs with 100% consistency and write to Program and Person fields. Use entirely lower case values for your UTMs to ensure consistency.

22. The PMCF (Program Member Custom Fields) to Retain UTMs First Time Usage: Create PMCFs for each UTM parameter in Admin *Champion Tip: PMCFs are a field type that allow you to record program specific data for each program member in each program.

23. How to process PMCF UTM Parameters When using in a Marketo Engage Program: Process values from your Temp UTM Fields into Program Member Custom Fields Use a boolean field to kick off your global UTM field processing. *Champion Tip: Process locally and then push to a global operational program.

24. How to process Global UTM Parameters Tigger your global program via a boolean field OR executable campaign Write your temp fields to your ‘Most Recent UTM’ fields Where applicable, process First/Original UTMs via an executable OR request campaign Following that processing, you can NULL them. *Champion Tip: Make sure ‘Original UTM’ fields are blocked from updates in the Admin Field Management section so that you do not overwrite data. Write <no parameter> on Original UTM fields where one of your 5 or 7 or more parameters is missing to support blocked updates.

25. Syncing UTMs to Salesforce.com via PMCFs Post the Dec. 22 release, Campaign Member fields can be synced with Program Member Custom Fields. In Admin, navigate to Salesforce Select edit on the Program Member Custom Field Sync module Map your synced fields. *Champion Tip: Field types must match exactly (from creation in SFDC) in order to be mapped. Fields will only be synced when the Program-level sync is in use.

26. Viewing UTM data from PMCF (Program Member Custom Fields) to CRM

27. Touches by Medium/Source This report summarizes all of your marketing touches and groups by UTM Medium and UTM Source. This allows you to see which are your most successful Mediums, and within each Medium, your most successful sources. CRM Reporting based on Medium + Source

28. Touches by Campaign Type This report summarizes all of your marketing touches and groups it by Campaign Type, then breaking it down by UTM Medium and UTM Source. This allows you to see which are your most successful Mediums and Source for each Campaign Type. CRM Reporting based on Campaign Type + Medium + Source

29. Touches by Campaign Type This report summarizes all of your marketing touches and groups it by Campaign Type, then breaking it down by UTM Medium and UTM Source. This allows you to see which are your most successful Mediums and Source for each Campaign Type. Collecting event-specific input at registration *Champion Tip: Document in your program description which PMCF fields are used for which purpose.

30. Touches by Campaign Type This report summarizes all of your marketing touches and groups it by Campaign Type, then breaking it down by UTM Medium and UTM Source. This allows you to see which are your most successful Mediums and Source for each Campaign Type. Communicating personalized codes via list import *Champion Tip: You can integrate the PMCF token into your CTA URL as well. Example: https://www.mycompany.com?discountcode={{member.PMCF_String1}} Remember to keep the https:// outside of your token for correct link tracking

31. Time Date Stamps Purpose: Maintain correct information for engagement and attribution reporting. Example applications: List Uploads Delayed Syncs *Champion Tip: Create 2 custom SFDC Campaign Member Time/Date fields to feed your attribution correct engagement data. To sync with Marketo PMCF (CorrectedEngagementDate). Logic based (Attribution Date): If CorrectedEngagementDate__c <IS NOT EMPTY> = ‘CorrectedEngagementDate__c’ if CorrectedEngagementDate__c <IS EMPTY> = ‘FirstRespondedDate’

32. Q & A