Mega MUG 2024: Working smarter in Marketo

Discover practical tips and tricks for streamlining your Marketo programs from end to end. Whether you're new to Marketo or looking to enhance your existing processes, our expert speakers will provide insights and strategies you can implement right away.

1. Mega MUG 2024: Working Smarter with Marketo Adobe Marketo Engage User Groups – ANZ July 2024

2. Thank you for our sponsors

3. 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

4. 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 Mega MUG meeting on July 25th date 2.30pm AEST / 4.30pm NZST time 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 [email protected] .

5. 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 [email protected] and we will do our best to answer your questions.

6. Stay connected with your chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! Step 1: Navigate to https://mugs.marketo.com Step 2: Find your chapter, and Step 3: 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 has posted!

7. Become a MUG Sponsor! For our next MUG, we are looking: Recommendations on topics you care about! For speakers to share their experiences And For venue For sponsors [for food and beverage] Talk to one of the MUG leaders to find out more and be part of an exciting journey or reach out via LinkedIn or a [email protected] .

8. Meet your ANZ Marketo User Group Leaders Pierre Flovie SYDNEY MARKETING AUTOMATION CONSULTANT AUSTRALIAN SUPER Stephanie Chhor SYDNEY ADOBE MARKETO ENGAGE ARCHITECT Holly Adkins SYDNEY MARKETING AUTOMATION MANAGER INVESTSMART Jay Jiang MELBOURNE MARTECH SOLUTIONS ARCHITECT Helen Clark MELBOURNE SENIOR MARTECH LEAD BLUPRINTX Brittney Kenward BRISBANE MARTECH PROCESS LEAD EY Jasmine Deo BRISBANE SENIOR DIGITAL MARKETING MANAGER GRANT THORNTON AUSTRALIA Veronica Holmes SYDNEY DIRECOTR/PRINCIPAL CONSULTANT V HOLMES CONSULTING Rob Hollier AUCKLAND DIRECTOR OF MARKETING TECHNOLOGY KRUNCH.CO Sai Machiraju AUCKLAND DIGITAL & ENGAGEMENT PLATFORM LEAD FIDELITY LIFE Cecilia Ho MELBOURNE SENIOR MARKETING AUTOMATION SPECIALIST V.I Anna McLau c hlan WELLINGTON HEAD OF MARKETING AUTOMATION FISHER FUNDS

9. Agenda 2:30pm AEST / 4:30pm NZST Introductions, Housekeeping + Agenda 2:40pm AEST / 4:40pm NZST Redesigned Email Designer & Marketo Engage Roadmap with Jess and Amy 2:55pm AEST / 4:55pm NZST Setting things up for success; the all-important briefing process with Anna and Courtney 3:15pm AEST / 5:15pm NZST Tips for building programs and automation with Cecilia and Jay 3:35pm AEST / 5:35pm NZST Break – 10 minutes 3:45pm AEST / 5:45pm NZST Intro to QA in Marketing Automation with Jasmine and Brittney 4:05pm AEST / 6:05pm NZST The Jenga of Marketo Reporting with Holly

10. Adobe Marketo User Group (MUG) New Email Designer & Roadmap Teaser Jessica Clement | Amy James

11. Marketo Roadmap Teaser Customer-requested Enhancements AI Assistant for Content & Insights Account & Buying Group Journeys © 2024 Adobe. All rights reserved. Adobe Confidential. Images generated using Adobe Firefly

12. Envisioning the Future: Marketo Engage and B2B Customer Journeys Join us for an exclusive webinar where we unveil the exciting future of Marketo Engage and the evolving landscape of B2B customer journeys at Adobe. In this session, you'll gain valuable insights from our Product Marketing and Management leaders as they share the strategic vision for Marketo Engage and how we're advancing our technology stack to better serve our customers now and into the future. Don't miss this opportunity to: Discover our roadmap for Marketo Engage and B2B customer experiences. Learn about the latest innovations and enhancements in our technology. Understand how these advancements will empower your marketing strategies. We look forward to your participation and to sharing how Adobe is shaping the future of marketing automation! Register NOW!

13. Modernised Email Designer 7/22/24 13

14. Redesigned Email Designer & Adobe Experience Manager Assets Connector Personalize emails to better nurture leads and boost conversions Pick assets from Design Studio OR Adobe Experience Manager Assets Provide tailored content using Adobe Firefly images brought via Adobe Experience Manager Assets Reimagined email designer with new UX Adobe Marketo Engage: H2 2024 New email designer in Marketo Engage and integration with Adobe Experience Manager Assets

15. Generated Content in Email Designer Personalize emails to better nurture leads and boost conversions Transform your ideas into images in Adobe Firefly and bring them into emails via Adobe Experience Manager Assets AI Assistant in reimagined email designer Adobe Marketo Engage: H2 2024 Use AI Assistant to accelerate email authoring in Marketo Engage and improve response rates with personalized email copy that leverages existing assets, prompts, and Adobe’s Generative Experience Models.

16. Setting things up for success; the all-important briefing process Anna McLauchlan | Courtney Henderson

17. Writing a Brief is NOT easy BUT it can all help make our jobs easier , more efficient and enjoyable.

18. A Good Brief has 4 Basic Ingredients

19. Is always in writing

20. Is focused and defines the business problem

21. Has clearly defined objectives

22. Is insightful

23. Is different for every organisation

24. Creative briefing - Fisher Funds Marketing Team

25. Identify Problem - is it real? Job number and 4 x campaign docs Kick off - Miro Do the work! Launch Pack / PR

26. BAU Briefing in the AUT Team

27. BAU Briefing – Process

28. BAU Briefing – Current State Event name (E.g. AUT’s Career Advisors’ Update Day) Event date (E.g. Tuesday 19 March 2024) Event time (E.g. 9am – 3pm) Event location (E.g. AUT City Campus, WG308, 55 Wellesley Street East) Optional: Email sign-off 2 (Copy if you need additional copy above the sign off. This copy can be removed from emails but cannot be different from email to email) Email sign-off (E.g. Ngā mihi, AUT) Event programme heading (E.g. Programme) Event programme info This section must be supplied as list (ie bullet points) Additional info heading (E.g. Additional information) (Please include which email this will go into e.g. Include in event reminder 1 & 2) Additional info copy (E.g. If you are driving to the event, we recommend parking at either Wilson Parking at 56 Wakefield Street or Secure Parking at 67 Symonds Street.) Additional info image (E.g. circle image of car, city campus, etc) Additional info CTA copy (E.g. Get directions) Additional info URL (E.g. google maps)

29. BAU Briefing – Future State Event name (E.g. AUT’s Career Advisors’ Update Day) Event date (E.g. Tuesday 19 March 2024) Event time (E.g. 9am – 3pm) Additional info heading (E.g. Additional information) (Please include which email this will go into e.g. Include in event reminder 1 & 2) Additional info copy (E.g. If you are driving to the event, we recommend parking at either Wilson Parking at 56 Wakefield Street or Secure Parking at 67 Symonds Street.) Additional info image (E.g. circle image of car, city campus, etc) Additional info CTA copy (E.g. Get directions) Additional info URL (E.g. google maps)

30. Q&A Setting things up for success; the all-important briefing process

31. Tips for Building Programs and Automation Cecilia Ho | Jay Jiang

32. A General Note There are many ways to achieve the same outcome in Marketo What works for other instances may need tweaks to work in your instance Things to consider: Scalability vs Usability Complexity and tech-debt Reporting requirements Other non-negotiables e.g. legal, privacy, security

33. Email Programs

34. Use batch campaigns to update statuses From this To this N.B. If you only want to track specific link clicks, a trigger campaign with constraint is still required

35. Nest Email Programs Default programs Helps with organisation Rolled up status reporting Event programs Ability to overwrite tokens per send Easier to understand than individual SCs vs

36. Implementing personalisation in emails A whole separate email Tedious to update separate email assets if changes are required Dynamic content Limited to one “dimension”, e.g. beginner or advanced What if we want to personalise by 4 different job roles at the same time? Create a dedicated segmentation of 2 x 4 = 8 segments? Unscalable Velocity script Ultimately, velocity scripting is the most robust way to personalise emails Tip: break up scripts into input parts and output parts to: Avoid long or messy and difficult to maintain script/s Make your scripts modular and reusable

37. Engagement Programs

38. Basic Nurture Build Using email assets in streams Smart Campaign to include: Add members Change program statuses Stream transition if using multiple streams Utilising multiple streams for Different Products Different Regions or Time Zones Different Lifecycle Stages

39. Engagement Program Tips Engagement Programs can be set to send with local time delivery Utilise Scheduling Availability feature to automatically expire short-term content Archive retiring contents instead of removing it from Streams to maintain historical data and insights Add Exhausted Content leads to a static list, beneficial for future email campaigns or other nurtures Default programs can be added to an engagement program stream

40. Nested programs can provide additional flexibility for your email sends Exclude a subgroup of people from the email send Replacing content e.g. change templates Prevent nurtured leads from receiving content they have already engaged with Enable more personalisation by adding other flow steps beyond just sending emails Why use nested programs?

41. How to add a nested program to a stream Nested programs can be built inside the engagement program, or elsewhere These two steps are required Create a smart campaign with the smart list filter “Member of Engagement Program” Include “Send Email” in the Flow step The smart campaign connected to a nurture stream functions like a requested smart campaign In the nurture stream, select the smart campaign that you’ve just configured You should see the smart campaign with a left pointing blue arrow icon

42. Advanced Nurture Build Tailored Content Include content tailored for different regions, roles, industries, etc., within a single smart campaign to avoid creating multiple streams. Random Sample flow step Utilise the Random Sample flow step to send varied emails, enhancing personalisation and for testing email performance.

43. Advanced Nurture Build Champion/Challengers When changing templates or needing to replace an email in the stream, use Champion/Challengers on existing emails to deliver 100% to the new template (Challenger). The Champion/Challenger functionality of A/B testing can also be used in Nurture Program.

44. Advanced Nurture Build Nurture Routers AKA traffic cops - operational programs to centrally manage nurture entry Why are they needed? With multiple nurtures programs: A lead may qualify for several programs. Which nurture/s should they enter? Building exclusive logic in multiple entry campaigns is exponentially difficult It’s easier to rely on cascading logic in a single smart campaign Custom build according to business requirements Decisions on prioritisation are required

45. Crazy Advanced Nurture build Organisations with more complex requirements such as: Multiple products Multiple regions & languages Multiple Ideal Customer Profiles (ICPs) Multiple dimensions of personalisation Will likely have or require: Emails built with velocity script for advanced personalisation A large library of reusable content managed through nested programs Multiple nurture programs A nurture router to centrally manage nurture entry Nurture Library Program

46. Event Programs

47. Event Program templates Event programs are typically cloned a lot A good program template is a simple one Centralise as much as possible Email assets Global form Use executable campaigns vs x2

48. Use a static Marketo LP for event programs A common use case is weekly training webinars Benefits of a single static registration page w/ form e.g. SEO/SEM Combine Marketo Forms API with a little-known program cloning trick N.B. You’ll need to know Javascript or have a dev

49. Use a static Marketo LP for event programs Starting with program naming convention – incorporate necessary bits of information into program name such as: UTC Timestamp Title/name Region etc… e.g. 20240730T1600Z NA Introduction to Marketo Which becomes: 20240730T1600Z-NA-Introduction to Marketo 20240809T1000Z-EMEA-Introduction to REST API 20240821T0400Z-ANZ-Introduction to Velocity Scripting

50. Use a static Marketo LP for event programs These bits of data, for every event, gets added to a single javascript friendly text token that gets used in the landing page [{     name: "Introduction to Marketo" ,     dateTime: "20240730T1600Z" ,     region: "NA" },{     name: "Introduction to REST API" ,     dateTime: "20240809T1000Z" ,     region: "EMEA" },{     name: "Introduction to Velocity Scripting" ,     dateTime: "20240821T0400Z" ,     region: "ANZ" }]

51. Use a static Marketo LP for event programs In the registration form, we’ll need a rich text section And then create a fake select field using HTML in a Rich Text We’ll also need a dedicated custom field or temp field to save the selected event You can add this to the Marketo form OR, add it on-the-fly using javascript later P.S. I haven’t bothered to style anything

52. Use a static Marketo LP for event programs The landing page should contain: The registration form The javascript friendly eventsList token declared in a <script> tag Custom written Marketo forms javascript in a <script> tag. Refer to: developers.marketo.com/javascript-api/forms The Marketo forms script should: Create <option> tags with matching program names as values for each event Inject <option> tags into the fake select field Add hidden dedicated custom field/s to the form Update hidden field’s value with the value of the fake select field whenever it changes

53. Use a static Marketo LP for event programs And the best part, every event program can run on just a couple of smart campaigns because… Did you know that names of programs (exactly matching, case sensitive) are special ?

54. Use a static Marketo LP for event programs So does any string type input, including Data Value Changes Caution: The difference is that program related filters also update the program’s name when a program is renamed but string type inputs DO NOT update automatically Program related filters or triggers automatically update to the new program’s name when cloned

55. Q&A Tips for Building Programs and Automation

56. Time for a break Back at 3:45 PM AEST 5:45 PM NZST

57. Intro to QA in Marketing Automation Brittney Kenward | Jasmine Deo

58. What is QA in Marketing Automation Quality Assurance (QA) ensures that all marketing activities are executed accurately and effectively. Involves data accuracy, checking triggers, and confirming communication delivery. Key components: Thorough testing Reviewing Continuous optimisation

59. Why we have QA Minimise risk and mistakes: Prevent errors that impact campaigns and brand reputation Create efficient workflows: Streamline processes within Marketo Boost stakeholder confidence: Ensure the reliability of Marketo-driven marketing automation Goals of QA: Ensure Accuracy Maintain Consistency Drive Continuous Improvement

60. What to consider when developing a QA process

61. Testing and adoption Things go wrong. Or right. That’s why we test. BUILD, REFINE, OPTIMISE, TEST. REVIEW, OPTIMISE, TEST. WHERE ARE THE BOTTLENECKS, WHAT IS WORKING WELL? ARE YOU MEETING SLAS? SCALE UP OR DOWN DEPENDING ON WHAT WORKS FOR YOUR TEAM. DO YOU HAVE DOCUMENTATION AVAILABLE FOR THE TEAM? TRAINING AVAILABLE FOR NEWBIES?

62. Building Your Checklist What are the essential checks? What elements pose the most risk? Find the right balance. Find the right workflow. Instil confidence in your workflows and quality of communications.

63. Case Study

64. QA 2.0 Brief Assigned Build Review &  Iterations Stakeholder approval (email/s) Initial QA Iterations QA Final Scheduled Assigned MA QA 1 QA 2  Assigned MA Resources required = 4 people Resources required = 2 people L1 USERS Brief Assigned Build Stakeholder  approval​  (email/s) Self QA QA Final Scheduled Assigned MA Assigned MA Assigned MA QA 1 Review & Iterations

65. Remove risk. Instil confidence. Find the right balance. Test. Train. Review. Optimise.

66. Quality means doing it right even when no one is looking. – Henry Ford “

67. Q&A Intro to QA in Marketing Automation

68. The Jenga of Marketo Reporting Holly Adkins | Veronica Holmes

69. Reporting So, you’ve built out your best practice campaign, QA’d it, and set it out live to your audience. Finished right? …except for the fact you actually WANT to see what those results are. Even better, you want to see how that marketing initiative stacks up in influencing people over time to their success.

70. Levels of granularity Program-level reporting Group automatic reporting Lifecycle Reporting MPI/RCE/RCA Multi-system reporting

71. Levels of granularity Just like with programs, you need to plan and set up ahead of time to get the most out of your reporting, ESPECIALLY if you want to use that data. Goal(s) Information vs. Metrics ROI Review, measure, revise

72. Step One: Goal(s) As with everything you build in Martech, there needs to be a clear intention. If you don’t know what and why you want to measure something, what’s the point? Consider who needs data and understanding beyond yourself: your stakeholders, your sales people, the rest of the marketing team etc; Consider frequency, and what kind of overall view you need: Multi-touch or First touch?

73. Reporting User Stories Example

74. Step Two: Information vs Metrics You’ve likely heard this in a number of presentation but it’s true: Garbage in, Garbage out. Certain reports will not work if you have no data. If you want to measure multi-touch or first-touch across lifecycle, or the speed of transition from one customer journey stage to another, you need RCM

75. Step Two: Information vs Metrics Other examples of setups needed are: Person data needs to be clean and consistent. Source and Source detail are often the key fields most likely the messiest Opportunities need to be updated* and consistently dated Program performance needs to be accurate, and consider your acquisition source

76. Step Two: Information vs Metrics Other examples of setups needed are: CRM data needs to be correct and sitting in the right places for Marketo to read it (consider rollup fields from Custom Objects for data that doesn’t sit neatly on the Objects Marketo Can’t read) For ROI in Marketo, you also need to add and date relevant period costs for each marketing initiative in each program

77. Reporting Examples Certain reports will not work if you have no data. If you want to measure multi-touch or first-touch across lifecycle, or the speed of transition from one customer journey stage to another, you need RCM so you can build these reports out.

78. Reporting Examples

79. ROI It’s a term thrown around a lot, and it is key to getting an idea of which of your channels are earning their keep gathering new or successful people. Even more so than most other areas, you need to be consistent in what IS a cost you’ll record and measure, and ACTUALLY measuring for each program. Like the user stories for reporting, you want to get a clear break on what in your budget you want to count as a cost.

80. Setting Period Costs:

81. Setting Period Costs:

82. R eview, measure, revise The moment you get your reporting goals in place, you should also agree to a timeline to review the agreed metric and goals, and see if it’s still aligned with the company’s future business progresses. Often when reporting ‘doesn’t/stops working’ it’s because nobody has actually taken time to measure outside of the day-to-day

83. Q&A The Jenga of Marketo Reporting