The Marketer's Map, A comprehensive Guide to Strategizing, Building and Analyzing Marketo Campaigns.pptx

Ready to evolve from sending random emails to running effective, impactful campaigns in Marketo Engage?

Join Alysha Khan and Max Garrett as they walk through the entire campaign process, from developing the campaign strategy and project planning to building and executing in Marketo to reporting on the results.

You’ll walk away with an actionable, scalable blueprint for running your next campaign more effectively and strategies on how to leverage Marketo Engage’s features for easy campaign reporting.

1. Adobe Marketo Engage User Groups Housekeeping Slides | July 2024

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 at the July Deep Dive MUG meeting on July 23 at 11am CST 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].  

4. Stay connected with our chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! Step 1:  Navigate to 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 has posted! 

5. Upcoming Opportunities for Chapter Members

6. Register Today – 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:  In the Learn Track, our Champion Customers and Adobe Internal Experts will share best practices, tips, tricks, and real-world experiences that deepen your understanding of core features. During the Grow Track, expert peers share state-of-the-art tips, tricks, and proven advanced use cases, inspiring you with their approaches to complex engagement journeys, instance hygiene, and marketing workflow efficiency. Marketo Engage sessions will be hosted on August 8 from 9 AM – 12 PM PT.  Registration is open now .  Don’t miss out on this opportunity to connect with the community! August 8 9 – 12 PT RSVP HERE

7. New Learning Path: Implementing a new Marketo Engage instance Who is this for?  New administrators who want to use a self-service model for their onboarding and implementation What is it?  New tutorials with step-by-step guidance to manage the implementation project cross-functionally and configure technical settings independently What is an example of the content covered?  Manage stakeholders communications Syncing Fields for the Native CRM Connectors Organizing a new instance Where can I access this?   Click here or scan the QR code on this slide   RSVP HERE

8. Upcoming User Group Meetings Calendar (North America) DATE MUG CHAPTER FORMAT TOPIC 08-20 Adobe Deep Dive MUG Virtual Meeting Unlocking Global Marketing with Marketo Engage RSVP HERE

9. Upcoming User Group Meetings Calendar (International) DATE MUG CHAPTER FORMAT TOPIC 07-25 Sydney Marketo User Group Hybrid Meeting Working smarter in Marketo 09-27 Japan MUG In Person Meeting MUG Day - Adobe Marketo Engage User Group Day RSVP HERE

10. THE MARKETER'S MAP  A Comprehensive Guide to Strategizing, Building and Analyzing Marketo Campaigns Alysha Khan |  Consulting Services  Manager, Etumos Max Garrett |  Senior Manager Marketing Automation, Western Governors University Moderator: Enrico de Leon | Senior Manager, Marketing Operations, Jama Software   

11. Agenda Phase 1 – Planning Marketing Strategy Operational Planning Kicking Off the Campaign Phase 2 - Execution Before the Build How to Structure the Build Phase 3 – Reporting Basic Reports Advanced Reports Speakers Alysha Khan 2023 Marketo Champion Consulting Services  Manager @ Etumos Campaign Ops Nerd Max Garrett 2023 Marketo Champion Senior Manager Marketing Automation @ Western Governors University Automate everything!

12. SETTING THE STAGE

13. You pour a cup of coffee, open your laptop and there it is... Someone on the marketing team has a requested campaign be built in Marketo! This could be a one-off campaign, it could be an omni-channel campaign, use your imagination. What do you do next?

14. PHASE 1 – PLANNING

15. Wait! The marketing team already has a plan, right?

16. The marketing team has a  marketing plan.  As the campaign ops builder, you need an operational plan to tackle the campaign

17. Step 1   Dig into the marketing strategy behind the requested campaign

18. Marketing strategy should answer: What is the goal? How will the goal be measured? What tactics and channels will be used to achieve the goal? How will those tactics and channels be measured? Who is the audience? How will the audience be identified What is the cadence of the campaign? What is the timeline of the campaign?

19. Step 2   Validate the marketing strategy and requested campaign against your tech stack and architecture

20. How to operationally validate the marketing strategy What is the goal?  How will the goal be measured?  What tactics and channels will be used to achieve the goal?  How will those tactics and channels be measured?   Who is the audience?  How will the audience be identified?  What is the cadence of the campaign?  What is the timeline of the campaign? 

21. Goal is to arrive at one of two conclusions: Current state tech stack and architecture can execute the strategy Current state tech stack and architecture cannot execute the strategy and changes/updates need to be made

22. Next steps if current state can execute strategy  Move forward with getting your campaign set up in your PM tool and prepping for a formal kick-off

23. Next steps if current state cannot execute strategy  Outline exactly what changes need to be made Determine what the cost (time + dollars + reprioritization) of the change will be Go back to your marketing stakeholders and determine if the changes are worth making or the strategy can be adjusted Once an executable strategy has been agreed upon, move forward to PM tool set-up and prepping for the kick-off

24. Step 3   Prep the requested campaign in your PM tool and develop a Campaign Kick-Off if necessary

25. Using your Project Management tool Depending on your PM tool of choice, all campaigns should have tickets and an omni-channel campaign should have some sort of central hub Ideally, all tactics in the campaign are requested all together in advance There are tickets for all tactics, assets, and reporting needs If changes/updates need to be made prior to launch, there are tickets for that as well Bottom line: If something needs to be done for the campaign, it needs to be in a ticket

26. Scheduling and running a formal kick-off Showcase for your marketing stakeholders: Diagram of how leads will flow through the campaign How the campaign will be managed in the PM tool What reporting the marketing team can expect Timeline Potential risks to the campaign plans and planned mitigations

27. PHASE 2 – EXECUTION

28. Before the Build

29. Have you ever felt like this guy while explaining a campaign journey?

30. Before the Build Diagram the build Visually lay out what the campaign step will be Define the Program’s success What do you want the person to do? Email click, Form Fill, Visit Landing page? Set your channel The right channel can help you monitor the steps leading to success

31. Before the Build Set up a sandbox or QA environment Sync any CRM data needed Define naming syntax You should have a naming convention Assets in a program will prepend the program name Omnichannel campaign should have its own sub-naming convention to make it easier to ID what belongs together Naming best practice

32. Creating Programs

33. Creating Programs Program Importing Cloning from internal program templates Building from scratch Avoid cloning from a past programs so you do not recycle mistakes

34. Option 1 – Program Import Import Program Program Library Great way to start your templates Sandbox/QA environment Ask support to connect your sandbox and Production accounts Can move tests from Sandbox/QA into production without the need to fully recreate You will need to map any fields or tokens used not on the program level before you can import Great option for teams who need a more structured release environment For an import to work make sure you have the same fields to use Import a program

35. Option 2 - Cloning from Your Own P rogram T emplates Build programs with folders that have all the assets needed to be cloned for a project Emails Reports Smart campaigns Use a top-level folder to house all your specific templates Clone from a single source Prevents errors from cloning local assets that may be incorrect

36. Option 3 – From Scratch Have solid email templates designed that meet your brand Ask the admin to disable the Marketo Starter templates Allows for more flexible building Good for Engagement programs If using workspaces, make sure to share assets in Design Studio across them at the folder level Understanding Marketo template Syntax

37. Period Costs Period costs refer to the money you spend in a specific month on a program. It can be used for one or more months and for reporting ROI . You cannot add them for a past month. Only going forward M onths with no defined period costs will roll “backward” to the last one that was defined Can filter the program success report by cost per new name Understanding Period Costs

38. Managing Your Programs

39. Program Operations Master Program For Engagement Programs Smart Campaigns > Transition Rules Consider a separate default program to group several similar programs’ operations Add, manage, and remove in a single default program for all your Engagement Programs Build executable or request campaign programs for frequent chains of flow steps Good for sharing emails across multiple engagement programs Batch when you can, Trigger when you must Batch - Run them in the off-hours Trigger – Avoid wait steps Smart list best practices

40. Executable vs Program requested campaigns C an only be called by another campaign via the Execute Campaign flow step D esigned to facilitate common operational tasks F low steps in the Executable Campaign are run in series with the parent campaign You need to depend upon the results of that flow in subsequent flow Wait Steps and Webhooks will never be compatible with Executable Campaigns Execute Campaigns Can be called from an API call, Sales Insight, or Marketo flow step Good for calling from outside sources Sales team – send emails, drip campaigns MOPS – trigger campaign for the person based on an external source Runs in parallel in a separate Trigger Campaign Executable Program Requested

41. Program Expiration Set local Asset Expiration for all trigger and batch campaigns for programs with an end date Turn off campaigns automatically after you are done with them Can deactivate Landing pages and Smart Campaigns Faster than Campaign Cleanup Set it at the program level

42. Recap

43. PHASE 3 – REPORTING

44. Basic Reporting

45. Most Common Basic Reports Email Link Performance Optimize your email content Email performance Monitor deliverability and unsubscribe Use Clicks, not Open Engagement stream Improve nurture content engagement

46. Advanced Reports*

47. Other Helpful Reports Email Insights Use segmentation and quick charts for easy reporting Performance insights Optimize your channel mix for maximum effectiveness Opportunity Analyzer Prove Marketing’s contribution by measuring the impact of programs and key engagements that generated opportunities. Success Path Analyzer Get a visual representation of velocity and flow through your Revenue Cycle Model. Success Path Analyzer requires you to create Revenue Cycle models.

48. Further Readings