Marketo Tips that will save you even more time in 2023

1. Adobe Marketo Engage User
Groups
Housekeeping Slides | January 2023

2. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Marketo User Group Leaders
Sydney Mulligan
Natalie Kremer
Etumos
Sr. Marketing
Operations Manager
EMMIE Collective
Co-Founder
Jackie Potts
BombBomb
Marketing Operations
Manager

3. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
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. © 2021 Adobe. All Rights Reserved. Adobe 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
the North America MUG meeting on January 25 at 11
am ET 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
jackie.potts@bombbomb.com,
nkremer@etumos.com, or sydney@emmieco.com.

5. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo
Engage User Groups!
▪ Step 1: Navigate to https://mugs.marketo.com/north-
america-virtual-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!

6. Adobe Summit

7. © 2021 Adobe. All Rights Reserved. Adobe Confidential.

8. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Download a letter to convince your boss

9. Upcoming Opportunities for
Chapter Members

10. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
January Meetings Calendar (English)
DATE MUG CHAPTER FORMAT TOPIC
01-12 Manufacturing VMUG Virtual Meeting Marketing Operations in Uncertain Times
01-12 Champion Office Hours MUG Virtual Meeting January Marketo Champion Office Hours
01-18 Chicago MUG Virtual Meeting
Data Governance: Setting and Maintaining an "Always On"
Infrastructure
01-19 Raleigh-Durham MUG Virtual Meeting RDU Virtual MUG: January Meeting
01-20 London MUG User Group Meeting London MUG Coffee Catch-up 2023!
01-25 New York MUG User Group Meeting
NYMUG Marketo Q&A with Sanford Whiteman and Inga
Romanoff
01-25 North America Virtual MUG Virtual Meeting Marketo Tips that will Save You Even More Time in 2023
01-26 Seattle MUG Virtual Meeting Executable Campaign Use Cases with Beth Massura

11. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Join the “Better Together Chapter – Experience Cloud”
To make it easier to find & attend multi-solution events, we
are launching the “Better Together User Groups Chapter –
Experience Cloud” across our User Group programs
This chapter highlights events that leverage two or more
Experience Cloud products.
If you want to learn how to get the most out of your
Adobe investment, join our chapter on Bevy!
Scan to join the Better Together chapter!

12. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Share your Adobe Marketo Engage Experience on G2!
G2 Customer Reviews: Online ratings and
reviews platform for buyers and sellers of
software and services.
▪ Help your peers to make informed buying decisions
▪ Public outlet to be heard by your peers and Adobe
What to Expect:
▪ Time to complete: ~10 minutes
▪ Deadline: January 31st, 2023
▪ You choose whether to remain anonymous
▪ Receive a $25 gift card when your review is
published.
12
Take the review here or scan
the QR code above

13. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have about
3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former Marketo Certified Associate)
• Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers and
marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update
to the former Marketo Certified Expert)
• Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and
process at the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5
years of experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam
guides!

14. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Today’s Speakers
Veronica Lazarovici
Jenn (DiMaria) Keeler Raven McFarlane
Loren Posendek
Sr. Marketing Operations
Manager, f5
Explore common pitfalls of tracking the
lifecycle journey in Marketo
Marketing Operations Lead,
Alma
Marketo program templates -
where to find them and how to use
them
Sr. Campaign Operations
Consultant, Etumos
Navigate your static and smart lists
more efficiently with list views
Principal Marketing Platform
Operations Manager, Expel
How to make Interesting Moments
truly Interesting...at scale
Amit Jain
Co-founder and CEO,
EventIron India Pvt Ltd
Streamlining Marketo and
Salesforce Integration: 5 Tips

16. 4 Common
Lifecycle Pitfalls
Jenn DiMaria Keeler| January 2023

17. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Common Lifecycle Pitfalls
▪ Too. Many. Stages.
▪ Combining metrics that don’t make sense
▪ Relying too heavily on MQL metrics
▪ Not understanding the data
17

18. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Too. Many. Stages.
▪ Gets into the weeds, which makes it
difficult to see trends
▪ Prevents you from stepping back to truly
see the lifecycle journey
18

19. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Combining Metrics
▪ Commonly seen when lifecycle stages are
placed in program statuses
▪ If it’s not an operational lifecycle program, there
shouldn’t be any lifecycle stages
▪ Ignores the fact multiple initiatives generate MQLs
▪ Can be tracked in a separate field to slice and dice
data instead of limiting you to just that initiative
▪ Ex: Meetings set, lifecycle stage, last touch before
MQL, etc
▪ Program statuses should only track the success of
that actual program (ex: did people register for
this webinar?
19

20. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Relying on MQLs
▪ MQLs can be easily manipulated; track
something more concrete
▪ Ex: We aren’t getting enough MQLs, so just
lower the threshold, increase scores for
unimportant activities, etc
▪ Try measuring: Meetings set, opportunities
created, stage conversion, etc
20
Vanity metrics are data that seem
impressive on the surface but do not
necessarily provide insights into the
impact of your marketing efforts. The
vanity aspect of the metrics comes
from their improper use. There’s no
ideal metric; each one can be misused
or manipulated into showing the
desired result.
Source: https://improvado.io/blog/what-is-a-vanity-metric

21. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Not Understanding the Data
▪ This is generally not anyone’s fault
▪ Educate about basic statistics and significance
(loads of free resources available)
▪ Learn which insights have impact
▪ Ex: What can we action on? Is this data reliable? Are
there any caveats?
21

22. Do what you gotta do

23. Save more time in Marketo with list
views
Raven McFarlane, Sr Campaign Ops Consultant

24. Agenda
Saving time in Marketo with List Views
What is a list view
Where can they be used
How to create list views using practical examples
Key takeaways & voting for expanded functionality

25. What is a list view?
Saving time in Marketo with List Views
A preconfigured display of columns (fields) for records
who are a members of specific Marketo assets.

26. Which assets can use a list view?
Saving time in Marketo with List Views

27. How to Create Views
Saving time in Marketo with List Views
Navigate to asset & select “View: Default” Search for fields & add

28. How to create views…efficiently
Saving time in Marketo with List Views
Multi-select using Ctrl/Cmd
Remove to reorder columns
...so be mindful when adding

29. Practical Examples
Saving time in Marketo with List Views
Email Performance Reporting Data Management Audits
Audience Demographics

30. What do we want? Shareable List views!
Will we get it? Who knows?
Vote for the 2016 idea anyway!

31. Key Takeaways
Saving time in Marketo with List Views
● Can be used on smart lists, static lists and
program memberships
● Provides at-a-glance insights for further review
● Views are personal; can not be shared with other
users
● Keep an eye out for the default option when
editing existing views
● Vote for shareable list views!

32. How to make Interesting Moments
Interesting…at scale.
Tip & tricks for taking Interesting Moments to the next level

33. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
What are Interesting Moments?
Marketo Interesting Moments are relevant Marketo-driven
actions stamped on lead or contact records to enable revenue
teams with targeted follow up.
Interesting Moments are populated by Marketo and are in the
Marketo Sales Insight* iFrame in Salesforce.
*available to Marketo Sales Insight and Marketo Sales Connect
customers only

34. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
How to create Interesting Moments
Interesting Moments are used in a batch or trigger smart campaign flow as their own flow action step.
Tip #1: The “type” field is editable. Use unique values to group Interesting Moments by type.
Tip #2: Build your Interesting Moment smart campaign(s) with triggers to leverage trigger tokens.

35. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Trigger Tokens in
Interesting Moments
Trigger tokens are a great way to
leverage the power of Marketo and scale
your Interesting Moments.
Tip #3: Explore other trigger tokens to
include in Interesting Moments

36. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Trigger Tokens in Interesting Moments Examples
TRIGGER TOKENS RESULT
Fills out Form {{trigger.Trigger Name}}: {{trigger.Name}} | {{trigger.Web Page}} Fill out Form: Global: Content | mugs.marketo.com/event
Visit Web Page {{trigger.Trigger Name}}: {{trigger.Name}} Visit Webpage: mugs.marketo.com/event
Program Status is Changed {{trigger.Name}} EV-North America Virtual MUG
Clicks Link in Email {{trigger.Trigger Name}}: {{trigger.Name}} Clicks Link in Email: EV-North America Virtual MUG.EM: Confirm
The following are a few examples of how to use trigger tokens with Interesting Moments.
Tip #4: Create a centralized Interesting Moments program to keep Interesting Moments in one place.

37. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Centralized Interesting Moments
The following is an example of what a centralized Interesting Moments program could look like.

38. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
How Interesting Moments Appear in Salesforce
Interesting Moments are available on the lead, contact and account layouts in Salesforce. The Marketo Sales
Insight package installs the a series of custom fields that available in reporting.
Tip #5: Group the Marketo Sales Insight iFrame and Interesting Moments fields together in Salesforce in their
own section or on their own tab.
Tip #6: Create Salesforce reports using the custom Interesting Moment fields to enable your revenue teams.

39. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Let’s recap!
Tip #1: The “type” field is editable. Use unique values to group Interesting Moments by type.
Tip #2: Build your Interesting Moment smart campaign(s) with triggers to leverage trigger tokens.
Tip #3: Explore other trigger tokens to include in Interesting Moments
Tip #4: Create a centralized Interesting Moments program to keep Interesting Moments in one place.
Tip #5: Group the Marketo Sales Insight iFrame and Interesting Moments fields together in Salesforce in their
own section or on their own tab.
Tip #6: Create Salesforce reports using the custom Interesting Moment fields to enable your revenue teams.

40. Streamling Marketo
and SFDC Integration
Amit Jain| January 2023

41. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Streamlining Marketo and Salesforce Integration
5 Tips to help you streamline
▪ Limit the number of records
▪ Limit the number of fields
▪ Limit the number of Objects
▪ Limit the number of mass updates
▪ Enable Multi-batch queue

42. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
Streamlining Marketo and Salesforce Integration: 5 Tips
How Did it Help?
▪ Reduced the frequent sync back log of 12-20hrs and sometimes 2-3days long
to almost none
▪ Reduced the frequent SFDC errors
▪ Real time MQL sync with SFDC
▪ Closing leads faster
▪ Team efficiency and moved the focus more on the strategic side