Melbourne MUG - Nov 2022 - FINAL

Adobe Marketo Engage User
Groups
Housekeeping Slides | November 2022

Welcome!
Agenda for today:
1. Introductions, housekeeping and Marketo tips from your MUG leaders
2. Analytics Strategy, Database Encryption, Import Program Feature & the
latest Marketo release presented by Jess Clement from Adobe
3. Scaling nurture programs presented by Natalie Bakhtadze from Plexus
4. Questions and socialising!

Intro to your MUG leaders and
housekeeping

© 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

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/melbourne-
marketo-user-group/
 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!

Marketo Tips with your
MUG Leaders

©2022 Adobe. All Rights Reserved. Adobe Confidential.
Did you know?
• You can create a custom layout for the person detail page, so that you don’t have to
scroll through hundreds of fields on the info tab!
• Go to Admin > Field Management > Custom layout designer and drag across the fields
you need to see most
7

Did you know?
• You can drag segmentations in to your email reports to view email
engagement by segment
• Go to the report set up tab and drag across the segmentation option
8

Did you know?
• If you use a link in a token, Marketo
won't track it if the full url including
'https://' is inside the token value.
• You have to move the http:// out in
front of the {{token}} so it looks like
'https://{{token}}’ and remove the
‘https://’ from the token value
• More here >>
9

Known Visitor Custom HTML + Progressive Profiling
If you enable progressive profiling and Known Visitor Custom HTML together, did you know that
Known Visitor Custom HTML will prevent progressive profiling from showing even if there are more
progressive profiling questions to be filled out?
To make Known Visitor Custom HTML show after all progressive profiling questions have been
answered, you will need to use dynamic content.

• Create a segmentation with a segment for
progressive profiling completed. Include all
your progressive profiling questions as a
“is not empty” filter.

• Build 2 forms – one with progressive
profiling, the other with Known Visitor
Custom HTML enabled.
• Make the form element in your landing
page dynamic.
• Add the progressive profiling form to the
Default segment.
• Add the Known Visitor Custom HTML
enabled form to the Progressive Profiling
Completed segment.

Customer Journeys and
Marketo Engage Updates
Jess Clement
Manager, Solutions Consulting

16
Today’s challenges Future of customer insights
Disconnected data with inconsistent
metrics; siloed view of the customer
journey
Not enough data expertise; delayed time-
to-insight and action
Channel optimization to inform next best
offer
Single, cross-channel view of the
customer journey with consistent metrics
Analysis and insights accessible to the
business user for immediate action
Journey-based insights to inform next
best experience

Privacy & Governance
at the Forefront
• New data regulations and
policies make it critical to
measure responsibly
• Organizational Need:
Shift to zero and 1st party,
consent-based data
collection strategies. Govern
customer data responsibly
based on regional
requirements.
Expectation of Data
Democracy
• Brands expect cross-channel
experience data to be
updated in real-time,
accessible to business users,
and easy to analyze
Ability for business users to
interact with and act on
customer journey data –
build, apply and share
segments, apply attribution
and visualize conversion
paths
Eliminate Data Latency
and IT complexity
• Marketing and IT teams
need to reduce integration
complexity and latency in
their data tech stack
Single purpose-built
platform with low-code/no-
code solutions that reduce
reliance on BI or IT teams for
data access or analysis
Market forces require customer analytics to evolve
Shift to Journey-Centric
Analysis
• Customers expect to have
consistent and personalized
experiences throughout
their journey
Ability to unify and visualize
data sequentially, from
multiple channels in a single
view to identify experience
gaps and inform next-best
experience

Discovery Explore Try Use Renewal
• Marketing Channels
• Digital behavior
• Content engagement
• Lead Submissions
• Email nurture campaigns
• Virtual meetings
• Events
• Additional solution research via
digital channels – blogs,
resources, video
• Virtual Meetings
• Events
• Solution trial / proof-of-concept
• Product usage
• In-person meetings
• Product usage
• Customer support inquiries
• NPS / CSAT
• Events
Key touchpoints: Customer Journey Analytics
Follow Up
_________________
Hi Clayton,
Following up on your inquiry
regarding Customer Journey
Analytics. I’d love to walk you
through how brands such as
Intuit, Microsoft and other
technology brands are
uncovering insights from
combining their digital and
CRM data.
Can we connect this week?
Today’s customer journey spans multiple channels and
can last months or even years
Account-based buying journey
Buy

• Events
resources, video
• Events
• Product usage
• Product usage
• NPS / CSAT
• Events
Follow Up
_________________
Hi Clayton,
CRM data.
Account-based buying journey
Buy
Digital Analytics Team
Unique Visitors
Visits
Page Views
Video Views
Lead Submissions
Engagement
Email Marketing Team
Sends
Opens
Clickthrough
Sales Operations Team
Product Users
Feature Usage
Sales Meetings
Event Attendance
Content Consumption
Deal progression
Sales Stage Velocity
Sales Meetings
Product Management
Product / Feature Usage
VoC (NPS, CSAT)
Customer Support Tickets
Sales Meetings
Event Attendance
Content Consumption
Digital Analytic Team
Unique Visitors
Visits
Page Views
Video Views

Raw Data
is retrieved
The BI team
creates the
visualization
Share it
out to the
original
requester
Go to the
BI Team
BI team puts it
into the work
queue
Write some SQL code
to acquire and
transform data
Business questions cost a lot
of time and money to answer
Today’s customer analytics workflow is inefficient and isn’t scalable
Time spent = days or
weeks depending on
the BI queue
Time spent = hours
writing hundreds of
queries to merge
multiple datasets, apply
filters, apply metric
definitions, create
segments and define
sequences
Time spent = hours
building visualizations
with appropriate
filters and views for
various data
consumers
Time spent = hours to
days extracting data
for activation to ingest
in another activation
system
Time spent = hours to
days to address follow-up
questions

Customer Journey Analytics enables a full view of the customer journey
Customer Journey Analytics combines data from disparate channels into a journey centric view that empowers
Analysts and Marketers to quickly find answers to critical business questions.
Customer Journey Analytics
ONLINE
DATA
Web Mobile
Marketing
Channels
Product
Usage
Video Content
OFFLINE
DATA
Events
VoC
Email
CRM
Support

resources, video
• Events
• Product usage
• Product usage
• NPS / CSAT
• Events
Follow Up
_________________
Hi Clayton,
CRM data.
The business value of Customer Journey Analytics
Buy
Use Case
I want to understand what
marketing channels drive the
strongest lead conversion.
I want to be able to report on and
analyze how accounts and account
segments engage with our digital
content.
Use Case
I want to understand how
influential our marketing
automation program is on driving
leads and closed opportunities.
Use Case
I want to be able to understand
what accounts have submitted
leads and how they progress
through the sales funnel.
Use case
I want to be able to identify what
journeys - both online and offline
- are most impactful in driving
closed opportunities.
Use Case
I want to be able to identify what
accounts have low product usage
and low CSAT so I can develop
activation strategies to reduce
churn.
Use Case
I want to be able to predict what
account segments are likely to
downsell or upsell based digital data,
VoC, product usage and offline
engagements.

© 2022 Adobe. All Rights Reserved.
2022 Roadmap Themes
ADOBE MARKETO ENGAGE | MARKETO MEASURE
Better Together
w/ Adobe
Unlocking B2B Customer
Experience Management
through the combined power
of Marketo Engage and
Experience Cloud
Future-proof
Investment
Strengthening the core
platform of Marketo Engage
to help marketing teams grow
and adapt their winning
experiences
Innovation For
Experience
Providing game-changing
innovations that help brands
push the limits of their unique
customer experience

Phase 1:
Phase 2:
Q3
Q4
Sales Insight Actions
Accelerate your sales team's inbound effectiveness with new
sales actions layered with marketing insights
Improve personalization for customer experience teams with a
unified view of all your sales and marketing activity data
available in both Marketo Engage and CRM
Increase sales efficiencies with a native CRM experience so
sellers can focus on a single pane of glass
Accelerate prospecting efforts with marketing-powered
intelligence and engagement tools together in a single
workflow
Integrated dialer
w/ recording
Task Management
One-click sales
email templates
Multi-step sales
engagement
campaigns
Salesforce CRM

Dynamic Chat Integration (Salesforce)
Sales Insight -
Salesforce
• Dynamic Chat activities will now be available in Sales
Insight panel which sellers can leverage in their
prospecting efforts
• Contact and Account panels will include detailed
information on “Engaged Dialogue”, “Scheduled
Appointment”, “Reached Goal” activities
• Elevate your marketing-sales alignment strategy through
the Global Chat tab which includes chat activities of all
prospects owned by a sales rep
• Available in Salesforce Classic and Lightning

Dynamic Chat Dynamic Chat
Drive engagement and conversions with interactive, personalized
conversations for every web visitor
Features and enhancements recently released
• Stream Designer usability enhancements
• Enhanced Dialogue reporting
• Ability to un-sync unused attributes

Dynamic Chat Dynamic Chat
Drive engagement and conversions with interactive, personalized
conversations for every web visitor
Features and enhancements coming soon
• Advanced calendar routing rules
• Upload custom chatbot avatar
• Enable / disable all Dialogues at once
• Access chat transcripts

Next Generation Experience: Email Details View
Next-Generation
Experience
• Use toggle switch to easily transition from previous
experience to new experience without losing context of
your activities and retaining changes across experiences
Discover Email Details in a brand-new experience to
enhance usability with quick actions to obtain insights
New Experience with toggle switch for better usability without losing context.
• Experience intuitive data organization to gleam meaningful
insights about your emails at a glance
• Perform quick actions based on relevant actions available
based on the Email Status

Next Generation Experience: Email Test Dashboard View
Next-Generation
Experience
Discover Email Dashboard Details in a brand-new
experience to enhance usability with quick actions to
obtain insights
insights about your email dashboard at a glance
• Get insightful information in the form of widgets to gauge
the overall email performance.

Next Generation Experience: Images and Files View
Next-Generation
Experience
Discover Images and Files List and Details View in a brand-
new experience to enhance usability with quick actions to
obtain insights
insights about your images and files at a glance
• Perform quick actions based on relevant actions available
based on the Images and Files Status

Form Validation Rule Exclusions
Landing Pages &
Forms
Exclude individual forms from your Global Form
Validation Rules
Meet legal and business requirements
• Allow all submissions from subscription centers or
other business critical forms

reCAPTCHA v3 integration
Landing Pages &
Forms
• Integrate with Google reCAPTCHA v3
• Enable frictionless bot scoring on critical Marketo
Engage forms
• Build workflows to exclude suspicious submissions
from marketing campaigns
Enable Google reCAPTCHA v3 to score legitimacy of
incoming form submissions
Frictionless scoring of form traffic

Add an extra layer of security by encrypting your data at rest without
affecting everyday operations.
Encrypt your data at rest
Database Encryption
Value Add-on (Lead & Account Database)
Use
Cases:
Prevent database visibility while it is
stored in the data center.
Enhance data confidentiality and integrity.
Comply with stringent data security
regulations.
Comply with regulations such
as HIPAA, FINRA, & SEC
Full disk encryption
Keep all personally
identifiable information
protected
Data Security
Customer
Confidence
Compliance

What is the Marketo Program Library?
• A Marketo instance consisting of best practice
program templates
• Built by our consulting team
• Include program templates for common
marketing scenarios as well as operational
programs (e.g. scoring)
• Designed to help you create, execute and scale
your Marketo instance in line with best practice
by importing these templates rather than
starting from scratch
• All Marketo instances are connected to the
Marketo Program Library
• Can help you build out a Centre of Excellence

Program Templates
Pre-built generic programs, including all assets
and smart campaigns, that can be cloned,
updated, and launched
Program templates have many benefits:
• Ensure a repeatable process
• Decrease error margin
• Increase program creation speed
• Localize improvement options

Scaling Nurture Programs
with Natalie Bakhtadze
from Plexus

About Us
Plexus Gateway
Legal Automation
Platform
Plexus Marketing Suite
Promotions T&Cs and collateral
approvals
Former Plexus Engage
Legal Secondees for corporate
teams
ANZ AU
US EU UK AU
plexus.co

Personalised User Experience
Email Email Email Email Email Email Email Email
Email Email Email Email Email Email Email Email Email Email
Email Email Email Email Email Email Email Email Email

Email Programs
Nurture Architecture
Traffic Director
● Smart List A
● Smart List B
● Smart List C
Engagement Program B
C001, C002, C005, C007, C010, C012,
C013, C014
Engagement Program A
C001, C002, C003, C004, C005, C006,
C007, C008, C009
Engagement Program C
C010, C011, C012, C013, C014, C015
C001 C002 C003 C004 C005
C006 C007 C008 C009 C010
C011 C012 C013 C014 C015
Tip: Assign IDs to content assets in the content registry and
reference them in nurture emails program names.

Traffic Director
- Triggers
- When new Person Created
- When specific data values change
- Smart Campaigns
- Master Campaign compared Person against the
smart lists
- Calls Start/Pause smart campaigns within the
Engagement programs
- Smart Lists with criteria for each Engagement Program
Tip: Only sort people into engagement programs through
you Traffic Director. No exceptions.

Engagement Programs
- Smart Campaigns called from the Traffic Director
- Add/Pause
- Other
- Progressions update campaign membership statuses
- Reports
- Any of your fav ones
Tip: Always have a clonable Master Program Template
that you use when creating a new program

Email Programs
- Exclusion Smart Campaigns if you don’t want to send
this email to someone who already interacted with this
content
- Batched at the start
- Triggered - ongoing
- Progressions update campaign membership statuses
- Send Email Smart Campaign to be added to nurture
stream
- Lists
- Reports
Tip: Need to set up a further filter for this particular email (e.g.
City = Melbourne)? Add them to the Send Email smart campaign
smart list. But be aware, people who won’t qualify, will miss this
nurture cast.

Tokens in Nurture Emails Tip: Use inherited tokens. Place rarely changing ones into parent
folders. You can always override them if needed.

A/B Testing Add-on
- Email Program - it inherits all the
parent folder tokens and you can
override the one you need
- Email named Email B
Tip: using Email Program instead
of just a folder allows getting
access to all the parent folder
tokens and override them as
needed.

A/B Testing Add-on
- Send Email - change your flow to
send Email B to half of your
recipients by using the Random
Sample trick.
- Reports - assess results through
Email Performance report.

Last BIG tip: DOCUMENT IT ALL!
- Your nurture architecture for those who inherit that Marketo instance one day.
- Step-by-step visual instructions for those who will spend hours setting up new
engagement programs and dozens of emails.
- How to add a new Engagement Program
- How to create a new Email
- How to A/B test
- How to access analytics and insights
- …

Closing and
Chapter Member updates

Adobe Summit returns to Las Vegas!
We are excited to announce that the ultimate Summit experience
will be back in person!
Get ready for inspiring speakers, skill-expanding sessions, and new
connections.
Virtual content will also be available for those not able to join us in Las
Vegas.
Registration
Registration for Summit 2023 is open now with discounted pricing available for
early bird registration through December 31st, 2022.
Check out the Summit website at: summit.adobe.com/na
Mark your calendars!
March 19-
23, 2023

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!

Melbourne MUG - Nov 2022 - FINAL

Melbourne MUG - Nov 2022 - FINAL

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