Orchestrate campaigns with Marketo Engage and Real-Time Customer Data Platform (CDP), B2B Edition.

Transcript

Hello, my name is Liana Vagharshakian, and I’m a product manager at Adobe. Today, I’m going to be talking about B2B Campaign Orchestration, with customers who have both, Marketo Engage, and the Adobe Experience Platform. By the end of this video, you should be able to understand B2B Campaign Orchestration, if you are a joint Experience Platform, and Marketo Engage customer. We’re also going to be going through some FAQs, to help answer some any additional questions. So what does B2B Campaign Orchestration look like, when you have both Marketo Engage, and Adobe Experience Platform? So it happens with leveraging three things: The CRM Marketo Engage and the Adobe Experience Platform. AEP becomes the central hub, where all data can get merged into unified profiles, segmented, and then activated using destinations. The AEP Marketo Source Connector, and the Marketo Destination Connectors are the keys for orchestrating across both products. So now let’s dive into the details.

So step one, is to sync your CRM data. You must sync CRM data to Marketo to make sure all people and attributes are there to activate. If you only sync to AEP, then you are at risk for missing data in Marketo. The AEP to Marketo Destination Connector does not send people attributes or create missing leads, which is where this missing data can come from. But however, we do still recommend, that you do connect the CRM to AEP directly, to sync fields that are not being sent to via Marketo. This will enable your AEP environment, to have all relevant data. So once your CRM data is synced to both Marketo and AEP, then let’s move on to step two, which is making sure you set up your Marketo to AEP Source Connector. So the AEP Marketo Source Connector sends data to AEP. It sends all people data, people attributes, account data, activity data, static lists and program members, et cetera. These all gets stored in the profile service, to be activated within AEP segments. Of course, you should not only set up your Marketo source connector, you should set up all of your data sources into AEP, so that profile service can begin to merge these into unified profiles. Now step three. Once you have all of your data sources connected, profile service will merge the profiles across all datasets to create unified profiles. You can then use AEP segmentation tool, to create the different segments you want to activate. If for whatever reason you do define a target audience in Marketo, you can still pull in that data using the Marketo Source Connector, and create a segment in AEP, referencing the people static list or Marketo program membership. So once you’ve defined the segments you want to activate, let’s move on to step four, destinations. So you can activate your segments using AEP destinations. There are various AEP destinations, not all are listed here, both external and internal. Some external examples can include Google, Facebook or LinkedIn, and internal channels would include Adobe Target, Adobe analytics, and Marketo. So we can send these people segments, to these different activation channels and activate accordingly. Now let’s dive into the Marketo connector specifically in step five. So to actually launch the Marketo campaign with an AEP segment, the Marketo destination is going to create a static list in Marketo, with the people in your Experience Platform segment. And it’s going to look for matches in Marketo based on the person’s email or their ECID. If the lead is not matched in Marketo, the new leads will not be created. We are planning to add this functionality in the short term. Also, people attributes are not being sent today from Experience Platform, so it’s really only looking for people matches, and it’s sending segment membership only. Now, once you have that static list in Marketo, with the Experience Platform segment people, you can activate that using any standard Marketo Campaign. So this can be an email campaign, an event campaign, or a trip campaign, et cetera. You can activate an email or other Marketo channels. Now, as the last step to circle back, Marketo will then sync over that activity data back into AEP, using the Marketo Source Connector. So we can do further segmentation using that data. And that wraps up our B2B Campaign Orchestration, using both Marketo Engage and Experience Platform. Dive into some FAQ’s. So where is your data source of truth? The data source is the source of truth. In a B2B organization, that’s generally the CRM or Marketo Engage, because that is where you can update or edit the actual data. However, once all the data sources are connected to Experience Platform, Experience Platform does give you that 360 view of all your profiles, and Experience Platform merges this all into unified profiles. Now where should you set up your CRM connection? So the CRM sync should be set up in Marketo, or else data may be missing in Marketo. The CRM data will then be passed from Experience Platform from the Marketo Source Connector. But again, we do recommend that you do also connect the CRM to Experience Platform directly, to fill any data gaps that are not being set to Marketo. So where should you create your segments? Ideally, Experience Platform. Experience Platform has all data sources connected, and you have your unified profiles that are giving you that 360 view. You can also create segments on Marketo, but you’re not going to be benefiting from the unified profiles you have on Experienced Platform. Why activate using Experience Platform Destinations versus the Marketo Ad-Bridge? Activation should happen where your segments live. Since Experience Platform has your unified profiles, segments should live there and be activated there via Experience Platform Destinations. Why use the Marketo Adobe Audience Manager integration versus Marketo Experience Platform Destination? So customers who have both Experience Platform and Marketo should use the Marketo Experience Platform Destination. The Marketo Experience Platform Destination, leverages both email and ECID to find matches, while the Audience Manager integration uses ECID only. The Audience Manager integration is a great option for customers who don’t have Experience Platform. And that wraps up our FAQ. Thank you for joining, I hope you understand how B2B campaigns should be orchestrated for customers, who have both Experience Platform and Marketo Engage, and I hope you found the FAQs helpful. Thank you again. -