Fundamentals of Real-Time Customer Data Platform and Marketo Integration

Transcript

Okay. I guess we can go ahead and get started. So let’s move on to the next slide, Damon. Good morning, welcome, and thank you so much for joining today’s session focused on fundamentals of RDCDP and Marketo’s integration with B2B use cases and tooling. My name again is Jas Singh and I work with the Adobe’s Customer Success Organization as a senior architect, and we focus on helping our customers, Adobe customers to get as much value as possible from their Adobe investments. I’m going to go ahead and kick off our session today. First and foremost, again, thank you for your time and attendance today. Just to note that this session is being recorded and a link to this recording will be sent out to everyone who registered. This is a live webinar and it’s a listen-only format, but at any point, if you have any questions, it’ll be very interactive. So just keep sharing that in the Q&A or the chat pod, and our team will try to answer that as possible. In addition to that, whatever questions we are not able to get to, we will get back to you in an e-mail format later. We will also be sending out a survey towards the end of this presentation, and we’ll love your participation. It’ll help improve our sessions for future. I’m joined today by Damon Alston, like I said, and Damon has been in digital marketing and strategy for over 20 years. During his time, he has remained deeply immersed in ever-involving landscape and witnessed firsthand how digital innovation has revolutionized the way the business interacts with their customers. He has also worked in startups and other agencies while collaborating with countless partners across the wide variety of industries. Damon has also been implementing experience Cloud platforms and driven digital innovations. So in short, basically, Damon has been fortunate enough to be part of creating many positive customer outcomes, and he knows RDCDP is a great tool that can help uncover tactical insights, drive powerful strategies, and lead great customer experiences. On myself, like I said, just saying architect here, I’ve been with Adobe for almost 10 years myself, and I worked with multiple Adobe solutions, and now I specialize in cross-solution integration among the Adobe Stack.

From here onward, I will hand it over to Damon. Just to quickly reiterate what we will be talking today, we’ll be talking about RDCDP, its capabilities, different B2B use cases, segmentation, how we can use the segmentation to create the static list to be activated in Marketo and the potential of increased personalization through that. So Damon, over to you. Thanks, Jas. So a quick refresher on CDP in general. Given the audience, probably we have a few folks who are pretty intimately aware and involved in understanding what a CDP does and is. However, we just want to touch quickly on a quick overview of some of the challenges that a CDP looks to address and some of the capabilities it also looks to unlock for customers who decided to implement a CDP. First, there are, generally speaking, disconnected datasets and disconnected data governance. This is an issue that is wide-ranging and affects every customer that we touch on probably and most businesses in general. With those disconnected profiles and fragmented data, also comes a set of layered issues in terms of compliance, in terms of being able to target, in terms of getting a full 360 view of a customer, etc. So those are the challenges or the core challenges that the CDP typically looks to address or can address. We delve a little bit deeper into some of those issues by looking at what they’re made up of in terms of foundational pillars. So identity management being one, so disparate identity data collected from disparate sources, channels, interactions, etc. Then accessibility to artificial intelligence. This is a relatively new concept in terms of how do you apply statistical analysis to do things like join up a set of profiles because maybe it looks like multiple people, but it’s actually a single person driving a bunch of interaction. Or what is the next best action? Or how do we efficiently market to segments and cohorts? Then text-back consolidation. So a CDP or in general, one of the issues that the CDP is trying to look to address is also in the past, there have been data-heavy databases to collect customer data and to try to stitch profiles together. This has been done, can be done, but it requires a bit of heavy lifting from an IT department or a database department. Sometimes speed is a little bit more of a requirement when we’re talking from a marketing standpoint. You don’t have the time or effort or resources to actually leverage a full tech department. So a CDP can help lower the overall technical cost of being able to target segments, finding relevant customers, and really driving to get the right message to the right person at the right time from a marketing standpoint, which ultimately leads to accountable data management. So inside of a huge database, there’s obviously governance issues. There’s obviously who gets access to what data and when. Some of those things can be programmatically set and determined inside of a CDP. So we’re not fighting with some of the fundamentals of governance and data issues. Can I pause for a second? Jas, you can see me moving the slides forward, right? We’re still on the RT-CDP slide. Okay, cool. I just wanted to make sure that you can see them move forward. Great. So transitioning from a decentralized marketing dataset to data-driven centralized marketing center of excellence. Ultimately, a CDP allows you to deal with some of the challenges. What are some of the challenges? Delivering consistent, relevant experiences across multiple channels, driving insights that improve the customer experience or customer journeys and outcomes, and then efficacy. So ultimately, ROI and optimizing your marketing efforts. From an approach perspective, we want to look at connecting datasets, extracting value, and again, optimizing for effort and dollars from a marketing perspective. So what’s the overall impact? Well, a CDP can connect multiple data sources and consolidate a view of a customer. So a database of databases, in some ways, you can think of a CDP as a central point to collect all the data that marketers need to create customer journeys and positive outcomes.

So that covers CDPs. But this group in this talk is actually specific to business-to-business journeys. So why is that important? Well, business-to-business journeys are a little bit different than the typical customer-consumer journey in that, while they both exist in multi-channel, multi-touch universes, there’s typically a longer sales cycle, more considerations, and potentially more voices from a conversion standpoint. So we look at average number of decision-makers and average channels engaged. We see relatively high numbers, which is a little bit different than the typical consumer and retail interaction.

So it’s important to understand and modify those journey interactions because you can increase positive outcomes by doing so.

So what are the challenges from a B2B perspective? Well, you have a Salesforce typically, so a distributed marketing team. You typically have branded guidelines and messaging, and you also have sales support teams and case management to contend with. So everyone in the sales stack, from trying to create a positive customer journey perspective, should be aligned and understand what the customer’s challenges and concerns are. From a conversion standpoint, as well as using a product or using a service standpoint, going forward post-conversion or post-buy.

So how could we potentially address this? Well, we’ve got two products in-house, real-time CDP, obviously, but also Marketo. Why would we join these things up? Well, from a B2B perspective, you have all of the multiple touch points that could be assigned to and collected with a CDP. So collecting channel touch, collecting and connecting multiple stakeholders and decision-makers, connecting their schedules, connecting all of the different touch points that you have across those stakeholders can all be done on a CDP. Additionally, the CDP doesn’t necessarily do activation on its own, meaning the actual communication out to the stakeholders and individuals, and even the people in the sales organization that need to communicate directly with the customers and stakeholders. Orchestration platform or activation platform like Marketo will come in super handy because you can feed in all of the relevant information stakeholders as well as the distributed sales and marketing team information, and then have Marketo orchestrate and organize where and how the communications need to happen and in what order to help create a more beneficial journey for the end consumer or the set of decision-makers from a product perspective.

What does that look like? It looks like data stitching, where we are collecting the data from multiple stakeholders and collecting their experiences, and then stitching those items together to understand not only who those stakeholders are but how they’re interacting across multiple channels with our brand or a brand. This is an important concept because now at a B2B level, you can actually look at what’s driving any individual stakeholder, what are their core concerns, and what is the best way to communicate via channel or otherwise with a specific stakeholder.

You have multiple stakeholders that need to make a decision. This can be a pretty valuable way to move a deal along.

So it breaks down the siloed data and unifies a profile for the potential stakeholders.

It also allows targeting. We talk about multiple stakeholders and potentially being more open to specific channels, having that data, and then using it to target to send the right message to the right stakeholder at the right time. We can leverage some smart targeting and leverage data inside of a CDP to activate on. And the last part, obviously, is activation.

So with access to all of the data sets, we can do more precise targeting and accelerate the speed to convert from a B2B perspective.

Now, how can this help sales teams in general? Well, we can also use a CDP to have information around standardizing, standardizing branding and messaging for specific verticals and house links to specific content for specific verticals and potentially make some suggestions. If we use back to the AI, if we use some correct models, we could have sales teams get suggestions on what content might be most relevant at what time for the specific stakeholder that they want to target or specific sets of stakeholders that they want to target. So you’ve got a sales team and then you’ve got the business customers and you have segments inside of the business customers that you can target.

Ultimately, the impact is trying to drive more efficient marketing effort to increase growth and conversion with B2B clients.

We have a couple of use cases that could potentially be captured. This is above and beyond, I think, what Jazz is going to talk about in terms of how we’re specifically connecting Marketo and RT CDP, at least in the first stages. But something to think about in terms of art of the possible when it comes to connecting a CDP with Marketo.

Identifying the high quality leads and prioritizing counts. So we’ve already kind of talked about that a little bit in terms of how we can collect data and then understand the individual stakeholder profiles and speak to stakeholders where they want to be spoken to.

Additionally, case management. So think chatbots or interactions to help drive answers for FAQs, rather than having a sales team look and dive for data to get technical answers for questions that a potential customer may have or an existing customer may have.

Could set them up with automatic chatbots, which would give them the answers that they need and collect the fact that the customer asked those questions so that additional topics can be mined for and information can be delivered to those particular stakeholders going forward, which would ultimately help their experience and create better customer outcomes.

So that’s a quick sampling of why we would put these tools together, what benefits they have.

And I’ll pass it on to Jazz to talk about how, the how to of connecting RT, CDP and Marketo and what’s realistic today. Great. Thank you, Damon. And just to make it clear, I would like to mention once again that we are referring to in this session, Marketo as a destination connector for AAP and RDCDP and not as a source. That is a separate integration. We’re not going to be talking about that in this session, but just to demarket the difference, Marketo can be used as both a source connector to put data into RDCDP. Any sort of like some lead data, you think that can be paired with some other disparate sources online or offline for better segmentation. That’s also possible. But for this session, we’re talking about this as Marketo as an activation destination coming using the segments coming out of AP. So just at a high level, the process, it goes something like this where you can segment your audience within AP’s RDCDP, leveraging the profile that’s enriched using different data sources, right? Not just Marketo, but some other data sources. Some of them, if you have multiple Marketo instances, that’s another place you can use them to create a more impressed profile. Those different instances can have sources, a source connector going into AP’s RDCDP and you can do more stuff with them. You can do more segmentation across different data coming from different Marketo instances or other point of sale or CRM instances. And then segments that get shared with your Marketo instance using the Marketo destination connector. That’s where it gets saved as a static list. Now, once the audience, they have made its way into Marketo, these static lists, they can be used to send your marketing campaigns for using your personalization attributes that’s already available within Marketo for any outgoing communications and messaging.

Can we move to the next slide? All right, so how does this integration work? So I’m going to go stepwise on what it does in some of the call outs as well. But firstly, you will see, you’ll be using Marketo’s engaged destination connector that will enable you to automate and simply process all your creating, process of creating all your static lists. Major call out here is if you have not yet created any data flows using the version one of this destination, please, please, please use the new version, which is Marketo v2 destination. And it’ll help you connect and export data to Marketo.

Now, second, you will then start to configure this connector and you will need a munchkin ID, a client ID and the secret. This is the same information that you use in a typical REST API connection setup.

And one thing that you’ll also notice is that one destination can have multiple segments, but each segment needs to map to a corresponding static list in Marketo. So just take a quick minute and think about this. So from your RT CDP connector configuration, you can have that connector go into one Marketo instance. But within that, once you start creating your segments, each segment will map to a new list going into Marketo. Now, this flow itself into static lists, it’s being created within Marketo engaged. But one thing you should also keep in mind that currently, no profile attributes, and I say profile attributes, I’m talking about the data and the profile sitting within RT CDP. So currently, no profile attributes can be shared and only segment membership information can be shared into Marketo. And this has been, you know, an ask from some other Adobe customers as well. So it could be a potential added feature coming up in the coming updates for this destination connector. But currently, we are not aware of any timelines or even this being on the product roadmap or not for future. But I just wanted to point it out that this is for now, just for segment membership and not profile attributes. You can still use the data that sits within Marketo to send, you know, the first line messaging out, but nothing from AP just yet.

Finally, now that you have your CDP audience in Marketo engaged, you can start sending your company to engage, you can start sending your communications and thereby improving your marketing return on investments through more informed segmentation and accurately and precisely targeting your influential stakeholders within your accounts.

Okay, can we move to the next one? Yep. So now let’s get into some of the gotchas and must know things before you start setting up this integration. First things first, destination change log. So like I mentioned, if you’re already activating data through Marketo v1 destination connector version, please create a new data flow for anything that needs to set up using the Marketo version two destination. And you’ll have to delete any existing data flows that are using the previous version.

And in the mapping of this activation workflow in v1, you previously were able to map any XDM fields from only up to three target fields in Marketo, the first name, last name and company name. But with this new version, you can now map XDM fields to allow more, not just those three.

Next one is the identities that are supported. So in the mapping step of this activate destination workflow, it is a mandatory step. Oh, it’s still the same. Yep, thank you. It’s the mandatory step to map identities to the optional mapping attributes, but mapping an email or an EC ID from identity namespace tab is the most important thing. And you have to ensure that the person, you have to ensure that that way the person is matched into Marketo.

Obviously mapping to an email versus an EC ID, email will give you a better match rate versus an EC ID. Last one is supported audiences, the different export types and the frequency of this. So the audiences that get generated through Experience Platform, the segmentation service or any audiences that get imported into Experience Platform, any CSV file imports, they’re all supported for this. You are exporting all the members of an audience with the identifies either has to be email or an EC ID. You cannot do it without one of those. You cannot do it without one of those at least. And then the streaming destinations, they’re going to be always on meaning as soon as the data gets uploaded within AP, you will get this synced with the Marketo and then the connector will send that updated downstream information to the destination platform.

So from here on, we’ll give it back to my friend, Damon. Thank you guys.

Thanks, Jess. So what are key takeaways? Number one, we can configure RTCDP for B2B activation and use cases. We can connect it with Marketo and drive great customer experiences. We can use static lists to target businesses and key stakeholders, influencers with relevant messaging. So it’s possible today. And then simplifying B2B communication paths can lead to accelerated deal cycles and better ROI.

So take those three nuggets away, if anything, and good luck if you decide to look at connecting RTCDP with Marketo. With that, I can open it up for questions. I don’t see any in the chat pod, but maybe K2B.