Unlocking Global Marketing with Marketo Engage - Adobe Champion Deep Dive - August 2024

Transcript

All right. A recording has been started. So most of you guys, I think our members of our chapter in Bevy. But if you’re not, are you just found this on LinkedIn or somewhere else? Please go ahead and join us on the bevy group on the Adobe Deep Dive Mag website. I’ll drop that link in the chat in a minute here. Once you create an account, you’ll receive alerts whenever a new about this posted and you’ll get reminders as well. Next slide. So just some fun upcoming opportunities for chapter members across all the Adobe mugs. Submissions are now open for the Experience Makers Awards. This is Adobe’s basically best beginner status to war that they have out there. You can learn more at the link. I’m not going to be able to do justice to everything that this award and captures. So the website is indeed your best option if you’re interested in applying. All right. So we have some office hours coming up around interactive webinar. This is one of Adobe’s features for Marketo. The link will be available here. I’ll also drop it in the chat right after this. And then we also have some links to some additional documentation. If you are an interactive webinar user. And yeah, office hours are a great place to take your questions. They don’t even have to be like super formal questions. Anything. You have big, small office hours of the place for it. Then we have a new learning path for folks who are implementing Marketo Engage for the first time. This is a self-service model module self-service model for onboarding and implementation that it includes step by step guidance to manage the implementation project Cross-functionally and configure all of your technical settings. In order to access this, you can scan the QR code or again, the link will be in the doc when this gets set out afterwards. All right. And then we are approaching the end of the month, but well, the North America calendar, the if you’ve any of these titles look interesting, the recordings are available for you to peruse on the mag website. But for this group, this is the international calendar. We are I think we have one more mug after this in Japan, but the Mexico one in the earlier Japan, when it will have been recorded online as well, is who are interested. So I think with that, I think this is our last housekeeping slide and we’re on to the meat of today’s content. So welcome to Unlocking Global Marketing of GLOW with Marketo Engage. Today I’m joined by a group of four really incredible panelists to talk through how you can use Marketo Engage to do some really amazing global marketing. Next slide. So if you were here today, what we are really going to dig into is how to leverage Marketo, engage to support multiple languages countries, business units and products, and how to get started on this transformation on the right foot. I think we’ve all been in a place where we’ve just sort of jerry rigged something together and then we’ve had to back ourselves up. So the goal here is to give you all the information you need to get started to support all these use cases on the right way. So we’re going to talk through scoping and understanding requirements, structuring your data and instance, complying with legal requirements, supporting your campaigns and understanding how to test and report on your global campaigns as well. Joining us today for our panelists, we have both Carson Root, a marketing manager at Here Technologies. We have Charlie O’Gorman, director of Digital Strategy, Aquino’s Goldsmiths, senior marketing automation specialist at TD Snacks, and Zoe Forman, Senior Marketing Ops of AMAYA at MSA safety. And with all of that, I’m going to turn it over to Bill Carr to get us started. Great. Thanks, Alicia. That was a nice intro and I think we’ll get started with the thinking by talking about my view of global marketing. I think in my view, global marketing is really a huge tome and I think it’s one fundamental aspect of global marketing is culture. I want to talk about an example here, which is a bit different from the world of B2B email marketing. A big reason Netflix and other platforms grew so much in their ability was because they are able to provide translated audio. Now the seemingly simple strategy is very hard to execute without a good system. And we’re going to talk about a similar scenario applied to email marketing or our own context, where we want to be able to create different points of emails or messages in different languages, right? And we want to maintain the distinction of that audience. The challenge does not end at sending the email. Everything has its own volume rate. So when you are creating different volumes in different languages, you have a different house for everything you do that you have a different resource for everything and every region or every every country. You are focusing on has its own rules. There are layers of complexity about operations involved, about the language you are trying to use, about everything. And and language I think is also one big part of this one, if you can go to the next slide, basically we try to kind of condense global marketing into this statement that it involves strategically reaching out and engaging with diverse audience across multiple regions. And we want to balance the global brand consistency and we also want to be locally relevant, which sometimes we refer to as localization as well. It requires a deep understanding of cultural, U.S. regional preferences, regulatory requirements rate to run the campaigns effectively. As we are talking about culture, language definitely becomes a huge part of that. I also want to touch about why we are progressing. We intend to bridge the gap of language. However, the nuances of language always would need human interventions. I think because of the nature of language itself, for example, the dialect or the slang or, you know, sometimes in some regions, you know, for example, right now we have this meme culture. The point is that we differ by many categories and you want to send a message to Epic as well as Bohemia, however you want to be relevant to the local culture and you want to use the right words, use the right language. The point is that you want to maintain a consistent message as effectively as possible when you are targeting different regions. And when we talk about global marketing, we don’t mean marketing to the whole world. It’s a way where we have a strategy to market to different parts of the world and maintaining that consistency in our messages while remaining as much as relevant to the local culture as possible. So that that’s what we are going to talk about. Marketo plays a role here as it helps you bring all of this vision to life. And we’re going to talk about in this blog about how each of these aspects relate to very specific functionality about localization or segmentation or privacy related compliance aspects, or how are we creating the houses and the resources of where we are building things. All of that is possible in Marketo by very specific functionalities. So the first step is if you can go to the next slide to scope, what we want to build and to answer it. And you know, usually you are already in the middle of this. When you’re planning global marketing, you usually would need to know what are the regions you are marketing to, right? And then a very big part of global marketing is creating a lot of creative assets, like creative assets. In this case, I mean, the emails and landing pages, essentially you are creating different volumes of messages. What are the messages you are creating? What are the experiences you are creating, and how does this volume change when we are considering multiplication across regions, you might need to use one landing page or maybe one email 20 times. It may have like 20 or even more segments, right, for the dynamic content. So it’s important here that we list down what is this what we are looking at, because when we are building things to run global marketing, it’s in a way to have a scope and place and are reconsidering region specific or global market operations. For example, you do you want to apply the content management to the entire database or you? We want to be, you know, somewhat, which is you only start with Europe. So those are certain questions where we can start. And as an example for your table here in the next slide, within some of it is the category where things are pretty much global. For example, the admin section where you’re possibly mapping the partitions to the workspaces or maybe user roles and permissions or integrations like this is something which applies pretty much to every region. It’s kind of independent of region. And then there are things you want to apply to specific regions. You may even want to categorize those specific items. You know, if you want to have email templates after simple templates or the complex templates and are there, you know, number of events like if there are 20 variations based on one language or do you want to count that as emails? Like what is the unit mechanism? You’re wanting to do it? And in the similar manner, I’m counting the landing pages and then we move to the programs. What kind of overall program structure do we want to create? What kind of functionality do we want to embed in that? And, and then you can expand to all the types of marketing initiatives do you want to have? Do you want to listed in a categorical form that you’re doing monthly? Maybe you’re doing quarterly newsletters or any promotions, not just programs, things like that, and a part of that. Then you also want to talk about operational programs, right? What kind of data management are the basic governance programs you want to have? We want to have it in a global workspace, which is a different setting, and it might be a different helping to do it workspace by box business suit. So that’s it from me. Like this is how you can ask a couple of questions of that and it will help you list down the volume of messages you are going to create and their voyons into the localized form. In addition to that, you can also have a variety of operations surrounding that messaging or marketing so that that’s, you know, one way to do it. And with that, I’ll give it to Charlie to get into more details about architecture. I think you might be on me. Charlie Well, this is a slight problem. I’m so sorry, folks. Would you help me? Guys, let me with. All right. Okay. Sorry. Yeah. Practical difficulties. And thanks for lot about that. You showed us the context behind a global license and the different requirements you have to consider to cater for. What I’m actually going to do is to talk to you all briefly on the consideration need to have in organizing or structure your your instance. Now some of the examples that you gave, I just want to expand upon those, particularly because you may have lots of different reasons or different sort of issues around this, why you need different ideas. It may be because your business is organized into distinct particular regions that you need to keep separate. Zoe and Kate going to talk a little bit about languages coming up, but your business may have different requirements, maybe different user requirements to to break out your markets. Two instances in two different parts you might have compliance issues. And so he’s going to touch on that a little bit later on. So to look out for the tips that she has around that, you may also want to control access to different parts of the device or divide that instance around a particular business unit or product. And I’ve got a good story about that. I want to concentrate at the end of the law, but there’s a good reason why sometimes you might want to do that, or you may want to connect to multiple different CRM without purchasing separate market. Two instances. No, on this one, you can have an entire webinar around this as this is sort of super complex, but again, structure your marketplaces and displays may enable you to do that. So all the options available depending on whatever your your need is. To me, there are two types of different structures you can have to your marketplaces. The first is an open system. So generally like one partition or database for one workspace, you may use fields or static lists to break up your data. You may use those so such that this is what I call base lists. So the first thing that you use when it comes to segmentation and I have problems with that for fast growing business, you could suddenly see your instance just grow and struggle with scale. You may have a lot of unwanted campaigns touching different parts of the database, and that example is going to give. We have exactly that instance where one email was accidentally sent to our entire base. There was no sort of guardrails or anything else put into place, and that happened with Valentine’s Day night. And there’s a great sort of storage solution behind that. And that was we moved into a personal partnership breaker, which is that second option. So, hey, you have the option to actually break your marketplaces into lots of mini databases. You can simplify that data management, mitigate any email going to retire base by accident and actually even fine scale. We use new products or expansion to new regions in particular. So I going to just touch on and focus on that person partition before we do, before I get into our cover of watching what they, what they are. So let’s just take it. So when I think of personal partitions, I think of them like mini databases and they can only really belong to one partition at a time. You can’t really have multiple or duplicate email addresses across those, but it is possible. You need speed to market to support when it comes to when it comes to that. And you have to reassign people across the multiple partitions and you can have roughly in the enterprise version of Marketo about 100 of them at a time. Now these mini databases can be configured with workspaces in three main ways. So you could have one workspace to one partition, you could have one workspace, two multiple partitions, or you could have a many too many sort of relationship. You can set this up now in the to the diagram you go in the right hand side, you can set this up in the admin part of your Marketo instance where you can both configure your workspaces and person partitions. And here’s the best practice tip here. Consider creating your databases first, think about how you actually assign and break up that data. So what’s the best way to partition that kind of global weighted data? Now I’ll come back for a couple of use cases. I gave you a couple at the top then it really does depend upon the structure of your business or your structure of your processes across. We have a different setup, so we focus around both regions and also products and services. So for example, in our Healthcare Alliances team, we have a very 1 to 1 relationship. So that means we have one person partition per workspace. So it means that none of the other services products can access those leads, but we have person processes to to deal with these people and these guys are not part of the any other sort of targeting of any other team. So Doc region, for example, we, we break into our own person partition to handle compliance. So we’ll talk about that in just a minute. It means, though, that we can keep compliance regulations and processes tied to them. But when it comes to our U.S. team, we have two teams working on upsell, cross out to one US per person partition. So it means that we have a many workspaces to one person partition setup up. And that’s great because it allows us to do a lot of consulting, cross-selling. But if when it comes to something like this, when we have multiple partitions off, we need a global workspace to handle people back and forth. So a little note about that, and particularly when it comes to managing your workspaces and apps Center of Excellence. So let’s dig into that. And there is a big caveat here when it comes to breaking new marketplaces into multiple partitions at workspaces, because what you have to bear in mind is that you need to build with simplicity in mind because it’s quite easy to build a lot of technic y technical markets. Add that into multiple workspaces. Now we’re going to touch on a little bit later in this deep dive into sort of shared assets and shared lists across multiple workspaces. But it is quite difficult to do that. And often if you have a center of access, say in a default partition or global partition and having to, you’re having to clone across a lot of those assets across to them so that you can get to one person partition with that great looking email program or webinar program you got. Bear in mind it’s actually quite difficult to to to do that. So try and build around your user base. Think about what their needs are as well as the people that you are building this marketplaces for the people in that person partition. So how do you move people in and out or around markets? Well, for me, there are sort of three main options. The first generally in option one is, which I’ve alluded to, you can actually use the primary partition as linked to workspaces. So when you’re essentially routing people into a static list in a workspace, they are automatically added into a that person partition, that primary person partition. That’s great. But when you’ve got people coming in through, say, API or through CRM, then you will see then the backup options around two and three. So the second that is using smart campaigns. So there is a flow step that in Marketo you may have seen it to move people between person partitions and that’s particularly useful if you have, for example, where we have sales teams that are in CRM that reassigning leads or contacts or even entire accounts around say, a product of interest that the selling into. Now. And it often needs that interest to move people from one team into another. So it makes it available to the marketing teams for them to do marketing. So we use smart campaigns for doing that around a particular field, which in this case is a product of interest. And the third one is possibly the most important one. And they can find this assignment rules in the same place that you set up your workspaces on partitions. And this is based upon newbies coming in and they actually can market a will initially sign people to person partitions based upon sort of field exit. So another example of this would be only being created in CRM. It has a business unit 2 to 1 of our business units and then we can automatically summon up to a particular partition and make it available to someone to in marketing to use. Now I’ll show you some options on why and how you should structure your data. So when is the best time to do it? Ideally, in the planning building instance would be good, particularly if you have a brand new squeaky clean Marketo instance. But how often do we as mops users get that shiny new instance? We made it in chaos. The painful decision to actually go into workspaces and partitions after launching into our open system. But there are many gains to be made from the patents and it is worth doing it. So the first associate scale. So it means that we can grow our personal partitions into new products, new different regions. We can grow around some of the compliance data. So as new rules are brought into different regions that we operate in, we can actually build sort of custom processes into those workspaces to handle those these people. So the Dark region, for example, was an example I gave to handle sort of green on red geos. And it means then we could be more cognizant and make this sort of a handling of those needing compliance feasible, sort of easier. And with that, I’m going to hand over to Zoe, who’s going to talk to you a little bit more about that murky world of legal complexity. Thanks, Charlie. First of all, I’ll say I am not a legal expert, but what I do recommend is you first of all, you get to know what your local policies are and you get to and make friends with your legal team. So next slide, please. So whether you’re working with an open system or workspaces of partitions, however you’re managing your data, you are still going to be needing to comply to some kind of privacy policy. Next slide, please. So by the end of next year, over 70% of the world will be under some kind of privacy policy. Now, this is an email group. So GDPR is is that is the primary one that we we follow. But there are also local privacy policies. And even within GDPR, for example, you have separate policies by country. There’s the German and the Austrian opt in, for example, and data management. And if you are a U.S. company and you are still managing data of European citizens, you also need to understand what the responsibilities around managing European data. So it becomes these different, like you said, make friends with your legal team and what you need to do is understand and agree with each other how you interpret the regulations and what your company policy is. So, for example, we’re in a media which we have subregions of Europe, which technically GDPR just covers Europe, but we actually enforce GDP across the whole of the America group. So that’s our Middle East, Africa and India are also under GDPR. And what what are these privacy policies about that they’re that for the benefit of the the end user to ensure this transparency, it’s all in the users rights. You are the responsibility of a controller. You need to provide time, report If there’s a breach, you can’t stick your head in the sand. You need to report it. And it’s about developing a secure digital environment and ideally that should be done from the bottom up. So when you build building your instances or new partitions or workspaces or whatever it should be, hardcoded in the privacy should be a first and foremost and not an afterthought. If it goes wrong, there’s some big fines. These are announced by the ICO every quarter and they can run to 4% of your company’s turnover. And as an individual you can get a €20,000 fine. So taking seriously don’t be on the wrong. And if in doubt, ask a legal team to back you up or clarifying. Next slide please. So just a few things about data management and best policies. And so it is critical that you need to maintain your customers trust. And while you are obviously following regulatory compliance, but you don’t want it to be a blocker with your marketing effectiveness, you don’t want legal to say, no, no, no, you can’t do that competition. So that’s why you need to get that balance. So what the data management in Marketo and under your privacy policy, you’re looking at data collection. How how is that data collected? Are you gathering consent? Are you getting all the data you need? Are you getting too much data that you don’t need? Do you really need to know if that person’s male or female, if they’re attached to adult person? So be selective in what you capture. Data storage is in a secure storage. Make sure that it is secure and accessible for the people that need it. So there should be no Excel sheet. So the list uploads from, say, an event that are flying around and on one of these email chains with 30 people on it and they get forwarded on board, just only the people who need that to have access to that data should have access to that data. You can use the segmentation in Marketo for organizing it into meaningful segments for targeted audiences and also for personalization later on. Governance is the key thing and data deletion is an individual. Certainly in your asks for that data to be removed, you need to do that. You need to do that, and so you need to purge it from all platforms and not just Marketo, but your CRM or even the Christmas card mailing list, whatever you need to delete that person and you need to track and trace improve that deletion as necessary. That will be done with your legal team. So collaboration with the marketing ops, legal and I.T is is key. Next slide. So the other thing how you can manage your data and make sure that people are getting the right information and your and the data governance is a preference center. So basically it’s a customized landing page and your subscribers or end users can go in there and they can, the first and foremost is subscribe or unsubscribe. So there should be an unsubscribe link in every single email. You send that from Marketo. And this is it should be simple as a one touch that somebody can unsubscribe if they want to, but they should also. You should also offer them some options of how often do they want to receive emails from you. Do they? You should absolutely have communication limits in place, but this is more about letting that person decide. Do they want to hear from you weekly or monthly or just a once a year? The data collection, Let’s say just be mindful of what you’re asking and do you need that data? Do not store unnecessary data because it mostly spreads. It can be spread all over. And if you’ve ever got to do a data deletion and pull that back, that’s a lot harder and compliance of the needs it needs clear opt in and opt out, but it’s also the preference sense. It can be used for making user friendly. You want to make it so that the person is trusting. You feel that you feel that you are managing and looking after the data and you’ve got that best interests there, but also you’re giving them choices. So the data still is their data, but they still have control of it. Next slide, please. So few takeaways. Opt in capturing consent to communicate. You can’t force it. It’s got to be voluntary. There’s two different types. You’ve got your explicit consent and you’ve got implied consent. And then just recently in the UK you’ve got soft opt in. But be aware, mindful that there’s different types of preferences. So it’s not just about email, but how do you want to be that person wants to be contacted, email, phone, SMS, website, choose the languages that say unsubscribe that should be there. And the best way to get information in is data imports. Using global lists and templates. Make sure you’ve got the right values in there and you’ve not got junk and it matches your CRM junk and you’ll have low quality. So you can use your data to import, whether it’s a global list, template or form that is your way of controlling the data that’s coming in. And also, is it data that’s relevant to you and mentioned data deletion. The other thing is know that there’s variations on B2B and B2C. And also I mentioned earlier on the individual countries and also in the US, you’ve got different states, you’ve got a few states that have privacy policies, but it’s not certainly international yet. Next slide, please. I’ll go back to Charlie. Oh, no, we’re not. We’re still we make. Okay, so how does this all together how how do you manage the data? So what to look at is so you’ve got your partitions, your workspaces, you open, you’ve got your RAM compliance in the background. So these are multiple assets within Marketo that can help you manage these global efficiency. So whether that be languages, regions, subregions. So we’re going to look through here looking at some segmentation, global form snippets taken and how they can all come together with dynamic content. Next slide, please. So first of all, getting found that you segmentation has your foundations so you can start breaking down your partitions of workspaces. You can either have shared segmentation or you can have an individual. So from the top, like say, global region subregion, you can then start looking at market leads. Who are your partners? Who are your employees or consultants? Who are the undesirables? Do you want to pull out your competitors or things like that? And then we have multiple languages and most of ours is that I’m using the language segmentation, especially when you’re outside of the U.S. and certainly in a major mix, not these so formed global forms. Now we started off and we’ve got four regions and each region was sort of doing so something we had different account managers. And in in Europe I’ve got up to 600 forms now. I thought that was bad until I met somebody at Summit who had will say, a large data warehouse company who had 10,000 forms. Please don’t let me not sell my 600. But I’ve now got those 600 forms down to 28, 28 forms. So this is by using global forms. So they improve consistency and data quality across all campaigns of the data collection. They facilitate better segmentation, personalization and reporting. There’s simplified the management scalability. You make a change in one form and it made that live and across the board it’s enhanced user experience and progressive profiling and pre-sell so reduced form fatigue, they allow you your regulatory compliance for checkboxes and legal text and all this one global form can be used in multiple landing pages. So here is a way that is one example. As with Marketo, you’ve got multiple ways of reducing forms. So not only did I reduce them down to global forms, but I also introduced triple language forms. So instead of having a form for English, French, German, Polish, Italian and Spanish, you can say I got that down to two forms. So in the title I’ve got the three languages and then there’s don’t. These forms are dynamic. So when you check the when you fill in the country, which again is a standard value which is linked to the CRM, then what happens is the legal text and the number of checkboxes based on that country is displayed. Now, this is doesn’t matter whether the form is on a a German landing page in American an Australian. As soon as you put that country in, then your country’s legal text will be displayed. And so in the background you have Marketo global marketing programs that are listening and they will then pass that person to the right campaign, the right partition, and also sync to your CRM. Next slide. And so what snippet? I mean, my best friend and snippets can be static or dynamic. For example, on the social media, we have over 40 social media variations based on language and segments and things like that. If I was to put a link in every time, I would spend three days a month doing it. So snippets in best friends, these reusable pieces and I say use them for dynamic. So I actually have dynamic snippets based on language, which again, that just reduces the number of snippets I need to put in and use. Next slide tokens. I’m going to go to all of these. There’s plenty of documentation out in the tokens, but just know which tokens, know which one to use when it’s related to a lead, a company, a campaign, a program. Next slide. And then bringing it all together. So we have flex templates, which we bring in preset modules, which are branded for brand consistency. We use segmentation for the audience, so used snippet to use the tokens for personalization branding, and then use dynamic content. So these text images, the call to action subject lines and they’re all dynamic based on that. So language segmentation so that you can say two emails, ones in English and German ones in French in English. So everything’s dynamic. The snippets like the social media and the footer address, they’re all dynamic snippets and the call to action. If there’s a form behind it, they go directly to a global form. So one program, one email targeting multiple audiences or languages based on segmentation. In the past I would have had one form, one form per language, one email per language, and one program for language. So you can see where the efficiency comes by bringing all these assets together. Next slide, and we’re over to Kate, who’s going to take it to the next level with velocity scripting. Thank you very much, Zoe. Hi, everyone. I definitely need to make a disclaimer that I don’t consider myself to be a prolific coder or philosophy expert. However, I’m all about making things easier and saving time. Velocity scripting in my classroom can seem super intimidating, but it’s more about logical thinking and sort of understanding your audience. So bringing all together, especially with tools like Chat gets out there now it’s easier than ever to get started. And I have no shame in saying a lot of what I’ve built using Velocity has been with a huge amount of support from colleagues, resources online and chat chips just to hold it together, just to get syntax right. So those who don’t know velocity scripting is a code that you can use inside. You might catch your emails. That doesn’t work on landing pages. Unfortunately, and it lets you create customized email content by combining lots of different conditions. So think of it like a smart assistant that knows how to personalize each email based on what are the factors you use and if you get really, really specific like that. So very just showed us how to use a lot of dynamic content blocks split by single variables. And I think dynamic content is super, super helpful for things like visual and complex content. BLOCK She saw her own, you know, the snippets and that kind of thing. I’m seeing different images displayed for different where I’ve been using voice scripting is more for the text based personalization. So to make things efficient rather than having to go into every individual dynamic segmentation, you can just have your email script token, you can program the code and display it once without having to update in every single dynamic content block view. So a few use use cases of that. One, particularly that we use a lot is the email header customization. So the example of use is off from the end can use this to from their from email address. And if I goes, your legal and name varies depending on the country that you are targeting, you can use these in your multi country email sends to be consistent of consistent branding across all regions without manually up every time. So if we look at line 17, you can see if the if the lead segmentation is in the UK where it sits next limited. Whereas if we’re in Ireland to select distribution, the screenshot on the bottom right there shows tree. So next front and marketing for mail dot trees nice dot com. So it shows how we’re using a single email taken to personalize that from address label without having money to do that. Every time I put another example is webinar date personalization. Isn’t it really annoying when you’ve got a multi-country webinar and you have to send out with the date token and you can only really use like day day management? Yeah, Yeah. So using velocity, we’re able to set a specific date and I think if you tap once Charlie, I’ve circled up in that code that’s, I just changed that once and all the code underneath it using chat up to telling just to repeat the variable names that I want to consider. I was able to keep prompting to help me to do three things so I might have a localized date format. That is your classic, you know, date date movement yet but for example, in Sweden it’s actually the opposite way around. So it’s year to date. You might want to take it one step further like we did and do friendly date formatting. You kind of tailoring your message how your recipient wants to receive it. So for this you can make it say 2020th August 2024, which brings it to life a bit more. But even once, step further as like the ordinal date formatting. So first, second, third and actually you can take it all the way down to the to the personalization of the Tuesday the 20th of August 2024, which is so much more pleasant on the eyes to read. So instead of having to have, say, separate tokens for different countries and different date formatting using velocity were able to program in all that complex logic and spit it out on a per country basis. The tailored, tailored, formatted date. But just as one token, I don’t have to change that between dynamic content blocks. I can just have a single token that will handle all of that effort for me. The next few states that we use all the time is our email salutation. So previously we were actually writing Dear Partner or whoever in each dynamic content block, which is totally redundant. You, you know, customizing your email greeting based on the recipient’s language and indeed maybe gender, if applicable, should be just the rule 1 to 1 basic personalization. So there’s a couple of things to consider. If you kind of aren’t too trusting of your data quality. I think Zoe mentioned earlier about collecting things about whether a person is male or female. And that’s the thing. If you don’t feel comfortable, maybe stick to your generic personalization. Obviously it reduces errors and if you work with sort of less forgiving markets, they may take offense. If you get any of your email salutations incorrect. However, if you are confident in your data, you can the well, there’s your choice then you can, you can personalize by country, by language, by gender. If you don’t have a first name or if you just have the first name from that name, or if you have random characters thrown in there that make it sound like it might be a junk or spammy name and you can taken all those variables into account using velocity and have a single velocity token to handle your email salutation. Next slide please. So how we did this to get our stakeholders involved, we created a huge table. This is just some of our countries. I think we’ve got like 20 countries that we target and email and so you can see a top there. Austria who speak German, they just wanted a generic email salutation, so says their partner, and it includes both sort of masculine and feminine versions. Whereas France, if you look a little bit further down, they wanted personalized salutations. I think that’s what seven that based on if there was a valid first or last name there must and if that were feminine and we didn’t even know and the table help our stakeholders, you’ve got no concept of velocity to get on board of what we were trying to do. We got buy in from them, we got email approval, we saved it all down into a big spreadsheet. And now I have a single source outside of Marketo to show how I’m handling all of those different applications if you go to the next slide as well. So obviously you’ve got to have a default citation included as a fallback. And Switzerland have three languages within their country. Again, the German language contingent wanted generic was front and Italy did once taken masculine feminine elements. So there’s loads and loads of personalization that you can pull in depending on the nuances and to your targeting. You’ll notice that the Swiss French gave for the equivalent of Dear Mr. or Mrs. last name, whereas front, French, France, French, French, French wanted to go for first name. So there’s so many differences that you can build into the next slide, please. So this is our code. I’m not going to go through it, but basically use my estimation, use Google, get some elements of the code, use chat activity and start to prompt and engineer what that could look like. So again, the purpose is putting up an asset so that you can code it once insert taken once, and then instead of all the different dynamic content blocks which take so much time, you can code it once, test it, and then you only need to add that citation once the beginning of all your emails. You know, it’s going to work every time. If you go to the next slide, you can see how I test that. So I had my emails cryptoquant and then I outputted all of the variables that I’m looking up. And then that means that when I create a sample list of individuals from all the different countries and testing I view by that email, I can see the output of that. So I can see first name, last name, gender, partition language, etc. and then I can see how that citation is rendered. So the idea is that, you know, if, if it’s not, what if it’s not working? How you expect, then perhaps rather than having to go into everyone’s individual directly on that preview email, which sends you a lot of time. So I find that re a much easier way to troubleshoot on that instead of to each record. Okay. And then finally, on to the adoption side. We invested really heavily in documenting all things Salutation token within SharePoint pages. So the goal was to make this super easy for the non-technical marketers, and we’ve actually had really, really good feedback on this. It’s proactively handled questions like what happens if you can’t determine the leads gender and etc., etc… If you look at the next slide, please try it so we can just pop over the link the side and it’s got everything in every country. You can see how the citation numbers and we’ve handled all the complexity in the back end. So really engaging, really interruptive to the next section. So yeah, I think we’re coming up on time here. We’ve got a few questions in the chat, would you? I think next up we were going to cover testing, which I do. So your question about testing, so maybe let’s get through testing lickety split and then I think we have one or two questions I think might be interesting for the group to hear. To see. So yeah, so testing kind of just touched upon it briefly. But what we do, we’re always checking, always be checking, follow your ABCs. We are in many testing lists as a static less the database section and on this list contains like a fake contact per country with all of the elements, needed variables, languages, segmentation sets up as if they were genuine contact set up. Let’s have a pseudo example list of all the variations that you might want to test your velocity or your dynamic content and it makes it super easy. So you can just preview the email via that list and you have all of the different countries within a region accounted for and you can even send the sample and tick that box at the bottom, which says some variations from person list and you’ll get a copy of each, each person coming through. So I also like to have operational workflows to keep the data super tidy, just like I would with my genuine contact data, because a lot of people use them to test phones or whatever, so it can get messy. So overnight we have a batch and that sort of normalizes up the testing list. Again to keep everything nice and neat. There are a couple more eyes, but we can send them out and get help. Welcome. Fantastic. All right. So there’s a good question in the chat about why triple language forms and Zoe’s answer, edits aren’t going to point people. They’re basically why triple language and not just like one global form or one form with five variations. Always got some good considerations there. The one that I want to kind of put out to the group and, I think Charles is probably for you, is from that in terms of what would be the most optimum configuration in terms of workspaces and partitions. If you have two brands which have separate content and marketing teams, but a customer can basically buy from either brands, what is sort of the best case set up there? That’s a good question and share. I think we covered often been able to share sort of different assets across sort of multiple different workspaces was quite difficult. So for example, we have two key parts of our business sharing. One person partition, which means they can market two separate sort of products, two separate bits of branding to the same people. Now we have individual all sort of campaigns, branded templates within each of those sort of workspaces. But then we can also use different a different assets from our global partition as well. So workspace so like a of, so you can control through different branding different bits of logos into those sort of template. So hopefully that’s answer the question. But now. Alicia I think so. And if you have a follow up, you can just drop it in the chat and we’ll see if we can get to it. All right then. Georgina was asking about doing a preference center across multiple instances and definitely instances, not workspaces, especially when a company has acquired another company. Georgina, you are also welcome. I don’t know if you’re still here to hop off New. You want to add more color around that with the. No, I don’t see her, but I think that’s still a really good question is like if you’ve got multiple instances in one preference under the need to govern them, how would you do that? Well, first of all, I would you need to work with the company. Like is it exactly the same rules across the two brands? Is one B2B, one B2C. So you need to get into the nuances so that I would set up your rules of center excellence, your preference center, and with, I would say one, whichever one is the most important, but choose which one you’re going to start with. And then if there are a variation and you can make the variations, once you’ve got that center of excellence, I don’t believe you can just copy it from one to another. I think going to have to rebuild it, but I would do do do the build, do the proof of concept the Q on one once you’re happy with with that by merging then basically rebuild it brick by brick but also add in any variances. I would also say that this is probably a case where the form that you are using probably needs an API. Submit forms. That way you can send it, send the data to multiple locations in that case. But this would also be one of those cases where I was like, maybe you should just try to put the two instances together to one instance because this is not going to be the only time where you run into a case of like, something needs to live in two instances. The longer the two companies operate side by side, the more the more you will run into this. And at some. Point you just need to put the. Two together. Have one instance governing all the things. So, okay, I think we have one more institutional. I was losing track here and then actually we did answer the question about testing, but I know velocity scripting testing can be a little intense. Any, any follow ups there that you have? No, that was a good explanation. It makes sense. Thank you. Fantastic. All right. I think those are about the questions about 2 minutes left. To the recording. There’s a question about where the. Recording of the recording will be on the August deep dive page. There should be an email that gets sent out, or you can honestly just check back by the end of the week and we will have it posted along with the slides where you can find the last of Kate’s fabulous content, which will be around. The bottom. Sending in time zones and reporting. Yes, there’s some really cool stuff that is such reporting. But anyway, thanks so much for joining everybody. I really hope everybody learns some great things. The language form sort of blew my mind the first time that we told you about it and the velocity scripting that Can I blustery script? No. Well, I maybe now try to possibly. But anyway, thanks for joining us and I hope everybody has a great week they.