Whose form is it anyway? Deep dive on Marketo forms compared to AEM Forms

All right. Thanks, everyone. Welcome to our deep dive today. I’m very excited to to be presenting, this topic, with one of our fellow ACM temps. So. And we’re I’ll allow her to introduce herself in just a moment here. Next slide. Brad. So, just as a few housekeeping rules. No self-promotion of any kind is allowed, during this presentation. Please don’t reach out to other people, without their consent. And if there’s any use cases that are shared here. During this meeting, please also don’t share that out, without their consent.

And next slide. This is being recorded. If you do not want to be recorded. Now is the time to exit. But if you can, feel free to watch this recorded session. It will be posted later after this meeting. And if you have any questions about that, you can always reach out to advocacy@adobe.com.

So today’s topic is whose forum is it anyway? We are going to do a deep dive on forms. Now, I’ve always been a huge fan of forms, and I am fairly new to 8 a.m. forms and all the different types of forms you can use with Am. So I brainstormed this idea with one of our Am champs and we are very excited to present today. My name is Brittany Young. If you haven’t met me before. I currently am a Senior Technical Product Manager at AWS, and I’ll turn it over to my co-host to introduce herself. Thanks, Brittany. So my name is Angela Taylor and as Brittany suggested, I’m actually from the Am side of the house. So, my specialty is actually in AMP form specifically because Am is broken down into several different pieces. And my specialty is forms. Currently the marketer, the director of marketing at four point. But I originally started off as a software developer, so I really know how everything works under the hood with a, and I’ve been working with forms for almost ten years now, so hopefully I can answer all of your questions. I’ve seen a lot of fun scenarios, and I’m super excited, and I’m so happy that the Marketo team has invited me to come here and have these conversations, because I’m excited to be able to start talking more about how the Am or Adobe products in general work together with each other, because that’s really where a lot of the Adobe products get a lot of their powers, how well they integrate together with each other.

Yeah. And I would also like to add to that, this is our first time, presenting kind of code, presenting on when two teams from two different programs together. This has been something we’ve heard a lot from the community about, content that’s kind of bridging the gaps between Marketo and, analytics, all of that. So I’m very excited that I get to collaborate with Daniel on this. And next slide, Fred.

So for our agenda today, we’re going to go over just what is a form course that you may hear a form. And I know in Marketo world my head is going to go directly to what that means in Marketo. But we’re going to go over not only what does that mean in Marketo, but also am. And then the part that we really want to get into is all of those use cases. So whether that be personalized PDFs or how you could do, your customer journeys, and then the ones we all love with our, our basic contact us forms, on our websites and then we’ll, we’ll leave some time open for Q&A as well. So I’m going to go ahead and, turn it over to launch out to just dig into what is a form. Perfect. Thanks, Brittany. And I know it sounds like a silly question. What is a form? But I always like to start any kind of forms conversation off with what is a form. And as I’ve said that you all probably thinking of something. And if Brad, if you press the button, there’s some animation here. This is probably what you’re thinking of or worse than this, a clipboard that somebody handed to you with a piece of paper and a pen, and they want you to fill that out, the digital versions a little bit better, but this isn’t what a form is, and I want to get people away from that. If you press the the animation for the next one. Brad, A form by definition is a structure with space in which you can write or select content which is super vague. And what this means really is that we need to start thinking of a form not by it’s eight by 11 structure that we’re so used to, but we need to start thinking about is how we can just capture information. That’s what a form really is. And there are so many different tools that will allow you to make different types of forms. Brad, if you can move into the next. So I want you to think as we go through and we talk about forms, escaping the medium paper is really what we were talking about in most people’s mind. But I like to use the analogy of music. If you take a song, let’s say Michael Jackson’s Thriller or something like that, you can get it on a record, you can get it on a cassette, you can get it on a CD, you can put it on your favorite device, you can get it in the cloud. But you know what? The song itself is still thriller, which is a fabulous song. Forms can do the same thing. You can have a form in a paper form, or a digital form or a web application, which you’re going to see later. Forms have been so many different things and they’re going to continue to grow. And I want you guys to stay open minded. Remember the definition. It is just about gathering information. We can move on to the next slide.

So I’m going to pass it back over to Brittany. And she’s going to do an overview of what Marketo forms are. And then I’ll come back and I’ll tell you what am forms are. Thanks as well. So before I get into all the deep dive of Marketo forms, please keep in mind this is high level on purpose. Okay, so for all of us super Marketo nerds, don’t come at me because I’m trying to keep it fairly high level so we could get into more of the nitty gritty of just what Am forms has to offer, and especially the use cases where, you know, you might consider that versus Marketo and all of that. So go ahead, Brad. First one of the features, is progressive profiling. We know, when you have a marketo form, you could choose to initially only show a few fields to only, to that way, only keep it, as few fields as possible on the form. And then over time, as a person returns to your page, you can show additional fields to collect additional information.

The next feature is with prefilled. I know we’re probably all very familiar with this kind of functionality. Even like with Google Chrome, for example, that’s basically allowing, unknown visitors, form fields to already be filled out when they return so they don’t have to complete the form again.

And then there’s hidden fields, which these are used most often I’ve seen for capturing things like, a particular lead source or even like your Utmb. So those hidden fields are not shown on the form to the user. They’re on the, the back end. And that allows you to, really be able to, you know, track your conversions.

And then when visibility rolls, these are real. I always love to use those, Marketo forms. Especially when you want to only show certain fields to certain people. In my past experience, I’ve used this most often when I’m trying to segment different audiences. Like one example, I had, a company that had both, like a patient facing website and then, the website was also for employers. And so one of our fields on the form was, are you a patient or an employer then based on what the person selected, we would hide and show the additional, subsequent fields that were asked after that.

And then lastly, with your thank you pages, Marketo forms allow you to select what you want to show up after the form is completed. So that could be, directed to a different page on your website, on Marketo landing page, or even if you just wanted to show, a simple thank you message.

Now, next, I’m going to talk through some of the, the benefits of Marketo forms. So one of the key benefits is, the flexibility. You can really use Marketo forms just about anywhere. I’ve used them, in various different CMS platforms on Marketo landing pages. They’re also fairly easy to use for marketers. That’s one of the the benefits I’ve seen across many marketing teams is they have that ability to easily deploy a landing page with the form for, say, like a webinar or any other type of event. There’s also advanced customization you could do with the Marketo Forms API. I will not even get into that. There’s some really cool other deep dive topics we could go into on that, but Marketo Forms really allow you to have that sort of, customization. And then the integration. Marketo is typically integrated, directly with your CRM. In most cases. There’s some that may have like custom integration, but if you have that direct, sync between Marketo and let’s say like Salesforce, for example, all of the information that is put in your form can go directly into your CRM and routed, according to whatever your lead routing rules are. And Marketo forms also help you prevent, duplicates. So if it is a known visitor that comes with the same email address, all of their information, that’s, tied to their cookie will then be, tied to that existing record in Marketo so that, you can you know, keep it all in, in one, user journey. And then on the con side or, you know, there’s some considerations we have known, you know, the bot issue that has happened some times with, Marketo forms. Adobe has made some improvements with that, but it’s still something to consider that that might be an issue for you with Marketo forms. Also with the branding, a lot of times your Marketo landing page may not look exactly like your website and or, even the domain might be it might not be a branded subdomain. And so that might be another, you know, downside to using it. Some of the features that I mentioned previously, like your, prefilled as well as your progressive profiling, that doesn’t work with all form types. So you can have a form on a marketo landing page and you get all of that. But when you do it on, like using a form and then on the website, some of that native functionality, is not there without some additional customization. And then the last consideration is tracking. Again, if you’re not necessarily using Marketo landing pages, it’s not as like I would say turnkey. When you’re embedding the form on your website, there’s going to be some additional things you have to do in order to track those form conversions properly.

And also we’ll go ahead and talk about, am forms. Perfect. Thanks, Brittany. So I’m going to throw a whole lot of information that you guys. And I know it’s a lot because you guys are the Marketo team. Let me know in the chat if any of you guys are have any experience with APM. But I’m going to run through this quickly. So that way we can go in and we can start talking about use cases specifically. And if you have any other questions, we can bring them back at the end. Or we can find another time to chat because Am is a beast on its own. So, just from a high level Adobe Experience Manager is its own separate solution. And within that solution, there are five sub modules that you can purchase. So the idea is Adobe Experience Manager is used to create content that is personalized for people who are interacting with it. And depending on what type of content you are trying to use, different tools are better fitted for those things. The default when people say atm, they mean ATM five. That is the majority of what people are using when they’re using the the Experience Manager suite assets would probably be the follow up to that. But so for our high level sites lets you build web pages, assets allows you to create versions of your your assets and keep track of them. Gives them a central location for where they’re being used, which can also still integrate with sites and forms. So that way you have a single repository for everything guides. Think of online manuals, think about, if you bought like a bread maker or something along those lines and, you know, they give you that pamphlet, that little book that comes with it to tell you how to use it. You can create like an online version of that. It’s still pretty static. You can do some quick links and things like that, but think more of how to instructional thing is, what guides is screens is interesting. But you have to have a very specific use case screens. An example of people using screens, is Las Vegas. If you go down the strip and you see those big signs, especially because the summits coming up, the those advertisements done with screens. And I’m also pretty sure the McDonald’s ordering system is also done with screens, but the idea is that the imagery goes on multiple screens or weird resolutions, those kind of things. So that’s what screens is really good for. And forms. It’s is, the entire solution for creating and capturing data and presenting data. So if we go to the next slide, we can show a high level summary of what’s actually included in the A informs product. And it is a complete solution. It can do it all. It can do it all the way from the beginning of authoring it, creating it, helping people find it, doing the processing and the rules behind it, securing the information, linking it back so you can track how it’s being used. There’s different versions of it.

It’s really a complete solution. I’m not going to go too deep into this because you could get lost in the weeds. I have a couple other slides. It’ll bring it up a level for you guys. So if we go to the next one we can see these are some of the types of forms. So I want you guys to think about these as we move into the use cases. So you can think What would I think would be useful when I’m trying to do this kind of a scenario? Would this meet my use case? Okay. So the the traditional one that people think of is I need to print a piece of paper. Yes. And forms can make you a print piece of paper. You can also do the basic one where you fill it up in Acrobat, you type it all in and then you can print it dynamic interactive forms are a little more interesting. These ones I like because they don’t automatically take up the space when you’re filling out a section, because sometimes you’ll get that. You’ll get, especially on a print one, right? They’ll give you space for like for dependents, and you don’t need that space. So this doesn’t show any space. And as you continue to interact with it to Brittany’s point earlier, using hidden fields and things of that nature, you can turn sections of it on and off based off of how people are interacting with it.

The guided adaptive form, this one is very interesting. This is like an online web application. Don’t think form because that’s going to make you think pieces of paper. Again think of like an application. You can go in here, you’ve got a guided user experience. You have inline validation. You’ve got different integrations. It’s an entire I can’t think of another word other than applications, but it’s its own little system within itself. It’s it’s really quite powerful and where most forms are going to now and then. The other side of it is case management. Any kind of documents you need to produce the difference between a form and a document being forms capture information, data presented. Think of, letters, statements, legal documents, those kinds of things. If we go to the next slide, we can see a handful of examples of different types of forms. So, the mobile responsive ones think the beauty of those is that you have one version that can be used across all of your different screen resolutions. You create it, you can put it on the desktop, you put it on a giant screen, you can use it on your iPad, whatever you want. But you all still have the flexibility of all of these different features that are available to you within and forms. And just like Britney did to try to summarize everything for you, because there’s a lot in forms, I’ll move on to the next slide and you can see some of the benefits of APM forms.

It’s got a user friendly interface, and it’s both ways from the author creation portion of it and from the user interface, if we’re talking about it from the other perspective, it’s drag and drop. It’s very similar to a website. If you only experience with a site where you can come in, drag the components where you want, and it’s no code or low code either. You’re going to do some coding depending on the complexity of what you want to do, which is really the power of AMP forms. It allows you to do everything you need to do. But, you know, you can do inline validation. You can do, all kinds of things. The hide and the show, which is done in a similar fashion to header, where you don’t actually have to write code, you use the dropdowns and it comes out like English, which is very helpful, making it really user friendly. We have the multi-channel output, whether or not you need to have a print version, the version for your phone, a version for your computer. However you need to have it, you can have it in any format you need while not having to make multiple versions. I really want to reiterate that you only have to create it once, and depending on how you want it rendered, the system can handle that real time data validation. Super important, you never want to put bad data into your system, but nothing is more frustrating than you fill out a ten page document and then you realize I skipped something at the beginning. Now I have to go all the way back there. Or I was filling in the driver’s license information and I have to go back and put in a number. I had it the thing here, I had the license. Let’s tell me as I’m filling it out. So you have that real time data validation as people are using it. There’s a centralized content management system for it, similar to AML assets where the real power of this is allowing you to create forms in a more modular sense. So think reusable pieces. I like to think of Lego pieces. So if you have a chunk that you want to reuse in more than one location, a good example could be an address block in an address block. Standard has standard elements that you will always have appearing, or another really good one is like terms and conditions. You can create that in its own little chunk, and then the legal team can control that. If they need to go in and change that little chunk, they go here to change that chunk. And every other form that requires that chunk will automatically be updated. The power of having that centralized repository, the integrations, it’s a diagnostic solution. It can integrate with, like anything, there’s a lot of connections out of the box that can already be integrated with. But that’s really part of the power of and forms is being able to pull information from different repositories.

I have a few examples where I’ve linked to Salesforce and to, Mark Cato’s database. And then from there was another one we used, but we can link to like Oracle databases and it’s all in the same form. So it can have multiple connections in the same repository in that same data capture, which is really powerful. Scalability. Because of those Lego pieces, it’s easy to quickly grow out and without other than having to have a 1 to 1 ratio of forms. Traditional forms are oftentimes I need one in English for this country, with these for the state. So you have to have how many versions of this, that scalability in that flexibility of being able to have the hide and show and those Lego pieces really allow you to build out forms really quickly. And, security forms type of a lot of data. And we care about data. So it’s important that forms are secured. There’s a lot of different security features with AMM, forms specifically that help make sure that our content is secure. Lots of financial services and lots of government agencies are using it. So very secure. And if you want more details on that, I can get you more details specifically, but very secure. When we look at considerations, the big one would be the cost, because it is a separate piece. You had to have to buy is an enterprise level software solution. And so you really have to make sure that the use case that you’re trying to accomplish makes sense for what you’re trying to do. If you need to have multiple integrations, if you want to make sure that different members of your team have access to the thing that makes sense for them, like if we break down creating a form, you have the marketers who would be caring about the look and feel of it. You have the security team who would care about the security permissions and access to that. The IT team would be needing to know all the integration pieces. The form development team would need to be able to have access to the actual skeleton of the elements needing to be captured by your content. Experts like your legal team would need to have access if you need that level of granularity. This is something you want to start thinking about, which does bring into some complexity. But once that backbone is set up, it’s set up right. So you may need to provide some assistance to help you get that backbone set up. But once you have it going, you’re good, right? Like if you were going to like redo your basement or something like we just did recently, I had an architect come in and make sure I wasn’t tearing down walls that would bring my whole house down, that kind of thing. Right? But once you know you’re good, you’re good. You can keep going. Maintenance is always a thing you’re going to have to take care of. It’s a software solution on its own, so it’s going to need upgrades and things. If you want to mitigate that, you can move to the cloud because a Informs is in the cloud. And then Adobe would do the upgrades for you. But if you have a local version, you got to keep it updated and training. I wouldn’t say it has a steep learning curve, but there’s a learning curve. Any time you get a new tool, there’s a learning curve. So I threw a lot at you there. And I’m sure there’s going to be lots and lots of questions. But let’s go into some of these use cases and see if we can get to your ideas stirring and having some good thoughts and conversations.

Okay, so, a bank wants to run a campaign for a new small business lending offer. We can move to the next animation. The problem, though, is the campaign should include a promotional email with a custom PDF explaining the unique offer for each customer so we can create the the email campaign through Mercato. The tricky part is the custom PDF, and we don’t want to have to have a custom PDF for every single customer. You can’t do it. It’s not scalable. There’s there’s it’s a bad idea. So how can we solve this problem if we do the next animation? We’re saying what I would recommend in this scenario is a dynamic read only HTML five version of form. And so what would happen here is when you’re creating your Marketo campaign, you would attach the specific, custom PDF. And that custom PDF is going to pull data from Marketo about that known user to personalize the document on the fly. For them. So you only have to have one version of that document, and it’s only one call in your workflow from Marketo in your journey. And it would say things like hello, Brittany, I see that you’re in, whatever industry you work on, let’s say we could have four different options. We’d have a retailer, I don’t know, a finance, an agricultural and an entertainment. Those are the three, four different offerings we could have for an organization. But, Brittany, we know you say you own a restaurant. Well, we’re only going to show you the information for that particular ad, because it doesn’t make any sense to show you the other ones. And all of that is contained within the PDF that would be sent to people. And from that HTML5 version, people could download it if they wanted a local copy, or they could just view it in their web browser. So it’s really gives you a more complete version of the journey, because you could totally put that in Marketo, but you lose that PDF, right? You, you, you don’t have that portion of it. Did you have anything to add to this? Brittany, before I move to the next scenario? Now, I was just going to say, I think that, like Sarah had mentioned in the comment, that’s a really cool way, I think, to tie together both Marketo and and I this is a challenge. I know I have faced it at companies in the past where how do you get that personalized PDF, with all that information? Because, you know, each customer’s different. The data you want to show them is different. So I think this is a really great, solution for that. And you can also extend it further if you had other systems that are tracking information about the users. So you might have some information in Marketo, but you have something in a different CRM somewhere else because it can do multiple integrations. You can connect to all the places you need dynamically and have it all combined together. So it’s really powerful things. Yeah.

We can move to the next use case. So this scenario is building off of what just happened. So the bank would like to follow up on a promotional email with another email to prompt the customer to sign up. So what’s the problem now? The recipient should be able to enroll immediately from the marketing correspondence. So if we go back to Marketo being the hub, that’s running this journey, we can say that they click the link in the email, they open the PDF so we know they were looking at it. Now we want to send them another offer so Marketo can handle all of that portion. But how do we do that enrollment piece. And the solution I would recommend would be to have the guided adaptive form. And so the guided adaptive form is that whole application. I know I spoke really quickly of it, but it’s that application that can sit in front of it. So it two being that it’s part of an forms can pull information from different repositories. So we’re going to get that information that we had from Marketo that we know your name is Brittany, that you own a restaurant. So we’re going to show you the offers that make sense for a restaurant. And we’re going to personalize it. We’re going to say, hello Brittany, we’d like to complete your offer or here you go. Make it really personalized to you that it makes sense. But what we can also do is have that guided experience with the application. So as you’re continuing through, we can make recommendations if there’s different options that would make more sense based off of the information that we’re gathering about you. As you’re continuing through the process, we can also have that inline validation. So if we notice something is in here that’s not quite right. You missed a field. You put the date in the wrong format. Anything like that. As you’re continuing to go through that application, we can fix it for you. As we go through.

Again, the application can be done on any device. So if you want to do it on your phone, if you want to do it on your desktop, it’s flexible. That way you only still have to have one version of it, but you can go all the way through it. You can actually also assign like Adobe sign to the application, so when they’re finished the whole process, they can review. And you can see the final contract. If it needs to be in a PDF contract, you can get that preview and then have them digitally sign it right there, complete that. And then when that finishes, you can kick off an Am forms workflow that sends information back to Marketo. So that way they know that that whole system went through so you guys can track it on your end. But something else is probably going to have to happen to be enrolled in this. So it’s going to have to go to somewhere on their site as well to create a welcome package, or something else is likely to happen after that. And you can kick off that further process.

So yeah, I was just going to say that’s exactly what I was thinking at the end of that. You know, after that form is completed and that data, Marketo will get the signal, you know, form complete. That’s a great place to then begin that welcome journey. If you have like a welcome series of emails.

Exactly. So they do work really well together. You can merge them quite well together. And the, the, the last use case that I wanted to talk about, because this is how Brittany and I started our conversation. Yes. The first that I did you contact us. Form needs to be created as part of a campaign. And so the problem here is there’s so many different tools. Which tool should I use to create my contact us for? And if we go in and see what my my suggested solution is here.

I say it depends. The reason I say it depends, it there’s a lot of things to consider. Every organization has different needs, different requirements, different security concerns. How quickly do you need it turned around? How much does the branding matter to you? Do you already own a form? There’s so many things to consider here, and I would not recommend ABM forms for a contact us form. If you’re using a form specifically for a contact us form is the only reason you’re purchasing a forms. It’s like taking a limousine to go get milk. I could really dream about a. Yeah, right. Like it. Yeah, a little, but but yeah. If you have it, though, I do recommend using it because of that modular structure and the way that it, it cascades back. So if you have a m forms, you already have, like your brand guide already set up and all of those things so that way your creation of the form will match, the rest of your branding will match all of the rest of the content you already have, and it’s already got the security. It’s got all the overhead for it. But if you don’t, I mean, it’s it’s a little bit much. You know, the other thing I always consider, and this is what I’ve told, like, many teams that I’ve been on is like when you when it comes to creating a form or even just like, yeah, like a landing page with the form you need to really consider. Is this a one time use or is this something evergreen, you know, that can expand, like how you describe some of those other use cases, with like enrollment and stuff like that. That’s something that will continue from now till eternity. But if it’s like a quick one time event because you’re hosting a webinar or a happy hour, you know, those are the times where a lot of times I myself have advocated for Marketo landing page with the form. Because it’s a one time event. It’s really easy for, my marketing team to go in and create it, and we’re one and done versus something that’s going to continue on years and years. It should not be in in Marketo, because chances are it is going to get more complex. If there’s things like like enrollment, for example, I have been at a companies where they tried to create something like that within Marketo and I would say there’s a lot of complexities to that. And so that’s another thing to consider when you’re trying to figure out, you know, which system where does this belong? I would also think through is this a one time thing or is this something that’s going to, you know, continue for many years.

And something you said that it clicked in my head and that you just want to call out on that to the tools you have. You can you can do almost anything with. Right. Like I remember when this was announced on LinkedIn, somebody asked, are you talking about ATM sites forms? Are you talking. Oh yeah, right. And you can build it in a, sites. Absolutely. Sites and forms essentially are the same thing under the hood. They convert into HTML. So I know I’m getting technical, but this is a deep dive, so I feel like I can go there. It’s all just HTML code at the end. So yes, if you want to build it in a site, you can the difference here is that forms has stuff out of the bag that can help you get there faster. It’s like if I go back to construction, how many different tools can cut like there’s hand saws, there’s the the little curbing saw. And yes, I don’t know what any of the construction things. I don’t do construction, but there’s so many things you can use to cut and depending on what you’re trying to do, some just make the job a lot easier than others. You can hack away at it and get it to work, but was it worth the effort? Sometimes you really need to sit down and think, what’s the better tool for the job? And if we start thinking about again, if we go back to people’s organizations, there’s different hierarchies. And do certain departments need to have certain authority over certain things? People are concerned about firewalls, and the stuff is in front of the firewall behind the firewall. There’s lots of things to consider specifically about a contact us form. But if I were to reiterate, this is really not the place for an ATM form. The other two, where they were more complex to Brittany’s point, evergreen solutions, things that are a little more complex have a little more integration. That’s where M forms shines. Yeah. Makes sense. Well, I know we got a lot of questions in the chat.

I found them trickling in, but I haven’t been help you guys here. I mean. I can read them. Oh, yeah. Oh, great. Yeah. Hi, Jim. Hi, I am back. Yay!

All right. Yeah. Let me go ahead and read, some of. The questions that. Came through. Okay. First, some of this I think might have been answered. I’ve been trying to keep up with them, but I’m going to just put them out there anyway. Well, one of the questions was, does each form have its own repository? Or if your organization is using Am, did the form submissions all go to the same place. So you can customize where the form submissions go? Typically there is a repository that somebody wants to store. All of the information is and it also depends on what type of form it is. You guys are Marketo guys, so you’re probably thinking CRM, but it doesn’t always have to be. It could be like an Oracle database. We do a lot of external sources. We’ve integrated to Pega system, ServiceNow. But the the answer is you can configure it to perform wherever you need the data to go. And it can go in multiple places. So as you submit you can send it to two different locations if you want. I don’t like that. I don’t like having redundancy data, but that’s a different conversation.

It’s interesting. Okay. Great. We have another question, which was. How does Mark. Sorry, how does Marketo handle known visitors on forums? And what should marketers consider when deciding whether. To enable. This feature? Yeah, I can take that one. So, I know one visitor is going to be based on, the cookie. So any time someone has completed a form, it they’re being tracked through the cookie, which is munchkin. It’s tracking all of their visits, and that’s how it knows, that it’s the same person. And what will happen is when that person returns to the website, to, like, complete a form or even just any activity, even if they’re not filling out a form, because of that cookie, it’s going to tie all of that activity back to that person in Marketo. And then what was the was there a second part to the question? What should marketers consider when deciding to enable the feature I guess? Oh yeah, yeah, I don’t I mean, I would think most marketers would probably like all of that. The other thing you have to consider is, probably just security and privacy, like most, I think it’s required now for things like cookie consent banners to be displayed even on your Marketo landing pages, so that people know when they are visiting. Those pages, whether that be on your website or Marketo landing pages, they need to have the option to be able to accept cookies and know that they’re being tracked. So that would be something I think they should consider. Right and can Am forms leverage. Marketo form, fill validations in real time.

Sorry, can am handle Marketo form filling in real time. Was that the question? Yeah. So I guess it’s can am forms. You know how Marketo can do form field validations. It’s asking if. It can add forms, leverage Marketo this form fill validation in real time. I think they have another example here, which is in the case of if you’re using. Insert, if you’re asking users. To enter business email addresses rather than personal emails, can we validate, you know, using a list in Marketo that which is personal versus, business and not be like sort of propagated to or I’m sorry, can that what can I am like basically use that validation to be able to. So short answer is yes because technically it’s just another integration. And so what we would have to do is code it. There would be coding there. It wouldn’t be just straight business user who needed to do this. You would need someone who’s a little bit more technical. But if we have that list of rules within Marketo, we can pre fill a validation rule set. So when they fill in that email field we can check to see are you matching that, that, that requirement. But something to note about anything technical that can also be modularized and be reused. So if you have something like that that you would need to do over and over again, you can create that, reusable code that can be added in later. So that way next time you need to do that same validation on the email address, that it’s not a work email address or it is a work email address, that piece is already there. It comes back to that framework that you need to set up. Once you understand what you need as a framework and then you have everything built, it’s much easier to keep going after.

Great. And then, another question that came through. Was.

Let’s see. I think, yeah. Since this Marketo. Essentially. Gets signaled by the form fill. Because. The handling of the Am form is an activity type in Marketo. So I guess that’s the question, is the activity is the form still considered an activity type of Marketo? Yeah. Yeah, I think that goes back to when you were talking about, that use case of like having that enrollment form and then it’s completed and it’s sending to Marketo to then like, you know, initiate like a welcome series or something like that.

Is would that be an activity? I guess Marketo would have to see that as some sort of activity in order for that to trigger.

Yeah. So I’m not super well. Versed in Marketo. I may have lots of experience with a, but not as much with the technical term, terminology. You with the AR kettle? But yes, I think it my answer is yes. Yeah. I know you can trigger off of something like we can send information from and forms to Marketo to trigger something. I just don’t know what the specific verbiage of what the pieces are. So used for that. Okay. No, that’s okay, because that was my thought too. And Ronald, that’s what I was thinking. There must because I haven’t tried that myself yet, but I’m assuming it would be some sort of. I don’t know if it would. You would use like a data value change trigger or something. To then, you know, initiate that campaign.

Data value trigger. Sounds like it would work well because then we could send something and it would just turn the flag on so that way, you know that that has been triggered. So that sounds like it would be a really good, specific way to handle that situation.

Okay. And then there’s two more. How effectively does a form forms integrate with third party tools like zoom info for online enrichment, especially when enabling smart forms? I don’t think zoom info is one that is out of the box, because there are a few that are already there that Adobe’s already created. So the integration, it’s just essentially turn it on. But I have not come across anything where we were not able to integrate it with, just a little bit of code that needs to be written to stitch the two together. But then once it’s done, it’s there.

I mean, last question, does and forms have any built in UTM tracking mechanisms? So tracking is not well done in APM forms. If you’re going to use tracking, I would recommend integrating with something else to help with the tracking. One of the things that you can do is integrate Adobe Target and analytics associated with your forms. So that way the interactions and all of the things that happen within your forms, can function the way that they’re supposed to. But if there’s specific tools that you’re already using, don’t reinvent the wheel and can do a lot. But if you’re already using it, it’s better to right that stitching in between and let the tools that you’re already using keep using them. I will say that was one of the challenges I had at a previous company of why I think there though we were using like and sites, and they were using like the forms within that and that because of that issue of not being able to like, easily capture the ends, we did end up switching, like for some of our contact us forms, we switched to Marketo forms because typically in Marketo, I’ve found that to be fairly simple for capturing UTM in the the hidden fields.

Right. I think that’s all the questions we have. And I think. We’re just about at time. So I want to thank everyone for attending. And we will be sending out the recording and posting this on YouTube as well. Thanks again everyone, and thanks so much, Brittany. And this was awesome. Thanks again for inviting me. I’m very excited to talk about how Marketo Informs can be working together.

Yes. This is this is a great topic and hope to do this again. Thank you guys.