Powering Campaigns with Marketo Personalization

Transcript

All righty. Welcome everybody to our July edition of the Foundations of Marketo Engage. This time we’re going to be focusing on personalization. We have two great guest speakers here today in Beth Corby and Hannah Wilson. We’ll get to introductions here in a second. But for me as your host, I’m Brad Bedford. I am an Adoption Marketing Manager here at Adobe. You also may know me as the Champion and User Group Guy. So if you are a part of a user interested in being part of the Champion program, give me a shout. We’ll see how it gets you involved. But I’ve got a couple of housekeeping slides before we jump into the content. The first of which being is this is Adobe User Group. So remember the house rules, no self-promotion, do not contact people outside of the user group meeting without their consent. And please, if someone does share a specific use case, do not share that outside of the group. We want to keep those things together. We don’t want to share things without people’s consent. This edition is being recorded. If you do not feel comfortable watching recording for whatever reason, go ahead and check us out on Experience League in about a week and you can come back to it. But I will also send out the recording on YouTube probably tomorrow. So the problem’s there. And then the next one here is stay connected with our chapter. We are going to be doing three more of these between now and the end of the year, all with the goal of getting you all the knowledge that you need to take the professional certification exam for Marketo. So this is a great place. You’re not too far behind. This is only our second session. So you only need to catch up on one, which is not too bad. But go ahead and scan that QR code or I’ll drop the link here in a few minutes. So you can go ahead and join the chapter and get automatic notifications for all of our next sessions that we have coming up. The other big announcement that I wanted to make is I am working on a special discount. So for any person that attends all five sessions live, maybe a discount for that professional exam coming up. So stay tuned for more details on that one. You can’t miss these. And then we have, if you like the style of these sessions and learning from other thought leaders and other experts, we have our Skill Exchange coming up on August 20th. We have four great sessions from five great speakers. I’ll be there myself moderating and chopping it up with our presenters. We’re going to be all focused on AI, a little more of an advanced use case. So I know this course is more focused on beginners, but if you’re feeling about testing the deep end of the pool on Marketo Engage, go ahead and register for that. It’s a great place to kind of network and talk and connect with some of the product team as well as we’ll have a number of those folks attending this session.

All right, quick shout out for the upcoming user groups. We always do this, let you know what else is happening out there in the world. So today was a big day. We got Milwaukee, the foundational one that you’re on today, Salt Lake and St. Louis. Tons and tons and tons of sessions happening today, which is fantastic. And then Austin has two big ones coming up. The first one being virtual next week. And then we have our big, all Texas mega meetup on August 8th. That’s one you don’t want to miss. So if you’re in Texas or if you find yourself in Austin for whatever reason on August 8th and you’re a Marketo user, we have a couple of great partners that are going to be there. We have some champions driving and flying in. Courtney Edwards Jones is flying all the way from Manchester to attend this one. So it’d be a great one for you to join up with. Full day session there as well.

And then for international folks, we have tomorrow, our event in Singapore, and then in a couple of weeks, a couple of great ones happening in Japan. All right. And then the last slide that I have for y’all today is we really appreciate your feedback. We want to hear what you think of Marketo Engage. If it’s positive, that’s fantastic. If it’s not so great, let us know that too so we can help improve the product. But please try and review us on G2 and Trust Radius if you have not done so before. That is a real, real big help. It helps me out, helps Adobe out, helps our presenters out. So if you get a chance, definitely give us a shout on G2 and Trust Radius. And with that, I will turn it over to our presenters today. I introduced them earlier, but we have Beth Corby and Hannah Wilson, both from Shift Paradigm today. So Beth, why don’t I turn it over to you. Go ahead and introduce yourself and then we’ll turn it over to Hannah and get into the slides. Yeah, as Brad said, my name is Beth Corby. I have been in Marketo for several years. I’m not going to say how many. And I’m expert certified. I am a subject matter expert. I helped write some of the exams and I’m also used to be a master. I will be renewing that this year. One of my favorite things to do is to enable teams to use Marketo and use it in a way that gets them the best output of reports and enabling them to do things where they can do the fun stuff like personalization, which is really quick and easy in Marketo. So I’m looking forward to today. Hannah, you want to go ahead? Sure. Thanks, Beth. My name is Hannah Wilson and I’m the senior marketing manager here at Shift. I’ve been at Shift for a little over eight years and in Marketo for about four years. So back in 2021, we transitioned to Marketo from HubSpot internally. So since then I’ve gotten a lot of my Marketo experience from hands-on application as well as leveraging my colleagues at Shift like Beth and a few others on this call who work in Marketo consulting for our clients. So I got my expert certification back in November 2022 and now I’m the Marketo application. So like Beth said, excited to get into this. So from an agenda perspective, Brad, you can go to the next slide. We are going to start with understanding why personalization is so critical in today’s crowded digital landscape, and then we’ll dive into the how. So I’ll walk you through segmentations, how to build out dynamic content in a Marketo email. Then Beth will walk you through how to utilize tokens, snippets, AB testing, and then finally we’ll end by putting it all together. So two quick quotes for why personalization matters. So according to Adobe and Incisive, basic personalization boost conversions by 2.3%, but top tier one-to-one personalization can drive conversion rates of up to 43.9%, which is a massive difference in ROI. And we as consumers have higher expectations than ever before. We expect brands to know who we are, what we’re interested in, what problems we want to solve. When you receive a message that feels like it was written just for you, it stands out. So this leads to significantly improved engagement. So I’m going to be more likely to open an email, click a link or respond to an offer if it’s relevant to me. And ultimately this translates to better business results. So according to Adobe and PWC, companies delivering truly personalized experiences grew 1.7 times year over year in incremental revenue and more than doubled customer lifetime value. So think about Netflix or Amazon. They don’t show you everything that they have to offer. They show you what they think you’ll like based on past behavior. They recommend shows to you. They recommend products and that’s personalization in action. So I’d like to open the floor to the audience. Is there a brand that comes to mind when we talk about personalization that really stands out to you? Spotify. Yeah, Netflix for me too or Amazon. It’ll show me like based off of a dress that I bought. It’ll show me like three more that I, how can I not buy them? I have to. Perfect. I love it. So let’s talk about segmentation. So if personalization is the what, segmentation is the how. To personalize, you first need to understand who you’re talking to. So a segmentation in Marketo is a way to divide your audience into mutually exclusive groups based on shared characteristics. So by segmenting, you can send highly targeted messages that resonate with specific groups rather than sending a generic email blast. In Marketo, you can segment your audience using a wide variety of criteria, which I’ll show you in a little bit. This could be basic demographics like industry or job title or more advanced behavioral data like which pages they visited on your website, which emails they’ve opened, or even their lead score. So to cover off on these key points of segmentation in Marketo, segments are predefined and evaluated when someone qualifies for them. Each person can only belong to one segment per segmentation and you can use them in Marketo emails, landing pages, and snippets for personalization. So let’s take a look at common use cases. You can segment based on personas. Do you want this message to target a problem a decision maker might be facing or do you want to provide actionable step-by-step content for practitioners? You can segment based on lifecycle stages. Is this message meant for a customer, a lead, or an MQL? So this could look like an exclusive client dinner invitation, additional content for an MQL who downloaded your latest guide, or an upcoming webinar for a lead that’s struggling with a problem you think your organization can solve. And you can segment based on industry like healthcare, finance, and technology industries that have different pain points and strategies and they deserve messaging that reflects this. Lastly, you can segment based on region. So messages in different languages may apply to different parts of the world or your organization may have different regional offerings and products. So now let’s jump into Marketo. I’m going to demo how to build data segmentation. So now I’m going to show you how easy it is to set up a basic segment. As you can see here, I’m navigating to the database section of Marketo and you’ll see folders for smart lists, group smart list lists, and finally segmentations. So I went ahead and created a segmentation called executive personas that we will use throughout this call.

So when I build that out, you’ll see I have different personas, different segments based on job title. So CEO, CFO, CIO, CMO, CO, CSO. And when creating a segment, you’ll see up at the top, they have a smart list where you can add your criteria. So for CEO specifically, I added the executive officer. Same thing with CFO, their job title will contain CFO or chief financial officer and so on and so forth. But to show you how to create a segment, I will go ahead and add one more. So I just right clicked on the executive personas and hit edit segment. And here you’ll see the six segments that I’ve already created as well as a default. So that default segment is what everyone defaults to if they don’t belong to one of these six. And as I mentioned before, you can only belong to one. So if they are in the CEO segment, they will not be in the default segment.

So now I’m going to add a new segment called CGO for chief growth officer. So all I did was hit add segment, I typed in CGO, and I’m going to hit save.

Now you’ll see under my drafts that CGO is an option. And I’m going to go add in those job title filters. So in my person attributes, I’m going to select job title.

I’m going to add CGO and chief growth officer.

So now you’ll see in my smart list, job title is any of CGO or chief growth officer. So now that I have all those segments built, I’m going to go ahead and right click on executive personas and hit approve. So now I’m approving the segmentation. And once it’s approved, it is ready to use in emails and landing pages or Marketo snippets. So transitioning back to the deck, let’s talk about dynamic content.

So now that we know how to group our audience using segmentation, how do we use that to make our marketing more personal? That’s where dynamic content comes in. Dynamic content is exactly what it sounds like. It allows you to personalize sections of your email or landing page based on those segmentations. So instead of creating multiple versions, you create one asset that displays different content depending on who’s viewing it. So this has saved me a ton of time in situations where I instead of creating 10 different email versions for 10 different segments or 10 different lists, I can create one email and tell Marketo which content block should appear for which segment. This dramatically increases relevance and engagement because your audience sees content that directly applies to them. So think about something like sending an email about wanting to book a demo. If you have customers in different departments, you could show a different content block or testimonial depending on what their overarching business goals are. Or you could show a different product feature that most resonates to their specific role. So let’s cover off on these key points. Dynamic content saves time so there’s no need to clone and tweak multiple assets. Dynamic content ensures content stays relevant and targeted. Dynamic content improves email engagement and conversions by speaking directly to your users.

So now let’s take a look at common use cases. So you can implement persona based customization. You can adjust tone, benefits, or CTAs for different personas like those executive personas versus somebody like a practitioner. You can adjust content based on lifecycle stages. You can tailor copy for leads, MQLs, customers, or renewals all in one email or landing page. You can write industry specific messaging highlighting those different pain points between verticals, benefits, or case studies. And lastly you can localize messaging based on region or language. So as I mentioned before you can adjust that language, time zones, compliance messaging, or featured events.

So now let’s get back into Marketo.

So now we have an approved segmentation over here executive personas and it has the green check mark to show that it’s approved. Now I’m going to go into marketing activities and I’m going to actually open up an email to plug in that dynamic content. So here I am in a dummy program. I’m going to go to local assets, emails, and then strategic solutions. So as I mentioned you know let’s go in and see how we can target these different executive personas to book a demo based on their overarching goals.

So here we have the standard email template in Marketo’s editor and you can see here I won’t go into this. So you can see we have a pretty basic canned email. So are you ready for strategic growth in 2025? In today’s rapidly evolving business landscape executive leaders like you are constantly seeking innovative ways. At shift we understand we’ve helped companies like you. Here’s how we do it. CTA to book a demo. Great email but not quite tailored to the job titles that we want. So I’m going to go back to edit the draft.

And in between these two modules I’m going to add a text only module.

So this is where I want my dynamic content to appear. So right now it just has our templated copy but I want to add a little bit of a customization to this copy. So you’ll see here’s the content block. There’s a gear on the right hand side that allows you to move the module up or down, duplicate it, delete it but you’ll also see there’s the copy module. So clicking into the copy module a new gear will show up. I’m going to click that and you’ll have a few different options. So edit, clear content, make dynamic or replace with snippet. So I’m going to click make dynamic and Marketo will ask me how I want to segment. So I’m going to go to that executive personas segment that we just created and I’m going to hit save.

So now you’ll see on the right hand side all of the executive personas that we created.

So like I mentioned the default segment is the segment that encapsulates anyone who’s not in those executive personas. So there’s going to be default copy here. CGO that we just created, we’re going to want to change the copy. So a CGO is a leader that’s focused on the executive personas on growth. So I’m going to take a hand piece of text and just paste it in. So I’m targeting him by saying you know leverage our advanced analytics to uncover new market opportunities and accelerate your revenue streams. Perfect. So you’ll see that copy now aligns with the CGO who cares about growth. The CFO, he is going to care more about efficiency. So I’m going to paste a statement that highlights efficiency. So our performance streamlines your workflow automation reducing operational cost by up to 25%. CIO, she cares about innovation. So I’m going to paste in a blurb about innovation, future proof your business with our cutting edge technology and so on and so forth. So CSO, they also care about innovation. I’m going to paste that statement in. CMO cares about growth.

COO is going to care about efficiencies.

CEO cares about growth.

So now each segment that we’ve identified now has tailored copy to what they care about as a leader. So CGO cares about new market opportunities. COO cares about reducing operational costs. Chief Strategy Officer cares about cutting edge technology. So when I send this email out now, anyone who falls into those executive personas will get their customized dynamic content. So the most important part here I would recommend is using the preview button. So going up to the top right, previewing your email, and then selecting up here in the nav bar this view by drop down, you can view by segmentation.

Executive personas populates and then each of those seven segments plus the default populates. So CEO, CFO, CGO. You’ll see each time that copy changes based on the segment that we mapped it to.

So this is incredibly powerful because you send one email but it automatically delivers the most relevant message to each individual which dramatically increases its impact.

So now I’m going to pass it over to Beth who’s going to walk you through tokens.

So I’m going to dive into tokens and what’s great about tokens is they are a way to easily personalize your emails. So it’s basically a placeholder and you take that placeholder, put it in certain areas within your email and it will populate based on data or what you put in that token and it really helps you personalize things at scale. So there are a vast array of tokens but I’m going to concentrate really on the tokens that help to personalize. You have your lead token and company tokens and that’s where you can put in data points from either what’s in Marketo or even fields that are coming in from your CRM. So you could say hello first name and you could reference their industry or maybe the other data points that are important. Maybe you need to add a renewal date or something like that. Really great to make sure the messaging is personalized to them. Other tokens that we have or you’ll see is system tokens, there are program tokens, trigger tokens, campaign tokens. Tokens are a hot commodity in Marketo. So you can and program tokens, folder tokens and global tokens are essentially almost the same. They’re very similar where program tokens are at the program level, folder tokens are at the folder level and any program within that folder would inherit them and then Marketo, I’m so happy, has recently launched the global tokens and that means every program that you have in Marketo will inherit those tokens. So great way to personalize some common use cases are like I talked about, you can put a first name and a greeting, you could use a renewal date if needed or you know any data point. It’s really good to use tokens within events because you can reference an event date. You can use event dates within your wait steps which is fun. You can put in the webinar link. You also have scalable footers where you can personalize your CTAs with tokens.

One cool thing you could also do is populate UTM data on the use of tokens with some of the URLs you have in your email and again with the program tokens, the folder tokens and the global tokens, you could use those across assets like emails and landing pages so that when you actually go to build that you don’t have to go in the email itself you just update a bunch of tokens and it will all go in with the format that you want it. So I’m going to do a quick demo on tokens. We’re going to do a few tokens here. I am in Marketo and I’m going to go to this folder here, same environment that Hannah was sharing. Please forgive us it seems like this environment is a little quirky which is okay. I’m going to go into local assets and I’m going to do this token and snippet demo email and I’m going to go ahead and create a draft.

Now this is a pre-built email that I put put together for demo purposes and what I’m going to do in here because I want to personalize it I’m happy to have you attend my demo but I want to put the person’s first name in it. So I’m going to go over here I’m actually going to put that at the end and I’m going to go over here and I’m going to insert a token and I’m going to look for the first name field and it pops up as I search for it. So I’ll click on that first name field and I want a default value because unfortunately maybe some people get into the database and the first name field is not populated so I’m going to put the default value as you in case that field is not populated and I’m going to put insert and it does put it at the end but I’m going to copy and paste it and put it over where the you is and remove it at the end and now I have my subject line that is going to be personalized to the people that you send it to.

I’m also going to go into this text here and I’m going to I’m going to put a first name here just make it more personalized again. So I’m going to go in here I’m going to go into this little tokens icon and I’m going to do a first name again and I’m going to say there as the default value because then it will say hello there and I’m going to hit insert and now your copy is personalized. You can also add tokens again within the top copy like one thing that one I’ve seen commonly is a renewal day or things like that. I’m going to hit save and there we go. We have our token in there and then down when you see when I get into the snippets there’s also going to be another global token in there which I’ll talk about when we dive into the snippets but you can see it’s very easy to add in tokens. It’s very scalable in nature. Another thing you could do is at the program level or the folder level or the global level you can go in and you can go to my tokens on the program and you can create tokens for yourself. So if you want to easily add a subject line without actually going into the email to edit it or if you want to just copy in the token versus again going into the email you can do that. So I’m going to just take this body well let’s do something simpler so because we’re getting close on time I’m going to do the reply to address. I’m going to copy that token and I’m going to go back into the email and I’m going to put that token here and here and then I’m going to go back to that token and we can see that the reply to address is reply at domain.com the from label or the from email address is email at dot com. So if I go and preview that and keep in mind this is a demo instance so I think we’re having trouble with our images but you can at least see up here at the top those tokens where that we use is showing. So you can easily use tokens within your assets of emails and landing pages. So great way great use and very quick way to personalize and make it tailored to that specific person that you’re sending to.

So let’s talk about Snippets. Snippets is a basically a content area within Marketo and you can drop a Snippet into multiple emails and if you update that Snippet it will update across those emails. You can use Snippets in emails and landing page as well. A great thing about Snippets is those can also be used with dynamic content like Hannah showed where you could tailor it for different reasons. Snippets are great for centralized updates so if you need to change something like a common header or a common footer you can definitely do that with a Snippet because you only have to update it once you don’t have to go into a million emails to make that update. And it’s definitely because of that it’s definitely great for consistency overall and it does save time and reduce errors. So Snippets are a great tool. I usually see them a lot within footers and headers and it’s also a great way to make sure you’re using the right footer at the right time. So if you have a footer for people that are located in the U.S. you want to make sure that’s the U.S. information in that footer. If you have a footer for the EMEA region you want to make sure that that footer is for that EMEA region.

Other use cases is you could use it for targeted messaging. You could definitely if you had common messaging for different types of industries and you want to use that within your communications you can do that and of course dynamic headers, banners, and footers. So again I’m going to go in and demo this really quick. If you go into the design studio of Marketo, I’m just going to refresh really quick, I think I hit that refresh too fast. Okay and you go into the Snippet sections this is where Snippets are built. I’m going to go ahead and open up the EMEA version and if I look at this Snippet you will see it’s really close to what it looks like if you’re in your email editor. So you have the ability to edit this as needed. So this is just a standard Snippet for the EMEA region. It’s for a footer. You can see right here there’s a one of those wonderful tokens that is automatically populating the copyright year because let me tell you in the past I have updated copyright year for over a bunch of emails and I realized oh I can use a token because it will update across all of the emails automatically. And then over here you can also put in the dynamic content. So if you had multiple languages that this was in you can definitely update it to those languages. So just your standard editor you could also throw HTML in there if you wanted to. Again a great way to have commonality and then if something were to happen to update within that text or area you can easily update it once and it would update across all your assets which is amazing.

So I’m going to close this out. Now make one of the weird quirky things here I’m going to say is when you edit a Snippet there’s nothing to say approve or close right. So you’ll just want to make sure it auto saved up here and I typically just close it and then approve it within the the I didn’t make any updates so it doesn’t it didn’t show anything but just make sure you approve it after you make the updates within the folder structure because there’s nothing there’s no ahead and I am going to add that Snippet into my email.

So I’m going to scroll to the bottom there’s this area here and if I hit this little very similar to when you added dynamic content I’m just looking for this gear and I’m going to replace with Snippet and I’m going to add that EMEA Snippet in here and save and there you go it automatically shows up and then if I have this email in a nurture or an engagement program and that something in that maybe there’s legal reasons where that disclaimer needed to be updated all I have to do is go into the the Snippet update it and it will update it across all emails that’s using that Snippet. So very scalable way and you can definitely personalize that with the with the dynamic content and adding tokens within it overall.

So I’m going to come back to the the presentation here and I think that the last the last topic we’re going to go into is A-B testing. A-B testing is going to be important because it’s a really great way to look at your emails and understand what’s working and what’s not. So A-B testing is a way for you to compare compare a couple versions of an email and understand which one is performing the best. So you can learn which subject lines resonate with your audiences. You can learn what CTAs do people typically click on or what wording within those CTAs do people click on and overall I always suggest if you’re going to A-B test make sure you have a global way or a way to look at it holistically so you can see all your A-B tests across the board. So whether that’s within a tool or within a spreadsheet whatever way just be able to look at it holistically so you can analyze those A-B tests and see what’s relevant what’s working with your audiences. So I’m going to go ahead and I’m going to dive into Marketo and show you how to do an A-B test. So I have this A-B test demo here. In the A-B testing in an email type program is fairly seamless and very easy. So you’re going to go into the program itself. I might have to refresh hold on one second.

Okay you’re going to go into the overall program in itself and you’re going to look for the control panel. So the control panel is here. I’m going to select my email so I’m going to pick the the original email that I started with right and I’m going to say okay I want to A-B test and I want to A-B test a subject line. So I’m going to or not a subject line I’m sorry I’m going to A-B test a CTA in this case. So when you’re testing a CTA you’re going to need two versions of an email. So you’re going to essentially in this one pick a whole email and then I’m going to start off with that first email that I showed the token and the snippet in and then I’m going to next show the A-B testing demo and what we’re we’re comparing here is a CTA that says book a demo versus a CTA that says talk to sales. We want to know which one works better. So I want this to be automated too. I don’t want to have to come back into Marketo and do any manual work so I’m going to send this first test to about 15 percent of my list because I’m sending it to about 150,000 people. So I want to send 15 percent to this list and I want to see which one works the best and then I want to send the winning CTA to the rest of the group so they get the one that’s resonating the best. So in your winner criteria typically when we’re talking about which CTA we’re going to go based on clicks I’m always one to make sure it’s automatic. I don’t want to have to manually come in here that’s the point of having marketing automation. So definitely try to choose automatic and then in the schedule I like to make sure there’s about two or three days between. It takes time for people to they could be out of office they come in and they click it later. So try to make it at least a couple days before you send the the winning version of the email but send your first test at a specific time wait a couple days and then the A-B test will automatically send to the rest of your audience using the winning version of the CTA. So great way to make sure your email is for sure of your audience is getting the the CTA that’s resonating the most with the audience. There’s all things you can test in here you can also test subject lines you can test date and time you can test the from address test test test that’s the only way you’re going to know what works the best. So I’m going to bring back the presentation here and we’re going to bring this all together. So basically this is a you example use case a very high level one and it it really involves some of the things that we showed you guys today. So we’re looking at things like we’re we’re looking to we’re a b2b tech company basically let’s pretend and we need a targeted email campaign to engage executive personas and this is across the EMEA team the goal is to increase demo bookings by delivering a message that speaks directly to business leaders. So with what all we showed you today you should be able to accomplish that with all of the with a segment dynamic content a token snippet and an A-B test really easily. We’re going to start by looking at our segment that is the executive persona or segment that Hannah had showed you. We’ll layer in dynamic content we’ll use a token to make it even more personalized and put their name in it we’ll add snippets for efficiency so that you they know it’s from EMEA and then finally always test and optimize.

So from there I want to thank everybody for joining us today I was really excited to present this with Hannah we would like to open it up for some questions here.

Brad should we just go through the Q&A or oh there you are. Yeah I’m here I’m back.

Hannah’s been answering a few in there already but I think there’s a couple that are any of you haven’t answered is it uh I’m not pronouncing your name incorrectly but if it’s Sackett’s got a question about uh he’s gonna want to touch base on what was it uh person tokens versus lee token multi-variant testing real quick if we have time with a use case here let me just pull him off mute and see if we can have him explain exactly what you’re doing here okay unmute yourself and ask your question if not no worries we can come back to it later get those at a discussion topic in the event afterwards that’s totally totally fine as well but I do see one in here from Jacqueline do you recommend sending emails to maximize open rates based on different audience size and time open rate based on I’m sorry what was it I know this depends on the audience but is there a specific time you recommend sending emails to maximize open rates that can be different for different industries I would say I would also say like I typically think like a Tuesday through Thursday morning or afternoon works best I don’t like to send emails like during lunch or anything but you really should look into what works best for your business because it could be different like it’s gonna be different between b2c and b2b and what industries you’re in so it’s really dependent so again test test test see see where you see most of the opens yep and I’ll say from adobe’s perspective we try to hit everybody Tuesday in the morning depending on what your uh timeline is but we’re the same yeah we’re the same we shift we’ll send out emails like 7 a.m central time early in the morning Tuesday Thursday we’ve seen our best engagement sweet I think Dominic had a question he raised his hand and asked to be able to come off mute so Dominic go for it if you can and then k’s up next hi Dominic in the chat Dominic said I wish I could unmute all right we’re going to see if we can give some folks some of their abilities here okay sounds good um Beth Jaclyn asked another question that I’d love to get your take on um she said how many tokens are recommended in an email personalized emails are great but using too many can feel overwhelming um so I I don’t mind tokens to be honest I have created I’m the type to automate things and make things my life easier so I’ve tokenized event programs email programs that are common and I’ve typed tokenized it firmly because all I have to update is the tokens and it automatically updates in the email so I’ve tokenized I call it tokenized I’ve tokenized programs fully in my past so I I don’t think there’s too many tokens in my mind that’s what I said I said I use as many program level tokens as I can and um for shift last year we were running maybe 14 different webinar programs simultaneously so I started out with that first one and I tokenized it at the program level with like the webinar title the date link to the registration and then that way I could just clone the program over and over again and only have to update those handful of tokens yeah um so that saved me a lot of time I also think Dominic put it in the chat could we give some more detail on emailing retail customers versus b2b customers it probably could be its own discussionary topic so let me just keep this one like maybe like one high level idea but let me hear your thoughts on that so I would say you know when you’re working with business to business you’re probably it’s going to be a little bit different from retail because retail you’re I would say like that’s where I see things like where you have emojis in the subject line and it’s more it seems more personalized where businesses they want to be a little bit more professional in my mind so they the email structure usually is different um that’s one thing I’ve seen uh I don’t know Hannah any other thoughts there um I think the frequency too emailing every day versus once a week twice a week um retail customers I know I get emails every day from the same company from whoever versus b2b multiple times per day sometimes on the shift side I I like to keep it to two emails a week yeah in the b2b realm they seem to like get a little frustrated if you’re emailing them too much where retail makes more sense so yeah yep I’ll mention this as myself it’s like also think about what your core goal is of what you’re trying to accomplish by emailing a retail customer versus b2b customer right is it is the end goal to be to make a sale because if so we know that the lead time and of a of a b2b customer buying something is significantly longer so you continuously hitting them every single day in an inbox that’s not going to probably drive them towards the sales line if anything they’re going to be like get this guy out of my inbox or or girl whatever whoever’s emailing me right whereas on the retail side there’s car abandonment you know follow-ups there’s tons of different reasons why you might want to hear from somebody I think about like I think like a Timu or like a you know one of the pop-up well I’m trying to think of whatever you can call those the new age Amazon’s from China they’re trying to get things to you quick like they have they’re releasing things all the time to people that way so that would be another other portion that I make sure okay I see you have a question around your webinar url tokens um that is assuming you are using Adobe interactive webinars I’m happy to take that offline with you I think I see the issue but I will shoot you an email to help fix that token for you and Elise thank you for noting that there’s a 40 custom field tokens that is a lot of tokens to be using in an email so yeah there is a limit on token so everybody keep that in mind so thank you for calling that out Elise um and someone else somebody else called out um not being able to use dynamic content in the new Marketo email editor um which that is the case today I was today Beth and I were demoing the old email editor but this opens up a great door to a secondary presentation around how to use the new email editor and customize personalize the new the new features as well and they are launching dynamic it’s going to be called something different though I believe but they are going to be launching the dynamic content feature but it’s called something else I can’t think of at the top of my head right now cool sweet I got oh I see some more questions that I came through in the chat oh I think it was K yep URL and she posted that okay um Brittany’s got one in here uh running holiday campaigns we are b2b it seems that customers marketing teams focus too much on feel-good campaigns hmm yes I actually agree I do see um when I was first working in the world of Marketo we were sending a lot of feel-good campaigns versus personalizing it make it more relevant to the client and we didn’t do well so um I agree uh that shouldn’t be the case you should focus on the solutions you’re providing the pain points you’re going to be um fixing for them and making relevant to them so yes absolutely agreed they’re going to get plenty of emails from gap and target about exactly you know yeah unless you’re netflix and you’re coming out with your holiday Christmas movies I don’t know you know if people want to hear from you on that yeah I definitely watch the netflix emails so that and American Eagle so and uh Old Navy Fourth of July another another hitter cool let’s see we got maybe one more uh a filter bot activity equals zero second that’s okay all right all right uh should we set it to zero second oh I’m sorry this is a question all right okay I’m not sure I understand what that question is please use the discussion topic so on the event page um that I linked I’ll drop it again in the Q&A section if you do want to have any follow-up discussions go ahead and start a discussion right on the event and then we can follow up with you guys there uh to continue to have these conversations so they’re public also feel free to make a post on Nation as well another great place to get feedback Sanford Whiteman his his fingers are always on the keyboard ready to answer your questions if he’s not if Beth and Hannah are working with the client so uh yeah you can’t compete with Sanford Whiteman also uh I will call out as well um Sanford and Igna who are our user group leaders out of New York they do at least once a month sometimes twice a month office hours and those are two some of the two greatest minds in Marketo along with Beth along with Hannah I’m not putting myself anywhere near that category I will just lift these folks up but there’s a lot of great resources around uh K4ia so tons of places for you to get those questions answered I’ve even started seeing people post on Reddit recently I don’t know how much success that has had but seeing the Reddit page for Marketo getting more active so nicely so yeah when I was taking my certification back in 2022 I was so disappointed that there weren’t more pointers on Reddit from Marketo stay tuned we have one our final session led by our speaker from last month Adrian Navarro is all about using all different types of resources to get certified or getting prepared for your certification exam and one of those uh is a GPT that he pulls from and from Marketing Nation so cool cool all right sweet for me all right guys well I think it’s a good place to leave it for now uh we will have our next session coming up in the beginning uh or middle of August I should say I think we’re targeting August uh 13th still trying to work on the date but it should be live tomorrow I’ll make sure to send out the registration link and the recording from today and the slides to everybody um and that next session is led by James Liedem and we’re going to be talking about nurturing so stay tuned all right everybody have a great uh rest of your week and if you have any more questions chat it up Beth Hannah make a post on Marketing Nation and we’ll try to get back to you have a great one thanks guys thank you