Templates, tokens, and teamwork - Make your Adobe Marketo Engage content scalable

Transcript

Welcome everybody. Thank you so much for joining and thanks Stephanie for the great introduction. I’m super delighted to be here. I would love to say a big thank you to my Adobe family for inviting me and I’m thrilled to see people from all over the globe joining us. So continue to say hi in chat and be active throughout the presentation. As Stephanie mentioned at the end we’ll be sure to answer questions. So if you have something that you want to bring up be sure to pop it in chat and we’ll take care of it at the end. With that said are you looking to scale your content with Marketo Engage? That’s probably why you’re here today right? If you need to do more with less in 2023 you’re not alone and if you’re seeking out ways to maximize your efficiencies and get the most out of your content this webinar is for you. So who is this person though that you’re sitting with today that’s going to show you all these wonderful tips and tricks in Marketo? Well I’m Lauren McCormick as Stephanie mentioned I’m a 2021 and 2022 current Marketo Engage champ. What does that mean? There are 40 of us worldwide that evangelize the brand and share the knowledge that we’ve been lucky enough to gather over the years in our careers and we collaborate with one another right and share best practices and ideas and you know it’s just a wonderful cohort of people to be involved with and if anyone in the audience is at all interested in getting active with Marketo programs I highly endorse that. By day I am the VP of consulting at Revenue Pulse. Revenue Pulse is a marketing and sales operations consultancy. We focus on growth marketing and rev-ops and I’m also the Tucson Marketo user group co-leader and co-founder out here in Arizona. If you would in any way shape or form like to contact me feel free okay so open door for anybody and everybody in the Adobe community. Lauren at Revenue Pulse is the best way to find me. So how did I end up on your computer screen today right? What was the journey like that took me this far? So I’ll be brief here but I think it’s important and worth noting that I started off my career as a journalist and as Stephanie noted earlier today when we were chatting before the event I think it’s helped me be a very detail oriented and deadline oriented individual right and it also helped me learn how to tell the story how to write a lead and how to engage an audience which has been really transformational for my whole career but in 2008 I was in print and newspaper advertising sales. I actually am one of those rare marketers that’s been in sales as well as marketing and when the housing bubble popped about a third of our book of luxury high-end business was real estate right million dollar homes along the coast of Lake Michigan and I quickly realized that I needed to pivot in my career right so I got into digital I got into direct response and hey presto all of a sudden I am optimizing landing pages for conversion and running digital paid media tests on products to see if they can convert with a high enough average order with our audiences to merit a whole full-blown media program online. It was a wonderful experience and that kind of culminated with my experience in journalism and sales to make me an interesting combination of writing sales and digital marketing which I eventually used to pivot into software right so I got into b2b software that’s where I fell in love with Marketo right and where I implemented Salesforce and Marketo together for the first time and it was transformational so we went from an organization with a wonderful marketing department but the marketing department was in charge of the annual company picnic and donut cart Fridays and at the time Maria Porgolino was heading up marketing at Marketo and she was evangelizing marketing having a seat at the revenue table right and she was doing all of the cool definitive guides to lead scoring and lead nurture and all this wonderful thought leadership at the time and I got totally inspired and so we leaned into Marketo and Salesforce and implemented and by the time we were done standing everything up me and my wonderful team over in the suburbs of Chicago I had a seat in the boardroom upstairs next to the CEO and founder and we were doing financial analysis and you know planning for marketing’s contribution to pipe and thinking about new regions to grow into so it was super exciting and led me on my Marketo journey back in the early 2010s right and so after some some time spent a client side I quickly realized that I had an opportunity to share what I’d learned with lots of other people and that’s what led me into consulting right so I was able to take my learnings and spread them out across companies like fortune 500, fortune 100 companies and then you know tech startups in Silicon Valley and everything in between and I think that’s been at the heart of my career so far really a passion for helping other people to be successful and to climb the mountains that I’ve climbed and to serve as kind of a ship to help them get up the hill to know where the slippery spots are on the slopes and to help them reach the summit so that’s that’s been my journey it’s been a wonderful one but I do want to call out that having gone through economic times of uncertainty in the past and seeing what’s happening in our tech landscape today do find me on LinkedIn do reach out to me I’m happy to help in any way shape or form I can with your career development and if I have someone in my network that you’d like me to broker an introduction to or you want me to take a peek at a resume I’m always happy to be here as a resource for the community so that being said why did I pick Adobe Marketo Engage to build my career around well I love the fact that it is part art and part science right the coolest thing for me when I pop into a new instance and I peek around and I look and see what a client has built or maybe what you know previous legacy builders have created over time you know in a big instance that’s been around for a while the coolest thing to me is that nobody paints the same painting twice you know there are frameworks I will be going over frameworks for best practices there are definitely architectural staples that we like to see implemented across different instances but there’s no real standard way to solve for some problems and that’s where the innovation is born right so if you think about the fact that it’s a canvas and a palette where the sky’s the limit with integration the sky’s the limit with how you solve for problems it becomes a creative outlet of sorts and really unleashes your power to push the envelope forward for the industry that being said there are really four true paths that I found tried and true over the years that will lead you on the road to aligning engaging influencing and scaling your business right so when I say alignment as a path to marketing optimization I’m not just talking about alignment with your own team or alignment with your goals those are important things talk about alignment with the company right how well do you know your community team how well do you know your support team how well do you understand what makes sales tick and then shifting that outward how well do you know what your customers and prospects think about what keeps them up at night what would help them get promoted what would inspire them to take time out of their day to find a different way to work right so alignment across your internal and external landscapes is so crucial for marketing optimization and then born out of alignment is really engagement right so when we engage with our internal stakeholders and with our external stakeholders in meaningful ways you’ll see it in the data engagement isn’t just formulating a hypothesis and putting forward communication and hoping what you want to say comes across right true engagement is a conversation and I think that’s the real power of Marketo is using it as a one-to-many platform that feels one-to-one right we have the power to send communications to millions of people that still feel intimate and still feel relevant and genuine right and that engagement is a really powerful route to marketing optimization with the alignment and the engagement you’ll have influence right but that influence is not just intangible it’s also measurable so measuring on your iterations and continuing to benchmark against your own results for optimization is critical to ensure that you’re obtaining and maintaining the influence that you wish to have and then scalability right so as marketing does cool things they get popular right if you’re out there in your prospect environment and you’re making waves and generating revenue the whole organization is going to be interested in what you have to offer whether that’s a retention initiative cost sell upsell or even scaling and company size maybe you’re adding headcount at some point here in 2023 let’s hope so right but being built to scale is essential as you consider growth with marketing optimization so we’re going to kind of look through these lenses today we will get into tactical system level token and template magic so fear not for anybody that’s wondering if this is going to be a strictly theoretical conversation there’ll be something for everybody right from beginners to baddies as my wonderful colleague andy uh carone likes to say um we’re gonna have something for everybody so stick with me if you’re looking for something under the hood but before we pivot i would love to take a quick survey of the audience if you’d be so kind uh let me know how many years you’ve been using marchetto engage because i want to make sure that today’s conversation leaves you feeling inspired and lets you understand that what we’re talking about here today is not intimidating it’s completely doable for you to start to get into the system if you haven’t already and to think about the subject matter that we’re laying out so i want to make sure that everybody walks away feeling confident and inspired so let’s see yeah so okay welcome newbies and this is a this is a wonderful place for you to pick up some new and interesting ideas if at any point when you’re trying under the hood to build this stuff out if you get stuck if you have questions like i said feel free reach out to me and we will move forward together but very cool and it’s nice to see some of my my my um fellow cohorts that have been around for for a while on the marchetto block joining us as well thank you all for attending cool okay so we’re going to get to templates and tokens but without the teamwork the dream will not be as beautiful as it really can be um when i say teamwork what do i mean well it starts with sales and marketing right as we spoke about before unless marketing truly understands what makes sales tick you’re going to operate in silos and especially in economic types of uncertainty sales and marketing can end up in this unfortunate posture where they’re pointing their fingers at each other across the aisle saying i gave you tons of leads you didn’t close any business and then you know the other side will be hey you gave us leads but these leads are ice cold or they’re not the people we want to talk to and it’s really super easy to get in this like defensive posture you know where um you’re trying to put blame away from your team and protect protect your crew that’s totally natural but at the end of the day real organizational transformation happens when you realize you’re both in this boat together and when you both start rolling in the same direction right so if you do get feedback of that nature around the equality or lead quantity um that’s an indication for opportunity for more conversations for alignment for ride-alongs right earn the trust of your biggest fan of marketing in the sales department and work to get the evangelism of the person that has the most criticisms or suggestions for improvement if you get the person that’s hardest to please and the person that’s easiest to please to be beta testers for your innovative programs or to give you candid feedback that um truly can influence the direction of your programs moving forward everyone else in between is going to fall right in line with what you’re doing and become evangelists for your your programs as well so i highly encourage you to get involved in conversations that we’re outward facing right so if it’s gong maybe you’re listening to gong recordings and trying to get a better understanding of the people you’re serving up um or maybe you’re even digging in late in the funnel and seeing how you can support close one deals or recycle um leads be sure to think about the fact that you earn support and alignment when you put money in the pockets of your sales people right so what we’re doing here shouldn’t happen in a vacuum we want to use revenue as the north star i know for some marketers that’s intimidating and i know it’s a shift if you’ve been focused on very top of funnel metrics or you’re looking at things um you know kind of early on in your growth with marketing automation like clicks and opens and conversions and form fills and you know things like that as your definition of success and platform you know that’s a good place to start but when you have the courage to lean into revenue that’s when you really start to influence the future of your company in powerful ways and that’s when you can do reverse math and you can figure out whether or not based on current conversions so um you know success rates throughout the stages of the funnel are able to be reverse calculated to see if you have enough budget to get to where you need to go and the only way you can start to have um part of that conversation owned by marketing is to lean into revenue and sales will naturally align more seriously with you when you have a stake in the game for what they’re commissioned to to execute upon and and when you’re thinking about revenue though you’ll know you’re doing it right based on how the prospect reacts you’ll know if your ICP and your TAM are dialed in based on your win losses right based on how people are reacting to the message you’re giving them when I was in sales I went through a program called solution selling and one of the most I think influence and influential concepts that they taught me way back when I was in ad sales was nehito nothing important happens in the office right so what does that mean Lauren like we do lots of stuff in the office all day and you’re telling me none of this matters that’s not quite the point but if you think about the fact that when you sit in a board room and you talk about um TCV or CAC or your newsletter layout or um the big uh virtual event that you want to hold or whether or not you should have a road show for the eastern seaboard those things are important to you and the company but what’s truly important is what you say to the prospect is the list of new features that you sent out actually relevant to their life how does it make their life better how are you communicating value and being a welcome presence in their inbox in their social feed what are you doing that matters to them and that’s a really really good concept to guide your your strategy around content and I think it’s important to call out um in 2023 with all of the the kind of tumultuousness that we’re seeing around um economic indicators there’s a new playbook right budgets have been cut teams have been reduced and we would be remiss if we didn’t think about the fact that the spray and pray notion of taking venture capital and going out and getting as many MQLs as humanly possible and dumping them on a team to search through you know we’ll have scoring and we’ll give you the best bets but thinking around that volume play and thinking about the the new playbook around efficiency and delivering targeted leads target accounts to a smaller and scrappier team with more engagement and more intent that’s really where we need to focus so when you think about your content think about the nihido lens think about the playbook and think about a line behind metrics that indicate what increases lead velocity through the stages of the funnel you know what is converting what is working because right now we’re really operating in an economy of efficiency and if you’re not already looking at ROI on campaigns reach out to me because you need to if you’re not being called to report on how your investments are bearing fruit you will be soon and you want to get out ahead of that conversation cool so how do we do that lauren where does the rubber meet the road uh organization right and i know some of you are thinking i can barely get above water i have so many requests coming to me like you said lauren i have less resources now than i ever have before but i still need to do more things to move the needles that are important to my team and my company i get that but if you step back and you take a little time to organize your request process and your socialization processes from end to end you’re gonna have so much more success in the long run and your team is gonna feel so much relief you’re gonna mitigate some of the chaos right and make things scalable make a process that’s sustainable for your people and that’s so important right um intake forms and campaign briefs are my first recommendation for you to getting all of your ducks in a row when i first uh kind of a story from my own past experience when i first came on board at a silicon valley tech company i met this wonderful peer of mine that was operating as a solo human in marketing ops right and the team was like 300 400 people big at the company he had so much on his shoulders and when i first came on board it became evident that his trello board was a place where kind of cards went as placeholders and just kind of got dusty and sat and sometimes when i’d ask him okay let’s look at the oldest thing and start there it’s like to be honest with you lauren i don’t even remember who sent that to me or what it’s about you know because it was just some random act of slacking some sort of random email or note or something mentioned in passing without requirements without the who the what the when the where and the why so it got lost in the shuffle and the first thing we did was organize um a formal little google form to help him capture requirements and to make sure that the stakeholders that were interested in getting something from marketing were giving to get they were giving the details that were required to make sure they got the outcomes that they desired right so i highly encourage you to think about how you can foster alignment with a form right um have the fields that you need customize this to your own org don’t make this a carbon copy of what you see here but think through those who what when where and why criteria make sure if you need creative um or content that you’re you’re helping to crowdsource it right the onus doesn’t always have to be on the marketing team to make sure that they’re getting all the details right that can be on your stakeholders and when you get really fancy which we did um this particular mops person and i managed to make a process together that streamlined us and prepared us for what we thought in 2019 was going to be a problem of scalability around adding headcount but what it really became in 2020 was that everything was running through mops everything was virtual because of the pandemic we built an infrastructure to scale that sustained growth at a company that broke records even in a time of economic uncertainty so super powerful if you can get this built and stood up in a similar fashion what we did was create an intake request form which can trigger your connector software your ipass software i personally am partial to snap logic but you can also make a zap or workato and matillion offer wonderful products in this area that when you create your form and someone fills it out with all of their information a zap or something similar can create a cloned marchetto program template which i’ll show you later and it generates your framework your architectural shell right and i believe there’s also a product called jello that is wonderful at helping to assist with this kind of process and you know you clone the template in your instance with a simple form fill and automated cloning takes place and and the ipass software can also create a task for you in your project management software so imagine this the form fill isn’t even something that marketing ops has to perform it’s something that the stakeholders say feel their product could create the form fill and then it populates in marchetto it populates in your task management software you can even have it tie into slack and send you a slack notification to your team and then you can go in fill out the tokens the details of your program qa do a final approval and hey presto you’re off to the races so this is kind of the dream we even um my my peer and i even had a a software in place that let us called momentum that let us offer the opportunity to our stakeholders to edit their marchetto emails outside the platform and it would save as a draft in marchetto so we didn’t even have to pass around samples right so our software tech stack was even passing around samples on our behalf and we were able to just let people update their their text if they wanted to have a semicolon or an m-dash or something like that we didn’t have to log in and make those edits they were happening at the stakeholder level and then we could just review approve and schedule to deploy so it was pretty cool gotta say but then so you’ve got your program and you’ve got your intake form and everything’s coming along on the automation side then what how do you socialize the awesome work you and your team have done campaign briefs lauren this looks like extra work what are you doing you’re saying i have to do writing after i build my program not necessarily this can be something that your stakeholders populate and your team proves right you can pop in a link to your your salesforce campaign you can make sure this is perfect but this is the ideal tool for you to use and attach to salesforce campaigns to use in sales and marketing alignment calls and and what’s in it for you your stakeholders and your company will help you generate registrations for your events they’ll help you get downloads they’ll help you move the needle on the important metrics and they’ll make sure that the resources that you’ve built with your precious marketing calories actually get socialized and delivered which is super important right um but yeah you can you can have your your field marketing team help own the creation the deliverer the delivery of these marketing briefs but they make for wonderful tools to socialize what you’re doing and why it’s important internally cool so this is it for teamwork um i know it sounds like a little bit of extra work but one of the kind of champ mantras is around center of excellence creation what’s the center of excellence lauren it is owned by marketing ops and it is best practices made practical right so it is where you’re in your in your instance you’re going to operationalize exactly how you want the framework and architecture of your marketo instance to be built it’s naming conventions it’s program templates it’s uh review and approval process and it’s everything that you want in place right it’s how you build the foundation of scalability to tie back to those routes to marketing automation success okay so do consider these processes but let’s get into templates right let’s get into the system and talk about how the teamwork can get operationalized so templates there’s a few different types and it’s kind of confusing when you’re new to templates because the word means a lot of different things under the hood email templates are what you see in the wysiwyg editor right which stands in case you don’t know the term wysiwyg what you see is what you get it’s the email editor right when you pop it open and you can drag and drop images at the foundation of those images and those text boxes is an email template they live in the design studio typically uh same with landing page templates just they’re made from landing pages program templates are a little bit of a different breed think of them as like the bones of a marketo program and they really live in uh marketing activities and specifically in the center of excellence that i’m encouraging you today to create they are like the outline of a program i think of them as like marchetto madlibs right they let you fill in uh details right in the blanks to create a scalable program that’s consistent and has governance each and every time we’ll dive into more of that later but i do want to call out that there are standard templates that come with your system and you’re always open as i mentioned at the top of the presentation to make custom ones right sky’s the limit think of this as a platform a jumping off point for innovation okay but here’s what it looks like out of the box so you get starter email templates um when you make a new email you’ll see these some of them are more responsive than others some of them have better more modern code than others but they make for a wonderful place when you’re brand brand new to dive in and try and customize things for your brand you can also in the my template section build your own custom templates that would require some experience with coding same with landing pages if you go i believe in the resources section i have a link that will allow you to go to the developer community and find some guided landing page templates if you don’t see the link there you can go ahead and just google marchetto guided landing page templates and you’ll find some wonderful resources to get you started there are also platforms third-party platforms that exist that are no code right you don’t have to have a developer to make emails and landing pages that are customized and ready for you to make perfect for your needs and for your brand my personal favorite is knack at knack.com you can go and you can get yourself a set of email templates as starters and you don’t have to know how to code to do this so it’s a wonderful resource and i highly encourage that you explore the latitude and the creativity that you can bring to your system without the need to be resource dependent on designers cool so that’s emails and landing pages what about program templates that’s really what we’re going to focus on today so i think of program templates as your cookbook right when you make a center of excellence and you have a folder full of recipes like you see here you’ve got a powerful cookbook that makes all the chefs in your organization if you think about the people building in your instance it makes them create the same meal for different guests consistently time over time right so we all know with webinars there’s kind of a tried and true recipe but we want that recipe not to emit an important ingredient right templates let you do that you can make templates for things like content programs so if you’re trying to manage content on your site to see you know downloads of an ebook you can make a template for that and standardize all your content across your team email programs kind of self-explanatory list import programs are wonderful for templates because then you know that you’re standardizing the process right if you want to do any kind of attribution or stamping upon import or you want to have a standardized kind of governed process across regions and geos and and brands that’s a wonderful kind of program template to put in place for your team newsletters webinars and events also wonderful candidates for programs that need templates so make sure you consider the fact that the templates are meant to support your needs it’s not the other way around they’re not prescriptive they’re meant to support your organization and your requirements so when you look at a program template and i’ll show you where to find these out of the box in just one moment under the hood when you look at a program template and you see this long list of different details or a whole bunch of different pieces of the process that maybe you don’t use as an admin make these templates specifically designed to fit your needs right and they’ll help you to teach your team how to make for consistent and repeatable programs what we see here this is the lovely token goodness that helps you with the support of these program templates to really scale your content quickly with one single entry for instance in one of these values throughout the program the name of your event will populate on all your resources all your landing pages all your emails it’s a single point of entry for a piece of text that will populate throughout your program saving you so much time in one specific real life instance cloning and and and using templates took my process from like three hours to build lunch and learn events for our client down to like 40 minutes right so imagine the time savings if you can build this infrastructure so implementing a standard program template so you’re gonna go and i don’t know if the animation is gonna work here but that’s okay so you’re gonna go in marketing activities right in the drop down with the new arrow you’re going to drop down and see import program i think a lot of you have probably not even noticed this as you’re going to create your new smart campaigns or local assets when you select import program you’re going to see a subscription called the marchetto program library when you choose that selection you’re going to get a whole host of program templates that you can import into your instance it’ll take a little time once it starts to import you’ll see a little alert that it’s happening once it’s in your instance you’re going to get a whole host of different components customize them to what’s appropriate to your organization be sure to read the notes to see any call outs or caveats but there’s a whole host and library import program options for you in the marchetto program library this is something that people don’t often realize when you get that program into your center of excellence template folder right i want you to think about the naming conventions think about customizing the naming conventions to your instance and make sure they’re consistent okay and then when you look at the tokens all you have to do is click on the value edit it and throughout all of your local assets your text is going to update you don’t have to manually enter in your from or your reply to or your event date or your ics file anymore if you start moving to standard program templates pretty cool right all right cool i need a little interaction i’ve been talking at you for 39 minutes now tell me tell me when do you use tokens and if you don’t yet that’s okay i was to be candid with you when they first came out i was nervous right but i’ve learned to love them and they’ve made my life so much easier so do you tell are you thinking not yet or do you use the first name personalization or maybe a little more talk to me beautiful beautiful so a lot of people don’t yet and a lot of people do so i figured it would be a pretty broad spectrum there’ll be something here for all of you okay cool so diving into tokens what is the token like i said earlier it’s like marchetto math libs it is um where you can update a value to populate throughout your program and for you audience members that are new to tokens don’t be intimidated just start getting your feet wet with emails and then maybe maybe jump into landing pages but for those of you that are more advanced you can use tokens in webbooks and flow steps right there are links in the resources section to help you explore those possibilities a little bit further but i do want to call out more advanced users feel free to explore these possibilities and i’ll touch on that more a little bit later and i’ll touch on that more a little bit later um why use tokens they’ll save you time in the long run might be a lifted up front but it’s going to help you save time for sure in the long run and it also helps with consistency across regions and brands like you want to make sure you’ve got governance and that your prospect experience looking through that lens of the prospect experience you want to make sure it’s consistent it’ll help you reduce errors and it’ll boost your ability to scale your team whether that’s scaling the number of programs or whether it’s scaling the number of people it’s infrastructure that you need to be ready for growth so what’s token so person tokens right um are relevant to the person level information that’s captured in your system company tokens related to the company information campaign tokens are related to the campaign name or campaign data like the id system tokens are kind of cool they are related to date and time kind of data trigger tokens are super interesting because they extract information about what causes smart campaigns to run right program tokens are related to program information member tokens offer up the ability for you to offer unique registration links for webinar attendees and my tokens are convenient customizable information that we’ll dive into a little bit later on the next slide here are some examples of the different flavors of tokens i know this looks a little bit daunting especially to people that aren’t super comfortable in code but if you just sort of look for the information inside of the brackets you can think about the possibilities right so birthday emails for customers first name personalizations right thinking about talking about regional campaigns or internal emails that talk about account owners right campaign information can be super super valuable system tokens right it’s super easy to date and time stamp things with system tokens especially when you’re looking at measuring like lead velocity or speed between the demand final stages these are absolutely invaluable trigger tokens like i mentioned can really do some interesting and advanced things when it comes to identifying what causes triggers to fire program tokens super handy when you’re doing more fancy and advanced interconnected work and we all know and love our our webinar url token after 2020 i’m sure many of us have been exposed to the member token so my tokens it’s a different flavor this is what you’re going to find to customize your program’s templates that come out of the box that you clone and they’re super handy right like customizing your ics file with a couple clicks and then in every email confirmation or reminder to attend to have that ready to add an event to somebody’s calendar super super big when it comes to boosting your attendance at your at your events whether they’re live or in person or online right so super super handy and then customizing your date um you know email script uh velocity script is amazing we’re starting to run a little bit short on time but be sure like i said in the resources links that are provided there’s much more information around using velocity scripting if you’re a little more advanced i highly recommend you look at the ways that this can help you with personalization and you know rich text allows you to customize sections of your text and yeah these are just some of the the more handy my tokens that you’re going to find in your system and when we go under the hood what does it look like to edit a token so in this handy dandy little animation you’ll see you go to the my tokens tab double click the value and then you just edit your placeholder text right so you can pop your zoom link into your location you can update your date and time you can update the description and you can even see that there are embedded tokens in the description so i don’t even have to type the title of my webinar again right i click save save again and hey presto i’m ready to race and you can change out your from name so you don’t have to type that 5 000 times and it’s just that simple and easy right and you can see the my tokens over here on the right hand side ready to to be deployed in whatever innovative way you should choose cool so one of my favorite little secret tokens is the send alert info token it wasn’t called out on earlier slides because it really is its own creation it’s as you can see up in the top left sp send alert info is the token that you’ll drag in and it’s used most commonly in alert emails lauren what’s an alert email well if you have a sales org that wants email notifications of high value behavior like a contact request or say you want as part of your scoring to send alerts to people or maybe it’s a it’s a target account engagement that needs to get an alert when you make an alert email that’s attached to a trigger similar to the ones that i was just discussing you can drop this sp send alert info token into the email the alert that you’re creating and it’ll immediately pull in the information from salesforce for the rep to click and see the lead in salesforce super powerful connects information for your your internal team and really fosters that sales and marketing alignment so if you haven’t used the similar info token before highly recommend that you check that out so some final tips here on tokens they inherit from the top level program or folder so don’t be daunted by this i know sometimes people especially if you’re taking your marchetto certification exams and stuff and you’re reading and it sounds like oh wait so i have to think about like an outline format or or some kind of structural kind of nuance around how these tokens kind of waterfall down from the top that sounds that sounds confusing it’s pretty easy to feel like it’s intimidating but if you pivot in your head and think about that as an opportunity for efficiency then you can really get in that spirit of innovation right so you can look to your active marketing campaign folder the top top level toss in the copyright year as a token at that very high level and then when the holidays roll around and you’re not super eager to go in and customize and and update every single email template or whatever you’re going to have the copyright you’re right at the top level and save yourself the time to come or even at the top level of your webinar folder if you always have the same from and reply to emails be sure to put them in at a top level program or folder to cascade down so you don’t have to update it constantly i do encourage you to test different from and reply tos um i’ve seen wonderful increases in um conversions simply by using a real human being instead of like reply to company name uh at company name.com or no reply at company name.com doesn’t perform too terribly well but um once you find the one that works really well toss it in at the webinar folder level save yourself some time right another call out sample emails so the first thing you’re going to do of course when you get all excited to use your your tokens and your program templates is build out something beautiful and then send a sample email for review and approval i want to call out to you especially people that are new to this um sort of a workflow your sample emails will not populate with a person it’ll say dear first name equals you know a friend and your your sample email will say dear friend even though you have personalization because they’re not pulling off an actual list if you want to properly display uh personalization tokens in your sample emails you need to use a small sample list and send a small deployment so that marceno has real data to pull the first name from it can’t just make one up and then tokens if they’re local to a program they’re going to clone with the program but if they’re at the folder or parent level they won’t inherit if the program’s in a different folder so that’s an that’s an important call out um so be sure to consider issues of inheritance as you’re starting off on your journey with tokens okay my more advanced users here’s some inspo i’m gonna drop some some knowledge on you that is direct from uh years of experience and collab with different champs across the community i’ve seen wonderful use cases for tokens and templates in the resources section i’ve dropped some links if you’re interested at all in creating governance across multiple brands there’s a cool community article there about one to one template to rule them all right it’s a little lord of the rings nod but uh it’s it’s a really neat vision of how you can use one template and tokens to create governance across multiple brands in multiple regions super cool use case think about languages like language variations are a great use case for this kind of an application and i’ve had peers that use um marceno templates to show or hide content and tokens to use to show or hide content based on the audience so say you have a webinar that you’re sending out an invite for and you have two more events coming up in the future and you’re like whoa what if i send an email to promote all three you can show or hide the webinars people have already registered for um so that if you have three choices but someone’s already registered for one the email only shows them the two they haven’t opted in yet right so personalization is always a game changer and this is a great opportunity for you to think about personalizing content based on your audience email script tokens are amazing and you can use them to format dates and times for regions right so instead of always just having static like 8 a.m pacific you know 10 a.m central um you know static text you can personalize based on region with formatting your date and times with tokens and something kind of new feature functionality wise executables campaign flow steps can be used this is kind of a new concept but you can use them in your operational token or operational programs and they will inherit tokens so that’s a super cool new feature that we’re all kind of exploring and as i mentioned with velocity scripting super fun way to think about customization and personalization so if you wanted to combine a few attributes on a lead record for personalization velocity script is a great use case so these are a couple few advanced use cases to explore and to think on as you’re planning for innovation right and like i said check out that resources link or ping me on linkedin or send me an email we can talk through these in much more detail a few pitfalls to avoid when you’re cloning or using tokens make sure you qa right so if you don’t qa your own work and you send it off to a friend a colleague within the organization good for you right i think it’s easier to have a qa buddy a qa colleague that you pass your programs over to and a qa checklist but that checklist changes and gets more robust if you’re going to start using tokens and templates just to make sure that everything’s put through its places and you don’t have any weird placeholders that are pulling in odd information that’s unexpected and watch for bad data so if you have this wonderful capability and you socialize it with your internal team and they get all excited to pull in all of the things for customization and personalization but your data is dirty and 60 of your emails have bad company names or incorrect first names think about how that affects your personalization right so maybe you want to put some data hygiene campaigns in place before you personalize or maybe you want to look for ways to filter out any potential bad data from your personalized programs i talked a little bit about inheritance earlier with email and landing page templates you really have to start thinking about dark mode 66 of people are operating in dark mode right now and i think a lot of marketers are behind on customizing their templates for dark mode and be sure responsiveness is built in tokens they don’t work in your preheader with the wysiwyg editor editor so be sure you’re using html if you’re putting token type content in your preheader when you look at reporting https links in tokens will strip out your tracking so if you’re looking at reporting for tokenized emails and clicks look weird think about the https right that that is a known bug known issue and you can’t do nested tokens in rich text editor tokens but just a few call outs from experience so closing tips and then we’ll open it up for you a make yourself a program template library with tokens now landing page templates it’s going to save you time and effort and make you consistent and effective measure and improve your production time so if you don’t have tokens and templates in place start with a benchmark around how much time it takes you to produce a program today and then measure once you get used to using your tokens and templates measure to see how your production time has improved that kind of stuff is an experience maker award submission right so benchmark yourself and set goals and measure your improvement over time that intake process is going to be super handy as you get popular because of your alignment with your internal teams you’re going to get more work so be ready to take it on socialize your campaigns and you’ll have greater success and alignment and this will all in the long run help you cut down on those random acts of marketing i can’t encourage you enough to be a marketing-led organization and the only way to get there is to really have a clear vision of where you’re headed and where you want to get to okay with that i will hand it back to you stephanie thank you lauren that was outstanding so much good content not enough time we do have a few questions that have come in from our audience and we’ll take those now for those who still have questions and we don’t have enough time submit them anyways and we will follow up on email after but over to you lauren okay great um there are a number of questions and i do think that we’re going to need to take time uh to circle back with people after the event because i can see we’re almost closing in on time um so uh when should i send out campaign briefs how should i send them and who should i send them to um i would encourage you to send them out uh weeks before like after the program is built in marchetto and long before the event or deployment takes place so that people can generate buzz and excitement you need to give your team time to drop um you know links utm links um into their content in outreach or to socialize you know with their clients and prospects um so make sure you get those out weeks in advance i would send them via slack i would attach them to the salesforce campaign um and i would i would send them via email if that’s available and i would socialize them on sales and marketing alignment calls or support and marketing alignment calls or community and marketing alignment calls and uh i would send them out with field marketing but if you have bandwidth within your marketing department the program manager is also a great candidate good question um okay and what is a good kind of program to use to get uh started for my first program template um as i start to build templates for a center of excellence i would encourage you to look at maybe a webinar or a newsletter i think those are great starters um when you think about a webinar you’ve got the three invitations you’ve got the thank you for registering you’ve got the you know sorry we missed you email or the thanks for attending email that sends the recording those are really easy to templatize and they’re very repeatable and very tokenizable right which is super super cool um and i think that’s a great place to start and the newsletters are are kind of always on that repeatable um cadence and heaven knows as a marketer it’s hard to get them out on time and reliably at the exact same date every month so the more you can make that process easy the better off you’re going to be and let’s see gosh so many questions thank you all for the wonderful engagement and like i said feel free to reach out to me on linkedin or email me um where can you go to learn more about what was covered today well the community is always a wonderful option uh there’s the revenue pulse blog you can email me um or i think we’re going to send around the recording and the resources link after the event today be sure to follow up with me if you still have some questions would love to continue the conversation or find me at summit i will be there with my team thank you so much lauren so many learnings and takeaways and yes to the questions that were submitted and we didn’t have the chance to cover during q a we will follow up via email thank you again to lauren for sharing such great insights and thank you everyone for joining us