Marketo Measure & Mochas: Activities and Custom Models

Transcript

Dee dee dee. Dee dee dee dee. Dee dee dee dee. Dee dee dee dee. Uh oh. Hello, everyone. We are going to give everyone an extra couple of moments to log on. We’ll get started in just a few. While you wait, please feel free to play a game of rock, paper, scissors. Let us know where you are joining us from. And enjoy the music. We’ll get started in a moment. All right. Perfect timing. All right. We are going to go ahead and get started. Bear with us for a moment while we turn on our video. Let’s see how. So, hello, everyone, and thank you for joining us today. I do see that there are still a couple of people logging on, but we’re going to go ahead, get started with a full agenda today. So welcome, everyone, to Marquette Leisure and Maupin’s. Today, Kate and James are going to be presenting on custom models and activities in Marquette on my shirt. And as a reminder, this topic is exclusive to Marquette on measures to keep that in mind as you’re watching the presentation. So today we are working in Adobe Connect, which is a rather new webinar platform for us. So we might have a couple of kinks or unexpected surprises, but we appreciate your patience and hope that you enjoy the session. So we design our webinars to be interactive and we encourage you guys to ask questions in the questions box throughout the presentation, then type them in there. And we’ve set aside the last 10 minutes or so for Q&A. So we are going to do our best to answer as many of those as we can. I do want to quickly mention a couple of housekeeping items before we get started. So we are recording this session to be viewed on demand and shared with other members of your team. You will get a recording of today’s event and an email from us in about 24 hours from now. I would also like to point out that at the top of your screen there’s a black bar and an icon of the hand on it. There you can drop down and find different actions that you can utilize throughout the presentation. So if you like what you see, you can applaud, laugh, like, go on. But we’d love to see your engagement throughout that. So definitely utilize that new feature. I do also want to mention that on the next screen there’s going to be a handout available for download. King James. Put together a bunch of resources for you guys. So definitely be sure to download that and use it as needed. We are going to also close out the webinar with a few survey questions at the bottom of your screen at the end. If you could take an extra moment to fill those out. Really appreciate it. So with that, I would like to introduce myself. My name is Alanna Coleman. I am here digital event Manager here on our Customer Success Strategy team at Adobe. I’ve been with Adobe for actually almost six years now and spent the majority of that time hosting and organizing our customer events. And then prior to my time on this team, I spent about two years working with Adobe’s Advertising Cloud customers. And then before coming to Adobe, I spent many years at different advertising and media agencies around York and excited to be here now hosting events like this for you guys, our customers. Do you have any questions at all about today’s event? Any of our customer exclusive events, or even Adobe Connect? Feel free to reach out. And I’d like to now hand it over to Kate and James to introduce themselves. James to go first. Yeah, no problem. I was pointing at Kate for the content piece because she’s. She’s a content queen. It So we’re going to measure. I’m James. So my background is I helped help as an admin for marketers Marketo so very internal dogfood eater of our own product as well as Marketo measure. And before getting into technical advising roles and marketing ops for like eight years, I think one trick pony. But, but the trick is Marketo. So happy to help answer any questions and yeah, really excited for the session. All right. Okay, perfect. So my name is Kate Clover. I’ve seen a lot of you guys on these webinars in the past. So next for joining again, I am a senior business advisor here at Adobe. Before I stepped into this role, I was on our consulting team working on both Marketo Measure and Marketo engage, and I actually came to Adobe by way of the visible as it used to be called acquisition back in 2018. So definitely been working with Marketo measure for a while now. I’m going to try to call it Marketo Measure where you might hear me say Visible a few times. Yeah, we’re excited to talk to you guys today. Awesome. All right. Well, let’s jump right in. Okay. All right. We’re going to get right to the content to this again. And we just went through our welcome. Kate is going to take us through custom attribution models, an overview and then demonstration and product. And from there, James will take it over and bring us through some CRM activities. Touch points. Again, an overview and demo, and we will conclude with Q&A. So let me hand it over to Kate right now to kick us off. Perfect. Thank you, Alanis. All righty. So we’re going to go ahead and start a conversation today talking all about the custom attribution model. So first, we should get on the same page and make sure that we’re all clear on what the definition of this functionality is. Basically, Marketo Measure offers a custom attribution model, which allows you as a Marketo measure user to define up to six milestone stages of your choice, and then also adjusts the attribution waiting for each of those stages as you see fit. This feature is going to kind of like provide additional value in that. It allows measured surface more touchpoint positions specific to the stages that you’re looking to gain insight into the ability to customize the percentage of attribution. Credit per stage allows you to have tailored attribution modeling based on your specific business use case. Before we go further, though, I do want to add a little disclaimer that the feature is available to Tier two, but if you are a Tier one user, there is still a piece of the functionality that you can use that still really valuable. So stay with us. And also, if you know you’re not a market measure user at all today, that’s also totally fine. You can hang out with us and learn a little bit more about this feature and get a little bit of a taste. All right. So back to making sure we have a really strong functionality of what this is. I’d like to propose a helpful way to visualize it so you can conceptualize that as starting with the out of the box full pop model as your baseline and then enhancing it, or in other words, adding additional stages to that foundation. So remember that it’s up to six additional stages as a maximum. Let’s go ahead and look at this visually. So the full path model, this is a stock model that everybody has access to and it references these four milestone touchpoint positions that you see on the screen right now. So first, such creation, opportunity creation and closed and then it’s going to get each of those 22.5% credit. The remaining 10% credit would be split between however many middle touches there are. So in this example, two middle touches, so 5% credit each. So that’s what the kind of the baseline is that we’re working with when we’re thinking about building a custom model. So if we take that away and now try to visualize the custom model, like I said, you’re going to start with these four milestones that are just hardcoded into the custom models. The baseline. But now maybe we want to add to custom pages of our own, so maybe we want those to be cool and qualified off. You could do that. And then your your journey, your funnel would look something like this. Additionally, though, since you have the custom model, you also get to allocate the credit. However you want, assuming of course that adds up to 100%. So maybe you want to do something like this. Maybe you want to give 10% to each of those milestones and then the remaining 60, maybe you want to split between the two custom stages. This is purely an example. Of course, you want to make sure it works for your business and what you’re trying to measure. But I find that it’s really helpful to come out and visualize it this way. Building off the whole app. All right. So we’re going to get to Adam on five or so minutes. But before we get there, I wanted to show you a glimpse of the UI to help provide some visual context before we talk further. So, I mean, if you if you decide you want to use the custom model, obviously you’re going to first discuss and decide internally what your strategy is. But once you know that the first thing that you’re going to do to actually build it is navigate to the stage mapping page. This is a little snapshot of that here. This is where you would actually define the logic that tells measure what those new stages are going to be. And then once you’ve saved that, you’re going to go to the retouch attribution page, which you’ll then see your new custom stage kind of slotted into this table. And you can use that column all the way to the right to define the weighting as you see fit. So this very quick and high level. But I just wanted to show you because I think it’s helpful to kind of see it before we talk about some of the concepts before getting into our live demo. All righty. So we got to talk about funnel versus custom stages. So for any Tier one users out there, this is especially for you. So this is a slide you’ll really want to pay attention to. Like I mentioned, Tier one customers have access to small to a piece of the custom model. That would be our funnel stages. Funnel stages are basically a lite version of custom model stages. So you can see it is the first column here. If you select something to be included at the funnel stage, what that means is it becomes a potential touchpoint position value. So the only thing that you wouldn’t be able to do is you just can’t allocate the weighting. It would just get probably middle credit, middle touch credit, excuse me accordingly. Now, custom stage, we already defined it, but just to say it again, a custom stage just takes it a step further than a funnel stage. It is a touch point position and you get to control how much weighting you want allocated to that stage. So takeaway here is funnel stages are still very powerful. You can run reports to answer questions like an example would be what channels are driving all this this quarter or what campaigns have had the most traction this year so far as it relates to our one of our custom stages? So that is something to make sure that you are aware of the difference between funnel and custom model. I also wanted to touch on where you’ll see this data in the CRM. I think it’s important to make sure the expectations are aligned on that output before we build something right. And today I’m just going to talk about Salesforce, but know that this reporting is available in Dynamics as well. Something to be clear on is that whatever you define as a custom stage or a funnel stage, it’s going to render in your touchpoint data as a touchpoint position. So it would be a value for that touchpoint position field. And it’s a field that lives on both of the touchpoint objects, the beauty and the app. In my example here in the screenshot, you can see we have a touchpoint from a Salesforce campaign. It’s representing somebody attending a webinar. And you can see in the touchpoint position field that it has a value of out. So that is where you can see this in your data and all touchpoints will have a touchpoint position. I’ll also call out that the custom model can be applied to a filter to some of the Discover dashboards that we talk about. We unfortunately don’t have time to look at that today. You can check out the webinar James and I did a few months ago though on Discover. We talked about this I think in April, maybe. All right, So we’ll move ahead. More commonly, marketers want to see the state in aggregate, so that’s one way to want to start pulling the custom model fields into our report. You can see in the screenshot here that there are three additional fields that live on the object that you could pull into a report. So you can see them here. We’ve got attribution percentage cost. The model can request a model and revenue custom model. So revenue is going to be the big one. When you want to see your revenue numbers sliced by your custom model, however, you can customize it. So you can use these fields and Salesforce reporting just like you would any other Salesforce field. You could filter by the group. By then you could add them as columns to a report and then view the aggregate some of the revenue influence. Anything that you are used to doing with Salesforce reports, you can you can use these fields in a similar fashion. All righty. So that is just some of the context to get us started. Now what we’re going to talk about, we’re going to switch into the demo, but just to kind of set the stage, we’re going to talk about these key configurations sets. So starting with the default dashboard object, determining which stages to build and building those in and then defining the attribution weighting percentage is. So give me one second and I am going to share my screen and we are going to do a little demo together. Sure thing. You should have this to show your screen. Now, Kate, also, as Kate mentioned, the features being shared today are here to market our measure. So if you would like more information on what else is included in your tool, we have a form up on the screen. You guys can fill it out and we can put you in touch with the person to get you that information. Or if maybe you’re a Marketo, engage customer learning about Measure today. You can also fill out that form. So there you go. Kate, we see your screen. All right. Thank you. So we’re looking at my demo environment, my demo Marketo measure account. And so the first place that we’re going to be talking about is this every touch attribution page, the default dashboard object is what I want to make sure that everybody’s clear on. This is a feature that you are able to select and the options are going to be the salesforce or dynamics lead object or the context object. We select this, and why it matters is because this is going this is what is going to determine which object measure is pulling from when you’re going to create your stages from the top of the funnel. Right? So if you’re carrying about five elements on the lead, we would be setting this to lead. If it’s more of a field that’s on the contact and you deal more so in contacts, we will be setting this to the contact. So for my instance, I am set to the contact object. And before we go look at the stage map and I’m going to scroll to the bottom this I love this table right here. It’s a little cheat sheet, one that tells you what all of these stock models are and how the weighting is allocated. But the point that I wanted to make here is that you can see that those four milestone stages in the Middle touches are in this table. And here is the column where we can dictate the custom weighting, but we don’t have our custom stages in here yet because we haven’t built that. So before we even want to touch this, you want to go look at building those custom stages. So to do that, I am going to scroll down to the stage mapping page. So going back to the default dashboard object being set to the contact, you can see that here in this header, it’s saying contact stages. And what this means is that when I’m trying to create a rule to tell, measure what my custom stage should be, I am able to pull from fields on the contact object. Right? If I were to select delete, it would just be the inverse. We would see a lead up here and the fields available in the dropdown would be from that lead object. So just to summarize, the default dashboard object controls where you’re pulling your stage logic from as it relates to the top of the funnel. So here is let me cops up for a second. Here is the top of the funnel section of the UI. This is where I would build out any logic for any stages that I might want to include and my custom model that fall at the top of the funnel. If I scroll down, we’ll see that we now to first we’ll see that we now have opportunity stages. So this will always the opportunity. There’s no flexing of different objects that there will always be the opportunity when we’re looking at the middle bottom of the funnel. So what you’ll see here, we’ve got opportunity stages. So that’s the default Salesforce field opportunity stages are pulling in automatically for us to select for the custom model if appropriate. We can also build custom logic by adding a new stage. If for whatever reason, these fields don’t work for us and we needed to reference like a a checkbox or a date field or something different than this out of the box field. So I’m going to scroll back up to the top of the page here and we will make a rule together. So I want to add a few URL, So I’m going to add my stage name here and this is going to be what we’ll display as the touchpoint position, right when I make my rule, I’m going to click this field dropdown. I hope you guys can see the dropdown. Sometimes it doesn’t show up, but what we’re looking at here are fields that are defined on the contact object in Salesforce. So all of the fields that you have there will show up assuming that it’s not a formula field and that the connected user, the sync user has read access to that field. So I’m going to scroll down because I know that in my salesforce, the way that we account for files is when the date field goes from empty to being populated with whatever the data is that it became an MPO automation and my salesforce that does that for us. So I’m going to select all date. You see if I can zoom out a little bit. It’s hard to see the UI here, but so I selected my MQ all day for my operator, I’m going to say is not equal to and basically I just want it to be not equal to empty. So again, when it goes from empty to populated, that is when I want measure to say, Oh, this record, well let’s go look and see what the most recent touchpoint was and let’s stamp that touchpoint as the touchpoint. So I won’t hit the check mark here. And then the final step is to include it in the custom model. So you can see here we’ve got the column for a funnel. If I were to select funnel, that would make it just a touch point position. But since I want to dictate the attribution weighting as well, I am going to select the custom model checkbox over here, which inherently includes the funnel just by definition. Right. And then what I’m going to do is hit this checkmark and now you can see that my custom rule is built in to the system. For example purposes, I’m going to add one more and I’m going to scroll down to the opportunity and I’m going to say I want another custom page of proposal slash price quote. This is an opportunity stage in my sales force that works for me. I don’t need to create a custom message. And so all I need to do is hit the custom model checkbox to tell a measure to be looking for when this this field the stage rather is hit. So I’ve got my two stages. You can add up to six stages, but it’s really better to keep it simple. You can always add to it, so it’s better to kind of get your feet wet, keep it simple, see how it plays out in your data, and then add to it If you feel like there’s additional stages that would be beneficial to your reporting. I also want to touch on one thing that I forgot to mention. Whenever you are creating a custom rule. So whenever basically whenever there is something in this rule column that means you’ve created a custom rule, you want to make sure that the custom field so up to date, in my example, you want to make sure that field history tracking is enabled on that field in Salesforce. So this is something that you can ask your Salesforce admin to do or to check on, but that’s really important. So that measure is always able to see changes to the field and keep track and fire accordingly. Okay, so we’ve got my two stages that I want to start with. I’m going to come down here and save and publish. You can see this note saying that I can’t make additional changes for seven days. That is true. So when you’re going to build this, you really want to kind of think it through and make all your stages in one go so that you don’t have to wait the seven days to to edit it further. All right. So I saved and published. Now I’m going to go back to my every touch attribution page, scroll back down to that table and what we can see here that now I’ve got my two custom stages populated in this table. One so got empty. Well, I got proposal price quote and then I can use the custom model columns over here to dictate the weighting. So perhaps, you know, I want to say I want to maybe I want to say the milestone pages are going to get zero and maybe I want people to get 20 proposal to get 20. And then I can see that I still have 60% of credit to allocate. So I can put that for middle touches. Perhaps if maybe I want to give more credit to the touches that are happening between all of these stages. If you are unsure of what you want to use as you’re waiting for your stages, a great way to get started is to use the machine learning model minus empty, because this is the demo instance and there’s not that much data to work with. But in your instance, this should be populated it based on the trends that measure as seen in your data. And so you can use the percentages that it is seen as a benchmark or a starting place. As you kind of get more familiar with this feature and figure out exactly how you want to tailor it for your your reporting needs. Okay. So that is a little demo. We are going to go back to the slide now right. So just to summarize what we talked about before, James takes it over and talks about activities. We talked about what the default dashboard object is, how it controls the top of the funnel stages. We talked about starting small, less is more. We really want to keep it simple, and when you are building your stages, you really want to think through internally what those key features are that you want to measure and pick ones that the majority are flowing through. So we don’t want to pick things like recycled, for example. And then a big one is the old history tracking and sales force is absolutely needed for any custom rule object that you might be building. All right, take it away, James. I like seeing your demo. And since just it’s it’s like clean, you know, it looks great. Go. Okay. So, you know, along with that, it’s kind of a very good piggy. Back to what Kate was just talking about with all these different touches that go on through the funnel, one really important one is is like outbound, right? So for CRM activities, let’s just go through like, why would you want to I’ll do a little bit of a demonstration as well. And then, you know, like kind of the different discovery questions you should be working with your revenue ops or sales ops team. If you’re in marketing ops, if you’re in sales ops and you know, you especially like a smaller organization, maybe you have like full control over all this, but go through like, why would you want it? So what questions will this answer adding CRM activities from either dynamics or Salesforce into your market or measure instance? And then what will it do? So so really the questions that answers like how effective is it for how effective is it when when your sales reps outbound? So as you know, everyone’s numbers keep getting higher. That’s one reason I’m not in sales because I don’t like starting over every quarter. Basically, as you’re looking through that, you need to know how effective is it with our maybe we use outreach, maybe we use gone maybe as sales loft, you know, like how effective is it with these these different plays that we’re running. So so that’s that’s one thing. Another is like how do you outbound so those technologies we were just talking about what are the technologies costs you pay in you know, $20,000 a year. Are you paying $20,000 a quarter for these technologies? Where do you see that come back down into into revenue? And then are there any KPIs that that kind of give you blind spots? The one important thing there is measuring the efficacy of of of those specific touch points. I mean, it’s kind of like fishing, right? Like you can lose an individual pretty quickly. So you want to make sure that these these different plays are essentially doing what they’re supposed to do. So measuring engagement, things like that. So we’re going to go through like adding in some of those some of the CRM activities. So one thing, you know, this is just kind of a very stand. This is built by one of our one of our coworker, Cynthia. So the essentially, you know, as an example for a specific visual of a buyer’s journey, let’s say you acquire a lead through trade show now they’re, you know, in the custom model, maybe you put that first touch or lead, create engagement or touch point position as like 25% or 20 or 30% of your, you know, of the $60,000 you’re going to get through that opportunity. So as we see here, that’s going to get, you know, a 20% I’m not going to do the math. 20% is 60. Okay. That’s not my strong suit, But I think everyone else can do it. So what if, though, you bring a lead in through an outbound email or call, you should still be giving that 20% to that BTR 80 or CSM that was able to generate that first engagement and get someone in the funnel. This is another big thing, you know, for I feel like for years you don’t really hear this very much anymore, but for years it was like, Oh, you have to have a handshake between sales and marketing and sales ops and marketing ops and, and all these different things. But I feel like I don’t see that as much anymore, but it’s still obviously very important. So the more that you’re asking your BTR, your SDR team or ADR XD or whatever their call that your organization, the more that you ask them to do and improve upon conversion rates down the funnel, you know, they also have this other job of outperforming and maybe you’re helping them develop those emails, those call scripts. But the a really valuable thing is to be able to go back to them and say like, Hey, we really appreciate that you did this when you outbound to these specific individuals, you here the opportunities that you generated from that and you’re able to kind of like, you know, give them a bit more a bit more gusto to work with. So our end goal that we want to see is here at the right, you see what has BTR clicked. That’s our channel for, for sales. You can call it sales, you can call it whatever works for you. But in here it’s BTR and we can see, okay, in December we did well. Whatever you’re doing in January and February was not really working with us or what I mean by not really working was not working at all. This is done with data. We’re just we’re making things up with it. But obviously in March and April and May, we’re like a bit more effective. So that’s what we would love to see. You know, we generated $257,000 in from those outbound engagements. As we look through the custom funnel, the custom model, or in this case the U-shape model. So that’s heavily weighted towards people who are, you know, their create and their first touch. So the general idea here is that you’ll set up a lot of some things in the market, a measure side. I’ll run through that as well. This is this is basically like the start of it. And then the second part is that we’re going to run an activities report within Salesforce. This is going to be a little bit more difficult. Obviously, everyone, Salesforce looks a bit different, but if you have those technologies like sales launch or outreach or gone, I’m sure there’s another one. I’m forgetting and someone will send me and tell me to namedrop them next time. But, but that’s not how I work. I just go based on whatever is in the old noggin. So basically, as you’re as you’re looking through this, we can see some are some standardization of subject lines. We have some custom fields, so you really just have to more deeply understand how those activities are created. The one thing that can be very important to know here is that every email correspondence, outward and inward from your sales team, if it’s connected here, let’s say your sales teams inboxes are connected, it will create an activity that’s great. You can kind of see back and forth how everything’s happening there. It’s also really difficult to section out just the important engagements. So to give you an example, let’s say you email someone and say, Hey, we’d love to connect on Thursday. What do you think about us doing a demo for you? And they respond and they say like, No, Thursday. Like, yes, a demo sounds great. No, Thursday doesn’t work. How about Friday? Respond back Friday. Friday is no good for us. Have the day off. How about next Monday you’re back. And for the city’s 20 emails that go back and forth trying to confirm that if you don’t s.l only that first response, then all 20 of those emails are going to essentially be created as touch points and we’ll get all of that credit. You know, Kate was showing the custom model was 60% going to the middle touches that 60% will basically be almost exclusively allocated to all of those back and forth, like no, how about Tuesday? Yes, Tuesday works. What time? 4 to 3 p.m. or three? 4 p.m.? You know, so important things to have there. Another thing that we’re going to look at is with connected calls versus incomplete calls. If you send an email and nobody response from from your marketing side, you don’t count that as a touch point. So if you call someone and they don’t pick up, you shouldn’t count that as a touchpoint either. Same thing with email on the on the sales side. So let’s hop in and the first thing I’m going to share is Salesforce. This is my kind of development instance. And let’s see here, go in here one second, huh? Do we see Salesforce? I did. Okay. It’s low. It is. Sorry, It was a little blurry at first, but all good. Okay, cool. This is. I’m running it. And classic. I know that some people are hesitant to change. I totally understand that. So the first thing we’re going to do here is just create a new report. And you can obviously do this in the dynamic side as well, will create a report for activities and tasks and events. This is all sample data. We will see. So let’s go open and completed activities, all activities, and then we’ll do all time. So this is something you know, let’s say you have a ton of activity. Obviously I only have four in here. There with my the lead that I’m working and trying to sell to, namely MGM. And so in here you could say, all right, let’s go current fiscal year. This is a pretty important date because if you’ve seen some of my and Kate’s presentations before, we like to pick a date that you will basically be looking at touch points from that date on. Now, that could be January 1st, 2021. Right? That will basically say, like even if you had other touch points happening, other campaign touch points, other website touch points, you just you want all those to kind of have an equal footing and they won’t if if you’re pulling things in from previous years for one channel and not the other. So we have this here and then I’ve created one one custom field pull the lead name over here on custom field called Outcome. So this this is something being mapped to that, that third party technology as well to basically say, you know, we call this this lead and you know, call duration is another one that shows up there. So you could do call duration is greater than zero or greater than one. Kind of depends on how how you want to measure that. Like I said, you have to pretty intimately understand how these activities are created. So let’s run the report, take a take a look at a couple of these. So then this and a lot. Can you confirm that you can see me go different tabs here as well. If you are on this task? Yep. Okay. Okay. So, so I had this task again, this can be like created by the outreach user or, or the gun user. And so within this we have a status of completed and we have a subject line. You can, you can do reporting based on the subject lines or a specific outcome. So if I’m doing calls and I want to segment that as a call, then I’m looking at all the outcomes that are connected and then, you know, the other values in here. Wrong number, no answer, voicemail. I don’t want to count any of the other ones towards my engagement within my my marketing or not really marketing, but my attribution. And then here are outcomes. Now answer I’ve seen that’s that those technologies can update the subject line and say incomplete call. This is very similar to like using tokens within your campaign and things like that to be able to basically segment out those those tasks and activities. The the two email tasks that I have here are one that worked and one that didn’t get through. So Let’s look at the one that worked. You know, it’s an email we sent that said, Let’s chat about this new feature and you can tell by the reply and the call in is subject line that they reply to this specifically. Now a lot of times the comments will be written in or maybe there’s an attachment or something like that, but another thing that some technologies will let you do is mark a Boolean field that says first reply. So a building field is just a yes now a checkbox field. And if it’s the first reply that a lead had to you when you’re emailing them, then this will be marked. That’s something that you would love to have on there because then you don’t really have to go through all the, all the pain of trying to figure out like what designates that first reply. This is, you know, for this email, this is something where you would look at and say, okay, and as we’re going through this too, we’ll want to customize our report and say, you know, ad for this, the outcome is equal to this product and a different screen connected. So we only have our one successful one here. And then you could say or you know, the subject is type of screen does not contain out of office add some filter logic. So then you would add another, another filter in there that would say like and does not contain like incomplete. Right. So now we have our two successful tasks that we want to create as activities in there. Okay, cool. So I’m going to stop sharing pop over into my, my Marketo measure instance and kind of run through the process of setting that up over here. Okay, hold on the loading up. Making sure I don’t share my Facebook marketplace. Okay, cool. Can we see. Every touch you? Yeah. Mm hmm. Okay. Okay, great. Okay, perfect. So as I’ve as I kind of identified that in the Salesforce side, obviously you want to have that maybe on a different screen, kind of looking through those those different activities and there’s those different delineations, more or less. We’ll go here. So we’re back. We’re in Kate’s Boot Camp Sandbox. Great name. First thing you’ll want to do is create that sales and that sales channel. If you don’t have it in your channels already, you’ll want to create that. And then let’s say so we have EDR click here. Let’s say we add one for our email and then we’ll hit save. So now we have this channel that sales and a sub channel is our call and B or email. We’re going to create rules that are based on those two specific tasks. So the next thing we’ll do, make sure that we have it. These are basically identified as online touchpoints because they’re coming in through the integration. So what you’ll want to do is download the current rules and add two lines here that say that we’re looking at BD. So it would be like line 33 right above what web referral. You could also do it above other. Remember that this is this is like the first rule applies kind of deal. So if it’s something where these medium or source are going to be populated, which they could be with those those activities sometimes. So make sure that you just like this basically means that anything where Medium says has any value in there, it’s going to be designated to others. So you might want to put it at number 30 instead of 33. So you would have one for BTR call and one for B or email. So you need to add those in if you have questions about this, we’re happy to answer those questions and walk through it with you. So then we’ll go into our our CRM integration on the left here. Good activities. We do not have any currently so important to know that you’re going to create these rules for tasks. Now, if you have activities created as an as events, let’s say a demo that’s occurring really like we’re kind of theoretical sometimes with these, like when does a webinar turn into content versus a channel? Same idea. What if you’re calling someone to get a phone with them and schedule a demo or have a discovery call? The discovery call or the demo is your content and the channel in which you get them. There is the call. So I hesitate to put events in here as like a discovery call or demo call because it’s I’m more interested when I’m looking at this reporting this in the way that they got on that demo. No one just shows up for a demo without you like messaging them or connecting with them in a specific channel. So as we have here, let’s add a campaign. This is going to be our VR call. And then and I believe I want to correct me if I’m wrong, you cannot see this pop up. Is that correct? That is correct. Okay. So here you’ll have all of your different fields. Obviously, you can’t see them. So let’s let’s just let’s click on it quickly. Let’s say subjects does not contain and then out of office. So there’s there’s one we have there or this since this is a call let’s go and complete let’s add a new rule group. We’re going to pull in that custom field that we have that’s called outcome. It’s not in here. This is this one is not connected to my my demo. It’s and so let’s let’s roll with that for now. Subject does not contain incomplete and then you can’t see the pop up for the touch point date either. But it’s just going to be the activity date that you have here. There’s a few other you can look at, completed date, created date, things like that. You know, if it is a completed date, then that’s an activities done. So we have our our rules here. And again these are things that you’ll you’ll want to test out not saying this is exactly how your should be set up. Let’s say this is our email. We’ll pull in our subject line again and let’s say it does not contain out of office. We need to do an activity date here. Okay. So we have our two campaigns that are basically going in as those activities there. So as we move through that, you’ll you’ll also, you know, if you need to add the events to basically copy that through, we were looking at tasks when we were in the salesforce instance. So just something to keep in mind. There you are. We showed this in the in the slides as well, but you want to make sure that these are this is turned on as well. Kate, can you correct me if I’m wrong? This is this a tier two future or is this available for everybody? This is tier two. You’re right. This is tier two feature. Okay. And then once we have all this set up, we said we’re going to hop into a different Marketo measure instance. Okay. Since you’re the you would still ask me. I was just going to ask you. You can see now my my screen with attribution reporting. Yes. Discover. Cool. So, you know what, if we pull in our attributed revenue that we have here, we have all these pretty colors and different channels that are basically that are basically contributing to this. We just click on our BBR, you can click on the left here in the channel or on the right, which says as well if you want to, if you click on the left at all, it’ll basically segment all this and say, Oh, out of the attributed revenue amount, the total amounts, 4.7 million. But the amount that’s highlighted, which is our PDR amount is 257,000. Whereas if we click on it here and hit apply, then we only have, in our view, how the BBR outbound emails have done within sub channel. If you have it mapped, you’re able to see call versus an email and then outbound plays. I would consider that email as well. So just be diligent in those and make sure that as that data comes through that you’re staying on top of it. It’s it’s probably better. We did a lot of kind of working in the negative space where we’re saying, give me everything that’s not this. It’s probably a better idea to start out by creating these rules that say, Give me everything that matches the success instead of doesn’t match a non success. I think that I’ll start you a little bit more. You know, you’re going to be pulling in a little bit less data. It’s easier for the system to look at and then I’ll probably start you with fewer touch points and then you can kind of start doing some troubleshooting within your CRM as well to see like, do these activities create touchpoints on this record? All right. I am going to stop sharing now. We want to hop back into the slides and I believe we’re passing back to you on them. Yeah. We are actually going to have the slides and over to Q and A, so let’s turn this back on and get some questions. We will. Oh, all right. Well, thank you guys for that fantastic presentation and in product demonstration, always super helpful to see that stuff. So I’m going to start actually with the question that came in while you guys are presenting this interim. Aaron, is the custom model based on the date of the campaign, i.e. last touch equal to or less than the milestone date? So I think that one’s for you, Jeremy Oops, saw that that happened. That’s a great question. So the custom model, whatever you set as a rule object, whether it’s like a out of the box opportunity stage or maybe it’s a date, pull the checkbox, whatever it is. Our current measure is listening for that to happen. And then when that happens in your salesforce, it’s like, okay, I have to figure out which touch point is going to be marked as the actual touch point use as our example, and it’s going to look and it’s going to look for whatever happened most recently before that stage was set. And then that touch point will be stamped as the actual touch point in this example. So it doesn’t matter what type of touch point it is, it’s just what happened Most recently, I hope I interpreted the question correctly as if I didn’t just once. No comment. Back off. Thank you. Can I can I add one thing to that? Of course. Yeah. Okay, cool. There’s there have been in your in your custom campaign thinking as well you can add a custom touch point from a campaign member. Okay. I’m sure you’ve done this with with customers. 211 good example. You could just be a little fluid with those two different like dates that you add in there. But one, one thing we had, we ran like a personalized gifting campaign, but before we had it sent to market measure. And so we added in that success, like when someone accepted a gift as a custom field on a campaign member, we’re able to pull in that campaign member date field as our touch point field instead of like the first responder date. So you’re not completely limited by that, that first responder date, they’re awesome. Thanks for that contest. Okay. Next question. When you have an ongoing cost for a nurture campaign, is there a way to set it as a monthly cost? I can I can take that. So when when it comes to cost, there’s it depends on how you’re creating touch point, right? If you’re creating that from a Salesforce campaign or a Marketo program, you could align that to the actual cost in Salesforce or the period cost and Marketo. And then I mean, period, Costco’s in monthly, right? So it would be that that’s how that would work. Or you could upload the cost with the CSP and the CSA it gives you each month and then you would put in the numbers. There’s not a way to like proactively put the cost in. So it is something that you would have to, you know, monthly or quarterly, whatever cadence works for you put that into the spreadsheet. But it’s common if you have kind of like an annualized cost, it’s common to divide it by 12 and use that number for each. Yeah, but I feel like this, this question comes up a lot in the in the marketing engage side as well. Okay. I’m sure you’ve gotten it, but it’s with that if you’re thinking in Salesforce campaign that has a cost let’s say $30,000 and your start date and date are going to determine that $30,000 split up week over week, I always recommend creating a new campaign. Let’s say it’s a PPC like Google Search ad campaign. So any of those PPC ads that are coming through, you add that cost in as a quarterly expense and then it’ll be decided lot. Sorry, it’ll be it’ll be split up every four like 13 weeks essentially in the quarter. So 30 K will go like ten K for each month, more or less. Awesome. Thanks, guys. Okay. Another question that just came in we are planning to roll out Marketo measure to our MarTech stack soon, wondering if it would be helpful to bring in an external agency to assist with the implementation process. I’d say it’s definitely recommended to have help with implementation. Whether you go with Adobe’s consulting team or a partner. I love attribute. They do a really great work, but yes, I would definitely recommend having some assistance, especially if it’s new to you and you haven’t worked with Measure before. It’ll be very, very helpful. Yeah, completely agree. Awesome. I’ll get it. Got time for a couple more. Are there any new ways to track the impact of the dark funnel and marrying offline tactics with tracked activities while? I love the I just love the term like dark social and dark funnel. I think it’s so fun. It makes me think of like being a kid and playing. You go and there’s like the shadow realm. It’s like this like mysterious thing just kind of out of my self as a whole Pokemon nerd. But I the short answer, not really. You know, I think that as this kind of goes along with a big topic of conversation like bot activity with emails, like as people have more and more agency over their own data and, and time goes on with legislation. DPR Castle can spam things like that. You will find it harder and harder to track and we can only track what people allow us to track. So more or less no is the answer in terms of, you know, you just you have to have that like the cookie information or or query string or some or for a page, something that’s like telling us where someone’s coming from. Okay, I don’t know if you have a different answer that. Yeah, the only thing I was thinking additionally is, you know, if, if the JavaScript marketing measures JavaScript can’t track it, but you have it from some other platform, you could always get it and measure via maybe what kind of activities or a Salesforce campaign right you that there’s there’s options but it comes down to can you access that data and have it be tied to a specific person a.k.a email address. Yeah, yeah. Email address that like your you got to have the data so you got to have like the channel and subcellular, you got to have everything else that the script might throw in there too. So yeah, is it worth it? And I think is probably a better question for. All right, I think we have time for one more. How can you set yourself up for success in utilizing utilizing custom models and custom opportunity field slash advanced currency in Salesforce? So custom model something and currency customized. Custom opportunities. Opportunity field and that’s got it. Got it. So I mean the kind of separate topics Multicurrency, you know, you’d want to make sure that your instance set up to whether you’re using, you know, just basic currency handling in Salesforce or advanced and then measure A will calculate currency differences based on your settings with the custom model and having the custom stages. I mean, there’s a lot of there’s a lot we can talk about here, but I think it comes down to meeting internally with all the stakeholders first and really aligning on what it is we’re going to pull in and documenting it. Just like in a simple Excel spreadsheet where you live out your stages, you have a column for, okay, what is the logic for that? Well, maybe a column for like an example or some context and then a column for is it a custom feel like all day and then another column for how we check the field history tracking is enabled. So just kind of keeping it all in one place is a great that’s kind of like the quick answer. There’s a lot we could talk about. Got one minute left. You might get the quick answer today. Okay. So yeah, I would. I think in my experience it setting myself up for success with like implementing implementation and adoption has been largely reliant on stakeholder buying and documentation. So you don’t get everyone to say like, yes, this custom model makes sense to me. Even people on rib ops, even people in sales like there at least have a small piece of the pie. If you don’t get all of them to sign off with SLA that says like, yes, this makes sense, we’ll revisit it in six months. Then people are just going to start asking questions to be like, I didn’t say yes to that. So everyone’s got to be on the same page. See why I thought as. I know our time. But really quick, if there’s any other questions or you want to talk about something and it’s more of a back and forth, please post on Nation and you can talk to me. I think it’s just like over. I think James is probably just translating but would be happy to kind of chat and have it out there for other people to learn from and use as well. Awesome. Thanks for that plug, Kate. All right. I know we are at time, there was one last question. If this is available for everyone with Mark, how it all measure these features today were actually tier two features. So if you would like more information on Tier two and what else is included, there’s a form up on the right side of your screen that you can fill out and we can get you more information on that on this screen. You also will see links to some of our past Marketo and macOS recordings, as well as our upcoming events. There’s also the white paper for you guys to grab before you head out. And a couple of survey questions. Do filling those out as well. Again, as Kate mentioned, if you have questions that we weren’t able to get to, feel free to post on Mark Marketo mission and they will get to those. Or you can reach out to me and I can put you in touch with the correct person to get your questions answered. So last reminder that you will receive a recording of today’s event in an email from us in about 24 hours. So thank you, James, and thank you, Kate, for the presentation today. And that’s all we’ve got for you. Thanks everyone for attending. We hope you have a great day and we look forward to seeing you at one of our next event. Thanks, everyone. Thank you. Thank you. For.