Marketo & Mochas: Maturity Part 2 - Optimizing Your Marketo Usage

Transcript

So welcome, everyone, to mark our local food day. Our presenters, Cynthia and Carly are going to be continuing our three part Marketo Maturity series with Today being part two. And today’s event is all about optimizing your marketing usage. So Carly is going to reveal more details on part one and Part three once we kick off the presentation. So I’m going to hold off on getting too far into any of that. But what we do design our webinars to be interactive and we encourage you to ask questions in the questions box throughout the presentation. You type them in there and we’ve set aside the last 10 minutes or so for Q&A and we’re going to do our best to answer as many of them as we can. I do want to quickly mention a couple of housekeeping items. Before we get started, we are presenting in Adobe Connect today and we are live. But not to worry, the session is being recorded and will be can be viewed on demand and shared with other members of your team at a later time. So you will get a recording of today’s event and an email from us tomorrow afternoon. So that is coming. If you registered you will be getting a recording. I would also like to point out that at the top of your screen there is a black bar and then an kind of a hand on it. There you can drop down and find different actions that you can utilize throughout the presentation. If you like what you see, you can like, applaud, laugh. So on because we’re so funny, but we’d love to see your engagement throughout the event. So we encourage you to 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. Our presenters put together a bunch of resources for you guys. So be sure to download that and grab it. Take it as needed. And then as we’re closing out the webinar, we have a few survey questions that are going to pop up on your screen. If you could not even 30 seconds to fill those out. And we greatly appreciate it. So with that, I would like to introduce myself. My name is Ilana Cohen, and I’m the senior digital events manager for our Customer Success Strategy team here at Adobe. I’ve been with Adobe for actually almost six years now. Update This slide and spent a majority of those years organizing and hosting these events for our customers. And then prior to my time on this team, I spent about two years working with Adobe’s Advertising Cloud customers. Then before coming to Adobe, I spent many different years at different advertising and media agencies around New York, but I am excited to be here now hosting events like this for you guys, our customers. So if you have any questions or comments about today’s event or about your experience with Adobe Connect, I would love to hear from you, so feel free to reach out. So with that, I’d like to hand it over to Cynthia to introduce herself and. All right, thank you. I’ll have one. My name is Cynthia and I’m a member of the Visor Advisory team at Adobe. My team provides advisory service to customers on their strategy and Marketo utilization. We also regularly produce content like blogs and webinars, to help you learn more about using Marketo. I’ve been in this role for about four years now and Parcel Toro, I spend about 6 to 7 years in Adobe Consulting Services, working with all my customers on their implementation. And before that, in my past life I was actually a marketing customer myself. Like many of you, so I was Marketo instance. So super excited to be here today for another August. I’m going to pass it off to my colleague Carly. Thank you, Cynthia. So, hi, everyone. My name is Carly Garver. I am also on our business advisory team here at Adobe. I have been with Adobe for about three years, actually a little over three years. I started in our consulting org similarly to Cynthia and then I also came from the customer side. So I spent a good portion of my career in the world of digital marketing, working for a variety of different companies, using primarily Marketo, as well as a few other marketing automation platforms. So very excited to be with you guys today. For folks who didn’t join part one or, you know, didn’t know about the series. We do have a recording for part one, so if you want to watch that, I’ll give you a little recap in a minute. But we do have that recorded as well. Yes, thank you. I really so welcome, everyone. We’re going to jump right into the presentation. Bear with me for a moment. All right. So this is today’s agenda. And as Carly mentioned, she is about to jump into the part one recap of what is Marketo maturity and then the best practice approach that were discussed back in part one. And then they are going to go through some data management and integrations optimizations. And then we will also have a quick end product demo followed by Q&A. So that is what’s on tap for today and I am going to go ahead and pass it right off to Carly so we can get started. Carly Awesome. Thank you so much. All right, guys. So let’s kind of kick things off with just a quick recap for part one. So this is part two of our three part series on Marketo maturity. So let’s just kind of level set and go through the definition of Marketo maturity. Marketo maturity refers to an organization’s effectiveness in utilizing and managing Mercatus features and capabilities to drive marketing and business outcomes. So this is we’re going to use to assess where you are today so that you can more strategically map out where you want to go. Now, it’s important to reiterate that each organization’s path to Marketo maturity is going to be unique. And so we we would recommend evaluating your progress using a marketing automation maturity framework. So we recommend the crawl, walk, run approach because it helps you to establish that solid foundation which you can then build on top of over time until you achieve the level of Marketo maturity you want. So let’s dig into this a bit on the next slide. So first we start with the crawl phase. This is all about laying the foundation of your Marketo instance. Proper configuration and alignment to best practice are absolutely key in this phase because they are what set the precedent for success and growth in the tool. So this is what we covered in part one of our series. Next, we move into the walk phase. So this is where we look for opportunities to increase efficiencies and then ultimately optimize and expand our usage. So this is what we’re going to talk about during today’s session. And then finally, we have the run phase, which is where we really start to scale and improve. This is where we are actively monitoring our instance to ensure it’s at maximum efficiency. We’re analyzing all of our data and deriving those actionable insights to drive that continuous improvement and overall scalability. So a quick recap of the series. As I mentioned before, part one was already completed. So we held that in July, end of July, just a couple of months ago. We’re here today for part two, optimizing your Marketo Usage Part three Driving growth with reporting. We will talk about reporting. We will also talk about leveraging some of the native features and functionality in Marketo to monitor your Marketo instance. So that session will be on October 10th. There is a link to register, I believe, in the handout, so we hope you all will join us for part three as well. All right. So let’s dig into today’s topic, which is all about optimizing your Marketo usage. So as we start to think about expanding and optimizing, are Marketo usage. These are really the three key capabilities we’re going to focus on for today’s discussion. The first is being able to target your audience quickly and effectively. We also want to be able we want you to be able to leverage your integrations with confidence. And then we also want to elevate and optimize your programs and your smart campaigns. So let’s start with the first piece, which is target your audience quickly and effectively. So for us to effectively target our audience, we need to make sure that the data that we have in Marketo is clean and actionable. And this is done using data management. So this is a process used to manage all of the data in your Marketo database to ensure that it’s consistent and relevant for building out your marketing campaigns. Most commonly, this is accomplished using an operational program that’s going to contain a series of smart campaigns that manage all of the different workflows to help control the flow of data and the normalization of data. Some of the most common use cases include what I just mentioned data, normalization, also mail ability. So these are the two topics that we’re going to focus on for for today’s discussion. But we can also use data management to help us understand the engagement of our database. So looking at engaged versus unengaged records, active or inactive records, and we can also use data management for general record management. So managing a consistent approach to lead source is a is a pretty common example. So as I mentioned, one of the most common use cases for data management is data normalization. So data normalization is referring to the process of standardizing field data at the record level. So we can action upon it easier and quicker. So commonly we see this used to standardize geographic information like country and state, but it can also be used to standardize other data points like job level. And like we mentioned on the last slide lead source. So why is data normalization so important? Data normalization ultimately is going to lead to a cleaner database. A cleaner database makes targeting much more effective. It’s also going to make it easier to query your Marketo database. So when you’re building your smart lists, it’s going to be much, much easier because you now only have to define one value for your query as opposed to having to account for all variations in the data. It’s also going to make it easier to sync with Salesforce if if those fields are consistent and the data is consistent. So if you standardize the data coming into Marketo before it gets into CRM, there’s less room for sync errors and you’ll spend less time on data cleanup in your CRM. So how do you get started with data normalization? So we do have a starter template program that is available in the program import library. So if you attended part one of our Maturity series, we did talk a little bit about the program import library. There should be a link in the handout. And this is a broader data management starter program. So it’s got more in it than just data normalization, but it does include two smart campaigns that show you how to get started with data normalization for the country field. So some some really important tips to know for data normalization campaigns. The first is to use batch. So use batch campaigns as opposed to using trigger campaigns. So you want to schedule those batch campaigns to run at off peak hours, whether it’s overnight and all that, that’s going to help prevent any sort of latency in your instance. So it’s going to help prevent the data and all that data flow from slowing down your instance. Also, keep in mind that order matters. So remember that in the flow of a smart campaign, Marketo is going to evaluate each choice and look for the first match. So order is super, super important. We also recommend limiting the flow step choices. So I say no more than 25 choices in a single flow step. Depending on the size of your data set, you may even want to do less than that. And then last but certainly not least, if you are importing very large lists, we would highly recommend that you preform at them. So if your data normalization campaign uses any kind of triggers like person is created or even a data value change, if you import a very large list, it could cause performance issues. So we recommend formatting the data before you import it and then if you’re using a person is create a trigger. You can also suppress or exclude the list import as a source type. And it’s important to mention for our data normalization here that we are going to talk a little bit more about this in the demo. I’m going to show you the starter template. And we’re also going to build a data normalization campaign. So stick around for the demo. All right. So switching gears a little bit. So another common use case for data management and probably one of the most important is mail ability. So by default, Marketo is going to skip sending marketing emails to a record if they are unsubscribed or if they’re marked as either email invalid or marketing suspended or blacklisted. So of course this data is visible using your system smart lists in the database section of your Marketo instance. But there’s also other ways we can manage this. So to start, we would suggest creating a master mail able Smart list. So for this smart list, you’ll drag in each of the necessary filters so you can view your true malleable database. So this is what you see in that screenshot there. So we’re using all of those filters to build this this master smart list. We also would suggest using these filters or including these filters in your actual smart lists for your programs. So this is going to give you a more accurate count of your target list if you’ve ever sent an email to what seems like a list of 10,000 records. But once you send it out, the list of recipients is significantly smaller. Using these filters directly in your smart list is going to keep that from happening, and it’s going to give you better visibility into your true audience size. And then lastly, you can also take it one step further and create a Boolean field with supporting smart campaigns that can track and flag your malleable records at the record level. So this means that instead of dragging in all of those different filters from all ability, you just have to drag in the one Boolean field. All right. So in summary. So data management refers to the process of managing data in your Marketo database to ensure consistency and relevancy, data, normalization and malleability, the two that we talked about today. Those are two of the most common use cases for data management. And then as a best practice, we would recommend creating an operational program to manage relative data management workflows. And of course, you can use the program Import Library Starter Template to get started. All right. We’re going to switch gears now and I’m going to pass it over to Cynthia to talk about integrations. Okay. Thank you. Call me. Let me flip the slides. All right. Marketo is the integration capability give you the key to expand your marketing potential, whatever MarTech stack needs you have? We’ve got integration for that. So to start, marketers open API and webhook allows you to build custom integrations to connect to any platforms. Marketo exposes the Rest API, which allows for a third party tool to ask you actions withing Marketo. And on the other hand, webhook allows you to post information to the marketplace for third party tool for execution. But before you build any custom negotiation, chances are there’s already prebuilt integration solution by one of Adobe’s Marketo partners. Our partners app in fact hundreds of partners App Store was an extension of your market all capability to support unique marketing needs. That’s not for anything that’s not natively managed to Marketo funnel Theta engagement to translation services, for example. And in case you didn’t know, Marketo now offers native chat bot and webinar integration, which allows you to use chat feature embedded like webinar directly inside Marketo platform. For example, use dynamic chat feature to talk at people and account the think your site and collect relative collect relevant data during the conversation and use that chat activity and their engagement history to direct them to sales or add them to nurture the native interactive webinar feature. Offer you the ability to directly create, manage and deliver events in Marketo. And you can also use the webinar engagement data, for example, of someone responding to a pull, or they ask a question during a webinar to drop the audience for appropriate follow up campaign. What is best is that both of these native integration features are already included in your marketing subscription. So if you like to learn more about how to start using these native integration features, we should have a form on the screen. I think it’s truly right for you to be able to get more information. Finally, our native integration also includes a powerful sync tool that allows you to connect to your Salesforce auto animate instance by just entering your security information. Your sync is among the most powerful features of Marketo native integration. So we will spend some time today to dive into how it works. But before we do that, what we’d like to get a poll question that to see what’s the integration everyone’s using today. Yeah. Thanks, Cynthia. And so you should all see a poll question up on your screen right now. What kind of CRM integration to use with your Marketo instance are you using Native Salesforce Sync, Native dynamic Sync, custom CRM integration, maybe something else, or it’s possible you’re just not quite sure. Okay. Wow. That’s a heavy, heavily favored in that native Salesforce integration. But we do have a couple of customers, a couple of other. So yeah, we’ve got a big mix up of a mix up on the screen, but heavy on Salesforce. So. All right, I’m going to end the poll and we will jump back in to that. Okay, let’s move on. Yeah, Yeah. And actually, a lot of people are using the native C connector in Salesforce, Native CRM. Sync Connector is the the most powerful native integration that Marketo offers. What are you are you seeing the native Salesforce or Dynamic Sync Connector? They work pretty similar, but let’s let’s make sure we understand how it works. So let’s start with the very high level overview on the native C++ connector and understand what objects are always able to connect to. So an interesting connector can connect to the CRM contact and the object account opportunity as well as custom objects at at Salesforce or anything. One thing to note is that Marketo obviously is the flat for the base, so both the LEA and counter object was sync tool person object in Marketo and it will be flat. And so a either a contact record or the record in CRM is going to be represented as a person record in Marketo. This means that the company will make simple Marketo person that is in sync with a contact record will come from an account object, whereas if Marketo person is they think was the complete record, that company information will completely up to the singers by the rationale for lea and contact and re only for account opportunity and custom objects. As you can see on the picture, the Green line has the arrows pointing both sides indicating that Marketo can update information back to the LEA and content object and CRM, but can only retrieve information about the opportunity and custom object and cannot update information back to those object as the connector itself only has re access. So even if you get Marketo read by access to those object objects, the connector itself only has to be access. You can see the blue arrows going the sync direction thanks to you and for market only full account, custom account, customer object and IP object. Once this thing is connected, the sync cannot be changed to a different CRM instance. So if you need to migrate to a defensive instance, oftentimes that means we have to migrate you to a new market instance as well. Okay, so how does this thing work? When does things start? My panel will log in to see I’m just like a user. In fact, Marketo is using a CRM user account to logging the API market outlook. Download all new and updated on record and then update existing CRM records with information. Updating Marketo records with the updated system maps them will be queue up. It’s important to know that Marketo looks for updating CRM based on the system upstream on the record, so this will enable any automatic workflow in your system that that may be updating data that may or may not be directly associate to the record, but it will, which will affect the system upstream. UPDATE So any major updates in your data that would impact the system upstream and change should be carefully schedule to off peak hours to avoid any backup. Marketo was sync the account and content first followed by User Task Opportunity. Opportunity content wrote campaign campaign member and lastly campaign member status. That is the order missing the standard sync speed is approximately 10 to 20000 records per hour. So how long a thing will take depends on how many number of records that have that have the system upstream update that needs to post over it being that thing cycle changes to a record at the after testing has started. We’ll have to wait till the next cycle that the forcing cycle runs every 5 minutes. So when a song cycle finishes, Marketo will wait by minutes that you’ll kick off the next thing cycle by logging to CRM again to update. All right. So what is it you think we can see? Tulsa, Oklahoma string from Circle representing the macro global based and the blue one representing CRM. A lot of people think once they connect with you, I think the tool platform will automatically beings think it is very, very important to know that leads or records creating in Marketo will never automatically seem to see. In fact, they have to be explicitly sync to sign by using the flow step that says sync person to Salesforce or thing for General Dynamics. This is though that you can have control over when to a single marketing record to set. For example, you can decide to sync record creation. So whenever a person fill out a form and get into Marketo, you want that to flow to to your system. Or maybe you want to wait till empty. Well, so you only qualify lead to sell CRM. On the other hand, or data and contact records creating CRM that are visible to the market using user account. Remember, this is the CRM. You saw how that is used by edit locking. Any record that is visible to that same user account will automatically sing to Marco. If you don’t want Austrian records to sing to Marketo, you can either control which record the market also user can see in your CRM or you can implement what we call a custom sync filter to limit which records can sync. To think of CRM to cattle. To use the custom sync filter feature, you will first create a custom Bloomfield at the record level in your system to indicate if a record needs to single, not usually you will create something called sync to Marketo equals tool or false. You want an update your system record with this value to indicate when issue sync. For example, you may only want with things down record that has the email address field populate it because while wasting a record without email access to market. All right. Or you only want to sing record syncs with marketing with existing marketing content will the email So auto recording. Michael You know, you can email them now. You will what you will want to work with Marketo support to enable the customizing filter in the Marketo back end. So moving forward, only the Swan record that has a single Marketo equals true that of Slack Wolf Local Marketo. The custom think filter feature is available to all customers and this feature can come very handy if you want to avoid thinking the entire CRM database through a michael instance, we recommend you work with your account manager or support final support ticket. If you’re interested in using this feature. Once the requisite in sync between Marketo and CRM, as we see the overlapping circle in the middle records or capping by the original sync, I’m going to recap records in Marketo will never automatically single CRM and requesting CRM as long as they are visible through my casting user will automatically sync function to Marketo. And if you want to prevent that, you can use the custom sync filter feature to to filter or to to speaking only select records for CRM to Marketo. That’s a lot. I think. So now that we understand how something works at a high level, let’s talk about best practices. One most important best practice is to only think what you need, and by that we mean what you need to segment audience or targeting. In Marketo or personalization in Marketo, there are a lot of fields and data you CRM, and unless you need to use that data to decide who to market to or personalized to contending Marketo, you don’t really need to sing those fields in your marketing sense. They can just living through them. It will be there the more fields you think, the longer it will take for each of your song cycle. Because remember any updates to the system? Ask them what triggered a record to be cool for sync and cost unnecessary sync back up and release. The biggest main point we see with customer is when the customer is thinking the entire strength database for Marketo with thousands of fields and hundreds of sales records. And whenever there is any update in CRM, maybe it’s update to object that Marketo cannot even see. But because that triggers an update of a system of similar record, it would cost Marketo to have the dollar all records again. And if are waiting for campaign membership status update while tough luck because that is the last forever sync so you will have to wait your order records updates are being downloaded before membership status will update and oftentimes that’s when we for your customer having challenges of the content membership starts taking too long to sync and potentially delayed your content flow because they’re waiting for the member status update the best way to remedy this is to work with your AMAN to review the marketplace thing, use their permission and remove fields or even opt as well as user visibility. So those fields and objects can start thinking to Marketo and stop causing delays, especially if you don’t use them at all to begin with. Also, you can work with your I mean to make sure any bulk updates, like updates to opportunity data, updates to customer object data, schedule those update to like off peak hours, nights, weekends, whatever. So it doesn’t, it doesn’t interfere with your normal content flow. On the other hand, if you need to create a new field that needs to be accessing both CRM and Marketo, you should always create them in CRM first and make sure the marketing user has that has visibility to see that field. So that field will automatically be mapped in the sink and or maybe and or make a creating in Marketo as well. If you create a field in Marketo first, you will have to create again in CRM because Marketo will not carry any fields in CRM. And then you have to manually map those two fields together. So it will just be more for you. Last, but probably the most important is state. Additionally, a beneficiary serve as the repository for user to query field definition and understand you just get the use case of a field before we continue to discuss what it looks like and how to create one, let’s also do a point that others three. And Cynthia, we are going to pause for another pull here. Do you currently have or use a data dictionary? Yes. No or not? Sure this should not actually be mobile select. This should be single select. So don’t click. Yes and and no. It’s my mistake there. But it does look like a majority of people do not use or have a data dictionary so that it’s good to know what some people do. So that’s also great to see. But I this gives us a good pulse check. So I’m going to go ahead and end the poll and pass it back over to Cynthia to talk about that. I will actually pick it up from here. So so data dictionary. So it looks like, you know, a lot of folks don’t have one. Some folks are unsure. But data dictionary is a key best practice for leveraging the native integration. So it’s super important. So it is like Cynthia mentioned, a centralized repository. Usually it’s created as a spreadsheet either in Excel and stored on your, you know, your corporate server or in Google sheets that documents the structure and the relationship of the data in Marketo and CRM. So why is it so important it is going to provide critical insights into your CRM sync So your data dictionary is your go to resource. If you need to know what fields are saying it or how many fields are saying it, etc. So in many cases if you’re experiencing a system lag or the sync is especially slow, this is a good area to investigate. Like we mentioned earlier, you only want to sync the fields you are going to use in Marketo. And when we say use in Marketo, that is specifically for targeting and personalization. So unfortunately it is all too often that we see customers thinking way too many fields. So your data dictionary is going to help you better manage the CRM integration because you will now have full visibility into what is linked and what is not. I kind of touched on this in the last point, but it’s also going to help your marketers determine what fields are available in Marketo for targeting and personalization. And this is absolutely key. So you want to make sure your Marketo users can seamlessly build the appropriate audience for your marketing campaigns, right In Marketo. So here is an example of what a data dictionary could look like. This is I like this screenshot because it’s pretty right. It’s color coded, it’s easier to read, but I have seen data dictionaries that are just simple Excel spreadsheets. They don’t have to be pretty, right? They have to be functional. So in this example, you see kind of that the purple columns, you’ve got all of your Marketo fields, and then in the sort of pink color, you’ve got your CRM lead object, the green, you’ve got your CRM contact object, and then you’ve got on the far right your CRM account object. So Cynthia mentioned before how Marketo is a flat database. So you’ll see one field in Marketo and how it’s how it syncs or what field it syncs to on both the lead in the contact. So it’s a extremely, extremely powerful tool and we do highly recommend that all of our customers use one. Now, if you don’t have one, which I think a lot of folks don’t, how do you get started? So to get started with building a data dictionary, there are a lot of different routes you can take, but this is the one that I would typically recommend when I work with customers on this. So first you’ll have to have admin access or you can partner with a coworker that has admin access, but you’ll go to the admin settings in your Marketo instance and you’ll scroll down, scroll down to field management. Once you get there, you will then click on export field names in the upper middle of your screen. And then this is going to generate an Excel spreadsheet that contains all of the fields that are available in your Marketo instance. So this is a little bit like working backwards, right? So you’re going to generate the list first and then you’re going to go through the process of populating all of the details and identifying the mapping. So yes, it can be a bit cumbersome, but trust me, it is very much worth it. So some tips for data dictionary. You can reference the default field mapping on experience league. I will show you during the demo how to export all of those fields, but you can reference the default field mapping on experience league. There are links I believe in the handout for both the default salesforce field mapping and the default dynamics field mapping. So that is super, super helpful. It’s a good starting place. It’ll give you all of the out of the box fields that are available with the native integration and then ultimately want to properly flag those fields in your data dictionary to indicate that they are the default fields. You’ll also want to take the time to identify other key CRM data and make sure it’s sync to Marketo. So as you start to go through all of the non default fields, you want to think about the critical data that you have in your CRM that you or your marketers would potentially want to use to either build audiences or personalize your content. This is extremely helpful again, in ensuring you have the right data sync to Marketo. And then last but not least, we want to make it accessible. All right. So like I said before, you could use Google Sheets or maybe just Excel that stored on your corporate server, but you want to make sure your team knows where it is. You can of course, restrict, you know, read, write or edit access so that no one can modify it. But you want to make sure that folks can view it, especially your marketers. It’s not always the case where the Marketo user is the same person that defines the audience. So it really helps bridge the gap between teams as well. All right. We’re going to switch gears again. I think we have another. Full one more poll question. So it is now up on your screen. So which campaign challenges have you run into? Launching new programs or initiatives takes longer than expected. Smart lists are taking a long time to load it. Smart campaigns are backed up and or the process is delayed. All of the above. Maybe none of the above. So let us know. I’ll leave this up for another couple of seconds. Real to mixed bag, but seems like a majority is coming in and launching new programs and initiatives. Takes longer than expected. All right. So in the interest of time, because I want to keep an eye on the clock, I’m going to end this poll and you will jump back into that slide. Yes. And I will pick it up from here. It looks like people have their fair share of campaign challenges. They are not uncommon. And so in this next segment, we want to focus on some tips and tricks to help you optimize your campaign management to overcome some of those challenges. I’ll take. Once. All right. So when it comes to campaign creation and management, here are some common challenges that we see and we have some best practice to tackle them. First, it is common challenges to streamline campaign management with a standardized process so you can go to market faster. The best practice is really to adopt the use of program template. Your program template should really include all the necessary steps of your process of your campaign, including any member acquisition, member status, tracking systems, tracking, etc., and training your team to always create their campaign approved program template can really ensure a standardized process across the organization funnel creation to your reporting. Because if you are standardizing the way you roll your campaign, you can standardize the way you run your reporting. And don’t forget, Marketo offers the best practice programs, complete library included in your instance that you can import at your fingertips. And the link and explanation for the program for library again is in the handout. So we hope you all download out. And it’s also of note if you need to quickly if you need to quickly mass update content within a program that’s exactly one program token feature can coming handy tokens token all variable voice folders, pool values and program token live on the program level. Under the my token tapping your program, they allow you to update values specific will program in mass the benefits again packaging of using a program template and packaging All your campaign elements in the program is that you can utilize the program token feature to quickly customize program specific data point in one central place without having to edit every single asset in the program. This is going to help you with content efficiency. Wondering how to set up standardized content that everyone can use. You can build a useful content library by using the snippets feature so your team can simply drag and drop prebuilt content blocks into their email or landing pages. Reusable content snippets could be as simple as your email footer, especially if you have different footer copy for the different business unit or region. Or you can create a full case study library for users to choose for content form and drop it in their email landing pages for basic personalization effort. Leveraging person token allows you to use the data on the person record to personalize content and again tokens are placeholders for values and person token allow you to retrieve person or company attribute data directly from the person’s profile. The most common use case might be using Hello Callie to address the audience by their first name or use account data to show information about their company. You will want to be very careful about your data hygiene when using the person token. For our More Events users, we also offer events, personalization, capability, using dynamic content and the market segmentation feature. This allows you to customize content based on just a subset of your audience. You can even take this a step further and use it in tandem with snippets to further streamline the reusable content. One is that for many segments of audience Next, this talk about tips to make a smart list run faster. So Smartless is a dynamic database for me in Marketo that allows you to search for people you want to talk about for your campaign, or just go out and settle records within your database based on the you might have wrong entails situation where the smart list is taking too long, take a long time to load and want to share some best practices to help you optimize the Smart List runtime so it will go faster. First position runs faster. In general, the more precise you can be with your query, the faster a query will run. So using precise filter logic such as job title is X, y, z will be the quickest and using job title starts with x, y, z will be faster than saying job title content x, y, z second positively over an activity and avoiding activity. I feel like this is the late model too. So next a builder like if not x, y, z or not contents x, Y or z. They have to search the entire dataset your existence and can be extremely time positive statement filters are able to leverage a more effective search algorithm. The morally inactive filters like not fill out forms but require much more processing power and take longer to run order of your filter. Actually, Metters stock was the most visited filter rule for the most part. The reason is that Marketo Smart list will evaluate filter logic from top to bottom, so this will limit the number of records each rule needs to evaluate so it will process faster. You also want to be very, very careful with the history filters or activity filters. They are among the most resource intensive and time consuming operations. If you really need to use them, try to limit the range to as short as possible. So it won’t limit the searchable dataset also that runs once you proceed the market data retention policy. So if the activity you acquiring for has a 90 day data retention policy and you choose past 100 days, only results on the past 90 days will show there are some links to the market activity data retention policy in the handout that you can download from the screen. It is really important to be analyzed cross-sell with marketers data retention policy because this will make you smarter in growing the database and creating the smallest number. Five. The correct way to query email address is to include the API before the domain name. This will actually make make it to use a faster query and in general it is faster to reference and query for member of staff at less than a small list. It is especially a bad practice when you reference smart list that runs a not a smart list as another small list. We definitely want to avoid using too many nested smart lists. This can often cost logic issues such as smart list that surprising each other. So set that lock. On that note, be careful when you use always go for logic. Watch out for bad logic or poor data and invalid entry. Latter flow will result in inability to filter insufficient data or poor data quality will also impact the core research time. Finally, simplify your rules of control. Defining the bend. The rules will obviously take longer, take longer to wrong. Yep, it’s simple and you will notice the difference in the time. Plus it will be easier for you to understand the rule and probably make it a lot easier to know. Now. Understand Best Practice for Smart List. Let’s talk about optimizing Smart campaign. Okay, So let’s talk about how smart campaign execution works in my kettle. So the campaign Q works like a parking lot in the mall. It will accommodate average or even above average load. But if it’s Christmas, you may have to wait a while. But when the Smart campaign flow is launched, Michael assign aside the party and use it for execution. The plot is based on how the campaign was launch, maybe was batch was trigger or was simple flow and also watching the flow a trigger email and sent alert gets the highest party while at a flow step like webhook or turnstile value chain score or a waste step with a wait time of more than 5 minutes. Guess the lowest 40. So why is my campaign taking so long to run factories? Estimates that may slow down a campaign in campaigns body that’s assigned by Marketo. The complexity of a smart list As we mentioned more in the smart list logic will slow down the the smart list wrong and then will also slow down the small cap and processing time. If there are more people qualifying for the campaign, you will of course take longer to process all the qualify members through the campaign and more full steps, more complex choices in the flow step will also slow down campaign. Even though Marketo can execute many campaigns simultaneous, there are only so many resources available to process more campaigns. Also stolen campaign flows that just take longer to process than others. For example, flow step like delete leads or single these two cells and add these to Salesforce campaign usually take longer than a month. And you probably have noticed the difference with excluding those type of content flows. Oops. But here’s the thing Marketo can override a campaign, the marketing campaign 42 step party that’s better align with the business objectives. This feature only is only available for trigger campaigns, and it is to realize that you limit the use to 25 business critical campaigns using this much and all your campaign is going to backfire. And on the overall campaign, as the performance, the use of that body applies only to new people who qualify for the campaign. People who are in the queue will not be affected. Okay. Finally, some tips on final tips. Best practice to optimize your Smart campaign. First put essential flows stop first, especially if you have other full step with lower party in your flow. You want to put the essential block step first up first. So it will go out with his body and don’t stop. The flow was away. Stop. Especially anywhere stop. That’s longer than 5 minutes because it will be prioritized on a full step below it and when it comes to close that less is more, especially for high frequency true campaigns. You want to use bash campaign whenever possible, use trigger campaign for low volume action such as auto responder. Always review a smart list logic for efficiency and simplicity. Remember the more complex and the more efficient of the spark and the logic will impact the overall processing time schedule. Large volume campaign. For example, those data management campaign that needs to processing cost based schedule, those light volume campaign during off peak hours as part of a campaigns schedule so they don’t all run at the same time. Always review a qualification rule. That is how open a person can run through the campaign and check for a member account before scheduling your or running a campaign. Violate the activate when they activate your trigger or recurring campaign when they are not in use so they don’t waste the resource. In your instance, this worked out for best practice was my campaign. I want now passed over to colleague to demo. Yes. Thank you. We’re going to jump into the demo. I know we’re infringing on our Q&A time here, so I’m going to. Move very swiftly to this demo. Okay. So for the purposes of this demo, I want to really cover three things. So I want to show you where to download the list of fields for the start of your data dictionary. I want to show you how to build that malleable smart list. And then I also want to talk about data normalization. Elena, can you confirm that you can see my screen. We can. Thank you. All right. So first and foremost, where is the field, the fields for export. So you’ll go into admin settings, scroll down here to field management, and then right here is where you export the field names so you can export them directly from here for the mailbox smart list. So I would build this. If it were myself, I would build it in my database and I would build it in my group. Smart lists. So I’m going to right click and select new Smart list and we’ll call this master mail list. And then if you recall from the slide, there’s four there’s four filters we want to use. We want to use unsubscribe, we want to use email, invalid. We want to use marketing suspended and we also want to use blacklisted. So what we’re doing here is if any of these fields are false, we know that the record is marketable. So this is just a way to kind of gut check on your your overall database to see what size of your database is truly malleable. It can be really helpful. Obviously, this is a demo account, but it can be really, really helpful just to kind of get a sanity check and really see where you are again. You can also pull these filters directly into your smart lists when you’re building out your programs. Now for the data normalization. So we do have the program import library. There should be a link in the handout. I went ahead and imported this data management program just to save us some time, because that’s the one that we’re going to kind of focus on. So the data management program is here. Now, I mentioned that, you know, this is a larger data management program, so there are additional components in here, but really we’re going to focus on the normalization piece for today. So you’ll see there’s two examples in here. The first is normalizing country for the UK and then the second is normalizing country for the United States. So essentially what this does is in the Smartless tab, it’s looking for any record in the database that has a country that’s any of these values. So you really need to think about the variances in your data, right? You have to think about, you know, how this this data may be formatted likely incorrectly. And then in the flow step, you’re going to standardize it, Right? So if any of those values are true, we’re going to change their country value to the two United Kingdom. So now anyone with any of these, you know, all over the place values, they’re all now going to have the same value. Similarly for the United States, for the start list, we’re looking at all of these different variations. There could be more. You know, perhaps you have USA, perhaps you have. I’m trying to think like even like a U.S. of I don’t know who would form it at that way. But for all intents and purposes, you want to think about all of the different variances in your data so that you’re accounting for all of them. And then for this one in the flow step, we are normalizing the country value to United States. Now, this can be whatever you want it to be if you want to normalize the value to, you know, USA, you can certainly do that as well. You’re really defining what the standard value should be. But this is a similar process. You could follow for really normalizing anything. So, for instance, let’s just create one really quick. Let’s say we’re going to normalize state and. I’m not going to put a list of any states, but this would be a batch campaign. So like we mentioned before, you want to limit the number of choices. We typically say 25 for the purposes of just showing you this, I’m just going to pick some states that I know have some variations. So let’s say we’re looking at the state field and let’s say we want to normalize, let’s just say California. So maybe it’s Carly, maybe it’s California spelled out. And we want to in this instance, we want to abbreviate it to the to see the abbreviated version. So maybe these are the three variances in our data. So I click Okay. And then on the flow step, I’m going to change the data value of the state field and I’m going to change it to SIA for California. So what we would typically recommend is that these data normalization campaigns are run on a recurrence, right? So you’re going to schedule them to run at off peak hours depending on the flow of your data. Maybe it’s something you run every night. You’re really going to want to think about, you know, what makes sense from a from a data perspective. But you can essentially follow this the similar framework or our process for any sort of data normalization campaign that you’d want to run. I feel I could talk to very fast. Hopefully that was a hopefully that was good for you guys. That was a great job. All right, everyone, we have a couple of minutes. We’re going to turn our cameras back on and get to as many of the questions as we can. Bear with me for a second. I’m actually going to jump we did pull a couple of questions that came in during registration, but I’m going to quickly jump to a couple that came in live. So this one’s from Amber. Are the data normalization workflows necessary if your instance is linked with a CRM? Oh, Cynthia, I saw you start talking. Yeah. Yeah. You really want to make sure you you have a randomization process somewhere. If you don’t have one, ensure I am as great because you can build one in Marketo. It’s even better if you have one. So I want to just make sure there’s a way to do my data or there’s a possible list, but then I’d like to. I’m going Marketo. Right. Awesome. Thank you. This next one is from it. And you talk more about the I’m going to put your that word system mod stamp and how the trigger works if the date is updated and Marketo recognizes a single update but the field is not visible in the Marketo user, what happens? I can also take this one. So as long as there is the update to the system, I’ll send that that that tells Marketo that’s the update. So even though the update is is an object will feel Mark I cannot see Mark at all was still queue up that wrecker tools to sort that out again. So that’s why it’s really important any of your book up there in your CRM you want to make sure to schedule them like the bulk the the the lot any large update bug update. So I’m schedule up to like some of peak hours on weekends or something. So it doesn’t it doesn’t make it doesn’t kind of interfere with your babysitting cycle if you will call me anything to add. No I think that’s I think that covers it. Awesome. Okay. Next question. How do you identify which fields in Marketo? Our standard fields? That’s a great question. So going back to the data dictionary, I think I mentioned it and there were links on the slides, so there are links to experience like there should be some the handout that show you the default mapping for both Salesforce fields as well as dynamic fields. So for that native integration, you should have all of those system fields right there. Okay, fabulous. All right. I think we have time for one more. I’m interested in some tips for improving our instant monitoring and database management. That’s a great question. So I won’t talk about it too much because that’s what we’re going to focus on for part three. So make sure you register. Okay, I’m serious. Then I’ll answer one last or we’ll ask one last question. File and folder structure. What are our best practices, especially with an inherited instance? Yeah, so we covered that in part one. So naming conventions are key, right? So making sure that you have a naming convention for your folders. Folders have to have unique names, which can be a bit annoying, right? So you have to think of a of a folder structure that makes sense. We typically see, you know, by region and then by initiative. And then by year, if you go back and and want to rewatch part one, we do show us some examples of the different types of folder structure. I think it was part of the demo I was in my demo account. I have a couple of variations built in there, but it’s really up to you to define. It’ll depend on your marketing initiatives and how you leverage Marketo, but just having that systematic approach in that naming convention to go along with it is going to be super beneficial. That is a great Segway. And you can and you can also archive things, right? So if you’ve inherited an instance and you want to kind of clean things up, you can archive stuff as well. Perfect for that. All right. With that, I’m going to actually wrap this up because we are at a time on this screen we do have a bunch of resources in the Web links section, so we have the link on top to register for part three of this series that we do also have all the past recordings on experience league for you to grab, and then there is actually going to be a marketo engagement roadmap webinar coming up on September 26th. The link to register for that is also in the Web link section, but you can find all of that stuff in the White paper, so be sure to download that along with all the resources ever mentioned. Today you have another opportunity to let us know if you’d like more information on interactive webinars and dynamic chat over on the right side. And one final reminder that this session was reported and that you will receive a link to the recording and an email from us tomorrow afternoon, so be sure to check that out, share it as needed. If you do have a question specific to your account that we weren’t able to get to today, please reach out to your solution account manager. Or if you’re not sure who that is, you can reach out to me. And I think that’s pretty much it for us. So thank you, everyone, for joining. Thank you. Cynthia and Harvey. We look forward to seeing you all at part three on October 10th. So I hope everybody has a great day and we will talk to you soon. Thanks, everyone. By everyone. Thank you.