B2B experiences with Marketo Engage and Adobe Experience Cloud

Transcript

Please welcome to your screens Mihai Prusakaryu. Hello everyone and welcome to today’s session, the B2B experiences with Marketo Engage and Adobe Experience Cloud. Now the scope of today is just to go through what is the power of the overall B2B experiences and how we can connect the Marketo Engage with the overall Adobe applications and to simplify the whole process and to simplify the audience management and maximize the personalization. Now along this whole session, if you have any questions, please put them in the chat. My colleague Jean-Luc will help me at the end to have five minutes, ten minutes of Q&A. So please feel free to ask any questions. About myself, my name is Mihai, I’m part of the solution consulting team for Marketo within Adobe. And I’m going to be your main presenter for today’s session. Now today we’re going to just go through the integration between Marketo Engage and all the other Adobe Experience Cloud applications. So what pain points are we looking to solve in there, what scenarios are we actually looking to unlock. And to set your expectations correctly because we have quite a bit of ground to cover. I just said the presentation more as an inspiration one. I’m talking about the use cases, I’m talking about scenarios and what is the outcome that you can get out of this. Of course later on if you need to further ask some other details following up after the session, you can always ask us and reach out to the CSM team. So to start with, let’s just get this working. Okay, I see the slides running. So Marketo Engage is all about delivering the experiences and we look to do that across every stage of the customer journey. And to drive efficiency and to have this in tight partnership with the sales department. And if we will need to look on one slide there type of summary of what Marketo is, I think this is the main look of looking at this. And we’re going to see a bit later on why we start from here, why we start from reviewing what Marketo is. Well we have this bottom layer that to start with we have the marketing data environment. And this one actually brings together the profiles of individual accounts and it is the core of the whole overall of other pillars that we are seeing upstream from here. We can call it the foundation of Marketo. Well this brings together the profiles of individual and brings together their engagement history. And we’re looking to examples for example data that is captured by Marketo itself from web for example but also that gets through the marketing code. And then is merged with data that we capture about Marketo campaigns and we place everything and we have a unified profile in there. Then it can be merged also with external CRM, it can be have a social platform that will see data in there or any event programs. So from here we’re going to go into the content personalization because it is relevant meaning that you know what is the right audience, you know what you need to present at the right time and that is what is going to be delivered. You know kind of one-to-one personalization experiences. Now here we can include tools like predictive content that it is artificial intelligence powered. We can think about dynamic content that is more rule based driven but also we have the possibility to store all kind of experiences to be the store from where we’re going to build those experiences. We’re going to host the images within Marketo, we’re going to host the email templates, the landing page templates at this pillar. Then the cross channel engagement is just refers to the fact that we’re extending and we’re not limited only to the email but actually we have part of the site personalization. We have chat bot, we can look on field channels more as an event webinar, road shows, in person events but also other channels like mobile or SMS push and even WhatsApp through a partner. And then if we’re moving next into our slide we’re looking on the experience automation. Well that is basically what will drive and will unify all the previous dots that we captured earlier. We’re connecting easily between the data, the content, the delivery channel and then we’re going to automate this in order to send out the experiences. We’re looking not to have it only within the marketing organization, we’re going to structure our data, we’re going to deliver the content personalization across different channels. But also we need to make sure that marketing and sales are quite tightly aligned and they are working in partnership. So that’s why we’re talking about the sales partnership with Marketo. And lastly, it’s about marketing analytics. Now we need to learn from analytics. Marketo will come equipped with quite a good series of reporting. It helps to answer some of the questions in terms of how many clicks do I generate with a campaign, with an email, how many leads do I get through these campaigns, what is the velocity of these leads across stages. But also it has a bit more advanced reporting in terms of the attribution reporting. And this is analyzing what is the overall contribution of a certain campaign to the overall business results that are driven. And why did I start it from there? Because if you’re looking at it in a different way of visualizing, all these functionalities of Marketo could play a role. And Marketo could easily play a role as a one bench show or a solution as broad as a portfolio. But sometimes these functionalities that we’re seeing here and we just reviewed can be further enhanced, can be further improved by full-fledged solutions like ones that we have with Adobe Stack. And the scope of this is just to visualize where those data points, where those solutions will actually play a role within those pillars. And I don’t know, to get one of the examples will be how, for example, I can extend one of the use cases in combination of combining Marketo data with Target, for example. I’m looking to build a group of high value customers from Marketo and here the high value customers I’m defining maybe by the contract value, by the contract length, tenure. I’m looking on adding some other insights that are linked on the behavior of that prospect. You know, how active they are, how they are engaging with us. The scope will be to find out those profiles and then to loyalize, to create some more personalized experiences where I’m passing this audience into Target. Or maybe the exactly opposite. I’m looking to find out who are the low value customers for us and trying to understand how I can generate some to incentivize them, how I can push them into the data environment layer, into the CDP one. So if we will just get a level deeper into the, in terms of the functionality and use cases, what we are seeing, and this is actually the route that we’re going to follow today in terms of reviewing what are the best practices and what are the next level cases scenarios that we are, we are unlocking. So starting from the left hand side, we have the content velocity. And in here we are just looking how we can connect the content supply chain to Marketo, which is the campaign delivery engine, you know, to get the campaigns into market faster. We have also still part of this, this pillar, a boost scenario hand-calling, where we’re going to see how Workfront in combining with AEM and Marketo, how we can control this entire process of creating a campaign from the first campaign brief that is launched, supervising the whole creation of the, of the creative assets, approving them, and then going into the next phase where we can control straight from the work from the creation of a new platform. And then we have the newsletter campaign in Marketo. On the second pillar, we talk about the data element. Now this, the data is quite strong in Marketo. We have quite strong capabilities in there. But actually we can create better synergies. We can offer more when we play and when we have a more complex architecture where the RTCDP, either we talk about the B2B edition or the business to person edition, can play a role, can help us to, to have a much more easier approach in terms of the, of the integration. It helps us to move them into, into a native part from maybe from what we are having today as a, as a custom integration with different data sources. And one of the main advantages in there that we’re seeing from the integration with the CDP is on the, a better identity management, a better and more richer profiles that we are having. And this will translate into activating in audiences across multiple and other channels that may be not that easily activated through Marketo. Target with the content optimization and the real time decisioning, we’re looking to support the, is looking to support the omni-channel strategy and to make the transition to the web, to mobile seamlessly. We’re looking to the Adobe Analytics and how we can bring insights on content consumption and to discover different patterns and to react to on those. And lastly, maybe a novelty that we are, we are adding in here, maybe we don’t talk that often, is the synergy that we can have with, with sign. Because we can automate the whole signature process. We can support this, this process, the sales stage and monitor, come up with, with different reminders or just adapt the communication that we’re sending out to, to customers, you know, to the end customers, depending on where they are in the signature flow. So to continue and to get one level deeper, we’re going to look, we’re going to take each one of these pillars and we’re going to talk a bit in more detail. So the first step for us is just to get into the data layer, the one that we just reviewed the first time, that is the foundation. And we just covered this whole, this whole integration in just the previous session, a bit in more detail. We just covered what the whole B2B CDP is, what is looking to achieve and how is it working. And another point where I think as a summary, this likes summarize it of what are the best scenarios is that the scope is to consolidate easier overall across multiple sources is to share different identities and to make all of this, to put them in an easier format to consume. And if we think about different sources, data sources that will fit into, into the CDP, we can talk, I don’t know, for, from a call center that we’re looking on a telephone number for, what that will look on ECID, marketing that is looking on email, CRM that is looking on CRM ID. The benefit of this and unifying and moving data to real time CDP will be that it, the CDP will merge this data under one unified profile and it will combine across all these identities. So we’re looking here on the, on the richness of the data that the CDP will, will bring. And once this data is really well hydrated, we can apply some other, other layers. So for example, we can talk about the, the adding of the governance rules because data is coming from so many different places. Once it gets into activation into market, the CDP will actually play a label to check before we get into activation to see is this data really available for us to, to be activated. As well as we, if we can think about different segments from the CDP, it will be able to activate the same segment across different tactics. So we can have a paid media, we can have, we can have it into a target, we can push it into, to the dynamics as well. Another place where we’re seeing a lot of synergies and added benefit is about creating, you know, in unifying an architecture where you have multiple market ID, market instances with multiple CRM instances, and we are merging them and we’re bringing the CDP in order to, to have this unified profile. And I was just thinking on an example where maybe an account is leaving, is leaving into separate CRM instances, but they represent two branches on two countries. Now for us, maybe I’ll say if I want to control it from a centralized place, I would like to target this an account by adding them, by being able to, to target the two branches as part of the same unified account. This is something that is possible with the CDP. Cool. Moving on into the content velocity. We are looking into, into content velocity pillar. We talk about the integration with the, with the AEM. And here we are just streamlining the whole content creation workflow. So we are just facilitating the collaboration with creative teams that will use the creative cloud and experience manager. Then the assets that are offered in the creative cloud, and they are simply seamlessly published, published in the, in the AEM. And once those are published into the AEM, actually the whole integration with Marketo will be that we can, we are able to pull the images straight into Marketo while we are authoring the email templates and the landing pages. So it will just outsource the whole AEM creation of, of a new asset. It’s looking to unify and have the same consistency across different elements of identities, new elements of visual identities that are created. So bringing consistency in our campaigns. There is also a broader experience manager pattern where we don’t talk too, too often about the integration with the, with the other parts of the experience manager. For example, we have the experience integration with the experience manager sites where we can deploy the matching tag on the, on the AEM sites to monitor and track everything that is happening in there. Or to deploy the integration of forms, which are Marketo created forms that we’re going to look to embed on the, on the AEM sites. So maybe in your organization, you’re looking to keep the creation of the landing pages as part of the AEM sites. Maybe it’s just a different team that is taking care of that. And you can just create the form from Marketo, pass the code into the, into the AEM sites and the data is collectively straight into Marketo upon the form submission. And we have this clearly marked and documented by the, by the AEM sites. And so you can check it at any moment. Then if I talk about the, the integration with the, with the forms, this is another layer of the, of the integration between the AEM. So in case you are just looking on the really complex forms that you’re looking in order to place To submit it straight to Marketo, we provide what is called server side and client side. We are just picking up with the JavaScript and we capture this information and we’re just making it available straight away into, into Marketo. And the other two, the other two scenarios that I even managed to, to move the slide in, in due time. It was the forms, the Marketo forms that are available on AEM sites. And I was just saying that you are being able to embed that on AEM and having the matching tracking code that is deployed on the, on the AEM sites as well. And on the boost scenario that I was mentioning at the beginning, we can look and adding the overall mix, the, the board front as part of, of the, of the integration. Now with this scenario, we are able just to create the whole end to end flow where we’re going to initial, we’ll have the initial campaign briefing. Creation on what is, what is required to, to be developed. And this will go to the appropriate team. And then we’re just going to, once the creative team is, is finishing their part, is going to be pushed into the approval flow. Now during this whole process, the work front will facilitate overall the collaboration with the creative team. We’re going to provide on the spot. You are able to provide on the spot feedback with the creative team, checking for different versions and how did they progress. And once the creative team design, the new asset can go through the internal approval process. And once the full review of the committee is done, we can actually publish the, these new assets and they will be made available into AEM assets. The second step that we are looking is to pick those newly created assets and use them as part of a, of a newsletter. Again, again, this flow is just looking on managing the, is managed through the work front fusion. And it is automated by creating this flow and leveraging and calling the Marketo APIs. So the outcome will be that you are able to have it an end to end funnel, you know, an end to end flow where the end result will be a newsletter campaign that is created within Marketo with the newly and freshly designed identity elements. So overall, if I’m looking on this integration between all work front AEM assets and Marketo, it will provide, you know, the centralized request management for streamlining prioritization. It will help to manage the overall resources more efficiently based on the skills and the availability and ultimately gain visibility and what is the team productivity and efficiency. This is the power of work front. And lastly, it will be to leverage the advanced proofing capabilities with the automated review and the approval flow. So all the parties in the, in the company are up to date. And most often we just hear the part of, yeah, we just missed it to approve those, those assets with the legal. So hopefully this will sort those, those things. To continue, we’ll just get into the, into the middle part of, of our funnel, of our fan. And we’re looking on the cross channel personalization and we’re looking on the integration with target. Now while Marketo, we know that it has multiple personalization capabilities and we’re here, we can include tokens, we can include dynamic content. We also have the ability to adjust the journey based on the customer behavior within Marketo. Well, target features takes all of this and takes it to the next level and takes it across channel, helps to take it across channel. What makes the combination powerful is that Marketo will continuously update his part of the buyer behavior and the account information directly. So we have, you know, the scoring that you’re running, the lifecycle stages. We know when someone is a marketing qualified lead or if he is a sales qualified lead. And also it will update the same profile with integration that is coming, data that is coming from the CRM. So something about the sales campaigns or the sales stages or maybe a sales rep that will flag in CRM that person as part of an opportunity. You can retarget that and create an experience for the open opportunities. So once you sync the B2B account and lead data from Marketo to target, you’re going to make the target much more powerful and the outcome of the customer experience is better. Now looking on most of the integration that we are talking here, this will be part of what you can find in documentation. You are just creating the list with an audience criteria that is defined in Marketo. And then you’re going to push that list into the target and target will pick it up and using either personalization or site experiences or to optimize on off the back of it. And once this whole audience is in target, we can talk about some other benefits. We can talk about other functionalities that only target will provide. And we need to acknowledge that it is much more powerful than what personalization is able to provide. So let’s look on to this on a more specific example. So I will just build the whole story. Okay, so in this example, a company like Adobe just looking to invite executives from our customer accounts to an exclusive virtual event to the summit. We can see that all the information about the profile that Marketo stored is captured on the left hand side. So now the whole process and what you are seeing here as part of the event, there is actually a different process than the regular integration. So we have a flow that happens behind the scenes that is looking on the data that Marketo captured about this profile. And with a wipe hook or a self-service flow, we are reaching out to target and asking for the most appropriate experience. Now this call is just returning a JSON call and we place this JSON call as part of the email personalization section. And then we’re just sending an executive this email through Marketo. Now again, this is the kind of the state of the art of what we can do and how much we can push it with this collaboration. Once this prospect lands from the email and clicks on the registration link, she will get in our case, Evelyn, she will get a personalized experience on the landing page. Now we have the ability from Marketo to create these hyper-personalized segments. So like people who attended a specific session of a previous event and they are part of a certain opportunity of a certain amount of value. We can only personalize this for this smaller group of people to have a truly personalized offering there. Now this is again one of the advantages that we’re seeing over web personalization. For example, it’s easier to achieve personalization in Target because it is part of the same audience. You can create multiple areas, multiple zones within the site that you’re going to personalize. And they are part of different div IDs. So for those who are heavily invested into the web personalization. Then once we get into the reminder email, I’m just going to skip this because it is the regular reminder email. We are looking to personalize back on the web experience once she clicks on the agenda. Because she will continue to get the personalized experience based on non-registered status from Marketo. And then we’re going to add some A-B testing from Target as we can see at the top of the page. Now those are a few more functionalities of Target where we have eligibility dates. Where you’re going to compose the campaign. We’re going to control what is the period that this whole personalization is made available. But also it’s a bit easier to digest, easier to set. Because I would like for example in the part of the same activity, I would like to have three variations of the personalization for these three segments. And if we continue and assuming that once she registered, our prospect will register on the website. Marketo will get that information. It will immediately update the list and that will resync it into the target. So the next communication that you’re going to see is going to be directed on a different path. Maybe this time I’m more interested in getting them to the next step of downloading a wallpaper in this case, advertising that next phase. Another way of running the Marketo and Target integration, it will be through the server side, custom integration. And this time we’re looking for someone or the cases when we hear that someone is really into using the web personalization segment. It invested a lot of efforts to put them in motion, to have it in there. So it’s easier to reuse them and pass it into the Target. And along with this, we can pass also certain customer attributes that then they can be used. For example, maybe a lead stage or a lead score bracket. This is something that can pass and can be used as part of the creative experiences. Cool. So this was mostly on the target side. If we’re going to move forward into our reporting stream, we’re going to see that we can achieve different scenarios, different cases by combining the Marketo with the Adobe solution. And the first one will be depending on the direction of the integration. Now, the first one is passing certain segments from analytics that you’ve created in there into Marketo. So in this case, maybe a web team may have determined that the certain behavior is the pattern and increases the likability to initiate a specific action. Once you’ve identified this intent base, and we can call it maybe someone who’s visiting a pricing page and then it drops or you’re identifying a certain peak, you can create that as an audience and pass it back into Marketo. And from there, we’re going to activate further the overall the this audience, this newly created segment. We’re going to place it in a nurture program if we need to, or if it is more appropriate, we can have it as a newsletter. Then another way of looking at this in a different direction will be from Marketo into the Adobe Analytics. So this time I’m creating an audience within Marketo and passing it along into into Analytics. This is the regular one where I’m using the smart list. I’m getting someone who have a certain code or a certain product interest, or maybe they are showing a certain behavior driven from the CRM sales campaign. All this we can sum it up, have it as an audience within Marketo and then pass it into the Analytics where we’re going to further investigate that. We’re going to look on the patterns. We’re going to look on how they are consuming the website, the content in there, and maybe we can compare it against other segments. So this will look something like this. We’re going to have it as a segment that is part of the report builder and we’re going to use it across our selection in the Analytics. Another scenario, another case will be if in your case you have the account based marketing enabled, you can just simply create a list of targeted accounts and pass that as a segment into the analytics in order to understand what is the website content consumption for these best accounts. Maybe you’re looking at the beginning and then how is this different than the lagging accounts that they are not having the same performance. Then you’re going to understand what else can I do in order to improve this. This is part of what we call out of the box integration. We have the next phase of this that is looking also besides those scenarios and is looking a bit further and is looking to invest a bit more into the resources in terms of developing a customer integration. The outcome of this is quite nice and powerful. In our first case, we have the possibility to add the query string. I think this is the easiest one. To add the query string parameter to the email links. Once a lead will click on that link, it will just land on the website. The analytics will be able to monitor what’s happened next, how they can resolve those parameters in order to track the activity and to tie it to the same session. The second pillar will be looking to integrate the Marketo metrics or events into the analytics data. Here we will need to have a bit more customer integration. We will need to make data available for report consumption in the analytics. We need to have some data manipulation with an ETL to make the data ready in the analytics format that they are asking for. The end result is that we can talk about reports that are showing how many interesting moments you had in a certain month. Or you are just looking to bring the email campaign performance data metrics like email send or delivered, open, clicked into the analytics. The third option will be to look into integrating the person attributes. This is very similar to the previous one where we are making available those events. This time we are looking at the attributes that are tied to a certain person. Maybe I would like to check on the lifecycle stage of marketing qualified lead, sales qualified lead, event of closed opportunity and so on. Or maybe I would like to infer the industry. The other two, looking on the segment sharing and the analytics trigger we just discussed in the first slide that we reviewed. There is another integration that we don’t talk that often. It is between Visible, Premium, now you will hear about the Marketo measure in analytics. The Marketo measure is for us the premium multi-touch attribution solution. It is just looking at the outcome that performance insights will provide. But that is much more powerful, it looks much more granular and it allows to be a bit more granular in picking up the data and how we are going to refine and look at the results. The end result will be to respond to the question, how much efficient is my campaign? How much do I drive with my programs? The outcome of this is quite interesting because if we are looking at the type of inputs that Visible will be able to push into Marketo, it sorts a lot of the case that I previously showed in terms of the custom activity. So the integration between Visible will infer data about the account, maybe the account name, the account opportunities, the open opportunities and stages that are more related to the CRM. So the funnel stage, the attributed revenue and it will make this available as part of the analytics. What is easier and we are seeing the synergy is that they are going to be made available as dimensions. As I said, it simplifies the whole integration that I just talked about earlier. It brings it into the native part. Things that were already done by Visible team and to make this data available as part of the dimensions. The last step will be and the last stop for us today is going to be in the automation of the signature workflows. Now we are looking to automate this whole signature process and since it is one of the most important sales stages, we need to monitor and we need to support the whole document signature and the whole process that is required behind the scenes. How we are doing that? Well, we are simply allowing marketers to nurture customers and to accelerate the sales cycles with the insights generated from this document delivery. The acceptance of signing via a CRM system and for example, maybe we are just looking at the signing step. For the customers that we identified them of being at this stage, we will pause over all the marketing outreach and we are going to focus all their attention span, all the communication that we are going to see from our side. It is going to be only about rebinding on the signing stage or something related to that. Now the status of the document or the agreement can trigger further an action within Marketo. So for example, once an agreement was signed, that could represent the starting point of the next phase. It could represent the passing to the onboarding or the start of a nurture program or a stream or maybe just triggering the new welcome pack for those who are at that phase. We are looking at a bit more technical. This is a way of looking at this. We are looking into getting this data of the agreement through the CRM and getting these stages and getting the tight coordination with the CRM because they need to be in charge and they need to feed us with that data and make it available to Marketo. Once we get it from there and we know exactly what stage they are, we know how to act on this and also it feeds back into the touching the customer and so on and continuing what is the next approach for him. And with this in mind, I would like to thank you very much for all your attention. I am just having I think eight more minutes open for questions that were posted. Jean-Luc, if you can help me with any of it. If not, I’m just going to stay online for a couple of minutes and we’re going to wrap it up a bit early. Yes, to confirm, no questions posted on the chat, but let us know if you have live questions we can answer. And indeed we can keep the session live for a couple of minutes and then let’s see. And of course, at any moment, because there was a lot to get from a session like this, so I’m estimating that you might want to reach to the CSM or to the account executive that is assigned to you just to have more clarity on certain points. So happy to follow up. Okay, I’ll just keep it for 30 more minutes, 30 more seconds. Sorry, it was already a half an hour and we’re going to wrap it up for today. Cool. So thanks everyone for your patience, for your attention and see you next time. Thanks a lot for your attention. Thanks everyone.