Conquering Smart List Logic to Reach your Campaign Audience

Transcript

Hi, everyone. Welcome to the Experience Makers, the Skill Exchange. My name is Alicia Khan, and today we’ll be talking about conquering smart list logic to reach your campaign audience. A little bit about me really quick. I’m a 2023-24 Marketo engaged champion, certified Marketo architect, and a self-proclaimed campaign ops nerd. So what’s at the stage for today’s presentation? Like most of us, you probably get a morning beverage. I’m partial to an oat milk latte myself. We log into our computers, and what do you know? Somebody needs an email audience pulled and a send campaign created for their next blast. So for today’s agenda, what we’re going to do is we’re going to do an overview of smart campaigns overall. Then we’re going to dig into building the email blast, which is how your email will be sent. Then we’ll look into building our email logic, our audience logic, excuse me. That is who the email will be sent to. We’ll talk through queuing your logic, i.e. making sure you have all the right people, and then we’ll wrap up with some key takeaways. So let’s get started with our overview of smart campaigns. So if you’ve been in the Marketo universe for any amount of time, you’ve probably heard the analogy that if Marketo engages a powerful car, then smart campaigns are the engine of that car. They’re pretty simple to get started, but they can kind of do almost anything that you can set your mind to do within the confines of Marketo. So a smart campaign typically has five main sections, the overview, the smart list, which is where we’ll spend most of our time today, the flow, the schedule, and the results tab. So the smart list is where you’re going to define who the actions of the smart campaign should affect, i.e. this is where we are defining our audience. Then in the flow tab, we’re going to describe what actions should be taken upon the audience that we have built out. Then the schedule tab helps us define the cadence at which this action should happen, and also helps us turn on and off the smart campaign. Then in the results tab, that’s where we’re going to see the final outcome and the final readout of the actions that have taken place upon our audience, and then where we can make sure that what we intended to happen actually did happen. So there are two main types of smart campaigns out there, triggers and batches. Triggers, while a smart campaign goes into trigger mode, let’s think about it that way, whenever you pull in a trigger from the menu on the side, these will always have that lightning bolt icon, and they will be orange when you select them and when you drag them in. Triggers are actively listening for anybody in the database who meets that criteria and immediately processing them through the actions listed in the flow. Triggers can only be on or off, and there’s no way to schedule them for any kind of cadence. Triggers are just out there chilling in your database, looking for anybody who meets the criteria and immediately processing them. Some good use cases of triggers, so the typical places where you would have encountered them, is typically autoresponders and any kind of data processing that needs to happen immediately upon an action being taken place. So autoresponders are a good case where somebody fills out a form, we immediately need to process their data, and send them an autoresponder email. Then we have batches. Batches are typically used, a smart campaign is in batch mode, when you only have filters, i.e. the ones with the funnel icon and the ones that are green when you are pulled in. So no trigger filters at all, only green batch filter icons, and then you have a batch smart campaign. The difference here is that a batch campaign runs at a specific moment in time, as you will designate under the schedule tab, and only affects those people who meet the audience criteria you have described in that moment in time. So if anybody meets the criteria after the smart campaign batch has run, they won’t be processed by this action because the smart campaign has already taken place and done its job. So in that vein, smart campaign batches can be scheduled. You can set them to a weekly, daily, or monthly cadence, and then they will sort of check the database every time for everybody who meets that criteria, and then they will run the flow steps upon those people. So when you think about sending an email, a batch campaign is what most of us are thinking about when we think about how we send out emails, newsletters, invites, etc. Moving on, now let’s talk about building the email blast itself. When we’re building an email blast, there are really two main ways to send your email. One is an email send program, and two is a smart campaign inside a default program. Choosing between these two is going to depend on a few factors. One, your Marketo admin will probably have some pre-built program templates for you that will define when you want to use a send email program or when you want to use a default program. However, if the choice is up to you, send email programs have a lot more functionality built into them in terms of A-B tests, in terms of recipient time zones, and head start, so they’re pretty powerful and very good for those one-off email sends. A smart campaign inside a default program is often helpful when the email send is often maybe part of a larger build, or you’re building out something that’s like a drip where you’re sending out multiple emails and need all of that to be congregated under one program. So both of these are very helpful. It just depends on what your Marketo admin has set up as the instance best practice and the type of campaign and the type of email send that you are trying to achieve here. So then, once we have determined what kind of method we’re going to be using to send our email, there are then three main locations to build your audience. And to help us understand this, I’m going to break it out between simple audiences and complex audiences. So a simple audience is an audience that has typically fewer filters, and it’s basically just straightforward logic, right? So let’s think about it as like marketable engineers in Canada, right? You’re going to need filters for marketable, you’re going to need to do job title contains engineer and country is Canada, right? Fairly straightforward, not a lot of complexity going on. So for something like that, there’s typically two places you can build that. One would be within the smart list tab of the email send program itself, or the smart list tab of the send smart campaign in the default program. Either way, this choice is building the audience directly into the smart list tab of either the email send program or the smart campaign that’s sending the email. But then when you have a complex audience, we typically want to build that in a separate smart list, and then reference that in the smart list tab of either the email send program or the send smart campaign in the default program. And when we’re talking about a complex audience, if we want to go back to our engineers and Canada example, the complex version of that might be like we want engineers in Canada, product managers in Lithuania, and like marketers in Tanzania, and we want all of them to be in a certain lifecycle stage, we want all of them to have maybe access to certain piece of content, and we want them all to, I don’t know, like the color blue. You get my point here, right? We’re layering on a ton of different filters, a ton of different criteria, and for something like this, you may also want to run different scenarios to figure out what’s the right way to access the correct slice of people within this audience. So in summary here, three main places to build it within the smart list tab of the email send program or the send smart campaign, or in a separate smart list, and this will depend on whether your audience is what you would consider a simple audience or a more complex audience. So next, let’s talk about building the logic for the email audience itself. And then here, we’re going to break it down again between simple audiences and complex audiences. And as a reminder, simple audiences are where we have fewer filters and more straightforward logic. And in this case, let’s go back to our example of marketable engineers in Canada. So the first level of logic that we’re going to encounter are the smart list filter operators, and these are going to be all, any, or advanced. All filters is basically and logic, any filters is or logic, and advanced filters lets you use a combination of or and and filters. So let’s see how that plays out in real life. So if we wanted to do our engineers in Canada, we would do job contains, job title contains every engineer, country is Canada, and using an all logic here means we would indeed get all engineers in Canada. But if we were to use any logic, we would get every engineer across the world and every Canadian no matter their job title, right? So we would get engineers, product managers, website developers, et cetera. So depending on your use case, that may not be what you want, right? So in this case, we do want only marketable engineers in Canada, but there may be other circumstances where you have a bunch of different criteria and anybody who meets any of those criteria is good for the audience, and in that case, you would want to use the any filter. Advanced lets you combine ors and ands to create some more custom logic. So as you can see in the screenshot, we’re pulling in two audience filters or two audience smart lists, so one or two, and then we’re pulling both of those audiences out of an exclusion list. So we’re doing the one or two, we’re adding the parentheses and then we’re adding the and three. So the or lets us let SmartKeto know that anybody in either of these lists is good to go, but then with the and we’re saying, but get all of these people in this group and then make sure none of them are in this group. Our next level of logic that we have is types of filters that we select. So several filters and triggers have essentially two versions. They have a was or was not or a XYZ and not XYZ version. And the was not versions can often be found under the inactivity section in the side menu when you’re building. And this can make a huge difference in the exact audience that you’re pulling in, right? So here in the screenshot again, you have two, you have an example of this where there is a was sent email and a not was sent email. So if we were to do was sent invite one for an invite two audience, that’s a very different slice than a not was sent invite one and we’re sending them invite two, right? So if we were to use was sent, we would be targeting the people who had already gotten the email versus a not was sent filter targets everybody who did not get the email. So selecting the right type of filter is critical to making sure that you get the audience that you want to for your email sent. Then we have the filter constraint operators. So every filter that you pull in will have a different operator that you can then select to further refine the logic of how that filter operates. Now every filter has slightly different filter operators. And over here in the deck, I’m going to link out to the filter operators glossary because I have been in Marketo for more than five years now. I still do not know the definition of every one of these. And I would honestly recommend aside from the very obvious ones in terms of like is, is not, contains, not contains, I would really recommend referencing the glossary whenever you’re using these filters because it’s really critical again to make sure that you’re selecting the right constraint to create the logic that you want. Right. So was sent email and email is is very different from was sent email and email is not right. Those are going to create two very different scenarios. And depending on what you’re trying to do, one of them is going to be what you want and one of them is not. From now that we’ve gone through these three different levels of logic, let’s talk about how we would handle a complex audience. So going back to our original example of a complex audience would be engineers in Canada, product managers in Lithuania and marketers in Tanzania. So a complex audience is where we have many filters and we have much more intricate logic that we need to be building and many different audience buckets that we need to put together. So these are typically going to be built within a separate smart list that is then referenced in the smart list tab. So the additional level of logic that comes into play here is that when you’re referencing the smart list audience itself, we want to be really careful whether we’re using person member of smart list person in or person not in smart list. So for audience and essentially positive criteria, we want to make sure we’re using member of smart list person is in the audience. But then for any exclusion lists, we want to make sure we’re using person not in the exclusion criteria. Otherwise, if we do person in exclusion criteria, we’ll be pulling in all the people that we don’t want into our we’ll be pulling the people into our audience that we actually don’t want in there. So with these four levels of logic, now let’s get into let’s get into some strategies for actually building your logic. And there’s going to be two overarching principles that we’re always going to want to abide by as we’re creating our logic. One, we want it to be easy to understand and two, we want it to be easy to read. So what does this look like? For starters, we always want to choose the easiest logic option to make our logic easy to understand. So let’s talk through these two filters that we have here. They’re very similar, except for the key difference being at the program status constraint level. So we’re doing member of program is true and program is this trade show program. The first filter, the one with the green checkmark, we are referencing the exact program status we want, which is visited booth. And the second one we’re doing program status is not and then listing out all the statuses we don’t want. Now, technically, both of these filters get you to the exact same place. However, the first one is much easier to understand and much easier to sort of digest than the second one is. The second one, you have to do a bit of jumping around and like mental gymnastics to understand what is actually intended by the filter that is in place here. So we always want to choose the option that is easiest to read and easiest to understand. Then we also want to be very careful when layering our filters and our constraints, and especially when we’re layering and not like not filters and not constraints. So, again, we have two options here. They are technically doing the exact same thing, but one of them is much easier to understand than the other. So the first first filter is was sent email and email is awesome invite for awesome event. Great. Super clear to understand what’s happening here. We know what’s going on. The second one is not was sent email and email is not the awesome event invite. Now. I’m going to be honest, I am 90 percent sure, maybe 80 percent sure that these are the exact same thing. But the layering of the knots create some really complicated logic that is often very hard for folks to wrap their head around. Right. And I will be honest, I avoid this like the plague. It creates a lot of room for error and doubt if you if you aren’t like 100 percent certain on the logic and are very thorough in your QA that you have to make sure you’ve arrived at the right audience. So we always want to make sure we’re using the easiest option and we’re not unnecessarily layering negative logic constraints together. Then to focus on the readability of our logic, we’re going to start by ordering our filters broadest to narrowest. Now, this doesn’t have to be an exact science, but generally speaking, we want to start with our broadest filter. So in this case, marketable leads and then continue to slice down until we have the most narrow criteria. This just makes it much easier to understand what the biggest bucket that we’re starting with is and then how we are further slicing and dicing all the way down to our exact criteria. Then we also want to make sure we’re grouping similar filters together. So, for example, if you’re using three different fields to pull a count or three different fields to pull country, we want to make sure that all those fields are right next to each other to, again, make it much easier to read the logic and understand what’s happening. In this case, if the three account fields were like the second filter, the fifth filter and the seventh filter filter, that would make it much harder to understand what the what the audience logic was trying to accomplish. And in that vein, we also want to keep our filter numbers in order when building advanced logic. So if your filters are in the wrong order, you don’t want to reorder the numbers in your advanced logic. You want to instead move the filters around until they’re in the right order. Again, the focus here is just on readability, where if you have, as you can see in the GIF, the one or two answers, you can move the numbers around until they’re in the right order. And then once you get into the logic, you can see in the GIF the one or two and three. That just makes it tough to understand what’s happening. And especially once you get into like five filters, 10 filters, having the number of numbers all scrambled up makes the readability of your logic very difficult. And now that you’ve built your logic, it’s time to QA the audience. And there’s a couple different ways to do this. One is after we create our logic, we’re going to run the smart list So now depending on whether you’ve built your audience in a separate smart list or in the smart list tabs, the screenshots here will show you where you can see that number of people, where you can see the number of the audience size that you have created. Now, the point of this gut check is not to be super like, I will get exactly 511 people. That’s not really what we’re going to know here. The idea is that you should have a rough idea of whether this number should be in the hundreds, thousands, 10,000s, hundred thousands, millions, right? And then depending on what the number shows, that is your first check to make sure that you have arrived in the right territory, right? So if you’re expecting a number in the thousands and you wind up with numbers like 20, something’s definitely not gotten, something has gone wrong, right? And again, if you’re expecting a number in the thousands and you get millions, again, something has gone wrong and you’re going to have to go back and revisit your logic or, and if the logic is sound, revisit the request with the stakeholder to make sure that they have requested the right logic from you. But then once we run the numbers, we can also dig into the individual folks who have been pulled into that audience to further confirm that we have the right folks. So whichever way that you pull the audience, either whether the smart list or the separate smart list tabs, you can click in to the 190 for existing people or that zero, or just run the smart list to see all the people who are in the audience. And then you can use the edit, the view default tab to add in the fields that you are referencing in your logic criteria, and then spot checking that to see exactly what data is being pulled in. So for example, in our marketable engineers in Canada, we would pull in to our view, job title and country, and then we would do a spot check to make sure that we’re not seeing any other country values in Canada and we’re not seeing any other job title values sneak in that don’t have the word engineer in them. This is also a case where pulling it into Excel can be super helpful because then Excel can let you run a lot more sophisticated logic if you need to, or run a pivot table if you’re that fancy, to make sure that you indeed have the right people within your audience. All right, so now that we have built our audience and we’ve QA’d our audience, let’s do some key takeaways. So one thing that I haven’t really emphasized so far that I’d like to take a moment to do so now is that it’s really important to review the request you receive before you start building. Take a look at the kind of email they want to send, take a look at the audience criteria to make sure that you understand upfront what is needed so that way you can choose the right options before you even begin building. Because if you don’t understand the request you’re gonna take a wrong turn somewhere, you’re gonna waste some extra time, and it’s just gonna take you longer to build the audience and to get the email out the door. Additionally, reviewing the request really thoroughly in advance can also help you know if you need to run some extra scenarios, you need to do some examples, or go back to your stakeholder and just let them know like, hey this audience may not work the way you intend for blah-blah-blah reasons, and all of these are gonna make you a much better stakeholder to your marketing team. Then we always want to choose the logic that is the most reasonable, that is the most readable and easiest for everyone to follow and explain to others. The explaining to others tip I think is really key because if you can explain your logic no matter how sort of complicated to another marketing office person, you know you’ve built your logic in a generally reasonable fashion. And then we always want to QA our audience, we definitely want to gut check that number, and then dig into the views to make sure that we have the right people. And this is especially important for more complex audiences, we are layering in a bunch of filters, you have a bunch of different criteria, and in that case it’s very easy to misunderstand or get confused about how the different levels of logic layer with each other. So in terms of next steps, the next time you’re building an audience, make sure you’re thinking through what filters and constraints you’re selecting, pop open a view to double-check your records, and then try explaining your logic to a co-worker to make sure it’s easy to use and it’s easy to understand and easy to read. And with that, thanks for joining and I think it’s time for Q&A. Thank you, Alicia. So many great learnings. It’s, yeah, thanks so much for having me. Thank you. Now let’s move on to the Q&A. I know people have some great questions, so if you have questions you would like to ask Alicia, please enter them into the chat and we will try to get to as many as we can. Looks like we have our first question coming in. Alicia, in Trigger Smart campaigns that combines triggers and filters, how does the Smart List Rulogic work in that case? Yeah, absolutely. So this one is a little bit sneaky because there is in fact an implicit OR in all of the triggers that you put in, right? So if you have three triggers and three filters, there is an OR between all of those triggers. So if somebody qualifies for any one of those triggers, they’re going to get pulled into the Smart campaign. Then the logic that you’re building is really going to apply to all the other filters that you have down below. So definitely be careful in all the filters and all, excuse me, in all the triggers that you pull in because there is that OR logic that can sometimes get the better of you. Yeah, thank you so much for explaining that. We have a question coming in from Douglas. Can Smart List be built independently of a program? Yeah, so this is exactly what the use case of the database is, where you can build Smart List and then reference them back in marketing activities. A few caveats for this, right? One, I would definitely make sure that you have a really good organizational structure within your database to make sure you just don’t have a bunch of Smart Lists floating around. And you also have a good naming convention, right? So that way you can identify what the purpose of a Smart List is. And then you also have a good method for essentially archiving and cleaning it up, right? Because if you’re building one time use Smart List or you’re using Smart List that are only used occasionally, your database can get super cluttered super fast. So it’s also really important to have a method or just some kind of maintenance schedule to go through your database and make sure that you are archiving Smart Lists that are no longer needed. Yeah, thank you so much for explaining that. We have a question coming in from Tony. Is there a specific reason why you can select multiple lists in a single filter, but you can only have a single Smart List in a Smart List filter? Tony, I think you have found one of Marketo’s like famous little quirks. I don’t think there’s an actual like logic reason. I think that’s just how the filter functions. Marketo has lots of little quirks and this just happens to be one of them. I’m sorry. I don’t have a better or more satisfying answer. Thank you for sharing. Our next question, is it possible to create automated individual nurture flows connected to Salesforce? So for example, anytime someone with an open sales opportunity qualifies, they then get put into an automated nurture stream. Yeah. So basically what you’re looking at is you’re going to need to find a field that is first representative of the action that you want to be listening for, right? So when anyone opens, certainly anytime somebody with an open sales app qualifies, there’s going to be some field that is a signifier for that activity. So you’re going to be listening as a trigger for a change on that value, right? So you need a trigger for that field. And then the flow step there is just going to be a simple add to nurture program or add to engagement program. The one thing I would be careful here though is you want your nurture management centralized in some capacity, right? There’s a lot of great resources out there about nurture management. This is the kind of thing where you don’t want just like a lone little smart campaign sitting out there doing something like this because then it’s very hard to track down and manage. Ideally you want this thing living within a larger program or a larger piece of architecture where you can govern all of your nurture membership much more easily. Yeah. Thank you so much for sharing your best practices on governance. Our next question coming in, would you consider it redundant to nest an email program instead of a default program or is there value in organizing email campaigns or programs inside of various default programs? Yeah, I think there are some really great use cases for that kind of nesting, right? Because what’s nice about email send programs is that they make it very easy to run AB tests, use recipient time zone, use headstart. And the best way to access those is when you need a default program to essentially function as a bucket or for program membership to exist at a higher level across multiple email sends is to do the kind of nesting you’re talking about, right? So you’d have your default program, you’d have all your send campaigns, and that way you can then manage your send campaigns individually and then use your default program to sort of do that larger program membership. So nothing redundant about it, lots of good use cases. And frankly, if I had to jerry-rig like all the email send program features back into a smart campaign, it would be very annoying. So you’re definitely down the right path. Yeah. Thanks for breaking down nesting for us as well, Alicia. Our next question coming in from Federico. Hi, how can I receive an automatic email warning when a dynamic chat goal is reached? Yeah. So Federico, unfortunately I’m not really a dynamic chat person. However, our community and the product doc is full of great resources. I would really recommend dropping this question in the Marketo community. And I’m sure somebody who is much more of an expert on dynamic chat can help you. Thanks for sharing. I love the community and experience league as well. Our next question coming in. Is there an inbuilt spam checker in Marketo for email sendouts? Oh, so Marketo in the admin does have, I don’t remember exactly what it’s called, so don’t catch me on that. But there is a feature in there that you can filter out spam activity. Turning that on Marketo uses a bunch of independent lists and verifiers and criteria to filter out that activity. However, the one caveat there is spammers and all those bots are getting a lot smarter every day. So I would really think about email metrics and email activity as more of like a general pointer. Like it’s more of a general sign. You shouldn’t really read into the fact that like our open rate was exactly twelve point one percent and then last time was ten point one percent. Right. There is so much background noise that happened that you want to be looking at email as like a general signal and then also just really seeing like what’s happening later down in the funnel. As an email is just like one method of communication, what you’re really doing is you’re trying to get somebody to do something. So the thing you are trying to get them to do is probably a much better signifier of how effective your email channel is than just the email metrics itself. Yeah, thank you so much for sharing that on spam. Our next question. What’s best practices for data cleansing through the platform? So this is like a huge gargantuan question. I’m going to offer you some general best practices. I would honestly, this is another one where I think somebody in the community can give you a much more specific list than I can in like the five-ish, ten minutes I have here. One, you want to be doing a regular cadence, right? Quarterly is ideal and then you probably need a big yearly cleanup to make sure you’re archiving older assets from the year. Two, you want to make sure that you are identifying the most important fields that you reference the most often that are most critical to the business and then making sure that the data within those fields is regularly reviewed, regularly confirmed to be as accurate as possible. Then you also want to make sure that you are reviewing all the records that are in the database because Marketo does charge by the amount of records you have that you only have the like the right records in there, right? You don’t have too many unsubscribes, not unsubscribes, but like invalid emails and you’re hanging on to the right people and not unnecessarily blowing up your accounts, right? And then I would also just sort of add in doing so at an annual basis, doing a pass through all older programs, archiving them, or moving things to an evergreen folder if they need to be living at an evergreen level and then doing a similar pass through your design studio and database, right? The other level of data cleansing you could also do is Marketo does quarterly campaign cleanups. So definitely going through those to see what’s been turned off, seeing if anything needs to be turned back on, and then generally just reviewing all active triggers pretty consistently to make sure that the active triggers are things that need to be triggers or can they be converted to batches which are much less, which put a lot less load on the system. So that is just sort of the things that are top of mind for me for data cleansing, but this is honestly a really huge topic and again, there is definitely much more detailed resources, there’s probably checklists out there of some variety about this. Yeah, thank you so much for sharing and that is such a great question. Really important to have those best practices on hygiene and cleansing. Our next question coming in, if I see records that should not be in my audience when I am queuing, how can I isolate what filters are causing the error in the logic? This is a great question. So typically when you’re queuing you’re going to see two major types of errors, right? One is where in a specific field you’re going to notice that incorrect folks have been being pulled in, right? So going back to the example, if you’re looking for records in Canada and you see records from Mexico, that’s a really clear sign that your filters and your logic on that specific field are wrong and you need to go back to it. But then the other scenario is let’s say you see records in your list and you’re like, I have literally no idea how these people got in here. In that case, what you need to do is go back to your smart list and we’re going to basically peel away all your filters except the topmost filter and then we’re going to slowly start adding them back in until we can identify how the people in question we don’t want they’re snuck in. This is also why I recommend sort of building from like the broadest bucket to the narrowest bucket because then it’s easier to do this type of QA of just peel the layers back and then start basically slicing, slicing, slicing. And with every new slice that is added, run the smart list in order to confirm the records are in there are who you expect to be. And then at some point you’re going to add a filter in, you’re going to see somebody sneak in who you didn’t want to, and then you can look more to see how exactly that logic pulled in that person. Yeah, thank you so much for breaking that down for us. We have a question coming in from Katarina Can I add or erase contacts from the already saved smart list or do I have to create a new one? Yeah, so smart lists are… smart lists rerun every time… sorry, I don’t… like every time you rerun the smart list, it re-looks through the database for everybody who applies and fits that logic, right? So basically every time you load it, Marketo is doing… is adding and erasing contacts essentially based on the logic that you have in the smart list, in the logic area. So if you need a different group of people, then you need to build a new smart list with new logic. But smart lists by functionality automatically look for everybody who meets the criteria that you have defined. So just kind of depends on what you’re trying to do. The existing smart list might work or you may need a new one with new logic. Yeah, thank you for sharing that on lists. We have a question coming in on sync errors. So is there a way to resolve Salesforce.com sync errors in the bulk or filter it out by error details? Also, why sync errors stay in the sync list even though I resolved it? Ooh, so I think it depends on whether you’re talking about sync errors that come in through like the error up there or if there are sync errors that you’re seeing in the results tab of a smart campaign. So if… let’s talk about the last case first. If you’re seeing sync errors when you’re running a smart campaign and you see it in the results tab that somebody failed to sync over, clicking into that record is going to show you why they didn’t sync over, right? And then you can also search the results to see everybody who didn’t. And then depending on the criteria, you can just create a new smart campaign or rerun the existing smart campaign to reprocess those records as long as you’re addressing the issue that Salesforce has flagged as to why they did not sync over. In terms of the reason for the sync that sort of appears in that top error section, I’m completely blanking on what it’s called. That is something that indicates a more broader issue and I would honestly work closely with your Salesforce admin to figure out what’s causing those because those are usually not as like specifically localized and the Marketo community is also another great way to help troubleshoot that. Yeah, thank you for sharing that on sync errors. Our next question, what is the best practice to handle idle trigger campaign cleanup process? Oh yes, so Marketo is going to send you that report like once a quarter I think is what it comes through. What I do is I download it and then I go… I filter it, I pull it into Excel, and then I’m going to filter it by a program name which what that does is as long as you have a good naming convention, programs are going to get grouped together and smart campaigns are going to get grouped together by type, right? So then you can do a pass through and know that like, okay, these are all the web content ones that got deactivated. Were they rightly deactivated? Do I need to go back to my content team and see like should these be live? Then you can also sort of check those… check those basically buckets you’ve created based on things like date and then kind of just go one by one to see what it is and has it correctly been deactivated. And then usually you do need to check with some external stakeholders to make sure that something can stay deactivated or it needs to be reactivated for whatever reason. Yeah, thank you for sharing. Looks like we have time for one more question. So what are some use cases for batch campaigns that don’t involve emails? Oh, yes. So batch campaigns are great for any kind of processing that you need to do that needs to just look at a bunch of people all at once and have some action taken to them. So think about let’s say you need to add everybody to a Salesforce campaign. That’s one great use case. You need to send an alert to sales about a certain group of contacts. You need to do some data update or some data normalization for a group of contacts. So yeah, I think there’s some really great use cases for batch campaigns. And honestly, just think about anything that you need to run for a bunch of people all at once for basically one time is a great use case for a batch campaign. Yeah, and that’s on batch campaigns and that’s also all the time we have. Big thank you, Alicia, for starting us off the event. Thank you. It’s just been really great to be here.