Adobe Marketo Engage Rockstar Segment

Transcript

So now, there’s been so much great content all morning in these sessions from our champions, so we’re going to move on to our rock stars now. Now for expert customers, they’re going to dazzle you with their Marketo tips or tricks that have impacted their work. Each presenter will have about 10 minutes to share their Marketo engaged tip or trick. And at the end of these four presentations, we will open up voting for all of you for five minutes so that you can vote on your favorite tip and trick. Now once the votes are tallied, I will announce the winning rock star. First up is Kiara Riga. She is the marketing operations manager at Digital Shadows and a Marketo engaged champion. So please start us off, Kiara. My name is Kiara Riga and for my rock star session, I’m going to be sharing with you a little bit about product interest scoring and how you can use it for hyper personalization in your marketing. So a little bit about me, I am a two-time Marketo champion. I am currently working as the marketing operations manager at Digital Shadows. We’re a cybersecurity company. I’ve been a Marketo user for over five years and I’ve been Marketo certified since 2017. So let’s talk a little bit first about what product interest scoring actually is. Product interest scoring is a way of leveraging campaigns and programs in order to gain a better understanding of your prospect’s very granular interests. And I want to make the point first that I’m going to talk about product interest scoring, but you can really use this for anything. For example, I personally use it for use cases rather than product interests. So don’t think that just because you don’t have multiple product lines, that means you can’t use this. It can absolutely be used for other things. And the result will be something like this mock-up screenshot I have here, right, where you’re going to have three different products and then the scores along with a top product interest field. So let’s get started with product interest scoring. So how do we get started? First of all, you’re going to want to determine which products it is you want to score and then assign a short code to each one of those products. So let’s say, going off the last example I had in the last slide, let’s say you have three unique product codes. You’ve got email marketing, you’ve got data visualization, and you’ve got content personalization. Those three codes could look something like this, EM01, DV02, CP03. They can be anything you want. The only thing you want to keep in mind is they shouldn’t accidentally show up in your program names because they’re like part of a word, for example. That’s why I suggest using a combination of letters and numbers and something that’s not already part of your current naming conventions. From there, you’re going to want to add the corresponding code to the program name in Marketo and to the URLs of any websites that you’re going to want to score. And you can add this to Marketo landing pages along with web pages on your website. After that, you’ll want to create a score field for each product. And then you’re basically ready to get started. So from here, how do we set up our product interest scoring? It is so simple. In the smart list of your smart campaign, you’re going to trigger off of a program status changing with those codes that you’ve already assigned. From there, you can also assign new statuses, your success statuses. You can even just trigger off of program status changes with success in any of those programs that have that code. But the really important piece is making sure that you have that program status changes with the program name containing your code. From there, in the flow, all you’re going to do is change the score for that email marketing score that you’ve already created. I like to do it as just a plus one. I found it’s very for any activity. I found that’s much easier for sales to understand that, okay, they have a score of five. That means they’ve interacted with five different pieces of content regarding this topic. But you can really do whatever you want. I’ve even seen people mirror their existing scoring model and just have the point values the same for product interest scoring as their regular scoring model. So you can do whatever you like, but the important part is just having that flow step for changing the score within that specific product score field. Same thing for web activity. In your smart list, you’re going to have a visits webpage instead of program status change, but it’s the same thing. You’re looking for that code. Then in your flow, same thing again. You’re going to just want to change the score for that product that you want to score. And that’s it. You’ve set up your product interest scoring. The very last step is making sense of this data. When you have a behavioral or a demographic score, you can really make sense of the data by just looking at it, right? A high or a low behavioral or demographic score, you know what that means. But when we talk about product interest scoring, a high or a low product interest score doesn’t necessarily mean a lot on its own. The real value here is in comparing the product interest scores, like the different ones, right? So this person has a really high email marketing score, a semi high data visualization score, and a pretty low content personalization score. So how do we operationalize this information? The last step is going to be creating a field that calculates the person’s top product interest. You’ll be able to use that in your marketing. This is probably best accomplished by a field in your CRM. That’s how I’ve always done it. But however you choose to do it, you’re going to want to set one of these up in order to actually use this data. So product interest scoring is great, but what do we actually use it for, right? Nobody just sets up a scoring model and lets it go. So I want to share a couple of really cool applications we can use for this data. First we’ll start with marketing. A first really easy one is nurture journeys. If you’re looking to revamp just your basic top, middle, bottom of funnel nurture journeys, why not make your streams email marketing, data visualization, content personalization, right? Make your streams those products that you’ve scored. And then you’re doing personalization at scale, essentially, instead of sending everyone stuff about all of your products, you’re sending people information just about those products that you know they’re already interested in. Another really easy quick win would be dynamic content. So if you take that top product interest score and you make a segmentation off it, then you can take your existing emails and just add a dynamic element to them, right? So you can do dynamic CTAs. You can just change the wording a little bit of the emails that you’re sending out to make sure that it’s very relevant to the people that you’re sending it to. Sky’s the limit, right? But dynamic content can be a really easy quick win in applying this data. Then we have dynamic follow-up pages. So I think a lot of us are sending people after they fill out a form to a web page that just says, thank you for filling out this form. And maybe you’ll add some generic content, maybe not even that. If you start doing dynamic follow-up pages, then you can give them like, as soon as they fill out that form, you know what they’re interested in and you can dynamically give them more content that is relevant to them. Keep them on your site longer, keep them more engaged. The last application for marketing that I have is suggested content. So this is very similar to dynamic content where you can make a dynamic suggested content snippet, right? And so this snippet, you can change out the content that’s in there. You can, you know, again, sky’s the limit. You can continuously update it. You can add this to your emails, to your landing pages, wherever you would like for it to be. But this is just another way to keep people engaged with the interest that you already know that they have. So that’s it for marketing. Let’s talk about sales now, because sales is actually what really got me to start a product interest scoring model for myself. The first really big application for sales is more tailored sales pitch, right? So a lot of times our BDRs and our salespeople are just coming into a pitch and saying, you know, the very generic pitch about all of your products or something very generic because you don’t know what those users are really interested in. But with product interest scoring, now you know what these people are interested in and you can really dive deep into those use cases and that’ll provide a much better pitch and it’ll allow your BDRs to really, really personalize what they’re saying to the person and hopefully results in more conversions. Another one for sales is alerts about current customers. So I think a lot of what I’ve been talking about has been very, very prospect heavy, but our current customers are still important, right? So let’s say you have a current customer who’s really surging on email marketing, for example, and they don’t have the email marketing module. You can send your salesperson an alert like this, hi salesperson, Kiara is surging on email marketing right now. You should probably go upsell to her because she’s clearly interested. This is so easy to set up. You would just have a smart campaign that triggers off of hitting a certain threshold for the points and also not owning that product. So that’s what I had for you guys today. Again, my name is Kiara Riga. There is my LinkedIn right there. Feel free to reach out to me if you have any questions or you’re launching this and run into issues and don’t forget to vote for me for the top rock star tip. Thank you, Kiara. Wow. This is not going to be an easy competition. I can already tell. Not only did I pick up some tips and tricks from this presentation, but I also learned a few use cases. So up next is Brittany Young. Brittany is marketing operations specialist at McKesson and congratulations, Brittany. You are Marketo engaged champion class of 2021. Take it away, Brittany. Hi everyone. My name is Brittany. I am a digital marketing nerd and in love with Marketo. Some may say I bleed purple. I love Thai food, especially drunken noodle with chicken spicy level three. And one of my happiest places is Target. So let’s get started today. I am so excited to share with you guys one of my favorite features in Marketo and that feature is web hooks. Today’s presentation, I’m going to cover what a web hook is. Some reasons why I think they’re awesome. Some use cases for web hooks and how you can get started using web hooks and Marketo engaged today. Let’s begin. So first, what is a web hook? You probably heard this word before and kind of been like, huh? Well, a web hook is a way to interact with a third party database or platform such as your SMS platform or a payment gateway. Once you create a web hook, you’re able to use it in your smart campaign as a flow step to call into that other database. So one analogy I like to think of when I think of web hooks is kind of like a doorbell. When someone pushes a doorbell, you hear the doorbell inside your house and that signals to you, hey, someone’s at my door. So a web hook works kind of in the same way. When a particular source site, let’s say Marketo calls a web hook, that’s it pushing into the other system like SMS platform, for example. That SMS platform will hear the signal just like a doorbell and know, hey, I need to do something such as send a text message. Another way I like to think of web hooks is kind of like your relationship with your BFF. If your BFF is hungry and you have food, you’ll share it with them. If they just broke up with their boyfriend and they’re feeling really sad, you’ll bring the tissues and maybe a bottle of wine. The point is web hooks are triggered by specific events. First the event happens in one source. The web hook hears the event, collects the data, sends that back to the URL and performs whatever specified requests you have for it. And don’t worry, I’ll get into more of what that looks like when we get to the use cases. So some reasons why I think they’re awesome. The first reason is it’s real time data being passed back and forth. You’re not having to wait. You’re not having to batch records together. This happens instantly, similar to how a trigger would work in Marketo. The second reason they’re awesome is there’s no request required. Once the web hook is called, it automatically pulls into the other system and pushes the data. So I like to think of this as an API, similar but better. And another analogy here is to think of an attentive waiter versus a passive waiter at a restaurant. So your attentive waiter is like the web hook. When you order something, they’re quick to put your order in, they bring your food right away, they refill your drinks, you’re never having to ask. They’re just always listening and watching to make it the best dining experience for you. Compared to an API, it’s more of a passive waiter. They’ll bring your food, but you’re having to ask, hey, where’s my food? Or if you need your drink refilled, you’re having to again ask. And so that’s the thing with APIs. You’re always having to first make the request, and then they respond to your request for new data. And it happens only at specific time intervals, which could be every five minutes, 30 minutes, an hour. It varies depending on the API. So let’s get into some use cases. Some of the common webhook use cases are SMS for sending text messages. You probably have got those when you’ve registered for an appointment or you get in a reminder. There’s a lot of use cases with webhooks and SMS, as well as email alerts. A common use case there is for e-commerce stores. People use a webhook to call into their payment gateway once payment is processed on their website. A few others are call forwarding, notifications for changes in file updates and systems like Dropbox, and even some ways of sending data from Barcato to your own internal application. I want to take a moment and focus on the SMS use case. I recently created a webhook for an upcoming event we have. So first I created the webhook in Barcato, and then I was able to add that to a flow step in my smart campaign. And what happens in this use case is when that smart campaign runs, it will trigger the webhook to call into the SMS platform and actually send the data for the text message. And in our use case, we wanted to be able to send this text anytime somebody registers for an upcoming event so that they’ll be able to continue receiving text alerts throughout the event. All right, so how do you get started with a webhook? Well, there’s a few things you’ll need. First, you do need to be an admin or have admin access for your Marketo instance. If you don’t see that tab in your dashboard, you would need to speak with whoever is the admin for your Marketo instance. Second, we will need the URL that you use to post your request to the web service. This is usually found with the API documentation from the vendor or platform that you’re trying to connect to. Next, you’ll need copy for the template section. And this isn’t applicable to all webhooks, but if you are doing something like SMS, the body copy of that text will go into the template section. And it’s really great because you can use tokens there as well to help really make your programs efficient when setting up the text message. Next, you’ll need to set your request token encoding, if applicable. That’s really only if there’s special characters. And last, you’ll select your response type, which is either JSON or XML. So key takeaways, one, just remember webhooks are real-time instant data. You’re not having to wait or pull to get that data. It’s a one-time setup for the most part. There may be changes that you might have to make from here and there, but for the most part, once you set it up, you’re able to use that in your smart campaigns for as long as you need. And lastly, they’re more resource efficient compared to APIs. And API has to pull every few minutes to get new data, whereas the webhook only triggers if and when there is new data and it’s signaled to do so. I hope you enjoyed learning a thing or two about webhooks today. I look forward to your votes. Thank you. Great tips, Brittany. You know, as a product manager, I find this both enlightening and frustrating. Enlightening because I always learn a ton from all of you who use our application day in and day out. Frustrating because Brittany just made me hungry for drunken noodles. Anyway, up next is Jay Schoenwalder. He is Marketing Operations Manager at MGIC. And Jay, you have some stiff competition as you can see, but I know you can handle it. Hi, I’m Jay Schoenwalder and I’m here to talk to you about Flex Fields for the win. Before I get started, I’ll tell you a little bit about myself. I am the Marketing Operations Manager for MGIC. I’m the co-leader of the Milwaukee Marketo User Group along with my friend Kelly Trantao. I’ve been using Marketo Engage for about five years with three different companies, including four different instances. Had a super fun migration thrown in there, which is why the numbers don’t quite add up. So with that said, let’s get started. So before I jump into what my trick is, I want to tell you a little bit about why I chose this particular topic. When I was asked to present, I thought a lot about what kind of trick would help the most people. As we know, there are nuances in every company. We all do things a little bit differently. And so I wanted to think of a trick that could literally help anyone at any skill level and could be applied to almost every instance. And then it hit me. I was going to talk about Flex Fields. They’re very easy. Anyone can do it and it totally makes an immediate scalable benefit to just about any instance of Marketo. First, I should probably share that this is not an original trick that I came up with. To be honest, I don’t know who came up with it, so I can’t give proper credit. I can tell you that I learned it personally from my friend and former colleague, David Lyons. So thank you, David. And also, I think this is a relatively well-known trick. But if you don’t know it, I guarantee that you can use it right away. And I hope this session inspires you and helps you think of some ideas on how you could use Flex Fields going forward in your instance. So what are Flex Fields? Basically, they’re fields that are used to store temporary data for a specific point in time purpose in order to avoid creation of a bunch of custom fields that can quickly clutter up your instance and make it difficult to manage. I’m sure many of us have probably dealt with that before. As many of us do know, once a field is created in Marketo, it’s always there. By default, you cannot delete fields in Marketo. In some ways, I like to joke, it’s kind of like getting a tattoo. You better hope you’re going to like it in the years to come, or otherwise you might regret it because it’s there forever. So I’m always really cautious about creating these fields unless it’s absolutely necessary. I should also note, I don’t have any tattoos, so maybe I’m just a square, too risk-averse. I don’t know. But kidding aside, there are definitely times when you need to capture this data for specific cases. This could be things like very specific questions on a product line or a region or a specific campaign, a specific event, whatever it might be. So how can you capture this kind of data without creating these new, or a bunch of new custom fields every time this happens? You use Flex Fields to capture this data. Use that data, use those fields to perform a certain action, and then clear the temporary data when you’re done. Now, recently, Marketo released these program member custom fields, which are really great, and they actually help solve this issue to some extent. But there are still some limitations. For one, they’re only available in local assets. So those program member custom fields can only be stored in assets that are stored within a specific program. They’re not supported in Design Studio, so if you’re using global forms like many of us are, they’re not going to work for you. You can’t clone or move a form or landing page using these program member custom fields to the Design Studio. And up until very recently, they weren’t able to be used as tokens. And so I think that’s possible now. But nonetheless, these Flex Fields that we’re talking about today, still serve a purpose. And so how these Flex Fields work. So starting kind of from left and going to the right of this slide, the left is a bunch of different ways that you could populate these Flex Fields, bunch of different sources for data to come in there. Could be a form, could be a list import, could be a manual data value change, or a third-party sync, something coming in from LinkedIn lead gen forms, for example. That data goes into the Flex Field. You would then do something with that data. It could be using it as a token in alert email. You could be appending point in time data to a historical field in your CRM. You could be using it to personalize an email, using it to trigger adding people to a list. Could be a smart campaign flow step token. Or sometimes I just use it to kind of back up temporary data, if I’m kind of cleaning up fields or things like that. These are just a few of the common use cases. You can get creative, and there’s really no limit to what you can use them for. And then when you’re done, you just clear out the field by changing it back to null. And so now that we kind of covered, in general, what a Flex Field is, how it works, let’s dive into how we actually set this all up. So first thing is creating the fields. You create them just like any other field. I use the string field type, and that seems to work well. Never run into any issues. I’m sure you could use other field types if needed, but obviously test in your own instance to make sure it works. I also use a simple naming convention. You can see here Flex 1, Flex 2, Flex 3, and so on. You could get creative here. Maybe you have multiple workspaces in your instance, or you have multiple teams in any instance. There is potential, I think, to name these appropriately to avoid any kind of overlapping use with these fields. It’s really kind of up to you, and you can get creative there. But I think naming them clearly is very important. Once you set up the fields, the next step would be creating a smart campaign to clear the fields. So I have a smart campaign for each Flex Field, and it’s really simple. You’re setting up a trigger campaign, and you’re looking for a data value change in that Flex Field where the new value is not empty. Use that trigger, and then in the flow step, first thing you want to do is put a wait step in the flow. Typically, I use 30 minutes. Really up to you. You could put any time you want in there. In the past, I’ve had some that were 30 minutes, some that were one hour, and then we actually had some Flex Fields that we never automatically cleared. We used those for things like data management, where we didn’t really want it to clear automatically. We wanted to have control over when that data was nulled out of that Flex Field. Really depends on how you’re going to use them, and you can change them on the fly, too. Honestly, it’s just a matter of changing the smart campaign. Flexibility is all yours, but then after that wait step, you just change the data value in that field to null, all capital letters, N-U-L-L, and it will completely and permanently clear that Flex Field until the next time it’s used. Let’s talk about a few common ways to use these types of fields, things that I’ve done in my own experience. Probably the most common is using them in a form, and really, it’s pretty easy. You would add the Flex Field to the form, just like you would any other field. You have the ability to change the label, which you’re probably going to want to do 100% of the time, to anything you want. You can change the field type, and you have total flexibility on what kind of data gets submitted to that field upon the form submission. So really easy, just like any other field. Here’s an example of using the Flex Field as a token. This is actually a screenshot of an email alert that would be sent to our sales team right after that form we just looked at was submitted. You can see right in the top line, Flex Field 1 or Flex 1 is put in there as a token, just like a normal Marketo lead token like you’d use for anything else. It’s basically just letting the salesperson that receives this alert, letting them know what they were interested in when they filled out that form. You can also see we use Flex 2 in there as well. Again, really simple if you know how to use a token, you can totally do this. You can populate just about anywhere. Anywhere you can put a token in Marketo, you can use a Flex token. Another really useful way to use these Flex Fields is adding people to a list. For example, going back to that form example, if somebody filled out the form and we wanted to capture whoever chose the certificate of achievement in that form dropdown, let’s add them to a list. By doing that, it’s more of a permanent way to know that that person requested certificate of achievement in that form. Again, we’re going to clear that data out of the Flex Field. That’s by design because we didn’t really want to create a custom field just for that form to capture that kind of data. Really, it’s not that important going forward. It’s just for this specific use case. But if we do want to have a more permanent record of what topic people chose in that form, we can just trigger, it fills out the form, Flex 1 is the certificate of achievement. Then we go to the flow and you can add them to a list that’s related to that. Again, it’s just more of a permanent way to store that engagement without storing it in an actual field, which I think makes managing from an admin level, managing fields a lot easier. To recap, the what is Flex Fields storing temporary data in order to avoid the creation of custom fields. How do we do this? We create the fields, we set up the smart campaigns to null them out according to your needs. If it’s 30 minutes, an hour, whatever it is, and then you can use these fields for populating tokens, use them in forms, use them in smart campaigns, data management. Really, it’s totally up to you. I encourage you to get creative. The options are endless. So that’s it. That’s the trick. It’s really easy. Like I said, I hope you agree. I hope that this session inspires you to come up with some ideas and how to use these. I’m sure between all the presenters in this session today, there are some really good ideas. I know there’s a vote at the end. I wouldn’t want to do anything to sway your vote in any way. I just hope that you come away from this session with some good ideas, whether they’re Flex Fields or not. Kidding aside, if you have any questions about Flex Fields, look me up on LinkedIn. I’d be happy to chat. And with that said, thank you very much, Adobe, for having me on here. This was a lot of fun. And thank you for watching. Three great customer tips and tricks down. And one more to go before I open it up for live voting. Last but not least is Catherine Coppola. She is email marketing manager at New York University, NYU. So take it home, Catherine. Hi, everyone. My name is Catherine Coppola. I’m the email marketing manager at New York University. And today I’m going to present to you NYU’s favorite trick, form-specific fields. So this is our Alumni Preference Center and Contact Update form. And from the outside, it’s a great form. It has a dual function. It’s mobile-friendly. It’s digitally accessible, which is really important to NYU. It prefills data. It does all of the things that a modern form should do. And it does it with a great user experience. But what I actually love about this form is that it is so much more on the inside. This form is so smart. Inside this form, we have form-specific fields. And what those are designed to do is collect the user-generated data separately. So when someone fills out the form, we’re collecting their data alongside the data that we have on record. This allows us to automate inferred decisions for common situations and dedupe our records. So if you have a new email address, no problem. A new last name, we can handle that. If you go by a nickname or you have some variation of your first name, we can handle all of that, all while keeping your factual information correct and conferring with the information you’ve provided to get the best record for you on file without duplicates. Here’s an example. So let’s say our founder, Albert Gallatin, came to the contact information update form, and he updated us on where he’s at. And some of the data he provided is not consistent with what we actually have on file. So he gave us a different email address, and there’s all sorts of complicated things going on with what his actual first name is. And this is something that if we just presented it to Marketo without form-specific fields, we might have a problem. What would Marketo do if Albert gave us his first name is Albert, but his actual first name was something else? It might create a new record. It might override his legal name, which we need to keep on file for registrar purposes. We could also ignore his submission, but that’s not really a great experience because he’s coming to us and telling us that he’s interested and wants to stay in contact. So we don’t want to ignore what he’s saying. If we merge the record, we wouldn’t know which name to use or which email address he preferred. So we want to keep both pieces of information, and we don’t want to override anything. So the best thing to do that we’ve decided is to use the information we have to make an informed decision. And what really inspired this form was our student employees used to manually review duplicate records and make a decision. Well, this person’s birth date of birth is the same, and they graduated in the same year. This is probably the same person. And so I’m just going to make the best inferred decision on what they would like me to keep on this record. And that is a great process, and no one can do it better than a human. But we just have too much of a volume to actually have a human sit there and merge duplicate records based on form input. So we decided to automate that process. And automating the process is really complicated, and I’m going to do my best to summarize it for you. But basically, on the back end, we separate the data that the user gave us from what we keep on record for them. So we have a specific field in our forms for what the user says their first name is, as opposed to what we actually have on record as their legal name. And a perfect example of that is if your name is John and you go by Johnny, that’s an example of we wouldn’t want to overwrite your legal name of John, but we do want to know that you call yourself Johnny. And so we would keep the data separate and then compare it before deciding how to merge records. And we use a third-party service to actually merge those records called Minitab, and they help us make the decisions and of how to merge the records. So on the slide, you’re going to see some truth tables that we keep here at NYU of basically different situations. And what happens if we have two invalid email addresses? What should we do? What do we do if we have one that’s invalid and one that’s not invalid? Well, we will keep the one that’s not invalid, and we’ll note the other one as a secondary email address. So we want to keep all of that information, but we need to be able to compare the data side by side on singular records in order to do the merges and keep the history of what the user submitted. And it takes a lot of work to actually set up the automated inferred merges, but I promise you it’s worth it. It helps us in so many ways at NYU, and we really rely on it for our data hygiene. And there’s a few things you actually need to succeed. We have a really close partnership between our communications team and our strategic planning and analytics group. The communications team knows what the form user experience should look like, why users are coming to the form, what they’re looking to get out of it, and the experience needed. And then our strategic planning and analytics group specializes in data and helps us build up those truth tables and different scenarios and think out what are we going to do if we have these two conflicting pieces of data and how do we automate that across the board so that we treat all records the same and equally. Of course, this type of form requires a lot of work, so dedication to a really great user experience and dedication to data hygiene is also essential. You need to commit to keeping the form going, and we’re constantly updating it, making those incremental changes to improve it, both from the user experience side on the backend and in that automated logic we use to do the merges. And then, of course, we do outsource for the best tools and talent when needed. We certainly had help building the form and we also have help doing those data merges. So we really suggest, we highly recommend getting the best talent to do the best job for those really high touch parts of the process. So I hope you learned something cool. I hope you’ll show your Violet pride and vote form specific fields as your favorite tip, and you can always contact me if you have questions.