DocumentationImplementing a new Marketo Engage instance

Designing omnichannel conversational marketing with Dynamic Chat

Last update: Mon Aug 19 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

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Marketers, your website is essential for generating leads, boosting conversions, and accelerating sales cycles. Engaging with visitors in real-time on your website allows your sales team to qualify buyers more efficiently. Adobe Dynamic Chat, the native chat channel within your Adobe Marketo Engage subscription, enables you to automate conversations to extend Marketo Engage’s capabilities.

This tutorial outlines the thought process and primary use cases shared by Sara Barriuso, Marketing Operations Manager at Cornerstone OnDemand, during the “Learn from Your Peers”. She explained how her organization used Dynamic Chat to maximize Marketo Engage’s capabilities.

Integrating conversational engagement in your demand generation strategy

Visitors browse your website for a reason. They might be seeking content on your product(s) or service(s) or looking for contact information to speak to your sales representatives. They could also be your customers looking for additional product information. Chat enables your website visitors to self-serve and self-qualify if they are ready to speak to your sales team.

When Sara Barriuso implemented Dynamic Chat, she was drawn by its seamless integration with Marketo Engage and the prebuilt activity triggers that activate Marketo Engage programs and vice versa. She developed her conversational engagement strategies with three audience segments in mind:

  1. Unknown prospects: proactively offer demo calls to generate new leads.
  2. Known leads/customers: extend visitors’ time spent browsing content and offer demo calls to generate upsell and cross-sell opportunities.
  3. Prospects/customers: provide personalized experiences by extending the efforts of marketing campaigns.

Key use cases to start building your dialogues

To implement these strategies, Sara built her Dynamic Chat Dialogues around the following use cases:

  1. Default Catch-all Dialogue: give an initial option to all visitors, guiding them to accomplish their tasks more efficiently.

  2. Promoting event and webinar registration: drive website visitors to register for events and webinars to funnel them into the buying stage more quickly.

  3. Extending campaign content engagement: offer additional context or address potential questions when visitors browse content on the website.

Let’s see these use cases in action as Sara showcases her process, from mapping out the conversational flow to configuring the Dialogues and targeting in Dynamic Chat and Marketo Engage.

Use case 1: Default catch-all Dialogue for all site visitors

This Dialogue provides five initial options for site visitors to choose from, creating a self-guided experience that helps them find the information they need based on their persona. To start, you might want to explore your ‘Contact Us’ email inbox to identify common themes and categorize them into Dialogue options that apply to your site visitors. Watch the demo and follow the steps below to create your default catch-all Dialogue:

video poster

https://video.tv.adobe.com/v/3429194/?learn=on

Transcript
Let’s start by a flowchart. So this is the flowchart of my demo dialogue. Let me zoom in. Yeah, here you can see, not because it’s big, you cannot see it properly. You can zoom out, zoom in, and you can get to see all the diversions. That’s why it’s so important to use a tool like this, to make sure it’s perfectly built, and you can easily share it with stakeholders beyond link or downloading a PDF. Then get the feedback implemented, and then go to dynamic chat. Get the feedback from them, and go to dynamic chat. So get the feedback implemented in your flowchart, and then when you’re ready, go to dynamic chat, go to stream designer, have your feedback implemented here. Then you can see here yourself, double check before you go to stream designer. Therefore you are going to create a test link. Here as an example, I use the website when it will show up, right? But I need some UTM value. So take the test link, and then go to an incognito window. Set your cookies. And here we see our demo dialogue, right? I’m gonna test my fast track demo request, which it would be the key thing as in my company. Okay, so here we go. It seems like it works, right? So what else do you have to test? So you have to go to Marketo, and create your test campaign, right? So here is the name of my test campaign, right? So here is my dialogue, and here is the goal. Where’s the goal? So to be able to track it, I set up a goal here, and my request, right? So here it is, but you can set up as many goals as you want. Here you can have them, track and drop them, right? So here’s where I set that up. And you set up the steps that you need for your company. Here I also tested the interesting moment. So when we’re ready, we think this is perfect, everything works. Let’s go into our audience, with our right audience here. Go to Settings, add the right campaign demo, set up the right priorities, so it shows, and the language, and then click Publish Changes, or Publish.
Dynamic Chat

Phase 1

  1. Build the Dialogue and create a testing link.
  2. Add a goal to track the conversions (e.g. demo request submission).
  3. Have 2-3 people test it and collect feedback.

Phase 2

  1. In “Audience”, add a web page URL in “Target” to indicate where the Dialogue will show up.

  2. In “Settings”, add the campaign name, description, priority, and language.

  3. Click “Publish”

Marketo Engage

Phase 1

  1. Create your tracking Smart Campaign.
  2. In “Smart List”, use a “Reaches Dialogue Goal” trigger. Use the same goal (e.g. Demo Request) you used Dialogue
  3. In “Flow”, include a “Change Program Status” step to track conversion.
  4. The source will show as ‘dynamicChat’. You can create a Smart Campaign to update the source to a name that makes sense to you.

Phase 2

  1. Re-test your tracking Smart Campaign when it is live.

Level up: Account-based marketing

You can further enhance the default catch-all Dialogue by incorporating industry-targeted content, making the conversations even more useful for visitors. For example, suggest industry-specific whitepapers or case studies for your visitors to download. Watch the demo and follow the steps below to create a default catch-all Dialogue for account-based marketing:

video poster

https://video.tv.adobe.com/v/3429195/?learn=on

Transcript
So as you can see, I have different, you know, demo dialogues depending on the industries we want to focus on. So if I pick, for example, this one from pharma, you will see that my targeting, you know, is directed to that industry. And then if we go to the stream designer, everything is the same, except I want to know more about Kernestone. So here we actually, you see pharmaceutical industry. We’re going to be talking about topics that are appealing to those people. And then we’re going to be providing them assets that are applied to that industry. So we actually are giving our target people what they need for the rest. You know, it’s just, I want to learn more. The rest is exactly the same. So what I would do, you take the demo dialog, demo dialog, you just clone it. So test, AVM. Let’s clone it. Literally you just go here, change all these options here, the assets that you give to them. It’s just content that actually talks to them. And then obviously on the audience, you have to adhere industry specific targeting for the rest. Yeah, that’s it. And obviously you have to make sure that it goes higher in the ranking. So it shows before the default playbook. And that’s it.
Dynamic Chat

  1. Clone the “default Dialogue” and rename it.

  2. In “Stream Designer”, adapt Dialogue messages to the target industry (only one stream + the initial question).

  3. Have 2-3 people test the Dialogue and collect feedback.

  4. Create a testing link and share it.

  5. In “Audience”, add a web page URL where the Dialogue will display and update the target to the industry you want.

  6. In “Settings”, add the campaign name, description priority, and language.

  7. Click “Publish”.

Marketo Engage

  1. Create your tracking Smart Campaign and test the goal.

  2. Re-test the tracking Smart Campaign after publishing the Dialogue.

Use case 2: Promoting event and webinar registration

Events and webinars are popular marketing tactics for B2B businesses to generate demand. They offer engaging experiences and rich information that attract prospective customers. Connecting your website visitors to upcoming events and webinars enables you to qualify prospective customers even faster. Creating this Dialogue is low effort and low cost, and can quickly demonstrate success, helping you gain support from marketing stakeholders to add conversational engagement to your omnichannel automation plan. Watch the demo and follow the steps below to create your event/webinar promotion Dialogue:

video poster

https://video.tv.adobe.com/v/3429196/?learn=on

Transcript
See, I have these templates in my company in different languages. Right. So now I’m going to show you how the evens glist one looks like. You can see pretty similar what I just saw you. So how do you get to that? Right. Click create a dialogue. But you can use this one as an example. This evens recs webinar. Just click this one so it doesn’t get lost. You just save to set up your target. It gives you already an example. And here you have a string designer. See, it’s pretty similar to my game magic bottom. So it looks decent. Okay. Settings. Exactly what we have seen for other webinars. So now I want to show you one test I have ready for you. So here I already have my, my, um, you know, a link to test. Um, I have done some changes here. I put like webinar on test. Yeah. Very creative. Here. Intro test, webinar name test date, fifth of, uh, fifth of December. Um, one important thing that I want to show you, because that’s going to be how you track it. Every link that you are is this link and the query parameters. Makes sure you add that, right? So you are able to, you know, differentiate the registrations that you drive and the ones that are driven by other sources. When this is failed, publish changes. And let’s go on. See it. Let’s go see how it looks on the website. So let’s copy the link again. In company to copy the link. Here we go. So you see tests. Yes. I want to know more. Here’s my test as a ban. And I want to click here. It tells me to my webinar and because of these two things, I will be able to track it. To market to track by your stress, you must come in from, you know, um, our dialogue where we have added a score history duty and values that contain and over. So to make sure we don’t try and in the normal registration flow, we will exclude these query stream values.
Dynamic Chat

Phase 1

  1. Build a template for “event registration” Dialogue for ongoing campaign use.

Phase 2

  1. Clone the template.

  2. Copy and paste text to the Dialogue message for a new event

  3. Update UTM parameters used in your event link (e.g. utm_medium=website&utm_source=adobe).

  4. Create a testing link, click “Publish”, and share it with the requestor.

  5. Peer review and apply feedback.

Marketo Engage

Phase 1

  1. Create your tracking Smart Campaign within the webinar/event program template and test it.

Phase 2

  1. Add your campaign name to the tracking Smart Campaign within Marketo Engage and test it.

Level up: Register known people

You can offer an even better experience to website visitors by registering them for your events and webinars without having them fill out a form. Personalized experiences build trust and show visitors that you remember them. Let’s see how to level up your event and webinar promotion Dialogue in action.

NOTE
Please consider the potential security risk involved in certain protective states/countries and implement this personalization carefully by consulting with your Legal team.

video poster

https://video.tv.adobe.com/v/3429197/?learn=on

Transcript
How can we track people that we know already, right, acknowledge that and make their experience smoother when they register? So one way to do it is to clone your normal registration webinar, then registration plate, you add this, when they say yes, they say this is your email address and if they say yes you give them this message and if not you direct them into the registration page like this, we make their experience smoother. It would be easier when the diversion gets approved and then we get this implemented into one dialogue. So far that’s the way to do it. You will have to change your audience too, you will have to add email address is not empty and publish changes.
Dynamic Chat

  1. Clone the Event/Webinar promotion Dialogue.

  2. In Stream Designer, after the user answers “Yes”, add a question card “You have previously shared your email address with us. Would you like to keep this for the event details?”

  3. If they answer “Yes” – add a message card “You will receive a confirmation email in your email with the event/webinar details”.

  4. If they answer “No” – add a message card “Please fill out the form on the registration page”.

  5. Create a testing link, click “Publish”, and share it with the requestor.

  6. In the Audience tab, add [email is not empty].

Marketo Engage
  1. Add this new Dialogue to the tracking Smart Campaign within Marketo Engage and test it.

Use case 3: Extending campaign content engagement

Imagine a captivating window display catches your eye and draws you into a store. If a receptionist then helps you select products or answers your questions, you might feel more comfortable making a purchase. To replicate this experience online, you can have your Dynamic Chat dialogue appear on the web pages where your marketing campaigns direct visitors. As users engage with the web content, Dynamic Chat immediately displays relevant conversations, suggesting additional content or addressing potential questions. This is achieved by leveraging automation triggers to activate Dynamic Chat campaigns based on user engagement within Marketo Engage programs. Now, let’s see how to bring this use case to life.

video poster

https://video.tv.adobe.com/v/3429199/?learn=on

Transcript

So here we have this email nurture campaign.

So when a person clicks from this one, we go into the utensils and we get this chat popping up.

And if we choose this option, we’re gonna be nurturing them and trying to see if we get any demo requests.

If not, we try to stay in order to delete, see if they wanna learn something else. So this is quicker because it came from this email campaign. It can help the user continue the conversation while they’re having a look at the asset in case they have any questions or they feel like they need extra help or reach out to a sales person.

Extending Campaign Content Engagement - Configuration:

video poster

https://video.tv.adobe.com/v/3429200/?learn=on

Transcript
So, first dialogue could be this one. We just say hello there. We just released this reassessment. Just a memo. Here we take them to the assessment. Right here. They fill a form. The second one is when they fill this form, then they get into a survey. When they finish the seven page survey, then they will be interested in getting a demo. So there is a link they click from an event they received with their results. And then that text in here. And I say, Look at the green this maturity level instance to live. Do you want to talk to an expert? No problem. Makes sense after they received the results. Here we tell them that we’ll be back in touch. So any person that comes back to the website with him for the. Any person that will come back to their website within 45 days, we’ll see this. You stuck in us? Maybe. Maybe not. Here we say we see you recently. You know, to pardon health assessment. Is there anything you’re looking for? Because, you know, you may be in the West. Because of that, if not, we want to acknowledge it to save you one of them. Talk to somebody. Oh, you know, yes, basically continuing the conversation.
Dynamic Chat

  1. Generate new leads for your campaigns via email and social campaigns’ touchpoints. In this example, the Talent health index survey is hosted on the brand’s website.

  2. Clone an existing Dialogue template (e.g. default catch-all Dialogue) to create three Dialogues for the following scenarios and update the “Target URL” in the ‘Audience’ tab accordingly:

    • When web visitors came from your marketing channels and land on your webpage.
    • On the thank you page
    • Any visitors who return to your website within 45 days of engaging in the marketing campaign (retargeting)

What’s next?

  • Map out your conversational flow in Stream Designer or a flow chart offline.
  • Create a default catch-all Dialogue in Dynamic Chat.
  • Activate the conversations post-campaign engagement by using automation triggers in Marketo Engage.

Authors

Sara Barriuso {width="150"}

Sara Barriuso, Marketing Operations Manager at Cornerstone OnDemand

Amy Chiu {width="150"}

Amy Chiu, Adoption & Retention Marketing Manager, Adobe

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