Leverage the flexibility of default programs

Hi, I’m Molly Stanovic and I’m currently a Senior Business Consultant at Adobe. I’ve been using Marketo Engage for about 10 years and I’m a Marketo Certified Expert as well as a Marketo Certified Solutions Architect. I’ve been working with our marketing automation customers for six years. In this video, I’ll be discussing all things default programs, from reviewing common use cases to demonstrating how to use them in Marketo Engage, as well as sharing tips and tricks throughout the video. Default programs are extremely flexible. Think of it as a container for your assets and smart campaigns centered around a marketing use case or tactic. You can use them for initiatives like data management and lead management, as well as marketing campaigns in which you’re interacting with your leads and customers. Default programs can be used as a catch-all. So if your use case doesn’t fit into one of the other program types, like an email program type or event or engagement program, use a default program. I’m going to be highlighting two common use cases for default programs in today’s video. The first is a program that supports a web form, so such as a Contact Me or Demo Request form. In this scenario, a lead would fill out that form that indicates they would like to be contacted by your company. Typically, when this happens, you would like to alert someone within your company so that they can contact that lead. In addition to alerting your company, you probably would also like to send an email to that lead letting them know that a person will be in touch with them shortly from your company. This would set the proper expectations and when they would expect that follow-up. In the second use case I’ll cover, it’ll be a scenario in which you would like to capture leads who have engaged with their online advertising ads. This would entail your ad driving to a landing page with a Marketo form on it. Once a person fills out that form, you may want to send them some sort of auto-response email with the content promoted in that ad. For our first use case, we’re going to go through how to create a program to support a web form, such as a Contact Me or Demo Request form. To begin, find the folder in which your program should reside. For example, if your folder structure is based on regions, find the region that your web form is supporting. In this example, let’s use the North America region. Click into the correct folder. In this case, we’re going to navigate into the Website folder of the North America region. Right-click to create a new program, select Default as the program type, and select the correct channel for your use case. In this case, it’s Webform. Make sure that your program’s name is in alignment with your company’s program naming convention. This helps with organization as well as reporting. Now that we have our program, let’s create our subfolders. One for Assets. One for Smart Campaigns. And one for Reports. The Assets folder will hold our confirmation email as well as our sales alert. For the sake of time, I’m going to clone these assets from an existing program. The Smart Campaigns folder will hold a campaign that listens for a form fill-out to occur, and then send out a confirmation email. Update the program success. And set the acquisition program. And finally, send an alert to sales. If there are any additional fields you’d like to update when a person fills out a form, you can add your change date of value flow steps here as well. In the Reports folder, we’ll create an email performance report which will show you metrics around the performance of the confirmation email. We’ll also create a program performance report which will show you how many total people have filled out your form and how many were acquired by your form. Now that we’ve created all the pieces of your program, the next step is to test. Activate your Smart Campaign. Fill out the form and validate that all of the correct flow steps have occurred, that the email confirmation was set, the program status was changed to fill out form, that the acquisition program was set to your program’s name, and that an alert was sent. Once you’ve validated all of the above, your program is ready to be live. The next use case that we’ll review is another very common way that customers use default programs for online advertising programs. This could be a paid media program or a paid social program. You may consider creating separate channels for paid media and paid social media, or you may combine the two tactics into a single channel. It all depends on how granular you need to get for reporting purposes. Now let’s continue with the example of your organization being broken up by region, which corresponds to the folder structure. I’m going to navigate to North America once again, and this time click into the Online Advertising folder. From here, I’m going to right-click and select New Program, select the Program Type as Default, and the Channel as Online Advertising. Remember to name your program in accordance to your company’s naming convention. Now that we have our program, let’s create our subfolders, one for Assets, one for Smart Campaigns, and one for Reports. The Assets folder will hold our autoresponse email. For the sake of time, I’m going to clone an asset from an existing program. The Smart Campaigns folder will hold a campaign that listens for the lead to fill out a form on the landing page in which your ad is driving leads to. And then send out an autoresponse email. Update the program success. And set the acquisition program. If there are any additional fields you’d like to update when a person fills out a form, you can add your Change Data Value flow steps here as well. In the Reports folder, we’ll create an email performance report, which will show you metrics around the performance of your autoresponse email. We’ll also create a program performance report, which will show you how many total people were required by your program. Now that we’ve created all the pieces of your program, the next step is to test. Activate your Smart Campaign. Fill out the form used in your ad campaign and validate that all of the correct flow steps have occurred, that the autoresponse email was sent, the program status was changed to Engaged, and the acquisition program was set to your program’s name. Once you’ve validated all of the above, your program is ready to be live. I’ll leave you with one final tip. Make sure that at a minimum you are updating program status and success in your default program. This will be very valuable from a reporting standpoint. Well, that’s the end of our instructional video discussing default programs. I hope you found it useful and that you now feel confident in using this program type. Thanks for listening!