🗣️ [Mentor Catalina Paduraru] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

[Jon_Chen]

Hello Community, 

Welcome to the Adobe Marketo Engage Community Mentorship Program 2024! This is the featured Community Discussion thread for your Adobe Marketo Engage Community Mentor, Catalina Paduraru (@CatalinaP) who will be here to guide and support you and your peers with your Adobe Marketo Engage questions as you prepare for your Adobe Marketo Engage Professional (AD0-E555) exam, through to the end of the program.  

A little bit about your Adobe Marketo Engage Community Mentor, Catalina:

Passionate marketer with 15+ years of experience, focused on Marketing Automation and Marketing Operations. 

As a Marketing Automation Technical Lead, I work in partnership with Marketing and Technology teams to deliver solutions for automation requirements and systems integration. 

I have a strong background in customer acquisition, re-engagement, and retention strategies, along with solid experience in working with databases, data analysis, segmentation, marketing automation platforms, and CRM systems such as Marketo Engage, Salesforce, Unica EMM, Capsule, SALESmanago, HubSpot, and Web360.

Favorite quote: “Nothing is impossible, the word itself says 'I'm possible'!” (Audrey Hepburn)”

Aspirants mapped to @CatalinaP 

1. @Kady-anne 
2. @aisha_owens 
3. @megangregory 
4. @kategriffin 
5. @nkhan2 
6. @sahil_1512 

How to Participate  

1. Aspirants’ goal is to clear their Adobe Marketo Engage Certification during the duration of the program: May 17th , 2024 – June 21st, 2024.
2. Aspirants: Post your Questions in this thread to connect with your Mentor Catalina, and your fellow Aspirant peers.  
3. You are all preparing for the same Certification, so feel free to use this space to share what you’re learning and collaborate!  

Suggested Next Steps for Aspirants: 

• Update your Community Profile photo with your latest headshot so that you can stand out to your Mentor and Peer Aspirants. 
• Like this thread to confirm your participation in the program 
• Introduce yourself to Catalina and your Aspirant peers by replying to this Thread! Break the ice by introducing yourself (location, org/ company, etc.) and your experience with/ interest in Adobe Marketo Engage 
• Post your Questions to this thread as you begin learning more about the Adobe Marketo Engage Professional (AD0-E555) certification
• Test your Marketo Engage knowledge by browsing through the Adobe Marketo Engage Community Questions and taking your best shot at answering some Qs! 
• Remember that every post / like / comment you make in your contextual thread and in the Marketo Engage Community throughout the duration of the program helps increase your chance to be recognized by your Mentor and win exclusive Adobe swag, so bring your best efforts! 

Quick links  

• Mentorship Program Link 
• Adobe Marketo Engage Certifications Overview Link 
  • Adobe Marketo Engage Professional (AD0-E555) 
    • AME Professional Exam Prep Guide (requires login)
  • Adobe Marketo Engage Business Practitioner Expert (AD0-E559) 
    • AME Business Practitioner Expert Exam Prep Guide (requires login) 
  • Adobe Marketo Engage Architect Master (AD0-E560) 
    • AME Architect Master Exam Prep Guide (requires login)

We're wishing you all the best as you embark on this learning journey!  

Cheers,  

Jon 

[CatalinaP]

Now that we are in the final week of the program, I'm really encouraging you to take the practice exam (in training and test mode) and see which areas you need to improve.

https://app.rockinfo.com/courses/247  (requires log-in)

[kategriffin]

@CatalinaP Thank you for walking us through the practice exam. I found taking it very helpful and love that it provides you with the areas to work on before taking the final. 

[CatalinaP]

Hi team, let's go over the three main functionalities of Marketo forms today.

Marketo forms come with advanced functionalities that enhance the user experience and improve data accuracy. Three important features include input masking, visibility rules, and progressive profiling. Here’s a detailed look at each of these features:

Input Masking

Definition: Input masking ensures that data entered into form fields follows a specific format. This is particularly useful for fields like phone numbers, dates, and credit card numbers.

Benefits:

• Data Consistency: Ensures uniform data entry, reducing errors.
• User Guidance: Helps users enter data in the correct format by providing a visual cue.

Implementation:

• Step 1: In the form editor, select the field you want to apply input masking to (e.g., a phone number field).
• Step 2: In the field properties, enable input masking and specify the format (e.g., (###) ###-#### for a phone number). Make sure the Field Type is set to Text. Input masking only works with Text Field Types.
• Step 3: Save and preview the form to ensure the input mask works as intended.

Example: For a phone number field, you might apply an input mask of (999) 999-9999, which formats the number as (123) 456-7890 as the user types.

Visibility Rules

Definition: Visibility rules allow you to show or hide form fields based on the values entered in other fields. This dynamic functionality helps create a more relevant and streamlined form-filling experience.

Benefits:

• Enhanced User Experience: Reduces the amount of information users need to fill out by only showing relevant fields.
• Improved Data Quality: Ensures users only see fields that apply to them, reducing the chance of incorrect or irrelevant data being entered.

Implementation:

• Step 1: In the form editor, select the field that will trigger the visibility rule (e.g., a dropdown menu).
• Step 2: Define the visibility rule by specifying the conditions under which other fields should be shown or hidden.
• Step 3: Apply the rule to the target fields and test the form to ensure the rules function as expected.

Example: If a user selects "Yes" for "Are you interested in our premium service?" a new set of fields (e.g., "Preferred Service Package") appears. If they select "No," those fields remain hidden.

Progressive Profiling

Definition: Progressive profiling gradually collects more information about a lead over time through multiple form interactions, rather than asking for all information upfront. This reduces form abandonment and improves the user experience.

Benefits:

• Reduced Form Abandonment: By asking fewer questions at a time, users are more likely to complete forms.
• Deeper Insights Over Time: Collects comprehensive data without overwhelming the user, leading to more complete profiles over multiple interactions.

Implementation:

• Step 1: In the form editor, identify fields for progressive profiling and mark them as such (make sure to enable Progressive Profiling feature by accessing Form Settings- Settings - Progressive Profiling- Enabled).
•  
• Step 2: Set up the order in which fields should appear over multiple form interactions.
• Step 3: Configure rules so that when a user who has already filled out certain fields returns, new fields are displayed instead of the ones they’ve already completed.

Example: On a first visit, a user might be asked for their name and email address. On subsequent visits, the form might ask for their job title and company name, while the previously collected information remains hidden.

Practical Applications

1. Event Registration Form:

   • Input Masking: Apply input masks to phone number fields to ensure consistent formatting.
   • Visibility Rules: Use visibility rules to show additional dietary preference fields only if the user indicates they have dietary restrictions.
   • Progressive Profiling: Initially ask for basic contact information and gradually collect more details such as company size and role in future interactions.

2. Newsletter Signup Form:

   • Input Masking: Ensure email addresses are entered correctly by validating the format.
   • Visibility Rules: Display interest categories only if the user opts to customize their newsletter preferences.
   • Progressive Profiling: Start with email and name, and later request additional information like industry or job title in future form interactions.

3. Demo Request Form:

   • Input Masking: Format phone numbers and zip codes correctly.
   • Visibility Rules: Show a field for preferred demo times only if the user selects “Request a Demo.”
   • Progressive Profiling: First capture name, email, and company name, then ask for specific product interests and additional contact details in follow-up forms.

By leveraging input masking, visibility rules, and progressive profiling, Marketo forms can significantly enhance user experience, improve data accuracy, and optimize lead generation and nurturing processes.

[CatalinaP]

Hi team, @Kady-anne , @aisha_owens , @megangregory , @kategriffin , @nkhan2 , @sahil_1512 - something to think about:

when should we use smart lists instead of segmentation, and vice versa? Can you think of some examples? Eager to hear your thoughts on this. 🙂 

[kategriffin]

@CatalinaP I use smart lists for dynamic and behavior-based targeting, where the criteria might change frequently, and immediate updates are necessary. I opt for segmentation when we need stable, mutually exclusive groups for consistent targeting and personalized dynamic content.

[Kady-anne]

Thanks! @CatalinaP 😊 At Dayforce, I'll use smart lists for email campaigns when I need to target contacts based on changing criteria, like those who haven't loaded funds onto their DFW card within a certain time after activation. I'll use segmentation for creating fixed groups to send consistent content, such as regional newsletters like our Bi-Weekly EMEA Prospect Newsletter and Monthly AMER Customer Newsletter.

[CatalinaP]

Thank you for sharing this @Kady-anne 🙂 

[aisha_owens]

Good morning and afternoon everyone!

I think we'd use a smart list instead of segmentation when we want to be more flexible with the contact's parameters. For example if a contact clicks on a link or attends/registers for an event but for segmentation we'd want to use that if a contact lives in a certain country or speaks a specific language?

[CatalinaP]

Hi Aisha, that’s a good example. Good job 🙂
Smart Lists: Use for flexible, real-time targeting based on behaviors and actions.
Segmentation: Use for more stable categorization based on demographic or firmographic data.
Your examples align with this:
Smart List: Targeting contacts who click a link or register for an event.
Segmentation: Categorizing contacts based on their country or language.

[CatalinaP]

Let's continue our learning addressing Segmentation in Marketo.

Segmentation in Marketo is a powerful feature that allows you to divide your audience into distinct groups based on specific criteria. Here’s an overview of how segmentation works in Marketo and how you can use it effectively:

• https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/personalization/segmentation-a...

You can create up to 20 segmentations with 100 segments each.

A person will qualify for the first matching segment in the order defined.

Creating Segments in Marketo

Here’s a step-by-step guide to creating segments in Marketo:

Access the Database: Go to the “Database” section in Marketo.

Click on “Segmentation” and then “New Segmentation.”

Name your segmentation and provide a description if necessary.

Define Segment Rules:

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/personalization/segmentation-a... 

Add segments by specifying the criteria for each segment.

Criteria can include demographic details (e.g., age, gender), firmographic information (e.g., company size, industry), behavioral data (e.g., email opens, website visits), or any custom fields.

Order of Segments:

Segments are evaluated in order from top to bottom. If a record meets the criteria for multiple segments, it will be placed in the first segment for which it qualifies.

You can drag and drop segments to rearrange the order.

Activate the Segmentation:

Once you’ve defined all segments and set the order, activate the segmentation. This will process the database and assign records to the appropriate segments.

Using Segments

Smart Campaigns: Use segments as filters in smart campaigns to target specific groups with tailored messages.

Dynamic Content: In emails or landing pages, use dynamic content to show different versions of content to different segments.

Analytics: Analyze performance metrics (open rates, click-through rates, conversions) by segment to understand what works best for each group.

Best Practices

Keep it Simple: Start with a few key segments and expand as you gather more data and insights.

Regular Updates: Regularly review and update segmentation criteria to ensure they remain relevant as your audience and business goals evolve.

Data Quality: Ensure your data is accurate and up-to-date, as poor data quality can lead to ineffective segmentation.

Examples of Common Segments

Geographic Segments: Based on location (e.g., country, region, city).

Demographic Segments: Based on age, gender, income, education level.

Firmographic Segments: Based on company size, industry, job role.

Behavioral Segments: Based on past interactions with your brand (e.g., purchase history, website activity).

Engagement Segments: Based on how engaged individuals are with your content (e.g., frequent openers, inactive subscribers).

[CatalinaP]

Hi team, let's discuss Communication Limits.

In Marketo, communication limits are settings that help manage the number of emails a person receives within a certain period. These limits ensure that leads are not overwhelmed by too many messages, which can help prevent unsubscribes and maintain engagement. Here are the key aspects of communication limits in Marketo:

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/administration/email-setup/ena...

1. Setting Communication Limits:

• Go to the Admin panel.
• Navigate to Communication Limits section.
• You can set daily and weekly email limits for your entire database.

2. Daily and Weekly Limits:

• Daily Limit: The maximum number of emails a lead can receive in one day.
• Weekly Limit: The maximum number of emails a lead can receive in one week.

1. Managing Exceptions:

• Certain critical emails can be marked as operational, which allows them to bypass communication limits. These emails are typically transactional or essential communications.
• You can designate specific emails as high priority to override the limits for certain campaigns or leads.

1. Best Practices:

• Regularly review and adjust communication limits based on engagement data and feedback.
• Segment your audience to tailor email frequency based on user preferences and behaviors.
• Combine email campaigns with other marketing channels to reduce the reliance on email and avoid hitting communication limits.

Apply Communication Limits to Smart Campaign

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/administration/email-setup/ena...

Applying communication limits to Smart Campaigns in Marketo ensures that your leads are not overwhelmed with too many emails, which can lead to higher unsubscribe rates and lower engagement.

This applies only to batch campaigns and email programs.

Here's how you can apply communication limits to Smart Campaigns:

Go to Admin section, click Smart Campaign, click Edit, enter a limit, and then click Save.

This limit is applied to all the Smart Campaigns but can be overridden at campaign level.

Learn how to override person restrictions in a Smart Campaign: https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/core-marketo-concepts/smart-ca...

By effectively using communication limits in Marketo, you can enhance the effectiveness of your email marketing efforts while maintaining a positive relationship with your audience.

[kategriffin]

Thanks, @CatalinaP!  We use limits, and I sometimes face issues where I need to send emails outside of our designated send days while staying within our limits. It's great to know that we can designate specific emails as high priority to override the limits for certain campaigns or leads.

[CatalinaP]

Hi team,

It looks like Monday brings good news!

You can now fill out the following form to apply for a 50% discount on the exam fee as a thank you for your participation in the Adobe Marketo Engage Community Mentorship Program.

https://forms.office.com/r/M0QZUCbAKG

Please let me know if you can access the form.

[megangregory]

I get an error message on the form -says I am not connected.  Not sure what else to try on that?

[CatalinaP]

Hey, Megan, it works just fine for me. If the issue still persists, try refreshing the page or accessing the link multiple times until the content loads. 
Team, is it working for the rest of you?
@Kady-anne 
@aisha_owens 
@kategriffin
@nkhan2
@sahil_1512

[aisha_owens]

@CatalinaP Yes, I was able to successfully complete the form! Thank you!

[Kady-anne]

Hey @CatalinaP & @megangregory yes, I was able to successfully complete the form. You may need to sign-out, then sign-in again.

[megangregory]

Yes got it working!  Had to refresh the screen a few times and then it worked!

[CatalinaP]

Hi team,

Before we move on to a new lesson, let's test our knowledge on the email program with a quick quiz. Also, don't forget about the quiz posted last week!

1. Which of the following is the first step when creating an email program in Marketo?

a) Creating email templates

b) Setting up smart campaigns

c) Creating a new program

d) Defining the smart list criteria

2. In Marketo, what is the main function of an email template?

a) To segment contacts based on behavior

b) To automate email sending schedules

c) To provide a consistent design and layout for emails

d) To track email performance metrics

3. What is the purpose of a "Smart List" in Marketo's email program?

a) To manage email scheduling

b) To design the email content

c) To define the criteria for targeting specific contacts

d) To analyze campaign performance

4. Which action cannot be included in the flow steps of a smart campaign in Marketo?

a) Send Email

b) Add to List

c) Modify data value

d) Create a new program

5. How do you measure the success of an email program in Marketo?

a) By the number of emails sent

b) By the detailed metrics in the Analytics section

c) By the total number of contacts in the smart list

d) By the number of email templates created

6. What is the role of member statuses in a Marketo program channel?

a) To create dynamic email content

b) To track the progression of contacts through the program stages

c) To design the email layout

d) To set up email scheduling

Please select the most appropriate answer for each question and share your answers with the team by Tuesday, June 11. 

[megangregory]

Here are my answers:

1. Which of the following is the first step when creating an email program in Marketo?

a) Creating email templates

b) Setting up smart campaigns

c) Creating a new program

d) Defining the smart list criteria

2. In Marketo, what is the main function of an email template?

a) To segment contacts based on behavior

b) To automate email sending schedules

c) To provide a consistent design and layout for emails

d) To track email performance metrics

3. What is the purpose of a "Smart List" in Marketo's email program?

a) To manage email scheduling

b) To design the email content

c) To define the criteria for targeting specific contacts

d) To analyze campaign performance

4. Which action cannot be included in the flow steps of a smart campaign in Marketo?

a) Send Email

b) Add to List

c) Modify data value

d) Create a new program

5. How do you measure the success of an email program in Marketo?

a) By the number of emails sent

b) By the detailed metrics in the Analytics section

c) By the total number of contacts in the smart list

d) By the number of email templates created

6. What is the role of member statuses in a Marketo program channel?

a) To create dynamic email content

b) To track the progression of contacts through the program stages

c) To design the email layout

d) To set up email scheduling