🗣️ [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 

[Kady-anne]

Hey Team! Please see responses for this week's quiz 🌟

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

[kategriffin]

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

[CatalinaP]

It's Quiz Time! 

Hi team,

I hope you all had the chance to go over the shared documentation on Module 1. Please let me know if you have any questions or if there are any topics that need additional clarification.

Meanwhile, let's practice what we have learned so far with a quick quiz.

1. What is the purpose of a smart list in a Marketo email program?

   • a) To create email templates
   • b) To define the criteria for who will receive the email
   • c) To schedule the email send time
   • d) To track email performance

2. What actions can be included in the flow step of a smart campaign?

   • a) Send Email
   • b) Wait
   • c) Add to List
   • d) All of the above

3. Which section in Marketo provides insights into the performance of an email campaign?

   • a) Design Studio
   • b) Marketing Activities
   • c) Analytics
   • d) Smart List

Instructions:

1. Please select the most appropriate answer for each question.
2. Share your answers with the team by Wednesday, June 5. 

Thank you for participating!

[megangregory]

Hi team - here are my answers:

1. What is the purpose of a smart list in a Marketo email program?

   • a) To create email templates
   • b) To define the criteria for who will receive the email
   • c) To schedule the email send time
   • d) To track email performance

2. What actions can be included in the flow step of a smart campaign?

   • a) Send Email
   • b) Wait
   • c) Add to List
   • d) All of the above

3. Which section in Marketo provides insights into the performance of an email campaign?

   • a) Design Studio
   • b) Marketing Activities
   • c) Analytics
   • d) Smart List

[Kady-anne]

Please see responses highlighted below - thanks all 🌟

1. What is the purpose of a smart list in a Marketo email program?

   • a) To create email templates
   • b) To define the criteria for who will receive the email
   • c) To schedule the email send time
   • d) To track email performance

2. What actions can be included in the flow step of a smart campaign?

   • a) Send Email
   • b) Wait
   • c) Add to List
   • d) All of the above

3. Which section in Marketo provides insights into the performance of an email campaign?

   • a) Design Studio
   • b) Marketing Activities
   • c) Analytics
   • d) Smart List

[CatalinaP]

Hi team, let's continue to dive deep into Module 1 by learning more about Marketo Programs.

In Marketo, a program is a container for managing and organizing various marketing activities. 

Structure of a Program:

- Smart Campaigns: Within a program, smart campaigns automate the execution of marketing activities based on predefined criteria and actions.
- Smart Lists: These are dynamic lists that segment your audience based on specific filters and criteria.
- Email and Landing Page Assets: Programs include email templates and landing pages tailored to specific campaigns.
- Reports and Analytics: Programs feature reporting tools to analyze performance and measure success.

*Assets- customizable content such as Emails, Landing Pages, Forms, Polls and so on. 

Types of Programs in Marketo

1. Email Programs:

• Used for creating, sending, and tracking email campaigns.
• Includes features for A/B testing, scheduling, and performance analytics.

1. Engagement Programs:

• Designed for lead nurturing through a series of content delivered over time.
• Utilizes streams and cadences to manage the flow of content to different audience segments.

1. Event Programs:

• Manages marketing events such as webinars, conferences, and trade shows.
• Includes tools for registration, reminders, and follow-up communications.

1. Default Programs:

• Flexible programs that can be used for various marketing activities not covered by the other types.
• Often used for operational tasks, such as lead scoring and data management.

Example:

Imagine you are running a new product launch campaign. You can create a program specifically for this campaign, which would include:

• Email Campaigns: To announce the launch and send follow-up emails.
• Engagement Campaigns: To nurture leads with relevant content leading up to the launch.
• Event Campaigns: To manage launch events, webinars, or live demos.
• Tracking and Reporting: To measure the success of the campaign, track engagement, and analyze conversion rates.

Lesson 2: Building an Email Program

Marketo documentation: https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/email-marketing/email-programs...

Steps to Create an Email Program in Marketo

1. Create a New Program:

• Navigate to the Marketing Activities section.
• Click on "New" and select "New Program."
• Choose "Email" as the program type, give it a name, and select a folder to store it in.

1. Set Up Email Templates and Assets:

• Email Templates: Create or import a template that follows your branding guidelines.
• Email Assets: Use the template to create the actual email content, ensuring it is engaging and relevant to your audience.

1. Configure Smart Campaigns:

• Smart List: Define the criteria for who will receive the email. This could include segmentation based on demographics, behavior, or other attributes.
• Flow: Set the actions for the campaign, such as sending the email, waiting a specified period, and then performing follow-up actions.
• Schedule: Determine when the email will be sent. You can set it to run immediately or schedule it for a future date and time.

1. Track Performance:

• Use Marketo’s analytics to monitor the performance of your email campaign.
• Track metrics such as open rates, click-through rates, conversions, and other key performance indicators (KPIs).

Hands-On Exercise

Exercise: Creating an Email Program

Step 1: Create the Program

• Go to Marketing Activities > New > New Program.
• Select "Email" as the program type.
• Name your program (e.g., "Welcome Campaign") and choose the appropriate folder.

Step 2: Set Up Email Templates and Assets

• Navigate to Design Studio > New > New Email Template.
• Create a template that includes your company’s branding elements.
• Use this template to create an email asset by going to Marketing Activities > New > New Email.

Step 3: Configure a Smart Campaign

• In your program, go to New > New Smart Campaign.
• Name the campaign (e.g., "Welcome Email Send").
• Smart List: Define the target audience (e.g., new subscribers).
• Flow: Add actions like "Send Email" and choose the email asset you created.
• Schedule: Set the schedule for when the email should be sent.

Step 4: Track Performance

• After the campaign runs, go to the Analytics section.
• Review metrics such as open rates, click-through rates, and conversions to evaluate performance.

Key Points

Email Program- use criteria: when you are sending out a single email once to a group of people at a specific date and time.

Special features:

• Can send emails in the recipients’ time zone
• Advanced email A/B testing functionality
• Can be nested within the Event Program and Default Program
• An automatic visual Email Dashboard report

Smart List

Definition:

• A smart list is a dynamic list that automatically updates based on predefined criteria or filters. Contacts are included or excluded from the list in real-time as they meet or no longer meet the criteria.

Features:

• Dynamic Updates: Automatically includes or excludes contacts based on changes in their attributes or behaviors. For example, if a contact's lead score increases, they might be added to a smart list designed to capture high-scoring leads.
• Criteria-Based: Created using a set of filters and rules that define which contacts should be included. These filters can be based on demographics, behaviors, engagement history, and more.
• Real-Time: Always up-to-date, reflecting the most current state of your database as contacts' information changes.
• Use Cases: Ideal for segmenting contacts for targeted marketing activities, such as sending emails to all contacts who have downloaded a specific whitepaper in the last 30 days.

Example:

A smart list that includes all contacts who have opened an email in the last 7 days and are located in North America.

Static List

Definition:

• A static list is a fixed list of contacts that does not automatically update. Contacts must be manually added or removed from the list.

Features:

• Manual Updates: Contacts remain on the list until manually added or removed. It does not change automatically based on contact attributes or behaviors.
• Snapshot-Based: Represents a specific group of contacts at a particular point in time.
• Fixed Membership: Useful for situations where you want to maintain a consistent group of contacts regardless of changes in their attributes or behaviors.
• Use Cases: Ideal for one-time campaigns or events, such as sending a reminder email to attendees of a past webinar.

Example:

• A static list of all attendees from a specific trade show, compiled manually after the event.

When to Use Each:

• Smart List:
• When you need a constantly updated list of contacts based on specific criteria.
• For ongoing campaigns that require real-time segmentation.
• When targeting groups of contacts whose membership can change frequently.
• Static List:
• When you need a fixed group of contacts for a specific purpose or point in time.
• For one-off email blasts, event invites, or specific project lists.
• When the group of contacts does not need to change automatically.

Program Channel

In Marketo, a program channel is a main element that helps categorize and track the different types of marketing activities you are executing within a program. It defines the nature of the program and outlines the stages or steps a lead or contact goes through within that program. Essentially, channels help you manage and measure the effectiveness of your marketing efforts by providing a framework for organizing and reporting on program performance.

Key Aspects of Program Channels

1. Channel Type:
• The type of activity the program is designed for, such as email campaigns, webinars, trade shows, or online ads. Each channel type will have specific attributes and stages associated with it.
2. Member Statuses:
• Channels include predefined member statuses that reflect the progress of leads or contacts through the program. These statuses help track engagement and success at different stages. For example, a webinar channel might include statuses like "Invited," "Registered," "Attended," and "No Show."
3. Reporting and Metrics:
• Channels enable consistent reporting across similar types of programs by standardizing the statuses and progression stages. This consistency allows for more accurate comparison and analysis of program performance.
4. Customization:
• Marketo allows customization of channels to fit the specific needs of your marketing strategy. You can define custom channels and member statuses that align with your unique processes and goals.

Example of Program Channels and Member Statuses

Email Program Channel

• Member Statuses:
• Sent: The email has been sent to the contact.
• Delivered: The email was successfully delivered to the contact’s inbox.
• Opened: The contact opened the email.
• Clicked: The contact clicked a link within the email.
• Bounced: The email bounced and was not delivered.

Webinar Program Channel

• Member Statuses:
• Invited: The contact has been invited to the webinar.
• Registered: The contact has registered for the webinar.
• Attended: The contact attended the webinar.
• No Show: The contact did not attend the webinar.
• Attended On-Demand: The contact watched the webinar recording at a later time.

[megangregory]

Hi Everyone!

I'm excited to be here!  I too am in Atlanta.  I have my own startup marketing agency which grew out of work I did previously as an employee.  One of my clients today uses Marketo and I have been the co-manager on that project with the Dir of Demand Gen.  It is an amazing program we have built!  Because I have enjoyed this project so much, I would like to take on more projects and help grow those types of clients.  I am excited for the certification program to help fill in any gaps I may have and use that as a springboard to adding on more Marketo projects.

We use Marketo to run a global nurture program, monthly newsletters for customers and partners, an internal newsletter for the training program communication, NPS management, Win/Loss Program and all event management - they do about 50 events a year!  It's a robust program and we are always looking for new ways to use automation.

We migrated from Pardot and so we LOVE Marketo so much - tons of flexibility and a great program!

Look forward to meeting everyone!  Let's connect on LinkedIn!

P.S. a Fun Fact about me, is my name is spelled Megan - but pronounced Mee-gan with long e.  Yes everyone gets it wrong but then once you learn it, it sometimes messes up your other Megan friends - ha ha!

[Kady-anne]

Hi Mee-gan @megangregory !

Your startup marketing agency sounds impressive/ inspiring, and it’s great to hear about your success with Marketo. Looking forward to connecting and learning more from your experiences!

[aisha_owens]

Hello everyone!

Super excited to meet you all! 🌟

My name is Aisha and I am based in Atlanta, Georgia! I am an Email Nurture Program Specialist at Jamf Software, responsible for 400+ emails for my organization! I also didn't have much marketing experience prior to this role, and had no Marketo experience prior to this role but I had a background in Sales and Customer Success so I am able to understand the customer journey and implement that into this role.

Super excited to meet and learn with you all! Connect with me on Linkedin!

[CatalinaP]

Let's start the learning journey with the first module in the curriculum.

I will divide the module into several lessons so that we can go through it in a structured way. 

Section 1: Building and managing programs (39%)

Objectives:

Understand the basics of Marketo programs.
Learn how to build and manage different types of programs.
Develop skills to optimize program performance.

Introduction to Marketo Programs

Lesson 1: Introduction to Marketo Programs

Topics:

Understanding Marketing goals and Strategy

Overview of Marketo Engage and its key features.
Types of programs in Marketo: Email, Engagement, Event, Default.
The importance of programs in marketing automation.

Activities:

Reading Assignment 

Fundamentals:

- Goals and Strategy: https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/fundamentals/goals-and-strategy-l... 

- Organizational Structure: https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/fundamentals/organizational-struc... 

- Content Marketing: https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/fundamentals/content-marketing-le... 

- Buyer Personas: https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/fundamentals/buyer-personas-learn 

- Programs and Campaigns: https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/fundamentals/programs-and-campaig... 

- Navigate the Marketo Engage User Interface: https://experienceleague.adobe.com/en/docs/experiences-by-you/experiences-by-you/marketo-engage/fund... 

- Best practices for creating foundational programs: https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/fundamentals/best-practices-for-c... 

- Personalize with token - https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/fundamentals/personalize-with-tok... 

Additional documentation on programs: 

- https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/programs-and-campaigns/understand... 

Key Points:

• Programs are the building blocks of marketing activities in Marketo, providing a structured way to manage and automate tasks.
• There are four main types of programs: Email, Engagement, Event, and Default, each serving different purposes and goals.
• Effective use of programs can enhance marketing efficiency, consistency, and effectiveness.

Task: Read the documentation and summarize the key points.

Reflection Questions:

• Reflect on how you currently manage marketing campaigns and the potential benefits of using Marketo programs.
• How can organizing your marketing activities into programs improve efficiency?
• What are the potential challenges you might face when implementing Marketo programs, and how can you overcome them?

Summary of Lesson 1

In this lesson, we've introduced Marketo Engage and the different types of programs it offers. Understanding these basics is crucial as we move forward to more detailed aspects of building and managing these programs.

[CatalinaP]

Hi team,

Here are the main details related to Adobe Marketo Engage Professional Certification:

Exam details

• Level: Professional (0-12 months’ experience)
• Passing Score: 36/55
• Time: 110 mins
• Delivery: Online proctored (requires camera access)

Minimum experience
You should have:

Approximately 6 months’ hands-on experience
The ability to understand the marketing needs expressed by task requirements in order to apply a technical solution
The ability to build a simple program from beginning to end
The ability to create a Smart List and Smart Campaign
Knowledge of how to create segmentations
An understanding of Data review (cleanup)
An understanding of Database (how to create people, Activity Log, unsubscribe, blocklist, email invalid concepts)
The Ability to understand the importance of privacy regulations
Understanding of Email marketing

https://experienceleague.adobe.com/en/docs/certification/program/technical-certifications/ame/ame-pr... 

[CatalinaP]

Hi everyone, welcome aboard! I'm really happy you decided to take the next step! Don't hesitate to ask questions or share your thoughts and ideas. Let's make this a great journey together!

[sahil_1512]

Hello Everyone,

Eagerly looking forward to this and learning a lot from @CatalinaP and grow together with fellow members.

I'm based in New Delhi, India. Currently working as a Sr. Executive - Marketing with AdvantageGo.

I would like to connect with you all....here's my LI - https://www.linkedin.com/in/sahilchauhan15/

Cheers!

Sahil

[megangregory]

Thanks for connecting!

[Kady-anne]

Welcome everyone! Super excited to be upskilling alongside you. I've added some small details about myself to get the ball rolling and can't wait to e-meet you all 😊

• Based in Canada (Brampton, ON)
• Marketing Automation Specialist at Dayforce
• Fun fact: I have no Marketing experience. However leaders at my company believed I had a natural affinity for all things automation and so I was hired to the team Jan 3, 2024

[megangregory]

I love that for you!  To be seen for your strengths and potential is a wonderful gift.  You must have really demonstrated that to them.  Can't wait to see all the good things you achieve after this training!