🗣️ [Mentor Josh Hill] 🌟 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, Josh Hill (@Josh_Hill13) 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 Architect Master (AD0-E560) exam, through to the end of the program.  

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

 

 

Josh Hill is a marketing technology and operations leader who builds go-to-market infrastructure for the full customer lifecycle. He has led global martech teams delivering large scale lead flow, campaign operations, and omnichannel capabilities. He has 20+ years of experience in technology, sales, and B2B marketing. Over his career Josh has worked with dozens of organizations and thousands of marketing operations professionals to accelerate their funnels and careers. 

Aspirants mapped to @Josh_Hill13 

1. @Carlito_Jay_Ala 
2. @Zoe_Forman 
3. @Vinay_Kumar 
4. @sydney 
5. @EdusBro
6. @Blake-Lucid 
7. @caseytmuller 

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 Josh, 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 Josh 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 Architect Master (AD0-E560) 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 

[Josh_Hill13]

Let's talk about RCM/RCE.

Key Topics that usually are on the exam

• Period Costs and how they are attributed across Success points and Programs
• What the Program Analyzer and Program Cost report will show when certain conditions exist
• Using the Lead Report with "pivot tables" (meaning smart lists to dig into things)
• Attribution of Opps and Revenue based on Success in MT and FT situations.

The success steps are the default ones Marketo provides although that shouldn't really matter for the test. The 

• First time Marketo sees an email address, the first program gets FT credit regardless of Success.
• If an Opp/Lead associated to Program Success wins, then that revenue can be attributed in an FT or MT manner, usually equal weighted in RCE for MT.

[Josh_Hill13]

Anyone have Program Cost or RCE questions that were challenging during a practice exam?

[Josh_Hill13]

@Carlito_Jay_Ala  feeling ready to take the exam? Anything still on your mind?

[Josh_Hill13]

@Carlito_Jay_Ala 

@Zoe_Forman 

@Vinay_Kumar 

@sydney 

@EdusBro

@Blake-Lucid 

@caseytmuller 

Any last questions or concepts you want to go over before the exam?

[Zoe_Forman]

Hi @Josh_Hill13 

I'm not sure I'll ever think I'm ready, but I'm willing to take the plunge in the coming weeks when I receive my voucher.

Thank you for your thought-provoking questions, which made me think and check documentation before answering.

Do you have a couple of sample questions from the exam you can share, or is it similar to the style of MCE with more complexity?

Many thanks for your support throughout this mentor program, Zoe

[Josh_Hill13]

Has anyone scheduled the exam?

@Zoe_Forman I do not have sample questions other than those links I dug up. My team and I used to draft practice questions back in the day for MCE.

From what I can tell this is similar to the RCE exam with some aspects of MCE.

Here's something I found from google

https://go.marketo.com/rs/561-HYG-937/images/MarketoCertification_MCR_APrepGuide2.pdf

https://nation.marketo.com/t5/certification-study-group/gp-p/certification-study-group-discussions

[Josh_Hill13]

I found a lot of my 2015 prep files.

https://drive.google.com/drive/u/0/folders/1Zn800FjU8Ll2dVMhvgUXrRBdv8PizLSQ

I can't guarantee these are still accurate for certain situations, although I doubt a lot changed. Links may or may not work.

[Josh_Hill13]

Reporting and the Success Path Analyzer.

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/reporting/revenue-cycle-analyt...

This is one of the original functions of Marketo and what got me excited to buy! Before the next quiz, look closely at the Reporting documentation as well as the RCM requirements to run it properly. Remember:

1. Revenue Cycle Model Design
2. RCM Build Out >> requires lifecycle smart campaigns to move people in/out of stages
3. Success Path Analyzer, Program Analyzer, and RCE will only show data after the prequisites.

Post screenshots of RCMs you built! (Sandbox safe!)

[Josh_Hill13]

Let's try one of the key topics from Section 2: Marketo Engage Architecture:

Outline an operational procedure for lead routing multiple countries

I'm looking for smart campaigns and how you would leverage the fields involved to be most efficient.

Identify how to manage a change to Lead Scoring for Behaviors within Marketo.

Again, setup a Program and Smart Campaigns. Are you taking advantage of how Marketo scales this up?

[Carlito_Jay_Ala]

Outline an operational procedure for lead routing multiple countries

CA: Assuming that the routing rule is only based on Country, I agree with @Zoe_Forman to use a Segmentation here to try to group the Country (by Region/Territory) and for easier maintenance in the future as well. To operationalize this, I'd propose a smart campaign with the following structure:

Smart List:

- Trigger: Segment Changes

Flow:

- Change Owner: 

> Choice 1: If Region/Territory is North America then X

Choices will go based on the defined rules per Region

Identify how to manage a change to Lead Scoring for Behaviors within Marketo.

CA: I'd meet with Marketing and Sales to define activities and the score appropriate for it. Then from those activities, define which ones are good to score for a hot lead that has potential to be MQLs and then define which ones are for regular score update. After that, make sure to have a Behavior Score field to record the scores.

Then base on that, build several smart campaigns with the following structure:

- For activities defined for MQLs (filled out form on high value pages; online chats; scheduled demos: Build a trigger campaign

> Smart list: fills out form trigger with pages constraint (define high value pages)

> Flow: change score (+20)

- For regular activities: build batch campaigns

For all these, I'd do the usual scaling things like adding score values in a token and then use that token in each flow. I'd also propose to add all these scoring campaigns inside one program.

Then lastly, I'd make sure that we have a score decay in place for inactivities.

[Zoe_Forman]

Answering the first part:

Operational Procedure for Lead Routing in Adobe Marketo for Multiple Countries

Working with Sales Team and other stakeholders Define the Goal

To effectively route leads from multiple countries to the appropriate sales teams using Adobe Marketo's features like smart campaigns, scoring tokens, and segmentations.

 Create custom fields to store lead scores,  and create tokens for each scoring category. For example:

     - {{my.Behaviour Score}}

     - {{my.Demographic Score}}

     - {{my.Geographic Score}}

   - For each token, establish rules based on lead actions and attributes. For example:

     - {{my.Behaviour Score}} increases by 10 for form submissions.

     - {{my.Demographic Score}} increases by 20 for job title matches.

     - {{my.Geographic Score}} increases by 30 for leads from preferred countries.

Create Segmentations

   - Determine the segments based on geographic regions (e.g., North America, EMEA, APAC) or countries.

     - Add segments based on country-specific fields. For example:

     - Segment 1: Countries = [USA, Canada] (North America)

     - Segment 2: Countries = [UK, Germany, France] (EMEA)

     - Segment 3: Countries = [Japan, China, Australia] (APAC)

   - Save and activate the segmentation to make it available for use in smart campaigns.

Set Up Smart Campaigns for Lead Routing and create new smart campaigns for each region.

Activate Campaign Triggers such as:

     - "Data Value Changes" for lead fields.

     - If score = MQL value change status to MQL and hand off to SFDC

     - "Lead Score Changes" to capture significant scoring updates.

Use Filters for Specific Countries in a region to ensure only leads from specific countries enter the campaign. For example:

     - Country = USA, Canada for the North America campaign.

     - Country = UK, Germany, France for the EMEA campaign.

Define Flow Actions:

     - Assigning leads to the appropriate sales teams or queues.

     - Sending Sales Alert email notifications to sales representatives.

     - Changing lead statuses based on the score or geographic location.

Utilise Geographic Fields and filters

   - Use country, region, and city fields to segment leads accurately and route them accordingly.

Person score combines behavioor, demographic, and geographic scores to prioritise high-quality leads – establish MQL score level

Reporting  to track the performance of your lead routing campaigns.

   - Monitor key metrics such as lead response time, conversion rates, and sales feedback.

Optimise Scoring Rules periodically review and adjust scoring rules based on performance data and feedback from the sales team.

Update segmentations as needed to reflect changes in market focus or business strategy.

By following this operational procedure, you can efficiently route leads in  Marketo based on their geographic location and lead scores, ensuring that the right leads are assigned to the appropriate sales teams promptly. Regular discussions with sales team and stakeholders to review business needs, score or segment changes.

[Josh_Hill13]

What are some of the tradeoffs using a Triggered DVC vs Batch vs Another option?

[Zoe_Forman]

As other said Triggers can slow instance and processing creating campaign queues.

Some score values such as MQL need to be trigger to send a sales alert to Sales team and add to CRM campaign.

Demographic or firm/Compnay/Account score values can be weekly as Smart Campaigns.

Score values should be reviewed and updated along with Sales on a regular cadence.

I forgot to mention negative values such as undesirables ( Students & retried), competitors are excluded by segmentation.

Also clip or limit scoring such as anymore than 5 webpages per days received the same as %= visit whether 6 or 16 web page visits.

[Carlito_Jay_Ala]

Please correct me if I am wrong: triggered DVC or any trigger filters uses more resources in the backend. It may not be noticeable with few trigger campaigns but as the org grows, more trigger flows could slow down the instance.

[Josh_Hill13]

That's true. Which is why the use case is important to understand. As Zoe mentioned, MQLs may require a triggered action.

I'd likely only run an Inbound MQL trigger (assuming that's the requirement) because those should get an immediate response. For those who score above the threshold, how sure are we that a triggered vs daily batch is what we want?

[Zoe_Forman]

I think this is based on business needs, resources and is agreed hand off of MQL to Sales is agreed upfront.

If the score is immediate request: Request a Demo,  Call Back, Contact me then a trigger.

If accumulative behaviour score above threshold, based on activity and demographics this can be daily or even weekly batch.

[Josh_Hill13]

Ok! How is everyone doing? Any one have a question about the topics?

Here is a survey we'd like you to take if you have a moment to get an Exam Voucher of 50% off.

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

I'll post new questions soon.

[Vinay_Kumar]

Hi @Jon_Chen @Josh_Hill13 The Exam Prep Guide link is not working. Please check once.

[Zoe_Forman]

@Vinay_Kumar  Try this link: https://app.rockinfo.com/courses/248

Seemed to be 404 problems across exam prep links since Friday.

Today it works if you go  to the Architect  Certificate page. then to the exam prep

@Josh_Hill13   @Jon_Chen 

[Vinay_Kumar]

Thanks @Zoe_Forman. The link is working now.