Executable campaigns are a powerful new feature designed to allow you to make your campaign logic modular, reusable and maintainable. However, staying within the limit of three nested executables can be difficult when your campaign trees get complicated. This article describes a simple method of classifying your executables into three categories to help you stay within the nesting limits while also remaining productive.
Three Categories for Executable Campaigns
This classification system has three categories with simple definitions:
Tier 1: These campaigns may not be executed by other executable campaigns
Tier 2: These campaigns may not execute other Tier 2 campaigns
Tier 3: These campaigns may not execute any other campaigns
By classifying your campaigns in this way, and abiding by their restrictions, you can avoid bumping up against the nesting limit.
Now we have a way to avoid the nesting limit, but how should you map your existing campaign logic and lifecycles into these categories? Let’s look at Tier 3 first, as it is the foundation of this model
Tier 3 – Task/Unit - May Not Execute Any Other Campaigns
Tier 3 cannot execute any other campaigns, and this is where individual tasks should be implemented. Your organization can define what a task is in this context, but I think that it is useful to borrow the definition of unit from software development: A unit is the smallest testable part of any software. In the context of Marketo, a unit is the smallest testable part of any campaign.
Let’s look at a common example for lead lifecycles: Taking a country input and outputting a country code to a different field.
The above is an abbreviated example using flow-step choices to match the value of Country to a particular country code. Supposing we wrote a test for this, we would expect a lead who enters the flow with an empty value of “United States of America” to receive a Country Code value of “US”.
This or similar steps could be a unit for your business, but you do not need to limit your units to single steps. Your Tier 3 task campaigns should tend to be short sequences of work which are used in multiple contexts
Tier 2 – Orchestration – May Not Execute Other Tier 2 Campaigns
Tier 2 (as well as Tier 1) are more flexible than Tier 3 campaigns as they can execute other campaigns themselves. These executables can be used to string sequences of other campaigns together alongside standalone flow steps. An example would be a Standard Data Enrichment campaign. Where normalizing a country code is a unit or task, this is a sequence of one or more data enrichment tasks that can be maintained and modified separately from the logic of the individual tasks themselves
Tier 1 – Last-Mile – May Not Be Executed by Other Executable Campaigns
You may find that your business does not need to use Tier 1 campaigns, and that you can satisfy your organizational needs with just Tier 2 & 3 campaigns. However, Tier 1 campaigns allow an additional layer of flexibility for you to manage your campaigns. Typically, one of these campaigns will call a mix of individual flow steps, and Tier 2 & 3 campaigns to assemble a flow for a typical lifecycle event, like a Standard New Lead Flow. These typically include data enrichment, normalization, scoring, and routing flows, which can be created as tier 2 or 3 campaigns.
[FAQ attached below this article]
On August 31, 2020, Marketo Engage will implement a new retention policy specifically for Sent & Delivered Email activities. Under this policy, data for these two activity types will be stored for a rolling 90-day period from the activity date for use in Smart Lists. This is a change from the current default retention period of 25 months, and from the current Extended Data Retention subscription option period of 37 months.
Upon the policy taking effect, data older than 90 days for these two activities will be deleted and no longer available for export. Any Smart List with the “Was Sent Email” and “Was Delivered Email” filters (including NOT Was Sent and NOT Was Delivered) should be updated to ensure the maximum lookback date is 90 days. If the lookback date is greater than 90 days, the Smart List will continue to function, but only activities that are 90 days old or less will qualify.
In 2020, we are improving critical parts of the underlying Marketo Engage infrastructure, including Batch campaign processing, similar to the Trigger campaign improvements made in 2019. This new infrastructure, in combination with the new retention policy, is expected to result in shorter lead time with large email sends and faster segmentation processing to deliver significantly faster processing to our customers. Note, the revised retention policy is one, among several, aspects that come together to deliver this improved performance, but broadly speaking reduced retention helps with faster database look ups and search across the run-time infrastructure.
What's NOT Changing?
Aggregated data – including Reports, Dashboards, and Analytics – will not be affected by this change (unless they reference a Smart List with these activities). The new policy will not affect any activity type other than Sent and Delivered (for example, Was Opened activity data is not affected). Further, this change does NOT affect Engagement Program casts.
What Customer Actions Are Needed?
First, you'll want revisit where and how you're using these two activity types. Audit your Smart Lists and ensure the date ranges for these two activity types are less than 90 days - if you must use a date greater than 90 days, we suggest running a process to export to an external system. You will need to create this before the new retention policy takes effect on August 31, 2020. Information on how to export activities using APIs can be found on our Developers Documentation website.
We appreciate you understanding as we move toward an enhanced Marketo Engage experience for all customers. Please download and review the FAQ attached below for further suggestions, workarounds and additional information.
Author: Matt Zilli The marketing organization has been in a renaissance, moving from a model where every type of marketing is handled in a silo toward a more holistic model that’s structured around the customer lifecycle. It’s about time. Traditionally, customers have come to us with marketing departments organized in every which way. In the long run, the model that’s proves itself time after time is a marketing department structured around the customer experience, one that makes sure that customers get consistent and progressive messaging from their first touch all the way through their entire journey—no matter where that journey takes them. In other words, marketing organizations have to be nimble enough to allow for a panoply of customer experiences—sort of like those “make your own ending” storybooks where every choice reveals a new plotline, which is essentially what each buyer experiences with your brand. 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According to Content Marketing Institute’s annual B2C Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America report, of the 12 tactics consumer marketers consider most effective, a healthy nine of them are digital marketing approaches: email newsletters, social media, mobile apps, videos, online presentations, microsites, website articles, webinars and webcasts, and blogs—with the rest being in-person events and creatives (photos/illustrations and infographics). And their B2B report echoes similar results, with the most effective digital marketing tactics being webinars/webcasts, email newsletters, blogs, videos, and online presentations. Their other tactics, aside from in-person events, involve different forms of content that can be hosted online: case studies, whitepapers, research reports, and infographic. Unfortunately, a lot of traditional organizations are stuck in hub-and-spoke mode, with email marketing, social media marketing and mobile marketing arms simply tacked onto their traditional core marketing department—which is often most adept at legacy mass marketing that’s becoming ever less relevant. Some organizations with this old-school approach refuse to see the marketing experience through the modern customer’s eyes. What Exactly Is Your Customer Looking For? Customers don’t think of themselves as “email customers” or “Facebook customers” or “mobile customers.” They expect and deserve open access to the same information on any platform, a unified, omni-channel experience that unfolds organically wherever they are. If they see a post on Facebook about a great deal on a product, but didn’t have time to click “buy” before they walked out the door, they want to be able to go right to your website from their smartphone while they’re standing in line at the post office and get the same deal without having to go back and scroll through their Facebook timeline (in fact, this happened to me recently). But when marketing organizations are siloed, the customer experience becomes disjointed. The social media department can’t always coordinate with the website department to ensure that your customer sees the same information on every channel. Customers are apt to receive duplicate or even conflicting messages, and once they’re stuck in the quagmire of your duplicate marketing messages, they quickly lose faith. To give your entire team insight into the whole customer experience, you need a marketing organization devoted to that experience—and you need the tools to support it. Both your internal organization and your technology must allow you to read/listen and respond to customer behavior in the moment. Why You Need to Spend Even More on Digital Marketing Of course, to reorganize your marketing team, you need the budget. Less dollars are going into traditional offline marketing channels, and are instead going into digital marketing. And unless your company has been hiding under a rock for most of the last decade, you’ve probably already increased your digital marketing budget pretty substantially to accommodate the need for a website, social media presence, and email marketing campaigns (at the very least). In fact, Gartner’s CMO Spend Survey 2015-2016: Digital Marketing Comes of Age , published November 2015, reports that digital marketing budgets increased 10% from 2014 to 2015, and this amount will continue to increase this year, primarily going to social marketing, digital commerce, marketing analytics, customer experience, and advertising operations. These days, digital marketing is marketing. In fact, 98% of marketers acknowledge that the online and offline channels are merging and a third of marketers already have their digital techniques fully incorporated into their marketing operations, according to Gartner. And here’s why: Your customers are online, so that’s the natural place to talk to them. Pew Research Center reports that 84% of American adults use the internet, with adoption increasing over the years across all age groups, and a fifth of Americans go online almost constantly. Digital marketing is faster than offline channels. In a world where buyers demand immediate, relevant information, it’s infinitely easier to fulfill those demands via digital channels because we can listen to the requests and automatically respond. Even the best direct mail piece still takes a few days to arrive. Besides putting money where it counts, spending on digital marketing makes for better tracking of marketing ROI. 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