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.
It happens. You were under a work tsunami. Or better yet, you were on a long overdue vacation. Whatever the reason, you missed the product keynote announcements at Marketo’s Marketing Nation at Adobe Summit this year, but not to worry, we got you covered! This is one of the most exciting times to be a marketer in the history of marketing. The “art” and “science” of marketing are coming together in ways previously unattainable. And we get to create epic end-to-end experiences for our customers bringing together content and more data than ever - from the person to the account - made ridiculously actionable through artificial intelligence. This marks the moment when customer experience management arrives for B2B. Next are three ways Marketo Engage (formerly Marketo Engagement Platform) will transform B2B marketing 2019 together with Adobe Experience Cloud and our partners. 1. B2B Experiences Require Compelling Content and Creative Nothing speaks more to the heart and soul of marketing than creative. And it has a real impact - according to Nielsen , 49% of sales lift can be attributed to creative. And now as part of Adobe, the company that’s driving business through digital experiences and known for its leadership in content and creative, marketers will be able to have the perfect images for every campaign right at their fingertips in Marketo Engage. Asset Selection - Access a whole world of content for your campaigns through Adobe Experience Manager Assets, right as you’re creating a campaign within Marketo Engage. Minimize the back and forth with the Creative team with immediate access to all your approved assets. Creative Editing - With content editing from Creative Cloud embedded inside Marketo, your perfect image can be cropped, rotated, resized and more. No need to import and export images to modify them, now basic editing capabilities will be available in Marketo Engage. Getting amazing creative for your campaigns will be easier, faster and less stressful. 2. B2B Experiences Are Fueled by Intelligence, Data, and Scale The biggest missed opportunity for marketers today is storing, managing, and using all of the data we have to deliver exceptional B2B experiences. At Adobe Summit 2019, Adobe announced Adobe Experience Platform, the industry’s first real-time platform for customer experience management (CXM). We’re plugging Marketo Engage right into the heart of the Experience Platform to unlock a new, data-rich era for B2B marketing. With all your data in one place, regardless of source or type, you’ll have a unified picture of all your target accounts, and the people within them. One way to use the power of this consolidated data is sharing audiences across the different technologies in your marketing ecosystem. Audience Sharing - Create highly personalized experiences across every channel by sharing audiences across and between Marketo Engage and Adobe Experience Cloud - Audience Manager, Target, Ad Cloud and more. This will be the data platform that fuels the B2B experience revolution… keep an eye out for more announcements throughout 2019. Data is also the cornerstone of measurement and Marketo acquired Bizible last year to give every marketer pipeline and revenue attribution across every marketing and sales touchpoint. In 2019, data and visualization start coming together across Marketo Engage and Experience Cloud. Bizible UI Refresh & Visualizations - Bizible is getting a new look and feel as it joins the world of stunning visual analytics from Adobe. And this will come with new visualizations, like an entirely new view into the buyer journey from the individual to the account to an aggregate view. Historical Data from Adobe Analytics - If you use Adobe Analytics, you can bring your historical web data with you to Bizible for B2B attribution. One of the most powerful value-enablers of data is artificial intelligence (A.I.). It promises to improve relevance, create deeper engagement, and improve your business results. And now, Adobe Sensei is accelerating our vision to build A.I. throughout Marketo Engage. One area we’ll use A.I. to completely transform marketing is Events & Webinars, where marketers spend ~25% of their budgets, according to Gartner. Predictive Audiences - Get the most value out of every event, especially in-person events with a financial commitment, with the ability to discover the best audience to invite. Machine learning identifies people who are likely to register, or attend, and even finds lookalike audiences based on previous successful events. Plus, track goals and progress, get A.I. powered forecasts for your goals, and recommendations on how to meet your goals. 3. B2B Experiences Are Account-Based Experiences As account-based marketing (ABM) continues to move into the mainstream, marketers are still struggling to go beyond point-in-time campaigns, stay coordinated with sales and get their arms around their data given an ever-expanding technology stack with new ABM point solutions. The result is disjointed experiences for customers - far from the promise of ABM. We’re on a mission to simplify ABM and put people and experience at the center of your ABM strategy. We call this Account-Based Experiences. It starts with a solid strategic foundation to identify the best accounts to pursue, and put marketing in the driver’s seat when it comes to target account planning. Account Profiling - We’re expanding our A.I.-powered account selection capability to go beyond the accounts you have in Marketo Engage. Now, find accounts like your very best customers out of a universe of 25 million companies. Get insight into what makes an ideal account you can use for segmentation and personalization. And, get a simple A-D grading for these accounts in seconds to minutes using machine learning and nearly a billion data points from across the web. One of the most important channels for discovering contacts in your target accounts, and engaging them throughout the buyer journey, is paid media. It’s one of the easiest and fastest ways to scale your account-based efforts, and now you can use Marketo Engage to reach target account audiences Across a massive network of B2B media sites, display, search, TV and hundreds of Ad Networks. Adobe Ad Cloud Integration - Share target account audiences with Ad Cloud to reach them throughout the buyer journey through a broad range of ad channels, properties and formats. Demandbase Integration - An expanded integration gives you the ability to target accounts identified with Marketo Engage across Demandbase’s premium B2B ad channels and properties. LinkedIn Integration - Reach the world’s largest professional network with an expanded integration that now syncs target accounts from Marketo Engage regardless of whether you have contacts or leads for those accounts. Liveramp Integration - Share target account audiences from Marketo Engage with a wide range of AdTech offerings for the broadest reach and scale. Finally, one of the most important channels for creating account-based experiences is the 1:1 human channel, Sales. But it isn’t infinitely scalable. Luckily, Marketo partner Drift, the leader in conversational marketing, makes it far more scalable by automating chat conversations on your website and connecting Sales at just the right moment. Drift Integration - Use everything you know about people and accounts in Marketo Engage to personalize chat bot conversations with prospects on your website. Set up a meeting or introduce a live sales rep into the conversation at just the right time. Connect experiences across channels with Marketo Engage as your center of orchestration, from awareness to consideration to conversion, for every person associated with every target account - that’s how you deliver account-based experiences. This our vision for how the art and science of marketing come together to drive experience. Stay tuned throughout the year for more on our mission to give you the best customer experience management solution for B2B. Don't miss out on the other content in this edition of the Video Link : 2714 !
In this edition of the How 2B Fearless series, we sat down with Carissa Russell , who is not only a Fearless 50 member, but also a Marketo Champion. Carissa shares what being a fearless marketer means for her and what that has meant for her career. What does fearless marketing mean to you? Continually learning while keeping an open mind. It is so easy to get stuck in the “way we always do things” and to not question your processes. It can be scary to challenge processes, especially when you’re the only one. Before making a decision to stay the course or make a change, look at all the options. Technology is constantly evolving so make sure you’re always challenging yourself/your team to be the best you can be and to spend your time in the right places. Who is a fearless marketer you look up to and why? I look up to a lot of my peers. There are so many intelligent and thoughtful people within the marketing automation community. Every time I go to a local user group or browse my LinkedIn feed, I’m learning something new from one of them. I think it’s easy to look for influencers when you’re in marketing, but where I find the most insight and opportunity to grow personally is from knowing and working with peers in my field. How did your career start out in marketing? When I was in school, this career path didn’t exist. I am where I am at today because I was not afraid to take a leap of faith and try something new. I started out in coding, which led me into web design. That path eventually led me to the new area of Marketing Operations. As I worked with Marketo in Marketing Operations, I discovered I had found a home for combining my passion for creating good customer experiences with my ability to code. How did you get to the point you are at in your career today? Because I am open to new technology and projects, I ended up with a lot of skills from working in different platforms that have supported me throughout my career. Keeping an open mind to try new things is the key to staying on the crest of the MarTech wave. Getting into a technology field is committing to a life of learning, trying and failing, and picking yourself up and succeeding, so go for it! What have you learned from other members of the Fearless 50? To be yourself, even if it you don’t feel like you fit the typical “marketer” mold. I’ve watched a number of Marketo Fearless 50 members and Champions with varied backgrounds do amazing things in the marketing community, from blogging on national platforms to speaking on stage at major conferences. Seeing them gives me the confidence that I have something to offer the marketing automation community as well. What are three pieces of advice you would give to the next generation of fearless marketers? #1.) It should feel scary. When you understand the full scope of things, a new opportunity can be intimidating. If you’re taking new opportunities that don’t make you feel a bit intimidated, are you taking a big enough leap? The opportunities that make you scared are the perfect opportunities to grow. #2.) Share your knowledge. It’s easy to control everything yourself, but is it worth it? Empower your peers by sharing what you know. It will always be more rewarding than trying to do it all yourself. #3.) Keep an open mind. Seek out the people that make you look at things differently. You may not always know the best way and having people who challenge you daily can make you better in your role. About Carissa Russell LinkedIn: https://www.linkedin.com/in/carissa-russell/ Community Page: Carissa Russell Don't miss out on the other content in this edition of the Video Link : 2714 !
Fearless Forum 01 Video Link : 2352 The GDPR and The Marketer: A Practical Guide for the Marketo Customer Summit Places to Visit Fearless Forum 02 Video Link : 2425 Marketo Sky Marketo Master Class: Engagement Programs with Chris Saporito The Key to Finally Understanding how FT and MT Attribution are Calculated Bizible + Marketo: Marketing Attribution That Powers Growth Assess Your Tech Stack with Marketo partner, DemandGen Fearless Marketing in a GDPR World: Tips to Thrive Amidst New Regulations Marketo ExPeerience with Josh Hill: How to Build Engagement Programs in Five Steps Fearless Forum 03 Video Link : 2469 Reporting and Attribution in Marketo: Comparing Your Options Marketo Sky Beta Marketo Master Class: Bizible Attribution with Libby Koebnick Video Link : 2467 How to Achieve ABM Success with Kyle McCormick GDPRn’t We Done with This? Fearless 50 Roadshows Coming Soon! Fearless Forum 04 Video Link : 2510 How 2B Fearless with Fearless 50 Member, Brooke Bartos Video Link : 2509 Marketo Master Class: Dynamic Content with Amber Hobson Adobe to Acquire Marketo All 11 Marketing Models of Attribution with Bizible So You're Going to Build a Website Case Study from Focus Lab on Marketo's Refreshed Look Marketo Champion 2019 Application ANZ Customer Engagement Forums - Register here Fearless 50 Roadshow Chicago - Register here Fearless 50 Roadshow Atlanta - Register here Fearless Forum 05 Video Link : 2584 Fearless Forum 05: Holiday Edition The Marketer's Guide to Holiday Conversations About Your Job How 2B Fearless with Fearless 50 Member, Sydney Mulligan Champion Tips and Tricks with Chelsea Kiko Marketo Master Class: MarTech Stack Planning with Josh Hill Learn How to Create Great Holiday Campaigns Join Advocate Nation Femiketo - Japan All Female User Group Fearless Forum 06 Video Link : 2649 Revvie Awards 2019 - Apply Here! Adobe Experience Platform Launch: The Next Generation of Tag Management How 2B Fearless with Fearless 50 Member, Jess Kao Champion Tips and Tricks with Brooke Bartos Marketo Master Class: Forms and Gated Content with Juli James Meet Marketo, an Adobe Company - 01 Breaking the ABM Status Quo with the Right Strategy, Tools, and Process Marketo User Group Highlight: Salt Lake City User Group 2019 Marketo Champion Class Fearless Forum 07 Video Link : 2714 Marketing Nation at Summit: Product Keynote Recap with Brian Glover How 2B Fearless with Fearless 50 Member, Carissa Russell Video Link : 2711 Marketo Master Class: Center of Excellence with Chelsea Kiko Video Link : 2703 Learn from Marketo's Marketing Team: Funnel Optimization Webinar Series Register for EMEA Summit here Resource Center Beta - ANZ only Marketo User Group Highlight: Paris User Group Join Advocate Nation here Fearless Forum 08 Video Link : 2780 Marketo Customer Exclusive: Adobe Experience Platform Launch https://nation.marketo.com/people/8aebdadd57cd947ec3bb8bf064a1b58b4cdef74e/blog/2019/06/11/how-2b-fearless-with-fearless-50-member-michael-guzman Video Link : 2777 https://nation.marketo.com/community/product_and_support/blog/2019/06/11/master-class-tokens-templates-and-snippets-in-emails-with-beth-massura Video Link : 2775 MUG Highlight: North America Virtual User Group Apply for the Fearless 50 program today! Fearless Forum 09 Fearless Forum 09 Live with LaunchPoint with Vidyard Champion Tips and Tricks with Jenny Robertson Meet Marketo, an Adobe Company - Edition 04 How 2B Fearless with Fearless 50 Member, Darrell Alfonso Marketo Master Class: Lead Scoring with Chris Wilcox Tips & Tricks for ABM using Marketo Engage Register for Marketing Nation Live today! Celebrate International Literacy Day with Marketo here! MUG Highlight : Chicago User Group Fearless 50 : Apply for the Fearless 50 program today! Fearless Forum 10 Fearless Forum 10 Champion Tips and Tricks with Karan Hari Meet Marketo, an Adobe Company - Edition 05 Live with LaunchPoint - ON24 How 2B Fearless with 2018 Fearless 50 member, Emily Poulton Marketo Master Class - Scaling a Nurture with Ann Marie Gastineau How to Use the LaunchPoint Stack Builder MUG Highlight - Munich Fearless Forum 11 Fearless Forum 11 2020 Experience Maker Awards Champion Tips and Tricks with Jessica Kao Live with LaunchPoint - Drift How 2B Fearless with Fearless 50 Member, Adele Miller T.A.G. - The Automation Geeks MUG Highlight - India VMUG
As part of the bi-monthly newsletter, we ask Marketo Champions to share their Top 3 Best Practices for using Marketo. You can find each of the episodes below. Episode 1 - Juli James: Video Link : 2467 Episode 2 - Darrell Alfonso: Video Link : 2509 Episode 3 - Chelsea Kiko: Video Link : 2574 Episode 4 - Brooke Bartos: Video Link : 2646