Welcome to the 19 th edition of the Fearless Forum! In this edition, learn how to optimize your reporting and lead scoring strategies, watch a Champion's tips and tricks on how to best manage fields in your Marketo Engage instance, read about the exciting game features we recently added to the Community, and more!
Check out the topics we're covering below:
Champion Tips and Tricks with Kimberly Galitz - In this video, we partnered with Marketo Engage Champion Kimberly Galitz to discuss her best practices for Basic Field Management in Marketo Engage. In the video, Kimberly covers how to identify existing fields, blocking field updates, and more.
Marketo Success Series on Reporting - Learn from Marketo Engage Champion Jess Kao as she explores the reports she uses for different scenarios, how to interpret report data, and more.
Marketo Success Series on Lead Scoring - Get a deep dive on how to build your lead scoring strategy with Marketo Engage Champion Julz James. In this article, read about why you should use lead scoring, the various demographic and behavioral variables to use in your strategy, and more.
Marketo Engage Champion January Office Hours - In case you missed it, watch a recap of last month's Champion Office Hours featuring Alex Greger, Brooke Bartos, Warren Stokes, and Julz James.
Lessons Learned from 2020 - In December 2020, we partnered with several Champions to reflect on their top lessons for the year and how they're planning ahead for 2020. Be sure to check out the recaps for NOAM and APAC!
Marketing Nation Gameplay Update - W e added several gameplay features to the Community! In addition to dozens of new challenges, we've also added game elements like a global leaderboard and trophy case. You can check out all these features by clicking on your profile avatar on the top right of the page, and select "My Trophy Case." Be sure to check out our gameplay blogs and FAQ while you're at it!
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Hello Marketing Nation,
Welcome back to the Marketo Engage Champion Office Hours – a monthly virtual series where Marketo Engage Champions answer 60 minutes of live audience questions.
If you missed January's office hours, check out the video below to hear four of our current Champions answer Marketo questions from the audience.
The Champions featured in this video are:
@Warren_Stokes3 - Lead Consultant, Kniva
@Julz_James - Sr. Manager, Marketing Operations, Blue Prism
@Brooke_Bartos1 - Senior Manager, Marketing Operations, Walker Sands
@Alex_Greger2 - Marketing Automation Manager, Skillsoft
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Welcome back to the Marketo Success Series! In this series, we partner with Marketo Champions and Champion Alumni to fully explore how some of our most celebrated Marketo experts are using Marketo Engage to drive success. In this edition, we teamed up with Champion @Jessica_Kao3 to cover which reports to focus on for your programs, how to get the most value out of Marketo Engage reporting, her 5 common reporting best practices, and more!
Reporting is embodied in everything you do as a marketer. All too often reporting happens as an afterthought instead of being part of what you do every day. As marketers, we can get caught up in the day-to-day execution of endless tradeshows and webinars, creating content, and executing. But only afterward when everything is done do we tend to think about reporting. What was the outcome of our marketing efforts? Do we do that marketing tactic again? By then it’s too late and that’s why I see so many marketers struggle again and again with reporting. Reporting should be brought to the forefront of what we do every day.
Marketers want to replicate that perfect report. The one with the right KPIs, displaying pretty charts, and graphs. That report that is the envy of all marketers is like an Instagram-worthy picture of someone crossing the finish line at a marathon. The hard work is done before race day. Months of training and discipline go into conditioning your body, all in preparation for that final moment of crossing the finish line. Just like training for a marathon is about what you do every day BEFORE the big race, getting those reports is about what you do as a marketer every day BEFORE you hit that button to generate the report. Just like training for a marathon takes discipline so does being a marketer who achieves those winning reports. The great news is this guide has provided you the foundation of exactly what you need to generate those rockstar reports.
Focusing on the right reports
There is an infinite number of reports that we could generate but given the limited amount of time and resources, the real question is which one should we be focusing on and which one should we not be pursuing. The key is to focus on reports that lead to actionable insight. With this data, does this help me determine:
What will I DO more of?
What will I DO less of?
What will I DO differently?
Ask yourself, what will I do with this information? You can save you and your team a lot of time by taking a few minutes to play out different hypothetical scenarios. Many times, I am asked to generate reports that will take a significant amount of effort to set up. But before we dive headfirst into a report that the VP of Marketing is asking for, I will pull up a blank excel sheet and start mocking up a hypothetical report and ask, “If your data looked like X, what will your actionable next step be based on this information?”
Generating the report is only half of the work. Interpreting what it means and telling the story is the more important part. Many times, I get asked is a 10% open rate good? Is a 1 % unsubscribe rate bad? My answer is “it depends.” It’s never what anyone wants to hear but. . . a 10% email open rate is great for a list of completely cold leads that have never heard of you, but would be considered not that great if it’s a confirmation email or to a group of your most loyal customers. To answer this type of question, you always need something to compare it to. The best thing to compare to is data within your own system. Overall industry trends are ok to benchmark against but the better thing to do is to compare it to how things are performing for you and watch the overall trends and notice if there are any outliers or anomalies. When comparing results, you want to compare to similar situations. For example, if you are looking at engagement and email click-through rates you want to compare webinar invites with something similar and probably not to a blast to your entire database about reading an e-book.
Now onto the reports that you’ve been waiting for.
Here are some of my go-to reports that I have used consistently over my career as a Marketo Engage user. There are an infinite number of reports you can create, but the intent of this is to show you a starting point of the types of reports that you can create. This serves as a springboard to an endless number of possibilities to help you as a marketer.
Email performance report
How many people received my email?
How many opened and engaged with my email?
How many people unsubscribed?
This basic report allows you to look at these metrics for a single email or for as many as you want to compare. Simply select which email or emails you want to include from the tree.
How do I get there:
There are two ways to get to the email performance report:
Directly in the analytics section, or locally within a program in marketing activities.
I go directly to the analytics section when I want to look at overall email performance in the last week, month, quarter, etc. in the entire database.
Go to the Analytics section.
Click on the Email Performance icon
Go to the setup tab
Select the time frame of the activity (I typically use All Time)
Drag the marketing activities email over to the left
Select the email you want to include in the report
Click on the report tab to view your results
If I’m interested in emails pertaining to a specific program such as all the invite and post-event emails pertaining to a specific webinar, I ran last month, I will create the email performance report locally within the program in marketing activities.
Go to a program in marketing activities.
Right-click and create a new local asset
Click on the type drop-down menu and select email performance report
Pro Tip: If you create the email performance report locally within the program, it automatically selects the emails within the program. If you want to add emails from another program, you can manually select them from the tree in the setup tab in the report and check the emails that you want to include.
If you want to know how an email performed for a subset of the people that you sent it to, the smart list tab comes in handy.
For example, my email engagement rates were very low. I hypothesized that because we purchased 50,000 cold names and that made up a significant part of my send list, those people were dragging my email engagement numbers down. I can rerun the report and exclude this population from my email performance report and see if I’m right.
Report type: person performance report
Where do new leads come from?
What is the top source for new leads?
Is this consistent quarter over quarter?
I use a person performance report whenever I want to group people. You can group people by any number of characteristics but for this use case, we will group people by person source.
I use a combination of activity dates and grouping to create many different permutations of this report. This is predicated on the fact that you have person source assignment set up. If you haven’t you can group people using Marketo system fields such as original source type where the data is automatically being set by Marketo.
To create this report, go to the analytics section and click on the people performance tile.
Under set up you can change the time frame and what characteristics you want to group the people by.
What if we wanted to know how the numbers breakdown by quarter? We can add custom columns to this report. These custom columns are driven by smart lists.
First, create smart lists in the lead database for each desired column. For example, the Q1 2018 smart list uses the filter a person created between Jan 1, 2018, and March 31, 2018, and so on.
Then, return to the report setup and drag the Custom Column parameter and select the desired Smart Lists.
How did my program perform?
How many new names did this program acquire?
How many people achieved a certain status in a program?
Many times I just take a screenshot of the program summary page for each program or transcribe this to an excel sheet. But this information can actually be found in the program performance report in the analytics section. You can also aggregate this data across multiple programs allowing for comparisons.
Program Performance Report
This report lets you look at the total members, new names, and successes across multiple programs. New names are determined by the acquisition program field. The number of successes is determined by the number of people that are in a specific progression status that is designated a success step. This also requires that you have your channels and progression statuses well defined. This is set in the admin section under tags/channels. It is important that the right people are set as members in the appropriate program and the statuses are set consistently in every program. See the channels chapter for more details.
This report allows you to compare programs across the same channel as well as different programs with different statuses to gauge success.
So, let’s go back to our webinar example. Say I want to look at how webinars performed overall this year and see how registration and attendance are trending. I can easily select the webinars from this year and add them to the report to view them together. I can also compare webinars across different regions and see if they differ in performance.
The possibilities are endless on how to use this report type.
Alternatively, if you have Advance Report Builder, you can get this type of information and much more with the different report types and pivot table capabilities. In this reporting example, several webinars can be compared side by side broken down by the different channel statuses.
I personally do all my reporting in Advanced Report Builder and live and die by ARB/RCE reports every day.
Program opportunity analysis report in Advanced Report Builder
How much pipeline did a particular program influence?
This report type ties channels and programs to dollars, pipeline, and revenue. Anytime you want to ask how a specific program or overall channel performed as measured monetarily, this is your go-to report type. As a marketer, I spend the majority of my time specifically using this report type and rely on this heavily to produce the reports that the CMO wants to know. Where did all the money go? What did I get for it?
In this report, I’m looking at how three specific channels performed over Q1 of last year. Since my sales cycle is greater than six months, I should have good reliable data to review. Content syndication did not perform as well compared to the other two channels. I’m spending around the same amount of each channel, but the multi-touch revenue won are several-fold lower than the other two channels. Maybe I need to optimize this channel, find other vendors, different offers or execute different follow up with these leads.
If I look at the webinar vs. online advertising channel, you’ll notice that the number of success (total) is significantly different. The number of members reaching success (i.e. attended a webinar for the webinar channel or converted by filling out a form from a paid PPC or social media campaign for the online advertising channel) is a magnitude of three-fold difference.
If I just looked at the cost of reaching success, I might draw the conclusion that online advertising is the way to go. But wait, I shouldn’t stop there. If I look at the MT revenue won, you’ll notice that the amount is quite similar. Therefore, the webinar and content syndication channels are performing similarly when it comes to how much closed-won revenue was influenced by each channel. It appears that the people who are attending the webinar are the right people to be talking to and it takes more volume of people flowing through the online advertising channel where they are downloading infographics and white paper to achieve similar results revenue-wise.
For a more detailed explanation of first-touch and multi-touch please see this recording and the following exercises.
How do I know if I have Advanced Report Builder? Look for the Revenue Explorer Tile
Opportunity analysis report
What marketing activities influenced a deal?
This is really one of my favorite reports that I think is underutilized. There are two scenarios where I use this report. The first one is after a deal closes, I want to do a bit of forensic work and look back on what marketing engagements and activities contributed to and influenced that deal. If something went really well, what can I do to repeat that? In this report, you are looking at one opportunity at an account. The orange dots indicate when a contact from this particular account “MegaCorp” became a member of a program. The green checkmark indicates when someone hit a program success. It’s less about looking at the number of cumulative interactions denoted by the y-axis and more about what types of engagement activities are happening over time.
What you will notice on the right-hand side is the names of people on this account. Manny and Jacob are both on the opportunity and are actively engaging with marketing programs. The number next to their name (16 and 9 respectively) is how many interactions or program membership each of them has had.
The green section is when the opportunity was opened and when it closed. You will be able to tell what marketing activities happened before the opportunity was created, what happened while it was open, and what happened after it closed.
The other scenario I like to use this type of reporting for is to show sales who else from a particular account is engaged with our marketing activities that they may not know about, especially if they are actively in conversations with them.
If you will look further down on the right-hand side, there is a list of people with no role. However, these people may be engaging with you like Sarah who has 12 interactions. If the deal was still open and the salesperson wasn’t aware of Sarah, this might be another good person to reach out to. The benefit of this report is, the person does not have to be placed on the opportunity to see all of their relevant information.
Bonus pro tip:
Smart list subscription
When you want to have a smart list emailed to you on a regular basis.
When you are hosting an event, you probably want to keep an eye on who is registered thus far or maybe the field marketing manager is constantly asking how many people have registered. Instead of having to log in to Marketo every time to review the registered list, you can set up a smart list subscription report sent to your email on a regular cadence. This has proven to be an incredible time-saver.
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Welcome back to the Marketo Success Series! In this series, we partner with Marketo Champions and Champion Alumni to fully explore how some of our most celebrated Marketo experts are using Marketo Engage to drive success. In this edition, we teamed up with Champion @Julz_James to discuss why you should use lead scoring, how it works, how to set it up, and more!
Lead scoring is one of the most important aspects of using a marketing automation system like Marketo Engage. Not only do you want to be able to send out communications, event invites, and report and track the activity of your database, you also want to be able to weed out who are the most engaged leads with your database. The more engaged the lead, the more qualified they will be to pass along to sales, who can then connect with the lead.
When a lead becomes so engaged with the marketing activities that are being presented to them, interacting with the website or with social channels, their score will start to increase. As the score increases and a certain score is reached the lead then becomes a marketing qualified lead, or MQL. This is one of the earlier stages of the buyer’s lifecycle, but it is a very important stage because if the MQL definition is not thoroughly developed marketing may end up sending a lot of leads who aren’t ready to purchase across to sales.
The MQL definition will be different for every company, but in this chapter, we’ll look at some basic definitions and scoring models. One thing you must remember is that when setting up lead scoring you must work closely with sales to define what they need to move the lead from an MQL to a sales accepted lead (SAL) and then through the rest of the sales process. Sales are the team who know your customers and what leads them to become customers. They should be able to guide and help with what type of engagements make for a great MQL.
The way in which you score will be different in each company too. You could score leads by assigning points, implementing rankings like A, B, C, D, or using terms like ‘hot’, ‘warm’, or ‘cold’. The key point is that marketing and sales increase their combined efficiency and productivity based on the clarity of a sales-ready lead.
One last thing to remember is that lead scoring is not just about the behavior of the lead, but also who the lead is, where they sit within the company, and where they fit in your buyers’ journey. So, the most comprehensive lead scoring systems include behavioral and demographic scoring.
Why should you use lead scoring?
Lead scoring is important for businesses as the majority of ‘new’ leads into an automation system are not sales-ready. They don’t want to get a phone call from a salesperson 30 seconds after they’ve downloaded their first whitepaper from your site! Lead scoring is designed to help you see who the most active leads are and who is engaging with you. Once you know who those leads are you can pass them to sales, resulting in higher conversion rates because the leads are actually ready for some communication. Don’t forget, leads are normally 65-75% of their way through their buyers’ journey before they want to get direct communication from you.
Align Sales and Marketing
As previously mentioned, if you get sales involved in the whole scoring process and defining what an MQL is, they will be more responsive to the leads you send to them. At the end of the day, it’s what they’ve asked for. It will also stop sales from having to worry about those leads that aren’t ready, making them more efficient and increasing their conversion rates.
If sales are helping to decide what leads they want then marketing should be able to provide those leads, and if those leads aren’t working for sales, they should be able to let you know. Having that two-way conversation and aligning sales’ expectations with what marketing can deliver will only enhance the relationship between the two departments.
How does lead scoring work?
Now that you know what lead scoring is in a nutshell, I wanted to expand on that by showing some steps of how a person goes from ‘anonymous’ to an ‘MQL’ including the types of behaviors they might need to complete to get there. The caveat here is that the scores used in the graphics are from a scoring model that I have used many times, but it might not be the correct set of scores for your company.
The first thing you need to do is decide how you want to set up your scoring model. To do this you need to sit down with sales and find out if demographics are important to them (job title, turnover, etc.), and what types of behavior should be carried out by the lead before being passed to sales for follow-up. It’s sometimes difficult to get this conversation started so, I’ve included an example of some of the demographic and behavioral topics that I’ve used in the past that you can show to sales and talk about what is relevant for your business.
Administration at an education account
Poland, Czech Republic
All other countries
Viewed video 75%+
Clicks link to schedule demo or talk to us
Multiple web visits-one day
Complete contact form / demo request
Content form fill
Decrease score - inactivity, 1st time
Visited career pages
Decrease score - inactivity
Unsubscribed from email
Converted - response
Subscribed - response
Downloaded asset - response
Clicked email (social link);
Downloaded asset - response;
Events (External Tradeshow)
Added by sales;
Scheduled meeting -response;
Booked demo - response;
Visited booth - response;
Attended seminar session - response;
Influential meeting - response;
Attended demo - response;
Executive meeting - response;
Post-show engagement - response
Converted - response
Events (Internal Roadshow)
Added by sales;
Scheduled meeting -response;
Booked demo - response;
Attended show - response;
Influential meeting - response;
Attended demo - response;
Executive meeting - response;
Post show engagement - response
Converted - response
Opted-in - response;
Converted - response
Converted - response
Converted - response
Attended - response;
Attended on-demand - response;
Price request - response
The next set of graphics will show you how a lead score is built up over time. You’ll notice on these graphics that there is no timeline. Scoring can happen at any point throughout the lead’s lifecycle with your organization, but ideally, you should look at the length of the lifecycle and then anything outside of that you can start to look at score decay to reduce the lead score if they are taking a long time to progress to MQL.
The reason we use score decay is so that if someone was interested and was showing a lot of activity, but then stopped for a long time, you will be able to reduce their score slightly so that when they become active again they don’t become an MQL after just one or two interactions.
Anyway, back to how the lead score is built. Please remember, these scores are just examples, and you will probably want to score differently.
We start with an Anonymous lead. This lead has a score of 0 as they have had no interactions with us yet.
The anonymous lead comes to the website and looks at a few web pages. They aren’t scored yet as they don’t have a lead record, but we are starting to track what they are doing.
The lead then fills in a form and provides us with an email address. At this point, a lead record is created and all previous web activity is appending to it. The lead score increases by five points for the web page visits, and 10 points for filling in a short form.
The lead comes back to the website and visits some more pages, so they get another five points.
Now the lead decides to register for a Webinar. The scoring here is triggered off the ‘program status change’ to ‘registered’. Another 10 points.
The lead decides that they can’t attend the webinar. The lead score stays the same as you don’t want to score someone for inactivity. However, you also don’t want to reduce their score.
Now we’re starting to send out more content to the lead, and they receive an email. They open it (one point), and click the CTA (five points).
After clicking the CTA in the email, they are directed to a landing page, where they fill out a long-form, provide us even more information and download a piece of content. Here they get 20 points as the piece of content is high value.
The lead has now scored 56 points for carrying out a number of activities. In this example, 50 points equal an MQL. There is an MQL Smart campaign set up in Marketo that looks for the lead score changing. When it gets to 50+ it will trigger an alert to the record owner, change the lead status, update the lead status detail, stamp the time and date the MQL happened, and in some cases convert the lead to a contact.
Once the lead becomes an MQL it is then sales’ responsibility to accept or reject the lead. If they accept it, they can start working the lead and pushing them through the sales process. If it’s rejected it means that the lead isn’t quite yet ready for sales. You must keep an eye on how many leads get rejected because if this happens a lot, you’ll need to modify the scoring model you have.
So now that you know what lead scoring is, how it works and how you can use it, we’ll look at how to get it set up in Marketo.
How do I set up lead scoring?
There are two ways to get started with the Lead Scoring setup in Marketo. You can create all of your scoring programs from scratch, or you can import pre-designed programs from the Marketo Program Library. We’ll look at both options here.
Setting up Lead Scoring from Scratch
Before you set up the scoring, you need to make sure that all the actions you want to track are set up first. For example, forms and landing pages, programs with the correct statuses, munchkin code on your website, etc. You can set up the scoring campaigns first, but it means you’ll be going back and forth between campaigns. The example below will talk through setting up a simple scoring campaign for a content form fill.
Step 1: Create a Scoring Campaign
Go to the Marketing Activities area.
Right-click your Learning folder and click New Campaign Folder.
Name the campaign folder "Scoring."
You should set up an overall Scoring folder, and then have different programs for behavioral and demographic scoring if you are going that route. Under each of those programs, you would set up the scoring campaigns.
Then right-click your new Scoring folder and select New Smart Campaign.
Name the campaign Fills out the form and click Create.
Click the Smart List tab.
We want this campaign to run whenever a person fills out a Content Form.
Find and drag the Fills Out Form trigger onto the left canvas.
Select the form name.
You should be using Global Forms for each of the updates and modifications, for example, this form could be a Global Form called ‘Content Download’.
Click the Flow tab.
Drag the Change Score flow action onto the left canvas.
You can type any value to add to the person's score.
Depending on your scoring model you would add the lead score here. Don’t forget to use ‘+’ to let Marketo know you’re increasing the score or if it’s a decay campaign you use ‘-‘ to let Marketo know you’re decreasing the score.
Click the Schedule tab and the Activate button.
This example shows to only run the lead through the flow once. However, for most lead scoring campaigns you will want the lead to either run through every time, once a day, or a certain number of times per hour. This will be dependent on what you’re scoring. For example, if you’re scoring multiple page visits per day, you’ll only want to score once a day.
Click Activate on the confirmation screen.
Don’t forget to test that the scoring works by filling out the form you’ve chosen and checking that your lead score increases.
Tokenizing Scoring Campaigns
The example above is a simple scoring campaign, but as your scoring gets more complex you might start changing up scores for testing or amending scores based on feedback from sales, and it can become very time-consuming to go into each individual campaign. This is where tokenized scoring campaigns work most effectively. If you import the scoring campaigns from Marketo’s program library they are already tokenized. It will just need some small modifications to fit your scoring model.
To import the predesigned program template from Marketo follow this link for full instructions. You will want to look for the Scoring Program Templates.
Once you have designed, set up, and started using your lead scoring model, do you just stop there…No! You must keep up the conversation with sales to find out if the MQLs that are being passed over are of the right standard, and if they are not, find out what needs to be changed. I’d suggest reviewing the rejected MQL’s once a month and see what is and isn’t working. It might even be that you’re sending over extremely qualified leads, but not enough of them, so you might need to look at reducing the MQL threshold or increasing scores for certain actions.
As with a lot of activities in Marketo, once it’s set up you can’t just leave it and hope for the best. You should be constantly monitoring and adjusting all activities to ensure that you are running the most effective and optimized instance that you can.
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Hey Marketing Nation,
Today we are thrilled to announce the 2021 Marketo Engage Champions! This year marks the 10th anniversary of the Marketo Engage Champion program, which recognizes and celebrates the most passionate, knowledgeable Marketo Engage users across the globe.
Since its inception ten years ago, the Marketo Engage Champion program has grown in prestige and has become a career catalyst for many Marketo Engage users.
Each member is a Marketo Engage expert and avid Marketo Engage ambassador, focused on actively sharing their knowledge and expertise with fellow users. They have demonstrated outstanding leadership and are loyal advocates who consistently go above and beyond to support others on their journey with Marketo Engage. This group will embark on a year filled with career development, knowledge sharing, exclusive speaking opportunities, connection with fellow Marketo Engage users, and opportunities to share feedback with Adobe product teams to inform the Marketo Engage product roadmap. Here’s how a few Marketo Engage Champions describe their experience with the program:
"The champion program has grown my career by leaps and bounds. I have met the smartest, friendliest and most ambitious group of like-minded people in this program and I am forever grateful for the opportunities (and laughs) it has given me!" Chelsea Kiko, Marketing Automation Manager, McGraw-Hill
“Being a Marketo Engage Champion has accelerated my career and gave me access to the top talent in marketing operations” Christina Zuniga, Sr. Marketing Automation Manager, Databricks
Please join us in congratulating Adobe’s 2021 Marketo Engage Champions!
Get to know our 2021 Marketo Engage Champions by checking out their profiles here.
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Hey Marketing Nation!
I hope that some of you have had the chance to explore the new gameplay features and badges we've just added to Community. We always strive to provide the best experience for our Community members and are working hard to fix some issues on the backend.
If you come across any problems or have questions, feel free to send me a direct message and I'll get back to you as quickly as possible. Thanks for understanding!
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I confirmed this with our dev team. This is not actually a glitch and is just the default behavior of the component. We decided not to make any custom changes to this component because it creates other underlying problems in the UI.
In order to clear all your unread notifications, you can click the "View All Activity" button. Doing so will take you to the Notification Page and set all the new notifications to "read." Hope that helps!
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Hello Marketing Nation,
We just launched new gameplay features to make contributing to our Community more fun and exciting, all while earning recognition for your demonstrated expertise of the Marketo Engage product. Check out this FAQ to answer any questions you might have and learn about the new changes!
What’s going to happen to my old badges?
Please note there are a handful of old badges that utilize the same rewarding criteria as our new badges. To avoid users receiving two separat e badges for the same Community contributions ( e.g. liking a post) , all old badges will be removed from the Community going forward .
Badges related to product expertise, like ABM Expertise, Administration Expertise, Mobile Expertise, Custom Integration, etc. are still being actively managed and given out to Partners on a case-by-case basis.
Why have I already earned some of the new badges?
For many of you who have already engaged with the Community in the past, you’ll notice that some of the new badges have already been automatically awarded to you. This is because all new badges are awarded based on both your existing and future contributions to the Community. We’ve made sure to include new gameplay challenges that have a higher threshold than before, so there’ll always be new achievements to unlock!
Will I keep the same level as before?
We are making adjustments to the leveling formula so that users experience more progression for all kinds of engagement in the Community. While most users will maintain their level, you may notice that you are a level higher than normal. If you have any questions about your level, please send me a direct message.
Where can I view all the badges I’ve earned so far?
Viewing your Community accomplishments has never been easier. To see all the badges you’ve earned, you can visit your Trophy Case, which is accessible by clicking your avatar bubble on the top right of any Community page and selecting “My Trophy Case.” You can also reach it by clicking on “My Profile” and selecting the “Trophy Case” tab from your profile page.
Your Badges, Missions, and Super Missions are ordered by your most recently earned, but you can also sort by unearned badges to get an overview of all the possible badges you can earn. Clicking on individual badges will provide instructions on how to earn the badge as well as how many people on Community already have the badge.
What is the purpose of the Top Badges Earned section in my User Profile?
The Top Badges Earned section is an opportunity to showcase your proudest Community achievements. What do you want your peers in Community to know about you? If you spend most of your time on Community providing solutions for others, you might want to show off your Affirm badge, which is awarded to users who’ve accumulated a substantial number of accepted solutions.
To do this, go to your profile and click the “Edit Top Badges” button.
On the "Edit Top Badges" page, you'll see all the badges, missions, and super missions you've earned so far. You can drag and drop your earned achievements (bottom half of the page) in any order you wish into your Top Badges earned section (top half of the page).
If you dragged your Affirm badge to your “Top Badges Earned” section, for instance, it will be the first thing that users see when visiting your profile, and will also be visible on your profile card, which appears anytime a user hovers their cursor over your name.
Where can I find the leaderboards?
Global leaderboards can be accessed by visiting your profile, clicking on the Trophy Case tab, and then the View Leaderboard button.
Our leaderboards rank community members based on the individuals with the most likes and most accepted solutions. Currently, you can sort the leaderboard by 7 time periods, including Most Likes or Accepted Solutions of all time, in the past year, past 6 months, 3 months, and more. You can also view other Experience League leaderboards by clicking on the links in the “All Leaderboards” section. In the future, we plan to improve these leaderboards by adding new ways to rank community members, incorporating search capabilities, and more.
What’s the difference between a super mission, mission, and badge?
Now in the Community, you can earn different achievement classes to enhance gameplay. In addition to the badges that you’re familiar with, there are now super missions and missions. Missions are made up of badges and super missions are made up of both missions and badges. With these new achievement classes, our goal is to grant higher levels of recognition to the experts who continue to make the Marketing Nation an amazing resource for everyone!
You can view the super mission structure in your Trophy case by clicking on your Profile avatar on the top right of any page and clicking the “My Trophy Case” button. Once you’re on the Trophy Case tab, you can then select the icon on the right of the page.
What are the benefits of leveling up?
Leveling up has several benefits. Your level is one way to communicate to other members your commitment and involvement in the Community. The higher your level, the deeper your commitment to your community and your fellow members as exhibited by your many contributions. In addition, specific capabilities are unlocked at certain levels. For example, at Level 6, you unlock the ability to write blogs, just one more way to share your expertise and knowledge. We are continuing to add level-specific capabilities so stay tuned.
Will there be more badges added in the future?
Yes! We plan to continue to add more badge types, missions, and super missions in the future, so that there will always be new challenges to keep the Community exciting.
Have any other questions about our Community badges, game play mechanics, or leveling? Be sure to all check out our Gamification blogs on Badges and Levels, Viewing and Displaying Your Top Badges, and Leaderboards and Level Progression. Otherwise, please feel free to send me a direct message or comment down below!
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The Marketing Nation Community will be undergoing scheduled maintenance and will be unavailable to users starting on Sunday, February 7th between 9:00 PM PST and February 8th 1:00 AM PST. During the maintenance window, the Support Portal will be temporarily unavailable between 9:00 PM PST and 10:00 PM PST on February 7th.
If you would like to contact Marketo Engage Customer Support during this hour, please email us at firstname.lastname@example.org. Otherwise, please access the Support Portal here.
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Hello Marketing Nation,
Welcome back to the third and final Game Play sneak preview blog. In the last edition, I showed you some exciting new features we’re adding to view and showcase your Community achievements. You can read more about it here.
This time, I’m excited to tell you about a new global leaderboard, and a unique method to view your Community progression on any page.
Global User Leaderboard
As you all know, the Marketing Nation is an incredibly resourceful and special Community. Most of the content is created by awesome individuals, like you, who take time out of their busy days to help others (thank you!).
We love giving credit where it’s due, so in this game play update, we’re adding more visibility to our most frequent contributors with a global user leaderboard. The leaderboard will rank users based on two primary criteria: Most Likes and Most Accepted Solutions. By default, the leaderboard will rank members with the most likes and accepted solutions of all time. However, you can easily sort by more specific time periods like the past day, week, month, three months, six months, and year. The leaderboard is also paginated, listing up to 18 users at a time.
This leaderboard provides an unparalleled view into our Community’s top and trending contributors. Are you listed as a top solution author for this month? Who currently holds the number one spot for most-liked posts in the Community? We hope that this new perspective will help you identify the Community’s most prominent users, and motivate you to compete for the top spot!
Game Alert Bar
In any game, being able to see your progression is important. Progression transparency helps you visualize how far along you are in reaching the next level and acquiring more rewards. When we talked to you, we heard you say leveling up is a key motivator to contribute more to Community and it is important for you to be able to visualize your progress.
After several rounds of design and prototype testing, we’re ready to deploy a brand-new game feature – the game alert bar!
It may be small (so as not to distract you from your work!), but each section in the game alert bar serves a very important purpose! We’ll start from the left:
Badge Counter: The left number “X Badges” indicates the lifetime number of badges you’ve earned on your account. As you earn more badges, your counter will increase in near real-time. Please note that this badge count is representative of not only badges but also missions and super missions. To learn more about these new achievement classes, check out our first game play blog here.
Level Progression %: In the new game play, we are using Level icons to represent your level i.e. L2 is Level 2, L3 is Level 3, etc. With the progress bar, you can easily see how far along you are to the next level. As you perform more community actions such as liking replies, starting threads, or responding to discussions, your progress bar will gradually increase. Now, you’ll also be notified each time you level up.
Next Challenge: With all the fun, new challenges, we know it may be hard to decide what to do next. That’s why we created the “Next Challenge” tip. This prompt helps you earn your next super mission badge. Though achievements can be earned in any order you’d like, the unearned badges you see here are automatically presented to you based on what you need to do to earn your next super mission. When you complete a challenge, the prompt will refresh to the next unearned badge. Clicking on either the badge or super mission hyperlinks will tell you exactly how you can complete that particular challenge. You can also quickly navigate to all Community badges by clicking on the “View All Badges” link. Soon, you’ll be on your way to earning multiple super missions!
That’s all we have for this game play blog series. I hope you enjoyed reading about the new game features coming soon. If you haven’t had a chance to read our previous game play blogs, you can check them out here (Blog 1, Blog 2). As always, if you have any questions, comments, or feedback, feel free to let us know in the comment section below!
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Hey @Michael_Langell. Thanks for reaching out. I understand that losing all your bookmarks and subscriptions was really frustrating. The Community is constantly evolving, and we strive to always be proactive and transparent with our customers about these changes. Additionally, we appreciate any customer feedback and take it into consideration for any future updates. Though we don't plan on moving platforms anytime in the future, we'll be sure to communicate bookmarks/subscription data loss at a wider scale if relevant. Please let me know if you have any questions.
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Hey Marketing Nation!
Welcome to another gamification blog. In the last blog, I covered some exciting improvements we’re making to the leveling and badge structure which you can read all about here. In this edition, I’ll be covering a new way to easily view and display your badges.
After numerous conversations with some of you, we know it’s important to you to not only see the badges your peers’ have but understand what they did to earn those badges. We created an experience that makes it easy to see how a badge is earned and gives you the ability to showcase your favorite badges and community achievements.
Enter – the trophy case. In this new design, badges, missions, and super missions will be ordered based on their relationship to one another. In a single click, you can expand out a super mission “tree” to see all the badges required to earn the super mission badge. Clicking the “info” icon in each badge tile will provide information on badge requirements, and also show you how many of your peers have already earned that badge.
The new tree view will give you a roadmap for your gameplay. You’ll see which badges are related to one another and, by understanding what you have to do to earn each badge, you can plan your game strategy! Soon you’ll be on your way to achieving the badges, missions and super missions you want.
If you still prefer the conventional format for badges, worry not! We’ll still be utilizing a horizontal display as the default view on your user profile – with a twist. The first row of this page will now be reserved for “top badges.” In your profile, you can customize which 8 badges show in the top badge area of your trophy case for all other Community members to see.
The top badges are your calling card. What do you want your peers in Community to know about you? If you spend most of your time on Community providing solutions for others, you might want to show off your Affirm badge, which is awarded to users who’ve accumulated a substantial number of accepted solutions. Drag your Affirm badge to your “Top Badges Earned” section and, not only will this be the first thing that users see when visiting your profile, but it will also be visible on your hovercard, which appears anytime a user hovers their cursor over your Community profile.
Show off your Community contributions, regardless of your level of expertise, with the Top Badges Earned feature. While browsing the Community feed, this feature will also help you quickly identify which responses are most relevant to the context of the thread. Be sure to try out these features once we release in late-January!
That’s all we have for today’s blog. Have any questions, comments, or feedback? Feel free to let us know in the comment section below. Be sure to also check out our other game play blogs as we discuss improvements to Badges and Leveling and Leaderboard and Level Progression!
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Hello Marketing Nation!
I hope you all are having a fantastic start to the new year. I want to share some exciting changes we’ll be making to our Community shortly.
Knowing—as you interact with and help others in the Marketing Nation Community—you’re building a richer and stronger community for all, we want to honor your contributions with new forms of recognition which demonstrate to others your knowledge of and expertise with Marketo Engage. Therefore, we will be deploying all-new gameplay which includes new badges, new achievement classes, a revamped leveling structure, , and much more. We hope these changes will make it more fun to contribute to the Community, all while earning recognition for your demonstrated knowledge of and expertise with the Marketo Engage product. If you interact with any of our other Adobe Experience Cloud products, you will experience similar gameplay on their online communities.
This Gamification blog series will preview some of the most exciting features so that you can hit the ground running when we go live at the end of January.
In this blog, I’m going to discuss the improvements we’re making to the existing badge and leveling structure.
Badges have always been a core component of the Marketing Nation Community. Ever since the beginning, we’ve used badges to recognize all levels of Community engagement both big and small.
I’m excited to announce that we’ve been hard at work on over 100 brand new badges to make your community engagement more interesting and rewarding. These badges will be awarded based on unique community contributions, both new and old. The image below is a preview of some of these badges and how you can earn them.
All new badges now have several versions, with each subsequent version granted to you based on how often you complete that particular activity. For example, if one of your responses gets marked as correct, you will receive the Affirm 1 badge. If three of your responses are marked correct, you will receive the Affirm 3 badge. How you wish to unlock badges is completely up to you. With this improvement, there’ll be countless ways for you to build your community, your credibility, and your connections with peers!
We’re also introducing two new achievement classes – missions and super missions. Missions are made up of badges and super missions are made up of both missions and badges. What makes these classes different is that they are only given to users who complete all underlying missions and badges. You can see an example of this relationship in the image below. The Affirm badge is a part of the Originator mission, which is one of three missions required to achieve the Expansion super mission.
Please note that while your existing levels will remain the same, we are removing your old badges to make room for the new gameplay badges. Additionally, new badges will be immediately rewarded to you based on your existing contributions. If you’ve already gotten 50 of your responses marked correct, for example, you’ll automatically receive all the Affirm badges that meet this number requirement.
We hope new and exciting gameplay will make it more fun and enjoyable to complete community challenges and level up. This fresh new system highlights the value you add to our Community, all while giving you a set of challenges to conquer at your own pace. It will also make it easier to share your game progress with your closest peers. Find out who in your network has the most exclusive badges, what kind of super missions your peers are working towards, and much more!
After extensive research and testing, we revised the level structure to encourage engagement and more accurately represent your community presence and contributions. We’ve also implemented a more reasonable level progression for all users. Some of you may notice more forward progression and may even be at a level higher than usual after we deploy the revised structure.
That’s all we have for today’s blog! Have any questions, comments, or feedback? Feel free to let us know in the comment section below. Be sure to check out our other game play blogs as we discuss improvements on Viewing and Displaying your Top Badges and Leaderboard and Level Progression!
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Apologies that you have been unable to hear back. I've copied you on an email with our recruiting registration representation who will be able to grant you access to post as an Employer on the Career Connect website. Hope that helps! Thank you.
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There's no fee for this program, though it is not open for Adobe full time employees. You can definitely apply to the program as a partner or customer, though. And yes, being an MCE for this year is one of the requirements. You can view the extended list of requirements here. Please let me know if you have any other questions!
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Hello Marketing Nation!
Welcome to the November edition of the Fearless Forum! In this edition, watch an in-depth interview with the Experience Makers “The Closer” Award Winner, learn about one of our Adobe Exchange Premier Partners, read our latest Marketo Champion Spotlight series, watch Meet Marketo Customer edition video, much more!
In this edition, we’ll be covering the following topics chosen by you:
Meet the Experience Makers “The Closer” - Watch our “Meet the Experience Makers” interview with Lisa Martin of VMware. See what she has to say about data and lead nurturing, the importance of getting sales and marketing synced, and the impact that has on the overall customer experience.
Meet Marketo Engage Customers with Chelsea Kiko - In the second edition of our latest series, we speak with customers to learn more about their background, how they’ve used Marketo Engage in their career, and more. In this edition, we spoke with Chelsea Kiko, who is the Marketing Operations Manager for McGraw Hill. She is a 4-time Marketo Champion, Cleveland MUG Co-leader, and MCSA. Watch the video to learn more about what Chelsea has to say!
Live with Adobe Exchange: Translations.com - Formerly known as Live with LaunchPoint, this series is all about highlighting our amazing partner solutions that integrate directly into Marketo Engage. In this edition, we spoke with Nick Panagopoulos from translations.com. Nick discusses how GlobalLink Connect, a translations.com product, bundles up assets in a Marketo Engage campaign for easier translations. Watch Nick’s walkthrough of an example GlobalLink integration with Marketo Engage.
Marketo Engage November Champion Virtual Office Hours - In this Champion Office Hours session in November, Marketo Champions Josh Pickles, Grace Brebner, Kyle McCormick, and Ajay Sarpal sit down to answer live questions from other customers.
Marketo Success Series: Content AI - Learn from Marketo Champion JD Nelson as he discusses the supplemental add-on product ContentAI, what it is, why use it, and how to set it up in your campaigns.
Marketo Success Series: Smart Campaigns - Learn from Champion Alumni Tim Cerato as he discusses his best practices for building Smart Campaigns at scale, mastering advanced logic, creating efficiencies through program tokens, and much more.
Champion Spotlight: Amit Jain - In this Champion Spotlight edition, we spoke with Amit Jain, who is an IT Specialist at Atlassian. Read Amit’s career story including how he got started in Marketo Engage, what he’s most proud of in his Marketo career, and more.
Apply to be a 2021 Marketo Champion – Applications are now open for the 2021 Marketo Engage Champion class! If you are interested in taking your career and thought leadership to the next level, we encourage you to apply to be part of the Champion program. Please complete your application by Friday, December 18 th .
Webinar: 2020 Lessons from Marketo Engage Champions - 2020 has been an unusual year. Whether your company pivoted to an all-digital strategy or you picked up some new skills as you worked remotely, 2020 has been a time for change and growth. Reflect with Champions as they discuss their top lessons this year and how they’re planning ahead for 2021. Please register at the following regional regional links: NOAM, EMEA, ANZ.
Podcast: DemandGen Radio with Stephen Frieder - In this DemandGen podcast series, CEO David Lewis hosts Stephen Frieder, SVP of Enterprise Sales at Adobe, to discuss the importance of marketing in current times. Listen to Stephen as he discusses how far Marketo Engage has come since its acquisition almost two years ago, what’s on the roadmap for Adobe as it continues to support marketers in crafting end-to-end experiences, and more.
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Welcome back to the Meet Marketo Engage Customers! In this video series we speak with customers to learn more about their background, how they’ve used Marketo Engage in their career, and more. In our second edition, we teamed up with @Chelsea_Kiko, who is the Marketing Operations Manager at McGraw Hill. Watch the video to learn more about Chelsea!
Have any questions for her? Let Chelsea know in the comments section below!
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Formerly known as Live with LaunchPoint, this series is all about highlighting our amazing partner solutions that integrate directly into Marketo Engage.
In our seventh edition, we speak with Nick Panagopoulos from VP of Global Strategic Alliances at translations.com. In this video, Nick speaks about GlobalLink Connect, translation.com's in-house translation management system that integrates directly with Marketo Engage. Watch to learn more as Nick walks us through an example integration and more.
If you'd like to learn more, you can check out their website here.
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Recently, we launched the Marketo Engage Champion Office Hours – a monthly virtual series where Marketo Engage Champions answer 60 minutes of live audience questions.
If you missed this month’s office hours, check out the video below to hear four of our current Champions answer Marketo questions from the audience.
The Champions featured in this video are:
@Josh_Pickles, Customer Experience Lead, Crimson Education
@Grace_Brebner3, Senior Manager of Client Services, Digital PI APAC
@Kyle_McCormick, Senior Manager Marketing Technology and Operations, Palo Alto Networks
@Ajay_Sarpal2, Self Employed
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Welcome back to the Champion Spotlight series, where we speak with one of our current Marketo Engage Champions to learn more about their background, their favorite things to do in Marketo Engage, what they wanted to be when they grew up, and more! This time, we spoke with @Amit_Jain , who is an IT Specialist at Atlassian. Let's hear what Amit has to say!
What was your first job?
I started my career as an intern at a Marketing Agency, in June 2012. During my tenure of 4 years in the agency, I learned about Marketing and Marketing Automation. I was leading a team of 5 consultants to support multiple Customers on the Marketing Automation and Database fronts.
How and when did you get started with Marketo Engage? What was your first role and initial reaction to the platform?
During my initial days on the job, I used to work on a Marketing Automation tool developed in-house. It was in 2013 when I was first introduced to Marketo Engage and started supporting a Marketo client to help their day to day campaign setup. I found Marketo very fascinating because of its functionality which is so much more friendly for anyone in the Marketing domain who doesn’t have a technical background. A lot of technical complexities are covered by its simple UI. This helps any Marketo user to focus more on the customer experience, campaign performance, and system enhancements instead of worrying about the complex campaign/workflow setup.
What is your favorite thing to do in Marketo and why?
I love solving complex problems using my backend Marketing automation knowledge. The reaction and smile that it brings to the customer are really priceless. If you talk about the specific functionality, unlike other Marketing Automation Platforms, Marketo makes it really easy to capture and use the demographic and behavioral data for segmentation and personalization. No other Marketing Automation Platform can match its powerful engagement engine.
Throughout your Marketo career, what are you most proud of?
There are a few things that I’m really proud of . First, I got 12 certificate s (MCE and 11 Specializations) from Marketo. When I cleared my MCE, it gave my confidence a boost and I started exploring the specializations certifications. During the preparation, I got a lot to learn about each and every topic in detail. All the specialization questionnaires were very interesting and required good practice. This gave me a push to learn more and test it by doing specialization certifications.
Second, I’m proud to be a part of the 2020 Marketo Champion class. It has been so fortunate since then. I’m proud to have so many mentors and friends who are leaders in their respective industries. Being a Marketo 2020 Champion, gave me great visibility in the Marketo Community and Marketing Industry. Based on my certifications and Champion status, I received multiple career opportunities. Recently I joined Atlassian as an IT Specialist which is a very interesting role to bridge the gap between Marketing and IT.
What piece of advice would you give to someone who is just starting a career with Marketo?
I would recommend learning the concept of Marketing Automation alongside Marketo. If you have sufficient knowledge of different Marketing tactics like Email Marketing, Lead Generation, Lead Scoring, Lead Life Cycle, Sales and Marketing alignment, etc., it will become really easy to understand Marketo and you can quickly set those things up. Another tip that I would give is to spend at least 30 minutes daily in the Marketing Nation Community. Participate in conversations, post questions, read blogs and start discussions. If you do this consistently, within 3 months you will see a lot of improvements and the number of learnings will be huge.
If you could have an endless supply of any food, what would it be?
Cheese burst pizza and McDonald's burgers
What is your guilty pleasure?
I love listening to old songs (Romantic and Acoustic) and binge-watching movies/web series. I love listing John Legend (All of me), Bruno Mars (Just The Way You Are), "The Ghazal King" - Jagjit Singh. Lately, I have been watching Mirzapur, Money Heist. My all-time favorites are Suits, Big Bang Theory, GOT, Friends.
Connect with Amit:
Personal Blog: https://themarketingautomationblog.com/
Connect 1-1: https://themarketingautomationblog.com/together-we-learn-together-we-grow/
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Welcome back to the Marketo Success Series! In this series, we partner with Marketo Champions and Champion Alumni to fully explore how some of our most celebrated Marketo experts are using Marketo Engage to drive success. In this edition, we teamed up with Marketo Engage Champion @JD_Nelson to talk about ContentAI, what it is, why use it, and its specific elements.
Introduction – What is it?
Content AI is a supplemental add-on product Marketo provides to harnesses the power of predictive technology, performance indicators, and advanced algorithms to target end-users (viewers of your emails and web pages) with the most relevant and likely-clickable content available. Think of it as how Netflix or Amazon pick other items you may be interested in. While Netflix and Amazon have mostly perfected their processes, no one can claim to be near their standards, so let’s bring this back down into our relevant marketing universe: Marketo.
But what is Content AI , really?
Content AI is a way to turn static emails or web pages into dynamic ever-changing, always-engaging, living, pieces of content with the lowest amount of design, effort, or time required.
By inserting content and imagery into predefined areas of your website or email, Content AI will predict and populate content based on numerous factors in an effort to maximize engagement.
Why Use It?
Being a marketer means always adapting, changing, and testing. It means finding what works, proving it, and expanding on it to its fullest potential. Marketing automation has helped alleviate the workload, and now predictive artificial intelligence is the next evolution. Let’s look at a real-world example that many of us have experienced:
The World as it is Today:
You have 10 pieces of collateral to support a recent initiative. You have a web page designed specifically for this initiative, but don’t have room for 10 pieces of collateral—nor should you. In order to find the best two or three pieces of collateral, you initiate an A/B test. You put three pieces of content on the page, let it sit for two weeks, then change the content and put the next three, and repeat the whole process again, and again. Again you wait. Now that you have an idea of which pieces work best, what about the order in which they appear? Do you test that as well? If so, now you take your winning pieces, and rank them against each other... three months later you have an idea of what pieces of collateral you should include. Time & Effort Needed: 3+ months & 3-5+ hours of work to update pages every two weeks
Marketo Engage with Content AI :
Using Content AI to solve the same scenario is much different. After identifying the 10 pieces of collateral and coding the page to accept the Marketo information, the pieces of content will rotate through the areas of the page seeking optimal performance. No need to wait for results, no need to swap out content. To an extent the process is “set it and forget it”—but we all know you’ll need to update that content sooner or later! Time & Effort Needed: Results in days or weeks, with ~45 minutes of work (assuming Content AI was previously configured)
It works like this for email as well!
How to Set it up
As with any SaaS product, there is some setup to do before you can unleash the power of Content AI . This primarily consists of:
Inserting some code in the area of your site you want to publish the content
Ensuring your emails are up-to-code and available to receive Content AI (no special coding required).
From within Content AI Account Settings:
Simply click the Generate Tag link (your domain should already be set up as a part of the ContentAI activation process with Marketo).
Confirm the Tag toggle is set to ON
Copy/Paste that link to the header of your website and you’re done! You can also take a look at Marketo’s official 5-step walkthrough in Docs .
Deploying the actual content on your website requires a bit of planning. You’ll need to determine the kind of content you want, the layout, and any filters or customizing of the appearance that you may need. For instance, you’ll likely want to match your brand colors and text information.
First, there are two options to the layout you can use for your website, three-column or one-column. Three-column is great for the main body of your website, whereas the one-column layout is perfect as a sidebar. Here are some examples:
Secondly, there are a few appearance options to consider before you begin to create your code:
Font Size (both title & description)
Font Color (both title & description)
CTA (Color, Font, Background)
Once you have decided what content you want and where you want it to go, you’ll create your code. Use Marketo’s developer's site to determine which code layout is best for you. There are extensive examples and exact code you can copy/paste to make things easier.
*You are only enabled ONE category to choose from per location of predictive content. If you use a layout, like the one above, both pieces of content can only be from one category. While this shouldn’t be much of an issue it is something worth calling out. Most companies keep a category for “All” or something similar for maximum exposure.
Content AI for email is much more straightforward. Since everything is within Marketo the functionality and coding is already set up. While you can enable Content AI using either email Template 1.0 or 2.0, the preferred method is 2.0. Check out syntax coding requirements if still using 1.0).
From any 2.0 email, enabling Content AI is as easy as right-clicking and selecting Enable Content AI
Content Recommendation Bar
The Content Recommendation Bar is a thirdarea of Content AI that is often overlooked. It acts as a small pop-up along the bottom of your website. Traditionally used as an information ticker or alert, ContentAI enables this area of your website to continue to promote content.
The setup for a Content Recommendation Bar is done through the Content Settings of Content AI . You’re able to pick your colors, fonts and general appearance along with the URLs on which you want it to appear.
How to Use it?
The use-cases for Content AI are plentiful. Here are some real-world scenarios and how Content AI has been used:
As likely referenced in the email section of this ebook, event emails—particularly for repeatable webinars—are best done tokenized for scalability. Enabling ContentAI for email aligns perfectly with this use. Imagine running more than a dozen, or in some cases, hundreds of webinars per year. A tokenized email will swap out the relevant copy for each webinar without ever having to edit the email itself. But if you never edit the email, in the Content AI world, any additional CTAs you have would likely be the same in every email. An end user that attends more than one webinar would begin to see the same content at the bottom of your follow-up emails and wouldn’t likely click on them more than once.
With Content AI you can enable the content section of your email to change the moment your end-users open their email—each time seeing up-to-date content in an ever-changing order.
Blogs are often the most frequently visited page for many websites. The content stays fresh and is regularly updated, sometimes even hourly. Most people, however, are not checking every blog, every hour. They come back and may have missed 15+ blog posts since their last visit. It’s usually best practice to have an area of your blog that highlights certain key articles, topics, or takeaways that are more relevant to your users. Sure, you can hardcode this and hope it’s optimized, but why not use Content AI ?
Now you can have 10+ posts that are rotated each visit to ensure maximum visibility and performance.
Within Content AI
Now that we’ve looked at a few examples of how to use our content, let’s look at what we do in Marketo Content AI to enable/maximize these efforts.
There are four sections of ContentAI within Marketo:
SUMMARY The summary tab is a look at all of the content found on the domain associated with your account. This includes which content is performing best, what the trends are for the past week or past month, and which categories are performing best by engagement. This includes a view for ALL content and a view for Predictive Content only.
ALL CONTENT Just as it sounds, this is a list of every piece of content found on your domain. You’ll be able to approve content for use in Content AI campaigns, as well as where you can assign categories to any *unknown content.
Categories can be assigned automatically using URL Patterns in Content Settings. You can specify all content at /blog/ to be tagged Blog or anything under /event/ to be Event —if your website is configured in this manner it will save you considerable time with your category assignments.
PREDICTIVE CONTENT Once your content is approved for use in Content AI , this is where you finish setup and enable content by source. This includes CTA text, Titles, specific URLs, as well as the different layouts by source type. ANALYTICS Don’t overlook the analytics section! This is a powerful, yet concise, dashboard of your content performance.
Predictive Content Setup
Ensuring accuracy is an important step for any marketing campaign. The Predictive Content section of ContentAI is where we do that. While we rely on Marketo to find most of your content, we need to make sure that content fits properly in our layouts, buttons read what they should, and even add more information than what we’ve captured already.
Each piece of content “approved for predictive” will appear on this list. By selecting each piece, individually, a section will expand for customization as well as final approval for campaign type [Email, Rich Media (Website), or Bar (Content Recommendation)]
Here are the first three pieces of content, with the second piece selected for customization:
The fields to update, by content type, are:
Categories (these are predefined, but you can customize them further as needed for specific campaigns) **IMPORTANT NOTE: Make sure to review the eightf different layout options in the box on the left. When inserting predictive content into your emails, you will be asked which layout you want to use. ***None of the layouts work for your brand? Try this: Default all campaigns to Layout 6 and customize your image to include overlay text, CTA style & color to match your brand.
Image URL Use a custom image as needed. Recommended: 235px x 175px
This will show you which piece of content is performing best, both by Views as well as Conversion Rate:
You’ll also see which content on your site is Trending (% of views in last 14 days as compared to previous 14 days):
Which content you might want to focus on other marketing activities around, based on performance, trend lines, and other factors in Marketo’s algorithm:
And more content analytics that gets into the location, industry, and visitor type of website visitors interacting with your content:
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Welcome back to the Marketo Success Series! In this series, we partner with Marketo Champions and Champion Alumni to fully explore how some of our most celebrated Marketo experts are using Marketo Engage to drive success. In this edition, we teamed up with Marketo Engage Champion Alumni Champion Tim Cerato to discuss building Smart Campaigns at scale, how to architect data for reporting, and more.
[Prerequisite] Basic Smart Campaign components
Many of you may already have exposure to the inner workings of Smart Campaign. For those knowledgeable in the basics, skip to the next section. Otherwise, check out Marketo’s Smart Campaign documentation here .
Smart Campaign Best Practices
Kicking things off: Tips, tricks, and best practices
In the sections below, we will merely scratch the surface in sharing different ways to create efficiencies and promote scalability in through best-in-class utilization of Smart Campaigns.
Guiding principles for Marketo Engage architecture
The art of configuration in Marketo Engage draws many parallels from the programming world while holding true at the core to being a solution for marketers. The principles below can be applied to Smart Campaigns but can also be adopted across your instance.
Build for scale
Throughout the chapter, you'll notice a common theme of scalability in Marketo Engage. In the context of this section, I'd like to introduce the idea that scalability should be a consideration of everything you do.
Whether you come from an enterprise corporation or a grassroots startup, inefficiencies have the potential to severely hinder your ability to execute on the day-to-day and to introduce burdens down the road, in your Marketo Engage instance.
Unfortunately, there’s not enough time to cover all of the ways that Marketo Engage can be developed to promote scalability—that could be a book in itself. half of the battle is asking yourself “Is there a more scalable and efficient way to do this?” By asking that question and being mindful of this as you construct your campaigns, you will put yourself in a better place.
A great example of building for scale is global forms. The concept of global forms is that there is one form for initiative type, where possible. For example, if you have 50 white papers on your website or LPs, it's a best practice for those 50 white paper programs to share a form, as opposed to using 50 individual forms. By using one form, you ensure that when the time comes to add an additional field, you can make the change once, instead of 50 times. (Note: The Marketing Nation Community has some great reads and tutorials detailing how to best implement global forms.)
Architect data for reporting
Actionable and reportable data does not always come easy. For that reason, as marketers, we must consider structuring processes in a way that fosters reportability. This holds true across all of Marketo Engage, but in Smart Campaigns/programs, this is manifested primarily in the context of things like program status or timestamps. We won’t get deep into program status and membership here, but if you’d like to learn more, checkout Marketo Engage’s documentation: https://docs.marketo.com/display/public/DOCS/Understanding+Program+Membership
Data quality is everyone’s job
The topic we all love to hate. Data quality isn't something that should be left as a reactive task. Proactive application of data policies and procedures is key to promoting clean data.
At the organizational level, it's important to drive home the point that data quality is everybody's job, and that point holds true here in Marketo Engage.
Promote adoption through transparency
It's difficult to promote the value marketing, and more specifically marketing automation, brings to the table, without providing visibility into the impact that can be perceived across the organization. In that light, transparency should be applied anywhere possible, through the use of anything from sales alerts or lead scoring, to interesting moments.
Smart Lists [Local Assets] vs. Smart Lists [Smart Campaign]
Let’s talk about Smart Lists. The concept of Smart Lists presents itself in two different capacities across Marketo Engage:
Smart List as a local asset
Smart List as a component of a Smart Campaign
Both variations of a Smart List perform similar tasks. They both are made up of similar components, however, one key difference is that Smart Lists within a Smart Campaign can include either filters or triggers.
A tip that may help save quite a bit of time is that a local Smart List can be referenced by the Smart List of a Smart Campaign, using the Member of Smart List filter.
This allows marketers to centralize logic or clone logic without cloning the entire Smart Campaign.
Campaign limits: An underrated way of preventing the dreaded “oh no!” moment
One of the most underrated governance tools within Marketo Engage is the concept of campaign limits, which are defined within the admin section.
Campaign limits enable marketers to set a maximum number of records to be included in a batch Smart Campaign, by default. If a campaign limit is exceeded, the Smart Campaign will error out and not run, a valuable function for decentralized organizations that are looking to empower end-users, while preventing the dreaded over send to their entire database.
An important note is that if the expected volume of your Smart Campaign exceeds the designated campaign limit, you may raise the limit for that Smart Campaign on the Schedule tab of your Smart Campaign.
To access campaign limit settings navigate to Admin > Smart Campaign > Smart Campaign Restrictions
[Tip]: This error does not currently prevent the user from scheduling or running a Smart Campaign. If the Smart Campaign executes, it will fail to returning an error that is only visible in the run history of that SC.
Setting a campaign limit may not be a fit for every organization but I've included a formula below that generally works as a best fit threshold for most clients.
[Mailable database size] X 0.2 = Recommended campaign limit
Mastering advanced logic (Hint: Think PEMDAS)
Did you ever expect to see PEMDAS again? Well, here it is. Advanced logic, residing on Smart List in Marketo Engage, is key to developing complex queries utilizing Marketo Engage.
Below are a few best practices and notes around the use of advanced logic:
Advanced Logic only applies to filters within a Smart List. Within triggered Smart Lists, records enter the Smart Lists when the filter criteria are met along with ANY of the triggers.
Avoid filter duplication, where possible, through nested parentheses.
Incorrect filter logic is one of the most common causes of over sends. Be sure to double-check the criteria of your Smart List before deployment.
Negative logic used within Advanced Logic can be challenging. Sometimes, it’s easier to use a referenced to Smart List to construct negative logic.
Leverage static lists for complex logic
One limitation to Smart Campaign metadata is that Marketo Engage does not provide us with the ability to query whether or not somebody is actively in the flow of a Smart Campaign.
What this means is that a filter may be added to a Smart List to for Member of Smart Campaign. This filter merely represents that somebody has been a part of that Smart Campaign. It does not represent their current status.
There are a few different ways to work around this, one of the more common approaches is through the use of static lists. In this application, the actions of Add to List and Remove From List Flow Actions would be bookended around all other Flow Actions.
In addition, any Remove from Flow logic would be replicated with a subsequent Remove from List action.
This allows us to infer, based on membership of the static list, that a person is an active part of a given Smart List.
A screenshot of this process in the appendix (A.1)
Create efficiencies through program tokens in Smart Campaigns
Program Tokens are a great way to build reusable Smart Campaigns that scale across programs and are easy to manage. The applications of Program Tokens within Smart Campaigns, are near endless.
Tip: Like many things in Marketo Engage, consistency and organization are key with Program tokens. That being said, be sure to name your tokens consistently in a way that can be interpreted concisely by other users.
Here’s a sample of some Program Token best practices:
Creating reusable content, webinar, or event programs
Description: The use of Program Tokens, within the Flow Action of a Smart Campaign, enables users to quickly update information at the program level, where it can then be inferred by the Smart Campaign, without having to make changes within the flow. This process helps by allowing for a single location to propagate changes across a near-infinite number of child Smart Campaigns or Flow Actions, which in turn, drives efficiency, consistency, and scalability.
Example: This technique uses the centralization of something like Lead Source Detail and Content Detail data. Those values are managed at the program level, via tokens, alongside other data points such as an ebook Name, ebook URL, or other common program level meta-data.
Program tokens for content detail and lead source detail values
By placing these at the program level, we can reference them across multiple Smart Campaigns and change them much more efficiently than making updates within Flow Actions.
Another key perk is that if all your other Program level data lives within program Tokens, when cloning an event, webinar or anything else, you can make all changes in one place.
Program Tokens in data value change flow actions
Optimizing the management of scoring programs
Description: Program Tokens can also be used to build scalable lead scoring Programs. In this approach, scoring tokens, from the Program level, are referenced by Score Change Flow Actions. Like the example above, This approach provides excellent efficiencies in the management of scoring programs at scale.
Example: Your behavioral scoring program contains 15 Smart Campaigns, each with their own triggers and score.
Like most marketers, your lead scoring values will eventually change. By using score tokens, when the time comes to update your scoring model, you can change and view all values on the program level, under the My Tokens tab. This allows you to quickly and efficiently update you are model without the pain of editing 15 individuals' Smart Campaigns.
Program Token in “Change Score” Flow Action
Program Token examples within the My Tokens tab of a program
Understanding the campaign queue
The Campaign Queue is a critical tool for Marketo Engage for any operations user. Is vital for monitoring/troubleshooting Smart Campaign performance and system latency. The Campaign Queue can be found within the tree of Marketing Activities by clicking the Marketing Activities parent of the tree and navigating to the Campaign Queue tab.
Using the Campaign Queue
The Campaign Queue is broken into the following columns:
Priority: The Smart Campaign priority detailed above
Status: Represents the volume of records remaining in the queue
Campaign Name: Concatenation of the program and Smart Campaign in question
Workspace: The workspace from which the campaign originated Note: Will be default for non-workspace enabled instances
Each of those values is helpful in their own way of analyzing the health of your Smart Campaign backlog and the volume of information in the queue. Backlog size will vary from company to company, based on your implementation of Marketo Engage, the volume of Smart Campaign processes executing, and a handful of other environmental conditions.
A few notes on leading practices for managing the Campaign Queue:
The ideal backlog should be cleared out every few minutes
If your backlog is consistently over 1,000 records, it’s worth re-evaluating the architecture of your Smart Campaigns, working with Marketo Support or engaging a consultant
The Campaign Queue screenshot above was taken from a 1.6 million record instance, after a recent Smart Campaign optimization project. Previously, we would constantly see a backlog of 1-10k Smart Campaigns. By utilizing the tool Omega (omegaproject.io), we were able to identify “Smart Campaign Noise” and drastically streamline the volume of records we push through a Smart Campaign on a daily basis, allowing the system to operate more efficiently.
Smart Campaign processing prioritization
As referenced above, a key consideration in the utilization of Smart Campaigns is scalability. The chart below was taken from Marketo Engage documentation and outlines the Priority in which different types of Smart Campaign activities are processed through the Campaign Queue.
Source: Andre L inde
As we come to the close of this chapter, it's important to remember that the application of the practices listed above will vary from organization to organization. Many of these practices are consistently evolving and will continue to change as new functionality is introduced by Marketo Engage.
I would be remiss if I did not take this time to plug the Marketo Community as an excellent source of cutting-edge best practices and a great resource to dive deeper into some of the recommendations above.
SD01: Finding Campaign Queue
SD02: Using Campaign Queue
SD03: Advanced Logic Applied to Triggers
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Hello Marketing Nation!
Welcome to the October edition of the Fearless Forum. In this edition, watch our new Meet Marketo Engage Customers series featuring Jess Kao, read an in-depth interview with Experience Maker Ambassador Award Winner Chelsea Kiko, read a How 2B Fearless blog featuring Kimmah Shah, watch a Q&A recording from our Marketo Champion Office Hours, and much more!
In this edition, we’ll be covering the following topics chosen by you:
Meet Marketo Engage Customers with Jess Kao – In this brand-new series, we speak with customers to learn more about their background, how they’ve used Marketo Engage in their career and more. In our first edition, we teamed up with Jess Kao, who is Director of Client Strategy at Digital Pi. Watch the video to learn more about what Jess has to say!
Live with Adobe Exchange: Branch Metrics – Formerly known as Live with LaunchPoint, this series is all about highlighting our amazing partner solutions that integrate directly into Marketo Engage. In this edition, we speak with Eric Stein from Branch, which is a platform that specializes in unifying user metrics across different devices, platforms, and channels. Watch their video to learn more!
Marketo Engage September Champion Virtual Office Hours – In this Office Hours edition, Marketo Champions Enrico de Leon, Chelsea Kiko, Carrie Chandler, Juli James, and Jenny Robertson sit down to answer questions from Marketo Engage customers. Watch the video here.
Marketo Success Series: Lead Nurture – Learn from Champion Alumni Joe Reitz as he explains what a Lead Nurture is, the difference between nurture drips and streams, why you should nurture your leads, and much more. Read his blog here.
Marketo Success Series: Channel Building – Learn from Marketo Champions Juli James and Jess Kao how to properly set up your channels to optimize your reporting. In this overview, read their deep dive into what a channel is, how to use progression statuses, creating channel steps, and more. Read their Channel Building blog here.
How 2B Fearless: Kimmah Shah – In this How 2B Fearless edition, we spoke with Kimmah Shah, who is a Senior Consultant specializing in Digital and Demand Generation . Read about what Kimmah has to say about how she got started in marketing, her 3 pieces of advice for the next generation of marketers, and more! Read Kimmah's Fearless blog here.
Meet the Experience Makers: Chelsea Kiko – The Experience Maker Ambassador Award is given to individuals who exemplify thought leadership around digital transformation, customer experience, lead management, and more. This year’s Ambassador Award winner was Chelsea Kiko, who is a Marketing Operations Manager at education company McGraw Hill. Watch her Experience Makers Award video as Chelsea explains what this award means to her, her “secret sauce” to optimize any company’s digital operations, and much more. View Chelsea's blog and video interview here.
Apply to be a 2021 Marketo Champion – Applications are now open for the 2021 Marketo Engage Champion class! If you are interested in taking your career and thought leadership to the next level, we encourage you to apply to be part of the Champion program. Please review the requirements and complete your application by Friday, November 20.
Tell Your Marketo Engage Story with Us – If you’re driving real business impact, we want to hear about it! To participate in Adobe’s Customer Story program, simply fill out the form highlighting your successes leveraging Marketo Engage to:
· Increase marketing efficiency/campaign output
· Grow engagement across all channels
· Drive more qualified leads
· Strengthen the alignment between sales and marketing
· Measure and calculate marketing ROI
Check out our gallery of Customer Stories to read about Marketo customers that have been recently featured. You can earn up to 1,050 points by taking this Purple Select challenge !
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Hello Marketing Nation!
We have an exciting new series - Meet Marketo Engage Customers! In this video series we speak with customers to learn more about their background, how they’ve used Marketo Engage in their career, and more. In our first edition, we teamed up with @Jessica_Kao3, who is Director of Client Strategy at Digital Pi. Watch the video to learn more about what Jess has to say.
Have any questions or comments for Jess? Let her know in the comment section below!
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Welcome back to the Marketo Success Series! In this series, we partner with Marketo Champions and Champion Alumni to fully explore how some of our most celebrated Marketo experts are using Marketo Engage to drive success. In this edition, teamed up with Marketo Champion Alumni @Joe_Reitz he explains what a Lead Nurture is, the difference between nurture drips and streams, why you should nurture your leads, and much more.
Good marketing is a lot like dating. There, I said it. Now, let me explain. No one likes the first date who spends the entire evening talking about himself or herself and expresses zero personal interest in you. Rather, it takes a carefully constructed series of engagements: listening to them, getting to understand their motivations and needs, and—most importantly—responding to those needs in ways that add some notion of perceived value. It’s the same with lead nurture. Providing the right person with the right message at the right time to deliver the right results is the entire goal of lead nurture. Take care of your prospects and your customers, and the rest will take care of itself. The question is, how do you do that in a marketing capacity?
What Is Lead Nurture?
Lead nurture, in the most general sense, is the practice of creating a series of touchpoints along a lead's buying journey that adds value to their experience and cumulatively builds throughout their experience. You're building the case for how your widget will improve their life with every tool in your marketing toolbox—email, website, paid search & social, retargeting, and whatever else is in your marketing mix. The intended end result is a loyal customer, and potentially even a brand advocate. The best nurture strategies start with a plan and then respond to a lead's behaviors (or lack thereof) in intelligent, automated ways. It's kind of like creating a decision tree and accounting for every detour someone could possibly take. Didn't respond to an email? Retarget those people over Ad Bridge or other third-party solutions. Did they respond to one offer? Try another one to further qualify their interests, and then try to close the deal. Let's consider a realistic example. Say you get an email inviting you to download an ebook. You click the link, but bail at the sight of a lead gen form. Then one night while reading your favorite web comic, you see an ad to download the same whitepaper. You cave. You end up on a landing page, fill out the form, and download the ebook. A couple of days later, you drop some wisdom you picked up from the ebook during a meeting, and impress everyone. A week later, you get another email from the ebook publisher inviting you to a webinar. You attend because the ebook was full of valuable information and helped you look smart in a meeting. You like looking smart. A few days later, someone reaches out to you to schedule a demo for whatever solution the ebook publisher is actually selling. You think to yourself, "Hey, this could actually be a fit for my business and continue to make me look smart. I'm into that." Two months and many emails later, you become a paying customer.
Why Nurture Leads?
There's really only one reason to nurture your leads, and it's painfully simple: lead nurture creates perceived value for the products or services your brand delivers. Many successful businesses I've worked with as a consultant or as a marketing manager operate under the philosophy that if you take care of your customers, they'll take care of you. That's why hard-sell messaging doesn't tend to work well right out of the gate. You have to guide prospects down a path that feels like you're helping them solve a key challenge or fulfill a need.
Lead Nurture & Marketo Engage
There are two fundamental methods of lead nurture in Marketo: drip nurture and Marketo's customer engagement engine. Drip nurture describes a pre-fabricated series of messages sent to a given audience over a fixed period of time. In Marketo, you'd set up most drip nurtures like this:
The core mechanic at play here is that you define an audience based on either behavior or demographic data ( ideally, both), send a communication, wait for some period of time, and send the next message in the series. The customer engagement engine, more commonly known as engagement programs, is a topic unto itself. For the purposes of this chapter, engagement programs operate via streams of content. Like drip nurtures, these streams are disseminated overtime on a set recurring cadence. So the million-dollar question is: "What's the real difference between drips and streams?"
Drip Versus Streams
The answer is "quite a lot." Generally, drip nurtures are best used for a short series of messages that don't require a lot of course correction, meaning you put someone into a drip's queue and allow them to finish the series.
The most common format for drips is typically Send Email 1 > Wait > Send Email 2 > Wait > Send Email 3... Pro-Tip: One not-so-apparent feature of Marketo's wait flow step is called advanced wait. This allows you to ensure that the wait step will not move on to the next step of the flow until a certain day of the week. For example, if you want to wait a week, but ensure you only send the next email on a weekday, this feature will extend the wait to Monday rather than delivering an email on Sunday. You can access this feature by clicking on the gear icon inside the wait flow step.
I mentioned earlier that it was also possible to make a drip-nurture a little more advanced. There are two cool ways to do so: using remove from flow and/or request campaigns. Let's talk about remove from flow first. This flow step does exactly what you think it does: it stops a lead from executing any additional flow steps. Typically, you would add a choice to this so that it only removes certain types of people; for example, maybe you have a three email drip where each email invites the lead to download a whitepaper, but they downloaded it from email #2. You can remove them from the flow so they don't get a redundant email #3. There are a million and one ways you could use this filter creatively, just remember to leave the default choice set to do nothing. Otherwise, everyone will get removed from the flow.
Request campaigns are the other fun trick. A request campaign flow step essentially just tells another smart campaign to begin flowing. Here's how you set it up in the flow:
The smart list of the requested campaign simply contains a trigger for campaign is requested.
So hopefully you're asking yourself, " when would I want to use this?" As much as I love the remove from flow step, you can only layer so much logic into the add choice dialog. Request campaigns help you bifurcate your drip nurture into more sophisticated diverging paths. For example, if you wanted someone to receive another series of drips based on two or more behavioral data points—like they clicked a link in these emails and have attended a webinar in the last 180 days—you can add that logic to the requested campaign's smart list. The same holds true for demographic data.
When you whiteboard the drip nurture journey for your leads, you may want to consider using a request campaign any time the journey forks based on more than one data point.
Because there is a chapter on engagement program best practices, we won't get into the nitty-gritty in this chapter. The key thing to know about engagement programs is they operate on a stream-based structure and send the next email in a stream on a regular recurring cadence. Most nurture marketers send their casts on a weekly or monthly basis. You can use engagement programs for a lot of things, including embedding event programs and even SMS messages. But generally, for most use cases, engagement programs excel at delivering a steady series of evergreen content. Some of the more successful ones I've built over the years aligned themselves with the buying cycle, and incorporated content aimed at various funnel stages.
When designing an engagement program, there are generally three questions you should answer:
What should differentiate content in stream one from stream two (and so on)?
When should someone transition from stream to stream?
Should leads be allowed to regress back into other streams, and if so, under what circumstances?
How to Nurture
Like everything else in the wild world of marketing automation, there is more than one way to define a nurture strategy. There's no silver bullet for the perfect strategy. However, the one commonality many successful lead nurture strategies share is a familiar arc:
Awareness > Consideration > Conversion
This is definitely not a one-size-fits-all approach, but it’s highly customizable.
It's generally a healthy assumption to assume that your prospects—and even customers, sometimes— don't know the full extent of the value you can offer them. The awareness stream is where you attempt to come alongside your prospects and emphasize that the challenges that they're facing are, in fact, challenging. Your goal in this phase is not to sell anything. Instead, you need to demonstrate that not only do you understand your customer's needs, but you actually care about helping them find a way to fulfill them, whether it's with your solutions or your competitor’s. You're planting a seed of trust here that you're going to water more in the next stage.
"Oh, hey! Remember those challenges? We've got a thing for that. You might've heard of it, but if not, no worries; check this out. It might be helpful. We think it will be, and if so, you should totally let us know by clicking on the thing." Your objective in this phase is to get your prospective customers to imagine addressing their challenges with your offering. Will it do the job? Is it better than the competition? Will it fit their budget? There are a hundred and one questions you probably need to answer here, and no one knows your industry and your business like you, the marketer. Make your customers envision what could be.
By this point, you've already earned some trust from your would-be customers, and you're ready to sell them. This is where you call in the artillery and push to close a deal.
Whether you employ a drip nurture strategy or set off down the road less traveled with Marketo's engagement programs, at the end of the day, you're taking the first all-important step into creating a customer-obsessed marketing strategy. As long as you put yourself in the customer's shoes, and think through the journey from their perspective, you'll win. Imagine you're your ideal customer and ask yourself "what would be helpful at this point?"
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Welcome back to the Marketo Success Series! In this series, we partner with Marketo Champions and Champion Alumni to fully explore how some of our most celebrated Marketo experts are using Marketo Engage to drive success. In this edition, teamed up with Marketo Champions @Julz_James and @Jessica_Kao3 on why it's important to properly set up your channels before building your first Marketo program.
Read their deep dive into what a channel is, how to use progression statuses, creating channel steps, and more.
Setting up your channels will be one of the most important things that you do in Marketo during the setup process.
You’ve got a brand new Marketo instance and I know you can’t wait to get started. Before you go and build your first Marketo program or that first email, it’s really important to make sure your channels are set up properly. How you standardize and use Marketo channels lies at the core of everything that you do and will ultimately impact your ability to report on your marketing efforts. This is where we make you a marketing rockstar.
Before we walk through what to think about when you are deciding on your list of channels, let’s touch on what channels are used for, what implications they have on reporting, and how we use them.
Here are some examples of questions that a typical marketer might want to ask:
How much pipeline did webinars influence last quarter?
Which tradeshow had the highest engagement?
Should I continue to spend money on paid search?
How many new people were acquired through Facebook?
These questions are dependent on having your channels in Marketo set up properly.
What is a channel?
You can think of channels as a specific marketing tactic such as online advertising, tradeshow, or webinar.
Here are some examples of channels:
Here are some bad examples of channels that you should not use:
List import: This is not a marketing tactic. This is a method of how you get leads into your database, but usually for a purpose like a tradeshow or a list purchase (which are typically channels)
Form fill: This is more of an action. A person can fill out a form for many reasons such as registering for a webinar or downloading a piece of content.
What is a progression status?
A progression status is when within a particular channel, you want the person to do something and progress in a very specific way.
Statuses in a webinar channel are going to be different than other channels such as a tradeshow. These are specific milestones relevant to that marketing tactic. Statuses are set for the entire channel and they are best to remain as generic for that channel so they can be applicable to all programs in that channel. In a webinar channel, you will have someone register, they either did not show up or attended and/or they attended on demand and watched the recording. Each of these is a specific action related to the marketing tactic of hosting a webinar.
Pro tip: Progression statuses are not always automatically set. You must build in flow steps to move people to the right progression statuses.
Thinking through statuses
Let’s take a look at the tradeshow channel and how to think about what statuses would be most appropriate. When I was doing global field marketing and organizing tradeshows, our company would always have a booth, sponsor a seminar or workshop, throw a party, and measure on how many people requested a follow-up meeting.
Our statuses looked something like this:
Attendee list: This is the list provided by the tradeshow organization
Visited booth: Anyone that stopped by and was scanned such as entering in a giveaway contest
Expressed product interest: If they had a substantial conversation with someone in the booth. We used the notes section in our booth scanner to indicate this.
Registered for a social event
Attended social event
Registered for seminar
Requested meeting: If they asked for a salesperson to meet with them after the tradeshow.
You may ask, would it be better to create the social event and the workshop into its own program under a different channel such as the Seminar Event channel with the following statuses:
As well as a live event channel with similar statuses.
When I’m thinking about this, I always focus on how my budget is broken out. I evaluate whether I would go back, which means I probably want to know what happened to the people I engaged with at that tradeshow. How I set up my channels and what I choose to split out directly impacts how I can group people together in my reports.
Let’s walk through both types of set up and see how they would impact the ability for you to report so you can choose which method is best for you.
In scenario #1, we use a single tradeshow channel to capture all engagement within that channel which includes all the periphery activities such as the casino themed party and the seminar that we sponsored.
There will be a single total cost entered for each tradeshow and the reporting might look something like this:
I can then figure out how many opportunities and how much revenue each tradeshow brought in as a whole and decide if I return to that tradeshow or skip it for the following year. What if I wanted to know if I should have paid $25,000 to sponsor a workshop at the 2018 Purple Unicorn Handlers conference? Was that a wise investment? I do not have to create a whole new program and a separate channel to do that. I can simply look at the 23 people that registered and the 12 people that did show up and determine are these the right people in the audience and see if they are on any opportunities and use the Opportunity Influence analyzer to determine timing and order of events.
The tradeshow channel is a tricky one since there is a lot of overlap. Many people who stop by your booth also came to the party and sat through the workshop so it can create a grey area.
In scenario #2, we use a separate tradeshow channel and a live event channel to capture the different aspects within a tradeshow.
So for the tradeshow channel, I might just capture the people that visited the booth or requested a follow-up meeting.
For the workshop and the social event, I would use a separate Live Event Channel and create two programs with that channel since each has its own registration.
You might look at the data like this
The question is do you go back to the tradeshow or not. To look at the tradeshow as a whole you would have to manually roll up the 3 separate programs together.
When aggregating all your Live Events, it might look something like this where your tradeshow periphery events would be intermingled with your other live events that field marketing carries out or other tradeshow periphery events.
Your roll-up of the cost as part of the tradeshow periphery events as well as your field marketing events would be lumped together. While your tradeshow budget line item contains only the tradeshow itself. This can be challenging and might not be even possible to split all the costs out with these clear lines but this will depend on your unique situation.
Another thing to consider is if you are ok with grouping these different types of events together: tradeshow related workshops, tradeshow social events, and field marketing events. You want to avoid getting too granular with your channel types and start creating a channel for every use case.
So if we go back to the original question, is my ROI good enough for me to go back to the tradeshow again next year or is there room for improvement?
You can use either method outlined in scenario one where you keep everything in one channel and you can report on that tradeshow as well as roll-up all your tradeshows together in totality or use the second method and split them out by sub-event across different channels and roll them up separately. You can always aggregate the data manually in excel but this creates a lot more work.
There isn’t a right or a wrong way but it is important to set up and use programs in a consistent manner, know what the pros and cons are before you proceed down the path.
What does Step indicate?
This is not to be confused with scoring. The step numbers are simply used as mile markers for ordering the progression statuses. You can think of it like a 10-kilometer race and each of the step numbers are marking the order in which the statuses should be listed. A member of the program will only proceed in one direction from lowest to the highest number.
Pro tip: If you make a mistake and need to send someone backward, first remove them from the program and then add them back to the program in the desired status.
There are some channels that are specific to the way Marketo works. For example, there are at least two email-related channels.
Email Communication: Default Program
Email Send: Email Program
Nurture: Engagement Program
These are all used slightly differently.
The majority of the time, I use a smart campaign within a non-email channel to send an email. If I am sending a webinar email, I accomplish that with a smart campaign within the webinar program. If I am sending pre- and post tradeshow emails I use a smart campaign within that specific tradeshow program in the tradeshow channel. If I am sending a fulfillment email after you fill out a form, that smart campaign lives within the program in the content channel.
The email program in the email channel is great for sending one-off emails when you are A/B testing. These programs can be nested within another program or used as a stand-alone program. They make A/B testing an email very easy. However, there are some drawbacks. The email program (looks like a mailbox) specifically is one and done and once that email is sent, you cannot target additional people with that email without creating a whole new email program. Emails must reside locally within the program to be referenced, unlike a default program where it can reference any email in the system. If you are not doing A/B testing, I recommend using a smart campaign within a program to send emails and reserve the email program (mailbox) for when you are specifically A/B testing.
Create programs in the nurture engagement program channel when you want to send specific nurture emails over a set cadence such as once a week. This program is typically used sparingly compared to the other email programs and part of an overall nurture strategy. Refer to the engagement program chapters to learn more about how to use that program type.
How do I choose which progression status is a success and what does it mean?
For reporting purposes specifically for multi-touch attribution, a person who is a member of a program and reaches a success status and then is placed on an opportunity will result in that program getting credit for influencing that deal.
Here’s an example: For the webinar channel, we have set up the statuses and the successes shown below.
If Susan attended a webinar which is a success status and then was placed on an opportunity for $1000, the webinar would get multi-touch credit for influencing the deal.
If Tim registered for the webinar and did not show up to the webinar and was placed on an opportunity for $1000, the webinar would not get any credit because Tim did not reach a success status.
When deciding which statuses should be set as a success, a good rule of thumb is to ask yourself if a person reached that status should that program be given credit for influencing a deal.
Some other suggested channels that also deserve some attention are the following:
Sales generated: For all leads that are created from sales, I like to create a single program and place them in as members of this program.
The statuses that I use for this channel are:
DO NOT USE (this is set as a success)
List purchase: When you purchase a list from a vendor, you probably want to know are these names any good? Are these the right people and are they going to buy from me?
The progression status that I typically use for this channel is:
DO NOT USE (this is set as a success)
Marketo requires that all channels designate one status as a success.
Simply purchasing that name doesn’t warrant credit in my opinion. Otherwise, marketing would have it easy. I could just buy all the names of the list and call it a day.
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Formerly known as Live with LaunchPoint, this series is all about highlighting our amazing partner solutions that integrate directly into Marketo Engage.
In our sixth edition, we speak with Eric Stein from Branch, which is a platform that specializes in unifying user metrics across different devices, platforms, and channels. This video was shot in August 2020.
If you'd like to learn more about Branch, you can check out their website here.
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In this How 2B Fearless edition, we spoke with @Kimmah_Shah1, who is a Senior Consultant specializing in Digital and Demand Generation. Read about what Kimmah has to say about how she got started in marketing, her 3 pieces of advice for the next generation of marketers, and more!
What does fearless marketing mean to you?
Since COVID-19, my idea of what fearless marketing means has evolved. Covid has disrupted many of our lives and as the voice of the business, marketers have been forced to reexamine how we speak and interact with customers. We have to be more than just cognizant of our tone, messaging, and timing - we have to be vigilant. We are the gatekeepers of what our customers see and how they perceive our business in the market. So we have to speak up, ask questions, and be willing to be uncomfortable to ensure that we are not only representing the best interests of the company but also the best interests of our customers.
Who is a fearless marketer you look up to and why?
Without hesitation, Bozoma Saint John, who is currently the CMO of Netflix and has served as the first African-American woman of many Fortune 500 Companies in the US. As an African-American woman, I have often been the only person who looked like me in a room. The thing that happens when you never see yourself represented in the room, is that you wonder if you belong there. You think, is there a seat for me at this table? According to a study conducted by the Association of National Advertisers in 2019 , only 6% of CMO’s identified as African American. Seeing Bozoma move through Uber, Apple, Pepsi, and other high profile brands reminded me that those roles are attainable and there is indeed a seat at the table for me. It may be harder, but it's not impossible.
How did your career start out in marketing?
My first position in marketing was actually a Sales and Marketing Coordinator for a company that made printers. It was my first role supporting a sales team and providing marketing support. Looking back it was when I learned that sales and marketing work hand in hand and in order to drive revenue for a company, you have to learn how to do that well.
What have you learned from other members of the Fearless 50?
This has been an interesting year to say that least and unfortunately, we haven’t had the opportunity to meet face to face. But I would say I am learning how to stay engaged with my peers and learn in a less traditional setting. Nothing beats meeting face to face but I’ve met some amazing marketers that show up and engage on LinkedIn, in our Slack Community or through some of the Fearless 50 events. They all bring such passion and breadth of knowledge that it's easy to see why they were selected. It inspires me to find ways to engage and reach out to other marketers who are doing amazing things in the community and learn from them.
What are three pieces of advice you would give to the next generation of fearless marketers?
First, never stop being curious. The world is changing around us so rapidly through technology, and marketing is no different. You must have a passion to keep up with trends, learn what’s the big new thing, find out what’s going on if you want to keep up with both the technology and the consumers you’re trying to reach.
Second, become self-taught. It’s wonderful to have a college education, but it should be the starting point, not the finish line. The internet has a wealth of information (and so much of it is free), that we all have incredible opportunities to learn on our own, educating ourselves on what we don’t know. Use the curiosity from point #1 and put it to work to teach yourself, constantly expanding upon your knowledge. Time spent in self-enrichment is never wasted.
Finally, for the third tip, you should get a mentor… after all, you can’t teach yourself everything! Pick someone who is at a higher level of experience than you, is where you’d like to be, and does what you’d like to be doing as he or she will be most helpful in aiding you in your journey. Mentors are particularly effective when you’re trying to grow in your profession but perhaps don’t know where to start, the adage being “you don’t know what you don’t know.” A mentor has both the wisdom and objective distance to tell you what you don’t know and what you need to learn to evolve in your career, things that likely are not self-evident.
Have any questions for Kimmah? Let her know in the comment section below!
Connect with Kimmah
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Hello Marketing Nation!
Applications are now open for the 2021 Marketo Engage Champion class! If you are interested in taking your career and thought leadership to the next level, we encourage you to apply to be part of the Champion program. This year, we are increasing the Champion class size from 40 individuals to 50, in an effort to be more inclusive and provide ongoing opportunities for under-represented communities to have access to these programs.
To learn more about the program overview, benefits, and requirements, visit the 2021 Champion Application page.
The 2021 Marketo Champion application deadline has been extended - please complete your application by Friday, December 18. Feel free to comment below with any questions you might have!
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