Get into Dynamic Chat and Analytics Strategy as well as a technical overview of two of Marketo's most powerful new features, Execute Campaign and Program Member Custom Field with some real-life case studies and contextual campaign ideas for using these features in your own environment.
3. Adobe Marketo Engage
User Group House Rules
In order to ensure our MUGs stay user-focused and a safe space for members of
the Marketing Nation to learn, network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted at MUG events
• Don’t contact people outside of the User Group without their consent
• If MUG members share their use case at the User Group, please don’t share
that information without their consent
4. This MUG Meeting is not being Recorded.
To ensure that we are abiding by the MUG Program Code of
Conduct and to respect the privacy of the content shared
during today’s session, we would like to inform all attendees
that this session will not be recorded.
After the meeting concludes, if you have any outstanding
questions or missed a portion of the content, please feel free
to email us at advocacy@adobe.com and we will do our best
to answer your questions.
5. The point of user groups is to…
• Create a sense of community
• Share knowledge, valuable insights and actionable learnings
• Champion people in our region who are doing awesome things
• Help you strengthen your knowledge of the platform
• Help you make connections that will push you forward in your career
Why are we all here?
6. • Spread the word – if you know someone who’s interested, let them
know!
• You’re among friends – speak up, no question is a dumb question.
• Be respectful to speakers and other members – please put your phone
on silent.
• Share your feedback – this is our party and we’ll talk APIs if we want to.
• On MUG days we wear purple. (Or Adobe red… if you feel the need…)
What we want
7. Sign up for Bevy – the tool for Adobe
Marketo Engage User Groups!
• Step 1: Navigate to
https://mugs.marketo.com/accounts/signup/
• Step 2: Create an account using the email
associated with your Adobe Marketo Engage
Account
• Step 3: Search for our chapter and click “Join
Chapter”
Stay Connected with Our Chapter
9. Need to Update your Marketo Engage Certification?
Adobe now has 3 certifications for Marketo Engage
•AD0-E555 Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have
about 3 - 6 months of Marketo Engage training and hands-on experience. The exam is aligned to the Marketo Core
Concepts I, Marketo Core Concepts II, and Marketo Reporting and Insights courses. (Update to the former Marketo
Certified Associate)
•AD0-E558 Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers
and marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update to
the former Marketo Certified Expert)
•AD0-E556 Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and
process at the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5 years of
experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam guides!
10. Become a MUG Sponsor!
For our next Sydney MUG, we are looking:
● Recommendations on topics you care about!
● For speakers to share their experiences
● And hopefully soon NOW
○ For venue
○ For sponsors [for food and beverage]
Talk to one of the MUG leaders to find out more and be part of an
exciting journey.
11. Meet your Sydney Marketo User Group Leaders
Pierre Flovie
SENIOR MARKETING TECHNOLOGY
CONSULTANT AT VERTICURL
Dani Tam
MARKETING OPS MANAGER AT
DROPBOX
Brooke Campbell
DIRECTOR | MARKETING
STRATEGIST | MARKETING
AUTOMATION SPECIALIST AT
STACKIT MARKETING
Stephanie Chhor
ASSOCIATE DIRECTOR AT KPMG |
ADOBE MARKETO ENGAGE
ARCHITECT | MARTECH SOLUTION
CONSULTANT
12. 12
Agenda
4:30 - 5:00 PM Registration and Networking
5:00 - 5:10 PM Introductions, Housekeeping + Agenda
5:10 - 5:30 PM Dynamic Chat and Analytics Strategy
5:30 - 5:40 PM Break
5:40 - 6:00 PM
Tech Tips: Program Member Custom Fields and Execute
Campaign
6:00 - 6:20 PM Q & A
36. Copyright 2020 bluprintX. All rights reserved. The information contained in this document is company confidential and proprietary property of
bluprintX and its affiliates. It is to be used only for the benefit of bluprintX and may not be distributed, transmitted, reproduced, altered, or used
for any purpose without the express written consent of bluprintX.
Tech Tips: Using Program
Member Custom Fields and
Execute Campaign
Veronica Holmes
38. Execute Campaign – When should I use it?
An executable campaign is designed to be
used when you need a specific series of
steps to complete PRIOR to the next
element in your flow executing.
They can be used for lots of things, but the
primary use case is needing to execute
operational tasks prior to executing the
remainder of the campaign.
41. Let’s talk about TOKENS
Executable Campaigns are CHILD campaigns of the
campaign that executes them.
That means that if “True” is selected on the Execute
Campaign flow step, the Executed Campaign will inherit My
Tokens and Trigger Tokens from the parent.
42. Smart Lists – It doesn’t always need to have one
You can’t schedule it.
TIP: You can use this
as your gateway to
weed out anyone who
shouldn’t go through
this flow step.
43. Execute Campaign – Tips
1. Must be made executable on
CREATION.
2. New flow step available – much like
Request Campaign, build your
Executable Campaign first so it is
selectable.
44. Execute Campaign – Tips
3. Results tab of the
Executable Campaign
will show who hit the
smart list and did or did
NOT qualify for it. This
creates an activity log
item on the person.
46. PMCF recap – What are they?
Program Member Custom Fields contain
values against a person that are specific to
that program.
Examples:
• UTM data
• Campaign Information
• Event info like dietary requirements,
locations
47. PMCF recap – Don’t forget the rules
1. You can only have 20 of them in your instance, and at THIS
point in time, you cannot delete them!
2. If a person is no longer a member of the program their PMCF
data is erased too!
3. Tokens for PMCF data can only be used in the program the
data is captured in, BUT you can use the data values in other
programs.
4. If you want to use PMCFs on forms, the form must be local to
the program.
5. You can only really view PMCF data in the Members Tab of
the program.
49. PMCF Scenario – Multi-Location Events
I want to use one landing page and
email to invite people to participate in a
multi-city event.
AND I want to invite people to more than
one of these at the same time!
I need to store this registration info at the
controller program level and trigger
program status updates in sub-event
programs.
50. Single Landing Page for Multiple Events
These are PMCFs – called PMCF
Event 1-5.
Each multi-city event can have the
label names edited on the form.
51. Use a controller program to capture form data, and
triggers to register in multiple sub-events
Much like membership of a program, a person’s program member data can
be accessed within that program, but also from other programs.
52. PMCF Scenarios – I’ve done all these
• Capture SMS response into a PMCF for storing at the
program level so it’s not overwritten when multiple SMS
responses are received
• Capture dietary requirements for events
• Ensure UTMs are captured for all programs, and
timestamp when a form was filled out in an individual
program
• Capture information about the campaign or offer someone
signed up for
• Capture event feedback
55. Set Lead Source
Centralised Lead Source management using execute campaign and
program member custom field to set lead source value before sending
it to the integration
56. PMCF and UTM
• Holding utm information as
program member custom field,
gives you the ability to pull the
data via API for reporting.
• Set lead source information
using member token using
executable campaign on a
centralised operational
program.
59. Q&A - Experts in the house - Subject Matter Experts
Moderators & Experts:
Pierre Flovie
SENIOR MARKETING TECHNOLOGY CONSULTANT at
VERTICURL
https://www.linkedin.com/in/pierreflovie
Danielle Tam
MARKETING OPS MANAGER at DROPBOX
https://www.linkedin.com/in/danielle-tam/
Stephanie Chhor
MARTECH CONSULTANT at KPMG
https://au.linkedin.com/in/stephchhor
Feature Experts:
Veronica Holmes
CONSULTING DIRECTOR at BLUPRINTX
https://www.linkedin.com/in/veronicaholmes/
Marketo Support Team
TECHNICAL LEAD MARKETO
http://support.marketo.com/