Tips on Revenue Cycle Model and Self-Service Flow

Adobe Marketo Engage User
Groups Sydney
November 2022

Agenda
3:00 – 3:30 PM Registration and Networking
3:30 – 3:40 PM Introductions, Housekeeping + Agenda
3:40 – 3:55 PM Marketo Latest Release with Nicho
3:55 – 4:15 PM Revenue Cycle Model with Holly
4:15 – 4:30 PM Break
4:30 – 4:40 PM Self-service Flow with Nicho
4:40 – 5:00 PM Q&A

Adobe Marketo Engage
June and August 2022
Releases

© 2021 Adobe. All Rights Reserved. Adobe
Confidential.
June and August 2022 Release Highlights
ADOBE MARKETO ENGAGE AND MARKETO MEASURE
Integrated
Ecosystem
• Self-Service Flow Steps
Future-proof
Investments
• Additional Features in
the Next-Generation
Experience
• Updates to Landing
Pages and Forms
• Munchkin Protocol
Agnostic Link Tracking
Innovation For
Experience
• Dynamic Chat
Enhancements
• Sales Insight Permission Set
• My Marketo Tile Update-
Sales Insight Actions
© 2022 Adobe. All Rights Reserved.

Confidential.
Phase 1:
Phase 2:
Q3
Q4
Sales Insight Actions
Accelerate your sales team's inbound effectiveness
with new sales actions layered with marketing
insights
Improve personalization for customer experience
teams with a unified view of all your sales and
marketing activity data available in both Marketo
Engage and CRM
Increase sales efficiencies with a native CRM
experience so sellers can focus on a single pane of
glass
Accelerate prospecting efforts with marketing-powered
intelligence and engagement tools together in a single
workflow
Integrated dialer
w/ recording
Task Management
One-click sales
email templates
Multi-step
sales
engagement
campaigns
Salesforce CRM

Confidential.
Sales Insight Actions Enhancements
Sales Insight
Actions
Increase ease of access to Sales Insight Actions
Streamline access to Sales Insight Actions for
Marketo users
• Tile available in My Marketo to navigate Marketo
users to their Sales Insight Actions instance
• Control which Marketo users have access to the
tile via user permission settings in Marketo

Confidential.
Introducing Permission Sets for Sales Insights (Salesforce)
Sales Insight -
Salesforce
• Admins can now provide access to Sales Insight
panels within Salesforce CRM using "Marketo App"
permission set
• The permission set includes objects, apex classes,
and visualforce pages required to access all Sales
Insight features
• Available in Salesforce Classic and Lightning

Confidential.
Dynamic Chat Integration (Salesforce)
Sales Insight -
Salesforce
• Dynamic Chat activities will now be available in Sales
Insight panel which sellers can leverage in their
prospecting efforts
• Contact and Account panels will include detailed
information on “Engaged Dialogue”, “Scheduled
Appointment”, “Reached Goal” activities
• Elevate your marketing-sales alignment strategy
through the Global Chat tab which includes chat
activities of all prospects owned by a sales rep
• Available in Salesforce Classic and Lightning

Confidential.
Dynamic Chat Dynamic Chat
Drive engagement and conversions with interactive, personalized
conversations for every web visitor
Features and enhancements recently released
• Stream Designer usability enhancements
• Enhanced Dialogue reporting
• Ability to un-sync unused attributes

Confidential.
Dynamic Chat Dynamic Chat
Drive engagement and conversions with interactive, personalized
conversations for every web visitor
Features and enhancements coming soon
• Advanced calendar routing rules
• Upload custom chatbot avatar
• Enable / disable all Dialogues at once
• Access chat transcripts

Confidential.
Form Validation Rule Exclusions
Landing Pages
& Forms
Exclude individual forms from your Global
Form Validation Rules
Meet legal and business requirements
• Allow all submissions from subscription centers
or other business critical forms

Confidential.
Updated Editor Look & Feel
• Brings more Marketo Engage screens in line
with Adobe Experience Cloud look and feel
Editors and Person Detail pages updated
with new logos and colors
Move over, mauve
Landing Pages
& Forms

Confidential.
Approve Form Permission
Landing Pages
& Forms
• Control which user roles can approve changes
to Form assets
More granular permissions for changes on
Forms
More control over your forms

Confidential.
reCAPTCHA v3 integration
Landing Pages
& Forms
• Integrate with Google reCAPTCHA v3
• Enable frictionless bot scoring on critical
Marketo Engage forms
• Build workflows to exclude suspicious
submissions from marketing campaigns
Enable Google reCAPTCHA v3 to score
legitimacy of incoming form submissions
Frictionless scoring of form traffic

Confidential.
Next Generation Experience: Email Details View
Next-
Generation
Experience
• Use toggle switch to easily transition from previous
experience to new experience without losing context
of your activities and retaining changes across
experiences
Discover Email Details in a brand-new
experience to enhance usability with quick
actions to obtain insights
New Experience with toggle switch for better usability without losing context.
• Experience intuitive data organization to gleam
meaningful insights about your emails at a glance
• Perform quick actions based on relevant actions
available based on the Email Status

Confidential.
Next Generation Experience: Email List View
Next-
Generation
Experience
• Use Toggle Switch to easily transition from
previous experience to new experience without losing
context of your activities and retaining changes across
experiences
Discover Email List View in a brand-
new experience to enhance usability through
uncluttered view and quick actions without
accessing individual forms
New Experience with Toggle Switch for better usability without losing context.
• Obtain comprehensive view of all the Email Assets at
one place along with their details to perform
immediate individual or bulk actions thus enhancing
productivity
• Use filters to search by name, status and archival
state to get a controlled view of relevant items to make
quick decisions regarding the Email Assets

Confidential.
Next Generation Experience: Email Test Dashboard View
Next-
Generation
Experience
experiences
Discover Email Dashboard Details in a brand-
new experience to enhance usability with quick
meaningful insights about your email dashboard at a
glance
• Get insightful information in the form of widgets to
gauge the overall email performance.

Confidential.
Next Generation Experience: Images and Files View
Next-
Generation
Experience
experiences
Discover Images and Files List and Details View
in a brand-new experience to enhance usability
with quick actions to obtain insights
meaningful insights about your images and files at a
glance
available based on the Images and Files Status

Confidential.
Next Generation Experience: Snippet Details View
Next-
Generation
Experience
experiences
Discover Snippet Details in a brand-new
experience to enhance usability with quick
meaningful insights about your snippets at a glance
available based on the Snippet Status

Confidential.
Next Generation Experience: Move dialog enhancement
Next-
Generation
Experience
• In the Design Studio, Database, and Analytics app areas,
when the Move action is selected for an asset, in the
Move dialog the Destination folder field will display the
folder hierarchy for each folder in the list
• The exception is the use case of moving an asset to a
folder within a program in Marketing Activities. This move
action will not display the folder hierarchy as folders
within a program cannot have duplicate names.
View the folder hierarchy for each folder so that
moving assets is easier and the likelihood of moving
assets to an unintended folder is reduced.
Display folder hierarchy of Destination folder in the Move dialog

Confidential.
Munchkin: Protocol Agnostic Link Tracking
• Record lead interactions with links pointing to telephone
numbers or email addresses
• GA rollout will begin 8/11 and continue through 9/8
Track additional types of link interactions, including
tel and mailto links
Track Additional Types of Hyperlinks
Experience
Automation

Confidential.
Campaigns: Anon Campaign Replay Enhancement [Beta]
• Ensures that campaigns triggered as a result of an
anonymous lead merging with a known record will have
consistent filtering behavior
Available in the August Release as a Treasure Chest
Flag, when anonymous leads are promoted,
campaign replay will always be performed after the
anonymous lead is merged into the known record
Always Perform Campaign Replay After Anonymous Lead Merge
Experience
Automation

Revenue Cycle Model
Experience
Automation

Confidential.
Revenue Cycle Model
25

Confidential.
Revenue Cycle Model
26
 Revenue Cycle Models are how you reflect your customer journey into your
Marketo system.
 You want your RCM to track and tag what your records are doing on a marketing
journey, then listen and reflect what your sales team/CRM is feeding through on
the sales journey
 The RCM is the engine that a lot of the more advanced reports like Revenue
Cycle Analytics, success path analyser and (some) of Marketo Performance
Insights run off of – so you want to ensure it works well.

Confidential.
Build from Scratch vs. Revise what you have
27
 If you’re re-reviewing your RCM for improvements, it’s tempting to start your RCM
from scratch. Consider the following:
1. Unless you’ve purchase extra, you only have 1 Model that can run per instance.
Keep this in mind if you have multiple brands/products as you may need to fold in
journeys.
2. Unless you perform a level of data normalization, large shifts of the model and the
mechanics behind it may not be reflected on every record in your database. For
example, if you are not updating your Status field in your new or old programs to
what matches to each stage, you will have old stragglers behind.

Confidential.
The structure of a strong RCM setup
28
01
02
03

Confidential.
29
If you have a lead scoring setup –
you can use these scores to track
real engagement/progress through
the pipeline.
For example, Scoring program
marks engagement at 50, so the
RCM program moves people to MQL
Build a program to manage
and trigger changes in your
RCM as the ‘brain’
01
+
02
03

Confidential.
Plus: If you have a lead scoring
setup – you can use these scores to
track real engagement/progress
through the pipeline.
01
+ Drag and drop the stages you need and the
ways the records should run through the journey.
Have your model listen to these changes in the
program (clicking each arrow and select ‘Manual
Stage change’) and push your records through
02
03

Confidential.
If you have a lead scoring setup –
you can use these scores to track
real engagement/progress through
the pipeline.
01
+ Drag and drop the stages you need and the
ways the recordsHave your model listen to these
changes in the program (clicking each arrow and
select ‘Manual Stage change’) and push your
records through
02
Use you combined data to
power your reporting and put
people in journey-specific
campaigns, such as nurtures.
03

Confidential.
Considerations of setting up an RCM
32
 Collaboration and alignment on goals: Before you set anything up in Marketo,
you should have workshopped with your stakeholders, marketing and sales and
had agreement on what the customer journey and the goals of each stage are.
Only then should you move forward to building.
 Mistaking your actions for stages: Internally, you might have a 5 step process
for making a closed deal a customer – but in your journey and to your customers
this is likely something that can be covered by the one ‘onboarding’ stage.

Confidential.
33
 Use the correct stage type:
When building out your model, your stages can
come in 3 types:
1. Inventory – records can stay indefinitely in a
stage in the journey
2. SLA – stands for Service Level Agreements,
this is when you want to enforce a time limit
(3 days, 5 days etc;)
3. Gates – for directly filtering to different
stages
Unless you have a very specific reason, do not start just using non-inventory stages for the
sake of it. The gates in particular rarely need use outside of highly specific reasons.

Confidential.
34
 Ensure to include detours: As wonderful as it would be for every deal and
person to go through a customer journey to success perfectly, you are going to
have groups of people who drop off in interest, arrive at sales before they’re
ready, or just junk. Make sure you have have these detours – good and bad –
outlined in your program and model.

Confidential.
Your new RCM is turned on. Now what?
35
 To get the most out of your reporting – make sure you also have a strategy for how you
add Period costings to your marketing campaigns. Even if you add zero to each non-
operational program to show visibility to start, that would be a good first step.
 Give your RCM and your reporting time to gather data. Set your first review of reporting
beyond ‘is this switched on’ to be at least six weeks away, to give time to for usuable
data to build up.
 Keep monitoring and reviewing your RCM setup. As a reflection on the health of your
customer journey and where leads sit in your funnel, your RCM will need to be tweaked
and changed as often as your business strategy and learnings. Book a meeting with
collaborators every 4 months to make sure the data and journey is still aligned to what
your company needs.

FlowStepService
Sydney MUG
Nicholas Manojlovic

Confidential.
Add an extra layer of security by encrypting your data at rest
without affecting everyday operations.
Encrypt your data at rest
Database Encryption
Value Add-on (Lead & Account Database)
Use
Cases
:
Prevent database visibility while it is
stored in the data center.
Enhance data confidentiality and integrity.
Comply with stringent data security
regulations.
Comply with regulations
such as HIPAA, FINRA, &
SEC
Full disk encryption
Keep all personally
identifiable information
protected
Data Security
Customer
Confidence
Compliance

Flow Step Service
aka Self Service Flow Steps

Confidential.
Quick Recap
• Flow Step Service allows marketers to integrate web services into smart campaigns
• Unlike webhooks, Flow Step Service acts synchronously
• Flow Step Service is a new feature now in GA
• You can find more information on Flow Step Service on the Experience League. You’ll
need Admin access to configure a Flow Step Service, but it will be marketers who utilize
them.

Confidential.
Asynchronous vs Synchronous

Confidential.
Webhook vs Flow Step Service
Webhook Flow Step Service
Basic authentication types (API key, username
and password)
OAuth2
Outgoing field mapping using tokens Configured outgoing field mapping
Incoming field mapping after decoding json,
XML, etc..
Configured incoming field mappings
Automatic hinting for mapping
Asynchronous Synchronous

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Use cases
• Lookup Tables

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Use cases
• Message Gateway

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Use cases
• AI/ML

Upcoming Opportunities for
Chapter Members

Confidential.
Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• 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. (Update to the former
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Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information &
exam guides!

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Adobe Summit returns to Las Vegas!
We are excited to announce that the ultimate Summit
experience will be back in person!
Get ready for inspiring speakers, skill-expanding sessions,
and new connections.
Virtual content will also be available for those not able to join us in
Las Vegas.
Registration
Registration for Summit 2023 will open in early November with discounted
pricing available for early bird registration through December 31st, 2022.
Check out our Summit website here for more information
Mark your calendars!
March 19-
23, 2023

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Join the “Better Together Chapter – Experience Cloud”
To make it easier to find & attend multi-solution events, we
are launching the “Better Together User Groups Chapter –
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This chapter highlights events that leverage two or more
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If you want to learn how to get the most out of your
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Share your Adobe Marketo Engage Experience on G2!
G2 Customer Reviews: Online ratings and
reviews platform for buyers and sellers of
software and services.
 Help your peers to make informed buying decisions
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What to Expect:
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published.
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Become a MUG Sponsor!
For our next Sydney MUG, we are looking:
● Recommendations on topics you care about!
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● And
○ 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.
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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

Tips on Revenue Cycle Model and Self-Service Flow

Tips on Revenue Cycle Model and Self-Service Flow

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