🗣️ [Mentor Catalina Paduraru] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

Now that we are in the final week of the program, I'm really encouraging you to take the practice exam (in training and test mode) and see which areas you need to improve.

https://app.rockinfo.com/courses/247  (requires log-in)

Hi team, let's go over the three main functionalities of Marketo forms today.

Marketo forms come with advanced functionalities that enhance the user experience and improve data accuracy. Three important features include input masking, visibility rules, and progressive profiling. Here’s a detailed look at each of these features:

Input Masking

Definition: Input masking ensures that data entered into form fields follows a specific format. This is particularly useful for fields like phone numbers, dates, and credit card numbers.

Benefits:

• Data Consistency: Ensures uniform data entry, reducing errors.
• User Guidance: Helps users enter data in the correct format by providing a visual cue.

Implementation:

• Step 1: In the form editor, select the field you want to apply input masking to (e.g., a phone number field).
• Step 2: In the field properties, enable input masking and specify the format (e.g., (###) ###-#### for a phone number). Make sure the Field Type is set to Text. Input masking only works with Text Field Types.
• Step 3: Save and preview the form to ensure the input mask works as intended.

Example: For a phone number field, you might apply an input mask of (999) 999-9999, which formats the number as (123) 456-7890 as the user types.

Visibility Rules

Definition: Visibility rules allow you to show or hide form fields based on the values entered in other fields. This dynamic functionality helps create a more relevant and streamlined form-filling experience.

Benefits:

• Enhanced User Experience: Reduces the amount of information users need to fill out by only showing relevant fields.
• Improved Data Quality: Ensures users only see fields that apply to them, reducing the chance of incorrect or irrelevant data being entered.

Implementation:

• Step 1: In the form editor, select the field that will trigger the visibility rule (e.g., a dropdown menu).
• Step 2: Define the visibility rule by specifying the conditions under which other fields should be shown or hidden.
• Step 3: Apply the rule to the target fields and test the form to ensure the rules function as expected.

Example: If a user selects "Yes" for "Are you interested in our premium service?" a new set of fields (e.g., "Preferred Service Package") appears. If they select "No," those fields remain hidden.

Progressive Profiling

Definition: Progressive profiling gradually collects more information about a lead over time through multiple form interactions, rather than asking for all information upfront. This reduces form abandonment and improves the user experience.

Benefits:

• Reduced Form Abandonment: By asking fewer questions at a time, users are more likely to complete forms.
• Deeper Insights Over Time: Collects comprehensive data without overwhelming the user, leading to more complete profiles over multiple interactions.

Implementation:

• Step 1: In the form editor, identify fields for progressive profiling and mark them as such (make sure to enable Progressive Profiling feature by accessing Form Settings- Settings - Progressive Profiling- Enabled).
•  
• Step 2: Set up the order in which fields should appear over multiple form interactions.
• Step 3: Configure rules so that when a user who has already filled out certain fields returns, new fields are displayed instead of the ones they’ve already completed.

Example: On a first visit, a user might be asked for their name and email address. On subsequent visits, the form might ask for their job title and company name, while the previously collected information remains hidden.

Practical Applications

1. Event Registration Form:

   • Input Masking: Apply input masks to phone number fields to ensure consistent formatting.
   • Visibility Rules: Use visibility rules to show additional dietary preference fields only if the user indicates they have dietary restrictions.
   • Progressive Profiling: Initially ask for basic contact information and gradually collect more details such as company size and role in future interactions.

2. Newsletter Signup Form:

   • Input Masking: Ensure email addresses are entered correctly by validating the format.
   • Visibility Rules: Display interest categories only if the user opts to customize their newsletter preferences.
   • Progressive Profiling: Start with email and name, and later request additional information like industry or job title in future form interactions.

3. Demo Request Form:

   • Input Masking: Format phone numbers and zip codes correctly.
   • Visibility Rules: Show a field for preferred demo times only if the user selects “Request a Demo.”
   • Progressive Profiling: First capture name, email, and company name, then ask for specific product interests and additional contact details in follow-up forms.

By leveraging input masking, visibility rules, and progressive profiling, Marketo forms can significantly enhance user experience, improve data accuracy, and optimize lead generation and nurturing processes.

Hi team, @Kady-anne , @aisha_owens , @megangregory , @kategriffin , @nkhan2 , @sahil_1512 - something to think about:

when should we use smart lists instead of segmentation, and vice versa? Can you think of some examples? Eager to hear your thoughts on this. 🙂 

Let's continue our learning addressing Segmentation in Marketo.

Segmentation in Marketo is a powerful feature that allows you to divide your audience into distinct groups based on specific criteria. Here’s an overview of how segmentation works in Marketo and how you can use it effectively:

• https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/segmentation/create-a-segmentation

You can create up to 20 segmentations with 100 segments each.

A person will qualify for the first matching segment in the order defined.

Creating Segments in Marketo

Here’s a step-by-step guide to creating segments in Marketo:

Access the Database: Go to the “Database” section in Marketo.

Click on “Segmentation” and then “New Segmentation.”

Name your segmentation and provide a description if necessary.

Define Segment Rules:

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/segmentation/define-segment-rules 

Add segments by specifying the criteria for each segment.

Criteria can include demographic details (e.g., age, gender), firmographic information (e.g., company size, industry), behavioral data (e.g., email opens, website visits), or any custom fields.

Order of Segments:

Segments are evaluated in order from top to bottom. If a record meets the criteria for multiple segments, it will be placed in the first segment for which it qualifies.

You can drag and drop segments to rearrange the order.

Activate the Segmentation:

Once you’ve defined all segments and set the order, activate the segmentation. This will process the database and assign records to the appropriate segments.

Using Segments

Smart Campaigns: Use segments as filters in smart campaigns to target specific groups with tailored messages.

Dynamic Content: In emails or landing pages, use dynamic content to show different versions of content to different segments.

Analytics: Analyze performance metrics (open rates, click-through rates, conversions) by segment to understand what works best for each group.

Best Practices

Keep it Simple: Start with a few key segments and expand as you gather more data and insights.

Regular Updates: Regularly review and update segmentation criteria to ensure they remain relevant as your audience and business goals evolve.

Data Quality: Ensure your data is accurate and up-to-date, as poor data quality can lead to ineffective segmentation.

Examples of Common Segments

Geographic Segments: Based on location (e.g., country, region, city).

Demographic Segments: Based on age, gender, income, education level.

Firmographic Segments: Based on company size, industry, job role.

Behavioral Segments: Based on past interactions with your brand (e.g., purchase history, website activity).

Engagement Segments: Based on how engaged individuals are with your content (e.g., frequent openers, inactive subscribers).

Hi team, let's discuss Communication Limits.

In Marketo, communication limits are settings that help manage the number of emails a person receives within a certain period. These limits ensure that leads are not overwhelmed by too many messages, which can help prevent unsubscribes and maintain engagement. Here are the key aspects of communication limits in Marketo:

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/administration/email-setup/enable-communication-limits

1. Setting Communication Limits:

• Go to the Admin panel.
• Navigate to Communication Limits section.
• You can set daily and weekly email limits for your entire database.

2. Daily and Weekly Limits:

• Daily Limit: The maximum number of emails a lead can receive in one day.
• Weekly Limit: The maximum number of emails a lead can receive in one week.

1. Managing Exceptions:

• Certain critical emails can be marked as operational, which allows them to bypass communication limits. These emails are typically transactional or essential communications.
• You can designate specific emails as high priority to override the limits for certain campaigns or leads.

1. Best Practices:

• Regularly review and adjust communication limits based on engagement data and feedback.
• Segment your audience to tailor email frequency based on user preferences and behaviors.
• Combine email campaigns with other marketing channels to reduce the reliance on email and avoid hitting communication limits.

Apply Communication Limits to Smart Campaign

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/administration/email-setup/enable-person-restrictions-for-smart-campaigns

Applying communication limits to Smart Campaigns in Marketo ensures that your leads are not overwhelmed with too many emails, which can lead to higher unsubscribe rates and lower engagement.

This applies only to batch campaigns and email programs.

Here's how you can apply communication limits to Smart Campaigns:

Go to Admin section, click Smart Campaign, click Edit, enter a limit, and then click Save.

This limit is applied to all the Smart Campaigns but can be overridden at campaign level.

Learn how to override person restrictions in a Smart Campaign: https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/core-marketo-concepts/smart-campaigns/using-smart-campaigns/override-person-restrictions-in-a-smart-campaign

By effectively using communication limits in Marketo, you can enhance the effectiveness of your email marketing efforts while maintaining a positive relationship with your audience.

Hi team,

It looks like Monday brings good news!

You can now fill out the following form to apply for a 50% discount on the exam fee as a thank you for your participation in the Adobe Marketo Engage Community Mentorship Program.

https://forms.office.com/r/M0QZUCbAKG

Please let me know if you can access the form.

Hi team,

Before we move on to a new lesson, let's test our knowledge on the email program with a quick quiz. Also, don't forget about the quiz posted last week!

1. Which of the following is the first step when creating an email program in Marketo?

a) Creating email templates

b) Setting up smart campaigns

c) Creating a new program

d) Defining the smart list criteria

2. In Marketo, what is the main function of an email template?

a) To segment contacts based on behavior

b) To automate email sending schedules

c) To provide a consistent design and layout for emails

d) To track email performance metrics

3. What is the purpose of a "Smart List" in Marketo's email program?

a) To manage email scheduling

b) To design the email content

c) To define the criteria for targeting specific contacts

d) To analyze campaign performance

4. Which action cannot be included in the flow steps of a smart campaign in Marketo?

a) Send Email

b) Add to List

c) Modify data value

d) Create a new program

5. How do you measure the success of an email program in Marketo?

a) By the number of emails sent

b) By the detailed metrics in the Analytics section

c) By the total number of contacts in the smart list

d) By the number of email templates created

6. What is the role of member statuses in a Marketo program channel?

a) To create dynamic email content

b) To track the progression of contacts through the program stages

c) To design the email layout

d) To set up email scheduling

Please select the most appropriate answer for each question and share your answers with the team by Tuesday, June 11. 

It's Quiz Time! 

Hi team,

I hope you all had the chance to go over the shared documentation on Module 1. Please let me know if you have any questions or if there are any topics that need additional clarification.

Meanwhile, let's practice what we have learned so far with a quick quiz.

1. What is the purpose of a smart list in a Marketo email program?

   • a) To create email templates
   • b) To define the criteria for who will receive the email
   • c) To schedule the email send time
   • d) To track email performance

2. What actions can be included in the flow step of a smart campaign?

   • a) Send Email
   • b) Wait
   • c) Add to List
   • d) All of the above

3. Which section in Marketo provides insights into the performance of an email campaign?

   • a) Design Studio
   • b) Marketing Activities
   • c) Analytics
   • d) Smart List

Instructions:

1. Please select the most appropriate answer for each question.
2. Share your answers with the team by Wednesday, June 5. 

Thank you for participating!

Hi team, let's continue to dive deep into Module 1 by learning more about Marketo Programs.

In Marketo, a program is a container for managing and organizing various marketing activities. 

Structure of a Program:

- Smart Campaigns: Within a program, smart campaigns automate the execution of marketing activities based on predefined criteria and actions.
- Smart Lists: These are dynamic lists that segment your audience based on specific filters and criteria.
- Email and Landing Page Assets: Programs include email templates and landing pages tailored to specific campaigns.
- Reports and Analytics: Programs feature reporting tools to analyze performance and measure success.

*Assets- customizable content such as Emails, Landing Pages, Forms, Polls and so on. 

Types of Programs in Marketo

1. Email Programs:

• Used for creating, sending, and tracking email campaigns.
• Includes features for A/B testing, scheduling, and performance analytics.

1. Engagement Programs:

• Designed for lead nurturing through a series of content delivered over time.
• Utilizes streams and cadences to manage the flow of content to different audience segments.

1. Event Programs:

• Manages marketing events such as webinars, conferences, and trade shows.
• Includes tools for registration, reminders, and follow-up communications.

1. Default Programs:

• Flexible programs that can be used for various marketing activities not covered by the other types.
• Often used for operational tasks, such as lead scoring and data management.

Example:

Imagine you are running a new product launch campaign. You can create a program specifically for this campaign, which would include:

• Email Campaigns: To announce the launch and send follow-up emails.
• Engagement Campaigns: To nurture leads with relevant content leading up to the launch.
• Event Campaigns: To manage launch events, webinars, or live demos.
• Tracking and Reporting: To measure the success of the campaign, track engagement, and analyze conversion rates.

Lesson 2: Building an Email Program

Marketo documentation: https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/email-marketing/email-programs/creating-an-email-program/create-an-email-program

Steps to Create an Email Program in Marketo

1. Create a New Program:

• Navigate to the Marketing Activities section.
• Click on "New" and select "New Program."
• Choose "Email" as the program type, give it a name, and select a folder to store it in.

1. Set Up Email Templates and Assets:

• Email Templates: Create or import a template that follows your branding guidelines.
• Email Assets: Use the template to create the actual email content, ensuring it is engaging and relevant to your audience.

1. Configure Smart Campaigns:

• Smart List: Define the criteria for who will receive the email. This could include segmentation based on demographics, behavior, or other attributes.
• Flow: Set the actions for the campaign, such as sending the email, waiting a specified period, and then performing follow-up actions.
• Schedule: Determine when the email will be sent. You can set it to run immediately or schedule it for a future date and time.

1. Track Performance:

• Use Marketo’s analytics to monitor the performance of your email campaign.
• Track metrics such as open rates, click-through rates, conversions, and other key performance indicators (KPIs).

Hands-On Exercise

Exercise: Creating an Email Program

Step 1: Create the Program

• Go to Marketing Activities > New > New Program.
• Select "Email" as the program type.
• Name your program (e.g., "Welcome Campaign") and choose the appropriate folder.

Step 2: Set Up Email Templates and Assets

• Navigate to Design Studio > New > New Email Template.
• Create a template that includes your company’s branding elements.
• Use this template to create an email asset by going to Marketing Activities > New > New Email.

Step 3: Configure a Smart Campaign

• In your program, go to New > New Smart Campaign.
• Name the campaign (e.g., "Welcome Email Send").
• Smart List: Define the target audience (e.g., new subscribers).
• Flow: Add actions like "Send Email" and choose the email asset you created.
• Schedule: Set the schedule for when the email should be sent.

Step 4: Track Performance

• After the campaign runs, go to the Analytics section.
• Review metrics such as open rates, click-through rates, and conversions to evaluate performance.

Key Points

Email Program- use criteria: when you are sending out a single email once to a group of people at a specific date and time.

Special features:

• Can send emails in the recipients’ time zone
• Advanced email A/B testing functionality
• Can be nested within the Event Program and Default Program
• An automatic visual Email Dashboard report

Smart List

Definition:

• A smart list is a dynamic list that automatically updates based on predefined criteria or filters. Contacts are included or excluded from the list in real-time as they meet or no longer meet the criteria.

Features:

• Dynamic Updates: Automatically includes or excludes contacts based on changes in their attributes or behaviors. For example, if a contact's lead score increases, they might be added to a smart list designed to capture high-scoring leads.
• Criteria-Based: Created using a set of filters and rules that define which contacts should be included. These filters can be based on demographics, behaviors, engagement history, and more.
• Real-Time: Always up-to-date, reflecting the most current state of your database as contacts' information changes.
• Use Cases: Ideal for segmenting contacts for targeted marketing activities, such as sending emails to all contacts who have downloaded a specific whitepaper in the last 30 days.

Example:

A smart list that includes all contacts who have opened an email in the last 7 days and are located in North America.

Static List

Definition:

• A static list is a fixed list of contacts that does not automatically update. Contacts must be manually added or removed from the list.

Features:

• Manual Updates: Contacts remain on the list until manually added or removed. It does not change automatically based on contact attributes or behaviors.
• Snapshot-Based: Represents a specific group of contacts at a particular point in time.
• Fixed Membership: Useful for situations where you want to maintain a consistent group of contacts regardless of changes in their attributes or behaviors.
• Use Cases: Ideal for one-time campaigns or events, such as sending a reminder email to attendees of a past webinar.

Example:

• A static list of all attendees from a specific trade show, compiled manually after the event.

When to Use Each:

• Smart List:
• When you need a constantly updated list of contacts based on specific criteria.
• For ongoing campaigns that require real-time segmentation.
• When targeting groups of contacts whose membership can change frequently.
• Static List:
• When you need a fixed group of contacts for a specific purpose or point in time.
• For one-off email blasts, event invites, or specific project lists.
• When the group of contacts does not need to change automatically.

Program Channel

In Marketo, a program channel is a main element that helps categorize and track the different types of marketing activities you are executing within a program. It defines the nature of the program and outlines the stages or steps a lead or contact goes through within that program. Essentially, channels help you manage and measure the effectiveness of your marketing efforts by providing a framework for organizing and reporting on program performance.

Key Aspects of Program Channels

1. Channel Type:
• The type of activity the program is designed for, such as email campaigns, webinars, trade shows, or online ads. Each channel type will have specific attributes and stages associated with it.
2. Member Statuses:
• Channels include predefined member statuses that reflect the progress of leads or contacts through the program. These statuses help track engagement and success at different stages. For example, a webinar channel might include statuses like "Invited," "Registered," "Attended," and "No Show."
3. Reporting and Metrics:
• Channels enable consistent reporting across similar types of programs by standardizing the statuses and progression stages. This consistency allows for more accurate comparison and analysis of program performance.
4. Customization:
• Marketo allows customization of channels to fit the specific needs of your marketing strategy. You can define custom channels and member statuses that align with your unique processes and goals.

Example of Program Channels and Member Statuses

Email Program Channel

• Member Statuses:
• Sent: The email has been sent to the contact.
• Delivered: The email was successfully delivered to the contact’s inbox.
• Opened: The contact opened the email.
• Clicked: The contact clicked a link within the email.
• Bounced: The email bounced and was not delivered.

Webinar Program Channel

• Member Statuses:
• Invited: The contact has been invited to the webinar.
• Registered: The contact has registered for the webinar.
• Attended: The contact attended the webinar.
• No Show: The contact did not attend the webinar.
• Attended On-Demand: The contact watched the webinar recording at a later time.

Hi Everyone!

I'm excited to be here!  I too am in Atlanta.  I have my own startup marketing agency which grew out of work I did previously as an employee.  One of my clients today uses Marketo and I have been the co-manager on that project with the Dir of Demand Gen.  It is an amazing program we have built!  Because I have enjoyed this project so much, I would like to take on more projects and help grow those types of clients.  I am excited for the certification program to help fill in any gaps I may have and use that as a springboard to adding on more Marketo projects.

We use Marketo to run a global nurture program, monthly newsletters for customers and partners, an internal newsletter for the training program communication, NPS management, Win/Loss Program and all event management - they do about 50 events a year!  It's a robust program and we are always looking for new ways to use automation.

We migrated from Pardot and so we LOVE Marketo so much - tons of flexibility and a great program!

Look forward to meeting everyone!  Let's connect on LinkedIn!

P.S. a Fun Fact about me, is my name is spelled Megan - but pronounced Mee-gan with long e.  Yes everyone gets it wrong but then once you learn it, it sometimes messes up your other Megan friends - ha ha!