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Semelhante a Engagement Canvas Sneak Peek Marketo Engage - India VMUG July2023 Deck
Semelhante a Engagement Canvas Sneak Peek Marketo Engage - India VMUG July2023 Deck (20)
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Engagement Canvas Sneak Peek Marketo Engage - India VMUG July2023 Deck
- 1. India VMUG: Sneak Peek into Marketo's Game Changing Feature: Engagement Canvas Ajay Sarpal, Founder and CEO, Unicorn Martech Darshil Shah, Senior Consultant, Deloitte July 26, 2023
- 2. Agenda (Indian Standard Time) Section Time Housekeeping 7:30 – 7:35p Adobe Journeys ≠ Engagement Canvas 7:35 – 7:40p Why Engagement Canvas? 7:45 – 7:50p Feature Overview 7:50 - 7:55p Capabilities – What can you do with it? 7:55 – 8:00p Demo 8:00 – 8:15p FAQs and Summary 8:15p – 8:25p Q and A 8:25p onwards
- 4. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Introductions Darshil Shah Senior Consultant, Deloitte 2022 Marketo Engage Champion and Champion of the Year Adobe Marketo Engage Certified – 2x Solutions Architect, 3x Expert Adobe Certified Subject Matter Expert India VMUG and Delhi User Group Leader Marketing Nation Community Advisor
- 5. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Introductions Ajay Sarpal Founder and CEO, Unicorn Martech 2020 Marketo Engage Champion of the Year 4x Marketo Engage Champion 3x Adobe Certified Subject Matter Expert India VMUG and Virtual Marketo Measure Group Leader Fearless 50 and MCSA
- 6. Housekeeping
- 7. © 2021 Adobe. All Rights Reserved. Adobe Confidential. 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
- 8. © 2021 Adobe. All Rights Reserved. Adobe Confidential. This MUG Meeting is being Recorded. To ensure that we are abiding by the MUG Code of Conduct, we are informing all user group attendees at India VMUG MUG meeting on 26 July 2023 at 7:30 PM IST that this meeting will be recorded and posted on the MUG YouTube Channel to promote training, education, and future learning. If you do not wish to participate in a LIVE recorded session, please feel free to watch the recording at a later time, which will be linked after the meeting concludes, and send us any questions you may have to darshil.marketo@gmail.com jayshee1204@gmail.com, or
- 9. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Stay connected with our chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! Step 1: Navigate to the India VMUG page Step 2: Create an account using the email associated with your Adobe Marketo Engage Account Once you’ve joined the chapter you’ll receive notifications and reminders about new events that the chapter has posted!
- 10. Upcoming Opportunities for Chapter Members
- 11. © 2021 Adobe. All Rights Reserved. Adobe Confidential. New Webinar series: Champion Deep Dives The Adobe Marketo Engage Champions are launching a new webinar series titled "Deep Dives." The series will focus on Marketo features and functionality including; marketing activities, Admin responsibilities, Database/Analytics, Design studio and much more! These will be technical, screen-share style presentations with the goal of being able to follow along and implement this live within your instance of Marketo Engage. If you're interested, please join our community; https://mugs.marketo.com/adobe-deep-dive-mug/ Join the chapter for updates!
- 12. © 2021 Adobe. All Rights Reserved. Adobe 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 Marketo Certified Associate) • 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) • 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!
- 13. © 2021 Adobe. All Rights Reserved. Adobe Confidential. India VMUG Chapter Highlights We have been busy! We are a community of 320+ active chapter members and counting… Yayy! Roughly 1 Event per 2 months Event Topics customized based on our chapter members’ preferences: Salesforce Marketo Sync Marketo Measure (formerly, Bizible) Program Member Custom Fields – What is it, use-cases, and how to get the most mileage from it
- 14. Adobe Journeys ≠ Engagement Canvas
- 15. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Adobe Journey Optimizer/Journey Orchestration ≠ Engagement Canvas Adobe Journeys are ways to create personalized and omnichannel experiences for your customers based on their data, behavior, and preferences. You can use Adobe Journey Optimizer or Journey Orchestration to design, manage, and optimize journeys across different channels and touchpoints. They can help you improve customer engagement, conversion, and loyalty. Adobe Journey Optimizer is a single application where you can manage scheduled cross-channel campaigns and one-to-one moments for millions of customers — and the entire journey is optimized with intelligent decisions and insights. Journey Orchestration is a service built on Adobe Experience Platform that allows you to tailor individual journeys for every customer based on their previous behavior and preferences. Adobe Marketo Engagement Canvas is a product feature addition to build and visualize smart campaigns. It’s completely different from the Adobe Journey Optimizer and
- 17. Sound familiar? Training new Marketo Engage users
- 18. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Easily manage and validate interconnected campaigns with visualization • Increase operational efficiency with enhanced error handling and troubleshooting • Accelerate time to value by quickly onboarding new users • Improve alignment across key stakeholders with intuitive visuals that provide insight into complex campaigns Build reusable campaigns and increase velocity with the new Engagement Canvas in Marketo Engage New Users Power Users Decision Makers Engagement Canvas (formerly Journeys)
- 19. © 2021 Adobe. All Rights Reserved. Adobe Confidential. …and here’s what you can do with Engagement Canvas Out of the box visuals Workflow auditability Campaign settings Export and share Simplifying workflows “Engagement Canvas” button gives you detailed visualization of your smart campaign Troubleshooting across an entire journey Visualization of interconnected campaigns helps with quickly deducing root cause of errors Quick overview of campaign settings One-stop-shop with all your campaign settings where you can set up recurrence and schedule campaigns Intuitive navigation User-friendly design offers easy access to smart list, flow actions, campaign members, export and share ©2023 Adobe. All Rights Reserved. Adobe Confidential.
- 20. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Unlock the value of Engagement Canvas every step of the way Planning Execution Leadership alignment Management of interconnected smart campaigns with better visibility into lead journey to plan how leads flow through market instance by building reusable campaigns Increase operational efficiency by driving creative teams’ efficiency through easy onboarding and deep dive into errors and solve blocker Increase visibility into day-day marketing activities and drive decisions based on knowledge to achieve shared objectives New user Decision maker Power user Train new users with more ease and speed Decipher complex nested campaigns Improve collaboration and efficiency across teams Ensure stakeholder alignment Empower every user in your organization Visualize lead flows Brainstorming sessions
- 22. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Let's look at how you use Journeys in Marketo Engage
- 24. Response No! Engagement Canvas will launch with full backward compatibility. With the click of a button, you’ll be able to see each of your existing campaigns in the visual Engagement Canvas interface. Do I have to rebuild all my campaigns in Engagement Canvas? FAQ Response No! The great thing about Engagement Canvas is that it gives you the best of both worlds – it’s complementary to the current way you build campaigns. Users can choose if they want to use the existing UI or if they want to build/visualize in the new UI. All users will still get Marketo Engage’s powerful feature set, now complemented by a visual creation tool. Does having Engagement Canvas in Marketo Engage mean I’ll lose access to the folder structure and will have to re-learn how to build a Smart Campaign? FAQ Response No! All existing and new Marketo Engage users under all subscriptions will have access to this complementary feature. Do I have to pay something additional for Engagement Canvas? FAQ
- 25. Response There are 3 key things that set Engagement Canvas apart: 1. Flexibility – Easily manage and validate interconnected or campaigns with visualization 2. Functionality – All visuals are out of the box, making it easier to structure allows users to dive into and get the whole picture (without unnecessary scrolling) 3. Power – You retain all the existing sophistication of Marketo visual format How is this different from other visual builders? FAQ Response August 1st When will I see Engagement Canvas in my Marketo Engage instance? FAQ Response No. Engagement Canvas will be available for all users in their instances. You will not be able to turn it on/off for certain users/workspaces/etc. It’s a complimentary way to view and build Smart Campaigns – the best of both worlds! As a Marketo Engage admin, am I responsible for turning EngagementCanvas on/off? FAQ
- 26. Response Yes, Engagement Canvas has full feature parity with Smart Campaigns. Is everything that's available in SmartCampaigns today also available in EngagementCanvas or are there limitations in the first release? FAQ Response This won’t be the last you hear of Engagement Canvas! Closer to GA, the Marketo Engage product teams will run webinars, share blog posts, and more. Check all of your usual channels and we’ll keep you updated too! How can I learn more and stay up to date on news? FAQ Response While there is no longer the option to be included in the Alpha/Beta, the Marketo Engage product team will be looking forward to hearing any and all success stories, real-world use cases, and feedback and will be seeking your participation in quotes, posts, and webinars/peer learning series! Please reach out to journeys-marketo-engage@adobe.com. This is awesome – can I be involved in some way? FAQ
- 28. © 2021 Adobe. All Rights Reserved. Adobe Confidential. How can Engagement Canvas help you? 1 2 3 Increase operational efficiency Build, reuse, decipher! Show off that Marketo Engage magic to your stakeholders!!
- 29. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Who? When? Where? All Marketo Engage users who have access to Smart Campaigns August 1st - not a phased rollout In current Marketo Engage instances WHE N WHER E WHO GA THIS SUMMER
- 30. © 2021 Adobe. All Rights Reserved. Adobe Confidential. ©2022 Adobe. All Rights Reserved. Adobe Confidential.
Notas do Editor
- Darshil and Ajay – to kick off! Welcome everyone and say how excited we are to meet everyone! Talk about its been a great journey so far leading India VMUG – thank everyone for being with us!
- Darshil to discuss the Agenda
- Darshil to start the introductions
- Darshil introduces himself
- Ajay introduces himself and hands back to Darshil for rest of the housekeeping slides
- Darshil to cover housekeeping slides
- Darshil to speak on this
- Darshil to speak on this
- Darshil to speak on this
- Darshil to speak on this
- Darshil to speak on this
- Darshil to speak on this
- Darshil and Ajay to speak on this
- Ajay to cover this
- Ajay to speak on this
- Ajay to cover this
- [Speaker notes] – Ajay to cover this So show of “hands”…who’s had trouble with any one or more of these problems in the past? Yeah…pretty much everyone. So who on this call has run into some of the challenges you see here? We’ve all been there - Challenge #1: Cross-Team Collaboration: Oftentimes lead nurturing journeys can be complex and hard to understand even when they’re represented visually. Trying to explain advanced campaign logic or how to track marketing goals to campaigns in Marketo Engage to non-Marketo Engage users has proven to be very challenging. It usually requires the Marketing Operations team to build out the journey flow in a 3rd party tool such as LucidChart or Visio in order to effectively communicate campaign steps to business stakeholders. Challenge #2: Learning Curve: The Marketo Engage way of building campaigns is very unique to Marketo itself. Marketo’s program capabilities are incredibly robust and is largely what differentiates it from other tools. However, it often results in a steep learning curve when new users are transitioning to Marketo with other platform experience or for users who are learning marketing automaton for the first time. I will say though, once you learn it, it’s really easy! Challenge #3: Curating lead nurturing journeys – Without the ability to create visual journeys in Marketo, architecting complex lead nurturing journeys requires an additional step. Marketers must first build their full journey outside of Marketo using a tool like Visio or LucidChart to demonstrate lead flow to then turn around and re-architect it when building it directly in Marketo itself. But the great news is – The new Engagement Canvas feature will help solve for all of these challenges and more.
- [Speaker notes] -- Ajay to cover this Engagement Canvas is the visualization of the power that we know Marketo Engage is capable of. The value of Engagement Canvas lies in the ability to build out reusable campaigns aided by intuitive visualization that can be used time and time again. With Engagement Canvas, you can easily manage interconnected or deeply nested campaigns and validate them through simple out of the box visualization. By providing a visual of interconnected and nested campaigns, we have an enhanced error handling and trouble-shooting experience where users can quickly detect deep rooted errors. This in turn helps with operational efficiency. The intuitive interface that maps our lead journeys helps accelerate time to value when it comes to onboarding new users, training new team members, or even brainstorming with peers. Last but not least, you can improve alignment across key stakeholders like your sales and marketing leadership teams using visuals to provide insight into complex campaigns. Stakeholders can quickly grasp the ins and outs of a campaign through visuals rather than going through a complex set of rules governing various campaigns that support your marketing goals. By facilitating easier creation, management and comprehension of Smart Campaigns while accessing all existing Marketo Engage features.. Engagement Canvas gives you the best of both worlds!
- [Speaker notes] – Ajay to cover this Now let’s take a look at what you can do with Engagement Canvas. For those that are newer to Marketo Engage, it’s great that all of your visuals are out of the box. That’s right, all you need to do is build out a campaign and we will populate the visuals for you. However, if you want to start building your campaigns within the engagement canvas, you can do that as well. And even better…this feature has full backwards compatibility. So you can leverage campaigns you’ve already created in Marketo Engaged to access visual lead journey in Engagement Canvas. Next up we have workflow auditability. Now that you are able to visualize interconnected campaigns, with it comes the ability to quickly deduce root cause of errors. So you can identify why a campaign which happens to be calling another campaign is just not pulling up the expected number of leads, for example! For all our power users, that one’s for you! Today, you can access campaigns schedule, recurrence, qualification rules etcetera from the schedule tab. As a part of Engagement Canvas, we have created a one stop shop for all your campaign settings. So once you take a look at the Engagement Canvas and validate that you are good to go, simply navigate to the settings tab to either set up or just check out all your campaign settings before activating a campaign. As someone kick starting your first ever campaign, this one’s for you! Taking your experience a step further, Engagement Canvas will include a series of actions you can take from the top nav like activating your campaign or even exporting an image of the entire journey so you can share it with non Marketo Engage users.. Stakeholders can quickly grasp the ins and outs of a campaign through visuals rather than going through the complex set of rules governing various campaigns that support your marketing goals. And I want to reiterate – nothing in your existing campaigns or settings will change – any campaigns that are in flight or settings that have been saved will remain intact. Engagement Canvas simply adds complimentary visual layer here.
- [Speaker notes] – Ajay to cover this And lets take a look at how you can unlock the value of Engagement Canvas every step of the way. To begin with when you are in the planning phase of any new series you’re setting up, management of interconnected campaigns is simplified due to enhanced visibility into lead journey across multiple campaigns. Which helps you build reusable campaigns. As a result, there’s an increase in operational efficiency when you move onto the execution phase. This is because simplifying complex workflows through visuals can help your team members hit the ground running, in addition to enabling power user to quickly detect errors that can sometimes take hours to find. And we know that the successful planning and execution of marketing goals really lies in leadership alignment. Engagement Canvas increases the visibility into day-day marketing activities so that you can drive well-informed decisions to achieve shared objectives. This new functionality will empower all members in your Marketing organization. New users will now be empowered to build journeys in Marketo Engage in the way that works best for them. Power users will be able to easily decipher complex nested campaigns and manage order of operations at scale Decision makers will be able to see the full picture of how leads are flowing through their funnel, making it easier to ensure stakeholder alignment and improve cross-team efficiency.
- Darshil to walk through live demo
- NOTE: This is the version WITHOUT AUDIO [Speaker notes] Now that you know more about Engagement Canvas, let’s watch this video of a quick product demo… -- Let me take you through a demo of what this actually looks like in the product. Now I do want to mention that we are still in the process of changing the name in the product, so there will be references to “Journeys” but just know that it will say “Engagement Canvas” In my Marketo instance, I go to my Marketo activates tab I see a list of all my campaigns and programs. I’m going to navigate to my favorite welcome series campaign. I see a new build in journeys button – which will say “Engagement Canvas” --- and clicking on it will navigate me to my brand new Engagement Canvas tab where the visual journey of my leads has been prepopulated for me. I’m able see my triggers and filters which together form my smart list used to curate audiences as well as my flow steps, which form the series of actions my audience will go through. Now that I have a clear picture of my campaign, I can dive into my triggers to see an additional layer of detail, I can even click on the edit triggers button here on the right to pull up my triggers modal in a brand new Marketo Engage interface where I can edit and save my changes. Looks nice and clean... I can do the same with filters by clicking on the filter card -> which opens up the right-hand panel again. And i see information about the estimated number of people and logic. Then if i need to make changes or want to dig in more, i can click on the edit filter button. So i can review any of this info, change what i need, and then close my modal. Now Let’s say I have some conditional logic in my flow action. I simply click on the card right here to get a clear visual of my flow steps along with access points to potentially make any changes before moving along. Again, the edit button will be in the right-hand panel that opens up. And that is Engagement Canvas - a powerful combination of simplicity and sophistication. And in just under 2 minutes, I’ve walked you through a marketing campaign!
- Ajay to cover this
- [Speaker notes] -- Ajay to cover this Do I have to rebuild all my campaigns in Engagement Canvas? No! Engagement Canvas will launch with full backward compatibility. With the click of a button, you’ll be able to see each of your existing campaigns in the visual Engagement Canvas interface. <CLICK for animation> Does having Engagement Canvas in Marketo Engage mean I’ll lose access to the folder structure and will have to re-learn how to build a Smart Campaign? No! The great thing about Engagement Canvas is that it gives you the best of both worlds – it’s complementary to the current way you build campaigns. Users can choose if they want to use the existing UI or if they want to build/visualize in the new UI. All users will still get Marketo Engage’s powerful feature set, now complemented by a visual creation tool. <CLICK for animation> Do I have to pay something additional for Engagement Canvas? No! All existing and new Marketo Engage users under all subscriptions will have access to this complementary feature. <CLICK for animation>
- [Speaker notes] -- Ajay to cover this How is this different from other visual builders? There are 3 key things that set Engagement Canvas apart: [1] Flexibility – Easily manage and validate interconnected or deeply nested campaigns with visualization. [2] Functionality – All visuals are out of the box, making it easier to use; the nested structure allows users to dive into and get the whole picture (without unnecessary scrolling) and [3] Power – You retain all the existing sophistication of Marketo Engage – now in a visual format <CLICK for animation> When will I see Engagement Canvas in my Marketo Engage instance? August 1st! <CLICK for animation> As a Marketo Engage admin, am I responsible for turning Engagement Canvas on/off? No. Engagement Canvas will be available for all users in their instances. You will not be able to turn it on/off for certain users/workspaces/etc. It’s a complimentary way to view and build Smart Campaigns – the best of both worlds! <CLICK for animation>
- [Speaker notes] -- Ajay to cover this Is everything that's available in Smart Campaigns today also available in Engagement Canvas or are there limitations in the first release? Yes, Engagement Canvas has full feature parity with Smart Campaigns. <CLICK for animation> How can I learn more and stay up to date on news? This won’t be the last you hear of Engagement Canvas! Closer to GA, the Marketo Engage product teams will run webinars, share blog posts, and more. Check all of your usual channels and we’ll keep you updated too! <CLICK for animation> This is awesome – can I be involved in some way? While there is no longer the option to be included in the Alpha/Beta, the Marketo Engage product team will be looking forward to hearing any and all success stories, real-world use cases, and feedback and will be seeking your participation in quotes, posts, and webinars/peer learning series! Please reach out to journeys-marketo-engage@adobe.com. <CLICK for animation>
- Darshil to cover this
- [Speaker notes] – Darshil to cover this Get excited for Engagement Canvas! As I’m sure we can all relate--reducing complexity in favor of operational efficiency is the name of the game this year! Each of us is trying to optimize the tools that we use for a better result. And that’s exactly what Engagement Canvas can help with. You’ll be able to… Bring success to your marketing team by decreasing training time so your team can hit the ground running! <CLICK for animation> Build reusable campaigns to optimize your use of Marketo Engage and use Engagement Canvas for an enhanced trouble shooting and error handling experience <CLICK for animation> Show off that Marketo Engage magic to your stakeholders by sharing exported visuals of your work with them. Give them that layer of simplicity while you continue working out of a sophisticated tool. <CLICK for animation>
- [Speaker notes] – Darshil to cover this Again – get excited to see this feature in your Marketo Engage instance on August 1st!
- [Speaker notes] – Darshil and Ajay Any questions? We will do our best to answer them. We’ll be sure to direct anything we can't answer to the Marketo Engage product team and get back to you.