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SeaMUG Slides - Jan 2023 Executable Campaigns.pptx

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SeaMUG Slides - Jan 2023 Executable Campaigns.pptx

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Beth Massura, 4X Marketo Champion, presents on Executable Campaigns and their use cases. In this presentation, she provided examples of how this Marketo Engage feature can be used to create more intelligent automated workflows.

Beth Massura, 4X Marketo Champion, presents on Executable Campaigns and their use cases. In this presentation, she provided examples of how this Marketo Engage feature can be used to create more intelligent automated workflows.

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SeaMUG Slides - Jan 2023 Executable Campaigns.pptx

  1. 1. Adobe Marketo Engage User Groups Housekeeping Slides | January 2023
  2. 2. © 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
  3. 3. © 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 the Seattle MUG meeting on Jan 26th at 3pm PT 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 [nsmitha@etumos.com] or [Advocacy@adobe.com].
  4. 4. © 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 https://mugs.marketo.com/seattle-mug/ ▪ 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!
  5. 5. Adobe Summit
  6. 6. © 2021 Adobe. All Rights Reserved. Adobe Confidential.
  7. 7. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Download a letter to convince your boss
  8. 8. Upcoming Opportunities for Chapter Members
  9. 9. © 2021 Adobe. All Rights Reserved. Adobe Confidential. 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 – Experience Cloud” across our User Group programs This chapter highlights events that leverage two or more Experience Cloud products. If you want to learn how to get the most out of your Adobe investment, join our chapter on Bevy! Scan to join the Better Together chapter!
  10. 10. © 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!
  11. 11. Executable Campaigns Beth Massura | January 2023
  12. 12. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Agenda ▪ What are executable campaigns - 3 analogies ▪ Logic and caveats - what you need to know ▪ Use cases and examples
  13. 13. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Executable Campaigns Overview ▪ Different type of smart campaign ▪ Must be executed (called) by a separate trigger or batch “parent” campaign ▪ Think of it as a saved set of flow steps that runs as a whole before continuing to the next flow step in the parent campaign
  14. 14. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Analogy: Partial Recipe ▪ Recipe used within other recipe(s) ▪ Pie crust ▪ Dumpling dough ▪ Soup base ▪ Reduces number of ingredients/steps within a single recipe page ▪ Allows consistency across many other recipes ▪ Opportunity to manage necessary order (can’t make pie without having the crust ready) "Grandma's Apple Pie Recipe 1" by ilovebutter is licensed under CC BY 2.0.
  15. 15. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Analogy: Standard Operating Procedure or Plan ▪ Completed as a whole unit ▪ Finish all of the tasks before moving on to the next project ▪ Framework for repeatable steps, switch out a factor or two "folder" by allispossible.org.uk is licensed under CC BY 2.0.
  16. 16. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Analogy: Video Game Level ▪ Need to start the game ▪ Finish a level 1 before moving on to level 2, etc. ▪ If a level glitches, you can’t continue "Found this gem while going through some boxes filled with my childhood report cards, pictures, etc.." by San Diego Shooter is licensed under CC BY-NC-ND 2.0.
  17. 17. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Key Benefits of Executable Campaigns ▪ Reuse consistent flow steps ▪ Reduce number of flow steps in a single campaign ▪ Unlike request campaign, doesn’t create another active trigger ▪ Ensure processing order ▪ Inherit token values ▪ Log that a person didn’t qualify for a campaign
  18. 18. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Caveats: Creation and Use ▪ Option to make campaign executable only at time of creation ▪ Can clone an existing campaign to copy its filters and flow steps, but need to strip out triggers and prohibited flow steps ▪ Cannot have triggers or be activated, scheduled or run itself ▪ Executable campaigns are “always on” ▪ Must be in same workspace as the parent campaign(s) that execute it ▪ Use smart list filters to limit who can qualify once the campaign is executed ▪ Tip: swap out a fully configured smart list to avoid errors
  19. 19. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Caveats: Flow Steps ▪ Webhooks cannot be called from executable campaigns ▪ Request a separate campaign that calls the webhook - but then order of completion not controlled ▪ Remove from flow removes from the whole campaign sequence including the parent campaign ▪ Can’t connect to program member custom fields for the parent program ▪ Can have up to 3 layers of executable campaigns ▪ Configure them to best take advantage of unique capabilities
  20. 20. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Process Flow
  21. 21. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Token Inheritance: Where Values Come From ▪ System tokens (program, trigger, campaign, member) and program custom “my” tokens ▪ In “execute campaign” flow step, choose true/false for Use Parent Campaign Token Context ▪ Generally inherit from top level program (e.g. if there are three levels of nested executable campaigns, tokens come from the parent program that executes the first one)
  22. 22. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Token Inheritance: Where Values Can Be Used ▪ Generally only work in flow step stamping within the executed campaigns ▪ e.g. not Acquisition Program where you normally have to select the program from the dropdown ▪ Custom “my” tokens not inherited by email assets in the program containing the executed campaign ▪ ...But system tokens are inherited by email assets?
  23. 23. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Token Inheritance Parent program Child program (with executable campaign) ▪ Put the same token name in the child program(s) to incorporate a default value should the parent program be missing the token & value
  24. 24. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Token Inheritance Top Level Program (Calling First Executable Campaign) First Executable Campaign Program Nested Executable Campaign Program Result Token defined; Use Parent Campaign Token Context = True Token defined; Use Parent Campaign Token Context = True Token not defined Interesting Moment stamped Top Level Program token value Tokens defined; Use Parent Campaign Token Context = False Token defined; Use Parent Campaign Token Context = False Token not defined; interesting moment flow step Interesting Moment stamped First Executable Campaign Program token value Added to SFDC Campaign token from Top Level program Tokens defined; Use Parent Campaign Token Context = False Token defined; Use Parent Campaign Token Context = False Token defined; interesting moment flow step Interesting Moment stamped Nested Executable Campaign Program token value Token defined; Use Parent Campaign Token Context = True Token defined; Use Parent Campaign Token Context = False Token not defined System token {{program.name}} from Top Level Program in alert subject and body; My token from First Executable Campaign Program in body
  25. 25. © 2021 Adobe. All Rights Reserved. Adobe Confidential. General Use Cases for Executable Campaigns ▪ Control operational processing order ▪ Run multiple steps that apply to a specific subgroup of records ▪ Create repeatable processing where tokens can be used in flow steps
  26. 26. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Use Case: Operational Processing Order ▪ Help eliminate daisy chains that reduce insight and are a pain to update ▪ Avoid wait steps, which are arbitrary anyway ▪ Examples: ▪ Standardize country values before determining consent requirements ▪ Process Lifecycle before syncing to SFDC ▪ Get data back from enrichment service integrated with SFDC before demographic scoring
  27. 27. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Operational Processing Order 1 6 7
  28. 28. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Operational Processing Order 2 3 5 4
  29. 29. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Use Case: Subprocesses for Specific Subgroup ▪ Avoid repetitive flow step choice criteria ▪ Provide clarity into all processing for the subgroup ▪ Example: ▪ All steps for records who submitted preference form and unsubscribed vs. those who didn’t unsubscribe
  30. 30. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Use Case: Subprocesses for Specific Subgroup “Old” way - repetitive flow step choice criteria
  31. 31. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Use Case: Subprocesses for Specific Subgroup Unsubscribed Date “New” way - executable subcampaign for each group
  32. 32. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Use Case: Create Repeatable Processing ▪ Consistent program engagement processing ▪ Leverage tokens ▪ Examples: ▪ Stamping most recent program, sync to SFDC, timestamps ▪ Centralized interesting moments
  33. 33. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Repeatable Processing Common Program Step Good for Centralized Executable Campaign Stamp most recent program field ✓ - program token Create interesting moment with detailed description ✓ - custom “my” token Stamp date/time field ✓ - system token Add to/Change Status in SFDC Campaign ✓ - custom “my” token (SFDC Campaign type) Set Program Status 🚫 Set Acquisition Program 🚫 Send (tokenized) email/alert 🚫…?
  34. 34. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Use Case Example: Interesting Moments ▪ Centralize interesting moment processing ▪ Consistency in information included and scalable - but also readable by Sales team ▪ Expand beyond trigger tokens - inherit custom program “my” tokens for useful data points ▪ Friendly name vs. exact asset name ▪ Summary/description Learn more about Interesting Moments! Marketo Engage Documentation: “Using Interesting Moments” and “Trigger Tokens for Interesting Moments”
  35. 35. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Use Case Example: Interesting Moments “Hard-coded” into program flow -> More precise, less scalable Trigger token -> More scalable, less helpful to Sales Custom token inherited by centralized executable -> More scalable and helpful to Sales
  36. 36. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Resources ▪ Marketo Documentation: “Execute Campaign” ▪ Marketing Nation Product Blog: “Executable Campaign vs Campaign is Requested” ▪ Marketing Nation Champion Blog: “Operationalizing Interesting Moments with Executable Campaigns” by Chris Willis

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