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Transcript

But I’m going to go ahead and get us started. So hello, everybody. Welcome to Marketo and MOCAs. Today we’re going to be diving into Marketo’s Sales Insights, or MSI best practices and optimization. Yeah, we’re going to get started and jump right in. We’ve got a good amount of things to get to today. So this is an ongoing webinar series designed to be interactive. So we do encourage people to ask questions in the questions box in the GoToWebinar control panel throughout the presentation. You type them in there, and we’ve set aside a good amount of time at the end for Q&A. So we’re going to do our best to answer as many of those as we can today. So I want to quickly go over a few housekeeping items before we get started. This webinar is being recorded and can be viewed on demand and shared with other members of your team that might not have been able to attend today. You will be getting the recording 24 hours from now. So tomorrow afternoon, keep an eye out for that. We are going to leave time at the end for questions. So feel free to start asking those throughout the presentation. And if your question is not answered, please do follow up with your Success Account Manager for more information. And at the end of the webinar, please complete a short survey that’s going to pop up on your screen. That information really helps us to make sure that we’re meeting your expectations at these events. So with that, let’s walk through today’s agenda. So first, we’re going to introduce our speakers, James and Cynthia, who are also on camera right now. And they’re going to walk us through today’s presentation, followed by some best practices and exciting new product updates. And then, like I mentioned, we’ll conclude with Q&A. So feel free to start asking those questions throughout the presentation. And with that, I would like to introduce myself. So my name is Alana Cohen, and I’m the Digital Events Manager for our Customer Success Strategy team here at ÃÛ¶¹ÊÓƵ. I’ve been with ÃÛ¶¹ÊÓƵ for five years now and spent the last three of those years organizing and hosting these customer-exclusive events. And then prior to my time on this team, I spent two years working with ÃÛ¶¹ÊÓƵ’s advertising cloud customers. And then before coming to ÃÛ¶¹ÊÓƵ, I spent many years at different advertising and media agencies around New York. But I’m excited to be here now hosting these events for you guys. If you have any questions or comments about today’s event or any of our customer-exclusive events, please do reach out. And now I’d like to pass things over to our guests for today. So Cynthia, please go ahead and introduce yourself. Hi, everyone. This is Cynthia Chen. Some of you might have worked together in the past. So I’m currently a business advisor at ÃÛ¶¹ÊÓƵ focusing on the MarketoEngage product. I came from consulting. So I spent about six years in consulting before transition into this role. And prior to consulting, I was actually a Marketo customer myself, just like many of you online today. So really happy to share my experience both as a user and also my experience as consultant working with our Marketo customers. Excited to be here today to talk to you about MSI. And I’m going to pass it over to my colleague, James. Hello, everyone. I’m James. So I was with Marketo and ÃÛ¶¹ÊÓƵ previously. I just rejoined as a technical advisor, so a complementary role to what Cynthia does as well. I came from the customer side. So I was managing Marketo instances for a while and MSI. So hopefully, we can answer a lot of the questions that we got there. And I’m excited for it. So let’s kick it off.

I’m muted. I think we want to start with a poll before we jump in. Cynthia, is that right? Yes. Cool. So you should see a poll up on your screen. So tell us, how does your sales org know what audiences are engaging with? Are they using Marketo sales insights, fields in CRM layout, emails or alerts, or you’re not sure? This will give us a good idea of what everyone is doing today. So it looks like kind of mixed bag. Going to give everyone another second or two to answer. If you haven’t answered yet, please let us know. Totally a mixed bag. I love it. Seems pretty mixed. I’m going to close it. I’ll share these responses out on the screen. So yeah, a bit of a mix. There are 29% using MSI at the moment. So that’s good to see. And we will get to it now. So Cynthia, go for it. Cool.

So yeah, I love those answers. I don’t think that there’s the only answer that would indicate that there’s things to expand on would be not sure. But other than that, obviously using sales insight, different fields, email alerts. Some things are very time sensitive and can be temperamental with that. Like if someone fills out a contact us form or someone fills out a demo request or something like that, you want to get on those quickly. So maybe email alerts are great for those. They all have their own use cases. But really, what is MSI? I know that a lot of people on this call have MSI or have used it in the past or are MSI curious, some may say. So basically, what we want to convey with Marketo Sales Insight is that we as marketers see all of these specific different campaigns. We know what they mean. If I’m running a campaign about finserv world, I know exactly what I’m talking about. I know that TS means trade show. But sometimes on the sales side, what they can see are zeros and ones and linear A, like what was used on the Rosetta Stone. So I think that our goal with MSI is to be able to dissect the information that we’re trying to give sales and show how important some of these engagements are and really highlight what actually is interesting. So if we go to the next slide, really, what we want to do is answer the questions that our sales team has. So a lot of those questions, I won’t read them off because they’re on the screen. But really, it’s essentially like, how do I know if someone’s engaging? How do I know who to reach out to? How do I know how often they’re engaging? Things like that. So what we want to show with Marketo Sales Insight is actually things that are interesting. We want to show page views. We want to show certain parts of your website that people are visiting. When someone engages with an event, maybe that’s an offline channel. So it’s something you upload a list to. There’s really not something that’s going on the website. So you really have to have that mixed bag of engagements there. And then the last being your best bets. And so we’ll talk about that as well. But it’s something within Salesforce that you’re able to see, Salesforce or Dynamics, that you’re able to see what Marketo thinks might be the right people to reach out to. And if we go to the next slide.

Now I’ll hand it over to Zhen. All right. Great. Thank you, Chen. So yeah, MSI comes with various features and functionalities. Today we’re really going to walk through some key features that we believe are essential for improving sales and marketing alignment. And as Jen mentioned, really the key to MSI is we want to present marketing activity and showcase marketing engagement with our database and just present that to make it easier for sales teams to understand, hey, what marketing has been up to and what people have been engaging with the marketing content.

So this is what an MSI iFrame panel looks like in your CRM. This panel is really a window where your CRM users can have visibility into Marketo and marketing activities. This panel is available on the lead contact account and opportunity objects. So your CRM admin can have the ability to decide where they want to place this panel and make this panel visible to the users. So this, it has various tabs across the top, starting from that Insights tab that you see. The Insights tab is a dashboard view that is divided into three sections. So you can see that on the left-hand side, we start with what we call Engagement Velocity Grid. This really shows you all interesting moments, email, and web activity in the last 90 days. You also have the option to layer account level activity in this view if you check on that Show Account Activity box next to that contact timeline. And if you hover, if you select on any of the timeline on this grid, then in the middle, the middle section is really the summary and the place where you’re allowed to dive into the weekly activity. So that shows you the activity for which email, what interesting moment was happening that week, what email was sent to the person, and you have the opportunity to actually preview that email directly in this view.

On the right-hand side, this is, this showcase the upcoming events and campaigns. So sales users or CRM users have the visibility into, hey, what marketing is planning upcoming? And this shows you all upcoming marketing campaigns events planned in your MarketO instance. A quick thing to know is that this upcoming event is just showing you all the events, all the campaign that has been scheduled in MarketO instance is not necessarily specific to any contact records.

So next, if we go to the next tab, is interesting moment. So this is really the place where you can, where marketing team can highlight key engagement of this contact or lead to the salesperson. So you really want to work with your sales team to kind of determine, hey, what’s really interesting for the sales team to see? For example, we might want to show if someone registered for a webinar as a key milestone activity. Maybe someone visited multiple web pages in a week, that might be something that is interesting for the sales team to know. Or if someone engaged with a demo-related email. So again, the possibility is endless. You could basically define anything as interesting moment. You could set it up in MarketO and MarketO, you could, you would typically set up as a trigger campaign. So whenever that, whatever event happens, you can log that interesting moment to this view to call to the attention of the sales team. But again, I would say that making, just really make sure that interesting moment is truly interesting and not, and especially it’s not, it’s interesting for both marketing and sales and not just interesting for the marketing team.

Going to the next tab, we’ll see web activity. So the web activity tab really shows all web pages. The person visited on your website, then MarketO was tracking. This is based on the MarketO Monksheen tracking code on the website and the new pages. It also shows the search and referral information and data visit. So this is a really valuable information for sales team to leverage for upsell and cross-sell opportunities. For example, are they, are the, the content lead, are they viewing pages regarding certain features or upgrades? This type of information can really help sales in their conversation.

Next is the scoring tab. So this tab really shows you, give you insight into what behaviors are driving a person’s score. In marketing, we often hear question or query from a sales team and say, hey, I see that this person have a score 53, but what does that mean? What, what, what they have done to reach the, you know, the 53 points? What is it made up of? So this is the place where you can point your sales colleague to pay their attention to. This is where it shows you all the scoring changes and what’s driving that person’s score change.

Next is the email tab. And as the name suggests, this is really a place that provides visibility to all email engagement. You could see all the email that was sent to the person as well as whether that person opened, clicked or replied to that email. The email, when you hover over it, when you click on email subject line or the email title, you’ll be able to open the preview, the email preview directly in Marketo. So the sales person would be able to see the specific content that the contact or lead comes from.

And they don’t need to have a Marketo license to see the preview. The preview really just launches the Marketo email preview and you don’t need a license to be able to see that.

And Best Bets. So this is really, Best Bets is really MSI’s key feature that aims to help sales prioritize their outreach effort. Best Bets will show you an aggregated view of all the leads and contact owned by a salesperson, ranking them by their engagement and indicated that information by stars and flames. So stars really indicate priority of the person and it’s based on how this person’s lead score compared to the other people in the database.

Flames indicate urgency. For example, are there any recent jumps in the person’s lead score? Did the lead score change a lot? So rule of thumb is the more stars, the more flames, of course, the hotter and the higher priority, the better quality is that lead. Both stars and flames are based on the lead score in Marketo and your Marketo admin can configure what score the stars and flames are mapped to.

MSI also allow you to send Marketo emails directly from your CRM. So sales has the ability to send Marketo engaged emails to leads and contact inside CRM. Marketing can select individual email, they can develop marketing branded emails in Marketo and publish that email template as a template into Sales Insight and salesperson will be able to select the email to use. Marketing also has the ability to set expiration date for the email. So for example, you can choose to only allow the event invite to be available for a sales team to use in MSI leading up to that event and allow that invite email to expire the day of the event. So nobody can, by accident, choose the event invite email that’s already expired.

Sales can select a marketing approved template or they can also utilize a blank template when deciding which email to send to their leads and contacts. They can send emails to individual leads and contact or up to 200 leads or contact at the same time. Person tokens such as first name, company name and address can be leveraged to personalize the email. However, a tip to remember is that program tokens will not render in this email. So the marketing team, if you guys are using program tokens in your Marketo email, you want to make sure you remove those program tokens prior to publishing and making this email available for sales in CRM.

Next, I think James, you probably have a lot of experience on requesting Marketo smart campaigns in CRM.

Yeah, for sure. I can talk to some of that. So essentially, as you develop out MSI within your CRM, you can also request campaigns back into Marketo. And when I was a Marketo admin, especially, you know, at smaller companies or larger companies, sometimes there were four SDRs, sometimes there were about 250. So obviously with that, you have to scale things. I don’t want to spend all my day just responding to Slack messages from people that need things. So a lot of what I did was set up this operational site where, you know, let’s say someone calls in and they’re like, hey, I haven’t been getting your emails. I would love to be on your email list. Well, that’s great. You can just request a Marketo campaign that subscribes them and sets a reason that they called in. So it was like a sales opt-in. For emails, you can add people to Nurture. So if someone from sales says, hey, we want to make sure that this account or these contacts end up getting this Nurture content, then you can just send them back a PDF of how to subscribe to people themselves. So it’s really putting the tools in their hands to be able to action those things. Also sometimes very helpful within Marketo to temporarily marketing suspend someone. So let’s say that you have a close date on a deal that’s within the next 30 days, you can marketing suspend someone for, let’s say 60 days until the end of that deal cycle by basically just having a request smart campaign where the trigger says the source is sales insight. That means it’ll show up in that bottom right screenshot that we have. So if there’s a trigger campaign that’s on, that’s activated and this is the filter in there, you can add more trigger filters as well so you can request that campaign from the Marketo side. But let’s say in the flow, you changed our marketing suspended to true and then you put a 60 day wait step in there. Maybe you add them to a list and then you have another trigger that’s looking to when someone was added to a list, then you wait a certain amount of time. Obviously with Marketo, there’s 100 different ways to do things and there’s 10 ways to do it. So then after that 60 day wait step, you can marketing suspended to false. So yeah, a lot of different ways that you can use these more operational side of things. You can also set one of these up for invitation emails. So if someone’s like, hey, I wanna make sure that so and so gets invited to this event, but they weren’t on the list, then easy, set it up and send the sales rep a PDF to be able to do it themselves, a big DIY here. And then I think as we go to the next slide, we’re gonna be looking through best practices. And so really to kick that off for best practices, what we wanna go through first is making sure that you’re within compliance. And so this is something so that your SAM or your CSM doesn’t hunt you down. Basically, who should have access to sales insight? And if this is not something that you’ve managed in the past, and obviously you can send this recording to whoever’s in sales ops and manages the Salesforce side or the dynamics side of this, but essentially it’s the profile within the CRM that has the ability to see it. So let’s say you have one sales profile. And as you go through that one sales profile, all those people in that profile have access to MSI, but maybe you only want the AEs and the BDRs or SDRs or XDRs, whatever they’re called these days.

Maybe you only want those people. So essentially you’re gonna run into an issue there where you’re using more licenses than you’ve purchased. You can buy them in blocks of five licenses.

I’m absolutely not here to sell more licenses of MSI, but just to give you the information of how to manage those licenses. In Marketo under admin and then sales insight, you’ll see the number of seats you’ve used in the last 90 days. The thing is that that can take some time to refresh after a little bit of time. So if you want everyone on marketing and then everybody in sales roles to see it, then you know which profiles you need to assign that to within your CRM. So I would say, talk to your SAM, find out what’s right for you and your instance. I like for sure having the SDRs and the AEs. Sometimes if you’re not running like customer marketing or cross-sell upsell doesn’t apply to your business, then the CSMs might not need access to it. So you can assign them to a different profile so that they don’t use up seats for MSI. So they won’t be able to see that information, but if you’re not running cross-sell marketing or upsell marketing or really customer marketing in general, then that might not be useful for them anyway. I always say, have a close relationships with SalesOps and RevOps, take them out to lunch here and there. They do a lot for marketing ops. Obviously marketing ops works in their own world and you’re a hub of so many different things, but it really, sometimes it comes down to the wire where you’re like, I really just need that field today if you can throw it in there. So take them out to lunch, show them that you appreciate them. And then thinking about higher up people, VPs at mid-market and maybe larger corporations, they’re not gonna be your practitioners that are in there looking at different engagements that people might have. So good practices to make sure that the people who need it have it and the people that don’t essentially don’t have it.

Yeah, so as James mentioned, really like the best practice for MSI license management is make sure you create a dedicated profile for your MSI user. And then so you will assign that specific profile for the people that needs access to MSI. So this will make sure only the people who needs to access MSI will have access and you don’t have other users that will accidentally have access to MSI and use up all your seats. Because as James mentioned, we wanna make sure that you’re within your MSI license compliance and the best practice to manage your license management is make sure you create a dedicated user profile that will have access to this tool. And there’s a little hyperlink on the screen that link to a resource article on how to kind of create a dedicated profile for MSI license management purposes. So when you get a copy of the webinar presentation, you’ll have access to this and we’ll also make sure the webinar follower email would have that information for you at your fingertip.

And I think, Elena, we probably have our second poll coming up. If we do, it should be popping up on screens right now. Tell us which members of your team use MSI. Is it all Salesforce users, BDRs and sales users, or you are not sure? I’ll take a second to also, as people are voting here, mention that if you have different profiles for different sales rep types in your CRM, you can also change the layouts. So maybe as we talked about before, having some of those CRM fields are very important to showing information that happened recently that could really affect and help your BDRs, but maybe not your AEs. So setting up different profiles for different rep types is definitely best practice as well, helpful.

Great, thanks, James. I’m gonna go ahead and close this out. It looks like most people have filled out their answer and large majority is responded BDR and sales users.

So that’s definitely the front runner. Couple of I don’t know’s though, so. Nice, yeah, it’s a way that you can definitely see just by the number of users under a certain profile and then looking at the number of CTUs those numbers should add up. Sometimes if someone doesn’t log in or someone gets deactivated as a user and then there could be a few off. But yeah, if we go on to the next slide, we’ll see some of the interesting moments set up. Actually, actioning it within Marketo. So first question always, are they really interesting? If someone visits your pricing page as we see in the top left there, interesting. I think that’s fascinating. I want to talk to that person. If someone visits your homepage only and doesn’t go anywhere else, not that interesting. Probably don’t really care what else, what they’re doing. I care the other things that they do, but not the homepage. If someone just opens an email, not that interesting. If someone unsubscribes from an email, not that interesting. And also kind of lowers the credibility if that’s with recency bias. If I’m a rep and I just see that people are unsubscribing, then I’m like, yo, hey, stop emailing my people. And would probably get worried. So make sure they’re interesting. You can always add more, you can take things off. And as we’ll go through in a minute as well, that there’s some limitations there. And then yeah, events registering, certain milestones. We’ll also talk on this a bit, but under type, you can put a custom interesting moment type there. So if it’s like someone fills out a demo form, requests a demo, then you can just put demo in that type. Some pretty cool things that we can do from there as well. Yeah, before we move on to the next slide, I would also say that how do you know if an event is interesting? Make sure you sit down with your sales team, your sales ops person and kind of show them, hey, we think these are interesting activity that we plan to highlight to you. In MSI, do you, I mean, does your team agree that these are interesting things that you want marketing to highlight to you? So making sure you include sales team early on in the design phase or interesting moment is really key to sales and marketing alignment. And I’m going, so let’s go move on to the next slide where James can explain to you all that Marketo trigger token magic. Yeah, absolutely. So under, and there’s a link here, but basically if you search within Experience League in our documentation site, the Marketo trigger tokens, essentially a good thing to remember here is that the trigger on the left side, like fills out form, visits webpage, clicks link and email all the way down to sent for to friend email. I haven’t used that one in the past, but if you find a use case for it, that’s awesome. The trigger name that you see under the token, which is like the first column, will essentially take the name of the smart campaign and in the program it lives under. So let’s say it’s like 01-data management.

Fills out form trigger, interesting moment. It’s like, you really don’t want that in there, but if you’re looking at trigger.name and not trigger.trigger name, then you’re gonna be looking at the thing, the asset that triggered that. So it’s the name of the form they filled out. It’s the name of the webpage. It’s the name of the email that they clicked in. The link is important as well. So the webpage name, I like putting in fills out form and then a colon and then this is the form name as a token and then on and this is the webpage that they filled it out on. So there’s a lot of really good ways that you can kind of get created here. And if we go to the next slide.

What we had mentioned before, as we have some gotchas. So you can always add triggers in there. You can always add interesting moments. You can always take them away, but a really good thing to remember is that even if you’re an admin within Salesforce, you can’t really fix a typo in there or unintended program membership. So if you accidentally run a campaign that assigns 400 people to a webinar as registered, but they didn’t really register, then you’re gonna see a lot of people with interesting moments and then maybe that triggers something else in your system. And then your SDRs and your AEs and your CSMs are gonna be confused. So really just be careful with that. Only time can clear it where interesting moments can last 25 months. So that is definitely something to be weary of. What I always recommend is that if you test a specific interesting moment, just add in a filter that says email address equals, and like mine would be lead them at adobe.com, then only my test record is the one that can qualify for that smart campaign. So I can do a bunch of things where I click on the pricing page and I click on an email and download a form or download a piece of content through a form. And then if I go into my record within CRM, whether it’s Dynamics or Salesforce, I can see MSI and it’ll show my specific lead record. So really good way to kind of get a headstart on that.

And then on the next slide, if we go into notification subscription, so I was talking about how you can put a custom type in there. There’s a really good LinkedIn post that I’m happy to share. If anyone wants to reach out, I’ll get it over to you by a man named Darshil. So essentially what you can do, if you put in a custom type, what you can have someone do is subscribe to that type. So if people are like, I want to subscribe to activities and engagements that people are engaging with, engagements that are occurring, sorry, that last sentence didn’t really make sense. Then you can just subscribe to a specific type, whether it’s milestones where people fill out a form or it’s email engagement or it’s web engagement. You can also subscribe to anything that one person does, anything that one account does or this specific description as well. And so the description can get a little funky because, and on the left there, just to be clear, last interesting moments, that’s kind of, that’s the field that you’ll see there, like last interesting moment date, last interesting moment description, things like that. So the description can get a little wonky as well, just because if you’re using tokens, then it could include a webpage that you weren’t planning on. So if someone visits the pricing page and you want to have that description be what notifies or is like the trigger to notify someone, then just be wary of that. But essentially here, you can just show a rep how to do it, record a video, send it to all the other reps and say, if you want to subscribe to any engagements that are occurring within this account, then you can, this is how you do it. So really good way to also, I’m a big fan of just sending links back to people when they ask for something so they can do it themselves. Really just like teach them how to fish.

Thank you, James. So next, I also want to share a very important best practice that people often overlook at naming convention and also just in general, your instance organization. So you’re going to publish this information to your sales rep in the CRM. You really want to make sure you have an established naming convention as well as photo structure because the naming convention is really going to tell your sales rep, what is it, right? Like by the name of the email, this is a prospect engagement email, or this is an event invite. You want to make it super easy and clear for them to know, hey, this is whatever email that, and what’s the use case for that. Photo structure will kind of help your rep understand where to find things. Just keep in mind that when you publish the asset from Marketo to CRM to sales insight, it’s going to be available in a dropdown box. Let me go back in the dropdown box here. And that’s really going to show your photo structure inside Marketo. So making sure the photo structure is clear for your sales rep to know where to find things. And then also the naming convention will help them, it’s easy for them to understand what it is, is really important. And consistency is key for your folder and program and campaign assets for everything. You want everything to be consistent in the way it’s named in the place where it’s stored and located. I highly recommend that you establish naming convention and photo structure internally for not just Marketo, but just all your systems, right? And publish that information to the stakeholder team member so they make sure, and also make sure you include this information in your sales training. So in your sales training, definitely include a section where you show, you help them understand the naming convention so they know what it is. And you also include a photo structure so they understand where to find things that they need.

Let’s talk about MSI raw out plan. So we’ve done all that setup, how do we roll it out? Our best practice recommendation for MSI raw out is to start small with a pilot program. So you want to really identify a select group of MSI users, maybe it’s like the sales up, just a small group of BDRs or maybe the BDR managers. Identify a small group of users for the pilot program. And you really want to include them early and collaborate with them, with the sales ops, the pilot users to define key activity that would be used for scoring as well as interesting moment. You want to make sure sales are building into the interesting moment definition as well as your scoring definition.

And you want to set up and test all your interesting moment smart campaigns. And you also, very importantly, you want to make sure you allow time for that data to populate in your CRM, in MSI and your CRM. A lot of times I see people setting up some interesting moment campaign, they’re like, okay, I’m done, let’s go live. But when you just publish that information directly, when you launch that, as soon as you set up a campaign and you launch that to the sales team, when they log in, they don’t see any data yet because it takes time for people to visit webpage, it takes time for people to have email engagement activity. So you want to make sure you allow that time for the information to populate in MSI. And you also want to confirm the data visibility and how the data is showing up in your MSI panel. So you definitely want to make sure either you, the marketer yourself has access to CRM, to log into CRM to see what it looks like, like really in CRM or partner with your sales countertop to understand how that information is showing up and does that, when it shows up in MSI, as interesting moment, does it actually make sense to the sales team? So again, as soon as you set up the smart campaign, the interesting moment trigger campaigns in Marketo, that you need to allow some time after that for the data to populate, you want to confirm the data in CRM and MSI, and then you want to collect some feedback from your pilot users, maybe give it two weeks for the data to populate, and then give it another two weeks for them to play around with what they see in MSI and give you some feedback. You want to implement the feedback before you really roll it out to the broader user group. So starting small with the pilot program is really our best practice recommendation. And again, remember, test your smart campaign, make sure it renders, it populates the MSI dashboard and table as expected, and make sure you make any updates and changes before you actually send all your sales team to access MSI.

Now, I believe, Elena, we have another poll coming up before we get into some products. What we do, so this, we’re gonna get into some product updates, so I just want to quickly pause and see. In case there were some Marketo engage users that don’t have MSI, would you like more information and resources about MSI? Let us know, if so, we can follow up with those with you. So just let us know, yes please, or you’re all set. I’ll keep this open for one second, and then we’re gonna get into some product updates, which are very exciting, and then we will circle back to Q&A, questions boxes exploding. So we will get to as many as we can, sit tight, I promise. All right, thank you. I will take that back, and if you did ask for more information, we will get back to you. All right, Cynthia, back to you for some product updates. Thank you, it’s exciting to see how a lot of people, you are very excited and want to hear more updates, more information on MSI, great. But I want to take the time today to share some product updates, and disclaimer, this is not related to MSI, but it is a new feature that Marketo just released. It’s hot of the press of last week. So for those of you who are in Marketo day in and day out, you might already notice that since last Friday, you see a little engagement map button in your smart campaign. So what is it? I’m here to tell you more information. So engagement map is really a visual layer on your smart campaigns.

This was the engagement map, you can easily manage interconnected or deeply nested campaigns and validate them through the simple out of box visualization By having a visualization of interconnected and nested campaigns, we can have an enhanced error handling and troubleshooting experience where users can quickly detect the rooted errors.

This in turn will help you with operational efficiency.

The interface that maps our lead journey will also help accelerate time to value when it comes to onboarding new users because I know a lot of times people might struggle with understanding kind of Marketo smart campaign logic, and that is why our product team listen to your feedback, and we have added this visualization. So it’s a lot more intuitive, you could see how people could, what’s the potential, what’s the possibility of how people could go through that smart campaign journey.

And for a power user, you could also use this feature to brainstorm with your peers on how you would want people to go through your campaigns.

And this will also improve alignment across key stakeholders like your sales and marketing leadership team by using visuals to provide insight into a complex campaign because oftentimes marketing team were very excited on designing a very complex nurture or very complex campaign flow, but it’s kind of tricky to not explain that to people who are not in Marketo day in, day out. And now the engagement map provides you with that out of box visual. You could still build your campaign as, your smart campaign as usual, and it will automatically turn that into a visual map for you.

So let’s see what, so let’s take a look what you can do with engagement map. So for those that are newer to Marketo engage, it’s great that all your visuals are just out of box, and that’s why you all you need to just build out a campaign and it will populate the visual for you. However, if you want to start building your campaign within the engagement map, you can also do that. And even better, this feature has full backward compatibility so you can leverage campaigns that you’re already creating Marketo to access the visual journey in the engagement map.

And next up, we also, this also give us workflow or ability. So what it means is that because you are able to visualize interconnected campaigns that give us the ability to quickly deduce root cause of errors. So for example, you can identify why a campaign which happens to be calling another campaign is just not pulling up the expected number of leads. So this is great news for our power users who needs that additional layer of visibility into how understanding how to troubleshoot and audit the campaign, they are kind of connected with one another.

Today you can access campaign schedule, recurrence, qualification rules, et cetera, from the schedule tab. And as part of the engagement map, we have created one stop shop for all your campaign settings So once you take a look at engagement map and validate that you’re good to go with your campaign, simply navigate to the settings tab and you can either set up or just check out your campaign settings before activating a campaign. So if someone kick starting your first ever campaign, this one’s for you.

Taking your experience a step further, engagement map will include a series of actions you can take from the top navigation, like activating your campaign or even exporting an image of the entire journey. So you can share it with non Marketo engaged users. So again, this really help you kind of share with your stakeholder who doesn’t really understand Marketo or who doesn’t have a Marketo license. So you could just share with them that visual, the campaign visual, rather than going through and explain to them the complex set of rules.

And I will also reiterate, nothing in your existing campaign or setting will change. Any campaign that are in flight or settings that have been saved will remain intact. This engagement map simply adds a complimentary visual layer to your existing smart campaigns.

So again, I’m super excited to share this with you, the who, when and where. So right now, as of today, all Marketo engaged users who has access to smart campaign, you will see that engagement map icon in your smart campaign. This was made available August 3rd. It was not a phase role. So right now, everyone, if you log into your current Marketo engaged instance, you will be able to see that. And I really hope all of you take the opportunity to kind of explore that new feature and test it out and see how it could kind of really help you improve operational efficiency and really help you share the Marketo magic with your other non-Marketo stakeholders.

And then I’ll pass down to Elena for some upcoming events. Yes. All right. Thank you, both Cynthia and James for that awesome presentation. As a reminder, this is being recorded so you can watch all of that back on demand at your own pace tomorrow when you get this in an email. And if you are interested in a copy of the deck, please reach out to your success account manager and they can get this over to you.

So before we get into these events, I just wanna say that you might have seen as an attendee of today’s session that we wanna thank you for the support for joining us. So do keep an eye out in your inbox for an email from us. That will include a link to treat yourself to a mocha or a coffee or whatever your caffeinated beverage of choice is as a thank you for joining us today. So that will come from us and just keep an eye out for it. Thanks again to everyone for coming today. All right, with that, I’d like to quickly cover off on a few of our upcoming events and then we’ll get to Q&A. So as ÃÛ¶¹ÊÓƵ customers, you get access to all of our customer-exclusive events. So we’re excited to invite you on August 22nd. We have our next session of our Perfect Blend series and we’re gonna be talking about how ÃÛ¶¹ÊÓƵ Analytics and ÃÛ¶¹ÊÓƵ Commerce are perfect blend of ÃÛ¶¹ÊÓƵ products. ÃÛ¶¹ÊÓƵ Solution consultants, Matt Erstad and Cleo Manns will be sharing how to bring the data from your commerce instance to the next level by utilizing ÃÛ¶¹ÊÓƵ Analytics. So I’m excited for this event and we have actually two back-to-back Perfect Blend events. So the next one is gonna be on August 31st and we are going to be talking about Marketo and Workfront and how those two products seamlessly work better together. We’ll have Adrian Witten from the Marketo product team and solution consultant, Brian Cook, who will be presenting that story. So you should start to receive some invitations for that and some more information on it in the coming days. Keep an eye out for that. And then finally we have another session of Commerce and Coffee coming up on September 14th where we’re gonna be going through all things peak season preparation. I cannot believe that peak season is already here but it’s coming so we are going to be diving into that in September. Stay tuned for more information on that. Okay, so let’s get to Q&A. We have a ton of questions coming in. I am going to, give me a second while I pop open the Q&A pod.

One second, okay. So let’s start, cause I know there was a bunch of questions about Dynamics. So is MSI available in Dynamics or is it only Salesforce? Yeah, definitely available in Dynamics. It looks a little different. It should act basically the same. I know we had a question about the notifications. That’s a good question. I can take a look at that and get back to you. But essentially, we can share these experience documents as well. There’s like a feature overview with MSI within Dynamics as well. So a lot of the same functionality.

And the fun thing is that we’re also going through some Dynamics kind of developer instances on our side to be able to answer those questions a lot more effectively. So hopefully we’ll have a lot more information for you as well. And if you have any questions, reach out to your SAM and we can help out with that too.

Awesome, thank you. And Sam, just for everybody’s knowledge, SAM is your Success Account Manager. That is the SAM acronym. So that’s what we are talking about when we mention reaching out to your SAM. Um, okay, so that Dynamics question. Also, we saw a question about more information on that link James had mentioned a LinkedIn post about email subscriptions for sales insights. So I’m actually going to drop that link into the chat pod. And that is gonna come through right. You should all see that in the chat pod. That is the LinkedIn article that James mentioned. So you should be able to access it with that link. If you have any issues, reach out. I highly recommend following Darshil Shah. He is a user group leader for Marketo. He’s always posting about new features. I’m constantly learning from him as well. So he’s absolutely an expert. And has some super valuable information.

Awesome, thank you. Okay, let’s get into some more questions here. How do I make MSI more valuable within a small organization with limited leads and just a handful of reps? Yeah, I’m happy to step in on that. And Cynthia, if you have anything as well. But and you know, I’ll do my best to not get on my soapbox about this. But I think that like, usually when I’ve done this before, it’s like, okay, how do sales reps get paid by opening opportunities? How do you open better opportunities that will close at a higher rate and open more opportunities essentially? It’s by making sure you’re talking to the right people. How do you know you’re talking to the right people? It’s looking at engagement, what they engage with. So honestly, like the proof is there.

Obviously, you are doing things within your marketing team that are important. And they’re really like, they have to trust you to do your job and you have to trust them to do their job. And so it’s much more of a directive of, these are the things that people engage with that show that they’re actually interested in talking. If you want to get paid more and follow up with more leads and create more opportunities, this will only help you. It’s not gonna send you on a wild goose chase. This isn’t predictive, like preemptive engagement or anything like that. This is actual engagement. So use it basically. And I think it’s also super helpful to take like one or two kind of like stars within that sales org and then use them as your, not really examples, but your people to look to and your role models to say like, these people are doing really well with it. Ask them questions on how you can do it better essentially.

And I think that goes for a small organization and a large organization. But in a small organization, you really don’t have, you don’t have the luxury sometimes that other organizations do to have like a leaky funnel, some may say, to like leave money on the table. So really subscribing to all those interesting moments, making sure that all the few reps that you have are on top of all those different leads that are occurring. And then also, as we talked about before, making sure those interesting moments are actually interesting. So not muddying the waters with someone who unsubscribes or just opens an email or that went to a trade show, but you didn’t engage with, things like that. Cynthia, I don’t know if you had anything else to add on that one. No, I think this is great. I would just say that I actually see small organization as having a greater opportunity to have that tighter sales and marketing alignment, because really you could kind of design your whole MSI usage and use case and based on kind of the need of that, of the handful reps. So they could almost partner with marketing to kind of bespoke what should show up for them in their MSI panel.

Great. All right, thank you guys. I’m gonna keep jumping around here.

Cynthia, can you add interesting moments that capture activities in Marketo for other applications that are integrated in Marketo? Yeah, that is a very interesting one. So basically you can make anything interesting moment out of Marketo as long as you’re able to create a trigger campaign. So whatever integration that you have, if it’s kind of logging activity or logging some data value change, or if that activity data or the integration sends data into Marketo that you can query and create a trigger campaign, then you can log interesting moment. So you could say, hey, maybe this person replied to a text message that you sent from your text platform that is integrated with Marketo. Again, the prerequisites, as long as the data is in Marketo that you can query on a smart list, or you can put it in the trigger campaign, then you can log interesting moment.

Great. All right, we have another question in the Q&A pod from Carly. Do you have suggestions on how to create interesting moments in a scalable way, ideally in a centralized program rather than spread out throughout the instance or through the instance? Yeah, I mean, I would use those tokens. I think that definitely the tokenizing is super helpful.

I would say like visited key webpage can be one smart campaign. On the schedule tab, I would definitely set the limitations to only let someone run through like once an hour, just so it doesn’t get, or once a day, just so it doesn’t get super muddied up there. Because if they visit the pricing page like three times, then it’s like, okay, I knew they visited once, that’s great, that’s all I need. So I think, yeah, using those tokens is super helpful. Don’t type out the full campaign name, like just use the trigger of program status was changed and new status is like webinar attended, or maybe it’s no show or whatever your success step is there and then just use the token where it’s triggered out name, it’s gonna use the program name that triggered that to occur. So definitely using tokens. If you use tokens, you can get away with like, probably 10 smart campaigns, maybe less, just that are on and constantly working in the system. Another best part. Yeah, sorry, go ahead. No, another best part that I would also mention is centralize your interesting moment creation. So I would almost recommend having a program, a global program set up that’s kind of, that manages all your interesting moments smart campaigns within. So you could have it set a global level as much as possible. Sometimes I see users, they just kind of, in their email campaign, they also flow a interesting moment as part of an email campaign flow. That, you could definitely do that, especially, and also if you have something that’s super specific to that program, maybe a token they’re using is pertaining to that program, then yeah, you could do that. But then yeah, you will have a situation where the interesting moment might be scattered and kind of embedded in various different smart campaign and program, and it’s kind of not easy to manage, as best practice in consulting, usually we would recommend organization to have a interesting moment program at a global level, and that will kind of manage all the, the big interesting moment in a systematic manner. And if you do have to have something that has to come from a program level, you could do that, but you probably just want to make sure you have a way to kind of document, there might be an interesting moment that’s firing from a local campaign.

Awesome. Thank you both, Cynthia and James for that.

We are at time, so we have to wrap things up. There were a lot of questions that we weren’t able to get to in the Q&A pod. So if you do have a question specific to your account, please follow up with your success account manager for more information, and we’re gonna do our best to get as many answers as we can for questions that came in. But as a reminder, you will receive a recording of today’s event in an email from the ÃÛ¶¹ÊÓƵ DX Strategy team at GoToWebinar in 24 hours from now. And as you are leaving the session today, you’ll see a very quick brief survey pop up on your screen. Should take you less than two minutes to complete. Again, we would really appreciate you filling that out for us, and just wanna thank everybody for attending today. We hope that you enjoyed the session, that it was really helpful. Thank you to James and Cynthia for presenting, and we hope everyone has a really great day.

Thanks everyone. Thank you.

Bye. Thanks all.