[Music] [Spencer Ure] Hello and welcome to Adobe on Adobe: Marketo Engage, Best Practices for Global Marketing Ops. I'm Spencer Ure, Senior Marketing Operations Manager at Global Marketing Operations & Technology, and I'm joined by Raquel. [Raquel Banderas] Hello. My name is Raquel Banderas, and I lead Global Marketing Operations for Digital Experience at Adobe. I'm here today with Spencer, and we will be sharing with you some of our experiences and lessons learned from our Marketo Engage initiatives last year. We're going to start talking about the scale, a scale at enterprise level. We have customers with the highest expectations that we've seen before. Technology is moving at a pace never faster. We need to address the needs of today as we think and start solving for the needs of tomorrow all of that, with limited resources, of course.

So we need to move to scalable, repeatable, highly automated solutions, global best practices. We need to focus our talent on high value activities that enable us to continue innovating and solving the toughest problems, the biggest value needs. And all that as we deliver the day-to-day without spending too much and just keeping the lights on and focusing on delivering more with less.

Do you recognize this formula and the chart next to it? It's related to something you might have heard when you were doing math or economics, maybe when you were reading about Warren Buffett. I'm sure you are all familiar with him. It's the compound interest, which basically tell us that the return of an initial investment is bigger than linear because everything that we are gaining along the way gets reinvested and also delivers value along the time, which results into a much bigger gain than the initial amount would have deal.

Well, it's something similar to what we traditionally consider 1 +1 = 2.

With this idea of the power of compounding in mind, let's take an example of some work we did last year. We consolidated legacy Marketo instances from recent acquisitions into our corporate instance. You could think of that as a technology project. You are just moving data and programs and bringing people to work together in a single instance. What are some of the strategies that help us create that compounding effect? To create the 1 +1 = 3 effect. First, use always the opportunity to analyze the pain points and to address them to identify the use cases that will bring the most value and also tackle those first. Avoid lift and shifts as much as you can. In our case, for instance, we use the opportunity of this consolidation to analyze in-depth the different scoring models that we had and build a new scoring model that gave us more flexibility for what we needed for the future.

And keep always a scale in mind, not only for the solutions you built or the technology that is built on top of, also with the processes, how you're going to maintain those solutions. Together with the launch of the new processes in the corporate instance, our new renewed scoring, we consolidated on the intake process for platform, campaign operations, data, and reporting. We created a single-entry point for all our users worldwide in a single place using Workfront. That way, we could optimize the resources, we could streamline the solution time, and we could have more visibility on how things are working for our customers. Something else we always keep in mind is how we can keep progressing our road map, which are those marketing capabilities that we unlock as we make changes, as we try new things, as we get rid of all tech theft. In our case, consolidating all these Marketo instances meant we had all our account universe, our targets, and customers in a single place. And we then started to improve things like account detection or doubling down on enrichment because now that we had all the data together, we wanted to transform that into knowledge, into insights. We wanted to understand better our customers, and now we had a much better opportunity to do it.

And last but not least is always the people aspect. It's about talent, and it's about optimizing who is working on what.

Take the time to think of your talent needs. Think of what should be self-service versus what needs to be addressed or consolidated. Where do you need to upscale, rescale your users, your stakeholders, your partners, your team? Reconsider what's your relationship with your agencies. What should they be working on versus your team? And, also, consider if you can introduce offshore to optimize your cost. All in all, what do you need to do in terms of strategy, process, people, and technology. Hey, everyone. Welcome to Innovating with Marketo Engage. I'm hoping that you all are enjoying Adobe Summit so far. I sit on the Platform Operations, Marketing, and Technology team here at Adobe, and I support the digital experience business unit. And I'm happy to talk to you today about Marketo Engage and innovating with Marketo Engage. Many organizations today are experiencing the same kind of growing pains, which consists of how to uplevel your market operations functions. It seems daunting, and it's not an easy task. How you organize your marketing instance and continue to improve without losing sight of the big bets and short-term wins is extremely hard. I'm here today to share with you how Adobe is able to consistently improve our platform without compromising efficiency and effectiveness.

I'd like to share with you a few ways that we at Adobe are specifically doing this as well as within platform ops, thinking about how to improve the performance of our Marketo Engage Instance. Marketo is an extremely powerful tool, and if up-levelled correctly, can enable you to deliver your marketing strategy and drive revenue and save time. Here at Adobe, we think of Marketo as the marketing orchestration engine. Many processes happen inside the platform before record is processed to sales. In Marketo, you can define these processes, drive engagement, and decide when the person record will finally make it to sales. These individual processes in Marketo are, for example, touchpoints that a record goes through for each piece within the Marketo instance as well, and it's fully integrated and adjustable so that not one process can affect or impact another and compromise your efficiency within your instance. For those that are very familiar with Marketo, one technical example I want to share is when a record has entered the Marketo instance and become a known record, the standardization of data needs to happen. This process is handled by many executable campaigns that trigger based off of data value changes and interesting moments. These processes will not be impacted by other changes in the instance and is built by design with our operations in mind. What I mean by that is we built it so that we can segment the different processes so that they don't conflict, bump into each other. That's the great thing you can do with executable campaigns. Another example, our scoring process, which in turn can be adjusted for business needs is tailored by the business unit and can be tailored by a region-by-region basis or globally. This is another example of us using executable campaigns to make sure that our order of operations is not impacted and is effectively seamless through our entire enterprise ecosystem. Think of a large daisy chain. When you have one process kick off, the other processes will run, and then the next in line executable campaign will run the next process. This is example of how we, again, like to scale through the business, but it makes it so that we can segment our different processes without affecting others.

Another thing that's really important about this is we can triage any examples or any issues that do arise when we are processing through our instance.

There are three other strategic areas I would like to touch on around how to manage and change and improve one's Marketo instance and platform architecture. With lean teams, sometimes one or two admins in your organization, something that you want to keep in mind is that you can make incremental change without having to do everything at once. Even one small change here or there can make a very large impact on future projects and things down the line. So just know that the organizational change can happen on a case-by-case basis and doesn't always have to be the biggest bet. Second thing I want to mention is improvement can be on a project-by-project basis. So you could do one thing that is scoring related, and then you can do another thing that's enrichment related. You don't have to do everything scoring for all time immediately. You can do very robust scoring and then move to enrichment, then back to scoring, make adjustments as you need depending on how you set it up. Those order of operations, those executables will really help with that.

Last thing I'll mention is step back, prioritize, and execute. That's what I always recommend when you do things in Marketo. It can be daunting, like I said earlier, but Marketo is extremely powerful, and there's a lot of really cool things that you can do with it.

Okay. Moving on. We're now going to dive into driving innovation with Marketo Engage. So the second piece that I'm excited to talk to you about today is our two new products or two new implementations that we've made within Marketo instance quite recently. One is Dynamic Chat Prime, and the other is Interactive Webinars. So in addition to the great things we're doing here at Marketo, with strategy and other areas to feature, I want to talk about each of these briefly and then talk to you about a couple of best practices in regards to implementation, governance, streamlined processes, documentation, and one or two last tips or tricks before we pass it off to lessons learned. So for Dynamic Chat and Interactive Webinar, these two products like I mentioned, we've recently adopted in our platform ecosystem here at DX Marketing. In DX Marketing, myself and others within the team are considered the customer zero for these implementations. We are the first customers, internal customers, of course, vetting and building the product for the first time. And so we've really been able to robustly test and build out what is the best solution when implementing these products, if you will, or out-of-the-box features within your Marketo Instance. So with Dynamic Chat, Dynamic Chat, as you can tell by the name, is our new in-house chatbot solution. Dynamic Chat is fully integrated into our Marketo instance and allows you for a seamless integration of leads and data and chats to Marketo and, of course, into your CRM of choice. Interactive Webinar is, as you all can also tell by the name, our new webinar platform powered by Adobe Connect. This new solution is also fully integrated on Marketo, and these events can be done without having to leave the Marketo platform whatsoever. You can do the program, build of the room, and execution of the event all within the same platform, and it's completely seamless and scalable. Without diving too deep into each of these products, I love I could touch on those for a while, but we'll focus more on the operational tips and tricks. I'd like to, again, like I said, touch on a few key areas of implementing these tools and how to leverage them in the complete suite of Adobe products to drive efficiency for your organizations. And so the first thing, as I mentioned is implementation tips and tricks. I got three for Dynamic Chat and then three for Interactive Webinar. The first one for Dynamic Chat is field mappings, making sure that the field mappings are aligned. There's a UI within the Dynamic Chat admin where you're able to select the mappings, and it's very seamless, very easy to use, making sure that you're using those mappings. Maybe you're going to create some new fields to track some specific custom things that you want. You can absolutely do that and have that map within the UI there. Custom objects, again, is another way for you to track individual activity from Dynamic Chat, like completed or initiated chats or different activities that you want to deem as, for example, goals, seeing how far somebody moves into the chat or how far they get to the chat. You can have that pass over via custom objects, making sure that those are built correctly is also great. Now the last thing is trigger campaigns. So number three is trigger campaigns. Using trigger campaigns effectively to capture either it's by region or by local. Those records you want them to process into your specific processes for maybe that part of the globe or US side of the globe. Depending on how you want to do your trigger campaigns and how you want to process your records, making sure those are set up correctly, listening for the correct things, listening for the out of the box filters that Dynamic Chat does provide once you implement it is going to be super helpful. Okay. Moving on to Interactive Webinar, the room design. So room design is also an out of the box feature that you are allowed to leverage directly, like I said, out of Marketo rather than using Adobe Connect. This is something that is complex, but if leveraged correctly, is super awesome. So making sure that you learn all the great things about the room design is super, super critical.

The second one is Marketo program design, making sure that you are using the correct best practices when it comes to programs, as well as making sure that you are making sure your process are correct, you're not missing any steps in terms of program status changes, things like that. Very important to get right from the ground up, so you don't have to do any data backfills and fix anything that you may need to fix in the future. Now last bit outside of Marketo is enablement. Making sure that your teams are enabled and making sure that you are providing documentation, all of that to your teams. Another critical piece that you want to make sure that you provide upfront so that everybody can understand about the new platform. Couple more that I'll name here is admin governance. So making sure that you create the correct user roles and permissions for each of these is critical so you can understand who does what within the instance for these new implementations and solutions. Streamline processes and transitions between the platforms. Best practices is always hard to define when you're moving from one platform that you used to use to maybe another one or even an in house platform. Again, I recommend just high levels of engagement, collaboration, and documentation will really help you out there. Of course, another big piece that you can always work towards making amazing is your stakeholder management.

Another two, I got two left. Four on this list is how to create and conduct a better event experience. I mean by that is how do you create a better user experience not only for dialogs, but also for interactive webinars and webinar room experiences. Following best practices, documentation, making it on brand, adding an imagery, sizing, just making everything look as clean as possible, highly recommend you invest the time there as well. And then the last thing I want to mention is, it's one single platform. So using Interactive Webinar, using Dynamic Chat in Marketo, setting up your daisy chain, setting up your executable campaigns, your order of operations, all of this upfront work is going to save you tons of time in the future when you start to scale your business and your instance. And again, Marketo is an extremely powerful tool, and I wish you the best of luck. And I look forward to seeing potentially some customers' stories from their experience using Marketo Engage, Dynamic Chat Prime, and Interactive Webinar. Thank you, and I'll pass it off to our Lessons Learned.

We would like to finish with three lessons learned, which are the principles of any transformation. Start with the end state in mind and deliver incremental value as you solve for the most critical use cases. Identify the things that you have to get right from the beginning and invest on them. And do not underestimate change management and the design of the operating model. Introducing new technologies is disruptive on both the technical and the business side. And with this, I want to thank you all for watching and for your interest on our Adobe and Adobe journey. Hope you have a fantastic Summit. [Music]