Marketo Magic Integration - Sydney Marketo User Group Sept 2023

Marketo Magic:
Integration
Adobe Marketo Engage User Groups
Sept 2023

© 2023 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 Map in Marketo Engage
New Users
Power Users
Decision
Makers
Engagement Map is now live!

Confidential.
MUG Member Feedback Wanted!
The Adobe Advocacy team is collecting feedback from MUG members
on the benefits they have experienced because of attending and
participating in User Groups.
To contribute your experience, please fill out this form.
These testimonials will be used to encourage new members to join our
User Group community, so we thank you for your participation and
helping us grow this amazing program!

Agenda
4:00 – 4:30 PM Networking and Registration
4:30 – 4:40 PM Introduction and Housekeeping
4:40 – 4:45 PM How to get the most out of support (Isabella Calvi, Adobe)
4:45 – 5:05 PM FeedOtter - Marketo Integration (Megan Kellar, ETC)
5:05 – 5:15 PM Break
5:15 – 5:30 PM Unleash Marketing Magic with ChatGPT! (Pierre Flovie, Verticurl)
5:30 – 5:50 PM Q&A session

Raising support tickets
Tips and Tricks
Isabella Calvi

Confidential.
Tips and Tricks from our Support Team
6
Don’t Do
Give as much information as
you can. Be sure to include:
▪ URL links to corresponding
location/asset
▪ Screenshots
▪ Timestamp with timezone
Provide little to no information
Check the community and
Experience League
Set the correct priority
Log everything as a P1
Create multiple cases for the
same issue
Respond to your existing
ticket thread
Assume support know the
steps you’ve tried to take
Explain in detail what steps
were taken before the issue
occurred and what
troubleshooting you may have
done
Think your issue is isolated
Correct support contacts

Marketo User Migration to
Adobe Admin Console

Confidential.

Confidential.
Communications & Guides

Confidential.
We’re here to help
How to guides
Support tickets
marketocares@marketo.com
Partner support
Office hours (TBC)

FeedOtter – Marketo Integration
Megan Kellar
Acting Marketing Manager
ETC

Confidential.
FeedOtter – Marketo Integration
Megan Kellar – Acting Marketing Manager

Confidential.
About ETC
▪ Enterprise and Training Company (ETC) is a not-for-profit provider
of Employment, Training and Business services
▪ ETC has been operating since 1989 and provides services
along the East Coast of Australia between the Hunter in the
south and Bundaberg, Queensland in the north as well as
inland New South Wales
▪ Our vision is to make a positive impact on peoples’ lives and
our mission is to strengthen our community through
engagement and support

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Use Case
▪ Provide daily emails to Job Seekers with the
newest Job Vacancies for their region
▪ Provide weekly emails to Employers with the
top 10 job ready candidates for their region
▪ jLink (job listings) and eLink (candidate listings)
WordPress websites which generate RSS Feeds
with custom categories
▪ Automated process

Confidential.
Options
▪ Marketo Nation suggestions – Custom webhook-based setup,
Digesto and FeedOtter
▪ Manually place content into a pre-prepared email template 😢
▪ Custom API Connection
▪ FeedOtter 🦄

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FeedOtter Setup
▪ Candidate Board Emails
▪ 9 region-specific emails sent weekly
▪ Job Board Emails
▪ 21 region-specific emails sent daily

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Marketo Setup
▪ Folder with Default Program and Email Program for the FeedOtter Setup
▪ Automation flow:
▪ Email's scheduled send time arrives - as defined in your FeedOtter campaign
▪ FeedOtter pulls the relevant content from your RSS feed and formats it into an email template
▪ FeedOtter connects to Marketo and creates a clone of the ### - FeedOtter Setup email program containing a
new email
▪ FeedOtter fills in the Scheduled date/time and approves the new email program causing an email to be sent
from Marketo.

Confidential.
Reporting
▪ Track opens, clicks, and engagement via the
built-in email performance and link performance
reports
▪ Track who is engaging with each email with a
Smart List

Confidential.
Thanks!
Questions?

Time for a break
Back at 5:15 PM

Unleash Marketing Magic with
ChatGPT!
Pierre Flovie

Confidential.
VERTICURL
23
WHAT IS CHATGPT?
CHATGPT IN A
NUTSHELL
1. AI Language Model: ChatGPT is an artificial
intelligence language model developed by OpenAI.
2. Conversational AI: ChatGPT is particularly well-suited
for generating human-like responses in text-based
conversations.
3. Versatile and Scalable: ChatGPT can be fine-tuned for
specific tasks and domains, making it adaptable to a
wide range of applications through the Prompts we
specify

Confidential.
Key Facts & Statistics about Chatgpt
• ChatGPT currently has over 100 million users.
• In just 5 days, ChatGPT surpassed 1 million users.
• openai.com gets approximately 1 billion visits per month.
• Over 60% of ChatGPT's social media traffic comes via
YouTube.
• OpenAI's revenue predictions for ChatGPT are $200
million by the end of 2023 and $1 billion by end of 2024

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Key Facts & Statistics about Chatgpt
• ChatGPT contains 570 gigabytes of text data, which is
equivalent to roughly 164,129 times the number of words
in the entire Lord of the Rings series (including The
Hobbit) which is 576,459 words

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VERTICURL
26
WHAT CAN
CHATGPT HELP
WITH?

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What can be done using chatgpt?
• Summarise a multiple surveys/Product Reviews
• Predictive Lead Scoring
• Sentiment (positive/negative)
• Identify types of emotions
• Do multiple tasks at once
• Universal Translator
• Customise an auto reply email to a customer review
• And much more…

Confidential.
VERTICURL
28
USE CASE:
CART
ABANDONMENT
JOURNEY

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VERTICURL
29
Generate pre-defined, best practice
journeys in a fast and efficient manner
Visualise journeys without
the need for any code
Easily modify customer journeys
using human-readable language
WHY
DO THIS?
AI tools such as
ChatGPT is no substitute
for talking to real users,
but it can help offer a
baseline gut check when
you are developing your
discussion guide, identify
gaps in the user journey,
and help validate
assumptions about user
behaviour.
01
02
03

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VERTICURL
30
3 SIMPLE
STEPS
Enter the Cart
Abandonment
Journey prompt in
ChatGPT
Copy the Mermaid
code in ChatGPT
and paste the code
in Draw IO
Enjoy your Cart
Abandonment
workflow ☺
01 02 03

Confidential.
VERTICURL
31
USE CASE:
SMART
SEGMENTATIO
N

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Smart Segmentation
Simple segmentation creation

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Smart Segmentation
List Sample – not matter what language

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Smart Segmentation
Smart Campaigns and webhook:
Webhooks are a feature
within the Marketo
marketing automation
platform that allows you to
set up real-time
communication between
Marketo and external
applications or systems.
Configuration:
● Parameters written in JSON
format
● Can’t be called from a batch
campaign
● Must complete in 30 seconds

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Smart Segmentation
Job Segmentation Prompt:
{
"model": "gpt-3.5-turbo",
"messages": [
{
"role": "system",
"content": "Return only the category without any quotes or any additional text and categorize the
industry {{company.Industry}} into one of the following categories: Aerospace, Agriculture, Apparel,
Automotive, Banking, Biotechnology, Chemicals, Communications, Construction, Consulting, Education,
Electronics, Energy, Engineering, Entertainment, Environmental, Finance, Food & Beverage,
Government, Healthcare, Hospitality, Insurance, Machinery, Manufacturing, Media, Mining, Not For
Profit, Other, Pharmaceuticals, Recreation, Retail, Services, Shipping, Technology, Telecommunications,
Transportation, Utilities"
}
]
}

Confidential.
Smart Segmentation
Simple segmentation creation
Translated
to
English ☺

Confidential.
Smart Segmentation
Simple segmentation results

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VERTICURL
38
USE CASE:
PREDICTIVE
LEAD SCORING

Confidential.
Predictive Lead Scoring
Define lead scoring based on Job Title, Industry, Company Size and Company Name
1. Define the Prompt
2. Select audience
3. What technology we will be using
1. Clarity and Specify
2. Tone and Style
3. Length and Structure
Predictive lead scoring is a data-driven approach to assess and prioritise potential sales leads using
historical data and machine learning for optimised resource allocation.

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1. Define the Prompt
2. Tone and Style

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Predictive Lead Scoring using Zapier
2. Tone and Style
Add lead to list
Configure chatgpt
Extract Number
Separate
Reasoning
Update Record

Confidential.
Results pushed Zapier to Marketo
2. Tone and Style
Once Zaps have triggered in Zapier. Data will appear in Marketo (real-time depending on your Zapier
subscription)
• Based on the Predictive Lead Score, a Predictive fit campaign is separately run
• Whether a lead is good, potential or bad fit, you can route the lead to different teams
• Compare your Predictive lead scoring data with your current lead scoring and your telemarketing team
feedback (Human touch) and work on your prompt

Confidential.
VERTICURL
43
USE CASE:
SURVEY
MANAGEMENT

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Survey
Management
1. Survey Strategy:
- Define clear objectives and target audience.
- Develop effective survey questions and distribution
channels.
2. Data Collection and Analysis:
- Ensure data accuracy and timely collection.
- Use analytics tools to extract actionable insights.
3. Insight Implementation:
- Create clear reports and prioritize key findings.
- Facilitate communication for informed marketing
decisions.

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Survey Management
Prompt:
"Based on the survey answers, provide a short summary on how
the user feels about his experience.
Was it positive or negative?
Is this your first MUG? {{lead.Survey Question1:default=edit
me}}.
Did you find the event's agenda and schedule well-
organized and balanced? {{lead.Survey Question
2:default=edit me}}.
How likely are you to attend another Marketo user group
event in the future? {{lead.Survey Question 3:default=edit
me}}.
Did you found the session topics relevant? {{lead.Survey
Question 4:default=edit me}}.
Was the session too long? {{lead.Survey Question
5:default=edit me}}. Comments: {{lead.chat_text:default=edit
me}}"

Confidential.
Survey Management
Based on the user's response, it seems that overall, their
experience at the Marketo user group event was positive. They
have attended MUG events before and are likely to attend
future ones. They found the event's agenda and schedule well-
organized and balanced, and thought the session topics were
relevant. They also did not feel that the session was too long.
However, the user did mention that they did not like the food
provided at the event.
Summarise attendee survey feedback…in seconds

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Survey Management

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Survey Management
Based on the chatGPT prompt,
you can generate a response
for each user and display it on
a dashboard

Confidential.
Overall Survey Management
Let’s say we received 31 surveys. It will be time consuming to compile all answers
and provide a summary on how well the event went. Well not with chatgpt…
Overall, the Marketo user group event was considered a success by the attendees. The agenda and
schedule were well-organized and balanced, and the session topics were relevant. However, there were
some negative comments made by the attendees that should be taken into consideration:
- The sessions were too long: Some attendees felt that the sessions were too lengthy and would have
preferred shorter sessions. This suggests that attention spans may have been affected, and shorter
sessions could help maintain engagement.
- Timing of the session: Some attendees mentioned that they would have preferred the session to be
held around lunchtime. This suggests a preference for a specific timing that aligns with their schedules
and availability.
In conclusion, despite the negative comments regarding session length and timing, the overall success of
the Marketo user group event should not be undermined. The well-organized agenda, relevant session
topics, and overall positive experience reported by the attendees indicate that the event was worth
having. However, organizers should take the feedback into account for future events by considering
shorter session lengths and finding a time slot that accommodates attendees' preferences, such as
around lunchtime.

Confidential.
Best Practices & Limitations
● Risk of Exposure: GPT-3.5 may inadvertently generate or expose PII if not properly controlled.
● Data Protection: Safeguard PII and follow data protection regulations (e.g., GDPR) when
handling user data.
● Be Mindful of Bias: GPT-3.5 and similar models may produce biased or politically charged
content based on the training data.
● You can fine-tune OpenAI’s models to train your own personalized model that you can then
call.
● Tell the model what format you want the information in
● Test, Test, Test

Confidential.
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Table 2 – perfecting it
Stephanie Chhor
ASSOCIATE DIRECTOR at KPMG
https://www.linkedin.com/in/stephchhor
Pierre Flovie
SENIOR MARKETING TECHNOLOGY CONSULTANT at VERTICURL
https://www.linkedin.com/in/pierreflovie
Q&A Subject Matters Experts
Table 1 – just started with your Marketo journey
Danielle Tam
OPERATION BUSINESS PARTNER at CANVA
https://www.linkedin.com/in/danielle-tam
Jeremy Evans
CUSTOMER ADOPTION SPECIALIST at ADOBE
https://www.linkedin.com/in/jeremy-evans-68a37395
Holly Adkins
MARTECH MANAGER AT INVESTSMART
https://www.linkedin.com/in/hollyaadkins/

Marketo Magic Integration - Sydney Marketo User Group Sept 2023

Marketo Magic Integration - Sydney Marketo User Group Sept 2023

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Marketo Magic Integration - Sydney Marketo User Group Sept 2023