May Marketo Masterclass, London MUG May 22 2024.pdf

May Marketo Masterclass
London Marketo User Group | May 2024

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Adele Miller
Snr MarTech Manager
Bazaarvoice
Courtny Edwards-Jones
Senior MOPS Manager
Zuora
Emily Poulton
Senior MOPs Consultant
EMMIE Collective

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
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their consent
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please don’t share that information without their consent

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
London Marketo User Group meeting on 22nd May
2024, 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
Advocacy@adobe.com.

Today’s Agenda
§ 12:00 - Arrival & Lunch
§ 12:30 - Welcome & Introductions – Adele, Court & Em
§ 12:40 - Community Connections - Introduction to the Marketo Engage Community - Zoe Forman
§ 12:50 - Deploying Marketo Engage in 139 Markets: Excellence, Simply Delivered - Katja Keesom &
Bailey Noyes
§ 13:30 - MOPs Pioneers: How to Leverage GenAI to Elevate Marketing Operations - Charlie
Oakham & Jackie Lenaghan
§ 14:10 - Comfort Break - Tea & Coffee
§ 14:30 - Scaling Marketo Engage - Best Practices to Setup & Scale Your Instance to Support Growth
- John Grundy & Jane Musatova
§ 15:10 - Real World Use Cases for Using Generative AI with Adobe Marketo Engage - Joshua
Arrington
§ 15:50 - The State of Martech 2024: Insights from leading industry research on Martech
enablement, investment and operating models – Stu West, Chief Revenue Officer - Clevertouch
§ 16:10 - 2024 Roadmap and Innovations for B2B Customer Journeys & Marketo - Isabella
Hargreaves
§ 17:00 - Drinks reception & Clevertouch drop-in clinic - sponsored by Clevertouch

Upcoming Opportunities for
Chapter Members

Champion Office Hours: June Edition
Join us on June 13 where the
2023-24 Marketo Champs will:
§ Discuss best practices
§ Share tips
§ Engage in a live Q&A
RSVP HERE
Heather Harris
Max Maurier Darshil Shah
Phreesia
Manager, Email &
Automation
Trellix
VP, Growth Marketing
Deloitte
Sr. Consultant
Chris Willis
GTM Wranglers
Founder and Principal
Consultant
Maria Cruz
MRM
Sr. Marketing
Orchestration Director

Webinar Recording: “Unlocking Powerful Workflow Automation: Practical
Applications of Marketo Engage REST API”
Available On Demand
Discover the power of the Marketo Engage REST API, empowering you to streamline your marketing
operations workflows, reduce manual labor, and free up time for revenue-driving activities.
Scan to view recording
In this webinar recording, you will:
§ Learn what the Marketo Engage REST API is, how to create your first API user, and how to
monitor API usage across different users.
§ Understand how the REST API can be used from within tools like Zapier and programming
languages like Python.
§ Be inspired by real-world use cases of how the REST API can be used to streamline typical
Marketing Operation workflows such as merging leads, creating UTM tracking programs, and
extracting activity data.

Upcoming User Group Meetings Calendar
DATE MUG CHAPTER FORMAT TOPIC
05-28 Adobe Deep Dive MUG Virtual Meeting Custom CRM Sync Pros and Cons
06-20 Seattle MUG In Person Meeting Seattle Marketo User Group: Pre-Summer Networking at Fremont Brewing!
06-25 Adobe Deep Dive MUG Virtual Meeting Leveraging PMCF Fields for Scalability
05-30 Japan - SFKETO MUG In Person Meeting
SFKETO - マーケティングからISへの送客管理 ~ カスタムオブジェクトの活用方
法
06-06 Germany MUG In Person Meeting Marketo Engage User Group (MUG) am 6. Juni 2024 in München
06-11 Marketo User Group Portugal In Person Meeting Everything you need to know about lead scoring
6-12 Marketo User Group Spain In Person Meeting ¡Conecta, Aprende y Diviértete! - Connect, Learn and Have Fun! In Barcelona
RSVP Here:

Meet Your Emcees
Zoe Forman
Senior MOPs Specialist EMEA
MSA - The Safety Company
Courtny Edwards-Jones
Senior MOPS Manager
Zuora

Community Connections
Introduction to the Marketo Engage
Community - Zoe Forman

Marketo Engage Community Nation – online community
The Marketo Engage Community plays a crucial role in supporting our user’s success: https://nation.marketo.com/
Connection
You are not alone, network with peers and internal
Adobe personnel to guide you through implementing
and expanding your knowledge of Marketo Engage.
Mentors
12-week exam preparation all levels – Practitioner,
Expert, Architect
Quick Answers
The Community includes an extensive pool of real-
world use cases and answers to support your Marketo
Engage learning journey. Thanks to our valued group of
Community members and super users, you can expect
quick responses to your questions!
Ideation
Make your voice heard by sharing your product ideas
and voting to implement ideas submitted by your
peers.

In-person / Virtual / Online

Interested in becoming an Adobe Champion?
Watch the Adobe Advocacy Team for our webinar “How to Submit a Standout Adobe
Champion Application.”
Applications close June 7th
This webinar covers:
§ Overview of the program
§ Program eligibility
§ Acts of advocacy to enhance your application
§ The application process
§ Application timeline
§ Program benefits
§ Benefits of being a Champion
§ The Swag!
Recording Adobe Experience League.

§ Apply now through June 7th, 2024!
o https://2024adobemarketoengagechampion.splashthat.com/

Connect with the 2023/2024 EMEA Adobe Marketo Champions Class
Ask us anything

DEPLOYING MARKETO ENGAGE IN 139 MARKETS
EXCELLENCE, SIMPLY DELIVERED!!
MARKETO ENGAGE GLOBAL DEPLOYMENT FOR DHL EXPRESS
22.05.2024

SPEAKERS
Bailey Noyes
DHL Express UK
Communications Executive
https://www.linkedin.com/in/bailey-noyes-740842138/
Katja Keesom
Chapman Bright
Principal Marketing Technology Consultant
https://www.linkedin.com/in/katjakeesom/

ü Introduction
ü Unboxing the Yellow Box : Welcome to DHL Express
ü Delivering on the challenges
ü User Training : Support & Maintenance
ü Finalize Deployment & Grow DHL Marketo Community
ü Q&A
Agenda

UNBOXING THE
YELLOW BOX
WELCOME TO DHL
EXPRESS

> 75 Intercontinental Q
Intercon
Network
> 105
Europe Q
> 25
Asia Pacific Q
> 65
North & Latin America Q
approx. 10
Middle East & Africa
Q
Regional
Networks
THE MOST INTERNATIONAL COMPANY IN THE WORLD
Total Dedicated Network
Size:
DHL | Express Overview 2023 22
>300
Aircrafts
3
Global Air
Hubs
19
Regional
Air Hubs

SELL LIKE NEVER BEFORE
GLOBAL MARKETING STRUCTURE
Brand, Social
& Content Marketing
CUSTOMER AWARENESS
& ENGAGEMENT
Performance
Marketing & Paid Media
CUSTOMER
AQUISITION
DIGITAL
SALES
M
A
R
K
E
T
I
N
G
&
S
A
L
E
S
F
U
N
N
E
L
[ DAVID ]
Customer
Experience,
Marketing
Technology
and Innovation
SEAMLESS
CUSTOMER
JOURNEY
AND
AUDIENCE
FIRST
APPROACH
The Results
Data Reporting,
analytics and
optimization
SALES
ACCELERATION
,
REPORTING &
RESULTS
BOOSTING
ACTING ON THE
VOICE OF THE
CUSTOMER
AND THE BUSINESS
T
H
E
B
E
S
T
M
A
R
K
E
T
I
N
G
C
O
M
M
U
N
I
T
Y

CRM
CRM

CHALLENGES
More than 100 countries
to deploy
Fragmented local
marketing teams
Legacy way of managing
marketing activities
(mostly manual)
Lack of awareness and
knowledge on Marketo
Engage

DELIVERING ON THE
CHALLENGES
ROAD TO EXCEL

ORGANIZING MARKETO IN A STRUCTURED WAY
Country workspaces
Ø Access to country partition only
Ø Clear folder structure
Ø Local operational processes
Ø Room for training and experimentation
Center of Excellence
Ø No database access
Ø Library of programs to be copied by
markets
Ø Always up to date versions of best practices
Discover workspace
Ø Access to entire database
Ø Campaigns at a global level
Ø Only accessible to global marketing team
Global Admin
Ø Access to entire database
Ø Back-end processes at global level
Ø Global Lead scoring & Preference Center
Ø Only accessible to Global Admins
Regional workspaces
Ø Access to regional country partitions
Ø Campaigns across multiple countries
Ø Development of regional best practices
Ø Owned by regional super users

ROLLING OUT TO MARKETS: THE GODHL PROCESS

SCALING UP FROM 1 TO 5 TO MANY COUNTRIES
Pilot country
Wave 1
Country 1
• Validate set-up
• Understand
change management needs
• Develop deployment blueprint
Wave 1
Country 2
Wave 1
Country 3
Wave 1
Country 4
Wave 1
Country 5
• Finetune deployment blueprint
• Cover all regions
• Initiate trainer base
Wave 2 – Region 2
Country 1
Wave 2 – Region 2
Country 2
Wave 2 – Region 2
Country 3
Wave 2 – Region 2
Country 4
Wave 2 – Region 2
Country 5
• Regional trainers
each deploy next waves
• Adding new trainers over time
Wave 3 – Region 2
Country 7
Wave 3 – Region 2
Country 6
Wave 3 – Region 2
Country 8

USER TRAINING :
SUPPORT &
MAINTENANCE
EMPOWER TO IMPROVE

BUILDING & MAINTAINING THE BASICS
1. Basic Concepts training
2. Four practical user trainings
a) Email program
§ Concept of example programs
§ Email editing
§ Smart campaigns
§ Reporting
b) Content download program
§ Different program types
§ Use of tokens
§ Landing page editing
c) Event program
§ Use of tokens continued
§ Advanced smart campaigns and flows
d) Understanding your database
§ (Smart) lists
§ Segmentations
§ Lead Scoring
§ Revenue Cycle Model
Hand over: Learning to work in your workspace, supported by a portal with modular reference materials

CONTINUOUS USER UPSKILLING
Basic user
training
Advanced
learning
sessions
Hands-on
labs
Getting users started
with doing the basics
the right way
Expanding knowledge
with classroom
training sessions
about a specific topic
Expanding skills in
customizing
advanced programs
in small groups

FINALIZE
DEPLOYMENT &
GROW DHL MARKETO
COMMUNITY
RISE & SHINE

DHL | Layout and Image Library | April 2020 35
+1000K
Email send
31.2%
Average Open
Rate
0.1%
Unsubscribe %
86
Markets
rolled out
in 2022
57
Markets
live till date
17
Markets
kicked off in
Q1 2023
Europe
Americas
Middle
East
&
Africa
Asia
29
Live
Training /
Migration 6
Pending 3
16
5
16 39
MENA SSA
23
123 COUNTRIES LIVE

GROW DHL MARKETO USER COMMUNITY
DHL | Presentation title | Location | xx Month 20xx 36

THANK YOU!
HOPE YOU GOT YOUR DELIVERY TODAYJJ

MOPs Pioneers:
How to Leverage GenAI to
Elevate Marketing Operations
Charlie Oakham & Jackie Lenaghan

40
Charlie Oakham
Digital Strategy Director
Marketo Champion
Kainos Software
Jackie Lenaghan
Marketing Operations
Manager
Kainos Software

41
Agenda for this session
• Our challenges with data
• How we built a low code lead-bot for MOPs
§ To enrich lead data in Adobe Marketo Engage
§ To evaluate leads and create readable summaries for sales
• Where are we going next?
§ Recommended content for Adobe Dynamic Chat

Reduced our
emissions by up to
90% with our Cloud
solutions
42
The size of the
challenge
387,777
Marketo records
12%
Invalid emails
5%
Duplicate records
307,169
Marketable records
72%
not mailed in last
180 days

43
Navigating Marketing Operations challenges
Incomplete data:
Data across stack
was in different states
of completeness.
Inaccurate or
inconsistent values:
MOPs team interpreting
engagement and sales
allocation.
Overloaded with
interactions:
Time spent by SDRs
enriching data.

44
Tackling Marketing Operations challenges
Frictionless Sales
through clearer
insights.
Scale
personalisation
efforts.
Leverage
Microsoft stack to
clean our data.
Speed and
iteration through
low-code.

Microsoft AI:
AI and GenAI

46
Microsoft PowerAutomate Low-Code Builder

47
We built a lead-bot
Power Automate

48
Different states of completeness
Normalise data to
Microsoft Dynamics
pick-list values.
AI Categorise:
sort job titles into job
functions.
Extract activities to
generate sales
summaries.

49
Normalisation of country names
• Country names: ‘US’; ‘USA’; ‘United States
of America’; America
• Misspellings: ’united state’
• Dynamics pick-list: ‘United States’
Solution:
• Microsoft AI: categorise country against
pick-list
• Normalisation of country value.
• Fit match against a region.

50
Turning job titles into functions
• Thousands of job title variances.
• Not all ‘Directors’ and ’Managers’ are equal.
• Interpretation of a job title, seniority and fit
in a company.
Solution:
• Microsoft AI: Interpret and learn seniority
from a job title.
• LLM categorise against Dynamics job
functions – or where they fit in a company

51
Turning last interesting moments into sales summaries
• Joining interesting moments into
one field, separated by line breaks.
• Concatenate date and type
• Training LLM with an interesting
moment prompt.

Recommending Content Through Dynamic Chat
§ Personalised call to action.
§ Matching content to our ICP
Solution
§ Microsoft PowerAutomate handling
downloads and summaries
§ Microsoft AI recommending missing content.

53
x2 12hrs
SDR response time to
contact
A month per team
researching prospects

Pioneering with AI & GenAI: takeaways and learnings
Embrace AI to
achieve more, with
the same.
Get more from
Marketo. Think agile.
Curate better,
natural customer
experiences.

May Marketo Masterclass, London MUG May 22 2024.pdf

Scaling Marketo Engage:
Best Practices to Setup & Scale Your
Instance to Support Growth
Jane Musatova
Global B2B Marketing Operations Manager
Wolt
John Grundy
Senior Manager, Marketing Technology
Accenture

Senior Manager,
Marketing Technology
John
Grundy
Jane
Musatova
Global Marketing Automation,
Marketing Technology

Decentralized initial
processing
Undetected errors Increased form fill
to contacted lead
time
Conflicts between
messages
1 2 3 4
Problems of scale

1 Decentralized initial processing
Centralizing key processes
should be the first step in
your journey to scaling

§ "Person is Created" trigger is the first step in lead
processing.
§ As you are scaling your instance, centralizing Person
is Created trigger under one program should be the
first step.
§ Make sure that all new lead processing is initiated
from this one program.
Becomes a problem when you have:
Uncontrolled use of ‘Person is Created’ trigger

§ Understand how your current flow infrastructure affects the CRM sync
§ Centralize all of the dependent operational process to ensure that leads will be
properly synced and routed
§ Prioritize the most important processes (think those crucial for the initial sync) and
move the rest to an async process or batch campaigns
So…
When should you centralise or decentralise your processes?

Undetected errors
As your system gets more
complex, staying on top of
errors is important
2

What to look out for
Undetected errors
2
Bad or
unexpected data
Missing data on
new records
Integration/webhook failures
Exceeded
communications limit

Undetected errors
Keep an eye on things with
Scheduled People
Performance reports
1. Create a smart list for exceptions to expected
data (in past x days)
2. Add to people performance report, group by
relevant field
3. Schedule for quick-glance in your inbox
I run two – one for new records, one for system health
2

Undetected errors
Bonus
For time-sensitive cases, create a webhook using tokens to alert your Platform Operations
team via MS Teams or Slack
2

3
How long does it take for
the MQL follow-up?
Increased form fill to contacted lead time

What are the
Areas of ops responsibility
§ Time it takes in campaign que
§ Time it takes to go through operational processes
§ SFDC sync failures
3 Increased form fill to contacted lead time

What you can do better
§ Make sure you keep your data as clean as possible
§ Simplify your operational processes by making them synchronous
when possible
§ Don't overuse restricted picklists and validation rules to prevent SFDC
sync failures
3 Increased form fill to contacted lead time

4 Conflicts between messages
More users
↳ More messages
↳ Too many comms

Stay in control with
Strict naming convention +
Audience control smart lists
§ Send nurture messages to audiences that have not already been communicated
to recently
§ Helps prioritize message sends
§ Builds space into communications

1. Define naming
convention for each
communication type
example
Newsletters = NLS
Webinar = WBR
Campaign = CMP
Nurture = NUR
Operational = OPP
2. Create a Smart List to
control ‘Nurturable’
Audience
example
Was not sent email
containing WBR, CMP
in past 7 days
3. Consider SM
Membership in program
cadence
example
If not member of
nurturable audience:
1. Change program cadence
to Pause
2. Wait 1 day
3. Change program cadence
to Normal

(No longer) Problems of scale
Organized initial processing
Structured error reports & alerts
Efficient CRM handover
Prioritised message orchestration
1
2
3
4
Decentralized initial processing
Undetected errors
Increased form fill to contacted lead time
Conflicts between messages

Real world use cases for using
Generative AI with Adobe Marketo
Engage
Josh Arrington
Chief Marketing Technology Officer | Kapturall
George Samaras
Director, Marketing Operations and Technology | Coveo

Josh Arrington
Partner & CMTO at Kapturall
2023 Adobe Marketo Champion
5-9: ✈📸🧑💻🏈🎾 Stay in touch!

Introduction
• Generative AI is revolutionizing marketing,
offering the potential to significantly amplify
results akin to adding a team of intelligent
virtual interns.
• The imperative now is to create an
environment that harnesses this potential
effectively while maintaining control.

From theory to practice
• Beyond the Hype: Moving past the noise to
praccal AI applicaon in markeng campaigns.
• Our Journey: Collaborang to harness Generave
AI and turn ambious goals into reality.
• From Novelty to Necessity: Generave AI's
transion into an indispensable element of
markeng strategy.

Before we jump in…
§ What is Generative AI?
§ Subset of artificial intelligence
§ Able to create content resembling human generated content
§ There are many AI services available
§ What are Self Service Flow Steps?
§ Standard Native Marketo Functionality
§ Allows the creation of custom flow actions
§ Enables us to create seamless connections to other systems

The Need for Generative AI
• Marketers are asked to do more than ever with
less resources, headcount, and budgets. We
need to be more efficient.
• Generative AI is revolutionizing marketing (and
technology as a whole), but most marketing
teams do not know how to fully leverage it.
• Many leaders are concerned about the risks of
using Generative AI.

Agenda
Use Cases
• Spam Identification: How Coveo uses AI to maintain
data integrity by eliminating spam.
• Optimizing Send Times: Leveraging AI to personalize
engagement and enhance campaign metrics.
• Personalized Prospecting: Advancing AI's role in
creating tailored communications with essential
oversight.

AI Spam Identification Business Problem
§ BDRs are spending too much time going after
potentially inaccurate leads.
§ Newer BDRs with less experience may not be as
quick at distinguishing spam leads.
§ A lot of our costly channels online could be
potentially yielding spam results and we must be
accountable for wisely using our spend.

AI Spam Identification Technical Solution
Return Spam Rating
A spam likeliness rating from 0-5 will be
passed back to Marketo
Analyze with OpenAI
Ask AI to analyze lead data and
return spam rating
The process starts when a new lead
enters Marketo
Prospect Enters Marketo

Send Prompt to OpenAI
Analyze the following lead information and provide a spam rating as an integer on a scale from 0 to 5,
where 0 means very unlikely to be spam and 5 means highly likely to be spam... Response should be just a
single integer without any other text. Example: “3”
{{lead.First Name}} {{lead.Last Name}}
{{lead.Email Address}}
{{lead.Company}}
{{lead.Job Title}}
{{lead.Country}}
{{lead.State}}

AI Spam Identification Results
§ BDRs are only outbounding to moderate-to-
low spam rated leads.
§ BDRs have reduced their lead review time by
approximately 15%.
§ There has been an 8% lift in response rate from
BDR outreach since this initiative has gone live.

Send Time Optimization Business Problem

Send Time Optimization
Return AI Insights
The best time and day is returned to
Marketo and can be used in campaigns.
Prompt OpenAI
An email activity history is sent to OpenAI
along with instructions. The AI returns a
best time and day of week for sending
emails.
Email Activity
We lookup and save the email activity for
the lead record with the Marketo API and
save it in a database.
We send the leads we want to process to
the service with a custom flow step.
Flow Step

AI Send Time Optimization
How far back to
consider email activity
Where to store best time
Where to store best day
Whether to use system
average in calculation

Prompt OpenAI
Given the email activity data below, determine the best day of the week and time of day to send an
email to maximize the chances of it being opened and clicked. Times are provided in UTC. Return
the time to the nearest hour as an integer from 1 to 24 and the day as the English day. The response
must be valid JSON without any explanation. Example {“time” : 14 , “day” : “Tuesday”}
{
“time” :
“day” : “Monday”
}
Email Activity Data

Using the Best Send Time
Set up a tailored campaign to send emails at each contact’s
ideal time. The process involves:
§ Start the campaign at midnight.
§ Email those with a best send time of "0" right away.
§ Implement a 45-minute wait, then email the 1 am group.
§ Continue this pattern hourly, around the clock.
The setup includes 24 "Send Email" and 23 "Wait" steps.

Send Time Optimization Results

AI Business Development Prospecting Emails Business Problem

AI Business Development Prospecting Emails
Send Approved Email
If approved the email is sent to the
prospect via a Marketo Smart Campaign.
Approve in Slack
The OpenAI generated email body is sent
to Slack via an approvals module where
the sales owner can approve or deny as
well as edit the message
Prompt OpenAI
We prompt OpenAI to write a prospect
personalized by product and stage with
information from the person’s LinkedIn
profile.
Enrich With LinkedIn
We use enrich the lead with information
from the person’s LinkedIn profile
The process starts when a new lead
enters Marketo
Prospect Enters Marketo

Enrich with LinkedIn

Prompt OpenAI to write Email
Write an outbound email for a prospect
interested in {{lead.Use Case}}
from {{lead.department}} with the title
{{lead. Title}}. We have identified them
as being in {{lead.Buying stage}}. Make
the email witty and personal using an
interesting piece of information about
them from their {{lead.LinkedIn Profile
Summary}}.

Review and Approval in Slack
The OpenAI generated email body is
sent to Slack via an approvals module
where the sales owner can approve or
deny as well as edit the message

Review and Approval in Slack
When approved a selected smart
campaign is requested and the
email body text is passed back as
a program token.

Send AI Email
When the text is approved in Slack it
triggers the selected smart campaign
passing in the email body as a program
token so it can be used in the email.
Hello {{lead.First Name}},
{{my.ai-body}}
Best Regards

AI Business Development Prospecting Emails Results

Summary
Create the right environment for success with
Generative AI:
§ Careful prompt engineering
§ Provide clear guidelines and sample responses
§ Augment prompts with quality data
§ Safeguards for control
§ Approval processes to provide oversight

Multi-faceted Martech Consultants
Brands that trust us

Philosophy: ‘Simplify, Connect & Inform’

Authenticity & Quality are key

The Martech Spine ©
Maximise marketing performance
Create meaningful integrations and harmony
Prioritise and simplify your martech

clever-touch.com
• Annual report in its fifth year
• First and most reliable martech industry report
• Surveying 650+ senior marketers
• Third year in collaboration with Southampton
University Business School

5 Key themes
Migration trends
The gap to achieve hyper-personalisation
Revenue centric marketing
Operating models
Mission critical martech

clever-touch.com
Key Observations
SaaS Slowdown
‘Nextopia’ ‘Nowtopia’
1. Most key
platforms are now
in place
2. $$ are strong
3. Focus on integrations,
training and
development

clever-touch.com
Key Observations
Migrations
50%+

clever-touch.com
Key Observations
Migrations
1. Ecosystem consolidation
2. Org Standardisation
3. One v.v Multiple
Emotional to Rational
decision-making

clever-touch.com
The Journey & Future State
Migrate from Adobe
Campaign to Marketo Engage
Migrate Eloqua and Unica to
Marketo Engage
Focus on the future state
with scalability, activating
investments and brand
presence
Phase 1 Phase 2 Phase 3
Look for improvements
Facilitate BT delivery teams
across multiple workstreams
Migrate remaining BT
business units, Global and
EE
Hybrid partnership
between design and build
A technology setup that can
grow with the capabilities of
the business
Leverage large volumes of
data through integrations
Connect with customers
across their digital and
physical channels

clever-touch.com
Key Observations
Hyper-personalisation
Still an ambition – many at always-on campaigns phase
CDP
10%... 20% in 2027

What‘s creating the gap?
1. Accessibility of non-marketing data
2. Platforms capability to consume and
activate complex data
3. Marketers' ambitions and creativity
Tactical Activity One-off Campaigns Always-on Campaigns 1-1 Hyper-
Personalised
experiences
Predominant
activity
(%)
Today 2026

The Rise of CDP

clever-touch.com
Key Observations
From funnel-filling to Revenue
centricity & insight
“Our ability to capture data far exceeds our ability to interpret it”
No longer the case – organisations are investing in Dashboarding and
Benchmarking

clever-touch.com
Key Observations
Operating
Models
1. Most building ‘solid internal’ capability
2. Increasingly co-existing with specialist partners
3. Orientation toward integration and ‘smarter’ stuff
30%... 50%

clever-touch.com
Key Observations
The rise of Mission Critical Martech
Making an impact beyond
marketing
Now embedded in
business processes e.g.
Customer onboarding

clever-touch.com
No longer unproven and on the periphery
Key Takeaways
Martech is in a pretty good place
We are seeing coherent adoption across the organisation
CMO’s must own the vision, ambition and prove the ROI

May Marketo Masterclass, London MUG May 22 2024.pdf

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