51ºÚÁϲ»´òìÈ

Transcript

All righty, everyone. Welcome to our first micro Mocha Session of the year. Today we have two fantastic presenters, Carly Aber and Kate Coburn. And we will be going through five Marketo features you should know in 2025. Welcome to the year and welcome to our first session of the year. Our webinar, webinars are designed to be interactive. So especially here, we encourage you to ask questions in the question box throughout the presentation. Type them in there. And we’ve set aside the last ten minutes or so for Q&A. Or we’ll do our best to answer as many questions, as we can. Before we get started, I want to, I forgot to turn my camera on. Great. Call. Kate. I love her.

All righty. I want to quickly mention a couple of housekeeping items before we get started. First things first, we are presenting an 51ºÚÁϲ»´òìÈ Connect today, and we are live. But don’t worry, this session is being recorded and can be viewed on demand, and it’ll be shared with you all at a later time. So you’ll get the recording of From this event and an email from us about tomorrow afternoon. I’d also like to point out that at the top of your screen, there is a black bar and an icon with a hand on it. There you can drop down and find actions that you can utilize throughout the presentation. So if you like what you see, you know, feel free to applaud, laugh like and so on. You know, we’d love to see your engagement throughout the event. We encourage you to utilize that feature. Then on the final screen at the end of the session, there will be a handout available for download, and that handout will contain resource links referenced in the webinar. Today, along with upcoming events, you know, moving on in the future. So be sure to download that and take that with you. And lastly, as we’re closing out this webinar, we will have a few survey questions that will be at the bottom of your screen. So if you could take an extra minute to answer those questions, we would greatly appreciate that.

With that, I’d like to introduce myself. My name is Fabian and I am a digital engagement manager here at 51ºÚÁϲ»´òìÈ. And I came by way of Marketo. So these Marketo market sessions just, you know, they always give me equal sensations of fresh excitement and nostalgia as well. So if you have any questions or comments about today’s event or about your experience with 51ºÚÁϲ»´òìÈ Connect and any of our, you know, customer exclusive events, please reach out to me. And with that, I’d like to hand it over to Carly and Kate to introduce themselves.

I guess I’ll go first. So. Hi, everyone. My name is Carly. Gave her, I am a business advisor here at 51ºÚÁϲ»´òìÈ, so Kate and I are on the business advisory team. I joined 51ºÚÁϲ»´òìÈ in 2021, initially in consulting. And then before that, I spent the vast majority of my career in the digital marketing and marketing automation space. I was a marketo customer, just like many of you for many, many years. So really excited to to walk you guys through these features, today. So thanks for joining, Kate. I’ll pass it over to you.

Awesome. Yeah. My name is Kate Kolbert. I, just hit my eight year anniversary with 51ºÚÁϲ»´òìÈ and, January the 1st six years or so. We’re on the consulting team, so doing a lot of implementations for Marketo measure. Also, Marketo engage. So maybe I’ve worked with some of you guys in the past. Hopefully that’d be cool. But now I’m on the business advisory team. It’s been a little over two years. I get to do fun stuff like webinars, strategic conversations with customers. Yeah. And I’m based in Seattle, Washington.

Perfect. Thank you both. And with that, we can go ahead and get started.

All right. Not on the Q&A side. There we go. Yeah, let’s start at the beginning. All right, so, so thank you guys. Off joining. We’re just going to dive in here and get started. So agenda for today. So today we’re going to highlight five features that can help you to further elevate your customer experience and drive demand in 2025. So first we’re going to start with target account management. So that’s really designed to work alongside your ABM strategy.

From there we’ll dive into predictive Audiences, which uses AI and machine learning to improve your ability to target the right audience. Then we will switch gears and go through advanced journey analytics. So that’s really designed to help you visualize and report on your customer lifecycle. We’ll then go over workspaces and partitions, which is how you control the infrastructure of your Marketo instance. And then last but certainly not least, we will cover sandbox sandbox instances of Marketo. So we’re going to go through each of these features one at a time. We’re going to provide you guys with an overview, talk about some key capabilities and also share some best practices. So you guys can better understand these and really ultimately determine the best way to incorporate them into your day to day operations.

All right. So just again, to kind of break it down. So here are the features we’re going to focus on for today. So some of you may already have one or more or all of these features. And some of you may not. So it’s possible that you could be, you know, utilizing these already. Maybe you are unsure where to start and you do want to utilize them, but they just haven’t started yet. So that’s really what we’re here to help you with today. These are available via package upgrade. But they’re also available as separate add on products. So if you have any questions about that side of the fence, please contact your account manager. Before we dig in, I think we’re going to start with a poll question. Okay.

All righty. First of all, the day, which of the following topics interest you? You have ABM Practices and strategy using AI lifecycle journey mapping, instance governance pre-launch testing and new user training. So go ahead and hit us with your your favorite.

Lots of interest in AI.

All right. It looks like we have our our top three there. Right. That’s, we get to see those interests. So let’s go back to the shelf. Yep. Awesome. That’s great. So we’re going to we’re going to shift now, I am going to pass it over to Kate to get us started with feature number one, which is target account management.

Thank you. So target account management was the third most popular on the poll. So we’re going to start here. But we’re going to get we’ll get to other things like lifecycle later in the presentation. All right. Let’s go ahead and advance. All right. So let’s start with a definition. Make sure we’re all on the same page. So target account management or Cam for short is a tool for ABM. Put most simply for account based marketing. Basically what Tam is going to do is provide you with the necessary infrastructure to deploy a seamless strategy using Marketo Engage. I like to think of it kind of as a like a collection of capabilities and features. So it’s not just one thing, it’s multiple different features that allow you to easily target high value accounts with personalized, cross-channel journeys that are focused on accounts. And that’s the key. They’re focused on accounts as opposed to comprehend, sorry, as opposed to just targeting individuals. So that’s kind of the whole idea behind ABM, right? Targeting accounts as comprehensive units. Not necessarily just homing in on individuals. So that’s kind of like the concept behind the tool, but to give you an idea of the possibilities with Tam, you can do things like build account with, manage buying groups, personalize content, target and automate ABM campaigns across any of your existing channels, whether it’s marketing, sales, or paid media channels. And at the same time, Tam also gives you the ability to measure the engagement and performance of these efforts. And that’s all going to be rolled up to the account level. Nice and easy for you.

Moreover, the targeting focus on accounts brings marketing and sales teams together and their efforts and strategy as they’re working towards the common goal account success. So in the bottom, screenshot here is just a quick visual of what an account could look like and some of the data points. But I’m going to help kind of paint more the visual picture here with some screenshots that we will walk through. Now. So hopefully you can see this big enough. I know there’s a lot going on here, but the fundamental feature that I want to highlight for you all that council Tam, and I’m only I should clarify, is the named account. A named account is its own entity and marketplace taxonomy. So kind of just like the person object that you’re probably familiar with. And the named account is going to allow you to group person records under their respective accounts. So, that’s really what’s going to unlock the ability to target up the account level to kind of walk through this dashboard that we’re looking at. This is the dashboard, the main dashboard view for a given account. Acme is our example, our fictional account here. So you can see that we have some key data points going down the left pane, some kind of like demographic type data. And then to the right we have a list of chronologically listed interests in moments. And those would of course be from all the different people associated to this account. Now for these tiles and in charts in the middle, first you can see an example of the accounts here. This is another, feature that comes with him that users really love having access to. You can have up to five different account level scores. An example, maybe like an account engagement score. And the way that it works is you build the desired score field on the person record, and then it will be summed up for a comprehensive account score. So that’s really cool and really valuable. Tam is the only way to do this, unless you wanted to do something super fancy with webhooks. But cam makes it really nice and easy to have the account score. And again, you can have up to five of them.

Moving along, you can see the total number of people that are currently associated to this account. And then, some information on the pipeline for the money. Right. Below in this line graph we can see engagement metrics week over week. And there’s different colored lines. Each of those you would have a different line for each of the account scores that you have configured in your instance.

Below that we have some email stats, as well as some web activity like page views, things like that. And this would also of course be aggregate at the account level.

And then here, this is going to show you I know it’s just it’s a little bit cut off, but I think you can get the idea this is going to show you the top ten people in the account in terms of their scores. And, like title information like that. So you can kind of see that all here. So this is just a case of what’s available here. And I want to call out that as a marketer, having access to all this data in one place here in Marketo engage can be invaluable. It means you don’t necessarily have to go to sales ops to get this type of info. You don’t have to go to the CRM either. And you know, some marketing teams don’t have access to the CRM, so this can be a huge game changer. So recapping here, this is just a glimpse into what the account object is bringing to the table in your Marketo instance.

Really quickly though, I wanted to show you that you can also create a countless, which would just be, you know, a list of different named accounts. A good example would be your target accounts. So this is really extremely useful for automating your ABM efforts, since you can easily target multiple accounts in one go. So you can see here, in the screenshot in the left hand menu showing, different lists that have been, created like education, financial, obviously. You would make them tailored to your use case in your business. But you can create lists there to make, ABM efforts easy. Moving ahead. In addition to the named account object, Tim also is going to come with supporting ABM filters and triggers such as added to named account and member of account was. But you can see on the screen here. And then more examples are in the quick find screenshot to the left. If I just typed a named account and you can see the different options that come out. So these are really powerful to bring into marketing activities, into your, into your programs. Right. You can build these. You can bring these into your program builds to bring that ABM element seamlessly in to your marketing efforts.

So let me show you a simple example. I think examples always make things a little bit easier to grasp, right? So imagine here we’re we’re in marketing activities. We’re looking at a smart campaign flow steps. And the use case here is creating an mql counter at the account level. So basically just a score that’s going to total up how many ampoules there have been from however many people are, you know, belong to this account. So breaking it down, it kind of in the middle, for step number three, what we’re doing here is we are changing the life cycle status to mql. And then below, we’re using an ABM filter member of named account because we want to make sure, it’s an appropriate account. And then what we’re going to do is run to add a point to the ABM uncoil score field. So back to the Mql counter. So this is something that we’ve seen customers do. It’s a pretty cool, little trick that you can do here. And I’ll say that it’s relatively simple, but hopefully this example kind of gets you a better, more tangible kind of understanding of the world of possibilities here.

Okay. I will round out the overview of Tam by sharing a few considerations and best practices. The the most important thing comes down to being intentional. Meaning that before you even start building in Marketo engage, you really want to sit down and map out your specific goals and the use cases that you’ll solve for. You don’t want to kind of, you know, be flying blind here. You want to really think through and know what what you’re looking to accomplish.

Similarly, you don’t want to be doing all this brainstorming work in a silo. It’s crucial to have internal alignment and collaboration across teams, namely marketing and sales. You want to be in agreement. You want to, you know, have, a defined definition of your ICP, your ideal customer profile, and also of what the criteria is for target accounts. You definitely need to be in agreement there. Otherwise it’s not going to be, you know, very useful. Right.

So to that, note, you want to also limit the number of named accounts that you bring into the system. They, you know, they can’t all be target accounts, because if everybody has a target account, then essentially no one is. And that, you know, defeats the purpose of ABM, if that makes sense.

What I’ve, shown you so far is certainly not all that comes with Tam. So please check out the handout and talk to your account manager for more information. In the interest of times, you know, we have a lot to cover with the five different features we’re going over today. So we’re going to wrap up, Tam for now, with a poll question that Fabian is going to pull up before Carly takes over for predictive audiences.

Thank you. For this question, we have. Does your company leverage an ABM strategy? And looking like we have some ABM veterans in the House. So that’s nice. Well, with that, we’re going to, continue on to the next portion.

All right. Thank you so much. All right. So let’s shift now. We’re going to talk about predictive audiences. So what is predictive audiences. So predictive audiences. So I know we did that poll very much in the beginning. Right. Everyone was talking about being interested in AI and machine learning. So that’s this is one of the features that’s definitely going to tap into that. So Predictive Audiences uses AI as well as machine learning to help fuel the foundation of all of your digital marketing initiatives, which is audience segmentation. So it has capabilities like predictive filters, predictive goal tracking and also in-flight recommendations. All of which are going to help your marketers view the likelihood of engagement and also conversions before deploying your programs. You can also refine audiences as engagement is happening, and track how your programs are going to perform relative to your predefined goals.

So let’s highlight a few of the key capabilities of predictive audiences. So let’s start first with a predictive filters. So as part of predictive audiences, Marketo offers a group of AI machine learning based filters that are available in smart lists within your smart campaigns. So the first three we’re going to talk about. So the first likelihood to attend. So this filter is used to narrow down your audience. So it’s going to help you target and invite leads who have a higher likelihood of attending your webinar or event. It’s important to note that this particular filter, this likelihood to attend program will be your current event program.

Next, there’s likelihood to register. So this is similar to the likelihood to attend filter. But you would use this to filter or to, to narrow down your audience and target leads who have a higher likelihood of registering for your particular webinar or event.

And then also on the screen is likelihood to unsubscribe. So this is going to filter the audience by whether they have a high or low likelihood of unsubscribing in the next two weeks. So you could use this to target high fatigue leads. If you wanted to target them differently or more effectively than, say, your other leads. The unsubscribe threshold here is dynamic, and it’s driven by that AI model, and it’s going to look at a bunch of different attributes. I know it looks at lead time in the database as well as lead activities. One thing to note about these three predictive filters. So these must be used in conjunction with other standard filters. So you couldn’t just drag this over into your smart list within your Smart campaign by itself. There has to be another filter in there. Also important to note, likelihood to attend and likelihood to register. This maybe it’s probably not too surprising, but they can only be used with your event or your webinar programs. So the event program type in Marketo likelihood to unsubscribe on the other hand can be used in any program.

All right the bottom two. So in addition to those likelihood two filters we also have to lookalike filters. So we have lookalike of program members. And lookalike of smart list members. So these two filters are going to help you expand your current audience by targeting additional leads that are similar to members of another program or smart list. These filters consider over 50 factors, including things like lead attributes, email activity, web activity, as well as engagement. For both of these filters, you can use that, you know, green plus icon to add multiple programs or smart lists within one filter. And then for the lookalike of program members filter, you can use that add constraint to choose success criteria for members of the selected program.

I mentioned before that likelihood, those likelihood to filters for likelihood to attend and likelihood to register can only be used in event programs. Likelihood to unsubscribe, as well as these two lookalike filters can be used in any program. So keep that in mind.

So some important notes about predictive filters. So first predictive filters are not available for trigger campaigns. So this is an important thing to think about when you are you know, trying to decide how you’re going to use your predictive filters. It’s really, really important to keep that in mind.

Also, cloning or moving campaigns that contain predictive filters is not supported. So you can’t move them or clone them if they have those predictive filters. In them.

And then in terms of limitations, it is also important to note that you can use up to five predictive filters in your smart list. They also currently have an input limit of 1 million qualified people. And you can have up to 50 active programs with predictive filters. So just a couple of those limitations to highlight for you guys to think about.

All right. Now keep in mind that the performance of your models is going to depend on the quality and completeness of the input data. So if you want to assess the model’s health, you can navigate to the Models and Insights section under Predictive Audiences in the admin area of Marketo engage. So obviously you’d need admin access here. So here you’ll see all of your models. Hopefully this is small on my screen, but hopefully it’s big enough for you guys to see. But this is where all of your models are, and you can see, the various statuses. So the first thing to look at here is the model status. So this is going to indicate whether your model is actively calculating predictions for your program members.

The next is the training status. So this is going to indicate whether your model is actively training. Training automatically occurs every two weeks. And they can take up to 24 hours to finish. For some of our customers, if you if you go in here and you see that the training, status has failed. We do recommend that you reach out to Marketo, support to have them investigate.

And then next, in terms of performance. So we look at data completeness and data quality. So for data quality that’s going to be the percentage of attributes that contain good usable data. And then for the data completeness it’s going to be the percentage of data, data attributes that are present or complete in the records. So again to reiterate, it’s extremely important, that we consider data quality here. Right? AI models work best when there’s enough high quality data to train on. All right. Now before we wrap up predictive audiences, let’s cover some of the most common use cases. So use case number one segmentation and targeting. So including those predictive filters in your existing smart lists or smart campaigns for improved audience segmentation and targeting.

From an email marketing perspective, you can use the predictive filters and goal tracking to better manage your unsubscribes. And then for your events and webinars, you can make sure that you’re inviting the right people to your events and webinars, and also maximize your chances of reaching your attendance goals.

All right. That wraps up predictive audiences. Okay. I’m going to pass it back to you for advanced journey analytics.

Thank you Carly. Okay. So feature number three advanced journey analytics. AJ is what for me. Sorry. There we go. Okay. So AJ is another really powerful tool. And AJ stands for Advanced Journey Analytics. That’s kind of a mouthful. So I usually just say AJ and it’s it’s another module that provides functionality for customer journey mapping and life cycle modeling. So think of custom features like SQL, SQL, or whatever you like to call your stages in your organization that help you measure, people progressing from, you know, not knowing you to be close to one customer.

So, this is another module where it’s not just one thing, it’s made up of multiple components. We will talk about the actual life cycle modeler in a second here. And then it comes with two related reporting tools Opportunity Influence Analyzer and Success Path Analyzer. Also mouthfuls and the screenshots to the right show you just what the tiles would look like. If you have access on the analytics page in Marketo.

Okay. So to provide a little bit more context, AJ is a really useful feature for several reasons. First, it enables marketers to map the entire customer lifecycle, with sales to visualize that funnel traffic.

Next, with the reporting tools, you can easily, easily measure deal velocity and understand how records are flowing through the life cycle. A good, easy to understand example would be, you know, isolating where maybe bottlenecks are occurring so that you can see what’s going on and, you know, optimize, make any changes.

Furthermore, you gain easy access to visualizing marketing’s influence on the opportunity. And I’ll call these kind of examples out in the specific, analyzers. When we when we get to those.

So the life cycle modeler that’s kind of the key component here. This is an example built out of what we call the life cycle modeler. When you have the add on or, you know, in your contract, you get to build this out to reflect your organization’s stages visually. So it’s really just a visualization of the process from moving leads from, you know, state of being anonymous to generating revenue. Close one at the beginning to the end. The leftmost image shows where you would find this and analytics if you have access to it. Marketo gives you a stock example. It’s really helpful. But then ideally you would want to build your own or kind of, you know, clone and modify accordingly. So for the actual visual here, everything on the green band is what we call the success path. These are the typical stages a lead would flow through in a perfect, simplified world. That doesn’t always happen though, right? So that’s why we have the arrows on the top indicating what we call fast paths. If there are scenarios where somebody could, you know, perhaps skip a stage in your kind of typical funnel.

On the flip side, the arrows on the bottom along with the two stages like or cycle, these represent potential detours. You know, basically things that, are not progressing the, the lead to close one. In the immediate, a detour right. So before we look at the reporting tools that kind of references, I want to make sure that I’m clear here that I’m not saying that this exact build is best practice necessarily. This is just an example. And it’s going to differ for each company because it should be based on your business and your typical, typical buyers funnel. But this is kind of the idea. Okay. Disclaimer okay. Let’s let’s check out some reporting.

Okay. So first I’ll walk you through the Opportunity Influence Analyzer. The way it works is you select a specific opportunity. You can see that in kind of the white menu you would select the account. And then the specific opportunity because there can be multiple. You also have the ability to select specific contacts. Maybe you want just contact roles maybe to certain people for whatever reason. You can select everyone to.

And then what’s going to happen, is it’s going to show the chart is going to show you interactions plotted against the timeline so that you can break down the deal and really understand what’s happened. So this is where you can really see marketing’s influence on a given deal. The, the orange dots when they have so the orange dots, if you hover on them, they’re going to show you interactions.

The ones that have the green checkmark specifically those are going that indicates that there has been a program success. So for this point in time there’s four interactions. We can only see two of them here. But we have a program success. And an interesting moment. So if you were looking at this in real time, you would be able to kind of hover over this and and see what’s going on. And then I should call out that the gray represents pre opportunity and the green represents the lifetime of the opportunity. That’s how you would interpret that.

Okay. I will show you the other analyzer now. So success path. The full of you in the platform would show you all the different stages that you have defined the success path. So basically it’s going to show you rocker flow in the defined time period. This is amazing because it means that for each stage, you’re able to answer questions such as, you know, how many leads are in each funnel stage? What are conversion rates? How quickly are our prospects converting are unclear as being converted within the SLA. What is the win rate? I can keep going, but I you know, I think we I think you all get the point here. That’s kind of the type of reporting that would be available with this analyzer. And just to reiterate, the stages from the life cycle modeler is what’s represented here. The ones that the green success path specifically.

Before our next feature, I will leave you with some best practices for a similar to Tam. The biggest thing is collaborate. We encourage you to involve sales early and ensure alignment on lifecycle definitions and associated SLA before even building anything. Bulleted here I’ve got three suggestions of what to think through in partnership. This is certainly not like an exhaustive list, but just to give you an idea. So questions like do we agree on what an Mql is? Right? We can’t have marketing having one definition and sales not pointing at valuable. We have to be, in alignment here. Things like how will sales be alerted of and skills and what are the expected actions? What are maybe specific rejection reasons for sales that marketing can leverage to know when to move leads to a recycled or a disqualified stage? Again, not exhaustive, but these are the types of things like marketing and sales. Want to kind of, iron out? So once kidnaped everything out and you’re ready to build. We would recommend that you use an operational program to power the stage transitions instead of building the logic into the lifecycle modeler itself. I know I didn’t show you guys that, but, you could build the logic into the life cycle modeler that does work. But using an external program is our recommendation, because it’s going to give you more control and better insight into reporting. And any diagnostic work, like if you’re trying to, you know, figure out what’s what happened or what’s going on.

And finally, it’s recommended to sync lifecycle status with your CRM for complete visibility in both platforms. This keeps everyone on the same page and unite sales with marketing.

All right. So again, more information in the handout. And please ask your account manager if you want to learn more or you have any questions. But for now I will pass it back to Carly to take us through the final two features.

Awesome. Thanks, Kate. That was great. All right, so we’re going to shift gears again. And we’re going to talk about workspaces and partitions. So more a functionality of Marketo. As opposed to a feature. But nonetheless, we’re going to walk through this. So most of you are probably familiar with workspaces and partitions, maybe just conceptually, perhaps some of you actually have workspace and partitions set up in your instance. But what are they? So workspaces and partitions refers to the functionality of Marketo that enables you to divide your marketing programs and or your data in a way that works for your business. So at a really high level, the workspaces are going to separate the work. So think about your your Marketo users so it can separate things like marketing activities, design studio analytics. Whereas partitions are going to separate the data. So your database of records that you want to market to.

Essentially what this does is it gives you the ability to from a from a workspaces perspective, it’s going to allow you to control the access to your Marketo instance. So teams can work on their own unique projects. So perhaps you have, you know, regional marketing teams, or maybe your company has multiple brands and therefore separate teams to manage, you know, each brand’s go to market strategy. From a partitions perspective, it allows you to organize or to optimize, rather, the organization and governance of your instance. Across many use cases and business needs.

So ultimately, at the end of the day, workspaces and partitions is going to allow you to have more control over your Marketo instance. But I want to caution everyone by saying that it is very important that you consider workspaces and partitions very, very carefully before you proceed. So we’re going to walk through, some of that now.

So again workspaces support multiple groups working in Marketo. So they allow you to provide different access levels to different teams. So here are two sample workspace setups. One the one on the left is going to show you separation by brand. So we have brand A brand B. We also have a center of excellence. A workspace for training. The example on the right is going to show you, separation by region. So if you look at these two examples, this is what your highest level admins are going to see in Marketo. Whereas someone who is, let’s say on one of your brand teams or one of your regional teams, they may only be able to see their specific brand or region.

This shows a sample partition set up. So partitions again they limit the data visibility to Marketo workspaces. I’ve heard several folks compare partitions to drawing a curtain across the database. Right. So they can provide records, security for compliance or legal reasons. Ultimately they separate your data. So this sample partition setup is going to show multiple partitions, one for each region. So we can assume that this company has a business need. And that’s very very important. They have a business need that requires them to keep their regional databases separate, which is why they would configure their partitions this way. So keep in mind that a person can only exist in one partition at a time. So if your regions could potentially share data where you might have people jumping back and forth across brands or business units, they would be jumping back and forth across partitions. That can be very problematic. Also important to note. So when you think about assigning person partitions to workspaces, that can be done in the following configurations. It can be done using a 1 to 1. So one workspace to one partition. So that is essentially like the default. When you stand up a brand new Marketo instance, you have one default workspace and one default partition.

You can also have one workspace to many person partitions. So a one to many. And then you can also have many workspaces to one partition. So in the regional example you know maybe you have a workspace for every region. But you only have one data partition because there’s no business requirement. Or business need that requires you to separate your data.

And so let’s look at this from a different visual lens. For those of us who are visual learners, this may make a lot more sense than the two previous slides. So this is a very simple use case. So for this particular Marketo instance our customer has two workspaces. One is our center of excellence and one is the default workspace. So in this scenario the center of excellence would likely be where the customer you know, where their Marketo admins would store and manage their program templates, which can then be shared across the other workspaces.

I mentioned before, it’s common in this scenario for only the Marketo admin to have access to all workspaces, while all of the other Marketo users would just have access to the default. And this is what prevents your standard users from modifying things like program templates or operational workflows.

For this example, you’ll notice that we’ve kept all of the data in one default partition. So we can assume in this example that the customer does not have a need to separate the data. So for this we’re looking at a many to one many workspaces to one partition. So let’s take this a layer deeper. So this example is also strictly focused on separating those workspaces. This customer has regional marketing teams that all manage their own marketing initiatives. And then they also have a global marketing team who drives the overall strategy and would therefore manage that center of excellence workspace. So again, in this scenario, we’re just controlling your Marketo users access to marketing activities and design studio. So this is a many to one. Again.

And then my last example. So in this use case we’re showing multiple workspaces and multiple partitions. So this customer has compliance and legal reasons for needing to separate the data. So again we’re going back to that business requirement right. It has to be a business need. So each workspace is essentially connected to a separate partition right. And then we have this Center of Excellence workspace which can access all four partitions. So this is kind of a combination right. The key workspace to all workspaces as is the one to many. And then all of the other workspaces are 1 to 1 one workspace to one partition.

All right. So best practices. So I think I’ve said this probably 4 or 5 times. Knowing your business requirements before proceeding is absolutely the most important piece. Workspaces and partitions can be very, very helpful. But they do add a special layer of complexity to your Marketo instance, particularly as it relates to partitions. So if they’re not strategically planned or executed, it can really wreak havoc on your instance.

Adding kind of a layer to that. It’s generally advisable to have as few workspaces and partitions as possible, right? So keep it simple. There has to be a strong business reason to set them up in the first place. So if you don’t have one or you can’t think of one, it’s likely that they aren’t needed for your business.

All right. So our last feature that we’re going to talk about today is sandbox instances.

So what is a sandbox instance. So a marketo sandbox instance is an additional Marketo engage instance that you can use for development and testing. Many customers use it to test campaigns prior to launch. Establish new data integrations, train users, etc… A couple important notes. A marketo sandbox. So the term sandbox, from a marketo perspective, it doesn’t mean the same thing or translate the same way as it does for for many other technology platforms. It’s not a mirror instance, it’s a completely separate instance. To your production instance. And it starts out empty. So for many customers, and in many cases, our support team can perform an instance copy which will copy data from your production instance into the sandbox. But it doesn’t copy everything over. So things like your lead database, right. That’s coming from CRM. So that won’t be connected to the sandbox. Your, you know, any engagement history, campaign history, admin settings, none of that will carry over. So all of that would have to be configured manually.

Also important to note. Sandbox instances are throttled. So there is a limit to how many emails you can send per campaign. I believe it’s 20 emails per campaign. And that’s really designed to protect the sandbox. So for those of you who are on the grow and select, pricing tiers or packages, I believe you can access the sandbox for an additional fee if it’s something that you need. For folks on the Prime and Ultimate, I believe it’s already included in your prescription.

All right. So common use cases. So, first and foremost, testing, probably the most common. So, customers can test, you know, new campaigns, new programs before they launch them, you know, into the into the world. They can test new or custom integrations, and they can do all of that without impacting the production Marketo instance. Right? Sandbox instances can also be extremely beneficial for training purposes. So you can use them to onboard new users. You can also use them to train existing users on new capabilities. I mentioned on the previous slide that, there is a so sandbox instances are throttled. So because you can only send a limited number of emails, it would not be possible to unintentionally send an email to a large audience. So if you’re training, you know folks are new to your team or perhaps folks who have never really used Marketo before, the sandbox is a really great place to do that because it’s it’s protected, right? It’s a lot safer. Instant stability is another common use case. So ensuring the instance, is stable without affecting the main production instance of Marketo. That’s very, very important. And then last but not least, sometimes there is just a business requirement, right? Maybe there’s an internal policy requiring you to have a sandbox. Maybe it’s needed for compliance purposes or part of your corporate policy. But these are all, potential, you know, potential uses for a sandbox.

All right. And then, so my last, my last slide on sandboxes before we wrap. So, as you can see in this slide, the ecosystem for Marketo Sandbox and Marketo production are completely separate. So a marketo sandbox cannot be linked to your regular CRM. If that is already linked to your production instance. So remember from a from a native CRM integration perspective for Marketo, Marketo can only be connected to one CRM ever. Right. It’s a it’s a 1 to 1 connection. They’re married for life. So your Marketo sandbox would be connected to your Salesforce sandbox, your Marketo production connected to your Salesforce production. And they are completely separate ecosystems. Two really important notes. Refreshing. The Salesforce Sandbox does require a rethink to the existing Marketo sandbox. For folks who are on dynamics, a Dynamics Sandbox refresh requires launching a new Marketo sandbox. So I know that’s kind of a mouthful. But if you have any questions about sandboxes, please reach out to your account manager. You can also leverage Marketo support if you have, you know, some more minor questions.

All right. I believe I have one more slide. So next steps. So if you are interested in one or more of these features, you can download the resources handout that is available to you, right here within the webinar. Obviously you can contact your account manager, for for more information as well. I believe we have one last poll before we go into Q&A. When you do point into it, which feature are you most excited to utilize in 2025? And then if you’re interested in more information about them, you can go ahead and fill out that survey at the bottom right, to where we’ll be able to ping you about it.

It seems like we got our responses there. Carly Kaye, thank you so much. Going back over to the side.

Awesome. All right. So there’s also, I think there’s a form. Do we have a form up? If you are interested in any of those particular features or functionality, you can feel free to fill out the form. I think we are ready though, to move into Q&A. Perfect. Yes, we’re right on time. Awesome. All right. Okay, so for the first question we received, are these features all additional line items or included? Yes. So these are available via package upgrade. So if you are on the growth or select package and you upgrade to Prime or Ultimate, they will become available. But they can also be added as separate add on products. I mentioned it before and it was on the previous slide, but if you have any questions, please contact your account manager.

Perfect. Thank you for that. Next question we received was I want to make sure I am up to speed on all the capabilities of the features listed as we move to the Prime package of Marketo. Would you answer that? I can, I can take this back. And it’s basically the same. So yeah. So these are available via package upgrade. Right. So growth or select to Prime Ultimate. But you can also purchase them as a separate add ons. So again contact your account manager for for any questions. Got it. Can sandbox instances ever be wiped clean or can you have a fresh start in them? This is a good question and important to be clear on. I think kind of going back to what Carly was mentioning, it’s, sandbox refreshes more of a Salesforce terminology in Marketo world. If you are wanting to quote unquote start fresh, we would usually see getting a replacement sandbox instance.

Yeah. You. See, for the next question, how do we better identify or exclude bot activity? The current settings aren’t that great from their perspective.

Yeah. So I mean, this isn’t something that we addressed, today, but it it’s obviously it’s still a great question. So, from an email perspective, you can go into the email tab within the admin panel and choose your bot activity settings there. So you have the option to log the data so you can, you know, look at it, dissect it, decide what you want to do with it. Or you can just filter it. So if you filter it, it completely removes it from your reporting. So if you’re looking to, you know, suppressor exclude bot activity, filtering the data from an email perspective is is the best route to go. For forms we recommend enabling capture. There is a ton of documentation on experience league. If if you know, you want to look into that process for setting that up as well.

Perfect. Thank you. Next question. What are some best practices for reducing the number of trigger smart campaigns and leveraging batch campaigns in place of triggers that can replace triggers? Sure. Good question. Also, not something you necessarily, you know, addressed in the content today, but still a good question. So really, the what it comes down to is the best practice is that we want to try to build anything as a batch campaign whenever possible, because triggers are more taxing on the system. Likes are always listening. So that said, I know that a lot of times things really do have to be triggers, and that’s fine. But what you would want to do is look to identify any smart campaigns that maybe could be transitioned from trigger to batch. A good place to start would be like operational type programs. A good example is like demographic scoring campaigns. Maybe that could instead of, you know, running in real time. Maybe that could happen like a nightly at a non-peak time.

Whereas like a, some flip side, like behavioral scoring, that is something that you would more so probably want to keep as a trigger running real time.

Right. Thank you. This next question. So I want to understand how to use predictive content and audiences in Marketo. How would you describe that? So this is a good one. So obviously we discussed predictive audiences today. We didn’t chat about predictive content. So perhaps we’ll add that to, you know, one of our future sessions. So they both leverage AI, right? But they’re, they’re they are different features. So predictive content leverages AI to discover and display relevant content to your database. So it’s very, very focused on the content. Whereas predictive audiences is focused on the audiences. So it’s more about, you know, those filters in the segmentation and and really using that AI to drive your targeting.

So thank you. Let’s see. We see this question. We have marketing emails and client emails and I definitely don’t want clients getting marketing emails. Is this a good usage of partitions.

So it depends. If the audience is the same but maybe the branding is different, I might recommend separate workspaces. One for like client emails and one for marketing emails, for example, with just one party partition so that the data can be shared. You could, restrict access to each of the workspace is based on which team the Marketo user is on.

If the audience is different, or it could be a potential use case for partitions, that you would want to kind of discuss this in more detail. So I think, you know, going back to best practices with workspaces and partitions, this is something that you really want to make sure it’s like the best decision for the situation. So I would I would reach out to your account manager to, to chat about next steps. As Carly, do you want to add anything? I know, I know you presented on this topic today.

No, I mean, it’s it’s really just like you said. It’s really going back to that that business reason, right? There has to be a really. For lack of a better term, good reason to set up, workspaces and partitions, particularly partitions, because, there are some, you know, complexities when you add that additional layer into your instance around, you know, data and, you know, what can and cannot be shared. So it’s just very, very important that you take everything into consideration. If you do have a business reason, for why you need to separate your data, if there is no reason to separate the data, then partitions are probably not the right fit for your business, at least not at this point in time.

Perfect. Thank you both. Yeah. Of course. So moving over to this section, there are a couple questions to address. One was how do I download the webinar resources mentioned within this call. So if you see in this section here white paper, you’ll be able to download the handout right there. There’s also some web links to the left of it. That will include the previous recordings.

Our recording is on Experience League and then being able to sign up for the next Ask Me Anything session with our marketing mass migration team in terms of will I be able to rewatch this recording? Yes. You will receive the recording for this session tomorrow and an email from us. There’s also at the bottom some survey questions. Please feel free to fill those out and let us know what you think. And aside from that, thank you so much for joining everyone today. And thank you so much to Carly and Kate for the wonderful presentation. So following up with this, if you have a question specific to your account that we weren’t able to address today, please reach out to your solution account manager. And if you’re not sure who that is, you can reach out to me directly and I will put you in touch with the correct person. So that is it for all of us. Thank you all again for attending. Have a great day and we look forward to seeing you all at one of our upcoming events. Thank you.

Thanks so much. Bye everyone. Thank you.