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DocumentationImplementing a new Marketo Engage instance

Designing omnichannel conversational marketing with Dynamic Chat

Last update: Mon Aug 19 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

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Marketers, your website is essential for generating leads, boosting conversions, and accelerating sales cycles. Engaging with visitors in real-time on your website allows your sales team to qualify buyers more efficiently. 51黑料不打烊 Dynamic Chat, the native chat channel within your 51黑料不打烊 Marketo Engage subscription, enables you to automate conversations to extend Marketo Engage鈥檚 capabilities.

This tutorial outlines the thought process and primary use cases shared by Sara Barriuso, Marketing Operations Manager at Cornerstone OnDemand, during the 鈥淟earn from Your Peers鈥. She explained how her organization used Dynamic Chat to maximize Marketo Engage鈥檚 capabilities.

Integrating conversational engagement in your demand generation strategy

Visitors browse your website for a reason. They might be seeking content on your product(s) or service(s) or looking for contact information to speak to your sales representatives. They could also be your customers looking for additional product information. Chat enables your website visitors to self-serve and self-qualify if they are ready to speak to your sales team.

When Sara Barriuso implemented Dynamic Chat, she was drawn by its seamless integration with Marketo Engage and the prebuilt activity triggers that activate Marketo Engage programs and vice versa. She developed her conversational engagement strategies with three audience segments in mind:

  1. Unknown prospects: proactively offer demo calls to generate new leads.
  2. Known leads/customers: extend visitors鈥 time spent browsing content and offer demo calls to generate upsell and cross-sell opportunities.
  3. Prospects/customers: provide personalized experiences by extending the efforts of marketing campaigns.

Key use cases to start building your dialogues

To implement these strategies, Sara built her Dynamic Chat Dialogues around the following use cases:

  1. Default Catch-all Dialogue: give an initial option to all visitors, guiding them to accomplish their tasks more efficiently.

  2. Promoting event and webinar registration: drive website visitors to register for events and webinars to funnel them into the buying stage more quickly.

  3. Extending campaign content engagement: offer additional context or address potential questions when visitors browse content on the website.

Let鈥檚 see these use cases in action as Sara showcases her process, from mapping out the conversational flow to configuring the Dialogues and targeting in Dynamic Chat and Marketo Engage.

Use case 1: Default catch-all Dialogue for all site visitors

This Dialogue provides five initial options for site visitors to choose from, creating a self-guided experience that helps them find the information they need based on their persona. To start, you might want to explore your 鈥楥ontact Us鈥 email inbox to identify common themes and categorize them into Dialogue options that apply to your site visitors. Watch the demo and follow the steps below to create your default catch-all Dialogue:

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Transcript
Let鈥檚 start by a flowchart. So this is the flowchart of my demo dialogue. Let me zoom in. Yeah, here you can see, not because it鈥檚 big, you cannot see it properly. You can zoom out, zoom in, and you can get to see all the diversions. That鈥檚 why it鈥檚 so important to use a tool like this, to make sure it鈥檚 perfectly built, and you can easily share it with stakeholders beyond link or downloading a PDF. Then get the feedback implemented, and then go to dynamic chat. Get the feedback from them, and go to dynamic chat. So get the feedback implemented in your flowchart, and then when you鈥檙e ready, go to dynamic chat, go to stream designer, have your feedback implemented here. Then you can see here yourself, double check before you go to stream designer. Therefore you are going to create a test link. Here as an example, I use the website when it will show up, right? But I need some UTM value. So take the test link, and then go to an incognito window. Set your cookies. And here we see our demo dialogue, right? I鈥檓 gonna test my fast track demo request, which it would be the key thing as in my company. Okay, so here we go. It seems like it works, right? So what else do you have to test? So you have to go to Marketo, and create your test campaign, right? So here is the name of my test campaign, right? So here is my dialogue, and here is the goal. Where鈥檚 the goal? So to be able to track it, I set up a goal here, and my request, right? So here it is, but you can set up as many goals as you want. Here you can have them, track and drop them, right? So here鈥檚 where I set that up. And you set up the steps that you need for your company. Here I also tested the interesting moment. So when we鈥檙e ready, we think this is perfect, everything works. Let鈥檚 go into our audience, with our right audience here. Go to Settings, add the right campaign demo, set up the right priorities, so it shows, and the language, and then click Publish Changes, or Publish.
Dynamic Chat

Phase 1

  1. Build the Dialogue and create a testing link.
  2. Add a goal to track the conversions (e.g. demo request submission).
  3. Have 2-3 people test it and collect feedback.

Phase 2

  1. In 鈥淎udience鈥, add a web page URL in 鈥淭arget鈥 to indicate where the Dialogue will show up.

  2. In 鈥淪ettings鈥, add the campaign name, description, priority, and language.

  3. Click 鈥淧ublish鈥

Marketo Engage

Phase 1

  1. Create your tracking Smart Campaign.
  2. In 鈥淪mart List鈥, use a 鈥淩eaches Dialogue Goal鈥 trigger. Use the same goal (e.g. Demo Request) you used Dialogue
  3. In 鈥淔low鈥, include a 鈥淐hange Program Status鈥 step to track conversion.
  4. The source will show as 鈥榙ynamicChat鈥. You can create a Smart Campaign to update the source to a name that makes sense to you.

Phase 2

  1. Re-test your tracking Smart Campaign when it is live.

Level up: Account-based marketing

You can further enhance the default catch-all Dialogue by incorporating industry-targeted content, making the conversations even more useful for visitors. For example, suggest industry-specific whitepapers or case studies for your visitors to download. Watch the demo and follow the steps below to create a default catch-all Dialogue for account-based marketing:

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Transcript
So as you can see, I have different, you know, demo dialogues depending on the industries we want to focus on. So if I pick, for example, this one from pharma, you will see that my targeting, you know, is directed to that industry. And then if we go to the stream designer, everything is the same, except I want to know more about Kernestone. So here we actually, you see pharmaceutical industry. We鈥檙e going to be talking about topics that are appealing to those people. And then we鈥檙e going to be providing them assets that are applied to that industry. So we actually are giving our target people what they need for the rest. You know, it鈥檚 just, I want to learn more. The rest is exactly the same. So what I would do, you take the demo dialog, demo dialog, you just clone it. So test, AVM. Let鈥檚 clone it. Literally you just go here, change all these options here, the assets that you give to them. It鈥檚 just content that actually talks to them. And then obviously on the audience, you have to adhere industry specific targeting for the rest. Yeah, that鈥檚 it. And obviously you have to make sure that it goes higher in the ranking. So it shows before the default playbook. And that鈥檚 it.
Dynamic Chat

  1. Clone the 鈥渄efault Dialogue鈥 and rename it.

  2. In 鈥淪tream Designer鈥, adapt Dialogue messages to the target industry (only one stream + the initial question).

  3. Have 2-3 people test the Dialogue and collect feedback.

  4. Create a testing link and share it.

  5. In 鈥淎udience鈥, add a web page URL where the Dialogue will display and update the target to the industry you want.

  6. In 鈥淪ettings鈥, add the campaign name, description priority, and language.

  7. Click 鈥淧ublish鈥.

Marketo Engage

  1. Create your tracking Smart Campaign and test the goal.

  2. Re-test the tracking Smart Campaign after publishing the Dialogue.

Use case 2: Promoting event and webinar registration

Events and webinars are popular marketing tactics for B2B businesses to generate demand. They offer engaging experiences and rich information that attract prospective customers. Connecting your website visitors to upcoming events and webinars enables you to qualify prospective customers even faster. Creating this Dialogue is low effort and low cost, and can quickly demonstrate success, helping you gain support from marketing stakeholders to add conversational engagement to your omnichannel automation plan. Watch the demo and follow the steps below to create your event/webinar promotion Dialogue:

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Transcript
See, I have these templates in my company in different languages. Right. So now I鈥檓 going to show you how the evens glist one looks like. You can see pretty similar what I just saw you. So how do you get to that? Right. Click create a dialogue. But you can use this one as an example. This evens recs webinar. Just click this one so it doesn鈥檛 get lost. You just save to set up your target. It gives you already an example. And here you have a string designer. See, it鈥檚 pretty similar to my game magic bottom. So it looks decent. Okay. Settings. Exactly what we have seen for other webinars. So now I want to show you one test I have ready for you. So here I already have my, my, um, you know, a link to test. Um, I have done some changes here. I put like webinar on test. Yeah. Very creative. Here. Intro test, webinar name test date, fifth of, uh, fifth of December. Um, one important thing that I want to show you, because that鈥檚 going to be how you track it. Every link that you are is this link and the query parameters. Makes sure you add that, right? So you are able to, you know, differentiate the registrations that you drive and the ones that are driven by other sources. When this is failed, publish changes. And let鈥檚 go on. See it. Let鈥檚 go see how it looks on the website. So let鈥檚 copy the link again. In company to copy the link. Here we go. So you see tests. Yes. I want to know more. Here鈥檚 my test as a ban. And I want to click here. It tells me to my webinar and because of these two things, I will be able to track it. To market to track by your stress, you must come in from, you know, um, our dialogue where we have added a score history duty and values that contain and over. So to make sure we don鈥檛 try and in the normal registration flow, we will exclude these query stream values.
Dynamic Chat

Phase 1

  1. Build a template for 鈥渆vent registration鈥 Dialogue for ongoing campaign use.

Phase 2

  1. Clone the template.

  2. Copy and paste text to the Dialogue message for a new event

  3. Update UTM parameters used in your event link (e.g. utm_medium=website&utm_source=adobe).

  4. Create a testing link, click 鈥淧ublish鈥, and share it with the requestor.

  5. Peer review and apply feedback.

Marketo Engage

Phase 1

  1. Create your tracking Smart Campaign within the webinar/event program template and test it.

Phase 2

  1. Add your campaign name to the tracking Smart Campaign within Marketo Engage and test it.

Level up: Register known people

You can offer an even better experience to website visitors by registering them for your events and webinars without having them fill out a form. Personalized experiences build trust and show visitors that you remember them. Let鈥檚 see how to level up your event and webinar promotion Dialogue in action.

NOTE
Please consider the potential security risk involved in certain protective states/countries and implement this personalization carefully by consulting with your Legal team.

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Transcript
How can we track people that we know already, right, acknowledge that and make their experience smoother when they register? So one way to do it is to clone your normal registration webinar, then registration plate, you add this, when they say yes, they say this is your email address and if they say yes you give them this message and if not you direct them into the registration page like this, we make their experience smoother. It would be easier when the diversion gets approved and then we get this implemented into one dialogue. So far that鈥檚 the way to do it. You will have to change your audience too, you will have to add email address is not empty and publish changes.
Dynamic Chat

  1. Clone the Event/Webinar promotion Dialogue.

  2. In Stream Designer, after the user answers 鈥淵es鈥, add a question card 鈥淵ou have previously shared your email address with us. Would you like to keep this for the event details?鈥

  3. If they answer 鈥淵es鈥 鈥 add a message card 鈥淵ou will receive a confirmation email in your email with the event/webinar details鈥.

  4. If they answer 鈥淣o鈥 鈥 add a message card 鈥淧lease fill out the form on the registration page鈥.

  5. Create a testing link, click 鈥淧ublish鈥, and share it with the requestor.

  6. In the Audience tab, add [email is not empty].

Marketo Engage
  1. Add this new Dialogue to the tracking Smart Campaign within Marketo Engage and test it.

Use case 3: Extending campaign content engagement

Imagine a captivating window display catches your eye and draws you into a store. If a receptionist then helps you select products or answers your questions, you might feel more comfortable making a purchase. To replicate this experience online, you can have your Dynamic Chat dialogue appear on the web pages where your marketing campaigns direct visitors. As users engage with the web content, Dynamic Chat immediately displays relevant conversations, suggesting additional content or addressing potential questions. This is achieved by leveraging automation triggers to activate Dynamic Chat campaigns based on user engagement within Marketo Engage programs. Now, let鈥檚 see how to bring this use case to life.

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Transcript

So here we have this email nurture campaign.

So when a person clicks from this one, we go into the utensils and we get this chat popping up.

And if we choose this option, we鈥檙e gonna be nurturing them and trying to see if we get any demo requests.

If not, we try to stay in order to delete, see if they wanna learn something else. So this is quicker because it came from this email campaign. It can help the user continue the conversation while they鈥檙e having a look at the asset in case they have any questions or they feel like they need extra help or reach out to a sales person.

Extending Campaign Content Engagement - Configuration:

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Transcript
So, first dialogue could be this one. We just say hello there. We just released this reassessment. Just a memo. Here we take them to the assessment. Right here. They fill a form. The second one is when they fill this form, then they get into a survey. When they finish the seven page survey, then they will be interested in getting a demo. So there is a link they click from an event they received with their results. And then that text in here. And I say, Look at the green this maturity level instance to live. Do you want to talk to an expert? No problem. Makes sense after they received the results. Here we tell them that we鈥檒l be back in touch. So any person that comes back to the website with him for the. Any person that will come back to their website within 45 days, we鈥檒l see this. You stuck in us? Maybe. Maybe not. Here we say we see you recently. You know, to pardon health assessment. Is there anything you鈥檙e looking for? Because, you know, you may be in the West. Because of that, if not, we want to acknowledge it to save you one of them. Talk to somebody. Oh, you know, yes, basically continuing the conversation.
Dynamic Chat

  1. Generate new leads for your campaigns via email and social campaigns鈥 touchpoints. In this example, the Talent health index survey is hosted on the brand鈥檚 website.

  2. Clone an existing Dialogue template (e.g. default catch-all Dialogue) to create three Dialogues for the following scenarios and update the 鈥淭arget URL鈥 in the 鈥楢udience鈥 tab accordingly:

    • When web visitors came from your marketing channels and land on your webpage.
    • On the thank you page
    • Any visitors who return to your website within 45 days of engaging in the marketing campaign (retargeting)

What鈥檚 next?

  • Map out your conversational flow in Stream Designer or a flow chart offline.
  • Create a default catch-all Dialogue in Dynamic Chat.
  • Activate the conversations post-campaign engagement by using automation triggers in Marketo Engage.

Authors

Sara Barriuso {width="150"}

Sara Barriuso, Marketing Operations Manager at Cornerstone OnDemand

Amy Chiu {width="150"}

Amy Chiu, Adoption & Retention Marketing Manager, 51黑料不打烊

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