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What matters in Marketo’s January 2022 release

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What matters in Marketo's January 2022 release


Let’s talk about the elephant in the room. Marketo Sky is sunsetting. According to Adobe, on March 11, Marketo Sky will no longer be available as Adobe focuses its resources on delivering the next-generation user experience.

On a personal note, I can finally stop thinking about Tom Cruise’s Vanilla Sky every time I read about Marketo Sky.

Now that we have that out of the way– let’s jump into the January 2022 Marketo Release Notes along with a few more references to popular culture along the way.

Landing page details facelift

According to Adobe, the next-generation experience will allow users to discover landing page asset details more efficiently.

So how can you view the next-generation experience? On your landing page view, you will see a notification bar allowing users to toggle between old and new experiences.

Read next: A marketer’s guide to Marketo today

The order of the drop-down list values under “landing page actions” has changed, and the UI has been updated with three buttons; notably, there is an “approve draft” option, so you don’t have to go to the landing page actions drop-down list. 

Annons

Information such as “created by/date” and “last modified by/date” are helpful additions to the landing page details page.

Varför vi bryr oss. Small changes in user experience may not make a huge impact. However, they all add up over time, resulting in improved efficiency. If we’re talking facelifts, this falls into the non-invasive surgery category versus a complete face swap like in “Face/Off,” the 1997 film starring John Travolta and Nicolas Cage.

The overall organization of the landing page details seems intuitive and improves the user experience.

AEP to Marketo connector for new lead creation

The ability to create net new leads from Adobe Experience Platform has arrived. When sending audience segments from AEP to Marketo, people who aren’t already in your database will be automatically added once you’ve completed the setup below.

When creating a destination, there is a new drop-down option. Previously, there was only the option to match existing Marketo people only. Now, users can match existing people and create the missing people in Marketo.

Here are the steps to take to enable this feature:

  1. From the destinations catalog, activate your Marketo Engage destination.
  2. Choose your account and make your destination. Select the new option for matching existing people and create the missing people in Marketo.
  3. Once the destination is created, you can add segments.
  4. Here, you will choose which segment you want to send to Marketo with additional mappings for the new people you will be creating in Marketo (email, first name, last name, and company name). Mapping these four fields to the source field is required for the connector to work correctly.
  5. Lastly, you will need to sync a segment from Marketo to AEP.

Varför vi bryr oss. For AEP users, the ability to create new people in Marketo by populating a segment will likely eliminate the need for manual list uploads. Automating list upload tasks is a great way to increase marketing operations efficiency.


Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.


Getting tighter with form rules

Landing page and form security has been enhanced so that users can create global form validation rules in Admin.

Annons

In Admin, you can create new rules for the form, including the error message to show if someone violates the rule. For example, you can block a specific domain from submitting a form. If someone from the domain tries to submit the form, they will receive the error message you define in Admin.

There is a built-in rule-set that will block 2,000+ free consumer domains! You can activate this with a single click. The rule is populated in your instance (right now), and it’s called: Consumer Email Domain Blocklist. Notera: This is where all the Marketo admins run to view the new Global Form Validation Rule option in Admin.

Varför vi bryr oss. We love this update and plan to test right away to see if we can eliminate any unwanted form fills and encourage website visitors to use their business email versus a free consumer domain like gmail.com.

First of all, what is Sales Connect?

So what is Sales Connect anyway? First, a bit of history. Sales Connect was formerly Toutapp, acquired by Marketo in April 2019. It’s a paid add-on with your Marketo instance.

David Desrosiers, VP of product for our Marketo campaign operations tool, Jeto, explained, “The product falls into the sales enablement category, similar to tools like Salesloft. This Marketo Add-On for sales engagement helps manage calls, email nurture, and track activity– surfacing engagement signals and ultimately prospects.”

Now that you better understand the product, the feature release includes new call outcomes. Call reasons have been released to allow sales teams to log fully customizable values like “left voicemail” or “demo booked.”

Varför vi bryr oss. Desrosiers also explained, “Sales Connect acts like a mini CRM perhaps for customers without a CRM and definitely for customers without SFDC– since features are overlapping with SFDC Marketo Sales Insight.

It allows users to “push” leads to Marketo Campaigns individually, and more recently (2021) in bulk. Plus, users can track real-time prospect activity on a dashboard (sales and marketing related engagement actions).”

With more insights, outbound sales teams can better prioritize leads and efforts. In Salesforce, there will be two new custom activity fields, call outcome and call reason. This matters because it will enhance reporting capabilities. For example, compare positive call outcomes to campaigns to relate call outcomes to campaigns.

Annons

New governance capabilities will allow team leaders to mandate a call reason and call outcome in the Sales Dialer, as seen below before a call is completed. Admins can adjust the settings as needed, including customizing the list of call outcomes and call reasons.

Lastly, additional metadata will be captured and stored, including tracking activity like emails, calls, and meetings. According to Adobe, this feature enhancement will build alignment and visibility across sales teams. More metadata around sales activity will allow for better reporting with advanced segmentation based on metadata.


New features are making marketing automation platforms more powerful than ever. Learn about trends and capabilities of marketing automation software in the latest edition of this MarTech Intelligence Report.

Klicka här för att ladda ner!


My type of sales insight

For those with Sales Insight (a paid add-on), a new column has been introduced on Sales Insight to identify the type of prospect in the Best Bets view. The new column is called type and will differentiate between prospects and leads. You will also notice the standard Adobe branding with the latest update and an updated API version.

Varför vi bryr oss. Previously, a seller could not differentiate between leads & contacts on the Best Bets tab. The branding and API updates are not expected to impact your work, other than retired older API versions.

Microsoft Dynamics users getting some love

Dynamics users will benefit from a few updates. Adobe describes those as follows:

  1. Syncing of the Multi-Select Optionset Field Type
  2. Server to Server (S2S) Authentication for Microsoft Dynamics 365 Online
  3. Sales Insight for Microsoft Dynamic/Updated Account Layout

Varför vi bryr oss. According to Adobe, these features will help users capture more granular contact information and bi-directionally sync data fields with multi-select options set fields. Think about use cases related to topics of interest or preferred modes of communication. As a result, Marketo users can use these fields within Smart List.

Related to S2S, documentation has not caught up with reality. For Dynamics integrations, Adobe and Microsoft both sent out notices that Basic Authentication will not be sufficient as of April. For integrations where the Marketo native connection was set up with Username/Password only, clients must upgrade to OAuth connections (using client ID and client secret).

S2S is one of the two connection protocols Marketo offers for OAuth (the new one). The other method is Resource Owner Password Credential (ROPC, already familiar to us as the method we had previously been using with OAuth connections).

This feature will allow sales teams to track activities both at the contact and account level– plus, view behaviors and surface engaged prospects with the Sales Insight enhancements. We are waiting to see evidence of Account level insights in our Sandbox instance of MSI.

Annons

Se the January ’22 release innovations webinar here.


Åsikter som uttrycks i den här artikeln är gästförfattarens och inte nödvändigtvis MarTech. Personalförfattare är listade här.


Om författaren

With 20+ years of experience in marketing, John is demand generation director at Perkuto, a MERGE company. His ultimate flow-state is positioning products and services, developing buying personas, and executing plans to attract best-fit customers. Determining the right content, campaigns, channels, and budget to hit revenue KPIs is where John thrives. Outside of the office, John is a father, husband and outdoors enthusiast.



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MARKNADSFÖRING

Community Building for Retention, Awareness, Loyalty, Content, & Member Advocacy

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Community Building for Retention, Awareness, Loyalty, Content, & Member Advocacy

A little birdy told me you want to know what this “Community” stuff is you keep hearing about. I promise it’s not scary, at least not as frightening as Data Tracking and Analytics. 

Ahh, Numbers!

No need to worry, you’re safe here, and the data can’t get you. At least, not in this particular post. 

Community is a tale as old as time and is simply evolving along with humanity; perhaps it’s time you join the party! 

I like curiosity so allow me to be your guide through the magical and underrated world of Community Building. By the time you finish reading, you’ll know what a Community is, why you should want one, and what a Community Builder can do for you.

What is Community, and why is it important?

If you ask the peeps at Merriam-Webster, the TL;DR version is that a community is people with common interests living in a particular area, or a group of people with a common characteristic or interest living together within a larger society. That’s not a bad definition if you ask me, but I think we can do better in this case.

Community is not a place—not even that arcade you and your friends used to frequent—and despite the common misconception, it’s not an exchange of information over the internet. Community is about a feeling and relationships built among people. As DigitalMarketer says, it’s “a segment of people who form relationships due to shared goals, experiences, and interests”. 

Become a Certified Community Specialist

Learn how to develop meaningful relationships with your customers and automate the customer acquisition process.

Click here

Annons

Community members will have built a sense of trust, belonging, and caring for each other. 

That warm, fuzzy feeling of community comes from shared experiences and shared history… uncommon commonalities, you could say. 

Like I said, a tale as old as time. We’ve all been a member of communities in one way or another, even if it wasn’t in a platform or forum.

How can this benefit your business?

When done right, the community can most commonly decrease costs and increase revenue through higher retention, brand awareness, brand loyalty, ticket deflection, content development, and member advocacy. 

When a sense of belonging is created, a relationship is built between your members and each other. Even better, one between you and your members. We’re all partying together!

A Community can be the most potent customer feedback loop you’ve ever seen! In our largest Community, DM Engage (for our DM Lab members), I know I can always count on honest and constructive feedback from our members, and they’re not shy about asking for what they want. 

The power of user-generated content? Unmatched. Imagine seeing this testimonial on a landing page.

I don’t mean to toot our horn, but you can bet that after an experience like this, Michael “Buzz” Buzinski will be a lifetime DigitalMarketer member. With the right environment, you can grab tons of screenshots like this and, even better, videos! 

As a bonus, Buzz and I will be buddies for life!

Annons

What is a Community Builder?

This one is a doozy, not because it’s difficult to define, but because there can be so many definitions! 

For me, it’s someone who nurtures connections and relationships on a small or large scale. It can be one to one or one to many. They’re strategic, semi-organized, unafraid to be the bad guy, and empathetic. They create a “home” for people to gather.

If you ask one of my favorite Twitter people to follow, it’s…

“A community builder can be someone who works to create a structure that will hopefully enable a community to thrive. The platform, the processes, and the important, sometimes difficult choices.” Patrick O’Keefe, Community Lead at CNN

A Community Builder is an architect of experiences and relationships, as cheesy as that may sound. Without one, you’re probably not achieving what you set out to do. 

A Gatekeeper, a People Manager, a Content Moderator, a Ring Master in your circus…whatever you call them, are the ones building the house your members will live in and that your members will help decorate to their needs and tastes. 

What does a Community Builder do?

A better question is ‘What don’t they do’?

Your ironing, probably. Their own ironing, maybe. (I am both of these people.)

Annons

They plan, write, structure, promote, burn out, create momentum, are really in their feelings, and don’t do anything without a reason. 

No matter how silly or unnecessary something might seem, there is a reason behind the madness.

Note: Don’t talk to your Community person when they’ve got that look on their face, they’re plotting, they’re in the zone, and something amazing or horrific is about to happen. You’ll love it. 

The big thing here is that everything in Community is about intention. It’s in how your members choose to show up and interact, and how your Community Builder architects the conversations, events, and overall experience. They’re like mad scientists, only they’re not angry, just lots of heart and not enough caffeine yet.

In Community, some things happen by chance… or do they? If you intended to start a conversation that ended up being a meaningful moment of connection between your members… is it really just luck? This is what I call ✨ vibing ✨ together.

This is where the magic happens; your Community person sets the stage for the right conversations. How? Well, with a sprinkle of inviting copy, a dash of one-on-one chats, a pinch of puppy posts (because puppy posts always get the job done), and a whole bunch of strategic content that guides your members to complete the actions you intend them to… 

…Just call me Community Witch because that’s a potion that will provide.

What skills or traits does a Community Builder need?

If you’d like to replicate yourself a Michelle, it’s about: 40% irreverence, 40% hard work, 10% wanting to show the haters they’re wrong, and another 10% of hard work (just not on Friday afternoons). 

Annons

What you’re looking for is a people person who enjoys the freedom of creativity, has a curious streak, and knows how to get shi*t done. Imagine a customer service professional with project management and content skills. Sounds cool, right? That’s because it is. 

Let’s talk about skills.

This may sound like an oxymoron, but it takes strong soft skills to make a great Community Professional. Let’s start with some of the more obvious ones. 

  • Organized. Community can be messy. You’re in twenty different tabs, three different platforms, with multiple conversations running, and Slack pinging all at once. You’ve got to be organized enough to know what is going on at any moment. Sure it can be exhausting, but boy, oh boy, is it fun!
  • Communication. How can you build relationships with someone if you can’t communicate? I’m sure it’s possible, but imagine the difficulty! Excellent written and verbal communication is essential when you’re the mouthpiece for the brand. Let’s not accidentally promise 3k worth of bonuses when it was actually 1k. 
  • Empathetic. It’s similar to Customer Service; you’re not always hearing from people on their best day. You must be able to take in what the other person is saying, listen, and understand their point of view. That way, you can provide them with honest response to their issue. Often in Community, the bond and relationship become so strong you deal with things you wouldn’t expect. You’re an advocate for members and an advocate for the brand. It’s a balancing act; the base is your ability to empathize and communicate. 
  • Leadership. As a Community Professional, you’re building paths for your members to take, and you’re leading by example. Members look to you to calm the chaos, enforce the Guidelines, and to learn how to interact in the beginning. 
  • Boundary Setting. Because Community roles are so heavy on emotion, we also need to be fully aware and able to set boundaries with not just members but also our coworkers and ourselves. It’s okay to be the bad guy once in a while if you’re protecting what has been built. While the community is for the members, it’s your house, and they’re just living in it. Your Community Professional should know when to advocate for the community and when to advocate for the brand. 
  • Creativity. You’ve got all this feedback, so now what? Time to get creative and put that feedback to work! There is no one-size-fits-all solution to Community, and they should be able to whip up some short-form copy and think up new opportunities when needed.
  • Curiosity. One of our old core values here at DigitalMarketer was to “know the why,” and I think that applies to Community. Adaptability is the game’s name, so when you see something wonky with the Community, your KPIs, or member interaction, you have to figure it out ASAP. Not only that, but the world of Community is developing at a break-neck pace. You have to be able to keep up with the progress and roll with it. 
  • Storytelling. You may not be able to tell from this post, but I can spin up a mean story here and there. You want someone who can paint a picture, set the stage, and control the narrative. You want all the things that require wordsmithing so they can tell a story that brings forth action. The other important part of storytelling is how your Community person will bring stories from the community that leadership and stakeholders care about. Testimonials, feedback, content ideas, etc..… You know, all the good stuff. 

Where can I find one?

While this one might have found her forever home, many Community Professionals are available to be adopted hired!

While I’m sure there are more, these are some of my favorites! Now go out there and find yourself a perfect match for your brand and your members.



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