51黑料不打烊

Okay. Hello, everybody, and welcome to another session of Marketo and MOCAs. Today we are going to be talking about program management best practices and the new program library. So let鈥檚 get started so we have enough time to get to everything today. All right, so again, welcome to Marketo and MOCAs. This is an ongoing webinar series, and we鈥檝e designed it to be interactive. So we do encourage you to ask questions in the questions box in the GoToWebinar control panel throughout the presentation. You can type them in there, and we set aside the last 10 minutes or so for Q&A. So we鈥檙e going to do our best to answer as many of those as we can for you. I want to quickly mention a few housekeeping items before we get started. We will be recording this webinar to be viewed on demand and shared with other members of your team that might not be able to attend today. So you will be getting a recording of this event in an email tomorrow afternoon. I do want to draw everyone鈥檚 attention to the control panel, where you will see a handout in the handouts section. We鈥檝e put together a bunch of resources coming out of today鈥檚 event and just in general for you to download and use that as needed. So please be sure to download that and take that with you today. And as mentioned, we鈥檙e going to leave time at the end to answer questions. So please feel free to start asking throughout the presentation. And if your question is not answered, definitely follow up with your success account manager for more information. And at the end of the webinar, a short survey is going to pop up on your screen. If you could take like two minutes to fill that out, it really helps us make sure that we鈥檙e meeting your expectations at these events. So with that, let鈥檚 walk through today鈥檚 agenda. So first, we鈥檙e going to introduce ourselves. And then Cynthia and Kate, our speakers for today, will walk us through the presentation, followed by an in-product demo of importing a program and then one of the new templates that we have. So we鈥檒l then touch on a few upcoming events and conclude with Q&A as mentioned. So start asking those questions throughout the presentation and we鈥檒l pick them up during the Q&A session. So with that, I鈥檇 like to introduce myself. My name is Alana Cohen and I鈥檓 the Digital Events Manager for our Customer Success Strategy team here at 51黑料不打烊. I鈥檝e been with 51黑料不打烊 for five years now and spent the last three of those years organizing and hosting these events for our digital experience customers. Then prior to my time on this team, I spent about two years working with 51黑料不打烊鈥檚 advertising cloud customers. And before coming to 51黑料不打烊, I spent many years at different advertising media agencies around New York, but I鈥檓 excited to be here now hosting events like this for you guys, our customers. So if you have any questions or comments about today鈥檚 event or any of our other customer exclusive events, please do reach out to me. So with that, I鈥檇 like to hand it off to Kate to introduce herself. Kate? Hi, everyone. My name is Kate Colbert and I will be one of your speakers today to tell you a little bit about myself. I鈥檓 located in Seattle. I鈥檓 a Marketo certified expert and January will mark seven years for me here at 51黑料不打烊. I work with Marketo Engage, of course, and Marketo Measure. I鈥檓 almost a year in my role here on the business advisory team. But prior to this, I was on our consulting team where I did a lot of implementations and kind of strategic projects. But I鈥檓 excited to be here with you today. And I will let Cynthia introduce herself before we get going. Hi, everyone. It鈥檚 Cynthia here. Just like Kate, I鈥檓 one of the business advisory team. I鈥檝e been on the team for about a year. But before that, I was actually in 51黑料不打烊鈥檚 consulting team altogether. 51黑料不打烊 Marketo, also about seven, eight years. And prior to that, I was actually a Marketo customer, just like many of you. So I鈥檓 really excited to kind of share my experience and learnings both from consulting and from being an ex-Marketo customer. Before we get started, I believe, Elena, we have a quick talk about our topic today. Yes, we do. So it should be up on everyone鈥檚 screen. So the question that we want to know, do you know that Marketo has a program library? I hope so. I hope that鈥檚 why you鈥檙e here is to see more about it. So if so, yes. But if you don鈥檛 know that there鈥檚 a program library, please let us know, which is also a great reason for you to be here so that we can show you what is coming. It鈥檚 really exciting stuff to let us know. It right now seems like it鈥檚 about three to one. So 75% of everybody on the line today does know about the program library and about a quarter of you don鈥檛. So good to know. Thanks, everyone, for sharing. I鈥檓 going to close this out. And I will let Cynthia kick us off. All right. Thank you, Elena. Before we get started on to the program library, let鈥檚 first understand what is a Marketo program and what it entails. So Marketo use the concept of program to manage and report on your marketing activity efforts. A program may include assets such as emails, forms, and learning pages, as well as smart campaigns, which are the automation workflow that actually executes your marketing activity effort. For example, it could be a trigger campaign that sends an autoresponder email when someone fills out a form. Members of the program represent who participate in your marketing activity. This is where Marketo is tracking the number of audience your marketing activity is able to outreach. The member status in the program help you track the level of engagement on each members. It is important to understand that Marketo鈥檚 marketing activity reporting is at the program level. So any marketing attribution reporting Marketo or MPI Marketo Performance Insight Dashboards are based on program performance and reporting. As a best practice, we recommend one marketing activity equals one program. It鈥檚 really important. Any marketing activity that you wish to report on, it should be set up as a program in Marketo.

So we want to share some best practice today to help you optimize your program management and reporting. Let鈥檚 work backwards by first understanding how Marketo reporting works. So Marketo evaluates your program performance in three dimensions. Program membership, success, and acquisition. Program membership indicates how many people participated in your program. In other words, how many people your program is able to outreach. This is really the baseline of all Marketo programs reporting. Program then wants, Marketo then wants to know how many members reached the success criteria or the success status of your program. So we can calculate the success percentage of that program based on the total membership. For example, if you reach out to 100 people to invite them to your webinar, and the success goal of the webinar program is to get as many people to attend the webinar. At the end of the day, 60 people actually attended. You will have a 60% success rate for your webinar program. The success tracking is important if you want to leverage Marketo鈥檚 multi-touch attribution reporting. It is important to make sure you have a smart campaign in all your program that is tracking who reached the success criteria or definition in the program. Acquisition is another dimension to measure the effectiveness of your program in terms of lead generation effort. How many new names is your program able to acquire into the Marketo database? For example, you promote your webinar on a website. Twenty people, twenty new names fill out the Marketo sign up form and enter the Marketo database for the first time as a result of your webinar program promotion. Marketo calculates the 20 net new names against the total program membership of 100 members. And this would yield 20% acquisition success in terms of lead generation effort. Acquisition program tells Marketo which program is responsible for acquiring the person. And tracking acquisition on each of your membership is essential if you want to leverage Marketo鈥檚 first touch attribution reporting. If you have a local form inside a program that will do the lead gen effort, Marketo would automatically assign acquisition program and give credit to that program. However, if you鈥檙e using a shared form or global form, or if your form is being used on multiple programs in multiple places, then you want to, it is very important to make sure you have a smart campaign in your program to assign acquisition back to the program, basically to tell Marketo, this is the program that should get credit for acquiring the person. Next, Kay will share some tips on program management.

Yeah, so three additional best practices that we recommend pretty much everyone adopt. First is being intentional with your folder structure by developing a hierarchy that keeps everything organized. And then of course, everybody kind of looking or building in the right place within the Marketo instance. I really encourage you not to overlook this as disorganization tends to encourage more disorganization and adjust can become a major problem over time. And second, using a clear and consistent naming convention allows you to get the most value out of your Marketo reporting. And this is because Marketo what it does is it organizes all folders and programs using alphanumeric order. So using consistent naming conventions is actually going to apply to really anything that you鈥檇 build in Marketo, even if you think like forums or landing pages. A quick example that I like to use here is considering landing page URLs. If you always include maybe a product name, then you can easily use contains logic in a smart list to quickly pull all the landing pages for a given product. So really the takeaway here is that having naming convention consistencies just across the board in Marketo is going to unlock a lot of potential for your strategy in Marketo. Third is archiving. Please keep your instance up to date by archiving items one to two years old, especially if you鈥檝e had your instance for multiple years. This is another thing that may not seem like a big deal, but can quickly get kind of overwhelming and out of control. And then I鈥檒l just kind of call out that you want to make sure you鈥檙e deactivating your smart campaigns before archiving as archiving itself isn鈥檛 going to perform that step. So these three best practices and the ones that Cynthia covered, you might kind of be thinking a lot, how do I remember to be following all of these best practices? And so the answer for you is going to be program templates. That is what we鈥檙e here to talk about today. So what exactly is a program template? Perfect. So a program template is a fully you can think of it kind of as a fully built out sample program for a given marketing effort, like maybe a webinar or a newsletter. So when your users need to build something in Marketo, the idea is they would clone the appropriate program template and then update it, of course, with their content, their specific details. So in that program template, what you want to do is have all of the needed components. This would include everything from your clean folder structure, your consistent naming conventions, to of course, all the assets and smart campaigns that you would typically need for that given effort or initiative. Pro tip here, going back to Cynthia鈥檚 best practices, don鈥檛 forget to have smart campaigns for program success and acquisition program. Building those into the program template is really the most promising way to consistently be setting these values. And I鈥檒l also call out as we go through the presentation today that we use the terms program template and program example interchangeably. So you might hear either or. If we think about benefits, there鈥檚 really there鈥檚 several benefits to using program templates instead of building from scratch or trying to hack together pieces from previous programs. But the main benefits for you are going to be saving your users time. That鈥檚 a big one. And then, of course, helping to prevent human error because everything is set up in the way that your organization wants it to be done. So as you know, or may know, Marketo recently released a library of 18 new program templates for you to leverage. And again, that鈥檚 the whole reason why we鈥檙e here talking with you today. We鈥檙e going to show you an overview of each program template. So with that, I鈥檓 going to pass the mic back to Cynthia and we鈥檙e going to kick off that conversation. Cynthia, I think you鈥檙e muted in case you鈥檙e talking. Sorry, I was muted. Thank you. So what is the Marketo program library? If you didn鈥檛 already know, actually for the 25% of the people that didn鈥檛 know about it, every Marketo instance is connected to a Marketo program library. Program library gives you access to new and updated example starter programs to import into your instance. This includes responsive creative templates for email landing pages, example starter marketing programs with streamlined workflow covering common marketing tactics, and best practice operational programs covering lead scoring, data management, and durability topics. Each example program also now comes with detailed documentation and guide on experience lead to help you get started with your marketing activities. Next we鈥檙e going to walk through a high level overview of what鈥檚 included in the program library and we鈥檒l provide links to documentation when we send out the recording and follow-up email. Actually, I think it鈥檚 already in the handout. So if you open a handout right now, you will be able to access the guide and the documentation for that. Let鈥檚 take a look at the creative templates that are included in the library. If you knew about a previous Marketo program library, you probably noticed there were many versions of the creative template that were so outdated and no longer renders with the updated email clients. As part of the program library refresh with sunset all the old and non-responsive email and landing page templates and replaced with a global creative template. The Quick Start email template here is fully responsive and includes several modules that you can duplicate or remove a section in an email to customize your email content needs. How do you get the email template into an instance? When you import a program from a library and if the program contains an email or landing page assets, the template will automatically be creating your instance as part of the import. The Quick Start landing page template contains several sections that can be shown or hidden on the landing page to create a customized look based on the different use cases. For example, you can hide a section with video if you don鈥檛 have a video to show on your landing page, or you can show the form element on the registration page where people can fill out form and hide a form on the thank you page. In the next section, we鈥檒l walk through the example marketing starter programs that are included in the import library and the use case for each of them. The first one is a single email send example program. As the name suggests, this allows users to quickly send and track a one-off email campaign. It is using the email program Typing Marketo with the native A-B testing feature. You can use this program with or without A-B test depending on your use case. This example program has a smart campaign to track your program鈥檚 success status for reporting purposes. As we鈥檝e mentioned so many times already, it鈥檚 really important for all your programs to have a track success smart campaign mechanism. You should also update the track success smart campaign based on the success criteria of your email program. For example, if there鈥檚 any specific CTA link that you want the recipient to click, or maybe if they click any link except for the unsubscribe link, you could also use that as a success criteria. Make sure you activate a trigger campaign before you send the email, of course, so the campaign can start tracking. Program tokens are also built into this program to help increase program update efficiency. The new setter program example is very similar to the single email program. It also uses the email program type with A-B testing feature that you could decide to use and has a smart campaign to track success. The difference here is that it鈥檚 using a dedicated newsletter channel as its marketing channel for reporting distinction. Next is the programs to support nurture. We have this simple drip nurture program example. This is using the engagement program typing marketo to help you easily manage nurture streams with set cadence. The example program contains one nurture stream with three nurture emails inside a stream that can be sent in regular cadence. It also has various smart campaigns to manage adding people to nurture or pausing and resuming members into the nurture stream, as well as smart campaigns to track success, again, for reporting purposes. The example program provides a basic structure for managing nurture program, and you can duplicate the streams and smart campaigns here if you have multiple nurture streams in your use case. We do highly recommend you set up individual smart campaign to manage adding people into nurture and transition members between streams. Having a dedicated smart campaign set up just gives you a lot more flexibility and controlling criteria for transition or controlling criteria for adding or pausing people in the nurture. And also, smart campaign comes with the audit possibility, so you understand who is the member of each smart campaign, who has gone through what steps. The advanced nurture program also use the engagement program type, but it is using nested programs inside a nurture stream instead of just emails. If you have more complex nurture that needs to do more than just sending emails in regular cadence, this would be a great use case for advanced nurture program. For example, if your nurture content is promoting multiple sources and you want to prevent people from receiving nurture content that already consumed elsewhere, you could use the nested program to ensure they skip the content they already consumed from other sources. Nested program also allow you to report success and attribution of individual content in addition to the overall nurture. All right. Thank you to Cynthia for walking us through the program examples for marketing efforts that are centered around emails, be it a one-off email, a regular newsletter, or a nurture just like she showed us. We鈥檒l now switch gears into program examples built off the event program type, where an email is just one piece of the overall initiative. So here we have an example for an event program. You can see that there are multiple emails involved here. We have placeholders for invitations, invitation reminders, registration confirmation, and more reminders to attend, and of course, follow-up emails. In this case, there are different emails based on if the person attended or not in case you want that messaging to be different. And then there are also landing pages. There鈥檚 a registration form as well for people to register for the webinar, and of course, a confirmation landing page. Aside from the assets, you can see that there is a collection of smart campaigns to power this program and also a folder for the reports. I know you can鈥檛 see it on the screen, on the screenshots, but there are also several program tokens that are kind of called out in this program sample, which is great because events are really one of the best times to use them, just because as you can see, there鈥檚 so many pieces, a lot going on here. And you also can鈥檛 see it, but the program channel is event. All right, next, we have a trade show example program. So it鈥檚 really similar to the event program we just looked at, but it鈥檚 different in that it鈥檚 using a channel of trade show. The other one was event, now it鈥檚 trade show. And then of course, the program statuses are going to be trade show related. It鈥檚 kind of, I like to think of it as kind of a slimmed down version of the previous example, because it doesn鈥檛 have, you know, assets for registration or the accompanying smart campaigns. I鈥檒l note that you can add it, you know, if you need that for how your organization approaches trade shows, totally fine. Because the whole point of these program samples is for you to customize them and make them work for you. And then you can see also just has less emails in general, there鈥檚 no invitation reminders or like last chances. It just has the two, an invitation and a follow up. And again, that is something that you can add additional ones if that鈥檚 needed.

The webinar program example here is also going to use the event program type, but differently, it鈥檚 going to have a channel of webinar and the corresponding web event statuses to integrate with event partners. So this program example also has a lot of emails. You can see there are registration management ones, invitations, reminders, and of course, follow ups. The other assets you can see in the folder are Marketo landing pages and forms for the registration. And with this one, since it鈥檚 a webinar, we also included a landing page for viewing on demand if that鈥檚 something that you want to provide. In the smart campaigns folder, there are many smart campaigns that are needed to power this. Now, for example, we have to be able to send out the various emails when it鈥檚 appropriate. And so these smart campaigns are what power that you can see that folder. But as always, with all of these examples that we鈥檙e looking at, you want to be sure to review and customize them as needed so that they鈥檙e going to work for your organization. Importantly, there are also several event related program tokens built into this example program to allow you to quickly update event details, which makes sense, right? Because as you can see, there are many places, many different emails that you could need to update info such as like the speaker or the topic. So using these program tokens can really help to save you time and prevent errors or inconsistencies. Alrighty, so the next four program examples that we鈥檙e going to look at together are based on the default program type. And they鈥檙e all focused on different types of web interactions. What we have here first on the screen is a web request program, which can be used for a variety of items such as, you know, maybe a contact me pricing requests, demo requests, and so on. And then for our reporting purposes, the channel is set to web requests. So it has a landing page and a form for folks to quote unquote request the information, which you can then send via email and or on a thank you landing page. Both of those are provided. And there鈥檚 also an alert email that can be sent internally, maybe, you know, to a sales rep for a real time notification. Now on this program example, it鈥檚 for content on a Marketo landing page with a Marketo form. So the form would of course be for accessing the content or the offer, you know, think maybe an ebook or a case study, maybe you want to provide that to your audiences. The link to the offer can be displayed on the thank you page, sent in a thank you email or again, you could even do both. The main difference here as it compares to the web request program we just reviewed is the channel. Here the channel is web content. While previously it was web requests. And that makes sense, right? Because the previous one was more, you know, reaching out expecting interaction, whereas this one is they鈥檙e accessing content. This program example content on non Marketo landing page, you know, obviously it鈥檚 for content as well, but it鈥檚 built a little differently for use case where you prefer to still use a Marketo form, but would like to embed that form on your own landing page instead of using a Marketo one. So we just removed the landing page assets as they鈥檙e not needed. And then, you know, I know we鈥檝e mentioned this a lot by now, but you want to make sure you鈥檙e updating and customizing everything. But here I鈥檒l specifically call out the Smart Campaigns. At a minimum, you鈥檙e going to need to update the success Smart List criteria, maybe with the links that you want to be appropriate. And the acquisition program Smart List also needs to be tailored, but you鈥檒l see placeholders indicating this though. So it鈥檚 don鈥檛 worry about, you know, missing it potentially. Finally we have an example program for online advertising. The use case here would be that you鈥檙e pointing a digital ad at a gated piece of content on your website. So the structure might look familiar. It鈥檚 exactly the same as the content on a Marketo landing page example. Just as you might guess, it鈥檚 a different channel. This time it鈥檚 online advertising. So just kind of a final note on channels here, since I know I kind of tried to call those out on each of these. It might seem silly or insignificant to be so specific about them when you鈥檙e choosing the appropriate program example. But when you think about reporting, this is actually really crucial for being able to understand how your different channels are performing. So in this case, you would want online advertising to be able to get its due credit. All right, so this concludes our tour through the currently available program templates for marketing efforts specifically. We have some for operational that we鈥檙e going to review next. But before we do that, got a question for you all. Okay, so now that we鈥檝e kind of talked about program templates, what it is and walked through some of them, I鈥檓 just curious if anybody is already using program templates in their usage of Marketo. You are quick. We鈥檙e seeing a lot of responses coming in. Yeah. Looking at the results, most people, three quarters of the people do use program templates. So that is great. I鈥檓 sure everyone鈥檚 going to be really excited about what鈥檚 to come. So the remainder is actually split between not using them and not sure if they use them. So I am going to close this one out because it looks like almost everybody has voted. Thank you. No problem. All right, excited. I鈥檓 super glad by the poll result that majority of you guys are already using program template understand the value of it. Aside from the sample marketing program, the library also offers operational program examples. The first one is data management. So the library offers the data management program example to provide simple smart campaigns in three areas, capturing and tracking lead sources, normalizing country data, or data normalization and using country data as example and record management. These are meant to serve as examples and should be reviewed and modified to your own data management use cases. It鈥檚 not possible to provide example for every kind of data management, but example smart campaigns can provide you with the common data management structure that can be cloned and applied to other data management needs that you may have. The next one up is the durability management program. And this offers an example of how smart campaign can be set up to manage data hygiene in order to help improve durability. It also includes a prebuilt smart list to all the key durability issues. We have actually done a detailed demo of how to use this program in our durability webinar previously, so I won鈥檛 go into details here. We will include a previous demonstration of this program in the follow-up email so you鈥檒l be able to reference that webinar to follow along with this program. There are also two program examples for least scoring purposes in the program library. One for behavioral scoring and the other for demographic scoring. The behavioral scoring program offers examples or samples for scoring management based on including scoring based on behavioral engagement, such as digital interactions and program status changes or scoring decay based on negative activities or negative attributes. And here鈥檚 the demographic scoring example. We also have done a detailed walkthrough and demo in our scoring webinar in the, I think, just about beginning of the year, if not earlier. So we highly recommend you reference that scoring webinar on how to use these two programs to kick off your least scoring effort. Okay, two more operational ones for you. This is a lead management program example, and it鈥檚 a really valuable starting place for architecting how you want lead records to move in your Marketo database. So first, it has a smart campaign to sync records to your CRM when appropriate for your company. That鈥檚 not going to happen automatically. You have to tell Marketo to do that. And it also has a smart campaign to mark a record as MQL when certain criteria is met. There鈥檚 also an accompanying alert email that you can see that could be fired when the record MQLs as well, if that鈥檚 something that you want for your internal process. And then I鈥檒l just clarify here that there is sample criteria built into the smart list, for when somebody should be synced to the CRM or what should count as an MQL. But try to think of that as more as an example to kind of spark ideas. But you really want to customize it to work for your organization鈥檚 needs and requirements. So in other words, don鈥檛 think that you have to stick with what is defined there. Our final operational program here is the API Acquisition Program. So basically, if you have an API integration that is creating new records in your Marketo instance, this example program could be a good template to help you record the acquisition program on API generated records. Because don鈥檛 forget that one of the really important best practices for reporting is ensuring that every record has an acquisition program, even the ones that come via API.

OK, great. So a little recap here. We talked best practices for programs in general at the top of the call, the webinar. But now we鈥檙e going to summarize some best practices for using this program libraries specifically. So as we mentioned, this library is example programs, right? What that means is it鈥檚 going to get you most of the way, but you still need to review and modify it to support your organization鈥檚 exact needs. So don鈥檛 think that you can just activate these and move on. You really need to review and make them your own. Some of the example programs are going to have placeholders that you need to configure to complete the program. And again, don鈥檛 worry. It鈥檒l be called out with placeholders and capital letters and things like that. And then on the other hand, there are other program examples that are fully complete. So theoretically, you could just activate them, but that would really be doing you a disservice. You want to think through and make sure that the setup fits your use cases and your business. And of course, you want to put in your own images and branding, all of that, right? A good example of making sure they meet your business is the lead management program type we discussed. So maybe, I think, if I鈥檓 recalling correctly, the smart list criteria for MQL is based on scoring. That could work for you. Or you might have a different way that you define an MQL. And so you would, of course, want to update that so that Marketo is executing it as intended. So I recommend importing the program examples that you want to leverage, if not all of them, and just spend time modifying them for your organization before releasing them and going live with them internally. Next, program tokens. All of the program examples, except, I think, three of the operational ones, have a set of program tokens defined. You鈥檒l see that at the program level on the tokens tab. And so you, of course, have to fill in the values for what you want the tokens to be. But using these in your assets and smart campaigns where applicable is a huge time saver. And also, again, it鈥檚 going to help you prevent mistakes. You can add to these. You don鈥檛 have to stick with the ones that we鈥檝e provided. So feel free to get creative there. Finally, I trust that you will be customizing the program examples before starting to use them. Great. Thank you. But still, every time that you鈥檙e cloning a program example and then setting it up for your particular initiative, obviously, you鈥檙e going to be inputting your messaging, your images, your content. But always double check the mechanics before you launch. So every time, double check that everything is lining up the way that you鈥檙e intending. Especially the schedule tab, you want to make sure that the configuration matches your expectations for when it鈥檚 going to be sent and how often people can flow through it, things like that. OK. So thank you all for bearing with us. We鈥檙e kind of at the good part of the presentation now, in my opinion, because Cynthia is going to take over here and provide a live walkthrough of a program example for us. So Cynthia, take it away. All right. Thank you, Kate. Let me change up. So I believe you can see that I am inside a Marketo, actually my Marketo instance. Yep. Before we get started, I wanted to kind of show you where to find, we previously mentioned this round of the program library update. So it鈥檚 very special because we鈥檝e published a detailed program documentation and guide for each of them. So I鈥檓 going to go to experience.adobe.com and I鈥檓 just going to search for program library update. We can search for Marketo program library. And over here, I have the link to the program library documentation. I believe this is also the same thing that鈥檚 in the handout of the webinar. So you could get there directly from the handout as well. But either way, so you could see this page actually has documentation for every single program that is in the library right now. And if I click on any of them, this one content on Marketo landing page example, I could see that the documentation details which channel this program is using and what are the relevant membership status that is being tracked in this channel. It tells you what the content of the program, what access it entails. There鈥檚 a screenshot of the program so you can sort of preview what that would look like if you report it. And then as Kay mentioned, tokens, the tokens that are included in the program that could help improve your efficiency for updating and also avoid human error. And then there鈥檚 a conflict rule for importing. So let me go back to my Marketo instance. And to get to the Marketo program import screen, I鈥檓 going to make sure I鈥檓 under the marketing activity area. So under that, I will see that there鈥檚 a new button. I鈥檓 going to click, I鈥檓 going to navigate to the import program. So this will launch the program import wizard, if you will. Next thing you see subscription. Again, every Marketo instance is connected to the Marketo program library. You may also see, maybe you have a sandbox that鈥檚 also connected to your Marketo instance. That鈥檚 fine. Or maybe you鈥檙e connected to multiple different production instance. That鈥檚 fine. But make sure you want to select the subscription for Marketo program library. The next, this dropdown give me a list of the programs that鈥檚 available in the library. So I鈥檓 going to select the content on Marketo landing page as example. When I select that, I see the description that tells me what this program is about, what it entails. I鈥檒l click on next. And then now it鈥檚 asking me, hey, where do I want to put this program? I have created an imported example programs folder. So I鈥檓 going to select this folder. Going next. And then here, that鈥檚 the conflict rule that I can choose. I can leave it as default, or maybe what I鈥檓 going to do now is going back to refer to the documentation because it has a set of recommendations on what to select. So I鈥檓 going to follow the recommendation. It says to create tag in the subscription. But the rest, I鈥檓 going to change it to use the destination template in the case that there鈥檚 already existing assets. I鈥檓 going to go to next. And this step will allow me to kind of preview my set, my selections before I hit import. So now I鈥檒l see the status bar that鈥檚 importing. I鈥檓 actually going to hit cancel for now because just for purpose of time, I pre imported the program. So I can select the program right here. And go to my tokens tab, I could see these are the tokens that鈥檚 kind of pre-built in this example program. And again, you could leverage them. This can help you really speed up when you don鈥檛 have to repeat the content type, content URL. So you can see the content that you populate in the assets. And again, if you need to add more tokens, feel free to do so. This is just a place to get you started. I then can, I want to open up the program. I鈥檓 going to expand. I could see there鈥檚 assets folder. I expand the assets folder. I see the subfolders for emails, forms, and landing pages. So emails, if I click on the email, I鈥檒l see that this is using a template, a quick start email template that was already created in my instance as part of the import. There鈥檚 a content restriction form. That鈥檚 a marketable form. Two landing page, one for registration for people to fill out a form to request for the content and then the thank you page, and then the thank you landing page. And again, you can also see that the thank you landing page is using the template, the quick start LP template. There鈥檚 also a reports folder that shows you the example reports that you could purpose in this type of program. Of course, you can include additional reports as it fits in your use case. Let鈥檚 take a look at campaign folders. So these are the smart campaigns that鈥檚 kind of pre-built into this example program. And as we鈥檝e reiterated so many times, we really strongly recommend to make sure first always have a program success tracking smart campaign. And if your program is doing any lead generation effort, for example, I have a form that could potentially generate leads, then I want to make sure I also have a capture acquisition program smart campaigning here. And let鈥檚 take a look at what this entails. So for the capture acquisition program that it loads, so we always want to review the smart list. So this small list here, it is saying if a lead is created from my form, and this is the content registration form that I have in the program, we also have a filter to constrain that they must fill out this form that I have. And in the case that my form is being shared by multiple different landing pages or it鈥檚 being put on multiple places, I want to restrict which web page the person must fill out the form before I assign acquisition credit to credit this program. So I say, OK, they have to fill out a form on this particular landing page, and they don鈥檛 already have the acquisition program populated, then I鈥檓 going to tell Mark, hey, make sure you pop the acquisition program to credit back to this program that I have. In the schedule, again, we want to review the schedule always of every smart campaign before you activate. This is the smart campaign settings. We want to make sure that, hey, because acquisition can only happen once, so it鈥檚 fine that we leave it, each lead can run through the flow once. Let鈥檚 look at a second smart campaign fill out form. So this is the automation workflow, the smart campaign, what we鈥檙e going to do when someone fills out the form. So let鈥檚 take a look at a smart list. So again, the criteria is if someone fills out a form, which form, my market or content registration form. And again, I want to specify which landing page they fill out a form on, just in case I could have the same form sitting on multiple landing pages, I want to specify which landing page, which web page they should fill out a form on. And the flow step, this is pretty straightforward. We鈥檙e extending them an autoresponder. This is the thank you email that I have in my program. And then we鈥檙e also changing the status because we want to be able to understand how they are engaging, so they鈥檝e now reached the fill out form status in my program. In the schedule tab, we want to make sure this can happen every time the person fills out a form. So make sure if it doesn鈥檛 say every time, then you want to make sure you edit the qualification rule. You could change it to only once or once every day or hour, or you could make sure in this case we want the autoresponder to be sent every time someone fills out a form. Lastly but not least, pro-wiz success. Also important, again, we want to always revisit the smart list because this is where we define the success criteria of our program. So for the success criteria, we want to make sure if once we send them an autoresponder, how do we know if they consume the content? Want to say, hey, if they click links in my email, in the thank you email that I send them, there鈥檚 a link to the content. And then I want to populate the links, whatever the content link that we provide in the email. So I want to be able to specify that links in here, or maybe that link goes to a page where the content is published, then I want to make sure I include the same content link and all the specific web pages that indicates they鈥檝e consumed the content. And the flow, very important, we will change their status in the program to being influenced by my program. So this indicates the success criteria or success status in my program. And again, schedule, sometimes, usually the success will just happen once, so it鈥檚 fine that we leave it to run through the flow only once. All right, so I think this is really what we want to show you, how to import a program and how to review the assets contained in the program. And again, one thing I also want to highlight is the naming convention, right? As Kate mentioned, it鈥檚 part of a program organization and best practice. Make sure you have a program naming convention. And here we just use a pretty simple example. CT just stands for content. And then we have year, year, month, month, kind of stands for a specific timeframe, indicate the timeframe of the program and the name of the program. You want to make sure you replace this with your own naming convention or whatever naming convention that makes sense to your user and to your organization to help you organize your instance and program management. All right, now I鈥檓 going to toggle back to our presentation. We鈥檙e actually going to, I think before we get into the Q&A, Elena has some announcements. Thank you, Cynthia and Kate for that really informative presentation and demo. And as a reminder for those asking, this is being recorded and you will get a copy of it tomorrow afternoon in an email from GoToWebinar so you can watch that back at your own pace at a later time. So I wanted to share one update that as an attendee of today鈥檚 session, we wanted to thank you for your support. So please keep an eye out in your inbox for an email from us in the next couple of days, which will include a link to treat yourself to a mocha or a coffee or your caffeine of choice on us. We support, we appreciate the support at our events. So that is a thank you from us. And with that, I want to quickly cover a couple, actually not even a couple, we鈥檝e got one more event this year before we wrap up. So as 51黑料不打烊 customers, you get access to all of our customer exclusive events. So we鈥檙e excited to invite you to our last session of Commerce and Coffee on November, our last session of the year of Commerce and Coffee on November 9th, where Cori Gelato, business advisor will host an Ask Me Anything session. So if you鈥檙e an 51黑料不打烊 Commerce user or you鈥檙e curious about Commerce features and functions, definitely don鈥檛 want to miss that. Check it out on November 9th. And as a reminder, you can find our past at past recordings and upcoming events on Experience League at the link at the bottom of this slide. So with that, let鈥檚 let鈥檚 jump into some Q&A. Wow, we are good with time here, just about 10 minutes. So excuse me. All right, let鈥檚 I鈥檓 just going to dive right in. And Cynthia and Kate, feel free to tag team answers here. So first question, how to create a procedure for a program? And just make sure you all come off mute. I think Kate, you鈥檙e still on mute in case you鈥檙e answering. Okay, I want to take this one. Yes, sorry, I was on mute. Yeah, so if by procedure you mean, you know, kind of a standard way of handling programs within your Marketo instance, that would be, you know, a program template like we were talking about today. So we would definitely recommend kind of like sitting down and figuring out what are the common activities that you do, maybe it鈥檚, you know, newsletters, nurtures, webinars, right? And then you would want to make sure that you have a program template for each of those that has everything that could be, you know, needed so that people can just update from there. And so, for me, I would definitely use the program library, I would start there, you know, use it for inspiration, use it as my starting place to get those built out kind of save you some of the work. Awesome. Thank you. Let鈥檚 move right along. This one came in on the chat from John. What鈥檚 the benefit of these new 51黑料不打烊 templates versus our own program templates that are cloned within our Marketo instance? All right, so I can take this one. I mean, they really like this are meant to serve as a starting point. So if you guys don鈥檛 already have, I mean, if you guys already have your own program template, great. You want to make sure again, all the best practices that we discussed today are following your own program templates. And if you don鈥檛 have maybe certain program templates you don鈥檛 already have, you could opt to download, import the example that we provided here and customize it to make it your own. So again, if you already have one, that鈥檚 great. You should definitely make sure you use something that鈥檚 customized to your case. But the program template that we offer in the library just give you a perspective of what best practices could look like, what, you know, what program template could look like and you could evaluate and say, hey, maybe our own program template is missing certain things that we, that鈥檚 in the library. Maybe I could take what鈥檚 in library and add it to my own program template in our instance. Awesome. Thanks, Cynthia. Okay, next question. What is the most efficient way to organize Evergreen programs in Marketo? I think the biggest thing here is just making sure whatever you decide on, you stick with it and you鈥檙e consistent. What I鈥檝e seen work the best for most customers is, you know, if it鈥檚 Evergreen, you don鈥檛 want to say, you don鈥檛 necessarily want to put the year or the date in there, especially if it鈥檚 going to be used for a while. And so removing the date from the naming convention to prevent confusion for anyone is good. And maybe just having a folder for the Evergreen efforts and or building that into your naming convention. And I鈥檝e actually seen customers, they actually have a folder that says Evergreen and their program is actually has the Evergreen naming convention in it. Yeah, yeah. Thank you for clarifying that in case it wasn鈥檛 clear. Awesome. Thanks, ladies. All right, the next one comes from Cheryl from the chat. Can you elaborate on the import program? Import from where? Is this the experience league knowledge base that we were just talking about? Yeah, this is a good one to be clear on. So your, everybody鈥檚 Marketo instance is already connected in the back end to the best practice library instance. So when you go to create a program, there is an option to import and that is what Cynthia covered in her first part of the demo. So you can kind of go back and watch that recording. But it鈥檚 also going to be in the documentation that we send out. They do a good job of lining it out step by step. Thanks. Um, okay, next question. Can I visit program library and see what the actual smart list and flows are for the campaign? Okay, so we do have the detailed documentation on experience league and it does show you a screenshot of what鈥檚 included and what it entails. You cannot really visit the program library, but what you could do and a lot of a lot of customer and user have found in the past is they would just import all the programs that they deem relevant to their organization that they may want to use. So you can import them into your instance and you could review them and customize it to work for your instance for your own organization or use cases. Or maybe, I mean, if you download, if you import them and decide, oh, this is not, this is not what we need, you could delete them. It鈥檚 fine. Great. Thank you. Okay, next question. How do these new templates differ from the programs that were previously available? I can answer that as well. So the previous program is kind of over the years and there were a lot of duplicate programs in there with inconsistent workflow and practices. So this, this refresh effort is really to just standardize everything and making sure all the program has, you know, track success campaigns. Or the program that is supposed to be doing a legit effort with make sure that the acquisition tracking smart campaign is in there. And also we鈥檝e replaced all the assets with the responsive created template that actually renders because previously there were a lot of outdated, there are a lot of programs that came with outdated created template that no longer renders in the new email clients. Great. Thank you. All right. I think we have time for maybe one or two more. I have a lot of previously used programs accumulating in Marketa. What is the best way to get rid of them? Oops, can鈥檛 come off mute quick enough. Yes. So I鈥檓 glad that you鈥檙e thinking about this. We definitely want to clean up things that are older and no longer needed. And so archiving would be your best friend there. It鈥檚, you know, usually works best if you kind of have like a calendar block, maybe every quarter, every, towards a year, something like that, go in and just archive things that are no longer needed. Awesome. Thanks. Great. I think we got time for one more here. Is there detailed documentation available for import programs? Yes. Yes. And it is actually in the handout that鈥檚 on the webinar there. You could also just go directly to experienceleak.adobe.com and you could search for program library import or market or program library, and you will be able to see a list of the full list of documentation for that comes with every single point. So again, the difference this time is that the program library, this time, each program in the library comes with its own documentation and guide that tells that kind of have the best practice that has the step by step. And that indicates the use case of how to use this program. So that鈥檚 also different from the previous program library, which there were a lot of things in there, but there was no explanation. So I think that鈥檚 really the major improvements that鈥檚 been, that鈥檚 released as part of the program library refresh. Great. That is good to know. Thank you guys. All right. We are running up on time here. So I鈥檓 going to wrap us up. Thank you everyone for the great questions. And thank you again to Cynthia and Kate for answering all of those questions. If you do have a question specific to your account or one that we weren鈥檛 able to get to today, please reach out to your success account manager for more information. And as a reminder, you will receive a recording of today鈥檚 event in an email from us in 24 hours. So please remember that as you鈥檙e leaving the session today, a quick survey is going to pop up on your screen. It should take you less than two minutes to complete, and we would really appreciate you taking a moment to fill that one out. So thanks everyone again for attending today. We hope everyone has a great day and we look forward to seeing you again soon. So thanks everyone. Have a good one. Thank you so much. Have a great rest of your day. Thanks everyone.