51ºÚÁϲ»´òìÈ

Transcript

Hello and welcome everyone. Thank you for joining today’s tech sessions. My name is Udayan, and just a couple of housekeeping notes before I let our presenter take it away. We encourage and hope you ask questions throughout the presentation and the Q&A chat available in the right corner where the presenter speaking. However, rest assured that the last five minutes or so of the presentation are dedicated to answering questions.

Additionally, a link to this recording will be emailed in 24 hours and will be available on 51ºÚÁϲ»´òìÈ’s Experience website. Should you wish to view it again or share it with your colleagues. I’ll give a second in case there are any questions.

Okay, I think we’re good. If there’s no further questions, I’m going to go ahead and pass it to our speakers. Thank you guys and enjoy.

Good morning. Good afternoon. Good evening. No matter where you are in the world. My name is Casey Reynolds, and I think many of you have had engagements with me in the past. I’ve been working on the Marketo measure product since it was visible since we were a startup in Seattle. For the better part of good Lord, 7 or 8 years now, it’s hard to keep track. In any case, definitely a senior resource here. And it’s great to have you all in the number one inaugural, Marketo measure tech session. We are really excited to get this going, and we are really excited to, kind of increase our exposure to the rest of the world and bring us up to the stage. I am going to work on getting the deck set up again and just give me one moment, and then we can dive right in and you can see a little bio about me.

Just one moment, please.

And of course, we have our dry run moments before this. And I am going to be adding in, some permissions in just a moment. Again, the camera going in. Hello. I’m assuming folks can see me now. Hi. Thanks for your patience. As we, as we kind of sort this through finding that documentation right now.

And then we will get the board started.

And finding it really quickly and always works this way. Thank you so much for your patience. I’m going to grab that for us right now.

I think it should be live. I think we should be good to go.

Give it just a second as it comes through. Again, really appreciate your patience.

Done has a great idea. I can actually just do a screen share of my deck of it, which should work just fine as well. Well, off to a great start. Thank you everyone for your patience. As I mentioned, we will get this going in just a moment.

And we can go straight into the PowerPoint. That should be great. All right. Okay, I’m assuming that folks can see this now, but let me know if you can’t. Otherwise we will dive straight in and I’ll do another quick intro again. Okay. Here’s me. I know you can see my face. This is this is me, Casey Reynolds. Technical support engineer is a fancy way of saying I’m here to help you and be a technical resource with your marketing measure journey as needed. From Washington state. State’s born and raised in Seattle. Again over seven years with 51ºÚÁϲ»´òìÈ name, Marketo and a visible, quick tangential. I’m no longer a proud father of two. I’m now proud father of three. Our baby came a little bit early, so I have three boys. Keeping me up at night for sure. Passion for volleyball, music, great food, all the good things in life. Okay, let’s dive right in. Again, thank you for your patience. Our agenda today is pretty broad strokes. I want to make sure that we have time to talk through just kind of a bunch of sophisticated settings for Marketo measure. Maybe you’re new to the program. Maybe you’re learning to pick up a couple new tips and tricks along the way. I want to make sure that we provide that opportunity with a couple of common ways that folks can get a little more out of their Marketo measure experience. As users of the platform. So the first thing we’ll talk about is channel configurations for your marketing channel. Next we’ll discuss segmentation, which is a fun little way to categorize your data further. On top of those marketing channels. Stage mapping, we’ll talk about next and how that pertains to your CRM, your custom stages, and even your custom model from there. And then touch point suppression, which is a fancy way of saying blocking touchpoints from from coming through to your CRM or to your Marketo measure instance in general. And then we’ll have a quick Q&A about those settings at the end. So let’s go ahead and jump right in.

All right. First off what are marketing channels. Marketing channels. For those that are initiated our our quick ways that we classify and categorize touchpoints with touchpoints being a kind of key engagement metric that we have with your customers as they pertain to Marketo measure. It can be classified as online and offline touchpoints. So an online touchpoint is something that happens from our JavaScript. Seeing something, you know, someone fills out a form, they visit your site, maybe something like a LinkedIn integration captures, some sort of form fill there. Any of those are online touchpoints in that our script captures them from someone’s online activity and then offline touchpoints is sort of the other side of the coin, effectively just a way for folks to be be given a touchpoint, even if they didn’t engage with your script directly. So things like, excuse me, participating in an offline webinar, something like, being added to, Salesforce campaign, for a baseball game or something like that, maybe even some tasks or events within your CRM. These are all offline touchpoints. And marketing channels are used for both of them to categorize how they look. As a marketo measure user, it’s imperative to come in with a consistent strategy to normalize your data to make it all. Apples to apples comparisons here, and we will discuss best practices there. Common example for for a use case would be maybe there’s a new Reddit initiative that your marketing team is putting together. You’re going to put put together there for a paid social or paid, channel and a Reddit subchannel from there. There’s two different paradigms that you might want to use in your marketing channel configuration to kind of categorize those. And we’ll get into those right now. One more piece that I want to discuss for sort of how I’m framing out this conversation. I want to kind of give a one on one, 1 or 2 and an extra credit, way that you can get more out of each of these pieces of functionality. So we’re going to go through kind of three in each of these things that we talk about, different ways that you can sort of level up or get an intro to how we use these pieces. One on one, the priority order we’re talking top to bottom. So the way that our functionality works with marketing channels is if something meets rule number 21 in your list, we stop there and that’s what we give the channel to. So if, for example, you have a touchpoint come through where Twitter is the source, it would technically also meet rule number 30. But we don’t care because it reaches the top rule. That’s what we give the channel to. Very common question we have is why is my touchpoint not getting the correct channel? Often it’s because they meet an online rule channel that’s higher than they expected. As opposed to one that’s lower. So for example, if you wanted other to get more play, to get more touchpoints to come through, you’d have to move it farther up your priority list, because there would be a lot of things that would get caught before then. I wouldn’t recommend that because other generally is not a very useful channel, and you want your most complicated stuff to be at the top and your most generic rules to be at the bottom. So that’s how things like other would be set up in a normal set up here. You’ll see some special characters here as kind of our 1 or 2 look through here. We have these semi-colons by email. So you can see in this rule number 28 it says email semicolon eml semicolon, e dash meal, semicolon, dash email. Those are considered an Or function. So rather than writing out a rule for number 28 and number 29 and number 30 and number 31, to capture all of these different mediums, we want to make sure that you are able to keep a concise sheet of your online channel rules here. And that way you can have email, EML, E, dash mail, etc. all categorized into your email marketing channel without needing a gigantic list to to sort through. And you can see the same thing applies here to the source as well. The way we have it set up, I also mentioned asterisks before. These asterisks count as wildcards. So what this is saying here is if there’s any kind of source, if there is any kind of medium, we want to make sure that we’re able to capture something that’s not a direct, organic search on, on your your data on your site. And so that’s what those asterisks do. That’s a special character that just means, hey, we want something to be there. There’s a couple more ways that you can kind of skew that around.

For example, these special bracketed rules here, that’s a special character as well. We don’t want you to touch those, but, we do have documentation that I’m happy to share at the end of this call. That can definitely point people in the right direction in terms of any other special characters or config that we have for your online channel rules. Extra credit. We have a test functional city that lives in here. So if I were to go through and I’m going to try and do this live, actually, just to show where it is, we will start sharing a little bit of a demo page that I have. This is a test, instance that we have for Marketo measure. So if I were to go through and I were to click on the online channels section here, you can see we have those rules that I was discussing before. There is also a test functionality. So let’s say you have an individual and you want to know based on their data that we have for them what we have as far as touchpoint channels. You can enter their email address here. I don’t have a live one to look at here since this is test data, but you’d punch it in, you know, my email and you click test. Right now it’s going to say, hey, there’s nothing there because I don’t have any data. But if you did, you’d see all the touchpoints you have for this person, all the online touchpoints, and then you’d see what we have for them. As far as landing page, referring website and how all of that comes together to see what marketing channel they hit. So great way for you to take a look at what your, setup looks like, what data, would turn into as far as a marketing channel? Interesting way to just kind of see at a glance what’s hitting what and why. For your own troubleshooting and testing as well. Okay. Let me switch back over and let’s see if our presentation is live.

Let’s go ahead and look at if it’s the sharing or I’m going to do it yet. That’s okay. Perfect. Okay, great. Right back into the PowerPoint and we are back on. We are working as intended here. Okay. Thanks again for your patience. Let’s skip ahead to the next section here. Common pitfalls. Common pitfalls is a very, you’ll see this pop up, on all the sections that we have today. These are places where people will often send in support cases or have questions about why something may or may not be working. And hopefully we can kind of nip that in the bud a little bit here and show how we can, troubleshoot that on our side a little bit, and hopefully that’ll help you and give you some sanity and help, you know that you’re not going crazy.

This example touchpoint on the right has what we would call an inferred source and medium. You can see here’s the landing page that they landed on. Marketo measure eCommerce demo. There’s no medium UTM defined there. There’s no source UTM defined there. However, we need all of these to be set within our, system on every touchpoint. So you might see a touch point where in your data it says, hey, they have a medium of web, and hey, they have a medium of web or source of web direct. However, when we are bucketing the touchpoints, we are not looking at anything that says medium or source on the touchpoint here. All we’re looking at when we’re doing channel mapping is what’s defined as a UTM on the landing page, right? So if I back up here, you can see that, this, social, medium or the social source here are not looking at these inferred mediums of web or web direct. They are just looking at what comes through as a UTM medium or UTM source on the landing page, RA itself. So, that’s a common question that we have whenever you’re kind of troubleshooting your own channel mapping. We want to make sure that you’re looking at the landing page raw, rather than the medium or source values that are stamped on those fields on the touchpoint itself. You want to see what’s on the landing page. There. Now another common pitfall we have we talked about priority discrepancy. I’m going to restate this because it’s very important. We want your rules to be as specific as possible on the top and as generic as possible, further down the priority list on your online channels. Think of it as like you’re, you know, panning for gold or sifting something out. You want to have your, finer stuff at the bottom, because that way, your bigger stuff won’t catch at the top. For example, if you have all of your web direct data or all of your organic Google data at the top, sometimes our rules are going to catch that instead of, let’s put it this way, if you have paid efforts underneath the priority, our organic rules that are more generic and designed to catch anything Google related, might describe that touchpoint or that engagement as organic instead of as paid. So general rule of thumb, top specific, bottom generic. Those rules, on all of these, I’m going to have documentation links here at the bottom as well. And we want to make sure that when we send this out to you, you’re able to follow along and see further documentation on any of these points. Okay. Again, Q&A is live throughout this entire video. And this this webinar is a great place for you to answer questions as you have them in the moment. So we have that Q&A chat. Feel free to engage there. Otherwise we will have questions for more generic or other stuff at the end. All right. Let’s move on to the second category here. Segmentation. Segmentation. And what is segmentation? Segments provide the ability to filter data in Marketo measure to further drill down on a specific data set. We do that a little bit right now with segments. Excuse me with marketing channels. That’s a way to categorize your data segments let you take it even a little bit further to slice and dice your reporting with new logic based tags. A common use case. Let’s say your C-suite has asked for visibility into a new partner or vendor program or something that you’re just starting. And they want you to easily be able to sort and view your lead data and your opt data for these vendor or partner sourced opportunities or leads, both historically and moving forward. Sometimes that can be hard using marketing channels because in theory, a partner or a vendor could have people come through from a bunch of different places. And that’s what the marketing channel is really for. Segments, though, can be used as a quick way for you to, stamp data on to the touchpoint and used in discovery reporting to help you with new logic, to use for for your categorization.

Actually, let’s look in here a little bit. You can see that on the screenshot. You may have to lean in like me. My vision is starting to go a little bit. Don’t tell my wife. That we have, business segment of here, commercial, mid enterprise, all that kind of stuff. You have customer or partner as different kinds of data types here. So you can stamp all that information on to a touchpoint and be able to report on it both in your CRM as well as in discover our data visualization tool. On ways to categorize and only look at that data from the sets that you’re talking about. We’ll talk about a couple common examples here. One on one region segment like we discussed, in the screenshot before. This is probably the most common one that I see. You want to be able to look at your touchpoints, look at your discover and say, hey, this is from America. This opportunity is from our iPAC. Amea was responsible for generating or not this this lead is from EMEA, etc… You can do that by setting a filter and or sorry, setting a segment. And we’ll go in and look at that in a little bit live. And this applies to your BTUs and your buckets. So if I were to flip back to our actually, let’s talk about the 102 as well. Account size. Another super common one that we do with segments commercial, SMB, mid, etc… Maybe you want to only see data when you’re doing your reporting on how your biggest customers were performing in this past quarter. Maybe you want to run a report in your Salesforce that looks at leads that we have touch points for that are part of your SMB segment, and you want to throw a really wide net. We can do all of that. Segments help you categorize that data and just add it as another filtration slice and dice data points onto your touchpoints.

So if I go back and let’s take a look at what this looks like live. So I will go ahead and share my screen again. And if you want to run some segmentation you just start here in your Marketo measure settings. And I want to flip up two segments here at the top.

So we’ll have a couple example ones in here. But you’re able to go in and just add in a new dimension for you to look at with your data. We have product group in here. Geo business segment, deal type.

Let’s say I wanted to go in and add in another one. And let’s say I want to know what kind of sandwich these people like. Sandwich rate. I want to create a segment called sandwich. And I want to have one called PBJ. And I want this to be when the lead, source system is equal to PB, J. This will pull in all the fields in your CRM. This will all look familiar to you. You can source anything from the campaign, from the lead, or for the touchpoint when you’re doing your lead segments here. And then maybe I want to add in one more segment called grilled cheese. Can you tell that I’m a little bit hungry? This time I want it to be when the lead source system is equal to. Let’s say it contains the word cheese. Great. So now everything else will fall to the other segment. But I can go in here and I can look at all the touchpoints. And for leads that have a source system value equal to PBJ, they will get these sandwich PBJ elements added to their touch point, or the grilled cheese sandwich grilled cheese element added in there. Same applies for opportunities.

Let’s say that for this one. Oops. We’ll call this segment. We can do the same thing. Maybe we have PBJ opportunities as well. And I want to go in here. And I want to see when the campaign or the account. Here we go. Let’s say that the account website starts with peanut butter. Now all opportunities where the associated accounts website starts with peanut butter are going to be in the PBJ segment here. This is not the most practical business example, but I’m hoping it illustrates at a broad level, what we hope to accomplish with segmentation. And then once you were to save this, I can show you what that looks like on the touchpoints themselves. So let’s flip back to.

PowerPoint. And you can see I have an example touchpoint on here. And this is a Salesforce touchpoint sorry dynamics users. This is going to apply a little bit more here. The still works in dynamics. I’m hoping this illustration is just universal enough that you’ll understand what’s going on. This right here, this touchpoint has a segment value with the region dots, a mirror segment, and the account size.com segment. So when you’re doing your CRM reporting and you can spoiler alert, that’s the extra credit here. You can report on the segment value on both your bets. And that’s in your CRM as well. By just running, you know, including this field, and you’re reporting on the touchpoint on the beat or the vat, and then you can have a contains or, you know, matches any or however you want to slice and dice your reporting. We have these data points on here. So every touchpoint will have a value from every segment that you have in play, even if it’s other or it doesn’t apply. And then you can do your reporting in discover, which is our data visualization platform with filters on things like the ROI boards to say, hey, I only want to see data from the Emir, region, or from the Com account size, or from the grilled cheese sandwich segment here. You can do all of that. Okay. Let’s move on to the next example. Again, keep the questions flowing in the Q&A. I love what we’re seeing there. We’ll try and answer as quickly as possible. Common pitfalls. Leads and contacts versus opportunities. You’re not always going to get a segment that applies equally to both of those things. For example, you might have, bunch of different people from a bunch of different geos that are contributing to, company that’s in Europe. The leads might have different, segmentation values than the opportunity does, and it just depends on what you’re looking at as far as which of those filters will apply. Both in discover as well as in your CRM. So be mindful of of what object you’re looking at. On the BT’s, it’s always going to be the lead and the contact that left side of the ledger there, whose segments you’re looking at for opportunities. It’s always going to be on the back of that right side of the ledger that we were setting up there. Whose segment values you’re pulling in. So food for thought.

Priority and proofreading this all applies the same. So if you have nine different values in one segment, we’re always going to take the first one that applies. So if you have rules that are set up specific to generic, that’s good here as well. Because in theory one lead could hit the PBJ and the grilled cheese and the, I don’t know, salami sandwich. Just based on how you have the rule set up, we’re always going to give them a segment of the first one that applies, which is good. But you just want to keep in mind that the priority and proofreading with the special characters with, you know, priority of top to bottom with generic to or specific to generic. That applies here as well. And across many, if not all of our systems.

More documentation here. You want to take a look after the presentation. Please do. Please let us know with any questions you have there. Okay. Halfway through. Next time we have here and this is a very popular one is stage mapping. Stages, can mean 100 different things depending on if you’re talking about all your different sources and systems for your marketing tech stack. For us, stage mapping is the process of illustrating and organizing the important lead, contact and opportunity stages from your CRM and configure them for Marketo measure, making sure that we understand what’s important to you. This is really important for our custom model as well, for folks that are using that, and adding special touchpoint positions to your reporting. Really common example, your marketing ops team is introducing a new, relevant milestone on the opportunity object called targeted or something like that for when an opportunity has been deemed worthy of a larger focus internally. So maybe it’s a priority for your H2 reporting or something like that. They really want to add it in, and they would love it if Marketo measure can let us know when someone is hitting that targeted milestone, and maybe even give a little bit of credit, a little bit of revenue for folks that do hit there for opportunities. Pause. Give a little bit of revenue credit for touchpoints that cause an opportunity to hit that targeted milestone. We can do all of that. And we do all of that through custom stages and stage mapping here. So as a marketo measure user, this will help you track all the important aspects of your lead and your contact and your off life cycles, and make sure they’re getting the attribution credit that they deserve on our end. And it also help us, Marketo measure optimize your reporting for other roles like, say, you have a Legion manager that wants to look at this data, you on the marketing team can help set this up for them. So it’s a great way to do so.

Functionality and usage. Let’s talk about it one on one final stages. So final stage is what we would define as what gives a touchpoint position. Very common. One is Mql. Let’s say that your team has an mql stage on your leads, and you want us to be able to give a touchpoint or give the mql touchpoint position to whatever caused a lead to move into the mql state. The last thing that we saw them do before they were moved to a marketing qualified lead, maybe that they filled out, a webinar form to join one like this. Maybe that means that they have a web visit that we didn’t previously consider important enough or weighty enough to get a touchpoint. But if that’s the thing that moved them into the mql, we say, great, let’s promote that web visit to an Mql touchpoint position there. You can see that in discover as well. We have, if you add that stage to your funnel section here, you can see in the screenshot that first checkbox here is funnel, that lets you go in and in discover report on that as well. And you can see how long leads are spending in that stage with us. You can even see how much revenue is coming just from that mql position, etc… Really good stuff. The custom model I touched on as well, that’s the right side here. This rightmost in the screenshot set of checkboxes is for the custom model. And what that means is that we not only give a touchpoint position for that engagement, we also give, custom model percentage. So if you’re looking through the lens of the custom model, maybe you want the Mql to be responsible for 10% of the revenue on that opportunity. You say, hey, you know, it’s really important to us that we not only see the mql, but we also see that someone, that opportunity is getting revenue credit from that mql as well. We want all of our opportunities to have 10% credit given to whatever caused that mql position. We found that’s really important driver for us. So to do that, you simply market as a custom model over here on the right side, and then when you save, that will allow us to go in and say, hey, great, we’re going to give credit to that. One thing that I wanted to make double clear is that you own the percentage that you want to allocate there. So, if you want to make your own custom stage and you want to give it its own value, you are totally able to do that. I’m going to go ahead and share my screen one more time.

If I go through here and hopefully you can see my screen now, and I look at the every touch attribution section. We don’t have any custom ones set up here, but this custom model is totally under your control. And if I were to go in and add Mql as a custom model stage, it would pop up here, probably between lead creation and job creation. And you could say, hey, I actually want 10% of what was going to the LC position to go to Mql instead. And then that would sum up to 100. And you can play with that as much as you want. And then if you see here I wanted to add in a custom, custom stage, that’s kind of the extra credit piece here. I could go in and and show you specifically what I think is important enough to make a stage. So I could go in here and I could say, mql, and I want the mql stage to be applied whenever a lead status is equal to, let’s say, matches any mql qualified, maybe you have some old ones in your system and you want both of them to be applicable there. I would check funnel and that would give it the special touchpoint position. And I would click custom model, and that would make sure that I’m able to give a custom model percentage to that as well. So doing so allows you to then if I were to save this, which I think won’t take because it’s just stage data, it would pop up in your every touch attribution section and you could say, great, I want that to come through. I want that to get credit. I want to be able to report on this, and I want to be able to see that 5% of all ops are getting credit for the person that first mql with them, and that led to $20,000 of revenue this quarter or something like that. Totally your prerogative. We provide you the flexibility to do that from there. All right.

Let me get back to the document here. Perfect. Common pitfalls classifying your stages one. Open and lost are all very important to us. So which which of these sections you put that stage in matters a ton. Because if, you tell us that this is an open stage, then we consider it still live and active. Whenever the lead is being worked is in your system. If it’s a lost stage and someone is in that stage, we’re going to assume that they haven’t been through anything, and we’re not going to give them any of these positions because, you know, they’re lost, they’re recycled, they’ve been closed. We’re not working them right now. Converted is also really important if you have, lead that’s in a converted stage, we assume that they’ve been through every single one before, even if they never really mql in your system, even if you have more custom stages that they never overtly or explicitly hit, if they’re in a converted stage, we will assume that they’ve been through all of the other ones. And so that’s really important to know. That’s definitely a feature. And that ensures that once they’re converted to a contact, they still have all of the, stages and potentially, revenue for that individual that would come with going through those stages. So, really make sure when you’re setting these up that you have all of your stages, not only in the correct order, because the further down the priority is, we assume they’ve been through it. So if someone is in Mql, we assume they’ve been through open, not contacted and working contacted an open lead. So as a general rule, if we see someone in a stage, we’re going to give them credit for having been in all of the ones before it, even if we never saw a definitive marker of them jump into it. And that applies double for converted because those converted ones, are underneath all the open stages. So once a lead is converted, we give them credit for everything before that very common question. And one and one to kind of stay on top of there. Yeah. We have more links here, more things to look through. And there’s more on stage mapping, for example, boomerang stages, which you might have seen here. That could be a topic for a whole nother day. But there’s there’s more to unpack here and more you can do. This is a great intro and maybe 1 or 2 level for what those custom stages and stage mapping can do for you in your business.

Okay. Last section we’re going to talk about today, before we open it up to a more general Q&A, is a big one touch point suppression, effectively a fancy way of saying, what do we want to block from coming in to our CRM or our discover? And what do we want to remove that’s already in there? Touch point suppression is the way to do that. It’s a series of logic based rules that are designed to prune unwanted touch point data from your CRM and from discover. Very common use case is you’ve been looking through your data. You know, maybe there’s an old data set from a previous division of your company. Maybe you had a merger or a split or something. That still has touch point data in your system, even though other reporting strategies on your side don’t have them anymore. Like maybe it’s not in your power BI, maybe it’s not in any of your other stack. They’re ignoring and filtering out that data, and it’s been removed, but you’re still seeing touch points in your CRM and then your discover that don’t pertain anymore. We want to make sure that you’re able to kind of prune that out and only see the data that you want within your CRM and within discover. So this helps you cut through the noise of kind of the sheer volume of data in your CRM and in your discover reporting, and ensure that the touchpoints that remain are clear. It’s evident what they do and that they’re important and weighty, and they’re not bogged down by a bunch of other crud that you don’t want to see as a touch point in your system. This also anecdotally reduces CRM storage. Sometimes some of our objects can take up more than you want them to.

Doing this kind of thing can help kind of save that general storage in your CRM as well, and make sure you can allocate it for other things, functionality and usage. Okay. 101 super basic. We advise pretty much everyone to set up something like this internal user suppression. So if you have people that are on your team that are going in and filling out forms on your site, poking around, adding themselves to part of campaigns, you probably don’t consider that real important data for us to create touch points for. So you can go into your suppression rules and say, hey, I want to suppress everything. Or the lead email contains adobe.com or the contact email matches any of adobe.com or Volcom or anything historical like that. And we say great, sounds good. Give us 48 hours and we’ll go in and we’ll take all that out of your system and will prevent any of those from coming through in the future.

I do want to speak on removal versus suppression. Removal simply stops them from going into your CRM. You will still see those data points in discover suppression, takes them out of your CRM and discover, and you won’t see them there 98% of the time. I just have people use suppression because it’s it’s rather uncommon that you would want to see something in discover, but not in your CRM. An exception might be data storage usage. But removal and suppression, it’s not, you know, really evidently clear which of those things means what at any given time to someone that is not aware of how we do it. So we want to make sure that you’re able to do both of those things. And suppression is the one that you can use more often than not.

Here’s a fancy one time based battle suppression. Maybe you have data that you say, hey, this person from our Amazon account engaged 12 years ago with us, but they have a new app that’s coming up for renewal, tomorrow. And we don’t want that person from 12 years ago to get the first touch credit on the seventh version of that opportunity. From that account, they they didn’t really drive. They’re probably not even with the company anymore. They probably didn’t really drive that engagement on this new one. We have rules set up, very special rules that let you go in and tell us, hey, I don’t want to see attribution from these older folks that didn’t really have anything to do with this opportunity. So let’s go ahead and take a look at what that can look like in a real example.

So to set up that suppression you won’t see the words suppression or removal anywhere here in your settings. What you will see those touch point settings. If I click through here, this is what we’re talking about. These are very common ones. Let’s say that I don’t want to see any attribution for an opportunity where the app created date minus the touchpoint date is greater than 365. What does that mean? What does that nonsense mean on that front? This kind of binary value x versus value y can be a little hard to parse sometimes. Effectively, what this means is if the gap between when the app was created and when the touchpoint happened is more than a year, meaning that this from 2025 is greater than this from 2024 by 365 days, we’re going to suppress it. And that solves the issue that we were talking about earlier, where John Amazon, the I guess Jeff Bezos, the founder of Amazon, would would not have his first engagement with your company in 1999, count as the mover for your renewal opportunity or new division, opportunity from 2025. So this would ensure that only folks that had engagement within a year of the OP being created are going to get attribution for that opportunity. You can see that this is a running value. This is dynamic. This this takes every single opportunity and every single touchpoint and relates them there. So you don’t have to say, you know, is greater than one, one, 20, 23 for this particular instance, this is a relative value and it’s an evergreen rule. So it means that if you apply it here, it’s going to apply to all your opportunities and their respective dates both historically and moving forward.

To touch on that even further, you are able to. Iterate on this even more. So if we go back to PowerPoint, you’ll see that you can do size based time based suppression. Let’s say you have an SMB opportunity and you want to make sure that for them, you want to see engagement from the past year. But for your Com accounts where maybe the sales cycle is longer, you want to see the past two years of data still be valuable from there. So if you want to go in and go set that in your Marketo measure suppression, time based settings, you absolutely can’t. You totally can’t. So I’m going to go back to what I did before. I’m going to add one more clause in here. I’m going to say and account dot. And then I’m assuming you’d have some sort of size here. We’ll call it website for now.

Maybe there’s not a better way to do it as it stands right here. But you would say account dot size is equal to SMB. And so this says for your accounts that are in the SMB vertical, only the past one year of people’s engagement before the app was created is going to be eligible to be a VAT there.

I can set up the exact same thing up. Create a date minus touchpoint date is greater than. In this case. We’ll say 730. That looks about correct and account that website which we’re using as a proxy for size here is equal to com. Now what this does is it says, hey, if someone from my small market small medium business is coming through, they have effectively a look back window of one year for when their data would be relevant to this OP’s engagement. If it’s greater than that, then we suppress them and things like the first touch credit would move forward to whatever the next eligible attribution touchpoint is here for. Com though, that sale cycle is longer and we want to keep that window open to two years. You’re able to play with that as much as you want. This is a very common, kind of next level strategy that we see for folks that want to make sure they’re getting the right amount of engagement, counting towards an opportunity based on things like account size or maybe partner sourced ops or anything like that.

Okay, onward we go. We’re going to talk about the last little bit here, which is common pitfalls for your suppression. Things to be worried about are kind of the same song and dance characters and operators. The standard rules apply here. Meaning that matches any with commas is good special characters. All the same things that we have from before. All definitely apply is ways that you can set your data here. Like let’s say you have a series of different, regions that you all want to suppress, like maybe anything outside the US. You want to give them a longer timeline on their sales cycle, and so you want to give them that same 730 days as before. You can say, hey, if this matches any APK, me, and Z anything like that, you can say, hey, we want to give them a longer tail there. And you do that with their same character configuration as before. Suppression also can get you in a lot of trouble with does not equal with or. So if you have a clause in here that says hey I want to suppress anything where the OP created date minus touch when date is less than 365, or hey, I want to suppress all of my touchpoints that where does not equal Webb or it happened in the past year. Those or values or anything that logically lets you cast a wider Webb can get you in a whole bunch of trouble. We definitely want to make sure that if you’re setting up suppression rules and you have any questions, talk to us, send us a message, we’ll test it or that it for you. We want to make sure that you’re able to get everything that you need as far as the right suppression, without going through and suppressing more than you want, or suppressing the inverse of what you want, because that can be a bit of a scare sometimes. The good news is it’s nothing we can’t revert. Anything that can be done in Marketo. Measure can be undone. We would simply change the rules back and you’d see your data flow back in. No one wants to deal with that though, so definitely if you have questions about suppression, feel free to send in a support case. Myself or my team are more than happy to vet that for you as a quick process. Relative dates for time based suppression can also be a little hairy. Like I mentioned before, if you set up something that’s the inverse of what you’re expecting, you might only see data from stuff that happened more than a year before the OP was created, or weird stuff like that. Make sure again, you’re vetting anything like that by us. We have a lot of experience with suppression rules, and from helping folks that are in a frenzy because something doesn’t look the way they want it to, we can get you turned around and get that logically set for you. So, again, more documentation there down at the bottom. Suppression is a very common way to get what you need and toss away what you don’t. Which is obviously very important in any kind of reporting. Okay. In summary, a quick one liner for each of these things. Use your marketing channel best practices to simplify and normalize your channel map. We want these to be universal across your other systems, and we want to make sure that they’re concise and clear, and people don’t trip up on them to leverage segmentation for a clean and consistent way to further categorize your data. Again, that’s both in CRM and in discover lets you slice and dice and look at those data in different views and metrics and dimensions that you wouldn’t be able to otherwise. Three custom stage mapping allows you to tell us Marketo measure what special engagement matters the most. No two people’s instances are the same your CRM, your Marketo measure instance are special to you and cater to you, and we want to be able to kind of give that special SAS empowerment to you, to allow you to promote, empower your data and your positions to tell the story that you want to and be able to give that revenue credit and that allocation, the way that makes sense for your business. Lastly, you can use touch point suppression to ensure that only the most actionable data influences your reporting. Noise and bad data and things that don’t matter are the bane of every marketing ops person I’ve talked to. Because we want to make sure you’re signaling or focusing in on the signal. Cutting out all the noise suppression is the best way to do it. It can seem heavy handed. You got to prune a tree in order for it to grow. So the more that we can block out anything that doesn’t matter to you, the more you can really focus on honing in on the data. The dust. Okay, that’s my spiel. We are now open to any questions you have. We will keep answering those in the Q&A. I will hopping on those as needed as well. But we want to make sure that you’ve got an outlet and a time here to go in and speak to whatever questions you have, ideally pertaining to something that we did discuss here. We’re going to be running more of these in the future. We’ve got all lines open for, cases that you’d want to submit to us moving out from here. But if you have questions about segmentation, touch point, suppression stage mapping or marketing channels, we’re here for you. We will stay on and answer as many as we can before we’re cutting out to something else. So, appreciate you listening to me ramble on for a while. Hopefully this was super helpful. And I will keep answering your questions along with my team for for the next few minutes.

Hey, Casey. I think you can answer most of these questions out loud. Actually.

I am realizing that I can speak a lot faster than I can type. So let me try and answer a few of these questions. Off off the cuff here. Catching out, you have a great question regarding suppression in terms of folks that have declined your cookie or the cookie didn’t fire and so you didn’t capture their web form. If you have a way to distinguish that and say, hey, you’ve got folks that are able to or you have a way to say, these people did accept the cookie and these people didn’t, and you only add those folks to that campaign, then this can work for you. Otherwise, there’s there’s really not a great way. And in fact, folks that have opted out of the cookie, we would maybe argue that they don’t want to have a touchpoint in the first place. Which makes it harder for us to use our JavaScript to make that dynamic function in the way that we want them to. So there’s not a cut and dried easy way for our script to say hey, or our automation to say, hey, your cookie consent is, is, not working for these people. And they did X because they blocked us from doing X. But your question about a cookie consent tick. I’ve seen that work in the past. Definitely something that that folks more sophisticated than I, with their cookie settings, are able to set up to get that distinction going. You’re always going to have those people have an offline touchpoint that’s missing a lot of that robust data, like their real referring page or their marketing source or their medium or anything like that. But you do get some kind of touchpoint, which is often valuable, candidly speaking, for a lot of folks, the juice isn’t worth the squeeze there. Metaphorically, and we have people that just say, hey, that’s the cost of doing business. Hopefully we’ll catch their engagement somewhere else. But that that percentage of folks, whatever, 95% or whatever, often don’t have, the, the correct touch points given there. At the end of the day, and that’s just the cost of living in a consumer conscious cookie world. So that’s, that’s my $0.02 there.

Okay. Let’s keep looking through here. Caroline, you ask a great question about is Marketo Measure limited to tying Ops and Salesforce to contacts via contact roles only? You’d be surprised to find that 90% of people do not do that. They do not use contact roles to make their associations. They use account matching. So the way that our system works by default is that contact roles is is an option. You can do that. But by default we have a unifying entity of the account ID here. And if a contact is associated to that account and an opportunity is associated to that account, we use that as a bridge. And then we’re able to use that automatically to say, hey everyone, that’s associated to the same account as that opportunity is going to be eligible for attribution touch points on that opportunity. So 90 plus percent of folks do that, it’s easier, if you’re not already using contact roles, it can be a real pain to have. That is a new paradigm for your system. And just heuristically, it’s it’s way easier to use the account ID. So that’s, that’s that’s how it’s done most of the time based on ease of use and not needing to set anything new up.

Okay, Dave, your question, what is a good way to know or debug values that maybe writing back to CRM versus values that it reads from? One great, great question. Really good. The things that we write to the CRM are going to be anything that doesn’t stem from the CRM itself. So if you’re kind of talking about delineating between online and offline touchpoints, that’s sort of how I’m thinking about this in my head. Offline touchpoints are all going to be read from some sort of offline source. Usually that’s the CRM. It could be something like Marketo Engage as well. We have that integration. But all of those have very different values of the fields on the touchpoints themselves that can show you illustrative where they’re coming from. A very common one is the touch point type is going to contain something like CRM. So there’s a touch point type field on the touch point. And if it’s coming from a CRM or Marketo, you’ll be able to see that there. And the things that we are writing from our online sources and then taking it down to a touch point in your CRM, those are online touchpoints, and those are very often going to come from web, for example. So it could have a touch point type of web, or it could have form URL or a landing page or referring page or any of those fields that are always going to be there for an online touchpoint from our script, but won’t exist from something like, yeah, a task or an event in Salesforce creating the touchpoint. So I would look at the fields there and you can you can find a couple different ways to distinguish there. Okay. Excellent. Let’s keep looking through.

Rayna, I’m reading your question right here. What’s the best practice for managing touchpoint positions for customers in a multi-product org? For example, they became a customer for our base product, but are now reentering the lead lifecycle for a different project. From a touchpoint perspective, how do we account for these in a meaningful way related to the second product? Oh incredible question. I love that. It’s really hard for us to have multiple lifecycles for one customer, or barring the use of something that we call boomerang stages. Boomerang stages are a way for us to evaluate how many times a customer or a lead in this case, has been through their lead stages. If you turn on a boomerang stage and I’ll make a note to send you more documentation on this. In fact, I can even maybe send you a link right here. Let me make that happen. But boomerang stages allow you to go through and.

Effectively track when someone is reentering these stages and they could have touchpoint positions of we’ll call it Mql one Mql two Mql three. And that’s simply how often they have moved into and out of these specific stages. So it does let you track them going through multiple times, in that way. So I would definitely read up. And this might not apply perfectly to what you’re talking about there. But let me go ahead and reply to you and I’ll send the link. And I believe that should work in the chat. That’s a great way to look into boomerang stages there. That might be an answer of what you’re looking for. That that, Okay, Kimberly, I see your question down here. Does removing touch points from the CRM also completely remove them from the data warehouse? So if you adjusted your rules later on, those are gone forever. Gone forever is a very tricky thing to think about. We would effectively mark them as is deleted equals true and is deleted equals true. And your data warehouse means that they’re not present in your CRM or potentially in discover anymore. But depending on what table you’re looking at, those either will or won’t persist around there. This is a great question. And if you wanted to undo any sort of suppression or removal that you have, those touch points would come back. So, data warehouse, just depending on the view that you’re looking at, may or may not still have those different tables are for what’s in CRM versus what we’re pushing globally kind of from from our core route data. So the answer to your question is it depends on what table you’re looking at. And for some of them even you’ll have it is deleted equals true marker that you can kind of turn on or off in your reporting to let you see at a glance, what’s gone with suppression being a predominant way to make that happen? Okay. I think we’re kind of up against time right there. I know some people have a couple more questions. Feel free to submit these as cases. We’re happy to have our team look into those for you. Going through and submitting a support case is always going to be the best way to reach one of us. I’ve got my eyes on on most every case that comes through for us. And Charles and Justin, other senior members of our team are equally capable of looking at and answering those. But we want to make sure your questions are answered. I know a lot of the stuff going on here. Is higher level stuff than what we discussed today, but hopefully this was a good, 101 100 to freshman and sophomore level. Marketo measure settings. Introduction. Again, this was our first run. We’re hoping to be able to do more of these throughout the year. So look for more of them to come through, in your emails and your inboxes for tech sessions. Links on LinkedIn, anything like that. We want to get more content out to you guys, and I know you want it. And hopefully this was a great way to sort of tickle your mind as to ways that you can level up your, your settings and your setup with Marketo measure. So really appreciate it, everybody. You’re done. If you have any closing words, that would be great. Otherwise I will catch you in my inbox or on the support side in the case anything like that, it’s been a pleasure. Hopefully the rest of your Wednesday goes excellently. See you later.

Perfect. Thank you so much Casey. That was super informative and thank you all for again joining today’s tech sessions. Just a reminder, a link to this recording will be emailed to you in 24 hours, and it will also be available on 51ºÚÁϲ»´òìÈ’s Experience page. Thank you again for joining and we hope to see you guys again in our next session. Thank you all. Bye.