Melbourne MUG - September 2023

Melbourne Marketo User
Group – September 2023

Agenda
 4:25 PM – Intro and messages from your MUG leaders –
Helen & Jay
 Housekeeping
 Upcoming opportunities for MUG Members
 Call for presenters and new MUG leaders!
 4:30 PM – Our thoughts on Engagement Map – Helen & Jay
 4:40 PM – Adobe Sensei Generative AI Chat – Nicholas
Manojlovic
 4:50 PM – Marketo at Vision Super – Katie Pham
 5:10 PM – Marketo at ESSSuper – Kate Badgery-Parker
 5:30 PM – Closing & MUG Survey

Firstly, thank you to our sponsor,
Adobe!

© 2023 Adobe. All Rights Reserved. Adobe
Confidential.
Adobe Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a
safe space for members of the Marketing Nation to learn,
network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted
at MUG events
• Don’t contact people outside of the User Group
without their consent
• If MUG members share their use case at the User
Group, please don’t share that information without
their consent

Confidential.
This MUG Meeting is not being Recorded.
 To ensure that we are abiding by the MUG
Program Code of Conduct and to respect the
privacy of the content shared during today’s
session, we would like to inform all attendees that
this session will not be recorded.
 After the meeting concludes, if you have any
outstanding questions or missed a portion of the
content, please feel free to email
Advocacy@adobe.com and we will do our best to
answer your questions.

Confidential.
Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo
Engage User Groups!
 Step 1: Navigate to https://mugs.marketo.com/melbourne-
marketo-user-group/
 Step 2: Create an account using the email associated with
your Adobe Marketo Engage Account
Once you’ve joined the chapter you’ll receive notifications and
reminders about new events that the chapter has posted!

Upcoming Opportunities for
Chapter Members

Confidential.
MUG Member Feedback Wanted!
The Adobe Advocacy team is collecting feedback from MUG members
on the benefits they have experienced because of attending and
participating in User Groups.
To contribute your experience, please fill out this form.
These testimonials will be used to encourage new members to join our
User Group community, so we thank you for your participation and
helping us grow this amazing program!

Confidential.
New to Marketo? Check out our NEW free course!
 This course is designed to provide a
foundational understanding of Marketo
Engage. By the end of the course,
you’ll learn how to create, manage,
and measure the success of your first
marketing program.
 Lessons in this course includes
educational content from best
practices, how-to tutorial videos, and
expert tips and tricks.
 Start the course here!

Confidential.
Share your Marketo Engage Feedback on G2!
11
What: G2, an online software reviews platform.
Why:
 Help your peers to make informed buying
decisions.
 Receive a $25 gift card as a thank you for your
time.
When:
 Deadline: September 30, 2023
How:
 Start your review HERE
• Survey Time: ~10 minutes
• Login using your business email or LinkedIn for G2
to validate your review.

Call for new MUG
leaders, presenters,
sponsors and hosts!

Confidential.
What we’re looking for What’s involved? What’s in it for you?
A new MUG leader (or two) Organising and hosting 4 x MUG
meetings per year with some awesome
people
(doesn’t matter your experience with
marketo, you just have to be a
customer/Partner)
Access to Marketo User slack channels
Networking with the best of the best
Marketo Users across the globe
Be the first to experience and hear about
new product releases
Networking with like-minded Marketo users
Volunteers to present or host
topic discussions at future
MUGs
It’s up to you…present a case study,
host a “breakout” discussion, be a
panelist…just let us know if you’d be
interested (doesn’t matter what your role
is or how experienced you are on
Marketo)
Brand awareness, making new Marketo
friends, great public speaking experience in
front of smaller audience sizes,
demonstrating your knowledge and
experience with Marketo, exclusive Adobe
swag
Office spaces/meeting rooms to
host future MUGs
Host us at your office in a meeting
room/kitchen space that can fit approx.
30-40 people, that’s it!
A chance let the Marketo community know
more about you and your organisation
MUG sponsorship Sponsor an in-person MUG meeting
(talk to Helen & Jay for more detail)
Your branding on our event page and all
event communications
A 10-15 minute speaking spot at the User
Group
Networking with other User Group members

Our thoughts on
Engagement Map

Confidential.
• Easily manage and validate
interconnected campaigns with
visualization
• Increase operational efficiency with
enhanced error handling and
troubleshooting
• Accelerate time to value by quickly
onboarding new users
• Improve alignment across key
stakeholders with intuitive visuals
that provide insight into complex
campaigns
Build reusable campaigns and increase velocity with
the new Engagement Map in Marketo Engage
New Users
Power Users
Decision
Makers
Engagement Map is now live!

Confidential.
Our verdict
• Pros
• Visualisation of individual campaigns (great for non-Marketo users)
• Can see the flow steps from your request or execute campaign step in the Map
• Cons
• Can’t edit or create from within the Map (yet)
• Can’t see campaigns at a program level, or see the links between smart campaigns (unless
they are request or execute)

Dynamic Chat Select
Dynamic Chat Prime
Nicholas Manojlovic
Senior Solutions Consultant

Confidential.
Scaling Marketing Teams
Reimagining Marketing & Sales Coordination
Maximizing Revenue Impact
Content and campaigns are the face of great customer
experiences, but personalization requires teams to ramp up
speed and scale
Marketing and Sales teams need to move and act as one to provide
seamless, responsive experiences and scale 1:1 interactions
Complete and precise data, analytics and insights are the
foundation of optimizing customer experiences and marketing
revenue impact
2023 Product Innovation Themes

Proprietary and Confidential | © Marketo, Inc.
Adobe Dynamic Chat
Updated included version and all-new Dynamic Chat Prime version providing a complete
conversational marketing solution including automated chat, live chat and generative AI chat, all
purpose-built for automation
Allow sales agents to have
live conversations with site
visitors
Let gen AI answer virtually
any customer question and
help live sale agents respond
faster
Dynamic Chat – Live Chat – Agent Inbox w/ Generative AI
Use
Cases
• Live Chat & Sales Agent Workbench – Allow sales agents to chat
directly with website visitors and manage all their real-time
conversations
• Conversational Forms and Flows SDK– Turn any form, landing
page or virtually any web page into engaging meeting booking
experiences
• Advanced Targeting & Meeting Bookings - Configure custom
routing rules for agents, teams and groups of teams based on
multiple criteria, and allow meetings to be booked with specific agents
• ABM Routing – Route conversations to the right account owner
based on their ABM labels and status from Marketo’s Engage’s Target
Account MGMT Add-on
• Generative AI Chat, Summary & Assist – Train your chat bot into
the most effective and highly skilled sales, marketing and product
expert using generative AI to streamline meeting bookings and
opportunity qualification Turn static forms into dynamic
qualification and meeting booking
experiences
Adobe Marketo Engage
Availability: Sept 2023
Dynamic Chat Select  Updated the current included
version to have more capabilities at no additional cost
Dynamic Chat Prime  All-new version that customers
can upgrade to get more advanced features like
generative AI!

Confidential.
Adobe Dynamic
Chat
Summarize conversations inside the sales agent
workbench and Marketo Engage Sales insights to arm
agents with contextual information before booked
meetings and future conversations including the
customers intent, discussed topics, lead record info and
any campaign goals achieved
Great for:
• Saving your sales reps a lot of time before,
during and after a live conversation!
• Quickly arming sales with detailed
information before they have another
conversation or before a meeting
• Helping sales draft a follow-up email after
a convo
Conversation
Summary
Marketo Sales Insight (SFDC)
Sales Agent Workbench (Live Chat)
Adobe Sensei GenAI for B2B | Adobe Marketo
Engage
Availability: August (Beta)

Confidential.
Adobe Dynamic
Chat
Help sales agents respond during live conversations
with site visitors using responses generated by
GenAI and approved by marketing
Great for:
• Assisting sales with fast and fulfilling
responses during live convos
• Ensuring responses are complete and
align with brand personality…and
marketing approved!!!
• Indirectly training and enabling sales reps
on product information and selling skills
Conversation Assist
(For Sales)
Sales Agent Workbench (Live Chat)
Engage

Confidential.
Adobe Dynamic
Chat
Turn your chatbot into the ultimate brand
ambassador in a matter of minutes to answer
questions in a natural, contextual way that’s infused
with your brand’s product knowledge, personality
and tone
Great for:
• Maximizing self-serve experience for customers
(ex: conversational search engine for your
website)
• Building immediate trust with customers
through a natural, organic, fun andVERY
intelligent experience
Generative AI Chat
GenAI chat bot web experience
Engage

Confidential.
Adobe Dynamic
Chat
Automatically create an approved library of
generated, marketing-controlled questions and
answers to help marketing setup generative chat
campaigns
Great for:
• Saving marketing teams a lot of time
setting up campaigns
• Assisting marketing in generating an
approved library of generated questions
and answers for generative chat
• Keeping responses ”on brand” and helping
maintain control of the GenAI model
including tone, expertise and information
accuracy
Assisted Responses
(For Marketing)
Content assist
Response Library Wizard
Response
Library
Engage

Melbourne MUG - September 2023

Confidential.
Packaging

Confidential.

Marketo at Vision Super –
Katie Pham

Building our first nurture
campaign

About Vision Super
● Established in 1947, originally as a public sector fund
● Now open to anyone, at any time in their working life
*As at 30 June 2023
Total Membership Funds Under Management Member Satisfaction
84,414* $12.81B* 9.08/10*

Background - Business challenge
- Marketo hasn’t been utilised, mainly used for standalone campaigns &
events, no nurture.
- Welcome comms for new members sent out from another communication
platform - managed by the IT team.
- Basic emails, little personalisation, no CTA, unable to track & report on email
performance.
=> New members are not effectively nurtured. The business is not able to
measure member engagement and growth.

Legacy systems
Background - Technical challenges
Resources
Data
- No real-time data in Marketo
- Data structure
- Not set up to handle one-to-many
relationships
Challenging to develop nurture
campaigns

The process - Foundational work
- Instance audit (field mapping, remove redundant fields, rebuilding CoE, custom dedupe rules,
segmentation, tokens, etc.).
- Understand data structure in different systems.
- Defining the journey - think outside of Marketo!
- Identify data points required for the campaign. How to bring data from the Member Account
level to the Member level.
- Design data structure in Dynamics and Marketo, mapping, testing.

Nurture set up
Program structure
● Use smart campaign for campaign entry/exit &
transition between streams
● Entry smart campaign lives within the nurture
● Trigger vs. batch campaigns

What I’ve learned
● Test your trigger - ‘Data value changes’ may not work as expected.
● Turn your engagement program ON!
● No ‘one size fits all’ when it comes to structuring your nurture programs.

Last but not least
- Document the whole process and share with your team.
- Build a customisable/scalable engagement program template with detailed instructions.
- Start developing a nurture roadmap/strategy and map it to the nurture programs you are building in
Marketo.

Marketo at ESSSuper – Kate
Badgery-Parker

Classification: PROTECTED
September 2023
Kate Badgery-Parker, Marketing Manager
Marketo at ESSSuper
40

Who is ESSSuper
• We are a statutory fund, ie. created by an Act of the Victorian
Parliament, to provide superannuation for specific groups of state government
employees.
• We have 128k members who are:
• Active and retired emergency services workers (eg. police, ambulance);
• Other state government employees, who are either retired or have been in State Super for over
25+ years (including teachers)
• Over time, the government has merged together various funds under ESSSuper/ State
Super and changed the rules for different funds as a condition of the mergers and / or
legislative changes.
• No one outside the emergency services in Victoria (and their spouses) can join the fund
today although people who retire or resign from one of the ‘closed’ funds can stay with
us. For example, a new teacher today wouldn’t join ESSSuper but a teacher who is
already with us, could stay and have their retirement funds with us.
Our Members are in a wide range of products and financial situations
• We have a very complex member base in 11+ different accounts including fixed ‘state
government pensions’, disability pensions, defined benefit accounts (5+ types),
accumulation plans and retirement accounts.
• Members may have more than one super account with us.
• Some of these members are working whereas others are retired. But their account type
may not tell you this.
• There may also be different rules even within a product due to the historical fund mergers
and/or a change in Federal legislation.

Our Business and Marketing Priorities
Supporting our Members into Retirement and Beyond
- Unlike other funds, acquisition is not our business or marketing focus.
- Instead we are focussed on helping our members to maximise their retirement outcomes while they are working and when they are
retired. We are very clear that this is core purpose and priority.
- This means the task is:
- For members in a Defined Benefit Fund: Understand their unique fund and make the most of the opportunity to have a very comfortable retirement
and deal with any issues along the way – including death/disability.
- For members who are still working but not in a DB Fund: Much like other people in an Accumulation Plans (most working Australians) help them to a
comfortable retirement and beyond.
- For members who are retired/disabled in lifetime pensions: To make it easy for them and make sure they get what they need
- For members who are retired and in other accounts: To stay on track and understand their options, including any changes in legislation.
- Our secondary priority is to ensure we remain sustainable by activity which helps us to retain members at the points that they can choose
to leave the fund. Fortunately, the two objectives overlap from a member engagement perspective.

Our Campaign Focus and where Marketo fits
Our Approach
- To engage with our member base over time in relevant and targeted ways to help them:
- Understand whether they are on track for a comfortable retirement and what they can do about it
- How we can help them both now and in the future eg. seminars, financial advice
- Options that they could consider eg. a different product if they are retired to pay less tax
- Manage a specific transition eg. approaching retirement or new to a specific account.
- Cut a path through complexity / jargon and work out what their options are.
- To do this, we are building a large number of automated campaigns to specific groups (and subgroups) of members which run over time
(typically 2 to 3 years) to both engage, reassure and nudge the member to act.
- The messaging assumes the member hasn’t necessarily read the last communication, but aims to present the content in a different way
in case they have read it and to reinforce the message
NB: These are operating at the same time as member-wide or mass service communications and a six monthly e-newsletter, which also
uses dynamic content.

Our Instance of Marketo
Where Marketo fits in our ‘eco-system’
- Our member, account and transactional data is stored in a superannuation specific system and accessed by frontline staff through a case
management system and by our members via a secure member portal or an app. Most transitional comms are from these systems,
including a Letter Management System
- This information updates daily to a data warehouse, which then updates automatically to Marketo via a custom API.
The Health of Our Instance
- We had begun in late 2021 to review our instance which was installed in 2017 and had been neglected since 2019. It had many issues
with inconsistency and incorrect data, a result of imports into Marketo and issues with data in the legacy systems.
- We rebuilt our Account table and Beneficiary Tables in 2022 to align with the transition of our core systems and the subsequent change
of the Account Number and data warehouse re-mapping.
- We now have robust fairly clean data with an exact matches to the DW and a range of available fields.
- However, like all super companies have an incomplete picture of our members.
Client / Lead
Account 2.0
One to Many
Beneficiary 2.0*
Seminar
Attendance
One to Many
One to Many
* In the DW, Beneficiary is actually a child of Account 2.0

How we are using Marketo to deliver this.
- We are building out a set of nested nurture programs targeting specific groups and subgroups of members over time. This allows us to
be specific in terms of member needs/opportunities and develop targeted and relevant messages without making them too hard to
understand and build or manage
- It is also scaleable as we’re beginning with the most ‘important’ groups and then adding new series or splitting one into a subset, while
continuing to run the other campaigns.
Automated • Marketo manages the overlaps and transitions so a member can move between nurtures and doesn’t get over-
communicated with or receive duplicates
• It also allows us to plan for a specific member action eg. reopens the same account for a ‘welcome series’
Timely • Where we can, we’re using data points to predict and trigger campaigns.
• If not, we’re ‘staying in touch’ via email and presenting similar messaging over time but in different ways eg. different
CTAs
Relevant /
Personalised
• We use versions of emails and tokens / dynamic content so that we ‘cut through’ the complexity for our members. This
balances messaging that is too broad to be useful and too specific to not be factual information
• We aim to exclude content that is irrelevant based on a member’s account(s), balance and other individual characteristics
etc. and also reflect rules or exclusions for a group of members.
• We’re using Marketo segments instead of Velocity Scripting to make it more visible to team and easier to manage without
coding
Adaptable • We can easily change and update when we add a new data point or new content (eg. video or factsheet) is added
• It allows us to add specific groups and add content for specific issues eg. new legislation
Secure • All data is in Marketo and we’re not using any third-party products.
• We’re also masking sensitive data eg. colour codes not account balances.

Example: Approaching Retirement Campaign
The campaign structure – based on Indicative Retirement Date and Product
Setup in Marketo
• This is a nested nurture program and includes:
1. Entry and exit smart campaigns for the overall program – exiting includes exiting the fund or opening a retirement account. eg. It
moves them to an income stream onboarding program.
2. Entry to each email – each of which are set up a campaign
3. Transition criteria to manage when the member changes their Indicative Retirement Date
4. Rules to manage when a member is at the edge of a date criteria (eg. 18 months and 1 day))
• Measurement is based on both usual email metrics and actions taken in response to the email.
• We are also building measurement based on longer term ‘outcomes’ outside of Marketo.
How we handled the personalisation
• For email 2 and 4, we have four different emails being sent to four identified product/member groups and within these four emails there is
dynamic content to further personalize.
• Email 5 is optional if they haven’t had a recent appointment or a future one.
• Email 1 and 3 also has simple dynamic content
Email 1
2 years prior
to retirement
Link to Guide
Email 2
18 months
Custom
Checklist
Email 3
12 months
Link to Guide
Email 4
6 months
Custom
Checklist
Email 5
3 months
Invite to appt

Example: Approaching Retirement (cont)
Managing transition of dates
• Idea Science built a new field in Marketo “Indicative
Retirement Date Value” which works as follows:
1. A weekly campaign updates this field for
program members based on their IRD
2. A trigger campaign then moves the member
into a different stream of the program when
the data value for the field changes.

Example: Approaching Retirement (cont)
Managing transition of dates
• Idea Science built a new field in Marketo “Indicative
Retirement Date Value” which works as follows:
1. A weekly campaign updates this field for
program members based on their IRD
2. A trigger campaign then moves the member
into a different stream of the program when
the data value for this field changes.

Marketo Segments and Dynamic Content
• To avoid using Velocity scripting, we also needed to create additional fields in the Client table to allow us to use the Account Object,
Seminar Object or Beneficiary Object as the basis for dynamic content or token creation. Regular operational campaigns update these
fields
• We also needed to take care when building Marketo segments that we covered multiple scenarios so we didn’t run out of segments –
very possible with our complex member base and this campaign strategy.
Example: Seminar Groups
• This field groups past seminar attendance into seven segments.
These will be used to allow us to exclude who have attended the
main “Understanding Your Fund” (working/new to fund), “Planning
your Retirement” and/or “Making the Most of Your Retirement”
(retirees) via dynamic content.
• It uses three different fields to cover changes in seminar names
and different seminars for different account types.

September 2023
Kate Badgery-Parker, Marketing Manager
Marketo at ESSSuper
50

Confidential.
Closing & Survey
• We made our own survey! Help us improve Melbourne MUGs
• Scan the QR code or go to the link below:
https://docs.google.com/forms/d/1x9cRCIJUrgS12dyZqUs5NN8LFZK9TGtS2F9xu7OJV-4

Melbourne MUG - September 2023

Melbourne MUG - September 2023

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