Milwaukee Marketo User Group June 2025 - Optimize and Enhance Efficiency - Smarter Campaigns in Marketo

Milwaukee Marketo User Group
Virtual Meeting
June 2025
Raven McFarlane | raven.mcfarlane@gmail.com

© 2024 Adobe. All Rights Reserved. Adobe
Confidential.
Adobe User Group House Rules
To ensure our Adobe User Groups stay
user-focused and a safe space for members
to learn, network, and problem solve, we
ask that all Adobe User Group session
attendees follow these rules:
• No self-promotion or pitching of any kind
is permitted at Adobe User Group events
• Don’t contact people outside of the User
Group without their consent
• If User Group members share their use
case at the User Group, please don’t
share that information without their
consent

Confidential.
Notice: This User Group Meeting is being Recorded.
To ensure that we are abiding by the Adobe
User Group Code of Conduct, we are
informing all user group attendees at the
Milwaukee MUG meeting on June 5th
at
11am CT that this meeting will be
recorded and posted on the Adobe User
Group YouTube Channel to promote
training, education, and future learning.
If you do not wish to participate in a LIVE
recorded session, please feel free to
watch the recording at a later time, which
will be linked after the meeting
concludes. Send us any questions you
may have to raven.mcfarlane@gmail.com
or advocacy@adobe.com.

Confidential.
Sign up for Bevy – the space where User Group
leaders and members connect!
Step 1: Navigate to
https://mugs.marketo.com/milwaukee-mug/
Step 2: Create an account using the email
associated with your Adobe Experience
Manager user account.
Once you’ve joined the chapter, you’ll receive
notifications and reminders about new events that
the chapter has posted!
Join our MUG LinkedIn Group for updates on
upcoming events and for a place to connect with
your local peers in between meet ups!
Stay Connected with our Chapter

Confidential.
New Marketo User Group; Foundations
 Adobe is pleased to announce the creation
of the new Foundational Marketo User
group
 The purpose of this new MUG is to bring
together like minded individuals who are
just starting out on their Marketo journey
and want to learn the foundational aspects
of Marketo Engage.
 We will have 5 sessions between now and
the end of 2025 to get you started and set
you up to get certified as a Marketo
Professional!
Join the MUG:

Confidential.
New Email Designer
 There will be bi-weekly office hours for
those that would like to learn more
about the New Email Designer starting
on June 4th
. Register below:
 Granular permissions have been
released to allow admins more
control of what portions of email
templates can be adjusted. You can
learn more about these updates
below:

Confidential.
© 2024 Adobe. All Rights Reserved. Adobe Confidential.
2025-2026 Adobe Champion Program
 What is this?
 The Adobe Champion Program is a prestigious opportunity that
extends to top product users of Adobe Analytics, Adobe
Experience Manager & Adobe Marketo Engage, and new this year,
Adobe Workfront, Adobe Experience Platform and Adobe
Commerce.
 Adobe Champions typically have 5+years of product expertise as a
practitioner, are passionate about sharing their expertise and
knowledge with the broader customer and partner community, and
have a strong history of engagements and acts of advocacy.
 May 8: Applications open for the Class of 2025/2026
 June 10: Applications close
More info Webinar recording

Confidential.
Perspectives
Get inspired by real world
content.
• Discover peer-authored
practical use cases and best
practices.
• Find innovative solutions and
insights from Adobe product
experts.
What’s new in Experience League?
Get inspired on
Perspectives
Video playlists
Explore video learning
made easy.
• View expert selected, topic-
specific video collections.
• Watch your way with helpful
features like bookmark, speed
controls, and autoplay.
Start exploring
playlists
Personalized homepag
e
Learn faster with
recommended content
picked just for you.
• Get content recommendations
based on your role, browse
history, and Adobe products.
• Stay on track with recently
viewed content, on-demand
events, and certification
recommendations.
Discover your
personalized picks

Confidential.
Join User Group
chapters
Find your location, click on
the chapter, hit the "Join"
button, and just like that,
you’ll be part of their
regional space to connect
with their peers.
Start a new Chapter
If you are interested in
starting a group in a
different city, fill out the
interest form; a
minimum of 10
members are required to
launch a chapter in a
new location.
Launching | Adobe Experience Platform User Groups
Nominate User
group Leader
If interested in being
AEP user group leader,
send a mail to
nimashaj@adobe.com
with the subject line “AEP
UGL Nomination –
<CityName>”.
Please include the name,
company, User Group
location and why you
think you would make a
great leader.
Introducing AEP User Groups as dedicated peer-to-peer meetups for Real-Time CDP and Adobe Journey Optimizer users to connect,
share insights, and collaborate on solving real-world challenges using AEP and apps.
Key Locations - Bay area, New York, Denver, Sydney, London, Madrid, Melbourne, Singapore, Bangalore, Toronto

Confidential.
In 2025, the Skill Exchange will host a multi-day, multi-solution Digital Experience over
the course of two consecutive weeks featuring FIVE Adobe Solutions! Registration
opens in early July.
 DATES:
o Wed, August 13:
 RTCDP/AJO
o Thu, August 14: Analytics (Learn & Grow Tracks)
o Wed, August 20:
 AEM
 Marketo Engage
o Thu, August 21: Workfront
Note: This is a digital event and sessions will run from 9:00 a.m. to 12:00 p.m. Pacific Time
Skill Exchange Digital 2025 – Coming This Summer!

Confidential.
Upcoming User Group Meetings Calendar (North America)
DATE MUG CHAPTER FORMAT TOPIC
June 5th
• MS Dynamics
• Dallas
• Milwaukee
• Virtual
• In-person
• Virtual
• Marketo & Dynamics can be Most Excellent to Each Other –
The Sequel
• Summit Recap: What happened in Vegas... will be talked ab
out here!
• Optimize and Enhance Efficiency: Smarter Campaigns in M
arketo
June
10th
• Women in Tech • Virtual • ABM and Buying Group Orchestration with Adobe Journey
Optimizer at AWS
June
11th
• Portland • In-person • June Happy Hour at KEX Hotel
June
12th
• Champion Office Hours • Virtual • June Champion Office Hours – Smart Campaigns
June
26th
• Tucson
• Raleigh-Durham
• Virtual
• Virtual
• How to Get Value From AI in Marketing
• Marketo Engage Therapy Group
July 10th • St. Louis • In-person • STL MUG Meetup: Game Night & Networking @ Pieces
RSVP
HERE

Confidential.
Upcoming User Group Meetings Calendar (International)
DATE MUG CHAPTER FORMAT TOPIC
June
10th
• Japan – kinKeto • In-person
• Cybozu Kintone
SFA Reconstruction & Adobe Marketo Engage Update and
New Feature Demo
June
17th
• Japan - ITKETO • In-person • Japan Adobe Advocates - 3 Years Since - Now and Then
June
26th
• EMEA Virtual MUG • Virtual
• Build It, Buy It, or Already Got It? Make Smarter Martech
Decisions
July 11th • Singapore • In-person • Topics to be announced soon!
RSVP
HERE

Confidential.
Upcoming User Group Meetings Calendar (Milwaukee MUG)
DATE FORMAT TOPIC OVERVIEW
July 9th Virtual A Look Inside My Operational Programs: Person
Source & Offer Type Tracking
Deep dive into my operational programs which
track person source and offer type.
August 6th Virtual Creating a Marketing Campaign Center of
Excellence: Templates & Project Management
How to build scalable, reusable templates and
implement within project management tools
for more consistent and efficient execution.
September 10th Virtual Integrating Virtual Event Vendors with Marketo:
A Comparative Overview
A review of “top” virtual event platforms that
integrate with Marketo, including pros, cons,
and use cases.
October 8th Virtual Spooky Season Share: Share your MOOPsies and
win best costume!
Informal, festive session where we share and
embrace our biggest MOOpsie moments. Be
sure to dress up – winner walks away with a
gift card!
November 5th Virtual Efficiently Scoping & Designing Personalized
Nurtures in Marketo (with AI in Action)
Framework for planning and scoping nurture
programs and personalization strategies, with
examples on how AI can help.
*Meeting dates and topics subject to change. Please share your feedback. These sessions are for you!

Let us know what you think of Adobe Marketo
Review us on G2
Review us on
TrustRadius
Confidential.

Confidential.
Activity Volume Dashboards
Track lead activity trends to boost engagement and optimize system
performance
Journey Cloning
FEATURE HIGHLIGHTS
• Product Usage Dashboards
• Total Activity Count by Week
• Weekly Activities
• Activity Breakdown
• Breakdown by type
Evaluate activity and Change Data Value
(CDV) volumes to determine if you need to
reduce system strain through optimization
or scale infrastructure and upgrade to
support increased growth.
Track known lead-related activities across
campaigns to understand engagement
trends and identify which marketing efforts
are driving the most interaction.
Improve Marketing Effectiveness with Lead
Activity Insights
Optimize Performance and Scale Intelligently
[Screen Shot]
Adobe Marketo
Engage

Confidential.
Trigger Tokens for any Activity Attribute
Access any activity data as a token to power scalable personalized campaign
automation
Journey Cloning
FEATURE HIGHLIGHTS
• Trigger Tokens
• Smart Lists
• Data Value Changes
• Attribute
• New Value
Use trigger tokens to insert activity details
like event names or IDs into Smart
Campaign flow steps to personalize actions
or update lead fields dynamically.
Unlock any attribute from a trigger event to
power flexible workflows and expand
automation use cases without being limited
to pre-set token fields.
Access Any Activity Attribute in Smart
Campaigns
Print Activity Data Directly Into Campaign
Inputs
[Screen Shot]
Adobe Marketo
Engage

Confidential.
GenStudio for PeM Integration
Connect your content supply chain to your account
orchestration strategy for more streamlined campaign
activation
Facilitate content creation at scale
using GenStudio for PeM’s advanced AI
models and built-in brand controls
Unlock more advanced AI for content
generation
GenStudio Integration–Adobe Marketo Engage
FEATURE HIGHLIGHTS
• Integrated Content
Activation
Adobe Marketo
Engage
Streamline content activation within
campaigns
Improve collaboration across teams by
ensuring content creation and activation are
connected in a content supply chain workflow.
Reduce re-work and reformatting of content
Seamlessly pass email content directly into
Marketo Engage, reducing time-to-market,
and siloes between creative and operational
teams.

Optimize and Enhance Efficiency:
Smarter Campaigns in Marketo

Confidential.
Campaign queuing
Marketo assigns execution priorities to campaign queues based on how they are launched (trigger,
batch, resume from wait).
Priority Actions / Flow Steps
High
Send Email (triggered)
Send Alert
Medium
Request Campaign
Interesting Moment
Create Task
Convert/Delete Lead
Add/Remove from List
Change Sales Owner/Progression
Status
Revenue Stage/Field in Program
Change Member/Add to/Remove from
Program
Sync to SFDC
Change Status in SFDC Campaign
Low
Change Data Value
Change Score
Wait steps (>5 min)
Webhooks

Confidential.
Trigger Campaign – Assign Priority
Override the default campaign priority to help control order of operations to meet your
business goals.
Permission
s Required
It is strongly advised that you use this
feature on a limited set of business
critical campaigns (25 is the
recommended maximum).
Using the feature loosely on a large set
can adversely affect overall campaign
execution. [source]

Confidential.
Trigger Campaign – Assign Priority: Pop Quiz!

Confidential.
Trigger Campaign – Assign Priority
What priority would this smart campaign be assigned?
Set to at least one level higher than current

Confidential.
Campaign Roadblockers
Common practices that lead to longer processing times:
 Multi-level Nested Smart Lists
 Multi-usage of Inactivity Filters
 Leveraging “contains” operator with multiple values
 Long lists of values
 Overly complex logic and mixing of operators
 Campaign Flow beginning with Wait Step > 5 mins

Confidential.
Campaign Roadblockers: Flow Steps that take longer to process

Confidential.
Smart List Configuration Best Practices
• Order matters: start with the most specific
queries, followed by your broader ones.
• Stay positive: leverage “is” operators more often
than “is not” or “contains”.
• Be wise: Use Random Sample separately by
dividing the segment across pre-made static lists.
Then leverage “member of list [x]” in your
campaign. Random Sample does not work with
nested smart lists.
• Embrace inclusion: Include the @ symbol before
domain names when using the Email Address filter.
• Stay relevant: Bookmark
the Marketo Activities Data Retention Policy
• 3 components of the policy include:
• Retention of up to 14 days for one activity
• Retention of 90 days for 12 high-volume
activities
• Retention period of 25 months for other
lead activities

Confidential.
Monitoring Tools in Marketo
Campaign Queue: Monitor campaigns currently being processed by Marketo, including their priority
and workspace.
Campaign Inspector: Search campaigns by name, triggers, filters or slow steps. Enable this via the
Treasure Chest in Admin.

Confidential.
Instance Review Checklist
Daily Weekly Monthly Quarterly
Campaign Inspector:
- Are the right campaigns
active/deactivated?
- Any invalid campaign warnings?
- Any campaign failure
notifications?
Launchpoint Integrations:
- Are they valid?
- Are they active?
- Any warnings?
Marketo Governance Meeting:
- Share new developments &
documentation
- Discuss errors
- Share performance reports
- Request feedback
Template Review:
- Are the correct templates in use?
- Are retired templates in an
archived folder?
- Are there less than 500
dependencies on active email
templates
Sync Errors:
- Is there a backlog of sync errors?
- Any patterns in the sync errors
observed?
- Have you actioned all resolvable
errors?
API Calls:
- How are you pacing against
limits?
- Any peaks observed?
- Any Error Notifications?
Naming Conventions and
Organization Review:
- Are naming conventions being
followed?
- Is a folder structure defined?
- Is the folder structure being
observed?
Campaign Queue Monitoring:
- Is there a backlog?
- Has campaign type been utilized
correctly (i.e.: batch, trigger)
- Are any campaigns running, but
not returning results?
Deliverability Checks:
- Are rates >95% consistently?
- Any peaks or dips in send
volume?
Campaign Audit:
- Were any smart campaigns
deactivated due to inactivity?
- Has the campaign priority been
changed for any campaigns?
- Are trigger campaigns, no longer
needed, ready to deactivate?
- Are campaigns in archived
folders deactivated?

Milwaukee Marketo User Group June 2025 - Optimize and Enhance Efficiency - Smarter Campaigns in Marketo

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