Send audiences to Adobe Marketo

Adobe Marketo is marketing automation software that streamlines, automates, and measures marketing tasks and workflows.

This topic describes the steps that are required to configure campaigns to send static audience lists to Adobe Marketo.

Note

Amperity uses the Adobe Marketo API to update the membership of audience lists in Adobe Marketo to match the membership of audience lists that are sent from Amperity. The membership of the list in Adobe Marketo will be updated to match the membership of the audience list that is sent from Amperity. Amperity will add a user when they do not exist in Adobe Marketo.

Amperity does not maintain smart lists and does not remove users from the Adobe Marketo database.

Important

An email address must be sent to Adobe Marketo. You may also send first names, last names, company names, and phone numbers.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Adobe Marketo as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Which attributes should you use?

You can use any attribute that is in your customer 360 database to define your audience.

When the list of customers who belong to this audience is sent to Adobe Marketo as part of a campaign you will be required to choose specific attributes to send.

Adobe Marketo supports the following attributes: static audience lists.

Build a campaign

Use the campaign editor to build campaigns that send data to Adobe Marketo. Add a segment, define exclusions and sub-audiences, and then configure Amperity to send campaign data to Adobe Marketo.

To build a campaign

	The campaign builder is available from the Campaigns page. The Create Campaign button in the top right corner of the page opens the campaign builder. After the campaign builder opens, give your campaign a name. Tip The campaign name will always appear in the filename that is sent to any destination. Use good naming patterns for the campaigns you will send to Adobe Marketo. Good naming patterns help ensure that you can easily find your campaigns within Amperity and that the campaign is discoverable in Adobe Marketo by users who may not be the same users who built the campaign in Amperity. Avoid duplication between campaign and recipient group names. Avoid using Adobe Marketo in the name unless the campaign is sent only to Adobe Marketo. Use a naming pattern that ensures the campaign name works across every recipient group that is configured within any sub-audience. If brand names and/or region names apply to all sub-audiences in the campaign, consider using them within the campaign name.
	All campaigns start with an audience. Choose a segment from the Include drop-down list. The customers in that list will become the audience for this campaign. Tip When a campaign starts with an audience that is defined by a single segment, you can use the segment insights for that segment as a way to measure the performance of that audience over time.
	Sometimes campaigns need to exclude certain members of your audience. For example, a churn prevention campaign is often configured to exclude customers who have opted-out of SMS messaging and/or who have unsubscribed from an email list. When you need to exclude audience members, choose one (or more) segments from the Exclude drop-down list. The customers in an exclusion list will be removed from the audience for this campaign.
	Some campaigns have just one audience, while others have many and require sub-audiences. Sub-audiences can be many things. How you choose to configure them depends on your audience, marketing strategy and goals, and the type of campaign you will run in Adobe Marketo. Click Add recipient group to add another recipient group to a sub-audience. The total percentages for all recipient groups (and the control group, if present) must be 100%. Click Add Sub-audience to add more sub-audiences to this campaign, and then use the Audience Builder to define the criteria for that sub-audience.
	Assign Adobe Marketo as a destination for at least one recipient group, and then edit the attributes for the sub-audience to ensure Amperity is sending the right data to Adobe Marketo.
	Click Edit attributes to review the attributes that Amperity will send to Adobe Marketo. Adobe Marketo requires email addresses. You may also select any combination of phone number, first name, last name, and country attributes. Amperity pre-selects the list of attributes that may be sent to Adobe Marketo. The Edit attributes page for Adobe Marketo is similar to: Note The Merged_Customers table is the default table from which data is sent to Adobe Marketo, even though segments are often built against the Customer360 table. This is by design. The Merged_Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer360 table.
	A campaign can be configured to be sent once or on a recurring basis. A campaign can also be scheduled (i.e. “to be sent at the time you choose in the future”) or to be sent as soon as possible.
	Enter the date on which you plan to launch your campaign in Adobe Marketo. This date helps Amperity improve results tracking and campaign results measurement.
	When your campaign is ready, click the Schedule button in the top right corner of the Campaigns page. Note Amperity will begin processing the segments that define audiences, exclusions, and sub-audiences, and will then send the results to Adobe Marketo. Please allow for enough time for Amperity to complete this process before starting a campaign in Adobe Marketo.