Audience Targeting is a Jeto feature that allows marketers to selectively target members for their campaigns. The members can currently be sourced from Marketo Smart Lists pre-approved by Jeto Administrators.
When creating a new campaign, the lead records corresponding to the selected Smart List are automatically exported from Marketo and imported back in the campaign (cloned Marketo Program) and stored in a prebuilt static list.
Thanks to Audience Targeting - Marketers become fully autonomous in delivering campaigns and Administrators can enjoy a 100% automated campaign build. That means even less manual work, faster campaign launches and more time saved for your team!
Understanding Key Concepts:
Campaign Audience: represents a targeted group of people that will be targeted in your Jeto Campaign.
Data Source: Identifies the source object of the data on which your audience is built. Jeto currently support Marketo Smartlist, but it planned to extend to more data sources such as Static List, Custom Object and Person Record Data.
Audience Members: These are Marketo Person Records qualified as part of the campaign audience for a specific campaign.
Members Count: Count of the number of person records that are included in the Campaign Audience
Feature activation and main navigation (Administrator Role)
When the feature is enabled for your account, a new menu will appear alongside the Launchers, Campaign and Users & Groups.
Initial Smart Lists synchronization (Administrator Role)
Jeto will initially sync any Smart Lists that exist in your Marketo Instance, that is nested under a folder "object" - i.e. it will ignore Smart Lists created under a specific program.
Approved Smartlists (Administrator Role)
Once the sync completes, select your "Jeto Approved" Smart Lists. Only these selected Smart Lists will later be available to your Marketers during the selection of their Campaign Audiences.
Activate Audience Targeting for your Launcher(s)
In Launcher Settings, you now have the ability to activate/deactivate the Audience feature. Once this is set, all campaigns created from this Launcher will have access to Audience Targeting's powerful capabilities!
Selecting a Campaign Audience (Marketer/Collaborator Role):
When creating and editing a campaign, a new Audience tab will appear beside the Form and Assets sections. From there, simply select the audience that pertains best to your campaign.
When you access an existing campaign, make edits, choose a different audience, and then re-submit the campaign, Jeto handles the updates intelligently. On any update to your campaign back-end logic, this will update the Audience members in your Marketo Program (Jeto Audience Static List) if:
A Jeto user changed the selected Audience Smartlist;
The selected Marketo Smart List has been update in Marketo since the last sync;
If 15 minutes have passed since the last sync.
This helps save processing resources and helps keep your Audience data in sync with Marketo.
Our Audience Count widget enables you to instantly identify the number of members in your Campaign Audience. From your Campaign Audience page, with a single click, you can instantly refresh the count of campaign members.
Limitations and Considerations:
Given Jeto works in sync with your Marketo instance, our Audience Targeting feature is limited by some of Marketo's restrictions. These include:
Currently, Jeto only supports the use of a single Marketo Smartlist as a Data Source for Campaign Audience.
Currently, a single set of "Approved Smart Lists" become available for use in all your Launchers where the Audience Targeting is enabled.
There is a size limit for bulk imports from Marketo ( i.e. Data Sources in Jeto). The limit is 500MB per day in file size. Going over this limit may cause some additional charges with Marketo. This limit is reset at midnight Central Time (CST). Fortunately, even large audience lists (1,000,000 leads+) tend to not exceed this limit so most of your use cases should be covered. If you have any concerns regarding your configured Data Sources, please feel free to reach out to your Jeto CSM!
Client side requirements
Using Audience Targeting requires the ability to Export and Import Lead Records to/from Marketo. Before your Audience Targeting feature is ready to go, certain API permissions will be set up.
To get started with Audience Targeting, the following items need to be set up in Marketo:
Marketo API Requirement: Your instance must support the related "Bulk Lead Extract filters for Smart List" via API. If unavailable, a call to the Create Export Lead Job endpoint will return an error “1035, Unsupported filter type for target subscription”. Customers may contact Marketo Support to have this functionality enabled in their subscription.
Marketo Roles: update the Role of the dedicated Jeto API User with the API Permission to 'Read-Write Person'.
Marketo Program Template:
A Marketo Static list named "Jeto Audience" (IMP: Exact Name Required) must be present in your Marketo Template Program
Any Marketo Smartlists that you would like to use as a Campaign Audience must be nested under a parent object type “Folder”(Smarltist created under Programs will not be sycned over to Jeto);
A Smart Campaign's Smartlist (filters) should be updated to point to the "Member of Static List" of your newly created "Jeto Audience" (you can still combine this new filter with any other custom filters of your choice if needed);
A Smart Campaign name "Delete Jeto Audience" (IMP: Exact Name Required) with smartlist = members of "Jeto Audience" static list and flow = remove from list (this will be used by Jeto when flushing and updating your audience;
Marketo Database (Recommended): In your Marketo Database, clean up and structure a group of Smart Lists to represent all you major audience groups. Ensure the lists are clearly named so your Jeto users can quickly identify the audience they need.
We're already working on additional Audience Targeting capabilities for upcoming releases including :
Adding contextual information to the "Jeto Audience" static list in Marketo (including the name of the user who last updated it, the date-time of the last update and the originating Data Source name and URL).
The ability control the permission of your Data Sources (Smartlists) per Launchers and/or Groups.
Adding new Data Sources (potentially: static lists and/or custom objects and/or, filtered lead records fields, etc.).
Interested? Join the Closed Beta!
Audience Targeting in Jeto brings the power of audience segmentation to your created marketing campaigns. It empowers you to precisely select your target audience, improve the effectiveness of your campaigns, and streamline your marketing efforts.
So, are you ready to boost your marketing campaign efforts?