Audience Targeting is in closed Beta!
This feature is currently in closed Beta and ready to be enabled to your account! Please reach out to your Jeto CSM to add this functionality to your Jeto account.
Overview
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 pre-built static list.
Thanks to Audience Targeting - marketers become fully empowered 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 selected 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 supports Marketo smartlist, but it is 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 dropdown options.
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. To initiate this, simply toggle the Smartlist option nested under the Data Source section.
Configuration Tip: In your Marketo Database, clean up and structure a group of Smart Lists to represent all your major audience groups. Ensure the lists are clearly named so your Jeto users can quickly identify the audience they need.
New Configuration Menu (Administrator Role)
Once the sync completes, you are now able to create one or several Data Source configurations to share your chosen Data Source with selected groups, launchers or both.
Jeto employs state of the art logic to ensure admins have granular control over who gets access to Audience Targeting when creating campaigns.
Sharing Data Sources (Administrator Role)
Click on Add Configuration to get started. Here, you'll first be able to select a Data Source (currently, only Marketo smartlists are supported) to be added to your configuration.
Helpful Tip
Data Source configurations can support multiple smartlists per configuration! If you'd like to save time sharing your configurations, simply select however many smartlists you'd like to share (or all!) and share with your selected groups and launchers
Once selected, click on the 'Add Launchers' or 'Add Groups' button(s) to share with either Launchers, Groups or both depending on your institution's policies and structure!
Clicking on 'Add Launchers' or 'Add Groups' opens up the side panel which allows you to select one, multiple or All available (or account wide Launchers/Groups).
Helpful Tip
There are many permutations with which you can share Jeto's powerful Audience Targeting feature with your Launchers & Groups. Here's an explanation for two powerful tools that apply to both Launchers & Groups.
Share with all Launchers or Groups (Account wide) toggle: This toggle enables the selected Data Sources to be shared with ALL Launchers (or Groups) that have been created or will be created in the future. Use this toggle for a Data Source you want to be shared Account wide at all times.
Add all Launchers or Groups button: This button shares your selected Data Sources with ALL Launchers (or Groups) that exist in the present moment. If you only want to share said Data Sources with your Launchers (or Groups) today but not with the ones you will create later, use this button.
Using Audience Targeting in your Campaigns
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.
Audience Update
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.
Updated information regarding Jeto Audience submitted to Marketo (Admin role)
On submission of a campaign, Jeto now provides important information to Marketo in case your site admin wants to verify the status of the Data Source used in the campaign.
As shown in the screenshot below, every submitted campaign now has added information associated to the 'Jeto Audience' smartlist. This includes information about the type of Data Source used, the filter logic and operator, the name of the Jeto user who submitted the campaign as well as the time it was updated. It even includes a link to the Jeto campaign so that it is easy for you to directly validate the content of the campaign that was submitted!
Important
After a campaign is submitted in Jeto, there are a sequence of tasks in Marketo that take around 5 minutes to process. You may not see the description of your submitted Data Source during that time.
Audience Count (Marketer/Collaborator Role)
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.
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
All Marketo Smartlists present in lead database OR Marketing Activities that are nested under a parent object type "Folder" will be synced onto Jeto.
Best practice: There is a Marketo limitation that results in Jeto importing all smartlists even if they were previously cloned. To avoid importing smartlists that were cloned, we suggest keeping all required smartlists in the lead database and not individual programs.
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.
Future State
We're already working on additional Audience Targeting capabilities for upcoming releases including :
Adding new Data Sources (potentially: static lists and/or custom objects and/or, filtered lead records fields, etc.).
Advanced logic for supporting multiple data sources/smart-lists within Jeto Campaigns
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?