Mike: Cat, it is wonderful to meet you today and thank you very much for jumping on with the MO Pros and doing what we fondly refer to as the No BS Demo. No Bullshit Demo. This is a strategic Initiative for us as a community really just a cut through the noise and ensure that we are bringing some value back to the community, help people better understand how these products work and really answer some core questions. I appreciate that your team took the time to actually look at those questions ahead of time to really make this inefficient, no BS demo. And so with that, I appreciate what you are about to share with us and I will hand over the reins to you.

Cat: Absolutely. Thank you so much for having me. It is such a delight to be here today and I am very excited to let you guys know about Jeto. If it is all right with you, we are just going to dive right into it. What is Jeto? Jeto simplifies and automates Marketo campaign execution. Right now, most of you are either letting untrained users into your Marketo to launch their own campaigns, which could put your instance at risk by increasing the risk of errors, user is not following compliance often by mistake because as you know, there are just so many different laws to know about or granting access to PIR data. On the other hand, it is possible that you are struggling to keep up with all the requests on your own, which of course entails a lot of back-and-forth, countless changes and frustrations for both the requester and the builder. So, there is a better way to do it and that is where Jeto comes in. Jeto is a user-friendly layer that sits on top of your Marketo instance and it allows anyone to quickly and easily create and launch campaigns. No Marketo access or expertise needed.

What does Jeto do? Essentially, Jeto is a Marketo integration that automates the creation of programs directly from intake form submissions. You can use Jeto for email programs, but also for events, webinars or even SMS programs. What does it do? Here is how Jeto works. First, you, the MOPs professional create the intake forms. These fields are designed to map to your Marketo program tokens and you can add instructions or input masks to make them really user-friendly. Now your end-users can autonomously launch Marketo campaigns by filling out your intake form in Jeto. The entire program gets automatically generated, the tokens get populated and the assets are ready to go. Plus, your end-users can visualize how the emails and landing pages will turn out before they submit them. Jeto has a visual builder that shows how the assets look when they are populated. They can even view them in different devices and send themselves samples. Lastly, you can grant permissions to turn master template modules on or off so that they can leverage the same intake form, but build different types of emails. Finally, Jeto also enables you to centralize and manage the review and approval process. You can grant teams or users permissions to create, edit or even review other people’s campaigns. They can leave comments directly on the assets and team members are automatically notified when they are called out in a comment that they need to address.

We break down the typical campaign execution process in six main steps. First, a marketer requests a campaign then assets like emails or landing pages need to be created to support that campaign. Most of the time, other people need to approve some part of the campaign. Think like your legal team, your communications or your content team, possibly even the CML. Then the program needs to be built in Marketo in order to execute that campaign. It is often time more than one email, right? For example, webinars will have a couple of emails like the invitation, the reminder, the confirmation, the follow-up emails etcetera, and they all need to be sequenced accordingly. Now, obviously, we wish that this next step did not exist. But let us be honest, pretty much every campaign needs at least some last minute updates and edits. For example, your venue has to be changed last minute. One of your speakers is ill and you need to replace them last minute. The marketer decides last minute to update the subject line. I am sure all of these resonate with you guys and you have heard these before and we have all been through it and are fully aware of the chaos that it typically brings on the MOPs team. Then of course, lastly, the MOPS team does a final QA check and schedules the campaign for launch.

With Jeto, you are optimizing the entire campaign execution process by first giving a place for marketers to initiate the campaign request, allowing the marketers to customize their emails and landing pages leveraging your native Marketo emails, enabling them to collaborate with other people to review and get the approval of the assets all in one place at the same time. You are automatically building the Marketo programs ready to go without any involvement of your MOPS team, and because Jeto is leveraging tokens, which is a Marketo best practice as you guys know, marketers can edit their content of the emails and landing pages themselves directly in Jeto without needing the support or help of the MOPS team. Of course, typically, QA and the launch will still be executed by the MOPS in Marketo but we do have a few clients who have actually chosen to automate the launch from end to finish which can be done in Jeto as well. So, with a campaign execution process, you are offloading the MOPS team of all of the burden of creating the Marketo program, the assets having the endless back and forth with the marketers, the edits, the updates, so on and so forth.

Why does Jeto exist? Jeto exists because we want marketing operation professionals to be able to focus on strategic projects, not just the grunt work and the back-and-forth. Jeto’s parent company Perkuto has been focused on helping enterprises realize the value of their Marketo instance for the past seven years. It was only natural that we created a product for where we found gaps. Trained Marketo users can bring so much more to their team by focusing on strategic projects. Over the years, while helping companies scale their operations, we found that a great balance of centralized and decentralized marketing operations helps them be more efficient, achieve more goals and grow faster. Why do MO Pros use Jeto? Well, they used Jeto to achieve three main outcomes. First, to maximize the time that they have with their team. Think automated efficiency. To have perpetual confidence in the campaign, the process and the team, think flawless effectiveness; and to have optimal volume of campaigns being deployed quickly by the team, in this case, think light speed output.

For example, you can scale your campaign operations. You can get more people launching campaigns. You can leverage your program and asset templates more and simply intake and automate execution. You can empower marketers to self-serve Marketo campaigns. As long as someone can fill out a form they will be able to start launching Marketo campaigns. Thanks to Jeto. That means all marketers can put together cohesive campaigns and messaging without needing to wait for an answer from the MOPs team. Of course, we all want to keep our instance safe. The truth is, Marketo is a beautiful, big complicated program and a lot could go wrong. I am sure all of you know that your instance is only as good as your data, right? So, with Jeto, users can launch campaigns without actually needing to log into Marketo.

Brand consistency, very important to a lot of us especially to our Enterprise clients, it is really important. Jeto helps you manage that across the multiple product lines or even your different geographical regions. Of course, more time for other marketing Ops projects, which I am sure we all wish we had. I hear from a lot of my clients that they now have time to do things like lead scoring, attribution modeling, review their life cycle, whereas before they were basically just bogged down with the back and forth and campaign creation for other people. And of course, you want to decrease the risk of errors. Some mistakes are small and slightly embarrassing like missing copy or a token that was not filled out, but some of the mistakes are a little bit bigger and could actually put someone’s job on the line. It happened to one of our clients, a big public research institution actually. Instead of sending an email to a faculty list, they accidentally sent it to the entire database of millions. So, obviously, this is not something that you ever want to have to deal with.

What integrations are most frequently used with Jeto? Well, actually, Jeto is the integration in this case. We integrate with Marketo and we are specifically designed to help you leverage Marketo email and landing pages better by simplifying the process. So, not just assets creation, but the end-to-end process too. Jeto is about a lot more than automated creation of programs and emails and landing pages. It is designed to streamline the entire campaign execution process from the request intake to review and discussions, the approval and the final launch. We have features that smooth the process at each step such as the assets layout editor, the commenting feature and the auto-activation of campaigns. But speaking of integrations, I am going to give you guys a scoop. You are hearing it here first. We are planning on releasing the Jeto API Integration in 2021. We know how much of a challenge marketing work orchestration is. The reality is that pieces of data reside in different systems, different teams work in those different systems and very little is a hundred percent centralized in a single place. The necessity to have all of these systems speak to each other seamlessly and automatically is at the top of all MOPs team’s concerns.

With our API release you will be able to launch Marketo campaigns directly from your project manager system like Slack or Jira, and by the same token, you will be able to automate the creation of activities, activity logs, events and other systems like Salesforce or Asana. If you are interested to know more, we can obviously keep you posted through our Jeto LinkedIn page. What is the average size of Jeto customers? Our customer base unsurprisingly reflects Marketo client profile. Primarily, our clients are either Global Enterprises or very fast growing companies. Enterprises have large marketing teams that a lot of time have their own unique marketing initiatives from different locations or multiple brands. So centralized MOPs Enterprise teams find it valuable to be able to enable all of those distributed teams to be able to self-serve on brand and their own campaigns with Jeto. They can also create launchers in the local team’s language, making it easier for non English-speaking users to create Marketo campaigns in their native tongue. On the other hand, companies that are growing aggressively have a lot of campaigns to launch both for demand gen and for branding and teams are also growing fast and infrastructure needs to keep up. We found that they really liked how quickly they can get new marketing team members launching campaigns, thanks to how user-friendly Jeto is.

I want to note that we also do serve SMB and mid-market. There is a use case for all types of companies to be honest. The verticals that we serve most, I would say, are software and technology because these are teams that are keen to adopt more efficient new ways of doing things. Higher education, faculties often handle their own marketing and large higher Educations have many faculties. So of course, Jeto can help put some guardrails in place but enable each faculty to run their own marketing. Direct selling. So, independent consultants are another great use case for Jeto. If you want them to have the autonomy to build their own campaigns, but you do not necessarily want them to have access to competitor’s data. And of course, dealerships and franchisees. Similar to direct selling, both dealerships and franchisees, there is a head office that establishes the branding and the promotions for them and then Jeto comes in handy for them to put in their own customized copy.

What is the average time to complete a Jeto implementation? The average is about one to two months. It all depends on what you consider a complete implementation. If we are talking about bringing all of your Marketo programs in Jeto, it will obviously take a little bit longer. But if you define implementation as having at least one user in Jeto launching Marketo campaigns, then honestly, it can take less than a week. Our onboarding process is pretty robust, if I may say so, and very white glove. We start out by meeting our clients and understanding how their day-to-day operations work, what their pain points are and then from there, we establish a path forward for them and their end-users. Then we build the intake forms of Jeto, run a series of tests and document the new process. When the project owner is satisfied with the results, then we train their end-users and gather feedback. Factors that would have an impact on whether your onboarding takes more or less than six weeks would be obviously how many programs you want to bring in and if they already exist in your Marketo instance.

Ownership of the tasks. That is a big one for me. Keep in mind customers come to us because they are overwhelmed with work and of course, we understand that adding another project is not ideal. So, if permissible, we do provide a turnkey service. Of course, if for security reasons, ownership of the task need to stay with the customer. That it is just a question of making sure that we can fit this in their schedule. And then lastly, availability for training. Sometimes we can be set up and ready to go in a week, but if the team that is going to use Jeto is on an important project and they are wrapping it up, then we will opt not to disrupt their operations and will train them once they are done and they have a little bit more time. What is the pricing model and are there setup costs? Jeto’s pricing model consists of an annual license fee and per seat pricing. There are three plans available. Email Only, which is ideal for organizations that genuinely only send email campaigns. There are no limited seats with this one so perhaps it is not the best fit for larger companies who have a wide variety of different initiatives, but could be really great for a smaller business. Then we have the All Campaign Yypes, which includes emails, SMS, events, webinars and you can launch any of these types of campaigns.

Finally, we have our Enterprise model which has a wide range of additional features such as SSO and extra securities. There are setup costs and we will talk more about that in a little moment. But overall, we have a lot of flexibility around pricing for different use cases. We have developed bespoke schemes for franchisees and dealerships or even if you are an SMB with a very large team or a very large volume of campaigns, of course, our BizDev team is here to help find a solution that works for everyone. Which internal teams are added to get fully implemented? I will say the teams that are involved in getting Jeto implemented are obviously the MOPS team, the Marketo admins and of course the end-users, whoever that might be for each different case. So, the field marketers or the sales teams or the different dealerships so on and so forth. But there are other teams that have been called to participate in some of our previous projects if they have a stake in this particular project. It is entirely up to the customer. Some of those teams for example could be IT if they want to vet that there are no issues or concerns in terms of security and I can assure you there are none. Potentially, the content team. Right? Sometimes they want to be a part of the conversation because they play a big role in the campaign creation process.

Are external agencies are Consultants needed to be successful? The answer to that is no. As long as you have a Marketo admin, there are no external resources that will be needed/ That being said, depending on your situation, some things can help speed up the project. For instance, you might want to get some help with either program tokenization or building Marketo friendly email and landing page templates. We do have these services in-house if they are needed, but if you have them in-house yourselves then no external agencies necessary. What support options are available with Jeto and do they cost more? With Jeto, there is support through onboarding and of course beyond. I mentioned earlier that there is a fee for onboarding. We have two different packages available. One is more of a hands off. So, we show you what needs to be done. You and your team do it and of course we help and assist if needed. The other option is more of a turnkey solution. We basically take care of the bulk of the implementation and deliver it. However, I have been told that we might be able to do something special for the MO Pro community in regards to onboarding fees. So, if ever this is interesting to you, please make sure to let our team know that you are coming from this No BS Demo and they will keep that in mind.

There is no additional cost for support throughout your entire Jeto subscription and help is available in multiple different ways. We have a Help Center where you can find answers 24/7. We have FAQ’s. We have videos. We also have an ideas portal where you can submit ideas and vote on other ideas that already exist for development because we love to hear from our customers and we prioritize ideas that resonate with our customer base. And of course, during business hours we have live chat. You can always reach us through our intercom platform within Jeto or of course, the team is available via email if you are away from your computer or you are not logged in to the platform. What is the average time it takes to see success? I want a little trickier. It really depends on what you are trying to find success in, right? Different clients care about different metrics. Some of them want to reduce the campaign SLA time. Some want to send more campaigns in less time. Others want to see a reduction in campaign mistakes. Some clients want more people whether they be marketers or sales or dealership owners to be able to launch Marketo campaigns themselves. For many of our clients, it is a combination or all of the above.

I think the important factor to keep in mind is how well structured your measurements are today. If you do not have a baseline yet for those goals and those metrics, then we need to sort that out first which could potentially add a little bit of time on how long we will be able to measure the success. But overall, you can see results within the first few weeks when you start bringing people in to the Jeto platform. The ROI attainment is pretty instantaneous. I will give you an example. Our client, Podium, actually tripled their email sends year over year from 2019 to 2020, and that was without hiring a single person on their team to help with execution. They were able to see those results only after a few weeks of having implemented Jeto. And of course, it can only be said from the source of truth. Brandon went from spending half of his week building and executing campaigns for others to now 30 minutes of reviewing with his morning coffee. We have seen similar results with other clients. So, all-in-all whatever your goal is, we are here to help you achieve it.

And that is it.

Mike: Wow, that is a tremendous stat. Right? You know what they say, that you have cut down so much of it that you can just have coffee and review it in 30 minutes.

Cat: Yeah, it is pretty spectacular.

Mike: That is pretty cool. You know, I do not have a ton of follow-up questions. The one thing that occurred to me as we were listening to your No BS Demo is this question around the variance between kind of campaign operations and marketing operations, and really campaign operations is kind of a subset requirement of marketing operations. Would you say that this tool is speaking to that campaign operations function of a marketing operations professional and you are really trying to solve some of those pain points?

Cat: Yeah. We are definitely trying to automate the campaign execution process. As you mentioned, that is a step within the marketing process as a whole but Jeto does go beyond that. Right? We do automate that process of the creation of the program, the creation of the assets, but outside of that there is the entire communications and review and collaboration that Jeto also enables and centralizes. There is nothing worse than having to log into six different systems in the morning to get one thing done. I know I find that extremely frustrating when it happens to me. By really centralizing the entire process end-to-end within one tool, you are not only streamlining the campaign execution itself but also the wider initiative around it.

Mike: Yeah. That makes a ton of sense. I have actually had this conversation with one of our founding admins, Naomi Lou, a few times around this need for these kind of bespoke campaign operations functions inside of organizations because everybody does something a little bit different. Right?

Cat: Mm-hmm.

Mike: It is all a little bit unique depending on where you are at. It sounds like Jeto is on track to really help execute some of those campaign operations functions. In the future, does anybody know of any plans to go beyond Marketo? Could this eventually tap into other marketing automation platforms?

Cat: That is a very good question. Honestly, I think you would have to ask our CEO Alex what his long-term vision is. I know that right now we are very proud to be an Adobe Platinum partner. Our hearts are purple. So I will say short-term. I do not believe there is a plan at long-term. Anything is possible.

Mike: For sure. All right. Definitely not putting you on the spot anymore. Thank you so much, Cat, for the No BS Demo of Jeto. This has been tremendous to see and looking forward to the feedback that we get from the community on it.

Cat: Thank you so much for having us, Mike.