Last week at Adobe Summit 2024, Macro saw some exciting innovations coming down the pipe for Adobe Marketo Engage customers. Among the many new features, which should your Marketo marketing operations team focus on?
Let’s dive into what we consider to be the standout Marketo highlights of the Summit!
The quick takeaways
With these latest changes coming to Marketo, here are the three takeaways that marketing operations teams should know:
✅ With Marketo, the B2B Journey Is More Tangible Than Ever: We see a clear focus on B2B Revenue Marketing supported by Marketo. This journey looks like:
Identify Accounts → Identify Buying Groups → Orchestrate Journey → Convert Buying Groups → Drive Adoption, Up/Cross Sell & Retention
✅ More Support for Account-Based Marketing (ABM). Simply put, we’re getting more functionality to support ABM. This is especially relevant around accounts groups and buying personas!
✅ Intuitive Tools That Wield The Full Extent of Your Creativity. Empowering the users to be self-sufficient with Email Editors. It’s time to use the power of AI to help develop and refine your content!
New Email Designer & AEM Assets Connector
This was long due, but coming to your Marketo platform is a much friendlier interface to design your emails. With improved UX, you can easily pick assets from Adobe Experience Manager (AEM) Assets or generate via Adobe Firefly.
This can give your marketing operations team greater control for email personalization, meaning more opportunities to nurture leads and make those conversions possible.
Why is this important?
- Easy-to-use interface for the practitioner
- No need to have third party tools for email creation
- Leverage new AI tools for a more intuitive content creation experience
On-Demand Interactive Webinars
Another good example of something that is not necessarily novel, but definitely welcome to see, is the on-demand interactive webinars. Demand for on-demand is certainly not waning, so such a feature is one more thing that shows Marketo’s usefulness.
We especially appreciate the enhanced functionality that targets leads that missed the webinar, but could convert if they watch the on-demand recording. It’s a great way to follow up on those missed opportunities!
Why is this important?
- A clearer understanding of key metrics such as First Visit, Average Duration, and Drop-off Points
- Action via smart lists that allow for follow-up opportunities for nurturing and personalization
Meeting Scheduler in Landing Pages
Now you can finally book meetings from Marketo Engage Forms that are embedded on your website’s landing page. This employs the Conversational Flow module, which also allows the tracking of embedded PDFS, the collection of information from leads, and more.
This is promised to come out to all customers April 2024. Needless to say, we are super excited to finally see this feature in Marketo!
Why is this important?
- Better conversion rates
- Less third party scheduling tools
- Collect more data
Account-Based Engagement
Build better audiences and target lists of Accounts. You can now take the data and use it in your other favorite ABM tools.
Why is this important?
- Better audiences of accounts for targeted ABM
- Ability to enrich missing data for a better view
- Activate accounts to LinkedIn, DemandBase and others for overall orchestration
Additional mentions
There’s a few other features we noted and appreciated:
- The ability to identify and stop more bot traffic
- Manage better user permissions
- Improvements to Journeys
- Improved real-time CDP connection
Level up your game in Marketo with Macro expert services
Certainly, this a lot of ground to cover for your marketing operations team. So what’s the best way to handle it? Rest assured – we’ll take care of it for you!
Here at Macro, we’re excited to get our hands on the releases (when they materialize) to help our customers. Many of these have been promised before, but we will roll them out to our customers when they become available.
So, whether you’re an existing customer or interested in working with us, please know you can talk to us about your Marketo needs anytime. As your Marketo Digital Services Partner, we’re here to make it easy for you and get the most out of your Marketo platform!
What is on your marketing operations roadmap?
At Macro, we work with global marketing operations leaders to help them better leverage Marketo and scale their operations.
We will be reviewing these updates with our clients to make sure they can take advantage of everything relevant to their business.
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