Product Overview: Adobe Marketo Engage
Adobe Marketo Engage is a comprehensive, AI-powered marketing automation platform designed to help marketing and sales teams scale personalized buyer engagement, grow predictable pipelines, and increase revenue. Here’s a detailed look at what the product does and its key features.
What Marketo Engage Does
Marketo Engage serves as a central hub for planning, executing, and measuring omnichannel marketing campaigns. It is built to support compliance, security, and seamless integration with other applications, making it a robust tool for marketing and sales teams at all maturity levels. The platform aims to attract the right buyers, nurture them across various channels and journeys, and keep sales and marketing teams aligned with unified strategies and cohesive data.
Key Features and Functionality
Profiles & Audiences
Marketo Engage allows you to create highly targeted audiences by automating the capture and continuous enrichment of lead- and account-level customer profiles. This includes maintaining complete and up-to-date customer profiles, updating profiles based on engagement across channels, and leveraging native CRM integrations to keep sales and marketing data in sync.
Omnichannel Engagement
The platform supports omnichannel engagement, enabling you to create relevant and consistent customer experiences across multiple channels. This includes email marketing, landing pages, forms, mobile marketing, social marketing, and digital ads. You can manage outbound emails, automate email responses, and optimize email deliverability.
Personalized Content
Marketo Engage features tools for building and personalizing content, such as an updated email designer and generative AI tools for authoring emails, landing pages, and chat responses. This helps in delivering more engaging and personalized customer experiences.
Campaign Operations
The platform simplifies and automates complex marketing tasks, including sending emails, updating field values, scoring leads, and managing campaigns. It offers smart campaigns, program management, and a workflow engine to streamline marketing operations.
Sales Intelligence & Engagement
Marketo Engage includes features like lead scoring and grading, lead nurturing, and online behavior tracking to help align sales and marketing teams. It also offers a CRM sync dashboard and an in-CRM dashboard for sales reps, ensuring unified strategies and cohesive data.
Marketing Analytics
The platform provides robust marketing analytics, including basic reporting, program analysis, and advanced report building. Marketo Measure, a multi-touch attribution tool, helps assess the impact of campaigns on the marketing pipeline and revenue, allowing for more informed marketing investment decisions.
Additional Tools and Integrations
Marketo Engage is enhanced by several additional tools:
- Adobe Dynamic Chat: A generative AI-powered conversational marketing tool that accelerates customer engagement.
- Adobe Marketo Measure: A tool for multi-touch attribution to optimize marketing efforts.
- Adobe Experience Manager Assets Cloud Service: An integration to streamline asset management and content delivery.
- CRM Integrations: Native integrations with CRM systems like Salesforce and Dynamics to keep data in sync.
Use Cases
Marketo Engage supports various use cases, including:
- Customer Lifecycle Engagement: AI-driven workflows to keep customers engaged post-purchase, increasing usage and customer retention.
- Cross-Channel Personalization: Creating consistent customer experiences across channels to accelerate the customer journey.
- Aligning Sales and Marketing: Unifying strategies and data to maximize revenue and deliver exceptional customer experiences.
- Proving Marketing Impact: Making informed marketing investment decisions with shared insights and accurate marketing attribution.
In summary, Adobe Marketo Engage is a powerful marketing automation platform that leverages AI and advanced features to streamline marketing operations, enhance customer engagement, and drive revenue growth. Its comprehensive suite of tools and integrations makes it an indispensable asset for modern marketing and sales teams.