Adobe Summit 2023: Takeaways for Marketo Marketing Operations Teams

Last week we just wrapped up the first in person Adobe Summit in the past 3 years. 

A lot was presented under the “experience-led-growth” vision, but here are the new and relevant features coming up for Marketo Engage and most importantly why B2B marketing operations teams should get excited about. 

How Marketo can help your marketing team;

Scale marketing teams and better work management (Journeys, Workfront, Integration and Interactive webinars)

Better Marketing & Sales partnership ( Dynamic Chat and CDP integration)

Impact Revenue ( Marketo Measure / Bizible improvements)

Journeys in Marketo

A visual workflow has been a feature long overdue in Marketo. With this functionality you can easily build, check, run and explain to your management your work in Marketo. You can do decision branches and also check for breakpoints in the flow steps. The promise is we’ll have this in H2- 2023.

Why is this important? 

  • Easily manage and validate interconnected campaigns
  • Stop wasting time by catching errors faster and better troubleshoot
  • Visually explain campaign flow steps to different stakeholders

Marketo Engage and Workfront Integration

Its very frustrating if you have to collaborate on campaigns in your project management tool and then replicate everything in Marketo. Now you will be able to publish Marketo programs directly from Workfront! Imagine defending your token values directly in the project and then having them available automatically in your Marketo Programs. Check your Marketo <> Workfront, it should be already available.

Why is this important? 

  • Build more campaigns faster (scale)
  • Improve process for approval
  • No more frustration and missing details

Interactive Webinars in Marketo 

With the native integration of Adobe Connect into Marketo event programs you will be able to manage the whole virtual event experience operations in one place. No more missing dates and speaker information. We all know how easy you can miss those details. Can’t wait to start using this in the next few months. 

Why is this important? 

  • Create more webinars faster at scale
  • Reduce duplicate effort and errors
  • Better webinar interactivity with Q&A and pools
  • Trigger post-event follow-up communications

Dynamic Chat

This is going to be a new and improved version of the existing chat functionality. You will be able to automate real-time conversations, book meetings and send more leads to sales. A neat Generative AI functionality is promised but stay skeptical about its usage. Coming up second half of 2023.

Why is this important? 

  • Marketing controls the brand experience
  • Generate more leads and setup custom sales routing rules
  • Turn any form, landing page or web page into a dynamic experience

Account List Segmentations and Activation

More power to marketing teams in Marketo without CRM help. Bring different data sources together and create more accurate target audiences. For example, Create segment audiences using unified data inside RT-CDP, B2B/P Edition. Looking forward to this in H2 off 2023. 

Why is this important? 

  • Better ABM Targeting
  • Nurture People at Target Accounts
  • Activate lists of accounts in LiInkedIn 

Marketo Measure (Bizible) Improvements

Already available, now you can have more data sources options for attribution. Bring more data from your warehouse to analyze in Marketo Measure. Really advanced capabilities coming in H2 of 2023: Flexible attribution goal powered by AI and Machine Learning. 

Why is this important? 

  • Use incremental vs influenced attribution mode
  • Attribution insights for goals other than opportunity closed-won
  • Unified data for attribution

What is on your marketing operations road map? 

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. Direct message me if you’d like to discuss what should be in your road map.

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