The document provides an overview of Adobe's roadmap for Marketo Engage in fiscal year 2020. It discusses key themes and priorities for the roadmap including:
1. Foundation for growth through improved integrations with Adobe Experience Cloud and Adobe Experience Platform.
2. Powering sales experiences with new features for Sales Insight to provide reps with buyer insights and enhancements for mobile usage.
3. Connecting people and content through predictive audiences powered by artificial intelligence to help target the right customers, and new capabilities for attribution and measurement through Bizible.
The roadmap highlights how these initiatives will help drive demand, empower marketing and sales teams, and deliver exceptional customer experiences across the journey
3 Strategies That Kick-Start your ABM using AIMarketo
Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start.
Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthMarketo
The expectations for how Marketing contributes to a company has evolved over the years. No longer is it enough to run campaigns and uncover early-stage prospects and hand-raisers. Success is now measured across all levels of the revenue funnel.
The goals for the Marketing team at LiveRamp extend beyond filling the top of the funnel with new leads. Their mission is to drive growth across the entire sales funnel and, in doing so, accelerate the acquisition of net-new customers and expand the company’s sales footprint within existing customers.
Watch this Webinar featuring Ben Coffee, Head of Marketing Operations at LiveRamp as he reveals the 10-step approach that his team employed to produce 10X growth in annual revenue and a 25X increase in greater customer lifetime value over a 2-year period. The Marketing team’s successful execution of this strategy and the clear, measurable impact it had on the company’s growth helped cement their role as an important revenue center within the company.
As part of the regional leadership team, Peter leads the Commercial Marketing team in EMEA. In this master class, he talks about how Marketo uses marketing automation itself. With more than 25 years of experience in marketing, Peter has contributed to the success of multiple brands in the software and digital media industry, including Marketo, Microsoft Surface, Skype, Xbox and MSN.
During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?
You'll learn about:
-Why data-driven marketing is so difficult to get right
-How to clean, organize, and manage your database
-Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
-Using your data to create more personalized and engaging experiences
-Implementing the right attribution solution for your organization and team
3 Strategies That Kick-Start your ABM using AIMarketo
Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start.
Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthMarketo
The expectations for how Marketing contributes to a company has evolved over the years. No longer is it enough to run campaigns and uncover early-stage prospects and hand-raisers. Success is now measured across all levels of the revenue funnel.
The goals for the Marketing team at LiveRamp extend beyond filling the top of the funnel with new leads. Their mission is to drive growth across the entire sales funnel and, in doing so, accelerate the acquisition of net-new customers and expand the company’s sales footprint within existing customers.
Watch this Webinar featuring Ben Coffee, Head of Marketing Operations at LiveRamp as he reveals the 10-step approach that his team employed to produce 10X growth in annual revenue and a 25X increase in greater customer lifetime value over a 2-year period. The Marketing team’s successful execution of this strategy and the clear, measurable impact it had on the company’s growth helped cement their role as an important revenue center within the company.
As part of the regional leadership team, Peter leads the Commercial Marketing team in EMEA. In this master class, he talks about how Marketo uses marketing automation itself. With more than 25 years of experience in marketing, Peter has contributed to the success of multiple brands in the software and digital media industry, including Marketo, Microsoft Surface, Skype, Xbox and MSN.
During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?
You'll learn about:
-Why data-driven marketing is so difficult to get right
-How to clean, organize, and manage your database
-Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
-Using your data to create more personalized and engaging experiences
-Implementing the right attribution solution for your organization and team
Looking at the three foundational phases of marketing—Plan, Engage, Measure—there is a tremendous bias in terms of effort, resources, and technology spent on the Engage phase. And while it is critical, the dramatic imbalance throws off the marketing machine and hampers marketing’s ability to have a greater impact on the business.
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...Marketo
Don’t miss valuable prospect data by ignoring your 3rd largest engagement channel, social media. A new understanding of the power of social propelled a major change at FIS. By incorporating a social strategy into their overall marketing strategy, FIS not only created more brand awareness but was also able to track engagements that would otherwise have gone unnoticed. See how they utilized Oktopost to:
• Understand their prospects’ full journey, from the very first engagement on social to opportunity won.
• Empower their employees through advocacy, amplifying their overall reach with brand awareness, engagement, recruitment, and corporate impact
• Build a metric-driven attribution and scoring program to improve their marketing reporting, ultimately increasing their sales conversions up to 7x
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Business as we know it has changed dramatically in the Engagement Economy. Marketers are now seen as customer-obsessed revenue drivers, laser focused on customer experience throughout the buyer journey. Join speakers Shar VanBoskirk of Forrester and Marketo's Casey Carey to explore how this shift has made an impact on the role of the Chief Marketing Officer (CMO), and how this role will continue to evolve in the future.
On this webinar you'll learn:
- How Digital Transformation has changed marketing and the role of the CMO
- What makes a successful CMO: personal habits that make them a good leader and core competencies they need to develop
- Typical roles and responsibilities that CMOs have and own
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
Account-Based Marketing - Your Perfect Match Across ChannelsMarketo
Account-Based Marketing (ABM) is about focusing marketing efforts on high-yield, strategic accounts. How do you reach these accounts – on what channels and with what strategy? View these slides for tips on implementing multi-channel ABM, and listening, responding and engaging with key accounts wherever they are, with authenticity.
Learn how to drive revenue with video marketing with Paulo Martins, Head of Commercial Digital Marketing at Marketo an Adobe Company, and Greg Kelly, Strategic Partnerships Lead at Vidyard.
LinkedIn is seen by many as the most trusted social environment. Learn about the different types of ads and how to make them the most successful depending on your goal. You'll also learn about a new integration between HubSpot and LinkedIn.
Ask Marketo Anything about Active Sales and Marketing CollaborationMarketo
During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.
Tyler Lessard from Vidyard discusses how it's possible to do video on every budget and how to make sure you're reaching everyone in the customer journey!
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+Marketo
Sales wants more leads. But that doesn’t mean they will settle for just any leads. They want good-fit ones that will close quickly.
Despite offering a winning product, Mendix found itself struggling to deliver high-quality leads to its sales team and close new deals in a reasonable amount of time. With a protracted MQL-to-Opp conversion rate, Mendix knew they had to do something to either improve the quality of the leads being passed to sales, or increase efficiencies throughout the process, or both.
Watch Anh Ly, Marketing Systems Admin at Mendix, and DeAnn Poe, VP of Marketing at DiscoverOrg, discuss how Mendix was able to deliver more qualified leads to the sales team while also reducing prospect research time and enabling more informed follow-up. The end result: improving their MQL to Opportunity conversion by 14 times!
From In-Person to Digital: Tips for Shifting Your Event StrategyMarketo
As digital experiences are taking the place of in-person events, many marketing teams are needing to shift their strategies and focus on other creative tactics to help drive pipeline. Now more than ever, it's imperative to develop an events strategy that cuts through the noise and allows your customers to connect with your brand.
You'll learn:
-How Marketo is shifting their events strategy from in-person to digital
-The different factors to consider when shifting your strategy
-How to attract and engage buyers through digital experiences
Data Health is Wealth: A Deep Dive on Capturing Clean Data For Better ResultsMarketo
This webinar explores how to get great marketing data — data that is not only reliable and accurate, but also actionable. The webinar discusses sources for data capture, the importance of unifying and normalizing the data, and gets into how to take the next step and leverage sophisticated tools to make your data quality even better. For those of you starting your marketing data journey, this webinar is a great blueprint, and for those of you who have been in this day-in and day-out for years, this is a great reminder of best practices that are easy to fall out of if you’re not intentional about keeping up.
Digital Evolution: Take Your Virtual Events to the Next LevelMarketo
By now, event professionals are acutely aware of the need to pivot. You've canceled contracts, shifted your strategy, and executed a virtual event (or two). But now that we’ve settled into the new normal, how can we ensure we don’t get stuck in a virtual event rut? In this session, we'll share the lessons we’ve learned in pivoting our strategy, and how we're leveraging key learnings to continuously evolve. We'll also share how these lessons are shaping our view of the events landscape for the rest of 2020 and beyond.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Looking at the three foundational phases of marketing—Plan, Engage, Measure—there is a tremendous bias in terms of effort, resources, and technology spent on the Engage phase. And while it is critical, the dramatic imbalance throws off the marketing machine and hampers marketing’s ability to have a greater impact on the business.
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...Marketo
Don’t miss valuable prospect data by ignoring your 3rd largest engagement channel, social media. A new understanding of the power of social propelled a major change at FIS. By incorporating a social strategy into their overall marketing strategy, FIS not only created more brand awareness but was also able to track engagements that would otherwise have gone unnoticed. See how they utilized Oktopost to:
• Understand their prospects’ full journey, from the very first engagement on social to opportunity won.
• Empower their employees through advocacy, amplifying their overall reach with brand awareness, engagement, recruitment, and corporate impact
• Build a metric-driven attribution and scoring program to improve their marketing reporting, ultimately increasing their sales conversions up to 7x
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Business as we know it has changed dramatically in the Engagement Economy. Marketers are now seen as customer-obsessed revenue drivers, laser focused on customer experience throughout the buyer journey. Join speakers Shar VanBoskirk of Forrester and Marketo's Casey Carey to explore how this shift has made an impact on the role of the Chief Marketing Officer (CMO), and how this role will continue to evolve in the future.
On this webinar you'll learn:
- How Digital Transformation has changed marketing and the role of the CMO
- What makes a successful CMO: personal habits that make them a good leader and core competencies they need to develop
- Typical roles and responsibilities that CMOs have and own
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
Account-Based Marketing - Your Perfect Match Across ChannelsMarketo
Account-Based Marketing (ABM) is about focusing marketing efforts on high-yield, strategic accounts. How do you reach these accounts – on what channels and with what strategy? View these slides for tips on implementing multi-channel ABM, and listening, responding and engaging with key accounts wherever they are, with authenticity.
Learn how to drive revenue with video marketing with Paulo Martins, Head of Commercial Digital Marketing at Marketo an Adobe Company, and Greg Kelly, Strategic Partnerships Lead at Vidyard.
LinkedIn is seen by many as the most trusted social environment. Learn about the different types of ads and how to make them the most successful depending on your goal. You'll also learn about a new integration between HubSpot and LinkedIn.
Ask Marketo Anything about Active Sales and Marketing CollaborationMarketo
During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.
Tyler Lessard from Vidyard discusses how it's possible to do video on every budget and how to make sure you're reaching everyone in the customer journey!
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+Marketo
Sales wants more leads. But that doesn’t mean they will settle for just any leads. They want good-fit ones that will close quickly.
Despite offering a winning product, Mendix found itself struggling to deliver high-quality leads to its sales team and close new deals in a reasonable amount of time. With a protracted MQL-to-Opp conversion rate, Mendix knew they had to do something to either improve the quality of the leads being passed to sales, or increase efficiencies throughout the process, or both.
Watch Anh Ly, Marketing Systems Admin at Mendix, and DeAnn Poe, VP of Marketing at DiscoverOrg, discuss how Mendix was able to deliver more qualified leads to the sales team while also reducing prospect research time and enabling more informed follow-up. The end result: improving their MQL to Opportunity conversion by 14 times!
From In-Person to Digital: Tips for Shifting Your Event StrategyMarketo
As digital experiences are taking the place of in-person events, many marketing teams are needing to shift their strategies and focus on other creative tactics to help drive pipeline. Now more than ever, it's imperative to develop an events strategy that cuts through the noise and allows your customers to connect with your brand.
You'll learn:
-How Marketo is shifting their events strategy from in-person to digital
-The different factors to consider when shifting your strategy
-How to attract and engage buyers through digital experiences
Data Health is Wealth: A Deep Dive on Capturing Clean Data For Better ResultsMarketo
This webinar explores how to get great marketing data — data that is not only reliable and accurate, but also actionable. The webinar discusses sources for data capture, the importance of unifying and normalizing the data, and gets into how to take the next step and leverage sophisticated tools to make your data quality even better. For those of you starting your marketing data journey, this webinar is a great blueprint, and for those of you who have been in this day-in and day-out for years, this is a great reminder of best practices that are easy to fall out of if you’re not intentional about keeping up.
Digital Evolution: Take Your Virtual Events to the Next LevelMarketo
By now, event professionals are acutely aware of the need to pivot. You've canceled contracts, shifted your strategy, and executed a virtual event (or two). But now that we’ve settled into the new normal, how can we ensure we don’t get stuck in a virtual event rut? In this session, we'll share the lessons we’ve learned in pivoting our strategy, and how we're leveraging key learnings to continuously evolve. We'll also share how these lessons are shaping our view of the events landscape for the rest of 2020 and beyond.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
While marketing teams swim in a sea of data and information, the future depends on creativity. Establishing a culture of human ingenuity gives purpose to data intelligence, transforms your team, and elevates customer experience.
You'll learn:
-Why being a marketer is more complex than ever before
-What the future of marketing will look like
-Five phases for leading the change from in-person to online experiences
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
India VMUG Presents all about Account Based Marketing using Marketo DeckDarshil35
Whether it’s streamlining communication between marketing and sales or creating more personalized web engagement with target prospects, ABM technology offers the ability to build out critical relationships and drive growth.
In this MUG event, we cover how users can use the Marketo Target Account Management (TAM) module to drive and measure the success of their ABM efforts. We start with the ABCs of the TAM module covering all of its aspects, making this event very relevant for people of all levels of expertise with Marketo TAM.
Speakers:
- Darshil Shah: Deloitte, Consultant
- Ajay Sarpal: Unicorn Martech DBA, Founder and CEO
From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...Marketo
From 10 to 100 million – how you scale your marketing smarter
Growth is exciting. Growth means advancement and usually translates into success. Growth also means having the right fundamentals in place to ensure that your marketing organisation is growing and adapting to the fast-changing industry properly. Throughout the growth process, you’re bound to have a variety of questions such as: Is your marketing tech stack scalable? When do you start the hiring process, so you don’t burn out your CMO? The session will be able to answer those and many more.
You’ll leave understanding that:
- Growth isn’t linear
- A strong base is crucial to building the right marketing technology operations
- Your marketing mission needs to adapt to your growth
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...Marketo
Getting started with account-based marketing (ABM) has never been easier, but how do you effectively adopt it across all aspects of your demand generation? Join us to learn how the Marketo marketing team uses ABM across the entire funnel, from initial intent to customer expansion, resulting in a repeatable, scalable and measurable revenue machine. Whether you're just getting started with ABM or a pro, you'll find value in the technologies, models, channels and tactics we use to win, including digital ads, direct mail and field marketing.
You'll go home with:
A breakdown of how Marketo does ABM at each stage of the funnel
A sneak peek at the Marketo ABM tech stack
Insights into how Marketo reports on ABM internally
Full Details
5 Ways to Enhance the Customer Experience with Gainsight PXProduct School
Takeaways:
- Gainsight PX is helping businesses, like Kount, deliver world-class customer experiences
- Putting your product at the center of the customer experience enables personalization and scale
- Elite product analytics and the ability to engage users in your product and give product, CS, and PX team's the ability to craft and evolve that experience.
Join the London MUG Team for the September 2023 Session.
We heard from expert extraordinaire in all things EMEA & GDPR, Zoe Forman, on how she reduced set-up time by 75% and cut forms from 500 to 35, whilst ensuring GDPR compliance and providing global consistency .... in a segment we like to call: "Managing Multiple Languages in Marketo" - this is a must for working on this side of the pond.
Then our favourite PMM Isabella Hargreaves (okay, okay - we know we can't have faves, they are all great) shared about the exciting upcoming Marketo Engage features.
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
El sector educativo y el Marketing Automation: por qué funcionaMarketo
Vídeo
La forma en la cual los alumnos seleccionan dónde estudiar ha cambiado. Esa búsqueda es cada vez más digital. La mayoría de las universidades y centros de formación está invirtiendo gran parte de sus presupuestos en publicidad online, aunque los resultados no siempre son los esperados.
A través de este webinar, descubre cómo están logrando reducir el coste por nuevo estudiante y mejorar la rentabilidad promedio por alumno aquellas universidades que han implementado una solución de Marketing Automation.
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Marketo
In an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.
You'll learn:
-How traditional engagement programs still work, but only to an extent
-How to listen to your audience and automate triggered campaigns
-Why token personalization is important, but not advanced enough
Les différents modèles d'attribution : lequel choisir ?Marketo
Le marketeur traditionnel se concentre sur le suivi d'activités comme la collecte de formulaires auprès des leads, les ouvertures d'e-mails et les clics sur les liens. Le marketeur moderne sait que seule la mesure du retour sur investissement prouve l'impact de ses actions et la contribution de son équipe au chiffre d'affaires. Les dirigeants attendent en effet des résultats tangibles. Or, si d'un côté votre équipe marketing suit les activités et que de l'autre votre équipe commerciale suit les recettes, vous risquez d'être confronté à une divergence d'objectifs. C'est là que l'attribution marketing entre en jeu.
Dans sa forme la plus simple, l'attribution marketing B2B consiste à mettre les données marketing en corrélation avec celles des ventes.
Participez à notre webinar, en collaboration avec notre partenaire AWE, le jeudi 16 avril à 11H00 et découvrez les avantages de l'attribution marketing, le modèle le plus approprié pour vous et les différentes méthodes qui vous aideront à démontrer l'impact du marketing sur le chiffre d'affaires.
Au programme :
Les différents modèles d'attribution : les différences, le pour, le contre.
Quel est le modèle le plus approprié pour votre entreprise et quelles sont les méthodes pour démontrer l'impact du marketing sur votre chiffre d'affaires.
Démonstration Marketo Engage : un outil multicanal unique pour gérer votre attribution du modèle le plus simple au plus sophistiqué.
Nos intervenants :
Four Reasons Why Video Belongs In Your Marketing StrategyMarketo
Marketo Engage, Brightcove and SealedAir discuss the top four reasons for implementing a video strategy into your marketing mix. They provide great tips and examples for beginners in the space and enhancements that are useful for those with more experience.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Da wir hier ueber Innovationen sprechen, die Teil der Marketo Engage Roadmap sind, moechte wir an dieser Stelle darauf hinweisen dass diese Praesentation uns nicht dazu verpflichtet, die vorgestellten Funktionalitaeten bereitzustellen, da sich Plaene und Roadmaps natuerlich aufgrund externer Faktoren sowie internen strategischen Gruenden aendern koennen.
This session will highlight some key product innovations in 2020, please note this will not be an exhaustive overview of the Marketo Engage roadmap. (click)
[KAT INTRODUCE HERSELF, ROLE, BACKGROUND]
Adobe hat eine einfache aber sehr starke Mission:
Die Welt durch digitale Erlebnisse veraendern.
Diesem Grundsatz folgt Adobe schon seit der Gruendung vor ueber 30 Jahren, aber es wirkt heute nochmal ganz besonders relevant und spannend
Gelungene Experiences können inspirieren, Branchen verändern, aendern wie wir miteinander und dem Rest der Welt interagieren, wie wir arbeiten, wie wir uns mit Familie und Freunden unterhalten. Und am Anfang steht immer Kreativität. Die Auswirkungen dieser Erfahrungen reichen von den größten Marken und Institutionen bis hin zu Studenten und Künstlern überall.
Digitale Transformation hat schon immer eine zentrale Rolle gespielt, um Unternehmen beim Wachstum durch Verbesserung von Prozessen und Erlebnissen zu helfen.
BACKOFFICE
Die erste Welle betraf das Backoffice und began schon ganz frueh in den 60er Jahren. Da wurde es durch fruehe Datenverarbeitung und Vernetzung moeglich, verschiedene Teile einer Organisation digital miteinander zu verbinden.
Wir koennen uns das heute kaum noch vorstellen, wie langsam und ineffizient und fehleranfällig diese Prozesse waren, wenn alles auf Papier geschrieben und zwischen Gebaeuden hin und hergetragen werden mussten. Ueber Prozessoptimierung und digitalisierung kam man dann irgendwann bei ERP oder MRP Systemen an, die Unternehmen jahrzehntelang Wettbewerbsvorteile verschafften.
FRONTOFFICE
Kurz nach den Inovationen im Backoffice kam dann die CRM-Revolution – die Umgestaltung des „Front Office“ sozusagen. Hier ging es darum, die Verwaltung der Vertriebsteams und Kundengespräche zu verbessern.
Diese CRM-Systeme ermöglichten es Unternehmen, die Kundendaten und Gespraeche zu verwalten und aufzuzeichnen, um damit ihren Verkauf und Verkaufsprozesse effizienter zu gestalten. Und auch hier ging es natuerlich wieder darum, wie man sich daraus einen Wettbewerbsvorteil machen konnte, und wie man der Konkurrenz einen Schritt vorraus sein kann.
Heute sind CRM Produkte ziemlich standard, und die moisten Unternehmen liegen da wieder auf einer Hoehe.
EXPERIENCE
Und jetzt gerade befinden wir uns am Anfang derdritten Transformation. Und auch hier gibt es neue Technologien – aber der Unterschied hier ist, dass hier nicht mehr die Unternehmen selbst im Mittelpunkt stehen. Heute dreht sich alles um den Kunden. Es geht um die Erfahrungen, die wir den Verbrauchern beim Kaufen und Verwenden unserer Produkte bieten, und zwar so und dann, wie es dem Kunden am besten passt. Die Erwartungen von Kunden im B2B Bereich sind davon stark von ihren Erfahrugen als Verbraucher gepraegt worden. Der Kunde sitzt heute im Sattel, und wir muessen dabei sicherstellen, dass diese Erfahrungen mit unseren Unternehmen und Marken reibungslos und positiv sind, immer relevant und immer zum richtigen Zeitpunkt.
Das meinen wir also, wenn wir vom “Experience Business” sprechen. Und Unternehmen muessen sich anpassen und weiterentwickeln, um wettbewerbsfaehig zu bleiben.
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The first wave of enterprise disruption affected the back-office and began back in the 60’s in the early days of computing. During this period of early computing and networking, it became possible to digitally connect different parts of an organization to each other.
This was an era when the biggest companies were looking to efficiently manage production and manufacturing processes.
Imagine how slow and inefficient and error-prone these processes were with people writing things down on paper walking to the building next door and filing something in someone else’s to-do box.
When companies realized that they could digitally connect their back-end systems, they were astounded at how much efficiency in time to market, quality, financial control, and ultimately money.
The boardroom discussions were about how they needed to adopt these systems and train their people to get competitive advantage. These systems became known as ERP or MRP and they gave companies competitive advantage for decades.
This was the “back-office” wave of transformation.
The ERP product which once considered a bold -- and even risky investment is now part of the enterprise infrastructure for most businesses, but they no longer offer the competitive advantage they once did - it’s table-stakes.
Shortly after the back-office wave was introduced, came the CRM revolution that was focused on transforming the “front office”, managing the sales teams and customer conversations.
It’s shocking when you think back less than 20 years ago, sales reps were hired based solely on the contents of their Rolodex.
You know, that big monstrosity on your desk, that housed those precious little cards with scribbles of information to keep track of customer notes. This…along with a phone…were the most powerful tools that a salesperson had - and this wasn’t that long ago!
These CRM systems empowered firms to keep track of customers and selling conversations, share that information with their teams, and more efficiently manage their sales processes.
Once again, the boardroom discussions were about how to beat the competition and get the revenue gains from CRM
But today, CRM products are ubiquitous, and this has caused this competitive advantage to recede - it too has become table stakes.
Today we are at the beginning of the 3rd wave of enterprise transformation. This wave also spawns from new technology, but that’s where the similarities end.
The previous two waves were about us: the businesses. It helped us do our jobs more efficiently. It made OUR lives better.
This wave isn’t about us. It’s not even about what we sell. It’s about the consumer.
It’s about the experience we provide to consumers as they shop, buy, and use our products. This wave is about Goosebumps, and smiles, and bringing people closer together.
It’s about doing things so perfectly, that your customers don’t even know you/I exist. We are closing the gap between people and the things they want to do, and the people they want to be with. Our job is to make it happen and get out of the way.
All of the people within your organization--from the CEO to the receptionist--must become the stewards of experience. Put entire org at people’s fingertips
This is the wave of the Experience Business.
The Experience Business wave is the new competitive battleground. The first to adapt and evolve will be wildly successful. The laggards will get called out by their customers, publicly and loudly.
The Experience Business is very democratic and everyone has a voice now.
Und damit kommen wir nun zu Marketo Engage.
Adobe will es jedem Unternehmen ermoeglichen, ein Experience Business zu werden – egalob Ihre Kunden Verbraucher oder Geschaeftskunden sind. Dazu muessen Marketing und Vertrieb befaehigt werden, vertrauenswuerdige Beziehungen mit ihren potentiellen und bestehenden Kunden entlang der kompletten Customer Journey aufzubauen.
Notes For Presenter
Use this slide to answer the popular question: “What is the vision for the Marketo Engage application and how will Adobe achieve the vision”
Marketo Engage hat dabei alles, was das Marketing dazu benötigt, die Erlebnisse ihrer Kunden über alle Kanäle hinweg und in jeder Phase der Customer Journey gezielt und automatisiert zu personalisieren. Und das ganze im Zusammenspiel mit dem Vertrieb.
Um das Wachstum stetig weiter anzutreiben und dabei die digitalen Experiences zu ermoeglichen, die den immer komplexeren Beduerfnissen der Kaeufer und damit der Marketer gerecht warden, brauchen sie natuerlich vorrausschauende Loesungen. Ohne Technologie geht das im grossen Umfang nicht. Und wir wollen Ihnen einige unserer Innovationen in Marketo Engage vorstellen.
Durch die Aufnahme in die Adobe-Famile haben wir zusaetzliche Vorteil gewonnen, die uns bei der Weiterentwicklung helfen und uns stetig weiter verbessern koennen./
1. Value – Nutzen
Die Vorteile, die sich aus der Nutzung von Marketo Engage fuer Unternehmen ergeben, werden durch Integrationen mit der Adobe Experience Cloud und Adobe Experience Platform noch erweitert und gesteigert. Da moechte ich gleich, wenn wir ueber Innovationen in diesem Jahr sprechen, nochmal zurueckkommen und ein paar Beispiel geben.
2-Way Innovation
Wir haben jetzt den Vorteil, Zugang zu robusterer Forschung und Entwicklung zu haben, die wir uns fuer groessere Innovationsprojekte zu Nutze machen koennen. Dazu gehoeren auch B2B Best Practices, die entwickelt und angewendet werden koennen.
Resourcen
Zudem koennen wir jetzt mehr neue Loesungen und Features in Marketo Engage schneller umsetzen, da wir Zugang zu viel groesseren Entwicklungsteams und Resourcen mit effizienten Entwicklungsprozessen haben.
Stabilittaet
Und – last but not least – das Wissen, das Marketo Engage jetzt Teil einer bekannten und etablierten Marke sind, sollte auch Vertrauen bei unseren Kunden schaffen, dass wir der richtige Partner sind.
Notes For Presenter
Use this slide to answer the popular question: “How is the Marketo Engage acquisition a good thing for customers”
Das Resultat ist dass wir eine sehr spannende und umfangreiche Innovations-Roadmap haben, wo sich natuerlich auch die aktuellen B2B Markeitng Trends in den verschiedenen Innovationsbereichen wiederspiegeln.
Grosse Themenbereiche sind dabei zum Beispiel:
Account Based Experiencess – ABM ist ja schon seit einiger Zeit in aller Munde, und die moisten Unternehmen haben mittlerweile erkannt, dass sie mit einer klaren ABM-Strategie die Kundenerfahrungen und Umsaetze verbessern koennen. Innovationen in Marketo’s ABM-Anwendung sind daher auch fuer uns ein wichtiges Thema, wie man in diesem Abschnitt erkennen kann. Das sind die Neuerungen, die wir dieses Jahr schon in dem Bereich schon umgesetzt haben, oder was noch geplant ist.
Im Bereich Intelligent-Services Powered Experiences geht es um AI. Und zwar darum, wie man kuenstliche Intelligenz oder Maschinenlernen in konkrete, greifbare Anwendungen fuer den Marketer umwandeln kann – auch das ein wichtiger Innovationsbereich fuer uns, und da werden wir uns gleich auch konkret ein paar Beispiele ansehen
Die Experience Cloud Integration ist natuerlich ebenfalls ein wichtiger Entwicklungsbereich fuer uns, den durch die integration von Marketo mit anderen Loesungen aus der Adobe Familie werden zusaetzliche Vorteile fuer unsere Kunden geschaffen. Z. B. koennen Marketer durch die Integration von Marketo und Adobe Experience Manager ihre Assets zentral verwalten und die Assets dann in ihren Marketo-Kampagnen und anderen Kanälen verwenden
Und natuerlich wird auch viel daran gearbetiet, den kern der Loesung weiterzuentwickeln, damit Unternehmen und ihre Marketingoperations weiter wachsen koennen – Stichworte sind hier “mehr”, “schneller” und “besser”. Ein ganz wichtiger Teil davon ist die Marketo Next-Gen Experience, das Redesign der Marketo UI & UX. Wir haben STILL TO DO
Lassen Sie uns jetzt einen Blick darauf werfen, welche Innovationshighlights jetzt verfügbar sind. Bitte beachten Sie, dass das hier keine umfassende Liste aller Innovations ist, sondern eine ausgewählte Präsentation der wichtigsten Innovationen, die unsere Benutzer HEUTE nutzen können!
Wir haben drei Hauptthemenbereiche, aus denen ich Ihnen ich jeweils ein Beispiel vorstellen moechte:
Menschen und Inhalte verbinden
Hier werden dem Marketer Anwendungen mit Artificial Intelligence und Inhalte an die Hand gegeben , mit dem die Wirksamkeit von Kampagnen und Effizienz von Arbeitsprozessen gesteigert wrrden koennen
Powering Sales Experiences –
Hier ist das Ziel, die Abstimmung und gemeinsame Ausrichtung von Marketing und Vertrieb weiter zu staerken, und Salesteams mit tiefergehenden Insights zu ihren Leads und Accounts zu versorgen
Grundlagen für Wachstum –
Dieser Bereich bezieht sich auf Innovationen, die den Kern der Marketing-Operations und Gesamtloesung staerken
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We are investing in 3 core areas that are critical to marketing success:
Connecting People & Content – Making compelling content and powerful A.I. available for to support and help drive markters workflows
Powering Sales Experiences – Further building on sales and marketing alignment and empowering sellers with deeper insights across leads and accounts
Foundations for Growth –Strengthening the core of a marketing operations and overall strategy to help organizations build an experience business
Let’s Dive in to see what innovation highlights are now available…please note this is not an inclusive list of the innovation delivered from the Marketo Engage team, but rather a select showcase of key innovations our users can take advantage of TODAY!
Fangen wir mit dem Bereich “Menschen und Inhalte verbinden “ an
Die moesten Marketer muessen sich ja heute mit ganz neuen Herausvorderungen auseinandersetzen, z. B. mussten ganze Event Strategien von physischen auf 100% virtuelle Events umgestellt warden. AI und machine learning bieten hier neue Moeglichkeiten, diese Events durch die Anwendung von “Predictive Audiences” so erfolgreich wie moeglich zu machen.,
Schauen wir uns das mal genauer an…
Mit Predictive Audiences, das von Adobe Sensei gepowered wird, ermoeglichen wir es dem Marketingnutzer in Marketo die Erfolgsraten und Ergebnisse durch ganz gezielte Zusammenstellung von Empfaengergruppsn zu steigern
Wir tun das durch die Erstellung eines praediktiven Modells auf Basis von historischen Daten, von denen das System lernen kann.
Dieses prädiktive Modell wird dann auf aktuelle Daten angewendet, um vorherzusagen, welche Empfaenger am wahrscheinlichsten in welchen Kampagnen konvertieren. Marketinganwender koennen sich das ganz einfach durch entsprechende Filter in Marketo zu Nutze machen, zum Beispiel bei Event-Programmen, um Einladungen gezielt zu dem Publikum zu schicken, was auch am wahrscheinlichsten teilnimmt.
Diese Vorraussagen minimieren ausserdem Opt-outs und unsubscribes
Und Marketer koennen auf Basis von vorherigen erfolgreichen Kampagnen “Lookalike Audiences” erstellen, um den Erfolg von Kampagnen weiter zu steigern.
Ich habe hier ein paar Beispiel von Features, die Teil der Predictive Audiences-Funktionalitaet sind:
der “Likelihood to Attend” Filter – mit diesem Filter koennen Marketer eine Kampagne nur an die Empfaenger schicken, die eine hone Wahrscheinlichkeit haben, an einem Event teilzunehmen
Der “Likelihood to Register” Predictive Filter – der funktioniert genauso, filtert aber auf Basis von Vorraussagen bzgl der Registrierung zu einem Event
Der “Likelihood to Unsubscribe” Filter, mit dem Sie Unsubscribes minimieren koennen, indem sie automatisch die entsprechenden Personen herausfiltern
Fuer die, die sich in Marketo schon auskennen: diese Filter werden einfach in die existierenden Arbeitsprozesse eingebettet - als neue Filter in der Auswahl
Mit dem ”Predictive member breakdown” koennen Marketer sich auch fuer jede Individuelle Person in einer Kampagne ansehen, wie wahrscheinlich sie bestimmte Aktionen ausfuehren werden – also z.B. wieder bei einem Event teilnehmen oder ein Formular ausfuellen
Und die Lookalike Audiences hatte ich vorhin schon erwaehnt, wo man sich Erfolge von vorherigen Kampgnen zu nutze machen kann
Predictive Audiences ist meiner Meinung nach ein ganz hervorragendes Beispiel dafuer, wie man AI und Machine learning praktisch anwenden kann, um dem Marketer das Leben einfacher zu machen, und Leads und Kunden relevantere Erlebnisse und Inhalte vorzustellen
Sehen wir uns jetzt ein Beispiel aus dem naechsten Innovationsbereit an:
Powering Sales Experiences –
Wir sehen zur Zeit einige Trends, die Veraenderungen fuer die Zusammenarbeit von Marketing und Sales mit sich bringen:
- Durch die Digitale Transformation haben Kaeufer heute die Zuegel in der Hand. Unternehmen kontrollieren den Kaufprozess nicht mehr, und Kunden brauchen Unternehmen nicht, um sich Informationen zu beschaffen, Recherche zu betreiben und sich eine Meinung zu bilden.
Dazu kommt, dass sich die Erwartungen von Kunden stark veraendert haben. Sie sind anspruchsvoller, und erwarten ein reibungsloses und konsistentes Kauferlebnis – egal ob online oder im Geschaeft, egal in welchen Kanaelen
- Und Kaeufer und Kunden erwarten, dass ihre Herausvorderungen und Wuensche verstanden und gehoert werden, und dass Kauferlebnisse demensprechend auf sie abgestimmt und personalisiert sind.
Heute ist es also noch wichtiger als je zuvor, dass Unternehmen mit diesen Erwartungshaltungen mithalten koennen, besonders im Hinblick auf B2B und “Buying committees”, wo mehrere Personen in einer Gruppe den Kauf von einem Produkt oder Service beeinflussen: Im Durchschnitt setzen sich nur knapp die Haelfte dieser Personen in einer solchen Gruppe ueberhaupt mit Ihrem Vertrieb direkt auseinander. Unternehmen muessen sich hier also anpassen, und sich ueberlegen, wie sie ihre potentiellen Kaeufer besser verstehen, in den Mittelpunkt stellen und am besten mit ihnen entlang der gesamten Customer Journey interagieren koenne. Das Zusammenspiel von Marketing und Sales ist hier ein ganz zentraler Aspekt.
Marketo’s Sales Insight Anwedung steigert produktivitaet und Effizienz Ihrer Vertriebsmitarbeiter durch die weitergabe von Information und Einblicken in Kauferverhalten and ihr CRM:
Mitarbeiter im Verkauf koennen mit Hilfe von Dashboards den Status von jedem potentiellen Kaeufer einsehen, sodass die besten Leads einfach identifiziert werden koennen
Zugriff auf priorisierte Lead-Listen, die automisch nach Qualitaet und Dringlichkeit sortiert sind, helfen Sales das Kaufinteresse von Kunden besser zu verstehen um so ihren Tagesablauf besser organisieren zu koennen und sich auf die Leads zu konzentrieren, die am Ende auch am wahrscheinlichsten konvertieren
Sales bekommt dabei einen staendigen Stream von Insights in Echtzeit zu Kundeninteraktionen – sie wissen also immer ganz genau, wo sich der Kaeufer gerade befindet, wo Interessen liegen, mit welche Kampagnen sie interagieren
Und mit diesen Infos kann der Vertriebsmitarbeiter natuerlich viel besser auf den potentiellen Kunden eingehen, Kommunikation entsprechen anpassen, personalisieren und viel relevanter gestalten. Dazu kommen noch templated emails, die getrackt warden koennen, oder Sales kann ihre Kunden sogar per Knopfdruck dafuer vorgesehenen Marketingkampagnen in Marketo zuordnen
Mit dieser Anwendung waeden einige von Ihnen vielleicht schon vertraut sein, diese Jahr gibt es aber eine ganze Reihe an Neuerungen, die Sales Insight noch weiter verbessern:
Die Benutzeroberflaeche kriegt ein Redesign, durch das die Dashboards noch besser und einfacher lesbar sind – Anwender finden die noetigen Infos damit noch schneller
Fuer diejenigen, dessen CRM Salesforce ist: die Loesung kann jetzt ganz einfach auf Salesforce Lightning geupdated warden, ohne dabei Sales Insight zu unterbrechen. Teil dieses Updates ist auch ein “mobile responsive” Design, so dass die Oberflaeche problemlos auf Mobilgeraeten angezeigt werden kann
Es gibt zusaetzliche Features, die die Produktivitaet steigern sollen, z. B. koennen bis zu 200 Kontakte gleichzeitig zu einer Marketo Engage Kampagne hinzugefuegt warden
Und es gibt Anpassungen im Adminbereich, wo die Sichtbarkeit von Email Templates, Kampagnen und Eventprogrammen besser kontrolliert werden kann
Besonders spanned ist aber meiner Meinung nach das Release des neuen Insights Dashboards was sie jetzt hier auf dem Schirm haben
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Das neue Insights Dashboard setzt sich aus drei Teilen zusammen:
Die Contact & Account Activity Timeline –
Vertriebsmitarbeiter bekommen hier die Interaktionen eines Kunden ueber alle Kanäle hinweg visualisert, um schnell und einfach verstehen zu koennen, wie schnell sich ein potentieller Kunde durch die Customer Journey bewegt. Sales kann hier Tendenzen erkennen und sehen, ob der Kaeufer eventuelle bestimmte Kanaele bevorzugt.
Und wenn ich als Salesmitarbeiter noch mehr ins Detail gehen moechte, dass helfen mir dabei die “Enagement Details”, wo eben noch detaillierter angezeigt wird, wie sich mein Lead verhaelt und was genau seine Aktivitaeten in dem Zeitraum waren.
Dann kann ich mit Hilfe von den “Account Activity Views” sogar noch einen Schritt weitergehen, und nicht nur sehen, wie sich die einzelne Person verhaelt, sondern wie verhalten sich die Personen im gesamten Account – ganz einfach indem ich hier oben das Haekchen setze
Und der dritte Teil ist der Bereich hier rechts: “Upcoming Marketing Events & Campaigns”
Hier wird ein Ueberblick ueber die anstehenden Marketing Events und Kampagnen angezeigt, sodas Sales hier Empfehlungen an den Kunden machen kann. Denn Sales kennt die Interessen und Beduerfnisse des Kunden ja entsprechend gut, durch die vielen wertvollen Insights und Infos, die ihnen an die Hand gegeben wurden, und kann damit auch viel besser eine beratende Funktion ausueben.
Der Vertrieb kann hier also viel produktiver und proaktiver sein und den Austausch mit ihren Kaeufern so relevant wie moeglich fuer den Kunden gestalten. Damit wird das Erlebnis auf Kundenseite viel positiver, und das spiegelt sich letzendlich in Vertragsabschluessen und Umsatz wieder.
And Foundations for Growth –
Today, we find many Marketing teams are being asked to hyper-focus their limited budgets and overall efforts to help navigate growth through these difficult times. Teams must understand how every dollar is helping to grow the business, then focus those dollars to maximize its impact. It's essential to understand the ROI of every dollar so channel investment strategies can be tailored to maximize growth – while minimizing investments in less optimal channels. This requires the right reporting and analytic tools to drive deep insights into the detailed ROI of marketing engagement activities.
But Marketers continue to struggle to gain the necessary insights to optimize their strategy and spend.
In fact, the majority of Marketers can’t effectively measure their marketing performance and are even unsure of the overall quality of their data, leaving them blind to the true ROI of their marketing spend. And as we’ve discovered, these trends are often due to a number of common challenges and outcomes:
Inability to measure up marketing performance against ROI
Therefore Successful marketing interactions/channels are not being credited
Reporting is not granular; but rather one dimensional therefore not representing the complexity of a modern customer journey
And very often measuring marketing performance is a time consuming processes and requires a heavy reliance on added dedicated resources – often which aren’t available to many marketing teams.
This is where Bizible comes into play…
Bizible is the leading Attribution Application for B2B Marketers!
Bizible Connects every marketing activity to revenue. Then, connects revenue to spend to reveal the ROI of every channel, campaign and content asset across sales and marketing.
Marketer’s love Bizible, as you can…
Capture Attribution across every Sales and Marketing touchpoint
With built in Advanced attribution modeling and machine learning reflects your unique business needs and models
And Bizible offers Unbeatable reporting flexibility - in app, in your CRM or in your favorite BI tool to help unlock even more insights
And the results are in – based on a total economic impact study of Bizible customers –
Users have found a 43% increase in Marketing Qualified Lead volume as well as a 36% decrease in MQL cost when tapping into the deep insights Bizible offers.
And the Bizible team has been hard at work driving more innovation this year.
Let’s take a look….
Bizible is now available in 6 languages
English
German
French
Spanish
Portuguese
And Japanese
The language choices can actually be made at the individual user level and is available at no additional cost.
And with the new LinkedIn Ads integration – marketers gain…
Visibility to LinkedIn ad spend, revenue attribution and ROI in the context of the overall buyer journey
Users also have the ability to compare the ROI of different campaigns and creative assets to optimize their LinkedIn strategy
This integration is now available at no additional cost. It’s easy to switch on and easy to use thanks to UTM tagging automation
And for Adobe Analytics users, Bizible now leverages a native integration to Adobe Analytics -
So now, Bizible natively shares B2B customer attributes to enrich user profiles directly in Adobe Analytics
Attributes such as Account Name, Open Opps, Funnel Stage, Attributed Revenue and more
And supporting Use Cases such Account-based site traffic, B2B content performance, Live deal support
And this represents just one of our many new and extensive integrations across the Adobe Experience Cloud, helping organizations improve their overall customer experience, enhance customer engagements, and boost overall marketing efficiency and ROI.
I hope you found value with the innovation updates today. As a reminder, today’s session highlighted just a few of the product innovations in 2020. Our product and development teams are hard at work as they continue to innovate and deliver key functionality for users.
I invite you all to learn more about Marketo Engage and our current & future innovation in three ways
To explore key functionality, check out our brand new interactive demo experience supplemented with nine value packed topic specific breakouts.
For current customers - Register today for our upcoming Release Webinar taking place on August 11th
And as always customers can learn more about all Marketo Engage releases by visiting docs.marketo.com and viewing the quarterly release notes. And please note the bottom of this page contains the registration link for release webinars.