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©2020 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Confidential
Roadmap disclosures are for informational purposes only, are not a
guarantee of any future feature or functionality, and are subject to
change at any time. As such, roadmap features and functionality must
NOT be promised or committed to customers via contract or in any
other manner.
Marketo Engage
Innovation 2020
KathrinThorburn
Senior Solutions Consultant
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
OFFICE WAVE
FRONT
BUSINESS WAVE
EXPERIENCE
DigitalTransformation
OFFICE WAVE
BACK
Growth through differentiated experiences
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Vision & Mission
5
Vision
Mission
Make every business an
experience business,
whether engaging consumers
or business professionals
Empower marketing and sales to drive demand
and growth by building trusted relationships
across the customer journey
MARKETO ENGAGE | FY2020 ROADMAP
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Marketo Engage
6
End-to-end
engagement for
demand marketing
Deliver exceptional experiences across every
stage of the customer journey to drive
efficient growth in concert with Sales.
Demand Marketing | Adobe ExperienceCloud
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Entering The World of Adobe
7
MARKETO ENGAGE | FY2020 ROADMAP
BETTER TOGETHER
VALUE
Extend and grow the value
of Marketo Engage through
enterprise-grade
integrations with Adobe
Experience Cloud and
Adobe Experience Platform
2-WAY
INNOVATIONAccess to more robust R &
D for larger-scale
innovations and leveraging
B2B best practices across
AEC to reimagine the value
of Adobe software
RESOURCES
Receive more new
capabilities, faster through
larger dedicated teams and
streamlined software
release processes
STABILITY
Find confidence knowing
you’re partnering with one
of the most financially
stable and fastest-growing
brands in the world
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Lookalike
ModelPredictive
Audiences
EventAI &
Insights
Fatigue
Model
Intelligent Services
Data Science
andAnalytics
Workspace
Hyperscale Batch &
Trigger Campaigns
HighVelocity
Email Sends
Data Privacy,
GDPR,CCPA,
ITP
Marketo Next-Gen
Experience
ABMAccount
Discovery
Conversational AI
FindingWhitespace
Accounts
Sales Insight
for Managers
ContactAuto-
Capture
Marketing
Calendar for Sales
AEMAssets
Audience Sharing
Analytics
Integrated
Campaign
Attribution
B2BCDP
SSO using
Adobe login
Account Smart
List
MS Dynamics &
Office
Graph Integration
Foundation For Growth
Experience Cloud
Integration
Intelligent Services-
Powered
Experiences
Account-Based Experiences
Propensity
to Buy Experience
Cloud Service
Campaign Member
Extensibility & Sync
Marketo Engage Innovation Progress and
PrioritiesConnecting
People &
Content
Foundation
For Growth
Powering Sales
Experiences
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Foundation for
Growth
Powering Sales
Experiences
2020 RoadmapThemes
MARKETO ENGAGE | FY2020 ROADMAP
Connecting People
& Content
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
2020 RoadmapThemes
MARKETO ENGAGE | FY2020 ROADMAP
Foundation for
Growth
Powering Sales
Experiences
Connecting People
& Content
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Predictive Audiences
Confidently engage the right customers for the right programs, every
time
AI-powered audience segmentation filters, goals &
recommendations for the marketing data environment
Audience Segmentation &
Targeting
Connecting
People &
Content
• Understand which audiences are more likely
to convert for specific programs
• Engage the right buyers based on AI-
powered predictions without fear of
unsubscribes
• Replicate marketing success from prior
campaigns using Lookalike Audiences
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Predictive Audience’s drives program success
Create exceptional customer experiences with features including …
AI-Powered Insights &
Recommendations
Lookalike
Audiences
Individual Member
Predictions
Likelihood to Register
Predictive Filter
Likelihood to Unsubscribe
Predictive Filter
Likelihood to Attend
Predictive Filter
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Making Artificial Intelligence part of marketing fundamentals
Predictive Audiences offers unique value to Marketo Engage customers
Foundational and
Accessible
Predictive goal tracking based on
your unique goals
Features Powered by
Adobe Sensei
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Powering Sales
Experiences
2020 RoadmapThemes
MARKETO ENGAGE | FY2020 ROADMAP
Foundation for
Growth
Connecting People
& Content
©2020 Adobe. All Rights Reserved. Adobe Confidential.
TrendsTransforming Marketing & Sales Alignment
Customer Expectations
are on the Rise
Digital Transformation Is Empowering Buyers
Expectation of Streamlined & Continuous
Journeys
Deeper Understanding with Personalized
Experiences
OF BUYING GROUP INFLUENCERS DON’T INTERACT
DIRECTLYWITH ASALES REP
51%
(TrustRadius research)
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Insight boosts sales impact
Provides sales reps with the
intelligence needed to
maximize productivity and drive
results by:
1. Gaining deeper insight into
buyer behavior and
interests
2. Prioritizing leads &
activities
3. Personalizing engagements
©2020 Adobe. All Rights Reserved. Adobe Confidential.17
Next-Gen Enhancements driving accessibility and productivity
*Update for Salesforce CRM Users
Refreshed UI
Mobile Design
 SFDC Lightning
Compatibility
 w/ Mobile Responsive
Design
 Bulk Actions for
Lightning
 Add up to 200 contacts to a
campaign or email!
 Admin Governance
Features
 Control user visibility into
engagement and upcoming
©2020 Adobe. All Rights Reserved. Adobe Confidential.18
Take sales further with the all new Insights Dashboard!
*Update for Salesforce CRM Users
©2020 Adobe. All Rights Reserved. Adobe Confidential.19
Think fast with the contact & account activity timeline
*Update for Salesforce CRM Users
©2020 Adobe. All Rights Reserved. Adobe Confidential.20
Deeper understanding with engagement details
*Update for Salesforce CRM Users
©2020 Adobe. All Rights Reserved. Adobe Confidential.21
Understand the buyer group with account activity insights
*Update for Salesforce CRM Users
©2020 Adobe. All Rights Reserved. Adobe Confidential.22
Act as a trusted advisor with upcoming events & campaigns
*Update for Salesforce CRM Users
©2020 Adobe. All Rights Reserved. Adobe Confidential.23
Insights Dashboard drives more productivity, insights, and value!
*Update for Salesforce CRM Users
©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential.
Foundation for
Growth
2020 RoadmapThemes
MARKETO ENGAGE | FY2020 ROADMAP
Powering Sales
Experiences
Connecting People
& Content
©2020 Adobe. All Rights Reserved. Adobe Confidential.25
15%
30% 44%
Only 15% of marketers say they can
effectively measure their marketing
performance
Only 30% of marketers
say they are confident
in the quality of their
data
44% of marketers
don’t know the
ROI of their
marketing
2018 State of Pipeline Marketing Report
Marketers still faced with attribution challenges
• ROI measurement gaps
• No credit to successful
strategies
• One dimensional reporting
• Time consuming / resource
constraints
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Bizible everytouch revenue attribution
Reveal the ROI of every channel, campaign and content asset
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Why marketers prefer Bizible
 Capture every touchpoint
 Reflect your unique business
 Unlock more insights
43.0%
increase in MQL
volume
36.0%
decrease in MQL
cost
Results from aTotal Economic Impact Study
of Bizible Customers
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Bizible delivers more value and scale in 2020
LinkedIn Ads
Integration
Microsoft Dynamics
Activities
Integration
Adobe Analytics
Integration
Bizible now in
six languages
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Bizible supports global users across six languages
Spanish
French
German
English
Portuguese
Japanese
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Optimize ad spend with Bizible’s new LinkedIn Ads integration
• Visibility to LinkedIn ad spend,
revenue attribution and ROI
• Compare ROI of multiple
campaigns and assets
• No additional cost. Easy to
switch on and easy to use.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
360° customer profiles now with Bizible + Adobe Analytics
• Easily enrich user profiles in
Adobe Analytics
• Attributes: Account Name,
Open Opps, Funnel Stage,
Attributed Revenue and more
• Use Cases: Account-based site
traffic, B2B content
performance, Live deal support
• No additional cost. Easy to
setup.
AccountName
AccountStatus
Open Opportunities
Deepest Funnel Stage
AttributedRevenue
MarketoEngage List
123
Questions?
Marketo Engage Innovationen in 2020

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Marketo Engage Innovationen in 2020

  • 1. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Adobe Confidential Roadmap disclosures are for informational purposes only, are not a guarantee of any future feature or functionality, and are subject to change at any time. As such, roadmap features and functionality must NOT be promised or committed to customers via contract or in any other manner.
  • 3. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 4. ©2020 Adobe. All Rights Reserved. Adobe Confidential. OFFICE WAVE FRONT BUSINESS WAVE EXPERIENCE DigitalTransformation OFFICE WAVE BACK Growth through differentiated experiences
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Vision & Mission 5 Vision Mission Make every business an experience business, whether engaging consumers or business professionals Empower marketing and sales to drive demand and growth by building trusted relationships across the customer journey MARKETO ENGAGE | FY2020 ROADMAP
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Marketo Engage 6 End-to-end engagement for demand marketing Deliver exceptional experiences across every stage of the customer journey to drive efficient growth in concert with Sales. Demand Marketing | Adobe ExperienceCloud
  • 7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Entering The World of Adobe 7 MARKETO ENGAGE | FY2020 ROADMAP BETTER TOGETHER VALUE Extend and grow the value of Marketo Engage through enterprise-grade integrations with Adobe Experience Cloud and Adobe Experience Platform 2-WAY INNOVATIONAccess to more robust R & D for larger-scale innovations and leveraging B2B best practices across AEC to reimagine the value of Adobe software RESOURCES Receive more new capabilities, faster through larger dedicated teams and streamlined software release processes STABILITY Find confidence knowing you’re partnering with one of the most financially stable and fastest-growing brands in the world
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Lookalike ModelPredictive Audiences EventAI & Insights Fatigue Model Intelligent Services Data Science andAnalytics Workspace Hyperscale Batch & Trigger Campaigns HighVelocity Email Sends Data Privacy, GDPR,CCPA, ITP Marketo Next-Gen Experience ABMAccount Discovery Conversational AI FindingWhitespace Accounts Sales Insight for Managers ContactAuto- Capture Marketing Calendar for Sales AEMAssets Audience Sharing Analytics Integrated Campaign Attribution B2BCDP SSO using Adobe login Account Smart List MS Dynamics & Office Graph Integration Foundation For Growth Experience Cloud Integration Intelligent Services- Powered Experiences Account-Based Experiences Propensity to Buy Experience Cloud Service Campaign Member Extensibility & Sync Marketo Engage Innovation Progress and PrioritiesConnecting People & Content Foundation For Growth Powering Sales Experiences
  • 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Foundation for Growth Powering Sales Experiences 2020 RoadmapThemes MARKETO ENGAGE | FY2020 ROADMAP Connecting People & Content
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. 2020 RoadmapThemes MARKETO ENGAGE | FY2020 ROADMAP Foundation for Growth Powering Sales Experiences Connecting People & Content
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Predictive Audiences Confidently engage the right customers for the right programs, every time AI-powered audience segmentation filters, goals & recommendations for the marketing data environment Audience Segmentation & Targeting Connecting People & Content • Understand which audiences are more likely to convert for specific programs • Engage the right buyers based on AI- powered predictions without fear of unsubscribes • Replicate marketing success from prior campaigns using Lookalike Audiences
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Predictive Audience’s drives program success Create exceptional customer experiences with features including … AI-Powered Insights & Recommendations Lookalike Audiences Individual Member Predictions Likelihood to Register Predictive Filter Likelihood to Unsubscribe Predictive Filter Likelihood to Attend Predictive Filter
  • 13. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Making Artificial Intelligence part of marketing fundamentals Predictive Audiences offers unique value to Marketo Engage customers Foundational and Accessible Predictive goal tracking based on your unique goals Features Powered by Adobe Sensei
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Powering Sales Experiences 2020 RoadmapThemes MARKETO ENGAGE | FY2020 ROADMAP Foundation for Growth Connecting People & Content
  • 15. ©2020 Adobe. All Rights Reserved. Adobe Confidential. TrendsTransforming Marketing & Sales Alignment Customer Expectations are on the Rise Digital Transformation Is Empowering Buyers Expectation of Streamlined & Continuous Journeys Deeper Understanding with Personalized Experiences OF BUYING GROUP INFLUENCERS DON’T INTERACT DIRECTLYWITH ASALES REP 51% (TrustRadius research)
  • 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Insight boosts sales impact Provides sales reps with the intelligence needed to maximize productivity and drive results by: 1. Gaining deeper insight into buyer behavior and interests 2. Prioritizing leads & activities 3. Personalizing engagements
  • 17. ©2020 Adobe. All Rights Reserved. Adobe Confidential.17 Next-Gen Enhancements driving accessibility and productivity *Update for Salesforce CRM Users Refreshed UI Mobile Design  SFDC Lightning Compatibility  w/ Mobile Responsive Design  Bulk Actions for Lightning  Add up to 200 contacts to a campaign or email!  Admin Governance Features  Control user visibility into engagement and upcoming
  • 18. ©2020 Adobe. All Rights Reserved. Adobe Confidential.18 Take sales further with the all new Insights Dashboard! *Update for Salesforce CRM Users
  • 19. ©2020 Adobe. All Rights Reserved. Adobe Confidential.19 Think fast with the contact & account activity timeline *Update for Salesforce CRM Users
  • 20. ©2020 Adobe. All Rights Reserved. Adobe Confidential.20 Deeper understanding with engagement details *Update for Salesforce CRM Users
  • 21. ©2020 Adobe. All Rights Reserved. Adobe Confidential.21 Understand the buyer group with account activity insights *Update for Salesforce CRM Users
  • 22. ©2020 Adobe. All Rights Reserved. Adobe Confidential.22 Act as a trusted advisor with upcoming events & campaigns *Update for Salesforce CRM Users
  • 23. ©2020 Adobe. All Rights Reserved. Adobe Confidential.23 Insights Dashboard drives more productivity, insights, and value! *Update for Salesforce CRM Users
  • 24. ©2020 Adobe. All Rights Reserved. Adobe Confidential.©2020 Adobe. All Rights Reserved. Adobe Confidential. Foundation for Growth 2020 RoadmapThemes MARKETO ENGAGE | FY2020 ROADMAP Powering Sales Experiences Connecting People & Content
  • 25. ©2020 Adobe. All Rights Reserved. Adobe Confidential.25 15% 30% 44% Only 15% of marketers say they can effectively measure their marketing performance Only 30% of marketers say they are confident in the quality of their data 44% of marketers don’t know the ROI of their marketing 2018 State of Pipeline Marketing Report Marketers still faced with attribution challenges • ROI measurement gaps • No credit to successful strategies • One dimensional reporting • Time consuming / resource constraints
  • 26. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Bizible everytouch revenue attribution Reveal the ROI of every channel, campaign and content asset
  • 27. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Why marketers prefer Bizible  Capture every touchpoint  Reflect your unique business  Unlock more insights 43.0% increase in MQL volume 36.0% decrease in MQL cost Results from aTotal Economic Impact Study of Bizible Customers
  • 28. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Bizible delivers more value and scale in 2020 LinkedIn Ads Integration Microsoft Dynamics Activities Integration Adobe Analytics Integration Bizible now in six languages
  • 29. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Bizible supports global users across six languages Spanish French German English Portuguese Japanese
  • 30. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Optimize ad spend with Bizible’s new LinkedIn Ads integration • Visibility to LinkedIn ad spend, revenue attribution and ROI • Compare ROI of multiple campaigns and assets • No additional cost. Easy to switch on and easy to use.
  • 31. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 360° customer profiles now with Bizible + Adobe Analytics • Easily enrich user profiles in Adobe Analytics • Attributes: Account Name, Open Opps, Funnel Stage, Attributed Revenue and more • Use Cases: Account-based site traffic, B2B content performance, Live deal support • No additional cost. Easy to setup. AccountName AccountStatus Open Opportunities Deepest Funnel Stage AttributedRevenue MarketoEngage List 123

Editor's Notes

  1. 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.
  2. 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]
  3. 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.
  4. 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. ------- 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. 
  5. 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”
  6. 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.
  7. 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”
  8. 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!
  9. 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 ---------- 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!
  10. 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…
  11. 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.
  12. 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
  13. 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
  14. Sehen wir uns jetzt ein Beispiel aus dem naechsten Innovationsbereit an: Powering Sales Experiences –
  15. 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.
  16. 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
  17. 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
  18. Besonders spanned ist aber meiner Meinung nach das Release des neuen Insights Dashboards was sie jetzt hier auf dem Schirm haben (Click)
  19. 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.
  20. 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.
  21. 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
  22. 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.
  23. 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.
  24. 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.
  25. 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…
  26. 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.
  27. 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.
  28. And the Bizible team has been hard at work driving more innovation this year. Let’s take a look….
  29. 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.
  30. 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
  31. 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.
  32. 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.