At RightWave, we’re always on the lookout for updates that can make your marketing efforts smoother, smarter, and more impactful. The latest release from Adobe Marketo Engage, rolled out in October 2024, introduces some exciting improvements that could make life easier for your marketing team. These updates focus on simplifying operations, enhancing user experience, and improving data accuracy—all things we love to see. Let’s dive into what’s new and why it matters for you.
This blog references insights from Lindsay Fay’s article, “A closer look at October 2024 Adobe Marketo Engage release,” published on MarTech.org. The article provides a detailed breakdown of the latest updates to Adobe Marketo Engage, which serve as the foundation for the analysis and insights shared here.
Better Webinar Insights with Enhanced Registration Data
Marketo has added more detailed insights into how your audience interacts with webinars. You can now access company-specific data as well as individual lead engagement, all from the Engagement Dashboard.
Why this is helpful: Imagine knowing exactly which companies are attending your webinars and how engaged they are. This means you can follow up with more tailored messaging based on their interest, making your campaigns much more relevant. Understanding audience details like job title, company size, and industry can help you shape your content to resonate more effectively with your prospects.
Tokenization for Interactive Webinars: Making Setup Easier
Tokenization has been extended to cover webinars, which means Marketo will automatically pull relevant details like dates, times, and links into your emails and landing pages.
Why this is a win: No more manual data entry! This not only saves time but also reduces the risk of human error. With everything automated, your campaigns can be launched faster, and you get to focus on the big picture—like how to make your webinar content stand out.
Smarter Campaign Decisions with the ‘Set to Affect’ Count
Marketo has added a new feature that shows you exactly how many records will be affected when you tweak your Smart Campaign settings.
Why you’ll love this: This feature gives you a clear snapshot of the impact of your changes before you hit ‘go.’ No more second-guessing or unintended consequences! It allows you to make informed adjustments, making your campaigns more effective and targeted.
Easier Access to Your Account with the ‘My Account’ Button
For users who are on the Adobe Identity Management System, Marketo has added a ‘My Account’ button for quick access to personal settings.
Why this helps: It’s a small but thoughtful change that improves user experience by making it easier to manage things like time zones and subscriptions. You don’t have to hunt around the platform for settings anymore—it’s all right there in the navigation rail.
Improved Email Performance Reporting
Marketo has enhanced its email performance reports by letting you filter out merged or deleted contacts and tag emails as “aborted” if no response comes within three days. They’ve also fine-tuned the tracking for more accurate reporting.
Why this matters: For marketers, accurate data is everything. These improvements give you a clearer view of what’s working and what isn’t, allowing you to refine your email strategies and drive better results. Knowing which campaigns are truly effective can help you optimize for higher engagement rates.
Saying Goodbye to QR Codes
Marketo is phasing out the QR code feature from push notifications and in-app messaging.
Why it’s good news: By removing underused features like QR codes, Adobe can redirect resources to areas that are more critical for your day-to-day operations. This ensures that the platform stays modern, efficient, and focused on what really matters for marketers.
Smoother Integration with Munchkin Changes
The new Munchkin v.164 introduces an update that removes non-URL encoded characters from URL fields, making integrations smoother.
Why this update is helpful: If you’ve ever encountered weird URL errors, this update is designed to prevent that. It makes the platform more reliable, meaning fewer technical headaches for you.
Wrapping It Up
The October 2024 release of Adobe Marketo Engage comes with a host of features designed to make your marketing life easier—from better data insights to improved reporting tools. These changes are not just about making things run more smoothly; they’re about giving you the tools to make smarter decisions and create more personalized, effective campaigns.
At RightWave, we’re here to help you navigate these updates and make the most of your marketing automation platform. Curious about how these features can work for your team? Let’s chat! We’d love to show you how you can leverage these new tools for even greater marketing success.
Reference:
https://martech.org/a-closer-look-at-october-2024-adobe-marketo-engage-release/
