{"id":84467,"date":"2024-01-22T22:38:47","date_gmt":"2024-01-23T06:38:47","guid":{"rendered":"https:\/\/rightwave.com\/rwi\/?p=84467"},"modified":"2024-03-04T21:27:46","modified_gmt":"2024-03-05T05:27:46","slug":"using-advanced-features-of-marketo-in-2024-a-guide-for-marketing-data-ops-teams","status":"publish","type":"post","link":"https:\/\/rightwave.com\/rwi\/using-advanced-features-of-marketo-in-2024-a-guide-for-marketing-data-ops-teams","title":{"rendered":"Using advanced features of Marketo in 2024: A Guide for Marketing &#038; Data Operation Teams"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"84467\" class=\"elementor elementor-84467\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5d7c0653 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d7c0653\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-274212e4\" data-id=\"274212e4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33cdbe5c elementor-widget elementor-widget-text-editor\" data-id=\"33cdbe5c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\n<h2 class=\"wp-block-heading\"><\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4909487 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4909487\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0d91260\" data-id=\"0d91260\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a2e4266 elementor-widget elementor-widget-text-editor\" data-id=\"a2e4266\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-sourcepos=\"3:1-3:495\">As 2024 unfolds, B2B SaaS companies are looking for ways to squeeze the most value out of their marketing automation platforms. Marketo Engage, a leading contender in the space, continues to evolve with exciting new features, enhancements, and future prospects. But navigating these updates can be tricky, especially for busy marketing and data operations teams. So, buckle up, because we&#8217;re diving deep into the hottest Marketo innovations and how they can elevate your B2B SaaS marketing game.<\/p>\n<p data-sourcepos=\"5:1-5:51\"><strong>1. AI-Powered Personalization and Optimization:<\/strong><\/p>\n<p data-sourcepos=\"7:1-7:124\">Marketo is doubling down on AI to deliver hyper-personalized experiences across the customer journey. Here&#8217;s what&#8217;s cooking:<\/p>\n<ul data-sourcepos=\"9:1-12:0\">\n<li data-sourcepos=\"9:1-9:183\"><strong>Predictive Content:<\/strong>\u00a0Generate tailored content recommendations based on individual interests and behavior,\u00a0ensuring every landing page,\u00a0email,\u00a0and ad feels like a personal touch.<\/li>\n<li data-sourcepos=\"10:1-10:161\"><strong>Engagement Programs:<\/strong>\u00a0Leverage AI to automatically adjust triggers,\u00a0flows,\u00a0and content within customer journeys,\u00a0maximizing engagement and conversion rates.<\/li>\n<li data-sourcepos=\"11:1-12:0\"><strong>Dynamic Chat:<\/strong>\u00a0Craft personalized chat conversations based on visitor data and website behavior,\u00a0offering targeted assistance and boosting lead qualification.<\/li>\n<\/ul>\n<p data-sourcepos=\"13:1-13:46\"><strong>2. Enhanced Account-Based Marketing (ABM):<\/strong><\/p>\n<p data-sourcepos=\"15:1-15:98\">Marketo is sharpening its ABM tools to help you laser-focus on high-value accounts. Get ready for:<\/p>\n<ul data-sourcepos=\"17:1-20:0\">\n<li data-sourcepos=\"17:1-17:174\"><strong>AI-driven Account Scoring:<\/strong>\u00a0Leverage AI to prioritize and rank accounts based on engagement,\u00a0firmographic data,\u00a0and predictive fit,\u00a0ensuring you target the right whales.<\/li>\n<li data-sourcepos=\"18:1-18:158\"><strong>Advanced Account-Based Journeys:<\/strong>\u00a0Tailor personalized multi-channel campaigns for targeted accounts,\u00a0nurturing leads and influencing key decision-makers.<\/li>\n<li data-sourcepos=\"19:1-20:0\"><strong>Seamless Sales &amp; Marketing Alignment:<\/strong>\u00a0Share account data,\u00a0campaign insights,\u00a0and lead engagement updates with sales teams through tighter CRM integration,\u00a0fostering collaboration and closing deals faster.<\/li>\n<\/ul>\n<p data-sourcepos=\"21:1-21:51\"><strong>3. Streamlined Lead Management and Attribution:<\/strong><\/p>\n<p data-sourcepos=\"23:1-23:144\">Marketo is making it easier than ever to track, nurture, and qualify leads while providing clear attribution for campaign success. Look out for:<\/p>\n<ul data-sourcepos=\"25:1-28:0\">\n<li data-sourcepos=\"25:1-25:142\"><strong>Person Scoring Mastery:<\/strong>\u00a0Gain deeper insights into lead quality and engagement with enhanced scoring models and customizable data points.<\/li>\n<li data-sourcepos=\"26:1-26:152\"><strong>Revenue Lifecycle Modeler:<\/strong>\u00a0Visualize the entire customer journey,\u00a0connecting marketing activities to revenue outcomes and proving marketing&#8217;s ROI.<\/li>\n<li data-sourcepos=\"27:1-28:0\"><strong>Multi-Touch Attribution:<\/strong>\u00a0Understand the true impact of each touchpoint in the customer journey,\u00a0crediting campaigns their rightful share of conversions.<\/li>\n<\/ul>\n<p data-sourcepos=\"29:1-29:44\"><strong>4. Conversational Marketing on the Rise:<\/strong><\/p>\n<p data-sourcepos=\"31:1-31:112\">Marketo is embracing the power of conversational marketing to connect with prospects and customers in real-time. Get excited for:<\/p>\n<ul data-sourcepos=\"33:1-36:0\">\n<li data-sourcepos=\"33:1-33:195\"><strong>Enhanced Live Chat Features:<\/strong>\u00a0Offer personalized support,\u00a0qualify leads,\u00a0and answer questions instantly with improved chat capabilities,\u00a0including conditional branching and repeat dialogues.<\/li>\n<li data-sourcepos=\"34:1-34:151\"><strong>Integration with Messenger for Business:<\/strong>\u00a0Extend your reach and engage audiences where they are with seamless integration with Facebook Messenger.<\/li>\n<li data-sourcepos=\"35:1-36:0\"><strong>AI-powered Chatbots:<\/strong>\u00a0Leverage Chatbots to automate repetitive tasks,\u00a0collect lead information,\u00a0and provide first-line support,\u00a0freeing up your team for more strategic initiatives.<\/li>\n<\/ul>\n<p data-sourcepos=\"37:1-37:39\"><strong>5. Future-Proofing with Innovation:<\/strong><\/p>\n<p data-sourcepos=\"39:1-39:76\">Marketo is constantly innovating, and what&#8217;s on the horizon looks promising:<\/p>\n<ul data-sourcepos=\"41:1-44:0\">\n<li data-sourcepos=\"41:1-41:178\"><strong>Hyper-Personalization with Adobe Sensei:<\/strong>\u00a0The integration of Adobe Sensei,\u00a0Adobe&#8217;s AI engine,\u00a0promises even deeper personalization capabilities across campaigns and content.<\/li>\n<li data-sourcepos=\"42:1-42:163\"><strong>Marketing Cloud Expansion:<\/strong>\u00a0Expect seamless integration with other Adobe Experience Cloud solutions,\u00a0offering a unified platform for all your marketing needs.<\/li>\n<li data-sourcepos=\"43:1-44:0\"><strong>Evolving Analytics &amp; Reporting:<\/strong>\u00a0Get ready for even more robust reporting and data visualization tools to unlock actionable insights and refine your strategies.<\/li>\n<\/ul>\n<p data-sourcepos=\"45:1-45:68\"><strong>RightWave&#8217;s Tips for Optimizing Your Marketo Experience in 2024:<\/strong><\/p>\n<ul data-sourcepos=\"47:1-51:0\">\n<li data-sourcepos=\"47:1-47:130\"><strong>Stay informed:<\/strong>\u00a0Follow Marketo&#8217;s release notes and attend webinars to stay updated on the latest features and best practices.<\/li>\n<li data-sourcepos=\"48:1-48:174\"><strong>Leverage RightWave&#8217;s expertise:<\/strong>\u00a0Partner with experienced marketing operations specialists like RightWave to navigate Marketo complexities and unlock its full potential.<\/li>\n<li data-sourcepos=\"49:1-49:166\"><strong>Focus on data and measurement:<\/strong>\u00a0Implement robust data pipelines and track key metrics to measure the impact of your Marketo initiatives and optimize performance.<\/li>\n<li data-sourcepos=\"50:1-51:0\"><strong>Embrace continuous learning:<\/strong>\u00a0Encourage your team to stay up-to-date on Marketo best practices and attend training sessions to maximize their skillset.<\/li>\n<\/ul>\n<p data-sourcepos=\"52:1-52:15\"><strong>Conclusion:<\/strong><\/p>\n<p data-sourcepos=\"54:1-54:422\">With its focus on AI, personalization, and conversational marketing, Marketo offers B2B SaaS companies a wealth of possibilities to streamline operations, engage audiences, and drive real business results. By staying informed, partnering with skilled specialists, and embracing continuous learning, your marketing and data ops teams can leverage these innovations to take your B2B SaaS marketing to the next level.<\/p>\n<p data-sourcepos=\"54:1-54:422\">References<\/p>\n<p data-sourcepos=\"3:1-3:18\"><strong>Official Marketo Resources:<\/strong><\/p>\n<ul data-sourcepos=\"5:1-6:19\">\n<li data-sourcepos=\"5:1-5:222\"><a href=\"https:\/\/business.adobe.com\/products\/marketo\/content-personalization.html\" target=\"_blank\" rel=\"noopener\">https:\/\/business.adobe.com\/products\/marketo\/content-personalization.html<\/a><\/li>\n<li data-sourcepos=\"5:1-5:222\"><a href=\"https:\/\/business.adobe.com\/in\/products\/marketo\/predictive-content.html\" target=\"_blank\" rel=\"noopener\">https:\/\/business.adobe.com\/in\/products\/marketo\/predictive-content.html<\/a><\/li>\n<li data-sourcepos=\"5:1-5:222\"><a href=\"https:\/\/business.adobe.com\/products\/marketo\/account-profiling.html\" target=\"_blank\" rel=\"noopener\">https:\/\/business.adobe.com\/products\/marketo\/account-profiling.html<\/a><\/li>\n<li data-sourcepos=\"5:1-5:222\"><a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/release-notes\/release-schedule.html?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/release-notes\/release-schedule.html?lang=en<\/a><\/li>\n<li data-sourcepos=\"6:1-6:19\"><a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/product-docs\/demand-generation\/dynamic-chat\/setup-and-configuration\/agent-settings.html?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/product-docs\/demand-generation\/dynamic-chat\/setup-and-configuration\/agent-settings.html?lang=en<\/a><\/li>\n<li data-sourcepos=\"7:1-7:34\"><a href=\"https:\/\/nation.marketo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/nation.marketo.com\/<\/a><\/li>\n<li data-sourcepos=\"8:1-8:35\"><a href=\"https:\/\/business.adobe.com\/products\/marketo\/marketing-automation.html\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/business.adobe.com\/products\/marketo\/marketing-automation.html<\/a><\/li>\n<li data-sourcepos=\"9:1-10:0\"><a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/release-notes\/current.html?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/release-notes\/current.html?lang=en<\/a><\/li>\n<li data-sourcepos=\"9:1-10:0\">\u00a0<\/li>\n<\/ul>\n<p data-sourcepos=\"11:1-11:25\"><span style=\"color: inherit; letter-spacing: var(--the7-h6-letter-spacing); text-transform: var(--the7-h6-text-transform); word-spacing: var(--the7-h6-word-spacing);\">Image courtesy: <\/span><a style=\"letter-spacing: var(--the7-h6-letter-spacing); text-transform: var(--the7-h6-text-transform); word-spacing: var(--the7-h6-word-spacing);\" href=\"https:\/\/www.flickr.com\/photos\/mattridings\/8636354666\/\" target=\"_blank\" rel=\"noopener\">Creative Commons<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>As 2024 unfolds, B2B SaaS companies are looking for ways to squeeze the most value out of their marketing automation platforms. Marketo Engage, a leading contender in the space, continues to evolve with exciting new features, enhancements, and future prospects. But navigating these updates can be tricky, especially for busy marketing and data operations teams.&hellip;<\/p>\n","protected":false},"author":45,"featured_media":84475,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-84467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-welcome"],"_links":{"self":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/84467","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/comments?post=84467"}],"version-history":[{"count":30,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/84467\/revisions"}],"predecessor-version":[{"id":84725,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/84467\/revisions\/84725"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media\/84475"}],"wp:attachment":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media?parent=84467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/categories?post=84467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/tags?post=84467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}