Marketo Engage is a powerful marketing automation platform that helps companies attract new customers and engage leads and prospects to generate revenue. It is the largest marketing automation platform in the world and is owned by the technology company Adobe, which is why the product is sometimes referred to as Adobe Marketo Engage.
The key features of Marketo Engage include:
- Marketing Automation
- Email Marketing
- Account-Based Marketing
- Sales and Marketing Alignment
- Cross-Channel Engagement
- Marketing Analytics
Let’s take a quick look at each of these features!
Marketing Automation
We all know time is our greatest asset. Marketo Engage helps marketers save time (and energy) by automating certain marketing tasks.
Here are some examples of marketing automation in Marketo Engage:
- Automatically and instantly send email campaigns to people on an email list without requiring the marketer to manually send emails to each person
- Automatically send an email to someone who recently filled out a form on your website
- Personalize a web page for a website visitor based on their unique characteristics
- Schedule and automatically make posts to social media channels
Marketing automation technology is growing in popularity across the globe. According to The State of Marketing Automation – A Research-Based Guid for Marketers, a recent study by research company Ascend2, over 60% of marketers are using marketing automation for their email marketing and nearly 50% are using it for social media management.
Landing pages and paid ads are additional areas where marketing automation is frequently used. Marketo Engage has marketing automation capabilities for all of these areas and more.
Email Marketing
Marketo Engage has incredibly powerful email marketing capabilities that enable marketers to create unique and optimized email campaigns, and schedule and send them to audiences. The platform has a plethora of well-designed email templates to choose from.
Email list segmentation is a very important part of modern marketing strategies, and Marketo Engage has excellent features to help marketers achieve this. The Adobe product can quickly (and accurately) categorize your audiences based on information like location, country, job title, and so on, or can even categorize someone based on a particular action they make on your website.
Marketo Engage also has best-in-class A/B testing, which aids marketers in determining what types of content, email subject lines, email send times, etc. are working the best and which are not.
It seems every company today is using email marketing to engage leads and grow revenue. The marketing channel has proven to be one of the most profitable over the last several years.
This means competition is stronger than ever, so the relevancy, timeliness, utility, and personalization of your email campaigns matter more than ever.
Account-Based Marketing (ABM)
Account-Based Marketing (ABM) is a marketing strategy that is growing in popularity. A good way to think of ABM is that it’s the opposite (or perfect complement, really) to demand generation.
Demand generation is inbound marketing designed to generate interest and awareness to your website and brand. ABM, on the other hand, is about making use of your existing sales accounts, specifically the accounts that are more likely to yield revenue for your business.
For ABM to be successful, both the marketing and the sales teams of an organization must work together to determine high-value accounts, engage with people at those accounts, and ultimately close deals to generate revenue.
Marketo Engage does a phenomenal job of helping companies achieve outstanding Account-Based Marketing to grow revenue, particularly because of the technology’s ability to get an organization’s sales and marketing team on the same page.
This leads us to our next feature…
Sales & Marketing Alignment
Getting sales and marketing teams on the same page has many benefits for companies that do so. One such benefit is the generation of more revenue through Account-Based Marketing (ABM), which we just discussed.
But what does sales and marketing alignment mean exactly? It means ensuring the two groups share the same goals and are working in a unified manner to achieve those goals with technology, data, and communications.
Marketo Engage is extremely good at aligning sales and marketing teams. This is largely so because of marketing automation platform’s native integration with the world’s most popular CRMs: Salesforce and Microsoft Dynamics. Native CRM integration functionality means data in Marketo Engage can be easily sent to your CRM and vice versa, empowering sales and marketing teams to work with the same data in real-time.
For more information on Marketo Engage’s sales and marketing alignment features, I recommend reading this article from Marketo titled, Aligning Sales and Marketing: Everything You Need to Know.
Cross-Channel Engagement
The typical customer journey today is more complex than ever before as traditional in-person experiences are meshed with a growing number of digital experiences and touch points.
This trend presents not only greater challenges for marketers but also greater opportunities. Properly attracting new customers and tactfully engaging with leads and prospects across today’s various marketing channels has never been important.
This process is called cross-channel engagement, and Marketo Engage excels at helping marketers dominate this endeavor.
Cross-channel marketing can get very complex and time-consuming. Marketo Engage both simplifies the process and saves time, resulting in more ROI. The Adobe product gives marketers a powerful, centralized hub for creating and organizing marketing campaigns across myriad channels, whether they be online (like a webinar) or in-person (like a conference).
Marketers can then deploy these campaigns across different channels with confidence and can measure the results and profitability of them with real-time reporting.
Marketing Analytics
Measuring the ROI of your marketing investments can be hard. Marketo Engage’s analytics and reporting capabilities help marketers determine which of their campaigns, channels, content, and so on are generating the most revenue and which are not.
This information is highly useful for figuring out what types of content and channels to invest precious time and money into. Marketo Engage’s analytics capabilities also empower marketers to map out customer digital journeys (which are often complex), enabling them to better understand how well customers are moving from an initial lead to a customer.
This capability is related to the sales and marketing piece we talked about earlier – analytics can help you better decide when the sales team should get involved with a lead or not! There are a variety of useful report types in Marketo Engage at a marketer’s disposal, ranging from reports that tell you how well a specific email performed to how well one of your landing pages is performing.
