Marketo 2024 Enhancements to Supercharge Your Marketing

Adobe Marketo Engage, a powerhouse in the marketing automation arena, has been a go-to platform for B2B marketers for years.

Renowned for its ability to streamline marketing campaigns and nurture leads, the platform continues to evolve to resolve any underlying Marketo issues and craft highly targeted user experiences.

In 2024, Marketo has committed to ship six releases, with three rolled out already (January, March, and April) to enhance the platform’s capabilities.

This blog post explores the most impactful Marketo enhancements within these releases and how they will be a game-changer in revolutionizing your marketing efforts.

Unveiling Key Marketo Enhancements

Adobe has introduced a series of updates to elevate Marketo’s performance. Here are some notable highlights:

Interactive Webinars (On Demand)

Marketo has released new features to expand support for on-demand webinars. The “Attends Event” trigger and “Has attended event” filters now have an “Event Mode” constraint that lets you specify whether the target is a live audience or on-demand.

You can give hosts and presenters the ability to add a webinar title and rename a room. Users can create custom templates for room layouts for a highly branded experience. Additionally, you can add external (non-Marketo users) to webinar teams to share administrative responsibilities.

The reporting has been enhanced with new dashboard elements specific to on-demand engagement. A new “Sync Now” button on the program Overview page allows you to populate the Dashboard tab in Marketo with engagement data from Adobe Connect in real-time.

How it’s a game changer: Real-time tracking of webinar engagement will help with quick decision-making and optimization. Marketers will also get consolidated engagement reports during and after the webinar to gather audience insights.

Dynamic Chat (Conversational Flow)

Users can boost engagement by integrating their Marketo Form with Dynamic Chat Conversational Flows. You can add multiple fields to a single targeting choice within a conversational flow. This lets you follow up with visitors when they meet specific criteria.

For instance, you could automatically trigger a chat message with “Book a Demo” when Marketing Directors in California working at companies with over 5,000 employees fill out your form.

You can also manage multiple conversational flows easily by reordering them as needed. Earlier, users had to delete and re-add the choices in their desired order, which was cumbersome and time-consuming.

How it’s a game changer: Marketers can now better target users and create more effective conversational flows for improved engagement. The reorder of the conversational flow logic is a great time saver when dealing with multiple choices to optimize conversions.

Activities API

Marketo REST API now provides extended capabilities for returning full sets of metadata related to web and email-based activities. The updates expand the available data attributes to include browser, platform, device, and user agent to gather activity data.

Web-based Activities:

Email-based Activities:

How it’s a game changer: This enhancement unlocks greater functional capabilities for Marketo API users. You can now export your data to a third-party Business Intelligence tool for advanced analysis and custom reporting beyond Marketo’s native capabilities.

New Users & Roles Permissions

This update empowers administrators with a more refined access control system for Marketo users. Here’s what’s new:

• Deeper Admin Control: Previously restricted areas like the New Experience and Predictive Audiences are now accessible with specific permissions.
• Separation of Audit Trail Access: Users can now be granted access to either the Asset Audit Trail or Admin Audit Trail independently.
• Granular Asset Management: New “Create” and “Move” permissions for assets and folders prevent unauthorized changes by read-only users.

How it’s a game changer: Admins now have complete visibility into Field Management changes. This allows them to track modifications and ensure data consistency across marketing and sales efforts.

Inferred Field in Forms

Marketo Engage has streamlined the process of populating inferred fields for newly created individuals. This update ensures a consistent data source is used regardless of the method employed (e.g., form-fill, import).

How it’s a game changer: Consistent data eliminates potential discrepancies and provides a more unified view of audience data. This further helps with accurate targeting and lead segmentation.

Major Announcements

Besides the above-mentioned enhancements, Marketo has made a few announcements regarding the updates that include:

One-Click List-Unsubscribe Update

As of February 2024, Gmail and Yahoo have introduced several new sender requirements. Refer to this post to learn how they will affect Marketo users.

Sync Lead API Update

The Sync Lead API’s behavior has been updated slightly. Now, the null value in the unsubscribed field is passed as false.

Email Verification for SSO Only Users

Previously, SSO users were automatically verified. This is changing with the new updates. Now, all existing SSO users will be marked as unverified and prompted to confirm their email addresses via a verification link. All new SSO users will also need to verify their email addresses upon signup.

LinkedIn Re-Authentication Required

LinkedIn is updating its Marketing APIs used by Marketo integrations. To ensure uninterrupted service, all connected LinkedIn services within LaunchPoint will require re-authentication. For this, visit your Admin > LaunchPoint settings between July 26 and December 15, 2024.

Other Standard Release Cycle Features

The standard release cycle kicked off on January 12th, 2024. Listed below are feature releases with a phased rollout.

Conversational Landing Pages

This feature embeds a Dynamic Chat conversation flow directly on your landing pages. Visitors can now easily schedule meetings through chat, eliminating the need for separate forms or chatbot interactions.

Filtering Email Bot Activity

Marketo Engage empowers you to refine your email engagement metrics with enhanced bot activity filtering. This update lets you choose the desired level of filtering aggressiveness to ensure your data reflects genuine human interaction.

Expandable Compose Window

Marketo Engage streamlines email creation with an enhanced compose window. Automatic space optimization ensures a clutter-free editing experience, while an expandable pop-out window maximizes your workspace for crafting impactful messages.

Bulk Lead Import API Update

Now, the Bulk Lead Import API offers more granular error reporting for missing records. When you specify “id” as the lookup field during job creation, and the provided ID doesn’t match an existing record in Marketo, the import won’t attempt an update. The API response now includes an incremented “numOfRowsFailed” property, indicating a failed operation due to a missing record.

Dynamic Chat

Here are some powerful new/upcoming features to enhance your Marketo chat experience:

• Website visitors can now request live chat in a Conversational Flow.
• You can customize font colors to personalize your chatbot.
• Make a dialogue restart after completion for continuous engagement.
• Both visitors and agents can now manually end live chat sessions.
• View recent Marketo Engage activities like opened emails or form submissions for leads in the Agent Inbox.
• Deliver targeted chat messages based on visitor location, agent availability, or other criteria.

Wrapping Up

The first half of 2024 has seen a continuous stream of exciting releases from Marketo. These enhancements will empower marketers with cutting-edge Marketo solutions. As you explore them further, consider how they can elevate your business’s marketing strategy and performance.

You can also reach out to our Marketo consultants to help you make the most of the latest updates and unlock superior engagement and ROI.