Like always, Marketo has always paid attention to what marketers want! Marketo has recently launched its Summer 2016 Release Notes with a slew of new features and notable product upgrades to woo and ready marketers for the next level of marketing tools they are wishing for. To keep marketers and businesses from guessing, Marketo has unveiled what to expect from its next release notes which include the ‘Big 3’ (much expected) as it claims and a bunch of other amazing features.
First of all, the ‘Big 3’
And the biggest of all has to be this: Marketo’s upcoming account-based marketing solution. Marketo’s account-based marketing (ABM) will help marketers unite marketing and sales teams to use their combined potential in targeting, engaging and measuring client accounts. Leveraging this new product in their wings, businesses can deliver ‘highly coordinated’ marketing solutions by integrating sales and marketing teams to achieve ABM success. Marketo’s account-based marketing product is designed with all the necessary features with its marketing automation platform. The CMO of Marketo claimed that its ABM will empower sales and marketing professionals of a company not only find and target key accounts, but also, reach and engage those and the key decision makers involved in more synchronized ways. Its ABM solution is based on its marketing automation platform which will acquaint marketing and sales teams with the right tools to tap key accounts, keep them engaged with more personalized messages and measure delivery and scopes of revenue to increase ROI from each account. 3 major aspects and benefits of Marketo’s account-based marketing solution will be:
With the right set of tools, marketers will be able to more efficiently discover, identify and target greater ROI driving accounts using more personalized marketing approaches. Based on its core marketing automation platform, marketers can utilize Marketo’s lead scoring tools as well as the account-level scoring tools to spot key accounts and key decision makers of those accounts.
After identifying the key accounts and players involved in those, comes the next phase where marketers need to devise a highly personalized plan to engage decision makers through all channels from social, events, email, ads, web, mobile and other possible digital channels by utilizing data on customer behaviors traced through the ‘Audience Hub’ of Marketo. Thus, its account-based marketing solution will enable marketers to send the right message at the right time.
After equipping marketers with engagement-driven tools for running ABM campaigns, Marketo’s account-based marketing solution offers powerful analytics to measure the effectiveness and success of campaigns. The account-based marketing focused analytics will assist users in monitoring and measuring their ABM approaches including cross-channel engagement, campaigns across major dimensions as well as revenue to optimize and deploy greater ROI driven campaigns.
To use its account-based marketing solutions in full capacity, Marketo recommends using complementary tools, such as predictive scoring solutions offered by Marketo’s LaunchPoint partners.
Another big gun in its Summer 2016 Release Notes arsenal is called Audit Trail. With this tool, Marketo offers complete log details on every change made in a Marketo subscription. The Audit Trail, as the name suggests, will keep trails of changes by all users and admins to assist subscribers in tracking the root cause of unknown changes, fortifying security of subscriptions and controlling the rights of users and what tweaks they are making with comprehensive details. Thus, marketers can easily figure out –
Any unexpected behavior of any specific user
What changes they are making and what they are up to
Complete login details of users on every account
Marketo-Vibes SMS LaunchPoint Integration
Starting out with this Marketo Summer 2016 Release notes, its users will be equipped with Marketo-Vibes SMS LaunchPoint Integration solution. Subscribers, who are already using its present Vibes SMS account, will benefit from new SMS messaging integration with the Marketo platform. Marketers can create personalized messages optimized to each account and decision maker, schedule, automate and send SMS messages just at the right time. Moreover, this SMS integration will amplify their mobile marketing efforts with analytics which will monitor and measure the performance of a text message campaign from a marketer-friendly dashboard.
Apart from these three major enhancements and additions, Marketo Summer 2016 Release Notes will also unveil the following great features –
Email 2.0 Enhancements will present four new tools that are Module-level Variables, Syntax Updates, Token Support in Image Elements and Code Searching.
Multiple Branding Domains can be added to boost customers’ trust, present a streamlined look of products, services or the brand, enhance email deliverability, ability to select branding domains for email delivery, and many more.
Program Tokens will let marketers assign program name, program ID, and program description.
Enterprise Key allows marketers to add plugins for Outlook clients by leveraging enterprise key, remotely.
Web Personalization Campaigns will enable marketers to stipulate the time when web campaigns will impact on a website.
Content Analytics and Recommendations Export will let marketers access content analytics and offline data.
API Support for Email Editor 2.0 will bring access to what was only accessible to v1.0 – the Pre-existing Asset API.
Marketo Developers Site is now redesigned to be more developers-friendly with improved look, feel and functionalities.
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