We know how Marketo Engage platforms function in various marketing activities, including lead segmentation, email personalization, managing intricate campaigns, sending direct mails, and many other marketing activities. However, there are wide-ranging features within Marketo Engage that most of us are yet to completely utilize or maybe use in the least.
If you are trying to find the right set of Marketo Engage features that can equip your team to get started with using a marketing automation platform like a Marketo Rockstar – then here is your answer. Check out this following list of features to improve your Marketo Engage efficiency and results from your automation platform.
Cloning
Cloning tools are a remarkable Marketo Engage feature that will enable your team to clone campaigns and programs to save their efforts. This feature can help your marketing team save a substantial amount of your time by simply cloning similar parts and assets of your marketing campaigns and programs. All you need to do is create a ‘Center of Excellence’ in Marketo Engage to permit other users to clone from pre-built units.
Cloning does not only save time and efforts that would be spent in similar campaigns or programs, but also will enable Marketo Engage users to keep consistency and make sure their user experience is free of confusion and disorganization, regardless of anything your team must build.
Moreover, it is a nice feature that does not require much hardcore technical expertise to create all of your programs and campaigns. Once you delegate a team member to create the COE for your Marketo Engage user experience, then the remainder of the team can start working and building other campaigns by cloning from the pre-built COE.
Tokens
Tokens are another great set of tools that will save a large amount of your time – how? Though they are one of the most underutilized tools in Marketo Engage, Tokens can benefit your team in several ways, including:
- Utilizing program tokens to save time in launching event programs, the maximum amount of time can be from four hours to around 40 to 50 minutes.
- Use Tokens for a selected copyright year in your highest-level folder under which all programs will incorporate an equivalent copyright year. Also, your Marketo Engage team can modify the year and the changes can be automatically implemented on all assets, as and when needed.
- If a webinar and email are created for a specific service, solution, or product, implementing the Tokens for the “From” field and “Reply-To” field will replicate the senders’ and recipients’ information in these two fields for emails. In addition to those two fields, you can also use Tokens to replicate other details that are similar to another program. For example, you can replicate webinar location, webinar heading, date and time, and also the speaker profiles from other webinar programs using Tokens.
- By implementing Tokens in programs, you can enhance your team’s efficiency and minimize the risks of the slightest errors and improve program accuracy.
- You can also use Tokens to use personalized elements like a customized revenue calculator. Create tokens to deliver specific revenue calculations in every email for your high-value prospects. Once set, all your high-value prospects can access personalized ROI reports. All you need to do is to get those prospects to fill out an ROI calculator form and send them an automatic ROI calculation email.
- You can use Tokens for progressive profiling in your Marketo Engage forms to capture information over time. Your campaign managers can calculate the projected ROI with your product, add to Salesforce, and send the insights through Marketo Engage.
Email Script Tokens
Email Script Tokens can empower your team to realize advanced personalization. Research findings have proven that your customers and prospects may expect you to deliver them useful and relevant information, resources, and solutions. At that, email script tokens in Marketo Engage can enable you to utilize different types of objects that are associated with your email engagement programs like surveys, helpdesk tickets, webinars, and events. These email script tokens can assist you in creating personalized and accurate emails at scale!
Snippets
Snippets can become your go-to tool in achieving constant branding for your business. As one of the easiest features to use in Marketo Engage, Snippets, can assist you in various ways. You can –
- Use snippets in your individual emails to make static content.
- Create dynamic content by applying snippets to a customer segment for a series of automated emails.
- Implement snippets to specific parts of your emails, which are common in every email. This will include social media icons, logo, corporate address, privacy policy, copyright, text for the link to unsubscribe, and other footer information.
- Optimize regional information by adding “Country” snippets in your segmentation. Use this snippet in the fields of country-centric logo URL, country-centric social links, geolocation address, and other information specific to every country location.
One of the simplest ways of implementing snippets to your email program is applying the snippet in multiple parts of campaigns and including a selected data set to any segment. First, create a snippet and every time any change is made to the snippet, the updated information will be reflected where those snippets were applied.
Dynamic Content
The Dynamic Content tool in Marketo Engage may be a useful feature to perform language localization. Another highly impactful Marketo Engage feature, the Dynamic Content tool will let you offer content specific to demographics, consumer behavior, specific verticals, products and services, languages, job titles and departments, and many more factors. You can manually update this content for every lead or segments of leads.
Marketo Engage’s Dynamic Content tool also enables you to customize content based on your customer feedback. For example, you can deliver your emails and newsletters in customers’ regional languages with country-specific and relevant images in each email to achieve optimum regional content and email customization.
Setting up and applying dynamic content may seem time-consuming, but once implemented, can create noticeable impacts in improving customer engagement and revenue growth in your marketing campaigns.
Many marketers avoid the Dynamic Content tool because of its lengthy and complex implementation process. But when implemented, it can generate heightened content personalization and save plenty of your time.
In addition to those awesome Marketo Engage tools, you may also consider API and webhooks of Marketo Engage. Marketo Engage’s API can let you extract different landing pages to help you focus on specific customer segments and achieve bulk updates to snippets, forms, templates, and lots of other items programmatically.
