Dynamic content and personalisation

Adobe Express and Adobe Firefly integrations

Streamline and scale the production of personalised, high-quality images using embedded Express and Firefly generative AI capabilities.

• Embedded image generation. Quickly create, modify and update assets by accessing Firefly or Express within Marketo Engage Design Studio and email editor.
• Professional editing. Refine your assets — including cropping, resizing, background removal and format conversions — with Express so you can get to market quickly without sacrificing quality.
• Convenient templates. Use professionally designed templates to kick start content project efficiently.
• Adobe Stock assets. Accelerate content personalisation at scale by designing and editing assets using Adobe Stock photos, design elements and thousands of customised fonts.

Token-based personalisation

Marketers can define specific variables or tokens within their emails, landing pages, web campaigns and any other touchpoints. Tokens make it possible to personalise variables in real time — such as names, dates, lead score, rich text and more — based on any data attribute from the Marketo Engage database, including customised fields. Marketers can nest tokens, use out-of-the-box ones and create customised tokens with their own specific logic and parameters.

Predictive content

AI-powered content personalisation models predict and insert the content with the highest chance of conversion for a specific known or unknown individual. This happens in real time based on historical content performance and the individual’s digital behaviour patterns.

• Web and email. Let AI and machine learning predict and deliver the highest-performing rich media and text-based content across websites and landing pages, as well as layouts, imagery, copy and CTAs in every email.
• Lead- and account-based content. Learn and optimise the best content for target account lists and people-based audiences to maximise conversions for lead and ABM strategies simultaneously.

Dynamic content blocks

Configure content across multiple channels — including email, web, landing pages and more — so that it automatically adjusts in real time based on audience segment and customer behaviour.

• Lead- and account-based personalisation. Use real-time lead and account-based attribute and activity data to personalise content and messaging for both lead generation and account-based marketing strategies.
• Content snippets. Create commonly-used content once and reuse it in multiple landing pages or emails. If the snippet is updated, all the assets using the snippet, such as landing pages or emails, will automatically update.

A/B testing

Use A/B/n testing for email and web channels with real-time dashboards and turnkey reports for quick and accurate optimisation.

• Email. Test both batch and trigger-based emails as engagement occurs to determine the highest-performing email content across campaigns. With champion/challenger testing, the winners are automatically selected and deployed so that your ongoing trigger-based campaigns always display the highest-performing content.
• Landing pages. Evaluate variations based on page views, form completions and other conversion events to ensure the highest-performing landing page is always shown, maximising conversions.
• Website personalisation. Determine which campaign drives the highest website conversion in any given audience through variations of content and placement.