Improve marketer efficiency and customer engagement with the new Interactive Webinars features in Adobe Marketo Engage
Webinars have become a critical tool for B2B marketers to engage prospects and nurture leads. Yet, managing and optimizing webinar performance often involves a lot of manual work. With the latest enhancements to Interactive Webinars in Adobe Marketo Engage, marketing teams can now streamline processes and gain deeper insights, all while providing an elevated experience for their audiences.
Let’s take a closer look at how these product innovations make webinars more efficient and impactful.
Enhanced registration data in the Engagement Dashboard
The first major update focuses on improving the registration data in the Engagement Dashboard. New capabilities provide detailed attendee information — such as company, title, and industry. This expanded dataset gives marketers a more granular view of who attended their webinars within Marketo Engage, helping them plan next steps for top accounts and better understand audience interests.
For example, with this updated dashboard, marketers can easily see which companies had the highest participation rates and pinpoint attendees’ titles and industries. By presenting this data in a user-friendly way, the Engagement Dashboard lets marketing teams analyze the data for improved lead scoring and reporting so they can segment and target leads with greater precision and ensure follow-up actions are personalized and relevant.
Interactive Webinars tokens
Another key innovation is the expanded use of tokenization for webinar-related assets. Tokens are pre-configured placeholders that automatically populate emails, landing pages, and other materials with relevant details — such as the webinar title, schedule, and description. With this update, marketers can insert webinar-specific information automatically, reducing the risk of errors and speeding up the creation of promotional and follow-up content. Tokenization allows marketing teams to focus on high-level strategy while automating the more tedious parts of their workflow.
On-demand webinars, powered by AI Assistant
Adobe is also introducing a game-changing enhancement to the on-demand webinar experience in Marketo Engage. While live webinars often see only 20%–30% of registrants attend, on-demand recordings offer the opportunity to engage a much larger audience. However, traditional on-demand formats can be difficult to navigate. With viewers forced to wade through lengthy videos to find the information they want, they may miss the key messages you meant to convey.
To address this, Marketo Engage uses generative AI to transform how buyers interact with on-demand webinars.
Providing concise recaps with generated summaries
Interactive Webinars now feature AI-generated summaries that distill past webinar content into key takeaways, helping on-demand users quickly access the most critical points. This saves viewers time by eliminating the need to sift through full webinar recordings. By presenting the essential information in an easy-to-digest format, summaries ensure webinar content remains impactful and widely accessible.
Improving engagement with video chapters
AI-generated video chapters organize webinar recordings into easily navigable sections, so viewers can find relevant information quickly and jump directly to topics of interest. With less time spent searching, users enjoy higher satisfaction and are more likely to engage with webinar content, driving better outcomes for marketers and attendees alike.
Marketers can fine-tune these AI-generated summaries and chapters, including customizing the length, merging or splitting sections, and even adjusting the content to better reflect their brand’s messaging. This flexibility creates a more focused and engaging experience for the end user while giving marketers control over the final output. These generative AI features are currently in beta.
Transforming webinars into strategic growth drivers
Marketo Engage’s latest Interactive Webinars improvements represent a significant leap forward in how B2B marketers can run and optimize their webinar programs. With new tools to streamline the registration process, automate content creation, and personalize the on-demand experience, marketing teams can drive deeper engagement and achieve better results.
The combination of expanded tokenization and enhanced Engagement Dashboard insights enables marketers to work more efficiently while delivering personalized content. At the same time, generative AI-powered features offer an easier, more engaging way for prospects to interact with on-demand webinars, making it easy to find exactly what they’re looking for.
These innovations help marketers deliver more personalized, efficient, and impactful webinar experiences, making Interactive Webinars a critical tool for driving business growth in today’s competitive landscape.
Learn more about Interactive Webinars in Adobe Marketo Engage.
Joe Stewart is a senior product marketing manager at Adobe. He develops product positioning, sales enablement, competitive intelligence, and customer/market feedback for Adobe Marketo Engage. He has worked in industry strategy and product marketing for seven years at Adobe, previously covering Experience Cloud for the high tech, media and entertainment, and B2B industries. Joe lives in Lehi, Utah, and loves the outdoors and playing sports.
