Enhance engagement and personalization with Adobe Dynamic Chat
Today, what started out as a tool for simple conversations has become a force in lead conversion as well as live and automated customer interaction.
In 2022, Adobe launched Adobe Dynamic Chat for all Adobe Marketo Engage subscriptions, further expanding the roster of web offerings in the Adobe Experience Cloud ecosystem. In an ever-changing digital climate, Dynamic Chat deftly addresses the trends marketers are seeing of late. “Over the last few years, the consumerization of B2B customer expectations has forced sales and marketing teams to reimagine acquisition strategies,” said John Dictson, senior product manager for Marketo Engage. “Customers want to communicate digitally and get responses quickly.”
The data backs that up. Research and consulting firm Gartner conducted an online survey in 2022 that revealed 54% of its respondents were using some form of chat software or conversational AI platform to engage with their customers. “Chatbots and virtual customer assistants (VCAs) have evolved over the past decade to become a critical technology component of a service organization’s strategy,” said Uma Challa, senior director analyst at Gartner.
But Adobe Dynamic Chat is more than just a chatbot. The standard version, included in all Marketo Engage subscriptions, is great for marketers and sales teams of all sizes that are early in their journey with chatbots. It allows you to create and implement automated chat conversations in minutes, give site visitors the ability to book meetings with your team members, and test drive live chat to further qualify and speed up opportunity creation. The Conversational Flows feature lets you turn a call-to-action into a conversational experience. You can design a conversation to be triggered on a specific action, like a visitor filling out a form or clicking a link. You can also integrate Marketo Engage forms directly with Conversational Flows, allowing you to instantly qualify visitors for meeting bookings, offer them reports or guides in-window, collect additional information, and more.
The premium version offers advanced functionality and increased performance thresholds. Geared towards more experienced marketers, the premium version lets you target Dialogues and Conversational Flows based on your Marketo Engage Smart Lists, further refining audiences and triggering more cross-channel engagement while enhancing internal workflows. Additionally, you can unlock team-based sales routing and new dialogue action cards for advanced automation, as well as drive real-time conversations and meeting bookings with Adobe Dynamic Chat’s newly added generative AI functionality.
The addition of generative AI in Adobe Dynamic Chat has created a significant leap in visitor engagement. And because Adobe takes a safety-first approach, all generative questions and responses are reviewed and approved by your marketing team prior to implementation to ensure the assistant doesn’t communicate anything unexpected. “Adobe’s AI Assistant allows you to optimize productivity for your sales agents, obtain insights into your website visitor intent, and respond to visitor questions in a safe manner,” said Sreekanth Reddy, senior product manager for Adobe Marketo Engage. “It ensures personalized, secure, and efficient visitor engagement, turning every interaction into an opportunity.”
Adobe Dynamic Chat receives continual updates, many of which are related to direct feedback from users. Eptura, a global provider of workplace software, recently shared some of its experiences using Adobe Dynamic Chat, which is responsible for approximately 39% of the company’s monthly web visitor engagement. “Since adopting Dynamic Chat, our business has experienced significant improvements, particularly in enhancing our customer experience,” said Stephanie Pounders, senior director of marketing operations. “Dynamic Chat helped us achieve the largest product launch announcement registration results we’ve ever had. It allows us to engage with potential customers in a personalized and interactive manner, driving higher registration rates and generating increased interest in all our offerings.”
Since Adobe Dynamic Chat is an extension of Marketo Engage, Marketo Engage users can use it to more effectively personalize engagement across the entire lead lifecycle while eliminating the cost and complexities of integrating and maintaining a third-party solution. That, along with the wide array of powerful tools provided in both the standard and premium versions, has made Adobe Dynamic Chat one of Marketo Engage’s most popular features.
To get started, please visit the Adobe Dynamic Chat Initial Setup article. You can also check out the Overview, scan the release notes, or watch one of our many video tutorials.
Keith Gluck is a senior technical writer at Adobe producing various types of content, including writing and managing product documentation for Marketo Engage. Born and raised in the San Francisco Bay Area, Gluck is a lifelong writer, with his first book set to be published in late 2025.
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