Generative AI innovations in Adobe Marketo Engage help scale marketer productivity and customer personalization

Personalization requires more content than ever — and Marketo Engage delivers with generative AI across channels.

Demand for content is predicted to grow by at least 5X over the next few years. Delivering digital-first experiences that support complex buying journeys — for various personas across multiple channels — requires extensive content development. That includes messaging, images, video, and more, which can be time consuming when done manually and can limit the degree to which a brand can personalize experiences for customers.

With Adobe generative AI, marketing teams can more efficiently create content for Marketo Engage channels, including email, nurturing, chat, webinars, and more. It does this while providing marketers the ability to approve AI-generated content, such as chatbot responses to potential visitor questions. And it gives sales teams insights that will help them build trusted relationships in meetings and on phone calls.

Email authoring is reimagined in Marketo Engage with Adobe generative AI messaging and Adobe Firefly image access

Marketers continue to face challenges iterating on existing content and scaling personalization and messaging. With reimagined email authoring in Marketo Engage, marketers can use Adobe generative AI to accelerate message creation with personalized content based on target roles.

Marketers can quickly iterate on copy for demand generation campaigns and nurturing to improve conversion rates. In addition to text content, the new email authoring provides tailored imagery from Adobe Firefly and other brand-approved sources through native access to Adobe Experience Manager Assets. Now, marketers can quickly access a wide array of on-brand imagery while they are building their emails in Marketo Engage.

Scale Adobe Dynamic Chat conversations with generative AI to increase engagement and personalization

Conversation automation is a powerful way to engage site visitors, drive more conversions, shorten sales cycles and create a better customer experience — and generative AI is expanding the scale of potential conversations.

Now, in addition to automated dialogues and live chat with sales reps, Dynamic Chat customers can choose between using a marketing-approved library of AI-generated question and answer pairs, based on a brand’s knowledge center and resources, or allowing Dynamic Chat to create a response in the moment during a customer conversation.

With in-the-moment responses, marketers maintain full control of their chatbot by arming it with content filters and excluding certain topics to create a trusted experience for visitors.

With these two complementary options, Adobe Dynamic Chat allows marketing teams to decide how and where they would like to use either approach and gives them the ability to change and evolve over time. For example, they can start with the marketer-approved set of content and then switch to in-the-moment responses to further scale AI-powered conversations once trust is established. Or, they may have some topics or pages suited to one approach and some topics and pages better suited to the other.

Adobe Dynamic Chat can empower sales teams with chat conversation summaries to improve their customer meetings and phone calls. It now also extracts topics of interest to summarize key points.

To enable marketers to have more precision in their customer touchpoints, Adobe Dynamic Chat’s conditional branching now includes additional attribute types, enabling automated dialogues to go in more potential directions. Marketers can further customize the chatbot visitor experience with new font options and stylistic chatbot enhancements such as shadowing and beveled edges to align more with brand requirements.

Generative AI Interactive Webinars transform the on-demand viewing experience for B2B buyers

Webinars are a critical channel for B2B marketing. With attendance typically ranging from 20% to 30% of registrants, an on-demand recording of a live webinar can reach many times the number of live attendees. Typically, when a customer or prospect comes to a landing page for an on-demand webinar, they come to a page with a short write-up and a big video thumbnail. If they don’t have time to watch the entire webinar, they have to skip and scrub within the video to find important information, which can be a missed engagement opportunity.

Now, Marketo Engage is using generative AI to reimagine the on-demand webinar viewing experience to keep leads engaged and help them more quickly find what they want. Automatically generated content summaries from the transcript of the webinar speed up the creation of an overview, but the discoverability goes deeper with an FAQ of all the important points discussed in the webinar, so viewers get answers to common questions. Finally, automatically generated video chapters, with summaries along the side of the video, allow viewers to easily navigate to the webinar topics of interest.

These enhancements to Interactive Webinars will vastly improve the viewer’s experience of consuming an on-demand webinar, which will lead to further engagement and more conversions.

Meeting Scheduler for Landing Pages improves conversions and shortens sales cycles

A sales rep is 100x less likely to reach a prospect just 30 minutes after they complete a form fill on a landing page. With the back and forth to connect and set a time to meet, it takes an average of 4.3 days before the first meeting happens, leading to buyer frustration and longer sales cycles.

Now, all Marketo Engage customers will be able to use the Meeting Scheduler in Dynamic Chat to give visitors the option to choose and book a meeting time with a sales rep to help to improve conversions and shorten sales cycles. This also creates a better customer experience since the timing of the next interaction is clear.

AI-driven B2B marketing measurement from Adobe Marketo Measure visualized in new ways to drive better ROI

Understanding the ROI of campaigns, channels, and content is essential for optimizing tactics and investments to maximize growth. Historically, though, it’s been difficult to do. This has been especially true in B2B with its long buying cycles and large, multi-person buying groups. In B2B, it’s not at all uncommon for a single deal to involve one hundred or more sales and marketing touchpoints with a prospect.

In this context, great marketing measurement requires at least three things:

1. Data. A record of every trackable touchpoint and its relationship with customer journey progression
2. Intelligence. The ability, through modeling, to find the important patterns in that massive amount of data
3. Insight. An easy way for marketers to extract insight and put it to work in their business.

This is exactly what Adobe has been building. Last year, we introduced Marketo Measure Ultimate, which leverages Adobe Experience Platform to source, shape, and normalize data. Second, we announced the addition of Adobe’s Attribution AI to Marketo Measure Ultimate, replacing legacy rules-based models with AI’s superior pattern recognition and precision.

With data and intelligence checked off, we’re now excited to announce reimagined Marketo Measure in-app dashboards, which put essential insights at the fingertips of our customers. This provides new capabilities, such as point-and-click cross-filtering to drill into results for deeper insights. It surfaces newly available insights from Attribution AI, including incremental scoring and performance data from multiple, separately trained AI models that tie to different motions and outcomes important to marketing teams. Separately, trained models allow companies to independently measure different aspects of their business where buyer behavior and winning tactics likely vary (for example, for different world regions or different go-to-market motions, such as new customer acquisition versus upsell and cross-sell). And now with insight checked off, the time for better B2B marketing measurement and optimized ROI is now.

Marketo Engage and Adobe Journey Optimizer - B2B Edition create personalized buying experiences together

We are thrilled to announce Adobe Journey Optimizer - B2B Edition, which is built on the powerful functionality of Adobe Experience Platform and enables marketing to coordinate customer journeys across buying groups in target accounts.

Marketo Engage customers can access and use their existing campaigns, workflows and assets in account and buying group journeys within Adobe Journey Optimizer - B2B Edition to take advantage of existing investments.

Adobe is committed to innovating and reimagining B2B marketing automation and account-based marketing to give B2B marketing teams better ability to create demand for their organization, drive coordination with revenue teams and use data-driven insights to improve every aspect of their programs.

For details on Marketo Engage roadmap feature enhancements, watch the 2024 Roadmap and Innovations for B2B Customer Journeys & Marketo Summit Breakout Session.