Dynamic content and personalization

Adobe Express integration

Streamline campaign workflows by creating and editing high-quality images directly in the Marketo Engage asset library, email editor, or landing page editor using Adobe Express and Adobe Firefly.

• Creation and variation. Quickly generate asset variations using generative AI in Adobe Firefly — accessible through Adobe Express — to scale personalized content for campaigns.
• Editing. Refine your content using Adobe Express capabilities— including cropping, resizing, background removal, and format conversions —to enhance images and speed campaign launches.
• Templates. Streamline content creation with professionally designed templates designed to save time.
• Adobe Stock assets. Accelerate content personalization at scale by designing and editing images using Adobe Stock photos, design elements, and thousands of custom fonts.

Token-based personalization

Marketers can define specific variables (i.e., tokens) within their emails, landing pages, web campaigns, and any other touchpoints. Tokens make it possible to personalize 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 custom fields. Marketers can nest tokens, use out-of-the-box ones, and create custom tokens with their own specific logic and parameters.

Predictive content

AI-powered content personalization 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 This happens in real time based on historical content performance and the individual’s digital behavior patterns.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 optimize the best content for target account lists and people-based audiences to maximize 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 behavior.

• Lead- and account-based personalization. Use real-time lead and account-based attribute and activity data to personalize 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 optimization.

• 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, maximizing conversions.
• Website personalization. Determine which campaign drives the highest website conversion in any given audience through variations of content and placement.