Profiles and audiences

Lead and account database

Create and maintain person- and account-level profiles that let marketers precisely and dynamically segment audiences. Profiles are easily activated through Marketo Engage campaigns or shared with other systems — all from a centralized data environment.

• Custom objects. Expand your data model by creating custom objects that are unique to your business needs. These can be synchronized between Marketo Engage and your CRM for data consistency and can be used to track details, such as a lead’s products and areas of interest.
• Custom fields. Add an additional layer of granularity to your profiles and data objects with custom fields to capture data types that are uniquely important to your line of business.
• Custom activities. Track specific activities that represent meaningful engagements for your business, such as videos watched or surveys completed. Then use that data to target and personalize your marketing more precisely.

Segmentation with Smart Lists

Use Smart Lists to build highly targeted audiences that update dynamically from rich data sources as new data becomes available and people engage with programs.

• Drag-and-drop data filters. Query data using drag-and-drop data filters that are purpose-built for marketers to create precise segments quickly — without advanced data management skills.
• Audience syncing. Sync audiences with other Adobe Experience Cloud applications to unlock additional demand marketing use cases, such as personalizing a web experience for a defined audience using Adobe Target.

Native CRM integrations

The bi-directional connection between Marketo Engage and the most popular CRMs on the market ensures that marketing and sales data stay in sync. The native integrations are easy to configure and maintain, giving you automated updates between Marketo Engage and your CRM that include granular insights into objects such as lead, account, and contact opportunities at a scale of 200,000 records per hour and up to two million per day.

Target account management

Create named account lists for your account-based marketing initiatives and automatically match contacts and leads to account lists. Then measure results with account and list-level insights, account engagement scores, and pipeline and revenue impact reports.

• Account lists. Collect and target named accounts by industry, location, or size of the company.
• Named account dashboard. View current data for each attribute across all your named accounts, including people and contacts associated with each account.