ADOBE MARKETO ENGAGE FEATURES
Dynamic content and personalisation
Update messaging, content and calls-to-action (CTAs) in real time using AI and behavioural signals that let you deliver personalised, relevant marketing across channels. Real-time updates let you continuously test and optimise for improved conversions and ROI.
Token-based personalisation
Marketers can define specific variables (i.e., tokens) within their emails, landing pages, web campaigns and any other touchpoints. Tokens make it possible to personalise 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 customised fields. Marketers can nest tokens, use out-of-the-box ones and create customised tokens with their own specific logic and parameters.
Learn more about token-based personalisation.
Predictive content
AI-powered content personalisation 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 This happens in real time based on historical content performance and the individual’s digital behaviour patterns.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 optimise the best content for target account lists and people-based audiences to maximise conversions for lead and ABM strategies simultaneously.
Learn more about predictive content.
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 behaviour.
- Lead- and account-based personalisation. Use real-time lead and account-based attribute and activity data to personalise 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.
Learn more about dynamic content blocks.
A/B testing
Use A/B/n testing for email and web channels with real-time dashboards and turnkey reports for quick and accurate optimisation.
- 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, maximising conversions.
- Website personalisation. Determine which campaign drives the highest website conversion in any given audience through variations of content and placement.
Learn how to use dynamic content and personalisation features.
Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials and user guides.
