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 centralised data environment.

• Customised objects. Expand your data model by creating customised objects that are unique to your business needs. These can be synchronised 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.
• Customised fields. Add an additional layer of granularity to your profiles and data objects with customised fields to capture data types that are uniquely important to your line of business.
• Customised 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 personalise your marketing more precisely.

Data enrichment

Continuously enhance profiles as customers engage with Marketo Engage campaigns or from external data sources.

• Multiple data types. Create and enrich profiles using firmographic, technographic, geographic, fit, intent, behavioural and CRM data.
• Cross-channel capable. Use enriched profiles for audience insights, segmentation and campaign activation across all Marketo Engage channels.
• Embedded integrations. Leverage pre-built integrations with the most popular data enrichment vendors — such as Clearbit, ZoomInfo, RingLead, LeadGenius, Leadspace and DiscoverOrg.

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 programmes.

• 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 personalising a web experience for a defined audience using Adobe Target.

Predictive audiences

Confidently identify, target and connect with the right audience every time using AI-powered audience segmentation.

• Look-alike audiences. Let AI enrich your audience segments by suggesting additional leads with the same characteristics of audiences used in previous campaigns.
• Unsubscribe predictions. Use AI to identify people who are most likely to unsubscribe from your email programmes to minimise opt-outs.
• Event and email predictions. Get AI-powered predictions on whether you will likely hit your email, event registration and attendance goals based on past performance.
• Person predictions. View AI-powered registration and attendance predictions for each person in your event audiences to expose lower likelihood individuals and target them with personalised engagement.

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.

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Workspaces and partitions

Marketers can partition the Marketo Engage database and programmes to support regional and global business units and team needs.

• Separate databases. Create separate databases, each with its own leads, that can’t be mixed with other partitions. This is critical for data privacy and compliance in many companies.
• Workspaces. Keep marketing assets — such as programmes, landing pages, emails and more — in separate areas. Users must be given access rights to each workspace and can only view the assets in the workspaces they are assigned to.

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.