Introduction
According to McKinsey’s latest survey, ‘The state of AI in early 2024’, Gen AI (Generative Artificial Intelligence) has gained a dramatic adoption spike, making it a whopping 72% of the organizations already using it to drive value. Gen AI is not merely a trend anymore; businesses are utilizing it to drive functional value across departments. That brings us to a recent announcement by Adobe for its leading marketing tool, Adobe Marketo Engage, and its increased capabilities vested by the power of Gen AI.
Adobe has announced new feature upgrades embedding generative AI in Adobe Marketo Engage to completely transform the marketing operations from generating new content to dynamic chats, emails, webinars, etc. Let’s see how these upgrades work.
For effective personalization, an extensive amount of content is required. Marketo Engage offers generative AI across various platforms. In this scenario, content demand is expected to accelerate exponentially in the coming years. Therefore, efficient content development across channels and forms is in demand for offering a digital-first experience that supports buying journeys for different types of customers. Creating personalized content at a frequency can be a tough task and lead to discrepancies, the brand can offer a limited amount of personalization to its customers.
Generative AI is a game-changer for marketing teams using Marketo Engage. It enables efficient content creation for various channels, including emails, chat, and webinars. This powerful tool also allows marketers to utilize AI-generated content, such as chatbot responses, ensuring quality and relevance. Moreover, it provides valuable insights for sales teams, aiding in developing trusted relationships with potential customers.
Here are the major feature upgrades with generative AI that Adobe has recently announced with Marketo Engage.
Email Authoring Reimagined
With generative AI messaging and access to Adobe Firefly Image Email Marketing is revamping through Marketo Engage.
Marketers face continuous challenges in scaling existing content, personalization, and messaging time and again. Marketo Engage has reimagined email authoring by elevating message creation with more personalized content depending on the target audience by leveraging generative AI.
With generative AI in Adobe Marketo Engage, marketers can create content copies tailored to campaign demands quickly. Thanks to access to AEM assets, this includes text content and the ability to build emails with a wide array of imagery quickly. The result is increased efficiency and faster turnaround times for campaigns.
Dynamic Conversations
Increase engagement and personalization through dynamic chat conversations and generative AI. Automating conversations is an effective strategy to engage site visitors, boost conversions, accelerate sales cycles, and enhance the customer experience. Generative AI is increasing the range of possible interactions with higher personalization here.
Now, in addition to automated dialogues and live chats with sales representatives, Dynamic Chat users can opt for a marketing-approved library of AI-generated Q&A pairs based on a brand’s knowledge base and resources or let Dynamic Chat generate responses during customer interactions in real time.
With real-time responses, marketers can control their chatbots by using content filters and excluding certain topics, ensuring a trustworthy experience for visitors.
Adobe Dynamic Chat offers these two complementary options, allowing marketing teams to choose how to deploy each method and adapt over time. For instance, they can begin with marketer-approved content and then transition to real-time responses to expand AI-powered conversations once trust is built. Alternatively, some topics or pages may be better suited to one approach, while others might benefit from the other.
Adobe Dynamic Chat also assists sales teams by providing chat conversation summaries to enhance their customer meetings and phone calls. It now identifies topics of interest to summarize key points.
To give marketers more precision in customer interactions, Adobe Dynamic Chat’s conditional branching now supports additional attribute types, allowing for more varied automated dialogues. Marketers can also customize the chatbot’s appearance with new font options and stylistic enhancements like shadowing and beveled edges to better align with brand aesthetics.
Interactive Webinars
Interactive webinars with generative AI transform the viewing experience for B2B buyers.
B2B marketing heavily relies on webinars. Attendance rates are typically between 20% and 30% of the total registration. Also, on-demand recording can attract a significantly larger number of viewers than live events. When a potential customer visits the landing page of an on-demand webinar, there is usually a brief description and a large video thumbnail. If they are unable to watch the full webinar, they skip the video to key information.
Adobe Marketo Engage leverages generative AI to modify the on-demand webinar experience, with an aim to keep potential customers engaged and assist them in quickly finding important information by generating quick summaries. Generative AI automatically generates content summaries from the webinar transcript, providing a quick overview. In addition, an FAQ section highlights all important points discussed, offering viewers access to pre-answered questions. Also, with automatically generated video chapters with generative AI, viewers can navigate directly to the topic of interest within the webinar.
These improvements to Interactive Webinars will significantly enhance the viewer’s experience of on-demand webinars, leading to greater engagement and higher conversion rates.
In-Chat Meeting Scheduler
Enhance Conversions and Accelerate Sales Cycles with Meeting Scheduler for Landing Pages.
It is highly unlikely that a sales representative can reach a prospective customer in 30 minutes after they fill out a form on a landing page. There is an average delay of 4-5 days due to all the back-and-forth communication to schedule the first meeting. This causes buyer frustration and lengthens the sales cycle.
Now, with Gen AI powered Marketo Engage, customers will be able to access the Meeting Scheduler in Adobe Dynamic Chat itself. Prospective customers can select a slot and book a meeting with a sales representative directly from the chat, elevating customer experience and conversion rates.
In-app Dashboards with Marketo Measure Ultimate
Elevate ROI with AI-driven B2B Marketing Measurement visuals with Adobe Marketo Measure.
There are long buying cycles and large buying groups involving hundreds of touchpoints, typically in a B2B journey. As a result, understanding the ROI of campaigns, channels, and content is crucial for optimizing strategies and investments, but it is particularly challenging.
Effective marketing measurement requires:
- Data: Tracking every touchpoint and its impact on the customer journey.
- Intelligence: Using models to identify key patterns in the data.
- Insight: Providing marketers with accessible insights to implement in their strategies.
Last year, Adobe announced Marketo Measure Ultimate, which leverages the Adobe Experience Platform to source, shape, and normalize data. In addition, Adobe integrated its Attribution AI into Marketo Measure Ultimate. This integration has reimagined legacy rules-based models with AI’s improved pattern identification and precision.
With data and intelligence taken care of, Adobe has introduced new Marketo Measure in-app dashboards for B2B that offer features like point-and-click cross-filtering to get deeper insights. They present insights derived from Attribution AI, like incremental scoring and performance data, that are crucial to marketing departments.
Adobe ensures better B2B marketing measurement and optimized ROI with these latest advancements in Marketo Measure.
Marketo Engage and Adobe Journey Optimizer - B2B Edition
Enhance B2B Personalization with Marketo Engage and Adobe Journey Optimizer – B2B Edition.
Adobe has introduced Adobe Journey Optimizer – B2B Edition, which now comes as a built-in functionality of the Adobe Experience Platform. With this tool, the marketing team can coordinate customer journeys across buying groups.
With Marketo Engage, you can now leverage your existing campaigns, workflows, and assets within Adobe Journey Optimizer – B2B Edition, maximizing your current investments.
Wrapping Up
In summary, Adobe has revolutionized marketing processes such as email marketing, interactive webinars, and ROI optimization by introducing Marketo Engage and integrating it with Gen AI and other Adobe tools like Firefly, Dynamic Chat, and Journey Optimizer. The update brings improved functionalities for B2B businesses leveraging Adobe tools such as AEM, Marketo Enageg, and Customer Journey Optimizer.
For more information on upcoming feature enhancements for Marketo Engage, watch the 2024 Roadmap and Innovations for B2B Customer Journeys & Marketo Summit Breakout Session.
Are you still unsure what Adobe Experience Manager is and what it includes? AEM is a complete solution that includes a CMS (Content Management System), DAM (Digital Asset Management), Adobe Journey Optimizer, and Customer Journey Analytics. It effectively integrates with Marketo Engage for better lead generation and crafting personalized marketing campaigns.
At Krish, a preferred Adobe Experience Manager (AEM) Partner, our Adobe-certified developers can assist you with Adobe Experience Manager Consulting, implementation, migration, integration, managed support, and headless. To elevate your customer experience and streamline business functionalities effectively. Contact us to learn more about our services.
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Minal Joshi is a content marketer at Krish with a flair for eCommerce and Digital Commerce aspects. She is a MarTech fanatic with a knack of writing with which, she helps brands to curate, create, & commence digital brand positioning. Sharing insights via articles, case studies, eBooks, Infographics, and other forms of content creation is what she lives for. Being an ardent traveler, when not writing, you'll find her sipping coffee into the mountains or petting a stray.
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22 July, 2024 Establishing any business has become a task because of the intense competition in the marketplace. Imagine the need to get noticed and compelling customers to make a purchase amidst every brand doing the same. That’s why it becomes imperative to choose the right tools that can elevate your business experience. Adobe Experience Manager is one such powerful tool that can uplift your business and yield maximum conversions.
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