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MARKETING

What is Marketo?

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What is Marketo?

Marketo is perhaps one of the best-known marketing automation platforms for marketers. The company was founded in 2006, but was purchased in 2018 by software juggernaut Adobe for $4.7 billion. Since then it has been integrated into San Jose, California-based Abobe’s suite of marketing software.

Marketo, which Abobe renamed Adobe Marketo Engage, primarily serves SMB to enterprise-level B2B marketers and some B2C considered-purchase marketers in a variety of industries, including technology, business services, healthcare, financial services, education, manufacturing, and telco. Some of its biggest customers include CenturyLink, Charles Schwab, GE Panasonic, RingCentral and Roche.

This guide will walk you through some of the key capabilities of Marketo.


What is Marketo

Explore marketing automation solutions from vendors like Marketo, HubSpot, Salesforce and more in the full MarTech Intelligence Report on marketing automation platforms.

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Product overview

Cloud-based Marketo Engage features 10 major capabilities for:

  • Marketing automation to create, automate, and measure campaigns across channels.
  • Account insights and profiling to identify the right target accounts using data and AI.
  • Email to engage customers with relevant conversations in minutes.
  • Mobile to communicate with customers using mobile devices.
  • Social integration to identify potential and current customers.
  • Targeted, personalized display ads.
  • Dynamic interactions with customers on a website.
  • Marketing analytics to prove and improve business impact.
  • Predictive content ensures best fit assets are presented.
  • Marketo Sales Insight to drive account and prospect intelligence to sales.
  • Marketo Sales Connect to coordinate sales and marketing.

Marketo Engage also natively performs basic data cleansing. For example, its data deduplication feature finds and merges duplicate users in the database. Users can also set up automated workflows for data normalization. More advanced data deduplication and data cleansing can be enabled through integrations with a number of LaunchPoint partners, including RingLead, ReachForce, StrikeIron, and CRMFusion.

Marketo also includes account-based marketing features as well. For example, Account Smart Lists leverage AI and predictive scoring to reveal the best fitting accounts for campaign activation. Personalized experiences are also automated across accounts through intelligent account nurturing. Account-based insights can also be delivered to sales offering full visibility across the buying team.

In fact, Marketo’s Sales Partnership feature shares customer intelligence across every touchpoint in the buyer journey. That includes:

  • Multi-attribute lead scoring across sales and marketing touches.
  • Real-time data capture and bi-directional data integration sync with CRM.
  • Prioritized lead and account engagement scores.

Supported sales engagements and channels include email, phone, sales and marketing nurture campaigns, preloaded email templates, suggested email categories, cross-channel personalization.

Lastly, Marketo’s features are also compliant with the following data privacy frameworks and is ISO 27001 certified: SOC 2-Type 2, GDPR, CCPA, and HIPAA.

Lead management

Marketo Engage includes five essential capabilities: content personalization, cross-channel engagement, experience automation, sales partnership, marketing impact analytics.

Marketo also provides landing pages and progressive forms and users can develop and qualify potential buyers with personalized nurturing campaigns and scoring capabilities. Marketers can prioritize the best leads with quality and urgency ratings.

Marketo offers campaign cloning across programs, workflows, and assets and integrates with Salesforce, Microsoft Dynamics, SAP, and other CRM systems to increase lead management effectiveness.

Marketo Engage also touts AI-driven capabilities like Predictive Audiences that support look-alike models and predictive models to help marketers discover new, unique audiences.

Campaign channels

While email is traditionally central in any marketing automation platform, Marketo Engage claims to support the following marketing channels:

  • Email.
  • Mobile push notifications and in-app messages.
  • Direct mail.
  • Social media.
  • Digital advertising.
  • Websites.
  • E-commerce sites.
  • Webinar and conference services.
  • Video/interactive applications.
  • Tradeshows, seminars, and events.

Collaboration

Task management is included natively in Marketo Engage from within the application’s Command Center or from the Tasks section of the Live Feed. Tasks can also be managed from within CRM systems. The platform also offers flexible and customized access, users, roles, and permissions across the user base.

Workspaces can also be segmented or shared based on programs, databases and instances for segmented teams. Marketing and sales coordination is also supported via lead and account intelligence and engagement blueprints in the platform.

Analytics

Marketo Engage’s ROI reports include multi-touch attribution and aggregate impact of marketing on the revenue cycle over time, including conversion rates plus flow and velocity through the funnel. Executive dashboards also feature revenue cycle analytics identifying real-time metrics and trends.

Bizible by Marketo, an add-on platform by Adobe, offers complete attribution across every marketing
and sales touchpoint, a variety of attribution models, and connectors to paid media channels.

Performance Insights identifies programs and channels that deliver the highest marketing ROI and Marketo’s Success Path Analyzer monitors key performance metrics for each stage of the customer journey.

The company’s Revenue Modeler report defines customer journey stages and monitors how potential customers move through the funnel.

Advanced Journey Analytics reports feature a pivot-table UI for ad hoc reporting on channel and campaign performance, including attribution and ROI.

Lastly, Marketo’s Opportunity Influence Analyzer highlights cross-channel marketing activities that influence deals to understand each marketing touchpoint’s influence.

Integrations

True to its billing as one of the leading marketing automation platforms available to marketers, Marketo offers a very wide range of integrations with other major marketing technology platforms on the market. Overall, Marketo offers:

  • Native integration with Microsoft Dynamics 365, Salesforce, and SAP C4C.
  • Support for two-way synchronization.
  • With CRM credentials, custom objects and fields can be synched automatically.
  • Additions/deletions to CRM framework such as fields or objects are automatically updated in Marketo Engage.
  • Turn-key integrations for Oracle NetSuite, SugarCRM, and Zoho.
  • Partner ecosystem of data integrators and digital agencies includes Accenture Digital, Deloitte Digital, DigitasLBi,
    Informatica, Mulesoft, Talend, and Software AG.

Partners can also be found through Adobe Exchange, Experience Cloud and additional integrations are available through Webhooks, SOAP, and REST APIs.

Pricing and support

Adobe does not share specific pricing ranges, but Marketo Engage pricing is based on the size of the marketing database, plus any additional infrastructure requested such as advanced security, high volume APIs, high volume email infrastructure, or advanced database features. An annual contract is required.

Adobe does offer three pre-built bundles for Core Email Marketing and Lead Management, Account-Based Marketing, and advanced multi-touch attribution. All of its solutions include a Marketing Data Environment, which integrates profiles and engagement history to help marketers build customer relationships by enabling personalized interactions.

Any Adobe product/module not packaged in the solution can also be purchased as an add-on.

According to Adobe, products/modules are typically priced on a single scaling factor, such as database size, number of marketing users, number of mobile activities, or number of website visitors.

All Marketo subscriptions include access to customer success managers and all customers receive 24/7 web portal support. Global phone support is also available with paid support options.

In addition to software, professional services packages are available for implementation and consulting services.

Premium-priced support services include access to named support professionals, accelerated service-level response, and sessions for proactive mentoring and business review.


Snapshot: Marketing automation

For today’s marketers, automation platforms are often the center of the marketing stack. They aren’t shiny new technologies, but rather dependable stalwarts that marketers can rely upon to help them stand out in a crowded inbox and on the web amidst a deluge of content.

HubSpot noted late last year that marketing email volume had increased by as much as 52% compared to pre-COVID levels. And, thankfully, response rates have also risen to between 10% and 20% over their benchmark.

To help marketers win the attention battle, marketing automation vendors have expanded from dependence on static email campaigns to offering dynamic content deployment for email, landing pages, mobile and social. They’ve also incorporated features that rely on machine learning and artificial intelligence for functions such as lead scoring, in addition to investing in the user interface and scalability.

The growing popularity of account-based marketing has also been a force influencing vendors’ roadmaps, as marketers seek to serve the buying group in a holistic manner — speaking to all of its members and their different priorities. And, ideally, these tools let marketers send buyer information through their tight integrations with CRMs, giving the sales team a leg up when it comes to closing the deal. Learn more here.

About The Author

1641869137 309 Does your marketing team need an SEO platform

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.


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MARKETING

YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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MARKETING

A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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