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What matters in Marketo’s January 2022 release



What matters in Marketo's January 2022 release

Let’s talk about the elephant in the room. Marketo Sky is sunsetting. According to Adobe, on March 11, Marketo Sky will no longer be available as Adobe focuses its resources on delivering the next-generation user experience.

On a personal note, I can finally stop thinking about Tom Cruise’s Vanilla Sky every time I read about Marketo Sky.

Now that we have that out of the way– let’s jump into the January 2022 Marketo Release Notes along with a few more references to popular culture along the way.

Landing page details facelift

According to Adobe, the next-generation experience will allow users to discover landing page asset details more efficiently.

So how can you view the next-generation experience? On your landing page view, you will see a notification bar allowing users to toggle between old and new experiences.


Read next: A marketer’s guide to Marketo today

The order of the drop-down list values under “landing page actions” has changed, and the UI has been updated with three buttons; notably, there is an “approve draft” option, so you don’t have to go to the landing page actions drop-down list. 

Information such as “created by/date” and “last modified by/date” are helpful additions to the landing page details page.

Why we care. Small changes in user experience may not make a huge impact. However, they all add up over time, resulting in improved efficiency. If we’re talking facelifts, this falls into the non-invasive surgery category versus a complete face swap like in “Face/Off,” the 1997 film starring John Travolta and Nicolas Cage.

The overall organization of the landing page details seems intuitive and improves the user experience.

AEP to Marketo connector for new lead creation

The ability to create net new leads from Adobe Experience Platform has arrived. When sending audience segments from AEP to Marketo, people who aren’t already in your database will be automatically added once you’ve completed the setup below.


When creating a destination, there is a new drop-down option. Previously, there was only the option to match existing Marketo people only. Now, users can match existing people and create the missing people in Marketo.

Here are the steps to take to enable this feature:

  1. From the destinations catalog, activate your Marketo Engage destination.
  2. Choose your account and make your destination. Select the new option for matching existing people and create the missing people in Marketo.
  3. Once the destination is created, you can add segments.
  4. Here, you will choose which segment you want to send to Marketo with additional mappings for the new people you will be creating in Marketo (email, first name, last name, and company name). Mapping these four fields to the source field is required for the connector to work correctly.
  5. Lastly, you will need to sync a segment from Marketo to AEP.

Why we care. For AEP users, the ability to create new people in Marketo by populating a segment will likely eliminate the need for manual list uploads. Automating list upload tasks is a great way to increase marketing operations efficiency.

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Getting tighter with form rules

Landing page and form security has been enhanced so that users can create global form validation rules in Admin.

In Admin, you can create new rules for the form, including the error message to show if someone violates the rule. For example, you can block a specific domain from submitting a form. If someone from the domain tries to submit the form, they will receive the error message you define in Admin.

There is a built-in rule-set that will block 2,000+ free consumer domains! You can activate this with a single click. The rule is populated in your instance (right now), and it’s called: Consumer Email Domain Blocklist. Note: This is where all the Marketo admins run to view the new Global Form Validation Rule option in Admin.

What matters in Marketos January 2022 release

Why we care. We love this update and plan to test right away to see if we can eliminate any unwanted form fills and encourage website visitors to use their business email versus a free consumer domain like

First of all, what is Sales Connect?

So what is Sales Connect anyway? First, a bit of history. Sales Connect was formerly Toutapp, acquired by Marketo in April 2019. It’s a paid add-on with your Marketo instance.

David Desrosiers, VP of product for our Marketo campaign operations tool, Jeto, explained, “The product falls into the sales enablement category, similar to tools like Salesloft. This Marketo Add-On for sales engagement helps manage calls, email nurture, and track activity– surfacing engagement signals and ultimately prospects.”

Now that you better understand the product, the feature release includes new call outcomes. Call reasons have been released to allow sales teams to log fully customizable values like “left voicemail” or “demo booked.”

Why we care. Desrosiers also explained, “Sales Connect acts like a mini CRM perhaps for customers without a CRM and definitely for customers without SFDC– since features are overlapping with SFDC Marketo Sales Insight.

It allows users to “push” leads to Marketo Campaigns individually, and more recently (2021) in bulk. Plus, users can track real-time prospect activity on a dashboard (sales and marketing related engagement actions).”

With more insights, outbound sales teams can better prioritize leads and efforts. In Salesforce, there will be two new custom activity fields, call outcome and call reason. This matters because it will enhance reporting capabilities. For example, compare positive call outcomes to campaigns to relate call outcomes to campaigns.


New governance capabilities will allow team leaders to mandate a call reason and call outcome in the Sales Dialer, as seen below before a call is completed. Admins can adjust the settings as needed, including customizing the list of call outcomes and call reasons.

1644005002 234 What matters in Marketos January 2022 release

Lastly, additional metadata will be captured and stored, including tracking activity like emails, calls, and meetings. According to Adobe, this feature enhancement will build alignment and visibility across sales teams. More metadata around sales activity will allow for better reporting with advanced segmentation based on metadata.

What matters in Marketos January 2022 release

New features are making marketing automation platforms more powerful than ever. Learn about trends and capabilities of marketing automation software in the latest edition of this MarTech Intelligence Report.

Click here to download!

My type of sales insight

For those with Sales Insight (a paid add-on), a new column has been introduced on Sales Insight to identify the type of prospect in the Best Bets view. The new column is called type and will differentiate between prospects and leads. You will also notice the standard Adobe branding with the latest update and an updated API version.

Why we care. Previously, a seller could not differentiate between leads & contacts on the Best Bets tab. The branding and API updates are not expected to impact your work, other than retired older API versions.

Microsoft Dynamics users getting some love

Dynamics users will benefit from a few updates. Adobe describes those as follows:

  1. Syncing of the Multi-Select Optionset Field Type
  2. Server to Server (S2S) Authentication for Microsoft Dynamics 365 Online
  3. Sales Insight for Microsoft Dynamic/Updated Account Layout

Why we care. According to Adobe, these features will help users capture more granular contact information and bi-directionally sync data fields with multi-select options set fields. Think about use cases related to topics of interest or preferred modes of communication. As a result, Marketo users can use these fields within Smart List.

Related to S2S, documentation has not caught up with reality. For Dynamics integrations, Adobe and Microsoft both sent out notices that Basic Authentication will not be sufficient as of April. For integrations where the Marketo native connection was set up with Username/Password only, clients must upgrade to OAuth connections (using client ID and client secret).


S2S is one of the two connection protocols Marketo offers for OAuth (the new one). The other method is Resource Owner Password Credential (ROPC, already familiar to us as the method we had previously been using with OAuth connections).

This feature will allow sales teams to track activities both at the contact and account level– plus, view behaviors and surface engaged prospects with the Sales Insight enhancements. We are waiting to see evidence of Account level insights in our Sandbox instance of MSI.

View the January ’22 release innovations webinar here.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

1644005002 630 What matters in Marketos January 2022 release
With 20+ years of experience in marketing, John is demand generation director at Perkuto, a MERGE company. His ultimate flow-state is positioning products and services, developing buying personas, and executing plans to attract best-fit customers. Determining the right content, campaigns, channels, and budget to hit revenue KPIs is where John thrives. Outside of the office, John is a father, husband and outdoors enthusiast.

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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand



Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952


The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).


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