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Marketo’s October releases: A manager’s guide

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Marketo’s October releases: A manager’s guide

Marketo’s Dynamic Chat updates were aimed at improving user experience — from minor updates like automating meeting links within calendar invites to more major updates like allowing new data types to use more fields. 

The October release continues a series of Dynamic Chat chatbot enhancements. Previous chatbot enhancements are here. The release of Dynamic Chat is discussed here

Dynamic Chat now supports Boolean logic, integers and floating point data 

Dynamic Chat audience targeting was enhanced by adding support for data types that will enable the Marketo chatbot to target based on scores and answers to yes/no questions. Support was added for booleans, integers and floating point data. 

Didn’t get that far in math class? Here’s a quick rundown:

Booleans enable the chatbot to determine whether a field is “True” or “False” and store that value on the record.  

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  • Why it helps: An organization may use the Boolean logic to ask questions that more accurately route customer calls. For example, if a prospect answers that she is in Canada and wants to speak to a salesperson — both are “true” in this case — her call could be routed automatically to the proper field office. This is known as “truth values” or “truth variables.”

Integer: Integers, commonly referred to as “int,” are whole numbers that can be either positive, negative, or zero. Integers cannot be a fractional number. Examples of integers are -2, 0, 2, 10 and 15.

  • Why it helps: Integers could be used to identify highly engaged leads. By leveraging the Lead Score attribute, an integer data type, Dynamic Chat users could define the audience criteria based on their score. In this case, the chat would only appear for leads with scores that meet the Lead Score defined in the audience criteria. 

Float: Short for “floating point,” this is a number with a decimal point. Floats are typically used when more precision is needed.

  • Why it helps: This feature will allow users to leverage more existing Marketo fields by syncing native and custom attributes across all three data types for better audience targeting. The data type can also be used to better target key accounts, something that all demand generation teams can appreciate. This increased level of precision will help create more meaningful experiences for both the visitor and the website.

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Automated updates to meeting invites 

Scheduling meetings in Dynamic Chat will be enhanced for both web visitors and sales representatives. 

  • For visitors: There will be an option to automatically include a Teams or Meet link in Google and Outlook calendar invites. This will be included in every calendar invite sent to visitors.
  • For sales representatives: Reps will now receive an automated email notification whenever a meeting is scheduled with them. They will also receive any relevant information about the visitor’s chatbot communications. 

Why we care: Nobody likes back-and-forths, and this update ensures meeting links are posted to both the visitor’s and the sales rep’s calendars. 

It’s also a time saver for Marketo admins and sales reps. Admins no longer have the task of sending conversations generated by Dynamic Chat sessions to sales representatives, and reps won’t have to go into Dynamic Chat to view conversations. 

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New roles and permissions announced 

Any Marketo admin knows the frustration of users having too much access to the platform. This can lead to things breaking and ultimately, more work for the Marketo admin. We were excited to hear Dynamic Chat is offering more granular permissions. These custom user roles will aid in governing the visibility and usage of the application. 

The custom user roles are:

  • Full access: Designed for more advanced users, this role can take full advantage of Dynamic Chat, like publishing dialogues and editing the color scheme.
  • Read-only access: Suitable for sales representatives, this role allows users to view information, but not make changes. This role is still helpful, as the user can view the audience criteria or stream designer.
  • Restricted access: This user cannot view or access the Configuration or Integration sections.

Why we care: This update will make sales reps’ lives easier. They’ll be empowered to learn more about their prospects, without the assistance of admins. 

And since only admin-level access users can make revisions to the chat dialogue, unintentional changes will be minimized. 

Backend enhancements to Dynamic Chat 

Marketo will be improving the Dialogue canvas in Dynamic Chat (where the user builds out the chat stream) with the addition of a new feature that organizes the canvas into a clean and coherent format. All this is made possible with the click of a button through Auto Arrange. 

Prior to this update, the canvas was difficult to visually navigate. Now, the canvas can be organized in an organized, easy-to-read format. 

Why we care: We appreciate any update that saves us time. This update will be helpful from a usability standpoint, especially for those with more complex dialogues. Although this update is fairly minor, it will make it easier and more efficient for users to visually navigate their Dialogue Canvas. 

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The Auto Arrange button can be found in the top right corner of the canvas (included as the last icon in the screenshot below).

What does it look like in action? Here’s a preview.

Dialogue canvas before utilizing the Auto Arrange feature.
Dialogue canvas before utilizing the Auto Arrange feature.
Dialogue canvas after utilizing the Auto Arrange feature.
Dialogue canvas after utilizing the Auto Arrange feature.

View the complete set of October 2022 Marketo Release Notes.

This article is presented through a partnership between MarTech and Perkuto + MERGE , a marketing operations consultancy.


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



About The Author

Lindsay DiLemmo

Digital Content Specialist at Perkuto. Detail-oriented wordsmith with a passion for creating memorable content that tells a story. Over 4 years of experience in the digital marketing space, focused on SEO-driven content, social media strategy, and boosting brand awareness. Loves hot yoga, traveling, and spending time with my partner and two French bulldogs.

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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