Marketo rolled out several noteworthy updates in its October 2024 release. These updates aim to enhance user experience, simplify marketing operations and improve data integrity.
Here’s a summary of the latest features and improvements.
Enhanced registration data in Engagement Dashboard for Interactive Webinars
This update delivers enhanced visibility into webinar engagement by allowing Marketo users to access detailed company-level attendance data and lead-level updates directly from the Engagement Dashboard.
Why it’s a win: This feature offers marketers deeper insights into which companies engage most with their webinars, facilitating more targeted and effective follow-up strategies. By understanding audience demographics such as company, title and industry, marketers can tailor their content to better meet their audience’s needs and interests.
Dig deeper: Marketo experts share tips for successful MAP implementations
Tokenization for Interactive Webinars
Tokenization is now extended to Interactive Webinars, allowing Marketo users to automatically incorporate webinar details into emails and landing pages.
Why it’s a win: This feature eliminates the need for manual data entry, which helps reduce the risk of errors and saves time when launching a new webinar. For marketers, this means a simplified process that enhances the accuracy and efficiency of their campaigns, allowing them to focus on strategy rather than practical details.
Smart List ‘Set to Affect’ count
With the introduction of the “Set to Affect” count feature, users can now see how many records will be affected when they modify the qualification rules of a Smart Campaign.
Why it’s a win: This functionality is a significant improvement for marketers aiming to refine their campaign targeting. It provides a clear overview of the potential impact of their changes before they are applied, enabling more informed decision-making and helping prevent unintended consequences in campaign execution.
My Account Button added to the navigation rail
For users who have transitioned to the Adobe Identity Management System, the new “My Account” button in the navigation rail offers quick access to personal settings, such as time zone configurations and subscription details.
Why it’s a win: This enhancement simplifies user management tasks, improving the overall user experience by making essential information readily accessible.
Dig deeper: The content supply chain is ‘a mess’: Can Adobe help fix it?
Email performance report enhancements
The October release includes several improvements to email performance reporting, including the ability to filter deleted and merged contacts from metrics and classify emails as aborted if no response is received within three days. Additionally, email activity tracking was refined for better accuracy.
Why it’s a win: These enhancements provide marketers with more precise insights and reporting capabilities. It will help them fine-tune their email campaigns for greater effectiveness.
QR code deprecation
As part of the ongoing optimization of Marketo Engage’s resources, the QR code feature used in push notifications and in-app messaging will be deprecated.
Why it’s a win: By retiring features with lower usage, Adobe can reallocate resources to support more critical areas of the platform, ensuring continued innovation and stability.
Munchkin changes
The rollout of Munchkin v.164 introduces a crucial change: the removal of non-URL encoded control characters from URL fields. This update is designed to prevent errors that could arise from incompatible characters and aims to help enhance system compatibility and reliability.
Why it’s a win: For users, these changes mean a smoother integration experience and fewer technical issues related to URL handling.
Conclusion
The October 2024 release of Marketo introduces critical updates that address common pain points for marketers, particularly in data management, reporting, and personalization. As these features roll out, users are encouraged to leverage them to enhance their marketing strategies and achieve better results.
Check out the full release notes on Adobe Experience League for more details about the release.
The post A closer look at October 2024 Adobe Marketo Engage release appeared first on MarTech.
