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The 7 best marketing automation features in Marketo

James A. Martin | Jan. 29, 2016
A set of professional marketers and Marketo customers share their favorite features of the popular marketing automation platform, including a unique 'Engagement Engine' and a bustling user community.

Marketo's A/B testing module helped SmartBear increase its email open rates by 15 percent and conversions by 20 percent, according to DeCosta. "By starting with an A/B test of the actual time of the email send, we've moved forward to using time flights with all of our mass email deliveries through Marketo."      

Though "flight" segmentation isn'tunique to Marketo, the platform "makes it easier to go through the process of segmenting the leads and tagging them by location," says DeCosta. "The unique feature within Marketo is the ability to easily send the email to a different flight without having to create a separate campaign for each time zone you may want to have included in the email send." 

3. Marketo 'Engagement Engine'

Marketo's "Engagement Engine" is a "power tool" all of its users should take advantage of, according to Justin Gray, CEO of LeadMD, a Marketo partner.

Within the Engagement Engine, Marketo customers can learn behaviors by "listening" to what a prospect is doing on a particular stream, Gray says. "If someone isn't engaging, you can adjust the frequency to try to increase engagement. Or perhaps you have an industry or persona-specific nurture campaign, and you've identified that within a stream. Engagement programs are flexible enough to work with each other, enabling you to move buyers across streams to better serve relevant content."

The average B2B Marketo user "has tens to hundreds of thousands of leads flowing through nurture programs at any time," Gray says. "And the campaigns are long, often extending beyond a year of content. That can lead to some pretty big missteps if you don't have the right system in place to manage it, and Marketo's Engagement Engine does just that."

4. Marketo micro-targets website visitors

Marketo lets organizations "personalize their Web pages based on user experience, location and special promotions, providing the kind of personalization that consumers have come to expect online," according to Carrie McIlveen, U.S. marketing director of Metia. "It also means that through customizing the user experience down to the individual user level and micro-targeting, you can reduce inefficiency as well as ensure you're reaching your audience with a highly targeted message."

Marketo "uses header and footer code to create cookies that track user actions online to constantly gather information," McIlveen says. "This helps build active customer profiles. Say you're conducting a retargeting campaign of people who've already visited a certain page of your website. By choosing that criteria in Marketo, you can speak to these specific people exclusively." 

5. 'Marketing Nation' and 'Marketo Community' 

Marketo's "Marketing Nation," which encompasses its user community and annual summit, is one of the platform's most compelling features and includes capabilities that some users overlook, according to multiple sources interviewed for this story. 


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