Getting Started with Marketo Velocity Scripting
In the world of email campaigns, personalization is the magic key that unlocks engagement and connection with your audience. After all, who doesn’t appreciate an email that speaks directly to their interests and needs? Marketo, our go-to email automation platform, offers two main ways to achieve this: dynamic content and Velocity Scripting. In this blog, we’ll dive into the world of Marketo Velocity Scripting, exploring its significance and how to harness its power.
Understanding Velocity Scripting in Marketo
Imagine sending out email campaigns tailored to the recipient’s state, ensuring that your communication resonates with their unique context. Marketo’s Velocity Scripting enables precisely this kind of dynamic personalization. It offers a robust solution for generating personalized and customized email content by leveraging data sources and conditions. Based on Apache Velocity, this scripting language empowers marketers to access and manipulate data, perform calculations, and create conditional logic within email templates.
Velocity scripting opens the door to a vast array of possibilities. You can dynamically populate email content based on lead attributes, behaviors, and even external data sources. The result? Emails that feel tailor-made for each recipient, enhancing engagement and conversion rates.
Ready to Utilize Velocity Marketing? Talk with Marketo Experts!
Why Velocity Scripting Matters in the modern world?
Velocity Scripting isn’t just another tool in the marketer’s toolkit – it’s a game-changer. While Marketo’s Dynamic Content feature offers excellent personalization capabilities, Velocity Scripting takes personalization to the next level.
Why Velocity Scripting?
- Scalability: Dynamic Content is great for straightforward personalization, but for recurring complex logic, Velocity Scripting shines. It’s scalable, making it ideal for automating repetitive tasks.
- Data-driven Personalization: With Velocity Scripting, you can create personalized content based on a range of data, from lead attributes to external data sources. This means you can craft emails that are not only relevant but highly specific to each recipient’s circumstances.
- Dynamic Content Generation: Velocity Scripting leverages the power of Apache Velocity to generate dynamic content on the fly. This means you’re not limited to static templates – your emails can adapt based on real-time data and conditions.
Implementing Velocity Scripting: Creating Script Tokens
The beauty of Velocity Scripting lies in its implementation simplicity. You can start harnessing its power through Email Scripting Tokens. Here’s a step-by-step guide on how to create and leverage these tokens:
- Token Creation: Velocity script finds its way into emails through Email Scripting Tokens. These tokens can be crafted within Marketing Activities, either in a Marketing Folder or a Program.
- Accessing the Editor: To create a token, navigate to your chosen folder or program and select the “My Tokens” tab. Drag the “Email Script” option from the right-hand menu into the token list.
- Customization: Rename the token as needed and open the editor using the “Click to Edit” option. Inside the editor, you have the canvas to create your script, with access to variables within script-accessible objects.
- Leveraging Variables: The intuitive interface allows you to seamlessly integrate variables into your script. Simply drag and drop variables from the right-hand tree into your script to reference fields from objects.
Embrace the Power of Personalization: Marketo Velocity Scripting
Velocity Scripting in Marketo opens a realm of possibilities for personalized email marketing. By dynamically generating content based on diverse data sources and conditions, you can deliver emails that resonate deeply with each recipient. Say goodbye to one-size-fits-all communication – with Velocity Scripting, your emails become tailored experiences that engage, convert, and drive success.
As you embark on your personalization journey with Marketo Velocity Scripting, remember that every script you create has the potential to elevate your email campaigns to new heights. Experiment, iterate, and craft emails that leave a lasting impact. The days of generic messages are over; it’s time to harness the power of personalization through Velocity Scripting.
Example of Marketo Velocity Scripting
Displaying a Greeting Based on Gender (Portuguese)
#if ( ${lead.gender} == “F” )
Cara Sra. Dra.
#else
Caro Sr. Dr.
#end
In this example, we show you how to display a gender-specific greeting in Portuguese. By checking the lead’s gender value stored in $lead.gender, we can tailor our greeting accordingly. If the gender is identified as female (“F”), the greeting becomes “Cara Sra. Dra.” (Dear Ms. Dr.). For male or unspecified genders, the greeting changes to “Caro Sr. Dr.” (Dear Mr. Dr.).
How has NextRow Leveraged Velocity Scripting in Marketo?
At NextRow, we have mastered integrating Marketo’s Velocity Scripting into our client’s marketing efforts, composing a symphony of success. Our strategy is centered on three characteristics that appeal to both clients and customers. Read about the Marketo Migration Phases for smart understanding.
- Personalized Content: We make highly customized email campaigns by dynamically changing the content based on the demographics and interests of the recipients. This way, we can send messages that are relevant and interesting.
- Advanced Transactional Emails: Using Velocity Scripting, we optimize transactional emails to give users a smooth and personalized experience. We do this by combining order details, product information, and personalized recommendations.
- Dynamic Subject Lines: With the clever use of Velocity Scripting, we’ve mastered the art of writing dynamic subject lines that can adapt to each recipient’s unique characteristics and actions. This magic of personalization not only gets people’s attention but also gets people to open emails a lot more.
Velocity Scripting in Marketo is no rocket science if applied correctly. If you think you could use an extra set of hands to implement the Velocity Scripting functionality in your email assets. Then your extended Marketo team at NextRow will be happy to pitch in, thus making you see an elevated engagement in your email marketing campaigns. With NextRow’s deep expertise in Marketo MOPS, we have supported many enterprise customers with optimized processes.
Get started today to reach new heights! Let’s Talk.
What is the New Inside Adobe Dynamic Chatbot?
Today’s digital marketing demands a dynamic, responsive, and intelligent approach. Enter Adobe Dynamic Chat – an integral feature of Marketo Engage that promises to revitalize your digital communication strategy.
When Dynamic Chatbot was first introduced, its aim was clear – to offer foundational conversation automation tools that effortlessly integrate with your cross-channel marketing strategy. Adobe, never one to rest on its laurels, decided to amplify its functionalities. And the best part? All these added features come at zero extra cost.
What’s new in Adobe Dynamic Chat?
1.
Expanded Conversational Avenues:
- Live Chat: Directly engage with your site visitors, helping to speed up opportunity creation, qualification, and meeting bookings.
- Sales Agent Workbench: Equip your sales agents with real-time insights and a comprehensive dashboard.
- Live Chat Seats: Empower up to 5 sellers with the capability to chat live with potential customers.
2.
Swift Qualification & Meeting Bookings:
- Conversational Forms: Make your Marketo Engage forms more interactive, enabling instant meeting bookings and further lead information collection.
- Conversational Flows SDK: Enhance any digital CTA with embedded conversational marketing experiences.
- 100 Engaged Conversation Trial: Dive into engaged customer conversations or upgrade to Dynamic Chat Prime for even more capabilities.
3.
Comprehensive Insights:
- Performance Dashboards: Understand the performance of your live chats and sales agents at a glance.
- Native Lead Source Tracking: Incorporate dynamic chat as a native lead source for streamlined tracking and reporting.
4.
In-Depth Sales Insights:
- Live Feed Activities: Stay updated with chat activities in real-time, ensuring marketing and sales alignment.
- Chat Transcripts: Equip your sales team with transcripts and data to prepare them for subsequent interactions.
5.
Advanced Segmentation & Automation:
- New Triggers & Filters: Optimize smart lists and campaigns with new activity filters and triggers.
- Trigger Tokens: Personalize internal workflows based on chat activities.
6.
Unparalleled Control Over Conversations:
- Domain Preferences: Control conversational flows and maintain data hygiene with blocked and allowed email domains.
- Meeting Availability Settings: Allow agents to specify their availability for streamlined scheduling.
Dynamic Chat redefines the integration form with your cross-channel marketing strategy
Stepping Up Your Game: Adobe Dynamic Chat Prime
For those looking to fully harness the capabilities of conversational automation, Adobe introduces Dynamic Chat Prime. This upgraded version removes conversation limits, integrates with more calendars, and enables a richer experience through Adobe Sensei GenAI’s capabilities. From summarizing conversations for sales agents to transforming chatbots into brand ambassadors, the Prime version truly brings your chat game to the next level.
New Features of Dynamic Chat (Launched in Feb 2023)
We’re thrilled to let you know about some great new features that have been added to Dynamic Chat. These updates are designed to make your experience even better and more efficient. Dynamic Configuration is the best trial practice.
- Roles and Permissions
Managing who can access Dynamic Chat has gotten easier with the introduction of roles and permissions. You can now create your own user profiles and assign different levels of access to each profile. Marketo also set up three default profiles: Marketing Admin, Marketing User, and Calendar Agent.
- Globalization of Static Content
While you’ve been able to create dialogues in different languages, they’ve taken things a step further. System-specific content that used to appear only in English will now be automatically translated based on the visitor’s language selection at the dialogue level.
- Search in Stream Designer
Handling long dialogue streams is now simpler thanks to the new search function. You can easily search for specific text within a dialogue and quickly make any necessary changes. Marketo has even added keyboard shortcuts like ‘cmd+f’ or ‘ctrl+f’ to make the process even smoother.
- Auto-populating Inferred Data
Leads generated through the chatbot will now be automatically synced with your Marketo Engage instance in nearly real-time. Additionally, visitor data inferred from their IP will be automatically filled into the correct inferred attributes, making lead capture more efficient and accurate.
- Improved Dialogue Preview
The Dialogue Preview feature has been enhanced for a better experience. When previewing your dialogue, you can now click on icons within the response field to quickly identify and fix errors. This convenient feature allows you to smoothly navigate to the relevant card on your canvas, making editing easier and more efficient.
Propel your business growth with Dynamic Chatbot.
Why Should Companies Trust Adobe Gold Partner: NextRow?
Implementing, consulting, and managing these Adobe services may seem like a mountain to climb. That’s where NextRow, a trusted Adobe Gold Partner, comes into play. Outsourcing these services to experts like NextRow ensures a seamless and efficient integration of these advanced features into your existing framework. The result? Enhanced user experiences, streamlined operations, and a solid ROI.
In conclusion, Adobe Dynamic Chat, with its revamped features, provides companies with the tools to redefine their conversational marketing strategies. When coupled with the expertise of NextRow, businesses can ensure they are making the most of what Adobe has to offer.
Looking to delve deeper into the world of Adobe Dynamic Chat Prime? Stay tuned for our next blog where we unpack the myriad reasons and benefits of upgrading.
Social Features Deprecation in Marketo
Adobe is making significant changes to Marketo Engage to enhance the platform’s performance and focus on popular features. Effective July 31, 2024, Adobe begun deprecating several social features as part of its efforts to optimize Marketo Engage. This update aims to streamline resources, boost performance, and direct attention toward more widely used features.
The following social features will be deprecated:
- Polls
- Social Buttons
- Referral Offer
- Video Share
- Sweepstakes
Reasons for Deprecation
- By phasing out low-usage features, Adobe aims to enhance the overall performance of Marketo Engage. This change will allow the platform to operate more efficiently and reliably.
- Resources and development efforts will be redirected to support and enhance features that are more commonly used, ensuring they receive regular updates and improvements.
- The deprecation of these features will help Adobe reallocate resources towards product maintenance and growth, contributing to a more robust and future-ready platform.
Here’s what to expect with the upcoming changes:
- July 31, 2024: The creation, cloning, and embedding of new social features should be disabled. However, existing social assets will continue to function as usual.
- January 31, 2025: Support for existing social assets will be limited. While these assets will still work, Adobe will not provide full support or updates for them.
- February 1, 2025: All deprecated social features will cease to function. Social features embedded in Landing Pages will need to be removed by this date to avoid disruptions.
To prepare for these changes, review your Marketo Engage – Identify and remove deprecated social features from your Landing Pages.
Alternatives to Deprecated Social Features in Marketo Engage Polls
Survey Tools: Utilize external survey tools such as SurveyMonkey, Typeform, or Google Forms. These platforms offer advanced survey functionalities and can be integrated with Marketo via APIs or embedded links.
Feedback Widgets: Implement feedback widgets or forms on your website or landing pages to gather user input in real-time.
Social Buttons: Social Sharing Plugins: Use third-party social sharing plugins or tools like AddThis or ShareThis. These plugins can be easily integrated into your website and landing pages to enable social sharing.
Custom Social Links: Create custom social media buttons using HTML and CSS. These can be manually added to your emails and landing pages to direct users to your social media profiles.
Referral Offer: Referral Programs: Implement dedicated referral program software such as Referral Candy, Referral Rock, or Yotpo. These platforms offer robust features for managing and tracking referral programs, which can be integrated with Marketo through APIs.
Incentive Management Tools: Use incentive management tools that provide similar functionalities to referral offers, allowing you to create and manage referral campaigns.
Video Share: Video Hosting Platforms: Use video hosting platforms like YouTube, Vimeo, or Wistia to host and share your videos. These platforms offer robust sharing options and can be embedded into your Marketo assets.
Social Media Channels: Share videos directly through your social media channels. Most social media platforms support video uploads and offer native sharing options.
Sweepstakes: Sweepstakes Platforms: Consider using dedicated sweepstakes and contest platforms such as Gleam, Rafflecopter, or Woobox. These tools provide comprehensive features for creating, managing, and promoting sweepstakes and can be integrated with Marketo for data collection.
Integration with Marketo
APIs and Webhooks: Integrate third-party tools with Marketo using APIs or webhooks to ensure data flows seamlessly between platforms.
Custom Scripts: Use custom scripts or integration platforms like Zapier to connect external tools with Marketo, enabling automated data exchange and functionality.
As Marketo Engage evolves, staying up to date with the latest changes and best practices is crucial for maximizing your investment in the platform. At NextRow, we are committed to helping you navigate these updates seamlessly. Our team of experts can assist with:
- We can help you migrate away from deprecated social features and optimize your setup for continued success.
- We can develop and implement alternative social engagement solutions that fit your needs and enhance your marketing efforts.
- Our ongoing support ensures that you continue to make the most of Marketo Engage, with expert guidance and optimization tailored to your goals.
Don’t let the deprecation of features disrupt your marketing automation. Partner with NextRow to ensure a smooth transition, maintain continuity, and fully leverage the capabilities of Marketo Engage. Stay ahead of the curve and make the most of your Marketo Engage investment with our expert support.
AEM Upgrade: A Complete Playbook For Flawless Upgrade
In this digital age, organizations of all shapes and sizes are investing a lot on improving their overall customer experience. Keeping that in mind, Adobe constantly enhances Adobe Experience Cloud suite to empower marketers with the necessary tools to create and deliver amazing experiences. The foundation of many of those experiences relies heavily on Adobe Experience Manager, and like most platforms, Adobe annually updates its solutions with new features or existing features are enhanced to meet the expectations of evolving digital world. Hence, it’s imperative for organizations to upgrade AEM and avail the latest powerful features in store to deliver amazing omnichannel experiences to customers.
Though upgrading AEM to the latest version has some support from the Adobe, but the upgrade process may be a little challenging and often requires some specialized experience and knowledge to deploy everything smoothly. Also, proper planning is mandatory for upgrading any of the previous AEM, which includes – author training, writing test cases for the upgrade procedure, understanding the new changes around architecture, estimating LOE using AEM provided pattern detector and then finally creating a project plan. Further, the AEM Upgrade needs analysis and execution phases with key deliverables defined for each phase.
Considering the above complexities and problems faced while AEM Upgrade, I have put together this AEM playbook in an attempt to educate you, so you can establish clear goals and phases to upgrade AEM with little or no hiccups. Let’s discuss each and every step in some detail:
1.
Upgrade Overview:
The Upgrade process associated with AEM is a multi-step that often takes a few months to complete. The image below provides an overview of the different processes associated with an upgrade project.
| Planning For Upgrade | Author Training Plan | Develop A Test Plan | Identification Of Architectural Changes Required | Use pattern Detector To Estimate LEO | Prepare A Runbook | Build A Test Plan |
|---|---|---|---|---|---|---|
| Development & QA Requirements | Prepare A Dedicated Code Branch | Assess Usage Of Resource Resolver | Prepare A List Of Queries And Indexes | Enlist Customizations Needed For Update | Overlays Should Be Updated | |
| Maintenance Required For Pre-Upgrade | Make Sure To Have Efficient Resources | Take Backup Of Earlier Resources | Automated Analyzation Of Pre-Upgrade Maintenance | Disable Custom Login | Rotate Logs | |
| Procedure For Upgrade | Cease Authoring | Author Tier Should Be Updated | Segregate A Publish Instance | Upgrade Both Major & Additional Instances | Finalize The Upgrade | |
| Post Upgrade Inspection | Log Files Should Be Examined | Bundles Needs To Be Checked | Reinstall Backup Configuration | Determine Maintenance Tasks | Trouble-shooting Of Issues |
2.
Upgrade Scope and Requirements:
Before initiation of the upgrade, it is important to ensure that you are running a supported operating system, Java runtime, httpd and Dispatcher version. Also, upgrading components need to be accounted for in the project plan before upgrading AEM. The table below describes a list of areas that are impacted in a typical AEM Upgrade project.
| Areas Impacted During AEM Upgrade: | |
|---|---|
| Area Impacted | Description |
| JAVA Version | Every AEM version supports a specific range of JRE versions. If clients JRE version is lower than what is expected by new AEM version, then it needs to be updated. |
| Hardware | Running Pre-upgrade maintenance tasks and regular Maintenace tasks (post upgrade) requires a certain amount of heap memory and disk space. If current hardware doesn’t meet these requirements, then it needs to be updated. |
| Content Repository Migration | If AEM is being upgraded from version < 6.x, then content repository migration is a must. Earlier versions (< 6.x) of AEM used to run on CRX2 repository. AEM 6.1 onwards, content repository has been changed to Oak. |
| Repository Restructuring | Repository structure started changing from AEM 6.4 and is being continued in AEM 6.5 as well. It affects custom content. Though these restructuring duplicates content from their old location in repository to new location, but it needs a serious attention and any custom code referring to old location, needs to be updated, to fetch the content from new location. |
| Maven (POM) Updates | POM files need to be updated as well. POM files must reflect UBER jar version matching with upgraded AEM version and other dependencies versions. |
| Custom Application Code | Custom application code needs to be updated so that it refers to latest AEM Core APIs. Any deprecated AEM APIs need to be replaced with their alternate suggestive APIs. |
| Customizations of OOTB features | If any OOTB feature has been customized by client in previous AEM version, it may not work completely with upgraded AEM version. |
3.
Plan For Author Training:
There are many potential changes required to be introduced to the UI and user workflows during the AEM upgrade. It’s highly recommended to review the functional changes that have been introduced and create a plan to train your author teams to leverage them effectively. Make sure to note any changes to UIs or product features that are commonly used in your organization and after looking through what has changed in upgraded AEM, develop a training plan for your authors.
4.
Create A Test Plan:
Every organization’s implementation of AEM is unique and customized to meet their specific business needs. So, it’s important to determine all the customization made to the system and included in a test plan. The test plan empowers the QA process, which is performed on the upgraded instance. The exact production environment needs to be duplicated and testing should be performed on it after the upgrade to make sure all applications and the custom code still run as desired.
5.
Determine Changes Required For Architecture And Infrastructure:
While upgrading, you may need to upgrade other components in your technical stack such as the operating system or JVM. Also, it’s possible that due to changes in the repository, additional hardware may be required (this is for migrating from pre 6.x instances). Further, changes may be required for operational practices including monitoring, maintenance, and backup and disaster recovery processes.
6.
Assessing Complexity Associated With The Upgrade:
There are two steps involved to assess the complexity of the AEM upgrade. The first is the newly introduced Pattern Detector which is available to be run on AEM 6.1, 6.2 and 6.3 instances. It is the easiest way to assess the overall complexity of an upgrade in the form of reported patterns. The pattern detector report includes patterns for identifying unavailable APIs that are in use by the custom codebase. This test gives a fairly accurate estimate of what to expect during an upgrade for most cases.
The second and more comprehensive step is to perform an upgrade on a test instance that also includes some basic smoke testing. Also, the list of Deprecated and Removed Features should not only be reviewed for the version that you are upgrading to, but also for any versions between the source and target versions.
7.
Prepare An Upgrade and Rollback Runbook:
Though, Adobe has documented the basic process associated with upgrading an AEM instance, but, each organization’s network layout, deployment architecture, and customizations require tailored and fine-tuned procedure. Hence, it’s highly recommended to view all the documentation to construct a project-specific runbook that outlines the specific upgrade and rollback procedures. All instructions should be reviewed and taken into consideration with your system architecture, customizations, and downtime tolerance to determine the appropriate switch-over and rollback procedures that will be executed during the upgrade.
8.
Develop A Project Plan:
Based on the steps described above, a project plan covering the expected timelines for test, development efforts, training, and actual upgrade execution can be built.
A comprehensive project plan includes:
- Finalization of development and test plans
- Upgrading development and QA environments
- Updating the custom code base for AEM 6.5
- A QA test and fix cycle
- Upgrading the staging environment
- Integration, performance, and load testing
- Environment certification
- Go live
9.
Perform Development And QA:
We all know that the development and the testing process go hand in hand. During the customizations, the changes made while upgrade can make an entire section of the product unusable. There is the potential of discovering some new problems even after the redressal of the root issues by developers and testing teams. So, it’s better to keep track of these newly discovered issues in the upgrade runbook to make adjustments to the upgrade process. After testing and fixing, the code base should be fully validated and ready for deployment to the stage environment.
10.
Final Testing:
A final round of testing is highly recommended after the codebase has been certified by the QA team. Also, validation of the runbook on the stage environment must be followed by user acceptance, performance, and security testing. Finding and correcting issues before going live can help to prevent costly production outages. Apart from these, it is also important to perform performance, load and security tests on the system to understand significant changes to the underlying platforms on the new version of AEM.
11.
Performing the Upgrade:
Once the green signal has been received from all the stakeholders, the execution of runbook procedures should begin. The below image depicts the various steps to be taken into consideration while performing the final upgrade.
12.
Post Upgrade Support:
Many clients do ignore the importance of post go-live support. It is very critical to have enough resources planned out for post upgrade support to ensure minimal/zero disruption to your live site(s). If you hired a vendor for this upgrade, make sure to budget for post upgrade warranty/support period. If you do it with internal resources, make sure to allocate enough resources to address any issues identified on production.
As I mentioned earlier, no two upgrades are the same and there will be unique challenges you may have to work thru specific to your scenario. Having an experienced partner like NextRow Digital to help you guide thru and execute may prove critical differentiation factor between a successful or not-so-smooth upgrade.
NextRow Digital is an Adobe Silver Business Solution Partner, specializing in marketing cloud and technology implementations. We are awarded “AEM Specialization” by Adobe, recognizing us a formidable partner in AEM and Adobe Marketing Cloud space. We have a number of deployments and upgrades under our belt, including some for fortune 100 companies. Contact NextRow Digital today @ +1-847-592-2920 or info@nextrow.com, if you need help or assistance with AEM implementations or upgrades or AEM managed services
Disclaimer:
Any views or opinions represented in this blog are personal and belong solely to the blog owner and do not represent those of people, institutions or organizations that the owner may or may not be associated with in professional or personal capacity, unless explicitly stated. All content provided on this blog is for informational purposes only. The owner of this blog makes no representations as to the accuracy or completeness of any information on this site or found by following any link on this site. The owner will not be liable for any errors or omissions in this information nor for the availability of this information. The owner will not be liable for any losses, injuries, or damages from the display or use of this information.
Evolution of Adobe Experience Manager From Adobe CQ5
In today’s fast-paced digital age, customer expectations are changing daily. Most organizations are investing in new technologies to digitize their business in a way to reach the expectations of their customers. One such trending technology is Adobe Experience Manager (AEM), formerly known as Adobe CQ5.
AEM is a powerful platform with amazing features, such as drag-and-drop content authoring, digital asset management, multi-channel publishing, personalization, and analytics. You can integrate with other Adobe Marketing and Creative Cloud Products.
In this blog, we will go through AEM and discuss what it is, its history, technical background, benefits, and more.
What’s an AEM or Adobe CQ5?
Adobe Communique 5 (Adobe CQ5), currently known as Adobe Experience Manager (AEM), is a web-based content management system for high-end digital experiences. It allows businesses to create, manage, and deliver digital content across various channels such as web, mobile, and social platforms. It also helps in creating, editing, and publishing content along with digital assets and workflow management.
It supports a range of analytics and personalization tools, which enable organizations to track user behavior, segment audiences, and deliver personalized experiences based on user data. Adobe AEM also helps businesses to drive sales by attracting customers’ attention.
History
AEM has a quite complex history starting with CQ5, which is a version of Day CQ portfolio developed by a Swiss-based software company Day Software in 2008, following Day CQ 3.5, 4.0, 4.1, and 4.2. Adobe Systems renamed Day CQ5 as Adobe CQ5 after acquiring Day Software in 2010. Following the release of the fifth version of CQ5 i.e., 5.5, Adobe renamed it as Adobe Experience Manager (AEM) in 2013 with a sixth version AEM 5.6. Since then, Adobe released various versions of AEM and the latest is 6.5.
After the acquisition, Adobe integrated it into its existing suite of marketing and creative tools, including Adobe Marketing Cloud, Adobe Creative Cloud, and Adobe Analytics. In 2013, the first version of AEM as a standalone product has been released that can be used without Adobe’s other marketing tools.
Adobe keeps enhancing AEM’s capabilities and adding new features such as digital asset management, social media integration, and mobile app development. Now, its cloud version is also available. Adobe continues to work on AEM’s development while focusing on its cloud capabilities, AI and machine learning capabilities, and integration with other Adobe products and services.
Technical Background
The server of AEM is platform-independent as it is based on Java. AEM is also based on the Apache Sling web framework that simplifies the development of RESTful web applications.
It is an integration of both application-level, as well as infrastructure-level functions.
At the application level, it enables users to manage content, mobile apps, digital assets, websites, e-commerce, social communities, and more.
At the infrastructure level, it can be deployed in a standalone mode or as a web application in a third-party server. The Sling Web Application Framework can reduce the overhead of developing content-oriented applications and store all the data (from authors) and code (from developers) on its Java Content Repository (JCR) database.
All in all, its technical architecture is designed to offer a flexible, scalable, and customizable platform for digital content management and delivery.
Benefits of Using AEM
AEM helps in web content management and digital experience delivery. Here are some of the key advantages:
- Robust Content Management
It offers a robust set of tools for content creation, management, and delivery. Content creators can easily create and edit content using these tools while providing workflows for approval and publishing.
- Build Amazing Websites
Develop high-end websites for all types of devices to manage on-site and in-store experiences by using different methodologies. It helps companies increase sales.
- Digital Forms
Use digital forms from AEM to provide a user-friendly experience to the end users and can also offer quick responses after submission.
- App Promotion
Edit interfaces of mobile apps provided by Adobe CQ5 to change data, import digital assets from other mediums, and improve the performance of apps to promote a brand.
- Build a Brand
Build their brand by using AEM brand marketing capabilities to create streamline for brand assets approval; search, deliver and organize brand assets; and also share personalized experiences to target channels and more
- Multi-Channel Delivery
It enables content delivery across multiple channels, including websites, mobile apps, and social media platforms. Brands can deliver a consistent experience across all touchpoints to their customers.
- Personalization
AEM can help you increase engagement and conversion rates with its built-in personalization capabilities that allow marketers to deliver personalized content to different user segments based on factors such as demographics, behavior, and location.
- Integration with Creative Tools
AEM can easily integrate with creative tools such as Adobe Creative Cloud, allowing designers and developers to work seamlessly within the same platform.
- Scalability
AEM is based on a scalable architecture that enables it to handle high volumes of content and traffic. This makes it a good fit for any organization that has complex digital experience requirements.
- Flexibility
As it is highly customizable so it can be tailored to meet your specific needs including customizing workflows, templates, and integrations.
AEM’s Future Scope
The digital landscape continues to evolve with an emphasis on delivering personalized and omnichannel experiences to customers. So, AEM is also expected to continue to evolve and play an important role in the digital experience platform (DXP) market.
Adobe has already introduced cloud-based versions of AEM- Adobe Experience Manager Sites as a cloud service and Adobe Experience Manager Assets as a cloud service. Its AI and ML capabilities such as Smart Tags for image recognition already enhance the user’s experiences. Additionally, AEM’s capabilities in this area, such as its audience segmentation and personalization tools, are likely to become increasingly important for organizations looking to stay ahead of the competition.
All in all, we can expect AEM to continue to be an important player in the DXP market, with a focus on cloud-based solutions, AI and ML capabilities, and delivering personalized, omnichannel experiences to customers.
If you need any help with AEM integration, implementation, and usage, connect to our experts at info@nextrow.com.
Get Started with Personalization at Scale | Adobe Target Services Powered by NextRow
In our previous blog we explored the world of personalization at scale with Adobe Target powered by AI. We learnt how to elevate customer engagement intelligently. Moreover, we understood how NextRow experts can guide you through challenges, harness data, and create seamless personalized journeys and how to make digital more personal with Adobe Target services. Now is the time to go ahead and know the four-strategies on which personalization at scale hinges. Let’s scroll the blog to know our answer!
Before that if you’re crafting your personalization plan keep these principles in focus:
- Make your data actionable—it’s built for action.
- Instill trust by letting value lead every interaction.
- Ensure a seamless journey with no breaks.
- Understand the context behind every move.
Strategy 1: Optimize data and insights.
In today’s dynamic business landscape, scaling personalization requires a strategic investment in a robust data and insights platform. This platform should seamlessly integrate customer experience data from various channels into a unified model, ensuring real-time delivery of optimal experiences. The days of scattered data across different platforms are gone; now, it’s crucial to centralize data in a flexible, unified model for effective targeting and personalization.
a) Identify the Customer.
- Integrate data from all communication channels to create a unified customer profile.
- Enable the integration of customer and account profiles with other experience technologies.
- Build and activate profiles in real time on relevant platforms.
b) Know the Customer Journey.
- Gain a comprehensive understanding of the customer journey across all channels.
- Utilize technology to collect, combine, query, and visualize data in real time.
- Leverage AI to improve the speed of acting on customer insights, a critical aspect often overlooked by businesses.
c) Get Buy-In.
- Establish a first-party data foundation to reduce dependence on third-party cookies.
- Emphasize the importance of customer retention as acquisition costs are expected to rise.
- Utilize first-party data to personalize experiences, enhance customer loyalty, and inform strategic decisions.
d) Govern Responsibly.
- Acknowledge the responsibility to protect customer data and deliver meaningful experiences.
- Implement a data governance framework to ensure privacy rules are consistently applied.
- Address the challenge of managing and enforcing data usage appropriately.
e) Do it All in Real Time.
- Integrate technology systems into a cohesive martech stack for improved customer experiences.
- Achieve a seamless flow of data to minimize latency and disjointed experiences.
- Emphasize the importance of real-time processing for delivering personalized customer experiences in milliseconds.
Pro Tip: Investing in these key aspects ensures a data-driven approach to personalization, setting the stage for enhanced customer experiences and a competitive edge in the market.
Strategy 2: Optimizing Content and Collaboration for Personalization Success
To truly connect with customers on a personal level, you must offer them something valuable—be it a coupon, an informative guide, a how-to video, or a downloadable link. This valuable offering revolves around content. Leveraging customer experience data, you can craft, deliver, and refine personalized content tailored to specific market segments. However, achieving this level of personalization requires a robust content production machine that seamlessly integrates every stage of the content lifecycle.
a) Make assets and insights universally accessible
As you scale your content for personalization, efficient creative asset management becomes crucial. With a myriad of assets available, ranging from logos to videos, finding the right message becomes challenging. A centralized content hub accessible to all teams ensures quick access to the necessary content. This hub should also incorporate version control, ensuring everyone uses the latest and most effective assets, thereby driving cost savings.
b) Enhance discoverability with automated metadata
Establishing an organized hub involves populating metadata automatically, minimizing wasted efforts and redundant work. By keeping insights open to everyone, teams can measure content performance at the asset level, gaining valuable insights that inform future content creation.
c) Create dynamic content for maximum conversion
The goal of content is conversion. AI enables the creation of dynamic content that adapts in real time to customer actions, behaviors, and needs. Personalize email content, tailor promotional offers, and serve customized content blocks on landing pages based on customer preferences or past purchases. Implement behavior-triggered notifications, such as in-store promotions, through SMS.
d) Activate content anytime, anywhere
After assembling dynamic content, the next step is delivering it to the right destination—website, mobile app, social media, digital sign, IoT devices, etc.—at the precise moment the customer desires it. Activating the most relevant content at the perfect occasion transforms engagement into profits. Empower your content production machine with technology to deliver dynamic content in real time via API across the entire customer journey.
e) Infuse collaboration in the content lifecycle
With the hybrid work model becoming a permanent fixture, collaboration needs new modes. A work management system connects projects to strategic imperatives, allowing teams to collaborate from anywhere. Centralizing work provides every team member with a comprehensive view from strategy to results, fostering clarity and agility. Integration with creative tools accelerates work velocity without compromising compliance or quality standards.
Are you crafting your personalization plan?
Strategy 3: Deliver Better Journeys
Customers today encounter brands through various channels, from stores and online platforms to apps, emails, and social media. Navigating these channels requires marketers to orchestrate seamless and personalized experiences throughout the entire customer lifecycle.
a) Orchestrate a Seamless Experience
Coordinating customer journeys in real time across multiple channels is crucial for sustained engagement. Omnichannel orchestration, the ability to create cohesive experiences across web, mobile, email, chat, SMS, and more, ensures customers seamlessly transition between interactions. Managing personalized omnichannel journeys becomes complex with diverse tools, but a unified interface simplifies the process. This allows for real-time personalized interactions and scheduled audience-based messages from a single platform, catering even to non-technical users.
b) Show Them You Care Again and Again
Building customer loyalty involves continuous personalized interactions. From the first interaction, maintaining a personalized approach for guests, subscribers, buyers, and others throughout their lifecycle is essential. Leveraging technology, such as a customer data platform (CDP), provides a comprehensive view of the customer journey. This platform integrates data securely, incorporates AI for segmentation, orchestrates marketing messages, and guides customers through both physical and digital channels.
c) Don’t Make Them Wait for Personalization
Given the average person’s eight-second attention span, reacting to behavioral data in real time is crucial for delivering better journeys. AI and machine learning come into play here, predicting customer actions and providing personalized recommendations and content at scale. Speed is the essence, and leveraging technology allows brands to meet customer expectations promptly.
d) Never Stop Learning
To refine personalized experiences, A/B/n testing is indispensable. This method, testing multiple variations of content and experiences, helps identify what resonates best with customers. Choosing a testing tool that accommodates numerous variations and includes a visual experience editor streamlines the testing process. Continuous learning from testing outcomes enhances key performance indicators and overall business outcomes.
Strategy 4: Transform Your Organization and Operations for Personalization at Scale
Achieving personalization at scale requires a strategic overhaul of your organization and operational capabilities.
a) Gain C-suite Support for Long-Term Success
Personalizing the customer journey for millions demands time and commitment. Building capabilities across channels is a journey that might span years. The critical factor here is top-down support from C-suite executives. These leaders play a pivotal role in aligning strategies with enterprise business goals, securing funding, and advocating for organization-wide transformation.
b) Forge a Strong Alliance Between CMO and CIO
The synergy between Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) is the linchpin of successful personalization. CIOs are the architects of the technology enabling personalization, while CMOs craft personalized experiences powered by that technology. A close partnership between these leaders ensures agility in adapting to evolving customer expectations and needs. A shared vision translates into more creative, agile, and innovative customer experiences.
c) Foster Cross-Functional Collaboration
Effective collaboration must extend beyond the C-suite and permeate throughout the organization. Unfortunately, recent surveys reveal a gap in collaboration between marketing and IT teams. Senior executives and their teams need to work collaboratively to execute personalization strategies. Regular check-ins, open communication, and breaking down silos are essential. According to Adobe’s 2022 Digital Trends report, 65% of senior executives feel there is more work to be done to break down silos created by organizational structures and competing KPIs.
d) Establish a Governance or Center of Excellence Team
Empower a dedicated team of business and tech executives to spearhead your digital transformation. This governance or center of excellence team takes charge of mapping out the strategy, prioritizing capabilities, developing a business case, and crafting a step-by-step implementation plan. They are instrumental in restructuring business processes and identifying organizational changes required to usher in personalization at scale.
Final Words
Learn how NextRow lets you deliver personalized experiences to each customer with Adobe Target Services! We provide Personalize and optimize customer experiences with Adobe Target. Roll out the best-tailored experiences to the audience with A/B testing, multi variance testing, user behavior, and personal recommendations with our proven strategies.
Got Questions on NextRow Strategies for Adobe Target?
Marketo Engage Latest Update- Changes To Design Studio URLs
Adobe released details about the upcoming changes in Marketo Engage. Marketo Engage will gradually begin provisioning new subscriptions with the new URL structure from Jan. 21, 2021. By March 5, 2021, all new Adobe Marketo subscriptions will be provisioned with the new URLs. For all existing users, the changes will be effective from April 1, 2021.
Let’s learn more about the update- what it is all about, what the benefits are, what you should do, and how it will affect you if you ignore the changes.
What will change?
Marketo Engage will make changes in the URL structure of the landing pages, Images, Forms, and other file assets. The URL will include CNAME, so each Marketo Engage subscription/instance will have a unique hostname.
Who will be affected the most?
Subscriptions that are already using CNAME for their Landing Pages, Forms, or File assets will be least affected. However, one who is using a generic URL without a custom CNAME has to make changes in the existing URL structure of Landing pages, Forms, and File assets.
Why is this change required?
In the earlier case, Design Studio uses a common hostname to be shared by all customers if there is no custom CNAME configured with the Marketo subscriptions. In such a case, a phishing attack is common since the destination of the URL being accessed is not clear to users.
Now, the destination of URLs will be clear to users by having a unique Hostname for each instance. Also, CNAMEs used in the new URL structure represent company name and thus help in branding and gaining trust from the customers.
Before Vs After the Update
Adobe Marketo users can add the CNAME at the time of initial implementation for a friendlier URL for Assets in the design studio. Check out the changes that will be applied to the URLS of the assets with and without CNAME:
What users need to do?
- If you have not added CNAMEs to your Landing Pages yet, assign a CNAME ASAP by following the instructions here – https://docs.marketo.com/display/public/DOCS/Customize+Your+Landing+Page+URLs+with+a+CNAME.
- List all your landing page URLs, images, and Design Studio file elements. Update their URL structure using CNAMEs required by the Marketo engage URL updates.
- Make sure to update all the URLs where it has been used earlier on an external website, landing pages, CTAs, etc. This will lead you to audit all your assets making it the perfect time to clear all unwanted / unused / test landing pages, images, etc.
- Last, but not least – If you have not yet set up the SSL, Do it now. You can follow the instructions here: https://docs.marketo.com/display/public/DOCS/Add+SSL+to+Your+Landing+Pages
How Do Marketo Smart Campaigns Help Marketers?
Sending the right message is not magic, but the results can be. Knowing what the “right” message is can be tricky though; it requires an understanding of a customer’s needs and of timing. Have you ever wondered what will happen if you miss the alert that a potential lead has been triggered, and no one is assigned to deal? You will not be able to act in time, and those valuable leads will become lost opportunities. Smarter marketers avoid this by using Marketo Smart Campaigns, a marketing automation tool that ensures timely actions and simplifies the more complex, time-consuming aspects of your job, such as sending emails, updating field values, scoring leads, etc.
Marketing automation is most efficient when using a tool that can smoothly integrate with your engagement platform and send results in real-time. Stop waiting on those important survey results, and use a trusted automation tool like Marketo Smart Campaign to make your work processes as efficient as possible.
For example, Marketo Smart Campaign connects you with visitors by sending a confirmation email to any user that could be potential lead. Simultaneously, it sends an alert message to you about the lead. This allows you to act fast while remaining informed, making Marketo’s automation critical to your success when used correctly.
Here, we are going to share insights about the smart campaign and how you can use them to achieve your marketing goals. Let’s start by looking at what a Smart Campaign is, what Smart Campaigns do, and how to create one.
Marketo Smart Campaigns
A smart campaign is an automated marketing logic that tells your program what to do when someone interacts with the assets. A smart campaign acts after you define who, what, and when factors for your program. It works in three steps:
- First, you must identify the “who”, recognizing your target audience for the program either manually or by using triggers or batches to build the smart list.
- Then determine what action will be taken when a person interacts with your program.
- And lastly, decide when the smart campaign will take action. It can be activated based on user activity or can be scheduled to go on a specific date or time.
Smart Campaigns make you smarter
Marketo programs are managed by smart campaigns. They send emails for event programs, they add, suspend, and remove people from engagement programs, and measure the success of each program, based on how you define it.
Smart campaigns also control Marketos’s operations. All operational programs, including lead lifecycle, Salesforce/CRM synchronizations, reporting, scoring, Sales Insight, and data management, are handled by smart campaigns.
How do you create a smart campaign?
Smart Campaigns has 3 areas.
- Smart List
- Flow
- Schedule
Smart List
Smart list is a list that includes those you wanted to Target with your Smart Campaigns. It includes Filters and Triggers.
- Filters –
Collect information for the present as well as past time period. It is a powerful tool, depending upon how you are using it. You can use it in different ways, alongside Triggers.
- Triggers –
Activate when certain conditions are met, based on predicted future behaviors, triggering/firing as soon as requirements are met. The most common smart list triggers are links, clicks in the email, form filling, and visiting the web page.
The most popular smart list filters are Link Clicked in Email, Form Completed, Web Page Visited, List Member, and Smart List Member.
Smart lists are also used for many Marketo reports.
Flow
Once the target list is selected, add the flow step. Flows are rules of automation.
- The most common activities you perform on your list are Send Email, wait (before performing any other action), Add to List, Send Alert, Edit Score, Edit Data Value, Synchronize the person with Microsoft Dynamics/SFDC.
- Changing the value of the data is especially important. You can change the value of any person or company field. You can also add a condition using the ‘Add Choice’ function. For example, you can modify the value of a person field, if the field is empty.
Schedule
Finally, you need to plan or activate your campaign. Smart Campaigns are of two types – Trigger and Batch.
Batch Campaigns – considers leads in batch and processes all of them using the Flow. It will run at once or you can schedule it for a specific time.
Trigger Campaigns – considers only one lead at a time to process.
Creation of New Smart Campaign
Step1:
Navigate to Marketing Activities.
There are 2 ways of creating smart campaigns for the Programs: –
- Right click on the selected Program and click on the New Smart campaign.
- Right click on the selected Program and click on New Local Asset. Then select the Smart Campaign from the pop-up window of New Local Asset.
- Enter the Smart Campaign Name and click Create.
How to create Trigger in Smart Campaign
Step 1: Choose the smart campaign and select the smart list tab.
Step 2: Search for the required trigger and drop it onto the smart list tab.
Step 3: Choose the operator from the dropdown.
Step 4: Define the trigger.
Step 5: Send an email to the respective person who filled out the form and also send an alert to the sales team.
Step 6: Activate the campaign from the Schedule tab.
How to Create Batch Smart Campaign
Step 1: Choose the Smart Campaign and select the smart list tab.
Step 2: Search for the required trigger and drop it onto the smart list tab.
Step 3: Choose the operator from the dropdown.
Step 4: Define the trigger.
Step 5: The Batch campaign is created for past actions, so the schedule option will not be available. If you run it once, the option will be available.
Wrapping Up
Marketo Smart Campaigns truly empower marketers with personalized, and timely touchpoints to put marketers in front of their audience and help them build more trust and help the leads to convert.
If you would like to know more about our Marketo Services or how Marketo Smart Campaigns can be utilized, contact us at +1-847-592-2920 or marketing@nextrow.com. The Marketo experts at NextRow Digital would be happy to answer all your queries.
How to Maximize your Marketo ROI
Measuring the effectiveness of any tool in terms of revenue contribution is key when finessing your marketing practices. Knowing whether the tech used is delivering any return on investment is crucial to any organization looking to optimize its marketing practices. Optimizing a complex marketing automation tool such as Marketo requires a well-planned strategic approach before significant profit increases are to be seen (Marketo ROI).
To accurately assess and improve Marketo’s ROI, you need to gather the right data and metrics to measure the efficacy of the system. From these, you’ll gain useful insights to inform and guide your optimization efforts.
Let’s look at some of Marketo’s best practices for elevated use, results, and revenue.
Create a Strategy
Advanced marketing automation is made possible through clear and powerful strategies. If you want to increase the efficiency of campaigns, you must define a strategy that includes all steps toward your set goals. You need to figure out:
- What are your goals? Or what do you want to achieve from these campaigns?
- What are the resources you require to complete the job?
Take your achievements to the next level after gaining the ability to create effective strategies and organize resources for important initiatives.
Understanding business goals and data analysis are the two important tactics that need to be considered during strategy design.
Define the goals
Defining goals and analyzing the data of your organization is important. Let’s assume your manager requires SQLs. Then it’s important to understand what SQL means to him. With this in mind, you should then define SQL in terms of your organization. This definition should inform and guide you in creating and measuring adequate program scoring. In this process, you need to break down your goals and define two important terms:
- Business with respect to metrics
- Marketo data
Manage your data
Create customer groups with the segmentation tool. Segmentation helps in sending target messages to targeted customers for a personalized experience. It is important to have relevant data rather than a huge amount of data. When segmenting customer data, consider these:
- How valid is your data?
- Do all fields have correct values?
- Resolving Data duplication issues
- Regularly cleaning data and deleting junk files
Clean out your data and delete junk files regularly to keep your database neat and save time in the future.
Develop Process Flow
With clean data and strategy in place, the next step is to create the development process flow. Keep your campaign’s time zone in mind and start with a personalized message based on specific locations and time zones.
The number and complexity of your campaigns are not nearly as important as the message, delivery, and audience of each. Campaign success is largely based on delivering personalized campaigns to the right people at the right time. Once a campaign is launched, analyze the campaign, its execution, and its advantages and disadvantages to improve future launches.
When you invest in Marketo, you’re also investing in identifying your audience and the individual growth of your marketing team. You don’t need a team of experienced personnel when using Marketo; you can continue with the people who are experts in specific areas and help them expand their skillsets. However, there should always be at least one person in charge of managing campaigns to keep them on track until completion.
Wrap up
Marketers’s primary goal is to enhance brand value and to deliver more Sales Qualified Leads. These goals involve constant nurturing of the leads with right content to the right audience at the right time. It is important for marketers to adopt Marketo best practices to derive better ROI from your Marketo campaigns. We hope the above time-tested tips would help you get the most out of your Marketo.
Do you need any assistance with Marketo? Reach out to NextRow Digital’s Marketo team at +1-847-592-2920 or marketing@nextrow.com to discuss your needs and stay up to date on the latest MarTech news.
Enhance Customer Experience With Marketo Dynamic Chat
Brands spend a lot of money to deliver great customer experiences, so the customers come back to buy more. Website chat is one way for brands to connect with customers better in real-time. And chatbots are nothing new. Automated chat platforms help brands cut labor costs while providing some meaningful answers to customers’ questions round the clock. A recent survey indicated that 55% of businesses that use chatbots generate more high-quality leads. Adobe recognized there is a need for an enterprise chatbot that seamlessly integrates with Marketo for brands to understand their customer journey better and to deliver the best experiences to their customers.
Adobe recently released “Dynamic Chat”, their chatbot to deliver better experiences to their customers. With the one-click sync option, all the lead information and lead engagements will be sent to Marketo in real-time. Now your sales and marketing team can leverage natively integrated Marketo’s dynamic chat to accelerate sales pipeline, and conversion rate, book more sales meetings, optimize cross-channel marketing, and close deals faster while delivering an exceptional customer experience at the same time. This new marketing channel can help you enhance your cross-channel strategy to deliver exceptional experiences to web visitors and collect highly qualified leads.
Let’s look at some of the core Dynamic Chat’s features, benefits, and how you can leverage it to solve your challenges and optimize the overall Marketo capabilities.
Features Highlights
- Out-of-the-box chat dialogues
Individual chat conversations are referred to as chat dialogues. You can design dialogues to specify where they will be displayed, who can see them, and what should be the content for conversations. You will have full control over which page your dialogue chat will appear with the ability to exclude any specific page or URL. Built-in reports help you evaluate the effectiveness of the individual dialogues. Chat dialogues can be configured in many languages for localization.
- Book meeting with sales
Dynamic chat allows seamless transition of lead from marketing to sales by allowing sales team calendars synced to Marketo. This reduces the manual process of transferring a lead from the marketing team to the sales and helps them close the deal faster.
- Lead and account targeting
Marketers know the value of retargeting. Being able to understand the customer journey is extremely important for a marketer to enable the brands to connect with the leads better based on the lead’s interaction. Dynamic chat enables marketers better retargeting based on the lead’s online behavior.
- Document cloud integration
Marketers love to share marketing material with the leads. Dynamic chat allows you to share the PDF via document cloud to help your leads make better decisions and engage in meaningful conversations.
- Define Goals
Conversational marketing is whopping 92% since 2019 and continues to grow. In this situation, your biggest concern will be how to differentiate your brand from others. Your business objective and what you want to achieve from your chatbot solution will be the key differentiator. Your objective will shape chat experiences to fit best into your marketing needs. Dynamic chat allows you to define multiple goals including a must-have primary goal. It is recommended to focus heavily on your primary goal, the secondary goal can be added later.
- Chat Analytics
As a marketer, you have predefined goals or milestones to be achieved. Dynamic Chat allows you to track and analyze chat dialogues at a granular level. You will get an in-depth understanding of your interaction with every visitor, lead source, and visitor’s behavior to improve your performance. You can easily trigger and revise target activities based on the performance results.
Major Challenges Solved by Dynamic Chat
- Marketers can capture deeper details with hyper-personalized conversation. With high-quality information captured, marketing and sales teams can enjoy quality lead generation and route leads more deliberately to the most suited campaigns.
- B2B businesses experience relatively longer sales cycles. Dynamic chat can help you shorten the sales cycle and generate more leads in a shorter interval of time.
- If you have several websites and products, it is complex to figure out the most effective content for individual websites. Dynamic chat will help you find out which content works best for your customers and also help you improve your chat conversation.
How You Can Start With Marketo Dynamic Chat
Dynamic chat is available for use at no additional cost with Select, Prime, and Ultimate Marketo’s Package. All new Marketo customers will get it automatically and all current customers can access it immediately after renewal. Enable your Dynamic chatbot with these steps:
- Connect your data with Marketo Engage.
- Customize the style of the chatbot window (such as color, font, avatar, etc.). Define your target criteria and create the dialogue stream with a simple drag and drop method.
- Add a JavaScript snippet to your website and you are ready to go.
How Dynamic Chat optimizes Marketo’s Capabilities
- Personalized and custom chats will help you capture more qualified leads and lead scores. You can also update lead scores and route leads collected from your website.
- Based on chat engagement, you can nurture the visitors specific to their requirements and initiate a personalized conversation with each visitor.
- Bring your visitors to your webinar, email campaigns, and other events to deliver an integrated and cross-channel experience.
Grow Your Business With Dynamic Chat Solution
Consumers expect more relevant and personalized offers and services whenever they interact with a brand. Dynamic chat has out-of-the-box features that will reshape your personalization campaigns at scale. You can understand your visitors better than ever and engage with the right content at the individual level. Dynamic Chat helps you move them through the marketing and sales funnel in shorter intervals of time.
Curious to know more or need some help to begin with Dynamic Chat? Contact NextRow’s Marketo expert who can develop a framework to make the best use of the Dynamic Chat solution.
Contact us at +1-847-592-2920 and marketing@nextrow.com.
Visualize your Marketing Goals with Marketo Engagement Canvas
Attention, marketing mavens, and visionaries! What is Marketo Engagement Canvas? The Engagement Canvas is a visual tool that allows you to build and organize reusable campaigns. It’s completely backward compatible, so all existing campaigns can be viewed in this new structure with the click of a button. Canvases can be downloaded and shared.
Engagement Canvas, formerly known as “Journeys,” in Marketo Engage, will be generally available worldwide on August 1, 2023. Engagement Canvas brings the power of visualization to Marketo, allowing users to build out reusable campaigns aided by intuition.
Read about Why Migrating to Marketo is a Game-Changing Decision!
In this blog, we’ll explore the extraordinary features of Engagement Canvas and demonstrate how they can help you reach your marketing goals in ways you never thought possible. Trust in NextRow as your guide as we explore the uncharted waters of Engagement Canvas to help you reach new heights in your marketing efforts.
Advantages of Marketo Engagement Canvas for Marketers
- Enhanced Planning: The Engagement Canvas aids marketers in managing the flow of leads through their campaigns and provides easy validation into the lead journey and the relationships between interconnected campaigns.
- Streamlined Execution: Marketing teams can save time and effort by using Engagement Canvas to create and reuse campaigns, onboard new users, deal with error handling and troubleshooting.
- Improved Alignment: Enhanced Visibility into Complex Marketing Efforts and Enhanced Decision-Making Thanks to this Tool, Marketers are Better Able to Communicate with Stakeholders Using Clear Visuals.
- Accelerated Time to Value: Quickly onboard new users with the Engagement Canvas, reducing the learning curve and enabling them to contribute to campaigns faster.
- Use Cases: Engagement Canvas provides a number of valuable use cases, such as:
- Using visualization to manage and verify connected campaigns.
- Enhancing the handling and troubleshooting of errors to increase operational effectiveness.
- Increasing time to value by onboarding new users quickly.
- Enhancing coordination between important stakeholders using simple graphics revealing insights into complicated campaigns.
Let’s talk about what our Nextrow experts can do for your business.
Features of Marketo Engagement Canvas
1.
Streamlined Workflows and Amplified Efficiency
Suppose you worked in a marketing environment where complicated processes didn’t get in the way of getting things done. It’s not uncommon for marketers to work through complicated procedures that get in the way of smooth campaign execution.
The Engagement Canvas is a one-stop shop for streamlining operations and boosting output. Incorporating out-of-the-box visuals and simplifying workflows are now within the reach of any marketer.
The “Engagement Canvas” button provides detailed visualizations of your smart campaigns, offering valuable insights into your marketing initiatives.
2.
Mastering Error Handling and Troubleshooting
We’ve all felt the pain of marketing campaigns marred by mistakes. Finding and fixing them can be a hassle, delaying even the best-laid plans. The Marketo Engagement Canvas is revolutionary because of its visual approach to detecting and fixing errors.
The Engagement Canvas allows for easy journey-wide troubleshooting for marketing teams. You can pinpoint problems quickly and efficiently thanks to the system’s ability to graphically display the interdependencies between various campaigns.
3.
Intuitive Navigation: Easy Access to Essential Features in Engagement Canvas
Engagement Canvas’s user-friendly interface and straightforward navigation make it ideal for marketing teams. Create and manage targeted lists with ease to increase the effectiveness of your campaigns by reaching the right people.
You can easily optimize your campaign results by implementing automated workflows and personalized interactions. Simple interaction tracking and analysis allows you to fine-tune your strategies and increase customer buy-in.
Further, you can easily export and share crucial campaign data using Engagement Canvas. To improve alignment and make more well-informed decisions, it is important to collaborate with team members and stakeholders by sharing insights and reports.
4.
Campaign Settings
Effective campaign management is crucial to the achievement of marketing goals. Envision a single hub where you can easily manage settings for all your campaigns. Marketo’s Campaign Settings give you just that: a centralized location for managing your campaigns’ repeating and scheduling needs.
Effective campaign scheduling and recurring event setup gives marketers the freedom to make data-driven decisions. Using the data and insights available in real time, you can fine-tune your campaign using the Campaign Settings.
5.
Fostering Stakeholder Alignment and Enhancing Visibility
Alignment among stakeholders is the key to a successful marketing campaign. Imagine a world where all your stakeholders are on the same page, driving your marketing initiatives forward with well-informed decisions. You can do that with the help of Marketo’s Engagement Canvas.
Connecting teams and stakeholders through the sharing of visual data that sparks understanding and encourages data-driven decision-making is made possible with Marketo Engagement Canvas. The right partner’s knowledge of leading customers through this process guarantees smooth communication, increased transparency, and well-informed choices.
6.
Creative Potential for Impactful Campaigns
The secret ingredient in successful advertising campaigns is imagination. The Marketo Engagement Canvas provides the ideal background for any marketing team to sketch their plans. Engaging your audience effectively requires a fresh perspective, and Engagement Canvas’s dynamic and user-friendly interface encourages just that. To help you optimize visual elements, develop compelling stories, and spark innovation, let NextRow be your creative partner.
NextRow: Your Guide to Marketo Engagement Canvas Success
NextRow’s dedication extends far beyond merely introducing you to Marketo Engagement Canvas. We are committed to helping our clients get the most out of Engagement Canvas. To help you reach your full marketing potential, we offer personalized advice, ongoing support, and strategic planning services.
In order to help you get the most out of Engagement Canvas, our team of experts will work closely with you to determine your specific requirements and goals. If you work with NextRow, you’ll have a partner who cares deeply about your success and access to our unparalleled expertise. To take your marketing to new heights, let’s work together to maximize the potential of Marketo’s Engagement Canvas.
Conclusion
Marketo Engagement Canvas marks the beginning of a new chapter in marketing success. With its powerful features and NextRow’s expertise, marketers can elevate their strategies and achieve exceptional results. The ability to plan, execute, and align seamlessly within Engagement Canvas empowers marketers to deliver personalized experiences, nurture leads effectively, and drive revenue growth. The future of marketing automation is here, and it starts with Marketo Engagement Canvas and NextRow.
Book your session with our Marketo experts to know more!
How Adobe Analytics Helps Employ Data Governance
Data is an important asset for any business. Businesses deal with a large volume and variety of data to make well-informed decisions. They always look for “how to add more value and bring meaning to data”. To understand data assets, how to access them, and how to use that data most effectively; Data governance helps to maximize the value of data while maintaining its consistency across the organizations.
Data governance makes sure that data is governed properly, protected, secured, and is in compliance. This is crucial for every business, as they are collecting data from various sources. In this blog, we will walk you through how Adobe Analytics can help you govern or protect data while taking care of customers’ rights as well.
Adobe Analytics GDPR and CCPA
Data governance is not a new concept in Adobe Analytics. However, Adobe is always looking to incorporate additional capabilities and enhance the functionality to help brands manage GDPR and CCPA. When you use Adobe Analytics, it works as a data processor as well. It receives, stores, and processes data according to your company’s permission and instructions. As a data controller, you will determine the personal data that should be processed and stored by Adobe on your behalf.
Data governance features in Adobe Analytics enable data governance policy to use data. Let’s see how it supports GDPR and CCPA and how you can you manage your data more efficiently.
There are three important parts of Data governance in Adobe Analytics
- Consent Management
- Data Governance
- Data Subject’s Right
Consent Management?
First, brands need to understand what data needs to be collected, how to collect, and what consent they need to get from the customers. They also need to determine what data is collected now and in the future.
Moreover, it is the customers’ right to know or understand what data is collected and the brand’s right to understand its digital performance as well. Data governance makes all these possible. This is why building a proper due diligence on data collection is not important but it becomes mandatory to keep transparency and integrity. You should determine how the data will be used and processed.
For efficient data management, you need to check how to get consent from the customers and whether the present consent is sufficient or not. It can be done internally or you can get help from a third party. It is important to make sure that you have the right approach that aligns with your brand. You must ensure that you adopt a proper approach for honoring consumers opt-outs or withdrawal of consent whenever they want.
What Are the Steps You Need to Take for Consent Management?
After implementing Adobe Analytics, you send a beacon. Now, it is your responsibility to initiate the beacon and you should avoid the default setting when you configure the Adobe Analytics extensions otherwise everything would be tracked without consent. Make sure, you are not sending any beacons with default settings and you do not enable auto data collection. When consent is in place, everything cannot be enabled as it is not compliant with consent management and policy.
A simple way to manage consent is to use “Opt in” services in AEP instead of a third-party extension for consent. This will help you to get consent and then you can trigger beacon.
Data Retention and Governance
After collecting data, data governance is important to make sure that the data is properly labelled and governed. Ensure that collected data has proper retention and governance policy and you have reviewed the current tags and cookies to align it with your use cases. Follow these three steps:
IDENTITY RESOLUTION AND STRATEGY
Collecting PAA in Adobe Analytics is not recommended. You should have an identity strategy to identify customers, such as loyalty ID, one-on-one mapping ID, etc. Knowing the customer helps improve the personalization strategy across various devices and platforms.
DATA RETENTION
Once the data is collected, you need to set an appropriate data retention period. In Adobe Analytics, by default the data retention time period is 25 months, you can extend this time period by up to 10 years by contacting a support representative.
DATA LABELING
Labeling all the variables captured to operationalize the governance practice and policies is important too. Why it is important?, because it helps-
- to identify the data subject,
- to determine which data should be returned to the customers
- determine which data should be deleted
Point to remember: You cannot bypass the data retention process and directly go to data labeling.
Data Subject’s Right
Once the data is collected, you should take care about customer’s right for the data. What if customers want to opt out, want to understand what data is being collected, and want to delete those data in future. GDPR and CCPA in Adobe Analytics will help you manage the right to access and right to delete.
You must take care of these three points:
- You need to understand how you will receive and respond to the data subject requests. you require a system or automated system to manage these requests.
- You should have identifiers to authenticate the user ID from identifiable data. You require a strategy to determine how ID will be identified. In Adobe Analytics, ECA (Experience cloud applications) service which is a cookie id or device id service will help you.
- After receiving the request, you have to review the data to determine what data has to be presented to the customers. As, the collected data also includes information that may not be useful for the customers such as the browser’s name, browser’s versions, java versions, etc. So, you need to clean the data and review it before presenting it to the customers.
The request has been made by the customer and a query has been made to Adobe Analytics by you. Then, Adobe will send data to the data controller to review that will be presented to the customers. This whole process is called Privacy Service which is present in Adobe Analytics as well as Adobe Experience Platform.
Keeping Pace With the Evolution of Data Governance
No one can deny the fact that data governance is here to stay because brands will keep using the data to improve their business decisions, performance, and business results. They require clean and optimized data on which everyone can rely. All in all, the importance of data governance will keep increasing with time as more data will be created, new technologies will be introduced, and more regulations will be coming.
If you need help with data governance in Adobe Analytics or any other Adobe Technologies, do let us know at sales@nextrow.com.
For more information about Data governance in Adobe Analytics, watch this on-demand webinar video here.
