Boost Your B2B Marketing Experience With Adobe Marketo

1
Boost Your B2B Marketing Experience With Adobe
Marketo
In the U.S., digital advertising touched 616
billion in 2022 and is expected to increase in
the coming years. The year 2023 is the pivotal
year for B2B marketing in the U.S. and across
the globe. Peter Weinberg and Jon Lombardo talk
about how B2B is the next big thing in digital
marketing. According to industry estimates, B2B
accounts for half of the global economy.
2

• In its State of Marketing Automation report,
  Adobe highlights the keys to the success of B2B
  marketing. 98 of B2B marketers believe in the
  importance of marketing automation for B2B
  success. An American Marketing Association survey
  found that 65 of the B2B buyers will comprise
  millennials and Gen-Zers (or those in the age
  group of 18-40 years).
• To improve their marketing experience, B2B
  companies are investing in Adobe Marketo Engage
  as their B2B marketing automation platform. How
  can this platform transform the B2B marketing
  experience? Lets discuss this in this blog.
• What Is Adobe Marketo Engage?
• Also referred to as Marketo Engage or simply
  Marketo, Adobe Marketo Engage is the worlds
  largest marketing automation platform. This
  automation platform enables organizations to
  align their sales and marketing efforts in an
  integrated mode.
• In its September 2022 Magic Quadrant, Gartner
  listed Adobe as the leader in B2B automation
  platform for the 11th successive year. This was
  ahead of other players like Salesforce, Oracle,
  and HubSpot. Using Marketo, organizations can
  now leverage marketing automation to streamline
  and measure their marketing activities. This
  enables them to improve their operational
  efficiency and grow their revenues.
• Here are some reasons why Adobe Marketo is built
  for B2B marketing success
• Seamless integration with CRM tools
• Designed for account-based marketing (or ABM)
• Support for customer personalization and
  segmentation
• Effective sales lead management
• Support for multi-channel marketing

3

• Next, lets discuss some of the core features of
  Adobe Marketo that make it popular in B2B
  companies.
• Features Of Adobe Marketo Engage
• Adobe Marketo Engage is a complete tool for B2B
  marketers with its account-based marketing
  automation features. Marketo has a host of great
  features that include the Form Editor, a landing
  page editor, predictive content, and
  mobile-based marketing.
• Here are some of the core features of Marketo
  that make it an industry leader in B2B marketing
  automation
• Cross-Channel Marketing
• In the age of online and offline marketing,
  Marketo provides customer engagement across
  various marketing channels. Organizations can
  connect efficiently with customers by knowing
  the exact stage of their journey.
• AI-Driven Predictive Analytics
• With its AI capability, Adobe Marketo enables
  organizations to leverage rich customer behavior
  data, intelligence, and their journey flows.
  Apart from personalizing customer experience
  (CX), the Marketo tool helps in nurturing sales
  leads and prospects across all channels.
• Marketing Analytics
• With its marketing analytics feature, B2B
  companies can analyze every piece of CX using
  effective data insights and reports. With
  Marketo, companies can connect revenue
  generation to specific marketing channels,
  campaigns, and even individual units of online
  content.

4

• 4. Personalized Emails
• With the Marketo visual editor tool, B2B
  companies can now create business emails for any
  device. They can send personalized emails that
  are accurate with real-time customer updates
  (based on their behavior and demography). Using
  A/B testing, companies can improve
  personalization through predictive content and
  triggered emails.
• How do these Marketo features benefit B2B
  companies? Lets discuss that next.
• How Adobe Marketo Is Transforming B2B Marketing
• According to the Adobe report, 91 of B2B
  companies are satisfied with AI-powered
  marketing automation platforms. Here is how Adobe
  Marketo is driving transformation in B2B
  marketing
• Personalization Across Channels
• 99 of successful B2B companies use
  personalization across channels, while 44 of
  unsuccessful companies lag in personalized
  services. Marketers in 2023 realize the value of
  personalized marketing and how it can lead to
  improved conversions and engagement.
• Here is how Adobe Marketo can boost personalized
  marketing
• Web personalization tool to customize online
  campaigns and identify new revenue
  opportunities.
• Automating account and lead experiences using
  relevant triggers and filters.
• Leveraging the capabilities of Adobe Sensei to
  identify the best-performing marketing content.

5

• Enabling Cross-Channel Marketing
• B2B customer journeys are spanning multiple
  channels including social media platforms,
  digital ads, and business emails. In 2023,
  cross-channel marketing is the latest trend that
  is driving more customer engagement and
  interactions.
• Here is how Adobe Marketo can enable
  cross-channel marketing through its centralized
  hub
• Customize email marketing by designing
  personalized and responsive emails with content
  optimized for different screen sizes.
• Automate event marketing by sending invitation
  emails and after-event emails.
• Personalizing and sending text messages that are
  based on customer behavior across channels.
• Leveraging AI Technology To Improve Marketing
  Performance With an AI-enabled marketing
  automation tool, B2B organizations can implement
  complex marketing strategies and measure
  performance.
• Here is how Adobe Marketo is leveraging its
  AI-powered Adobe Sensui tool to improve
  performance
• Generating predictive content to identify the
  right marketing content for prospective
  customers based on their behavioral and
  demographic data.
• Identifying prospects that are more likely to
  attend a marketing event using predictive
  analytics.
• Using AI to identify accounts that are most
  likely to engage and convert into loyal
  customers.

6

• Aligning Sales And Marketing Activities
• Going ahead in 2023, B2B companies need to align
  their sales and marketing functions for
  operational efficiency. By connecting their sales
  and marketing activities, companies can deliver
  a cohesive user experience. With closer
  alignment, they can also improve business
  decision-making and customer engagement.
• Here is how Adobe Marketo can align B2B sales and
  marketing
• By syncing data with CRM tools, it can provide
  valuable sales insights to the sales team with
  marketing-related activities like the rate of
  email opens, website visits, and mobile app
  downloads.
• Use Sales Connect functionality to provide
  real-time insights about high-quality leads from
  both sales and marketing touchpoints.
• Leverage the combined power of marketing
  automation and data analytics to identify
  high-value accounts and launch personalized
  campaigns.
• Conclusion
• 2023 is emerging as the pivotal year for B2B
  marketing. Adobe Marketo is the leading B2B
  marketing automation tool that is transforming
  B2B marketing experiences. At EnFuse Solutions,
  we offer digitized solutions that enable our B2B
  customers to create unique customer experiences.
• Established in 2017, EnFuse Solutions provides
  the full range of managed services and solutions
  to solve complex business challenges. Do you want
  to know more about how Adobe Marketo can
  transform your marketing? If yes, contact us
  today.
• Read More Scaling Your Marketing Efforts With
  Adobe Marketo Engage Tips For Growth