Marketo: What’s Coming August

Here’s a snapshot of what @Marketo has cooking for its August 2013 scheduled for 8/23/2013.

  • Text-Only Emails – new option to send an email as text only.

 REM Insight: Companies can now send more basic emails for customer support and service alerts. The new feature also provides more nurturing options as companies can give emails more of a non-marketing look for drip emails sent by lead owner. As a side benefit, spam blockers don’t like lots of formatting so text-only emails should improve mailability (in theory anyway).

Customer Engagement engine enhancements

REM Insight: Marketo took nurturing to the next level with the Engagement Engine. Marketo is continuing to make improvements to these new capabilities.

  • Ignore Exhausted Content – configure the engagement program to ignore exhaustion, including suppression of any notifications.

REM Insight: You no longer have to worry about getting alerts automatically when content is exhausted.

  •  Test an Engagement Program – use the new testing feature to simulate a cast, and test newly added content to a live stream

REM Insight: Testing a nurturing track used to be easy with campaigns when you could set your wait steps to a minute in between each piece of content. This allowed you to receive all of your content over a 5-10 minute period. Once you liked your track, you’d reset the wait steps to 1 week or whatever time you wanted.

Testing became a bit more difficult with the Customer Engagement Engine which has a minimum cast of a week. Who has time to wait weeks to test a cast? Now do it faster.

  • “View Email as Webpage” and “Unsubscribe” System Tokens – utilize these new tokens to provide greater control of placement on an email.

 REM Insight: Love the flexibility to add to templates or anywhere within the email.

  •  Automatic Trigger Campaign Cleanup – Periodic notification and automatic deactivation of trigger campaigns which haven’t run in the past six months.

 REM Insight: Love getting rid of the junk. Can Marketo also do this for my old shirts I don’t wear anymore and then automatically bring them to Goodwill?

  •  Marketo Financial Management enhancement: Period Cost Update – cost added into MFM will automatically update period cost in MLM

The post Marketo: What’s Coming August appeared first on RevEngine Marketing.

Jeff Coveney

Jeff Coveney

Jeff Coveney is an accomplished marketing expert with more than 20 years success in generating demand and creating buzz for leading technology organizations. Previously, Coveney redefined the demand generation process at Application Security with the implementation of a state-of-the-art marketing automation system leveraging Marketo. Coveney’s programs helped Application Security earn a 2013 Marketo Exceptional Product Usage nomination. Marketo also honored Coveney as one of the world’s top 50 Marketo professionals by naming him to the 2013 Marketo Champion Elite class. Prior to joining Digital Pi, Coveney founded RevEngine Marketing, a marketing automation consulting firm helping companies accelerate leads through the marketing funnel in a repeatable and measurable way. Most recently, Jeff joined Digital Pi as EVP of Marketing where he continues to strategize marketing engagement strategies for both clients and the agency.
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