With the ever-growing responsibilities of modern marketers, keeping up with the latest updates in SaaS platforms like Adobe Marketo Engage can be challenging. It's easy to overlook important new features when you're busy managing campaigns and processes. Ignoring a pop-up notification or the 'What’s New' ribbon could mean missing out on key updates that can significantly ease your workload.
Adobe Marketo Engage has introduced several impactful features in 2024 that promise to transform how businesses interact with their customers. From upgrades to Dynamic Chat and Interactive Webinars to enhancements in REST API functionalities, these updates are designed to empower marketing professionals, drive business growth, and reduce reliance on additional platforms.
Marketo has planned six releases for 2024, with the January, March, and April updates already available. Here’s a look at the notable features released so far this year, curated by our team of Marketo experts:
Interactive Webinars (On-Demand) – January 2024
Adobe Marketo has significantly improved its integrated Webinar platform, powered by Adobe Connect, with new support for On-Demand Webinars. This update includes:
- Enhanced Reporting: New dashboard elements focused on On-Demand engagement.
- Event Mode Constraint: A new feature to differentiate between Live and On-Demand activities.
- External User Access: The ability to include non-Marketo users in Webinar teams.
These features enhance engagement insights, improve customer experience, and offer better segmentation and scoring options based on webinar engagement.
Dynamic Chat (Conversational Form – Flow Logic) – March 2024
The Dynamic Chat enhancements now enable conversational flow logic within Marketo forms. Key improvements include:
- Targeted Segmentation: Cookies visitors for targeted Chat sessions based on field value filters.
This update enhances targeting capabilities and conversational flow design, bringing Marketo's Dynamic Chat closer to non-integrated services like Drift or Intercom.
Activities API – April 2024
The latest update to the Marketo REST API offers extended capabilities, including:
Full Metadata Retrieval: Access to comprehensive data on web and email activities, including browser, platform, device, and user agent information.
This enhancement expands the REST API’s functionality, providing greater data breadth for technical teams utilizing Marketo's API.
New Role Permissions – April 2024
Also in April, Marketo introduced new role permissions, allowing admins to:
Control Access: More granular control over feature access, audit trails, and new UI components such as Adobe Experience Manager and Predictive Audiences.
These permissions improve administrative control and security, offering better management of user roles and access.
Looking Ahead
The first three release cycles of 2024 have demonstrated Adobe Marketo's commitment to enhancing its platform to meet evolving customer needs. As a leading player among digital transformation companies, Marketo's innovations are crucial for driving business growth and operational efficiency.
At SH/FT, our team of Marketo experts is eager to see what future updates will bring. We are dedicated to helping you maximize your investment by showcasing new features and providing tailored support.
To stay ahead and make the most of these enhancements, join our bi-weekly Marketo Office Hours. These interactive sessions are designed to help you understand new releases, master automation workflows, and leverage advanced features. If you can't wait for the next session, feel free to reach out anytime—we’re here to ensure your success with your marketing automation platform.
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