Marketo Fall 2016 Release

Marketo has had a top-notch year for releases. From Account-Based Marketing (ABM) to Next-Generation Analytics, it’s pretty difficult to select one favorite feature.

Here are the top three features from their Fall release that I’m looking forward to use:

  1. ABM Enhancements

These enhancements are game changers. Why, you may ask?

  • You’ll be able to assign account teams to named accounts.
  • You can now build account-owner-specific account lists and send personalized weekly reports to your account team.

Realistically, you could spend an entire day learning about Account-Based Marketing. Marketo has a user-friendly overview here: Marketo’s ABM Overview.

2. Audit Trail Enhancements

Do you know that feeling when you’ve been working in Marketo and then suddenly realize that a campaign or lead looks different or has completely vanished? I guarantee you are not the only person who has experienced this feeling of discomfort.

Now you don’t have to worry about that anymore! Marketo’s Audit Trail feature enables you to get hyper-detailed edit history with additional tracking capabilities.

These additional tracking capabilities are two-pronged: program centric and highlighting important changes in smart campaigns, smart lists, users and roles.

Example:

Audit Trail is located in the admin section of Marketo, under the Security tab. This feature is important because it provides the admin an in-depth understanding of the changes that have occurred in their organization. Thus, they can efficiently solve reactive issues by providing details of when an asset was changed and by whom.

It is crucial to highlight that Audit Trial only provides a six-month history.

3. New Permissions

There are two New Permissions that I cannot wait to use: Operational Emails and Campaign Limit Settings, which enables editing campaign restrictions.

· Operational Emails give transactional emails a facelift. As marketers today, we must embrace design centric messaging. Every interaction a brand makes is important to the customer experience, even a simple transactional email. Back in the day, you might have been concerned with sending these robotic emails to people who have unsubscribed. Now with these enhanced features, you can edit or choose which users can make an operational email.

· Campaign Limit Settings were unenforceable. Today, you have the ability to enable lead restrictions for smart campaigns, thus restricting which users can override these settings when scheduling a campaign.

If you would like to learn more about Enabling Lead Restrictions for Smart Campaigns, click here.

This is just a brief overview of my favorite three features from this Fall 2016 release. There are four others you should check out!

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