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How to get the most out of Adobe Marketo Engage | Part 2: buyer journey & engagement marketing 

By Imke Melis

How to get the most out of Adobe Marketo Engage | Part 2: buyer journey & engagement marketing 

Welcome back to the second installment of this blog series! In our previous post, we explored some easy wins that can help you take your Adobe Marketo Engage instance to the next level. With Adobe Marketo Engage, you have the power to drive real transformation when it comes to lead generation, sales and marketing alignment, and creating genuine one-to-one relationships with your customers. In this next chapter, we’ll be diving deeper into the buyer journey and the crucial role that engagement marketing plays in it. Are you ready to explore the possibilities? Let’s dive in! 

Align marketing and sales seamlessly 

Navigating your leads through the buyer journey can be a challenging task, wouldn’t you agree? We know the struggle all too well. But fear not, because Adobe Marketo Engage is here to simplify the process. With Marketo Engage, you can prioritize leads, deliver personalized content at the right moment, and take a laser-focused approach to specific accounts. It’s like having a secret weapon in your arsenal to help you crush your lead nurturing goals. So, let us help you take the lead in your lead generation game with Adobe Marketo Engage. 

Account Based Marketing 

One of the tools that makes it a breeze to guide leads through their buyer journey is Account Based Marketing. Thanks to ABM, your marketing and sales teams are better aligned and it becomes immediately clear to sales which leads need to be focused on. 

 Prioritize leads based on their profile & behavior 

Are you ready to supercharge your lead scoring game with Adobe Marketo Engage? By configuring specific default programs, you can assign scores to your contacts based on two key criteria: fit criteria and engagement criteria.  

Fit criteria assign points to a contact based on the (demographic) information collected about them. Think form submissions tracked by Adobe Marketo Engage’s Munchkin script, for example. On the other hand, engagement criteria score points based on a contact’s behavior, such as visits to certain web pages.  

By leveraging both criteria, Adobe Marketo Engage provides your sales team with a crystal-clear picture of your leads’ actions throughout their buyer journey, empowering your reps to respond more effectively and close more deals. 

Integrate your CRM system for an immediate follow-up 

Are you tired of manually passing on leads to your sales team after they hit the Sales Qualified Lead (SQL) threshold? With Adobe Marketo Engage, you can say goodbye to tedious handovers and hello to seamless lead follow-up.  

By linking your CRM system to Adobe Marketo Engage, you can automatically pass on sales-ready leads to your sales team, enabling them to immediately start working on further follow-up.  

Adobe Marketo Engage is leading the pack when it comes to flows and (native) integrations, with strong CRM integrations including Salesforce, Microsoft Dynamics, SAP, and SugarCRM. 

The right content, at the right time 

Engaging with your leads is key to converting them into loyal customers. Adobe Marketo Engage’s engagement program is an excellent tool for this. By using sales and CRM information, you can develop personalized nurture programs that offer relevant content about specific products or services at regular intervals. This way, you can keep your leads engaged and prevent them from being passed on to the sales team too soon, saving valuable time and resources. 

A strong nurture flow not only helps you build stronger relationships with your leads but also provides valuable insights into their needs and preferences over time. By increasing engagement with your non-involved contacts, you can gradually transform them into contacts that are ready to buy. And that’s what it’s all about, right? 

Engagement marketing, so much more than a buzzword 

Did you know that retaining an existing customer is 70% easier than acquiring new ones? Yet many companies still focus mainly on generating new leads, the so-called acquisition phase (TOFU). Below, we have listed a number of tips to create an optimal user experience for your existing customers and to transform them into loyal customers focusing on a long-term relationship. 

Commit to a seamless onboarding experience 

The key to success is to engage with your customers from the get-go. That’s why it’s important to provide an engagement program with a laser-focused onboarding strategy as soon as a new contact signs up. By doing so, you can deliver valuable and personalized content about the product or service they’re interested in on a regular basis. This not only boosts customer retention but also creates loyal customers who can become passionate brand advocates over time. It’s a surefire win-win strategy that will keep your business thriving for years to come. 

 Use re-engagement programs and prevent churn 

Let’s tackle the problem of churn head-on. Churn can be a real thorn in the side of any organization, and it’s critical to minimize it. In fact, the churn ratio is a key metric for measuring profitability. But fear not! You can proactively combat churn by implementing re-engagement programs that automatically target customers six months after their last purchase.  

This is a great opportunity to rekindle their interest in your brand and remind them why they loved your product or service in the first place. By focusing on retaining existing customers, you’ll maximize the value of your database and reduce the need to constantly generate new leads. 

Address end-of-contract customers with a specific program 

As the old saying goes, it’s much easier to keep a customer than it is to gain a new one. That’s why it’s crucial to have specific ‘end-of-contract’ engagement programs in place, which are easily achievable with Adobe Marketo Engage.  

These programs allow you to use the data available in your CRM system to set up engaging paths that anticipate cross-selling and upselling opportunities of your other products or services. This way, you not only keep your current customers happy, but you also increase their lifetime value and the profit for your organization. It’s a win-win situation where customers are well-informed and satisfied, and you’re making the most out of your customer portfolio. 

Identify opportunities for cross- or upselling 

Data is power. That’s why it’s crucial to analyze and learn from the data you collect through Adobe Marketo Engage. By understanding your customers’ behavior and interests, you can take specific actions to increase engagement and drive sales.  

Our team of certified experts is ready to work with you and take your marketing automation to the next level. Let’s achieve your goals together and create meaningful 1-to-1 relationships with your customers.  

If you’re ready to review your goals and create a concrete action plan or have any other questions about using Adobe Marketo Engage, don’t hesitate to contact us through the form below. We’re excited to help you grow your business. 

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