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How to get the most out of Adobe Marketo Engage | Part 3: management and reporting features 

By Imke Melis

How to get the most out of Adobe Marketo Engage | Part 3: management and reporting features 

We’re thrilled to present you with the third and final part of our blog series, dedicated to maximizing the potential of Adobe Marketo Engage for your business.  

In the previous blogs, we shared some quick wins you can apply to take your Marketo Engage instance to the next level, along with strategies for better responding to the buyer journey and engaging with prospects and customers.  

Now, in this last chapter, we’re excited to offer tips and insights on how to improve your management and reporting capabilities. By the end of this blog, you’ll have a comprehensive understanding of how to leverage Marketo Engage to its fullest potential and gain valuable insights into your marketing efforts. So, let’s dive in and explore the possibilities! 

Take your management to the next level 

To run efficient and well-performing campaigns, it is necessary to set up good processes. Here are a few tips to make this run smoothly from an administrator’s point of view. 

Keep it simple and use a Center of Excellence 

The ideal way to help your employees with marketing campaigns? Use a Center of Excellence! Think of it as a library filled with pre-designed email templates, landing pages, and email programs. Your employees can easily clone these assets, saving time and effort while ensuring consistent branding.  

Plus, the templates can be customized for each country or region, making it easier to collaborate and duplicate successful campaigns on a global scale.   

Go international with Workspaces & Partitions 

By using Adobe Marketo Engage’s Workspaces & Partitions functionality, you can create sub-Marketo instances to help you when your business is spread across several countries with different teams. With this tool you provide separate locations where the assets per country can be stored so nobody ends up in each other’s way. You create a shared global framework that you can shape to the local needs of each country. 

 Stay compliant & use a Preference Center 

With a Preference Center you not only ensure compliance with GDPR regulations, you also get a lot of interesting insights that can help you a long way. Based on preferences, you will learn more about the interests of your target group and the products or services they might be interested in. This way, you are able to respond to this, personalize content even more and indirectly reduce the number of hard unsubscribes. 

Increase deliverability thanks to database management 

A clean database is key for every marketer. It not only improves your deliverability, it also ensures clear reporting and targeted marketing to the right audience. Therefore, create a master exclusion list based on bounces and other metrics so it can be taken into account in reports. 

Learning by reporting 

In today’s fast-paced marketing landscape, keeping track of your marketing activities is essential for success. With Adobe Marketo Engage, you can stay on top of every detail, from email performance to measuring the impact of your marketing efforts on actual sales. But with so much data available, it can be challenging to know where to focus your attention. What’s the best thing to report on? We’ve listed the most important reports down below. 

Report online and offline events 

Do you want to gain insight into who registered for your event and who actually attended? The Adobe Marketo Engage event program will allow you to take your event management to the next level and optimize the follow-up processes both online and offline. 

Report on email performance 

When it comes to email marketing, knowledge is power. That’s why email performance reports are crucial to staying ahead of the game. By regularly reviewing these reports, you can gain valuable insights into what content resonates with your target audience and where there’s room for improvement. Armed with this knowledge, you can fine-tune your email marketing strategy and boost your success. Don’t leave your email marketing performance to chance – stay on top of your game with regular email performance report analysis. 

Report on a program level 

Don’t settle for only scratching the surface of your email marketing performance. By taking your analysis to the program level, you can gain even deeper insights into what’s driving your success. Program-level reporting allows you to measure the effectiveness of your landing pages and pinpoint which programs are most effective at generating new leads. Armed with this knowledge, you can make data-driven decisions to optimize your marketing strategy and drive even greater success. 

Track the lead-to-customer funnels 

Do you ever find yourself wondering what happens to a lead once it enters your sales funnel? The Revenue Cycle Model provides an invaluable tool for gaining insights into how leads move through the sales process and what drives their conversion to customers. With this model, you can gain a deep understanding of the flow between sales and marketing, how leads move through the various buyer phases, and where bottlenecks may occur in the funnel. Armed with this knowledge, you can optimize your lead generation campaigns to drive even greater success. The Revenue Cycle Model provides a comprehensive overview of your sales process and empowers you to make data-driven decisions that take your marketing to new heights. 

Report on how marketing is contributing to your turnover 

With this report, you will gain insight into which campaigns are working (or not) and are thus contributing to the acquisition of new leads and ultimately new customers. In this way, you can perfectly deduce which campaigns are worth repeating and which (types of) campaigns do not work or work less well for your target group or segment.  

Did you miss the first two parts of this 3-part blog? Click here to read how Adobe Marketo Engage can offer you a number of quick wins in the field of marketing automation. And here to discover how you can better respond to the buyer journey and why Adobe Marketo Engage is the best platform for engagement marketing. 

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