In our recent blog, we dived into Marketo Engage’s exciting new Engagement Map feature, which is now live! However, that’s not all Marketo has in store for us this summer. Today, we’ll be discussing two more eagerly anticipated updates: Dynamic Chat Enhancements and Interactive Webinars.
What is Dynamic Chat in Marketo Engage?
Dynamic Chat is a powerful chat interface that is currently being rolled out across Marketo Instances with limited availability. This user-friendly chat tool allows you to engage with both individuals and accounts visiting your website. It enables you to collect essential information like names, contact details, and free text, making it a valuable lead generation tool. Additionally, site visitors can easily book meetings with your Sales Team through Dynamic Chat.
Exciting new updates for Dynamic Chat:
- Roles and permissions: have more control over your Dynamic Chat set-up
- Dialogue engagement report: gain valuable insights into your chat interactions
- Meeting booking email notifications: keep your sales team informed and organised
- Auto-populate inferred data in Marketo Engage: save time and enhance lead profiles with auto-populated inferred data
- Chat Channel Attribution: Attribute marketing initiatives to Dynamic Chat using the new Chat channel, enabling better tracking and analysis.
- Dynamic Chat as a Person Source: Dynamic Chat can now serve as a Person source in Marketo Engage for enhanced data management.
- Sales Insight Panel Integration: View Dynamic Chat activities in the Sales Insight panel, available in both Salesforce Classic and Lightning.
Check out Adobe’s Dynamic Chat Overview here.
Real-life use case: IMG Academy
Let’s take a look at a real-world example of how Dynamic Chat has made an impact. IMG Academy needed a chat channel to assist customers with inquiries about their Camp options. The chat sequences provided answers to FAQs, pricing information, add-on booking options, and contact details for Sales Representatives. Since its launch of Dynamic Chat in July 2023, IMG Academy has seen fantastic results:
- 4019 interactions
- 255 engaged users
- 6.34% engagement rate
What to expect from Interactive Webinars in Marketo Engage
Interactive Webinars are a brand new feature, currently available through a Limited Access program, catering to a pre-selected list of Marketo customers. An EMEA release is expected in October 2023, and once live, they will be accessible to all Marketo Engage subscribers.
Key features of Interactive Webinars
- Native Webinar Creation and Launch: Build and launch webinars directly within Marketo Engage for a streamlined campaign setup.
- Automated Follow-up: Automate follow-up actions based on webinar engagement, saving time and ensuring a personalised experience for attendees.
- Webinar Insights for Smart Lists: Leverage webinar engagement insights to create more intelligent and relevant content for your audience.
Top use cases for Interactive Webinars
- Streamline Event Marketing Efforts: Conducting webinars natively in Marketo simplifies campaign management and analysis, resulting in faster and smoother event marketing.
- Enhance Webinar Delivery: Interactive features like polls, chats, Q&A, downloads, reactions, and even room templates offer a more engaging and tailored webinar experience.
- Advanced Analytics and Follow-up: With webinar data integrated into Marketo, you have access to powerful filters and triggers, allowing for automated follow-up based on attendee activities during the webinar.
Check out Adobe’s Interactive Webinars Overview here.
How will you make the most of the latest Marketo Engage updates?
These new Marketo Engage updates, Dynamic Chat Enhancements, and Interactive Webinars, will add huge value to your instances. Consider your team’s goals and how these features can help you achieve them. Be prepared with ideas to hit the ground running when you gain access to these new functionalities. As always, if you would like any support bringing your ideas to life, don’t hesitate to get in touch with our team of expert consultants.
Stay tuned for more news on the latest Marketo Engage updates, and we can’t wait to see what you all make of the latest features!