As a marketer, your mission revolves around finding ways to consistently engage customers at every touchpoint along their journey.
And if you’re using Adobe Marketo Engage as your go-to marketing automation platform, you’re already halfway to winning this battle.
Marketo Engage has the potential to support every facet of modern marketing, from attracting to acquiring and retaining customers. It’s a game-changer that businesses worldwide are leveraging to meet the demands of today’s savvy customers, and Australia and New Zealand are no exception.
Businesses in Australia and New Zealand are on the lookout for innovative strategies to captivate their customers. That’s where Marketo comes in, equipping them with the tools they need to win over modern consumers.
With over 1000 customers combined in Australia(i) and New Zealand(ii), Marketo is already making waves in the region.
In this blog post, we’ll take a closer look at Marketo’s robust features and how they’re helping businesses in Australia and New Zealand supercharge their customer engagement efforts.
Businesses Using Marketo Engage in ANZ Region: Real-World Use Cases
From IT giants and the e-commerce sector to healthcare and financial services, businesses across the ANZ region are harnessing the power of Marketo Engage to fuel their marketing success.
Take a look at these examples
1. Auckland University of Technology(iii) leveraged Adobe Marketo Engage and:
- Obtained additional information from 62% of students who submitted inquiries through the Education New Zealand website.
- Successfully converted 13% of Education New Zealand inquiries into applications.
- Implemented integrations to enhance the user experience for both international and domestic markets.
- Employed personalised strategies to target distinct audience segments at various stages throughout the customer lifecycle.
2. World Wildlife Fund Australia (WWF-Australia)(iv) utilised Marketo and:
- Witnessed a 2x increase in email open rates.
- Produced 50% more emails and programs compared to the previous fiscal year.
- Achieved a 6% growth in MQLs when compared to the prior fiscal year.
How Marketo Helps Businesses in the ANZ Region to Drive Customer Engagement
With Marketo Engage powerful features, businesses in the ANZ region are well-prepared to tackle the challenges of customer engagement in today’s dynamic marketplace. It serves as the comprehensive solution that enables businesses in the ANZ region to not only acquire new leads but also nurture these prospects into loyal customers.
Let’s take a look at a few Marketo features that help to boost customer engagement.
Predictive Content in Marketo Engage operates by intelligently creating content to meet customer requirements, optimising the efficacy of marketing communications. It actively scans your website and automatically organises all your content resources, including images, videos, e-books, blog posts, and case studies.
Then, it uses smart technology to pick the best content for each customer on various platforms like desktop, mobile, and email, making sure your customers get what they need. This enhances customer engagement for ANZ businesses.
Marketo Engage’s email marketing capabilities empower businesses in the ANZ region to engage customers effectively. Businesses can boost email campaign engagement rates by customising emails to match the language and regional preferences of the local audience.
Moreover, the ability to schedule emails based on the time zones of Australia and New Zealand ensures messages are delivered at optimal times, enhancing open and click-through rates.
Marketo goes beyond email creation, it uses real-time customer data to send personalised messages, which helps increase customer engagement.
Segmenting customers based on their regional preferences enables businesses to deliver highly personalised content and offers tailored to the local market. By segmenting according to regional trends, marketing efforts become locally relevant and appealing to customers.
Marketo’s dynamic segmentation, based on real-time behaviour data across multiple channels, ensures that customer segments remain up-to-date, facilitating the delivery of personalised communications that maximise engagement.
Real-time performance metrics provide insights that allow businesses to promptly adjust their strategies, further increasing customer engagement and conversions.
Personalised emails tend to have a higher 29% open rate(v).
And, that’s what Marketo Engage’s dynamic content helps in! This feature allows content to be tailored to individual leads based on user-defined rules. This makes the content more relevant to each recipient, and personalised content tends to result in higher engagement rates.
While sending out an email, dynamic content helps your business emails stand out in a crowded inbox and connect more effectively with their target audience.
Customer Journey Mapping
By using customer journey mapping you can tailor content and strategies at important points in the customer journey. Additionally, gathering feedback from your customers helps in making continuous improvements and offering more personalised engagement.
It also helps in fine-tuning marketing efforts, increasing conversion rates, and delivering a smoother customer experience.
Moreover, it prepares businesses for the fast-changing digital landscape by providing insights into customer interactions and allowing real-time adjustments to meet changing customer expectations and trends.
Dynamic Chat is a live chat feature in Marketo Engage that allows marketing and sales teams to access and review the entire conversation that occurred during a chat session. This is valuable for understanding customer interactions, informing sales and customer success strategies, and ensuring a cohesive customer experience.
Additionally, Dynamic Chat provides tools to simplify the design of complex conversation journeys, making it easier for businesses to manage their chat interactions effectively.
It also surfaces important milestones in chat sessions, such as ‘Engaged Dialogue’ and ‘Scheduled Appointment,’ which can be leveraged by sales teams in their prospecting efforts.
The Engagement Map feature offers businesses in ANZ the ability to build and visualise campaigns with ease. This tool simplifies the process of creating and managing interconnected campaigns, enhancing operational efficiency by providing improved error handling and troubleshooting capabilities.
You can accelerate the onboarding of new users, ensuring a quick time-to-value, and improve alignment across key stakeholders by offering intuitive visuals that provide insights into complex campaigns.
Engagement Map helps to streamline your campaign management and make your marketing efforts more efficient.
Marketo Engage not only makes work more efficient but also improves how you engage with customers. Moreover, you can analyse what makes each customer unique, making it easier to provide content that they’ll find interesting.
In a nutshell, Marketo’s cutting-edge features help ANZ businesses send the right content to the right customers at the right time, which can lead to happier and more loyal customers.
Ready to Engage More Customers With Marketo Engage’s AI Features? Talk to Us!
If you’re looking to make an impact and drive more traffic in the ANZ region with Marketo Engage, check out our comprehensive Marketo Engage services here. Just drop us a line at [email protected] and we’ll take it from there!