March brings new Conversational Flow updates for better targeting, plus new metadata accessible via the REST API.
Adobe Marketo closed out Q1 with a relatively light release primarily focused on Dynamic Chat Conversational Flow enhancements. Let’s dig in.
Advanced Conversational Flow logic
You are now able to add multiple fields to a single targeting choice within a Conversational Flow, whereas previously you were limited to a single field per choice. The fields available for targeting are based on the fields included on your form.
For example, if your form includes job role, state and company size you can target marketing directors in Florida at companies with 10,000 or more employees with a post form submission follow up message, such as “Book a Demo.”
Why it matters: Now you can target your key audiences more precisely with Conversational Flows to book meetings with your sales team on the spot, offer additional content and more.
Reorder Conversational Flow logic
The next update makes managing your Conversational Flows much easier. If you have multiple choices in a flow, you can now reorder them using the arrows as shown below. To accomplish this previously, you were required to delete and re-add your choices in the desired order.
Why it matters: This is a real time saver if you have Conversation Flows with multiple choices that require an update to their order.
API activity metadata
Coming Soon: Web and email activities will include additional metadata, such as User Agent, Platform and Device.
Why it matters: If you use a BI tool, you will now be able to push this data there for more advanced reporting than what’s natively available in Marketo Engage.
Account Insight browser plug-in deprecation
Due to low adoption rates, the Target Account Management Account Insight browser plug-in was removed from the Chrome Web Store on March 18, 2024. If you’re an existing user, you can still utilize the tool until your instance is migrated to Adobe Identity and Admin Console as the plug-in does not support single sign-in with Adobe ID.
The post Marketo March 2024 release: Focus on Dynamic Chat Conversation Flow appeared first on MarTech.
About the author
Cody is an Associate Director of Consulting Services at MERGE. With a decade of Marketo experience, he has a passion for working at the intersection of marketing technology, strategy and data. Away from work you can find him outdoors climbing, snowboarding or camping.
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