7 Steps To Improve Customer Experience Using Adobe Marketo
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7 Steps to Improve Customer Experience with Adobe Marketo

TransFunnel Consulting
TransFunnel Consulting Jul 28, 2023

Explore Adobe Marketo To Give Your Customers Positive Experience

According to Zendesk’s Customer Experience Trends Report, 2023, 73% of customers will switch to a competitor after multiple bad experiences, and more than 50% will head for the exit after a single unsatisfactory interaction. A positive customer experience strategy is therefore critical to any business, as it not only differentiates your brand but also fosters long-term customer relationships.

What is Customer Experience and Why is it Important for Businesses?

According to HubSpot, “Customer experience is the impression your customers have of your brand as a whole throughout all aspects of the buyer's journey.”

When customers have a positive experience with your business, they are more likely to become loyal advocates who not only make repeat purchases but also spread positive word-of-mouth recommendations. According to Semrush, 78% of people talk about their favorite recent experiences to people they know at least once a week. The same research suggests that 90% of people are likely to trust a recommended brand (even from strangers).

Elements of Good and Bad Customer Experiences 

With numerous brands competing for public attention and an abundance of options readily available to consumers, delivering exceptional customer experience, and leveraging the capabilities of marketing automation tools like Adobe Marketo Engage, HubSpot and more, businesses can gain valuable insights, segment their customers effectively, and deliver personalised experiences that address individual needs. This not only enhances customer satisfaction but also fosters a deeper connection with the brand.

Introducing Adobe Marketo Engage (Marketo): Empowering Automated Marketing

To thrive in today's dynamic landscape, marketers need scalable, precise, and real-time solutions that adapt to customer demands. That's where Adobe Marketo Engage comes in.

Whether you're a B2B marketer focused on leads and accounts or a B2C marketer nurturing valuable relationships, Marketo Engage automates marketing tasks using data and AI. It tracks impact, utilises AI-assisted automation, and creates comprehensive profiles to find and engage new prospects. With a 523% increase in campaign efficiency (as claimed by Marketo on its website) using the same marketing staff, Marketo enables you to optimise your marketing efforts and achieve remarkable results.

 Here's how Marketo Engage puts your marketing on autopilot and sets itself apart from the competition:

A. Audience Building and Segmentation:

Leverage AI to build and segment audiences based on demographics, firmographics, and cross-channel behavior, gaining a holistic view of prospect and customer data.

B. Cross-Channel Personalisation:

Easily personalise web pages, emails, social media, advertising, SMS, and events, along with responsive landing pages that streamline the buyer's journey.

C. Lead Nurturing and Scoring:

Collaborate with your sales team to develop intelligent scoring and qualification models, supporting the lead-to-revenue process across all programs.

D. Triggered Activities:

Automatically launch campaigns and respond in real-time with personalised content when customers fill out forms, visit web pages, or their lead score changes.

E. Performance Analytics:

Measure revenue performance by channel or program, tracking metrics such as revenue, pipeline, investment, ROI, and prospects generated to optimise your investments.

 7 Steps to Improve Customer Experience with Adobe Marketo

Evaluation: Customer Experience with Adobe Marketo

Adobe Marketo provides a comprehensive suite of tools to help you improve your customer experience. Here are seven steps to enhance customer experience using Adobe Marketo:

1. Target Customer Profile

The first step is to define your target customer profile. By understanding their needs, preferences, and pain points, you can create personalised and effective marketing campaigns. According to the 2021 Consumer Experience Sentiment Report, 76% of customers are comfortable sharing their data for personalised recommendations. And 88% view a brand’s products as having higher quality if they feel like the brand is listening to their needs.

Marketo Engage allows you to capture and analyse relevant data points that provide valuable insights into your audience’s behaviour. By leveraging the power of these data-driven customer profiles, Marketo Engage empowers you to deliver tailored experiences that resonate with your audience, enhancing their satisfaction and driving better business outcomes.

For example, if you find that your target audience includes environmentally conscious consumers who prefer sustainable products, you can customise your messaging and content to highlight your brand's eco-friendly initiatives and offerings.

2. Segmentation 

Effective segmentation helps you build stronger connections with your audience and improve overall customer satisfaction. With Adobe Marketo Engage, you can easily segment your audience using data-driven insights based on specific criteria such as demographics (geographic location, age group, etc.), interests, and purchasing behavior. By analysing customer data and behavior, you can create distinct segments and tailor your marketing strategies accordingly.

For example, let's say you're an e-commerce clothing company. Through segmentation, you can ask for data on men who previously purchased athletic apparel. With this data, you can customise your offering with discounts and recommendations that align with their preferences.

3. Content Personalisation

Personalising your content is crucial in improving customer experience. By leveraging the data and insights collected through Marketo Engage, you can deliver tailored content that resonates with each of your customer segments. It enables you to dynamically adjust the content based on individual preferences, behavior, and engagement history.

For example, if a customer has shown interest in a particular product category, you can personalise their website experience by displaying related products or sending targeted emails with relevant offers.

By providing personalised content, you create a more engaging and relevant experience for your customers. This increases their satisfaction and likelihood of conversion, as they feel understood and valued by your brand. With Marketo Engage, you can efficiently implement content personalisation strategies and deliver impactful experiences that drive customer loyalty and business growth.

4. Automation

Automation plays a pivotal role in improving customer experience by streamlining and optimising various marketing processes. Marketo Engage enables you to automate various aspects of your marketing efforts, such as lead nurturing, email campaigns, and more; allowing you to focus on delivering personalised experiences to your customers. By setting up automated workflows, you can ensure timely and relevant communications with your customers throughout their journey.

For example, you can set up automated email campaigns that trigger based on specific customer actions, such as filling out a form or abandoning a shopping cart. With Marketo Engage, you can provide relevant information and guide your customers consistently along their journey, ultimately improving the customer experience and driving business growth.

5. Lead Nurturing Campaigns

Marketo Engage empowers you to effectively nurture your leads throughout their journey. With Adobe Marketo Engage's lead nurturing capabilities, you can automate and optimise your lead nurturing campaigns.

By consistently nurturing your leads with relevant and personalised information, you can stay top-of-mind and build trust. This approach not only improves the customer experience by providing valuable insights but also increases the chances of conversion by keeping your brand in their consideration set.

For example, let's say a potential customer downloads a whitepaper from your website. With Marketo Engage, you can set up a lead nurturing campaign that automatically sends a series of targeted emails over a specified time period. These emails can provide additional valuable content, address pain points, and highlight the benefits of your products or services.

6. Analytics and Reporting

Analytics and reporting are vital for understanding and improving customer experience, and Adobe Marketo Engage offers powerful capabilities in this area. Gain access to comprehensive analytics and reporting features that allow you to monitor the performance of your marketing campaigns, track key metrics, and identify areas for improvement. Use this information to tailor your marketing strategies and deliver content that resonates with your customers, ultimately enhancing their experience.

For example, let's assume you need to launch a targeted email campaign to promote a new product. Using Marketo Engage's analytics, you can track key metrics such as open rates, click-through rates, and conversion rates, identify which email content resonated most with your audience, and refine future campaigns for better results.

7. CRM Integration

Adobe Marketo Engage offers robust CRM integration capabilities to enhance the overall customer journey. By integrating Marketo Engage with your CRM system, you synchronised your customer data and make it accessible across teams, enabling a unified view of the customer. You can trigger automated actions such as personalised emails, targeted offers, and timely follow-ups based on their stage in the customer journey. This level of integration ensures that customers receive relevant and timely communications, enhancing their overall experience with your brand.

For example, let's say a customer engages with your marketing campaigns and expresses interest in a specific product or service. With CRM integration, this information is seamlessly passed on to your sales team, who can then provide personalised recommendations, address customer inquiries, and guide them through the purchase process, resulting in a smooth and cohesive customer experience.

The Power of Marketing Automation Solutions for Customer Journey Mapping

Customer journey mapping with the help of marketing automation is a valuable process that provides a comprehensive understanding of the customer experience, uncovering moments of both frustration and delight throughout their interactions. By successfully mapping the customer journey, we can identify opportunities to address pain points, cater to customer interests, and ultimately create a better experience for both existing and potential users.

Marketing automation plays a crucial role in optimising customer journeys. It involves using a software platform like Marketo Engage to automate repetitive marketing tasks using automation platforms, group, and target potential customers with relevant messaging. Automation serves as a driving force behind defining well-structured customer journeys, allowing us to:

  •  Automatically collect user data throughout the journey, enabling us to focus on the most relevant information. 
  •  Analyse and identify buyer personas to personalise touchpoints, ensuring that our communications resonate with users' real interests and needs.  
  •  Leverage efficient marketing automation platforms like Marketo Engage for email marketing, to send, schedule, and manage various types of email. campaigns, such as promotions, newsletters, and transactional messages. Automation guides the sending and content of emails, considering factors such as recipient behavior, demographics, interests, and the level of engagement with the brand.

In conclusion, leveraging customer journey mapping and automation can have a significant positive impact on both your business and customer relationships. While the prospect of adopting new technologies may seem daunting, it's important to remember that even small incremental improvements can lead to substantial gains for your customers and your team.

At TransFunnel, we specialise in helping businesses integrate Marketo Engage and transform their customer journeys. With our team of experts, we can guide you through the process, ensuring seamless app integration and unlocking the full potential of automation for your business.  

Contact us today to embark on a journey of enhanced customer experiences.