Marketo & Mochas: 5 Marketo Features to Know in 2025
Watch our first Marketo & Mochas session of the year with our Marketo Engage experts, Carly Gaver and Kate Colbert. Carly and Kate went over 5 capability-rich features in your Marketo package that can help elevate your customer experience and drive demand in 2025. Tune in and unleash the full potential of your Marketo platform!
Presenters: Carly Aber and Kate Coburn.
Referenced links and downloads
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Handout
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Target Account Management
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Predictive Audiences
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Advanced Journey Analytics
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Sandbox
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Workspaces and Partitions
Key takeaways
Session Structure
- Interactive webinar with Q&A at the end.
- Recording available for later viewing.
- Handout with resource links and upcoming events.
Features Discussed
Target Account Management (TAM)
- Tool for Account-Based Marketing (ABM).
- Allows targeting high-value accounts with personalized journeys.
- Includes features like named accounts, account lists, and ABM filters and triggers.
- Best practices: Be intentional, collaborate with sales, limit the number of named accounts.
Predictive Audiences
- Uses AI and machine learning for audience segmentation.
- Includes predictive filters (likelihood to attend, register, unsubscribe) and lookalike filters.
- Limitations: Not available for trigger campaigns, cloning/moving restrictions, input limits.
- Best practices: Ensure data quality and completeness.
Advanced Journey Analytics (AJA)
- Provides customer journey mapping and lifecycle modeling.
- Includes Opportunity Influence Analyzer and Success Path Analyzer.
- Best practices: Collaborate with sales, use operational programs for stage transitions, sync lifecycle status with CRM.
Workspaces and Partitions
- Workspaces separate the work; partitions separate the data.
- Important to have a strong business reason for setting them up.
- Best practices: Keep it simple, know your business requirements.
Sandbox Instances
- Additional instance for development and testing.
- Not a mirror instance; starts empty.
- Common use cases: Testing, training, instance stability, compliance.
- Best practices: Understand limitations and integration requirements.
Q&A Highlights
- Features available via package upgrade or as separate add-ons.
- Importance of understanding business requirements for workspaces and partitions.
- Best practices for reducing trigger smart campaigns and leveraging batch campaigns.
At a glance
Product: Marketo Engage
Series: Marketo Deep Dives
Role: Admin,Developer,Leader,User