Marketo & Mochas: Harnessing GenAI in Adobe Marketo Engage

Transcript

joining us today. I see people still logging on, but I’m going to get us started because we have a very full agenda for you today. Welcome, everyone, to Marketo and Mocha’s. Today our amazing presenters, Joe Stewart, Isabela Hargreaves, and Charlie Ockham will be going through everything you need to know about leveraging Gen AI in Marketo. We designed our webinars to be interactive, so we encourage you to ask questions in the question box throughout the presentation. Type them in there because we’ve designated the last 10 minutes or so for Q&A. I also want to mention a couple of housekeeping items before we get started. First of all, we’re presenting an Adobe Connect today, and we are live, but don’t worry, this session’s being recorded and can be viewed on demand or shared with other members of your teams at a later time. You’ll get that recording from us tomorrow afternoon. And we’ll also be sharing a forum throughout today’s webinar where you can express interest in learning more about some of the products and features discussed today directly from your Solution Account Manager. By filling out that form, we’re able to connect you with your SAM, who is of course the best person to explain how each of these products fits within your unique workflow. Lastly, as we’re closing out the webinar, we have a few survey questions that will be at the bottom of your screen. If you could just take a minute or so to answer those questions, we’d really appreciate it. And with that, I’d love to introduce myself. My name is Jeff Umeguana. I’ve been a digital engagement strategist at Adobe for a little over two years now. I support the production of our webinar series for all of our Experience Cloud products. And prior to my time at Adobe, I spent two years working in advertising for several global agencies in New York. If you have any questions or comments about today’s event or about your experience with Adobe Connect overall, please feel free to reach out. And with that, I’d love to hand it over to Joe to introduce himself.

Thanks, Jeff. Hey, everyone. I’m Joe Stewart. I have been at Adobe for over eight years and spent the last three and a half years as a senior product marketing manager for Marketo and Gage. So really excited to talk to you all about Gen AI today with my colleague Izzy and with our customer Charlie. And I’ll let Charlie introduce himself.

Thanks, Joe. Hi, everyone. Really excited to be here and actually share some of my experiences of using Marketo and Gen AI in Marketo. I’m a current champion, so glad to be part of the Marketo community. I’m also a solutions architect as well. So I spend a bit of time in the forums and learning all about how I can get the most out of Marketo. I’ve been in marketing technology and operations for quite a while. Looks wild for the gray hair.

So really sort of glad to be here and sharing my experiences. Izzy, I’ll pass over to you. Yeah, thank you, Charlie. So hello, everyone. I’m Isabella Hargreaves. I am part of our product marketing organization here at Adobe. I work very closely with Joe. And we’re really excited today to show you some of our AI functionality in Marketo and Gage. And thanks to Charlie for coming on to share his experiences as well. So just to start, we’re going to run through our agenda for the day. We’re going to start off talking about the shift to AI in B2B marketing. We’re then going to look a little bit more closely at the AI, which is available specifically in Marketo and Gage. We’re then going to see some of this AI and generative AI in action with a number of demos. We’ll then hand over to Charlie for him to share some of his key use cases and successes that he’s had from using the features that we’re going to share today. And then we’re going to hand off at the end with some key resources. And we are available to answer some questions as well. So please do feel free to get involved with that Q&A at the end. We’d like to start the session with a quick poll. So the poll question that we’re going to get started with is, how impactful has AI been in your marketing efforts so far? Okay, so kind of cool, but we’re still figuring out where it fits. Seems to be the most popular answer. Number of people saying it’s been a game changer. We’d love to hear more about that, you know, if you’re willing to share some of those experiences in the chat as well. Number of people saying it hasn’t really moved the needle yet. And some people are saying they haven’t touched it. And it feels like uncharted territory. So thanks for sharing those responses. That does fit, you know, more broadly along along the lines of what we’ve been hearing from most of our customer base, a lot of organisations are still figuring out how to use AI and how to bring it to their workflows and implement it in that kind of day to day. So we’re hoping that, you know, with this webinar, we can give you some real actionable takeaways inside of Marchetto Engage that you can go ahead and either try out if you haven’t yet, or learn some tips and tricks from Charlie and the success that he’s had there. So we’ll start off covering off on the shift to AI in B2B marketing. Now we understand, and you guys are obviously feeling this as well based on those poll responses, that there is an urgency for marketing transformation that’s being driven by AI. We’re having conversations with customers every day who are overwhelmed or either confused by all of the possibilities for AI to transform marketing. What we’re hearing from customers is that marketers today are under incredible pressure to deliver more campaigns at an unprecedented speed and scale with even more content to even more audiences. And we get it, we understand. We ourselves at Adobe are in the very same boat. So as you can see from these stats, what we found and research has shown is those who are not using AI for personalization will start to quickly fall behind. Waiting for perfect is dangerous, so it’s important to start using generative AI and testing it out to understand where it can really help you and your organization. And then finally, efficiency improvements are fully expected. Generative AI and AI has the ability to help unlock time savings, and I know Charlie’s going to touch on this later on in the presentation, but essentially everybody is trying to do more with less today. So everyone’s trying to figure out where to focus and where to get the most gains quickly. So that’s, you know, where do you start and where do you plan for the future? With AI as backdrop, we are seeing a significant shift in B2B marketing technology. So that’s processes emerging across the industry, which are quite possibly the most radical shift in 20 years. And that’s largely, but not entirely, driven by the rapid emergence of new forms of AI. So if we take a look back in time, B2B 1.0 was the first digital generation for B2B organizations, and that was the CRM. So this was the digitization of digital records or the tracking of interactions between either the sellers or the account managers, customer service reps, and the buyers in B2B. Then we moved into this 2.0 era. So this is the automation of the lead lifecycle. And Marchetto was one of the first products to actually productize the MQL and support account-based marketing strategies. B2B 3.0 is the next generation, right? So we’re on the generational change for B2B marketing technology. And this is where the entire lifecycle is digitized from end to end, pulling in the entire revenue team from your frontline BDRs to marketing operations, to your sales closers or representatives. And more and more of this purchasing journey has moved online. So this is creating those journeys that customers or customers can go through to be more automated and self-serve than ever. And if we come back to building customer journeys and creating personalized experiences, what does it mean for marketers today and where should marketers start? So the good news is that at Adobe, our world does look a lot like yours. We have a huge B2B business. And we’ve been thinking very deeply about both the B2B and AI transformations for some time.

But we also recognize and in terms of how we think about AI, that it’s important to be considering the ethics principles around AI and how we can use AI responsibly. So that’s considering accountability, responsibility, transparency. So with these principles in mind, we follow best practices that we have established. We have an AI ethics review board made up of folks across different disciplines, different regions, because we want to make sure that we are taking a diverse point of view as new capabilities do get introduced to our products. We do a lot of testing. So an example of this with Adobe Firefly, which you’ll learn a little bit more about in the presentation today. We did an internal employee company-wide beta before it went out. And even in those final days and weeks, we discovered things that otherwise we wouldn’t have because we were able to tap into that breadth of experience, the diversity and the global nature of our company to factor in so many different dimensions. So we have directly experienced value in being really thoughtful about this.

So I also wanted to cover off on this huge topic, which is widely talked about today, and that is agents and agentic AI. So our focus is around agentic offerings that are purpose-built for customer experience orchestration. And our agentic approach removes bottlenecks and dramatically increases capacity, enabling teams to focus on their unique strengths, creativity, marketing strategy, business insights, and customer delight.

Adobe Agent Orchestrator provides that foundation to enable you to unlock the full potential of agentic capabilities and deliver true one-to-one personalized experiences at scale. We built Agent Orchestrator natively on Adobe Experience Platform, which allows use to deliver agentic capabilities and advantage of the shared data infrastructure of the platform while delivering the trust, transparency, security, and guardrails, which are so important that you need to incorporate generative AI with complete confidence across customer experiences. So we built Adobe Experience Platform Agent Orchestrator to serve multiple constituents, both practitioners, so empowering experience makers, data analysts with intelligent agents to enhance productivity and provide insights for improved decision making, and also for end customers. So it empowers agents that work on behalf of the brand to provide customers with personalized, real-time, intent-driven interactions that drive engagement and business objectives.

Now, it is very exciting news, and many of you will have seen at Adobe Summit that we will be bringing agentic capabilities to Marchetto Engage. So I’m going to hand over to Joe to talk a little bit about where AI and Gen AI are sitting within Marchetto today.

All right, thanks for that context, Izzy. Yeah, let’s dive into Marchetto. So Marchetto Engage, as you know, serves as an AI-powered marketing hub for smarter, more connected customer experiences. From the very start, Marchetto was built to help marketers improve their marketing processes and their efficiency so they can move beyond the tactical and continuously innovate their strategy. So Marchetto’s power has always been in its flexibility and depth of capabilities, which enable our users to go further and deeper than with other systems and push the boundaries of what marketing can do to impact the business. And over the last couple of years, we’ve invested in modernizing Marchetto for the AI era. Let’s take a look at where AI shows up in Marchetto and how it helps you work smarter, faster, and with greater impact.

So Marchetto Engage has been fully infused with AI and Gen AI throughout data, content, and journeys to help you build more precise segments, create more personalized content faster, generate fresh ideas for copy and images, and make time for experimentation and creativity. The ultimate outcome being deeper and more timely personalization, shorter journeys, improved efficiency, and higher conversion rates, all while protecting your brand and keeping your data safe and private. As you can see on the right, the column, that lengthy list of AI and Marchetto, and I have some great news. So earlier this year, we shared that the Gen AI features would eventually move to a credit-based model, but to make it easier for our customers to explore and adopt, we’ve decided to roll that back. That means no usage limits, no need to track Gen AI use and no extra fees. Just dive in and start taking full advantage of Gen AI today. And let’s double click into these Gen AI features. Yep, Izzy.

Yeah, thanks Joe. I can see a lot of reactions coming through about the removal of any kind of fees for generative AI, so that’s awesome. So we’re going to look first around some of our AI features inside of Marchetto Engage. Number one being AI assistant for content generation. So many of you will know, and hopefully you have started to use the new email designer, this went GA, general availability, in February of this year. And we’ve been adding lots of exciting stuff into the new email designer to help you be more productive and work better. So we are aware that everyone wants to use generative AI to create email copy or images, but Gen AI is ushering in a content-based new era where content is becoming more democratized. So shifting about who is maybe allowed to create that content or capable of making content in order to keep up with demand.

So with the right prompts and the right templates, nearly anyone can now make brand compliant content including copy, images and subject lines in Marchetto Engage. So we will show a quick demo of this, but for example, one of the use cases is that you can enter a prompt asking the email designer to create some templates for you based on a specific campaign. You can choose who the persona is for that particular email. You can upload any brand assets that you have, whether it’s a white paper or a PDF, so that the AI can help to generate the messaging specifically around that piece of content. And then you can then still go ahead and have that kind of human interaction where you can edit the template to your desire to make it sound maybe slightly different or maybe you want to add in specific links or change the imagery and so on and so forth. And on the topic of imagery, we do also have an integration with Adobe Express. Now this is beyond an integration, it’s actually an embedded experience. So Adobe Express, for those of you that are not familiar, is our quick and easy create anything application which is built to democratize content creation for marketing professionals. Now Adobe Express has a very broad array of editing functionality for imagery. Now that includes the Adobe Firefly model, it includes Adobe Stock imagery, thousands of different fonts that you can use, and many different image capabilities like removing the background, cropping, trimming, and so on. So this is available directly inside of the email designer, you can use it to edit images that you have, whether those are Adobe Stock images or your own brand-owned imagery that you upload to emails as well. Now we will see this as part of the demo later on in the presentation too. And I’m going to hand over to Joe to give you the update on the webinar channel.

Yep, so next is the on-demand webinar experience powered by Adobe’s generative experience models or GEM inside of Marketo’s interactive webinars which comes included in all select and above packages. So traditionally once a live webinar ends it’s a challenge to keep that content engaging and accessible. Long recordings can feel overwhelming and turning them into fresh marketing assets often takes hours of manual work. Now we’ve automated this process for marketers, GEM transforms webinar recordings into digestible branded assets that keeps your audience engaged long after the live event is over while saving your team valuable time. Generated summaries provide an AI-created summary giving attendees a quick recap of key points. This helps viewers save time and improves accessibility. Recordings can be automatically broken down into digestible video chapters with titles and thumbnails making it easier for viewers to jump straight to the questions they care about most and you can instantly generate blog posts or other marketing assets from that same recording extending your reach across channels without extra production effort. So the result is higher engagement with your on-demand webinars, faster content creation, and more impact across every channel all powered by AI inside of Marketo.

A few years ago we launched Dynamic Chat and last year we infused Gen AI into the product also powered by Adobe’s GEM. This turned your chatbot into the ultimate brand ambassador using Gen AI to speed up campaign creation for marketing, enhance responses for live sales agents, and answer virtually any question from self-servicing questions. So with our generative experience models you’ll be able to engage with visitors using Gen AI Chat. You can generate questions and you can generate a question and answer library that can be approved by marketing to ensure the most current information is shown to visitors. You can keep your library up to date with unanswered questions that can then be answered to your approved library. Sales reps will also be able to access a sales agent workbench to view real-time customer insights and Gen AI powered responses and conversation summaries as they engage in a live chat. This information will be available in Marketo Engage’s trigger tokens for further personalization.

Lastly, continue to provide your sales teams with the latest information and make it easier for them to respond to web visitors with sales shortcuts where they can edit existing generated responses or easily search the website for latest information to give to visitors. So with Dynamic Chat powered by Gen AI, every conversation becomes a personalized brand safe experience that saves time, boosts productivity, and keeps campaigns and customer responses accurate and up to date. The best part is all these Gen AI features are natively built in and the data is stored in Marketo without any APIs or data latency and marketing and sales can continue to nurture leads in unison giving marketing full control over the buyer journey. So now that we’ve talked about the feature, let’s see these features in action. But first, let’s start with the poll. Just curious to have the features that we just showed. Have you started to use any of these features? So yeah, go ahead and select. I think this should be a multi-select. So select any of them that you’ve started using. AI Assistant for content generation, Adobe Express embedded experience, Gen AI in interactive webinars, Gen AI in Dynamic Chat. Looks like a lot of you haven’t yet, but you plan to. So some of you have started using these and that is great to see.

Okay and then yeah, now we’ll get to the demo portion and you can see these features in action.

Cool, thanks Joe. Yeah, so I guess you know a lot of you hopefully today are on this webinar to learn more about how Gen AI can help you whilst using Marcheso Engage.

So we’re going to start off by looking at generative AI in the new email designer. As I mentioned, this went live in February of this year. So here we are in the new email designer and we’re going to show you this demo run through from the experience of an Adobe marketer creating campaigns about Adobe products. Now I’m going to start off by uploading an asset that I have. In this case it’s an Adobe Summit Lab document which has information around Marcheso Engage. I’m going to choose my buying group role or my persona who I’d like this to be targeted towards. Now that’s going to be somebody on the executive steering committee. I’m going to input my prompt which is going to ask to generate an email for Marcheso Engage for our users or readers of the email to run through. Once I’m happy with my prompt and it has enough information, I’m then going to ask it to generate a couple of versions of the template for me. So as you can see it’s created two templates. Number one is my favorite one. So I’m just going to run through check that I’m happy with the layout of this template. You can see that the imagery is not quite there so I can go in and edit that afterwards and change that to what I’d like it to be. I started a nice button in there for me so if I wanted to change the link I can do that too. Once I’m happy with the layout of the template I’m going to then select it and then I will be able to go in and make any edits to the text or the imagery.

So this showed you or ran through the generative AI portion called AI assistant for content generation. Now I also want to show you some other cool features that have AI in the new email designer. So I want to generate a template from an existing screenshot of a template that I have because I don’t have the ability to reach out to IT for them to code me this template. So what I’m going to do is I’m going to upload a screenshot of an Adobe approved template. I’m going to generate a new template and it will generate based on the screenshot I’ve uploaded a HTML coded template which again I can then go in and edit as much as I would like. So this is what this template looks like based on the screenshot that I’ve uploaded. You can see that it’s left some areas for me to fill out so the images I’m just going to go ahead and click edit here so I’m not quite happy with the image at the top of the email and wouldn’t it be great if I could use Adobe express to edit an image to fit in my header. So what I’m going to do is I’m going to upload an image that I have that’s been approved by my brand team whilst that uploads. I’m then going to have a look at where it might sit best. That image for me looks a little bit too big for the top of the email so I’m going to use Adobe express embedded experience to trim that image down using the quick actions feature which is free to Marketo users today. I’m going to crop this image so that it sits much better at the top of my email.

I’m going to apply and then I can add that back into my email so it’s ready to go.

So with that the email designer portion you can see there is a lot of cool functionality in there for marketers to use to help them be more productive and self-sufficient when it comes to creating email templates but also editing imagery in emails as well. So I’m going to hand over to Joe so he can run you through some of our interactive webinar generative AI functionality.

Okay thanks Izzy. So continuing our marketing campaign after we’ve started our email campaign, Next Marketing wants to do a webinar and so they put that webinar together inside of interactive webinars of course and after the webinar I as an Adobe marketer I want to create a user-friendly on-demand version so I extend the life of my webinar. So first I go to dashboard and I click on the view gen AI content button. So here on the screen you’ll see how this system automatically generates video chapters and thumbnails for your recording along with a summary of the entire webinar. This makes it easy for viewers to jump to the sections they care about most. Beyond just auto generation you have full editing control. You can merge two chapters together that complement each other so the viewers can see them as one chapter by simply clicking on those chapters and selecting merge and then those two chapters have merged into one. It generates a new title for the merge chapter and updates the timestamp. I can also split chapters apart so looking through I’d like to separate out the host introductions from the audience poll so I select that and click split. You’ll find a natural place to split and create two chapters for that. Next I’ll review the summary. Gen AI creates a summary for the entire session automatically but you’re not locked into it. I can regenerate a summary for a fresh take if the version doesn’t fit my needs. I can provide feedback by liking or disliking it or flagging it. This will help train your model and improve it over time. So everything looks good to me. I’ll Viewers can watch it on demand. I’ll copy the HTML for chapters and I’ll create a new landing page, give it a name and I’ll create a blank landing page here. I’ll open up the HTML editor and I’ll paste in my video chapters HTML code that I just copied and then I’ll navigate back to the editor and then I can copy that HTML for summary. I’ll paste that code in and then I can drag that summary underneath my video. So this is looking good. I’ll approve and close it and there you have it. With only a few steps the webinar becomes a professional easy to consume page. You can share with prospects and customers. It actually will have the same URL as the registration. So if someone clicks on the registration after the fact they will come here to the on-demand page. We have video tracking so you’ll be able to see when they click which videos and which topics they’re most interested in and that’s just going to help further personalization after the webinar. So now a lot of time went into creating that webinar right. I’d like to amplify that across channels and that’s where the new blog generator inside of interactive webinar comes into play. So using the blog generator is similar to using the on-demand webinar experience we just saw and to save time on this webinar I’ll just explain it and then there’s a video demo if you want to see step-by-step instructions later. So inside of interactive webinars you click on view engagement dashboard and click on the AI generated blog generator. That will bring up an interface with past events. You simply click on generate blog and that will pop up a generative parameters window so you can customize your blog post. You’ll set parameters like brand voice as you see here in this screenshot. You’ll set parameters like brand voice, product focus, target audience, blog intent, tone length, and SEO keywords. Once everything is defined just hit generate blog and then you can review the post. The post will be the length specified and it will end with a conclusion and a call to action. This doesn’t just have to be for blog posts. You can you know create shorter content and use it for social or use it for email.

It just really helps extend and expand the use cases for the content of your webinar. And so once you’re done you once you’ve edited your blog you click save and then you can download it in an RTF format and publish it on your preferred blogging platform.

So now that I’ve posted that blog let’s say our fictitious customer Nick from Luma Healthcare Industries either clicked on the CTA in the blog or on one of the emails we’ve been sending him and now he’s on the Adobe website. So Nick is perusing the MarketoEngage page and would like to find out more if it’s the right marketing automation platform for Luma. So he decides to engage with our Dynamic Chat chat pod and the first the chat pod confirms which product he’s interested in and asks if he has any questions. Nick types in what are the key features of MarketoEngage. It gives an instant response based on a pre-approved response library. It gives a brief description along with some related articles if he wants to read more about that topic. And Nick responds that this was helpful and this and it prompts him to ask more questions. So Luma uses Salesforce for its business and Nick wants to learn more about the Marketo and Salesforce CRM sync. Same thing as before Dynamic Chat responds that this is a bi-directional sync and it syncs lead contacts, Salesforce campaigns, etc. Nick thinks this was helpful and clicks yes which helps train the model. Next Nick is wondering about compliance. Luma is in the healthcare industry so they want to ensure all products they use are HIPAA ready. Nick types in is Marketo HIPAA ready and it actually doesn’t give an answer. So for this type of question the model was prompted not to generate a response by Adobe because Adobe wants to answer these questions by a representative. So it gives him an option to connect with an agent which is exactly what Nick decides to do. So it asks for his name and his email address. So based on Nick’s profile it’s resolving an agent and then Adobe sales representative gets a notification saying that Nick would like to have a conversation. So the agent clicks on it and it takes them to this agent inbox.

So I as the Adobe rep can scroll up and see the conversation or I can click on generate a if it’s a long call this was a short one if it’s a long one then you’re definitely going to want to use this see you know what’s already been asked so far and now I can engage with Nick.

And so I can go in and I can answer his question that yes it is HIPAA ready. And now Nick’s thinking hey we’re a global company and for our business units operating in the EU we want to ensure data is within the EU region. So he asks where does Marketo host the data. As we all know not all sales reps know all the answers or they might have an idea but they want to double check the knowledge library. So you can click on assisted response and that will generate a response that yes Marketo stores data in the cloud and you can pick your data center based on the region. This looks good so Nick pushes it out or so the Adobe rep pushes it out to Nick.

And this way visitors can ask more questions and sales representatives can instantly and with confidence respond to visitors questions continuing the conversation. And then Nick continues the conversation and decides to book a meeting through Dynamic Chat’s meeting scheduler and now sales is fully involved with the lead. So you know with this with this campaign mostly run by Gen AI across email webinar chat and we didn’t even go into you know setting up the predictive audiences using AI but that feature has been around for a little while so we didn’t go it’s just helps a lot to save time to increase personalization and to expand and scale your marketing team. So let’s do another poll so which of your which is the feature that you just saw is the is the favorite one so is it AI assistant for content generation Adobe Express embedded experience Gen AI and interactive webinars or Gen AI in Dynamic Chat. Looks like AI assistant for content generation is in the lead while also interactive webinars and the Adobe Express embedded experience also has a good amount of of favorites as well. Okay so now yeah now we want to I want to pass it to Charlie so you can hear from his own experiences and also the experiences from his customers.

Thanks Joe I think it’s great I think it’s great that we now have the ability to go wild and really have unlimited use of all of those those credits and I can’t wait actually to start using some of those some of those features. I actually want to pull out two examples that we sort of see and we’ve used in within Marketo using the generative AI features and it’s actually some of those those two that were pulled out in the poll there so it’s pretty good to sort of see that being called out in the poll. The first one is around NPS surveys or rather creation of emails that we often sort of struggle with you know those those kind of operational emails that you want to refresh each month. We often find them a bit of a grind the content tends to sort of feel quite repetitive and telling the tone for those those emails for different audiences and even creating test variants is actually quite hard to do from scratch each month. What we found particularly with you know creating NPS emails and sending them out to our sort of customers was it was a job we didn’t like doing each month you know we we wanted something fresh we wanted something new but coming with new ideas and new content for those NPS emails was really sort of tough to tough to do.

This is where the generative prompt engine and in the new email designer really came to our came to our rescue. It meant that we could produce different variants it meant we didn’t have to start with a blank page and actually we could be inspired by different variants that were put out by the new email designer. It meant we could also get started not from scratch I mean one of the really cool things that I like about this within the new email designer is that actually there’s a prompt library there you might be also you know I’m sure everyone on here on the on the call is quite familiar with using chat gpt and prompts in chat gpt but here built in the email designer you can actually navigate through different prompts and and look at and be inspired by the the different sort of things you want to achieve whether that be to inform or to to welcome someone or even introduce a brand new sort of service. The tool helps you build those prompts in into your emails and into build those into any part of those emails too.

So once we got started I think Isabella sort of called out that you can actually refine down your content then there are ways to refine that content down to a specific type style or tone or even a call to action such as to you know create urgency for a sign up or to inform and educate and even to appear to a specific audience. Now when we’re sending out our NPS emails we send NPS emails out not only to decision makers and ultimately those guys who are signing off the budget but then also to users as well. Using the features here it allows us to then create multiple different variants that appear or appeal to different audiences that we’re sending out. It means that we can spin up different tests and switch it up each month and make that content really engaging and interesting but then also we can bring in a lot more variants into to A B test.

The turn around speed is incredible it’s absolutely amazing again you’re not starting with a blank piece of paper you’re creating lots of different variants within your email that you can preview and see and look see what it looks like and eventually then drop in and then spin out.

So what does it mean? Well what used to take pretty much five minutes of head scratching to create maybe one variant to a particular person or audience or a particular tone. Now you can actually spend one minute creating five different variants and review them and drop them straight into your email straight into the styling of the email as well. You can edit it as Isabella sort of pointed out I love that feature it’s not going to be right every time but you have five or six different variants that you can choose from you can even go back and amend your prompt just to make sure that you get the right kind of messaging in there and then just drop it straight in it means you can spin up multiple different types of emails very quickly and now it’s turning that monthly chore of switching up that tone and content in that NPS email into something relatively easy and as I’ve already mentioned you know the the ability to test as well this has meant we can get that out straight away and we’re already starting to see some really great engagement results customers are able to sort of see different changing NPS emails that are going out it’s more engaging more exciting it’s not stale and it won’t be ignored as much.

Now the second one or the second feature that we use within our own market is around the email sorry is the interactive webinars now I think Joe’s just covered off some of these sort of features and we are using them today and I absolutely love them the first is drafting summary so as Joe pointed out after that webinar has finished it’s really difficult to to try and consume or re-watch that webinar video and then pull out all of those topics all of the things that were discussed on that webinar you might have an idea of what you’re talking about at the beginning but sometimes in Q&A or when the presenter is going a little bit off topic but pulling out some amazing ideas that you want to put into that summary you’re having to watch that video with AI summaries it’s produced it there for you straight after the webinar has finished now you can edit it again and it won’t get it always right and you can add your own little tone or some some things that you want to sort of drop into that but essentially you’re able to take that text and then drop it into your own landing pages and that’s absolutely brilliant because whereas before we were thinking about you know it’s a win if we get that landing page after that webinar done the following day now we’re thinking about it in hours even almost immediately after the webinar is finished. The next saving one is AI chaptering and again Joe called this out and one actually there’s a couple of things we love about AI chaptering the first is the quick editing of and clipping of your email of your webinar video after the webinar is finished it’s sometimes when you start a webinar early you get those awkward moments before a webinar where you as the host and then someone in support you perhaps chatting behind the scenes and when you if you accidentally record that video you need to grab that throw it in edit it trim out the bits that you don’t want and then re-encapsulate and get that video up and live. Using the AI chapter you can actually select the scenes that you want to pull out delete recut or merge together and that just makes editing that video so easy after it’s after it’s finished. So too is the specific chaptering parts and what I again what I love about that is and something that we do is that we can use that in either a sales outreach straight after the webinar is finished or even sort of host up in into socials so we can say you know visit this particular chapter part and learn about this aspect of the webinar that we presented. It’s also great user experience for those guys who are watching it on demand they instead of having to sort of skip through the video and roughly guess when the best parts of that video is they can jump specifically to the content or the section that they want to review in that in that video and it’s really great for just improving that improving that engagement. So again when we were thinking about getting this webinar wrapped up or the follow-up done the following day now it’s a win if we’re getting it done within the hour and that’s just becoming normal now and that’s what something that we particularly love because that sort of faster editing is sort of taking is it saving us almost 30 minutes more plus per video it means that we’re getting higher rates of engagement it means next time actually we’re getting more people come into webinars because the finding actually the follow-up is more engaging too. It’s great as well for sales outreach because it means that we can sort of really drive key messages or multiple messages from the the same kind of webinar and it just means then that our sales teams have something to send out and just reduces the amount of time that marketing teams have to put into that as well. So it’s fantastic it’s great it’s saving us time it’s making it easier for us to to work in Marketo and it’s also improving the customer experience or the experience of our attendees and those guys who are reading our emails for example and it’s just becoming the norm as I said it just means that you know we are now looking for the next feature the next sort of thing because we’re not having to flip between screens anymore we don’t have to jump from say chat gbt we can just stay in one platform and it makes what we’re doing more effortless in Marketo. So can’t wait to see the rest of those features and thanks again Joe and Isabella for announcing the the credits we will just want to do more. Joe I’ll pass over to you for the key takeaways. Great Charlie really appreciate sharing your experiences.

That was great to hear and as we close I want to leave you all with three key takeaways. First Marketo Engage continues to be mission critical for the future of B2B marketing and with AI infused throughout it’s evolving to meet today’s challenges head on and second with AI built right into the platform you can work smarter boosting productivity scaling personalization have more control of the data and drive higher conversions without adding more hours to your day and finally this is the time to experiment. These features are live within Marketo today so dive into these new features try them in your campaigns and see how much time you save and how much more impact you can create. We have some resources to help you out we have a new Marketo Engage AI overview data sheet that I believe will send out after this webinar. It shows where AI shows up in Marketo there’s 12 or so different features with AI and Gen AI in Marketo and this describes them.

There we’ve recently held an Adobe on AI webinar series many of you have may have joined but many of you probably missed it and those are those webinars with Adobe’s view on AI how we use AI the privacy and the use cases and agentic AI all of that is available to view on demand and we also recently published an AI and digital trends b2b journeys report that you can review and share out with your colleagues. Other resources we’re continuously updating our experiencing docs as we roll out these features so please check those for tutorials and how to activate Gen AI things like that. We have an email designer customer office hours for the new email designer we’re holding that bi-weekly it’s you know free to join come ask your questions with our product manager and myself for the email designer. We also are holding an interact webinars customer office hours where you can ask questions to our interactive webinar product specialists so you can sign up for those we’ll send out the link for those and we also made a new email designer course on Adobe Digital Learning Services free for customers so you can just help encourage adoption of the new email designer so yeah that’s it and we will spend the remainder of time on Q&A.

Perfect thank you Joe and thank you everyone for presenting all this information was really incredible I learned a ton I hope everyone else on the call feels the same. Like Joe mentioned with the time remaining I’ll jump into Q&A as promised we want to dedicate some time to answering the questions you’ve submitted to us today. I will start off let’s see here question for Izzy can you can AI build templates and blueprints in Marketo? Yeah so it can using AI assistant for content generation that we shared earlier you saw all you need to do is enter a prompt and it will generate a number of different templates which you can then go in and manipulate as and how you like. Okay perfect this next one I have for Joe are there Gen AI capabilities included at no additional cost to Marketo customers or is it more of like an add-on feature? Yeah most of the Gen AI features that we show today are included so within the new email designer they are included. AI system for content generation is included you get in a light version of Adobe Express embedded so you don’t need to bring your own license and then within interactive webinars all of the Gen AI features are included in all the package of select and above. You can always buy more webinar rooms and capacity things like that but they do come included and then the dynamic chat those ones are part of dynamic chat prime so you would need to either update or upgrade your Marketo engaged package or add on dynamic chat prime to your select package. Just to add to what Joe said around Adobe Express so there are two ways you can access Adobe Express in the new email designer one is through an Adobe Express enterprise license which gives you much more functionality it gives you all of the features that are available in Adobe Express today. The other option is through the free version which is called quick actions and that is what I showed as part of the demo today and Joe was referring to as it is included with everybody’s Marketo package so you can access that if you have the new email designer today go ahead click on an image and click edit with Adobe Express to try that one out. Great yeah thank you for both for clarifying I feel like whether it’s the paid or what already comes with your existing experience on Marketo really great ways to optimize that functionality so thank you for clarifying. I’ll move on to the next question this one’s for Joe as well are these AI features built in or do they need engineering work? Yeah these features are built in and so yeah you saw that’s how you use them you know we just demoed them and it does not take a lot of work or knowledge we have some guides and documentation to help you get through this but yeah these features are built in without additional engineering work. Awesome I’ll go back to Izzy for the next one I can’t see the new email designer in my instance how can I access it? Yeah so you will need to have gone through the migration process to the Adobe Identity Management System if you don’t know if you’ve done that or not then please do reach out to your account manager at Adobe and we can help you guide you through that process you do need to be on the identity management system in order for it to show up once you’ve gone through that process you should see the view that we had in the demo today where you can see the new email designer.

Perfect I have time for I think one more I’ll have Charlie take us home with this last one how easy is it in your experience to use the Gen AI features? Really easy really easy I mean there’s lots of the features that are very familiar to everyone that can use prompts I think you guys in Adobe have made it really sort of easy not only to generate whole emails from scratch or from flat images but then actually when you’re in the tool picking selections or sections of that email and then clicking on that Gen AI sort of button on the right hand side and prompting from within the email incredibly easy doesn’t need any actual sort of specific training I think it’s quite intuitive just a little bit of help when it comes to building prompts but again like I called out one cool thing is you’ve got a prompt library just to inspire you with some ideas Yeah that’s great to hear of course thank you everyone for all of the insight to help answering all of these questions with that everyone I’ll quickly wrap us up today on this screen we have a few survey questions for you as well as one last opportunity to request more information on any of the products and features discussed today and as a reminder you will receive a copy of the recording of today’s event and an email from us in 24 hours So that’s all for us today thank you all again for attending have a great rest of your day and we look forward to seeing you at one of our upcoming events. Thank you everyone.