Assets

In Marketo Engage, assets are the building blocks of your marketing campaigns or programs. Assets support a program’s specific goal, whether that’s sending an event invitation, launching an email announcement, or capturing leads through a form submission. These assets include emails, landing pages, forms, lists, reports, and more. Each asset serves a purpose in creating a seamless and engaging customer experience. In this video, you will Discover assets and their use cases Define key local program assets Review emails, landing pages, and forms Assets in Marketo can be created locally within individual programs for campaign-specific use or globally in the design studio for consistent reuse across multiple programs and initiatives. Local assets, such as emails, landing pages, and forms, are created and housed within individual programs in your marketing activities workspace. Let’s learn more about key asset types. Emails, landing pages, and forms. Emails are a core communication tool in Marketo, used across a wide range of marketing initiatives, from product announcements to nurture campaigns. Built from flexible templates, emails are modular and easily customizable, making them for reuse and cloning across programs.

Personalization features like tokens and dynamic content enable you to tailor messages for different audience segments, ensuring each recipient receives content that’s relevant and engaging. The email editor also has built-in preview and testing tools essential for ensuring your emails are accurate, visually consistent, responsive across devices, and personalized correctly before they reach your audience. A new email editor experience unlocks even more flexibility, such as additional drag-and-drop functionality and advanced features, like Gen AI, which allows for easy content generation. Landing pages are another key asset type in Marketo and Gage, designed to host content, capture lead information through forms, or deliver campaign-specific messaging. They are frequently used in lead generation initiatives, event registrations, gated content offers, and promotional campaigns, all while enabling seamless integration with your broader marketing automation strategy. Built from customizable templates, landing pages can be easily tailored to align with individual campaign goals, whether that’s showcasing a product, collecting RSVPs, or delivering a targeted message. Like emails, personalization options, such as tokens and dynamic content, enable you create highly relevant experiences for different audience segments, increasing the likelihood of engagement and conversion. By combining thoughtful design, clear calls to action, and targeted messaging, landing pages serve as powerful touchpoints in your overall marketing strategy. Forms are another essential asset in Marketo and Gage, used to capture valuable audience data, such as names, email addresses, job titles, and preferences through interactions like event registrations, contact inquiries, gated content downloads, and more. Beyond simply collecting data, forms act as powerful triggers for downstream actions within smart campaigns. Marketo forms can be easily embedded in Marketo landing pages or external websites, and support advanced features like progressive profiling, field prefills, and conditional visibility rules to streamline the user experience. In this case, forms can be used globally, across multiple initiatives, or locally in one program, and are easily cloned. When thoughtfully designed and strategically placed, forms not only increase conversion rates, but also power the automation and personalization that drive effective lead nurturing and campaign success. Marketo program assets empower you to create personalized, relevant, and engaging content, while offering the flexibility needed to drive efficiency and scale across your marketing initiatives. In this video, you, discovered assets and their use cases, defined key local program assets, reviewed emails, landing pages, and forms.