Clevertouch & Adobe team up for a Marketo Personalisation Masterclass
On Tuesday 13th February 2024, Adobe and Clevertouch Consulting joined forces to host 30 senior marketing professionals for a Marketo Engage Personalisation Masterclass at the fantastic Customer Experience Center in London.
With presentations from Jamie Burrell, Chief Strategy Officer, and Alec Weekes, Principal Solution Architect, it was an informative session jam-packed with ways to personalise your marketing. The team focused on three of Marketo's personalisation tools; Dynamic Chat, Velocity Scripting & Self-Service Flow Steps.
Dynamic Chat
Jamie started the day by defining Dynamic Chat and sharing its best use cases. Delivering a live example chatbot for our own Clevertouch website, Jamie demonstrated the tool's potential to personalising the purchasing and communication journey for prospective customers.
What is Dynamic Chat?
⭕ A conversational chat-bot, deployed on your website and landing pages
⭕ Dynamically personalised on-site engagement and Marketo data
⭕ Seamlessly route website visitors between chatbot and agents
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Velocity Script
Following a short break, Jamie continued his presentation taking the attendees through how to use Velocity Script, highlighting its power and flexibility to create a dynamic and personalised user experience for your customers. Through his live script demos, Jamie demonstrated the ways in which Velocity Scripts can be used to create personalised greetings based on dates as well as sharing the step-by-step process of setting up Velocity Script in your Adobe Marketo instance.
What is Velocity Script?
⭕ A simple coding language that gives users the power to manipulate content in emails
⭕ Can access data from the Lead, Account, Opp and Custom Objects (Marketo or CRM)
⭕ Processed at email send time but the email won't change once sent
⭕ Provides more power and flexibility than tokens or dynamic content
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Self-Service Flow Steps
Our Principal Solution Architect, Alec Weekes, concluded Clevertouch's segment of the Personalisation Masterclass by talking through the benefits of using Self-Service Flow Steps (SSFS). Alec explained how SSFS ebales you to prioritise utilisation over acquisition, making the most of what you have before looking elsewhere at other platforms for the same functionality.
⭕ SSFS provides a significant opportunity to greatly improve the user experience for your marketing teams and clients by connecting to more services and tools.
⭕ Leveraging Marketo Smart Campaigns, enables you to choose to send your leads to your own server, and then write lead & activity data back into your Marketo instance.
Given the date of the event, Alec demonstrated the effect of SSFS by choosing an aptly Valentine's themed demo, using AI to create a unique Marketo love poem that was sent via SMS to each attendee (see example below) proving that we really do love martech ♥
Following the keen interest from the event on Dynamic Chat, we decided to share the content and do on a webinar! Click the link below to watch the session recording, hosted by our Head of Enablement, Chris Fowler.
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Following the keen interest from the event on Dynamic Chat, we decided to share the content and do on a webinar! Click the link below to watch the session recording, hosted by our Head of Enablement, Chris Fowler.
