Marketo Launches Customer Engagement Engine

Share this content:
The Email Experience Council has recognized Zack Notes and Dennis Dayman.
The Email Experience Council has recognized Zack Notes and Dennis Dayman.

Marketo has announced the launch of its new customer engagement software, Customer Engagement Engine. The software is designed to automatically manage the distribution of content via email, based on the customer's interests and analytics.

Marketers deal with numerous programs to analyze which content is best to distribute to their customers on a daily basis. In response, the cloud-based marketing software company hopes to advance the job of the contemporary marketer through a more efficient metrics-gathering system.

“What [Marketo's Customer Engagement Engine] fundamentally does is give marketers back their time. That's what marketers need,” says Sanjay Dholakia, CMO of Marketo. “They need content to give to the right person at the right time. To do that, it's been a horribly manual exercise. Now we're giving marketers the ability to do that: getting the messages to the right person at the right time, giving [marketers] mathematical and intelligent time to be great marketers and create content to help them compete.”

The software, which will also be available as an update for existing customers, aims to organize content into smart streams that automatically decides which content should then be sent next. It will analyze a particular customer's information and viewer history to judge what messages should follow up. Additionally, the software will provide a single engagement score, gathered by metrics such as clicks and opens, for marketers to see how well their content is performing.

“This engagement score—this algorithm—will pull all of these metrics…from the campaign into a single score,” Dholakia says. “So I can know if this particular score is 85, while this other one is 52, the other piece of content is performing far better.”

The software aims to help marketers become better programmers, as well, Dholakia says. The goal is to give marketers the type of intelligence that email service providers alone cannot deliver, he says.

“This is reinventing a capability in marketing automation space, as well as reinventing and setting a new bar for the world of email marketing,” Dholakia says. “Email has been on a steady decline and on a commoditization path of lost capability. This cements the relegation of email for people that compete in the marketing automation space. If you don't have this basic capability, it's time to graduate.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above