Abobe Marketo Engage

Problem: Demand-gen teams drive traffic from key Marketo campaigns, but the website treats all visitors the same, wasting paid and nurtured clicks on generic experiences. Solution: Use Marketo campaign membership via its JavaScript API as a targeting rule in Convert. Show tailored landing page variants, offers, or messaging only to visitors in specific Marketo campaigns. Outcome: Campaign traffic sees hyper-relevant experiences that match email and ad promises, lifting conversion rates, lowering CPA, and giving clear experiment results by campaign segment.

Problem: Global sites struggle to match offers, pricing, and messaging to visitor location, leading to low engagement and friction for key regions and territories. Solution: Leverage Marketo’s location attributes in a Convert audience condition to show region-specific copy, currencies, CTAs, or forms to visitors from targeted states, countries, or regions. Outcome: Visitors see localized, compliant experiences that feel tailored to their market, driving higher lead submissions, better regional performance, and clearer insights for geo-based strategy.

Problem: Known leads returning from nurture emails get the same generic site as first-time anonymous visitors, missing chances to accelerate pipeline and upsell. Solution: Use Marketo user context to distinguish known leads, lifecycle stage, and key attributes, then personalize Convert experiences—e.g., swap top-of-funnel CTAs for demo or upgrade prompts. Outcome: Known leads see content aligned with their stage and history, shortening sales cycles, increasing demo requests and expansions, and improving funnel progression metrics in Marketo.

Problem: Teams can’t clearly attribute which on-site experiments actually increase Marketo form submissions, making it hard to prioritize winning UX and messaging changes. Solution: Track Marketo form submit events as goals in Convert using a JavaScript-triggered goal tied to the Marketo form. Test layouts, copy, and step flows around those forms. Outcome: Every experiment is tied to real lead-gen outcomes, revealing which variants drive more qualified form fills and enabling data-backed optimization of key Marketo forms and funnels.

Problem: Behavioral signals captured in Marketo—like content engagement or product interest—stay locked in email workflows and don’t influence on-site experiences in real time. Solution: Tap Marketo’s personalization JavaScript API in Convert to target experiences based on behaviors (e.g., visited pricing page, downloaded a guide, attended a webinar). Serve dynamic content that reflects those interests. Outcome: Visitors see context-aware offers and messages that build on their past actions, increasing relevance, content consumption, and conversion rates for high-intent behavioral segments.

Problem: Experiment reporting is fragmented because website tests aren’t aligned with Marketo’s categories and page naming, making it hard to connect CRO results to campaigns and content themes. Solution: Sync category and page names in Convert Experiences with Marketo’s structure, and use those fields alongside Marketo user context for targeting and reporting. Outcome: Marketing and ops teams can easily see which content categories and pages drive the most Marketo form conversions, enabling more strategic experimentation and content investment decisions.