B2B optimization and personalization using Adobe Marketo Engage and Adobe Target

[Jon_Chen]

Did you know that you can harness the power of Adobe Target within Adobe Marketo Forms for improved B2B optimization and personalization? Adobe Marketo Forms are a valuable tool for teams looking to collect important data, start workflows, and generate leads for their organization. With Adobe Target, you're able to optimize these forms and serve them to the right audience, which can lead to an improvement in the overall conversion within the Marketo B2B platform. 

Let’s uncover how Adobe Marketo Engage forms can be optimized and personalized on B2B web platforms using Adobe Target. Adobe Marketo Engage forms are key to collecting important data, starting workflows and generating leads. Optimizing forms or serving forms to the right audience in B2B marketing could help improve overall conversion on Marketo’s B2B platform. 

Key business goals we can achieve with Adobe Target and Adobe Marketo Engage:  

• Optimization of forms with real-time user validation via A/B activities 
• Audience based forms using Experience Targeting (XT) activities. 
• Audience- based A/B activities to optimize lead generation for specific audiences. 

Use Cases: 

• An A/B testing of Adobe Marketo Engage forms using Adobe Target 
• An Experience Targeting activity, using specific Adobe Marketo Engage forms for specific audiences  

A/B testing of Adobe Marketo Engage forms using Adobe Target  

There is a simple way to place Marketo form embedded codes into the Adobe Target experience.  

First, in case you aren’t familiar with A/B testing, here’s a quick explainer. A manual A/B Test activity compares two or more versions of your website content to see which version best improves your conversions during a pre-specified test period. 

Adobe Target provides two additional types of A/B Test activities: Auto-Allocate and Auto-Target. See Types of A/B Testing activities for more details.  

A manual A/B Test activity (sometimes referred to as an A/B…N test) compares two or more versions of your website’s content to see which best lifts your conversions, sales, or other metrics you identify. Use an A/B test to compare changes to your page against your default page design to determine which experience produces the best results. 

Manual A/B tests are particularly useful when you have a clear hypothesis of ways to improve your page performance based on success metrics or alternative content delivery. 

A/B testing of Marketo Engage Form 

Steps:  

1. Create A/B activity in Adobe Target on adobe target enabled page and use the web page where B2B audience is landing or touching during workflow. More details about the creation of Adobe Target A/B activity are given at help documentation. 
2. In Adobe Target Experiences use custom code to embed Adobe Marketo Engage forms to serve different variation of forms. More details about how to get embedded code from Adobe Marketo Engage are given in the help documentation. 
3. Once activity creation is done, QA the activity with Adobe Target activity QA links, Submit the Adobe Marketo Engage form with QA data, verify the data in Adobe Marketo Engage and check the activity conversion in Adobe Target. Once everything looks good, we can turn on the Adobe target activity.  
4. Observe the data day to day and in one or two weeks based on the volume of visitors and visits, we can have the result of which form is the winner.  

Experience Target a specific Adobe Marketo Engage form to a specific audience 

We can leverage the Adobe Target Experience Targeting (XT) activity type to target specific audiences and serve relevant Adobe Marketo Engage forms.  

XT delivers content to a specific audience based on a set of marketer-defined rules and criteria. When visitors view your site, XT evaluates them to determine whether they meet the criteria you set. If they meet the criteria, they enter the activity and the experience designed for qualifying audiences is displayed. You can create experiences for multiple audiences within a single activity. 

XT is a first step into the world of personalization and often begins with A/B testing. A marketer runs an A/B test and using reporting audiences discovers that different experiences resonate with different audiences. XT allows the marketer to easily leverage that discovery and switch to long-term targeting of content to those different user segments. 

Experience Targeting of Marketo Engage Form For Specific Audiences 

 

Steps: 

1. Create an XT activity in Adobe Target on a Target-enabled page where your defined audience in landing or touching the page during journey. More details about how to create experience target activity is shown on the Experience League documentation page.
2. In Adobe Target Experiences use custom code to embed Adobe Marketo Engage forms to serve different variation of forms. More details about how to get embedded code from Adobe Marketo Engage are shown on the Experience League documentation page.
3. Once activity creation is done, QA the activity with Adobe Target activity QA links, verify each audience experiences, Submit the Adobe Marketo Engage form with QA data, verify the data in Adobe Marketo Engage and check the activity conversion in Adobe Target.  Once everything looks good, we can turn on the Adobe target activity to live.  
4. Observe the test’s data and make the necessary changes in audience or experience.  

We hope you found this post helpful in deepening your understanding of how to use Adobe Marketo Engage forms within Adobe Target. If you have any questions, add a comment below or reach out!