Not to be overshadowed by the December release, which improved functionality for global enterprise clients, Marketo’s January release (full release notes) adds some exciting new features that make their roadmap for the year ahead a promising one. Before we dig in, it’s worth calling out that Marketo has created a new site at docs.marketo.com dedicated solely to archiving documentation. While not as attractive as the Community, it helps centralize information in an easy-to-browse interface. For those interested in getting a sense of where Marketo is prioritizing their time, we highly recommend checking out the site.

Now, onto the highlights of the January release.

How Will This Help Me Go Further?

• Create mobile-friendly landing pages.
  Marketo has plans to make landing pages much more robust and flexible in the coming months. For now, the January release offers the option to auto-generate mobile-friendly versions of your landing pages. With the Landing Page Editor, you can then rearrange the page to your satisfaction using simple drag-and-drop and a toggle to show/hide specific page elements.
• Bolster your email scripts with more access to custom objects.
  Email scripts can now access any data stored on custom objects associated to accounts in Salesforce. This means more personalization and better targeting of Contacts, whether they are a prospect in a sales cycle, a partner, or a current customer.
• Use RTP for social remarketing.
  You can now use information collected through Real-Time Personalization to create remarketing campaigns in Google and Facebook. This includes industry, named account lists, company size, or any of the standard information collected in Marketo. Continue the conversation even after your audience has left your website.

Additional System Enhancements

• Use email domains for account matching in RTP.
  Before, you could only create Account Lists in Real-Time Personalization by naming them, which can lead to issues with non-standardized naming conventions. Cut out some of that uncertainty by identifying your audience by domain name instead. This will be particularly useful for reaching those you already know.

The Final Word: The January release, while modest in size, makes some significant headway in engaging with audiences on alternative platforms, whether we are talking mobile or social. In addition, enhancements to email scripts and account matching in RTP enables companies to leverage their existing databases for account growth opportunities.

How will these new features impact your marketing initiatives in the year ahead? Let me know in the comments below, or Tweet me @deandrathtan.