Marketo is a marketing automation software that allows companies to easily create, automate, track, and report on digital marketing campaigns across multiple marketing channels. Marketo software is provided through a software-as-a-service (SAAS) model, which basically means it’s a hosted solution that you access through your web browser
Marketo, the most widely used marketing tech platform by marketers is both a software solution and a leading vendor in the space commonly known as marketing automation.
Marketo is a technology leader in the marketing category. It has the power and deep capabilities to drive growth and scale in the businesses. Marketo has now become a core part of the global digital strategy. So, marketing automation brings value and ROI to your numerous marketing efforts.
Marketo helps marketers to streamline, automate, track, measure marketing tasks and workflows, and improving marketing & sales performance. In turn they improve operational efficiencies and effectiveness of assets and communications, converting leads into sales and faster revenue growth.
The world of digital marketing is constantly changing. Marketers need new ways to engage with their customers along every step of their journey. Marketo’s Enterprise-ready platform enables personalized engagement at scale.
Marketo offers five engagement marketing solutions that span all stages and channels of the customer journey. From acquisition to advocacy, Marketo has the solution that is right for the marketers.
● Lead Management
Marketo’s Lead Management solution helps marketers to attract buyers, nurture them with personalized campaigns, and deliver win-ready leads to sales. Using the lead management solution, you can engage with potential buyers at scale anywhere in their lifecycle with automated and personalized campaigns.
● Email Marketing
Marketo’s Email Marketing solution helps build long-term relationships with customers by enabling a way to create personalized conversations and an understanding of ROI for each Email sent. With rich profiles of your customers all in a single place, you can create relevant conversations with each of them, based on their preferences, individual behaviors, and demographics–in real time.
● Consumer Marketing
Marketo’s Consumer Marketing solutions assist marketers indirectly marketing to consumers. You can now acquire them faster and grow their lifetime value by delivering personalized experiences seamlessly across channels at every step of their journey.
● Customer Base Marketing
Marketo’s Customer Base Marketing solution helps to increase customer retention and market awesome additional products and services to your existing customers.
● Mobile Marketing
Marketo helps in delivering personalized experiences that build deeper relationships with your customers. Using 360-degree view of each customer, you can now interact with them with personalized messages based on their mobile app activity, behavior, and location. Marketo’s Mobile Marketing solution lets you deliver relevant, cross-channel experiences from a single unified platform.
A great sales management system is the key to sales performance. Salesforce delivers the very best value in CRM. Salesforce allows salespeople easily to log, manage, and analyze all customer activity in one place. They can also constantly monitor everything from sales leads to support tickets, and from channel marketing to website analytics. Salespeople can streamline their sales, service, marketing, and more with the world’s most proven customer relationship management solution.
Salesforce and Marketo, the Awesome Combination
Now here comes the best part! With Marketo, marketers have an option to create a one-to-one mapping between a Marketo program and a Salesforce campaign. When Marketo Programs & Salesforce Campaigns work together, it helps sales teams to understand, prioritize, and interact with the hottest leads and opportunities to enable smart selling and close business faster. Therefore, Salesforce and Marketo are the super combination.
1. Smart Campaign Management
Marketing persons use Marketo to automate marketing processes. They create and manage marketing assets, automate demand generation programs with cross-channel campaigns, and track activity to understand lead interest and sales-readiness.
a. Better Campaign Results
Marketo gives marketers the freedom to execute their campaigns with minimal manual effort. This allows more time to focus on the strategic and creative activities that improve marketing ROI. It also provides marketers the rich functionality needed to automate and measure demand generation campaigns. These generate more high-quality lead effectiveness by identifying which programs deliver the highest marketing ROI. Marketers can then analyze the value of their marketing efforts.
b. Demonstrate ROI
Measuring marketing ROI is hard but not impossible. You can measure and calculate your marketing ROI, without spending too many hours. Marketo marketing helps to prove program effectiveness by identifying which programs deliver the highest marketing ROI. Then they can analyze the value of their marketing efforts.
c. Encourage Salespeople To Follow Up
Marketo allows sales development team more consistent and better quality follow-up on leads resulting better conversion of leads into opportunities.
d. Encourage To Become A Better Marketer
Marketo trains Sales Development Representatives and encourages them to become better marketers. Marketo’s open environment also embellishes continued training. Marketers can engage with their potential buyers at scale anywhere in their lifecycle with automated, and personalized campaigns.
e. Filter Bad Data From Campaigns & Improve Quality
Salesforce and Marketo overcome real life problems caused by bad data. Data is the fuel that your marketing automation machines run on. There is no good marketing without good data and it is difficult to produce a reliable report, segment the database, and use buyer personas. Using the combination of Marketo programs and Salesforce, marketing gets better data accuracy and information for marketing automation.
f. Robust Reporting That Gives Visualization To Sales Team
Marketing automation tools like Marketo’s with robust reporting capabilities come in while reporting and metrics come together. Marketo has the most robust CRM integrations in the industry. Marketo has introduced new features that help digital marketers stay on top of the latest trends.
2. Better Lead Management For Sales Team
Marketo Marketing & Lead Management solution is an easy, powerful and complete marketing platform. Marketo offers cloud-based marketing software platform for companies of any size.
a. CRM Sync Feature
Marketo always keeps your sales team up-to-date. However, it easily integrates with the most customer relationship management (CRM) systems. Marketo allows marketers to manage leads and contacts.
b. Identify Most Valuable Customers
Marketing helps marketers to Identify your most valuable customers more efficiently, improve sales effectiveness, and prove marketing’s contribution to revenue growth. It also helps in identifying which customers are most interested and ready to purchase.
c. Prioritize Hottest Lead In CRM
Using Marketo, sales people have all the information that they need to close the hottest leads and opportunities. Marketo helps sales people to understand which contacts contribute to opportunities with a simple analyzer displayed inside their CRM tool.
Salesforce and Marketo, the Formidable Combination
Companies across all categories–including “business-to-consumer” (B2C) industries such as retail, media and entertainment, healthcare, and financial services– are adopting the Marketo Programs. Hence, it is an ideal Marketing Automation Application for its real-time, engagement-oriented approach to maintain and extend healthy customer relationships throughout the customer lifecycle. And Salesforce keeps it all in one place for your team.
Blog by Ajay Dubedi
5 Certifications. Cloud Co-Op Developer New Delhi area, India
Contact Cloud Co-Op for all Salesforce and Marketing help