Connect with us

MARKETING

What is Marketo?

Published

on

What is Marketo?


Marketo is perhaps one of the best-known marketing automation platforms for marketers. The company was founded in 2006, but was purchased in 2018 by software juggernaut Adobe for $4.7 billion. Since then it has been integrated into San Jose, California-based Abobe’s suite of marketing software.

Marketo, which Abobe renamed Adobe Marketo Engage, primarily serves SMB to enterprise-level B2B marketers and some B2C considered-purchase marketers in a variety of industries, including technology, business services, healthcare, financial services, education, manufacturing, and telco. Some of its biggest customers include CenturyLink, Charles Schwab, GE Panasonic, RingCentral and Roche.

This guide will walk you through some of the key capabilities of Marketo.


Explore marketing automation solutions from vendors like Marketo, HubSpot, Salesforce and more in the full MarTech Intelligence Report on marketing automation platforms.

Click here to download!


Product overview

Cloud-based Marketo Engage features 10 major capabilities for:

  • Marketing automation to create, automate, and measure campaigns across channels.
  • Account insights and profiling to identify the right target accounts using data and AI.
  • Email to engage customers with relevant conversations in minutes.
  • Mobile to communicate with customers using mobile devices.
  • Social integration to identify potential and current customers.
  • Targeted, personalized display ads.
  • Dynamic interactions with customers on a website.
  • Marketing analytics to prove and improve business impact.
  • Predictive content ensures best fit assets are presented.
  • Marketo Sales Insight to drive account and prospect intelligence to sales.
  • Marketo Sales Connect to coordinate sales and marketing.

Marketo Engage also natively performs basic data cleansing. For example, its data deduplication feature finds and merges duplicate users in the database. Users can also set up automated workflows for data normalization. More advanced data deduplication and data cleansing can be enabled through integrations with a number of LaunchPoint partners, including RingLead, ReachForce, StrikeIron, and CRMFusion.

Marketo also includes account-based marketing features as well. For example, Account Smart Lists leverage AI and predictive scoring to reveal the best fitting accounts for campaign activation. Personalized experiences are also automated across accounts through intelligent account nurturing. Account-based insights can also be delivered to sales offering full visibility across the buying team.

In fact, Marketo’s Sales Partnership feature shares customer intelligence across every touchpoint in the buyer journey. That includes:

  • Multi-attribute lead scoring across sales and marketing touches.
  • Real-time data capture and bi-directional data integration sync with CRM.
  • Prioritized lead and account engagement scores.

Supported sales engagements and channels include email, phone, sales and marketing nurture campaigns, preloaded email templates, suggested email categories, cross-channel personalization.

Lastly, Marketo’s features are also compliant with the following data privacy frameworks and is ISO 27001 certified: SOC 2-Type 2, GDPR, CCPA, and HIPAA.

Lead management

Marketo Engage includes five essential capabilities: content personalization, cross-channel engagement, experience automation, sales partnership, marketing impact analytics.

Marketo also provides landing pages and progressive forms and users can develop and qualify potential buyers with personalized nurturing campaigns and scoring capabilities. Marketers can prioritize the best leads with quality and urgency ratings.

Marketo offers campaign cloning across programs, workflows, and assets and integrates with Salesforce, Microsoft Dynamics, SAP, and other CRM systems to increase lead management effectiveness.

Marketo Engage also touts AI-driven capabilities like Predictive Audiences that support look-alike models and predictive models to help marketers discover new, unique audiences.

Campaign channels

While email is traditionally central in any marketing automation platform, Marketo Engage claims to support the following marketing channels:

  • Email.
  • Mobile push notifications and in-app messages.
  • Direct mail.
  • Social media.
  • Digital advertising.
  • Websites.
  • E-commerce sites.
  • Webinar and conference services.
  • Video/interactive applications.
  • Tradeshows, seminars, and events.

Collaboration

Task management is included natively in Marketo Engage from within the application’s Command Center or from the Tasks section of the Live Feed. Tasks can also be managed from within CRM systems. The platform also offers flexible and customized access, users, roles, and permissions across the user base.

Workspaces can also be segmented or shared based on programs, databases and instances for segmented teams. Marketing and sales coordination is also supported via lead and account intelligence and engagement blueprints in the platform.

Analytics

Marketo Engage’s ROI reports include multi-touch attribution and aggregate impact of marketing on the revenue cycle over time, including conversion rates plus flow and velocity through the funnel. Executive dashboards also feature revenue cycle analytics identifying real-time metrics and trends.

Bizible by Marketo, an add-on platform by Adobe, offers complete attribution across every marketing
and sales touchpoint, a variety of attribution models, and connectors to paid media channels.

Performance Insights identifies programs and channels that deliver the highest marketing ROI and Marketo’s Success Path Analyzer monitors key performance metrics for each stage of the customer journey.

The company’s Revenue Modeler report defines customer journey stages and monitors how potential customers move through the funnel.

Advanced Journey Analytics reports feature a pivot-table UI for ad hoc reporting on channel and campaign performance, including attribution and ROI.

Lastly, Marketo’s Opportunity Influence Analyzer highlights cross-channel marketing activities that influence deals to understand each marketing touchpoint’s influence.

Integrations

True to its billing as one of the leading marketing automation platforms available to marketers, Marketo offers a very wide range of integrations with other major marketing technology platforms on the market. Overall, Marketo offers:

  • Native integration with Microsoft Dynamics 365, Salesforce, and SAP C4C.
  • Support for two-way synchronization.
  • With CRM credentials, custom objects and fields can be synched automatically.
  • Additions/deletions to CRM framework such as fields or objects are automatically updated in Marketo Engage.
  • Turn-key integrations for Oracle NetSuite, SugarCRM, and Zoho.
  • Partner ecosystem of data integrators and digital agencies includes Accenture Digital, Deloitte Digital, DigitasLBi,
    Informatica, Mulesoft, Talend, and Software AG.

Partners can also be found through Adobe Exchange, Experience Cloud and additional integrations are available through Webhooks, SOAP, and REST APIs.

Pricing and support

Adobe does not share specific pricing ranges, but Marketo Engage pricing is based on the size of the marketing database, plus any additional infrastructure requested such as advanced security, high volume APIs, high volume email infrastructure, or advanced database features. An annual contract is required.

Adobe does offer three pre-built bundles for Core Email Marketing and Lead Management, Account-Based Marketing, and advanced multi-touch attribution. All of its solutions include a Marketing Data Environment, which integrates profiles and engagement history to help marketers build customer relationships by enabling personalized interactions.

Any Adobe product/module not packaged in the solution can also be purchased as an add-on.

According to Adobe, products/modules are typically priced on a single scaling factor, such as database size, number of marketing users, number of mobile activities, or number of website visitors.

All Marketo subscriptions include access to customer success managers and all customers receive 24/7 web portal support. Global phone support is also available with paid support options.

In addition to software, professional services packages are available for implementation and consulting services.

Premium-priced support services include access to named support professionals, accelerated service-level response, and sessions for proactive mentoring and business review.


Snapshot: Marketing automation

For today’s marketers, automation platforms are often the center of the marketing stack. They aren’t shiny new technologies, but rather dependable stalwarts that marketers can rely upon to help them stand out in a crowded inbox and on the web amidst a deluge of content.

HubSpot noted late last year that marketing email volume had increased by as much as 52% compared to pre-COVID levels. And, thankfully, response rates have also risen to between 10% and 20% over their benchmark.

To help marketers win the attention battle, marketing automation vendors have expanded from dependence on static email campaigns to offering dynamic content deployment for email, landing pages, mobile and social. They’ve also incorporated features that rely on machine learning and artificial intelligence for functions such as lead scoring, in addition to investing in the user interface and scalability.

The growing popularity of account-based marketing has also been a force influencing vendors’ roadmaps, as marketers seek to serve the buying group in a holistic manner — speaking to all of its members and their different priorities. And, ideally, these tools let marketers send buyer information through their tight integrations with CRMs, giving the sales team a leg up when it comes to closing the deal. Learn more here.

About The Author

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.



Source link

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

MARKETING

Email Marketing Trends 2023: Predictions by the Industry Stalwarts

Published

on

Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

Source link

Continue Reading

MARKETING

5 Simple Things You Can Do To Improve the Content Experience for Readers

Published

on

5 Simple Things You Can Do To Improve the Content Experience for Readers

Who doesn’t like to have a good experience consuming content?

I know I do. And isn’t that what we – as both a consumer of content and a marketer of content – all want?

What if you create such a good experience that your audience doesn’t even realize it’s an “experience?” Here’s a helpful mish-mash of easy-to-do things to make that possible.

1. Write with an inclusive heart

There’s nothing worse than being in a conversation with someone who constantly talks about themselves. Check your text to see how often you write the words – I, me, we, and us. Now, count how often the word “you” is used. If the first-person uses are disproportionate to the second-person uses, edit to delete many first-person references and add more “you” to the text.

You want to let your audience know they are included in the conversation. I like this tip shared in Take Binary Bias Out of Your Content Conversations by Content Marketing World speaker Ruth Carter: Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns.

Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns, says @rbcarter via @Brandlovellc @CMIContent. #WritingTips Click To Tweet

2. Make your content shine brighter with an AI assist

Content published online should look different than the research papers and essays you wrote in school. While you should adhere to grammar rules and follow a style guide as best as possible, you also should prioritize readability. That requires scannable and easily digestible text – headings, bulleted text, short sentences, brief paragraphs, etc.

Use a text-polishing aid such as Hemingway Editor (free and paid versions) to cut the dead weight from your writing. Here’s how its color-coded review system works and the improvements to make:

  • Yellow – lengthy, complex sentences, and common errors
    • Fix: Shorten or split sentences.
  • Red – dense and complicated text
    • Fix: Remove hurdles and keep your readers on a simpler path.
  • Pink – lengthy words that could be shortened
    • Fix: Scroll the mouse over the problematic word to identify potential substitutes.
  • Blue – adverbs and weakening phrases
    • Fix: Delete them or find a better way to convey the thought.
  • Green – passive voice
    • Fix: Rewrite for active voice.

Grammarly’s paid version works well, too. The premium version includes an AI-powered writing assistant, readability reports, a plagiarism checker, citation suggestions, and more than 400 additional grammar checks.

In the image below, Grammarly suggests a way to rephrase the sentence from:

“It is not good enough any longer to simply produce content “like a media company would”.

To:

“It is no longer good enough to produce content “as a media company would”.

Much cleaner, right?

3. Ask questions

See what I did with the intro (and here)? I posed questions to try to engage with you. When someone asks a question – even in writing – the person hearing (or reading) it is likely to pause for a split second to consider their answer. The reader’s role changes from a passive participant to an active one. Using this technique also can encourage your readers to interact with the author, maybe in the form of an answer in the comments.

4. Include links

Many content marketers include internal and external links in their text for their SEO value. But you also should add links to help your readers. Consider including links to help a reader who wants to learn more about the topic. You can do this in a couple of ways:

  • You can link the descriptive text in the article to content relevant to those words (as I did in this bullet point)
  • You can list the headlines of related articles as a standalone feature (see the gray box labeled Handpicked Related Content at the end of this article).

Add links to guide readers to more information on a topic – not just for SEO purposes says @Brandlovellc via @CMIContent. #WritingTips Click To Tweet

You also can include on-page links or bookmarks in the beginning (a table of contents, of sorts) in longer pieces to help the reader more quickly access the content they seek to help you learn more about a topic. This helps the reader and keeps visitors on your website longer.

5. Don’t forget the ‘invisible’ text

Alt text is often an afterthought – if you think about it all. Yet, it’s essential to have a great content experience for people who use text-to-speech readers. Though it doesn’t take too much time, I find that customizing the image description content instead of relying on the default technology works better for audience understanding.

First, ask if a listener would miss something if they didn’t have the image explained. If they wouldn’t, the image is decorative and probably doesn’t need alt text. You publish it for aesthetic reasons, such as to break up a text-heavy page. Or it may repeat information already appearing in the text (like I did in the Hemingway and Grammarly examples above).

If the listener would miss out if the image weren’t explained well, it is informative and requires alt text. General guidelines indicate up to 125 characters (including spaces) work best for alt text. That’s a short sentence or two to convey the image’s message. Don’t forget to include punctuation.

General guidelines indicate up to 125 characters (including spaces) work best for alt text, says @Brandlovellc via @CMIContent. Click To Tweet

For both decorative and informative images, include the photo credits, permissions, and copyright information, in the caption section.

For example, if I were writing an article about Best Dogs for Families, I would include an image of a mini Bernedoodle as an example because they make great family pets. Let’s use this image of my adorable puppy, Henri, and I’ll show you both a good and bad example of alt text.

An almost useless alt-text version: “An image showing a dog.”

Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.

It wastes valuable characters with the phrase “an image showing.”

Use the available characters for a more descriptive alt text: “Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.”

It’s more descriptive, and I only used 112 characters, including spaces.

Want to learn more? Alexa Heinrich, an award-winning social media strategist, has a helpful article on writing effective image descriptions called The Art of Alt Text. @A11yAwareness on Twitter is also a great resource for accessibility tips.

Improve your content and better the experience

Do any of these suggestions feel too hard to execute? I hope not. They don’t need a bigger budget to execute. They don’t need a lengthy approval process to implement. And they don’t demand much more time in production.

They just need you to remember to execute them the next time you write (and the time after that, and the time after that, and the … well, you get the idea.)

If you have an easy-to-implement tip to improve the content experience, please leave it in the comments. I may include it in a future update.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please feel free to add it in the comments.

If you have an idea for an original article you’d like to share with the CMI audience, you could get it published on the site. First, read our blogging guidelines and write or adjust your draft accordingly. Then submit the post for consideration following the process outlined in the guidelines.

In appreciation for guest contributors’ work, we’re offering free registration to one paid event or free enrollment in Content Marketing University to anyone who gets two new posts accepted and published on the CMI site in 2023.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



Source link

Continue Reading

MARKETING

The Ultimate Guide to Product Marketing in 2023

Published

on

The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.

(more…)

Continue Reading

Trending

en_USEnglish