Marketo Connects Social Media With Marketing Automation
Marketo Integration With Salesforce for Twitter Unifies Social Media, Lead Nurturing and Lead Scoring; Integration With Helpstream’s Social CRM Suite Informs Marketing Activities With Insight from Social Networking Sites
San Mateo, CA (PRWEB) November 16, 2009 -- Marketo, the revenue-focused marketing automation company, today announced that it has integrated B2B social media capabilities with its powerful and easy lead management solution. These capabilities, powered by integrations with third-party social media solutions such as Salesforce for Twitter and Helpstream’s Social CRM Suite, allow marketers to monitor conversations on social sites such as Twitter and to use that information in lead nurturing, lead scoring, lead segmentation and trigger-based email marketing.
B2B Social Media Marketing
For example, when a prospect tweets a request for more information, Marketo can now track the Twitter conversation as a Marketo activity, give it a lead score, augment the lead’s profile, and trigger the appropriate follow-up and lead nurturing campaigns. As a result, customer conversations that influence word-of-mouth opinion get appropriate follow-up and sales teams have a complete profile of the prospect’s interests and activities.
“Social networks are rapidly becoming an important fresh channel for B2B companies to mine for prospects and to tap into existing customers’ satisfaction levels,” said China Martens, senior software analyst at The 451 Group. “Enabling marketers to also quickly rate such touches and respond to them will likely be a key differentiator to help B2B players reach new customers and retain existing ones. With the increasing importance of social media, B2B companies would be wise to adopt a social marketing strategy.”
“Organizations should incorporate social media as a critical piece of their marketing and support strategy,” said Frank Eliason, Director of Digital Care at Comcast aka “@ComcastCares,” his Twitter handle. “Social media forums like Twitter are a great listening tool, infusing a sense of immediacy to our customer interactions and enabling us to quickly respond to questions or comments from our user community.”
Integration Extends The Social Media Conversation Into Lead Management
Salesforce CRM for Twitter lets companies search through the millions of "tweets" happening on Twitter every day to find the relevant conversations and capture and monitor the conversation directly inside Salesforce CRM. The integration between Marketo and salesforce.com allows Marketo to extend this capability by using the information in the Twitter conversation for lead scoring, segmentation, and triggered lead nurturing campaigns. Furthermore, using the out-of-the-box integration between Helpstream’s Social CRM solution and Marketo, companies can now track activity in their customer communities and monitor social media conversations, and use the information in Marketo for lead scoring and lead generation purposes.
“At Marketo, our mantra is to be everywhere our customers are,” said Jon Miller, Vice President of Marketo and author of the Modern B2B Marketing blog and the Definitive Guide to Lead Nurturing. “We have found that customers today want to decide, not be sold. As social media gains traction, it is becoming increasingly important to extend the lead nurturing process beyond email and phone to include social sites such as Twitter.”
“By tracking social media interest in the early stages of inbound marketing, we can do a better job of lead segmentation and lead scoring, provide more frequent, relevant and proactive responses, and ultimately optimize our lead nurturing campaigns.” said Jason Stewart, Senior Manager of Demand Generation at Demandbase.
About Marketo
Marketo is the revenue-focused marketing automation company, revolutionizing how marketing and sales teams of all sizes sell and succeed at every stage of the revenue cycle. Delivered in the Marketing Cloud, Marketo’s powerful and easy solutions provide the fastest time to value and ignite explosive revenue growth from the earliest stages of demand generation and lead management to the pursuit of revenue and customer loyalty.
Marketo Lead Management helps Marketers acquire, nurture and qualify more high quality sales leads with less effort, while Marketo Sales Insight helps Sales understand, prioritize and interact with the hottest leads and opportunities to close business faster. Known for providing breakthrough innovation and the utmost in usability, Marketo was voted 'Best Marketing Automation Application' by Salesforce customers on the Force.com AppExchange. As of October 2009, more than 300 enterprise and mid-market clients in 12 countries have selected Marketo.
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