Marketo Wins Best Lead Generation & Lead Nurturing Campaign Award

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Marketing Automation Company Drives More Than 48% of Opportunities Through Lead Nurturing


Marketo shares these best practices with customers, enabling them to increase revenues and improve sales effectiveness by designing programs that nurture leads until sales ready.

Marketo, the leading revenue cycle management company, today announced it has won the Business Marketing Association’s (BMA) first annual B2 “Award of Excellence” (Lead Generation, or Lead Nurturing Campaign) for its Lead Nurturing for more than Twelve Thousand Business Marketers initiative.    

The B2 awards program is an international business-to-business marketing and communications contest that recognizes excellence upon agencies and corporate marketers.

“Marketo believes in drinking its own champagne and that’s why we continue to be the leading example of marketing automation best practices for email marketing and lead nurturing,” said Phil Fernandez, president and CEO, Marketo. “Marketo shares these best practices with customers, enabling them to increase revenues and improve sales effectiveness by designing programs that nurture leads until sales ready.”

Marketo received the winning recognition because of its led nurturing program, which drove 50% more sales-ready leads and lowered the cost per sales lead from $195 to $130. Today over 48% of Marketo’s opportunities are developed from nurturing programs, making this the number one highest ROI marketing program.

In the fall of 2009, Marketo released the Definitive Guide to Lead Nurturing, a 42 page eBook that explained to business marketers what lead nurturing is and why they need it, how to create more sales-ready leads, and how to calculate the ROI of lead nurturing. Using Marketo as an example, the guide is a best practice for the proven lead nurturing techniques Marketo implements today.

Marketo has also won the BMA B2 “Award of Excellence” for Best eBook (Marketo’s The Definitive Guide to B2B Social Media) which has more than 20 thousand downloads, Best Corporate Blog (Modern B2B Marketing Blog), and Best Promotional/Incentive Program for Employees (Marketo’s Incentive to Create Sales and Marketing Alignment).

About Business Marketing Association
Begun in 1922 as the National Industrial Advertising Association, today's Business Marketing Association represents a lifetime of expertise in business-to-business marketing and communications. For more than 80 years, BMA has been the pre-eminent service organization for professionals in this vital industry. As market realities so often prove, no one stays in business that long without continually meeting their customers' needs.

About Marketo
Marketo is the revenue cycle management company, revolutionizing how marketing and sales teams of all sizes work — and work together — to accelerate predictable revenue. Marketo’s solutions are both powerful and easy to use, providing explosive revenue growth throughout the revenue cycle from the earliest stages of demand generation and lead management to deal close and continued customer loyalty.

Marketo Lead Management helps marketers acquire, nurture and qualify more high quality sales leads with less effort; Marketo Sales Insight helps sales understand, prioritize and interact with the hottest leads and opportunities to close business faster; and Marketo Revenue Cycle Analytics enables marketers to measure, optimize, and forecast the revenue cycle. Marketo won the 2010 CODiE award for ‘Best Marketing Solution’ and was voted 'Best Marketing Automation Application' and 'Best Mass Emails Solution' by Salesforce customers on the AppExchange. As of April 2010, more than 500 enterprise and mid-market clients in 14 countries have selected Marketo.

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Michelle Schofield
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