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2 min read

What is Marketo and what is it for?

Considered one of the leading software by prestigious analysts such as Gartner and Forrester, Marketo aims to provide businesses of all types and sizes with access to modern digital marketing, helping organizations automate and measure engagement, tasks, and marketing workflows. With Marketo, B2B and B2C marketers will target qualified leads, create revenue-generating opportunities, and execute automated and personalized marketing campaigns across multiple digital channels. In addition, this solution integrates advanced applications such as integrated campaign management, Email Marketing, Social Marketing, Marketing Management, Sales Insight, and Revenue Analytics.

Marketo: The best marketing automation solutions on the market.

Marketing automation is the process of completing repetitive marketing tasks designed to nurture sales leads. This automation allows companies to identify those customers and build long-term relationships, driving revenue growth by focusing sales on the best prospects.

Marketo is one of the most popular tools alongside Adobe Campaign, HubSpot, Oracle Eloqua, Salesforce Pardot, Act-On, and SharpSpring, which was named a "leader" in the December 2019 report from TrustRadius. In the same report approximately, 70% of marketers said, marketing automation software is critical to achieving their marketing goals.

Who uses Marketo?

Lori Wizdo, vice president and principal analyst at Forrester Research, divides Marketo's users into three main groups:

  • Marketers who need to create campaigns and implement nutrition strategies.
  • Sales reps who now have had insight into digital prospect behavior can now have better, more contextual engagement.
  • Marketing executives who can correlate marketing spend with sales pipeline and revenue.

Some of the Marketo features that we found helpful include:

A/B testing for emails

With A/B testing, you can test with different subject lines and, you can vary the sending time as well as the contact lists.

Micro-targeting website visitors

Leverage multiple behavioral data on the site to reach your target demographic.

Behavioral data capture

Marketo enables access to sophisticated data analytics, this allows marketers to optimize the buyer's journey by tracking their behaviors.

AI-powered functionality

Tools such as Predictive Content allow you to continuously analyze and optimize the web and email content you provide to customers, enabling you to deliver a personalized experience in real-time and at scale.

ABM Capabilities

Marketo's Account-Based Marketing (ABM) allows you to identify high-potential accounts and lead-to-account matches to help marketers associate individual leads with targeted accounts, thanks to integrations with networks such as LinkedIn, which enables marketers to engage high-value accounts with relevant content.

Other features of Marketo's platform include Campaign analytics, search engine optimization, CRM integration, website personalization, mobile marketing, social marketing, anonymous retargeting, among many others.

One of its unique differentiators with other software on the market is its grand ecosystem of technology partners that allows for deep integrations and robust API capabilities for custom connectors, among other things.

Marketo does not include specific pricing information publicly but groups them into tiers: select, prime, ultimate, and enterprise. According to Marketo's pricing literature on its website, pricing is based primarily on the number of contacts in a marketing database, not on usage. If you need more information, you can contact our CXpert team, who are ready to answer all your questions.

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