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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. But it''s Acxiom, not Marketo, doing the hard part of matching advertising audiences with identified individuals. My main reaction was, what’s new? Fair enough.

Marketo Spark Targets Small Business Marketing Automation

Customer Experience Matrix

Marketo today announced the launch of Spark , a new brand aimed at small and mid-size business. Functionally, Spark is pretty much identical to the standard Marketo system. Exceptions are advanced features including revenue cycle reporting, email deliverability assistance, API access, fine-grained user rights management, and the Sales Insight salesperson application. Most of these aren’t of interest to small business, and several involve additional charges even for Marketo’s regular packages. Whether Marketo actually makes any money at this price is questionable.

Marketo + SnapApp = Integrations As Easy As Pie


As Thanksgiving approaches, I’m pretty thankful for SnapApp’s integration with Marketo. Maybe, but considering how much I’m in Marketo, and how much I think about ways my campaigns can engage prospects – it’s really not that weird. SnapApp’s REST API can read Marketo cookies! Check out this awesome Marketo LaunchPoint webinar with Marketo/SnapApp customer Cisco.

Big deals for Marketo and Demandware, but what do they mean?


Two billion-dollar M&A deals: Marketo was acquired by private equity firm Vista Equity Partners for $1.79 Marketo’s deal isn’t industry consolidation — at least not yet. Let’s start with Marketo. Marketo’s acquisition by Vista is not “consolidation.” Enabling key Marketo employees to start new ventures (unintentionally).

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Demandbase API vs ReachForce Form Appending Solutions

B2B Lead Blog

We are often asked the question: How are ReachForce SmartForms different from the Demandbase API for forms? The solution is now deployed with more than 100 B2B clients using marketing automation platforms like Marketo, Eloqua, Pardot, Hubspot, Act-On and CMS systems including WordPress, Drupal, Sitecore and many other web pages. Demandbase API vs SmartForms integrations.

What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

Lots of vendors have now taken to describing their systems as platforms – Oracle , Salesforce , IBM , Adobe , Marketo , HubSpot , InfusionSoft and even CallidusCloud. But, to my mind, a real marketing platform needs more than just an app store and a published API. To do this, the APIs must allow access to that database in terms of reading, writing, and integrating customer data.

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Impressive Marketo User Summit


At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. In this post I’m giving a short impression of the Marketo Summit. The Marketo User Summit was BIG: 600 customers and partners were attending. Marketo University. The program started with the Marketo University, with a beginner and an advanced track. They covered the main parts of the Marketo application: Lead Database, Design Studio, Marketing Activities and Analytics. Global Marketo Roll-Out. How Marketo Uses Marketo.


There’s No Place Like Home: Centralizing Your Marketing Channels with Marketing Automation

Modern B2B Marketing

The good news is that services-oriented marketing automation platforms, which leverage APIs to connect disparate data and information, can deliver true multi-channel communication. Author: Patrick Groover I’ve a feeling we’re not in Kansas anymore. The marketing landscape has changed rapidly in the past few years and continues to evolve with new technologies and channels.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. Part of this had to do with the scope of the integration available (that is, which functions are accessible via the API). But I digress.

Attribution Matters: Demystifying Social ROI in B2B Marketing

Modern B2B Marketing

Or you might build your own connector via open APIs and/or middleware partners. If you’re using Marketo, you’ll need to configure an easy, out-of-the box integration with your CRM and SRP. Here’s a peek at what that looks like using the Hootsuite integration for Marketo (of course, your exact solutions may differ): 2. ” Your boss is asking you for it. Awesome!

Spring 2016 Product Release Highlights


Captora extends its certified platform integrations across marketing automation and CRM tools by providing support for Middle of Funnel (MoFu) and Bottom of Funnel (BoFu) products from companies such as Marketo, Oracle/Eloqua, Act-On, Salesforce/Pardot, and Hubspot. New Product Release Highlights. Continuous Demand Intelligence. Enterprise-grade Functionality & Integration.

Join Us at The Marketing Nation Summit Next Week

Sales Intelligence View

Marketo’s annual Marketing Nation Summit is coming up n […]. Events insideview marketing insideview marketing events marketing APIs Marketing Data marketing data integrations marketing nation summit marketo data marketo data integration marketo insideview marketo integrations marketo marketing nation marketo partners marketo summit

Marketo's Enterprise Edition and Revenue Cycle Management: Looking Under the Hood

Customer Experience Matrix

Summary: Marketo continues to follow its own path. finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Since both are somewhat old news, and Marketo describes them in detail on its Web site, I’ll just make a few comments. Executive Edition shows what Marketo believes is needed to service large marketing organizations. User roles (but not lead partitions or workspaces) are now available in Marketo’s Professional Edition as well. It seems that Marketo disagrees.

How To Create A Website Your Clients Will Love

EMagine B2B Blog

eMagine created this bold and compelling site with a Marketo CMS API integration with ongoing blog and SEO initiatives to come! We’ve said it once and we’ll say it again… Your online presence is your most visible face. It is available 24/7 and judged by first impression. Which means it is way too important to risk doing wrong. Asure Software. Qualitest Group. Westell Technology.

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ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

They can add contacts to campaigns in Salesforce, Marketo, Eloqua, Hubspot, Pardot, or other systems with a standard API connection. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Then I saw ZenIQ. Later this year, ZenIQ plans to release machine learning-based recommendations that will, in effect, generate the rules themselves.

ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. In fact, the real head scratcher was why ExactTarget would deal with Marketo if it had ambitions to occupy the same central turf. Marketo’s motivation is obvious: to gain broader distribution.) ExactTarget also sees Marketo as the first of many partner applications for IMH, further clarifying that they see it in the central position. So did I. Oh well. So it’s all good.

Why Marketing Automation, Why Now?

Modern B2B Marketing

first purchased marketing automation (Marketo, specifically) while working at an another company several years ago. Using Marketo, you can clone whole programs (email, landing pages, etc.) so your team is not setting up programs from scratch each time. In my current role, I use Marketo daily to evaluate marketing programs and their performance. Which city are you? Comic Sans!

Why Marketing Attribution and Marketing Automation should Shake Hands and Call It Even


Not only that, but most of our Bizible customers use marketing automation software, especially Pardot and Marketo. Marketing attribution connects to your website, your ad campaigns, and your CRM via API integration. Attribution was never meant to replace marketing automation, and the programs can work seamlessly side-by-side to create excellent marketing campaigns.

Why Marketing Automation is the Key to Sharing Strategic Insights with Sales

Modern B2B Marketing

Here are three examples of how a solid marketing automation platform can help you answer the call for strategic prioritization of leads: Leading solutions deliver a strong and scalable API. Author: Patrick Groover Have you been approached by your sales team within recent months asking for more leads or, in many cases, higher quality leads? Where are my Star Trek fans?).

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for , Oracle Eloqua and Marketo. APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Users can define segments based on these or other attributes and export their related data to CRM, marketing automation, ad targeting, or Web personalization systems via file transfers or API calls. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web.

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

Most are marketing and sales operations staff supporting and Marketo who use Openprise to supplement the limited data management capabilities native to those systems. The Marketo integration reads only the lead object, although the activities object is being added. Some can run in real time through API calls. Openprise falls roughly into this second category.

The Convergence of MarTech and AdTech Platforms


Marketing Automation systems such as Marketo, Eloqua sit on top of CRM platforms and allow customers to scale and organize the customer’s ability to nurture leads. Display Advertising, Video Advertising. Ad Servers, Ad Exchanges, DSPs, SSPs – we are all familiar with these terms as the advertising ecosystem has grown since the dawn of the internet. How are these two ecosystems related?

3 Ways to Navigate the MarTech Landscape

Modern B2B Marketing

Understand APIs and what is truly out-of-the box versus needing to bring in a team to complete your integration. Ways to Navigate the MarTech Landscape was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | [link] The post 3 Ways to Navigate the MarTech Landscape appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. love it!

Core Competencies of the Marketing Operations Leader: Setting Up The Marketing & Sales Technology Core [PART 1 of 4]


According to a study by B2B Marketing and Marketo, nearly 70% of senior marketers say they feel pressure to demonstrate marketing’s contribution to the bottom line. Data Process: Through API integration and/or UTM parameters, the attribution solution connects all marketing data to sales data in the CRM, effectively turning sales data into marketing data. Website / Web Analytics.

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Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. The initial release of the system was targeted at large enterprises and relied on traditional programing to connect with external systems using APIs. But perhaps I’m getting ahead of myself.

5 Vital Strategies for a Successful Marketing Automation Implementation

Modern B2B Marketing

Consider the following skills: API programming for a one-off systems integration. Author: Veronica Holmes One of the biggest questions facing companies that are just starting out on their marketing automation journey is how to effectively prepare their business and teams for the changes ahead. Get Alignment among Stakeholders. Don’t spring this on anyone last minute. Spread the Load Around.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Standard integrations are available for, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems. Other sources can be integrated through API connections or flat file imports. This coordination includes both gathering data from multiple sources and sending messages through other systems. What the heck does that last sentence mean?

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

Clients who don’t want to use SimplyCast tools for a particular function can integrate with external products via APIs. What’s missing is connecting with other execution systems to send messages or import data, although this could be done via APIs or HTTP posts. Last week’s post looked at newer marketing automation systems that focused on small businesses. Here are a few options.

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

Not surprisingly, the company’s Salesforce connector is very efficient, automatically pulling down leads, contacts, accounts, and opportunities through the Salesforce API and feeding them into the modeling system. There are existing connectors for, Marketo , and Eloqua and it’s fairly easy to connect with others. So what makes Fliptop different from its competitors?

Why Your Content Plan Must Include Interactive Content

Modern B2B Marketing

Using existing APIs, data can flow from your content into your CRM or marketing automation system without any special coding. Through interactive assessments, calculators, infographics, benchmarking tests, or a combination of all the above, marketers can expand their brand, generate leads, build better prospect profiles and enhance lead scoring across all marketing programs. Period. Enjoy!

Do’s and Don’ts of Working with Technical Teammates

Modern B2B Marketing

What’s a connector?”, “What’s an API call?”, and so on. Do’s and Don’ts of Working with Technical Teammates was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | [link] The post Do’s and Don’ts of Working with Technical Teammates appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. DO Really Listen.

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Hasta La Vista, Twitter Share Counter: How to Measure Engagement Without Social Share Counters

Modern B2B Marketing

Twitter recently removed the count API, which means that content and social media marketers alike are facing a new challenge—we can no longer factor in the number of Twitter shares from our content as a measure of engagement and validate it with social proof (a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation).

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The Top Marketing Automation Posts of 2013

Modern B2B Marketing

Marketing Automation 101 by Jon Miller, Marketo. #1 in Marketing Automation, #2 in the Overall Contest. Marketo’s IPO may have been in May, but Jon Miller’s February post and companion e-book, The Definitive Guide to Marketing Automation , was the real coming out party for data-driven marketers. Why it was chosen: Another great piece by Marketo’s Jon Miller. Here they are: 1. 

Notes from the Marketing Operations Executive Summit 2014


Combo of scalability, talent, SaaS, open source & APIs, inbound marketing @chiefmartec #marketingopssummit. Great buyer journey sample @jonmiller 1) be a better marketer 2) why MAS? 3) why @marketo ? 4) customer success – #marketingopssummit. My twitter handle is @jstewart_1 – and there are lots of other smart folks in here you might want to follow.  Enjoy! An MAS platform.