Our customers, prospects and B2B Lead followers often ask us about marketing automation. Since ReachForce targeted role-based leads are fed into many of these solutions we decided to give each of them an opportunity to explain their key benefits and features in their own words. Thanks to Maria Pergolino of Marketo (@inboundmarketer and @marketo) for this post.
What is Marketo?
Hi Amy, Thanks for taking time to ask about Marketo. Since I am new to the company I thought I would share with you how I choose a marketing automation vendor when selecting for my previous company.
I first became aware of Marketo when I was working as a demand generation manager for a mid-sized IT company. Here, I had two primary responsibilities- I needed to generate leads and I had to pick out the best leads for sales. While this may sound like a small job, it involved deciding on a mix of online and offline lead generation activities, vendor selection, social media marketing, lead nurturing, lead scoring and more. I realized quickly that my CRM system alone was not able to provide all the data I needed to accomplish my goals, so I started looking at marketing automation vendors.
I went through a detailed search, comparing a number of different marketing automation companies. There were many differences in the vendors, and I needed to select the one that was powerful enough to meet all my needs without locking me into a complicated, rigid structure that would slow me down. The features that were most important to me were:
- Powerful email marketing
- Lead nurturing with personalization
- Landing page creation and optimization
- Integration into my CRM system
- Lead management
- Website monitoring
- Powerful reporting
I also needed to make sure it was easy to use so I didn’t waste a lot of time training and could get started using the solution right away.
I choose Marketo and achieved results beyond what I had ever expected. My first success with the system happened in just days as I was able to make better utilization of my current house list, interacting with opted-in leads I was missing with my previous email marketing tool. These successes continued as I was able to create landing pages quickly without needing help from designers or IT anymore. I was making much better use of new content, as I could deploy programs quickly and ensure it was seen by everyone relevant using my nurturing campaign.
Since then, Marketo has introduced Sales Insight, which helps reps prioritize, understand and interact with your companies hottest leads, saving time and closing deals faster. This sales tool truly helps close the gap between sales and marketing allowing companies to be better prepared at every stage of the revenue cycle and to deliver the right response at the right time to their prospects.
Also, with Marketo, I felt like I had purchased more than a marketing automation solution – I had found a company that provides thought leadership and best practices. I found myself reading Marketo’s blog for tips on social media marketing and talking to their support representatives about best practices for marketers. They even have a presentation that shows how the VP of Marketing at Marketo uses their own system called Marketo’s Secret Sauce, making it easier for new and current customers see how to get the best results.
While I am no longer a customer of Marketo, it is because I am now an employee. Here I manage Inbound Marketing and can help other marketers learn to make positive impacts in their own organizations. To learn more about Marketo check out these short demos: