Marketo President and CEO Phil Fernandez has announced that Marketo is ushering in a new era of marketing automation with the launch of Marketo Social Marketing, a suite of powerful and easy-to-use products to make every marketing campaign inherently social. The suite’s first offerings, Marketo Social Boost and Marketo Social Promotions, include a new collection of social campaign applications such as video sharing, voting, sweepstakes and referrals. The products are tightly integrated with the company’s award-winning marketing automation platform, so marketers can add a word-of-mouth marketing lift to every campaign, track the impact of individuals’ sharing through social channels, and nurture relationships with the most influential customers.
No other marketing automation or social media marketing product offers this degree of synergy between social campaigns and traditional digital and offline marketing activities.
Add a Word-of-Mouth Boost to Every Campaign
Word of mouth has always been the most effective form of marketing. People talk with one another about their experiences and proudly promote the brands they love. The rapid emergence of social networks like Facebook and Twitter has put word-of-mouth marketing on steroids, as we all regularly see ideas in social media “go viral.” The new challenge for marketers has been stimulating, expanding and tracking these positive social conversations. Marketo’s innovations in social marketing automation enable businesses to harness the power of each individual’s social network, so one inspired influencer can reach hundreds within seconds. The new solution provides compelling engagement applications to entice people to share content they find interesting. Marketo Social Boost’s features include an easy-to-use Facebook Page builder, voting and polling applications, video and event-triggered sharing, social comments, and ratings. Marketers no longer have to think about “social” as a separate type of activity, but instead can broaden the reach and effectiveness of every existing campaign and channel.
Rapidly and Easily Create Social Promotions
Digital marketing campaigns have historically sought to find new buyers using traditional channels like websites, search marketing and banner ads, or targeting a list of known contacts through channels like email, websites and landing pages. However, the new reality is that people spend 23 percent of all their Internet time on social networks, according to a Nielsen study. And it is in these new social channels that future buyers are seeking information about the brands they will prefer and the products they will buy. Today’s successful marketers must now consider how to make the most of an exploding range of social channels – in addition to traditional digital marketing channels. They must be able to launch a whole new class of campaigns to reach customers where they are now seeking information from their friends and colleagues.
Marketo Social Promotions allows users to deploy customer referrals, sweepstakes, contests and “flash deals” that enable them to not only reach their prospective customers in social channels but also reach all of their prospects’ friends. Because it’s completely integrated with Marketo Lead Management, marketers can easily include social promotion in multi-channel campaigns, and then capture and manage resulting sales leads.
“As more companies evolve their marketing campaigns to leverage the potential and reach of the social web, they require more powerful collaboration and revenue management tools to understand the true value of social engagement,” said Denise Terry, Director of Social Media at RingCentral. “Marketo’s Revenue Performance Management platform has helped us optimize our marketing program investments for several years, so we’re thrilled to see the capabilities extend to our social campaigns through integration with Marketo Social Boost and Marketo Social Promotion.”
Identify Your Key influencers and Their Impact on Your Business
The biggest complaint about social marketing is the inability to measure and track the impact of social campaigns to determine effectiveness and return on investment (ROI). With Marketo Social Marketing, marketers can now collect detailed information about which individual prospects are sharing their content and campaigns, and use lead scoring techniques to determine who has the largest social reach and who generated the most referrals. This rich social data enables companies to identify these influencers’ impact on their business. Then, businesses can use lead nurturing to effectively engage these important influencers on a large scale.
Both Marketo Social Boost and Marketo Social Promotions are fully integrated with Marketo’s leading Lead Management and Revenue Cycle Analytics products. As a result, every social campaign can take advantage of Marketo’s traditional strengths in email marketing, landing pages, lead nurturing, and lead scoring campaigns. New prospects and influencers identified in social channels become part of customers’ strategic lead database, fully unified with prospects found using traditional channels.
For more information on Marketo Social Marketing, visit marketo.com/social-marketing.
Marketo (marketo.com) is the fastest growing provider in Revenue Performance Management. Marketo’s powerful yet easy-to-use social marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work — and work together — to drive dramatically increased revenue performance and fuel business growth. The company’s proven technology, comprehensive services and expert guidance are helping more than 2,000 enterprise and mid-market companies around the world to turn marketing from a cost center to a business-building revenue driver.
Marketo also offers Spark by Marketo™, a new brand of marketing automation tailored specifically for small businesses – the fastest-growing and largest segment of today’s economy. Marketo was recently named one of “America’s Most Promising Companies” by Forbes Magazine, the fastest-growing private company of 2011 by the Silicon Valley Business Journal, and the “2011 CRM Market Leaders Awards Winner for Marketing Solutions” by CRM Magazine. For more information, visit marketo.com
Marketo, Spark by Marketo and the respective logos are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.
For more information, please contact:
Kim Lynch, Devonshire Marketing
T: 07779 097758 - E: kim[.]devonshiremarketing.com.