Marketo, LinkedIn Join Forces To Offer More Personalized Ads
Engagement marketing software maker Marketo Inc. is teaming up with LinkedIn to bring what it calls more personalized engagement to marketers online and offline. The partnership connects LinkedIn’s Lead Accelerator product with Marketo’s Engagement Marketing Platform, letting marketers engage in relevant conversations with customers wherever they are online.
Marketo said the integration lets marketers forge long-term relationships with known customers and prospects beyond e-mail, using display and social ads across desktop and mobile, based on their stage in the buying cycle. It also provides marketers with enriched data on known and anonymous prospects, including relevant business, profiles and behavioral information. The company said that delivers more relevant ads to customers and prospects on their channels of choice over time.
"Until now, marketers were forced to manage their programs separately on different channels," said Phil Fernandez, CEO at Marketo. "Marketo’s integration with LinkedIn removes that barrier and makes it possible for marketers to nurture customers in a personalized and consistent way across channels. "
LinkedIn said its Lead Accelerator, in tandem with Marketo’s Engagement Marketing Platform, can further enable marketers to engage the right professionals with the right content as they make their way through the purchase/decision process.
We reached out to Simon Hayhurst, senior vice president of Product Marketing for media-buying platform RocketFuel, who told us companies such as his can now leverage marketers’ first-party data to automate targeted, one-to-one marketing across all channels.
"Our technology can flow back and forth between our system and Marketo’s," said Hayhurst. "The result is a win for marketers and customers: continuous improvement in marketing campaign targeting -- each decision in the customer engagement journey is more informed than the last, resulting in greater personalization and optimal business outcomes."
Marketo also announced the release of new digital advertising and mobile capabilities for its Marketo Engagement Marketing Platform. The enhancements mean that marketers can now engage their customers across all major digital channels from a single marketing software platform, according to the company. The new capabilities can let brands deliver consistent messages to customers over previously disconnected digital channels like e-mail, social media, Web sites, digital advertising and mobile applications.
With the new platform, Marketo is uniting all its major digital marketing channels in one platform. Marketers can leverage Marketo’s built-in automation to deliver the desired message across a range of digital channels including mobile and digital advertising. With a single platform instead of loosely coupled technologies, marketers can now find new customers faster and keep them longer, according to Marketo.
"As an industry we are seeing a movement toward digital marketing hubs that can manage an enterprise's or brand’s full digital marketing strategy across both paid and owned media," said Hayhurst. "Many martech and ad tech companies are aligning to deliver seamless customer engagement across all media -- paid, owned, syndicated -- and all addressable digital channels."
Rick Noel, eBiz ROI, Inc.:
Posted: 2015-04-20 @ 5:19am PT
LinkedIn Lead Accelerator integrated with the Marketo Engagement Marketing Platform sounds like a great solution, at least for larger companies that can afford to invest in this level of marketing integration. From lead generation, nurturing through close. Both products are best of breed. It will be interesting to see if this solution can be scaled down to be affordable to SMBs. For a B2B targeting context, it's hard to beat LinkedIn data.
Posted: 2015-04-15 @ 2:32pm PT
Sad news. LinkedIn used to be one of the few trusted specialized social networks, but now they are selling their users' souls for a few bucks.