Marketo has just announced a new strategic partnership with Acxiom, which will tear down the wall between ad tech and marketing automation. Here's why this could be the beginning of a new chapter in marketing -- a chapter which has a tectonic impact on how marketers initiate and build deep, enduring relationships with their customers.
Basic/ Excerpt...
Acxiom, with their industry leading Audience Operating System, brings the world’s best data and insights to marketers. To create a joint solution, the Marketo engagement platform now ingests the Acxiom data and insights in real-time to deliver deeply personalized experiences — from first ad impression to purchase and beyond.
Acquisition and Engagement. The solution addresses both acquiring new customers, as well and more deeply engaging with existing customers.
Paid, Owned and Earned channels. The marketer can deliver personalized, consistent, engaging experiences across display, social, mobile, website and email channels.
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Marteq's insight:
More on the Acxiom/Marketo announcement from last Tuesday, this from Marketo's POV.
Marketing has changed more in the last five years than in the 100 before that. The speed of change in marketing is picking up its pace, and it’s going to keep accelerating. The implication is that marketers will need a customer engagement platform to keep up. Here's why marketers need a platform, and what that platform looks like.
Advanced/ Excerpt...
Here’s what a marketing platform needs to deliver:
UNDERSTAND: Track customer identity, contacts, and context across every digital, social, and mobile channel — then organize this information into a single, open data repository.
ORCHESTRATE: Design and coordinate engaging customer experiences and continuous conversations that take each customer on a personal journey over time – and do this in an organized, automated way.
PERSONALIZE: Deliver relevant, personalized content and messages across channels and devices.
MANAGE: Support the operational aspects of running a marketing department. Plan the marketing calendar, coordinate content, track investments, and tie the marketing budget directly to results.
OPTIMIZE: Measure and maximize marketing ROI across channels. Attribute outcomes to each marketing experience, regardless of which application handled the interaction. Support data-driven decision making at the speed of marketing.
LEARN: The pace of change in marketing isn’t slowing down, so the platform also needs to give guidance, best practices, and knowledge to help marketers keep up.
Lastly, as discussed above, a true platform needs to be open to allow other marketing applications to tap into their data repositories, workflow capabilities, analytics, and so on. A true platform provides a backbone of common orchestration, common management, and common measurement, competing with the other platforms to provide the most complete ecosystem of marketing solutions.
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Marteq's insight:
There's far more to the footprint than this, and as each day goes by, I am further convinced that it is folly to try to incorporate everything under one roof. You pick your spots.
At its annual Marketing Nation Summit in San Francisco, Marketo introduced its new customer engagement platform, which boasts innovative capabilities for marketing execution and analytics. The solution enables marketers to automate and oversee their entire digital marketing and campaign strategy in real time, simplifying the customer acquisition process and building loyalty by allowing brands to deliver more personalized experiences.
In addition to launching its new platform at the Marketing Nation Summit, Marketo announced a strategic partnership with Acxiom, a marketing technology and services company that collects, analyzes, and parses customer and business information for clients. The partnership, according to Miller, will further help Marketo deliver better personalization solutions to its customers. Working with Acxiom will also make Marketo the first marketing automation vendor to personalize marketing campaigns with consumer data, Miller explains.
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Marteq's insight:
So this announcement takes Marketo to higher places in the personalization universe. If you're in the market for a top tier MAS, it's the big 4 (Marketo, HubSpot, Pardot, Eloqua).
Hootsuite will provide Marketo with lead generation through social media
Basic/ Excerpt...
Social media management platform Hootsuite is joining forces with marketing automation software maker Marketo to provide lead generation capabilities from social media. The integration is available exclusively to Hootsuite Enterprise and Marketo customers, and is the latest external partnership available in Hootsuite's App Directory.
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Marketo acquires Insightera- Insightera will bring new features to Marketo’s platform
Advanced/ Excerpt...
Today, Marketo announced the acquisition of Insightera, a dynamic-content-based personalization platform vendor based in San Mateo, CA. Insightera will bring the following features to Marketo’s platform:
-- > B-to-b personalization: The platform allows for real-time segmentation and personalization not only for Web site visitors, but also for mobile users. Anonymous visitors can be identified through reverse IP lookup and dynamically served targeted content based on factors such as organization size, industry and location.
-- > Predictive analytics: With the ability to do machine learning (auto discovery) across all Web site content (e.g. blogs, white papers), Insightera uses predictive analytics to make content recommendations. Anonymous visitors can be served content based not only on firmagraphics, but also on behavior. The next best offer for each visitor is automatically recommended, based on algorithms and various sets of business rules.
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Marteq's insight:
As important as website personalization is (and it's important if one doesn't have a structured content-laden lead nurturing process in place), the predictive end is far more important. Clearly, Marketo wants (needs!) to deliver greater value to its platform, and using Insightera's R&D in Israel.
Shortly after your IPO last spring, Salesforce.com acquired ExactTarget. What’s your view of the marketing automation landscape as it stands today?
We’re a marketing-first company. To us, marketing-first means a lot of different things, but it mostly means we think about marketing all day long. Marketing-first means you don’t have your CRM system first and then you think about adding in some marketing. Marketing isn’t subservient to sales.
Marketing automation is no longer confined to email. How are solutions architected today to account for multi-channel?
If you think about what marketing automation should be, there are a couple of key pieces. The first is building the marketing database of record, so we’ll sync contact information from CRM, but we’ll augment that with all of this rich behavioral data – what emails are you opening and clicking, what Web pages are you visiting. The first piece of where that’s all going is [bringing] in more types of information to build that rich behavioral database.
We added social functionality two years ago, so now we can augment our view with, ‘What content do you share?’ And I think mobile devices are an incredible source of context because you know where somebody is.
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Marteq's insight:
Post-Dreamforce, I'm starting to buy into this notion, i.e., SFDC has a focus on the Sales function as it relates to CRM, and MA (Pardot) is an extension. I like what Miller has to say in this interview.
Marketo, the leader in Revenue Performance Management and Crowd Factory, the leader in Social Campaign Management, have joined forces to deliver the world’s first integrated solution for Social Marketing Automation. With social marketing a mandate for every company, this combined solution lets you amplify and measure social-enabled campaigns to deliver more customers and gain an immediate competitive edge.
This integrated solution allows marketing professionals to:
Use social campaigns to boost the reach and impact of every marketing initiative they undertake – at every step in the customer lifecycle
Have a breakthrough solution that unifies Marketo’s broad platform for marketing automation, revenue effectiveness, and analytical reporting with Crowd Factory's platform for rapidly creating and deploying social campaigns like customer referrals or sweepstakes
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Marketing automation company Marketo Inc. is set to introduce an email marketing solution intended to transition marketers from traditional platforms to automated email campaigns.
Marketo's Dialog Edition, available Oct. 25, allows marketers to respond to individual behaviors in real time with personalized content triggered by interactions on websites, social networks or previous emails. The platform can automatically move prospects and customers among content streams based on their behavior and manage communications across customer life cycles without manual intervention, the company said in a statement.
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The San Mateo marketing automation company filed a prospectus on Friday for a secondary offering in which 6 million shares of stock will be sold, worth nearly $250 million.
But only 662,498 of the shares are being sold by the company, meaning that more than 5.3 million shares are being sold by existing shareholders.
The company figures to get about $25 million in the offering.
Marteq's insight:
Not clear who of the outside investors are selling.
Marketing automation company Marketo Inc. has introduced a service that serves up content or messages to website visitors based on the content they've previously seen.
Marketo's Customer Engagement engine triggers the delivery of content, email messages or offers to viewers after analyzing their online behaviors. The tool also identifies which messages achieve positive engagement, Marketo said in a statement.
Today, Marketo announced the availability of the Marketo Customer Engagement engine, a new marketing automation platform (MAP) capability that focuses on simplifying the design, execution and reporting of nurture programs. The Customer Engagement engine is composed of four key capabilities: Smart Streams, content restriction, communication limits and Engagement Score.
Smart Streams significantly reduce the amount of technical skill and time required to develop a nurturing path.
Smart Streams keep track of which emails a contact has and has not received, preventing a contact from receiving the same email twice.
In Marketo, marketers will have the ability to specify the maximum number of emails that can be sent to a contact in a specific time period (e.g. no more than two emails per week and no more than seven emails per month).
Marketo’s Engagement Score seeks to provide a standard metric for comparing the relative effectiveness of all of an organization’s nurture sequences.
Marteq's insight:
An excellent series of features to Marketo and makes life easier, but not game changers by any means. These features improve Marketo's offering in the MAP vendor marketplace, and should make the MA buyer pause to consider.
Note that we've been scooping from Sirius far more than usual, which indicates movement in the MAP space (which of no doubt there is).
Marketing automation company Marketo Inc. has entered the marketing operations arena with a budget management tool.
Marketo Financial Management, the first application in the company's new Marketing Management suite, automatically connects marketing spending data with campaign data. The tool was built in collaboration with budgeting software company Allocadia Software.
Additional products to be included in the Marketing Management suite will support marketing planning and coordination, and the management of marketing assets, Marketo said.
Marteq's insight:
And as stated in the adjacent scoop, more inroads from the MA side of the business. This makes all the sense in the world, and we're surprised it hasn't happened sooner.
One year to the day of the troubled Facebook IPO, the climate for tech IPOs in the public markets is significantly less stormy, especially for companies in the enterprise space.
Key excerpts...
Business intelligence provider Tableau Software, trading as “DATA”, is one of the more highly anticipated tech IPOs of the year, and so far it has not disappointed. It priced its IPO at $31 per share, and it, popped 58% in early trading, and closed at 64% above opening price, or $50.75/share.
Meanwhile, Marketo, a cloud-based marketing services company, priced its IPO at $13 per share. It will be trading as MKTO on the NASDAQ exchange. It went up by more than 50% in early activity and then continued to creep up: it closed at 68% nearly 78% above the IPO pricing and trading at $23.10.
Tableau Software, as its stock ticker unsubtly hints, is aimed more at a big-data play, offering visualization and analytics that it says are easy enough for non-technical people to use. Up to now, it still offers the majority of its services as downloadable, on-premises software rather than as cloud-based apps.
Marteq's insight:
This scoop is offered as a perspective. As important as marketing technologies are and will continue to become, it's dwarfed by the more broad based offerings such as Tableau (raising $254M vs. $85M for Marketo).
HubSpotsays the earliest it will IPO is the beginning of 2014, but that plan got a bit of a boost today as one of its major competitors experienced a nice bump during its public offering.
Marketo, a marketing automation company and oft-cited HubSpot competitor, went public today. And, as Forbes reports, it saw a nice bump:
You probably saw the results of the Marketo IPO, which bodes well not only for HubSpot, but for many other marketing technology companies. Follow the money.
Using Curata, marketers can supplement their original content with relevant curated third-party content. They can then integrate that content into the email marketing, blogging and social media strategies. For marketers who are interested in serving that content through their existing marketing automation systems and lead nurturing programs, we are hoping that this partnership is a step in that direction.
Marteq's insight:
This is interesting: an integration between Curata and Marketo, making the distribution of curated content easier for the Marketo user. Brilliant. Other MAPs should follow Marketo's lead on this.
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If you like this scoop, PLEASE share by using the links below.
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Cloud-based marketing automation vendor Marketo's plans to raise up to $75 million in an initial public offering, which were revealed this week, could influence larger companies to acquire the company, including Salesforce.com and SAP.
Key excerpt...
While Marketo is integrated with other CRM vendors, such as Microsoft, Oracle and SAP, it gains most of its revenue from Salesforce.com, according to the filing.
Salesforce.com has been seen as reluctant to acquire similar capabilities for fear of alienating Marketo and similar partners. But it has also stood back and watched as one Marketo competitor after another has been scooped up for handsome sums.
Marketo's IPO could spur Salesforce.com and other vendors to seek an acquisition, since IPOs, if successful, can create serious buzz around a company. IPOs also set a market price for a company's stock, helping bidders come up with an attractive offer.
Marteq's insight:
We don't see it. Our experience is that SFDC will acquire companies who add unique value for the SFDC customer, can be integrated easily (not only from a technology standpoint but from a management standpoint), and won't alienate other AppExchange partners. Marketo doesn't fit this criteria: they are not unique, they're a larger company that may not integrate cleanly, and will clearly alienate AppExchange partners. It's our humble opinion that SFDC will not acquire a marketing automation vendor: it's probably easier to slowly build that functionality into the mothership.
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[David Raab has] little doubt that Marketo can manage a successful IPO. But it's less clear it can survive long-term as an independent company. Previous marketing automation leaders including Eloqua, Unica, and Aprimo all ended up as part of larger organizations. The fundamental reason is that marketing is ever-more-closely related to other business activities, as companies strive to provide an integrated customer experience. Clients prefer to buy complete, integrated suites for all customer-management functions. They good news for marketing automation vendors is that they can plug a gap that many big vendors need to fill.
But the real world is more complicated than the picture suggests. B2B and B2C marketers have different requirements. Eloqua is more flexible than most B2B marketing automation systems but still can't match a good B2C system. The biggest issue is data structure: Eloqua is built around a standard model based on CRM systems. It does let users add auxiliary tables but even those are subject to some constraints. A true B2C system can accommodate any data model. There are also issues of scalability and of specialized needs such as programs with hundreds or thousands of segments. It’s hard to imagine Eloqua competing in the top tier of B2C. It might be able to support mid-size B2C systems, but that doesn’t seem to be Oracle’s intent.
Marteq's insight:
Regarding Marketo: we believe that either Marketo is acquiried by a larger fish before the IPO, or the IPO will give Marketo the fuel it needs to acquire components (and clients and market share). Regarding Eloqua: technology will drive this, and we tend to think that Oracle's product leaders will give Eloqua the direction it needs on how to approach the major B2C companies.
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More on the Acxiom/Marketo announcement from last Tuesday, this from Marketo's POV.