Marketo Archives - Page 2 of 2 - Social Email Marketing

Many email marketing service providers are adding features to their platforms that make them look more and more like marketing automation platforms, including features such as complex automatic email messages that are triggered by predefined subscriber interactions and lead management features.

On the other hand, you have the marketing automation and lead generation platform pure players with companies such as Eloqua, Marketo and several others.

In B2B (email) marketing, email is increasingly becoming a way to follow the customer in every step of his buying process and to provide personalized information, based on the signals the customer gives via a multitude of channels, including the website, social media etc. It’s fully integrated marketing (automation). You can expect this market to change a lot and it will be interesting to see how ESPs and MAPs evolve. One of them is Silverpop.

A while back I wrote about Forrester’s Laura Ramos report on the ‘lead management automation’ market. One of the companies that ranked high for lead scoring and nurturing was US-based marketing automation software vendor Marketo. Earlier this week Marketo announced that it has integrated B2B social media capabilities with its lead management solution.

In a press release the company says these capabilities, powered by integrations with third-party social media solutions such as Salesforce for Twitter and Helpstream’s Social CRM Suite, allow marketers to monitor conversations on social sites such as Twitter and to use that information in lead nurturing, lead scoring, lead segmentation and trigger-based email marketing.

A simple example: when a prospect tweets a request for more information, Marketo can now track the Twitter conversation as a Marketo activity, give it a lead score, augment the lead’s profile, and trigger the appropriate follow-up and lead nurturing campaigns.