Marketing automation platforms like Adobe Marketo Engage are becoming increasingly popular among B2B companies as they seek to streamline their marketing efforts and drive revenue growth. One of the key benefits of Marketo is its ability to integrate with other platforms and tools, allowing businesses to extend the capabilities of the platform beyond the native functionality. The five most popular integrated services are CRMs (customer relationship management), web personalization tools, enrichment, social media management tools, and webinar and event management tools.
A Look at Each Service
Customer Relationship Management
One of the most popular integrated services that Marketo offers is customer relationship management platforms (CRM). It is a crucial component of B2B marketing and sales efforts, and Marketo natively integrates with Salesforce and Microsoft Dynamics. This integration allows companies to seamlessly connect their marketing and sales efforts which is very important in driving business and revenue growth. It is possible to integrate a CRM with Marketo outside of the native connection provided to Salesforce and Dynamics but most of these will require middleware or custom developing code via the API. However, you can still reap the benefits of this integration even if it’s not done natively.
Web Personalization is becoming increasingly important in providing a personalized customer experience. Marketo can integrate with several web personalization tools, allowing businesses to personalize their website content based on visitor behavior and demographics. This results in higher engagement rates and ultimately drives more conversions./td>
Enrichment platforms are a key tool for gaining additional information about customers, prospective customers, and their companies. These tools validate existing data and append it with new information found through web searches, social media, and other sources. This helps businesses to better understand their target audience and make more informed decisions, while also helping to keep their data clean and leaving the sales team with more time to talk with prospective customers rather than scouring the internet for a phone number to call or wondering if the person’s name is correct.
Social media is a vital channel for B2B companies to reach their target audience. Delivering your message where people are is key to reaching them and you can be sure people are on social platforms. Marketo integrates with social media management tools, enabling companies to manage social media campaigns and track social media engagement from within Marketo. This integration allows for a more streamlined and efficient approach to social media marketing.
Webinar and Events
Webinars and events are highly effective tools for lead generation and engagement. Marketo integrates with popular webinar and event management tools like ON24, Zoom, and GotoWebinar making it easy to manage event registration, track attendance, and follow up with attendees. If you have a webinar or event platform integrated, you can connect the event created in your event platform to the Marketo program. This allows the Marketo program to communicate with the event platform about that specific event so both platforms can access the data the other platform is collecting.
B2B companies rely on these Marketo integrated services because they help them streamline their marketing efforts, improve their customer experience, and ultimately drive more revenue. Integrating service providers makes sense when a company needs to automate a process, streamline workflows, or gain access to additional functionality that Marketo doesn’t provide natively.
How do we integrate?
Service providers can be integrated with Marketo through APIs (Application Programming Interfaces), which allow different software systems to communicate with each other. Marketo has a REST API that enables Marketing Operations Professionals to integrate third-party applications with Marketo. Companies can also use pre-built integrations provided by Marketo partners or build custom integrations using the Marketo API.
Okay now WHY?
If you are still not convinced if you should leverage integrated services, let’s talk about it. B2B companies rely on Marketo’s integration with these services to streamline their marketing efforts, improve their customer experience, and ultimately drive more revenue. With Marketo’s API, integrating third-party platforms and tools has never been easier, and businesses can take advantage of these integrations to achieve their marketing goals more efficiently and effectively. By using these integrated services, businesses can create a more personalized experience for their customers, improve the effectiveness of their marketing efforts, and ultimately drive more revenue growth.