SAN MATEO, Calif., April 1, 2015 /PRNewswire/ -- Marketo, Inc.
(NASDAQ: MKTO), the leading provider of engagement marketing
software and solutions, today announced the integration of its
Engagement Marketing Platform with the Google AdWords and Google
Analytics products. This marriage of marketing and advertising
technologies empowers marketers to create more measureable and
engaging digital marketing programs that span customer acquisition
to sale to advocacy.
This solution solves three core problems that many digital
marketers face, including:
- Providing access to richer data, firmographic and profile
information, to help them serve highly relevant and personalized
ads to only the prospects in which a marketer is most
interested.
- Ability to automatically export offline conversions tracked in
Marketo (e.g. lead qualified, opportunity won, etc.) directly back
to AdWords, thereby allowing marketers to quantify the impact of
their Google AdWords spend against actual revenue or
revenue-generating events. Armed with this information, marketers
can now increase their return on advertising by focusing their
bids, budgets and attention on the keywords that deliver the best
results. This includes enabling them to leverage AdWords' bid
automation solutions.
- Ability to link additional Marketo data such as firmographic
and profile information of known and anonymous customers with their
Google Analytics platform hence allowing them to better analyze how
key audiences behave through the marketing funnel and optimize
their ad spend across the full funnel.
"Paid advertising has lived in a silo for long enough," said
Sanjay Dholakia, CMO at Marketo.
"With our integration to Google AdWords and Google Analytics, we
are breaking down that wall and enabling marketers to look
holistically at how they are engaging audiences across different
channels. In today's world, engagement marketing means delivering
the right message at the right time over the right channel.
The combination of Marketo and Google makes this possible."
For example, let's say that Jennifer, a marketer at a large
manufacturing company, bids on the phrase 'high-definition
broadcast equipment' in AdWords so that her ad shows up when
someone searches Google for that phrase. When a website visitor
arrives at her company's website after clicking her ad and signs up
for a demo, Jennifer can track that online conversion in AdWords.
Now with Marketo's integration with AdWords, Jennifer can
automatically export offline conversions tracked in Marketo to see
how each keyword contributes to each type of offline conversion
(e.g. lead qualified, opportunity won, etc.).
In addition, let's say that Jennifer is tasked with managing the
marketing campaign behind her company's move into the automotive
market. Jennifer is concerned because she currently has no
visibility into who from the automotive industry is visiting her
website. Using Marketo's integration with Google Analytics,
Jennifer now has insight into the relevant firmographic and profile
information of visitors to her site and can serve even more
relevant remarketing ads to those visitors who would be most
interested in automotive information.
This integration aligns with a recent study conducted by the
Economist Intelligence Unit and Marketo, which found that
marketers' most critical investment over the next 12 months will be
in digital marketing and engagement. As well, a recent study
conducted by Edelman also found that 87 percent of consumers demand
a meaningful experience with a brand. For more information about
the Economist study or the Marketo and Google integration, please
visit the Marketo blog.
About Marketo
Marketo (NASDAQ: MKTO) provides the
leading marketing software and solutions designed to help marketers
master the art and science of digital marketing. Through a
unique combination of innovation and expertise, Marketo is focused
solely on helping marketers keep pace in an ever-changing digital
world. Spanning today's digital, social, mobile and offline
channels, Marketo's® Engagement Marketing Platform powers a set of
breakthrough applications to help marketers tackle all aspects of
digital marketing from the planning and orchestration of marketing
activities to the delivery of personalized interactions that can be
optimized in real-time. Marketo's applications are known for their
ease-of-use, and are complemented by the Marketing Nation®, a
thriving network of more than 400 third-party solutions through our
LaunchPoint® ecosystem and over 50,000 marketers who share and
learn from each other to grow their collective marketing expertise.
The result for modern marketers is unprecedented agility and
superior results. Headquartered in San
Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing
partner to more than 3,750 large enterprises and fast-growing small
companies across a wide variety of industries. For more
information, visit www.marketo.com.
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SOURCE Marketo