Marketo Rolls Out Integrated Social Marketing App

Published: March 21, 2013

Marketo announced its new social marketing application that features a tight integration between social, email, mobile and web channels. This new application transforms social marketing into a fully integrated marketing process that can be combined with email, web marketing, online events, and other customer communication strategies, according to company officials.

With this new social marketing application, dedicated social engagement campaigns such as social sweepstakes can use and feed into a unified customer profile database, and social marketing tactics can be added to amplify marketing campaigns in traditional digital channels.

The new Marketo social marketing application includes:

  • Social engagement tools such as polls, video share, content share, sweepstakes and referrals;
  • A drag-and-drop user interface for embedding social applications into demand generation programs;
  • A unified customer database that allows marketers to track individual customer activity and maintain a personal dialog across social, online, and offline channels;
  • Deep integration between social marketing campaigns and Marketo’s leading marketing automation capabilities; and
  • Unique analytics that allow marketers to identify and engage their key influencers and tie social marketing campaigns to core business metrics, such as new prospects, revenue and customer lifetime value.

“Marketo has enabled us to maximize our social reach and tie social in with our other marketing activities,” said Kristy Grayson, Director Integrated Marketing at Deluxe Corporation. “We can now easily include social referral programs into our demand generation activities to reach new customers on our social channels, and measure the impact on our funnel and ultimately revenue.”

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