Marketo Announces Significant New Product Innovations to Accelerate Customers’ Revenue Growth by 40 Percent

Revenue Performance Management Leader Marks the Most Transformative Release in Company History

SAN MATEO, Calif. (May 24, 2011) – Marketo, the fastest growing provider of Revenue Performance Management (RPM) solutions, today announced a sweeping new product release designed to accelerate customers’ revenue growth by 40 percent. The release helps companies deliver marketing programs that are more agile, more social, more intelligent and more connected than ever before.

Marketo’s latest release of its industry-leading marketing automation and sales effectiveness solutions addresses the most important imperative in business: driving predictable revenue. It delivers coordinated management across a complex marketing mix of physical and online events, social networks and digital campaigns to help companies more effectively reach, engage and close prospective customers. Marketo also delivers advanced analytics and revenue trending insights that empower businesses to identify qualified sales leads and act on opportunities at the speed of the social web.

“Marketo is all about reshaping the way businesses generate and accelerate revenue,” said Phil Fernandez, president and CEO of Marketo. “With this release, we’re taking RPM to a new level, making our solution more agile, more social, more intelligent and more connected to help companies of all sizes grow their revenue faster than ever before possible. It’s a new era in business and we’re revving it up.”

More Agile: Maximize Returns on Online, Physical and Hybrid Events

B2B marketing spend is spread across multiple channels, with online, offline and hybrid events consuming the largest share of budget at 28 percent, according to a recent Google/Ipsos OTX study. As events grow steadily in importance, it puts pressure on maximizing their marketing ROI. Marketo’s new release gives companies a host of new features designed to dramatically increase return on investment across the full spectrum of physical and online events.

The solution gives marketers the ability to prioritize invitees based on real-time and historical triggers and develop professional campaign materials. Marketo allows companies to manage budgets and measure the effectiveness of a single event or series of events.  

More Social: Acquire Sales Leads and Improve Effectiveness Through Social Media

Marketo’s latest release integrates powerful capabilities from the Radian6 social listening platform, enabling companies to trigger actions or elevate lead scoring based on the social activity of customers within their lists. The new version also enables customers to leverage social channels as part of the overall distribution functionality of campaigns – for example, making it easy for recipients to forward or “like” campaigns. Additionally, the solution provides more accurate sales insights and targeted campaigns through integrated Jigsaw data, to improve the quality of contact information for leads within Marketo lists.

More Intelligent: Real-Time Program Effectiveness and Revenue Trending Analysis

Marketo now offers powerful reporting and analytics that bring the entire sales and marketing process together, giving businesses a single “revenue system of record” in the cloud.

Historically, companies needed to hire expensive consultants and undergo the time-consuming process of cobbling together data from different parts of the business. Marketo’s latest release arms companies with real-time insights, so they can quickly increase investments in areas that generate the greatest return, and scale back or investigate programs that yield lower returns. Marketo has added several out-of-the-box dashboards, including the Program Analyzer and Account Analyzer, which compare cost effectiveness and program conversion rates, respectively. For tailored marketing analytics, new templates have been added to Marketo’s reporting framework to allow customers to run unlimited reports on critical metrics and data.

More Connected: Seamlessly Integrates with Third-Party Solutions

As the single system of record for Revenue Performance Management, Marketo has extended its support for connecting with a broad range of solutions, including event management, enterprise resource planning (ERP), customer relationship management (CRM), social business and business insight technologies. In addition to the Radian6 and Jigsaw integrations, Marketo now supports integration with a broad range of solutions for managing online events, such as such as Cisco WebEx, Citrix GoToWebinar, On24 and Adobe Connect. Customers can send all invitations and reminders through Marketo, pass registrant information to the webinar provider and track attendance. It also supports connections with physical event management solutions such as Eventbrite and Cvent.

“Marketo’s new release will help our customers more fully leverage important participant data as part of their webinar programs,” said Michael Londgren, director of Adobe Connect product marketing, Adobe Systems Incorporated. “Using our leading web conferencing solution and Marketo’s latest release, marketers can better manage the webinar process in a single flow, from invitations to production to lead management, and help boost their efficiency and effectiveness.”

Companies of All Sizes Hail Marketo Innovations

“The combined forces of consumerization, cloud and social networking have radically transformed the customer engagement model. Marketing leaders today must embrace this new world with full abandon, or fail. There is no middle ground,” said Wes Wasson, senior vice president and chief marketing officer, Citrix. “Marketo is rapidly becoming a key strategic partner for us here at Citrix as we push the envelope on innovative new ways to increase the velocity and impact of customer engagement across the entire revenue supply chain.”

“As Sourcefire continues to grow its global business, delivering high-impact campaigns fast is essential. Since we’ve changed to Marketo’s Revenue Performance Management solution, processes that used to take weeks or months to implement now only take hours or days,” stated Kelly Waffle, director of eMarketing at Sourcefire. “We’ve also seen our contact-to-opportunity ratio triple and are delivering 40-60 percent response rates for our core campaigns.”

“At Sonar6, Marketo has been a mission-critical solution. Our success can be directly tied with Marketo’s innovation; we also adapted the market-leading processes Marketo uses to grow their own business,” said Mike Carden, CEO of Sonar6. “Our growth continues to accelerate and Marketo has played a critical role in fueling our growth. With Marketo, we can ‘punch above our weight,’ deploying high-powered marketing campaigns within our budget, and we are able to beat higher quotas across our sales team versus our competition. Marketo is our business differentiator.”

New functionality in Marketo’s new release will be available starting June 25. For more information, visit:

Revenue Performance Management (RPM) Defined

Revenue Performance Management (RPM) extends beyond traditional marketing automation and lead nurturing technologies to optimize interactions with buyers across the revenue cycle and accelerate predictable revenue growth. It includes the full range of online and offline customer interaction channels, including web, mobile, social and events. Marketo’s vision is to provide the tools, thought leadership, and best practices to change how marketing and sales work — and work together — to help companies of all sizes accelerate predictable revenue growth.

About Marketo

Marketo is the global leader in Revenue Performance Management. Marketo’s powerful yet easy-to-use marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work — and work together — to drive dramatically increased revenue performance and fuel business growth. The company’s proven technology, comprehensive services, and expert guidance are helping corporations around the world to turn marketing from a cost center to a business-building revenue driver.

Marketo has been recognized with the 2010 CODiE award for “Best Marketing Solution,” the “Best Sales and Marketing 2.0 Solution” from SellingPower, and the “Best Marketing Automation Application” by Salesforce customers on the AppExchange. As of March 2011, more than 1000 enterprise and mid-market clients globally have adopted Marketo solutions. For more information, visit, or subscribe to Marketo’s award-winning blogs at

Source: Marketo

Related Links