Marketo Boosts Application Integration Capabilities for Enterprise Clients

Partnership with Boomi Connects Marketo Solutions to Leading Enterprise Resource Planning, Sales Force Automation, Financial and Custom-Built Systems to Ignite Explosive Revenue Growth

SAN MATEO, CA (September 01, 2009) – -Marketo, the fastest growing provider of revenue-focused marketing automation and best practices, today announced a partnership with Boomi, a market and technology leader for on-demand integration, that will enable Marketo clients to run more effective lead management programs by tapping into complementary business systems. Large and midsized enterprises can now quickly and easily connect Marketo solutions to popular enterprise resource planning (ERP), sales force automation and financial systems from vendors such as Microsoft, Oracle, SAP and NetSuite, as well as custom applications and customer databases. Marketo is already well known for its tight integration to Salesforce CRM.

Cross-system integration enhances organizational collaboration, visibility and overall sales effectiveness. By aligning marketing solutions with leading SaaS and on-premise applications, marketers can leverage information from mission-critical business applications and maintain a single customer master in their established system of record. The timeliness and integrity of these updates will improve the effectiveness of marketing campaigns, even those launched by different divisions or lines of business.

Lead nurturing–the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready–is most successful when marketers have a holistic view of the customer, thus increasing the likelihood that key messages will reach the correct targets at the most appropriate times.

For example, a “drip” email marketing campaign may require access to a sales prospect’s physical location, his or her last date of purchase, and the anticipated timeframe during which the prospect is likely to purchase again. This data typically resides in a company’s sales force automation solution. Likewise, marketers may wish to include product pricing, technical and manufacturing details in a drip campaign, or they may want to know how much money a customer previously spent or when revenue for a particular sale was recognized. This information can be found in a company’s ERP and financial systems, respectively.

In partnering with Boomi, Marketo is minimizing the burden of enterprise application integration for clients. At the same, time Marketo is enabling clients to maximize their investments in core business systems, regardless of whether these are SaaS or on-premise applications. With Boomi AtomSphere, the industry’s first integration platform-as-a-service, Marketo clients can now easily sync data to and from Oracle E-Business Suite, Oracle’s PeopleSoft Enterprise, Oracle’s Siebel CRM, Microsoft Dynamics, SAP ERP and NetSuite.
“Marketo can now rapidly integrate to whatever business systems our clients happen to be using,” said Phil Fernandez, President and CEO at Marketo. “That we can address this need without exhausting our clients’ IT resources or the patience of their management teams is critical. Marketers can now focus on implementing powerful lead management programs, instead of worrying about painful product integrations. We expect this new capability to be very popular with Marketo clients, who are using one or more products from Microsoft, Oracle, SAP and NetSuite.”

“Boomi and Marketo share a vision that SaaS can be powerful, yet easy and affordable for the enterprise,” said Bob Moul, CEO of Boomi. “Our common market approach is to leverage cloud and pure SaaS technology to deliver superior capabilities and rapid ROI to customers. We’re very pleased to add Marketo and its impressive roster of customers to Boomi’s rapidly expanding community.”
About Boomi

Boomi is the market-leading provider of on-demand integration technology and the creator of AtomSphere, the industry’s first integration platform-as-a-service. AtomSphere connects providers and consumers of SaaS and on-premise applications via a pure SaaS integration platform that does not require software or appliances. ISVs and businesses alike benefit by connecting to the industry’s largest network of SaaS, PaaS, on-premise and cloud computing environments in a seamless and fully self-service model. Leading SaaS players such as, NetSuite, Intuit, @Task, Taleo, and Zuora rely on AtomSphere to accelerate time to market, increase sales, and eliminate the headaches associated with integration. Recent Boomi awards include the SIIA CODiE for Best On-Demand Platform; the AlwaysOn East 100; the AlwaysOn Global 250; and the JMP Securities Hot 100. For more information about Boomi, visit

Source: Marketo