Marketo Connects Social Media With Marketing Automation

Marketo Integration With Salesforce for Twitter Unifies Social Media, Lead Nurturing and Lead-Scoring; Integration With Helpstreamâ??s Social CRM Suite Informs Marketing Activities With Insight from Social Networking Sites

SAN MATEO, CA (November 16, 2009) –

Marketo, the revenue-focused marketing automation company, today announced that it has integrated B2B social media capabilities with its powerful and easy lead management solution. These capabilities, powered by integrations with third-party social media solutions such as Salesforce for Twitter and Helpstream’s Social CRM Suite, allow marketers to monitor conversations on social sites such as Twitter and to use that information in lead nurturing, lead scoring, lead segmentation and trigger-based email marketing.

For example, when a prospect tweets a request for more information, Marketo can now track the Twitter conversation as a Marketo activity, give it a lead score, augment the lead’s profile, and trigger the appropriate follow-up and lead nurturing campaigns. As a result, customer conversations that influence word-of-mouth opinion get appropriate follow-up and sales teams have a complete profile of the prospect’s interests and activities.

“Social networks are rapidly becoming an important fresh channel for B2B companies to mine for prospects and to tap into existing customers’ satisfaction levels,” said China Martens, senior software analyst at The 451 Group. “Enabling marketers to also quickly rate such touches and respond to them will likely be a key differentiator to help B2B players reach new customers and retain existing ones. With the increasing importance of social media, B2B companies would be wise to adopt a social marketing strategy.”

“Organizations should incorporate social media as a critical piece of their marketing and support strategy,” said Frank Eliason, Director of Digital Care at Comcast aka “@ComcastCares,” his Twitter handle. “Social media forums like Twitter are a great listening tool, infusing a sense of immediacy to our customer interactions and enabling us to quickly respond to questions or comments from our user community.”

Integration Extends The Social Media Conversation Into Lead Management
Salesforce CRM for Twitter lets companies search through the millions of “tweets” happening on Twitter every day to find the relevant conversations and capture and monitor the conversation directly inside Salesforce CRM. The integration between Marketo and allows Marketo to extend this capability by using the information in the Twitter conversation for lead scoring, segmentation, and triggered lead nurturing campaigns. Furthermore, using the out-of-the-box integration between Helpstream’s Social CRM solution and Marketo, companies can now track activity in their customer communities and monitor social media conversations, and use the information in Marketo for lead scoring and lead generation purposes.

“At Marketo, our mantra is to be everywhere our customers are,” said Jon Miller, Vice President of Marketo and author of the Modern B2B Marketing blog and the Definitive Guide to Lead Nurturing. “We have found that customers today want to decide, not be sold. As social media gains traction, it is becoming increasingly important to extend the lead nurturing process beyond email and phone to include social sites such as Twitter.”

“By tracking social media interest in the early stages of inbound marketing, we can do a better job of lead segmentation and lead scoring, provide more frequent, relevant and proactive responses, and ultimately optimize our lead nurturing campaigns.” said Jason Stewart, Senior Manager of Demand Generation at Demandbase.

Source: Marketo