10 good reasons to choose Marketo

Our viewpoint

You’ve heard a lot about it and you’d like to acquire this new “toy” for your 2015 marketing actions. Automate all your marketing processes, do lead nurturing, measure your KPIs… you’ve always dreamed about it haven’t you?
We found the right solution! We chose Marketo. Not because the name sounds good and clearly refers to a marketing solution, no.

It’s because it’s THE solution to adopt. Why? Well, here are 10 good reasons to choose Marketo.

I – Accessibility

Whether you are small, big, fat, skinny… In short. Whatever the size of your organization or your level in the digital marketing maturity curve, Marketo offers you an adapted package and the pricing that goes with it.

A solution adapted to your needs, but also to your budget. The packages are scalable and allow you to develop the platform according to your needs.

II – Ergonomics and ease of use

Marketo. It is the platform “Made by marketers for marketers”. User-friendly, Marketo offers a platform accessible to ALL:

  • You build your own emails, landing pages and forms with a WYSIWYG (What You See Is What You Get) editor. You see directly the result of what you do.
  • You write your text directly in blocks, you add cells, images, forms in a simple click/drop.
  • You create “smart lists“, in other words, segments in a few seconds. Always in drag and drop, choosing the criteria you want (age, gender, location etc.).

The simplicity of use makes Marketo easily affordable for everyone and therefore does not require a long training as it is the case for other solutions. No need for a dedicated team to “manage” Marketo, the marketing teams can use it on a daily basis.

A saving of time AND money.

III – All-in-one solution

Before, you needed an emailing platform, to edit forms and landing pages with your web designers, to manage your events (webinars or others), to monitor your scoring process… But that was before.

Yes, because with Marketo you do absolutely EVERYTHING in one tool! Isn’t that great?

The transformation that marketing is undergoing is significant. Marketers are looking for technologies and skills that will enable them to manage the entire customer relationship. – says Sanjay Dholakia, chief marketing officer of Marketo.

And all this, of course available in SaaS (Software As A Service) which avoids you to install a software on your computer already full… You go directly through a browser, as for the webmails.

IV – Can be integrated with your CRM

Oh yes! In addition, you can connect Marketo to your CRM very easily.

Salesforce, Microsoft Dynamics, Oracle, Sugar CRM, Net Suite, SAP connectors exist.

You don’t use these CRMs? SunTseu thinks of everything and has developed a connector that allows you to connect any CRM.

And what is the interest of connecting Marketo to your CRM you say?

First reason: You only transmit the “hot” leads to your sales department with all the history of the lead (which document he downloaded, did he participate in a webinar, which offer he is most interested in…). And all this will allow your sales people to convert better and avoid being intrusive.

Sales people only have the leads with a score deemed sufficient on their CRM to convert the lead into a customer. The pre-selection is done by the marketing department.

Second reason: you will be able to report the cost incurred to the revenue generated in order to monitor and allocate your budgets in an optimal way. You have visibility on the marketing ROI generated by each program: your e-mailing campaigns, your webinars, etc.

V – Access rights management

Why?

First, to compartmentalize risks. You compartmentalize your platform in order to avoid any incident for which leads would be mistakenly contacted.

Second, because you want to foster cooperation between the different entities that make up your company. You can create a common space where revenue-generating programs can be shared and duplicated across departments, business units or countries.

[The platform is “partitioned” so that each user has different access. To put it simply, your French company does not have access to the same contact lists as your US company. Your B2B marketing department does not have the same access or tools as your B2C team].

VI – Personnalisation & Real Time Marketing

With Marketo, you can consider the simplest personalizations, as well as the most advanced.

For example, you can personalize your e-mails with the fields of your choice, contained in your database: objects, “tokens”, can be added everywhere and fetch the information from your database (the “first name” field, for example, will be automatically updated even if you use it in the subject of your e-mail).

You can send messages adapted to the profile of your leads/visitors/customers according to the information you have on each one.

All you have to do is build scenarios with all the possible eventualities and the content to send in each case. The Marketo personalization is cross-channel to allow you to adapt to the path and channel chosen by each one.

The benefits?

  • You show reactivity
  • You send the right message at the right time
  • You show that you listen to your lead/prospect/customer

And more! You can send content to anonymous people visiting your website. You set up different call-to-actions, visuals (display, pop in) according to the identified prospect.

How do you do it? Marketo identifies the IP and, with the tracking cookie, can retrieve information such as the name of the company visiting the site, its size, its turnover etc.

VII – Nurturing

The buyer is in control of his buying journey – 60-80 percent of his buying journey is of his own volition – says Sanjay Dholakia, Director of Marketo.

If the need and the intention to buy do indeed come from your leads, you can still encourage them and play a leading role in their buying act. This is where lead nurturing comes in, which consists of nurturing your leads until they are ready to be converted into customers.

Creating a nurturing program is not easy and you need to define a lot of things: customer journey, stages of the buying cycle, content to address. So you have to build several scenarios.

The idea is to send content adapted to each stage. You have to set up exclusions because you are not going to send content to someone who has already received it. You also need to follow the evolution of your leads by moving them from one program to another.

Exemple de programme de lead nurturing

Example of a lead nurturing program

Setting up all this by hand is mission impossible. Imagine… holding 20 Excel sheets and having to keep track of everything…

Fortunately Marketo is there. You define your breeding scenarios once with your different filters. Marketo then takes care of everything for you and sends the contents automatically.

VIII – Campaign cloning

You want to organize an event in several cities? You have just prepared the one in Bordeaux and you don’t want to start again “from scratch” for the one in Paris?

Extremely simple! With Marketo you clone your first event. All you have to do is change the location and possibly the date and time. The process of sending invitations is also duplicated.

It’s child’s play!

Posted By Sylvain

For the past 20 years, Sylvain has been choosing and assembling the best technologies for his key account clients, to help them create a successful end-to-end customer experience. Surely the Leonard of the team, he is a fan - and expert - of Marketo! He sits next to his clients, drives them forward and makes Marketing Automation projects succeed with his team.