For more than a decade, Marketo has been providing solutions to B2B companies with the likes of real-time personalization, integration with CRM and other platforms, analytic capabilities, lead lifecycle journey, and better alignment between marketing and sales. These led them into improving their demand generation processes and even helped B2B companies in getting involved with Social Media campaigns.
One of the most powerful features relates to the fact that companies have lots of information within their CRM systems but no such tool to use it and get the most out of it. With Marketo integration between both systems, the information becomes powerful and companies will have the means to use it in order to better communicate with their customers.
There are plenty of information around success stories and case studies.
The market could easily think that Marketo is only capable of handling the B2B segment. However, the system is built strong enough to create campaigns around direct and personalized communications with end users (B2C). The B2C environment is facing the savviest era in consumer’s history and companies who use e-commerce platforms to store lots of information that becomes really useful when it comes to retargeting across the B2C industry.
When you think about the relevant variables a B2C company needs to take into account to communicate with their audience, a more complex picture enters the equation. One example is that segmentations could go as deeply as you need, important dates such as buying anniversaries will nurture your email campaigns, and reminders will help you retarget your customers which can be further enhanced by adding a personalized content through scripting, just to mention a few powerful advantages Marketing Automation through Marketo will give you as a B2C company.
Marketo has proved to be able to communicate with the buyers in a way it that takes into account variables such as web behavior or purchase history. Marketers are now able to react quickly and reply to those variables with real-time campaigns being triggered and customized as much as needed. Now, retargeting or acquisition processes run smoothly and clearly and this wouldn’t be possible without the integration between its Marketo and CRM or e-commerce platforms. As much as companies hold quality and valuable information about their customers, the success comes when Marketo gets its hands involved.