B2B demand generations system Socedo recently announced the integration of its Social Lead Monitoring capability with Marketo. The intergation will help users identify and engage sales-ready leads based on social media activity in their Marketo databases, with the goal of generating ROI from their social media investment.
The Social Lead Monitoring capability aims to help businesses leverage their social media activity in three key ways: It enables marketers to capture new leads in their databases from organic Twitter interactions; it allows social media teams to spend their time with high-value prospects and accelerate demand generation; and it enables users to add social media activities to their lead scoring models, with the goal of validating the ROI of social media marketing.
"The core of [our solution] is helping to take the leads that are already in your database and convert them at a higher rate, and move them through your funnel at a faster pace, by leveraging social media data and social media channels," says Aseem Badshah, CEO of Socedo. "What we've found in the social media marketing space is that because the entire category was born out of the B2C world, it's been very much focused on broadcast messaging…the interesting thing about social media that we discovered is that really it's a database."
The Socedo solution is part of Marketo's LaunchPoint ecosystem of marketing solutions. With Marketo, Social Lead Monitoring enables marketers to identify all the leads in their Marketo database who are active on social networks, and monitor their interactions with the brand or with competitors, or based on other relevant keywords.
The integration generates real-time insights that aim to empower users in five key ways: by helping marketers identify socially engaged leads in their Marketo database; allowing users to add social behavioral data to their lead scoring models; assisting users in segmenting their lead database based on which prospects they are engaging with on social media; delivering a higher volume of sales-ready leads to sales teams; and illustrating the ROI of social media marketing.
"Marketo's really interesting here because…they've built themselves as the core system of record for B2B demand generation marketers, and they house all of the activity. They're doing the lead scoring for us, they're doing the routing for us, and we're basically providing the social activities on top of the records that are already in their database," Badshah says.