• April 9, 2015

Conversica Partners with Marketo

Conversica, a provider of lead conversion management software for marketing and sales, has integrated its artificial intelligence-driven lead& conversion software with the Marketo Engagement Marketing Platform. The company has also joined the Marketo LaunchPoint Technology Partner Program.

The integration of Conversica's cloud-based AI platform with Marketo enables marketers to add personalized email conversations and automated lead qualification into their lead engagement and ongoing nurturing. Marketo users connect to Conversica through published APIs, add leads to appropriate lists, and let the company's AI platform do the rest. The status of lead engagement, updates on email conversations, and detailed records of email dialogs are all updated in real time in Marketo, enabling users to trigger various follow-on activities, including updates to lead scores, updates to CRM lead records, and detailed hot lead alerts to sales. Conversica dashboards provide key performance indicators across all conversations, including level of engagement with leads, effectiveness of marketing lead sources, and performance of sales in lead follow-up.

"Marketers today are building long-term customer relationships that advance a conversation over time. To do this, they need innovative solutions that help them engage customers and prospects in a relevant and personalized way," said Lou Pelosi, senior director of LaunchPoint at Marketo, in a statement. "We're excited to have Conversica in LaunchPoint. The integration of their solution with Marketo's Engagement Marketing Platform empowers marketers with a richer data set about the customer journey to create meaningful marketing programs."

"We are experts in bringing the human element into automated lead management," said Carl Landers, chief marketing officer at Conversica, in a statement. "Our partnership with Marketo and integration into their platform brings a very powerful human dimension to marketing automation. Conversica is unique in how we determine a lead's readiness to advance to a purchasing decision. Rather than guess based on demographics, firmographics, behavior, and predictive factors, our platform simply asks. Our customers find that leads who engage with them in real conversations early in the lifecycle make a deeper connection, share more information, and convert at a higher rate into sales opportunities."

This latest integration caps a month of similar deals for Marketo. Since the start of April, the company partnered with Google on an AdWords and Google Analytics integration, and with Microsoft for a Power BI intergration.

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