Marketo Integrates with Facebook Lead Ads
Through a new integration launched yesterday, Marketo now supports Facebook lead ads, a new ad type that allows people to sign up for more information from businesses. When consumers click on lead ads on their mobile devices, a form opens with their information automatically populated.
Through the integration with Facebook lead ads, marketers can receive this data instantaneously in Marketo, allowing them to engage with interested consumers, whether through an email offer, a nurture campaign, or even connecting them with a sales rep. The integration is the latest expansion of Marketo Ad Bridge, which connects marketing automation with advertising platforms.
Marketo is one of Facebook's first marketing partners to integrate with lead ads. This extends Marketo's existing integration with Facebook Custom Audiences, which enables advertisers to use the rich segmentation data within Marketo to target audiences more precisely in Facebook.
"The new Facebook technology when combined with Marketo makes it easier for businesses to capture and act on a customer's interest at the immediate moment their interest is piqued," said Sanjay Dholakia, chief marketing officer at Marketo, in a statement. "The combined power of Facebook and Marketo empowers businesses to build valuable ongoing relationships with customers."
The Facebook lead ad integration will be activated on Oct. 23.
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The solution can help users identify and engage sales-ready leads based on social media activity in their Marketo databases.