• June, 19 2009
  • By Jessica Tsai, Assistant Editor, CRM magazine

Marketo Brings Social Into Sales Insight

Laura Mishima, senior director for corporate communications at Marketo, jokes that in her experience working with CRM technology (she was at Oracle Siebel for 12 years prior to joining Marketo three months ago), "sales force automation" was always perceived as a solution that was "forced" upon the sales people. Today, Marketo announced the release of its social sales application, Marketo Sales Insight, which Mishima claims filters through the excess of data to extract information that can be immediately useful. Fully embedded into the Salesforce.com application, the solution is meant to be seamless for the sales user. A partnership with customers Jigsaw and Demandbase, as well as LinkedIn, gives sales people direct access into these business networks.

As Kimberly Collins sees it, the primary objective of this release is to provide a "less is more" approach to accessing most pertinent information about your leads. With all the information that can be collected about a prospect, Marketo Sales Insight aims to help sales people understand, prioritize, and interact with their hottest leads. Sales can customize their "best bets" and "watch list," to keep track of prospects. Moreover, they can be notified via email, RSS feeds, or text message whenever a prospect commits what Marketo calls an "interesting moment," whether it's looking at the price page, or downloading a white paper. The application allows sales to get more out of their existing Salesforce.com solutions, which the majority of Marketo's clients have deployed, Collins says.

Jeffrey Kaplan, managing director of ThinkStrategies, sees this initiative as affirmation of Marketo's commitment to the CRM vendor and further testament to Salesforce.com's strength in the market. However, he has little doubt that Marketo will eventually branch out to other CRM vendors depending on the demand of its customers.

Marketo continues to focus on promoting a collaborative effort between sales and marketing at every stage of the revenue cycle-from generating leads, to closing deals, to maintaining post-sale relationships. With Marketo Sales Insight, Mishima explains, "What we're trying to do is give sales back some of the really critical information that they used to get by reading a room." The sales landscape has changed dramatically as consumers are increasingly empowered with more information. In the same respect, Marketo is helping sales tap into the wealth of consumer information online, such as Web behavior and social network profiles. "We're leveling the buyer-is-in-control playing field," she says. Focusing on ease-of-use, what Marketo is not trying to do, Mishima says, is "turn the sales person into a Web analytics expert."

Partnerships with Marketo customers Demandbase and Jigsaw feed into Marketo's engine for identifying anonymous lead traffic to see where prospects (or even competitors) may be coming from. Marketo can also enable acccess data from other networks such as Hoovers, Facebook, and ZoomInfo, but will do so on at the request of customers. In doing this, the company is falling in step with the giant social trend. "They're trying to keep pace with these new methods of doing marketing...and provide the kind of analytics and tracking capabilities in this new world," Kaplan says. Unlike vendors other marketing automation vendors she's seen tackling the social media insight, Collins says that Marketo's approach is unlike those she's seen in the marketing space primarily because it's build in the App Exchange. In doing so, adoption and application are eased as Marketo Sales Insight is incorporated directly into the Salesforce.com application sales people are already familiar with. "There's nothing new to learn," Mishima says.

News relevant to the customer relationship management industry is posted several times a day on destinationCRM.com, in addition to the news section Insight that appears every month in the pages of CRM magazine. You may leave a public comment regarding this article by clicking on "Comments" at the top; to contact the editors, please email editor@destinationCRM.com.

CRM Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues

Related Articles

Social Media Wants You

Eloqua Experience '08: Charlene Li, the co-author of "Groundswell" and former Forrester Research analyst, offers simple advice for taking on social media: Just do it.

B2B Marketers Still Hesitant to Get Social

Forrester report shows that B2B marketing, unlike its B2C counterpart, may be lax in diving into Web 2.0 business efforts.

New Social Media Not Helping Sales

A recent study affirms that what's cool isn't necessarily what's selling -- or what's helping your company sell more.

Web Analytics Meets Social Media

Webtrends and Radian6 are the latest vendors to partner up for companies hoping to monitor and respond to online conversations.

Social Media: The Five-Year Forecast

Social media has only just taken off, says Forrester analyst Jeremiah Owyang -- and his "Future of the Social Web" report says social networks and marketers will have to change their strategies. "Bad things will happen," he says.

InsideView's Vision Of Social Sales

The vendor's new SalesView Buzz tab aggregates social networking information and integrates the data directly into CRM systems, providing richer context around sales leads. The problem? A significant amount of data on the social Web is simply wrong.

The 5 Phases of Social Experience

The social Web is about to evolve — again. Are you ready to evolve, too?

Socializing with NetSuite and InsideView

NetSuite's first "premier partner" is a vendor that specializes in making social media work for the enterprise.

Sales Gets eTrigued By Marketing

A new solution by eTrigue gives sales a taste of marketing automation.

Marketo Tries to Make CMOs Merry

With the launch of the Marketo Revenue Cycle Analytics product portfolio, the marketing automation player helps marketers prove ROI.

Buyer's Guide Companies Mentioned
  • CRM Media