Marketo Releases Account-Based Marketing Tools

Marketo today announced a suite of diverse new features—including account-based marketing, SMS, and web personalization delay solutions—designed to help marketers deliver personalized cross-channel communications at scale. 

Account-based marketing is quickly becoming an essential component of marketing strategy, and Marketo's offering has several key features. The solution assists users in targeting accounts with the greatest revenue potential, with the goal of moving those accounts through the sales funnel more quickly. It also includes cross-channel engagement capabilities, revenue-based account analytics, and lead management functionality; moreover, users can segment based on account scores, as well as create lists of specific criteria for accounts.

"Account-based marketing is all about aligning sales and marketing to focus on the accounts that matter most. Marketo account-based marketing is unique in that it's the only solution to natively combine the three essential components of ABM with powerful lead management, making it easy to target and engage the right people from the right accounts with personalized cross-channel campaigns, and then measure the impact of ABM efforts on engagement, pipeline, and revenue. All in a single, easy-to-use platform,” said Brian Glover, principal product marketing manager at Marketo, in an email.

Also included in the new offerings is an SMS capability that integrates with Marketo LaunchPoint partner Vibes, as well as a number of features designed to smooth workflows for marketers. Users can create personalized, targeted SMS messages in Marketo's platform and disperse them through cross-channel campaigns using Vibes, which features text messaging, mobile wallet, push notification, and mobile web capabilities. Furthermore, users now have access to a comprehensive history of all changes made within a Marketo subscription, as well as web personalization delay, to specify times for web campaigns to run.

"Integrating SMS Vibes means Marketo customers can reach their mobile audience through the Web, the mobile application, and now SMS, and orchestrate cross-channel campaigns beyond mobile," Glover said via email.

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