Automates batch and real-time triggered mobile and email account-based marketing campaigns
Segments customers and targets mobile and web messages to lists based on product interest, past purchased, buying intent, and past engagement
Supports personalized email campaign creation and A/B testing so teams can target communications to automatically updated segments
Provides account-based marketing so teams can track targeting, management, cross-channel engagement, and revenue-based analytics in one place
Includes web page builder, forms, content “gating” functionality, and other standard marketing automation features in addition to email
How Marketo works
The marketing automation features that Marketo offers rely on two main data sources. The first is Salesforce activity and fields, so you can coordinate emails with sales team activity. That means that in order to get accurate sales data into Marketo, you have to create a tight integration with your implementation of Salesforce. This takes a lot of time (and patience) and many companies typically hire outside Salesforce/Marketo consultants and experts to do this instrumentation for them.
There’s a third optional data source that might be valuable if your business collects leads offline or in various systems that need to be pulled together. That’s the ability to load leads and details about those leads into Marketo via its API. Enabling this functionality takes quite a bit more work. You’ll need to plan the right data, learn the Marketo API, and load the data on a regular basis, either through a chron job or ETL pipeline you’ve built.
Get more out of Marketo with Segment
identify a lead to Segment from any data source where the Marketo integration is enabled, that information is also re-formatted and sent along to Marketo in the format it expects. The sync between Marketo and Salesforce is not affected by using the Segment integration.