Adobe has announced two innovations for Marketo it claims will allow marketers to execute account-based strategies easier and faster.
The first, available now, will allow marketers to sync a list of accounts from the platform – now known as Marketo Engage – straight to LinkedIn so they can be targeted on the social network for paid media and personalised ad targeting. This capability is available to all ABM Essentials customers and complementary to existing Marketo-LinkedIn integrations. This is an extension of its existing matched audiences capability.
The second, which will arrive early next year, will increase the software’s account profiling capability using AI-powered models to search more than 25 million companies and 500 million data points to help marketers uncover new target accounts faster.
Brian Glover, director of product marketing for Marketo Engage, said: “As B2B marketers, who haven’t yet made the ABM leap, attempt to define and implement their ABM strategy, we often hear that they are challenged with how to begin and intimidated at the process. Even when marketers know the right accounts to pursue, it’s not easy to identify the exact contacts within those accounts, which is why Adobe is expanding its LinkedIn integration.”
