Learn how Marketo achieved vendor excellence through its networking events, AI powered technology and optimal customer experience.
About Marketo
Marketo, an Adobe company, helps almost 5000 customers around the world to create new customer experiences and boost brand loyalty. Marketo aimed to achieve vendor excellence and commercial success, using cases and testimonials from technology company Fujitsu and Swedish software company IFS.
About its service and customers
Natively supporting demand and account-based marketing strategies, Marketo Engage brings together marketing and sales to orchestrate personalised experiences, optimise content, and measure business impact across every channel, from acquisition to advocacy. The company has made it a main focus to understand its customer base and provide business enhancing services. When Fujitsu decided to standardise on a single marketing automation platform, the new platform needed to boost performance while ensuring GDPR compliance and customer privacy.
Customer experience
Tim Creak, Senior Marketing Specialist, Fujitsu: “Through the rules and the permissions that we can build in Marketo, we can be confident that we are absolutely GDPR compliant. When we’re executing a campaign or a nurture journey or anything that’s outbound to our customers, we know that even if someone’s data has accidentally got into an audience selection in our CRM, that Marketo is going to cut it off right before it goes out. It’s our additional safety angel from that perspective.”
Advocacy
Marketo is committed to celebrating the successes of its customers and partners, exemplified by its annual Revie Awards. Created nine years ago to reward marketers creating end-to-end customer experiences and driving new growth for their organisations by leveraging Marketo, 2019 saw another crop of exceptional people recognised for their contributions. With categories including The Fearless Marketer, The Transformer and The Dream Team’, the awards demonstrate the values of innovation and bravery that Marketo prizes above all.
Additionally, Gartner acknowledged Marketo as a leader in its 2019 “Magic Quadrant for CRM for Lead Management. This is the eighth year in a row that Gartner has named Marketo a leader, demonstrating the Marketo Engagement Platform’s position at the cutting edge of customer experience. Its delivery of new account based marketing (ABM) and AI capabilities makes Marketo a standout vendor.
Tech enhancements
In September 2019, Marketo enhanced its Engage ABM Essentials platform with new Al-powered models in its Account Profiling tool and an expanded LinkedIn partnership. The two updates are designed to help accelerate the execution of ABM strategies for sales and marketing teams, as well as drive personalized and account-based experiences.
The Marketo Engage Account Profile feature, powered by Al, now includes predictive analytics, designed to suggest potential net-new accounts and help users better uncover new target accounts from more than 500 million data points within the platform.
Market engagement and/or leadership: Marketo is passionate about user experience management and takes every opportunity to advocate for customers and partners around the world, hosting conferences and events designed to drive the industry forward.
Most notable of these events is the Marketing Nation Summit, hosted in the US, complemented by Marketing Nation Engage events in the UK. Marketing Nation Summit is Marketo’s marquee event, bringing together customers, partners and prospects to share successes, reveal innovations and plot a path for future success. The UK-based ‘Engage’ events offer a more collaborative atmosphere, bringing together marketers, advertisers, data scientists and other digital experience experts, to engage a mutual drive to create unforgettable customer experiences.
Marketing Nation Summit 2019 showcased the ‘Fearless 50 Programme’ after an inaugural year in 2018. The programme recognises 50 marketers who truly push boundaries within their organisations. Another example of Marketo’s ongoing commitment to helping the marketing community is the Marketo User Groups initiative. Offering community members the chance to connect face-to-face or virtually to collaborate and solve challenges in more than 50 cities around the world, these engaging groups are helping marketing practitioners everywhere.
Performance results
Customers now manage around one trillion B2B marketing activities with Marketo every year. What’s more, since its 2018 acquisition by Adobe, Marketo has contributed to the ongoing growth of Adobe’s Digital Experience division. Adobe’s Digital Experience segment reported revenues of $821m in Q3 FY19, representing 37% year-on-year growth.
"One of the most exciting things that we've done since we got Marketo is really drive a higher calibre of personalisation on our website than we've ever done before. It's meaningful not just for our business results but also for the way that we engage with our customers. It was really important for us to use Marketo in order to look at our broader marketing structure, so that we could have the right people doing the right things at the right time."
