Marketo Drives Account-Based Marketing Adoption With Customer Momentum and Technology Innovation

SAN MATEO, Calif., Dec. 14, 2016 /PRNewswire/ -- Today Marketo, Inc., the leading provider of marketing software and solutions, announced that it has been helping over 50 customers drive greater sales and marketing alignment with Marketo Account-Based Marketing (ABM), since its general availability in September. At the same time, the company unveiled a new suite of features to help teams further target, engage, and measure key accounts, as well as an API partner program that enriches Marketo ABM with account data and predictive scoring.

"Marketo has a deep understanding of the challenges marketing and sales teams face when targeting the accounts with the potential to drive the most revenue for their business. That's why we introduced Marketo ABM and the new features announced today," said Matt Zilli, vice president of product and solution marketing, Marketo. "We're pleased to see so many customers adopting Marketo ABM to enable their sales and marketing teams to align efficiently and drive increased revenue." 

These 50-plus customers have come to Marketo looking to develop, deploy, and execute ABM strategies to drive revenue for their organizations. Furthermore, a selection of this group is participating in an Early Adopter Program (EAP) aimed to facilitate the rapid adoption of the product through close collaboration with a team of experts at Marketo. Participating EAP customers include Avanade, Lattice Engines, MaaS Communications, Mintigo, MuleSoft, NAVEX Global, Phreesia, Quark Software, Silver Peak Systems, Sovos, VersionOne, and When I Work.

"Marketo ABM provides the ability to personalize outreach to the accounts that matter most to our business, and we love how the Named Account Filter makes it so much faster to run campaigns," said Nipul Chokshi, vice president of product marketing, Lattice Engines. "The latest suite of updates builds upon Marketo's promise to deliver leading edge products that are focused on our ABM success and digital transformation."

In addition, Marketo today released a new suite of features that will enable sales and marketing account teams to align more efficiently by working from the same set of consolidated ABM analytics. Key features include:

• Account Teams – which enables account teams to quickly identify each other by role and align around named account activities and analytics.
• ABM Sales Report – which provides personalized intelligence (sales pipeline and account engagement trend) on relevant accounts to marketing and sales account teams.
• Account List Trends – which offers "rolled up" insights into revenue and pipeline trends at the account list level, performance of ABM strategies across accounts, and enables account teams to detect trends that require strategic corrections.

Marketo also released a new API featuring integrations with strategic technology partners, called the Named Account REST API. The Named Account REST API improves named account prioritization and campaign personalization through data enrichment and predictive account scoring. The API enables technology partners to bring greater innovation to the essentials of ABM – targeting, engagement, and measurement. The Named Account REST API would not be made possible without the help of several key technology partners, including EverString, Dun & Bradstreet, Facebook, Kwanzoo, Leadspace, LinkedIn, Mintigo, PFL, and ReachForce.

"As a content automation platform that helps large organizations streamline business-critical content, Quark understands that strong sales and marketing alignment is a crucial part of monitoring, penetrating, and engaging with key accounts," said Gavin Drake, vice president of marketing, Quark Software Inc. "That's why we turned to Marketo ABM. While our starting point with our account-based strategy is to grow pipeline and acquire new accounts, ultimately this will be about delivering customer lifetime value. Marketo's continuous innovation around ABM and beyond gives us the competitive edge to achieve these goals."

In September, Marketo first released Marketo ABM, the only solution that unifies the essentials for a successful ABM strategy in one place. To learn more, visit https://www.marketo.com/software/account-based-marketing/.

About Marketo
Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers - from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo's Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.

SOURCE Marketo, Inc.