Marketo Introduces Industry-Leading Conversion Import Integration with Google AdWords

New Inbound Marketing Capability Allows Companies to Improve AdWords Results and Optimize Spend

Sep 05, 2013, 14:00 ET from Marketo

SAN MATEO, Calif., Sept. 5, 2013 /PRNewswire/ -- Marketo (NASDAQ: MKTO), provider of the leading cloud-based marketing software platform for building and sustaining engaging customer relationships, today announced that it has launched the marketing automation industry's first solution for Google's new AdWords Conversion Import feature. Joint customers can now easily view conversion data from Marketo within Google AdWords, providing insight into which clicks resulted in qualified leads, opportunities, and new customers. As a result, marketers can more effectively use offline conversion metrics when adjusting AdWords bids to improve results and optimize spend.


"Companies use Marketo's platform to establish a dialog with their customers across all channels and effectively analyze the return on their marketing efforts," said Sanjay Dholakia, CMO of Marketo. "As the leading innovator in our industry, we jumped at the opportunity to help marketers better optimize their AdWords campaigns. As a marketer myself, I am thrilled by the prospect of being able to automatically improve the efficiency of our AdWords spend based on what is happening offline, where most conversions take place today."

Until now, the AdWords conversion tracking tools have only been able to measure online conversions, such as a lead submission, completing a web form or e-commerce transaction. These basic conversion tracking capabilities have been less effective for companies with more complex multi-channel marketing strategies.

Marketo's integration with the new AdWords feature changes all that, with pre-configured support for offline conversions inside Google such as: Qualified Leads, Sales Leads, Opportunities, and Customers. By providing a better understanding of which clicks result in those critical outcomes, Marketo helps to deliver better campaign optimization and performance to customers.

"Google AdWords and lead management solutions naturally complement each other as online marketers use search marketing to generate and drive new revenue opportunities," says Jon Diorio, Google's Head of Product Management for AdWords Reporting & Insights.  "This is why we are pleased to see innovative companies embracing the opportunity to close the reporting loop between lead generation and lead management."

The new AdWords feature and new Marketo integrated solution are available immediately. Existing Marketo customers can download step-by-step instructions from our Community: Capturing AdWords Conversions with Marketo.

About Marketo: Marketing Software. Easy, Powerful, Complete.

Marketo (NASDAQ: MKTO) provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships.  Spanning today's digital, social, mobile and offline channels, the Marketo® solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing's contribution to revenue growth. Marketo's applications are known for their breakthrough ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 150 LaunchPoint™ ecosystem partners and over 30,000 marketers who share and learn from each other to grow their collective marketing expertise.  The result for modern marketers is unprecedented agility and superior results.

Headquartered in San Mateo, CA with offices in Europe and Australia, Marketo serves as a strategic marketing partner to more than 2,500 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit

Marketo, the Marketo logo, Marketing Nation and LaunchPoint are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.

SOURCE Marketo