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Contributor(s): Matthew Haughn

Marketo is a marketing software as a service (SaaS) platform designed to help businesses assess and automate marketing tasks.Marketo is headquartered in San Mateo, California.

Marketo works across multiple digital channels, including mobile devices, email, video, website and search advertisements to automate marketing campaigns and sales lead generation for B2B and B2C marketers. The platform promises increased understanding of customers, conversions and sales with personalized, automated campaigns aimed at targeted leads and potential customers. The platform's features include

  • Lead tracking
  • Lead nurturing
  • Campaign analysis
  • Search engine optimization (SEO)
  • Website personalization
  • Digital advertisements
  • CRM integration
  • Social marketing

The platform records customer behaviors, including the customer's use of the site, what was viewed, length of time spent on the site and the date and time the customer visited. Additional customer data is recorded, such as company, job title, name, home address, email address and phone number. Information is stored in Marketo's database for quick access and analysis. The platform is built on Google Cloud and integrates several Google services.

Marketo is most often used by medium-sized businesses and offers bundles for focusing on lead management, email marketing, consumer marketing, customer base marketing and mobile marketing. It offers customized products for several industries, including technology, healthcare, media, higher education and manufacturing. Similar automated marketing platforms include Eloqua, Hubspot, Pardot, ActON, SharpSpring, Expiriture and Marketing Optimizer.

This was last updated in February 2018

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