Marketo Teams With Demandbase For Better Targeting, Personalization

3 minute read
Dom Nicastro avatar

demandbase, marketo, marketing automation
It’s been a busy spring and summer for Marketo, the San Mateo, CA., cloud-based marketing software platform provider and marketing automation specialist. It’s been a busy time for the fast-moving marketing automation industry. Period.

Marketo Making Headlines

In May, Marketo debuted its initial public offering and raised nearly US $80 million as its shares were traded on the NASDAQ exchange. It had been named the year before a Gartner Magic Quadrant leader for CRM lead management in 2012.

Then, Marketo launched its intelligent Customer Engagement engine, a module that enables users to create automated content marketing campaigns without hassle.

And a month after that, news broke that the organization, along with Silverpop and Pardot, scored the highest in a vendor research study by Info-Tech Research Group on lead management; all three were named champions in the space. 

Switch gears to now, when Demandbase, Inc., announces its real-time identification technology is now connected with Marketo.

Partnership With Demandbase

The Demandbase Platform now easily plugs in to Marketo landing pages and lead capture forms, to enable personalized offers and shorter, more precise forms.

It includes modules for:

  • Company targeted advertising
  • Website content personalization
  • Web analytics enhancements
  • Online forms

The highlight of the platform is identifying anonymous web visitors in real-time; this leads to, Demandbase said, improvements in lead segmentation, scoring, routing and conversion rates.

“One of the biggest barriers to effective online marketing is converting web traffic into qualified leads,” Robin Bordoli, vice president of partner ecosystems and strategic alliances at Marketo, said in a statement.

Demandbase-stack, customer experience
Demandbase, Inc., today announced that its real-time identification technology is now connected with Marketo.

Learning Opportunities

Greg Ott, CMO of Demandbase, said in a statement that “increasing the volume of overall leads that a company is selling to their target audiences is critical to maximize the impact" of a marketing automation platform."

Demandbase’s targeting and personalization platform plugs in to a customer’s existing online marketing tools -- CMS, CRM, advertising exchanges, live chat and marketing automation. It’s built on patented real-time identification technology and a proprietary data management platform.

Mature Marketing Automation Market

Info-Tech Research Group said that the lead management automation space is very mature, withvendors playing catch up on HTML5 mobile technologies and socialintegration.

Just this week, we announced another marketing automation software vendor made a key acquisition. Atlanta-basedSalesFUSION announced it hired Christian Nahas as its new CEO.

The newscomes three months after another industry shakeup -- Salesforce buyingExactTarget, one of the industry’s biggest players. That move was seenas a way for Salesforce to make up for struggling Q1 numbers.

The demand for more personalized digital experiences is driving much of the partnerships and innovation in marketing automation technology today. Is there anything these platforms are missing? Let us know in the comments.