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Marketo stretched its marketing muscles today with a LinkedIn integration.

The partnership pairs Marketo's Engagement Marketing Platform with the professional networking site's lead-generation and nurturing solution. 

Officials announced the deal at the Marketing Nation Summit in San Francisco, San Mateo, Calif.-based Marketo's annual conference. 

The solution is designed to help marketers "bridge the gap between digital, social and offline channels" and generate "relevant conversations with customers."

Abandonment Issues

LinkedIn officials explained on a blog that the solution addresses abandonment issues. When a prospect visits a web page, but then closes her browser, she's not forgotten. She's nurtured with a series of messages across LinkedIn social ads, display ads and other channels.

When she later fills out a form, her email and other pertinent information is gathered in the company's Marketo system. She then gets email, display and social ads that relate to her demographics, website behavior and engagement with the company's content.

"In the old world, that person would be gone once she left the website," Russell Glass, head of products for LinkedIn Marketing Solutions, told the crowd today at the Moscone Center in San Francisco,

The solution provides marketers with data on known and anonymous prospects, including relevant business, profile and behavioral information.

GE piloted the technology. Glass said it ultimately helps B2B marketers in their quest to nurture their target audiences across the web.

Key capabilities of the integration include:

  • Nurturing known Marketo contacts with sequenced ads that align with existing digital nurture strategies
  • Nurturing anonymous prospects based on their profile and on-site behaviors to generate leads
  • Optimizing ad creative and nurture stream design through platform-supported A/B testing
  • Measuring program impact during the buy process through built-in reporting within LinkedIn Lead Accelerator and Marketo Marketing Automation
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