Developed by Adobe, Marketo is a SaaS-based marketing automation software that enables businesses to gauge and automate their marketing tasks and workflows. With Marketo, email marketers have the power to leverage comprehensive behavioral data, highly developed journey flows and built-in intelligence to recognize, capture, and fast track the most optimal opportunities in order to effectively orchestrate their customers’ journeys.
Marketo’s suite of offerings is extremely diverse, including content personalization, automation, performance measurement, cross-channel engagement, customer relationship assessment, and sales partnership, to name a few. For the uninitiated, the scope of this powerful platform can be a touch overwhelming at the outset. But, once you wrap your head around it, there’s no looking back. And that’s what we are here to help you with today. In this article, we will be highlighting the various ways in which Marketo can take your email marketing to the next level. Read on to find out!
Extremely Flexible
As a business owner, you need not be well versed with any technical know-how to use Marketo to craft pixel-perfect email templates, forms, marketing campaigns, and high-converting landing pages. Whatever might be the business challenge, with Marketo in your armor you can meet it right in the eye. This potent platform enables marketers to chalk out structured blueprints for promoting their products and services, thereby ushering in increased conversions and revenue into their laps.
Deliverability Management
Marketo’s suite provides you with features such as processing unsubscribes, handling bounce rate, suppression lists, opt-in management, and the like which allows you to stay on top of your email deliverability at all times. These are features that you would be hard-pressed to find in the majority of standalone ESPs (Email Service Providers) out there. Using Marketo you can see the email preview, monitor spam, validate the link, and assess the delivery rate of your email marketing campaigns. Subsequently, this goes a long way towards preventing you from getting blacklisted, giving a boost to your campaign performance as well as your brand reputation. campaign
Sophisticated Lead Nurturing
Email list segmentation- the practice of dividing customers into different sections based on parameters such as age, occupation, location, interests and preferences, past purchases, position in the sale funnel, and the like- is a technique that email marketer swears by. With Marketo, carrying out segmentation becomes an extremely convenient affair. The platform’s Customer Engagement Engine takes into account different behavioral triggers to automatically classify customers into different customers.
Say, for instance, you have one customer who spends most of their time browsing through your product pages. And then, there’s another, who frequently visits the pricing page. It is clear that the former is perhaps new to your business and is interested in finding out more about your offerings whereas the latter is well-acquainted with your products and is trying to narrow in on something that best aligns with their requirements. Speaking in terms of the sales funnel, the former is a top of the sales funnel lead while the latter is a bottom of the sales funnel lead. Now, with Marketo at your disposal, you need not worry about making this classification manually. As a result, you get the liberty to design hyper-personalized and relevant campaigns for every single segment that the platform identifies.
But, that’s not all. Marketo also has a powerful lead-scoring model that lets you assign a score to each lead based on their interaction and activity. The model allocates scores on the basis of several critical parameters like social media engagement, demographics, and browsing behavior. Subsequently, this provides you with sufficient fodder to come up with highly targeted lead nurturing campaigns.
Seamless Integration of Email With Other Platforms
306 billion– that’s approximately the number of emails exchanged daily. Quite a staggering figure, you’d agree. The point of plugging this stat in here is to emphasize how difficult it is at present for businesses to get across their messages to their target audience. Email fatigue is real, very real, and sending marketing emails without any context isn’t going to help your cause in the slightest. So, what can you do to stay ahead of the curve? Integrate email with your other digital marketing channels using Marketo.
The greatest virtue of integration is that it empowers you to send messages corresponding to the real-time activities of your customer. Did they fill out the “Contact Us” form on your website? Dispatch them an email immediately to address their queries? Did they just abandon their cart? Lure them back in with a customized cart abandonment email. They downloaded a resource from your website? Send them an email soliciting their feedback. Sending the right email at the right time goes a long way towards strengthening customer relationships and improving the customer retention rate.
Easy Access to Analytics
Sports, medicine, entertainment, tech- no matter what industry you belong to, you need to be on top of your analytics to aspire for continuous improvement. Drawing up and executing plans is one thing, but if you truly want your campaign to succeed you must measure its performance and evaluate how your target audience is responding to it. This is where Marketo’s robust analytics models come into the picture. They carefully mine insights from each customer touchpoint across the buyer journey and make it accessible to you, making things extremely convenient for your sales and marketing departments.
With Marketo, you are not just able to track opens or click-throughs; instead you are able to keep an eye on every activity that is generating revenue for your business. As a result, you are effectively able to determine the ROI of your marketing budget.
Wrapping It Up
The field of email marketing is becoming more and more competitive with every passing day. In the current scheme of things, obtaining a 360-degree view of your customers is necessary to deliver to them the user experience they desire. This is something that Marketo helps you achieve with ease. Its comprehensive set of features allow you to cut through the noise and establish your brand firmly in the market.