Marketo and LinkedIn to Make Engagement Marketing Seamless Across Channels

GE to use joint solution to enable comprehensive multi-channel marketing approach

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Apr 14, 2015, 12:00 ET

SAN MATEO, Calif., April 14, 2015 /PRNewswire/ -- Marketo, Inc. (NASDAQ: MKTO), the leading provider of engagement marketing software and solutions, today announced it has joined forces with LinkedIn to bring more personalized engagement to marketers across all customer touch points both online and offline. The solution – which connects LinkedIn's Lead Accelerator solution with Marketo's Engagement Marketing Platform – bridges the gap between digital, social and offline channels to enable marketers to engage in relevant conversations with customers wherever they are online. GE, one of today's most innovative companies, will pioneer the joint solution.

"We're incredibly focused on delivering a superior customer experience at GE, and that means engaging with each of our customers and prospects in a meaningful way to forge relationships," said Andy Markowitz, general manager for GE's Performance Marketing Labs. "Marketo and LinkedIn are coming together with their best-in-class marketing and digital nurturing platforms, so we can have personalized conversations with our customers at scale and deliver the best solutions for their business."

The integration:

Allows marketers to forge long-term relationships with known customers and prospects beyond email, using display and social ads across desktop and mobile, based on their stage in the buying cycle.
Provides marketers with enriched data on known and anonymous prospects, including relevant business, profile and behavioral information, to deliver more relevant ads to customers and prospects on their channels of choice over time.
Empowers marketers to have relevant, ongoing conversations with existing customers by delivering meaningful content at the right time to build advocacy and brand loyalty.

For example, imagine that David, a prospective customer visits a GE website and downloads a whitepaper about one of the company's services, but does not provide any contact information. Days later, he visits his LinkedIn page to connect with a new colleague. Via Marketo and LinkedIn's integration, GE can now serve him a personalized ad, based on the content he viewed in the whitepaper, inviting him to a webinar. Once David signs up for the webinar, he converts from an unknown lead to a prospective customer, and GE can begin nurturing an ongoing relationship with him.

"Until now, marketers were forced to manage their programs separately on different channels," said Phil Fernandez, CEO at Marketo. "This challenge made it nearly impossible to engage customers and prospects with relevant, useful content that builds trust and long-term relationships. Marketo's integration with LinkedIn removes that barrier and makes it possible for marketers to nurture customers in a personalized and consistent way across channels."

"This effort with Marketo and GE reinforces our goal to offer the most rewarding experience to B2B marketers in their quest to nurture their target audiences across the web," said Russell Glass, Head of Products, LinkedIn Marketing Solutions. "Integrating our new LinkedIn Lead Accelerator product into Marketo's platform is a significant step forward in the way data and advanced technologies can be leveraged to help marketers build relationships and impact their businesses."

For more information about the integration, please visit LinkedIn's blog.

About Marketo

Marketo (NASDAQ: MKTO) provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today's digital, social, mobile and offline channels, Marketo's® Engagement Marketing Platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo's applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of more than 400 third-party solutions through our LaunchPoint® ecosystem and over 50,000 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, Australia and Japan, Marketo serves as a strategic marketing partner to more than 3,750 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.

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