Marketo launches digital marketing research institute; agency partner program

Marketing automation vendor says it plans to use data out of its customer deployments worldwide to provide insights into marketing effectiveness and best practices

Marketo has formed a new research centre which it claims will provide marketing and industry insights as a benchmark to digital marketing leaders.

The vendor has also launched a partner program to help digital agencies deliver its marketing technology platform and services to their own clients.

The Marketo Institute will tap into anonymised data from the vendor’s marketing technology deployments across more than 3000 customers globally, to offer trend-based information around key topics such as marketing ROI, customer engagement and lifecycle, and marketing operations. Data being utilised includes geography, industry, campaign and segment intelligence.

In a statement, Marketo said data collected will span more than 12 million digital marketing campaigns, 900 million people and 224 billion activities from 36 countries and 20 different industries. The company will also conduct research in partnership with agencies, consultancy groups and research firms, to offer further insights to marketers.

“The mission of the Marketo Institute is to educate marketers and empower leaders for the new era of engagement marketing,” said co-founder and executive director of the Marketo Institute, Jon Miller, in a statement.

The vendor has also set its sights on working with higher education institutions to help create curriculum based on its research and best practices insights.

“The marketing classes in today’s universities and business schools don’t teach the new techniques and strategies required for today’s marketing,” Miller commented. “And without the right guidance, marketers are forced to rely on guesswork, tribal knowledge and trial and error to figure out what works.

“Marketers are hungry for data-driven benchmarks and actionable insights they can use to drive their future plans and determine the success of their current efforts.”

Initial research planned includes looking into the number of marketing touches that should occur before a customer makes a first purchase, as well as the mix of channels and devices brands are using to interact with customers at different stages of the customer journey.

Marketo also noted the Institute will provide an online community and in-person networking for CMOs, although further details on how this will function were not detailed.

Interview: Marketo CEO Phil Fernandez on customer expectations and competition

In other news, Marketo is looking to ramp up third-party services and support for its marketing technology play and has established a global agency partner program. Under the program, participating digital agencies will work with the vendor on a joint digital marketing approach, have access to Marketo’s training and certification program and be able to tap into supporting services and pre-sales insights.

The vendor said 150 digital agencies had signed up as initial recruits including Australian companies.

In a statement, Babcock and Jenkins vice-president of strategy and partnerships, Lauren Goldstein, said partnering with Marketo will allow the group to bring together marketing automation technology with its content strategy for clients.

“This will help us to reach customers when, where and how it’s meaningful to them,” she said.

Marketo’s efforts to have digital agencies resell its marketing technology platform comes just weeks after Salesforce announced a global reseller agreement with Omnicom Group to adopt its full ExactTarget Marketing Cloud technology.

Under that agreement, Omnicom will provide clients with an end-to-end customer engagement strategy that taps into their own customer data.

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in