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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in