GE: Marketo/LinkedIn alliance will help personalise prospect targeting

Alliance between marketing automation vendor and LinkedIn is one of a number of product announcements unveiled at Marketo Marketing Nation Summit

Marketo’s new alliance with LinkedIn to unite marketing automation with LinkedIn’s professional user database worldwide will help bridge a gap between targeting prospects and nurturing leads, GE’s head of performance marketing claims.

Marketo announced the new partnership with LinkedIn during its annual Marketing Nation Summit in San Francisco this week. The alliance sees Marketo’s Engagement Marketing Platform connected to LinkedIn’s Lead Accelerator product, launched earlier this year off the back of the latter’s US$175 million acquisition of B2B marketing measurement and management vendor, Bizo, in 2014.

The two companies said the partnership allows marketers to extend relationships with known customers and prospects using display and social ads across LinkedIn’s desktop and mobile platform, based on their stage in the buying cycle.

It will also provide marketers with enriched data on known and anonymous prospects, including relevant business, profile and behavioural information, to deliver more relevant ads and content to customers and prospects on their channels of choice over time.

The first customer to use the new offering, and the one in fact responsible for the Marketo/LinkedIn alliance, is GE. Its general manager of performance marketing labs, Andy Markowitz, told CMO the idea followed conversations with LinkedIn last year on how to incorporate the professional networking site’s rich user insights into GE’s native ecosystem for customer management.

“We were underutilising LinkedIn, which is a B2B playground of data, networks and people,” Markowitz said. “We needed to be doing more but we’re not big display buyers, which is how LinkedIn was selling [to advertisers] at that point in time.

“Once we attached data from Marketo that is part of our nurturing stream, we knew it had legs.”

While marketers are restricted from targeting individuals by name, Markowitz said his goal bringing LinkedIn and Marketo together is to give GE a better chance of gaining permission from potential customers to start collecting data by personalising communications and interactions along the way.

As an example, a prospective customer that visits a GE website and downloads a whitepaper but does not provide any contact information can be retargeted with relevant advertising should they visit their LinkedIn page over subsequent days.

“Marketo and LinkedIn are coming together with their best-in-class marketing and digital nurturing platforms, so we can have personalised conversations with our customers at scale and deliver the best solutions for their business,” Markowitz said.

While admitting to not being “anywhere close to personalisation yet”, he added GE’s efforts to better target customers was an important initiative that required smarter integration of data sources internally and externally.

LinkedIn Marketing Solutions head of products, Russell Glass, said Marketo had become a core platform for marketers and in particular, the B2B community. “The integration of Marketo and LinkedIn is complete connection between known contact lead nurturing to unknown and bringing that together into a complete experience,” he said.

The alliance sits under Marketo’s new Ad Bridge capabilities, aimed at building a bridge between marketing and digital ad technologies. Other partners recently added to the mix are Google, Facebook, Rocketfuel, Turn and Mediamath.

Marketo also unveiled a raft of product enhancements at Marketing Nation Summit, including new mobile capabilities, as well as improvements to workflow management.

Marketo Mobile Engagement allows platform users to create and monitor mobile interactions and activities directly through the core Marketo Engagement Platform. According to the vendor, marketers can now follow customer behaviour across Web, social, email and advertising digital channels as well as mobile environments.

Marketo Mobile Engagement can be used to trigger communications across other digital channels based on behaviours detected in a mobile environment, as well as push messaging and tailored in-app notifications based on customer behaviour and real-time insights.

Marketo founder and CEO, Phil Fernandez, described the extension of Marketo system into mobile as recognition of the smartphone as a “first-class citizen” channel for marketers.

“This allows our customers to weave customer interactions across all digital experiences,” he said. “There is no siloed mobile channel anymore.”

Like a number of its marketing technology vendor rivals, Marketo is also working to extend its platform into to the emerging Internet of Things arena through the forthcoming launch of Marketo Action APIs.

“We have this vision that you need to deal with thermostats and cars as easily in Marketo as mobile, social and email,” Fernandez said. “We have a set of APIs rolling out that with a bit of programming, will allow this to be hardwired into any product – even medical devices or a freemium software distribution system.”

Read more: Mass media is dead; embrace engagement marketing, says Marketo CEO

On the productivity front, the vendor introduced Marketo Calendar HD, an extension of its original marketing activity calendar function for marketers to display and share plans and programs visually. It also launched the Marketo Moments mobile app so users can access the platform via their smartphone to preview and review campaigns in real time, as well as access reports and a sharing feature.

All of the enhancements are expected to be rolled out in Q2.

Pictured: Phil Fernandez (left) and Russell Glass at Marketo Marketing Nation Summit

Nadia Cameron travelled to Marketo Marketing Nation as a guest of Marketo.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, 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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in