ExactTarget is integrating Marketo’s sales and marketing applications into its Interactive Marketing Hub to enable business-to-business marketers to plan, monitor and track cross-channel campaigns in real-time.
The Software-as-a-Service-based Hub, which is currently being beta tested by 500 brands, provides users with a single view of customer data fed into it from applications such as Salesforce, Microsoft’s Dynamics CRM and Omniture’s analytics tools. It also enables marketers to undertake targeted, permissions-based interactions with consumers via email, social media and the web in real-time.
Scott Dorsey, ExactTarget’s co-founder and chief executive, said: "By bringing the power of Marketo to the ExactTarget Interactive Marketing Hub, we can provide B2B marketers with a single solution to deliver real-time cross-channel marketing, improve sales efficiency and accelerate revenue growth."
The integration of Marketo’s SaaS offering into the Hub also means that marketers will be able to undertake campaign and data management and access unified calendaring functionality.
Phil Fernandez, Marketo’s president and chief executive, said: "The buying process has changed – customers now touch dozens of online and offline information sources before they ever talk to a sales representative. Businesses recognise they need to move with high velocity to reach these prospects with compelling content before they decide to buy from a competitor."
As a result, the aim of integrating the two products was to enable businesses to "engage with customers at the speed of the modern social web to accelerate revenue growth," he added.