Terms

Marketo

What is Marketo?

Marketo is a marketing automation software-as-a-service (SaaS) platform owned by Adobe, designed to help both business-to-business (B2B) and business-to-consumer (B2C) marketers streamline, automate, and measure marketing tasks and workflows. The platform offers a comprehensive suite of tools and features, including lead tracking, nurturing, campaign analysis, SEO, website personalization, digital advertisements, CRM integration, and social marketing. Marketo aims to increase operational efficiency, grow revenue faster, and enhance marketing efforts through personalized, automated campaigns across multiple digital channels.

How Marketo Works

Adobe Marketo Engage is a marketing automation software designed to streamline, automate, and measure marketing tasks and workflows, enabling increased operational efficiency and faster revenue growth.

The platform offers a comprehensive suite of tools, including:

  • Form Editor
  • Landing Page Editor
  • Email Editor
  • Segmentation
  • Predictive Content
  • Dynamic Chat
  • CRM Integration
  • Program Analysis
  • Target Account Management

Benefits of Using Marketo

Marketo offers numerous benefits to businesses looking to streamline their marketing efforts and improve overall efficiency. One of the most significant advantages is enhanced customer engagement, achieved through features like website personalization, web activity tracking, and social marketing. These tools allow marketers to create personalized experiences across multiple digital channels, leading to higher conversion rates and increased customer satisfaction.

Another notable benefit is the time-saving aspect of Marketo's automation capabilities. By automating repetitive tasks such as email marketing, lead scoring, and nurturing strategies, marketers can focus on more strategic initiatives. Additionally, the integration of Marketo with Adobe's suite of products and advanced analytics tools enables businesses to optimize their marketing strategies based on data-driven insights.

Key Features of Marketo

Marketo offers a wide range of features to support marketing goals, including form and landing page editors, email marketing tools, segmentation, predictive content, dynamic chat, and CRM synchronization. Additionally, it provides website personalization, social marketing, and mobile marketing capabilities, allowing businesses to engage customers across multiple channels.

Marketo's lead management capabilities include person scoring and an in-CRM dashboard for sales reps, enabling targeted marketing efforts and better lead prioritization. The platform also offers A/B testing for email campaigns, event and webinar management, and integration with Adobe Experience Cloud, enhancing its marketing campaign effectiveness and providing a comprehensive toolset for marketing, analytics, and content management.

Marketo Best Practices

When using Marketo, it's essential to follow best practices to maximize the platform's potential and achieve optimal results. Develop effective lead nurturing strategies by harnessing Marketo's features like segmentation, dynamic chat, CRM integration, and workflow engine. Focus on personalized communication and efficient lead management through automated workflows.

Additionally, improve email deliverability rates by employing practices such as segmentation, personalization, and clean list management. Lastly, measure and analyze campaign performance using Marketo's campaign analysis tools and Adobe's suite of analytics tools to optimize your marketing strategies based on data-driven insights.

Other terms

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Lead Response Time

Learn about lead response time, including improving lead response time, the impact of quick response, & lead response time vs contact rate.

Lead Response Time

Cold Calling

Learn about cold calling, including crafting effective cold calling scripts, the art of the follow-up call, cold calling vs. warm calling: u.

Cold Calling

Targeted Marketing

Learn about targeted marketing, including benefits of targeted marketing, key strategies for effective targeting, & targeted marketing vs. mass marketing.

Targeted Marketing

Expansion Revenue

Learn about expansion revenue, including maximizing expansion revenue strategies, & identifying opportunities for expansion revenue.

Expansion Revenue

Nurture Campaign

Learn about nurture campaign, including key elements of a nurture campaign, & steps to launching a successful nurture campaign.

Nurture Campaign

Kanban

Learn about Kanban, including benefits of using Kanban, implementing Kanban in your process, Kanban vs. other methodologies, & key components of Kanban.

Kanban

SPIN Selling

Learn about SPIN selling, including the core principles of SPIN selling, implementing SPIN selling successfully, SPOT selling vs. SPIN selling.

SPIN Selling

B2B Data Erosion

Learn about B2B data erosion, including causes of B2B data decay, strategies to combat data erosion, & measuring the impact of data erosion.

B2B Data Erosion

Pain Point

Learn about pain point, including identifying pain points in sales, strategies to alleviate customer pain points, & pain points vs. customer needs.

Pain Point

Account-Based Sales Development

Learn about account-based sales development, including strategies for implementing ABS development, & key principles of account-based sales.

Account-Based Sales Development

Sales Intelligence

Learn about sales intelligence, including key benefits of sales intelligence, harnessing data for sales success, & sales intelligence tools comparison.

Sales Intelligence

PPC

Learn about PPC, including understanding PPC metrics, benefits of PPC advertising, common PPC mistakes, & optimizing your PPC strategy.

PPC

Programmatic Advertising

Learn about programmatic advertising, including how programmatic advertising works, & key benefits of programmatic advertising.

Programmatic Advertising

Process Builder

Learn about process builder, including how process builder works, benefits of using process builder, & best practices for process builder.

Process Builder

BANT Framework

Learn about BANT framework, including implementing BANT in sales strategy, advantages of the BANT methodology, & BANT vs. other qualification models.

BANT Framework

Sales Forecast Accuracy

Learn about sales forecast accuracy, including improving sales forecast accuracy, & factors influencing forecast precision.

Sales Forecast Accuracy

Conversion Path

Learn about conversion path, including designing an effective conversion path, & components of a successful conversion path.

Conversion Path

Consideration Buying Stage

Learn about consideration buying stage, including identifying the consideration stage, key strategies for engagement, & consideration vs. decision stage.

Consideration Buying Stage

Artificial Intelligence in Sales

Learn about artificial intelligence in sales, including benefits of AI in sales, key technologies behind sales AI, & AI versus traditional sales techniques.

Artificial Intelligence in Sales

Warm Outbound

Learn about warm outbound, including understanding warm outbound, benefits of warm outbound strategies, & implementing warm outbound in your sales process.

Warm Outbound

Email Personalization

Learn about email personalization, including benefits of email personalization, & techniques for effective personalization.

Email Personalization

Cold Call

Learn about cold call, including mastering cold call techniques, optimizing success in cold calls, & comparing cold calls and warm calls.

Cold Call

Predictive Analytics

Learn about predictive analytics, including key benefits of predictive analytics, & implementing predictive analytics successfully.

Predictive Analytics

Service Level Agreement

Learn about service level agreement, including crafting an effective service level agreement, & key components of a service level agreement.

Service Level Agreement

Outbound Sales

Learn about outbound sales, including strategies for effective outbound sales, key metrics in outbound sales, outbound vs. inbound sales..

Outbound Sales

Serviceable Obtainable Market

Learn about serviceable obtainable market, including calculating serviceable obtainable market, & key factors influencing serviceable obtainable market.

Serviceable Obtainable Market

Dynamic Data

Learn about dynamic data, including benefits of leveraging dynamic data, key components of dynamic data, & dynamic data vs. static data: unveiling the differences.

Dynamic Data

CPQ software

Learn about CPQ software, including benefits of implementing CPQ software, key features of effective CPQ solutions, & CPQ software vs. traditional quoting.

CPQ software

Omnichannel Sales

Learn about omnichannel sales, including the benefits of omnichannel sales, crafting an omnichannel strategy, omnichannel vs. multichannel.

Omnichannel Sales

MOFU

Learn about MOFU, including optimizing your MOFU strategy, successful MOFU campaign examples, MOFU vs. TOFU: key distinctions, & essential components of MOFU.

MOFU

Sales Workflows

Learn about sales workflows, including designing optimal sales workflows, & key components of effective sales workflows.

Sales Workflows

Sales Operations Analytics

Learn about sales operations analytics, including key components of sales operations analytics, & implementing sales operations analytics effectively.

Sales Operations Analytics

Customer Relationship Management Systems

Learn about customer relationship management systems, including benefits of using CRM systems, & key features of effective CRM solutions.

Customer Relationship Management Systems

B2B Buyer Intent Data

Learn about B2B buyer intent data, including sources and types of buyer intent data, & key benefits of leveraging buyer intent data.

B2B Buyer Intent Data

Demand Generation Framework

Learn about demand generation framework, including building an effective demand generation plan, & critical components of demand generation.

Demand Generation Framework

Below the Line

Learn about below the line, including key strategies for below the line marketing, & distinguishing above and below the line tactics.

Below the Line

No Forms

Learn about no forms, including benefits of no forms strategy, implementing no forms in sales, & no forms vs traditional forms.

No Forms

Customer Retention Rate

Learn about customer retention rate, including calculating customer retention rate, & strategies for improving retention.

Customer Retention Rate

CCPA Compliance

Learn about CCPA compliance, including how to ensure compliance, benefits of being CCPA compliant, challenges in achieving compliance, & CCPA vs. GDPR.

CCPA Compliance

LinkedIn Sales Navigator

Learn about LinkedIn Sales Navigator, including maximizing LinkedIn Sales Navigator's features, & unlocking sales potential with advanced search.

LinkedIn Sales Navigator

System of Record

Learn about system of record, including key components of system of record, choosing the right system of record, & system of record vs. system of engagement.

System of Record

Contact Data

Learn about contact data, including sources and collection methods of contact data, & the significance of accurate contact data.

Contact Data

Marketing Budget Breakdown

Learn about marketing budget breakdown, including essentials of crafting a marketing budget, & strategies for allocating marketing funds.

Marketing Budget Breakdown

Funnel Optimization

Learn about funnel optimization, including the stages of funnel optimization, key strategies for funnel improvement, funnel optimization vs. conversion optimization.

Funnel Optimization

Buyer's Journey

Learn about buyer's journey, including stages of the buyer's journey, key elements of the buyer's journey, & enhancing the buyer's experience.

Buyer's Journey

WordPress

Learn about WordPress, including understanding WordPress features, benefits of using WordPress, comparing WordPress and other CMS, and essential WordPress plugins.

WordPress

Data Enrichment

Learn about data enrichment, including benefits of data enrichment, techniques for effective data enrichment, & data enrichment vs. data cleansing.

Data Enrichment

Buyer’s Remorse

Learn about buyer’s remorse, including causes of buyer’s remorse, mitigating buyer’s remorse strategies, & the impact of buyer’s remorse on sales.

Buyer’s Remorse

Analytical CRM

Learn about analytical CRM, including benefits of analytical CRM, implementing analytical CRM successfully, & analytical CRM vs. operational CRM.

Analytical CRM

MEDDICC

Learn about MEDDICC, including implementing MEDDICC effectively, key elements of MEDDICC, & MEDDICC versus traditional sales models.

MEDDICC

Trusted Advisor

Learn about trusted advisor, including becoming a trusted advisor: key strategies, & qualities of an effective trusted advisor.

Trusted Advisor

Gated Content

Learn about gated content, including benefits of gated content, crafting effective gated content, & gated vs. ungated content: key differences.

Gated Content

Sales Engineer

Learn about sales engineer, including roles and responsibilities of a sales engineer, & becoming a successful sales engineer.

Sales Engineer

CDP

Learn about CDP, including how CDP enhances outbound sales, benefits of using CDP, implementing CDP tools, & CDP vs. CRM.

CDP

Call Disposition

Learn about call disposition, including benefits of effective call disposition, key components of call disposition, & call disposition vs. call outcome.

Call Disposition

Outbound Leads

Learn about outbound leads, including strategies for generating outbound leads, & effective outbound lead engagement methods.

Outbound Leads

Business Development Representative

Learn about business development representative, including skills and qualifications for BDRs, & roles and responsibilities of a BDR.

Business Development Representative

Simple Object Access Protocol Application Programming Interface

Learn about SOAP API, including benefits of SOAP API, how SOAP API works, SOAP API vs. REST API, and common use cases for SOAP API.

Simple Object Access Protocol Application Programming Interface

Gone Dark

Learn about gone dark, including identifying prospects gone dark, strategies to re-engage dark prospects, & the impact of gone dark on sales strategy.

Gone Dark

CRM Analytics

Learn about CRM analytics, including key benefits of CRM analytics, implementing CRM analytics effectively, & CRM analytics vs. traditional sales metrics.

CRM Analytics

Regression Testing

Learn about regression testing, including benefits of regression testing, how to perform regression testing, & types of regression testing.

Regression Testing

Request for Quotation

Learn about request for quotation, including crafting an effective RFQ, key components of a strong RFQ, & RFQ vs. RFP.

Request for Quotation

AI Sales Script Generator

Learn about AI sales script generator, including benefits of AI sales script generators, & crafting the perfect AI-generated sales script.

AI Sales Script Generator

Rapport Building

Learn about rapport building, including the principles of effective rapport building, & techniques for establishing rapport.

Rapport Building

Contract Management

Learn about contract management, including key principles of effective contract management, & steps to streamline your contracting process.

Contract Management

Data Pipelines

Learn about data pipelines, including overview of data pipelines, benefits for outbound sales, designing effective pipelines, and best practices for implementation.

Data Pipelines

Demand Forecasting

Learn about demand forecasting, including benefits of demand forecasting, implementing effective forecasting strategies, & common pitfalls to avoid.

Demand Forecasting

Data Visualization

Learn about data visualization, including benefits of data visualization, tools for data visualization, & best practices for visual storytelling.

Data Visualization

Regression Analysis

Learn about regression analysis, including understanding its purpose and importance, applications in outbound sales, & common techniques explained.

Regression Analysis

Virtual Selling

Learn about virtual selling, including advantages of virtual selling, key strategies for successful virtual selling, & virtual selling vs. traditional selling.

Virtual Selling

Always Be Closing

Learn about always be closing, including implementing ABC in your sales strategy, key strategies for effective closing, & ABC vs. other sales techniques.

Always Be Closing

Email Cadence

Learn about email cadence, including crafting an effective email cadence, key components of email cadence, & email cadence vs. email blast differences.

Email Cadence

Average Revenue per User

Learn about average revenue per user, including calculating ARPU: a step-by-step guide, & the impact of ARPU on business strategy.

Average Revenue per User

Marketing Play

Learn about marketing play, including crafting effective marketing plays, examples of successful marketing plays, & marketing plays vs. sales strategies.

Marketing Play

Sales Qualified Lead

Learn about sales qualified lead, including identifying sales qualified leads, criteria for sales qualified lead, transitioning leads to sales qualified s.

Sales Qualified Lead

Multi-Channel Marketing

Learn about multi-channel marketing, including benefits of multi-channel marketing, & strategies for successful implementation.

Multi-Channel Marketing

Account

Learn about account, including types of accounts in accounting, components of an account, & account management best practices.

Account

Economic Order Quantity

Learn about economic order quantity, including calculating economic order quantity, & benefits of optimizing order quantity.

Economic Order Quantity

Revenue Forecasting

Learn about revenue forecasting, including key elements of revenue forecasting, & steps to accurate revenue forecasting.

Revenue Forecasting

Net Promoter Score

Learn about net promoter score, including calculating your net promoter score, improving your net promoter score, & net promoter score: pros and cons.

Net Promoter Score

Cost Per Click (CPC)

Learn about CPC, including understanding it, CPC calculation, maximizing ROI with CPC, CPC vs. CPM, and its future trends.

Cost Per Click (CPC)

Customer Acquisition Cost

Learn about customer acquisition cost, including calculating your customer acquisition cost, & strategies for reducing acquisition costs.

Customer Acquisition Cost

Challenger Sales

Learn about challenger sales, including implementing the challenger sales model, key principles of challenger sales, & challenger sales vs. solution selling.

Challenger Sales

Page Views

Learn about page views, including understanding page views/, measuring page views effectively/, & importance of tracking page views/.

Page Views

Sales Dashboard

Learn about sales dashboard, including designing your sales dashboard, key metrics for sales dashboards, & sales dashboard vs. CRM system.

Sales Dashboard

Predictive Lead Scoring

Learn about predictive lead scoring, including benefits of predictive lead scoring, & implementing predictive lead scoring successfully.

Predictive Lead Scoring

Freemium

Learn about freemium, including benefits of a freemium model, freemium vs. premium: understanding the differences, key strategies for converting freemium users.

Freemium

Electronic Signatures

Learn about electronic signatures, including benefits of electronic signatures, & how to implement electronic signatures.

Electronic Signatures

Shipping Solutions

Learn about shipping solutions, including how shipping solutions work, benefits of shipping solutions, & shipping solutions best practices.

Shipping Solutions

Email Marketing

Learn about email marketing, including how to start with email marketing, benefits of effective email marketing, & best practices for email campaigns.

Email Marketing

Customer Segmentation

Learn about customer segmentation, including understanding different segmentation types, & how to implement customer segmentation.

Customer Segmentation

Digital Sales Room

Learn about digital sales room, including benefits of a digital sales room, key features of digital sales rooms, & building an effective digital sales room.

Digital Sales Room

D2C

Learn about D2C, including understanding D2C dynamics, benefits of direct to consumer, building a D2C strategy, & challenges in D2C marketing.

D2C

No Spam

Learn about no spam, including ensuring compliance with no spam rules, strategies for effective no spam practices, & no spam vs. traditional email marketing.

No Spam

Data Encryption

Learn about data encryption, including understanding the basics, types of data encryption, benefits of data encryption, & implementing data encryption.

Data Encryption

Canary Releases

Learn about canary releases, including introduction, benefits of canary releases, steps to implement, & challenges and solutions.

Canary Releases

Real-time Data Processing

Learn about real-time data processing, including benefits of real-time data processing, best practices for implementation, & challenges and solutions.

Real-time Data Processing

Inbound Lead Generation

Learn about inbound lead generation, including strategies for effective inbound lead generation, & components of a successful inbound campaign.

Inbound Lead Generation

User-generated Content

Learn about user-generated content, including how to leverage user-generated content, & benefits of user-generated content.

User-generated Content

Behavioral Analytics

Learn about behavioral analytics, including implementing behavioral analytics successfully, & key metrics in behavioral analytics.

Behavioral Analytics