News Byte: Demandbase Announces Marketo Integration

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News Byte: Demandbase Announces Marketo Integration
News Byte: Demandbase Announces Marketo Integration

B2B targeting and personalization platform Demandbase Inc. announced the integration of its real-time identification technology with cloud-based marketing software platform provider Marketo. The Demandbase connector for Marketo identifies anonymous Web visitors in real time to help Marketo customers improve conversion rates, lead segmentation, and scoring and routing.

“Increasing the volume of overall leads that a company is selling to their target audience is critical to maximize the impact of what a powerful marketing automation platform like Marketo can do,” Greg Ott, CMO of Demandbase, said in a press release. “Now, with the Demandbase connector for Marketo, businesses can optimize this lead capture from the start, driving more and better qualified leads, and enabling sales and marketing teams to focus on their most scalable programs to increase revenue.”

The Demandbase Platform connects with Marketo's landing pages and lead capture forms to enable personalization and shorter forms. The platform unites with a customer's online marketing tools—including ad exchanges, CMS, CRM, live chat, and marketing automation—to give that customer a real-time, unified look of a company's characteristics. Having these attributes on hand allows users to ask fewer questions during form-to-conversion activities on the website—hence, decreasing website abandonment.

“One of the biggest barriers to effective online marketing is converting Web traffic into qualified leads,” Robin Bordoli, Marketo's VP of partner ecosystems and strategic alliances, stated in a press release. “By coupling Demandbase's targeting and personalization capabilities with the Marketo platform, our customers can increase the quality of their customer data, provide more targeted and personalized offers, and ultimately drive stronger revenue results.”

This summer has been a season of growth for Marketo. The marketing automation company launched its Customer Engagement Engine, a new engagement software, in June and made an August announcement that its less-than-a-year-old “digital ecosystem” LaunchPoint had doubled in size.

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