News Byte: ServiceSource Announces Scout Link Integration with Marketo
ServiceSource Announces Scout Link Integration with Marketo
ServiceSource today announced integration of the company's platform Scout Link with Marketo LaunchPoint. The integration is intended to offer marketers a solution to nurture prospects and customers by leveraging Marketo's marketing automation platform and Scout's predictive analytic solutions. ServiceSource, a recurring revenue management firm, says the integration is designed to help marketers whose companies have a subscription-based revenue model track end customers' behaviors and conduct predictive analytics based on consumer engagement, customers' likelihood to churn, and subscription administration, and then send automated communication to their customers to increase engagement with a product or service.
“Managing leads to revenue shouldn't end with a signed contract, but should continue across the entire customer life cycle. It's about turning leads into long-term loyal customers,” Laura Ramos, VP and principal analyst at Forrester, said in the official press release. “What's missing is a stronger focus on how to use technology, data, analytics, and content to create useful, business-relevant customer communications.” The idea is that this integration aims to allow marketers to use marketing automation systems to create loyalty and value, reduce churn, and grow revenue.
Gartner estimates that investments in marketing automation will reach $4.2B by 2016. With B2B companies reportedly investing heavily in marketing automation solutions to communicate with prospects and customers, ServiceSource recommends that marketers leverage the combination of predictive analytics and marketing automation to segment and nurture audiences throughout their lifecycle to increase adoption and revenue retention.
Some of the features available to marketers will be synchronizing users in Scout with those in Marketo, usage-triggered communications, health-scoring-triggered communications, and subscription-triggered communications.