Marketo introduces integrated social marketing tools

San Mateo, Calif.—Marketo Inc., leveraging technology from its recent acquisition of social campaign company Crowd Factory, has introduced a number of social applications integrated into its lead management solution.

The suite's first offerings, Marketo Social Boost and Marketo Social Promotions, include video sharing, voting, sweepstakes and referrals. The apps allow for the inclusion of social promotions in multichannel campaigns and the subsequent capture and management of resultant sales leads.

“What has existed in the marketing automation space to date is that marketers have simply put sharing buttons in their campaigns with no tracking,” Sanjay Dholakia, Marketo senior VP-product marketing and corporate development, told BtoB. “These new Marketo tools are integrated into the framework and fabric of the campaign structure.”

Dholakia, said the new tools can apply appropriate social activities to campaigns depending on buyer intent, with, for example, promotions to grab initial attention, polls and social sharing to further the engagement of those in mid-funnel, and specific social offers to drive conversion.

“These are social applications that make people want to do things,” Dholakia said. He said the social tools also will be available from Marketo as standalone solutions for managing social campaigns.