Marketo releases social marketing application

San Mateo, Calif.—Marketo Inc. has launched a new social marketing application integrated with its marketing automation solution.

The new capabilities include polls, video sharing, content sharing, sweepstakes and referrals, as well as a drag-and-drop user interface for embedding social applications into demand-generation programs, Marketo said.

Marketo Social Marketing also tracks customer activity to maintain dialogues across social, on- and offline channels, and provides analytics that identify key influencers and tie social marketing campaigns to such metrics as revenue and customer lifetime value, the company said.