Salesforce and Marketo: A Winning Combination for Driving ...

SOLUTION BRIEF
Salesforce and Marketo:
A Winning Combination for
Driving Revenue and Profitability
Gone are the days when marketing and sales teams worked in silos, with separate revenue goals and
success metrics assigned to each. Today’s marketing and sales teams must be more aligned, and with
that comes coordinating the technologies used by each department.
Marketo Sales Insight
Marketo Sales Insight is a social
sales application that helps sales
teams understand, prioritize, and
interact with the hottest leads and
opportunities to enable smart
selling and close more business
faster. Marketo Sales Insight gives
reps a ‘sixth-sense’ awareness, so
they know who is ready for, and
most likely to appreciate, a
follow-up call or email. And it lets
them send smart email campaigns
and get instant updates when
leads and opportunities open
email, visit the web site, or show
other relevant buying signs.
As a result, Sales reps are better
prepared at every stage of the
revenue cycle to deliver the right
response at the right time to
ensure the right revenue results.
Marketo Sales Insight is a 100%
Native Force.com application, so
there’s nothing new to learn, no
new tools to install, and no need
for additional IT.
Marketo Sales Insight helps sales
reps:
• Focus instantly on the hottest
leads and opportunities
• Monitor the key behaviors that
really matter
• Get updates from contacts,
anytime and anyplace
Salesforce and Marketo – Combining Forces for Revenue Growth
Together, Salesforce and Marketo are a powerful team for B2B sales and marketing. Consider the traditional
sales funnel in which hundreds of prospects respond to an e-mail campaign executed by the marketing
team—some highly qualified and sales-ready and others not. All prospects have entered through the wider
top of the funnel, and those that are deemed “qualified” will proceed into the sales pipeline. There is
tremendous overlap between sales and marketing here as hotter marketing leads are sent to sales for
follow-up, while colder leads are left to marketing for further nurturing.
Marketing and Sales Must Change
Marketing
Sales
Be Everywhere Nurture Prioritize Collaborate
Marketo identifies the hottest leads and
accelerates these through the sales
pipeline, while nurturing the others until
they are ready for sales.
Salesforce provides insight into how these leads are
converting and progressing through the pipeline,
which ultimately contributes to sales productivity. At
the same time, Marketo’s marketing automation
software enables marketers to automate and
measure demand generation campaigns, as well as
nurture and score leads. Marketo not only tracks the
effectiveness of online campaigns, but also provides
the ability to see where each and every respondent
went on your Web site post-click to determine even
greater insight into the mind of your prospect. Using
this capability, Marketo creates rich profiles for every
individual, which can then be used to fuel more
targeted, relevant marketing campaigns. Finally, a
tight integration between Salesforce and Marketo
helps alert sales reps to new opportunities in real
time, and enables marketing to create tasks, and
assign and reassign leads automatically.
The Marketo Difference – A Sophisticated,
Easy-to-Use Demand Generation Solution
IThe marketing automation space has grown in the
past few years, and companies must thoroughly
research whether or not a solution provides the
capabilities necessary for successful demand
generation. At the most basic level, B2B marketers
interested in a comprehensive marketing
automation solution should evaluate solutions
based on these categories and criteria:
Campaign Management and Lead Nurturing
• Does the solution provide a tool for creating
automated, trigger-based marketing campaigns?
• How easy is it to create and execute a campaign?
• Do I need special skills or IT resources?
• Are there limits to the number of emails that can
be sent per day?
Lead Scoring
• Can the solution score based on any combination
of lead; budget, authority, need, timeline (BANT);
or behavioral attributes?
• Can Salesforce data be used to score leads?
© 2009 Marketo, Inc. All rights reserved.

SOLUTION BRIEF
About Marketo
Marketo is the revenue-focused
marketing automation company,
revolutionizing how marketing and
sales teams of all sizes sell and
succeed at every stage of the revenue
cycle. Delivered in the Marketing
Cloud, Marketo’s powerful and easy
solutions provide the fastest time to
value and ignite explosive revenue
growth from the earliest phases of
demand generation and lead
management to the pursuit of
revenue and customer loyalty.
Marketo Lead Management gives
marketing the power and flexibility to
automate demand generation
campaigns and deliver more
high-quality leads with less effort,
and Marketo Sales Insight helps sales
understand, prioritize and interact
with the hottest leads and
opportunities to close more business
faster. Known for providing the most
innovative customer experience,
Marketo was voted 'Best Marketing
Automation Application' by
Salesforce customers on the
Force.com AppExchange. As of
November 2009, more than 300
mid-market and enterprise
companies in twelve countries have
selected Marketo. For more
information, visit Marketo online at
http://www.marketo.com.
Marketo, Inc.
901 Mariners Island Blvd, Ste 200
San Mateo, CA 94404
Tel: +1.650.376.2300
Fax: +1.650.376.2311
www.marketo.com
• Can the solution score both existing leads and
new leads?
• Can the solution monitor Web site activity and
apply this information to scoring?
Email marketing and landing page optimization
• How easy is it to create emails and landing pages?
• Do I need to rely on IT resources to help me?
• Will landing page forms populate automatically
with information from Salesforce if the prospect
has already provided their information?
• Can I personalize emails with sales rep
information?
• Does the solution provide A/B testing for
continuous optimization?
• Can I segment offers based on information in
Salesforce?
• Will the sales rep be able to see the offer, and if so,
if a prospect has opened an email or clicked
through to a landing page?
Sales Enablement
• Does the solution prioritize leads that are likely to
produce the best results?
• Can the solution notify sales if a prospect takes
specific actions that indicate readiness to buy?
• Can the sales rep be notified on their mobile
device?
• Can the sales rep use Microsoft Outlook to send
emails that are trackable by the solution?
Salesforce Integration
• Is there automatic, bi-directional synchronization
of data and if so, how often?
• Does the solution automatically update when
fields are changed inside Salesforce?
• Can the solution alert sales in real time?
• Can campaign information be synced between
Salesforce and the marketing automation
solution?
• Does marketing have the ability to assign leads,
create tasks, and automatically reassign or recycle
leads for sales?
Reporting and Analytics
• Does the solution provide standard reports for
leads, emails, campaigns, and Web analytics?
• Does Web reporting include data on known and
anonymous visitors, as well as IP lookup and
geocoding by zip, state, region, etc.?
• Does the solution report on data from the
moment of lead creation to closed deal providing
visibility into the entire marketing and sales cycle?
• Can data be exported for other systems or
manually manipulated as needed?
Marketo Offers the Deepest Integration to
Salesforce
Many marketing automation vendors offer generic,
third-party APIs to integrate with CRM solutions. In
contrast, Marketo has developed a deep integration
with Salesforce, using the Force.com on-demand
platform and APIs for complete bi-directional
synchronization of data and action. By using the
latest technology, this best-in-class integration takes
only minutes to set-up and is available at no
additional cost. Marketo’s deep integration with
Salesforce means marketers can:
• Track sales follow-up and reassign or recycle leads
automatically.
• Segment leads based on Salesforce-specific
criteria including activity and opportunity data.
• Add emails sent from Salesforce or Outlook to the
Marketo activity history so marketers can be fully
aware of the latest communications that sales has
had with prospects and send out campaigns
accordingly.
• Create unified reporting that shows the results of
both marketing and sales in one system.
• Much more!
Marketo has already proven its demand generation
strength for companies using Salesforce. Customers
on The Force.com AppExchange from Salesforce
named Marketo “Best Marketing Automation”
Solution, and the number of joint customers
continues to grow. While sales teams continue to
benefit greatly from CRM tools, more and more
marketers are using Marketo in conjunction with
Salesforce to create and execute campaigns,
manage leads, and measure ROI. These two
technologies go hand-in-hand and serve both
marketing and sales well in their common goal of
increased sales and revenue growth.
“Marketo Sales Insight has helped to create
tighter alignment between sales and
marketing, it has allowed sales to more
effectively engage prospects - and keeps them
focused on the prospects and customers who
are indeed sales ready, and, it has had an
immediate and positive impact on our pipeline.”
— Kirk Crenshaw, Appirio
© 2009 Marketo, Inc. All rights reserved.