Marketo debuts new product innovations at Marketing Nation

Marketo, a provider of engagement marketing software and solutions, announced new product innovations that empower marketers to engage with their customers at the moment with personalised, more meaningful interactions while gaining insight into campaign success.

The company made the announcements at its annual Marketing Nation Summit conference in San Francisco.

Marketo chief product officer Arun Anantharaman says, "We work tirelessly with the Marketing Nation to understand the challenges that today's marketers face, it's our mission to arm them with the best solutions so they can focus on what matters, engaging customers, optimising campaigns and driving revenue.

"These new capabilities are integrated into the Marketo Engagement Platform to tap into marketers' talents so that they can plan, engage, and measure more effectively.

Marketo's next-generation experience platform, Marketo Sky, is designed to plan new campaigns and empower marketers.

• Work faster, with shorter workflows, personalised screens for each team member, and a snappier UI completely rebuilt on a modern framework.

• Learn faster, with a streamlined design and contextual help for new users, so they can confidently achieve results faster than before.

• Win together, with collaboration capabilities to share important updates in one place, easy labelling for tasks, and transparency into real-time changes across the team.

Marketo helps marketers to measure the impact of their marketing strategies and tactics in two new ways.

First, in an acquisition announced yesterday, Bizible brings marketing performance management tools, allowing organisations to link their revenue back to marketing investment.

Marketers will be able to have visibility into full-funnel marketing, from campaign planning through to execution and revenue.

This will enable teams to make smarter investments and only on the things that offer them the greatest impact.

The second way is with the launch of Marketo Performance Insights (MPI) analytics, which provide marketers with a 360-degree view of campaign performance from top-of-funnel engagement to revenue impact.

All essential performance insights are available in a single view so marketers can make smarter decisions, show the impact on their business, and prove their contributions to their organisation's goals.

Anantharaman concludes, "MPI is designed to enable every marketer, whether it is the CMO, director or practitioner, to have at their fingertips a dashboard that measures the impact of multichannel marketing programs without the need for manual spreadsheet work or the support of a data analyst.

"Bizible allows for in-depth attribution to easily report the ROI on all campaign efforts.