Harish Gupta


Blog Post created by Harish Gupta on Jan 9, 2020

Marketo is a software application that brings together tools marketing and sales teams need to generate more high-quality sales leads and drive faster revenue growth. Marketo Lead Management provides the functionality marketers need to generate leads and track leads from initial demand through to sales and help marketers understand their marketing impact on the business including revenue. Once the leads are engaged, a marketer can push the record from Marketo to the CRM tool. Marketo can also keep records that are not ready to purchase, warm, by placing them in a nurturing program. Here are the core functions that the software provides:

Segmentation, list management, and targeting
Lead nurturing/ Multi-touch Campaigns
Lead scoring
Email Deliverability and Reputation Management
Batch Email marketing
Event marketing including Webinar and Event tool integration with Marketo
Content marketing (ebooks, white paper etc)
Triggered Email (Real Time)
Landing pages
Dynamic Content
Mobile Optimized email and landing page support
AB Testing

Outlook Integration
Marketing influence on revenue reporting
Online behavior tracking on Website
Lead scoring and Grading
Data quality and Append
CRM synchronization
Automatic notifications
Automatic sales alert and task for Sales owner
Lead lifecycle
Sales Intelligence (Marketo Sales Insight)
Revenue Cycle Modeling
Program ROI Analytics
Opportunity Analyzer report
Email performance report
Landing page performance report
Social listening and tracking
Social Sharing and campaigns
Web analytics
Multi-Touch Revenue Attribution
Revenue Cycle Metrics
Partition of database
Separate and secure workspace and partition for different business group and enable/disable visibility rules
Measures Marketing ROI
Program Import/Export
Users roles and permission
API / Integration
Program Tags and Channel


Marketo features explanation


Batch Email Marketing Email marketing is the ability to create WYSIWYG emails and newsletters with easy to use design tools; send emails to groups of customers and prospects, and track and report on deliveries, opens, and clicks so you get a complete view of email performance.


Email Deliverability and Reputation Management Simply sending an email cannot impact revenue if the emails do not make it to the recipients’ inboxes. Since marketing automation typically replaces a stand-alone email service provider (ESP), your vendor should provide functionality and services to ensure inbox delivery. This can include opt-in management, bounce handling, unsubscribe processing, and suppression lists, as well as higher-end services such as dedicated IP addresses and capabilities like email preview, spam checking, link validation, and delivery monitoring.


Triggered Email (Real-Time) Triggered email is the ability to listen for specific customer behaviors and events and respond with an appropriate real-time email. For example, when a prospect clicks on a specific link, a sales rep logs a call, or a lead score goes above a certain threshold, you can automatically send the right message at the right time. Personalized, 1:1 emails based on real-time behavioral data can increase open rates by 50% and conversion rates by 350% (Jupiter Research).             


Landing Pages The landing page is an essential part of many marketing campaigns. By directing clicks to a landing page customized for a specific email rather than a generic home page, marketers can significantly improve their conversion rates. That’s why many marketing automation systems include the ability to build WYSIWYG pages with a graphical interface, without help from IT of the Web department.


Forms Registration forms can be placed on landing pages, microsites, and the corporate website. When a prospect or customer fills out the form, the activity is captured and the lead is added to the database (if it is new). Some systems have “progressive profiling”, which are smart forms that recognize known visitors and ask different questions to build out the profile over time. Also, some systems allow for “social sign-on”, letting users register on landing pages using their social network credentials.


Testing An effective split-testing strategy lets you learn what works, maximize response rates, and can raise your conversions by 48% or more. You can test emails (subject lines, copy, graphics, calls to action, frequency, timing, etc.) as well as landing pages, forms, and so on.        


Dynamic Content Customize emails and landing pages for specific segments. Text, images, and calls to action can be customized based on criteria, including location, industry, job title, and much more. For example, current active opportunities can receive different messages from early-stage prospects.


Mobile Optimized As mobile devices become increasingly popular in business, the marketing system can support mobile-optimized emails and landing pages.       


Sales Emails This is the ability to personalize “from addresses” and signatures on behalf of individual sales reps, so that automated emails appear to come from the specific sales owner.


Marketing Lead Database A marketing lead database is the system of record for your most important marketing asset: your leads and contacts. A marketing lead database goes beyond the data in your CRM system to include a rich view of all marketing interactions between each prospect and your company, including website visits, email clicks, scoring changes, data updates/history, and so on.


Segmentation The ability to precisely micro-segment your database and target the exact right list of leads and contacts is essential to the success of all marketing activities. These filters should include a combination of demographic and firmographic attributes (title, company size, location) as well as behavioral filters and CRM information. Sample lists can include high-score leads in a particular region who visited your website in the last seven days; or contacts inactive opportunities who registered for an upcoming webinar; or prospects who received an email offer and did not click through but visited your website anyways.


Multi-touch Campaigns / Lead Nurturing This is the ability to automate “drip marketing” campaigns that send relevant messages over time, based on prospect behaviors and pre-defined campaign steps. This can include automated email marketing flows, but can also include other channels as well. Often, this capability is used to run lead nurturing workflows designed to maintain and deepen relationships with prospects over time.


Online Behavior Tracking This is the ability to track which emails a prospect opens and clicks, what webpages they visit, what keywords they use, even what they say on social networks – all with the goal of understanding who they are, what they are interested in, and where they are in the buying process with your company.


Lead Scoring and Grading With lead scoring, you automatically qualify leads based on demographics and BANT criteria as well as specific prospect behaviors, including recency and frequency. By tracking each of these factors and assigning appropriate weights to each, you get a comprehensive view of prospect interest and engagement. More advanced capabilities include reducing scores based on inactivity and supporting multiple scoring models that separate demographic fit from behavioral interest, as well as scores for different products, divisions, etc.


Data Quality and Append Do you have dirty data full of duplicates and missing records? CRM data is often very dirty, which isn’t a problem for salespeople working with one record at a time but making it hard to use for marketing. Data quality is an essential underpinning of any successful marketing program, consisting of deduplication, cleansing, and appending. Deduplication is the process of recognizing leads and contacts you already have in your database to prevent duplicates before they come in and merging any duplicates that do exist. Cleansing is the process of standardizing data, such as titles and company names and removing bad data such as contacts that are no longer with the company. Appending means filling in missing or incomplete data, such as adding additional contacts to an account or filling in missing fields such as phone number or industry.


Automated Sales Alerts and Tasks This is the ability to create tasks automatically and provide real-time sales alerts over email, RSS or mobile devices. It can be important to ensure Sales receives and acts on lead information in a timely fashion.


Lead Lifecycle Workflows This takes marketing automation beyond email and web marketing, extending the workflow engine to integrate with the CRM system to create complete lead management workflows. It includes automated data field updates (e.g. update lead status based on changes to the lead score); automated list management; and lead routing/territory assignment rules. It also lets you ensure Sales follow-up by creating tasks directly in the CRM system, reassigning leads if they don’t follow-up, and converting hot leads to opportunities. And it supports lead recycling processes, where sales leads are passed back to marketing for further nurturing.


Revenue Cycle Modeling This is the ability to define the stages for how leads flow through the revenue cycle, automate the rules for how leads move from stage to stage, and to provide an easy to understand the framework for the sales and marketing process. It provides the foundation for establishing clear rules governing how leads the transition from one stage to the next and assigning Service Level Agreements for lead response and disposition.


NOTE: This information has been collected from the Marketo website and different online source