| Features | Feature Description | Marketo | How in Marketo |
| Account Identification | account identification features to help B2B businesses identify and target the right accounts with personalized experiences | Yes | Target Account Management Marketo's TAM module helps users identify and manage ideal customer profiles, prioritize accounts, and build targeted campaigns. It uses firmographic and technographic for target accounts. |
| Lead Management | Lead Generation, Scoring Nurturing from different Source | Yes | Strong Lead Management involving generation , smart list for targeted audience, external sources. |
| Email Marketing | Email marketing is the act of sending a commercial message, typically to a group of people, using email | Yes | Marketo Engage is a broader marketing automation platform with strong email capabilities. |
| Customer Engagement Engine | Customer behaviour and Intent and targetd campaigns | Yes | Through Marketing automation and Multi channel Enagement. |
| Intent Data | Customers digital behavior that reveals their interests, needs, and potential purchase intentions | Yes |
Through Company surge and programs, social media like linked. |
| Marketing Analytics, Predictive Analysis | Propects buyer journey tracking, deal velocity charts, and marketing contribution assessment. | Yes | Uses Marketing Automation and Real time data to measure the campaign performance. |
| Account Based Marketing | Focused strategic approach to B2B marketing that brings sales and marketing together. | Yes | Works by focusing marketing efforts on a specific, high-value set of accounts rather than a broad audience. Marketo tools, like Marketo Measure and Predictive Audience, help support ABM strategies by enabling lead-to-account mapping and identifying similar high-potential accounts. |
| Sales Insight/ Pipoeline Inelligence | highlights the accounts most likely to buy, reveals key decision-makers to connect with, and guides sellers in how to reach them at the right time in their buying journey. | Yes | Sales Insight connects with the CRM, providing sales reps with a direct view of marketing engagement data within the CRM interface. |
| Revenue Attribution | rocess of determining which marketing and sales touchpoints contribute to a specific revenue outcome, such as a sale or conversion. | Yes | It works by connecting opportunities to individuals, examining their marketing history, and then distributing revenue credit to programs based on their influence. |
| Landing Pages | essential tool to have at your disposal for all types of marketing campaigns and convert prospects. | Yes | Landing pages can be created and managed within the platform, allowing for integration with other Marketo features like email marketing and reporting. |
| Forms | For Lead Capturing, enrichment and conversion | Yes | Forms are used to collect lead data, enabling you to target leads and convert them into customers. Forms can be created in Design Studio or as local assets within a Marketo program. |
| Social Marketing | social marketing efforts by providing real-time insights and personalized campaigns | Yes | Allows to create and manage social media campaigns, connect them with your marketing automation efforts, and measure the impact of your social activities |
| Event Marketing | provide a direct platform to showcase your brand and connect with potential customers. | Yes | Marketo primarily focuses on building and managing event programs, including registration, event tracking, and post-event follow-up |
| Web Personalization/Personalization | the process of creating customized experiences for visitors to a website. | Yes | Marketo's Real-Time Personalization (RTP) focuses on personalizing web content based on user behavior and known attributes within the Marketo database |
| Mobile Marketing | Interactions through Mobile | Yes | Marketo's mobile capabilities are primarily within its broader marketing automation platform, allowing for in-app messaging, push notifications, and other mobile engagement features |
| Seo | Search Engine Optimization (SEO) is a collection of best practices to help you get your pages in front of people using search engines. | Yes | This feature is accessible through Marketo's SEO dashboard, which provides insights into keyword rankings, page optimization scores, and recommendations |
| Ad Bridge/Advertising | connect your marketing automation platform (Marketo) with your advertising channels (e.g., Facebook, Google Ads, etc.). | Yes | Allows user to connect Marketo database to various advertising platforms. Can use Marketo lists and segments to create custom audiences for your ads. |
| Predictive Content | leverage to personalize content delivery | Yes | Marketo uses machine learning to suggest specific content like videos, eBooks, and blog posts |
| Campaign Management/Orchestration | campaign management and orchestration features, enabling users to create and manage sophisticated marketing campaigns | Yes | Marketo is a marketing automation platform, primarily focused on email marketing, lead nurturing, and segmentation |
| A/b Testing | A/B testing features to help optimize marketing campaigns and email performance | Yes | Marketo's A/B testing is primarily geared towards email marketing, allowing users to test different versions of emails and their elements |
| Data enrichment | Data Enrichment offerings to acquire missing contact information, gain deeper insights into buying teams, and achieve . | Yes | Marketo's data enrichment primarily focuses on enriching lead data within the Marketo platform itself |
| Customer Journey Mapping | customer journey map is the process of forming a visual representation of customers' processes, needs, and perceptions throughout their interactions and relationship with an organisation. | Yes | Comprehensive marketing automation platform with advanced features like email marketing, lead management, and analytics. |
| CRM Integration (Salesforce) | Integration with CRM tool for sales and marketing allignement | Yes | Marketo's primary focus is on marketing automation and lead management, making its Salesforce integration a strong tool for streamlining marketing and sales workflows |
| Marketing Calendar | For planning and scheduling campaigns. | Yes | Marketo's calendar is part of a broader marketing automation platform, primarily used for campaign planning and execution |
| Email Integration | email integration features to enhance email marketing efforts. | Yes | Marketo is a marketing automation platform with robust email marketing capabilities, including advanced automation, personalization, and analytics. |
| Marketing Automation | Common marketing automation workflows include email marketing, behavioral targeting, lead prioritization, and personalized advertising. | Yes | Marketo excels in email marketing, lead management, and advanced customization |
| Referral Management | Referral management in marketing is a structured approach to handling, tracking, and optimizing business referrals. It involves identifying and engaging referral partners, offering incentives, and monitoring the effectiveness of referral programs. | Yes | Marketo Engage integrates referral programs directly within its marketing automation platform, enabling features like automatic lead addition, reward triggers, and program promotion through emails. |
| Contact Management | Contact management goes beyond organizing names and numbers in a spreadsheet. It also includes tracking interactions and measuring progress in addition to managing customer contacts. | Yes | Marketo offers broader functionality for overall marketing automation, including email and campaign management with robust contact management features |
| Channel Management, Multi channel Engagement | features to help businesses connect with customers across different platforms. | Yes | Marketo's Channel Management and Multi-channel Engagement features, while valuable for organizing campaigns and tracking performance, are more broadly focused on managing various marketing channels |
| Lead Scoring | lead scoring features to help marketing and sales teams identify and prioritize high-quality leads. | Yes | Marketo primarily uses a points-based system, assigning points to demographic and behavioral data |
| Affiliate Management | the process of overseeing and optimizing the relationships with affiliate partners in an affiliate marketing program | Yes | Marketo, through its TAM module, focuses on broader marketing automation, including features like email marketing, campaign management, and lead nurturing |
| Lead Nurturing | process of cultivating relationships with potential customers (leads) to help them move through the sales funnel and eventually become customers. I | Yes | Marketo is a broader marketing automation platform that provides a suite of tools for lead management, including nurturing, with a strong emphasis on creating and executing nurturing programs |
| Web Forms | nteractive elements embedded in websites that allow users to input and submit information, like their name, email, or other details. | Yes | Marketo Engage Forms focus on flexible form creation and embedding. Marketo forms allow for dynamic updates and offer extensive customization options through the Forms 2.0 API |
| Analytics / Roi Tracking | ROI (Return on Investment) is a measure of how much profit a marketing campaign generates compared to its cost. Analytics involves collecting and analyzing data to understand what's driving that ROI | Yes | Marketo is primarily a marketing automation platform, with analytics and ROI tracking capabilities as part of its overall marketing focus |
| Campaign Segmentation/ Segmention | campaign segmentation allows marketers to create groups of leads based on shared characteristics for more targeted and personalized campaigns. | Yes | Marketo, segmentation primarily uses CRM data and behavioral insights to categorize leads and customers for tailored campaigns |
| Content / Blogging Platform | tool used to create, manage, and publish online content, often including blog posts and other forms of digital content | Yes | Marketo provides robust features for content management and personalization that can effectively mimic blogging capabilities. It leverages AI and machine learning to personalize content, including rich media and text, across various channels, and allows for dynamic content blocks based on audience behavior |
| Multivariate Testing | Multivariate testing is a quantitative research method used to test multiple variables on a webpage or interface simultaneously, helping identify the best combinations of elements. | No | |
| Website Visitor Tracking | the process of collecting and analyzing data about users who visit a website | Yes | Marketo's tracking, primarily through the "Munchkin" code, focuses on capturing and analyzing website activity, including page views, form submissions, and clicks, primarily within the context of its marketing automation platform. |
| Roi Reporting | ROI Dashboard provides a detailed view of returns on investment across channels, subchannels, and campaigns. | Yes | Marketo Measure provides a suite of reporting tools for tracking marketing campaign performance and attribution, with both offering insights to improve ROI |
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