June 15, 2011
Marketo's Lead Management Software Integrated with ExactTarget's Interactive Marketing Hub
By Anshu Shrivastava, TMCnet Contributor
Software as a service (SaaS (News - Alert)) companies ExactTarget and Marketo have announced a strategic partnership to integrate Marketo’s Revenue Performance Management solution with ExactTarget's Interactive Marketing Hub.
The application has been developed as the first partner application for the Interactive Marketing Hub, a cross-channel interactive marketing platform. It’s expected to provide Marketo’s (News - Alert) full lead management functionality directly from the Interactive Marketing Hub. Company officials said that this will enable marketers to plan, power, monitor and track Marketo revenue performance management campaigns alongside ExactTarget-powered email, mobile, social media and Web campaigns.
“By bringing the power of Marketo to the ExactTarget Interactive Marketing Hub, we can provide B-to-B marketers a single solution to deliver real-time cross-channel marketing, improve sales efficiency and accelerate revenue growth,” said Scott Dorsey, co-founder and CEO at ExactTarget.
Moreover, the Marketo partner application will feature full integration with the ExactTarget Interactive Marketing Hub. This will provide marketers access to unified calendaring, campaign management, data management and ExactTarget’s channel applications by bringing B-to-B and B-to-C communication together in a single platform.
“By combining ExactTarget and Marketo's market-leading products, we offer an unmatched solution to businesses seeking to engage with customers at the speed of the modern social web to accelerate revenue growth,” said Phil Fernandez, president and CEO at Marketo
Additionally, the companies also announced that ExactTarget has selected Marketo to power its global revenue performance management efforts. ExactTarget's global sales and marketing teams will use Marketo's technology to expand lead flow, optimize sales and marketing investment and improve productivity.
ExactTarget’s team of professionals across North America, Europe and Asia-Pacific are expected to begin selling and supporting the integrated Marketo partner application later this year, expanding Marketo’s reach into new markets around the globe.
Earlier in March, ExactTarget launched new mobile apps for its CoTweet social media management platform.
Anshu Shrivastava is a contributing editor for TMCnet. To read more of Anshu’s articles, please visit her columnist page.
Edited by Juliana Kenny