Engagement marketing software company, Marketo has announced the integration of its Engagement Marketing Platform with the Google AdWords and Google Analytics products.
This marriage of marketing and advertising technologies empowers marketers to create more measureable and engaging digital marketing programs that span customer acquisition to sale to advocacy.
This solution solves three core problems that many digital marketers face, including:
- Providing access to richer data, firmographic and profile information, to help them serve highly relevant and personalised ads to only the prospects in which a marketer is most interested.
- Ability to automatically export offline conversions tracked in Marketo (e.g. lead qualified, opportunity won, etc.) directly back to AdWords, thereby allowing marketers to quantify the impact of their Google AdWords spend against actual revenue or revenue-generating events. Armed with this information, marketers can now increase their return on advertising by focusing their bids, budgets and attention on the keywords that deliver the best results. This includes enabling them to leverage AdWords’ bid automation solutions.
- Ability to link additional Marketo data such as firmographic and profile information of known and anonymous customers with their Google Analytics platform hence allowing them to better analyze how key audiences behave through the marketing funnel and optimize their ad spend across the full funnel.
“Paid advertising has lived in a silo for long enough,” said Sanjay Dholakia, CMO at Marketo. “With our integration to Google AdWords and Google Analytics, we are breaking down that wall and enabling marketers to look holistically at how they are engaging audiences across different channels.
“In today’s world, engagement marketing means delivering the right message at the right time over the right channel. The combination of Marketo and Google makes this possible.”
For example, let’s say that Jennifer, a marketer at a large manufacturing company, bids on the phrase ‘high-definition broadcast equipment’ in AdWords so that her ad shows up when someone searches Google for that phrase. When a website visitor arrives at her company’s website after clicking her ad and signs up for a demo, Jennifer can track that online conversion in AdWords. Now with Marketo’s integration with AdWords, Jennifer can automatically export offline conversions tracked in Marketo to see how each keyword contributes to each type of offline conversion (e.g. lead qualified, opportunity won, etc.).
In addition, let’s say that Jennifer is tasked with managing the marketing campaign behind her company’s move into the automotive market. Jennifer is concerned because she currently has no visibility into who from the automotive industry is visiting her website. Using Marketo’s integration with Google Analytics, Jennifer now has insight into the relevant firmographic and profile information of visitors to her site and can serve even more relevant remarketing ads to those visitors who would be most interested in automotive information.
This integration aligns with a recent study conducted by the Economist Intelligence Unit and Marketo, which found that marketers’ most critical investment over the next 12 months will be in digital marketing and engagement. As well, a recent study conducted by Edelman also found that 87 percent of consumers demand a meaningful experience with a brand.