How Marketo Uses Social Media to Improve Campaigns

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Information about How Marketo Uses Social Media to Improve Campaigns

Published on March 17, 2014

Author: hootsuite



Marketo is a leading provider of cloud-based marketing software for building, sustaining and engaging customer relationships. Since integrating with HootSuite, Marketo has more than tripled their social media communities, tracked a significant portion of business revenue back to social and achieved 93% customer satisfaction rate. As a leading social organization, Marketo’s journey provides excellent visibility into what other companies can achieve.

Case Study: Marketo | 1HootSuite Media Inc. Marketo is a leading provider of cloud-based marketing software for building, sustaining and engaging customer relationships. In this case study discover how Marketo uses HootSuite Enterprise Marketing, Customer Service and Sales Solutions to leverage social media across their channels and deliver key business objectives. Introduction: Breaking Down Business Silos As businesses reorganize to address social channels, working together as a Social Enterprise is imperative for effective communication and to deliver the best leads to sales. To help source, build and sustain relationships with future customers while managing the growing complexity of real-time social communication, businesses look to a new generation of marketing software. Marketo is one of the most innovative companies in the market, leveraging customer campaigns that incorporate social media across multiple channels (including mobile). According to noteworthy analysts, Marketo is a technology leader in the marketing automation space. Its innovative software integrates marketing campaigns with multiple functions, including lead generation, customer acquisition, customer service and analytics for a holistic view of customers. Case Study: How Marketo Uses Social Media to Improve Campaigns

HootSuite Media Inc. Case Study: Marketo | 2 Challenges: Understanding Social Marketing Campaigns For businesses like Marketo, it is critical to gain visibility into the value of social media within an overall marketing effort, both for its own information and to address customer concerns. Without being present on social media, many businesses were missing a huge opportunity to learn about their potential customers. Likewise, without the proper management resources, social media proves to be a widening blind spot in terms of brand awareness and superior customer insights. In 2012, Marketo partnered with HootSuite to address these challenges and better understand the intricacies of their own marketing campaigns. “In the beginning, we were using Marketo’s social applications such as referral contests and sweepstakes to interact with our audience, but when it came to direct engagement we were barely breaking the surface. Since we weren’t using anything for listening and publishing we turned to HootSuite. We signed up for the free version and because we had such a great experience, we chose to upgrade to an Enterprise Account” – Carra Manahan, Marketing Programs Specialist, Marketo. In the market for a powerful social relationship platform, Marketo set out to reach the following top-tier goals for social media: • Social Marketing: Engage in dynamic conversations and share relevant content. • Social Selling: Gain superior customer insights and increase sales productivity. • Social Customer Service: Accelerate response times and increase satisfaction. Achieving Success: Marketo uses HootSuite to more effectively identify potential customers. By tapping into Twitter to target potential buyers, Marketo’s sales team is able to shorten the lead generation cycle. In turn, the sales team can attribute a significant portion of their total business revenue back to deals touched by a social channel. Manahan explains, “We definitely take advantage of Twitter’s targeting capabilities to reach potential buyers. In the same way that content is mapped, we map our tweets to the appropriate audience.” “Marketo relies on HootSuite as the centerpiece of its social media monitoring,” “HootSuite allows us to better understand the impact of social media and engage customers more strategically through social channels. As social media becomes a more important part of how our customers communicate, we will continue to invest here” Sanjay Dholakia, Chief Marketing Officer, Marketo

HootSuite Media Inc. Case Study: Marketo | 3 “For example, this year we released an eBook all about email marketing. On Twitter, our goal was to get our tweets about this new asset in front of the right audience. After doing research to find email marketing experts on Twitter, we targeted their followers as it’s likely that they had an interest in email marketing. They are then directed to a landing page from which they can download the book,” clarifies Manahan. Tie Social Interactions Back to CRM Support System Another innovative step that Marketo has taken to become a Social Enterprise is to closely integrate HootSuite with the CRM software of In turn, their support organization has achieved a customer satisfaction level of 93% and intend to grow their social support channel. The Salesforce app for HootSuite arms the customer support team with the tools to immediately direct support cases to the appropriate team member. With a more efficient workflow from case creation to resolution, Marketo was able to simplify processes and improve customer satisfaction. Their customer support team also benefited with the ability to create cases directly from social messages in the HootSuite dashboard. “The intention of the salesforce integration was to enable syncing social interactions back into our CRM support system. For example, when we push tweets that are support related, we want to be able to see the results as a customer responds, and as the requests are routed through the organization. In this regard, we can track a tweet as it becomes part of an ongoing process” – Kenneth Law, Customer Support Knowledge and Social Media Manager, Marketo. Results: Organization Wide Social Success As an accomplished marketing company in the technology industry, Marketo’s relatively recent social media growth to become a leading Social Enterprise provides excellent visibility into what other companies can achieve. Sanjay Dholakia, Chief Marketing Officer at Marketo closes by adding, “For a company to be successful today it must embrace all channels, and social marketing is a critical part of that equation. We are very happy with our experience with HootSuite and expect to build upon it as we move forward.” “Social media adds fuel to the fire that is your content marketing and allows you to build trust, engage with your audience and expand your reach. Whether this means adding social share buttons to every landing page or creating a social referral contest to incentive, you need to make it a component to whatever you’re doing” Carra Manahan, Marketing Programs Specialist, Marketo

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