Buzzword-Free One-to-One Marketing Strategies

Many organizations don’t fit squarely into a B2B or B2C bucket. More often, companies have multiple marketing teams, divisions or business units that focus on different marketing and sales objectives. One team may manage vendor or partner relationships; another drives online sales; while yet another supports a lengthy direct sales cycle.

We are in the midst of a transformational shift in the Revenue Performance Management market whereby:

• The buying process has changed; customers now touch dozens of online and offline information sources before they ever talk to a sales representative or buy online.
• Consumers expect to see compelling and relevant content across multiple online channels to help support their purchase decision.

ExactTarget and Marketo have announced a strategic partnership where ExactTarget will resell Marketo’s Revenue Performance Management solution globally. Through this integrated solution, marketers can improve sales-marketing efficiency and deliver highly scalable cross-channel campaigns across email, mobile, web sites, twitter and Facebook.

What is the Combined Solution?

Developed as the first partner application for the ExactTarget Interactive Marketing Hub, Marketo’s Revenue Performance Management system will be fully integrated, providing lead nurturing and lead scoring functionality directly from the Interactive Marketing Hub. This allows marketers to plan, power, monitor and track Marketo revenue performance management campaigns alongside ExactTarget-powered email, mobile, social media and Web campaigns. In addition, marketers are given access to unified calendaring, campaign management, data management and Exact Target’s channel applications by unifying B2B and B2C communication on a single platform.

When do I use Marketo vs. ExactTarget?

• If you are an existing ExactTarget customer and want to add Marketo’s advanced lead nurturing and lead scoring capability, contact ExactTarget.
• If you not already an ExactTarget or Marketo customer
  • Primarily interested in mass email sending capability, then contact ExactTarget
  • Primarily interested in lead nurturing and lead scoring, then contact Marketo.