Why Marketo Acquired Insightera – The Complete Content Journey

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This morning, Marketo announced that is was acquiring Insightera, a real-time personalization platform for websites and mobile applications.  The platform helps personalize content to increase engagement and conversions.

InsighteraFunnel

Marketo already offers funnel optimization capabilities such as segmentation and visitor tracking so why bring Insightera aboard?  The answer — relevant content is king and the Marketo/Insightera relationship enables marketers to optimize the conversation for the full lifecycle of the buying  journey. Let’s dive into an example.

Once a lead enters the funnel, Marketo excels at helping marketers deliver email content that is relevant through the use of segmentation (firmographic data that drives campaigns). For example, if John Smith is an oil industry executive, he could receive a string of emails that promote how his oil company would benefit from a certain product. His landing pages could even be customized based on his segment to improve the online conversation.  However, this type of personalization only happens AFTER John fills out a form and supplies his data.

What if John is perusing the site and hasn’t yet provided his information?  This is where the power of Insightera comes in.  Insightera starts the personalized communications earlier in the funnel so the conversation starts sooner. B2B marketers can display their best performing and most relevant content to online visitors based on the visitor’s company, industry and actual behavior – even if they’re anonymous. In John’s case, if he started visiting a set of oil-industry related pages, Insightera would start displaying an oil-industry focused offers to help transition him to the next stage of the buying  journey.

Insightera is an integrated partner in Marketo’s LaunchPoint ecosystem and their solution continues to be available for immediate purchase. According to Marketo, once the acquisition is final, Marketo will begin selling Insightera’s products without interruption, first under the Insightera brand, and soon as a Marketo product.

The above example is just one use case for the Insightera/Marketo relationship. Insightera can also help Marketo customers with account based marketing to expand customer relationships. For more details, read the original press release at www.marketo.com or watch the case study below.

 

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DYN

Josh Verrill

Services: Strategy, Assessment, Ongoing Services

“RevEngine Marketing has helped Dyn reach amazing results. Within 60 days, REM helped Dyn establish repeatable best practices to improve marketing efficiencies over 50%. That enabled our business owners to focus on the business, not on our system.
With REM as our long term partner, we’ve seen marketing’s contribution revenue double over the past year. REM has helped us achieve success with everything from managing the lead lifecycle to gaining visibility into marketing effectiveness.”

451research

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Clavis Insights

Helped find the gaps in Solix marketing process to put on path for 5X improvement.

Centage

Created efficiencies reducing webinar setup time and other programs by 50%+.

Reduced reporting time on key video watching program by 10x. Insights now take minutes as opposed to hours.

Clavis Insights

Established best practice program and landing page strategy to streamline ongoing marketing as much as 50%.

Provided vision into marketing influence by creating multi touch attribution model to measure the impact of various touch points.

DYN

1. Created marketing efficiencies reducing day-to-day workload for select campaigns by 30%+.

2. Identified approx $1 million+ in bad/old data to cutting Marketo license costs, improving personalization and boosting marketing results.

3.Streamlined Marketo performance 30%+ with in-depth performance audit to disable old campaigns, eliminate unnecessary fields and optimize CRM sync.

4. Improved nurture journey reducing staffing 1/4 resource (or $25K) the time of sending manually.

Bullhorn

Created efficiencies reducing webinar setup time and other programs by 50%+.

Reduced reporting time on key video watching program by 10x. Insights now take minutes as opposed to hours.

DataGravity

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Fusion

Boost engagement by 167% including a 12X single day improvement leveraging a Triple Touch Methodology.

IngramMicro

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Kewill

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USAA

Develop a Second Chance nurture strategy to boost engagement 2X for previously unconsumed content.

Yearup

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