Marketo is Playing Match.com–Miss PPC meet Mr. Marketing Automation

Lead Nurturing: 8 Ways To Get Your Leads to Say I Do
3rd Sep
Close the Loop in Marketo with New Account Based Attribution
12th Sep
Show all

With the announcement of Marketo’s Google Adwords integration, it’s about time these two solutions came together to provide better insight. The announcement is perfect timing for one of our clients who is revamping their PPC campaigns.

googleadwordsplusmarketoCompanies invest tons in Google adwords. The typical process is a PPC expert manages all the PPC campaigns in Google. Leads click on ads and register for high value items such as white papers and webinars. At this point, the marketing automation solutions take over the scoring, nurturing and other behind-the-scenes lead management.  Campaign analysis is mostly done in two separate systems.

Sure, marketers can track that a lead came from Google (a conversion), but granular closed-loop reporting is limited. For example, it’s easy to measure that 100,000 people saw an ad, 200 people clicked and 80 people registered.  Seeing how those 80 people progress through the funnel and tying their activity back to specific AdWords copy has been a bit more complex. As a result, marketers have historically lacked insight to make better decisions on Google Adwords investment.

With Marketo’s new AdWords Conversion Import  feature , joint customers will now be able to view conversion data from Marketo within Google AdWords, providing visibility into which clicks resulted in qualified leads, opportunities, and new customers. As a result, marketers will have better insight to adjust AdWords bids to improve results and optimize spend.

So when can Marketo customers start taking advantage of the new Google Adwords capabilities? The new AdWords feature and new Marketo integrated solution are available immediately. Existing Marketo customers can download step-by-step instructions from the Community.

9/12 Update. Apparently, the feature is not yet ready for Marketo users. I’ll update the post once the functionality becomes available.

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

Coming soon…

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

Coming soon…

Fusion

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

IngramMicro

Coming soon…

Kewill

Coming soon…

USAA

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

Yearup

Coming soon…