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Marketo Reinvents Lead Nurturing and Email Marketing with New Customer Engagement Engine
Sets New Standard for Power and Ease in Content and Email Marketing
Modern marketing has gotten complicated. Marketers have to juggle dozens of programs and pieces of content at any given time, and figure out what any given person has seen or hasn't seen. In addition, they are constantly trying to determine the next best piece of content or ideal message for every individual. Until now, this has been just too difficult. Email service providers lack the intelligence to meaningfully engage individuals on a one-to-one basis, and traditional marketing automation systems have forced marketers to become programmers in order to deliver even the most basic nurturing campaigns. But Marketo's Customer Engagement engine makes this easy and frees marketers to focus on developing the best content, while the system intelligently manages the distribution and delivery of that content.
"Before this new innovation from Marketo, every marketing automation and campaign management system on the market - frankly, including our own - required marketers to create complex logic to coordinate the flow of rich and relevant content to each individual customer. Email providers are even further behind, and don't give marketers the ability to build individual customer dialogs. Simply put, it's just been too hard," said Phil Fernandez, CEO of Marketo. "With a continuous focus on thought leadership and innovation, our team at Marketo has carefully studied the needs of modern relationship marketing professionals, and we have invented a completely new solution to this vexing challenge. We are thrilled to introduce the Marketo Customer Engagement engine, and we think this innovation will become a new standard for marketers everywhere."
Intelligent engagement. The Customer Engagement engine automatically and intelligently provides prospects and customers with the best and freshest message based on who they are and what content they have seen in the past. With older solutions, if anything changed, or if new content and offers were created, the marketer had to re-program the system. Now, with this new engine, marketers can simply drag-and-drop new or modified materials into Marketo's automated Smart Streams, and the system automatically manages the timing and sending of the right content, to the right person, at the right time. This long sought-after capability makes the marketer's job radically less complicated and far more productive as they spend time being marketers - creating compelling content and messages - rather than spending time manually programming complex interaction scenarios.
A system that has your back. Marketo Customer Engagement not only intelligently manages content distribution and communication, but it also protects the marketer against pitfalls in this harried and complex world of content marketing. With dozens of campaigns, offers, and pieces of content "in flight" at any time, marketers inevitably miss something - and as a result a customer or prospect might receive an email with obsolete messaging, or might accidentally receive three text messages in the same day, or might be skipped completely since they have exhausted all the available content. Marketo's Customer Engagement engine continuously monitors customer communications, and automatically corrects and alerts the marketer before a problem happens. It allows the marketer to feel safe and know that their campaigns will put the best foot forward with customers and prospects. That makes the marketing programs look good. That makes the marketer look great.
The right metrics. Marketo Customer Engagement gives the marketer unique insight into the performance of their content and offers. With traditional email marketing and nurturing solutions, the marketer has to pore over multiple sources of detailed data like click rates, email opens, unsubscribes, and so on to try to discern how different messages perform - and even then there is no insight into whether the campaign is actually engaging consumers and deepening relationships. Now, however, the Customer Engagement engine uses proprietary machine learning algorithms from Marketo's data science team to provide a single measure of the overall impact of content on customer engagement and results. The Engagement Score gives the marketer a standard metric to measure the performance of messages over time and lets them continuously tune and improve the engagement of their campaigns.
Marketo customer Algonquin College, a leader in education has been awaiting the release of the Customer Engagement engine since seeing a preview of it in April. "We were thrilled when we saw a preview of the new Customer Engagement engine at Marketo's customer conference," Eric Hollebone, Director of Marketing at Algonquin College said. "It's going to change our world because it allows the whole team to ensure that we're delivering fresh and relevant content at all times, and we can focus on creating winning campaigns while leaving it to Marketo to give us actionable insights on which content delivers the highest level of engagement."
With Marketo Customer Engagement, marketers no longer have to architect complex and often ineffective programs campaigns that take a lot of time to build and even more time to manage. This sets a new standard for email marketers and marketing automation users everywhere. To learn more and see the new solution in action, register for our June 25, 2013 webinar, "Lead Nurturing Reinvented: Introducing Marketo Customer Engagement."
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