At the Adobe Summit – The Digital Experience Conference, the market leader in B2B demand orchestration Integrate announced that it has expanded its collaboration with Marketo to help joint customers drive engagement with prospects and customers more effectively and accelerate revenue.
B2B marketers that use Integrate and Marketo together can automate lead processing, filtering and routing from their customer acquisition channels onto Marketo, thus eliminating manual data quality processes and allowing sales and marketing teams to nurture leads faster.
“Many of Integrate’s customers use Marketo as their marketing engagement solution and have asked us to make this combination even more potent,” said Jeremy Bloom, Founder, and CEO of Integrate. “By taking our integration to the next level, we can now deliver a premium experience for Marketo users that ensures an even greater return on their investment.”
Together, Integrate and Marketo allow their joint customers to orchestrate demand generation efforts and gain a holistic view of the customer journey by connecting top-funnel campaigns to lower-funnel conversion metrics.
The collaboration underscores Integrate and Marketo’s symbiotic relationship. Integrate leverages Marketo for marketing engagement, and Adobe and Marketo make use of Integrate’s demand orchestration platform to automate delivery of clean, intelligent lead data into their systems.
“As marketers, we know that data is the driving force behind every decision we make,” said David Alexander, Vice President of Marketing at SAP Concur. “At SAP Concur, data is the foundational building-block for how we record and monitor every aspect of our performance, and build our plans for the future. Integrate helps us keep our data clean, insightful and actionable, enabling us to leverage Marketo for appropriate sales and marketing outreach that drives growth.”
“One of the biggest drags on revenue efficiency is poor data quality. Not only can it require significant manual effort upfront to remediate, but there are also exponential downstream costs when it’s not kept in check,” said John Donlon, Senior Research Director at SiriusDecisions. “Any organization that can automate its data quality processes at the perimeter of their ecosystem will gain a huge advantage throughout the waterfall in conversion rates, velocity, the volume of deals and even deal size.”