ExactTarget, Marketo Announce Partnership to Integrate Marketing Technologies
ExactTarget and Marketo, two of the world’s leading Software as a Service (SaaS) companies, announced a strategic partnership today to integrate Marketo’s Revenue Performance Management solution with ExactTarget’s Interactive Marketing Hub™.
Developed as the first partner application for the Interactive Marketing Hub, the application will provide Marketo’s full lead management functionality directly from the Interactive Marketing Hub, allowing marketers to plan, power, monitor and track Marketo revenue performance management campaigns alongside ExactTarget-powered email, mobile, social media and web campaigns.
ExactTarget’s team of professionals across North America, Europe and Asia-Pacific will begin selling and supporting the integrated Marketo partner application later this year, expanding Marketo’s reach into new markets around the globe.
“Consumers are interacting with brands in real time across email, mobile, social media and the web, and marketers must make the most of the opportunity to effectively engage,” said Scott Dorsey, ExactTarget co-founder and chief executive officer. “By bringing the power of Marketo to the ExactTarget Interactive Marketing Hub, we can provide B-to-B marketers a single solution to deliver real-time cross-channel marketing, improve sales efficiency and accelerate revenue growth.”
Unveiled in September 2010, the Interactive Marketing Hub is a cross-channel interactive marketing platform that enables marketers to engage in real-time marketing, consolidate all data to create a common view of the consumer and deliver targeted, permission-based interactions across email, mobile, social media and the web. Currently in beta with more than 500 of the world’s leading brands, the Interactive Marketing Hub is an online marketing suite that provides a platform for marketers and technology providers to connect disparate data sources to power more relevant real-time cross-channel marketing.
“We are in the midst of a transformational shift in the Revenue Performance Management market,” said Phil Fernandez, president and chief executive officer of Marketo. “The buying process has changed – customers now touch dozens of online and offline information sources before they ever talk to a sales representative. Businesses recognize they need to move with high velocity to reach these prospects with compelling content before they decide to buy from a competitor. By combining ExactTarget and Marketo’s market-leading products, we offer an unmatched solution to businesses seeking to engage with customers at the speed of the modern social web to accelerate revenue growth.”
The Marketo partner application will feature full integration with the ExactTarget Interactive Marketing Hub, allowing marketers to access unified calendaring, campaign management, data management and ExactTarget’s channel applications by bringing B-to-B and B-to-C communication together in a single platform.
“To progress beyond the limitations of single-channel solutions, … professionals must consider incorporating the online marketing suite into their approach to cross-channel marketing,” wrote Joe Stanhope, senior analyst at Forrester Research, Inc., in the March 2011 report entitled The Road to the Online Marketing Suite. “The online marketing suite facilitates marketing performance improvements by linking execution, content, and measurement to coordinate and optimize interactions across multiple online channels.”
In addition to the partnership, the companies also announced that ExactTarget has selected Marketo to power its global revenue performance management efforts. ExactTarget’s global sales and marketing teams will use Marketo’s technology to expand lead flow, optimize sales and marketing investment and improve productivity.
News of the ExactTarget-Marketo partnership follows record-setting annual performance for both companies. ExactTarget announced annual revenue growth of 41 percent in 2010, finishing the year with more than $134 million in GAAP revenue. Marketo posted 315 percent year-over-year revenue growth in 2010, making it the fastest-growing Revenue Performance Management provider. The company recently signed its 1000th customer, passing the milestone in less than three years.
For more information about the Marketo application for the ExactTarget Interactive Marketing Hub, visit www.ExactTarget.com/Marketo.
Marketo is the global leader in Revenue Performance Management. Marketo’s powerful yet easy-to-use marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work — and work together — to drive revenue performance and fuel business growth. The company’s proven technology, comprehensive services, and expert guidance are helping corporations to turn marketing from a cost center to a business-building revenue driver. Marketo has been recognized with the 2010 CODiE award for “Best Marketing Solution,” the “Best Sales and Marketing 2.0 Solution” from SellingPower, and the “Best Marketing Automation Application” by Salesforce customers on the AppExchange. As of March 2011, more than 1000 enterprise and mid-market clients globally have adopted Marketo solutions. For more information, visit http://www.Marketo.com, or subscribe to Marketo’s award-winning blogs at http://blog.marketo.com/.
ExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The company’s Interactive Marketing Hub technology provides organizations a single solution to connect with customers via email, integrated text messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget powers permission-based multichannel communications for thousands of organizations around the world including Expedia.com, Best Buy, Papa John’s, CareerBuilder.com, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visit www.exacttarget.com.