MUNICH, Feb. 12, 2015 /PRNewswire/ -- Marketo Inc. (NASDAQ: MKTO), the leading provider of engagement marketing software and solutions and hybris software, an SAP company, today announced they are partnering to integrate Marketo's Engagement Marketing Platform with hybris' marketing platform. As a result, brands will be able to leverage contextual customer data from across the enterprise and other sources to create omni-channel marketing campaigns that drive life-long customer engagement.
Historically, much of the data about a customer's interaction with a brand has lived in silos. As a result, companies have struggled to understand the overall interactions with a specific customer across sales, marketing, customer support and online commerce. This has limited a marketer's ability to drive personalized campaigns that utilizes all of the enterprise data. By linking the Marketo and hybris platforms – marketers can now address this challenge better than ever before.
For example, a large manufacturer would use hybris and Marketo to first capture and analyze data across its sales, marketing, service, commerce and supply chain functions. Then, the manufacturer would leverage this information to segment prospects and customers into logical groups based on demographic, firmographic and behavioral and other patterns. The company can then utilize this information to create deeply personal, ongoing marketing campaigns that help build long-term relationships.
"Marketo's mission is to help marketers master the art and science of digital marketing and help brands engage with customers and prospects to build meaningful and personalized relationships over time," said Anthony Nemelka, senior vice president of strategy and business development at Marketo. "We are excited to team up with hybris to solve one of the most fundamental challenges facing marketers – making data actionable. Marketers can now benefit from the combined value of our technologies and be successful in this era of engagement marketing."
Increasingly, marketers are being asked to own the customer engagement on behalf of their companies. According to a recently completed study by the Economist Intelligence Unit, 75% of marketers said they will be responsible for the customer's lifetime end-to-end customer engagement. Central to that shift will be the use of technology by the marketer to manage customer engagement. Today, barely half of all marketers use data to gain insights and engage customers. In three to five years, however, 81% say they will use data to make the connections with customers. Similarly, more than 80% of marketers will rely on technology to engage customers in a conversation to build advocacy and trust over the next three to five years.
Patrick Finn, Senior Vice President, Global Channels and Partnerships, hybris and SAP CEC comments: "At every stage of their decision journey – using a search engine, browsing a web page, clicking on an advertisement, opening an email – customers provide us with 'signals of intent' that reveal what they want and what they need. The SAP hybris Marketing solution enables marketers to use these signals in real-time to engage customers in context with a relevant, personalized and targeted experience. We are excited to partner with Marketo – a market leader in digital marketing and customer engagement – and make our powerful combined solution available to a broad spectrum of companies around the world."
About Marketo
Marketo (NASDAQ: MKTO) provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today's digital, social, mobile and offline channels, Marketo's® Engagement Marketing Platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo's applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of more than 400 third-party solutions through our LaunchPoint® ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing partner to more than 3,750 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.
About SAP hybris Marketing
SAP hybris Marketing supports a new set of marketing solutions and partnerships available from the hybris Extend online integration marketplace. The solutions, developed in close collaboration with industry leaders, include pre-built integrations to ensure faster time-to-value and higher quality in deploying with the SAP hybris Marketing suite. SAP hybris Marketing uses big data analytics in real-time to surface contextual insights that enhance each link in the marketing value chain. The platform allows companies to build up a 360 degree view of the customer across every channel and constantly enrich it from internal and external data sources; it enables predictive modelling – based on activity, sentiment, profile, lifetime value – allowing for more precise targeting and it segments customers using Big Data analytics, tailoring messages to them in order to deliver the best possible customer experience.
For more information on the SAP hybris Marketing solution: http://www.hybris.com/en/marketing
About hybris
hybris software, an SAP company, provides omni-channel customer engagement and commerce solutions that allow organizations to build up a contextual understanding of their customers in real-time, deliver a more impactful, relevant customer experience and sell more goods, services and digital content across every touch point, channel and device. Through its state-of-the-art customer data management, context driven marketing tools and unified commerce processes, hybris has helped some of the world's leading organizations including 3M, ASICS, Bridgestone, EE, Galeries Lafayette, Johnson & Johnson, Levi Strauss & Co, Nestle, Nespresso, Nikon, Rexel, Samsung Electronics, Ted Baker, Tommy Bahama and W.W. Grainger, to attract, retain, and grow a profitable customer base. hybris Commerce Suite and hybris Marketing sit right at the heart of SAP's customer engagement and commerce (CEC) suite of solutions, alongside SAP® Cloud for Sales, SAP Cloud for Service and SAP CRM. These provide organizations with the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems. For more information, visit www.hybris.com.
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SOURCE Marketo Inc.
