Marketo, LinkedIn Join Forces To Offer More Personalized Ads

Engagement marketing software maker Marketo Inc. is teaming up with LinkedIn to bring what it calls more personalized engagement to marketers online and offline. The partnership connects LinkedInEUs Lead Accelerator product with MarketoEUs Engagement Marketing Platform, letting marketers engage in relevant conversations with customers wherever they are online.

Marketo said the integration lets marketers forge long-term relationships with known customers and prospects beyond e-mail, using display and social ads across desktop and mobile, based on their stage in the buying cycle. It also provides marketers with enriched data on known and anonymous prospects, including relevant business, profiles and behavioral information. The company said that delivers more relevant ads to customers and prospects on their channels of choice over time.

"Until now, marketers were forced to manage their programs separately on different channels," said Phil Fernandez, CEO at Marketo. "MarketoEUs integration with LinkedIn removes that barrier and makes it possible for marketers to nurture customers in a personalized and consistent way across channels. "

More Marketing

LinkedIn said its Lead Accelerator, in tandem with MarketoEUs Engagement Marketing Platform, can further enable marketers to engage the right professionals with the right content as they make their way through the purchase/decision process.

We reached out to Simon Hayhurst, senior vice president of Product Marketing for media-buying platform RocketFuel, who told us companies such as his can now leverage marketersEU first-party data to automate targeted, one-to-one marketing across all channels.

"Our technology can flow back and forth between our system and MarketoEUs," said Hayhurst. "The result is a win for marketers and customers: continuous improvement in marketing campaign targeting -- each decision in the customer engagement journey is more informed than the last, resulting in greater personalization and optimal business outcomes."

Mobile Enhancements

Marketo also announced the release of new digital advertising and mobile capabilities for its Marketo Engagement...

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