Marketo’s Hootsuite Integration to Link Social Listening with Lead Gen

marketoAt the recent Marketo Summit, the marketing automation vendor announced that Hootsuite will soon be integrated into the Marketo system in an attempt to link social listening to lead generation. As part of an effort to expand its presence as a leader in the marketing automation space, Marketo’s integration of Hootsuite will reportedly help streamline the marketing automation workflow for B2B marketers.

According to an article from CMSWire, Marketo’s integration of Hootsuite is part of several changes the company will make to its marketing automation platform this year. By integrating Hootsuite, Marketo claims that marketers will have the capacity to search relevant keywords and competitor names and then tie those sources into the lead generation efforts of a campaign. Marketo stated that users will be able to create and execute all social campaigns directly in its marketing automation platform. This feature will allegedly allow users to coordinate social campaigns to trigger another type of campaign.

Marketo announced that Hootsuite’s integration will be accompanied by a new Marketing Financial Management tool which will reportedly allow marketers to track and create budgets in one space. During his summit keynote, Phil Fernandez, Marketo president and CEO, said, “We’ve seen our vision transforming social marketing from being an isolated silo cut off from other marketing channels into a fully integrated marketing process.”

For B2B marketers, the integration of Hootsuite into Marketo’s marketing automation platform could potentially open up an opportunity to increase lead generation by applying the data gathered through social listening. The updates to Marketo’s marketing automation are intended to create a further integrated system that marketers can use to link all aspects of a campaign.


Photo courtesy of Marketo

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