Marketo: The Facilitator Of Everything In B2B Marketing

3 Mar 2023

The Power of Marketo

Marketing automation has become a must-have tool for businesses looking to streamline their marketing processes and generate pipeline and revenue. In fact, there are a lot of great things out there that have been said about marketing automation, which is why you should try it out if you haven’t already!

Among the many options available in the market, Marketo Engage stands out for its advanced capabilities. It’s a platform that helps you plan, create, and manage your B2B marketing – providing you with integrated campaigns, databases, creative assets, and reporting all in one place. It gives you the power to easily execute smart campaigns, drive more leads where they matter, and measure success without faffing around. In this blog, we’ll dive into the main features of Marketo and discuss what makes this tool so powerful.

Marketo features

In our experience as CXM consultants, here are a few of the powerful features we’ve learnt that Marketo has to offer:

  • Lead management and nurturing
  • Lead scoring
  • Marketing analytics and reporting
  • Personalised content and offers
  • Preference Centres to allow your audience to select the communications they need
  • Integration with enterprise-level systems, including CRM systems and social media platforms
  • Automated email campaigns
  • Customisable emails, landing pages and forms
  • A/B testing and optimisation
  • Target Account Management to support your ABM (Account Based Marketing) efforts
  • Advanced segmentation and targeting capabilities
  • Event management and tracking
  • Mobile and social marketing
  • Predictive content, audiences, and analytics – powered by Adobe AI
  • Sales engagement and alignment tools
  • Flexible pricing options

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A lens into the benefits

3 in 1 solution

The power of Marketo is that it has an extraordinary focus on lead generation, nurturing and conversion. With its multi-channel approach, you can engage with potential customers across various touchpoints, including email, social media, web, mobile, and even live events.

Marketo’s lead generation capabilities help you find new customers by engaging them with personalised content at the right time for their needs. You can then nurture your leads by providing them with relevant content based on the buyer journey stage to improve engagement rates and reduce churn. Then, once you have them on board, Marketo will convert them into qualified leads with automated engagement programs that react to how they engage with your brand. Track and score your leads’ behaviour to give your sales team valuable insights as they convert them into paying customers.


Personalisation is the key to a successful marketing campaign and Marketo makes it super easy to achieve. With its powerful personalisation features, you can tailor messaging and content to each individual contact, making them feel like your brand truly understands their preferences.

Marketo allows you to collect and store data on them, this includes browsing history, demographics, and past interactions with your company. Using this data you can create impressive dynamic content which changes on an individual basis. For instance, a software company can tailor how they present exclusive content, such as webinars, or reports to their customers versus prospects.

Dynamic content can be used to personalise emails, landing pages, calls-to-action, and other marketing materials. With this feature, you can truly create numerous unique experiences for each customer, building strong relationships and increasing engagement with your brand.

Target Account Management:

Marketo’s Target Account Management (TAM) feature is simply their spin-off of account-based marketing (ABM). With this feature, Marketo gives you the support you need to implement a solid ABM approach. TAM is your ticket to engaging with more prospects than ever before, and it’s a simple way to get your marketing and sales teams working together, so you can focus on the accounts you care about most.

With TAM, you can create a list of target accounts and assign them to your sales team. When your lead generation campaigns acquire new names, they can be automatically added to target accounts, giving you an organisation-level view on top of the traditional reporting on individuals. Link your Sales team up with Marketo Insights and every time there’s an update about their assigned accounts, they can access critical information about them in the dashboard. This gives your reps more context when they’re communicating with priority accounts. It also helps them understand how best to engage with decision-makers based on their recent activity.

Measurement and analytics

Marketo’s measurement and analytics capabilities are amazing. It provides a user-friendly interface that allows you to visualise your data in a way that makes sense to you. You can create custom dashboards, reports, and charts that give you real-time insights into the effectiveness of your campaigns.

You can gain deep insights into your performance, understand your audience better, and make data-driven decisions that drive results. With these detailed reports, you can see which channels are most effective, what times of day generate the most leads, and which promotions are driving conversions.

Marketo also offers an advanced analytics tool called Predictive Analytics, which uses powerful machine learning and AI to predict which leads are most likely to convert. Using this feature, you will know more about the readiness of your leads, which ones require further nurturing, and which ones you should move on from.

Partner Eco-system

If you use Marketo, you’re likely to be using other tools as well. Marketo allows you to connect your existing tools like Salesforce, Microsoft Dynamics and Zoho CRM. This makes it easier for you to manage your contacts, leads and customers in one place.

For example, let’s say you have a sales team that uses Salesforce to manage their opportunities and contacts. You can integrate Salesforce with Marketo so that the information entered automatically appears in the corresponding record in Marketo and vice versa. This makes it easy for sales reps to manage their leads from one central location without having to switch between different applications during their day.

Related: See how TAP CXM helped Miro join forces with Salesforce to reach 35 million users.

Ready to take on Marketo, but not sure who to trust for implementation?

To wrap things up

The above are just some of the many features and benefits Marketo provides for its users. Newcomers to automation can quickly ramp up their Marketo skills through comprehensive online resources, or through more formal training delivered by a Marketo Certified Expert. The analytics data alone will make any Marketo user prove the value of their campaigns to their CFO – a challenge most busy marketers face at one time or another! Not to mention, Marketo offers extremely affordable pricing plans.

Good news for you, at TAP CXM we are Marketo Engage experts and we even provide training! Contact us to speak with a specialist for free. We can help you unpack your goals and craft a solution to bring in more business with Marketo.

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