Marketo Announces ABM Availability
- by Radu Cotarcea
Marketo has announced the availability as of September 13, 2016, of its Account-Based Marketing (ABM) solution, which "brings together sales and marketing teams to target, engage, and measure key accounts in a highly coordinated fashion.” The company claims its ABM "is the only solution that offers all the essentials for ABM success natively within a single, proven marketing automation platform."
According to Marketo, ABM will allow account teams to: (a) Target the accounts that matter; (b) Deeply engage accounts and key decision-makers across channels; (c) Utilize powerful account-based analytics; and (d) Take advantage of complementary solutions (offered by Marketo's LaunchPoint ecosystem partners).
Marketo client, Skyword’s Director of Marketing Operations Adam Vavrek, was quoted: "At Skyword, we're always looking for the latest innovations that will strengthen our business and ultimately help us to provide the best content solutions for our customers. Marketo is our trusted partner for marketing automation, and their latest offering around account-based marketing is yet another indicator of their commitment to helping us achieve and exceed our goals.”
Chandar Pattabhiram, Chief Marketing Officer of Marketo also commented: "While marketing and sales teams have long been doing account targeting, the technology hasn't been available to reach and engage accounts – and the decision makers within them – in a coordinated, scalable way from one place. Built natively within the Marketo platform, Marketo ABM provides account teams with all of the necessary tools to discover, manage, engage, and analyze the accounts with the most revenue potential, thus driving revenue from their most valuable accounts and delivering higher return on their sales and marketing investments."