End of last year US-based marketing automation specialist Marketo announced that it has integrated B2B social media capabilities, including Twitter, with its lead management solution.
In this post Jon Miller, VP Marketing and co-founder, shares his view on how Twitter and social media in general can and should be used for marketing purposes.
Below you can read Jon’s view on the subject.
A while back I wrote about Forrester’s Laura Ramos report on the ‘lead management automation’ market. One of the companies that ranked high for lead scoring and nurturing was US-based marketing automation software vendor Marketo. Earlier this week Marketo announced that it has integrated B2B social media capabilities with its lead management solution.
In a press release the company says these capabilities, powered by integrations with third-party social media solutions such as Salesforce for Twitter and Helpstream’s Social CRM Suite, allow marketers to monitor conversations on social sites such as Twitter and to use that information in lead nurturing, lead scoring, lead segmentation and trigger-based email marketing.
A simple example: when a prospect tweets a request for more information, Marketo can now track the Twitter conversation as a Marketo activity, give it a lead score, augment the lead’s profile, and trigger the appropriate follow-up and lead nurturing campaigns.