ToutApp Marketo Sales Engage

SAN MATEO, Calif., Nov. 9, 2017 /PRNewswire/ -- Marketo, Inc., the leading provider of engagement marketing software and solutions, today announced it has partnered with LinkedIn Sales Navigator to empower sales teams to discover the right prospects within target accounts and engage with them in a more personalized way to drive revenue growth.The complexity of today's sales cycle makes it challenging for revenue teams to build pipeline efficiently and close business promptly. Sales teams are tasked with navigating complicated organizational structures while engaging the right buyers and influencers with relevant and meaningful content at all stages of the buyer's journey.Recognizing these challenges, Marketo and LinkedIn Sales Navigator have partnered to deliver an innovative integration that supports sales teams' efforts to identify and engage the best contacts with personalized messages at every stage.With this integration, sales reps can access potential customers' LinkedIn profiles and gain visibility into their professional network, all within Marketo ToutApp to: -- Leverage shared connections to secure "warm introductions" to prospects -- Uncover new contacts within a given account to increase reach and coverage -- Discover contacts' professional experiences and interests to tailor outbound messages and build rapport"The biggest thing holding back sales and prospecting teams today is accurate data on potential people and companies," said Tawheed Kader, group vice president, Corporate Strategy, and general manager, Engagement Applications, Marketo. "With this new integration, sales teams are able to tap directly into LinkedIn Sales Navigator insights from within Marketo ToutApp, empowering sellers to connect with the right contacts and focus their efforts on creating the personalized brand experiences that are essential for converting prospects to customers."To learn more about the Marketo ToutApp and LinkedIn Sales Navigator integration, please contact sales@marketo.com.About Marketo Marketo, Inc., offers the leading Engagement Platform that empowers marketers to create lasting relationships and grow revenue. Consistently recognized as the industry's innovation pioneer, Marketo is the trusted platform for thousands of CMOs thanks to its scalability, reliability, and openness. Marketo is headquartered in San Mateo, CA, with offices around the world, and serves as a strategic partner to large enterprise and fast-growing organizations across a wide

It’s an annual tradition at Marketing Nation Summit for Marketo to announce new features and product updates.Similarly, Perkuto's post-Summit practice is to provide a summary of the discussions as well as commentary on the potential impact for your marketing operations. It’s our way of keeping you informed while keeping it real. So grab a cup of coffee — this post is a little longer than most but worth the time to read in its entirety.Marketo Product Updates on Deck for 2018 - An OverviewThis year, Marketo defined five main product priorities plus announced key enhancements in each area. The 30,000-foot overview:UX: Garnishing audience “ooh’s” and “ah’s,” Marketo’s unveiled its new next-generation user interface, “Marketo Sky.” Entering into open beta this month, Sky is visually appealing and contains some highly-requested productivity enhancements.Analytics: In a calculated (pun intended) and much-needed move, Marketo shored up its attribution and analytics capabilities with the acquisition of Bizible, a leading Marketing Performance Management solution.AI: “AI” is the buzzword in marketing circles right now. In a timely move, Marketo announced new machine-learning capabilities for identifying your ideal customer and finding look-alike audiences (AudienceAI).Marketing/Sales Alignment: In 2017, Marketo announced the ToutApp acquisition. In 2018, ToutApp is being rebranded as “Marketo Sales Engage” with tighter integration to the Marketo platform.Platform: Marketo continues the ongoing quest for scalability, with additional changes to improve campaign throughput and speed plus a plan for improved LaunchPoint integrations.Diving Deep: UXMarketo’s next-generation user interface has been a long time coming; customers should expect an open beta version available in May 2018. More than just a cosmetic re-skinning, the new interface is a complete overhaul of Marketo’s front-end, using modern web technologies and providing a stronger foundation for continued development. Seasoned Marketo admins will especially relish the productivity improvements, including:Saved RulesSaved rules are collections of triggers/filters or flow steps that can be preserved and made accessible to your users. For example, you might have a specific set of smart list filters you use to email all customers of “product A,” including customer status, product entitlement, record viability, plus advanced logic to tie them together — you get the idea.As we all know, (and likely have experienced at some point), these filters are easy to mess up. With the new interface, the admin can create a rule called “Customers of Product A” and drag that rule onto the canvas causing your previously saved filters/triggers to materialize. Currently, the saved rules feature operates globally, although there was a discussion of private vs. public rules possibly in the future. And in case you’re wondering, the same logic can also be applied to flow steps. Overall, the saved rules feature will save marketing operations staff time and error-proof the process.

Marketo UI. This feature could enable marketers to better understand their audiences, surface interesting segments they hadn't considered before, build better targeted campaigns, and improve personalization. It would be nice to see a broader range of attributes available for the cluster analysis, as I can imagine there will be important business-specific traits that companies would want to include. Fully Adaptive CampaignsThe ultimate vision for AI in marketing automation encompasses fully adaptive campaigns and the ability to pre-select a person’s next touch automatically across multiple channels. We’ve heard this concept before at both Summit 2016 and 2017. Are we any closer to fruition? Perhaps, although I expect it will be several years before it becomes a reality, given the complexity of the task.Sales and Marketing AlignmentAs mentioned earlier, ToutApp is being rebranding as “Marketo Sales Engage” (MSE) with tighter integration to the Marketo platform. What can you expect?Live FeedMSE features a “live feed” of recent updates relevant to sales. Essentially, a salesperson can dock this feed at the side of their screen and see real-time updates of new prioritized leads, lead actions across web and email, and other sales and marketing touches. Think of it as a revamped “Best Bets” view from Marketo Sales Insight (MSI) except in a better container.PlaybooksMSE also includes the ability for sales to put marketing leads into automated nurtures (called “Playbooks”) as well as assistance in writing semi-personalized, templated emails.What does it mean for customers?One of the challenges I’ve perceived with the ToutApp acquisition is that there hasn’t been a compelling reason for users of competing solutions in the category to make a switch.However, the introduction of a consolidated live feed that includes both sales and marketing data in one place is intriguing. Data disintegration is frustrating to sales; they need a simple, clear place to get all their insights. Pitching MSE as a master sales enablement tool may be a key selling point, especially if Bizible touchpoint data is integrated. Looking ahead, MSE could also be the natural successor to the aging MSI product, which has been stagnant for years. Perhaps existing MSI seats could be swapped for MSE licenses? Just an idea, Marketo.Platform Scale and Performance ImprovementsFor many years, Marketo’s platform has been on an extended journey to increase the scale and performance of its underlying platform, dating back to the Orion Project in 2016. In Q1 2018, we saw the launch of “Campaign V2,” intended to improve the speed of trigger execution. The rollout is underway now, continuing throughout the year.Immediately following on the heels of Campaign V2, “Campaign V3” is also in the works, designed to improve the speed of batch campaign execution. In practical terms, this means that (for example) if

We started to implement ToutApp but had to pull the plug on them because it wasn't actually performing the way it was supposed to with our instance of SF. We are now in the middle of implementing InsideSales. In my experience with each, they don't truly integrate with Marketo (even though both companies claimed they did when the sales team demoed their products). As you mentioned in your question, primarily you have to be able to pull the information you need from the SF activity log. The nice thing about InsideSales is that we are going to be able have much deeper insight into the emails that the sales team is sending (but you can't get that info in Marketo ). One thing I struggle with is that you either have to build the email templates in the InsideSales tool or in SF, it would be nice if we could have complete control over that piece in Marketo. The other thing I have struggled with is that Marketo is limited on the triggers you can use from the SF activity log.My thoughts on your specific questions:- Scoring: I would also be curious if anyone has added (or plans to add) scoring off of activities using these tools. This is something we have been going back and forth on.- Tracking: we are primarily using member/program statuses to track leads in Marketo. I'm sure there is more we could be doing, but we are just getting ramped up at this point.- In order to prevent over mailing between sales and marketing we are using campaigns to track everything - if they are an active member of a Sales campaign, they won't be receiving nurture emails from the marketing team. We established an SLA of 4 weeks for the sales team to follow up on the leads we are pushing into their campaigns. If they haven't converted by the end of the 4 weeks, marketing will start pushing those leads through our campaigns again.

Current state of the tech stack. It’s a great way to learn the marketing and sales processes and understand the lead lifecycle.This first diagram was critical to me being able to troubleshoot the thousands of API errors I was seeing every day. I have continued this tradition in my subsequent roles, using diagrams like this as a visual roadmap for my key stakeholders. I encourage clients to create them and publish them in a common place, where other stakeholders can comment and suggest additions or corrections. I encourage people to create a “Current State” diagram and a “Future State” diagram that can be used when presenting the technology and systems roadmap to non-technical stakeholders. I also keep a technical version that shows details like the API username for each integration, a short description of the type of data being pushed to Marketo Engage or pulled from Marketo Engage, and a detailed diagram of any middleware flows and triggers. Here are a few recent examples.Current State, Future State:Detailed layers by functional category: Basic Lead and Data Source Flow: Simplified Diagram This is a great exercise for a new Marketing Operation Manager/Platform Operations Manager. Even if this diagram already exists, have them start from scratch and create a new one. The newbie may have a different perspective! various formats. You can create your own diagrams in draw.io (Google Docs), Adobe XD, Figma, or Gliffy (in Confluence), just to name a few. Most of these tools can import multiple file formats, so hopefully one of these will work for you.Next Steps Ready to get to know your key stakeholders, and get to know your technology ecosystem? Just follow the steps below. Make a list of every Marketo Engage platform integration you are aware of. Do some sleuthing to identify the functional owner of