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The 7 best marketing automation features in Marketo

James A. Martin | Jan. 29, 2016
A set of professional marketers and Marketo customers share their favorite features of the popular marketing automation platform, including a unique 'Engagement Engine' and a bustling user community.

2 features Marketo thinks you should know about

In addition to Marketo users, we asked the company's vice president of demand generation, Heidi Bullock, for her take on the platform's most notable capabilities. Here are two features that weren't mentioned by the customers we interviewed.

1. Marketo Beacon integration for mobile customer data, marketing

Last year, Marketo integrated the Gimbal platform for location and proximity-based marketing into its "Mobile Marketing Engagement" platform. The Gimbal platform provides Marketo users with location-based data to help them make appropriate decisions based on opt-in customer-behavior data.

For example, Gimbal's platform and wireless beacons let Marketo users easily track how many people attend company trade show demos, or interact with representatives at events or stores through opt-in messages.

2. Marketo 'Ad Bridge'

"Ad Bridge" integrates Marketo behavior data with Facebook, Google, LinkedIn and other ad platforms, enabling marketers to highly target people on those platforms who might be most receptive to specific ads, Bullock says. Ad Bridge lets you "leverage what you know about your customers" so that you can target ads on social media and other platforms to viewers based on their industry, organization, purchase history, IP address, and more. This lets you "market just to those you care about, instead of to the world," she says.

 

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