Marketo Announces Dialog Edition, Delivers Game-Changing Advances to Email Marketers
New solution accelerates transition from point-in-time email blasts to automated, individual, behavior-based engagement at the right time
SAN MATEO, Calif. — October 17, 2013 — Marketo (NASDAQ: MKTO), provider of the leading cloud-based marketing platform for building and sustaining engaging customer relationships, today announced the Dialog Edition, a new solution that provides email marketers with an easy transition from traditional email marketing to automated email campaigns.
“Marketers are facing a new digital world where consumers are drowning in marketing messages,” said Sanjay Dholakia, CMO of Marketo. “Marketers know they need to break through this noise, but their efforts to do so are often limited by email service providers, which force marketers into a world of impersonal, batch communications. The Dialog Edition offers a solution, empowering email marketers to build automated campaigns that create long-term, personal relationships.”
In a world where one-to-one personalization and individual relationships are a necessity to ensure marketing campaigns drive action, the Dialog Edition enables marketers to respond to a wide variety of individual behaviors in real-time with personalized content, dramatically increasing click-through rates, engagement, revenue and ROI. In a report released by Forrester, analyst Shar VanBoskirk writes, “Marketers who don’t adapt to customer needs will perish. The balance of power has tilted in favor of your customers, who are increasingly empowered in today’s digital environment. Only marketers who are customer-obsessed and adapt to consumers’ changing behaviors in real time will succeed.”
As the pioneer and thought leader in marketing automation, Marketo has helped marketers dramatically increase revenue by automating multi-channel marketing. The Dialog Edition is the first solution to offer the same advanced capabilities in a package built for the email marketer. The Dialog Edition will be available on October 25th.
“Email is a vital channel for us, but we knew that regular blast emails weren’t providing the results we desired,” said Dan Wynne, Director of Channel Marketing at Sharp Electronics. “We moved to Marketo because it provided all of the email capabilities we required, plus the ability to automate and personalize our conversations with prospects and customers across all digital channels, resulting in higher opens, clicks and revenue.”
Evolve from manual to automated campaigns
The Dialog Edition empowers marketers to increase productivity through automation, offering engagement with more people, more frequently, without additional resources. Marketers can set up campaigns that deliver streams of relevant content from the instant a new email address is captured. The Dialog Edition can then move people between content streams automatically based on individual behaviors, effectively managing communications across each customer’s lifecycle and without manual intervention by the marketer. Most importantly, the Dialog Edition intelligently tracks which content has been sent to which people to ensure nobody receives too many emails or the same content twice. These capabilities, powered by Marketo’s proprietary Customer Engagement Engine, reinvent email marketing and ensure your brand is always at the forefront, without adding more email marketing capacity.
Trigger individual, personalized emails without a programmer’s help
The Dialog Edition allows marketers to listen to visitor activity across channels and respond in real-time with the right message at the right moment. With emails that are triggered by interactions on a website, on a social network or with previous emails, marketers can engage in thousands of individual conversations at scale. And these campaigns can be built by marketers in a matter of minutes, thanks to Marketo’s easy-to-use drag & drop campaign builder. With the Dialog Edition, marketers never need to call in a programmer for support again.
Move from dumb lists to a smart database
The Dialog Edition is built on a valuable marketing database that stores demographic and behavioral information about customers. By continually learning about customers over time, email marketers can rely on rich data to drive better segmentations. And thanks to Marketo’s proprietary Smart List technology, those segmentations are automatically built inside the Dialog Edition for any one-time email send or automated email campaigns, freeing email marketers from ever having to manually pull a list again.
Automate across multiple channels
With the Dialog Edition, marketers can unify campaigns across email, mobile, social, and the web, all powered by Marketo’s marketing database. With Marketo’s suite of social products, marketers can publish new Facebook pages, create social polls, or run sweepstakes and referral campaigns that result in new marketable contacts. And all of these interactions can be used to inform outbound email campaigns so that each interaction builds on the last to grow relationships over time.
Measure engagement & impact, not just opens & clicks
The Dialog Edition includes Marketo’s best-in-class analytics for testing & measuring batch and automated campaigns, helping marketers continually drive increased conversions. Standard metrics such as email opens and click-throughs can be easily reviewed in both graphical and detailed reports. Additionally, the Dialog Edition provides advanced analytics that deliver real insight into campaign effectiveness. For example, the Engagement Score gives marketers a standard metric to measure the performance of content over time. Marketers can also rely on Marketo’s time-series analytics to measure conversions, revenue, and the ROI of email marketing, and then compare those results to other channels to ensure marketing dollars are spent effectively.
The Dialog Edition is supported by the power of Marketo’s Marketing Nation, a network of marketers, resources, and expertise to help marketers be successful. The Nation includes access to hundreds of online resources, an award-winning blog, and insights from key marketing leaders. A worldwide community enables more than 30,000 marketers to share best practices online and in regional user groups. Marketo’s Program Exchange allows marketers to quickly download and implement best-of-breed campaigns and Marketo’s LaunchPoint partner ecosystem extends the capabilities of Marketo’s platform.
All of the Dialog Edition’s advanced capabilities augment the traditional email capabilities marketers require, including high-volume deliverability, easy-to-use A/B testing, and dynamically generated emails. With the Dialog Edition, there are no fees based on email volume like with most email service providers. By relieving the burden of per-email fees, marketers gain the freedom to try new email campaigns without worrying about the cost of each email. Interested in learning more?
About Marketo: Marketing Software. Easy, Powerful, Complete.
Marketo (NASDAQ: MKTO) provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. Spanning today’s digital, social, mobile and offline channels, the Marketo® solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing’s contribution to revenue growth. Marketo’s applications are known for their breakthrough ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 150 LaunchPoint™ ecosystem partners and over 30,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results.
Headquartered in San Mateo, CA with offices in Europe and Australia, Marketo serves as a strategic marketing partner to more than 2,500 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.
Marketo, the Marketo logo, Marketing Nation and LaunchPoint are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.
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 Forrester Research, Inc. “The New Messaging Mandate” -08/08/12