The conference halls at Marketing Nation Summit in San Francisco recently might have been packed with people, but the products Marketo announced there are intended to create a similar sense of togetherness in the enterprise on a more regular basis. This includes the launch of Marketo Sales Engage, which will let sales and marketing teams create more coordinated campaigns. Marketo Sky, meanwhile, will give marketers a head start on the campaign process with better workflows and tools, while Marketo Performance Insights will tell them how well they’re doing.
Marketo isn’t the only one focused on bringing data and teams together, though.
A partnership between Integrate and Bombora, for example, will see the latter’s intent data woven into the former’s Demand Orchestration Software, essentially allowing marketers to validate leads and better target them based on personas for account-based marketing activities.
It’s hard to generate leads without great content, of course, and Contently is suggesting a more data-driven approach will yield better results. Its ContentlyOne platform will use machine learning to improve the way brands develop a content marketing strategy, streamline the process and improve the governance around it. The platform will also integrate with Adobe Experience Manager, Marketo and Salesforce, the company said.
This race to weave together disparate parts of the martech stack may be because there are so many layers in it. If you’re one of the companies that has decided to try Facebook Workplace, for instance, but were also using HubSpot for customer relationship management, checking for sales-related activity has traditionally involved a lot of back and forth. HubSpot said it is now able to deliver CRM notifications right into Workplace. Is that something you’d merely “like,” or “heart” — as in, “love”?
Speaking of which, this month’s Love Issue has officially gotten underway. Click through to any of the following for more.
-SS
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