Marketo Marketing Blog

Marketo’s blogs explore the latest trends in marketing automation, content marketing, and lead management.

Latest articles

Forecasting the Unforecastable: Less Data, More Knowledge

How do you forecast anything after a year like 2020? Traditional forecasting and planning – using prior years’ data to predict the next 12 months –­ is well-established. But in 2020 it has been tough. Impossible, even. If the impact of  COVID-19 wasn’t enough, Brexit uncertainty added to the doubt. For many, 2020’s data is too skewed to be of much...

Time to Shine — Announcing the 2021 Adobe Experience Maker Awards

At Adobe, we know that when exceptional customer experiences shine, they did not happen without a spark. They are the result of talented individuals, teams, and entire companies reimagining customer journeys through digital transformation to realize new business opportunities and drive results. The 2021 Experience Maker Awards will shine a spotlight...

Modern B2B Marketing Attribution: Making the Business Case

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the...

Customer Happiness | 4 Tips to Measure What Truly Matters

Do you want happy customers?  Of course, you do. No business wants unhappy customers. But how do you know they’re happy? Repeat business isn’t necessarily a sign of happiness, as proved by the concept of customers as hostages (when customers don’t want to buy from you, but feel like they don’t have a choice.)  Is it, in fact, even possible to...

Center of Excellence | Top 10 Questions to Ask Yourself

Implementing a foundation program library inside of your Marketo Engage application is one feat. Implementing a center of excellence outside of the platform is another. Without a focus on people, processes, and overall technology, you could be setting yourself up for poor adoption and support. With a focus on the three, you could be setting yourself...

Lead Nurturing Campaigns | 6 Tips From a Small, But Mighty Marketing Team

Everyone is going to have their own story to tell when we reflect on the start of 2020. As marketers, we will talk about the enormous role of digital and how it impacted our jobs and our businesses. Some of us had to find the quickest way to move to a digital offering, and others had the challenging task of improving their business strategy. As Global...

Disrupting Law with Digital | Using Marketo Engage for Customer Needs

The starting point for marketing strategy begins with the customer. That’s not an approach you often find in a commercial law firm. LegalVision didn’t start as a law firm, but as an online resource for people. We began as a website where people could come and download legal documents that they could edit and use themselves, without needing a lawyer....

Pants Are Not Optional | Keeping Productivity & Company Culture Alive

ABC news reporter Will Reeve appeared on Good Morning America sans pants – not realizing the audience had a full view. Non-profit department head Lizet Ocampo shared that her boss “turned herself into a potato on our Microsoft teams meeting and can’t figure out how to turn the setting off.”  The UK’s Prime Minister Boris Johnson tweeted the Zoom code...

The New Breed of Marketers | 5 Attributes That Distinguish New Marketers

Marketing has changed.  And so have the people doing it. The breed of new marketers is under 40, successful and experienced – they’ve worked for big corporations and small businesses, and now they’re running their own mini-agencies. One thing connects them all: they believe marketing is not about selling. Instead, it’s about helping audiences.  1....

Marketing Attribution Advice From the Marketo Champion of the Year

Multi-touch marketing attribution is an essential practice for any good marketing professional. It provides a complete picture of the customer journey, in addition to clarifying where the marketing spend is going and proving ROI for different channels and programs. But I found myself wanting to know more about the personal experience of managing marketing...

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