Marketo is a leading provider of cloud-based marketing software for building, sustaining and engaging customer relationships. Since integrating with HootSuite, Marketo has more than tripled their social media communities, tracked a significant portion of business revenue back to social and achieved 93% customer satisfaction rate. As a leading social organization, Marketo’s journey provides excellent visibility into what other companies can achieve.

1. 1CASE STUDY: MARKETO
CaseStudy:
Marketo
How Marketo Uses Social Media
to Improve Campaigns
Marketo is a leading provider of cloud-based marketing software for
building, sustaining and engaging customer relationships. In this case
study discover how Marketo uses Hootsuite Enterprise Marketing,
Customer Service and Sales Solutions to leverage social media across
their channels and deliver key business objectives.
Introduction:
Breaking Down Business Silos
As businesses reorganize to address social channels, working together as
a Social Enterprise is imperative for effective communication and to deliver
the best leads to sales.
To help source, build and sustain relationships with future customers
while managing the growing complexity of real-time social communication,
businesses look to a new generation of marketing software. Marketo is
one of the most innovative companies in the market, leveraging customer
campaigns that incorporate social media across multiple channels
(including mobile).
According to noteworthy analysts, Marketo is a technology leader in the
marketing automation space. Its innovative software integrates marketing
campaigns with multiple functions, including lead generation, customer
acquisition, customer service and analytics for a holistic view of customers.
93% Customer support
satisfaction level
Use Twitter to target buyers
and shotern lead cycle

2. 2CASE STUDY: MARKETO
Challenges:
Understanding Social Marketing Campaigns
For businesses like Marketo, it is critical to gain visibility into the value
of social media within an overall marketing effort, both for its own
information and to address customer concerns.
Without being present on social media, many businesses were missing
a huge opportunity to learn about their potential customers. Likewise,
without the proper management resources, social media proves to
be a widening blind spot in terms of brand awareness and superior
customer insights.
In 2012, Marketo partnered with Hootsuite to address these challenges
and better understand the intricacies of their own marketing
campaigns.
“In the beginning, we were using Marketo’s social applications such
as referral contests and sweepstakes to interact with our audience,
but when it came to direct engagement we were barely breaking the
surface. Since we weren’t using anything for listening and publishing
we turned to Hootsuite. We signed up for the free version and because
we had such a great experience, we chose to upgrade to an Enterprise
Account” — Carra Manahan, Marketing Programs Specialist, Marketo.
In the market for a powerful social relationship platform, Marketo set
out to reach the following top-tier goals for social media:
‹‹ Social Marketing: Engage in dynamic conversations and share
relevant content.
‹‹ Social Selling: Gain superior customer insights and increase sales
productivity.
‹‹ Social Customer Service: Accelerate response times and increase
satisfaction.
Achieving Success:
Marketo uses Hootsuite to more effectively identify potential
customers. By tapping into Twitter to target potential buyers, Marketo’s
sales team is able to shorten the lead generation cycle. In turn, the
sales team can attribute a significant portion of their total business
revenue back to deals touched by a social channel.
Manahan explains, “We definitely take advantage of Twitter’s targeting
capabilities to reach potential buyers. In the same way that content is
mapped, we map our tweets to the appropriate audience.”
“For example, this year we released an eBook all about email
marketing. On Twitter, our goal was to get our tweets about this new
asset in front of the right audience. After doing research to find email
marketing experts on Twitter, we targeted their followers as it’s likely
that they had an interest in email marketing. They are then directed
“Marketo relies
on Hootsuite as
the centerpiece
of its social media
monitoring.”
“Hootsuite allows us
to better understand
the impact of social
media and engage
customers more
strategically through
social channels.
As social media
becomes a more
important part of
how our customers
communicate, we
will continue to
invest here.”
Sanjay Dholakia,
Chief Marketing Officer, Marketo

3. 3CASE STUDY: MARKETO
“Social media adds
fuel to the fire that
is your content
marketing and allows
you to build trust,
engage with your
audience and expand
your reach. Whether
this means adding
social share buttons
to every landing
page or creating
a social referral
contest to incentive,
you need to make
it a component to
whatever you’re
doing.”
Carra Manahan,
Marketing Programs Specialist,
Marketo
to a landing page from which they can download the book,” clarifies
Manahan.
Tie Social Interactions Back to CRM Support System
Another innovative step that Marketo has taken to become a Social
Enterprise is to closely integrate Hootsuite with the CRM software
of salesforce.com. In turn, their support organization has achieved
a customer satisfaction level of 93% and intends to grow their social
support channel.
The Salesforce app for Hootsuite arms the customer support team
with the tools to immediately direct support cases to the appropriate
team member. With a more efficient workflow from case creation
to resolution, Marketo was able to simplify processes and improve
customer satisfaction. Their customer support team also benefited
with the ability to create cases directly from social messages in the
Hootsuite dashboard.
“Software vendor Marketo combines social customer service with
traditional service channels using Hootsuite and Salesforce.com. The
move toward a multichannel customer engagement center has seen
the customer support organization achieve a customer satisfaction
level of 93%” — Kenneth Law, Customer Support Knowledge and Social
Media Manager, Marketo.
Results:
Organization Wide Social Success
As an accomplished marketing company in the technology industry,
Marketo’s relatively recent social media growth to become a leading
Social Enterprise provides excellent visibility into what other companies
can achieve.
Sanjay Dholakia, Chief Marketing Officer at Marketo closes by adding,
“For a company to be successful today it must embrace all channels,
and social marketing is a critical part of that equation. We are very
happy with our experience with Hootsuite and expect to build upon it
as we move forward.”