Setting up an online store is easy, and you can add beautiful pictures of your goods. Making sales, which is also called a “conversion,” is the hardest part of any online business.
You have to know how to sell your goods. Unlike a traditional store, no one will know about your online business unless you advertise it. In a real store, people will walk by and tell their friends about who you are and what you sell.
Marketo is a tool that can help you find a solution to this problem. It is a marketing system that lets you create mobile marketing campaigns, automate these campaigns, send emails to potential clients, and do a lot more.
Here, we’ll talk about how powerful and useful this online marketing system is, as well as how much it costs. This will help you decide if it’s something you should use for your business.
A Brief Look Back
Marketo has been around for a long time, more than ten years. It was started in 2006, and at first it was just a simple tool for automating marketing. Now, it includes marketing management and analytics as well. It is used in many fields, including healthcare, media, manufacturing, and financial services.
The main office of Marketo is in California. It has more than a thousand employees, and it now has offices in France, Japan, and Australia.
Adobe bought Marketo in 2023.
Why should you use Marketo?
Marketo is the best marketing company. It offers email marketing and a lot of other services that help businesses get in front of people. It’s a well-known brand that big companies like Sirius, which makes digital radio, use.
It is also known for its Launchpoint system, which lets you start your marketing campaign and use all of its features.
Today, it’s even a standard, and Marketo has a program for marketers to get certified in it. Getting a Marketo certification shows that you know about marketing and lets you charge more than most freelancers for your services.
You have to pass a test to become a certified Marketo expert.
And if you pass the test, you’ll be able to do these things:
- As a digital marketer, you can post this digital credential on your social media sites.
- Certification that is known around the world
- You have the chance to work for Marketo.
- If you do, you can join the Marketo group on LinkedIn as an employee.
So, not only do you get to use the product, but you also gain a valuable skill that you can sell once you are certified.
Marketo has these
If you use Marketo, the number of services and marketing tools it has may be too much for you to handle.
The things you can do with Marketo are listed below.
Automation in marketing
With this tool, you can make campaigns for specific customers. For example, you can only show your advertising to women and only to people of a certain age.
With this tool, you can make landing pages, ads for social media, forms, and track how people use your site. Since you only focus on the hot prospects and not random people, you will be spending your money on marketing where it has value.
Here, you’ll also learn how to use marketing techniques like scoring CRM integration, sales intelligence, sales calls, and nurturing prospect clients.
This part of the system also has analytics that can show you how each of your campaigns affects your sales. Marketo Moments is the tool that lets you get to the analytics.
Email Campaign
Here, you can make a professional-looking email campaign that you can send to your email list. It has an editor that works like a word processor. To add photos or videos, all you have to do is drag and drop them.
This tool also has templates that you can use to make your work easier. Just add the text for your campaign, change the colors and fonts, and send the email.
The great thing about this software is that the email will look different depending on what kind of device the recipient has. It means that when someone looks at your campaign on their phone, it won’t look like a bunch of broken links and images.
Designed for mobile use
Customers can see your ads while they are in your app thanks to this feature. As long as your app is on their devices, you can market your products to them while they play games or watch videos on YouTube.
This is helpful because you can send push notifications to your customers based on what you want. You can send them push notifications based on what they are doing or when they are in your business app.
Your business can also stay in touch with customers in real time. Your customers’ locations will be known by the Marketo system. This information can also be used to send push notifications.
For instance, you might have a trade show going on at 123 Main Street. If the Marketo system notices that a customer is in that area, you can send that customer a message that you have an ad for a tradeshow that he might want to go to.
Digital Ads
This is where you can make ads and send them out in many different ways. You can change the settings for ads so that they only show up for certain types of people or people who are interested in certain things.
Here, you can choose whether you only want your ads to show up on mobile, desktop, or other channels like email or social media pages. You can put your ad on Google, LinkedIn, Facebook, and other sites.
With this feature, you can also start retargeting for people who went to your website but didn’t buy anything. It has a system called Audience Hub that gives them information about how their customers act. With this, you can make a campaign that is much more tailored to your needs.
Web
In this feature, you will focus on people who might buy from you but have never done so before. It will help you convert up to 98% of your visitors who don’t know who you are. With this tool, you can add content and messaging to your site that will get people interested in your business.
You can also make real-time call-to-action campaigns because this feature automatically analyzes customer behavior, location, and other things like the website they came from before going to your website.
The Science of Marketing
You get more than just numbers and reports with this feature. Marketo’s marketing analytics feature digs deep into these numbers to give you a better idea of what they mean.
For example, you can see statistics about every point of contact with a customer and figure out which parts of your campaign are really bringing in sales. If you know that your Facebook ad is doing better, you can boost it and make more money from that social media channel.
Here, you can also keep track of how your customers move around your business space. You can see how people move through your sales funnels and where they stop looking, which you can use to improve your sales funnels or make better offers.
If you don’t want to see the default report settings, you can make a report that fits your needs. You can also put all of your data together here so that you don’t have to use too many spreadsheets.
Content that is expected
Predictive content is a term for computer software or programs that try to figure out which ad or piece of content to show a person.
This guess is based on data analysis and an algorithm. On your website, you might have a number of videos, infographics, articles, and eBooks. Marketo indexes these pieces of content and looks at how they work and how best to show them to people.
If one of your videos is a tutorial on how to build a website, Marketo will show this video ad to people who have been looking for information on how to build a website on the internet in the past.
The potential customer will then be sent to your website. If your video presentation is convincing enough, this potential customer may become a paying customer.
Account profiles and insights
This is a tool that sorts your known and unknown customers into groups. You can make profiles with this tool.
For example, you want to make customer profiles for women between the ages of 18 and 25 who love pets. If you’re trying to sell something for pets, you can use this profile to target people who are more likely to buy.
Sales Connect
If you have sales reps, this tool is the best one to use. You need people to work in a contact center, or you can hire independent contractors to call sales leads and sell your product.
With this feature, your sales reps will have a list of very likely customers to buy. The account insights and customer profiles will help your employees learn a lot about a certain customer.
Your sales reps don’t have to call your leads to talk to them. They can sell through email, social media, and even regular mail. And because Marketo gives them customer insights, they will know how to sell to these leads, when to sell to them, and what products to sell them.
Marketo Solutions
The tools you can use to increase sales and improve your marketing campaigns are the features of the Marketo marketing system. But the solutions are for specific marketing problems that every business has.
Here are some of the Marketo solutions you can use:
- Lead management is a way to keep in touch with potential customers before sending them to your sales page. You can use effective sales funnels to make sure a sale is made.
- Email marketing a marketing guide that will help you make an email ad that your customers will read
- Consumer marketing is a guide that tells you how to get customers and get them to buy. It also tells you how to keep customers and make them loyal to your brand.
- Customer-based marketing is a way to keep in touch with your current customers and make sure you can do business with them again.
- Mobile marketing is a way to keep people interested in your app, and you can also use it to talk to your customers in a more personal way.
Price of Marketo
So, how much does it cost to use Marketo?
This software is not for people in business who are trying to save money. Marketo is for medium-sized and large businesses with a marketing budget of at least $1,000.
If you want all of these features, you will need to talk to Marketo about getting an enterprise account. But if not, you can choose from a few different bundles.
Lead Management Bundle
There are four price levels for this: Basic, Pro, Elite, and Enterprise.
You’ll get the following with the Basic package:
- Lead Scoring, Segmenting, and Nurturing for the Customer Engagement Engine
- Optimization for Search Engines
- Forms, Email, and Landing Pages
- Events, Webinars, and Social Marketing
- The A/B Test
- Sales Intelligence
- Dashboards and Reports for CRM Integration of Campaigns
- Marketing Calendar
If you take the PRO, you will get all the features of the Basic plus the following:
- Digital Ads
- ContentAI
- Program and Campaign Analysis
- API and Integrations
- Additional Marketing and Sales Users
In Elite, you get everything from the first two games plus:
- Anonymous Retargeting
- Opportunity Influence Modeler
- Revenue Modeler
- Success Path Analyzer
- Advanced Report Builder
Email Marketing Bundle
This bundle only comes in one package, which includes the following services:
- Drag-and-drop audience segmentation for email and landing page builders
- Responsive Template Library for Mobile
- Real-Time Triggers for Campaigns
- Intelligent Nurturing
- A/B testing for both emails and landing pages
- Campaign with Dynamic Content Reports and Dashboards
- Calendar forms for marketing and progressive profiling
- Automatic Workflows
- Search Engine Optimization (SEO) for Social Marketing
Marketing to consumers
Like the Email Bundle, there is only one package in this one. Here are the things you will get:
- Audience Segmentation in a Marketing Database
- Real-Time Behavioral Triggers
- Intelligent Nurturing
- Optimization for Search Engines
- Event marketing and social marketing
- Digital Ads
- Email Marketing
- Customizing the Web
- Pages to land on and forms
- A/B Testing Campaign Reports and Dashboards
- Marketing Calendar Mobile Marketing
- Marketing that uses more than one way to reach customers
Marketing Bundle for Customer Base
This is meant to help you get to know your customers better. It only has one package, which includes the following:
- The list of customers
- Putting customers in groups
- Taking care of customers
- Scores for Customers
- Customizing the Web
- Intelligent Nurturing Account-Based Web Marketing
- Email Marketing
- Pages to land on and forms
- Webinars and other events
- Integration of Social Marketing, CRM, and Sales Intelligence
- Campaign Dashboard and Reports for the Customer Journey Modeler
- The Marketing Calendar and Revenue Analytics
Mobile Marketing Bundle
Mobile bundle is the best choice for people who want to reach app and mobile users. It only comes in one package, which has the following things:
- Notifications on the go
- In-App Messaging
- Classifying users
- Tracking how users act
- Real-Time Behavioral Triggers
- Email Marketing Landing Pages
- Intelligent Nurturing
- Dashboards for mobile performance
All of the packages, including the Basic from the Lead Management Bundle, would cost you $895 per month.
The price of the PRO package is $1,795 per month, and the price of the Elite package is $3,195 per month.
Summary
Marketo is not for people who are new to doing business online. These features are for big businesses that are already making money and for those who are ready to make the whole world their market.
Does it cost enough? Yes, that’s the answer. But only if you have a big business and need customized marketing solutions to make more sales and keep customers.
If your marketing budget is $3,000, you should make at least $50,000 per month in gross sales to be able to afford this.
Marketo is what you need if you want a one-stop shop for everything that has to do with marketing and getting more people to buy.
If you only want to focus on one campaign, like email marketing, you might want to look for a cheaper alternative to Marketo.
