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Marketo Releases Marketo Lead Management 3.0

Marketing automation software vendor Marketo today announced the launch of its Marketo Lead Management 3.0 software suite. With more than 200 new features, the release is the most significant since the product's initial launch in early 2008.


Promising deeper support for a "conversational model of marketing," the new release provides 75 user interface enhancements as well as new features including:

  • More fine-grained control over segmentation, targeting, and triggering;
  • "Progressive profiling" on forms (i.e. additional profile is requested as a prospect moves through an interactive process);
  • Native integration with Salesforce.com;
  • Web visitor profiling; and
  • Automated duplicate lead removal.
Pricing starts at $1,500 per month and the company now has more than 150 midmarket and enterprise customers.

Marketo competes with products such as Eloqua, Silverpop Engage B2B (formerly Vtrenz), and Manticore in the marketing automation / demand generation space. Less directly, the company competes functionally with website visitor profiling / post-click marketing vendors such as LeadLander.

Companies seeking to improve the efficiency of their lead generation and lead management processes should first identify the gaps in their existing processes and most pressing needs before beginning a vendor evaluation process. But with an established platform and 200 enhancements in its new release, Marketo Lead Management 3.0 is definitely worth a look for midsize and larger enterprises who have focused internal lead management resources.

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Comments

Fred Yee said…
Hi Tom,

I'd thought we had followed most of the blogs that covered B2B marketing automation but I guess we missed WebMarketCentral. We will be sure to add it as it has great info.

I'd like to have you include ActiveConversion in the future if we could. We compare favorably with many of these companies mentioned.

We've been around since 2006 as more of what you call post-click marketing vendor that has demand generation/lead management capability.

We have bi-directional integration to Salesforce.com and progressive profiling and many of the features that are outlined here like landing page generation.

Pricing starts at $250/month. We like to balance our offering and see our customer base as not being overly dependent on demand generation, yet requiring more sophistication than post-click company/contact identification.

Contact me anytime for further information.

Cheers, Fred.
Tom Pick said…
Fred --

Thanks for stopping by and for the comment. I will check out your site and I'll be sure to include ActiveConversion in future posts about B2B marketing automation. The price point certainly sounds attractive.

Tom
Kate Crouch said…
Developing this on your company will assist to easily simplify as well as speed up repeating responsibilities inside of marketing and sales departments.

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