News

Citing the rapidly growing interest among B2B marketers in account-based marketing (ABM), Jon Miller recently left his position as VP of Marketing and Co-Founder of Marketo to launch a startup to develop an ABM platform. Miller’s new company, Engagio, has already received $10 million in Series A funding.

"As I have talked to marketers over the past year, I am convinced that ABM is going to be the next big idea in B2B marketing, and it is an area that is currently being underserved," said Founder and CEO Miller in an interview with Demand Gen Report. He noted a recent survey from LeanData in which more than 80% of B2B companies reported that ABM is now a priority. “In January 2014, ABM didn’t even show up as a Google search term."

Marketo unveiled new integrations with Google AdWords and Google Analytics, which position Marketo users to track and measure ad spending and provide more targeted messaging.

The integrations are designed to enable marketers to link Marketo data such as firmographic and customer profile information to their Google Analytics platform to personalize campaigns. Offline activities that are tracked in Marketo — such as when a lead is qualified and a deal is closed — can be exported to AdWords to measure the ROI of digital ad campaigns.

Integrate, a cloud-based marketing platform provider, launched its Closed-Loop Media Optimizer app for Oracle Eloqua users. The app is designed to provide a holistic view of campaign performance to optimize spend and boost customer acquisition.

Announced at the Modern Marketing Experience, the app enables Eloqua users to automate closed-loop KPI reporting within Eloqua’s Campaign Canvas, positioning users to make KPI data actionable on the Integrate dashboard in real-time.

Janrain, a customer identity management solutions provider, has integrated with the Oracle Marketing Cloud in an effort to give B2B marketers actionable insights and data for more targeted, personalized messaging.

Announced at the Modern Marketing Experience event in Las Vegas, NV, the integration is designed to sync customer data to target prospects with relevant products, services and offers through multiple channels.

Oracle introduced several tools at its Modern Marketing Experience event this week designed to help marketers track customers across channels and devices, as well as identify prospects that match the profiles of their best customers.

In an interview with Demand Gen Report, John Stetic, Group VP of Product for Oracle Marketing Cloud, said these moves offer tighter integration between many of the company’s recently acquired technologies, including Eloqua’s marketing automation platform, BlueKai’s data management platform and the Responsys cross-channel marketing platform.