Following the announcement of new Marketo functionalities at the Marketing Nation Summit this week in San Francisco, marketers buzzed about which of the features they would implement into their marketing strategies. One announcement that piqued my interest: Marketo will now have an integrated application with Hootsuite, thereby giving marketers the ability to manage leads from within Hootsuite’s dashboard and sync to Marketo.

"This integration is a significant development for marketers," says Ryan Holmes, CEO of HootSuite. “Our integration with Marketo simplifies the process of capturing these key interactions in your lead database." 

Leveraging key social platforms such as Twitter, Facebook, Linkedin, Google+, Foursquare and Wordpress, Marketo customers will now be able to seamlessly add qualified social leads to their Marketo database.

Lead information will sync in Marketo with new social-specific-behavioral insights for existing leads, contacts, or net-new leads. For the first time, on a prospect or customer, record marketing and sales teams can gain insight into precisely where a social lead is in the buying cycle, as well as whether certain social behaviors are indicative of purchase behavior.

Here are a few key integration highlights:

Robust lead insight from social

Engage in a more meaningful way with your leads and existing customers by leveraging key social information captured in Hootsuite and then passed to Marketo and potentially to your CRM database. 

HootSuite can now update lead records with social profile, message, and conversation data to provide deeper context in helping to push leads through the sales funnel. Additionally, they will have the ability to follow up on key prospects with relevant campaigns by integrating existing keyword searches and engagement monitoring.

Lead qualification via social scoring

This integration will help capture key social media activity and conversations to uncover opportunities for engagement. Keep your database up-to-date and accurate by using social data to score leads and query lead databases to search social media users against existing prospects.

Track business revenue back to social media

Once a business sets up a social presence, it’s not just lead generation that becomes easier. Marketers are also able to target by social platform and substantially shorten lead lifecycles and attribute revenue to specific social channels.

Tie social interactions back to CRM support system

The integration also brings the CRM relationship — particularly with Salesforce — into the picture for support teams, providing their service to a social support channel. Businesses are now able to achieve true “closed loop” tracking, beginning at the creation of a support ticket from a social site and sustaining throughout a lifecycle within a CRM tool.

The application is available for download on the HootSuite application directory. Have questions about how this new social integration will change or streamline your marketing strategy and customer engagement? Contact us to speak with a Bluewolf marketing expert today.