Marketo customer results and the future of customization

Profile picture for user gonzodaddy By Den Howlett April 9, 2014
Customers speak about success while Jon Miller, co-founder Marketo discusses the future of customization

Earlier in the week, I was a guest at the annual Marketo user conference. The above video shows a short compilation of three conversations I had with customers and the company. It highlights success and a peek into the future of customization.

This year, the emphasis was upon showcasing customers that are winning with Marketo solutions and showing the outcomes of a substantial re-engineering project that sees the company modernize its interface, providing users with much simpler ways to interact with the software.

While the company didn't announce anything earth shattering, other than a deal with Acxiom a vendor that provides technology to deliver customized web offers, I was intrigued to meet with two customers that are seeing solid results from using Market's technology.

First on deck was Kaiser Permanente. The US healthcare market is undergoing significant change following the Affordable Care Act - aka Obamacare. And while the top of mind news might center around glitches in the US government enrollment programs, the impact on providers is significant. Kaiser Permanente, which operates across nine US states is responding to the need for switching from a B2B model to one that is more attuned to B2C approaches. It has seen significant outcomes in both its ongoing B2B marketing and B2C. This video tells the full story.

Curves, an international fitness business recently embarked on a digital transformation project that included website consolidation and a more focused, process driven approach to marketing to its target segment: women in the 35-55 age group. Here, its efforts have seen a dramatic uplift in membership at a time when there is intense competition for attention. Their video story can be found here.

Finally, I sat down with Jon Miller, VP strategy and co-founder, Marketo. Customization is his passion and during our detailed discussion it became apparent that this is a journey and not a destination. It is also clear that while take up and adoption remain strong, these are early days, a sentiment with which customers agree. Check out the video here.

I sometimes wonder whether much of what passes as 'marketing' is little more than a black art. In talking to customers and the company, while that might have been true in the past, it is becoming increasingly apparent that positive change is in the air. The application of more scientific approaches, combined with judicious use of many data sources sees companies achieving much better returns on marketing spend while continuing to refine marketing models but without entirely eliminating the human judgment that is required for any campaign.

Here is the playlist from the video recorded: