TLDR:
Alyce and Marketo Engage join forces in order to provide 1:1 gifting experience campaigns that are relevant and personal. Greg Segall, the CEO of Alyce, says that integrating with Marketo not only expands Alyce’s market, but strengthens existing customer relationships, as well. There are three features of this integration: the auto-syncing of all Alyce activity for impact measurement, the ability to set up marketing triggers, and greater sales rep visibility for personalized engagement opportunities.
Alyce is an Account-Based Marketing (ABM) platform with a focus on strategic B2B gifting. Marketo Engage, on the other hand, is a solution designed to handle leads by engaging them at every stage of the buyer’s journey.
Together, these two companies formed an integration that works for both businesses. Sales teams can now measure the impact of their strategic 1:1 gifting campaigns directly within Marketo Engage.
According to Greg Segall, the CEO of Alyce, integrating with Marketo enlarges their target market by a significant margin. The move also gets some of their existing customers to use the platform more often.
The integration has three main components that marketers should know about. Those features are:
- Syncing. All Alyce activity—that is, anything a marketer does on the platform, “including all gift engagements and meetings booked”—for ease of measurement, are synced to Marketo Engage. That way, marketers will be able to know how effective Alyce is in their “organization’s attribution model and native workflow.”
- Triggers. Any marketing activity is designed to be personal. This includes “nurture streams, drip campaigns, reminder emails and automated processes.”
- Greater visibility. One of the main goals of this integration is to provide sales with the information they need to do their job effectively. More specifically, with the insights derived from both Alyce and Marketo Engage, sales can “deliver more one-to-one engagements.”
The Marketing Automation and Attribution Specialist at Bandwidth, Kimberly Galtz, said in a statement that this is good news for them. The integration will make “report[ing] on our personal gifting programs, allow us to scale and let us run more relevant and personal follow-up campaigns that convert more effectively.”
Original article from DemandGen Report on 26 February 2020.
