The Marketo Pronouncement, and The Top 10 Marketing Technology Articles Curated Tuesday, 4/15/14 | Marketing automation and technology | Scoop.it

At Marketo’s recent conference, they announced their platform strategy, where Marketo will focus on core competencies while opening up its APIs to 3rd party vendors. The announcement was met with open arms, e.g., Scott Brinker called it a “major inflection point.”

 

This is right out of the SFDC AppExchange playbook, and it is a royal pain to play in the AppExchange. From dev to QC to vendor evals…and all the associated costs (including SFDC costs!). So why do AppExchange participants do this, esp. when the SFDC sales team is not pushing your product? Because SFDC has the footprint, and it’s a size 24 shoe.

 

I’ve got to think that the LOE for the 3rd party ISV to participate in the Marketo ecosystem is the same pain. The real question: will it be worth it? After all, Marketo’s shoe size is a 4 relative to SFDC, so you just can’t expect the same ROI.

 

If I’m an ISV, I’m very cautious about this…and MAPs! So I’m very curious if 3rd party ISVs will move toward Marketo, especially since Marketo is integrated with SFDC (why would an ISV on the AppExchange get involved with the Marketo program?).

 

I’m not expecting a huge rush towards Marketo’s exchange, unless there are significant incentives for ISVs.

 

Regardless, Geoffrey Moore continues to loom large over technology.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > As the Hub Turns . . . - Gartner http://sco.lt/9FvJsv

-- > Google+ Marketing Tactics, How to Promote Your Content on Google+ - Social Media Examiner http://sco.lt/6zvV7h

-- > Marketers Data Rich and Knowledge Poor - DM News http://sco.lt/56gLFx

-- > Customer Experience Matrix: Marketo Conference: Small Changes, Big Picture http://sco.lt/55KkO9

-- > Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink http://sco.lt/6Iq2zJ

-- > 4 Things to Measure With Marketing Automation | Lead Views - a B2B Lead Generation Blog http://sco.lt/9HliEL

-- > Connecting Content to ROI Is Critical in 2014, Say 78% of Search Marketers [Survey] - Search Engine Watch http://sco.lt/634lAf

-- > Infographic: The Inbound Call Channel is Huge... and Untapped - Marketing Technology Blog http://sco.lt/6G0Kjh

-- > How to Use GooglePlus for Marketing - infographic - Digital Information World http://sco.lt/4gzv29

-- > Your Guide to Benefiting from Social Media - infographic - Digital Information World http://sco.lt/5xKNmr

 

 

See ALL Top Curated Marketing Technology Articles here.

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