Marketo Inc. has announced a data integration with Google Analytics and Google AdWords and the marketing software firm’s Engagement Marketing Platform. The partnership will help marketers see how their ads are performing beyond the initial conversion in AdWords and provide a deeper understanding of their target audiences for more personalized ad delivery.
A challenge for B2B advertisers is seeing the end result of their campaigns. In AdWords, conversions trigger after an action is taken — a demo or webinar signup or a whitepaper download, for example. Marketers don’t know if those conversions turned into meaningful prospects or actual sales. The Marketo integration aims to close the loop and give marketers insights into what’s actually working to convert customers and allow them to retarget with personalized ads to their most promising prospects.