With the Winter 2015 cloud release, we introduced the ability to integrate Jive communities with Marketo. With this integration, community activity of both guests and registered users is streamed into Marketo to build marketing insight.
- What is Marketo?
- How does Jive Software integrate with Marketo?
- What is the cost for the integration?
- Which versions and cloud tiers integrate?
- Why would we use this integration?
- What does the integration look like to the end user?
- What information is sent to Marketo as part of the integration?
- Can this be used for Jive-n?
- Can Marketo information be directed into a Jive community?
- Is Marketo integration into Jive communities also free?
What is Marketo?
Marketo is the leader in marketing automation software (MAS). They provide a range of products that range from marketing automation, consumer engagement marketing, real-time personalisation to marketing management. At Jive Software, we use Marketo as well for email campaigns.
From the Winter 2015 cloud release as well as version 8, Jive communities can be configured to stream activity of both guests and registered users to Marketo. This configuration is completed by entering the Marketo Munchkin Account ID under the "Marketo Analysis' tab in the 'Third-party Analytics' section of the admin console.
What is the cost for the integration?
The integration from Jive communities to Marketo is included in all cloud tiers and custom deployments of version 8 and higher.
Which versions and cloud tiers integrate?
Marketo integration is available for all cloud tiers of Jive-n as well as Jive-x. For custom versions of Jive-n and Jive-x, version 8 or higher provides the integration.
Why would we use this integration?
Marketing automation tools can help provide key data about which visitors to your website are the most likely to buy or should be contacted by the sales team. Yet why stop at the website? Once users move from the website into the community, you might be missing key information. This is exactly what the Marketo integration addresses: you can now start capturing key data on what prospects are viewing, downloading or working with. For example, if a user enters the community and views a blog or a document that describes 'ProductX,' it makes sense to enter them into a nurturing campaign around that product. When the sales team contacts the user, they now have the insight they need to focus on ProductX rather than having a generic conversation. With this, you now have additional visibility on how the community is used and a direct and much deeper understanding on how it impacts sales and lead generation.
What does the integration look like to the end user?
There is no impact to the end user interface; the whole integration runs in the background and relays community activity to Marketo only.
What information is sent to Marketo as part of the integration?
The information that is sent to Marketo is determined by the Marketo integration itself. This could be as basic as 'anonymous clicked into doc-1234' or as advanced as providing the all information from a registered user, the document name, the time they were on the page before clicking away, any links they selected, etc.
Can this be used for Jive-n?
Yes. Although more typically aimed at gathering community insight for external communities as part of an enterprise wide marketing automation system, the Marketo integration can be used on Jive-n (internal) instances.
Can Marketo information be directed into a Jive community?
Yes. Marketing information from Marketo (e.g. from the Marketo Realtime Personalization product) can be used to drive relevant content, ads or offers into a Jive community. The Winter 2015 release introduced Apps Tiles which are one way that this integration can be accomplished with relative ease.
Is Marketo integration into Jive communities also free?
No. Since each integration of Marketo insight or data is use case and organisation specific, there is no off the shelf implementation for this. Organisations can either themselves, with partners or together with Jive Software use the integration interfaces of both Marketo as well as Jive communities to build these integrations. Any implementation of this nature will likely require a degree of services, be they from Marketo or Jive.