As most of you know, Tokara Solutions has strengthened its professional services consulting around marketing automation by becoming a Marketo partner, so that we can now bring you all the benefits of Marketo, an industry leader in marketing automation software, ranking for consecutive years in Gartner’s Magic Quadrant for Lead Management.
Today’s blog is the next in our series highlighting some of the powerful features Marketo brings the companies that use it – in this case the creation of website landing pages and forms that allow you to measure and collect critical information on clients and prospects who want to view assets you make available on your website.
At the most basic level, a landing page is a website page that a customer clicks through to from an advertisement, email, or other location on the web. An effectively optimized landing page can also appear in organic search results when a prospect searches for a product or service, making it critical to the process of converting a prospect into a paying customer.
The key benefit of landing pages from a marketing perspective, however, is that they allow you to identify exactly which of your marketing channels drove the prospect to the page so that you can accurately measure which of these channels or tactics are performing best in terms of creating and converting leads.
Via Marketo website development functionality, the process of creating an effective landing page is simpler than ever. Without any technical expertise in HTML or CSS, you can drag-and-drop the elements you want onto the landing page. You can also easily add forms (requiring that a prospect register with contact information before gaining access to content), insert text, connect with social applications, and pull images and videos right from your site’s existing content management system.
Marketo functionality also helps in another critical component of your landing pages – use of effective ‘keywords’ – the words that prospects are using to search for your products and services online. Marketo’s search marketing functionality helps you find and use the best keywords for your business, while at the same time tracking those keywords and allowing you to easily update your landing pages to ensure your content is dynamic and remains relevant to prospects.
As with all of the technologies we support, Tokara has become a Marketo partner to provide the best possible sales and marketing outcomes for our clients. In combination with our results-oriented CRM solutions, the landing page and search marketing functionality within Marketo’s marketing automation platform is poised to bring your marketing campaigns to the next level and elicit dramatic results from your prospects and clients.
For details on Marketo marketing automation software, or to find out more about how our consultants can deliver this functionality to your business as a Marketo partner, please contact any member of our consulting team at [email protected]. We also encourage you to contact Tokara’s VP of Business Development, Mark Fillingim, directly at +1 972-719-0213.