Break the Walls Down: Why Strategic Integration Is Crucial for Social Intelligence
When it comes to Social Intelligence and how it provides value to marketers and in turn drives business impact, our philosophy is that platforms like ours and other social and marketing platforms should work together to provide a broader value to their customers. In essence, driving towards an open ecosystem, and focusing on getting data between the wide array of sales and marketing platforms helps our customers then provide better journeys to their customers. At this point I should stop and provide full disclosure: I run marketing for Synthesio, a leading global Social Intelligence platform. This of course makes me biased to our platform, but also means I understand the pain of the everyday marketer, constantly looking to improve the relationship we have with our customers from beginning to end, and prove value back to our CEO and the business. This means wanting to understand and combine all the different data groups we have, to get a complete view of our customer, to better understand how to target our prospects, provide them with valuable information and at the end of the process measure the ROI of our activities. This article is timely to an exciting partnership we recently announced with Marketo, Inc. (NASDAQ: MKTO), introducing an integration allowing us to enable marketers to better personalize their engagement, leverage a complete view of their customers online, and above all, bring social closer to the sales and marketing funnel.