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Hootsuite & Marketo: 7 Things You Should Know

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The integration of marketing tools with social media tools can help your business meet its goals and grow.

One such powerful integration is the combination of Hootsuite and Adobe, specifically their marketing service, Marketo.

Here’s What to Know about Marketo and Hootsuite:

Adobe’s marketing software, Marketo, features tools that help you analyze consumer behavior, plan advertisements, and engage more customers. Hootsuite is a social media manager that helps businesses plan social media strategies. These two services can integrate in some scenarios. 

1. Does Hootsuite Work with Marketo?

Hootsuite works with Marketo through its Adobe Integration. 

There are two versions of the Marketo Hootsuite app. Note that both require an existing account with Marketo.

  • The Free Marketo app is available for Business and Enterprise Hootsuite subscribers.
  • The full Marketo Integration is only available to Enterprise Hootsuite subscribers. The price is available upon request.

Before Adobe acquired Marketo, Hootsuite had a Marketo app that you could use for free, but since the acquisition, you can only use the Marketo service through Hootsuite’s Adobe Integration.

2. Does Hootsuite Have Built-in Marketing Automation?

Hootsuite does not encourage full automation of marketing efforts for your business.

Hootsuite believes that brands and stakeholders should have natural engagement with their audience. They do not allow automated direct messages, which can be inauthentic or insincere sounding.

The only automated action that Hootsuite allows is the scheduling of posts. Posts can be scheduled through the composer in Hootsuite.

3. Does Hootsuite Integrate Directly with Marketo?

Before Adobe’s acquisition of Marketo, you could integrate Marketo with Hootsuite directly.

However, Adobe bought out Marketo in 2016, which changed how Marketo integrated with Hootsuite.

Since the acquisition, Marketo can only be integrated with Hootsuite through the services of Adobe.

4. Do People Typically Use Marketo and Hootsuite Together?

The Marketo-Hootsuite integration is used by many digital marketing teams around the world.

5. What Are the Main Differences between Marketo and Hootsuite?

While both Hootsuite and Marketo are tools meant for business marketing teams, they have respective specialization.

Hootsuite focuses on social media management.

As a social media management tool, Hootsuite gives users the ability to oversee their social media assets and keep track of their accounts in one place. You can schedule content, engage with your audience, and keep track of engagement data.

When someone interacts with your social media profiles, it’s a good idea to keep track of their information and follow up with them, as you could potentially turn that audience member into a happy customer!

And that is where Marketo comes in.

Marketo focuses on customer relationship management (CRM). The Marketo integration with Hootsuite collects data from customers who engage your brand. You can then use the data you collect to track the journey of potential customers who reach out to your business.

But customer engagement is only one aspect of Marketo’s platform.

You can track the marketing and sales efforts of your business to see how effectively leads are converted to sales, see trends among returning customers, and see how you can tweak your campaigns based on their buying behavior.

Marketo also has features not found on Hootsuite, including email marketing, inbound marketing, ROI optimization, and other marketing-related tools.

However, you will notice that Marketo lacks social media management. Other CRM platforms, such as Salesforce, have social media management capabilities.

Marketo’s lack of social media management capabilities may be attributed to Adobe and Hootsuite’s partnership, which has been on-going since 2017. Marketo is owned by Adobe, and part of Adobe’s partnership with Hootsuite may involve Marketo not stepping on Hootsuite’s toes, so to speak, when it comes to social media management.

6. Are There any Known Bugs between Marketo and Hootsuite?

So far, there have been no persistent bugs or issues between Hootsuite and Marketo.

Should there be any, Hootsuite will undoubtedly provide a guide on how to resolve them.

7. What Marketing Automation Software Do People Typically Use with Hootsuite?

While Hootsuite only encourages automation like gathering data and scheduling posts, it does integrate with other systems that have marketing automation features in their services.

A lot of them are similar to Marketo and are designed for large businesses.

Here are some marketing services that can be used with Hootsuite:

Salesforce Marketing Cloud

Salesforce is a customer relationship management (CRM) service that lets teams have full control over marketing activities in a single environment.

Like Marketo, Salesforce can cover lead-generation management, trend analysis, and ad management, among other marketing activities that businesses often use for sales.

It even offers social media management, something that Marketo does not have.

The integration of Salesforce into Hootsuite does not differ much from Marketo. It allows you to collate leads into your customer database, so you can track the activities of customers and update your engagement with them.

WebCRM

Another option for marketing automation is WebCRM.

WebCRM is a CRM software developed and released in the early 2000s.

Like Salesforce, the WebCRM integration offers Hootsuite users the ability to gather leads generated from social media content, such as mentions and comments, and then track the potential customer’s journey with the brand.

To use WebCRM with Hootsuite, your Hootsuite subscription must be a paid account. It is not available for the free Hootsuite version.

Microsoft Dynamics 365

Businesses that have tight integration with Microsoft products will love Dynamic 365’s integration with Hootsuite.

Dynamics 365 is a CRM system bundled with Microsoft and can manage leads, marketing automation, and other related marketing services that help your business keep up a robust workflow.

With the Dynamics 365 integration, Hootsuite users can also import leads generated from social media to develop a customer’s journey with your brand.

The Dynamics integration is available for free for all Hootsuite users, but you must have a Dynamic 365 account.

SugarCRM

SugarCRM is another CRM platform that offers integration with Hootsuite.

Recognized as the first open-source CRM, SugarCRM offers marketing automation, sales automation, revenue analytics, integrations, and other tools to help you create an efficient workflow for your team.

Like other CRMs in this article, the SugarCRM integration with Hootsuite allows you to import data from social media into its database to develop leads.

The SugarCRM integration with Hootsuite is free, but to use SugarCRM integrations, you will need to contact the sales team of the company.

Final Thoughts

Hootsuite integrations with platforms such as Marketo help businesses track and develop leads.

By combining marketing tools like Marketo with social media tools like Hootsuite, you can strengthen your business and gain new insights into your customer base and strengthen your marketing efforts.

 

Sources:

Marketo Free Hootsuite App Directory

Marketo Enterprise Integration Hootsuite App Directory

HootSuite Enterprise Offers Marketers Deeper Social Insights with New Marketo Integration

How to Use Marketo with Hootsuite

Compare Hootsuite vs Marketo

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