eBook

The definitive guide to social engagement in Marketo

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In a world where 33.5% of buyer interactions happen on social media, what are you doing to track this activity, and ultimately, leverage it for better engagement? This definitive guide seeks to answer this question.

Many of your leads research their problem online, land on your website, and eventually consume your content. The trail of activity they leave behind is tracked and collected by Marketo from 3 key data sources: website, email, and CRM. Using this data, marketers can understand audience behavior and improve lead generation.

But Marketo is missing a significant chunk of the buyer journey - social media activity. This chunk plays a critical role in the buyer's awareness, evaluation, and decision-making process.

Failing to track your leads' social media behaviors has a twofold impact:

  • You have major blind spots in your scoring, nurturing, and attribution models
  • Your sales team is wasting time communicating with unqualified leads

Designed for both novice and seasoned Marketo users, this ebook lays the foundation for identifying the current blind spots in your existing Marketo programs and integrating social engagement data to better nurture, score, attribute, and segment leads.

Download now to learn:

  • Chapter 1. Introduction to Marketo and Oktopost
  • Chapter 2. Lead Nurturing with Social Engagement
  • Chapter 3. Lead Scoring with Social Engagement
  • Chapter 4. Lead Attribution with Social Engagement
  • Chapter 5. Lead Segmentation with Social Engagement

Why B2B marketers need to integrate social media with their tech stack

In the world of B2B marketing, social media is no longer just about likes and shares, it's a strategic channel that drives tangible business outcomes. Yet many organizations still treat social media as a siloed effort, disconnected from the rest of their marketing operations. That's a missed opportunity.

By integrating your social media platform with your marketing automation and broader tech stack, which includes CRM, email, lead scoring, and analytics, you gain complete visibility into how social engagement influences the buyer's journey. This connection enables marketing teams to track the actual impact of social content on lead generation, nurture flows, pipeline acceleration, and ultimately, revenue.

When appropriately integrated, social data becomes a valuable part of your attribution modeling. You can identify which campaigns, posts, or even advocates are driving high-intent traffic. This insight allows for smarter budget allocation, more personalized nurturing strategies, and more informed content planning.

You'll also be able to build a stronger closed-loop reporting system. Instead of guessing which social activities contribute to MQLs or SQLs, you'll have the data to prove it. That makes social media a measurable, ROI-driven component of your GTM strategy, not just a tool for brand awareness.

Today, B2B marketers need to connect every channel. Integrating your social platform with your tech stack isn't just about convenience, it's about turning engagement into tangible marketing success.

Summary: 4 reasons to integrate social with your tech stack

  1. Prove pipeline impact- See how social media drives MQLs, SQLs, and closed revenue.

  2. Enhance attribution- Include social in multi-touch models to allocate spend better.

  3. Boost personalization- Use engagement insights to tailor, nurture, and outreach.

  4. Close the reporting loop- Track the whole journey from social interaction to deal won.