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NextPrinciples Announces REST API Integration With Marketo

Seamless Integration Enables Demand Generation Professionals to Have Single View of Leads Across Social and Traditional Channels

Milpitas, California – WEBWIRE

NextPrinciples, a leading provider of social marketing automation (SMA) solutions, today announced the general availability of end-to-end integration of their SMA solution with Marketo (NASDAQ: MKTO), the leading provider of marketing software. The new level of integration between NextPrinciples and Marketo enables customers to close the loop between lead identification, profiling, analyzing, scoring and nurturing between email, website visits and social channels.
NextPrinciples is one of the first partners that has developed the integration based on Marketo’s newly released REST API framework. This framework allows for the manipulation of lead, list, and campaign data stored within Marketo.  The capabilities announced by NextPrinciples include:
•       The ability to import leads seamlessly from Marketo into NextPrinciples in order to enhance them with insights from social channels, and

•       The ability to export existing leads as well as new leads from NextPrinciples to Marketo with enhanced data, such as social scores, in order to ensure that the benefits of the enhanced lead insights also can make existing processes such as email campaigns more efficient.
“We are excited about this development because it allows us to offer a scalable solution to our customers on an industry standard REST API framework that is more efficient than earlier frameworks that were available from Marketo. Our customers have been requesting this integration and we started building it as soon as Marketo made its REST API framework available to us,” said Satya Krishnaswamy, Founder & CEO of NextPrinciples.
“Marketo is committed to an open platform so that companies have the maximum flexibility to choose the best marketing technology solutions for their business,” said Chandar Pattabhiram, VP of Product and Corporate Marketing at Marketo. "We’re excited to have NextPrinciples integrate into Marketo so our customers can choose this innovative solution to work alongside Marketo’s customer engagement platform and help them build long-term relationships with their customers.”

NextPrinciples customers are already vocal in their excitement about the new level of integration with Marketo. “The ability to seamlessly add the lead scores and social activity will help us to better understand how prospects interact with our brand across social and traditional channels. More importantly it will help the leads go through the funnel faster, and help us achieve faster time to revenue,” said Jonathan Moody, Director of Marketing at Pyramid Analytics.
Based on the real business benefits that it early customers saw from using the solution, NextPrinciples formally launched its Social Marketing Automation (SMA) solution earlier this summer. The response from the market has been positive, including endorsements from industry pundits and partners alike. “CMOs seeking a business payback from social would do well to consider adding NexPrinciples to their digital technology stack. With it’s unique ability to leverage social data for generating new leads to help expand the top of the funnel, or enhancing existing leads with richer insights to help better segment and nurture, it is a solution that can help companies understand the business impact of social media and drive faster time to revenue” said Mary Wardley, IDC, VP CRM Applications and Customer Experience. Users of NextPrinciples’ solutions include some of the world’s most innovative companies, including two of the world’s top 10 pharmaceutical companies, a Fortune 50 technology company and a Financial Times Global 100 leader.

To learn more and get started, visit the NextPrinciples’ LaunchPoint listing.
Based in Milpitas, Calif., NextPrinciples represents the emerging category of social marketing automation for the enterprise – integrating social media, marketing automation and more in one convenient solution and helping brands find more & better qualified leads and driving faster time to revenue. The company’s investors include Birchmere Ventures, SAP Ventures, Jotter, Inc., Cross Continental Ventures, JumpXL, Paul Wahl (private); and Les Hayman (private). For more information or to schedule a live demo, visit the website at

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 marketing automation
 lead generation
 demad generation

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