Marketo is a marketing automation platform that enables marketers to manage personalized multi-channel programs and campaigns to prospects and customers. The Marketo platform can be extended using a number of integration points.
People are the foundation of any marketing automation platform. Within Marketo, all non-sales person records are referred to as leads, regardless of whether they are designated as leads, prospects, suspects, contacts, etc. from a sales perspective.
Leads interact with your organization in a number of ways. A lead may visit a page on your company's website, attend a tradeshow or download a whitepaper. Each of these actions can be captured within Marketo to help a marketer better understand which activities a lead did and when so they can coordinate timely and relevant communications.