Increasing Marketo Confidence

Challenge

When our client, a global location technology company, lost three key employees on their marketing operations team, they were quick to phone a friend to MERGE. Not even two weeks later, the MERGE team had their sleeves rolled up, ready to jump into their Marketo instance.

Since we had previously worked together on landing page and email template development, our client had a fallback option when they found themselves with three fewer team members and little to no resources for executing Marketo campaigns.

It’s one of the many benefits of having a relationship with a marketing operations agency – whether your team loses a key player, needs help restructuring your Marketo instance, or simply needs more bandwidth, having a trusted partner to fall back on can alleviate unforeseen circumstances.

In the words of our client, they “had zero resources” when it came to Marketo. By losing three employees, they were also losing the collective knowledge of those employees, leaving them with no means to execute campaigns in Marketo.

Our client needed hands-on support in the following areas: day-to-day marketing operations support, technical Marketo assistance, list imports, campaign execution, Marketo integrations, event webinars, and ad-hoc requests

With MERGE's expertise spanning from Marketo program builds, landing page template development, and lead life cycle to process design and ongoing roadmap planning, our team was able to jump in and ensure all Marketo responsibilities were not only accounted for but also executed according to best practices.

Outcome

"You need manpower when it comes to marketing operations – and that’s what MERGE gave us."

In the course of five months, MERGE executed the following solutions:

Support for campaign operations through an ongoing period of low staffing: In other words, keeping the lights on.

Updates to Marketo Sandbox: Test integrations in an environment mimicking the production in Marketo and SFDC instances to discover and fix issues before they go live.

Fix LinkedIn lead generation form issues: Never miss an opportunity to nurture new leads.

BrightTalk implementation: Eliminate manual imports of leads in Marketo to gain efficiency and begin nurturing new leads in a timely fashion.

Foundation training sessions: Empower our client to increase Marketo confidence and gain efficiency.

Improving internal processes with standardized intake forms: Improve communication and reduce turnaround time to complete requests.

"We have access to many consultants – so now, we can take on more work. We have technical expertise, campaign management support, and above all, a trusted partner in MERGE."

Results

Our client has had several successes, with the highlights being creating a new nurture program and facilitating the re-launch of the client’s newsletter.

The work MERGE accomplished ensured that despite losing three employees, our client’s marketing campaigns didn’t have to suffer.

Our team was able to assist our client in sending 1.7 million emails via 75 email sends, facilitating 272,732 email opens, scheduling 24 webinars, creating 13 landing pages, executing 14 email programs, and activating three nurture streams.

As you can see in the graph below, our client was able to greatly increase email capacity during our partnership.