Future-proofing their marketing stack

Archistar is a digital platform designed to help developers, agents, architects and government departments find and assess profitable property development sites around Australia. 

Before using Adobe Marketo Engage, Archistar used a marketing automation platform with limited functionalities. This platform lacked useful and operational automations and was unable to integrate with a CRM system. Without automation, they had to do most of the work manually. 

Archistar needed an efficient platform that could help increase sales and brand retention. The ideal platform needed to create cloneable campaigns, like newsletters and promotions for events and webinars. This way, Archistar could deliver campaigns at the same volume as companies three times their size.

Archistar eventually chose Adobe Marketo Engage to integrate into their marketing and sales stack. 

It took a month to integrate Adobe Marketo Engage with these other systems. After the implementation period, Archistar was able to execute its campaigns three times faster than before. The team was also able to double the volume of communications sent to their audiences.

Not only that, but through its integration with other systems, their campaigns were twice better in terms of quality and targeting. Now, their sales team could send highly personalised campaigns to clearly defined segments. With Adobe Marketo Engage integrated into their sales system, all relevant CRM data was now leveraged, enabling them to provide better, more relevant and more timely information to their audiences. 
 

“Marketing automation platforms do not exist in a vacuum and live or die depending on the data that is fed in. Marketo thrives because it has the best integrations on the market, meaning you can say goodbye to rubbish-in, rubbish-out,” says Archistar’s Marketing Head Neil de Jesus.

This was far from what their marketing and sales teams were able to achieve back then. As a small team, they had to make do with their current resources.

“We’ve learnt so much from our past experience and improved our campaigns through Marketo’s great support docs. It’s perhaps the best support docs compared to all competitors,” says Neil. 

As a result of this integration, Archistar can now provide full onboarding support to its new customers. This onboarding journey spans six to ten emails, ensuring that their new customers know everything about the platform, from how to use it to how they can make the most out of it.

Meanwhile, their current customer base receives a monthly newsletter filled with relevant industry-specific content. These efforts are highly appreciated by their customers.

They could even cater to customers that exhibit so-called high-risk behaviours, such as unsubscribing and not opening emails. The team would simply check to see the users who haven’t logged in for a while or haven’t been using its features. Archistar’s sales team would then send them behavioural triggered emails to lead them back to check the platform. The goal was to renew their interest so that they could use Archistar for their site development needs.

With this focus on customers, Archistar saw a 50% decrease in email churn and cancellation requests. Half of their audiences are eager to receive communications from Archistar, as more of their customers see better value with their campaigns.

Archistar achieved all this despite having only three marketers in their team.

“Ultimately, Marketo has allowed a small startup like Archistar to operate as strongly as a fully established company with over 100 staff. With a small team of 3 marketers, we are able to create output as much as a team double our size,” says Neil.

By maintaining a small team of marketers and keeping them from doing menial and repetitive work, the company was able to save around $100k in staff costs every year.

Adobe Marketo Engage ticked every tickbox that Archistar wanted in a platform. For Neil, Marketo was able to deliver what he wanted in a martech system:
 

• Create and cloneable, targeted campaigns
• Integrate with the full martech stack 
• Get a better view of the customer
• Nurture both prospective and current customers
• Get reporting that inspires future campaigns

 Archistar is now setting its sights on a global expansion and they are planning to continue using Adobe Marketo Engage and expand its role. As part of their preparations for their expansion plans, Archistar’s marketing team will continue to enrich their data and build stronger and better customer profiles in the Adobe Marketo Engage platform.