Building a successful brand in today’s digital world requires engaging potential customers with fresh, useful content and thought leadership that piques their interest. To gather qualified leads and increase market share, many companies turn to Brafton, a top content marketing agency that develops and manages targeted content strategies from blogs, graphics and video to search-engine optimisation and social media.
With offices in Boston, Chicago and San Francisco, Brafton has grown quickly since its founding just over 10 years ago. As the company prepared to expand beyond the US and pursue growth opportunities in the UK and with its Australia-based sister company Castleford, it wanted to improve and modernise its marketing automation capabilities. Several years ago, Brafton had used Marketo Engage, but switched to Pardot in an attempt to reduce costs. Unfortunately, the Pardot tool quickly showed its limitations, affecting email deliverability and making it difficult to identify sales-ready leads. As a result, the switch actually ended up costing Brafton more money than it saved.
“We saw our deliverability rate for marketing emails decreasing and some of our core email metrics were trending downward from campaigns sent through Pardot,” says Ryan Collier, Assistant Vice President, Sales Operations at Brafton. “We had to use a spreadsheet workaround to do lead scoring, which was complicated and tedious. When we switched to Pardot from Marketo, we also saw an 18 per cent dip in sales-ready leads. It didn’t bode well and we realised we needed to go back to Marketo.”