It’s in this niche part of the business where you see the magic of Marketo,” said Mina Saleeb, Marketing Automation Technologist at BluprintX. “Karen is extremely passionate about her relationships with customers, so it was important to strike the right balance between automation and not sounding mechanical. “
Marketo also helps convert new customers. “Together with Mina, and the team at BluprintX, we’ve built amazing programs that have allowed us to not only upscale our ability to nurture our existing customers, but to tap into new audiences as well, and successfully nurture these leads and convert them to a booking,” Karen said.
Aside from keeping the events stream ticking along, Marketo helps Gingerbread Folk measure channel effectiveness for their online shop. Previously, the business relied on anecdotal views to decide where to spend their advertising dollar. Now they’re able to analyse campaigns to help understand what channels deliver the most revenue to eCommerce.
Gingerbread Folk now focuses more on driving business for wholesale and eCommerce, such as introducing lead scoring and measuring campaign efforts. To future-proof the company, Karen is looking at introducing webinars through Marketo to replace in-person events, as well as expanding their B2C stream.
“By far, the events were taking a lot of energy. Saving time there allows us to reinvest that energy into the online shop, which will become an area that will certainly flourish this year as people move to online shopping,” Karen concluded.