Some of the beneficiaries of the Marketo Engage campaigns were business partners that Liu’s team previously couldn’t support.
Liu invited one business unit to a special training session on Marketo Engage. When the group learned about how the solution could produce targeted messages at scale, integrate with other popular marketing applications like Vidyard, and clone successful campaigns, they wanted to collaborate. Soon after, another business unit wanted to work with Liu’s team.
The list of business units looking to collaborate with Liu’s team keeps growing, in part, because Marketo Engage is a powerful resource for sales teams working to generate leads. Liu has championed Marketo Sales Insights (MSI) across the company, holding multiple training sessions while working with individual sales team members.
By providing data and analytics about potential leads from the EFI website and other channels, MSI helps the sales team prioritize those leads to engage them in personalized conversations. The depth of data enables sales teams to close more deals faster while increasing ROI; it also helps align sales and marketing strategies.
“The leaders of most companies don’t decide to start a print shop from the ground up, so our business model is more about nurturing client relationships, educating, and upselling leads on products and services,” says Liu. “Through the Marketo Engage integration with Salesforce CRM, we have resources like MSI that allow our sales teams to pursue clients more productively while sharpening the clarity of our marketing messaging.”
Leads generated from Marketo Engage go into the CRM in mere seconds. From there sales reps can gain valuable engagement information – such as when an email is opened – so MSI has become a growing resource among sales teams.
After using MSI for over a year, Julie Tomasino, a new business specialist with EFI, relies on the tool to track engagement with emails she is sending out to prospects to more quickly find decision makers and influencers. “I don’t send an email without going through Marketo Engage. It’s been a valuable resource and has helped me cut the time it takes me to find the right contact in half.”
Liu attributes the boost in productivity, as well as time and cost-effectiveness, to the Marketing Nation support community. If an issue arises, Liu and her team can turn to the Marketing Nation for a solution before escalating it to IT.
Bolstered by the sales teams’ enthusiasm and the efficiency of Marketo Engage, Liu is planning to train more team members on the Marketo Engage Account-Based Management (ABM) module. The ABM module will help sales teams generate new leads while deepening existing client relationships by providing a comprehensive range of information, such as account segmentation, pipeline measurement, and account-based revenue analytics, all from within Marketo Engage.
This widespread excitement is a testament to the efforts Liu and her team put in toward driving Marketo Engage adoption across the company.