With the robust tracking and automated lead scoring in Marketo Engage, F5 marketers chart customer engagement across ads, websites, campaigns, or activities and assign a marketing qualified lead (MQL) score based on criteria that F5 can customize based on its objectives. For example, by taking advantage of the powerful customization of Marketo Engage, the marketing team is able to deliver MQLs based on the specific needs and goals of individual product groups and regions rather than taking a one-size-fits-all approach. As a result, actionable MQLs are quickly passed to sales with the relevant context so that sales can personalize the followup.
The solution arms sales with valuable intelligence about a customer’s behavior across every marketing touchpoint. This includes specifics such as what a prospect at a large bank who has a role in IT security management was engaging with on the website, which could include a microsite or video about safeguarding data for banking customers.
As a result, sales teams can tailor their conversations appropriately while focusing their efforts on prospects with higher MQL scores, who are more likely to accept meeting invitations. Since fine-tuning its process, the F5 team has noted that leads which run through the digital revenue engine are converted to opportunities 39% faster.
Using Marketo Engage and Marketo Measure, F5 has unified its sales and marketing teams around effective approaches to pursuing leads. “We can monitor and adjust lead flow. When sales needs more leads, we can send the next-highest priority batch over within 24 hours, whereas before we had a very manual process of combing through leads that would take three weeks, by which time the leads were stale,” says Kao.
Thanks to the new convergence around data gleaned from Marketo Engage and Marketo Measure, F5 marketing and sales teams have emerged from their silos into regular strategy sessions. As F5 marketers and data scientists flow larger numbers of actionable leads into the pipeline, leadership has taken notice. Trends and analytics pulled from Marketo Measure have become cornerstones of the company’s quarterly business reviews and planning — and since everyone is looking at the same, objective data, it’s easier to align around data-informed strategies.
“Our martech gives every team member, regardless of their role, a shared language to describe the channels and activities that we should be actively nurturing for a higher return on investment,” says Kimberly Galitz, Senior Manager, Marketing Operations, F5. “Marketo Measure has been essential in helping to shift our culture toward more data-based customer outreach while deepening the quality of our internal collaborations.”