A critical step to scaling customer engagement through marketing is gaining clearer insights into each customer. With so many leads flowing in at once, the Lifesize marketing team needed to understand who these new customers were, exactly how they were using the video conferencing tools, and how frequently. Marketo Engage made capturing these insights quick and easy, compiling data from submitted customer forms, website activity, and from the Lifesize conferencing platform itself. With centralized access to customer data, the marketing team could then develop fast cycle descriptive analytics and segment customers on a number of parameters.
The marketing team also grouped users from the same companies to help measure factors such as the size of the company, number of people in conferences, adoption rate, and frequency of use. This data helped identify leads that might benefit from features included in paid tiers like video recordings, large calls, or the ability to support live stream viewers.
With Marketo Engage, Lifesize never has problems managing, understanding, and segmenting leads. “We added over 300,000 users in one month when companies started mandating work from home,” says Brent. “Our customer dataset changes every minute, but with Marketo Engage we can feed that information into the system reliably and quickly pass on only high-quality leads to our sales reps.”