Better understanding customers has enabled Tasktop to start a nurture program that focuses on personalizing customer experiences across marketing and sales. Marketo Engage has integrations with Google Ads, LinkedIn, Zoom, and GoToWebinar that make sharing content and tracking success much easier. The nurture program touches every aspect of the company’s business models. In some instances, it drives new approaches.
This ability to easily try new approaches proved essential when industry events and tradeshows went online. At the time, Tasktop initially wondered about the benefits of creating virtual booths. Whenever Tasktop participates in a virtual event, Squire’s team will get the invite or attendee registrant list and use Marketo Engage segmentation to push ad content and social media to raise excitement about the event, making registrants more eager for follow-up from sales.
With Marketo Engage, Squire’s team knows who engaged with the Tasktop virtual booth and would be open to hearing from sales. Already, Tasktop has seen a 328% ROI from events, with plans to expand its presence across online and in-person events.
“As a fast-growing company, we must be strategic about where we direct our resources, especially in time and talent,” says Squire. “There’s no one perfect way of marketing, but Marketo Engage tells us what drives our revenue and engagement, and it helps us tailor the sales and marketing strategies that give us the best advantage.”