Paving the path of a customer journey.

Tasktop uses Marketo Engage to increase its marketing qualified lead conversion rates by 53%.

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Established

2007

Employees: 70
Vancouver, British Columbia
www.tasktop.com

53%

Higher MQL conversion rates

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Objectives

Identify and pursue strongest leads

Integrate sales and marketing efforts

Establish clearer attributions between digital content and customer engagement

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Results

Increased ideal customer profile match by 42%

53% higher MQL conversion rates

Generated 328% ROI from events based on coordination between marketing and sales 

Saved 20 hours of employee time every week

Creating more targeted customer experiences through revitalized technology 

As a software company enabling many of the world’s biggest organizations to speed software development and dramatically reduce time to market, the Tasktop team is exceptional at identifying how organizations can accelerate time to value. Recognizing the value of its expertise, Tasktop also applies many of these same insights to its everyday operations, especially when it comes to the lead lifecycle.

 

Rachel Noble Squire, Marketing Operations Manager, joined the Marketing team at Tasktop with years of experience in using Adobe Marketo Engage to unify sales and marketing efforts around the customer journey. While Tasktop was already using Marketo Engage to communicate with prospects and customers, Squire wanted to use the comprehensive analytic, targeting, and personalization capabilities in Marketo Engage to deliver quality customer experiences and highly qualified leads to sales.

 

“Adobe Marketo Engage is such an exciting application because it’s dynamic enough to evolve with our organization as our goals and needs change,” says Squire. “We were eager to explore how Marketo Engage could sharpen our digital marketing and make lifecycle management more efficient. It was also critical in helping us bring sales and marketing closer together around the shared goal of delivering high-quality customer experiences.”

Leading brands use Tasktop solutions, including its Tasktop Viz Flow Metrics dashboard, to provide real-time visibility into how IT leaders are delivering software to see where different investment strategies will make a difference.

Better data unveils the ideal customer 

Through integrations between Salesforce, Zoominfo, and Marketo Engage, Squire and her team have been able to segment, automate, and score lead data within the system based on how closely that lead aligns with the Tasktop Ideal Customer Profile (ICP) in real time. As soon as a lead that tightly aligns with the ICP comes in, the sales team receives an alert to follow up. With this process in place, Tasktop has increased its ICP match rate by 42%. The sales team and Squire’s small – and at the time two-person marketing operations team – saves upwards of 20 hours of manual work each week.

 

“The power of Marketo Engage is in its precision. When we know exactly who is engaging with us online, we can redefine our ideal customer and give them the experiences they need to go from following a social media post to making a purchase,” says Squire.

 

With business intelligence tools like the Marketo Engage Advance Report builder and integrations with Salesforce, and other tools, Squire’s team can also get real-time associations between specific experiences and leads. These insights help Tasktop create a customer journey based on that customer’s engagement and use personalized experiences to prompt them in taking the next steps forward.


“The power of Marketo Engage is in its precision. When we know exactly who is engaging with us online, we can redefine our ideal customer and give them the experiences they need to go from following a social media post to making a purchase.”

 
Rachel Noble Squire

Marketing Operations Manager, Tasktop


A lifecycle to convert leads to customers

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.”


“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.”

 
Rachel Noble Squire

Marketing Operations Manager, Tasktop


Smoother collaboration across sales and marketing

As Tasktop gains deeper insights into customer engagements, the marketing team is able to foster better alignment with sales. With the account scoring functionality of Marketo Engage, sales and marketing teams can tell when a lead edges into the qualified account territory. Once that happens, they can craft a fully customized strategy to converting that qualified account into a customer. Their efforts have yielded significant results already: MQL conversion rates have increased by 53%.

 

The sales team also enjoys the visibility into each lead’s interactions with the Tasktop website and digital channels it gains through Marketo Sales Insight (MSI) right in the CRM frame. This functionality helps the sales team prioritize the most promising leads while giving them information to use as talking points. Sales team members are especially excited about MSI’s “stars and flames,” feature, or relative score and urgency, respectively, to provide timelier outreach.   

 

“Marketo Engage is the best tool for people who are passionate about smart digital marketing that drives sales and makes customers feel more valued,” says Squire. “With Marketo Engage, more personalized experiences and richer analytics become the foundation of moving customers along their journeys with us.”

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