For Michele Prather, intelligent and creative messaging is just one element of great marketing. Automation also plays a big role in making sure those perfect messages reach more people at just the right time.
“When I first joined Trane, we had a team of 54 marketers across North America, each working on programs to nurture prospects and engage current customers in their specific region or focus,” explains Prather, Trane senior digital marketing and technology manager. “They were doing a fantastic job, but every marketer was expected to do everything themselves: design the campaign, identify target customers, build emails and landing sites, monitor results, and maintain their own customer database. What they needed was a strong foundation of modern tools — including a solid marketing automation platform — to build better customer experiences in a scalable way.”
Trane — by Trane Technologies, a global climate innovator — creates comfortable, energy efficient indoor environments for commercial and residential applications. The company typically sells to commercial customers, either directly or working through one of its global partners. This means that Trane communicates with many different groups throughout the lead and customer cycle, from engineers wanting to understand the underlying technology to project managers looking for the right HVAC unit for their new building.
Prather had several goals for the marketing automation platform. It needed to serve as a central hub for all customer information, removing the siloed databases previously maintained by each marketing team member. The platform also needed to be easy enough so that any marketer could learn to build emails, understand program workflows, and monitor analytics to create more meaningful customer journeys.
Trane was using Acoustic for marketing automation, but Prather wanted a platform with more robust automation functionality, including the ability to run more programs, view vital analytics, and establish easy integrations with CRM and web platforms. After looking at numerous marketing automation platforms including Oracle Eloqua, Prather chose Adobe Marketo Engage for the way it combines strong automation and functionality with user-friendly operations.
“Compared to other platforms on the market, Adobe Marketo Engage has much deeper and more flexible functionality that allows us to build any type of journey that we want for customers and prospects,” says Prather. “But just as importantly, it’s backed by a fantastic community of users and experts that can help us be autonomous and accomplish anything we need to reach our customers."