Egencia gains dramatic improvements in marketing productivity and customer engagement with Adobe Marketo Engage to drive greater revenue.

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Seattle, Washington

www.egencia.com

50%

Improvement in quality of new account launches

Products:

Adobe Marketo Engage ›

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Objectives

Automate and measure demand generation campaigns

Improve alignment across the sales and marketing teams

Increase efficiencies and relieve strain on marketing resources

Drive deeper engagement with prospects and customers to fuel revenue growth

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Results

50% improvement in quality of new account launches

Open rates now 39%

Click-through rates now 7.89%

Egencia is the fifth largest corporate travel management company in the world and is the business travel division of Expedia, Inc. Because travel management is fundamentally a personal service that cannot be standardised or commoditised, Egencia recognised this fact as their core business value.

Egencia is not your typical one-size-fits-all travel service. By combining a powerful off-line and online solution, Egencia delivers personalised, 24/7 global service, transforming the way companies manage and control their corporate travel spend, while also satisfying the need for quality support to traveller while they are on the road. In addition, Egencia offers an unmatched choice of air, hotel and car rental options.

Egencia was looking for an intelligent platform to manage its outreach campaigns, ensure messaging was relevant and leads were trackable. Discovering its successful track record in delivering breakthrough innovation to transform the way marketing and sales collaborate throughout the revenue cycle, Egencia turned to Adobe Marketo Engage.

“With Marketo Engage, we’ve gone from being tactical, manual and flying blind to being automated, empowered and strategic,” says Cate Vanasse, Senior Marketing Manager, Customer Success at Egencia.

“With Marketo Engage, we’ve gone from being tactical, manual and flying blind to being automated, empowered and strategic.”

Cate Vanasse

Senior Marketing Manager, Customer Success, Egencia

Delivering on the customer acquisition challenge

Egencia knew that consistently delivering this level of integrated technology and service requires constant, targeted client engagement in order to ensure the sales and marketing teams are reaching the right prospects at the right time with the right offer.

At the most basic level, the marketing team needed to arm their sales and account management teams with the ability to connect with customers in a more meaningful way than standard email templates would allow. The sales team was demanding detailed lead tracking and more flexibility in how they communicated with prospects.

The company was at a decision point: do they continue along the email management path or take a more strategic step and acquire a complete revenue performance management solution? It became apparent the latter was the best approach to drive higher efficiencies throughout their entire customer acquisition and revenue pipeline.

Following a thorough evaluation of products on the market, Marketo Engage stood out with its unique ability to generate, nurture, qualify and close more high-quality sales leads with less effort.

“With Marketo Engage, we had no bookings,” says Vanasse. “We quickly realised that not only is the solution miles ahead of any other product on the market, but the expertise that the Marketo Engage team brings to the deployment is irreplaceable.”

Dramatic improvement in marketing productivity and customer engagement

Productivity was a primary issue for Egencia marketing. “It would literally take hours to do a simple email blast,” says Vanasse. “Now, we not only have the tools to easily produce and execute full campaigns, we can effectively track leads and engage with prospects and customers on a more meaningful level. We can also quickly make adjustments and tweak our campaigns based on buyer behaviour and responses.”

Since deploying Marketo Engage, they can now focus on building and delivering the right content to the right person at the right time, as opposed to getting mired down in the execution details.

Measurable, higher marketing ROI

Improved productivity is translating into positive effects and enabling the company to link its marketing programme investments and activities to tangible results. “With Marketo Engage, marketing is no longer operating inside a bubble, with no way to tie our efforts to the revenue stream and business results,” says Courtney McAra, Marketing Manager for Egencia. “As a result, we can now take a more strategic role in managing and nurturing the lead lifecycle and tracking how our entire marketing mix translates into a real return on investment.”

A major challenge Egencia had been facing was how to reduce the number of new accounts that “go dark” or weren’t fully implementing and enabling Egencia for their travel programmes. “We’ve been trying for many years to find the solution for keeping accounts from going radio silent,” said Vanasse. “The automated communication capability in Marketo Engage provides the silver bullet. We can now figure out who opens emails and who doesn’t and more importantly, who to call to follow up allowing us to initiate a dialogue with prospects and customers.”

“Sales now recognises the value that marketing brings to the table, paving the way for real teamwork. In fact, when new salespeople come on board, their eyes light up when they see what they can do with Marketo Engage.”

Michael Robertson

Senior Director, Sales & Account Management, Egencia

Strategic alignment of sales and marketing

The Marketo Engage solution has not only been instrumental in driving higher productivity and revenues, it also provides the common framework to enable tight collaboration between Egencia’s sales and marketing teams.

“It’s not that marketing didn’t involve sales before. But, without Marketo Engage, there would be a lot of ‘us versus them’ in terms of marketing and sales and not the deep dynamic relationship that now exists,” says Michael Robertson, Senior Director, Sales & Account Management for Egencia. “Sales now recognises the value that marketing brings to the table, paving the way for real teamwork. In fact, when new salespeople come on board, their eyes light up when they see what they can do with Marketo Engage.”

Unmatched lead visibility drives higher revenue and share of wallet

Hearing the buzz about how successful the sales team was using Marketo Engage Sales Insight to focus on key moments in the sales cycle that matter most, the application was deployed for the Account Management team as well.

“Before, whenever we saw a new prospect response or action, it would just get lost in the flood of leads being created. This meant we had no visibility and no way to upsell other services,” says Vanasse. “With Sales Insight in Marketo Engage, we get instant updates when leads and opportunities open their emails, visit the website or show other meaningful buying signs. As a result, we can monitor our customer digital behaviour and actions, keep the customer engaged and grow our travel transactions across our customer base.”

“We started off looking to improve our lead insight and create landing pages. We ended up being much more strategic — beyond our wildest marketing dreams.”

Jennifer O’Brien

Director of North America Marketing, Egencia

Success and beyond

Working closely with the Marketo Engage implementation team, Egencia was able to deploy Marketo Engage within weeks and in short order, the solution became an integral, strategic platform for Egencia’s marketing and sales processes.

“We didn’t realise how significant the impact was going to be on the entire company. No one talks about a software system like they do with Marketo Engage and it has created a fundamental shift in the way we look at activities - activities that ultimately will drive a higher ROI of our marketing efforts, improving the bottom line of the business,” says Jennifer O’Brien, Director of North America Marketing for Egencia. “We started off looking to improve our lead insight and create landing pages. We ended up being much more strategic — beyond our wildest marketing dreams.”

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