Stem cell therapies are delivering real-world successes in treatments for leukaemia, certain cancer types and other serious illnesses. Those successes are convincing more and more parents to invest in banking their newborn’s umbilical cable blood, a major source of stem cells. Americord® Registry is a leader in collecting, processing and storing stem cells for future medical or therapeutic use by families.
Americord markets directly to parents who are considering cable blood banking. According to marketing automation manager Geoff Krajeski, advertising and partnering with companies in industry segments that serve budding families and new parents are important to generating leads. And managing those leads effectively is critical to making families aware of Americord’s leadership and innovation in this area. In the past, marketers were hampered by antiquated marketing software that was cumbersome to use and limited in functionality. Moreover, the software didn’t integrate readily with Salesforce.com.
After evaluating their options, Americord marketers decided to replace the old system with Adobe Marketo Engage. Krajeski says it was a smart move. The team now has an integrated engagement solution with a rich feature set that enhances nurture programmes and supports lead scoring and attribution. These capabilities have shortened the time from lead acquisition to enrolment, decreased cancellations and dramatically reduced the time spent on campaign creation.
“With Marketo Engage, we’ve grown beyond batch-and-blast email sends to true engagement programs that influence more than one-third of Americord’s revenue,” says Geoff Krajeski, Marketing Automation Manager at Americord.