“Marketo Engage has completely changed the way we engage with our audience, allowing us to up level our lifecycle marketing and create personalised, multi-channel experiences like never before,” Grodsky explains. Being able to create and edit complex nurture campaigns with ease has allowed the team to improve overall engagement with results to show for it. “The very first campaign we ran with Marketo Engage was a webinar. From that campaign alone we saw a 30% growth in registrants,” says Grodsky.
Deeper engagement and a tight Salesforce.com integration has led the marketing team’s ability to more accurately and quickly qualify leads for sales. “Comparing Q2 this year to Q2 last year, there has been a 36% increase in the number of qualified leads and a 17% increase in opportunities,” Grodsky shares.
“The integration with Salesforce and Marketo Engage has streamlined our lead management and improved customer lifecycle engagement,” adds Grodsky. “The two systems work seamlessly together to read someone’s lifecycle status, their persona and what content they have consumed in order to deliver better content or determine when to engage sales.”
Additionally, features such as programme level cloning and tokens have delivered unanticipated benefits for departments extended beyond marketing. “We are able to easily train other teams how to use Marketo Engage so that the marketing team doesn’t have to play the supporting role and other teams are able to streamline their processes,” says Grodsky. In fact, since implementation the Service Delivery Team has been able to run all urgent customer communications through their department with Marketo Engage, cutting down the delivery time from 1 hour to 15 minutes.
Using Adobe Marketo Engage, Relativity:
- Implemented a multi-channel, lifecycle engagement strategy
- Improved integration with Salesforce.com, streamlining lead management
- Delivered faster and more reliable customer communications (from 1 hour to 15 minutes in one case)
- Gained visibility into attribution data to make improved decisions on which channels to promote certain content
- Used Web Personalisation to promote training and certification offerings as well as Relativity’s annual user conference
Moving forward, Relativity is excited to grow and expand their usage of Marketo Engage. “One of the reasons we chose Marketo Engage was for the innovation and product roadmap, we are excited to see what is on the horizon for us as we expand our usage,” Grodsky concludes.