Unlocking flexibility in complex deal processes.

Prior to using Adobe Marketo Engage, Skedulo was searching for a platform that could capture audience data, enable lead scoring based on behaviour and demographics and allow industry and location-focused nurture streams.

Due to the nature of the B2B buying cycle, Skedulo needed a marketing automation platform that could deal with a certain level of complexity and be looked at throughout the entire customer lifecycle-not just email marketing. For this, they chose Adobe Marketo Engage because of its capabilities as a hub and the level of sophistication it could reach.

With Adobe Marketo Engage, Skedulo was able to get a real-time view of the data collected.

Upon adopting Adobe Marketo Engage, the Skedulo team could provide personalisation at scale by integrating different systems. Through plug-ins and various tools, Skedulo’s leads are enriched within seconds of hitting Marketo Engage.

As a fast-growing tech company, Skedulo had a lean team to set up and manage Marketo Engage. “We had a two-member marketing team, as well as agency support, to set up and implement Marketo Engage,” says Bartek Woroniecki, Senior Manager, Marketing Operations at Skedulo.

Skedulo has now reached a stage where they can track the whole customer journey across all touchpoints, including ads, websites and more. Through Marketo Engage, they can identify which source or channel is driving revenue and then optimise ad spend accordingly.

Moreover, they are now focused on industry streams and are working at an accelerated pace. Their nurture now supports marketing activities such as direct mail, events, webinars, content syndication and ABM strategy.

“We can now associate an initial click of a specific ad back to closed-won opportunity in the CRM,” says Woroniecki. “For example, we can track an initial Google search query to closed-won pipe. This helps us continuously optimise our process and plans.”

Before using Adobe Marketo Engage, marketing and sales alignment was a challenge. However, since the implementation they can now:

• Enable sellers to prioritise leads better via Marketo Enage Sales Insights
• Set-up and operationalise the customer lifecycle
• Provide better reporting and segmentation
• Manage expectations with the sales team

“In addition to engaging prospects, we are also using Marketo Engage to provide personalised content and product updates via our customer newsletter,” says Woroniecki.

Skedulo has integrated additional software into their business systems that consist of tools capable of cloud storage, online meetings and data enrichment.

Prior to using Adobe Marketo Engage, a lot of manual work was required to set up and maintain campaigns, but now Skedulo can get more granular and make better use of all the data collected.

Since using Adobe Marketo Engage, Skedulo can orchestrate the inbound demo request process. From the time a contact fills in a form, they can:

• Data enrich and score the lead
• Immediately point the lead to other Skedulo resources via an auto email
• Sync it to the CRM 
• Route it to the correct Skedulo sales rep

Using this automated process, the sales rep can personally contact the lead in less then 10 minutes.

“With Marketo, the productivity of the sales team increased, time to qualify leads was reduced (MQL POV), campaigns were created faster, data was captured within minutes and 100k+ people went through our nurture programmes,” concludes Woroniecki.