With its robust capabilities, Adobe Marketo Engage was chosen by Police Bank to automate and consolidate their email marketing processes.
Upon adopting Adobe Marketo Engage, the Police Bank team set up a structured and consistent onboarding process. As a result, the customer onboarding process became more efficient. New customers consistently receive relevant content and other essential information within the first two months of joining the bank.
Police Bank also utilised Adobe Marketo Engage to capture data through Adobe Marketo Engage Forms and lead magnets like competitions, e-books and gated content. The data collected is then analysed and used to customise communications to members, who are getting more personalised, relevant and timely information.
“Our previous electronic direct marketing (EDM) system was very clunky and restrictive. Adobe Marketo Engage has allowed us to be more targeted and, therefore, in more regular contact with customers — which is something that was important to us,” says Police Bank Marketing Manager Sean Lo Cascio.
This approach helped the marketing team to better qualify leads and get a clearer picture of where contacts are in their customer journey before passing them on to the sales team.
They also reported being able to cross-sell products quickly and automate the process of flagging the point where customers might be ready to buy a product. By contrast, the sales team previously had to call people one by one to see if they were at the point of conversion.
“[With Adobe Marketo Engage], we were capturing more leads and customers than we did before. We have a full view of the customer journey and through lead scoring, we track activity to be able to pass the best information and leads to the sales team at the right time,” adds Sean.