Relativity uses Adobe Marketo Engage to implement a multi-channel, lifecycle engagement strategy driving up lead quality and quantity.
Replace a discontinued software product
Prioritise work to make it more manageable
Achieve operational excellence
36% increase in qualified leads
17% increase in opportunities
75% reduction in time required to get critical communications to customer base
With over 160,000 users across 40+ countries, Relativity (formerly kCura) is a worldwide leader in e-discovery software. More than 13,000 organisations around the world rely on the company’s platform to manage large volumes of data, quickly identify key issues and act on them during litigation, internal investigations and compliance projects.
Challenge: platform inefficiencies create major setbacks
Jason Grodsky, Senior Manager of Digital Marketing and his team are committed to driving engagement through a strategy of integrated, cross-channel campaigns. Faced with inefficiencies with their previous solution and an unreliable Salesforce.com integration, the team needed to find a way to streamline lead management and improve their ability to nurture audiences with the right content throughout their lifecycle.
“Our integration with Salesforce.com was unreliable,” says Grodsky. “Campaign rules would not work or do something different; instead of removing someone from a campaign it would pull them right back in. Sometimes, we would have people sign up for a webinar via a landing page and they would never receive a confirmation email to attend ― this hasn’t happened once with Marketo Engage.“
In addition, the team also endured setbacks such as frequent defective software updates, long periods of down time that could last up to hours and email deliverability issues.
To address these challenges, Grodsky and team switched to Adobe Marketo Engage.
“The platform would block us from sending emails to contacts if that contact had unsubscribed from a different company also using the same marketing automation solution as us,” explains Grodsky. “With our previous MA platform, we were unable to effectively drive our multi-channel, lifecycle engagement strategy forward. With Marketo Engage, we have better segmentation, personalisation, attribution and visibility into what’s working.”
“With our previous MA platform, we were unable to effectively drive our multi-channel, lifecycle engagement strategy forward. With Marketo Engage, we have better segmentation, personalisation, attribution and visibility into what’s working.”
Senior Manager of Digital Marketing, Relativity
Solution: moving to Marketo Engage brings new levels of engagement
Since migrating to Marketo Engage, Relativity has been able to implement a true lifecycle marketing strategy. Previously they had 3 to 4 stages in their lifecycle. With Marketo Engage, they have 10 to 12 different stages driving deeper levels of segmentation.
In addition, by leveraging attribution data in Marketo Engage, Jason and his team can identify which channels are best for driving forward certain content pieces and use this information to make improved decisions on future campaigns. Since implementing this insight, they have increased the number of downloads on certain content pieces by 3x over the past year.
Also driving forward their content strategy is Website Personalisation. “Web Personalisation has allowed us to create a 1:1 web experience for our web visitors by displaying only the most relevant content based on what we know about each visitor, the type of content they like and what they want to learn more about,” say Grodsky.
“The integration with Salesforce and Marketo Engage has streamlined our lead management and improved customer lifecycle engagement. 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.”
Senior Manager of Digital Marketing, Relativity
Achieving measurable results
“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.
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