Now all customer information is pulled from across sources into Microsoft Dynamics, providing a 360-degree view of customers. This view is then pushed into Marketo Engage, which applies a lead score to each customer based on their behaviours and buying signals. Marketo Engage then assigns different types of engagement—nurture emails, event invitations—based on where someone is in the customer journey and what types of products or services they’re interested in. If customers react to ads, webinars, or sales prospecting, their behaviours are fed back into Microsoft Dynamics to continue building out the customer profile.
The full customer view allows NEC to see how different touchpoints affect customers throughout their journeys, allowing the company to better attribute results to different parts of the business. “Attribution is especially critical for the early stages of new campaigns or touchpoints,” says Borean. “We can look at the attribution to determine whether new methods of engagement produce returns.”
Marketo Engage also helps to better engage sales representatives with new leads. The sales team helped build out the matrix used for lead scoring. With a clearer understanding of customer behaviour, sales representatives can spend more time delivering focused and personalised engagement with customers.
For marketers, this deeper understanding of customers opens the doors for personalisation. Marketing teams have already rolled out 15 new email campaigns. “With Adobe Marketo Engage, we focus on more personalised, event-based marketing that specifically targets customers based on their known interests,” says Borean. “Adobe Marketo Engage provides a high level of efficiency for all outbound campaigns. Templates are streamlined and easy to use and our ability to measure and assess success is instantly available. We see better alignment between marketing and sales as marketing has a better idea of who to nurture and how, based on sales priorities.”