A single source of truth for marketing
The CenturyLink Marketing Operations team began by moving all Level 3 Communications marketing programmes over to Marketo Engage. The team was able to complete the transition in less than six months, greatly reducing the size of its marketing technology stack.
Two instances of Marketo Engage now provide a central source of truth for all of CenturyLink’s marketing data. Every day, its data team pulls almost 400,000 daily activities from Marketo Engage into a data lake to build a comprehensive picture of every lead’s interactions and lifecycle. From there, data is served up to multiple in-house developed application layers to provide accurate and timely insights and demonstrate the effectiveness of all its marketing efforts.
Marketo Engage’s third-party integration capabilities were essential to CenturyLink’s efforts to consolidate marketing activity information. To use Marketo Engage as a central hub for third-party marketing activity, CenturyLink leveraged the Marketo Engage activity object data model to include as many third-party products into the Marketo Engage activity log as possible, allowing the data team to extract, analyse and build predictive data models to drive proactive change.
The team also used Marketo Sales Insight to create multi-touch campaigns that include automated emails sent from a Salesforce plug-in. This fulfill a long-time business need to send prospects consistent emails from sales while enabling salespeople to spend more time with customers and less time on administrative tasks.
“Marketo Engage is crucial to our Marketing Operations team and using Marketo Engage to gain visibility into third-party applications through integration has proven invaluable to us during our merger with Level 3 Communications,” says Kate Federhar, senior manager of marketing operations at CenturyLink. “We’re looking forward to integrating Marketo Engage with Adobe Experience Manager Sites and Adobe Target to unify our marketing efforts and customer experience even further.”
Influencing millions in revenue
Using Marketo Engage to segment audiences, CenturyLink’s Marketing Operations team can send the right message to the right person on the right channel, whether it’s a $19.99 social media promotion for premium TV channels or a new enterprise networking service. To navigate the more complex buying patterns of business customers, CenturyLink uses lead scoring and account-based marketing in Marketo Engage so it can pivot quickly and adjust offers and messaging as needed.