In the years since he joined Commvault, Marini has built a centre of excellence for marketing automation with Marketo Engage at the core. The marketing automation team works closely with teams across Commvault to build out nurture programmes, segment audiences and develop an engaging journey throughout the customer lifecycle. Integrations with Salesforce CRM, Adobe Workfront and other solutions allows Commvault to develop fully automated workflows and effectively scale marketing, lead gen and communications globally with a marketing automation team of four.
“Data integrity is one of the most critical points for any marketing automation strategy,” says Marini. “We have to know that our data is accurate and complete before passing along leads to sales. Integrating our solutions together and creating a central flow of information through Marketo Engage helps us to keep data clean and create more effective interactions.”
When a team at Commvault wants to start a new marketing campaign or programme, the marketing automation team first creates a new project in Workfront. Workfront automatically instructs Marketo Engage to clone a related programme based on the type of project selected, whether it’s plans for a newsletter, upcoming webinar or email campaign. Once cloned, Marketo Engage provides the link to the new programme so that the marketing automation team can quickly make required changes.
With the integrated workflows running through the centre of excellence, it takes just 20 minutes to build out a campaign. This saves marketers more than an hour per campaign, as building out a campaign with their old system could take 90 minutes or more. The team uses this time savings to put more effort into testing and polishing campaigns to achieve stronger engagement. The programmes are also much more consistent, as the centre of excellence can take advantage of the centralised templates, data and processes to deliver higher quality results.
“With all programmes running through our centre of excellence, we can keep programmes clean, organised and repeatable to deliver faster, higher-quality service for teams across Commvault,” says Marini. “Taking advantage of the powerful automation of Marketo Engage, plus the integration to Workfront, we can create cloneable programmes to scale customer engagement and support global efforts with a small team.”