Turning up the heat with marketing automation.

Trane builds dynamic new customer journeys in less than an hour with Adobe Marketo Engage.

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Employees: 535,000
Swords, Ireland
www.tranetechnologies.com

3x

Faster to create a new marketing programme

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Objectives

Reach customers and prospects at scale with relevant messaging

Co-ordinate marketing efforts across North America

Bridge the gap between sales and marketing

Eliminate customer data siloes

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Results

10x new marketing programmes created in one year

3x faster to create a new marketing programme compared to previous solution

Turnkey integrations eliminate months of development

Reach specific audiences more effectively with dynamic lists

For Michele Prather, intelligent and creative messaging is just one element of great marketing. Automation also plays a big role in making sure those perfect messages reach more people at just the right time.

 

“When I first joined Trane, we had a team of 54 marketers across North America, each working on programmes to nurture prospects and engage current customers in their specific region or focus,” explains Prather, Trane senior digital marketing and technology manager. “They were doing a fantastic job, but every marketer was expected to do everything themselves: design the campaign, identify target customers, build emails and landing sites, monitor results and maintain their own customer database. What they needed was a strong foundation of modern tools — including a solid marketing automation platform — to build better customer experiences in a scalable way.”

 

Trane — by Trane Technologies, a global climate innovator — creates comfortable, energy efficient indoor environments for commercial and residential applications. The company typically sells to commercial customers, either directly or working through one of its global partners. This means that Trane communicates with many different groups throughout the lead and customer cycle, from engineers wanting to understand the underlying technology to project managers looking for the right HVAC unit for their new building.

 

Prather had several goals for the marketing automation platform. It needed to serve as a central hub for all customer information, removing the siloed databases previously maintained by each marketing team member. The platform also needed to be easy enough so that any marketer could learn to build emails, understand programme workflows and monitor analytics to create more meaningful customer journeys.

 

Trane was using Acoustic for marketing automation, but Prather wanted a platform with more robust automation functionality, including the ability to run more programmes, view vital analytics and establish easy integrations with CRM and web platforms. After looking at numerous marketing automation platforms including Oracle Eloqua, Prather chose Adobe Marketo Engage for the way it combines strong automation and functionality with user-friendly operations.

 

“Compared to other platforms on the market, Adobe Marketo Engage has much deeper and more flexible functionality that allows us to build any type of journey that we want for customers and prospects,” says Prather. “But just as importantly, it’s backed by a fantastic community of users and experts that can help us be autonomous and accomplish anything we need to reach our customers."


“Adobe Marketo Engage makes it fast and simple for us to build campaigns, but just as importantly we feel confident in any new programmes we put out there. We know that they’re tested and proven so that we can focus on creating more targeted communications to reach customers.”

 
Michele Prather

Senior Digital Marketing & Technology Manager, Trane


Robust marketing automation in three weeks

Once the selection decision was made, the next hurdle was to get Adobe Marketo Engage up and running — fast. With an internal deadline a month away, Trane enlisted the help of Adobe Professional Services to get Adobe Marketo Engage implemented in just three weeks.

 

“Our team was very aware of the timing challenge, but we aligned on the goal and made the implementation happen in time. The Marketo community of users helped us to get up to speed during this change,” says Prather. “Most people can find answers to their questions by looking up Adobe Marketo Engage resources or doing a quick search on forums. This means that I don’t need to spend as much time holding people’s hands. They can find the answer they need on their own.”

 

As Trane migrated marketing automation platforms, Prather took the opportunity to centralise operations and establish a specialised team of six people trained to build emails and launch programmes. This hub approach helps Trane create more unified messaging with fewer duplicate communications.

Most of the company’s marketers no longer need to create programmes, but they still work with Adobe Marketo Engage regularly to view programmes and analytics. Adobe Marketo Engage now gives them a full picture of how customers and prospects react to campaigns. Marketers no longer need to spend time building emails by hand. Instead, they can look at data, adjust customer journeys and create dynamic smart lists to target specific audiences with just the right messaging.

 

For the marketing programme team, the automation in Adobe Marketo Engage helps build out new programmes in less than an hour. Previously it could take at least three hours to create a new email programme, from designing individual emails to choosing targets to creating landing pages. With Adobe Marketo Engage, marketers can clone an existing programme and customise the details as needed. Even when building a new programme or making major changes, the intuitive Adobe Marketo Engage workflows give the team much more flexibility around programme design while making changes easily.

 

“Adobe Marketo Engage makes it fast and simple for us to build campaigns, but just as importantly we feel confident in any new programmes we put out there,” says Prather. “We know that they’re tested and proven so that we can focus on creating more targeted communications to reach customers.”


“Compared to other platforms on the market, Adobe Marketo Engage has much deeper and more flexible functionality that allows us to build any type of journey that we want… but just as importantly, backed by a fantastic community of users and experts that can help us be autonomous and accomplish anything we need to reach our customers.”

 
Michele Prather

Senior Digital Marketing & Technology Manager, Trane


A shift to virtual programming

The speed and flexibility of Adobe Marketo Engage came at just the right time. Just months after starting to work with the Adobe application, the COVID-19 pandemic swept across North America. Marketers had already started designing programmes for a variety events — in-person meetups, training opportunities, open house events and engaging thought leadership. Suddenly marketers needed to change direction quickly and transition to virtual events.

 

Using built-in integrations, Trane quickly integrated Adobe Marketo Engage into GoToWebinar to start promoting virtual events. While Prather had previously spent months working with a development team to understand and develop integrations with the old Acoustic platform, with Adobe Marketo Engage, the integrations were set up in minutes. Now marketers can easily capture registration and attendance information and trigger the right communications to help understand who the event reached and how it could be improved in the future.

 

While Trane initially shifted to virtual events out of necessity, the company discovered that it could reach a much broader audience by going virtual. Each of Trane’s 130 offices typically participated in Engineers Newsletter LIVE, a quarterly event where customers were invited to come into an office and participate in a complimentary learning programme. During the pandemic, Trane switched to online training organised on a national level. The first online event was a huge success, with 3,000 people registering for two time slot options. Throughout the remainder of the year the team was able to present quarterly Engineers Newsletter LIVE content to over 8,000 engaged people.

“We reached everyone we wanted to reach with Engineers Newsletter LIVE webinars rather than many small group events,” says Prather. “Adobe Marketo Engage played a big role in the success of the events. We could very quickly create a marketing programme to drum up engagement with the right audience. Using the information that we gathered through the GoToWebinar integration, we’re finding ways to make future events even more successful.”

 

In its first year of use, Trane rolled out 500 marketing programmes — more than 10 times the limits of the previous marketing automation solution. But Prather actually hopes to see the number of programmes fall in the future.

 

“By taking advantage of segmentation and dynamic content through Adobe Marketo Engage, we’ll be able to cut down on the number of programmes we need to manage while achieving even greater diversity and more precise targeting,” says Prather.


“The past year has seen major changes to how we reach people, but Adobe Marketo Engage gave us the flexibility that we needed to pivot quickly to connect with customers and prospects more effectively.”

 
Michele Prather

Senior Digital Marketing & Technology Manager, Trane


Expanding integrations for stronger leads

The next step for Prather will involve expanding integrations. Once Trane fully deploys Salesforce CRM, integration with Adobe Marketo Engage will make it far easier to share information about leads with the 3,000 account managers across the company in North America. The integration will also allow marketers to better understand how programmes contribute to successful leads, resulting in even better messaging and targeting in the future. Prather also hopes to start using in the integration between Adobe Marketo Engage and Adobe Experience Manager Assets to reuse assets across marketing communications.

 

“The past year has seen major changes to how we reach people, but Adobe Marketo Engage gave us the flexibility that we needed to pivot quickly to connect with customers and prospects more effectively,” says Prather. “It was a year of learning fast and on the fly, but now that we have some experience under our belts, the sky is the limit for what we will be able to accomplish with Adobe Marketo Engage.”

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