Perkbox has been on an ambitious growth and transformation journey, ever since it first launched in 2015. Due to this success, the technology the company was using to measure marketing and its impact on sales struggled to keep pace. When Marketo Engage first began working with Perkbox in 2017, marketing software was in place - but it wasn’t being optimised in the best ways.
As a result, Perkbox wasn’t aligning marketing and sales as well as it could be and had no single source of truth to measure the effectiveness of marketing campaigns. Compounding that, Perkbox was not making the most of marketing automation software and (like everyone in 2017) was getting ready for GDPR (General Data Protection Regulation) and the changes it would force on the marketing department.
But beyond these challenges, Perkbox was thinking about opportunity. They knew that the right automation software could improve their marketing capabilities and help the business to grow. Marketo Engage stepped in to help Perkbox with all of this - which is where the relationship began.
Modern prospect marketing.
Implementing Marketo Engage introduced a number of modernising initiatives into Perkbox’s marketing to its prospect base. First among them was the ability to bring more personalisation into marketing and to be more dynamic and flexible around who is sent what and when.
This extends to channels, too. Since bringing Marketo Engage on board, Perkbox has been able to understand which channels (everything from email and content to events and webinars) work for which prospects and adjust their activity accordingly.
However, the biggest change - and perhaps the most transformative too - is in how Perkbox manages reporting and how that in turn has improved marketing’s relationship with sales.
Prior to Marketo Engage, Perkbox had no clearly defined marketing targets. That meant no behaviour scoring or lifestyle stages. And, as a result, no way to truly measure marketing’s effect on the sales cycle and the ROI of campaigns. Marketo Engage changed all that, with tools that have given marketers the capacity to create targets, then meet them. It’s also meant they can dive into channel performance metrics, understanding the ROI attached to each and where the best place for lead creation might be.
Unsurprisingly, this has had a positive impact on the marketing-sales relationship…