Skedulo has now reached a stage where they can track the whole customer journey across all touchpoints, including ads, websites, and more. Through Marketo Engage, they can identify which source or channel is driving revenue, and then optimise ad spend accordingly.
Moreover, they are now focused on industry streams and are working at an accelerated pace. Their nurture now supports marketing activities such as direct mail, events, webinars, content syndication, and ABM strategy.
“We can now associate an initial click of a specific ad back to closed-won opportunity in the CRM,” says Woroniecki. “For example, we can track an initial Google search query to closed-won pipe. This helps us continuously optimise our process and plans.”