F5 GROWS REVENUE GLOBALLY WITH MARKETO

Highlights

  • Executed marketing campaigns within 3 weeks of a flawless implementation.
  • Leveraged sophisticated tracking, contributing to revenue in 4 global regions.
  • Integrated Salesforce.com seamlessly, routing leads and analyzing buyers’ lifecycles to increase conversion rates.
  • Increased overall pipeline creation by 9%.

 

Challenges

As a global leader in application delivery networking, F5 Networks aligns IT structure to business initiatives and strategy. F5 serves over 16,000 customers, including nine of the Fortune 10. Previously, F5 was using a system that was plagued with technical issues. Marketing operations had become a de facto IT service bureau for marketing managers, creating all kinds of dependency bottlenecks. F5 needed a system that was intuitive to use, but was also easy to modify on the fly—so marketing and sales teams could work closely toward common goals. What’s more, they wanted an automated system that was scalable to the needs of regional teams in four global regions.

 

Solution

F5 chose Marketo, because as F5’s Director of Marketing Operations, Kristen Petersen explains, “You can immediately tell Marketo is designed by marketers for marketers.” With no down time, F5 migrated to Marketo in less than three weeks with over 42 people launching campaigns around the world. No longer having to manage their platform’s IT issues, F5’s marketing team was finally free to be creative and agile with their campaigns, to test what worked, and to quickly switch out what didn’t. Marketo’s Revenue Cycle Analytics helped F5 realize that they needed to focus more on programs like PPC, webinars and online advertising because the cost per lead was so much lower than tradeshows and seminars—something they had not realized up to that point. Previously, F5 only had access to this sort of analysis through arduous, “Excel-ridden” processes, but with Marketo, they instantly tracked revenue attribution in each of their 4 global marketing regions, focusing resources to generate measurable results. 

 

Benefits

Marketo provided F5’s marketing operations concrete metrics that show their contribution to overall pipeline creation in the past year was 9%. With Marketo’s Revenue Cycle Analytics, F5’s marketing and sales have been able to instantly see what leads are in the pipeline and better understand the entire buying lifecycle. As a result, F5 now spends its marketing dollars more effectively, helping sales close more deals and contributing to overall top-line growth. Ultimately, F5’s marketing has been able to prove progress toward goals in a range of KPI, which has meant a better “big picture” understanding for the entire F5 organization. And through new strategic cooperation between sales and marketing generated by Marketo’s sophisticated analytical tools, F5 is planning to increase pipeline leads by 15% in the coming year.