"Marketo tracks digital behavior as prospects progress through the marketing cycle and rates leads based on the level of engagement with content. Using that insight, we can test and fine-tune campaigns based on how people respond. The result has been a dramatic rise in email engagement.”
From siloed agency to company problem solver
By utilizing Marketo, Vantiv has optimized its alignment between marketing and sales. Prior to Marketo, marketing would hand a lead over to sales and sales would work the lead until the deal closed—that is, the contract was signed, the equipment was delivered, and the merchant was onboarded. But that wasn’t enough. Until the merchant began processing transactions, no revenue was generated for Vantiv.
To address this challenge, marketers developed an email nurture program that would encourage new customers to start processing with Vantiv. This highly successful campaign significantly reduced the number of customers not going the last mile.
As a result of these and other successes, the marketing technology team’s role has expanded dramatically. For example, through acquisitions, Vantiv ended up with four instances of Salesforce. com. Through consolidation, IT reduced the number to two and both are integrated with Marketo. When the owners of the two Salesforce instances wanted to share data bidirectionally between the two instances, Jason’s team used Marketo’s open application programming interfaces (APIs) as the vehicle for enabling the data sharing. The team had the connections up and running in less than a week, and the cost was only 10% of the expected cost of having IT personnel develop an integration connecting the two Salesforce instances directly.
Marketo’s role at Vantiv is expanding beyond marketing. The employee communications teams now uses the solution to replace mass email blasts with nurture programs that engage employees and encourage them to take care of such activities as selecting benefits options. By tracking responses in Marketo, communications teams know which employees have already taken action and they can direct additional messages to only those employees who haven’t responded. This more efficient approach increases employee satisfaction.
"It’s not just email marketing. It’s not just lead management. It’s not just nurture campaigns. Marketo is empowering our team to play a leadership role in many areas. Instead of seeing us as the people who provide pretty pictures and PowerPoint templates, our coworkers now see us as the people who get things done, contribute to revenue generation, and solve problems for the company.”