Gilbarco Veeder-Root is the worldwide technology leader for retail and commercial fueling operations. They offer the broadest range of integrated solutions from the forecourt to the convenience store and head office. Gilbarco Veeder-Root was emailing their contacts, but they lacked the ability to report on their marketing activities and truly nurture prospects in the way they required. Instead of an email service provider (ESP), Gilbarco Veeder-Root selected a full marketing automation platform. While it was important to show that marketing automation was a good investment, Gilbarco Veeder-Root also wanted to create a solid foundation for best practices when they expanded their marketing automation to their global marketing groups. They didn’t just want to get up-and-running quickly, they wanted to ensure they had a solid model for a global rollout that all of their regions could benefit from.
Zoetis develops, manufactures and commercializes a diverse portfolio of animal health products for veterinarians and the livestock farmers and companion animal owners they support. Traditionally, Zoetis has focused on a B2B strategy targeting veterinarians. The Companion Animal Division (CAD) wanted to increase brand awareness by marketing to pet owners. CAD established a goal of building a consumer database of one million pet owners.
To build a B2C database and launch their first direct consumer marketing program, Marketing Automation (MA) was needed. Zoetis operated independently across the brand managers, investing individually across channels and marketing by brand with varying degrees of success. They wanted to build an over-arching, digital consumer marketing strategy that would enable different divisions to work together and leverage assets and best practices, utilizing a central customer database. Establishing a foundation of tools and expertise would also enable them to better support those brands with fewer resources.
As a company on the cutting edge of their industry, this Fortune 500 communication technology company wanted to ensure its marketing automation (MA) implementation was successful and that they used best practices along the way. They had been using another solution and an additional challenge was their inability to properly attribute marketing influence. Their previous MA platform was only able to employ one marketing “touch,” which did not expose the numerous marketing efforts that had an impact on opportunities and sales.
In addition, the company needed to be able to see their end-to-end funnel and measure results at every stage – but most importantly in lead creation, pipeline creation, and revenue results. It was also critical to know which marketing initiatives were having positive results so the company could make good, data-driven decisions about where to focus their marketing efforts.
Billtrust is a provider of automated billing solutions. Billtrust wanted to grow market share in targeted vertical markets and knew that several elements were necessary to reach their objectives.
For maximum impact, Billtrust wanted to develop a new, long-term lead generation strategy and knew it was critical to implement marketing automation (MA) to provide repeatable, predictable and scalable results. In addition, Billtrust realized they would have to better integrate and improve marketing and sales and develop new, customized content to serve more than a dozen markets.
Pinstripe, Inc. is North America’s leading independent recruitment process outsourcing (RPO) provider. After implementing marketing automation, aligning sales and marketing, and establishing baseline metrics, Pinstripe was ready to take their Revenue Marketing™ efforts to the next level.
Pinstripe had basic reporting in place, but the data gave them a limited perspective into their revenue efforts. Pinstripe needed to see more complex, multi-dimensional analytics, delivered in a contextually-relevant light, from which they could make better business decisions.
Pinstripe also wanted to centralize several disparate sources into a single, instantly accessible set of informational dashboards. This aggregation of data needed to be informational, establish reporting efficiencies, update in near real time automatically and provide an accurate picture of the company’s marketing/sales performance.
Egencia was struggling with too many manual processes. With almost 1000 email templates in Salesforce, but no tracking as to which sales reps were using them, how often, or with what value, email outreach by sales reps was inefficient and untargeted. Egencia’s existing email system required manual loading of those who unsubscribed into Salesforce. Segmentation was also manual and difficult: each list was pulled and then sales reps had to indicate which leads they didn’t want mail to go to, which meant lists constantly needed to be rebuilt. It was taking 3-5 hours just to send one batch email. There were also issues with duplicates in their database – a full-time person was needed just to work on data quality. The pain had grown enough for Egencia to look for a new solution.
They knew it wasn’t going to be easy to make the change. They’d looked at Marketing Automation years earlier, and now was the time to look again. But the team at Egencia had no idea just how far reaching those changes would be, not only for the two-person marketing team and for sales, but for the entire organization.
ELT is a SaaS e-learning provider that develops employee compliance content on topics such as workplace harassment. With over 2,000 clients and over 6 million people trained on their courses, they needed a way to drive more qualified leads and prioritize and process leads in the mid-stage of the sales funnel. As the new Vice President of Marketing at ELT, Ken Robinson knew that he wanted a Marketing Automation solution instead of the disconnected email, web, and analytics solutions they were using for different aspects of demand generation and other marketing operations.
Within 90 days of having a Marketing Automation solution, ELT had the solution installed and in production. Having been hired to share his deep knowledge around demand generation and Marketing Automation, Ken knew he needed to ramp up his team quickly and put them on the right road to rapid success and best practices. He chose the Pedowitz Group as his partner, both because he’d worked with the company before and because he knew the Pedowitz Group would act as an extension of his existing marketing team. Ken wanted best practices for both big-picture strategy and the tactical building of campaigns and workflows.
EVault®, a Seagate company, offers full-service backup and recovery, leveraging the very best cloud-connected technology and infrastructure for more than 43,000 companies. EVault had aggressive growth targets and needed to maximize the effectiveness of their marketing activities.
While marketing automation and CRM were in place, EVault lacked best practices to optimize performance and needed tighter program integration in order to achieve better reporting. They also wanted better sales and marketing alignment and an enhanced lead management process that could be replicated globally.
Getty Images was considering a Marketing Automation solution. They’d already read enough best practices about solutions to know they had to choose based on their own requirements and use cases, rather than just picking a product. They wanted to start by understanding their own existing processes better, and then select a product that mapped to their use cases. They also realized they needed guidance to assess their own processes and make the best selection.
QlikTech, a leader in Business Discovery—user-driven Business Intelligence (BI), has experienced incredible growth in recent years. Today, it has 22,000 customers in 100 countries and 1,200 global partners. At the heart of QlikTech’s success is its “volume and velocity” Sales and Marketing model designed to meet the company’s aggressive growth goals. The model focuses on “Customer Centric Selling” to ensure all outreach reflects a complete understanding of customer needs. It also emphasizes QlikTech’s drive toward building the most efficient marketing machine in enterprise software designed to accurately capture prospects and rapidly drive them through the nurture process.
QlikTech laid the foundation for its “volume and velocity” model with Salesforce.com, which serves as the common customer data system between its Sales and Marketing organizations. Next, it layered the Marketo marketing automation system on top. It uses Marketo to ensure an ongoing, automated conversation with prospects over time. With Marketo, QlikTech developed a series of timed prospect “touches” that assigned a score to each lead throughout out the cycle. Once a lead reached a certain “contact ready” score, a salesperson would be assigned to personally follow-up on it.
The company also uses its own QlikView Business Discovery platform to create dashboards that deliver sophisticated lead pipeline analysis. It enables QlikTech to understand where it needed to scale its marketing automation campaigns and which campaigns and targets were delivering the greatest yields. QlikView also revealed exponential growth in leads, meaning the company required a partner to maximize the value of each lead coming through its ever-widening pipeline. The solution had to be cost-effective to keep Sales and Marketing expenses within forecasts.
Tektronix is a leading supplier of test equipment for engineers focused on electronic design, manufacturing, and advanced technology development. Tektronix had undergone recent acquisitions and needed to upgrade to a modern CRM system. Implementing this, while upgrading the marketing automation (MA) platform and maintaining connectivity to the data warehouse at the same time, would be a challenge.
This required a major transition to migrate the CRM system, while changing systems and processes from an email blast tool to a multi-touch campaigning platform, all by a certain date. In addition, senior executives were concerned about maintaining the lead flow and its impact on revenue, given their complicated environment. What if mistakes were made and opportunities were missed? What if a lead was not routed correctly? What if important, contextual, historical data was lost?
Tektronix asked The Pedowitz Group to help with an ambitious goal – connect their new marketing automation platform to the marketing data warehouse and replace the old email system. TPG was chosen not only because its consultants hold multiple certifications in MA and CRM platforms, The Revenue Marketing Agency but because of their experience with Revenue MarketingTM best practices.