Fueling Growth: How Gilbarco Veeder-Root Transformed Marketing Operations with Marketo

Industry

Commercial Fueling Technology

Challenge

Gilbarco Veeder-Root needed to modernize its marketing operations and improve lead nurturing but lacked the right tools and processes to do so effectively. Their existing platform didn’t provide end-to-end visibility into campaign performance, making it difficult to track engagement and revenue impact. To scale their marketing efforts and demonstrate ROI, they needed a structured marketing automation strategy and a seamless migration to Marketo.

Results

Gilbarco Veeder-Root successfully migrated to Marketo and implemented a data-driven marketing strategy, enabling real-time tracking of engagement and revenue impact. Within the first few days of launch, the program generated $3.8M in MQLs, ultimately driving $8.9M in qualified opportunities. By leveraging automation, segmentation, and targeted outreach, the company saw higher engagement rates, increased pipeline velocity, and improved marketing attribution—earning them an Adobe Revvie Award.

Key Services

Lead Management Optimization , Multi-Channel Marketing, Marketing & Sales Alignment , Marketo, A/B Testing and Optimization

www.gilbarco.com

$8.9M

Qualified Opportunities

$1M+

Pipeline - 1 Week

15%

CTR

40%

Open Rate

The skill and flexibility of The Pedowitz Group positioned us to be able to implement Marketo with an extremely lean team and vastly exceed our expectations of what we could achieve with Marketing Automation in the time we have achieved it.

Daniel Englebretson

Sr. Manager, Digital Marketing @ Gilbarco Veeder-Root

About Gilbarco Veeder-Root

Gilbarco Veeder-Root is a global leader in retail and commercial fueling technology, providing integrated solutions for gas stations, convenience stores, and fleet management. With a history of innovation spanning over 150 years, the company delivers cutting-edge technology for fuel dispensers, payment systems, and forecourt automation. As a leader in the fueling industry, Gilbarco Veeder-Root continuously invests in digital transformation and marketing automation to enhance customer engagement and drive business growth.

The Challenge

Gilbarco Veeder-Root recognized the need to modernize its marketing operations to improve lead nurturing and pipeline visibility. Their existing marketing platform lacked automation, proper lead scoring, and end-to-end tracking, making it difficult to measure campaign impact and optimize engagement strategies. To scale effectively and drive more qualified opportunities, they needed a seamless migration to Marketo, a structured lead management framework, and a data-driven approach to marketing execution.

The Solution

Gilbarco Veeder-Root sought a modern, scalable marketing automation platform that could help them improve lead management, campaign execution, and sales alignment. After evaluating multiple solutions, they selected Marketo for its robust automation capabilities, integration with CRM, and ability to support multi-channel engagement. However, they needed an experienced partner to ensure a seamless migration, implement best practices, and optimize their lead nurturing process.

They chose The Pedowitz Group (TPG) because of our proven expertise in Marketo implementation, demand generation, and revenue marketing strategy. TPG’s ability to quickly build, execute, and optimize a proof-of-concept campaign demonstrated how Gilbarco could achieve measurable results with the proper marketing infrastructure.

How We Made an Impact

Seamless Marketo Migration – TPG led the migration process, mapping data fields, integrating Marketo with their CRM, and configuring lead scoring models.
Multi-Channel Campaign Execution – Developed a PPC and email marketing strategy targeting high-value small business leads, ensuring personalized engagement.
Data-Driven Optimization – Implemented A/B testing, send-time optimization, and segmentation strategies to improve engagement rates.
Sales & Marketing Alignment – Trained the call center and sales teams on Marketo-driven processes to increase MQL-to-SQL conversion rates.

“The skill and flexibility of The Pedowitz Group positioned us to be able to implement Marketo with an extremely lean team and vastly exceed our expectations of what we could achieve with marketing automation in the time we have achieved it.”

— Daniel Englebretson, Sr. Manager, Digital Marketing, Gilbarco Veeder-Root

The Results

By partnering with The Pedowitz Group (TPG), Gilbarco Veeder-Root successfully migrated to Marketo, optimized lead management, and implemented a data-driven marketing strategy that significantly improved engagement and revenue contribution.

Key Outcomes:

$8.9M in qualified opportunities generated through the new marketing program.
$1.5M in new pipeline created within the first week of launch.
40%+ email open rates and 12-15% click rates, surpassing industry benchmarks.
Scalable lead management framework implemented, improving MQL-to-SQL conversion rates.

The new marketing automation framework enabled real-time engagement and revenue impact tracking, allowing Gilbarco to make data-driven decisions that directly contributed to business growth. Their success in executing personalized, targeted campaigns set a foundation for continued marketing excellence, earning them an Adobe Revvie Award for their achievements.