Xylem Rolls Out Marketing Automation Platform

Seeing an opportunity for our client to stand out within the manufacturing industry, we created an online assessment so Xylem could quickly understand where their company’s maturity ranks in 30 distinct capabilities.

This helped Xylem prioritize their strategic investments and create an actionable roadmap for people, processes, and technology while realizing measurable monthly results. 

We identified gaps in current marketing strategy and improved go-to-market tactics:

• Campaign Strategy – We mapped Xylem’s inbound / outbound cadences for harmonious experiences to prospects
• Multi-channel Delivery – We audited data from current channel usage and identified a mix of channels to support this campaign

After agreeing to a plan, we got to work building Marketo templates + Marketo and inbound campaigns across multiple channels to launch to a designated landing page based upon proven best practices.

After implementing Marketo, Xylem called on TPG again to help develop the strategy and then execute a more comprehensive, integrated inbound/outbound campaign.

While Xylem knew what needed to be done and how it should be done, they didn’t have the bandwidth or staff to execute the strategic elements of the campaign or to implement it via Marketo. 

This project included collaborating with Xylem’s Sales & Marketing teams to define a more complete customer persona, defining and prioritizing a specific market segment and appropriate offers for that combination and construction of both inbound and outbound campaign elements.

TPG partnered with Xylem to fine-tune the campaign, helping them to expedite the campaign to meet their immediate goals by using existing data established internal SLAs. TPG helped Xylem to maintain focus and avoid scope creep and stick to marketing best practices.