Gilbarco Veeder-Root

How a Global Fueling Leader Transitioned To Win

Background

Gilbarco Veeder-Root is the worldwide technology leader for retail and commercial fueling operations, offering the broadest range of integrated solutions from the forecourt to the convenience store and head office.  

They needed to enhance their marketing operations and prospect nurturing with both a modern marketing automation platform and best practices to fully optimize customer engagement in a repeatable and measurable way. 

Enter: The Pedowitz Group

Gilbarco engaged us for rapid enablement, featuring a proof-of-concept campaign that would display the results they could get when they reached the right audience at the right time with the right message. They also needed a migration plan to move them from their previous platform to their new one, Marketo.  

This new program organically grew their database, via a multi-channel campaign targeted to individual small business B2B leads that often exhibit B2C-like behavior. For the first time, they could track end-to-end click to revenue behavior. 

qualified opportunities driven from the program

%

open rates (and greater) for many emails, with 12-15% click 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 EnglebretsonSr. Manager, Digital Marketing, Gilbarco Veeder-Root

How Did We Do It?

Migrate + Implement

1

TPG conducted a discovery workshop, wherein we collectively uncovered the requirements needed to provide Gibarco with the building blocks and best practices to demonstrate the value of the new Marketo instance. 

We also assisted with their migration into Marketo, mapping needed fields and rapidly enabling the Gilbarco Veeder-Root team to take advantage of new features that worked best with their current workflows. We also ensured a smooth integration into their CRM.

We also built a lead management strategy for scalable lead scoring and routing that both Sales and Marketing agreed to and had input on.

Their global rollout began with North America to provide a template for other regions.

Targeting 

2

They strategically targeted leads that had expressed interest in their financing offers in the past and were primed for Gilbarco Veeder-Root’s extraordinary financing offers via a PPC campaign.

By employing a targeted list to mid-funnel contacts, they were able to ensure that their message would get noticed, and was a hand-in-hand effort between our collective teams.

Implement & Test 

3

To make sure all Marketo features were being leveraged, TPG used a Marketo send program with an auto-responder and did A/B testing on the subject line so that they could use this data for similar future initiatives. Gilbarco tested two subject lines and discovered that the one that did not include the financing offer was, surprisingly, the winner.

This version was sent to the remaining audience after the 2day A/B test was complete using Marketo’s automated features.

Profiling & Coordination 

4

Because the B2B prospects had activity patterns similar to many B2C models,  we decided to send email at 8 pm ET – when east coast prospects were probably checking their email and winding down, but also when west coast prospects would see the same as they moved into their evenings.

The vision was that small business owners would check in at their gas stations, and then check their email on their phone, portable device, or computer at home in the evening or at one of their business locations. 

Because Gilbarco Veeder-Root utilizes a call center for MQLs, the call center partner was trained in the new Marketo processes to ensure that they updated leads from MQL to SRL when they had a pending opportunity. These were then synced to the CRM for the sales representatives to pursue.

Incorporating the new platform into the existing sales process was a key to long-term success. 

Results

Within only a few days of launching, there were already over $3.8 million of MQLs … and ultimately, the program drove over $8.7 million in qualified opportunities.

Expectations were exceeded on all of the metrics for opens, clicks, opportunities created and revenue. This has enabled the marketing team to demonstrate their contribution to revenue and advance their journey towards becoming full-fledged Revenue Marketers!  

With everything Gilbarco has learned, they have been able to apply it to additional campaigns. In the ensuing quarter, they were able to achieve more marketing-sourced revenue than in all of the previous year – and can even trace it back to the specific marketing asset that started it.  

For their efforts, their team won a Revvie award from Adobe.

They also had:

  • Scalable processes for current and future campaign development
  • Strong cross-channel tech and process adoption
  • Higher-than-average email marketing metrics such as click and open rates

Services Used:

Click to learn more:

Marketo Engage Consulting | Lead ManagementCustom Marketing Training

qualified opportunities driven from the program

new pipeline within first week

%

open rates for many emails

1,500+ Clients and Counting

Enhance Revenue Impact.

Getting more ROI always starts with a quick call.

Read More Case Studies:

How a global water technology company nailed marketing automation

A credit card, representing a Fortune 100 client of The Pedowitz Group's

How a Fortune 100 credit card company closed the loop on revenue

Marketing Operations

Increase efficiency. Remove roadblocks.

Customer Experience

Wow Your Customers

Digital Transformation

Turn Strategy Into Action

Lead Management

Accelerate Leads to Revenue

Experts On Demand

Stop Troubleshooting

Inbound Marketing

Right Channel, Right Message

Account-Based Marketing

Accelerate ABM Success

Custom Training

Tailored Learning Solution

REVENUE
MARKETING
UNIVERSITY

Get the skills you need to drive more revenue with On Demand and live, virtual classrooms

Marketo Engage

Marketo Platinum Partner

Pardot

Accelerate Leads to Revenue

Microsoft Dynamics

Optimize Your Instance

Salesforce Marketing Cloud

Salesforce Certified Silver Partner

Salesforce CRM

12 Years of Integration Experience

Partners

Additional Technology Platforms

Oracle Eloqua

Oracle Platinum Partner

Adobe Experience Manager

Provide world-class experiences

Stop
Trouble-shooting

 

The help you need, when you need it with Experts On Demand

F5 Logo

F5 Network's Case Study

How a Network Security Giant Unified Global Marketing Operations

F5 Logo

Rackspace's Case Study

How a Cloud Solutions Provider Unifed And Expanded Global Marketing Capabilities

TraceLink’s Case Study

How a Supply-Chain Solution Provider Built Crucial Capabilities For Revenue

Xylem's Case Study

How a Global Water Solutions Company Nailed Marketing Automation To Win

Gilbarco Veeder-Root

Gilbarco Veeder-Root's Case Study

How a Global Fueling Leader Transitioned To Win

Telecomm Case Study

How A Multi-Channel Inbound Strategy Achieved A 600% Increase In ROI

A credit card, representing a Fortune 100 client of The Pedowitz Group's

Financial Services Case Study

How a Fortune 100 Credit Card Company Closed The Loop On Revenue

Resource Hub

Read, Watch and Download

Trending Topics

Our Most Popular Content

Blog

Our Latest Articles

CMO Insights

Hear From Industry Experts

Get Timely Insights

Take an interactive assessment and get immediate results

About TPG

How are we different? Get to know us a bit better!

Case Studies

See real results from customers just like you

How We Work With You

How can we help you?

Partners

Learn about some of our Partners.

Introducing: The Loop

 

Revenue models are outdated. Here’s your update.

About TPG

How are we different? Get to know us a bit better!

Case Studies

See real results from customers just like you

How We Work With You

How can we help you?

Partners

Learn about some of our Partners.

Introducing: The Loop

 

Revenue models are outdated. Here’s your update.