How a Cloud Solutions Provider Unified And Expanded Global Marketing Capabilities
Rackspace Technology™ is a $2.7B multicloud solutions provider helping customers optimize their cloud-hosting implentations at any stage.
As the move to cloud-hosting accelerates, Rackspace has been expanding its global presence. The company chose to return to the public market during the 2020 pandemic.
Facing challenging business headwinds, Rackspace decided to streamline its Marketing Operations and MarTech stack.
Enter: The Pedowitz Group (TPG)
We began supporting Rackspace’s Marketing teams in 2015 by expanding Marketo’s capabilities and consolidating instances. When the organization decided to review contracts in 2019, we were there to help. We assisted with due diligence on options including Hubspot, Marketo and Salesforce Marketing Cloud (SFMC).
In 2020, Rackspace chose SFMC as its Marketing Platform of Record and TPG as its implementation partner.
In conjunction, they chose to upgrade their lead management, campaign processes, and reporting capabilities, which extended into 2021 with SFMC advisement, campaign support, and lead management support on a global scale.
increase in revenue per user
increase in lead volume
“The Pedowitz Group has been an invaluable partner for Rackspace, helping our marketing organization be more agile in our evaluation, onboarding and adoption of critical technologies that enable our ever-changing business. They are not only experts in MarTech, but have also anchored themselves in our business objectives so that together, we are unlocking technology to get to the right outcomes for Rackspace Technology.”
Director of Marketing Intelligence & Global Partnerships, Rackspace
Read how it happened:
TPG assisted with Rackspace’s contract review process by providing platform comparisons and decision criteria.
Once Rackspace committed to migration from Marketo to Salesforce Marketing Cloud, our familiarity with their Marketo environments enabled us to build a “shortest distance” MAP migration plan including:
- Systems Configuration and Deployment
- Systems Integration Architecture
- Data Governance and Operations
Because TPG was familiar with Rackspace’s lead management processes we were able to rapidly implement best practices during the migration to SFMC while re-mapping the lead lifecycle.
Build, Testing & Execution
We recommended new ways to optimize Rackspace’s inbound and outbound campaigns through SFMC. We enhanced segmentation, journeys and automation using a ticketing system to manage intake.
In addition, we audited Rackspace’s data management and MarTech architecture to identify areas of overlap and disuse, equipping Rackspace to streamline their stack and reduce costs.
We audited Rackspace’s reporting, identified gaps, then took action to improved closed-loop data analysis and reporting through Einstein Analytics.
U.S. and Global Rollout
TPG led phased SFMC launches and training for Rackspace’s Marketing teams.
Sessions also introduced teams to new lead management, campaign, and reporting processes.
In the first year after migrating to their new MAP, their dashboards reported a 55% increase in lead volume and 84% increase in average revenue per user.
Through the global ticketing system, TPG has deployed thousands of campaigns for Rackspace. We support hundreds of requests annually, ranging from complex campaign builds to advisory services to architecture enhancements.
Rackspace’s global marketing teams have continued to unify their processes and expand their capabilities. TPG remains engaged in a variety of advisory and managed services capacities as Rackspace continues to grow market share.
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increase in lead volume