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“We started off looking to improve our lead insight and create landing pages. We ended up being much more strategic beyond our wildest marketing dreams. ” Read more ‣
Director of North America Marketing
Egencia Achieves Dramatic Improvement in Marketing Productivity, Deeper Customer Engagement and Strategic Alignment of the Sales and Marketing Teams
- Dramatic improvement in marketing productivity and customer engagement
- Measurable, higher marketing ROI
- Strategic alignment of sales and marketing
- Unmatched lead visibility to drive higher revenues and share of wallet
Egencia, the fifth largest travel management company in the world, was struggling with several barriers and huge inefficiencies that were hindering its sales and marketing efforts. They needed to email customers and prospects from within Salesforce and connect with customers in a more meaningful way. In addition, they had no insights into open and click-through rates, or any ability to segment, track and engage prospects based on buying behavior. Further, the time to perform email blasts took days as the prospect list had to be rebuilt from scratch every time. The result was missed opportunities, strained resources and a frustrated sales force. Egencia was looking for an intelligent platform to manage its outreach campaigns, ensure messaging was relevant and leads were trackable.
After an unsuccessful marketing automation product implementation and facing extremely limited resources, Egencia turned to Marketo. Following a thorough evaluation of products on the market, Marketo stood out with its unique ability to generate, nurture, qualify and close more high quality sales leads with less effort. Working closely with Marketo’s implementation team, Egencia was able to deploy the Marketo solution within weeks.
The Marketo solution has become an integral, strategic platform for all of Egencia’s marketing and sales processes. Since deploying Marketo, marketing can now focus on building and delivering the right content, to the right person at the right time, as opposed to getting mired down in the execution details. As a result, Egencia has realized several tangible benefits. Landing pages and campaigns can launch in less than a day as opposed to weeks. Accurate tracking now exists for new leads and activity is tracked back to existing leads automatically. Leads are also now scored on demographic and digital behavior information. Failure-to-launch rates have been cut in half and the company has seen a significant increase in open and click-through rates. Finally, the sales and marketing teams are fully integrated and work together as a team to collaboratively drive higher revenues and increase marketing ROI.