Customer Success

Able Engineering Moves Leads Faster Through Sales Funnel and Increases Revenues with Marketo

Highights

• Launched 65 marketing campaigns in 6 months
• Reignited stagnated accounts that had not done business with Able for two or more years
• Increase of 40% in revenue over 6 months

Challenges

For Able Engineering, a company that is recognized as the industry leader in providing cost-effective repair solutions to aircraft operators worldwide, the problem wasn’t lead generation. Rather, the challenge was how to introduce prospects to the company’s brand and value proposition and then nurture those leads through the pipeline. However, due to limited marketing resources, the company struggled with developing content—such as white papers, datasheets, case studies—and also have enough time to track leads and launch effective marketing campaigns. They needed a revenue performance management solution, but based on prior experience with other systems, they required one that was easy to use, could work in parallel with their homegrown system, and that could help streamline the entire marketing process.

Solution

Able Engineering chose Marketo because of its ease of use and due to its solid reputation for customer service, support and thought leadership in the revenue performance management space. With Marketo, Able Engineering can quickly launch multiple campaigns without draining their marketing resources. As a result, they have been able to expand their brand, move more leads into and through the sales funnel, and substantially increase revenues.

Benefits

With Marketo, Able Engineering has significantly reduced costs because now they can perform the creative work at a fraction of the time and cost it took before. In addition, marketing productivity has been enhanced substantially, allowing the company to launch 65 marketing campaigns in six months. They also note a much higher click-through rate with Marketo, in the range of 60% to 80% where before this was around 5%. Further, Marketo’s nurturing capabilities has helped the company move a significant number of "stale" customers—that is, customers that haven’t done any business with Able Engineering in two or more years—to active clients that are generating orders. The bottom line, Marketo is helping Able Engineering add more leads to the sales funnel, enabling them to convert these to customers faster and increase revenues by 40% in just six months.