Highlights

• Supported $2 million in incremental gross revenue
• Achieved 350% in marketing ROI
• Saved at least $400,000 a year by reducing creative cycle times

Challenges

Acteva, an online event registration service, found that campaigns were too difficult and expensive to build, despite having purchased an older lead management product. As a result, Acteva was forced to run relatively few large, untargeted campaigns. Acteva needed to get more results for each dollar spent, which required better targeting, higher response rates and the agility to create significantly more, smaller and better targeted campaigns.

Solution

Marketo lets Acteva “do more with less” by enabling each member of the team to quickly create personalized marketing programs without outside help and with as little as one hour of training. For a recent business initiative, Acteva created customized landing pages, emails and lead nurturing campaigns for 65 different audiences. The program was successfully launched in 40% of the time and at 30% of the cost.

Benefits

With Marketo, Acteva can build email marketing campaigns 4-5x faster than before, which equates to $400,000 savings per year. The company achieved 350% marketing ROI and 100% annual growth in areas where they have focused on using Marketo. While the Acteva partner community has grown to 14,000 event organizers and 30-plus referral partners, Marketo-enabled initiatives have delivered $2 million in incremental gross revenue.