Boomi Doubles Productivity and Achieves 30% 'Marketing Effectiveness' Rating

Highlights

• Achieved 'marketing effectiveness' rating of 30%, 3x industry average
• Ability to scale marketing without adding resources
• Improved marketing and sales alignment, teamwork and effectiveness

Challenges

Boomi, a leading provider of on-demand integration technology, needed a marketing automation solution that would support its high-volume, low-transaction-value revenue model. They needed to supply sales with a continuous flow of high-quality leads that could be closed with limited touches. At the same time, they needed a way to manage contacts generated from partner companies like salesforce.com. The challenge in improving their demand generation process, was to make this happen with as few marketing resources as possible.

Solution

Boomi is now using Marketo Lead Management to automate its lead nurturing process. New leads, like those participating in a 30-day free trial, are prioritized and added to a “high-touch” lead nurturing track that includes sales outreach. Others receive ongoing education until they show enough interest to qualify for sales outreach. Separately, contacts from partners are automatically assigned to the right account manager, allowing Boomi to initiate customized nurturing campaigns by partner as well.

Benefits

Using Marketo, Boomi can now automatically route leads to the appropriate sales team or lead nurturing track. As a result, marketing and sales alignment has improved, enabling the combined team to assume a heavier workload. And during a tough economy, Boomi has been able to expand its marketing outreach and double its productivity without incurring additional costs or resources.