Highlights

• Drip campaigns re-engaged thousands of lost leads
• Progressive profiling yielded 1 in 30 sales-ready leads
• Improved marketing and sales visibility and insight

Challenges

Before Marketo, leads at GroundWork, a developer of commercial open source systems and network management software, would sporadically fall into a “black hole.” Even leads that showed interest through the company’s 30-question community survey were randomly ‘lost’. Furthermore, visibility into GroundWork’s database was obscured, as it was necessary to export the entire database in order to view it.  And GroundWork’s email campaigns were cumbersome to set up and implement.

Solution

By using the reports available in Marketo, GroundWork can now analyze weekly trends and more effectively automate lead management. Marketo’s usability enables the GroundWork team to setup email drip campaigns in minutes.  And with the ability to perform progressive profiling of leads, GroundWork can adhere to the privacy standards that are prevalent in the Open Source community and still monitor web activity. By leveraging lead scoring results, GroundWork can quickly prioritize leads with a high lead score (lifetime value) and a recent burst of web activity (urgency) as a leading indicator of sales readiness.

Benefits

With Marketo Lead Management, GroundWork can launch email campaigns in minutes, has re-engaged thousands of lost leads, and has dramatically improved visibility into its customer database and lead quality.  Using lead nurturing to build a rapport with prospects over a 6-9 month sales cycle, GroundWork has identified 1 in 30 leads as 'sales ready.' And thanks to Marketo Sales Insight, the sales team can focused on the hottest leads and is armed with the right data to close more business faster.