Highlights

• Improved capacity and agility to execute better segmented campaigns
• Enables ‘carbon-based resources’ to focus on more strategic initiatives
• Campaign results influence marketing spend that drives revenue

Challenges

Targus Information Corporation is a leading provider of On-Demand Insight^SM about prospects and customers. It helps large B2C clients like FedEx, Jenny Craig and Sylvan Learning Centers maximize interactions across every consumer touch-point and convert more prospects into customers. But until this year, they didn't practice what they preach. TARGUSinfo needed a better way to segment its B2B audience, run automated lead nurturing and sophisticated email drip campaigns; and immediately react to reporting results. Instead, TARGUSinfo's 'carbon-based resources' were immersed in attempting to achieve this through inefficient manual processes.

Solution

Before choosing Marketo, TARGUSinfo created a short list of vendors and sought the advice of industry peers who warned them about marketing automation solutions that were 'too big, too complex and too difficult to get up and running.' By contrast, Marketo has enabled TARGUSinfo to quickly and easily automate powerful lead nurturing and trigger-based, email marketing campaigns. TARGUSinfo marketers now can add prospects to the right lead nurturing track, based on a combination of stated or inferred interest and web behavior.

Benefits

Marketo has improved the lines of communication between Marketing and Sales teams at TARGUSinfo, empowering Marketing to execute targeted demand generation programs that Sales Directors want. Labor-intensive processes that previously consumed TARGUSinfo 'carbon-based resources' have been replaced by a powerful 'silicon-based' software solution, and Marketers now have the freedom to focus on more strategic work. Finally, the TARGUSinfo team can track and analyze web traffic, popular web assets and campaign reports to wisely invest future budget in marketing and sales programs that drive revenue results.