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Cellebrite

Marketo Real-Time Personalization enhances our marketing automation processes with top-funnel, real-time reactions and incredible sales intelligence of our online prospects. Our Marketing and Sales teams have increased content ROI, enhanced prospect nurturing and established a complete sales funnel process with Marketo Real-Time Personalization.

Dror Haliva
Head of Marketing
Cellebrite

Challenges

 

Cellebrite develops advanced mobile data solutions for two distinct markets: mobile instore solutions for the retail sector and mobile data extraction, decoding and analyzing solutions for mobile forensics. Its technology is used by military, law enforcement, and government agencies across the world.

Cellebrite has deployed more than 100,000 units, handling in excess of 250,000,000 transactions a year with 150 mobile carriers and retailers worldwide.

Cellebrite delivers their mobile expertise to two distinct markets: Retail and Forensics. The company was seeking a solution to segment these two markets, identify and understand their potential prospects and to be able to test and target these prospects with personalized messaging.

Solution

 

Following a quick and easy installation of Marketo’s Real-Time Personalization tracking code on the website, Cellebrite started using Marketo Real-Time Personalization immediately alongside their existing marketing software setup consisting of Microsoft Dynamic (CRM) and Eloqua (Marketing Automation Software). Marketo Real-Time Personalization identified incoming visitors to Cellebrite’s website according to industry, location and behavior and in real-time segmented them according to Cellebrite’s distinct markets of Retail and Forensics.

By understanding the visitor’s behavior online, Marketo Real-Time Personalization further segmented the onsite visits according to their stage in the customer journey, by capturing prospects arriving to specific product pages. Additional segments were also created for further analysis including: law enforcement, financial, government institutes and according to country (US, Europe, Russia and Asia). Cellebrite then set up Campaign Calls-to-Action (CTAs) with relevant messaging for these specific targets that activate in real-time onsite. The Campaign CTAs were split between two versions and with Marketo’s Real-Time Personalization auto-tuning feature, A/B testing helps determine and automatically continue with the more successful campaign. The real-time, auto-tuned campaigns helped Cellebrite “warm up” their leads and nurture them further along the sales cycle.

ResizedImage600198 Cellebrite

Cellebrite's Auto-Tuning A/B Test campaign targeting the retail industry segment

Benefits

 

Marketo Real-Time Personalization segments and targets Cellebrite’s online prospects and provides powerful sales intelligence data and lead nurturing tools that feed into their existing CRM and marketing automation systems. Sales representatives follow up knowing the location, industry and digital behavior of the hot prospects. Marketo Real-Time Personalization proved to be a value-adding tool to Cellebrite’s marketing solutions.