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CONJECT

One of the things I really like about Marketo is that the system is so easy to use. Because of that, our regional marketing managers adopted it quickly, which is making us more productive as a distributed marketing team and as a company overall.

Annegret Cox
Head of Marketing
CONJECT

Highlights

  • Ten to fifteen per cent estimated increase in quality sales leads
  • Effectively create, customise and manage multi-national campaigns
  • Ability to identify and focus on sales ready leads through lead scoring
  • Dramatic reduction in the time frames for deploying new multi-region campaigns
  • Visibility into the impact of marketing initiatives across a range of target markets
  • Closer collaboration between sales and marketing
  • Accelerated learning curve for regional marketing managers, enabling better localisation and targeting

Challenges

 

Headquartered in Munich, CONJECT is a leading supplier of domain specific software, helping clients enhance quality, reduce costs and better manage risk throughout the whole Plan-Build-Operate lifecycle of their assets – from planning, through design and construction, into operations and maintenance and/or disposal. Each day CONJECT's cloud-based applications are used by more than 40,000 businesses across the world, and every month more than 3,000 new users join CONJECT's application services.

CONJECT was previously using another marketing automation platform, however, it was difficult to use, lacked any best practice processes, and did not offer out of the box integration with the company’s CRM system, Salesforce. As a result, it was never one hundred per cent in synch with the CRM system, and it was difficult to get the regional marketing departments in other countries up to speed in a reasonable time frame.  

Solution

 

In 2010, CONJECT decided to replace its marketing automation platform with one that had out of the box functionality, better integration, and was easier to use.

“In particular, we were looking for a solution that adhered to best practices, supported by e-books, a wide array of documentation and suggestions that could get us up to speed quickly,” said Annegret Cox, Head of Marketing for CONJECT. “We also wanted a system that was intuitive and easy to use. One of the things I really like about Marketo is that the system is so easy to use. Because of that, our regional marketing managers adopted it quickly, which is making us more productive as a distributed marketing team and as a company overall. The migration was seamless and CONJECT was live with Marketo within three to four weeks.”

Benefits

 

Marketo has enabled CONJECT to target different communities and audiences in different countries and vertical markets and measure the impact of specific programs in disparate markets. Creating campaigns for different audiences in different languages is much easier and faster than before. It’s also having a positive impact on the company’s overall sales effectiveness.

“Before Marketo, our sales teams would trawl through the huge database of leads and make calls to everyone. Now, we can really focus on the leads that matter the most, thanks to Marketo’s lead scoring. This has made our sales team much more effective,” added Cox.

CONJECT estimates that Marketo is improving its number of sales leads by ten to fifteen per cent every year.

“Marketo is enabling us to generate more and better leads for our sales teams, and is improving the quality of our conversations with prospects as we’re able to target audiences with specific business needs,” added Cox. “It’s also brought our regional marketing managers in Munich, Vienna, Russia, the UK, and Dusseldorf up to speed very quickly as it’s so intuitive and easy to use.  They are able to operate more independently from corporate marketing as they have the platform and tools to define and target campaigns for their respective audiences.” Each regional team is now able to use Marketo reporting to measure their own marketing and campaign successes. Moreover, CONJECT is also leveraging Marketo for improving data quality of their leads, as it’s very easy to detect gaps and duplicates in their database.