Lennox International Drives Customer and Employee Engagement With Marketo
SAN MATEO, Calif., July 12, 2017 -- Lennox International Ltd., a leading manufacturing company, is leveraging the Marketo® Engagement Platform to build lasting relationships with customers and employees. From coupon-driven loyalty programs to field training, Lennox is able to listen to, learn from, and engage with individuals and measure the impact of its marketing activities.
Enterprise-wide use of Marketo across 18 functions
Ability to track revenue from coupon-driven loyalty program
12 percent increase in field training class size
1,237 segmented email campaigns deployed in 2016
While the manufacturing industry is historically slow to adapt to change, Lennox knew it needed to stay relevant and top-of-mind with its customers by undergoing a complete digital transformation. This is why, in 2014, the 122-year-old company chose to implement Marketo.
Since adopting Marketo within its residential business unit, Lennox has engaged with its dealer base to promote field training classes, coupon-driven loyalty programs, digital product launches, and lead generation campaigns to deliver consistent and personalized brand messages to the field.
Lennox is refining the ways in which it engages customers throughout the buyer journey to impact sales positively and more efficiently provide training resources to its teams. By connecting Marketo with its e-commerce platform, Lennox is able to look at what products customers are buying and send them personalized and relevant promotional offerings that lead to more purchases.
"With Marketo, we have the ability to know who's buying, in what quantities, and where geographically," said Tom Towe, director of brand management, Lennox. "This helps the entire Lennox team to customize messages to improve engagement and also grow further in the areas where we are doing well."
To learn more about how Marketo helps other businesses in the manufacturing industry, visit www.marketo.com.
About Marketo Marketo, Inc., offers the leading Engagement Platform that empowers marketers to create lasting relationships and grow revenue. Consistently recognized as the industry's innovation pioneer, Marketo is the trusted platform for thousands of CMOs thanks to its scalability, reliability, and openness. Marketo is headquartered in San Mateo, CA, with offices around the world, and serves as a strategic partner to large enterprise and fast-growing organizations across a wide variety of industries. To learn more about the Marketo Engagement Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketing Nation®, visit www.marketo.com.