Case Study

38% More Sales-Accepted Leads Driven by Consolidated Lead Data and Customized Marketing Automation

A global brand implements marketing automation to run effective marketing campaigns using consolidated data about leads.

Project Overview

A global semiconductor company producing microchips for electronic device manufacturers.

Goal

Improve marketing automation architecture to ensure the quality of data about leads collected using various systems for more effective marketing campaigns.

Team
7

Developers, Product Owner, QA Engineer, Solution Architect

Main Challenges

The Semiconductor company needed to extend the out-of-the-box capabilities of Marketo Engage and effectively integrate the tool into the hybrid software ecosystem to improve marketing campaigns by using more accurate and complete data about leads across systems.

Align Sales and Marketing

The company needed to properly sync data and streamline workflows between Marketo and Salesforce to align sales and marketing teams.

Ensure Data Quality

The Client’s marketing team wanted to collect data into a single clean database to leverage the most comprehensive information about leads and customers.

Improve Prospects to SAL Conversion Rate

Our Client needed to set up accurate marketing attribution to invest in the most effective customer acquisition channels and leverage enriched data to refine lead nurturing campaigns and shorten sales cycles.

Custom Solution

Marketo Integrations and Data Flows

A range of integrations with third-party applications was implemented to enrich data and refine campaigns to achieve shorter sales cycles.

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LEAD SOURCE MANAGEMENT

The company can accurately attribute leads to marketing channels to optimize marketing strategies and allocate resources effectively.

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EFFICIENT DATA FLOWS

Import data to Marketo Engage from AEM, Adobe Commerce, and Salesforce, and export data to Adobe Analytics and BI tools.

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BOT DETECTION AND FILTERING

A bot filtering solution prevents bots from triggering campaigns, and corrupting metrics, and keeps the base clean from spam records.

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EXPORT DATA TO ANALYTICS AND BI TOOLS

Integration with Adobe Analytics and automated daily export of data from Marketo Engage to the client’s BI tool ensures all stakeholders can access the most up-to-date information and make data-driven decisions to improve operations and business performance.

Customer Data Enrichment

Our team built an MKTO middleware app to bridge the gap between the systems and enrich the database with additional information from Google Ads, LinkedIn, and Facebook, Forms embedded on the website and on landing Pages, eCommerce store, CheckMarket, On24.

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CUSTOM ACTIVITIES

Track user activities not captured by default and use this data to improve engagement and conversion rates of marketing campaigns.

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PRODUCT PREFERENCES

Track who shows interest in specific products to send promotions that match people’s preferences or current needs.

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DOWNLOADS HISTORY

Keep a record of the files every user downloads from the site to tailor marketing campaigns to their current interests.

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USER SUBSCRIPTION CENTER

Enable subscribers to choose the types of messages they want to receive to improve the relevance of email campaigns.

Data Deduplication Strategy

The client’s database was too large and complex for Marketo’s standard merge feature and required a custom approach to merging records.

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CUSTOM MERGING RULES

We built a merging process that aligns with business logic to select winners between duplicated records and conflicting field values for the client’s team to work with the most accurate and complete data.

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OPTIMIZED PERFORMANCE

Our specialists set up automation allowing the client’s team to handle large numbers of duplicate leads with over 600+ fields per record while staying within API call limits and reasonable processing time.

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DATA BACKUP AND RECOVERY

We implemented a recovery flow to prevent data loss or corruption while merging records and ensure that any issue can be addressed.

Results & Wins

The new marketing automation architecture helped the company maintain accurate, clean, and reliable data across different systems and achieve better results from marketing campaigns.
win 01
Resolved syncing issues between Marketo and Salesforce that affected 10% of the leads.
win 02
Got an increase
34%↑
in success rate for nurturing campaigns.
win 03
Merged 200K duplicate records saving all essential data in the 70K winning records.
win 04
Achieved
38%
increase in prospect-to-SAL conversion.
win 05
A custom middleware app was built to enrich the database with data from 3-party apps.
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    Christina Dandorf Roszkowska Strategic Sales & Partnerships Lead Europe
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