Project Overview
A global semiconductor company producing microchips for electronic device manufacturers.
Improve marketing automation architecture to ensure the quality of data about leads collected using various systems for more effective marketing campaigns.
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
Ensure Data Quality
Improve Prospects to SAL Conversion Rate
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.
LEAD SOURCE MANAGEMENT
The company can accurately attribute leads to marketing channels to optimize marketing strategies and allocate resources effectively.
EFFICIENT DATA FLOWS
Import data to Marketo Engage from AEM, Adobe Commerce, and Salesforce, and export data to Adobe Analytics and BI tools.
BOT DETECTION AND FILTERING
A bot filtering solution prevents bots from triggering campaigns, and corrupting metrics, and keeps the base clean from spam records.
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.
CUSTOM ACTIVITIES
Track user activities not captured by default and use this data to improve engagement and conversion rates of marketing campaigns.
PRODUCT PREFERENCES
Track who shows interest in specific products to send promotions that match people’s preferences or current needs.
DOWNLOADS HISTORY
Keep a record of the files every user downloads from the site to tailor marketing campaigns to their current interests.
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.
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.
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.
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
34%↑
in success rate for nurturing campaigns.
38%
increase in prospect-to-SAL conversion.
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