Crestbridge
A Marketo setup for an improved marketing and sales process
Crestbridge provides global administration, trustee, accounting, management, and governance solutions. They are involved with a broad range of outsourced fiduciary, administrative, accounting, and compliance services globally putting their insight and experience to work for their clients. Crestbridge had a siloed approach to sales and marketing with no way to track the digital behavior of leads entering the funnel therefore sales were not getting insights on the hottest leads engaging with their website and content. Youwe changed this with the help of Marketo.
Before engaging with Youwe and Marketo the marketing department of Crestbridge was spending a lot of time on manual tasks surrounding campaigns and events which distracted their focus from developing a marketing strategy to drive growth. Crestbridge had no way of tracking the different stages of the lead lifecycle which made it impossible to identify the blockers to move opportunities forward.
There were too many manual processes, which resulted in data silos that were breaking the marketing and sales process. There was no definition of when to hand off sales-ready leads and an overall lack of reporting across the entire funnel. Most importantly marketing was seen as a cost center.
The biggest problems Crestbridge faced where: no way of proving marketing ROI therefore budgets were impacted, no way of measuring the impact of campaigns and content therefore budget wasted on underperforming activities, manual processes were error-prone and time-consuming meaning important communications to the market were slowed down. Luckily Youwe had the right solution for all these problems: Marketo.
There were too many manual processes, which resulted in data silos that were breaking the marketing and sales process. Luckily Youwe had the right solution: Marketo.
Our solution
Improved Lead Scoring
Crestbridge had multiple wishes to fix their problems. Those wishes were:
To track the digital footprint of all leads entering the funnel using behavioral and profile scoring;
Revenue acceleration by defining where each lead is;
Advanced reporting and insights based on real-time data;
Using lead scoring to prioritize the hottest leads for sales;
Scalability of marketing activity using cloning and tokens;
Improved online event attendance and sales follow up.
Marketing Automation by Marketo
To help the company we implemented a Marketo technical setup. Marketo is a SaaS-based marketing automation software built to help organisations automate and measure marketing engagement, tasks, and workflows. But that's not the only thing we did. We also built an Events & Webinar Program, Lead Lifecycle Model, Preference Center, Lead Scoring, and Sales Insights to improve the end-to-end sales and marketing process and give them the ability to prove the ROI. To make sure the team was up to speed about Marketo we also gave a two-day Marketo training.
The results
Interested in creating a fully integrated, marketing automation workflow for your customers?
Do you want to implement a marketing automation workflow to improve user experience and the end-to-end sales and marketing process? Youwe's experts are ready to take on the challenge with you!