Objective:
Additionally, to stimulate growth, it not only had to utilise the current automation tools to the maximum potential but also needed to boost its digital presence using advanced automation and digital marketing strategies.
Challenges:
Customer needed development in several areas. The company wanted changes including:
- A frictionless sales & marketing funnel set up for the global team.
- Defining the single source of truth across the company among multiple teams.
- Dividing the whole database into focused clusters for better lead nurturing and communication.
- Efficient reporting capabilities for each level of the team hierarchy.
- A super-efficient campaign generation system to run integrated marketing campaigns on multiple channels.
- A smoother alignment between the sales and marketing teams.
Customer was already using Marketo (marketing automation tool) and Salesforce.com (CRM). Its need for the optimized business functionality led to TransFunnel Consulting.
The Solution:
After discussing specific company goals, TransFunnel Consulting divided the whole project into 5 clearly defined, important independent phases. This brought a clear visibility to the project and each of the stakeholders had clear expectations on the outcome.
The phases were:
- Data optimization and clean segmentation for focused communication
- Defining and optimizing the sales and marketing funnel
- Sales & marketing alignment
- Setting up the SFDC as a single source of truth
- Efficient reporting for each level of the team hierarchy for business-critical information
During the first two phases of the project, TransFunnel Consulting team also set up Customer's lead scoring mechanism, program tags & channels setup, contact washing machine program, UTM builder, GDPR compliance setup, preference centre, email and landing page templates, etc.
Earlier the Marketo tool has not been utilized to its fullest potential by Customer. After pairing it with Salesforce, they got a new and more cohesive system. Currently, the team is using some of the most prominent and useful features of Marketo instead of solely using it as a database management system.
TransFunnel Consulting provided 3 batches of Marketo in-depth training and onboarded Customer employees to use Marketo correctly and efficiently. The training included documents and checklists for smoother operations within the team.
As Customer’s Marketo expertise grows, its marketing team is making plans to create more content and release new websites – all empowered by marketing automation features, brought on by TransFunnel Consulting. This allows them to develop relevant content based on accurate customer data.
With the help of TransFunnel experts, Customer experienced a 40% increase in the sales & marketing team efficiency, a 60% decrease in time taken to qualify the lead and to assign the same to the sales team, and an average of 16.3% increase in the engagement throughout the marketing funnel.
