Highlights
- Helped to up-sell and cross-sell analytics and other solutions to existing customers.
- Built a regular and rewarding dialog with prospects across multiple channels.
- Deployed comprehensive suite of integrated Marketo solutions—lead generation, lead nurturing, scoring, and revenue cycle analytics—to acquire, nurture and qualify more high quality sales leads with less effort.
- Ensured everyone involved in the prospect’s buying process is engaged.
- Chose Marketo based on advanced vision for marketing automation and social media.
- Live in only six weeks.
Challenges
Avaus is a strategy, marketing and technology consultancy headquartered in Finland. The €11 million company combines design and analytics with technology and data to help clients identify new ways to do business and grow the value of customer relationships. Like any growing organisation, Avaus is regularly hosting events and prospect visits to increase awareness and interest in the company’s solutions. However, its marketing processes were manual, and many reminders were being dismissed each month, because the sales teams were uncertain how valuable the prospect was, or because they didn’t have a complete view of the lead or opportunity.
Solution
Avaus acknowledged those reminders and other leads were very revenue-generating opportunities that needed to be followed up on. In response, the company selected Marketo based on its advanced vision for marketing automation and understanding of the impact of social media in the marketing mix. Because the cloud-based software is so easy to use and to deploy, Avaus was able to go live with Marketo in only six weeks.
Avaus uses a comprehensive suite of seamlessly integrated Marketo technologies—lead generation, lead nurturing, scoring, and revenue cycle analytics—to acquire, nurture and qualify more high quality sales leads with less effort. Moreover, the solution enables Avaus to easily automate personalised campaigns across all marketing channels, use interactive social applications to engage with customers, and track and report on the impact of its marketing initiatives. For example, if a member of the sales team comes across a new lead at an event in Helsinki, or a lead comes in via its website, the lead is recorded by marketing and steadily nurtured until ready for engagement by the sales team. If the lead is put on hold for 90 days, a service level agreement alerts the team to re-engage with the prospect. Nothing is missed.
Results
Avaus’ mission is to reinvent businesses by delivering projects and on-going programs that create results in a digitally connected world. That’s certainly the case with the Marketo deployment. Since going live, Avaus has been able to build a regular and rewarding dialog with prospects across multiple channels using a personalised, effective communication. The VP of sales comments: “We don’t just disappear into thin air after an event.” Moreover, Marketo makes sure everyone involved in a prospect’s buying decision is included: senior executive decision makers, influential IT teams, partners, and other individuals.
Marketo is also helping Avaus to up-sell and cross-sell analytics and other solutions to existing customers. Marketo helps Avaus’ sales reps to gain a much richer understanding of its prospective customers and know the best times to reach out to them. They can also identify, prioritise and interact with the hottest leads and opportunities via a single sales dashboard.
