Highlights
- Improved campaign visibility.
- Ability to prioritize sales lead pipeline.
- 10 times increase in marketing productivity.
Challenges
From humble beginnings in 2006 in a garage in Southeast England, to today, CentraStage is the leader in IT management offering a unique cloud-based approach to remote device monitoring and management. CentraStage’s technology is built and priced for IT support teams that want to offer remote monitoring and management without a huge financial outlay.
To remain competitive and sustain its upward customer acquisition momentum, CentraStage realised it needed to automate its marketing processes. The company required a marketing tool that could take them to the next level for prospect nurturing, lead scoring and targeted email campaigns. Its existing third-party email system was complex and inflexible, requiring the marketing department to create code just to launch an email campaign.
Solution
The company’s only option was to search for a better and more cost-effective marketing automation solution. After conducting trials with four vendors, Marketo was chosen due to its easy setup, deep integration with Salesforce and pre-sales support. Spark by Marketo allowed CentraStage to develop marketing campaigns and events, create landing pages, and track and score leads with much less manual effort.
Results
CentraStage is now able to see all customer click-throughs, get feedback on campaign results and understand what customers are interested in. With this increased visibility, the open rate has doubled. In addition, the click-through rate has moved from three per cent to eight per cent.
CentraStage estimates they are 10 times more productive with Marketo. With the previous marketing tool it took a full day of coding and testing to get one email out while with Marketo, they can get the email done in less than one hour. CentraStage was also able to eliminate over 27,000 duplicate contacts. Since implementing Marketo, they have been able to eliminate all duplicates and efficiently scrub the data. This enhanced productivity enables the marketing and sales teams to nurture leads quicker and effectively shrink the overall sales cycle.
Marketo allows the marketing team to track the conversion rates on marketing campaigns. This enables the team to quickly determine the ROI on its programs and decide which ones are successful and which ones should be discontinued or revamped.
