Company Surge® data gives Marketo a 'full picture' to focus on and pursue the right accounts

Finding the right accounts for engagement

Marketo uses Intent data to help sales pursue deals faster and increase engagement through email marketing and LinkedIn campaigns. By using Company Surge® Intent data, Marketo has improved email open rates by 107% and click-through rates by 120%, compared to a standard audience. It has also expanded its use of Company Surge® data across many other marketing programs.

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Marketo's journey

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Background

Built by marketers, for marketers, Marketo is a leader in marketing automation technology.

Marketo’s demand generation team partnered with Bombora to integrate Company Surge® Intent data inside its own marketing automation platform. Company Surge® Intent data, which helps sales and marketing teams identify prospects in active buying cycles and who are ready to engage.

This partnership has improved Marketo’s own marketing, as well as its core platform.

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Challenge

Marketo’s marketing team was challenged to drive more revenue and qualified leads with less money and resources. At the root of this problem was being able to identify the right accounts, at the right moment to engage.

While marketing had valuable insights on the research activity of visitors to its own website, they realized that this was only a very small part of their prospect’s buying journey.

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Solution

It used Company Surge® for Marketo to find accounts interested in ‘marketing automation’ and related topics. Marketo used this to drive engagement for email and LinkedIn campaigns for its roadshow events in Australia and New Zealand (ANZ).

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Results

By using Company Surge® Intent data, Marketo achieved significantly better results in driving engagement with the right accounts compared to companies not researching its topics.

Email marketing results include:

  • 107% better email open rates
  • 120% better click-thru rates

LinkedIn ad targeting results include:

  • 46% lift in click-thru rates on LinkedIn
  • 30% lift in total engagement
  • 24% lower cost-per-click
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Expanding Intent data-driven activities

From these results, Marketo has expanded its Intent data-driven activities to include:

  • ‘Wake the dead’ email campaigns to re-engage dormant prospects
  • Clustering intent topics to build a lead scoring model for routing ‘Act Now’ hot prospects to sales
  • Digital advertising on channels like LinkedIn and Facebook
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Everybody wins with Bombora

Whether you're a B2B marketer, agency, publisher, or partner, Company Surge® helps you prioritize your resources and accelerate revenue.

B2B Sales and Marketing

Align marketing and sales towards a unified approach focused on Intent data.

Surf's Up

Agencies

Deliver better results for your clients with highly targeted campaigns that focus on businesses demonstrating intent.

Dive in

Publishers

Enrich your ad products with the power of B2B Intent data to deliver more targeted campaigns for your advertising partners.

Take off

Testimonial

Intent data is everything we can't capture with Marketo. We can track our digital assets and paid programs, but Intent data gives us the chance to understand what happens outside our reach. It gives us a fuller picture of every lead, contact, and account, and helps us equip sales to pursue deals faster.

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Michael Madden

Marketo, Director of Commercial Demand Generation and CoE

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