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Marketo | Case Study

Company Surge® data gives Marketo a full picture

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. 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 marketing team was tasked to drive more revenue and qualified leads with less money and resources. At the root of this problem was the challenge to identify the right accounts, at the right moment to engage.

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


By using Company Surge® for Marketo, the marketing team was able to find accounts interested in ‘marketing automation’ and related topics. They then used such insights to target those accounts through email segmentation and other various LinkedIn campaigns, specifically ahead of their roadshow events in Australia and New Zealand (ANZ). 


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

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

“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 Director of Commercial Demand Generation and CoE at Marketo

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