Getting the most out of a Marketo investment
- Client
- AgriFutures Australia
- Industry
- Beyond
- Solutions
- Marketing Technology
- Region
- Australia
Marketable database growth
12.5%
Monthly average web personalisation conversion rate growth
4.5%
The challenge
A meticulous audit of the Marketo setup found the potential: data capture, content personalisation, CRM integration and lead management all ripe for improvement. Mapped against Marketo’s Marketing Maturity Curve, the journey was clear: from basic single-channel batch campaigns to advanced, cross-channel, customer-led journeys with reporting that drives business decisions.
Our solution
Data hygiene came first, improving deliverability and cutting unsubscribes while laying the foundation for personalisation. Web personalisation extended to anonymous visitors, targeting repeat visits to key pages to grow the marketable database, with known visitors excluded from pop-ups for a cleaner experience. Email templates were optimised across devices, and preference centres for each sub-brand captured subscriber interests accurately and compliantly.
For the commercially focused growAG brand, we developed a dedicated lead management framework, and Marketo-Zapier integration streamlined survey and event data from platforms like Eventbrite.
The results
The marketable database grew 12.5%, web personalisation conversion grew at a 4.5% monthly average, and open rates, click rates and deliverability all rose consistently: internal marketing operations and customer experience improved in the same stroke, with the next phase of customer journey management ready to launch.
From the team
This was a wide-ranging brief to 'get the most out of our investment in Marketo' rather than an individual campaign. I'm proud of the team's expertise in identifying some big improvements to both the internal marketing operations function and the customer experience. We're so excited to continue working with AgriFutures and launch the next phase of customer journey management.
Featured case studies
Our measure of success is yours.
A Salesforce migration cut Traders in Purple's campaign production time 80%+, with email results nearly doubling industry benchmarks.
A ground-up Salesforce implementation for Sunkin: $150M+ pipeline managed, five lead sources integrated, 100% of data migrated.
HubSpot-Salesforce integration and automated nurtures influenced a $12M+ pipeline for Lincoln Place, with email near-doubling benchmarks.
Advanced nurtures across 12 Ingenia Lifestyle communities influenced 130+ opportunities and $500K+ in pipeline, with a 47.91% re-engagement open rate.