Expanding outreach to potential customers
As a leading marketing automation software company, Marketo is a strategic partner for thousands of companies in both the B2B and B2C industries. For its own marketing, Marketo needed a platform that was flexible enough to combine external data with user site behavior while allowing the company to seamlessly increase relevance.
Its main goals were to re-engage possible customers at each stage of the funnel, first educating them on its products and then encouraging them to complete a lead form. To make this happen, while getting full visibility across all its channels and programs, Marketo turned to Google Analytics.
Creating more personalized remarketing campaigns
With the flexibility that Analytics can provide, Marketo's Real-Time Personalization (RTP) product provided insights about the company’s marketing website. Marketo also set up audiences in Analytics, segmenting website visitors based on conversion stage and business vertical.
By combining these, Marketo was able to quickly and easily define Analytics remarketing lists. With the Analytics native integration with Google Ads, Marketo could pass the lists to Ads and serve more personalized remarketing ads to its users in just a few clicks.
“Analytics has helped us increase the effectiveness of our Ads remarketing campaigns by allowing us to present more relevant ads,” says Mike Telem, VP of product marketing at Marketo.
Conversions increase across the board
After showing tailored remarketing ads to its users, Marketo saw a huge jump in customer engagement and conversions. Across the board, remarketing with Analytics drove a 10x higher conversion rate compared to its traditional display marketing campaigns. It also saw 200% more conversions in its B2C segment, and an increase of 150% in conversions for its enterprise visitors.
“By integrating Marketo Real-Time Personalization with Analytics, we now can run highly effective and more relevant ad campaigns on third-party websites using the same audience segments that proved to work on our own website,” says Heidi Bullock, VP of demand generation at Marketo. “We saw a 117% increase in qualified leads and over 130% increase in multi-touch opportunities as a result.”
After seeing the powerful effectiveness of the RTP product and the Analytics platform combined, Marketo plans on more remarketing campaigns based on this strategy, as well as further optimizing its current campaigns.