Case Study:
DiGiCOR drives down campaign delivery times and realises road-MAP ambitions
Automated lead engagement throughout the entire marketing funnel
The business case
DiGiCOR was founded in 1997 with a focus on becoming a main player within Australia’s and New Zealand’s niche ICT Infrastructure market segment. They are traditionally known for providing servers, and in recent years they have expanded their partnership to include storage, workstation, and IoT solutions, which anyone can configure and customise on their website in real time. Having more than 30 partners offering tailored solutions across Australia and New Zealand, they had a challenge that required hyper personalisation of their marketing programs to fit each region and offering.
The vendor decision
DiGiCOR critically appraised solutions including HubSpot, Oracle Eloqua, and Adobe Marketo Engage across a range of criteria: ability to fully automate e-marketing campaigns; integration with NetSuite; access to customisable email build tools; landing page functionality: and a modular set up for ease of future expansion. Having ranked highest in all areas, Adobe Marketo Engage emerged as the preferred solution.
Issue
While DiGiCOR had been successfully leveraging basic e-broadcast tools in its CRM system, its potential growth was being stifled by marketing inefficiencies. Recognising that more sophisticated and automated marketing operations would improve customer experience, increase sales pipeline, and equip the business with insights to drive growth, DiGiCOR committed to investing in its marketing and sales technology infrastructure.
Fast tracking time to value from the Adobe Marketo Engage investment was a key part of the marketing operations roadmap. Designed by Roham Hosseini, Marketing Manager at DiGiCOR, there was a clear 90-day, 180-day, 12-month, and 2-year development plan in place. To hit these milestones would require an aggressive set up schedule – one that could not be fulfilled with in-house resource.
Solution
As one of Adobe’s preferred implementation partners in Australia, BluprintX was recommended to DiGiCOR as a trusted consultancy to deliver what was needed – and in the timescales specified. Moreover, BluprintX had proven experience of integrating Adobe Marketo Engage with Netsuite, giving DiGiCOR increased confidence to engage BluprintX as its technical implementation and integration solution partner.
Approach
BluprintX very quickly became a trusted advisor to DiGiCOR by being transparent on all subjects. A no-nonsense and honest approach quickly established a rapport that enabled the project to progress seamlessly. For DiGiCOR, the technical expertise of BluprintX was invaluable. Moreover, as the implementation support was delivered by local consultants in the same time zone, trouble shooting was possible virtually in real time.
While BluprintX was commissioned as the expert consultants, the project delivery was very much one of collaboration. During the first 90 days, a critical period for the DiGiCOR roadmap, BluprintX was on hand every step of the way. This included the delivery of workshops that honed in on the essential skills DiGiCOR would need to achieve autonomy and efficiency at the point of go-live.
Objectives
- Automate lead engagement throughout the entire marketing funnel
- Upskill inhouse team to independently manage campaigns
- Increase speed to market by automating campaigns
- Integrate seamlessly with NetSuite
Outcomes
With the Adobe Marketo Engage implementation and NetSuite integration completed on target, DiGiCOR was able to realise business outcomes very quickly. One of the most significant time savers came in the form of campaign building, by automating this via Marketo Engage DiGiCOR has increased campaign creation from three business days to four hours, resulting in an increase in team productivity and reduced workload.
Key metrics included:
- 80x improvement in lead generation
- Campaign creation speed increased from 3 business days to 4 hours
- Improved win rate from 34% to 43% during the pandemic and government lockdowns
- Reduced average number of days for open opportunities from 72 days to 30 days
“Having used marketing automation in a previous role, I knew I needed access to the technology and tools that would unlock the marketing and sales potential of DiGiCOR. BluprintX has been a truly trusted advisor in making this happen, with their refreshing level of honesty and transparency setting them apart in this space.”
Roham Hosseini, Marketing Manager, DiGiCOR