Adobe Experience Cloud Solutions
From zero visibility to MQL measurement in six weeks
The business case
Redgate suffered from several pain points: inability to report on ROI of Marketing efforts; lack of joined up reporting between marketing and sales; a convoluted and opaque lead flow and lead reporting process that relied on home-built scripts, was prone to break, and was unreliable in its output.
The company also previously used HubSpot for Marketing Automation, Engagio for Accounts Based Marketing, and 6Sense for some advertising. While these were fit for purpose at one time, Redgate’s requirements changed in line with their growth, and all needed replacing by an integrated system that met all their needs, rather than individual systems which failed to meet them.
Between them, these issues made it difficult for the commercial half of Redgate’s organisation – particularly the marketing function – to operate efficiently and effectively, and to provide the level of accountability the rest of the business demanded.
The vendor decision
After a thorough and lengthy investigation of the industry-leading platforms for marketing automation, Adobe’s solution emerged as a clear leader because its rich functionality suited Redgate’s immediate needs while its scalability could support future growth. In addition, Marketo’s ABM offering was more full-featured and powerful than that offered by competitors.
Traditionally, Redgate’s approach had been to build their own systems, which led to massive overheads, significant technical debt, fragile infrastructure, and a lack of visibility for the commercial side of the business around how systems work. This prevented optimisation of processes and made it harder for marketing and sales to provide accountability both to each other and to the business.
Having made the decision to invest in an out-of-the-box solution with Adobe, Redgate set an ambitious target to complete the initial set-up in just six weeks.
Recognising that this would not be feasible using in-house resource, Redgate looked for an external consultancy partner that would have the skills, expertise and experience to mobilise a project of this scale at speed.
Having appraised the market, Redgate had confidence that BluprintX, as a specialist marketing and sales technology consultancy, could deliver at the pace required and in the collaborative spirit that suited the company’s agile and entrepreneurial culture.
Collaboration was at the heart of the implementation. BluprintX experts based themselves at Redgate’s offices so that the two teams could work side-by-side on-site, contributing to the speed and accuracy of delivery. This included Redgate employees from every area of the business – marketing, sales, IT and Internal Systems, and even members of the product division. This small, dedicated, core team which drew expertise from every area of the business, worked full time on the project, sharing insights into where internal processes could be improved to conform to best practice, building out a roadmap for future improvements throughout 2020, and sharing knowledge that would otherwise have been siloed within the organisation.
Alongside Marketo implementation, a number of internal systems were revised and improved, transferring their functionality into Marketo and Salesforce. This reduced the burden on Internal Systems and IT teams, making the processes ‘more transparent’ to sales, marketing, and executive leadership, and empowering the marketing and sales functions to become self-sufficient in controlling and improving these processes themselves.
As visibility, reporting and tracking were key to the longer term project objectives, post implementation BluprintX supported Redgate with a series of enhancements and consultancy. This included the set up of Marketo Performance Insights and advising around channels and how to use them with it.
The overarching objective was to deliver a robust and best practice implementation within a six-week timeframe. Beyond this the project focused specifically on driving efficiency and increasing visibility, with the delivery objectives defined as follows:
- Track new, engaged contacts, segmenting them by seniority and technical expertise, and being able to reach them with bespoke messaging.
- Report accurately on MQLs so that the right lead could be delivered to the right person, at the right time.
- Improve data integrity and monitor customer engagement.
- Integrate Marketo and Salesforce.com to enable the accurate measurement of marketing’s contribution to revenue.
- Identify which marketing channels are most effective and use this insight to inform budget allocation and marketing planning.
Having gone from low visibility on marketing performance and effectiveness, to a sophisticated and efficient operation that gives accurate insights, Marketo dashboards are now used for board level reporting and form the backbone of marketing decisions.
Previously, Redgate had no single source of truth for tracking numbers of engaged contacts across its platforms. Marketo has made this possible through a simple, out-of-the-box implementation.
Using the Marketo built-in lead lifecycle, Redgate now tracks MQLs out-of-the box. Any changes and refinements are implemented by marketing and sales functions – delivering sales only the highest quality leads.
Quality MQL reporting and tracking enable marketing and sales to review each week the most likely prospects that have come through and check that they have been adequately pursued.
Redgate’s marketing function has gained the confidence to experiment with new channels and ways of working, secure in the knowledge that they can accurately report on ROI and effectiveness like never before, and thus have a rational basis for deciding whether or not to make a further investment.
Initial efforts focused on putting in place basic and reliable reporting across the key activities with associated key metrics that mattered to Marketing, Sales, and Executive Leadership.
Key metrics included:
- New contacts – using Marketo Custom Objects and connecting them to internal databases Redgate recorded its biggest four quarters for marketing database growth, marketing to users of its products who would have remained anonymous through the usual web channels. Now their data is pulled into Marketo when they sign into Redgate products.
- Marketing spend – based on insights from Marketo, Redgate allocates advertising spend in a much more efficient way, resulting in a 32% reduction in spend while the business achieved continued growth.
- Sales pipeline – 20% increase in pipeline sourced by marketing, year on year comparing quarters vs last year.
“Working with BluprintX has set a new standard for how projects should be managed, with the Marketo roll-out spearheading best practice business-wide. The speed of implementation has fast-tracked our progress and given us access to powerful data that drives business decisions.”
Ben Rees, CMO, Redgate