customer case study: kaufman rossin

© 2014 Marketo, Inc. #MKTGNATION14

Customer Case Study: Kaufman Rossin

Janet K. AltmanMarketing Principal, Kaufman Rossin

Mary WleklinskiMarketing Automation Supervisor, Kaufman Rossin


The quick brown fox jumped over the lazy dog

Technology impacts revenue.


Different people learn in different ways.


Ugly sometimes works. Test!

Segmentation can save money.


Salespeople are different.


“We should segment by industry!”


1. Brand awareness2. Thought leadership3. Media relations

ROI?

While waiting…


I think we’re ready to target by industry.


Target: 9 Industries…+ international!

JunePlanning

JulyPlanning

AugustPlanning

SeptemberHealthcare

OctoberReal Estate

NovemberBanking

DecemberLaw Firms

JanuaryConstruction

FebruaryNon-profits

March Manufacturing

/Distribution

AprilInvestments

MayTechnology

Brand awareness and industry touches ongoing


But we had gaps to fill.

• One-off emails without real reporting• Email blasts without segmentation• Invitations without the personal touch• Content assets without targeted sharing• No way to track a website visitor• Purely social events without ROI

And still no way to demonstrate ROI.


• Google search• Emails• White papers• Video demos• Personal demos• Price comparison• Feature comparison

-> Marketo

We compared many platforms.


But one element was still missing.


Deadline, Up and running in 3 weeks!

• What’s in the database?

• Onboarding and enablement

• Migration and creation of branded assets

• Integrations


Marketing Automation helped us segment our audience from day 1.

Who are the right people? What do they care about?


Database Snapshot


Freedom from “Batch and Blast” emails.

• Dynamic content for persona-driven email campaigns

• Multi-touch, multi-media nurturing strategies

• Sophisticated design


Our rainmakers love us. Thought leadership with a personal touch

Sharing our insight. Connecting with leads. Influencing the sale.


The “Roadshow” changed everything!

Our events became a more effective marketing tactic.

• Promotion• Attracting the right audience• Day-of efficiencies• Easy follow-up• Repeatable processes


Marketing automation enables a good team to be consistently great.

Large organizations are looking to us to handle promotions and follow-up for co-sponsored events. No problem!


Our team is more effective.

We know what we are capable of and what tactics produce results.


• Zero in on top 4 industries

• Subscription center opt-in

• More segmentations

• Marketo + CRM

Year 2, bring it on!


1. Marketo Community2. Local User Groups3. Marketo Summit

We couldn’t have made it without the Marketing Nation!


Q&A

Janet K. AltmanMarketing Principal, Kaufman [email protected]@Jkaltman

Mary WleklinskiMarketing Automation Supervisor, Kaufman [email protected]

customer case study: kaufman rossin

Marketing

mktgnation14 page

mktgnation1418 page

mktgnation1421 page

kaufman rossin page

mktgnation14 salespeople

mktgnation14 ugly

kaufman rossinjanet

right people