Marketing Automation Using Marketo for White Label B2B Client

Marketing Automation Using Marketo for a White Label B2B Client

The client is a team of value-based consultant engineers who excel in providing solutions for enterprise clients. They excel in improving the quality of their clients by applying innovative techniques via six sigma and lean sigma and much more. While the client had a website, it was very much non-functional and not automation friendly.

At ColorWhistle, we first started by strategizing and as a first step revamped their logo and website. We created the following before starting with Marketing Automation.

  • Brand guide creation
  • Logo revamp in line with the existing logo
  • Website redesign 
  • Brand Stationery
  • Brand templates for presentations, documents, letterheads, white papers, etc

Once the website was ready and the basic SEO setup was done, we planned ahead for marketing automation using Marketo.

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      Project Details

      Industry: Lean Six Sigma Consultation`
      Technology used: WordPress, PHP
      Tools Used: Marketo

      Region: United States

      The Team

      Marketing Strategist/Campaign Manager: 1 (Responsible to liaise with the client, understand their goals, and plan with the Marketing automation expert)

      Marketing Automation Expert: 1 (Responsible for all the execution work and take part in all strategy and planning calls actively)

      Developer: 1 (Responsible for quick fixes and edits in the website)

      Requirement

      Here are the requirements of the clients.

      • Marketo form integration with WordPress website
      • Marketo email and landing page template creation
      • Deploy lead scoring setup
      • Simple email campaign template setup
      • Drip campaign setup based on activity
      • Webinar platform integration using GoToWebinar
      • Marketing Strategist/Campaign Manager – 1 (Responsible to liaise with the client, understand their goals, and plan with the Marketing automation expert)
      • Marketing Automation Expert: 1 (Responsible for all the execution work and take part in all strategy and planning calls actively)
      • Developer – 1 (Responsible for quick fixes and edits in the website)

      Marketo Instance Execution

      Marketo Form Integration with WordPress

      We decided to integrate Marketo forms in the client’s WordPress website for contact forms, e-book forms, case study forms, white paper forms, and subscription forms.

      We created each form in Marketo and integrated the forms in the client’s WordPress website through the ACF plugin. To track the performance of the forms and maintain the forms in an organized way, we stored all these forms under a separate list in Marketo.

      Email triggers were created to send emails to respective admins and users. When the admin gets the form details, the user must get a confirmation email.

      Marketo Form Integration with WordPress
      Marketo Form Integration with WordPress - marketing automation
      Marketo Form Integration with WordPress - marketing automation form sample

      Marketo Email and Landing Page Template Creation

      We customized the email and landing page templates in Marketo. These templates comprise of preloaded Marketo classes which allow you to drag and drop any element in these templates.

      Marketo Email and Landing Page Template Creation

      Deploy Lead Scoring Setup

      We scored the leads based on their behavior and interaction with the email, web pages, white papers, case studies, etc.

      We set up the scores based on the following value counts.

      • Email click – 10
      • Contact form submit – 50
      • Case study download – 25
      • White paper download – 15
      Marketo Deploy Lead Scoring Setup - marketing automation
      marketo Deploy Lead Scoring Setup - marketing automation case study

      Simple Email Campaign Template Setup & Customization

      We planned to create and customize simple campaign templates so it would be easy for clients to use the same template for different time zones.

      Marketo Simple Email Campaign Template Setup & Customization

      Drip Campaign Setup Based on Demographics

      We set up Drip campaigns or Nurture campaigns based on demographics like behavior patterns of our clients’ target audience.

      This campaign had multiple streams where one contact is switched between different streams based on the behavior levels.

      This helped to maintain the relevancy of the content that we delivered.

      Marketo Drip Campaign Setup Based on Demographics
      Marketo Drip Campaign Setup Based on Demographics - marketing automation
      marketo Drip Campaign Setup Based on Demographics - marketing automation case study

      Webinar Platform Integration – GoToWebinar

      Further, we integrated the popular webinar platform GoToWebinar into Marketo. The main integration was to populate webinar registrants from Marketo to GoToWebinar and send follow up emails to the registrants and non-registrants from Marketo.

      As there is no prebuilt integration option in GoToWebinar, we used Webhooks in Marketo to integrate GoToWebinar API data into Marketo.

      Marketo Webinar Platform Integration - GoToWebinar
      Marketo Webinar Platform Integration - GoToWebinar - marketing automation

      Result

      • Easy contact list maintenance and lead details collection
      • Quality of lead increased by 150% due to lead scoring
      • Easy deployment of single email campaigns
      • Increased conversion upto 200% via nurture campaigns
      • Webinar follow-ups and data population via automation

      As one of the top providers of  marketing automation solutions, ColorWhistle can create, strategize, automate  and execute your marketing campaigns . From integrating a third party tools to website development, we can create effective solutions that will cater to your business challenges and goals. 

      If you need any help with website designing, website development  to digital marketing for any business get in touch or call us at +1 (919) 234-5140. We are happy to partner with you.

      Ranjeeth
      About the Author - Ranjeeth

      Ranjeeth is a computer engineer and an SEO Analyst at ColorWhistle. For the past one year he is working on challenging SEO Projects. He manages on-page, off-page SEO and takes care of digital marketing activities in ColorWhistle, LogoWhistle and Web Design Retainer. When he is not in office you can find him playing or watching cricket.

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