Client Overview

Webgility is flexible, powerful, no-code automation software that connects e-commerce channels to QuickBooks. With a diverse customer base ranging from small businesses to Fortune 500 companies, Webgility relies heavily on Marketo for its marketing automation needs, managing everything from lead generation to nurturing campaigns.

Challenge

As the company experienced rapid growth, they noticed a decline in the performance of their marketing campaigns. Engagement rates were dropping, and the quality of leads was diminishing. Despite a substantial increase in marketing efforts, the ROI from their campaigns needed to be improved. The client also faced data accuracy challenges, leading to ineffective segmentation and targeting.

Compounding these issues was that the company had recently expanded its marketing team, leading to inconsistencies in how Marketo was being used. With a significant product launch on the horizon, the client needed to ensure that their Marketo instance was fully optimized and ready to deliver results.

Solution

Recognizing the need for a deep dive into their Marketo instance, Webgility opted for a comprehensive Marketo audit. Our team began with a discovery phase, working closely with the client’s Marketing Operations Team to understand their marketing goals, challenges, and recent changes in their Marketo setup.

Audit Process

1. System Performance Evaluation: I assessed the overall performance of the Marketo instance, identifying areas where workflows and data processing could be streamlined to improve efficiency.
2. Campaign Effectiveness Review: A detailed analysis of Webgility’s recent campaigns revealed several opportunities for optimization. I uncovered issues with email deliverability, engagement tracking, and the timing of campaign sequences.
3. Data Quality Assessment: The audit identified significant data quality issues, including duplicate records, incomplete data fields, and outdated contact information. These problems were hindering effective segmentation and personalization.
4. Compliance Check: With the client’s expansion into new markets, ensuring compliance with data protection regulations was critical. I reviewed their consent management processes and data storage practices, making necessary adjustments to align with GDPR and other relevant laws.

Results

The audit uncovered several key areas where improvements could be made, and I provided the client with a detailed report, including actionable recommendations:

• Enhanced Campaign Performance: By implementing the recommended changes, the client saw a 30% increase in email open rates and a 25% improvement in click-through rates within the first quarter post-audit. The optimized campaign sequences and improved engagement tracking led to a higher lead-to-customer conversion rate.
• Improved Data Quality: After addressing the data quality issues identified in the audit, the client improved their segmentation accuracy. This led to more personalized and targeted campaigns, boosting engagement and lead quality.
• Increased ROI: With the system running more efficiently and campaigns delivering better results, the client saw a significant increase in marketing ROI—up by 40% compared to the previous quarter.
• Better Compliance: The adjustments made to the client’s data management practices ensured total compliance with GDPR and other regulations, mitigating the risk of potential fines and protecting the company’s reputation.

Conclusion

The Marketo audit proved to be a game-changer for Webgility. By taking a proactive approach to optimizing their Marketo instance, they could turn around declining campaign performance, improve data quality, and ultimately drive better business outcomes. Webgility is now confident that its marketing automation system is fully optimized to support its continued growth and success.

If your company is facing similar challenges, a Marketo audit could be the key to unlocking improved performance and increased ROI. 

Contact us today to learn how we can help you optimize your Marketo instance for success.