Our partnership with this Fortune 500 company required managing the typical complexities of global demand generation in an enterprise:
Shared Instances: Through mergers and acquisitions, separate business units shared the same Marketo instances, creating inconsistencies.
Geographic Variance: Business units had conflicting preferences or unique regulations for email marketing, requiring a global partner able to track lead management, unsubscribes, and CRM/CMS integrations.
Time Zone Distinctions: Stakeholders that needed to work together weren’t located in similar time zones, reducing efficiency.
Users with Diverse Technical Skills: Varying levels of expertise in marketing, requiring a low learning curve and user-friendly processes.
The Piecemeal Initial State of Campaigns: Many of the existing campaigns were highly customized, reducing speed and resulting in a high cost per lead.