Customer Case Study: Kaufman Rossin
Transcript of Customer Case Study: Kaufman Rossin
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Customer Case Study: Kaufman Rossin
Janet K. AltmanMarketing Principal, Kaufman Rossin
Mary WleklinskiMarketing Automation Supervisor, Kaufman Rossin
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The quick brown fox jumped over the lazy dog
Technology impacts revenue.
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1. Brand awareness2. Thought leadership3. Media relations
ROI?
While waiting…
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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
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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.
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• Google search• Emails• White papers• Video demos• Personal demos• Price comparison• Feature comparison
-> Marketo
We compared many platforms.
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Deadline, Up and running in 3 weeks!
• What’s in the database?
• Onboarding and enablement
• Migration and creation of branded assets
• Integrations
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Marketing Automation helped us segment our audience from day 1.
Who are the right people? What do they care about?
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Freedom from “Batch and Blast” emails.
• Dynamic content for persona-driven email campaigns
• Multi-touch, multi-media nurturing strategies
• Sophisticated design
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Our rainmakers love us. Thought leadership with a personal touch
Sharing our insight. Connecting with leads. Influencing the sale.
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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
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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!
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Our team is more effective.
We know what we are capable of and what tactics produce results.
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• Zero in on top 4 industries
• Subscription center opt-in
• More segmentations
• Marketo + CRM
Year 2, bring it on!
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1. Marketo Community2. Local User Groups3. Marketo Summit
We couldn’t have made it without the Marketing Nation!
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Q&A
Janet K. AltmanMarketing Principal, Kaufman [email protected]@Jkaltman
Mary WleklinskiMarketing Automation Supervisor, Kaufman [email protected]