Marketo Implementation @ Payoneer
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Marketo Integration Results
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ariel-navon -
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Within less than a quarter from implementation we were able to improve our top of the funnel stats dramatically, which eventually drizzles down to more advanced stages of the sales cycle and impacting our win rates as well.
Transcript of Marketo Implementation @ Payoneer
Marketo Integration Results
Payoneer at a Glance
Administrative office Logistics center
$100m month | 200+ staff | 200+ countries | 35 languages
2000+ corporate customers | 1,750,000+ cards | 24/7 customer support VC – Greylock partners and Carmel
Ventures
Payoneer’s ‘Eco-System’
• Two Business Lines :B2C and B2B
• Heavy Traffic - mostly B2C
• Multiple messaging / offerings
• Remote Staff
• Multiple Channels for Lead Gen
• Expensive Lead Qualification Process
Payoneer ‘Eco-System’
Our Topic - B2B
B2B Marketing Objectives
• Acquire B2B Leads Only
• Handle Leads properly and in a timely manner
• Closing the loop track leads from prospect to won deal
• Measure results and optimize
Handling Inbound Traffic - Before Marketo
• One landing page for all inquiries (B2B, B2C, Support)
• Leads were processed manually and then distributed
• Follow up was done manually using one sfdc template.
Before – Screen shots
CTA
Before Marketo
One page & form approached by all:• Support requests • B2C Leads• B2B Leads
Challenges – Before Marketo • Too Many ‘Leads’ - Some are not even leads
• Good leads are often over looked at
• Long turn around / response time
• Inability to measure responses, success and overall results
• Changes to website, designing of landing pages and emails were too expensive
• Cumbersome emailing mechanism – one size fits all communication
With Marketo we were able to..
• Design landing pages and track behavior with breeze
• Design emails and build targeted flows to send the right message to the right prospect and alert upon interesting activities.
• Measure the overall success of our campaigns including inbound web leads
• Segment our Leads DB and Target accordingly
1. Redesign the flow of incoming leads
1. Redesign the flow of incoming leads
1. Redesign the flow of incoming leads
2. Send the right message at the right time
2. Send the right message at the right time
3. Alert Sales on interesting moments and Score leads
4. Measure success and ROI. Optimize interactions
Results – After Adopting Marketo
• Increase in lead quality – leaving 90% of the clutter out of the queue.
• Saved 100 man hours / Mo.
• Shortened the time to opportunity closure x2
• Increased marketing efficiency
Results
Conversion Rate x5
Results
Conversion Rate x5
Deal Closure Time x
