Driving maximum value from an investment in marketing automation: How Pure Storage optimised efficiency and boosted productivity with Marketo
The US-based storage vendor wanted to use its Marketo platform more strategically and drive more from its campaigns. After implementing new processes and workflows with Agent3, the company has been able to reach the full potential of the platform to drive significant sales opportunities
The Pure Storage EMEA marketing operations team are responsible for Marketo execution throughout Europe, driving campaigns and supporting the EMEA field marketing team. With multiple regions and a variety of different stakeholders, the marketing operations teams receive high volumes of requests for Marketo support and campaigns, often with conflicting deadlines. This results in a backlog of requests that are challenging to fulfil in a tight time frame. Simultaneously, the team lack the bandwidth to be strategic with their Marketo knowledge or have time to fully realise understand the platform’s full capabilities. Therefore any opportunities to increase efficiency and streamline processes are lost.
After an initial investigation, Agent3 devised a bespoke service model to provide support for all regional stakeholders to ensure high-quality campaigns were built and executed quickly and easily. This removed the burden of constant requests from the marketing operations team and showcased the full benefits that Marketo has to offer to the business.
As Marketo Certified Solutions Architects and Certified Experts, the Agent3 team built a customised workflow that included education tactics for the field marketing teams across Europe. This ensured they understood the process and SLAs were adopted so they were confident with timings. To further help drive efficiency, the Agent3 team implemented SmartSheet to provide visibility throughout the project build. This centralised document showed the details and status of all projects so field marketers could monitor the progress of their project and see who is working on it.
Andrew May, Senior Manager, Marketing Operations EMEA at Pure Storage, said: "Agent3 was instrumental in enabling us to enhance the reputation of our EMEA marketing operations team with stakeholders based throughout EMEA, each facing their own country specific challenges. Whether it be the host of forward-thinking ideas or by enabling us to streamline processes, Agent3 allowed us to easily prove the value that our activity offers to the business."
Following the initial implementation, the Agent3 team sought other proactive ways to improve the impact of Pure Storage’s programmes. We supported in the roll-out of a new, more intricate engagement programme that has resulted in significant sales opportunities. This has helped to further enhance the reputation of the marketing operations team within the business, and especially within the sales team and field marketing teams across Europe.
Rachel Hanman-Killick, Head of Integrated Marketing, EMEA at Pure Storage, said: "The Agent3 team have played a major role in helping us optimise and streamline our Marketo productivity and outbound marketing activity. Their strategic input has been invaluable in allowing us to plan and implement key initiatives, such as our nurture tracks, while their in-depth knowledge of Marketo has enabled us to extract the full potential of the platform. They really have become a key member of our team.”