Clearswift – Creating a fully integrated and workable Marketo platform
What we worked on
Marketo Training and Consultation
Data Management and Data Flow
What we achieved
We supported both the strategic development of Marketo within Clearswift as well as their day-to-day operational requirements. Using our expertise in the platform we ensured that they were leveraging Marketo to get the maximum benefits and return on investment.
Security vendor Clearswift has a fully integrated Marketo platform working in harmony with its CRM and website, thanks to a partnership with Agent3
Operating in the highly competitive cyber security arena, Clearswift understands the value that a dynamic website, strong marketing automation and integration with its CRM system can bring. The global security vendor, which is headquartered in the UK, was keen to drive more leads and put some structure and automation around its digital marketing strategy.
“We wanted our Marketo platform to be fully integrated into our website back–end and our CRM system to better track and manage leads and campaigns. We also needed to evolve our website with optimised content to increase our Google search rankings, improve the user journey, and ultimately drive more leads through to our engagement programme,” said Renne Daw, VP of Marketing at Clearswift.
As a Marketo certified partner, Agent3 helped Clearswift on the operational side of the platform, setting up and testing email templates and campaigns for example. Agent3 made sure any operational objectives were tied in to the overall marketing strategy. On a more tactical level, Clearswift was keen to ensure it was using all the functionality that Marketo offers as well as implementing best practice processes and automating as much as possible to free up the team to focus on more in-depth tasks. The success of the integration of Marketo led to an extension of the partnership to include additional digital marketing projects such as programmatic advertising and nurture tracks.
The partnership included a training and consulting element. Keen to have key Marketo skills in–house, Clearswift asked Agent3 to train its marketing team members to ensure they could better use the platform for their various regional and corporate digital activities on a daily basis. One team member received more in-depth training, and ultimately took the Marketo exam to become a Marketo Certified Expert.
“Agent3 supports us with both the strategic development of our Marketo instance as well as day-to-day operational requirements. As experts in the platform, they make sure that we’re leveraging Marketo to get the maximum benefits and return on investment,” said Daw. “When new marketing team members join, they are impressed with how automated and integrated our systems are and Agent3 played a huge role in helping us achieve this.”
As part of its Marketo engagement with Clearswift, Agent3 also helps with data management and optimising data flow. This became particularly pertinent when Clearswift was preparing for GDPR.
“Prior to the GDPR enforcement date we knew we needed to make the necessary updates to systems and processes to comply with the regulation. We spent many hours in conjunction with Agent3 updating Marketo and web forms and undertaking data audits on our existing systems to understand what data we could keep or remove under the new legislation,” said Daw. “Agent3 worked alongside us and our business systems team on our internal GDPR project to ensure the whole process was aligned and reached a successful conclusion in a timely manner.”
The partnership with Agent3 also includes web design, development and integration. Clearswift was keen to develop its website into a more dynamic, lead generating portal that would have elements specific to different users. Clearswift previously had just two domains, and Agent3 helped the firm by working with them to develop two more regional sites. Agent3 also advised Clearswift on using sprint techniques to ensure processes are followed and projects are completed on time.
Daw said: “We consider Agent3 to be an extension of our team. The firm has a track record of hiring collaborative, skilled people and that’s what makes our relationship work so well. As a small team at Clearswift we achieve a lot in marketing through automation. Agent3 help us execute on more projects, increasing the performance of the team.”