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D+H Optimizing Marketing Process and Technology Case Study

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Case Study The Revenue Marketing Consulting Firm The Pedowitz Group | | Call us at 855-REV-MKTG | @revenuemarketer Introduction After investing in Marketo and a CRM platform to enrich and automate its marketing demand generation processes, D+H found it difficult to use the platforms to their fullest capabilities. These difficulties were caused by issues with integrating the systems and being unable to leave legacy processes behind. Key Challenges: System Integration Issues The primary issue with the system integration was that users on either side did not fully understand how the data fields were synced, resulting in inconsistent data across the platforms, duplicates being created and system performance issues. Legacy Process Issues Because the marketing automation and CRM users were still using legacy processes to manage tasks such as lead imports and list segmentations, they weren't realizing the potential of the platforms to automate these processes. Some these legacy processes included manual list pulls from the CRM and importing into Marketo for audience segmentation and importing, matching, and converting marketing lead lists in the CRM. Lacking data governance and system field maintenance created extra frustration with reporting and segmentation.

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