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Ciena Marketo Managed Services Case Study

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"The team is very thorough in the process and creative. I've been impressed by the project team's leadership, management and process." Daniela Szymczak, Senior Manager, Digital Marketing Case Study The Revenue Marketing Consulting Firm The Pedowitz Group | pedowitzgroup.com | Call us at 855-REV-MKTG | @revenuemarketer Introduction In 1992, Ciena set out to radically change the possibilities and economics of networking—and it has done just that. Initially, Ciena created solutions that dramatically increased the capacity of fiber networks so they could scale with rapidly increasing demand. Ciena is making the network infrastructure programmable, so it can easily adapt to the changing needs of users. When that programmability is combined with network-level applications, network operators can rapidly deliver new services and support new applications. Ciena's years of creating solutions for the world's largest and most reliable telecommunication networks have led to more than 1,550 U.S. patents and patents pending, as well as more than 500 additional foreign-issued patents and applications. The Challenge Companies often find themselves strapped for marketing resources to respond to a rapid or unexpected change in the business or perhaps an increased volume of marketing campaigns. Ciena's Demand Generation Team services internal clients, prospects and is a global function with a high volume of email and nurture programs. They have 15 ongoing nurture programs to maintain. Within those campaigns, there are 125+ emails. One-off email launches range from 5-10 emails a week and could have up to 80+ batch emails per quarter. These marketing efforts are translated into 8 different languages to meet the marketing objective of globalization. New initiatives and product launches increase the need for campaign execution across markets and languages. The Solution Ciena decided to leverage The Pedowitz Group to outsource some of their Marketo Managed services. The decision to outsource marketing execution for Marketo was both strategic and tactical. From a tactical standpoint, using The Pedowitz Group extends the team. Many B2B companies do not have enough people with

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