Marketo is a leading provider of cloud-based marketing software for building, sustaining, and engaging customer relationships. In this case study, you’ll discover how Marketo uses Hootsuite Enterprise to improve marketing, customer service, and sales on social media, helping to deliver on key business objectives.

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    Achieved a 93% customer support satisfaction level

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    Used Twitter to target buyers and shorten lead cycle

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    Leveraged customer campaigns incorporating social media across multiple channels

Marketo has shown that with digital channels, the entire organization needs to work together to find and nurture the best leads. Since 2007, Marketo has been leading best practices and helping companies around the world capitalize on digital channels. Their software makes it possible to gain a holistic view of customers—from social and mobile to customer service and sales interactions.

What they did

Embracing social media to gain superior customer insights

For businesses like Marketo, it is critical to gain visibility into the value of social media within an overall marketing effort, both for its own information and to address customer concerns. Without being present on social media, many businesses were missing a huge opportunity to learn about their potential customers. Likewise, without the proper management resources, social media proves to be a widening blind spot in terms of brand awareness and superior customer insights.

Back in 2012, Marketo integrated Hootsuite to address these challenges and better understand the intricacies of their own marketing campaigns. In the market for a powerful social relationship platform, Marketo set out to reach the following top-tier goals for social media:

  • Engage in dynamic conversations and share relevant content
  • Gain superior customer insights and increase sales productivity‹
  • Accelerate response times and increase customer satisfaction

How they did it

Targeting potential customers on social media

Marketo uses Hootsuite Enterprise to identify and connect with potential customers on social media. They take advantage of Twitter’s targeting capabilities to reach potential buyers. In the same way that content is mapped, they map tweets to the appropriate audience. This means that Marketo’s sales team can shorten the lead generation cycle.

For example, Marketo recently released an eBook on email marketing strategy. On Twitter, they wanted to get tweets about this new asset in front of the right audience. After doing research to find email marketing experts on Twitter, Marketo’s marketing team targeted the experts and their followers because it’s highly likely that they had an interest in email marketing. Those targeted tweets directed hand-picked audiences to a landing page where they could download the eBook.

In turn, the sales team can attribute a significant portion of their total business revenue back to deals touched by social media.

Hootsuite allows us to better understand the impact of social media and engage customers more strategically through social channels. As social media becomes a more important part of how our customers communicate, we will continue to invest here.

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Sanjay Dholakia
Chief Marketing OfficerMarketo

Tying social media communications back to CRM Support Systems

Another innovative step that Marketo took to become a social enterprise is to closely integrate Hootsuite with Salesforce.com’s Customer relationship management, or CRM, software. The Salesforce app in the Hootsuite App Directory arms Marketo’s customer support team with the tools to immediately direct support cases to the appropriate team member.

With a more efficient workflow from case creation to resolution, Marketo simplifies internal processes and responds faster, leading to an improved customer satisfaction rate of 93%. Their customer support team can now create cases directly from social messages, without ever leaving their centralized Hootsuite dashboard.

Software vendor Marketo combines social customer service with traditional service channels using Hootsuite and Salesforce.com. The move toward a multichannel customer engagement centre has seen the customer support organization achieve a customer satisfaction level of 93%.

Kenneth Law

Kenneth Law
Customer Support Knowledge and Social Media ManagerMarketo

The results

Organization-wide social media success

Not only an accomplished marketing company in the technology industry, Marketo is a pioneering social enterprise, showcasing what other companies can achieve.

Sanjay Dholakia, Chief Marketing Officer at Marketo closes by adding, “For a company to be successful today it must embrace all channels, and social marketing is a critical part of that equation. We are very happy with our experience with Hootsuite and expect to build upon it as we move forward.”

Marketo relies on Hootsuite as the centerpiece of its social media monitoring.

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Sanjay Dholakia
Chief Marketing Officer, Marketo
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