Implementing Marketo at Tecala Group
Client: Tecala Group
Sector: Managed Services Provider (MSP), IT, Cloud Technology
Deliverables: Marketing automation
Case overview
- Implemented Marketo for email marketing automation.
- Introduced lead scoring and nurturing strategies.
- Achieved a 35% increase in average CTR and improved lead generation.
Background
At Tecala, I was brought on to implement Marketo and enhance email marketing efforts. The leadership team recognised the potential for customer marketing through email, but before my involvement, the approach was fairly basic—relying on standard email blasts with little segmentation or lead scoring, which meant many missed opportunities.
Over the course of 10 months, we transformed the email strategy into a dynamic and segmented system, increasing engagement, and elevating Tecala’s position as a thought leader.
The challenge: Moving beyond basic email blasts
Tecala’s email marketing was functional but limited—emails were sent out as generic blasts with little personalisation or segmentation. There was no lead scoring in place, meaning key opportunities for engagement with high-potential customers were being missed.
The challenge was to implement a more sophisticated, segmented approach that would resonate with different segments of our audience, including CEOs, CTOs, CFOs, and IT professionals.
The solution: Strategic segmentation and dynamic content with Marketo
With Marketo, I led the implementation of a more robust email marketing strategy, designed to increase engagement and drive lead generation. Here’s how we approached it:
- Segmentation and personalisation: We segmented our audience based on their roles and functions, which allowed us to tailor the messaging to each segment’s unique needs. CEOs received different content than IT professionals, ensuring relevance and higher engagement.
- Dynamic content: Marketo’s capabilities enabled us to deliver dynamic content that adapted to each segment. We could now offer content that was more personalised and relevant, which helped build stronger connections with our audience.
- Lead scoring and nurturing: Introducing lead scoring allowed us to prioritise high-potential customers and engage them more effectively. This helped convert previously missed opportunities into qualified leads.
- Collaboration with experts: Creating relevant content in a specialised field like MSP IT and cloud technology required input from Tecala’s subject matter experts. We also involved the sales team to provide insights into customer questions and pain points, helping shape the content and ensure it resonated with prospects.
The result: A significant increase in engagement and lead generation
The shift to a segmented, dynamic email strategy had a notable impact on Tecala’s marketing efforts:
- 35% increase in average CTR: Over 10 months, we increased the average click-through rate to 28.5%, above the industry standard, demonstrating that personalised content and thoughtful segmentation drive engagement.
- Lead generation and business growth: The newsletters became a lead generation tool, with recipients forwarding them to colleagues and networks. This increased sign-ups and engagement with Tecala’s gated content, generating new leads and expanding our reach.
- Elevated brand perception: By delivering high-quality, relevant content, Tecala was able to position itself as a thought leader in the MSP IT and cloud technology space, regularly engaging key decision-makers.
Key takeaways
- Segmentation and lead scoring maximise potential: Moving beyond generic email blasts to segmented and scored campaigns allows for more targeted engagement and better results.
- Leverage internal expertise: Working closely with subject matter experts and sales teams ensures that the content is both relevant and insightful, improving its effectiveness.
- Marketo was a game-changer: With the right tools and strategy, email marketing can evolve from basic communication to a powerful engine for lead generation and brand building.
- Collaboration with internal experts and sales: Leveraging the knowledge of subject matter experts and customer-facing teams is crucial for creating relevant and insightful content.