GDS needed to generate more leads for sales and automate processes between marketing and sales to deliver efficiency. Their wish was to integrate their marketing efforts with sales who used Salesforce. GDS also had challenges with data. Acquiring significant numbers of records from different data suppliers meant that they had a build-up of duplicates and data was becoming unmanageable. They needed to introduce better governance around their data including cleansing processes.
Their overall approach to marketing was quite reactive, and there was a desire to deliver an improved, more engaging customer experience through the funnel, from initial inquiry, through to registration and attendance at an event.
GDS Group approached Youwe to support their migration to a more sophisticated Marketing Automation Platform and help them to achieve their operational goals.
GDS Marketing Automation Manager,
Youwe recommended Marketo to GDS as their new Marketing Automation platform. To get GDS started, Youwe implemented Marketo for them and integrated it into Salesforce. Youwe also trained the marketing team on Marketo and developed a series of email and landing page templates. This ensured that the internal team was well set to run campaigns from Marketo and move away from their old platform.
Youwe also worked with GDS to develop a Marketo rollout strategy, ensuring that there was an actionable plan in place to work towards some of their channels, but also for their longer-term goals and objectives. This approach facilitated internal alignment and ensured that they got the most from their investments in their new marketing technology.
Following on from the development of the strategy, Youwe then managed the rollout and implemented some of the roadmap items to help GDS grow even further.
Through their investment in Marketo and with support from Youwe, GDS Group has been able to optimize the process between marketing and sales and optimize the marketing and sales alignment.
GDS Group now takes a much more sophisticated approach to lead nurturing. Youwe supported in mapping out nurtures for different target audiences and then building the relevant programs within Marketo. This has meant not only that, the sales team is engaging with the customer at a more appropriate time, but also that the overall customer experience has improved as they have had exposure to more relevant, interesting content before that initial discussion with sales.
GDS Group has been able to maintain a more manageable data set thanks to data cleanse programs that have been set up by Youwe. Youwe also developed a preference center, so that GDS Group follows the GDPR regulations.
Our work with GDS Group has delivered a more streamlined, automated process through the funnel and a significant increase in the number of marketing-influenced deals. Not only are their marketing activities more successful, but GDS Group has the framework and reporting mechanisms in place to report on that success and really demonstrate the impact of marketing on the bottom line.