CRM - October 2008 - (Page SF15)

Sponsored Content October 2008 15 Marketo Customer Success Story: Acteva Acteva provides online event registration, ticketing and payment management services. Since 1998, more than 12,500 customers, including Bausch & Lomb, Pfizer and SAP, have trusted Acteva for more than 215,000 events. Acteva’s completely automated registration process helps organizers increase attendance, reduce administrative burden and provide an outstanding online experience for both organizers, attendees and other event participants. THE CHALLENGE would be a solution that would allow Acteva’s marketing department to get the new campaigns up and running quickly and that let them adapt marketing efforts as the vertical strategy evolved. For these activities, Acteva needed a solution that would: • COST-EFFECTIVELY INCREASE CUSTOMER DEMAND • SUCCESSFUL DEPLOYMENT OF NEW VERTICAL STRATEGY • EASILY TRACK AND NURTURE INTEREST WITHOUT ADDITIONAL DEMANDS ON MARKETING TEAM Acteva’s marketing efforts are driven by a lean marketing team that is very hands-on, so Marketo’s easy-to-use interface was especially important. “We couldn’t afford to implement a solution where we’d need to designate one person as the guru,” explains Elias. “We’re very hands-on. Marketo is very easy to learn and very easy to use. Everyone in marketing uses it.” ABOUT MARKETO Marketo is the leading provider of sophisticated yet easy marketing automation software that helps marketing and sales at large and mid-sized companies work together to drive revenue and improve marketing accountability. Marketo’s demand generation solutions automate and measure lead management activities - including email marketing, lead nurturing, and lead scoring to help marketing and sales generate and qualify sales leads, shorten sales cycles and demonstrate results. Unlike traditional marketing automation solutions, Marketo is powerful yet easy to use without training and offers an on-demand model to get customers up and running quickly, with no charges for set-up or Salesforce integration. Marketo’s Modern B2B Marketing blog (http://blog.marketo.com) and marketing best practices community are recognized as industry destinations for marketers to share ideas and help each other drive results. See more customer case studies at www.marketo.com/customers Learn more: www.marketo.com sales@marketo.com | 650-655-4830 Marketo, Inc. 1710 S. Amphlett Blvd., Suite 340 San Mateo, CA 94402 Tel: 650.655.4830 Fax: 650.655.4838 www.marketo.com • MEASURE E-MARKETING ACTIVITY TO INCREASE REVENUE Elias Terman, director of product marketing at Acteva, wanted to launch two new initiatives to grow the business: the “Acteva Referral Program,” a channel marketing effort for organizations such as chambers of commerce, webmasters, and event planners, whose clients and colleagues might be interested in Acteva’s services, and a new vertical strategy targeting wineries. Acteva needed a cost-efficient way to increase customer demand, track and nurture interest, and measure e-marketing activities to increase revenue. The success of the referral program depended on Acteva’s ability to build relationships with partners by creating mutually beneficial, co-branded materials and demonstrating real results. “Initially, we were just going to send new leads from the referral program to the main Acteva site, but when we signed up one or our first partners, we realized we needed a landing page so the leads wouldn’t get lost,” said Elias. “The old way, creating landing pages was too much of a hassle, and without them, we didn’t know who was interested until they created an account. We were operating in the dark.” With the other campaign, Acteva realized it would be critical to capitalize on the potential of every single lead that came through the door. To ensure that not a single lead was wasted, Acteva needed a solution that would enable growth in the new market through lead nurturing and targeted follow-up. Equally important THE SOLUTION After disappointing results with another marketing automation company, Elias “considered every product out there” when choosing a new solution. “We had a whole spreadsheet with all the companies and product features,” Elias comments. “We were so thorough we probably annoyed everyone.” Throughout a careful and systematic selection process, Marketo met Acteva’s requirements better than any other vendor and stood out for its: • INTUITIVE EASE-OF-USE AND FLEXIBILITY • COMPREHENSIVENESS IN ADDRESSING MARKETING NEEDS • SUPERIOR CUSTOMER SUPPORT THE RESULTS Elias and his marketing team at Acteva were able to integrate Marketo into their daily workflow quickly and seamlessly, creating their first landing pages after just one brief training session. Marketo now supports Acteva’s marketing activities on a daily basis, but in particular, Marketo has added value in the following ways: • 300% INCREASE IN VOLUME OF MARKETING PROGRAMS ENABLED BY INTUITIVE EASEOF-USE • RAPID DEVELOPMENT OF STRONG CHANNEL PROGRAM http://www.marketo.com http://blog.marketo.com http://www.marketo.com/customers http://www.marketo.com http://www.marketo.com

Table of Contents Feed for the Digital Edition of CRM - October 2008

CRM - October 2008 Contents Front Office Feedback Reality�Check Customer Centricity The Tipping Point Sprinting Toward Disaster? SAP�Retains Market-Share Lead in�CRM A�Week of Strong Customer�Service CRM�on Twitter Build a Good Event and They Will Come Required Reading There's No Place Like Home The New Breed of CRM�Consultant The Price is Right...You Hope How Much Marketing is Too�Much? The�Sweet Smell of High-Quality�Service The Next Act! For An Acquisition Some Stories Never Get Old CRM�Eases the Pressure For WIKA�Instruments Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - October 2008

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