Case Study 3
Global Marketing Operations
Client
- The client is a Fortune 5000 company offering investment and financial consulting to healthcare professionals.
- Has a specific marketing strategy that blends virtual and in-person events, including monthly educational webinars and informational sessions.
Challenges
- Couldn’t afford the costs of building an internal team.
- Specialized marketing operations talent was hard to find and retain.
- Client’s existing agency didn’t have the capabilities to close the execution gap.
Solution
Marketing Concierge™ provided comprehensive marketing operations support though dedicated consultants who took over planning, executing, and measuring campaign results.
ABOUT THE CLIENT
Challenges
The client’s internal resources were stretched thin, leaving little room to fully plan, execute, and measure every partner campaign launched across regions. For example, a single webinar, which demanded a registration process and a series of personalized pre- and post-event communications, took more time and effort than their team could invest.
Moreover, the internal team lacked the tactical depth to run campaigns end-to-end, manage the marketing automation platform, and still find time for process improvement.
WHAT WE IMPLEMENTED
Solutions
1. Platform Optimization
Marketing Concierge™ introduced scalable Marketo program templates inside the client’s marketing automation platform, enabling a far higher volume of campaign production in support of the company’s digital strategy.
With considerably more time and bandwidth freed up, the client’s internal team could shift focus toward managing the marketing business as a whole rather than being buried in execution.
2. Agile Project Management
Our consultants implemented a kanban system to track campaigns through distinct stages, such as building, testing, and reporting. Staying agile made it possible to accommodate scope changes quickly across multiple projects and since internal stakeholders were trained directly on this new process, it stuck even after the engagement ramped down.
3. Data Integration
The client needed to connect multiple external data points into the Marketo segment audiences. Marketing Concierge™ solved this challenge by surfacing any additional requirements, defining a clear scope, and completing integration testing within an aggressive timeframe.
WHAT WE ACHIEVED
Results
With the time savings Marketing Concierge™ delivered, the client increased campaign execution capacity by 200%. That translated into a 106% increase in clients reached, with meaningfully higher engagement across the board. Altogether, these initiatives drove a 55.31% increase in Lead-to-MQL ratio in just one year.
Stretched thin on campaign execution without the budget for a full internal build-out?
Marketing Concierge™ consultants can handle end-to-end partner marketing campaign execution, so your team can stay focused on strategy instead of getting buried in operations.