HootSuite is a social relationship platform for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web-based dashboard. Before Marketo, HootSuite was running a basic three-touch drip campaign without sophisticated segmentation or the ability to target based on cross-channel behaviors, so the same content went to everyone. As expected, the resulting engagement was low.
With their previous solution, new leads often took upwards of 48 hours to show up in their CRM, so warm leads were often cold by the time they reached sales. With a database of millions, HootSuite recognized the need for a solution that offered more robust prospect and customer nurturing functionality along with full Salesforce integration– while still being easy to implement and use. HootSuite chose Marketo.
Six months after implementing Marketo, HootSuite has seven active customer engagement programs running, with plans for three more--each targeting a specific audience segment. Unlike other solutions, adding new content to these programs is as easy as drag-and-drop thanks to Marketo’s Smart Streams, which intelligently delivers the right content to the right person at the right time. Prior to Marketo, sending too many emails to prospects in too short a time was a big concern, but Marketo’s Communications Limits feature prevents a customer from receiving too many touches in a given time period. And, now that they can easily attribute revenue back to specific nurturing outcomes, Hootsuite has a clear understanding of the impact their nurturing efforts are having on the business.
In the first month after launching the Marketo solution, HootSuite saw a 257% increase in activity in their nurture campaign. By the sixth month, that increase was over 500%. Marketing is also seeing an associated increase in revenue attributable to nurturing.