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Kerio Technologies Inc. provides unified collaboration, communications and security solutions for businesses worldwide that prefer a simple approach to IT. The company needed to centralise the activities of its marketing teams worldwide that were running their own disparate campaigns using different systems. This made measuring lead generation and sales opportunities difficult to measure in a consistent and meaningful way. The company wanted a single marketing platform that could be deployed globally and consistently and deliver higher quality leads for the sales teams.
Kerio implemented Marketo to globalise and standardise its campaign execution, and integrate with their existing CRM and other internal sales systems. The implementation was highly customised around Kerio’s specific data requirements and products, which included multiple numbers of tenants with different Marketo IDs all seamlessly synched to their CRM.
“By centralising our global marketing efforts, Marketo has streamlined the efficiency of our Demand Generation team with the ability to easily clone campaigns for regional deployment, and gain greater understanding into the performance of specific programs,” said Carey Bond, Senior Marketing Manager for Kerio Technologies. “Russia is a big market for us, for example, as our roots are in the Czech Republic, so we’re able to use Marketo to deliver campaigns in multiple languages.”
Marketo is also delivering more granular insight on specific campaign performance which is then shared amongst global marketing team members, and fed into the sales funnel.
“Marketo is also enabling us to demonstrate tangible benefits to the sales team,” added Bond. “We’re able to cite how many qualified leads marketing has delivered, how many of those have generated opportunities and how much of the funnel has been directly influenced by marketing. I can’t share specific numbers on leads but the last six months has been amazing. The analytics capabilities are also giving us insight into where we can improve leads through better nurturing. Marketo is also enabling us to reduce the cost of customer acquisition and understand the cost per lead, as well as increasing the number of opportunities captured on our website, which we wouldn’t have been able to do previously.”
“Marketo has streamlined the efficiency of our Demand Generation team with the ability to easily clone campaigns for regional deployment, and gain greater understanding into the performance of specific programs.”