Marketo Grows Accounts and Prevents Churn
Marketo is a leading provider of marketing automation solutions. Retaining and growing existing customers is critical to Marketo’s aggressive revenue goals. Staying informed of changes across their thousands of customers is not just imperative to that success, but also a major challenge.
Marketo’s challenges included:
Reducing account churn while increasing lifetime customer value
Proactively identifying cross-sell and upsell opportunities
The ability to stay informed of important activity across thousands of customers
Marketo was already using InsideView in their sales organization to increase sales productivity. Based on that success, they decided to expand their use of InsideView solutions into their customer success organization in order to grow revenue within their existing customer base and increase renewal rates.
Using InsideView Account Management, Marketo’s customer success managers have greater visibility into each account. Business Alerts point out when customers might be ready to expand their investment, so opportunities for upsell and cross-sell are much easier to identify.
Connections allow CSMs to manage relationships with various influencers within each customer account. When a key contact leaves a company, People Alerts points to the change so that the CSM can identify the new contact, maintain continuity in the customer account, and protect the renewal. Using InsideView, CSMs not only see stakeholders and influencers front and center, but they also begin to build multi-touch relationships that prevent churn and grow customer accounts.
Marketo’s results using InsideView included:
Increased customer revenue
Use of trigger events to point to opportunities
People Alerts that keep Marketo’s CSMs ahead of the game
“As a very lean team with high account ratios in a fast-moving industry, customer intelligence is critical to us being effective.”