Challenges and opportunities of a marketing automation solution

After Sylvain’s introduction, the floor was taken by Cécile Maindron, Senior Manager in charge of online marketing at Talend, to give us feedback on the implementation of Marketo in her company.

Before Marketo, outbound marketing problems

To introduce her presentation, Cécile first told us about the state of marketing before automation at Talend: the campaigns were one-sided, one shot and difficult to integrate across all channels, the tools were not integrated with each other… The result: a considerable waste of time, an incalculable ROI and a low conversion rate despite the large number of leads entering the database.

We quickly had to move to a marketing automation solution, and several criteria motivated the Talend team’s choice to switch to Marketo, since we had to think about a global implementation, with all the challenges that this entails.

The advantages of Marketo

According to Cecile, the biggest benefit of Marketo was the time savings, since it was now possible to clone campaigns rather than recreate them from scratch each time, but also to find lead lists dynamically, to synchronize events in real time…

Another very good point about marketing automation is scoring: instead of having lists where all the leads were “hot” and where sales teams could easily get lost, Talend now has access to prioritized lists based on the activities and demographic profile of each name. such as Salesforce is obviously a plus for sales and marketing alignment.