Overview
Objectives
- Develop a New Category
- Capture a Leadership Position
- Attract Key Influencers
Description
In 2009 Marketo launched an internal initiative called the Revenue Cycle Optimization project. Their goal was to develop a compelling argument for stronger alignment between sales and marketing organizations in order to better drive revenue through any given business – top to bottom. In early 2010, Marketo decided to bring this initiative to life with a comprehensive annual report supported by a deep community and content driven website.
Situation
Marketing Automation, seen as a green-field landscape just two years ago, had begun to feel confining in 2009. Riding the wave of triple-digit growth, Marketo sought to pioneer a new category reaching beyond marketing and into the entire revenue life-cycle – thus Revenue Cycle Optimization was born.
Engagement
Marketo engaged BAT as a leading B2B agency – with our deep understanding of both the value and process of Marketing Automation, as well as an engagement process that aligns sales, marketing and executive teams in developing business strategy and go-to-market tactics.
Marketo sought an agile partner that could scale easily providing the right resource at the right time to optimize the spend and achieve the desired outcomes within fairly narrow scope requirements.
During the project BAT engaged some of the best minds in the industry for this comprehensive engagement. Our services included brand strategy, creative concepting, print design, website design, content strategy and planning, executive editing and copy-writing.
