Quark markets its complex content automation solutions to global leaders in a wide range of industries—including financial services, manufacturing, technology, life sciences, energy, and government. To improve marketing effectiveness, Gavin and his team began working with sales to identify the accounts that are most likely to drive meaningful revenue. However, managing major accounts with tools designed for a lead-centric approach proved to be cumbersome and time consuming. Account data resided both in the Quark’s CRM system and in Marketo. Keeping customer information and activities up to date and consolidating that across systems hampered ABM efforts.
Putting Marketo ABM to work
When Gavin learned about Marketo’s new ABM solution, he was intrigued. “There are a number of tools that provide some level of account-based marketing functionality,” he noted, “but what we were missing was a way to manage accounts centrally and for me, that functionality needs to reside within the marketing automation platform. That’s the critical piece that Marketo provides. It gives us a firm foundation for tracking and managing the success of our ABM programs.”
Leveraging Marketo ABM, Quark Software created a combination of LinkedIn campaigns for their Tier 1 accounts, in addition to industry-specific campaigns for their Tier 2 accounts.