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More than doubles marketingโ€™s revenue contribution, drives a five-fold increase in volume of campaigns, doubles number of CRM contacts and supports execution of new sales strategy

DUBLIN, IRE. โ€“ 27 October 2014 โ€“ Marketo (NASDAQ: MKTO), the leading provider of engagement marketing software and solutions, today announced that Panasonic Systems Communications Company Europe (PSCEU) has deployed Marketo across 25 countries to drive direct sales opportunities with larger customers, increase its market penetration, cross sell opportunities, and gain greater efficiency from its channel. In the 18 months since implementing Marketo in April 2013, Marketo campaigns have improved marketingโ€™s contribution to the companyโ€™s total revenues from under 10 per cent to 26 per cent.

Additionally, the marketing team has been able to increase the output of marketing campaigns five-fold without any further investment in budget or head count and double the number of contacts in its CRM system.

โ€œWe wanted to change our sales strategy to target larger customers without losing any of the run rate business in our channel,โ€ said Stephen Yeo, European Marketing Director for Panasonic Systems Communications Company Europe. โ€œWe knew we needed a powerful marketing automation system that could drive higher return on investment, support our expansion into new markets, and enable our marketing team to become more tightly integrated with sales and do more with less. We evaluated ten solutions and selected Marketo, not just because of the rich functionality, but because they have a very deep sector expertise in marketing as a discipline. They understand marketing and marketersโ€™ needs. Theyโ€™re not just an IT application vendor.โ€

Panasonic Systems Communications Company Europe derives 72 per cent of its business through B2B sales, manages thousands of pieces of collateral annually, and supports over 460 constantly changing products. With 72 websites in 22 languages, it has one of the largest B2B websites in Europe. The company integrated Marketo with Salesforce CRM, importing more than 55,000 contacts, and trained 50 staff.

โ€œMarketo gives us insight into the buying patterns and online behaviour of our prospects,โ€ added Yeo. โ€œWith todayโ€™s buyers having made 70 per cent of the purchasing decision before they ever speak with a sales person, we now have much greater visibility into a prospectโ€™s online behaviour, and the lead scoring gives us greater cross sell opportunities. Our sales teams are able to frame conversations with prospects in a much more focused way. Contacts in our CRM system have now doubled in size with more than 110,000 contacts, and Marketo has strong user adoption internally. Itโ€™s changing the way we engage with our customers, and gives us a competitive advantage. Most companies have CRM but not marketing automation. It allows us to create a unique one-to-one customer dialogue and, through workflow, makes our organisation dynamic and intelligent in the eyes of the customer. In addition, it allows us to create more pipeline with the same or less resources.
Because of these differences, I view marketing automation as a more strategic weapon than CRM currently.โ€

Moving forward, Panasonic is launching a partner portal for its 26,000 channel contacts with full workflow and marketing automation to deliver greater lead visibility and engagement. As a result of its success in Europe, Marketo is now being deployed across Panasonicโ€™s North American B2B business.

About Panasonic Systems Communications Company Europe (PSCEU)
Panasonic Systems Communications Company Europe (PSCEU) is the European arm of the global B2B division of Panasonic Corporation with revenues of more than โ‚ฌ500 million. The companyโ€™s goal is to improve the working lives of business professionals and help their organisations efficiency and performance. The companyโ€™s products help organisations capture, compute and communicate all sorts of information: image, voice and textual data. Products include PBX telephone switches, document printers, broadcast cameras, projectors, large visual displays and CCTV cameras. With around 370 staff, engineering design expertise, global project management capability and a large European partner network, the company offers unrivalled capability in its markets.

About Marketo
Marketo (NASDAQ: MKTO) provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today's digital, social, mobile and offline channels, Marketoโ€™sยฎ Engagement Marketing Platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo's applications are known for their ease-of-use and are complemented by the Marketing Nationยฎ, a thriving network of more than 320 third-party solutions through our LaunchPointยฎ ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing partner to more than 3,400 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.
Marketo, the Marketo logo, Marketing Nation and LaunchPoint are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.

UK PR Contact:

Vanessa Land
Devonshire Marketing
Tel: +44 (0)7768 693779
vanessa@devonshiremarketing.com

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