Macro Case Study -- Email Marketing Outsourcing (PDF)
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The client, a fast-growing global tech enterprise, faced significant marketing operations challenges due to stretched internal resources and lack of tactical skills. They engaged Macro for nearshore outsourcing to alleviate process bottlenecks, enhance efficiency, and support their diverse marketing tactics, resulting in substantial improvements in lead ratios, execution speed, and campaign engagement metrics. Macro's integration of agile practices and comprehensive reporting tools contributed to these successful outcomes.
Macro Case Study -- Email Marketing Outsourcing (PDF)
- 1. The client's marketing plan was bold, but the clients internal resources were stretched very thin, making it hard to fully plan, execute and measure all their campaigns. Running even just a webinar, for example, required a registration process and numerous personalized communications both pre- and post-event. Their team lacked the tactical skills needed to run the campaigns, manage the marketing automation platform, and also work on any process improvements. The client came to Macro because of our experience solving these marketing operations bottlenecks. Background Challenges: Quick global expansion Gaps in marketing lead management Marketing process bottlenecks Scalability of marketing tactics Staff shortages: lack specialized internal resources The Client: Fast growing global tech enterprise. The marketing tactics consists of both virtual and in-person events, such as educational webinars and informational sessions, organized on a monthly basis. Email is main channel of communication. Email Marketing Outsourcing A Natural Extension of the Marketing Operations Team CASE STUDY Ideal Solution Needed: Near Shore Outsourcing The management team identified the need for an outsourcing agency that could act as a natural extension of their marketing operations team in order to alleviate process bottlenecks and enhance overall operations efficiency. MarTech Stack Adobe Engage (Marketo) Salesforce Sales Cloud CRM LeanData 6Sense WordPress CMS Unbounce
- 2. "We had the immense pleasure of working with Macro consultants in the last year, who brought to the table a winning combination of outstanding collaboration and tech expertise. They seamlessly integrated into our team and quickly became a critical part of our marketing automation administration efforts as we transformed our Sales & Marketing Process. Macro's knowledge and dedication were invaluable, and their ability to adapt to our workflow was exceptional. We couldn't have achieved our goals without Macro's contributions." Chief Revenue Officer Connect +1 647 760 8629 hello@Macromator.com https://RevenueOperations.Agency Email Campaign Execution Solutions To address these challenges, Macro agency was engaged to provide a global comprehensive support in various areas: B2B Digital Partner of Record Macro's agility in adapting to evolving needs, collaborate effectively, and deliver exceptional results make a trusted partnership year after year for global marketing teams. Marketo Campaign Desk Management and execution of digital marketing campaigns using the Adobe Marketo platform. This included designing and setting up campaigns, ensuring timely delivery, monitoring performance, and optimizing campaign effectiveness. Scalable Creative Assets The client used Macro's design expertise to create a master email template with multiple creative sections. These sections can be turn of and off as needed for different campaign use cases. Reporting and Dashboards Accurate and insightful reporting was crucial for revenue operations. Macro worked on generating reports and creating custom dashboards to provide actionable insights for decision-making and campaign optimization. Agile Marketing Practices: One of the first initiatives brought in by Macro was a project management system to bring order to chaos. Drawing inspiration from Agile Project Management practices, Macro implemented a kanban system tracking campaigns through different stages: building, testing and reporting. Staying agile, Macro was able to quickly accommodate change of scope in many projects. All internal stakeholders were trained on the new process and what Service Level Agreements (SLA) should be expected. Results Better Pipeline 55.31% Increase in Lead to MQL Ratio Increased Efficiency & Scale 70% Reduction of time from Request to Sent 200% Increase in monthly campaigns executed Engagement Lift 106% Increase in clients reached 2% Jump in overall open rate 5.5% Increase in Click-Through Rate