EAT Club used Azuqua to create a closed-loop sales and marketing process by connecting Marketo to Pipedrive. They were able to flow leads faster, convert more opportunities, and close more deals.

1. EAT Club Fuels Growth by Closing the Loop
Between Sales and Marketing
For mor information, visit www.azuqua.com
A pioneering food technology company, EAT Club (www.eatclub.com) is
the largest business-focused personal lunch delivery company in the US.
With a desire to accelerate growth, EAT Club needed an innovative way
to deliver leads to its sales organization quickly, and return feedback to
marketing for campaign optimization.
EAT Club relies on Marketo for capturing leads on their website and uses
Pipedrive to manage opportunities. The sales analyst for EAT Club
selected Azuqua to automate lead flow from Marketo to Pipedrive and to
update Marketo with the actual resolution of each lead in Pipedrive.
Summary
Much of EAT Club’s customer acquisition is driven by marketing
campaigns driving traffic to their website. Through digital advertising
strategies, they need to convert this traffic into actionable leads that the
sales teams can turn into customers.
EAT Club wanted to be responsive to as possible to website inquiries, as
contact within an hour of inquiry increases the likelihood of creating a
qualified lead by seven times. Additionally, EAT Club wanted a feedback
loop for marketing to track lead conversion and customer acquisition.
Once an inquiry was captured on the website by Marketo, EAT Club had
an automated workflow to update Pipedrive with critical information for
organization, inquiry, and contact. While data could flow into Pipedrive,
there was not an automated update back to Marketo to give final
resolution of the sales engagement.
Challenge
To create a closed-loop sales and marketing process, EAT Club’s sales
operations analyst evaluated multiple integration and automation
options from simple API integration technology to custom development.
Azuqua was selected for easy implementation, powerful workflow
automation, and reliable operations.
EAT Club was able to implement Azuqua into production with just three
hours of work over a couple-day period. “Finally with Azuqua, we have all
of our apps connected and talking to each other. Azuqua is
indispensable,” said Loïc Engulu, sales analyst for EAT Club.
Solution

2. For mor information, visit www.azuqua.com
For mor information, visit www.azuqua.com
Now when a lead is captured, the status is kept up to date across all
systems from beginning to end in real-time. As the final resolution for
each lead is recorded, the statistics for every marketing campaign is
updated to report performance.
Benefit With better and more immediate insight into campaign performance,
EAT Club is now able to execute smarter marketing campaigns and shift
resources to efforts that maximize lead performance. Closed-loop sales
and marketing extend their go-to-market motions through new
marketing campaigns.
With the closed-loop status, EAT Club knows the outcome of each lead
generated and can automatically add appropriate leads to nurture
campaigns. This ability to nurture leads is proving to be a cost-effective
means extending their lead generation strategy.
With automated lead routing between Marketo and Pipedrive, EAT Club
is able maximize sales productivity by focusing efforts on timely prospect
engagement rather than data management.
EAT Club Fuels Growth by Closing the Loop
Between Sales and Marketing