Marketo implementation case study by payoneer

1. Marketo Integration Results

2. Payoneer at a Glance
Administrative office Logistics center
$100m month | 200+ staff | 200+ countries | 35 languages
2000+ corporate customers | 1,750,000+ cards | 24/7 customer support
VC – Greylock partners and Carmel Ventures

3. Payoneer’s ‘Eco-System’
• Two Business Lines :B2C and B2B
• Heavy Traffic - mostly B2C
• Multiple messaging / offerings
• Remote Staff
• Multiple Channels for Lead Gen
• Expensive Lead Qualification Process

4. Payoneer ‘Eco-System’
Our Topic - B2B

5. B2B Marketing Objectives
• Acquire B2B Leads Only
• Handle Leads properly and in a timely manner
• Closing the loop track leads from prospect to won deal
• Measure results and optimize

6. Handling Inbound Traffic - Before Marketo
• One landing page for all inquiries (B2B, B2C, Support)
• Leads were processed manually and then distributed
• Follow up was done manually using one sfdc template.

7. Before – Screen shots
CTA

8. Before Marketo
One page & form approached by all:
• Support requests
• B2C Leads
• B2B Leads

9. Challenges – Before Marketo
• Too Many ‘Leads’ - Some are not even leads
• Good leads are often over looked at
• Long turn around / response time
• Inability to measure responses, success and
overall results
• Changes to website, designing of landing pages
and emails were too expensive
• Cumbersome emailing mechanism – one size
fits all communication

10. With Marketo we were able to..
• Design landing pages and track behavior with
breeze
• Design emails and build targeted flows to send
the right message to the right prospect and
alert upon interesting activities.
• Measure the overall success of our campaigns
including inbound web leads
• Segment our Leads DB and Target accordingly

11. 1. Redesign the flow of incoming leads

12. 1. Redesign the flow of incoming leads

13. 1. Redesign the flow of incoming leads

14. 2. Send the right message at the right time

15. 2. Send the right message at the right time

16. 3. Alert Sales on interesting moments and Score leads

17. 4. Measure success and ROI. Optimize interactions

18. Results – After Adopting Marketo
• Increase in lead quality – leaving 90% of the
clutter out of the queue.
• Saved 100 man hours / Mo.
• Shortened the time to opportunity closure x2
• Increased marketing efficiency

19. Results
Conversion Rate x5

20. Results
Conversion Rate x5
Deal Closure Time x
𝟏
𝟐

21. Thank you!
For questions, feel free to contact:
Ariel Navon
arielna@payoneer.com