As the Marketing Director of KDS, travel & expense solutions, I implemented Marketo and aligned the sales and marketing department on shared KPIs.
This project transformed the marketing department into a marketing automated & data-driven operation delivering 90% of inbound leads at a 17% close-win ratio.
The full scope of the project span the entire sales and marketing department as well of the customer support team that handles all the transactional and support emails from Marketo.
I was in charge of budgeting the project, evaluating various marketing automation solution, selecting the integration partner and setting up the training workshops that spanned a 3-month roll-out period.
Inside Sales Rep., KPI, and CRM
Putting in place Marketo also meant hiring and managing a team of 5 inside sales to handle leads qualification across 3 regions.
I configured SaleForce for the ISR to qualify the leads according to carefully scripted evaluation criteria. I created dashboards within the CRM to monitor the sales and marketing KPI and efficiency.
Marketing automation requires quality marketing content. Aside from managing Marketo, I had to redesign our corporate website and to launch a dedicated content resource center to distribute industry-related content.
Managing a content hub meant putting in place all the digital aspects of gated and ungated contents and optimal SEO technics.
I produce some of the content myself writing articles, studies, and white papers. I produce video interviews with customers and hired several freelance contributors to draft expert pieces. I found it particularly interesting to offer industry consultants the possibility to distribute their articles via our platform.
Following the European launch of Marketo at Euler Hermes, I was hired to train the US marketing team of the global insurance company on Marketo’s essentials.
The eight-people, two-day training covered the following:
Understanding the principals of marketing automation and how it differs from traditional emailing campaigns.
Leads & Lists in Marketo Workspace & Partition. Working with Smart Lists and using Marketo for data enhancement. I helped the team build programs and automate programs using tokens. My curriculum included digital assets, creating forms and designing landing pages as well as creating and personalizing emails.
The training also covered program automation touching on Triggers Vs Batch as well as operational reports, basic analytics reports.
VisaHQ is the world’s premier online visa and passport application solution. The company is present has 24 offices in 13 countries. It handles both B2B and B2C customers.
VisaHQ processes thousands of transactions every day on its retails website. It counts among its business clients companies such as Google, Facebook, Thomson Reuters, HBO, Under Armour, etc.
Onboarding with Intercom
I implemented automated user onboarding campaigns using both in-app messaging and email. To better guide users during their sign-up process.
I configured Intercom to be the backbone of VisaHQ prospect and customer communication platform.
I configured promotional campaigns targeted abandoned cart users and driving them back to where they left off.
An interesting feature of Intercom is to enable contextual notification and content recommendations. I used this to target business prospects with relevant content such as video testimonials.
I also use contextual live chat pushes to boost newsletter registrations.
Intercom handled the post-sale review generation campaign.