CASE STUDY

Developing Successful Nurture Campaigns with Marketo: In Less Than One Year, FlexEnergy Surpasses Benchmarks
FlexEnergy Inc is a technology company that designs and manufactures innovative systems capable of producing continuous energy with near-zero emissions from a broad range of fuel sources. The company needed updated go-to-market messaging, which featured their product offerings, and a repeatable marketing process to effectively present this new information to its buyers. Engaging Elixiters strategic development and execution services, FlexEnergy was able to launch email nurture campaigns featuring their new messaging.

FlexEnergy established the following goals for its nurture campaigns: GOALS:

THE CHALLENGE
In order to leverage their message in the marketplace, FlexEnergy required effective nurture campaigns to ensure the companys highest revenue-generating resources (marketing and sales employees) had the tools in place to connect with buyers, by industry segments. With limited marketing resources, FlexEnergy needed to effectively utilize existing assets in an innovative and thought provoking way. FlexEnergys nurture campaign execution had the following objectives: Remain responsive to inbound inquiries Understand and accelerate the sales cycle Leverage existing products while creating demand for FlexEnergys new product nearing final development

THE SOLUTION
Elixiter provided strategy services to guide FlexEnergy through the development of an execution plan that involved the utilization of Marketos nurture campaign capabilities. This solution was the fastest and highest impact approach to support FlexEnergys growth, while keeping costs low. To help FlexEnergy overcome its challenges and meet its objectives, Elixiter recommended the following components: Build industry specific content directed at three target segments (Landfill, Oil and Gas, Combined Heat and Power) Leverage dynamic content in Marketo to personalize all messages as coming from the assigned sales representative Enable the sales team to control who enters the nurture flows directly from Salesforce.com (Marketo / Salesforce.com integration)

Speed the buyer education and sales cycle Expand the sales teams reach Enable the sales team to control message delivery Deliver real-time results to Market Managers to understand what messages resonate best with potential buyers

Leads nurtured _________________________

1,500

4 Active
Nurture Campaigns _________________________

Elixiter makes our digital marketing easy, effective, and efficient. It enables us to quantitatively measure the success of our marketing efforts. Su Huang Market Manager FlexEnergy

in Opportunities

Several Million Dollars

Influenced by their Nurture Campaigns _________________________

THE PROCESS
1. Create first campaign to test concept: Landfill segment 2. 3. 4. 5. 6. 7. Determine assets for segment Determine content track (including waiting time periods) Create email content Determine success metrics Go live Train sales team to add leads to nurture flow

THE RESULTS
FlexEnergy received great results from their four active nurture campaigns. Each campaign has had high email performance statistics and has surpassed many industry benchmarks. The nurture campaigns have also expanded the companys opportunity pipeline with new opportunities that have a potential of several million dollars. Through utilizing Marketo, FlexEnergy is able to accurately report on the flow and effect of the nurture campaigns. Statistics: 1,500 leads passed through nurture campaigns Four active nurture campaigns Several Million dollars in opportunities influenced by their nurture campaigns Email Performance: Landfill email: 50.9% clicked-to-opened ratio Oil and Gas email: 44.4% clicked-to-opened ratio Combined Heat and Power email: 40.0% clicked-to-opened ratio

8. Review results 9. Create second campaign: (repeating process) Landfill additional segment

10. Review results 11. Create third campaign: (repeating process) Combined Heat and Power segment 12. Review results 13. Create fourth campaign: (repeating process) Oil and Gas segment 14. Review results 15. Push more buyers into all nurture flows 16. Encourage sales team to add new leads

CONCLUSION
FlexEnergy has successfully utilized Marketo to address its marketing execution challenges and support its field sales organization. Using Elixiters services, FlexEnergy was able to move quickly on their initiatives in an efficient and effective manner. Using nurture campaigns, FlexEnergys sales team is able to directly ensure that they connect with potential buyers, offering appropriate assets to buyers within their respective sales cycles.

About Elixiter Elixiter is a technically savvy marketing agency that provides expertise to deliver high-impact campaigns, drive high quality sales-ready leads, increase revenue generating activities, and simplify marketing automation systems. Elixiter delivers quick and effective business processes and tailored packages for the Marketo platform. About FlexEnergy FlexEnergy Inc is a technology company that designs and manufactures innovative systems capable of producing continuous energy with near-zero emissions from a broad range of fuel sources, including otherwise unusable low quality gas. FlexEnergys unique FlexPowerstation FP250 and robust Flex Turbine MT250 solve real-world energy challenges in the Combined Heat & Power, Oil & Gas Production, Landfill Gas and Digester Gas markets for private and federal clients. About Marketo Marketo makes marketing easier. Its award-winning demand generation solutions provide email marketing, lead nurturing, lead scoring and closed-loop reporting capabilities to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles and demonstrate marketing accountability.

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