Marketo Software Generates 5X Return on Cost of Investment for NewVoiceMedia

By Calvin Azuri
TMCnet Contributor

Marketo (News - Alert) recently announced that its marketing automation solutions have generated a five-fold return on the cost of initial investment in the software for NewVoiceMedia within 12 months of it being deployed. Leveraging Marketo's software, NewVoiceMedia (News - Alert) was able to optimize use of sales and marketing resources thanks to improved sales force productivity and sales efficiencies, as well as improvement in inbound leads, flow rates, and revenue generation.

In a statement, Tim Pickard, chief marketing officer, NewVoiceMedia, said that, "We had worked with Marketo in the past so we knew the strength of their value proposition, their approach to marketing campaign management combined with superior technological advancement and that made them a compelling answer to the issues we were facing. We required an outbound marketing strategy that could track metrics, responses, activity, provide behavioral insight, prioritize 'hot' leads, and deliver deep analysis, to help us understand the value of interactions with customers over time."

After deploying Marketo’s marketing automation solutions, NewVoiceMedia benefited from a 75 percent increase in sales acceptance rate of marketing leads. Furthermore, the company has been able to improve revenue performance via unified lead generation, scoring, nurturing, optimized sale insight, and a robust social marketing platform.

Tim Pickard said that, "Marketo was able to help us meet our objectives and helps shine a light on numbers that support the marketing process and allows us to see what content works and ultimately, to understand return on marketing investment. We now have a granular view of the sales and marketing process, can track conversion ratios to inbound, to qualified marketing leads, to converted customers. Conversion rates have dramatically increased, sales acceptance rates are 75%, which we weren't achieving before Marketo, and we see continual improvements as we refine the message and our processes. Overall, we've seen a five-fold return on our Marketo investment over the past year."

NewVoiceMedia, which currently serves 300 call centers across 28 countries, enables its customers to quickly and cost effectively enhance their overall customer experience. Marketo’s marketing automation software was deployed by NewVoiceMedia within a short span of just two weeks.