Realizing the scaling potential of marketing automation

Starting with the BeNeLux region, LeadFabric offered a suite of digital campaign services.

This included the development and delivery of assets, campaigns, email and event programs, and workflows within Trend Micro’s marketing automation platform, Adobe Marketo Engage.

The aim of this collaboration had always been to achieve two major outcomes:

Better conversion rates from local event invitations
Increased inbound lead capture and follow-up rates (via content syndication)

Ultimately, the primary functions of Trend Micro’s local marketing teams were to ensure participation in “traditional” events (e.g., tradeshows, seminars), localize product announcements, and manage customer wins with nuanced PR/reputation marketing.

Over the years, these local teams also developed competencies in Account-Based Marketing (ABM) efforts, wherein marketing works in parallel with sales to target and close highly specific accounts.

It wasn’t long before the usage and significance of Marketo evolved within the organization.

It went from simply being a top-of-funnel (TOFU) marketing engine used on a local level, to being the marketing automation platform and digital marketing engine that Trend Micro Corporation relied upon –on a global level.