Implementing marketing automation to power strategic regional initiatives

By the time all of Trend Micro’s European regions gained access to Adobe Marketo Engage, it was important that each business unit had the resources required to successfully produce their own localized digital marketing programs, whilst at the same time maintaining the integrity of the global brand.

New challenges invariably arose. The different business units needed the bandwidth, expertise, and processes to manage their various online and offline initiatives (e.g., events, content localization, etc.).

LeadFabric was asked to support the Southern European teams (France, Italy, Spain) with designing, building, testing, and monitoring their marketing automation activities.

Considering that different programs for the different countries need to be produced at specific cadences for optimal audience reach, an efficient request system was implemented.

The process ensures that all communications operations are on schedule and governed with tight service level agreements (SLAs).

Taking a more strategic perspective, LeadFabric understood the need to monitor marketing program performance and to continually focus on campaign optimization.

This involves regular reporting within the Marketo platform, which not only helps to segment audiences but also to personalize communications for them.

The targeting and messaging approach is now more systematically tailored to audiences on a regional basis, which have been enhanced by LeadFabric’s multiple native language capabilities.

Marketing initiatives only expanded from there. Today, LeadFabric and Trend Micro Inc. collaborate on all the above-mentioned operations for the following countries:

Since 2013 – Central Europe: Belgium, the Netherlands, Luxembourg
Since 2015 – Southern Europe: France, Spain, Portugal, Italy
Since 2021 – Eastern Europe: Poland, Romania, Czech Republic, Slovakia, Slovenia, Hungary, Bosnia and Herzegovina, Montenegro, Serbia, Bulgaria, Croatia, North Macedonia, and Kosovo

Designing and executing marketing programs, as well as strategizing initiatives that generate new leads, have all been a part of LeadFabric’s efforts to help Trend Micro increase ROI and revenue.

With each of the business units operating relatively independently and differently, a key point of success has been the implementation of both region-specific (localized) yet globally compliant Trend Micro processes within Adobe Marketo Engage.

ALL IN ALL, LEADFABRIC:

160

emails

Creates and sends an average of 160 emails per year, per business unit.

60

programs

Prepares and schedules approximately 60 event and webinar programs per year, and per business unit.

THESE HAVE LED TO NOTABLE RESULTS, SUCH AS:

91,4%

INCREASE

Between 2018 and 2019, there was a 91.4% increase in MQLs generated by Adobe Marketo Engage programs for the French business unit.

56,4%

INCREASE

Between 2018 and 2019, the BeNeLux business units saw a 56.4% increase in Marketo-generated MQLs.

Today, Trend Micro Inc. and LeadFabric maintain a strong relationship that ensures the continuity and consistency of success for local marketing campaigns, all year round.

LeadFabric’s international and multi-lingual team offers us a tailored approach for our different business units, with support provided in various languages.

The LeadFabric team has assisted us in our marketing automation activities for quite a few years now.

We know we can rely on them to build and deliver Adobe Marketo Engage programs that will drive conversion and widen our reach across different audiences in different countries.

Kurt Vanderhaegen, Senior Marketing Manager Benelux