How a Global Tech Firm Unified Email, Ads, and Events in Marketo for 25% More Conversions

Client Overview — A Global Tech Firm Needing Connected Journeys

A global technology company relied on Marketo as the backbone of its marketing, but its campaigns were siloed across channels. Email, paid media, and event programs were executed separately, creating disjointed customer experiences. Prospects often received redundant or irrelevant messages, reducing engagement and slowing pipeline progression.

Challenges — Disconnected Channels Created Fragmented Customer Experiences

• Siloed Campaigns: Email, ads, and events ran independently, with little coordination or shared data. 
• Redundant Messaging: Prospects received overlapping or repetitive communications. 
• Lost Opportunities: Without cohesive journeys, leads dropped out before reaching sales. 
• Inefficient Spend: Marketing wasted budget retargeting contacts already active in other channels. 

Solution — Orchestrated Multi-Channel Journeys in Marketo

Xgrid helped the client transform disconnected campaigns into orchestrated, cross-channel customer journeys.

• Unified Journey Framework: Designed nurture tracks that spanned email, ads, and events, aligned to buyer stages. 
• Behavior-Triggered Messaging: Configured real-time triggers to move prospects between channels based on activity. 
• Audience Syncing: Integrated Marketo with ad platforms to sync audience segments and retarget engaged leads. 
• Event Integration: Connected webinars and in-person events into nurture streams for seamless follow-up. 
• Central Reporting Dashboard: Rolled out dashboards showing combined performance across all channels. 

Results — More Relevant Journeys, Higher Engagement, Stronger Pipeline

• 25% Higher Conversion Rates: Coordinated messaging drove prospects further down the funnel. 
• Reduced Message Overlap: Dynamic triggers ensured contacts received only relevant communications. 
• Increased ROI on Ad Spend: Audience syncing minimized wasted impressions. 
• Stronger Event Impact: Immediate follow-up with attendees boosted opportunity creation. 
• End-to-End Visibility: Unified reporting showed the impact of multi-channel journeys on pipelines. 

Key Takeaways — Orchestration Drives Relevance and Conversions

• Journeys Must Span Channels: Buyers expect connected experiences, not siloed outreach. 
• Behavioral Triggers Create Momentum: Real-time signals ensure the right message at the right moment. 
• Visibility Across Channels is Critical: Centralized reporting prevents blind spots and maximizes ROI. 

Conclusion — From Fragmented Touchpoints to Cohesive Journeys

By orchestrating campaigns across email, ads, and events, the client created seamless buyer experiences that boosted conversions and improved ROI. What once felt fragmented became a unified, high-impact customer journey framework.

Take the next step toward a governed, agile, and scalable Marketo setup. Avail Xgrid’s Marketo Consulting Services to bring global consistency and local flexibility to your campaigns.