How a Global B2B Brand Boosted Engagement 30% by Personalizing Marketo Campaigns

Client Overview — A Global B2B Brand Struggling to Drive Engagement

A global B2B brand relied on Marketo for campaign execution but was experiencing low engagement rates. Despite high volumes of outbound campaigns, the lack of personalization made customers tune out. Campaigns were generic, repetitive, and often failed to align with where prospects were in their buying journey.

Challenges — Generic Campaigns Leading to Low Engagement

• One-Size-Fits-All Journeys: Campaigns treated all leads the same, regardless of buyer stage or industry. 
• Stalled Lead Progression: Nurture programs lacked the nuance to move prospects further down the funnel. 
• High Volume, Low Impact: Teams produced campaigns rapidly but without meaningful relevance, leading to diminishing returns. 
• Limited Use of Behavioral Data: Customer signals like page visits, content downloads, and event attendance were underutilized. 

Solution — Personalized Journeys Built on Behavioral and Firmographic Data

Xgrid helped the client redesign its Marketo campaigns to deliver contextual, personalized experiences at scale.

• Dynamic Segmentation: Built smart lists and segments based on behavioral activity, industry, and buying stage. 
• Adaptive Nurture Streams: Implemented branching nurture programs that responded to prospect signals in real time. 
• Tokenized Personalization: Leveraged tokens for industry, role, and product interest to tailor messaging at scale. 
• Content Mapping: Aligned content assets to buyer stages, ensuring every message moved prospects toward conversion. 
• Testing & Optimization Framework: Set up A/B tests for subject lines, CTAs, and offers to continuously refine engagement. 

Results — Higher Engagement, Faster Lead Progression, and More Conversions

• 30% Increase in Engagement: Email open and click rates jumped significantly with more relevant messaging. 
• Improved Lead Conversion Rates: Prospects progressed through nurture streams faster, boosting MQL-to-SQL conversion. 
• Reduced Campaign Fatigue: Adaptive streams ensured prospects only received content aligned to their interests. 
• Stronger Sales Handoffs: Sales received more qualified, better-informed leads. 
• Scalable Personalization: Framework allowed global teams to replicate personalization without reinventing workflows. 

Want to turn generic campaigns into high-performing journeys? Discover how Xgrid’s Marketo Consulting Services help global brands personalize at scale and boost engagement by 30% or more.

Key Takeaways — Personalization at Scale is the Engagement Multiplier

• Behavioral Signals Unlock Relevance: Campaigns must respond to what prospects actually do, not just static data. 
• Content Must Match Buyer Stage: Mapping assets to journeys drives progression instead of stalling leads. 
• Personalization Doesn’t Mean Manual: Tokens and smart lists allow teams to scale relevance efficiently. 

Conclusion — From Generic to Relevant, Engagement Transformed

By re-architecting nurture streams and leveraging behavioral data, the client moved away from one-size-fits-all campaigns and delivered journeys that resonated. The result: higher engagement, stronger conversions, and a repeatable framework for global personalization at scale.