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Manufacturing Virtual User Group

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SAN MATEO, Calif., Nov. 9, 2016 -- Marketo, Inc., the leading provider of marketing software and solutions, is reaching new customers in the manufacturing industry, helping them to transform their approach to marketing and more closely align with the sales revenue cycle. In the first three quarters of 2016, 150 manufacturing customers from around the world have chosen, expanded, or renewed their relationship with Marketo, highlighting the increasing appetite for innovation among forward-looking manufacturers.


In a sector at the very cutting edge of technology, it's crucial that the marketing department operates ahead of the curve and in support of its sales team. The challenge facing many manufacturers is that while prospective customers present high value, one lost customer is costly for the business as a whole. Retention as a revenue-driver is key, and relationships need to be meticulously handled as the number of channels and customer touchpoints continues to multiply. In order to do this at scale, and to help sales teams identify product interest much earlier in the sales cycle, manufacturing marketers must lean on technology and automation.


Manufacturing customers that recently selected or extended their footprint with Marketo include:

  • Ansell Limited: As a global leader in protection solutions, Ansell is a pioneer in introducing new technology and designs to the medical and industrial fields. Ansell's vision is to create a world where people and products enjoy optimal protection against the risks to which they are exposed. Since beginning work with Marketo five years ago, the Australian-based company has boosted email open rates and had a revenue impact on the business as a whole. Ansell is now expanding its use of Marketo, rolling out the technology in all regions in order to drive global engagement with prospective and current customers.
  • Bishop-Wisecarver Group (BWG): For more than 65 years, Bishop-Wisecarver Group has provided linear and rotary motion solutions to a broad range of international customers. After their previous marketing automation company was acquired, BWG knew they needed a solution that would continue to work well with their preferred CRM tools. Marketo's open platform approach offered BWG the integration and functionality they were looking for to enhance their customer relationships. Since implementing Marketo earlier this year, BWG has benefitted from improved lead scoring, clearer email analytics, and the shared knowledge of Marketo's greater customer and partner base.
  • Lennox International: Lennox, which extended its relationship with Marketo earlier this year, has more than quadrupled the number of groups within the company using the platform to power their marketing. Marketo allows Lennox to consistently communicate to customers at scale, as well as a standardize how it quantifies marketing's business impact. Most recently, Lennox generated more than $3 million in revenue via a Marketo campaign that automatically reached out to customers who hadn't made a purchase in several months.


Additionally, in Japan, global industrial machinery manufacturer Yanmar Holdings Co., Ltd., joined the Marketing Nation earlier this year.

"Marketo has provided Ansell with the ability to measure how our marketing team is using digital technology to drive revenue results," says Mitchell Mackey, marketing director, Ansell. "We've been able to use our results in Australia and New Zealand to benchmark how our Ansell teams should be performing around the world, which gives us a singular view of digital marketing success."


"We have taken advantage of the amazing features available on the Marketo platform, from real-time engagement updates to trigger campaigns, to reach out to our customer base in a meaningful and timely way," says Melsha Winchester, marketing director, Bishop-Wisecarver Group. "BWG is committed to providing current and potential customers with the personal service and details they need to make informed decisions. Marketo's ability to support multiple CRM systems allowed us to continue using the tools we trust without slowing down our communications momentum."


"Marketo now powers many marketing activities within Lennox in North America, touching sales, individual store managers, and most importantly our customers," says Quan Nguyen, vice president, Marketing, Lennox International. "Marketo's detailed reporting makes it easy to see which of our campaigns are the most effective, while its strong connection into our CRM ensures that our work directly fuels sales across the enterprise."


According to McKinsey, the manufacturing sector is worth an estimated $4.2 trillion in the United States alone. By enabling manufacturing CMOs to make the appropriate changes within their organizations and work with sales more effectively, Marketo is driving a new and more effective sales cycle for the industry.


To learn more about how Marketo helps manufacturers, visit


About Marketo

Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers - from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo's Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit



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