Success Cases

Marketo audit, training and consultancy services for Anticimex

Anticimex, one of the leading companies in pest control and management, needed to restructure its operations plan and marketing strategy using Marketo. Below, we'll tell you about their case and how Kapturall managed to help them enhance their internal management structure.

How Anticimex Spain Revitalized and Enhanced Its Marketing Operations through Marketo with the Assistance of Kapturall

Anticimex, a leader in pest control in Spain, blends technology with sustainability in its approach. They offer tailor-made services for homes and businesses nationwide, boasting a rich history and extensive geographic coverage. Their commitment to eco-friendly methods and advanced monitoring systems sets them apart. Catering to a diverse clientele, from homeowners to industrial companies, Anticimex stands out for its dedication to sustainability and the environment, making it a reliable and advanced choice for pest control in Spain.

Su compromiso con la sostenibilidad y el medio ambiente es destacado. En resumen, Anticimex es una opción confiable y avanzada para el control de plagas en España.

The Challenge

Anticimex Spain faced an ambitious challenge: to maximize Marketo's potential in boosting their marketing operations. They recognized the need to optimize their use of Marketo both operationally and strategically, aiming to set a global marketing standard and pave the way for other Anticimex locations.

The Solution

To tackle these challenges, a three-phase plan was developed:

  • Comprehensive Marketo Audit: A thorough analysis of the Marketo instance was conducted, identifying, and addressing improvement areas to establish a solid foundation.
  • Implementation of Best Practices: Based on the audit findings, workflows, audience segmentation, and lead management were optimized, equipping Anticimex with the necessary tools for a more effective relationship with Marketo.
  • Innovative Work Process Design: Focusing on innovation and strategy, we streamlined the Marketing team's workflow, shifting the focus away from mere operational tasks.
  • Empowering the Marketing Team: Through extensive training, we ensured the Anticimex marketing team was adept and efficient in utilizing Marketo to its full potential.

Results

Within just three months post-audit, Anticimex witnessed impressive gains:

  • Optimization in campaign creation times: The establishment of the Kapturall's Center of Excellence has optimized campaign creation times by X3, thanks to process standardization and the use of program templates. This advancement underscores the importance of efficiency and ease in the marketing process.
  • Increase of 11.7% in web form conversions: he redesign has improved user experience, reflected in an increase in email open rates and form completion rates. As a result, there has been an 11.7% increase in lead acquisition over a 6-month period. This demonstrates that an intuitive and attractive user experience is crucial for driving lead generation.
  • 60% increase in Termite Lead Nurturing influence and 6% in Lead Nurturing conversion:The review of this strategy has resulted in a significant growth in program membership percentage. Before optimization, approximately 6.6% of members were influenced and around 2.8% completed the termite inspection form. Post-optimization, the percentages improved significantly, with approximately 67.8% of members influenced and around 6.7% completing the form.
  • Efficient Database Cleansing: 12,652 unqualified leads were eliminated due to prolonged inactivity or invalid contact data. This process not only resulted in a cleaner database but also generated significant cost savings in licensing.

These results highlight the power of a well-executed digital marketing strategy. If your company is looking to transform its marketing approach, contact us to explore how we can help you achieve similar results.

X3

Faster in campaign creation

+11,7%

Web forms conversions

-12.500

Zomby leads