Simplifying Sandvik Coromant’s Marketo Template System
Sections
Company Overview
Sandvik Coromant is a global leader in high-tech engineering, specializing in areas such as mining, construction, manufacturing, and machining solutions. With a presence in over 150 countries, Sandvik Coromant is known for its innovation, quality, and commitment to sustainability. To maintain its competitive edge in global markets, Sandvik Coromant relies on advanced marketing strategies, where automation plays a crucial role.
The Challenge
Before partnering with Kapturall, Sandvik Coromant's marketing team used a rather complex template system in their Marketo instance to manage their campaigns. The setup included a single master workspace that housed generic programs, which were cloned as needed. However, this structure presented several challenges:
- Lack of Personalization: All global sales areas (spread across different continents) shared the same programs and templates, limiting the ability to tailor campaigns to the specific needs of each region.
- Operational Complexity: The use of channels and programs was not standardized, leading to confusion and redundancy.
- Inefficiency in Program Creation: Without an optimized and differentiated structure, the marketing team spent a significant amount of time manually cloning and customizing programs to suit each region's needs.
- Inconsistent Campaign Execution: Programs were being executed differently across each sales area, with no standardized approach. Each regional team was essentially doing what they thought was best, leading to a lack of consistency in the programs, processes, and results. This created confusion and inefficiencies, as teams used different forms and methods.
The Solution
To address these challenges, Kapturall carried out a comprehensive restructuring of Sandvik Coromant's Marketo instance. The solution focused on creating a more agile and customized structure, which included:
- Implementation of Program Templates by Sales Areas Workspaces: Each workspace contained program templates aligned with the most relevant marketing activities for that region, such as events, webinars, email campaigns, etc.
- Center of Excellence (CoE): Kapturall established a Center of Excellence (CoE) within Marketo, serving as a centralized repository of best practices and standardized templates. Each sales team now clones programs from their designated workspace, ensuring consistency and control in the process.
- Global Form Standardization: Global forms were developed for use across multiple campaigns and workspaces, streamlining data collection and management uniformly across all regions.
- Optimization of Channel Usage: Kapturall redefined and standardized the use of channels within Marketo, enabling better tracking and analysis of campaigns, and improving clarity in the planning and execution of marketing strategies.
Results
- 40% Faster Campaign Setup: The revamped workspace structure drastically cut campaign setup times, enabling the marketing team to execute initiatives with greater agility. This acceleration allowed them to respond more quickly to market needs, improving their overall operational efficiency.
- 30% Reduction in Campaign Errors: Centralizing operations through a Center of Excellence (CoE) provided regional sales teams with access to pre-approved, consistent templates. This approach minimized errors and improved campaign reliability, ensuring a unified and professional brand message across all communications.
- Enhanced Personalization Across Sales Areas: Customizable templates tailored to specific sales regions empowered teams to align campaigns more closely with local preferences and requirements. This level of personalization significantly boosted customer engagement and satisfaction.
- 95% Adoption of Global Forms for Streamlined Processes: The adoption of optimized global forms simplified data collection processes while improving the overall user experience. This consistency across regions enhanced operational efficiency and provided reliable, high-quality data.
- A Clean, Scalable Marketo Environment: A comprehensive restructuring of the Marketo platform improved organization, making it easier for teams to locate and replicate relevant programs. This not only reduced errors but also established a foundation for scalable and sustainable marketing operations.
Thanks to the implementation of this solution by Kapturall, Sandvik Coromant achieved significant improvements in their marketing automation process:
These results demonstrate the impact of an optimized marketing automation system. If your company is ready to enhance its marketing efficiency and personalization, contact us to discover how we can help you achieve similar success, just like Sandvik Coromant.
40%
Faster campaign setup
-30%
Reduction in campaign errors
95%
Adoption of global forms
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