The CenturyLink Marketing Operations team began by moving all Level 3 Communications marketing programs over to Marketo Engage. Enable true multi-touch attribution reporting.Reduce costs by replacing paper-based billing with automated emails.Improve marketing effectiveness to influence both business and consumer customers.Establish a single source of truth for digital marketing across eight organizations.“A challenge we faced for years is the need for true multi-touch attribution reporting, especially for large enterprise customers that have a much longer sales cycle.” “We’re working to drive marketing optimization and maximize our assets to provide the best experiences and offers to our customers,” says Scott Berns, senior director of marketing operations at CenturyLink. To improve marketing effectiveness in targeting a wide range of customers, the company decided to transition to a central Marketing Operations team and consolidate marketing activity into a single holistic view with Marketo Engage, part of Adobe Experience Cloud. Marketing operations were decentralized, with different marketing technology stacks that comprised more than 90 solutions. Following one of their larger acquisitions CenturyLink became a $24 billion company with eight revenue-generating organizations. Growth through acquisition creates new business opportunities but also can come with complexities for internal operations. To maintain market leadership and continue to grow revenue, CenturyLink needs to reach their entire customer spectrum with marketing messages tailored to a specific customer, and tie those efforts to the company’s bottom line. To millions of families, they are the trusted local phone company. For much of the Fortune 500, they are the enabler to the networked world. CenturyLink hits the mark with customers using Marketo EngageĮvery day CenturyLink connects millions of people and businesses of all sizes.
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