Standardize contact onboarding in Marketo

Challenge

Grant Thornton Netherlands faced complexity in managing new contacts as their marketing strategies and customer journeys evolved. The existing marketing automation setup struggled to keep pace, leading to inconsistent handling of new leads and clients, fragmented onboarding experiences, and limited visibility into engagement. Without a clear structure, new contacts often received generic, none or mismatched content, making it difficult to measure the effectiveness of nurturing efforts or optimize follow-up actions. The lack of standardized processes also made it challenging to adapt to changing business objectives, support new content strategies, and leverage emerging platform capabilities.

Solution

To address these challenges, Grant Thornton Netherlands implemented a structured approach to new contact engagement within Marketo Engage. The solution introduced a clear classification system for new contacts, ensuring that each individual is identified. A dedicated onboarding drip campaign was developed to deliver relevant content in the right format and cadence. The number of topic-related engagement programs was streamlined, reducing operational complexity and focusing resources on the most impactful content streams. A new preference center was launched, empowering contacts to manage their communication preferences and ensuring compliance with privacy standards. Additionally, an interactive webinar tool was integrated to support more engaging digital experiences and capture richer behavioral data. Reporting mechanisms were established to track engagement and measure the effectiveness of each touchpoint throughout the onboarding process. This solution was chosen for its scalability, alignment with best-practice architecture, and ability to support ongoing optimization. By building on reusable program structures and leveraging Marketo’s advanced capabilities, Grant Thornton created a foundation that can adapt to future business needs and technology changes.

Impact

The new structured process delivers several layers of value for Grant Thornton Netherlands. Operationally, it reduces manual effort and minimizes the risk of inconsistent lead handling, freeing up marketing resources for higher-value activities. The improved segmentation and onboarding experience increase the relevance of communications, supporting stronger engagement and higher conversion potential. Data quality is enhanced through clearer classification and preference management, enabling more accurate reporting and better-informed decision making. The streamlined program architecture supports scalability, making it easier to launch new campaigns and adapt to evolving strategies. Overall, the solution positions Grant Thornton to nurture leads more effectively, measure impact with greater confidence, and support commercial growth through a modernized marketing automation operation.