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Essent - Implementation of Marketo Engage in the Energy Market

Essent, pressured by energy market forces, for the first time ever in the market, is now serving large B2B customers online. With that Essent had a need to support execution of campaigns for acquisition and retention.

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Possible Solutions

Serving B2B customers in a newly developed application architecture called Unity. Essent B2B needed a solution to support and automate the execution of campaigns for acquisition of new customers and retention of existing customers.

They could either build all of the functionality into Unity themselves. Or they could choose a best-in-class marketing automation platform, which they could integrate with Unity. Essent chose to select a best-in-class marketing automation platform to integrate with Unity.

Chosen Solution & Scope

Essent selected Marketo Engage as their marketing automation platform. Marketo Engage is an enterprise-worthy and extremely well connectable engagement platform. Marketo Engage was to be configured within the total of three sprints. This included essentials, such website tracking, user roles and permissions, email templates, page templates, operational workflows, and cloneable example campaigns.

An agile team was to be supported by the Marketo Engage expert to…

Essent, pressured by energy market forces, chose a direction that asked for specific marketing capabilities. Essent selected Marketo and assembled an agile team, which learned on the job, alongside a Marketo professional. Marketo, with integrations, live is just a few weeks, with high performing campaigns.

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Customer Story

Enabling relevant acquisition and retention campaigns in the B2B energy market with Marketo

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