1. business and industrial
2. advertising and marketing
3. marketing

Marketo Leverages Captora to
Deliver Pipeline Growth
The Challenge: Fueling an Ambitious Growth Plan,
Cost-Effectively
For Marketo, achieving that growth plan within budget meant:
Reducing the dependence on paid campaigns for new
customers while making organic traffic a predictable demand
generation channel
Increasing the number of new contacts going into Marketo’s
nurturing programs
Expanding Marketo’s digital brand presence online
The Solution: Leveraging Existing Content for Highly
Scalable Demand Generation
Captora provided a data-driven, scalable solution for creating
and optimizing new marketing campaigns and improving
top-of-funnel lead generation.
“Captora gives us deep analytics on what our prospects are
looking for across the web and what our competitors are saying.
Then it helps automatically generate targeted campaigns to
engage those prospects. We have seen impressive pipeline
impact.”
Marketo was able to launch 100s of new campaigns without
hiring an army of people. Captora helped them identify and
prioritize 489 unique Demand Families* and over 9,000 unique
Demand Signals** being used by Marketo’s prospects. For
example, the “Lead Generation” Demand Family had 34 unique
Demand Signals, such as“How to be successful in lead
generation?” and “Lead generation for the complex sale.”
www.captora.com
“Captora has been a
game-changer for
marketing. We are
connecting with new,
high quality prospects
at the point when they
start looking for our
products.
David Cain
Marketo
VP of Marketing
The Benefits: Building a Scalable, Data-Driven
Growth Engine
With Captora, Marketo is making organic traffic a more
predictable demand channel and improving new customer
acquisition costs. Additionally, with 100s of targeted campaigns
going live, Marketo is ensuring its brand is increasingly
ubiquitous among relevant buyers. So, beyond just near-term
visits and leads, Marketo is building a sustainable, scalable
engine for marketing-led growth.
“With Captora, we are scaling to significant new lead volume
while beating our Cost Per Lead goals.”
As an added benefit, Captora is helping Marketo better leverage
their great marketing content. They know exactly how to deploy
their existing content, based on actual buyer demand signals
and deep competitive intelligence. They are also getting great
insights on what new content to create.
Schedule a Demo!
See What Captora can do for you!
captora.com
*A demand family is a category of demand exhibited by prospects on your site, competitor sites or on
search engines.
**A demand signal is a specific term - within that demand family - used by your prospects
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Marketo has launched 150+
Captora campaigns within 3
weeks of activating Captora
36% quarterly growth in
website visitors
45% growth in leads
Cost per lead is 50-60%
better than other demand
generation approaches used
by Marketo
Over 90% of Captora leads
are non-branded, meaning
they are net new prospects
for Marketo