About the Customer
CenturyLink is the second largest U.S. communications provider to global enterprise customers. With customers in more than 60 countries and an intense focus on the customer experience, CenturyLink strives to be the world's best networking company by solving customers' increased demand for reliable and secure connections.
The company also serves as its customers' trusted partner, helping them manage an increased network and IT complexity and providing managed network and cyber security solutions that help protect their business.
Scope and Challenges
CenturyLink has everything from data centers and colocation centers, to managing Burrell home phone lines. Now they journey to get to marketing automation was really racketing more towards an omnichannel environment. They've got over 250 products and markets, so creating that alignment around what marketing really needs to be focused on solving customer needs and marrying that with the ability of your salespeople, to go out and penetrate the market is very, very important to have that consistency and that motion.
So CenturyLink goals are to get all of the marketing communications all of the campaigns out the door as quickly as possible. Globally they support six business units and have 1400 sellers in the business unit right now, and they have the ability to call a hundred people daily and they want those leads to be qualified, they want them to be warm.
CenturyLink use Marketo from everything; from email sense to lead nurtures, and lead scoring. They have it integrated into all of their web forms. Their sales reps love Marketo sales and sites, and that's ingrained in their daily lives.
Outcome and Implications
CenturyLink used to deliver two sales 100 leads a month. Over the past five years working with Marketo they're up to 2,000 qualified leads a month.
Marketo is really driving toward, constant innovation, the relentless pursuit of trying to make marketing easier and better, easier for their marketers on this side of the point, but better for the actual consumer on the other end, so that it's much more relevant to the end user. CenturyLink would definitely be at a disadvantage if they did not have a Marketing Automation Platform like Marketo.
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