How HashiCorp Achieved a 100% Increase in Adobe Marketo Campaign Output Using Jeto

Background

HashiCorp is The Infrastructure Cloud™ company, helping organizations automate multi-cloud and hybrid environments with Infrastructure Lifecycle Management and Security Lifecycle Management. The company faced important challenges in scaling marketing operations while expanding its global presence.

Danielle Hollywood, Senior Marketing Operations Manager at HashiCorp, whose role is to ensure its campaign operations and email engine are running at high efficiency, faced the challenge of scaling Adobe  found itself increasing the time required to get a campaign live along with incomplete or incorrect campaigns that had an effect on campaign reporting capabilities. This made it critical to streamline campaign operations to optimize overall efficiency.

Marketo campaign operations for a growing global company. As campaign volume surged, inefficiencies and fragmentation in existing campaign execution processes began to slow execution. The team

Challenges

As HashiCorp’s marketing operations expanded, three key challenges in scaling marketing operations emerged:

1. Increased Volume and Complexity: Supporting larger teams with more Marketo campaign requests while maintaining standard SLAs became increasingly difficult.
2. Onboarding and Scaling Globally: Onboarding global teams with varying levels of expertise in Marketo posed challenges in maintaining consistency and efficiency.
3. Inefficient Systems: The existing intake process, involving multiple steps and tools (Asana forms, Google Sheets, Salesforce and Marketo program creation), was cumbersome and led to incomplete campaigns, delays, and challenges in governance and reporting.

Solutions

Danielle’s team tried various ways to optimize the process such as training people on the Marketo platform, using a Google spreadsheet, combined with training and enablement to centralize all campaign inquiries. However, these efforts were not sufficient to see a lift in productivity and bring consistent quality. 

To tackle these challenges, HashiCorp adopted Jeto, a powerful campaign optimization platform that serves as a Marketo co-pilot application that helps simplify, govern,  scale and integrate marketing campaigns operations across the team.

Jeto allowed HashiCorp to streamline its campaign intake process, enabling marketers to create Marketo campaigns without the need for extensive onboarding. The implementation started with a pilot group of marketing power users, eventually rolling out globally with near-perfect adoption.

Key Features of Jeto for Enhanced Marketo Campaign Operations

• Self-Service Campaign Creation: Jeto empowered marketers to create campaigns without needing technical knowledge of Marketo, reducing the burden on the operations team.
• Simple User Interface and Experience: Jeto’s streamlined UI/UX eliminated Marketo complexity, allowing both central and local marketing teams to increase email campaign velocity and produce greater output.
• Governance and Best Practices: Jeto enforced standardized processes, ensuring consistency across all campaigns.
• Integration with Existing Tools: HashiCorp integrated Jeto with Asana, automating project creation and data sync, as well as Salesforce (SFDC) to streamline campaign dimensions input. 

Outcomes
Implementing Jeto significantly transformed HashiCorp’s marketing operations:

• 50% Reduction in Production SLAs: HashiCorp was able to cut campaign production time in half while doubling the overall campaign output.
• Improved Campaign Completeness: Ensuring 100% completeness in campaigns reduced back-and-forth communication and enabled more advanced reporting.
• Faster Onboarding: New team members could quickly get up to speed, further enhancing operational efficiency.

The HashiCorp success story shows how streamlining campaign operations and optimizing processes can greatly improve efficiency and scalability. The following six tactics offer actionable insights that organizations can implement to boost their Marketo campaign operations. These strategies tackle common operational challenges, improve team alignment, and support growth, ensuring that marketing campaigns deliver consistent, predictable results. 

Six Strategies for Improving  Marketo Campaign Efficiency for Growth

1. Establish Centralized Governance and Best Practices:

• Ensure standardized processes across all campaigns to maintain consistency and alignment.
• Map out the service model and campaign lifecycle workflow to identify opportunities for optimization, focusing on areas with the highest potential for time savings.
• Adopt distributed marketing strategies to bridge the gap between central marketing and local teams, ensuring a cohesive approach to marketing automation.

2. Simplify and Streamline Processes:

• Reduce complexity by consolidating multiple tools and forms into a single, intuitive intake system.
• Empower non-technical users with self-service tools that simplify campaign creation, reducing the burden on operations teams.
• Implement one-piece-flow asset creation, allowing for cloud-based, centralized collaboration with role-based permissions to improve efficiency.

3. Automate and Integrate Systems:

• Automate repetitive tasks, such as program builds for recurring campaign types, to minimize manual labor and reduce errors.
• Integrate key systems (e.g., Jeto with Asana and Salesforce) to create a seamless workflow and eliminate manual data entry, ensuring all marketing operations requests are tracked and managed effectively.

4. Pilot, Deploy, and Adjust:

• Start with a pilot group of champions to test the new processes and gather feedback.
• Roll out the solution in phases, adjusting based on user input and ensuring clear communication and support throughout the deployment.

5. Scale and Optimize for Growth:

• Achieve faster campaign execution and reduced SLAs, ensuring campaigns are created with 100% completeness for better reporting and reduced back-and-forth communication.
• Focus on continuous optimization, such as reducing duplicate data entries and improving budget planning, to scale marketing efforts efficiently.
• Enable faster onboarding for new team members, allowing the organization to adapt quickly as it grows.

6. Leverage AI and Future Technologies:

• As campaign processes evolve, prioritize technologies that offer direct cost savings or competitive advantages.
• Explore AI integration to further streamline workflows and enhance the user experience within existing tools.

Conclusion

By implementing Jeto and following a structured approach to optimization, HashiCorp successfully scaled its marketing operations, achieving significant improvements in efficiency, campaign output, and scalability. This success story highlights the importance of leveraging technology for Marketo optimization, simplifying processes, empowering users with self-service tools, and integrating systems to drive effective marketing operations.

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