Industry: Finance
Technology: Marketo, The beta version of Leadous BURST
Target Market: Financial professionals and individual investors
The Challenge
After over 200 audience members opted in to a seemingly “unreachable” target audience , Proshares aimed to send a daily market email before the floor opens to keep them engaged. The contents of the email are complex and require data to be collected and analyzed daily to create valuable insights to be utilized for the following day’s email. This process added significant strain and time to the already busy marketing team’s workload. Proshares needed a way to automate the daily market email without requiring after-hours efforts from its teams.
The Solution
Leadous proposed leveraging content and image links that would be piped into a predesigned program and template in Marketo Engage. All of this, without logging into Marketo Engage, the concept behind Leadous BurstTM was born. The Proshares team seamlessly does this in 3 easy steps:
- ProShares enters content and image links in a simplified line-by-line format outside of Marketo Engage
- A “submit” trigger creates the program and correlating assets in Marketo Engage
- Once created, Proshares can send samples to quickly QA before they schedule the email send
The Result
The automation process allowed ProShares to deploy daily market emails without after-hours efforts. The campaign managers and data scientists use this simplified process to finalize content, without any input from the marketing operations team.
Proshares has more than doubled the audience opt-in since implementing the Daily Market email and are seeing average open rates range from 40% to 50%. Which is more than 4X the average ProShares open rate of 12.1%.
The solution is working so well, Proshares is looking to expand this solution to other channels and sends leveraged in Marketo Engage.
“We effortlessly maintain the daily cadence of sending a dynamic modular email. This streamlined process reduces the need for extensive QA and simplifies the repetitive tasks, making the mundane aspects of campaign management remarkably easy.”
– Marketing Operations, Proshares
Conclusion
The automation solution provided by Leadous not only met ProShares’ needs but also paved the way for future innovations in digital strategy. It’s the perfect demonstration of how automation can target audiences and drive improvement in awareness and engagement metrics; while at the same time decreasing manual effort – resulting in a very impactful ROM.
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