Case Study: CenturyLink drives $100M+ ARR influence and $1.2M/month postage savings with Adobe Marketo Engage

CenturyLink hits the mark with customers using Marketo Engage

CenturyLink, a global communications provider founded in 1968, faced fragmented marketing after rapid growth and acquisitions: eight revenue organizations operated over 90 disparate marketing tools, making it hard to target diverse customer segments, measure multi-touch attribution, and replace costly paper billing. The company needed a single source of truth to improve marketing effectiveness across consumer and enterprise customers and tie campaigns to revenue.

CenturyLink consolidated marketing onto Marketo Engage (two instances) in under six months, funneling ~400,000 daily activity records into a data lake, integrating third-party tools, and enabling multi-touch campaigns and automated sales emails. The move reduced their martech stack, improved attribution visibility, and drove measurable outcomes: 70% of deals include Marketo touches, $100M+ ARR influenced, and $1.2M monthly savings in postage and paper.

CenturyLink

Kate Federhar

Marketing Operations Manager