Case Study: GE Healthcare achieves $1B+ pipeline and global digital transformation with Adobe Marketo Engage

How GE is changing the way they work with their patients

GE Healthcare, a global medical technology company (est. 1994, 54,000 employees), needed to shift marketing from a perceived "soft function" to a strategic, revenue-driving capability. Their objectives included a global digital transformation, stronger marketing–sales alignment, improved data quality and consistency, and delivering the right content at each stage of the patient journey.

By centralizing on Marketo Engage as both a marketing automation and customer-data platform, GE built digital and revenue marketing centers of excellence and a single source of truth for campaigns and metrics. The initiative improved data-driven decision-making and sales alignment, expanded global reach, and drove more than $1 billion in pipeline while establishing marketing as a core driver of growth.

GE Healthcare

Glenn Thomas

Chief Marketing Officer