Case Study: Charles Schwab drives $1.1B pipeline and $100M+ in closed business with Adobe Marketo Engage

Marketing transformation helps Schwab Advisor Services drive marketing-qualified leads and close deals worth over $100 million

Schwab Advisor Services, part of Charles Schwab, supports independent investment advisors through a long sales cycle but faced an obsolete marketing platform that left teams without lead visibility or lifecycle insight. Relying on batch-and-blast communications, the marketing organization needed to personalize interactions, align with sales, and improve inbound lead capture and data quality.

The team established Demand Generation expertise and implemented Adobe Marketo Engage to automate and personalize a nine-touch nurture program, standardize processes, and scale activity across marketers and sales. The effort drove $1.1 billion in asset value contributed to the pipeline, helped close more than $100 million in net new assets, boosted engagement by 500%, increased marketing productivity by roughly 900%, and enabled better lead scoring and handoffs to sales.

Charles Schwab

Paige Lubawy

Senior Manager, Demand Generation