Case Study: Marketo achieves scalable, cost-effective pipeline growth with Captora

Marketo Leverages Captora to Deliver Pipeline Growth

Marketo needed to accelerate an ambitious, cost‑conscious growth plan: reduce reliance on paid acquisition, make organic traffic a predictable demand channel, increase new contacts for nurture programs, and expand its digital brand presence. The company required a scalable way to launch many targeted campaigns without substantially increasing headcount.

By deploying Captora’s data‑driven platform to leverage existing content and buyer intent signals, Marketo identified and prioritized 489 demand families and over 9,000 demand signals to inform campaign creation. The program launched 150+ campaigns within three weeks, drove 36% quarterly growth in site visitors, 45% growth in leads, achieved a 50–60% better cost per lead versus prior approaches, and delivered over 90% non‑branded (net new) leads—building a sustainable, scalable marketing‑led growth engine.

Marketo

David Cain

VP of Marketing, Marketo