Case Study: Graco boosts membership engagement and order value with Chapman Bright’s Marketo Engage solution

Using marketing automation to prove the business case for making optimal use of engagement tools by increasing engagement within their membership club

Graco, a worldwide leader in manufacturing fluid and powder handling equipment, faced the challenge of increasing engagement within its Contractor’s Membership club. Their goal was to leverage marketing automation to stimulate new member sign-ups, reactivate non-active members, and encourage existing members to purchase more. The vendor, Chapman Bright, helped identify the biggest opportunities for this within their existing strategy.

Chapman Bright implemented Marketo Engage to create personalized interactions using content programs, engagement programs, and persona scoring. This solution included developing a business case that identified nurturing opportunities and a lead scoring model to find sales-ready customers. The results proved the business case, showing that higher engagement could generate 6 to 7 times the order value, providing Graco with a scalable solution to grow their membership program.

Graco