Case Study: Marketo achieves 20% YoY advocate growth and $10M influenced pipeline with Influitive

Advocate marketing program of the year

Marketo, now part of Adobe’s Digital Experience business, set out to transform and scale its customer marketing and advocacy efforts to create deeper relationships and career development opportunities for customers while also driving measurable business impact across multiple products after the Adobe acquisition. The challenge was to build best‑in‑class advocacy programs that could engage thousands of marketers, promote professional growth, and generate tangible pipeline and revenue.

Led by its customer advocacy team, Marketo expanded Advocate Nation into a 4,000+ member community with programs like Purple Select, user groups, brand ambassadors and an influencer initiative focused on professional development and engagement. The effort delivered 20% year‑over‑year membership growth, 133% more revenue from its reference program versus 2018, $10 million in influenced pipeline from user group roadshows, and highly engaged advocates (including 40 who rallied to commission a custom Funko Pop).

Marketo

Kevin Lau

Global Head of Customer Advocacy